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Playing First League: Greek Post-Olympic Marketing Plan
Marketing Plan for Greek tourism after the Olympics
Marketing plan structure
In the following, the basic strategies and actions of the Greek international “Umbrella” Marketing Plan are highlighted
The umbrella Plan defines the overall strategies and scheme of activities of the national tourism promotion and commercialisation
Sectors (tourist products) Marketing Plans are more definite and focused on the specific actions needed to attract the related targets
Umbrella Marketing Plan+ product plans
Umbrella Marketing Plan+ product plans
Resortvacation
Sports
Cruises Etc.
Touring
Yachting
In order to be more effective and to respond to specific requirements, THR strongly recommend also the development of Operational Plans for each one of the strategic tourism sectors in which Greece competes in
!
Marketing Plan for Greek tourism after the Olympics
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtacticsMa
nage
men
t of t
he M
arke
ting
Plan
Goals and strategies
Fina
ncin
g th
e Mar
ketin
g Pl
an
InternalMarketing
Portfoliostrategy
Vision, Mission
and GoalsBranding
Priceand salesstrategy
Target segmentsand geo-markets
Umbrella Marketing plan structure
Marketing Plan for Greek tourism after the Olympics
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtacticsMa
nage
men
t of t
he M
arke
ting
Plan
Goals and strategies
Fina
ncin
g th
e Mar
ketin
g Pl
an
InternalMarketing
Portfoliostrategy
Vision,Mission
and GoalsBranding
Priceand salesstrategy
Target segmentsand geo-markets
Umbrella Marketing plan structure
Marketing Plan for Greek tourism after the Olympics
Vision and mission of Greek tourism
Greece being a worldwiderenown destination for its
authenticity and stimulating experiences
Create a competitive and modern tourist system ofsustainable and profitable
businesses
Vision
Mission
Marketing Plan for Greek tourism after the Olympics
Goals of the Marketing Plan
The Marketing Plan is thought to achieve a tourism business model that will bring a higher prosperity for Greek populationThe goal will be achieved through an efficient marketing, by
penetrating current markets
attracting better markets
MarketingMarketingMore
prosperity from tourism
More prosperity
from tourism
Penetrate current markets
To attract better markets
To attract better markets
Marketing Plan for Greek tourism after the Olympics
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtacticsMa
nage
men
t of t
he M
arke
ting
Plan
Goals and strategies
Fina
ncin
g th
e Mar
ketin
g Pl
an
InternalMarketing
Portfoliostrategy
Vision,Mission
and GoalsBranding
Priceand salesstrategy
Target segmentsand geo-markets
Umbrella Marketing plan structure
Marketing Plan for Greek tourism after the Olympics
Greece: 6 areas and 26 sectors in which to compete inThe following are the sectors (grouped in 6 main areas) that THR has identified as suitable for Greece in international markets.It is crucial to clarify and find an agreement among all the tourism operators on the sectors that should constitute the portfolio of Greece.In fact each sector has its own peculiarity: the characteristics of the supply are different, the customers are different and finally the marketing actions that are needed to target the segments are different.It is not efficient to try to promote and sell Greek tourism as a whole, in general terms and described with non-specific characteristics, because the customer is much more receptive when the offer is specific and tailored on his interests
On the other hand, among the various sectors identified as suitable, it is necessary to identify a priority or, in other terms, the level of their strategic importance. In fact, the 26 sectors that THR has identified are all appropriate for the tourism offer of Greece, but they are many and competing in all of them with the same strong level of efforts could be very difficult.The sectors portfolio strategy methodology, that will be explained after the definition of the areas and sectors constituting the portfolio of Greek tourism, is an useful tool to identify the relative priority of the sectors.By defining the strategic importance of the sectors it is possible to identify those sectors in which Greek operators should invest more, those in which investments should be done carefully and also those that Greece should better abandon (if not strongly managed).
Marketing Plan for Greek tourism after the Olympics
Special interest
Area 1: Special interestSightseeing touring
Holidays travelling around the Country visiting different places
Short breaksCultural visits of 3-4 days in cities and surrounding areas
Green tourismVacations in a natural environment
Area 2: Very special interestSea and land sports
Holidays based on the practice of a sport activity: scuba, biking, fishing, etc.
Thalassotherapy / wellnessStays dedicated to the physical and psychological regeneration
GastronomyHolidays dedicated to the understanding and tasting of food
Events (culture, sport, etc.)Stays whose major goal is the assistance to an event
Learning and educationStays dedicated to learn traditions and customs: dances, cuisine, music, etc.
Nature and adventureActive vacation with a “soft” adventure component: rafting, canoeing, etc.
Marketing Plan for Greek tourism after the Olympics
Nautical Tourism
Area 3: YachtingStandard yachting
Vacations renting sailing boats: less than 15m, no crew, with lodging facilities
Luxury yachtingVacations renting sail/motor boats: more than 15m, with crew, lodging facilities
Area 4: CruisesGeneral interest cruises
Traditional cruises on big ships
Specialised and themed cruisesCruises on ships of limited dimension, themed on: archaeology, food, etc.
