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priyanka-rajani
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MARKETING AND PUBLICITY
Tourism
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Marketing Plan
To achieve the business objectives in respect of Profits, market share, occupancy, image, length of stay, activity development, spending .........*
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Components
Overall business objective
Assessment of market environments
Resources available
Market identification
Marketing strategies
Implementation
Budget
Evaluation
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Marketing Strategy
External mix to include the whole experience...Planning, travel, actual holiday and recollections
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The 4 Ps
ProductPeoplePricingPromotion*
Product to include packages, maps, information, souvenirs, what to se and do, accessibility and travel
People to study target customers, their likes and dislikes, habits, interests....
Pricing to focus on cost, willingness of market to pay, competition, availability of substitute products, off seasons, long stays, groups, packages, economic climate
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Promotions
Realistic claimsPersonal sellingAdvertisingPublicitySales promotion*
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Internal mix
EmployeeGuest relationsQuality controlPersonal sellingmorale*
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Advertising
Brand informationImagereminder*
Five decisions
ObjectiveBudgetMessageMediaEvaluation*
Media
NumbersFrequencyTimingMedia habits of market*
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Promotions
PREventsFam toursGive awaysTie-ins*
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