now or never! - sete library... · …but the opportunity is now or never! greece will not have a...

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NOW OR NEVER!A NEW MARKETING FOR GREECE

Presented by:THR, International Tourism Consultants

In cooperation with:SETE, Association of Greek Tourist Enterprises

12/10/04

3

Marketing Plan for Greek tourism after the Olympics

Summary

A unique opportunity to capitalize on

But it has to be done NOW!

Key success ingredientsExploit the pride of local populationFollow-up with the mediaDevelop new products for existing & new marketsMange a “world class” marketing system

To develop a World class MK you must:Set up an effective cooperation cultureAgree on key strategiesManage a very professional operational marketing

4


Summary

First part

Changing the business model of Greek tourism

Second part

Practical issues for implementation

5


Index

Now or never!

A. Repositioning Greek tourism

B. Drivers for a Marketing Plan

C. Marketing in action

6


Index

Now or never!




7


1,5 billion international tourists in 2020

Source: World Tourism Organisation 2002

International tourist arrivals

Arr

ival

s (M

illio

ns)

Years

0

200

400

600

800

1000

1200

1400

1600

1800

1950 1960 1970 1980 1990 2000 2010 2020

ForecastsActual

8


10th destination in terms of tourism receipts

International arrivals (2000)

Source: World Tourism Organisation 20027,5Switzerland157,6Turkey147,9Hong Kong (China)138,5Australia128,5Mexico119,2Greece109,9Austria910,7Canada816,2China718,5Germany619,5United Kingdom527,5Italy430,8France331,5Spain282,0United States1

US$ BILLIONCOUNTRIESRANK

Tourism receipt (2000)

1,9%Greece151,9%Hong Kong (China)142,2%Hungary132,5%Poland122,6%Austria112,7%Germany102,8%Canada93,0%Mexico83,0%Russian Federation73,6%United Kingdom64,5%China55,9%Italy46,9%Spain37,3%United States210,8%France1

MARKET SHARE COUNTRIESRANK

9


The Olympics: an enormous exposure of Greece, worldwide

Facts and figures:

4 billions audience

21.500 media representatives

3.800 hours of broadcasting

10


Strong increase of brand awareness

Awareness Esteem Differentiatingattributes

Relevance of the attributes

Stature Strength

ObjectiveBrand power after the Olympics

Brand power before the Olympics

Power

11


…but the opportunity is NOW OR NEVER!

Greece will not have a similar opportunity for decades… but the generated awareness will expire in few (2-3) years

Greece has to capitalise as soon as possible!

100%

25%

BrandAwarness

Olympicyear

1 2 Years-1 3

12


Successful cases provide useful lessons

To effectively exploit the momentum it is useful to follow the example of successful cases

Barcelona Sydney

13


Ingredients for success

1.Exploit the actual pride and positive attitudes:

Enhance tourism operators performance

Improve the HHRR performance

Enhance the local population’s perception on tourism

14



2. Insist in communicating the modernization of Greece

Change stereotyped perceptions on the resources of the Country

Shift the perception on tourism sector businesses low performance

15



3. Develop a new marketing culture

Penetrate new tourist sectors

Develop new & innovative products

Implement an efficient brand policy

Develop a highly performing marketing system

16


The problem is in the business model

Targeting

Clienting

Value system

Value production

The clients that are targeted

The value that is

offered to clients

Selling price

The way to produce the

promised value

The way to attract and

retain clientsProduction cost

17


The new business model

Selling price

Targeting

Clienting

Value system

??

Value production

Production cost

? ?

18



Selling price

Targeting

Clienting

Value system

Dream societytourism?

Value production

Production cost

? ?

