marketing communicaion plan

7/29/2019 Marketing Communicaion Plan

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The marketing Communication Plan

Vision

Is to be the Asia’s leading Travel Company and online tours operators in the world. We are the pioneers in travel and tourism.

Our goal is to provide top-quality service and to assure your travel interests are met with the utmost care and convenience.

Mission

Is to provide the travel services by creating and developing the most competitive and comprehensive range of products andservices with sufficient allocation to meet the requirements of customers globally. We also specialize in creating customizedtravel arrangements for individual traveler or small group.

Our commitment is to provide high quality service to our customers.

We build mutual trust, reliability and power partnership.

We design the hit itineraries and provide the deluxe tour at the most affordable price.

We specialize in Cambodia, South East Asian, Indochina & the Orient programs and team directly with local touroperators.

Company values

The key values of our company are based on three guiding principles: Open Mindedness, Strength from Diversity, and Freedom

through Responsibility.

OUR SERVICES:We provide the following wide range of travel related services to our valuable clients worldwide:

-Service backup by a team of professional trained ticketing/tours consultants

-Hotels Resorts Reservations

-Conference / Meeting and Banquet Reservations



-Group Incentives

-Visa Assistance and Consultations

-Airport Transfers arrangement

-Car Rental with Driver

-Meet and Greet Assistance

-Comprehensive travel insurance for convenience by air and sea

-Excursions such as: Sightseeing Tours, Packaged Tours, Holidays, Safaris, Trekking, Adventure Trips, Diving, Water

Sports, Cruises, Golfing.

Organizational Contacts

STb Travel & tour

ddress: #417 E0, St. 128, Sangkat Phsar Depo3, Khan Toul Kok, Phnom Penh, Kingdom of CambodiaTel: +855(0) 23 883 993 / 884 933 Fax : +855(0) 23 880 929E-mail: [email protected] Website: www.stb-travel.com

2. Situational analysis

Tourism has play an important role in the development of Cambodia .The international tourist always

increase every years at the same time Cambodian people also travel to abroad that is the opportunity for business

tour operator .Right now Cambodia has good security and political stability, so the tourist want to see and know theculture, heritage and interesting tourism destinations in Cambodia such as the Angkor Wat temple in Siem Reap

province, or the beautiful coastline in Preah Sihanouk province.

Cambodia has the population of 14.5 million. By the end of 2012, through the stable economic Cambodian

people has been improving the cost of living so the outbound Cambodian traveller Cambodia traveller will be rise

up. According to the survey Cambodian traveller visited ASEAN country among of this they prefer to go to Vietnam,

Thailand, Singapore and Malaysia for leisure, business or medical treatment. More ever beside these country

Cambodia traveller also like going to China including Hong Kong, Macau, Kunming, and Shanghai thanks to flight

connections.

STB Travel & Tour is a private company tour operator registered in Cambodia. STB Travel & Tours is a full

service Cambodia travel agency where you find the best deal with quality services. We are providing popular

Inbound & Outbound Package Tours, Worldwide Hotels Reservation, Air Ticket Reservation, Visa & Passport, Car

Rental Service, Bus Ticket, Boat Ticket, Angkor Wat Tours. We specialize in individual, family and group tours.

The main competition for STB travel and tour the local tour operator company such as CH world Travel Asia

adventures, Hongchin Travel, VlK travel & tour 2worldtravel, First Travel.

mailto:[email protected]



http://www.stb-travel.com/



http://stb-travel.com/en/

http://stb-travel.com/en/





Communication channels

Newspapers, television and radio will be the primary communication channels. Our instant response with all the

latest communication facilities such as: telephone, e-mail Facebook, twitter, online chat and mobile

communications. Specialty magazines and other target media could be used.

Customer analysis

There are kind of target markets for travel one group is the consumers on the go. These are the employees of the

private company, Government officer, and other consumers who need to travel and have business in china and

needs treatment from other country in Asian specifically the 45-60 year olds who have money time for travel.

The other group that is international tourist that wants to explore Cambodia, Lao Thai Vietnam for vacation and

their adventure.

Swot analysis

Strengths Weaknesses

-Quick res such as: telephone, e-mail, online chat andmobile communications-Strong financial standing of the company-Network and partnership with Cambodia-Our professional and qualified travel agents 24 hour/7days/365 days support available

- Great hotels that we partners with

-Don’t have partner abroad

- No experience-Small budget for marketing-difficult to control the oversea tour

-Low profit

Opportunity Thereats

-Support From the government

-The Government policy haopen sky strategy ( direct fly)

-Good security and safety

-Economic growth up

-Low cost for ASEAN community Country

- All Currency, Credit Cards, and Travelers Checks can

acceptable

- Political situation (…)

-The transportation not often better

- Currency, Credit Cards, and Travelers Checks

-A lots of competitors the same tours operator they give

-Competitive price

External context analysis

http://www.truecambodiatravel.com/about-us/






N Factor Effect

1 Political -The stable of political is very important for attract the

traveller

-Can increase and Decrease international traveller

2 Economic -Since the Cambodia economic has increase is a

reason that can power to purchase or travel

3 Social There appears to be a trend prefer to travel when the

vocation come

4 Technology -Television, newspapers, magazines, radio and

billboards will be the primary communication

channels.

