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ECO TOURISM KENYA CONFERENCE: 21 FEB 2012 MARKETING A TOURISM BUSINESS ELIZABETH M KIMOTHO WHAT IS MARKETING? What do you think marketing is? • Putting advertisements in the newspaper/radio/internet/billboards • Printing pamphlets and t-shirts • Event Sponsorship • Promotions & Competitions : buy 3 nights get 1 free Let us define what marketing is: It is a process of: 1) IDENTIFYING, 2) ANTICIPATING 3) & SATISFYING customer requirements PROFITABLY MARKETING PROCESS IDENTIFYING • Asking - social media a good forum eg twitter, facebook • Industry reports – Ministry of Tourism • The Internet: Trip advisor • Media Reports • Competitor reviews ANTICIPATE • Looking at habits, trends, social behavior, culture • In context to tourism: honeymooners, young adults, young family SATISFY • On arrival, at departure, excursions, service (nonverbal communication), décor, ambience/environment, mode of communication MARKETING PROCESS IDENTIFY ANTICIPATE SATISFY PROFITS NEEDS How leads to a profitable business: • Repeat business – it is cheaper & easier & more profitable to retain existing customers than it is to recruit new ones • Word of mouth (WOM) – This is more powerful than talking about yourself: Kosewe’s, Olepolos, hence marketing expenditure is contained All the previous mentioned activities have a place in marketing – just that they are one part of the marketing process WHO IS THIS CUSTOMER? This is your “TARGET MARKET” – can liken it to a cheetah on the hunt when it targets a particular gazelle in a herd and chases it till it gets it • Therefore important to know who your target market is because: • You can accurately describe this target market • You know where to find this target audience • Determines what channels of communication you are going to use that will effectively reach them when advertising • You can “speak their language” • You can have conversations with them because you now know what appeals to them & where to get them IMPORTANCE OF IDENTIFYING A TARGET AUDIENCE • By knowing your target audience’s needs, you can then: • Anticipate their needs • Time your marketing communication • Choose suitable medium of communication that will reach your target audience • Develop communication material that they will pay attention to & understand – eg a busy executive does not have time to read a lengthy paragraph on how you can give him/her a holiday of a lifetime • IT DOES NOT HAVE TO BE YOU WHO DEVELOPS THE COMMUNICATION MATERIAL • AIDA model - Attention, Interest, Desire, Action • Helps in relationship building: you make it easy for the client to relate you • Use of data bases in this is very useful eg wedding anniversaries, birthdays, size of family, physical address of office/home, allergies) IT IS ALWAYS & WILL ALWAYS BE ABOUT YOUR CUSTOMER & NOT ABOUT YOU EXAMPLE – LADY GAY INSIGHT • • • Personal care routine is one of the most important things that a woman indulges in before she starts her day She seeks soft, smooth, sheen skin & a subtle/nice perfume that last Without that she is unable to leave the house with confidence and win appreciation from others VALUES & PERSONALITY TARGET •C1C2 •40 & +years •Down to earth women who appreciate quality •Women who believe in traditional values, they are confident with strong principles & disciplined, seeking quiet admiration •They are conservative, & accept modernity at their own pace •Woman looking to enhance the natural beauty of their skin Only Lady Gay lotion gives me that unique sheen & soft skin & a unique pleasant fragrance that lasts the entire day & completes my woman-hood • • • • • • Believes in traditional values Mature, Feminine/ womanly Family oriented Passionate, Practical, Well behaved, Principled, Highly disciplined DIFFERENTIATOR MARKETING IN THE CONTEXT OF TOURISM • Identify the target audience: • Families? Corporates? Young adults? Children? The elderly? Church groups? Youth groups? Academic institutions? • What are the needs of this audience? • Relaxation, entertainment, spiritual, romance, education, etc • By identifying what this needs are, you can then position yourself as the one who can satisfy the customer’s requirements • Wording & visuals of your communication – working backwards from the client’s needs rather than what you think your customer would like to hear • You will also know where to find this target audience • It is also very possible to serve more than one target audience hence where segmentation comes in place SEGMENTATION • SEGMENTATION is grouping consumers with similar needs • By segmenting you can then be in a position to analyze eg • who brings in the most revenue • who brings in the highest margin • do they have seasons in the year? • This helps in better planning in the business • One can segment by looking at: What types of products there are Who Who are the users Why they want to use the product When they want use the product Where they want to use the product MARKETING PROCESS IDENTIFY ANTICIPATE SATISFY PROFITS NEEDS • Profits will be arise from the products & services that you develop to satisfy the target audience’s needs • The price set for the product should be perceived by your target audience as value for money • Under pricing/over pricing can be as a result of poor understanding of your target audience • In a community group, the product could already be existing eg caves • The caves are then marketed in the context of the relevant target audience eg: • Education excursions for academic institutions • Romantic dining area for honeymooner/couples • Camping for young people MARKETING PROCESS • The idea is to understand the principles of marketing (from the definition) and then apply them to your organization setting • Important to analyze the profitability of your marketing activities. • This forms the basis for strategies in the business eg you could identify that you can offer customers a more competitive price for an excursion if you owned a vehicle rather than hiring it which could then form a long term plan to purchase a vehicle CONCLUSION Marketing of a tourism enterprise is marketing just like in any other business – look at marketing examples in other industries to help inspire you in being more marketing oriented in your business.