Marketing Plan for Greek tourism after the Olympics
Resort Vacation
Area 5: Resort VacationIntegrated resort
Stays in complexes that internally provide a wide range of services
Hotel comfort & grand comfortStays in luxury design/stylish hotel with a high quality of service
Hotel economyTraditional seaside holiday in middle category hotels
ApartmentsSeaside holiday in rented apartments
VillasHolidays in luxury villas, with and without serving staff
CampsiteOpen-air seaside holidays in tents, campers, caravans, mobile homes, etc.
Private accommodationTraditional seaside holiday staying in rooms rented by privates
Marketing Plan for Greek tourism after the Olympics
Meetings and incentives
Area 6: Meeting and incentivesBig congresses
Stays aimed at joining a congress with more than 2.000 participants
Standard congressesStays aimed at joining a congress with less than 2.000 participants
ConventionsBusiness stays aimed at participating to a convention
Corporate meetingsBusiness stays aimed at participating in a company internal meeting
Incentive travelsStays aimed at motivating companies’ employees and executives
Sport eventsStays aimed at assisting to an event and to the training of sports clubs
Marketing Plan for Greek tourism after the Olympics
The portfolio strategy methodology
The process of identifying the strategic sectors portfolio is based on the assessment of tourism products through:
the attractiveness of the demandthe competitiveness of the supply
The sectors resulting in the red areas have high priority for the developmentThe sectors in the blue areas should be progressively abandoned or modified in their present business model
+DEM
AND
PROJ
ECTI
ONS
+ PROFITABILITY
+ ACCOMPLISHMENT OF KEY SUCCESS FACTORS
+ CO
MPET
ITIV
E SI
TUAT
ION
+ AT
TRAC
TIVE
NESS
+ COMPETITIVENESS
Marketing Plan for Greek tourism after the Olympics
The portfolio strategy methodology (cont.)The attractiveness of the demand is defined by the assessment of:
the present demand and its prospected evolution
current and future volume, the annual growth rate, consuming behaviours and geographical areas of interest
the profitability of the sectoraverage tourists expenditure, extension of tourism season, geographical concentration of markets, profitability of the supply business
The competitiveness of the supply is acknowledged by:
the competitive situation of the market, resulting by 5 competitive forces
intensity of the rivalry with other destinations competing in similar products / markets; threat of new entrants: alternative emerging destinations; bargaining power of the demand; bargaining power of the suppliers; threat of emergence of substitute products
the accomplishment of the key success factors
Quality level of the specific strategic elements needed to satisfy the expectations of the demand in each potential sector of Greek tourism supply
Marketing Plan for Greek tourism after the Olympics
Sectors’ assessment
7,578786Learning and education
5,565777Short breaks2,523768Green tourism6756,567Sea and land sports
2,5328,589Thalassotherapy
657888Incentive travels
795444Integrated resorts
7865,556Corporate meetings
7686,567Nature and adventure
3,534786Villas4,5543,543Campsite
7956,567Sightseeing touring
4268,598Gastronomy564657Events
7,587897Luxury yachting5,5746,567Standard yachting
7,5967,587Conventions
7,5873,534Sport events
7955,556Standard congresses7953,534Big congresses342333Private accommodation
3,5434,545Apartments4533,534Hotel economy
5,547897Hotel comfort and grand comfort
897777Specialised and themed cruises4,5546,576General interest cruises
Competitive-ness
Accomplishment of key factors
Competitive situation
Attractive-nessProfitabilityDemand
projections
Source: THR assessment based on existing documentation
Marketing Plan for Greek tourism after the Olympics
Portfolio strategy+ A
TTRA
CTIV
ENES
S
+ COMPETITIVENESS
The sectors that result to be in the red area have the highest priority. Greek operators should invest strongly in them and improve their competitiveness / attractiveness:
Themed cruisesConventionsLuxury yachtingLearning and educationIncentive travel Hotels grand comfortShort breaksNature & adventureSightseeing touringCorporate meetingsStandard congressesIntegrated resortsGastronomy
Marketing Plan for Greek tourism after the Olympics
+ ATT
RACT
IVEN
ESS
+ COMPETITIVENESS
Portfolio strategy (cont.)For the sectors resulting in the green area investments in marketing and competitiveness should be done carefully and selectively:
Green tourism
Thalassotherapy
Sea and land sports
Events
General interest cruises
Standard yachting
Villas
Sport tournaments
Big congresses
Marketing Plan for Greek tourism after the Olympics
+ ATT
RACT
IVEN
ESS
+ COMPETITIVENESS
The growth of the sectors resulting in the blue area should be controlled or their development should be strongly managed, on the contrary -marketing wise- it would be preferable to abandonthem:
Private accommodation
Hotel economy
Campsite
Apartments
Portfolio strategy (cont.)