-Can travel around the world in the sort period of time

6 Legal -Globalize market

-ASEAN Country one Visa

Objectives

The promotional objectives are derived from the preceding analysis of the key communication factors facing STB

travel & tour at the moment. In addition to the sales objectives, promotional objectives can be determined:

Sales objective

Next year, the sales objectives are:

To increase sales volume 20% per month

To achieve a purchase frequency of Package tours and service 20 large Group per week (large Group= 20 person)

Marketing objective

To achieve a 30% market share for travel and tour service.

Advertising objective

These are:

To achieve a level of prompted service awareness and understanding of STB travel & tour among the

people in Cambodia (age from 20-65years old)



To be come top 10 position in travel and tour service company in Cambodia that have best quality and

price

Events objectives

To promote STB travel & tour at events and business fairs and exhibitions for facilitate real brandexperiences with prospects.

PR objectives

To achieve a strong and positive response in the media by consumers and to achieve company sale target

as well

Direct marketing

Quick response with all the latest communication facilities such as: telephony, e-mail, online chat and mobile

communications

Integration Marketing

Integration will be achieved with the help of IMC tool. It is necessary to manage the implementation so that there is

consistency and integration.

Communication activities for service development use the media such as newspapers Magazines television and radio

for advertising

Type of Media Advantage Disadvantage

Newspapers

-High coverage in local area

-Low costs-Very flexible

-Short term media-Low quality printing-Only local people

Radio

- Selective audience ( local)-Low cost (absolute, relative andproduction)-Flexible-Can involve listeners

-Lacks impact-Difficult to get audience attention- Low interesting only sound no picture

Transport-Large length-Low costs-Local orientation

-Poor coverage-Not detail

Internet

-High levels of information can be

delivered-Good coverage-Medium support-Low costs-More detail

-Specific segment-Clutter



Database

-Low relative cost-efficiently tool-high levels of information can bedelivered

-specific

Brochures and flyers-High levels of information can bedelivered-Flexible

-Prone to damage-High cost-Difficult to measure

Personal Relations-High levels of information can bedelivered-Easy measurement

-High absolute cost-Segment specific

Sales Promotions-Good coverage as support medium-Easy to measure-High-attention

-High cost-Low profit

These promotional mixes are pull and push strategies was implement

Pull Strategies

Advertising: Advertising is required to meet the awareness and repositioning goals. This is best achieved through an

integrated approach.

Television advertising is good and possible but because of the small financial resources available we should select

Newspaper and magazine, however, may provide suitable opportunities.

To raise awareness in the market of 30-60 year olds, advertisements need to be placed in suitable general-interest

magazines, such as popular magazine, Angkorthom magazine, and Ladis magazine.

Sales Promotion: Promotion leaflets available through the festival and other opportunity.

Public relation: Marketing public relations activities need to focus on the sponsorship opportunities and the generation

of positive reply. Sponsorship opportunities to reinforce our brand on the market we can sponsor in tourism trade show such as

ASEAN tourism forum…etc

Direct marketing: Placing ads on sites like Facebook twitter as well as www.stb-travel.com. Using the sales promotion

send to customer to engage the old and new market will provide names and addresses for future mailings.

Push strategy

A push strategy is necessary for marketing objectives of an increased number of sale volumes can be achieved.

Personal selling: will be important not only to achieve the sales output targets but also reinforce the envisaged brand

position. This will require training and a review of the skill requirements necessary to penetrate the sector and develop new

relationships with significant customer.







Direct marketing: direct mail facilities to be used to reach prospect customer and telemarketing to be used to service

find the new customer.

Profile strategy

A profile strategy is important in order to build interest and understanding of TSB Travel and tour by various

significant stakeholders, such as the financial sector, employees, and the local community.

Employee conferences/ Meeting: Employee conferences, as a reward, as motivational factor and as a means of

disseminating information, need to be held on a regular basis.

Training: Training for all employees is necessary particularly as it helps in terms of providing high levels of customer

service.

Action plan

This table can provide a quick visual interpretation of the sequence and timing of the promotional activities.

Marketing

communicationStrategies

1st Quarter 2nd Quarter 3rd Quarter 4th Quarter

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecPull Strategies

Advertising

Sales Promotion

Public relation

Direct marketing

Total Costs ……… ……… ……… ……… ……… ……… ……… ……… ……… ……… ……… ………

Push Strategies

Personal selling Direct marketing Profile Strategies

Employeeconferences/Meeting

Training

Evaluation

For the plan to remain on target, control procedures are required

-Overall Evaluation: Review the object quarterly and at the end of the years.

-Task Evaluation:

The objectives set for both the sales and marketing communications, preparing questionnaire total complaint andfeedback from customer.

marketing communicaion plan

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