graffman ab - and the concept of destination- development … · 2017-10-05 · destination...
TRANSCRIPT
![Page 1: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/1.jpg)
1
Attractive Hardwoods
”Destination development”
Karslhamn 21 september 2017
![Page 2: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/2.jpg)
2
Graffman AB, Business mission
We assist companies, organizations and places that want´s to strengthen the power of competitiveness and attraction on a long term basis
![Page 3: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/3.jpg)
![Page 4: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/4.jpg)
What makes a
destination successful?
![Page 5: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/5.jpg)
Success factors
• Knowledge-based development
• Strategic decision making
– Brand and trademark
– Offerings – the product strategy
– Markets and target groups – the
marketing strategy
• Cooperation models among the
stakeholders. Enables capacity to
– Produce
– Promote
– Distribute
• Endurance
![Page 6: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/6.jpg)
6
Destination development process – questions and challenges
Initiation Analysis StrategyImplemen-
tationRealization Evaluation
What do we want?
Where are we? What potential do we have?
Where we want to go!
This how we do it!
Let’s get going!
What happened and why?
![Page 7: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/7.jpg)
7
Stakeholders
Stakeholder’s motives
Tourists Producers
Community Residents
Profits
Lifestyle
Realize ideas
Quality of life
Preserve and renew
Social services
availability
Employment
Environment
Infrastructure
Value experience
High quality - low price
![Page 8: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/8.jpg)
8
Collaboration and coordination
InputNature
Culture
Skills
Capital
Entrepreneurship
OutputReputation
Profitability
Employment
Tax Revenues
Impact on nature
and culture
Destination system
Profiling
Information
Sales
Reservations
Travel
Service
Room &
Food
Activities
Events
![Page 9: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/9.jpg)
9
Challenges in collaboration projects
Different stakeholders with different agendas
What´s in it for me
Lack fo power to make decisions
Small businesses with low profitability
Participant and project owners are not the same persons
Lack of trust
Unwillingness to lose control over the owncompany
We tryed that years ago and it didn´t work
![Page 10: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/10.jpg)
10
Six blind brothers
![Page 11: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/11.jpg)
11
Situation
Problem
Conflict
Interprate based on:
– Role
– Person
– Position
![Page 12: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/12.jpg)
12
Strategic Plan
Current situation
& Potential
Critical success factors
Obstacles & Challenges
– Profile/USP
– Position
– Brand
Vision
![Page 13: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/13.jpg)
13
Phase 2Analysis
SWOTSummary of three analyses into:
Strengths – Weaknesses – Opportunities – Threats
Own system• Map opinions
current – potential
• System structure, maturity
and willingness to change
• Participation
Market• Market analysis
• Customer attitudes
• Competitive analysis
Environment• Trends
• Macro analysis PEST
Regional / local
(political, economic,
social and technological)
![Page 14: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/14.jpg)
14
Culture, Norms
and Values
VisionProfile
Offering, Products,Services
Manage-ment
Finance and
Economy
Personnel
and
Skills
Internal
Marketing
External Marketing
Phase 3Strategic Planning
Organization,ResponsibilityCooperation
Markets and target groups
![Page 15: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/15.jpg)
Vision
An expressed expectation
about the future
”A memory of the future”
The vision is our internal
star that guides us and give
us energy
We told him thats
Impossible, but he
would not listen
![Page 16: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/16.jpg)
Brand and strategy
![Page 17: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/17.jpg)
What is a destination brand?
• Destination brands only exist in the mind of the
consumer
• The destination brand is a promise, and must be
delivered
• ….not just a fancy logo…
![Page 18: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/18.jpg)
A destination always has a brand!