19


Towards the tourism of the Dream Society

50% market

+ 30% cost

20


The Danish hen’s eggs

An emotional “story” that talks about:

Ethical keeping of animals, in freedom

Rural romanticism

The “Old Times”

1 product with anemotional story behindCOMMODITY

21


A sprint through history

EMOTIONALSOCIETY EXPERIENCES

“DREAM SOCIETY” ECONOMICVALUE’s

progression

SOCIETY’sprogression

INFORMATIONSOCIETY SERVICES20 years

PRODUCTSINDUSTRIAL

SOCIETY 150 years

AGRICULTURALSOCIETY ”COMMODITIES”100.000 years

22


New engines

INFORMATIONINFORMATIONSOCIETYSOCIETY

DREAMDREAMSOCIETYSOCIETY

Technology Emotions

Rationalism Stories

Pragmatism Values

Physical comfort Spiritual comfort

Emotional intelligenceRational intelligence

23


The Dream Society Tourism

INFORMATION INFORMATION SOCIETYSOCIETY

SERVICES EXPERIENCES & “STORIES”

DREAM DREAM SOCIETYSOCIETY

Economic value

EMOTIONAL PYRAMIDDesiresTO VISIT / TO REST

GENERAL INTEREST SPECIAL INTERESTTourism typology

PERSONALISATION...TrendCOMODITIZATION

24


OUT & IN

Out In

Bed sellers Experiences sellers

Packages creators The STORY CREATORS

The sellers The STORY TELLERS

Operations director STORIES, DREAMS &EXPERIENCES director

25


The new tourist sectors of the Dream Society

6. The “New Jet Set”market

1. The Adventure market (S, M, L, XL)

7. The “Peace of Mind”market2. The Sports market

8. The Entertainment market3. The Nature market

4. The Wellness market

5. The “Good Life”market

9. The Convictions market

10.The Hyper-Tourism market

26



Selling price

Targeting

Clienting

Value system

Dream society tourism

Experiences and emotions

Value production

Production cost

? ?

27


Competitiveness: high “Value”, low “Efforts”

VALUE

EFFORTS

EXPERIENCES

DISCOMFORTS

“FEELINGS”

INSECURITIES PRICE

=

QUALITY OFSERVICES’

PROCESSES

70%

20%10%

Emotionalperceptions

Rationalperceptions

Precious spiral Diabolic spiral

28


Thagazout by THR

29


The Kasbah village

30


The enchanted lake part

31


Colonial resort by THR

Pueblo ColonialMarina Caribeña

Pueblo Caribeño

32


Mediterranean resort by THR for Universal Studios

33



Selling price

Targeting

Clienting

Value system



Value production

Production cost

Focus on Special

Interest Tour Packagers

?

34


Commoditization or personalization?

35


Cosmos

36


Cosmos

37


Backroads

38


Backroads

39


Backroads

40


Special Interest Tour Packagers

41



42



43


The most growing sector

Volume Annual growthMarket

1.200.000 16%USA

Europe 2.200.000 12%

44


2.800 “Special Interest Tour Packagers”

They are not ARC (Airline Reporting Corporation)

They are not IATA

They are not USTOA neither IFTO

They are not CRS´s

THEY DO NOT PARTICIPATE TO FAIRS, NEITHER PARTICIPATE IN FAM-TOURS AND WORKSHOPS

45


They directly sell to repeating customers

32% specialised magazines

30% internet

28% recommendation

10% travel agencies (group travel)

46



Selling price

Targeting

Clienting

Value system



Value production

Production cost

Focus on SITP and DMC´s

Manage a world class marketing

system

47


SITPs need DMCs

Build up authentic DMCs!

48


Index

Now or never!




49


Marketing plan structure

Umbrella Marketing Plan+ product plans

Resortvacation

Sports

Cruises Etc.

Touring

Yachting

50


Umbrella Marketing plan structure

Goals and strategies

Marketing in action

MarketingInfra-

structureMana

gem

ent o

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Fina

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an

Portfoliostrategy

Target segmentsand geo-markets

BrandingPrice

and salesstrategy

MarketingGoals

Productbasedtactics

Salestactics

Commu-nicationbasedtactics

InternalMarketing

51




Mana

gem

ent o

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Mar

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Fina

ncin

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ketin

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Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics


Portfoliostrategy


BrandingPrice

and salesstrategy

MarketingGoals

InternalMarketing

52


Goals of the Marketing Plan

MarketingMore

prosperity from tourism

Penetrate current markets

To atract better markets

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Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics


