Tourism marketing

Lecture 3.
BBS 2021.09.20.
Marketing audit ( seminar 2 )

 SWOT analysis ( external and internal analysis ! )

 Product range ( internal )
 Customers ( external )
 Organization ( internal )
 Sales ( internal )
 Market share ( external )
 Profit margins ( external )
 Marketing organization ( internal )
 Marketing mix variables ( internal )
How to Write a Marketing Plan?- an
another approach:

 1. State your business's mission.

 2. Determine the KPIs for this mission.
 3. Identify your buyer personas.
 4. Describe your content initiatives and strategies.
 5. Define your marketing budget.
 6. Identify your competition.
 7. Outline your plan's contributors and their
responsibilities.

KPI= Key performance indicator

https://blog.hubspot.com/marketing/marketing-plan-examples
Forbes’ marketing plan template
 Executive Summary
 Target Customers
 Unique Selling Proposition ( mission statement )
 Pricing & Positioning Strategy
 Distribution Plan
 Your Offers
 Marketing Materials
 Promotions Strategy
 Online Marketing Strategy
 Conversion Strategy
 Joint Ventures & Partnerships
 Retention Strategy
 Financial Projections
Marketing strategy template
 1. Executive summary
 This summary is a great place to give the reader of your
plan a general overview of the goals of your business as
well as the marketing strategy you're looking to employ.
The reader needs this summary to get a quick glance at
your business and the overall goals of your marketing
plan.
 The executive summary is not only for marketing plans!
2.Mission statement (answering questions)
 Here is where you describe your company's values and
how they relate to your overall goals as an organization.
Here are some good questions to get you thinking:
 - What does your company do today?
 - What does your company stand for?
 - What's important to your company?
 - What would your company like to do in the future?
( Vision)
 - What is your brand identity?
 - What's your company culture like?
 - How does your company benefit customers, employees
and stakeholders?
3.Target markets
 This is one of the most important parts of your marketing
plan: establishing whom you want to market your product
to.
 Without a defined group of people, the money you spend
on marketing will be a waste.
 Think of it like this: there are a group of people in the
world today who need your service or product but don't
know it exists yet.
 Who are those people?
3.Target markets II.
 Here are some other questions for brainstorming:

 - What is the demographic of your customers (gender, age,

income, education, etc.)?
 - What are their wants and interests?
 - What's their psychographic profile (attitudes,
philosophies, values, lifestyle, etc.)?
 - How do they behave?
 - What are some existing products they use?
4.Products and services
 Your product or service is (obviously) the center of your
business. In this section, think critically about what you
offer your customers.
 What do you make or provide for customers?
 What are your customers' wants?
 How does your product or service fulfill customers' needs
( wants )?
 What value do you add to your customers' lives?
 What type of product or service are you offering?
5. Distribution channels
 At this point in the report, you should have transition more into
actual marketing theory and practices. Distribution channels
are avenues you can use to reach a customer or business. It's
important to think of all current and potential sales channels.
Some examples of sales channels include:
 Website
 Retail
 Mobile
 Social media
 Email
 Resellers
 Brick and click*
 *(https://www.fundera.com/blog/brick-and-click)
6.Competitive profile
 One of the major aspects of your marketing plan is developing your
unique selling proposition ( competitive advantage )
 A USP is a feature or stance that separates your product or service
from those offered by competitors.
 It's all about differentiation, and distinguishing your company as a
sole proprietor of one type of good or service can help your business
tremendously.
 Here are some ideas to consider:
 What's your USP?
 Who are your competitors? What do they offer?
 What are the strengths and weaknesses of your competition?
 What needs of the market (or customer) are not being served? What
can you do to meet those needs?
7.Pricing strategy
 Pricing is something you should consider while
developing your marketing plan. Developing the right
pricing strategy can help you better market your product.
 - What are reasonable margins to make a profit and cover
the costs of production?
 - Is there a market for products or services at your
projected price point?
 - Are you willing to sacrifice profit margins in return for a
greater market share? (or vice versa)
 - What are your marketing and distribution costs?
8. „Marketing plan” (communication
plan)
 In this section, break down what channels are available for
you to market your product.
 Think of which channels would be most effective in
communicating your story and persuading your target
audience. If your target audience is social media savvy, for
example, it may be better to utilize those channels instead
of radio or print media.
Marketing plan II.
 Here is a list of channels to get you started:
 Print (newspapers, magazines, brochures, catalogs, direct
mail)
 Broadcast (TV, radio)
 Press releases
 Trade shows, product demonstrations, event marketing
 Online advertising
 Social media
 Online sales
 Joint marketing with other companies
9.Objectives
 After determining what channels you can use to communicate
your message, think about what exactly you want to
accomplish. This should involve specific goals related to
market penetration and revenue targets. Here are some things
to consider:
 Market share
 Sales quotas
 Number of new customers gained
 Customer retention percentages
 Revenue targets
 Market penetration
 Brand awareness
 Website traffic etc.
10. Action plan ( or tacical plan )
 With all of the above items outlined, determine what
actual steps need to be taken to enact your marketing plan.
 This includes determining the proper steps, setting goals,
breaking down responsibilities and establishing an overall
timeline.
 It's also important to brainstorm potential roadblocks your
business could face and some solutions to overcome them.
Marketing Plan Basics ( Seminar 2 )
 7. Tactical plan ( go into details – working platform )

 Networking - go where your market is

 Direct marketing - sales letters, brochures, flyers ( B2C )
 Advertising - print media, directories
 Training programs - to increase awareness
 Write articles, give advice, become known as an expert
( B2M )
 Direct/personal selling
 Publicity/press releases ( B2M )
 Trade shows ( B2B )
 Web site
11.Financial projections
 This step can allow you to establish a realistic budget and
a better understanding what your marketing plan will
look like from a cost perspective. In addition to set a
budget, make sure you consider the overall return on
investment as well. Here are some other financial
projections to consider:
 Cost of implementation
 Cost to produce ( develope ) product or service
 Existing and projected cash flow
 Projected sales
 Desired profit margin on projected sales
Tools: Identifying Competitors and tracking the
Competitive Environment ( Scale rating )
More tools for marketing Plan
(http://articles.mplans.com/expense-budgets-are-
integral-to-your-marketing-plan/
 Market forecast
 Product positioning ( BCG matrix )
 Market research
 Price positioning and pricing
 Sales channels
 Porter’s 5 forces modell
 Competitor analysis
 Advertising fundamentals
 Basic brandings
 Marketing Planning Calculators