Stockholm
Blekinge
Dzūkija National Park
Venice
YellowstoneÖsterlen
Åre
Słowiński nationalpark
![Page 19: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/19.jpg)
Building blocks of the brand
• The touristic products and their availability, level of
service and quality
• Hostmanship and experiences
• Society and public service
• All messages and communication from the
destination
• All internal communication between stakeholders
and to the residents
![Page 20: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/20.jpg)
Destination branding process
Brand audit
• Market image
• Competitor
analysis
• Internal system
Brand identity
• Core values
• Profile
• Position
Brand platform
• Brand icons
• U.S.P:s
• Brand promise
• Co-branding
![Page 21: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/21.jpg)
Product strategy
USP AND
BRAND
ICONS
DESTINATION
THEMES
PRODUCTS AND OFFERS Prized and distributed packaged offers
QUALITY ASSURED ASSETS
ASSETS AND SUPPLIES
• Letting go of geography
• Themes are found in the
intersection of;
– Consumer needs
– Brand
– Destinations assets
![Page 22: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/22.jpg)
22
From themes to a product portfolio
• Thematic product development partnerships
• Enables different markets and target groups for
different themes and…
• …different distribution channels
Touring,
Gastronomy
& Wines
City Break,
Business
Meetings
Adventure &
Nature,
Culture &
events
Golf,
Wellnes
Marine
Sports,
Sun &
Beach
Cruses,
Industry
Tours
Att
ractive
ne
s
s
Competitivness
Invest
Invest Selective
Monitor
![Page 23: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/23.jpg)
To increase value
Differentiated
Undifferentiated
Price
Commodities
Products and articels
Services
Experiences
Transformations
Extract
Make
Deliver
Stage
Guide
![Page 24: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/24.jpg)
![Page 25: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/25.jpg)
What is a tourist product?
![Page 26: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/26.jpg)
Common venture on the Wilderness Fair in Stockholm LKAB together with Swedish Lapland Tourist Board
![Page 27: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/27.jpg)
Market strategy
TOTAL MARKET
SELECTED MARKETS
SELECTED TARGET
GROUPS
MARKET
POSITION
AND
IMAGE
![Page 28: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/28.jpg)
Market strategy apporaches
TOTAL MARKET
SELECTED MARKETS
SELECTED TARGET
GROUPS
MARKET
POSITION
AND
IMAGE
• Market definitions
1. Proximity and
availability
2. Partnership and
distribution
![Page 29: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/29.jpg)
Market strategy aproaches
TOTAL MARKET
SELECTED MARKETS
SELECTED TARGET
GROUPS
MARKET
POSITION
AND
IMAGE
• Target group definitions
1. Demographic
approach
2. Attitudes, interests and
lifestyle
3. Thematic approach
![Page 30: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/30.jpg)
30
Customer Pyramid
Relationship
Marketing
Image & Profile
Marketing
”Stars”
”Repeaters”
”Customers”
”Prospects”
”Suspects”
Direkt marketing to
selected target groups
![Page 31: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/31.jpg)
Synthesis
TOTAL MARKET
SELECTED MARKETS
SELECTED TARGET
GROUPS
MARKET
POSITION
AND
IMAGE
DESTINATION BRAND
USP AND
BRAND
ICONS
DESTINATION
THEMES
PRODUCTS AND OFFERS Prized and distributed packaged offers
QUALITY ASSURED ASSETS
ASSETS AND SUPPLIES
![Page 32: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/32.jpg)
Destination organization
and supporting
processes
![Page 33: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/33.jpg)
Task-oriented approach
Producers
and products
Competence
Quality
Capital
Business development
Packaging
New offers
Market
Strategic
cooperation with:
Carriers
Travel agents and
distributors
Other destinations
Strategic partners
Trends, analyzes of market
demand and guest surveys
Image marketing,
Product marketing
PR
Relation marketing
STRATEGIC
COORDINATIONInternal
marketing
External
marketing
![Page 34: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/34.jpg)
34
Basic Philosophy of the PathFinder™
Long term increase in the system’s
competitiveness and attraction
Change
& developmentDialogue
& collaboration
Arenas for meetingParticipation
& taking responsibility
![Page 35: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/35.jpg)
35
Time
Commitment
Taking Responsibility
Info
Knowledge
Acceptance
Participation
Delegation
Responsibility
![Page 36: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/36.jpg)
Challenges on your Hardwood destinations
Look att your own destinations –what are the challenges for the nextstep of destination development?
![Page 37: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/37.jpg)
37
Please contact:
Johan Graffman – Senior consultant and CEOE-mail: [email protected] Phone: +46-(0)70-811 34 79
Graffman Företagsledning & Utveckling ABSmedsgränd 2B753 20 UPPSALA
Phone: +46-(0)18-51 20 80www.graffman.se »We must become the
change we want to see. «
Mahatma Gandhi
![Page 38: Graffman AB - And the concept of destination- development … · 2017-10-05 · Destination branding process Brand audit •Market image •Competitor analysis •Internal system](https://reader034.vdocuments.us/reader034/viewer/2022042917/5f59cd87fce994538d1e7ad7/html5/thumbnails/38.jpg)
38