Marketing Plan for Greek tourism after the Olympics
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtacticsMa
nage
men
t of t
he M
arke
ting
Plan
Goals and strategies
Fina
ncin
g th
e Mar
ketin
g Pl
an
InternalMarketing
Portfoliostrategy Branding
Priceand salesstrategy
Target segmentsand geo-markets
Umbrella Marketing plan structure
Vision,Mission
and Goals
Marketing Plan for Greek tourism after the Olympics
Targets
Marketing efforts are rationalised and become more effective when targeting specific segments of the demand and avoiding addressing to the generic “mass” marketPresently the main segment of the Greek tourism demand are:
Families with children, low-middle social status and income, visiting Greece mainly for a “Sun and Beach” holiday, buying a tourist packageGroup of friends, low-middle social status and income, looking for fun, entertainment and traditional “Sun and Beach” vacationsCulture travellers, young/middle/older aged, interested in archaeology, coming to Greece basically once in a lifetime, being some local cultural resources a worldwide “must-see” attraction
Greece has the potential to attract a different kind of tourists, and up-grade to “quality” oriented target groups, with a higher socio-economic level
!
Greece should modify the profile of its customers; to identify suitable targets it has been considered:
the present volume and the prospected growth of the demand segmentsthe social status, the education, the average income and travels’ budgetthe behaviour of travel and the services usually requiredthe propensity to travel to Greecethe accordance between the motivation to travel and the strategic tourist sectors identified for Greece
Marketing Plan for Greek tourism after the Olympics
Main target: Interactive travellers
Profile:Ages: 25-34 and 50-64 (empty nesters)Highly educatedMiddle-high incomeHigh spending potentialFrequent travellersLiving in medium / big cities
Travelling mainly:to look for new experiences and emotions never experimentedto satisfy a special interestto learnto get involved and interactin nice environmentswith a high level of securityin a small group or in couple
Marketing Plan for Greek tourism after the Olympics
Main target: Interactive travellers
They:have an healthy and active life are open-minded and tolerantlook for risks and challengeschoose destinations with values that they understand and sharerespect the natural, social and cultural environmentsare experienced users of all kinds of technologiesread much, both at home and when travellinglook for detailed info on the travel destination, on internet, guides and recommendations
They are the opinion leaders andTHE TRENDSETTERS
by attracting them, it is likely to generatea “run after” stream of other segments
!
Marketing Plan for Greek tourism after the Olympics
Other targets
Meetings and incentives visitorsMedium / small congressesBusiness meetingsIncentive travelAs a consequence of the Olympics’ improvements on infrastructures and services, together with the renewed image of the country, Greece is much more likely to attract these segments
Sun and beach vacationersFamilies with childrenMiddle-high education and social statusMiddle-high incomeThe segment is attractive in terms of present volume of demand; Greece should attract segments of this group with a higher status and income
Marketing Plan for Greek tourism after the Olympics
Geo-markets
Greece, with help given by the success of the Olympics, can easily penetrate new markets and increase its market share in present ones.The priority assigned to foreign markets originate from their volume of tourist demand, spending power to tourism purposes, length of travel, present and possible penetration, knowledge of Greece offer, etc.
Great Britain and Germany, presently, are core markets for Greece; in consideration of their volume of demand and spending power their priority should remain very high; by the way, the segments internally targeted should be modified, addressing towards special interest travellers, a fast growing group within both Countries
Within each country there are areas with great differences in the travel behaviour of the population, as it is shown in the following picture. Effective marketing addresses targets in determined geo-markets, meaning specific areas within each Country
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Some European Countries are to be considered with high priority considering their proximity and/or tourist sending power: Italy, Austria, Switzerland, France and BeneluxOther East and North European markets have priority as a consequence of the potential growth of tourist demand and likely penetration by Greece; moreover as a consequence of the Olympics’ media impact, overseas markets have increased their potential for Greece
Marketing Plan for Greek tourism after the Olympics
Priority within geo-markets: A combination of travel intensity and spending power with main getaways
Marketing Plan for Greek tourism after the Olympics
Sectors’ priority in different markets
Specialised and themed cruises
General interest cruises
Standard yachting
Discovery
Luxury yachting
Sea and land sports
Sightseeing touring Short breaksGreen tourism
ThalassotherapyGastronomy
Events
Nature and adventure
Learning and education
Source: THR assessment based on existing documentation
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
s
USA
and
Can
ada
Chi
na /
Japa
n /
Kor
ea
Oth
er
Cou
ntrie
s
Marketing Plan for Greek tourism after the Olympics
Sectors’ priority in different markets
Sport tournaments
Incentive travels
Corporate meetings
Conventions
Standard congresses
Private accommodation
Big congresses
Campsite
Integrated resorts
Villas
Apartments
Hotel economy
Hotel comfort & grand comfort
Source: THR assessment based on existing documentation
Legend:
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
s
USA
and
Can
ada
Chi
na /
Japa
n /
Kor
ea
Oth
er
Cou
ntrie
s
Very high priority
High priority
Medium priority