day dream holidays
DESCRIPTION
Marketing Plan for Online Hotel Reservation & Tour Packages.TRANSCRIPT
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DAYDREAM HOLIDAYS.COM
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DAY DREAM HOLIDAYS
PRESENTED BY:
M. SAJID IQBAL
RABEEA HAIDER
TALAT NASEEM
TOUFEEQ AHMED
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Agenda of Marketing Plan
Question & Answer
Executive Summary
Situation Analysis
Objectives
Strategies
Tactics
Budget
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EXECUTIVE SUMMARY
• DayDreamholidays.com is an online B2B and B2C Hotel reservation packages selling portal with annual sales of 350 million.
• DayDreamholidays.com will be marketed as a unique online holidays selling platform First Time launching in Pakistan which provides instant confirmation globally of land apartments along with Air Tickets and will serve both B2B and B2C market.
• 2 million Targeted People with a forecasted sales growth prospect 50% within One Year and 100% in next year with recovery of 100% Return on Investment over the next 3 years.
• A huge marketing campaign will be run through Social Media Network to capture the satisfying the needs of the still un-served market with this product.
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SITUATION ANALYSIS
• With the growth of hotels and increasing number of travelers online reservation systems are becoming a very popular method for booking hotel rooms and flights.
• Day-Dreams-holidays has responded to the rapidly growing needs of technology oriented customers by launching this product with New Technology introduced in Pakistan CMS (Content Management System).
• No major competitor in the market because the daydreamholidays.com is the First Pakistan based web-portal for B2B and B2C Trade.
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SWOT ANALYSIS
Strengths:
• System Connectivity
• No Paper Work Required
• Time Efficient
• Cost Efficient
• Automatic data validation
• User friendly environment
• Data security and reliability
• Fast data insertion & retrieval
• Easy performance check
• 3rd party data connectivity.
Weaknesses:
• If the system is not User friendly.
• If No features for Google-map / destination connectivity.
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SWOT ANALYSIS
Opportunities:
• One platform for getting entire information about hotel &
tour packages.
• Direct online booking by Individual & Corporate clients
anywhere all over the world.
• This entire system can also be sold out to other business
partners.
Threats:
• New Technology introduced by competitors.
• Competitor with large investment.
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Market Segmentation
SEGMENTATION VARIABLES AND BREAKDOWNS FOR PAKISTANI CONSUMER MARKET OF DREAMSHOLIDAYS.COM
MAIN DIMENSIONS VARIABLES BREAKDOWNS
GEOGRAPHIC SEGMENTATION
Region Nationwide (all provinces and territories ) with emphasis on Urban/Metropolitan areas
Area Size 796,095 kilometer square
Density Urban
Climate All (East, West)
DEMOGRAPHIC SEGMENTATION
Age Under 12-65+
Gender Male, Female
Income Upto 75,000 Pak Rs per month or more than that
Occupation Professional; Managers, Supervisors, Salespeople, Proprietors.
Education
PHYCHOGRAPHIC SEGMENTATION
Personality Love to travel, adventures, very tolerant towards multiculturalism and internationalism.
Lifestyle Active life, Importance of work and social life, Progressive, Ambitious, Leisure traveling
BEHAVIORAL SEGMENTATION
Benefits Sougth
FUNCTIONAL BENEFITS: All available at one place Special Packages offerings PERCEPTUAL BENEFITS: Interactive Services/Accessibility Social standing/good looking
Usage Rate Seasonal (Peak in summer), Occasional (Special events like charismas, Eid, Business events etc) Regular
User Status First time user, Regular user
Loyalty Status None, Medium, Strong
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OBJECTIVES
• To strengthen and satisfy the needs of
consumers with a new eye catching and
functional product which will provide
complete package by reserving hotels
along with air tickets.
• To become the market leader in the
functional segment by providing B2C
selling module with increased market
share.
• To make the company brand name more
visible to customers.
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B2B & B2C
• A transaction that occurs between twocompanies, as opposed to a transactioninvolving a consumer. The term may alsodescribe a company that provides goodsor services for another company.
• A transaction that occurs between acompany and a consumer.
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PORTAL
• A portal presents information from diverse sources in a unified way.
REVENUE
PROVIDING DATA CONNECTIVITY
WEB PORTAL
HOTELS
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CONFIRMATION (HOW WE WORKS)
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STRATEGIES
Providing a package of air ticket and hotel reservation both from a single website.