Portfoliostrategy


BrandingPrice

and salesstrategy

MarketingGoals

InternalMarketing

54


Special interest

Special interestSightseeing touringShort breaksGreen tourism

Very special interestSea and land sportsThalassotherapyGastronomyEvents (culture, sport, etc.)Learning and educationNature and adventureDiscovery

55


Nautical Vacation

Yachting Cruises

Luxury yachting

Standard yachting

General interest cruises

Specialised and themed cruises

56


Resort Vacation

Integrated resort

Hotel comfort & grand comfort

Hotel economy

Apartments

Villas

Campsite

Private accommodation

57


Meeting and incentives

Big congresses

Standard congresses

Conventions

Corporate meetings

Incentive travels

Sport events

58


The portfolio methodology+D

EMAN

D PR

OJEC

TION

S

+ PROFITABILITY

+ ACCOMPLISHMENT OF KEY SUCCESS FACTORS

+ CO

MPET

ITIV

E SI

TUAT

ION

+ AT

TRAC

TIVE

NESS

+ COMPETITIVENESS

59


Special interest assessment

Learning and education

Short breaks

Green tourism

Sea and land sports

Thalassotherapy

Nature and adventure

Sightseeing touring

Gastronomy

Events

Discovery

6

7

8

7

9

7

7

8

7

8

Dem

and

proj

ectio

ns

8

7

6

6

8

6

6

9

5

6

Pro

fitab

ility

7

7

7

6,5

8,5

6,5

6,5

8,5

6

7

Attr

acti-

vene

ss8

5

3

5

2

8

5

6

4

5C

ompe

titiv

esi

tuat

ion

7

6

2

7

3

6

9

2

6

6

Acco

mpl

ish-

men

tof k

ey

fact

ors

7,5

5,5

2,5

6

2,5

7

7

4

5

5,5

Com

petit

i-ve

ness

Exam

ple

Source: THR estimate

60


Portfolio strategy

Strongly InvestMake it

Excellent

Invest to Improve

Competitiveness

Invest to Improve

Attractiveness

Competitiveness Plan

Invest Selectively

Invest

AtractivenessPlan

Invest Selectively

Manage Growth

Control Growth

Strongly Manage or Abandon

+ ATT

RACT

IVEN

ESS

+ COMPETITIVENESS

61


Portfolio strategy

Themed cruisesConventionsLuxury yachtingLearning and educationIncentive travel Hotels grand comfortShort breaksDiscoveryNature & adventureSightseeing touringCorporate meetingsStandard congressesIntegrated resorts

+ ATT

RACT

IVEN

ESS

+ COMPETITIVENESS

62


Portfolio strategy

Green tourismThalassotherapySea and land sportsEventsGeneral interest cruisesStandard yachtingVillasSport tournaments Big congresses

+ ATT

RACT

IVEN

ESS

+ COMPETITIVENESS

63


Portfolio strategy+ A

TTRA

CTIV

ENES

S

+ COMPETITIVENESS

Private accommodation

Hotel economy

Campsite

Apartments

64




Mana

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ent o

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Fina

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ketin

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Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics


Portfoliostrategy


BrandingPrice

and salesstrategy

MarketingGoals

InternalMarketing

65


Main target: Interactive travellers

Profile:

Ages: 25-34 and 50-64 (empty nesters)

Highly educated

Middle-high income

High spending potential

Frequent travellers

Living in medium / big cities

66


Interactive travellers

Travelling mainly:

to look for new experiences and emotions never experimented

to satisfy a special interest

to learn

to get involved and interact

in nice environments

with a high level of security

in a small group or in couple

67



They:

have an healthy and active life

are open-minded and tolerant

look for risks and challenges

choose destinations with values that they understand and share

respect the natural, social and cultural environments

68



They:

are experienced users of all kinds of technologies

read much, both at home and when travelling

look for detailed info on the travel destination, on internet, guides and recommendations

Are the opinion leaders and

THE TRENDSETTERS!