Following are the implemented strategies:
Product strategy
Service strategy
Promotion strategy
Pricing strategy
Placement strategy
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PRODUCT STRATEGY
django
Administ-rative
interface
Client interface
User interface
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SERVICE STRATEGY
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PROMOTION STRATEGY
• Website
• Advertising
• Public relations
• Branding
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PRICING STRATEGY
Different packages are provided to customers and business partners
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PLACEMENT STRATEGY
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TACTICS
Sales Promotion
Public Relations
Direct Marketing
Online Marketing
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SALES PROMOTION
• The pricing schedules are targeted to encourage customers’ usage as well as maximize the income for what is expected to be popular hotels, air tickets, tours and transfers deals.
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PUBLIC RELATIONS
• Different activities will be performed to get and stay connected directly with customers. Daydreamholidays.com will arrange different trade seminars, conferences get together for B2B customers and different exhibitions for B2C customers to promote business and manage good customer relationship.
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DIRECT MARKETING
• Brand ambassadors should represent brand and its key features to customers at different locations on different malls.
• This activity will facilitate customers a lot because they will not have need to spend extra time to go to the travel agents and websites to get information.
• The use of a bulk mail-out either via post, fax or email is not seen as productive as it does not provide the personal touch .However, all customers to the B2B will go onto a direct email database
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ONLINE MARKETING
• The internet is seen as a critical tool to reach customers.
• The website is to be fully functional and will enable clients to request booking and be able to make these in real time.
• Usage of “Content Management System” will ensure the timely updating of promotions.
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300,000,000
120,000,000
100,000,000
100,000,000
620,000,000
Year 1 Year 2 Year 3 Total
Required Rate of Return % 25% 30% 45% 100%
Required Return Value 155,000,000 186,000,000 279,000,000 620,000,000
INVESTMENT COST
Total Setup Costs
I.T. related Expenditure
Paid to 3rd Party Supplier (as Guarantee)
Initial Admn Expenses
Total Investment
Budget
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Year 1 Year 2 Year 3
100% 150% 200%Net Sales 350,000,000 525,000,000 700,000,000 1,575,000,000
Cost of Sales (40% of Sales) (140,000,000) (210,000,000) (280,000,000) (630,000,000)
Gross Margin 210,000,000 315,000,000 420,000,000 945,000,000
Total Marketing Expenses (12.5% of Sales) 43,750,000 65,625,000 87,500,000 196,875,000
General & Admn. Expenses (8% of Sales) 28,000,000 42,000,000 56,000,000 126,000,000
Net Profit before Taxes 138,250,000 207,375,000 276,500,000 622,125,000
Net Profit before Taxes
% of Return on InvestmentNet Profit before Taxes
Initial Investment22% 33% 45% 100%
Day-Dream-Holidays.com
Financial Investment Plan
TotalParticulars
Budget
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Personal (2.5% of Sales) 8,750,000 13,125,000 17,500,000
Salaries, wages
Benefits
Payroll taxes
Commissions and bonuses
Research (1.5% of Sales) 5,250,000 7,875,000 10,500,000
Research firm fees
Web research
Independent research
Other research
Advertisment (6% of Sales) 21,000,000 31,500,000 42,000,000
Promotional brochures
Television
FM Radio
Web-sites
Branding
Advertising
Direct marketing
Social Media Network
Mailings
Postcards
Public Relations
Sponsorships
Newspapers
Billboards
Bus sides
SMS & Phone Calls
Networking (1% of Sales) 3,500,000 5,250,000 7,000,000
Memberships
Affiliations
Subscriptions
Promotional Event (1.5% of Sales) 5,250,000 7,875,000 10,500,000
Meal (breakfast, lunch, or dinner)
Seminars
Workshops
Special Offer
Total Marketing Budget 43,750,000 65,625,000 87,500,000
Marketing Budget Plan
Budget
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Year 1 Year 2 Year 3
Net Marketing Contribution (NMC) Net Sales - COGS - Mkt Exp. 166,250,000 249,375,000 332,500,000
Marketing Return on SalesNMC
Net Sales47.50% 47.50% 47.50%
Marketing Return on InvestmentNMC
Mkt Exp.3.80 3.80 3.80
Ratios Analysis
Particulars
Budget
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Questions
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