69


Priority within geo-markets

70


Matrix of priority sectors/markets

Sightseeing touring

Sea and land sports

Discovery

Short breaks

Green tourism

Thalassotherapy

Gastronomy

Events

Learning and education

Nature and adventure

Legend:

Very high priority

High priority

Medium priority Gre

at

Brit

ain

Ger

man

y

Italy

Aus

tria

Switz

er-

land

Fran

ce

Ben

elux

Scan

di-

navi

a

Rus

sia

East

ern

Cou

ntrie

sU

SA a

ndC

anad

aC

hina

/ Ja

pan

/ K

orea

Oth

er

Cou

ntrie

s

Exam

ple

Source: THR assessment based on existing documentation

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Mana

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Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics


Portfoliostrategy


BrandingPrice

and salesstrategy

MarketingGoals

InternalMarketing

72


The management of the brand

Manage a organised, continuous, consistent and proficient brand system.

73



The following slogans have been used by Greek tourism since 1990:

Never ending story ’96

That's life ’00-’01

The authentic choice ’97-’99

Makes your heart beat ’95

Beyond words ’02-’03

Your best time yet ’04

Chosen by the gods ’91-’93

Come as a tourist, leave as a friend ’94

74



20 years !Everithing under the sun ( 8 years)Passion for life (6 years)Spain marks (2 years)

15 years !The art of living

75


Examples of Trademarks, Brands and Labels

Trademarks

Brands

Labels

76



Trademarks

Brands

Labels

77



Trademarks

Brands

Labels

http://www.tiscover.at/at/guide/5,en,SCH1/objectId,MKA110560at,folder,SPECINTHOTEL,folder,SPECINTHOTEL,lsbo,RGN7at,season,at1,selectedEntry,themeacc/home.html

http://www.tiscover.at/at/guide/5,en,SCH1/objectId,MKA120388at,all,1,category,-,classification,SPECIALHOTEL,curr,EUR,folder,SPECINTHOTEL,foldersize,38,layoutElementId,LAY4612,letter,-,letterstr,ABCDEFGHKLMRSTU,lsbo,RGN7at,objSort,1,objlst,true,page,3,pageSize,10,searchStr,-,season,at1,selectedEntry,themeacc,withAZ,1,withList,1,withPages,1,withSearch,1,withSort,0/home.html

http://www.w-h-d.de/html/qualitaet.html

78


Brand system for Greece

Trademarks

Brands

LabelsAttractionsIslands

Towns

Product 1Product 2Product…

AtticaAthens Crete Ionian

IslandRegion

αRegion

βRegion

…

Greece

79


Identity and value proposition (tentative)

Functional benefitsHealthiness

Relaxation

Food enjoyment

Entertainment

Emotional benefitsPanoramic outlook

Freedom

Exploration

Protection

Valu

e pr

opos

ition

+Self expression benefits

Cultural enrichmentEnvironmental commitmentFamiliarity with peculiar traditions

Extended identity

LeisureSafety

Small scale

Authenticpeople

Unspoilt islands

PassionTraditional customs

Azure and auburn

Whereeverything

beganAncient civilization

Intense flavours

Welcoming efficiency

Performing activities

FantasyHarmony

Theatre

Drama

Myth Dialogue

Lyrics

Rhetoric

Ecstasy

Logic

Democracy

Philosophy

Gymnasium

Agora

Labyrinth

Dynamism

Aesthetics

Pathos

Iden

tity

80




Mana

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Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics


Portfoliostrategy


BrandingPrice

and salesstrategy

MarketingGoals

InternalMarketing

81


Competitiveness: high “Value”, low “Efforts”

VALUE

EFFORTS

EXPERIENCES

DISCOMFORTS

“FEELINGS”

INSECURITIES PRICE

=

QUALITY OFSERVICES’

PROCESSES

70%

20%10%

Emotionalperceptions

Rationalperceptions

Precious spiral Diabolic spiral

82


Price strategy intelligence

Benchmarking on competitor’s price

Information on socio-economic evolutions in origin markets

Financial insights on Tour Operators

Forecasts on the demand of Greece and its competitors

Monitoring of the cost of the 20 top products bought by tourist (extra-hotel)

83


Index

Now or never!




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Mana

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Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics


Portfoliostrategy


BrandingPrice

and salesstrategy

MarketingGoals

InternalMarketing

85


Marketing infrastructure

Data base TradeData base MediaData base Clients

Photo bankFilm bank

86


Marketing infrastructure

Local Marketing Units

Market researches

87




Mana

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Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics


Portfoliostrategy


BrandingPrice

and salesstrategy

MarketingGoals

InternalMarketing

88


Product based tactics

Nautical bases and Sailing Parks

Touring circuits

Innovative product labels

89



Pre-seasonal packages development

30 sample itineraries for specialty travel

DMC´s development

90



303 ideas to enjoy Greece

Dynamic Packaging System

Greek angels 7/24

91




Mana

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Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics


Portfoliostrategy


BrandingPrice

and salesstrategy

MarketingGoals

InternalMarketing

92


Sales tactics

e-Ulysses

Buy and Sell Greece

Fish Bowl

93


Sales tactics

Greece specialists network

Greece University

Greece satellite

94




Mana

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Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics


Portfoliostrategy


BrandingPrice

and salesstrategy

MarketingGoals

InternalMarketing

95


Communication based tactics

On-line advertising by products/offers

Off-line advertising Umbrella By products

Greek “Big Bang”

96


Communication based tactics

Only for your eyes

Wish you to be here

Press trips

97


98


99


100


101


102




Mana

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Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics


Portfoliostrategy


BrandingPrice

and salesstrategy

MarketingGoals

InternalMarketing

103


Internal Marketing

Greece: we like people

Greek tourism report and news

104


Internal Marketing

Annual tourism congress

Yearly political workshop

105




Mana

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Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics


Portfoliostrategy


BrandingPrice

and salesstrategy

MarketingGoals

InternalMarketing

106


Management of the Marketing plan

Executive Director

Greece Marketing Agency Board

Product Manager 1

Product Manager 2

Product Manager 3

Product Manager 4

Product Manager 5

Research

Sales and Distribution

Product tactics

Communication

Cooperation and Sponsoring

Brand management

107


The internal cooperation

Regional Marketing Agencies

Private operators

Committeeresearch

CommitteeSales

CommitteeProduct

CommitteeCommunication

CommitteeSponsoringCommittee

Brand

MKTG club 2

MKTG club 3

MKTG club…

MKTG club 1

Greece Marketing Agency Board

Executive Director

Product Manager

2

Product Manager

3

Product Manager

…Research

Sales and Distribution

Product tactics

Communication

Cooperation and Sponsoring

Brand management

Product Manager

1

108


The Board of the Greece Marketing Agency

Possible composition

National Government

Greece National Tourism Organisation

Chamber of Commerce

Associations

Private operators

Regional Marketing Agencies

109




Mana

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Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics


Portfoliostrategy


BrandingPrice

and salesstrategy

MarketingGoals

InternalMarketing

110


Advertising budget

International travel of europeans 2003……………250 mio.

Secondary target for greece……………………….. 80 mio.

Primary target for greece…………………………… 20 mio.

Average cost per effective impact…………………. 1Euro

Budget to cover the pimary market……………….. 20 mio Euro

111


Financing the Marketing Plan

TOTAL(.000 €)

Hard money(in cash)

Soft money(in kind)

Government 25.000 25.000

Private sector coops 7.500 4.500 3.000

Other Cooperation 7.500 3.750 3.750

Sponsors 5.000 2.500 2.500

TOTAL 2005 45.000 35.750 9.250

Following 2 years 40.000

Total 2005-07 125.000

112


Structure of the Greek promotional budget

National budget40%

Private sector

20%

Local budget15%

Regionalbudget25%

= 125.000.000 €

125 mio x 2´5 = 310 mio euro in total for Greece

now or never! - sete library... · …but the opportunity is now or never! greece will not have a...

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