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Finpro segmentationCross country summary
11/09/2017 Research conducted by Nepa
07/12/2017 2FirstnameLastname
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Agenda
• Projectbackgroundandsegmentformation• Whichsegmentstofocuson
ü Sizeandvalueü Currentimageü Desiredimage
• Indepthunderstandingofsegments
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Projectbackgroundandsegmentformation
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• VisitFinlandhashadasegmentationsince 2012.Itisbasedonvaluesandattitudes.
• VisitFinlandgoalshavechangedtobemoretactical.Oldsegmentationmodeldoesnotsupportmarketingcampaignsasgoodasitusedto.
• MaincountriesofinterestareChina,Japan,UKandGermany
• Howtocreateasegmentationthatsupportsmarketingcampaignsandtacticalgoals?
• Howtogetlocalinputforsegmentationandtraveltrendsfromlocalpartnersineachcountry?
• Howtomeasurewhatarethemainmotivesanddriverstotravel?
• Whataretheinsightsanddataneededinthenewsegmentation?
Situation
Mainquestions
Howtosegmentmarketstosupportmainbusinessgoals
andmarketingcampaigns
Projectbackground
5
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Situationbasedsegmentationwillanswerthefollowing…• What shouldwecommunicate(Content)?
• Towhom shouldwecommunicate(Targetgroups)?
• Where shouldwecommunicate(Channelchoice)?
• When shouldwecommunicate(Timingfortravelanddecision)?
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Method
Countries: UK (London and Manchester area), Germany (Berlin, Bavaria and Nordhein-Westfalen area), Japan (Tokyo and Osaka area), China (nat. rep.) – notice: country specific results are presented in separate reports
Collection Method: Online interviews
Population: Consumers who have made a leisure trip to Europe last 12 month or who are planning to make a leisure trip the next 12 months
Field Period: Summer 2017
Base UK 1005Germany 1000Japan 1005China 1045
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Withriskofbeingcheesy…
Thinkglobally,
actlocally
Unifiedreasonsinfocus
Localadaptionofcommunication
Focus1
Focus2
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Whichsegmentstofocuson
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Whichsegmentsshouldwefocuson?
Size/Value:Isthesituationlargeenough?
Currentimage:Wherearewestrongtoday?
Desiredimage:Whatdowewanttoachieve?
2
3
1
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Whichsegmentsshouldwefocuson?
Size/Value:Isthesituationlargeenough?
Currentimage:Wherearewestrongtoday?
Desiredimage:Whatdowewanttoachieve?
2
3
1
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Analysisconductedintheprocessofformattingthesegmentationsolutionincludedthefollowing
12
Theprocessofthesegmentationsolution
üFrequencyanalysisüCountrydifferenciesüCorrelationanalysisüFactoranalysisüMDS(multidimensionalscaling)üOverlapcalculationsüDriversanalysis(maxdiff)
Basedontheseanalysiswehaveestimatedtheoptimalsolution
forthesegmentation
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Overviewofsituationalsegmentsandmostrelevantinterests
13
Basedonanalysissixmainsegmentswereidentified
Historicattractions
Mostrelevantinterests
Shopping
Culinaryexperiences
Hiking
Wildanimals
Extremesports(e.g.bungeejumping)
Crosscountryskiing
Experiencingwinter
Localevents
Sauna
Museumsdisplayinglocalart
Localculinaryexperiences
Germanyspecific
UKspecific
UKspecific
UKspecific
Chinaspecific
CityBreaker NatureExplorer AuthenticLifestyleSeeker ComfortSeeker
ActivityEnthusiast
NatureWonderHunter
Mainsegments
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February2016
14
Similargroupsdiscoveredinpreviousstudy
Stop-overFinlandconsumerresearchforAsiantravellers
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Genderdistributionquiteeven,olderagedistribution.Doesmoreweekendtripsthanothersegments.
ImportantwhentravellingSafety,butalsohistoryandbuildings/sightsdrivetravellingforsegment.
Topinterestsinclude• Historicattractions• Culturalplacesand
designdistricts• Culinaryexperiences
Introductiontosegments
Morementhanwomen,consumersfromallagegroups.
ImportantwhentravellingSafetyaswellaspeacefulnessandquietnessofthedestination.
Topinterestsinclude• Naturalparksand
forests• Northernlights• Enjoyingsurrounding
nature
InUKandGermanymorefemalethanmale,inChinaandJapanmoremalethanfemale.Olderthanothersegments.
Bothmaleandfemale,youngsegment.Travelsmorewithfamilythanothersegments.
ImportantwhentravellingMostimportantdriversfortravellingaredestinationbeingsafeandsecure,alsopeacefulnessvalued.Foodisalsoanimportantaspect.
Topinterestsinclude• Experiencingwinter• Skiing• Hiking
Somewhatoldersegment,genderdistributiondependentoncountry.
ImportantwhentravellingAuthenticLifestyleSeekersvalueanopportunitytogettoknowanewcultureorwayoflife.Culinarycultureandsafetyalsoimportant.
Topinterestsinclude• Experiencinglocal
lifestyle• Museumsdisplaying
localculture• Localevents
Youngersegment,moremalethanfemaletravellers.
ImportantwhentravellingSafetyandculinaryexperiences.Alsoimportantthatthedestinationisgenuineandidyllic.
Topinterestsinclude• Specialaccommodation• Husky/reindeerride• Wellbeingtreatment
CityBreaker NatureExplorerAuthentic
LifestyleSeeker ComfortSeekerActivityEnthusiast
NatureWonderHunter
ImportantwhentravellingSafetyandpeacefulness.ForChineseandJapanesethedestinationneedstobealsoexotic.
Topinterestsinclude• Northernlights• Naturalparksandforests• Midnightsunandwhite
nights
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InallcountrieslargestsegmentsCityBreakerandAuthenticLifestyleSeeker
UK 22% 17% 12% 12% 23% 15%
Germany 23% 17% 12% 15% 23% 9%
Japan 22% 14% 8% 18% 20% 18%
China 21% 16% 10% 10% 21% 22%
Average 22% 16% 12% 14% 22% 16%
CityBreaker NatureExplorer
AuthenticLifestyleSeeker
ComfortSeeker
ActivityEnthusiast
NatureWonderHunter
AllrespondentsareconsumerswhohavemadealeisuretriptoEurope/Nordicslast12monthorwhoareplanningtomakealeisure tripthenext12months
1
Segmentsize
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Largestsegmentshavealsothehighestvalueshare
UK 21% 18% 12% 12% 22% 15%
Germany 21% 17% 13% 16% 23% 9%
Japan 23% 14% 9% 17% 19% 17%
China 21% 15% 9% 11% 22% 22%
Average 22% 16% 11% 14% 22% 16%
CityBreaker NatureExplorer
AuthenticLifestyleSeeker
ComfortSeeker
ActivityEnthusiast
NatureWonderHunter
Valueshare
Valuesharecalculatedassegment’sshareofallrespondents’totalspendAllrespondentsareconsumerswhohavemadealeisuretriptoEurope/Nordicslast12monthorwhoareplanningtomakealeisure tripthenext12months
1
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Whichsegmentsshouldwefocuson?
Size/Value:Isthesituationlargeenough?
Currentimage:Wherearewestrongtoday?
Desiredimage:Whatdowewanttoachieve?
2
3
1
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City- andlifestyletraversarethetwolargestsegments,togethertheyrepresentmorethan40%ofalltravelmotives
UK 22% 17% 12% 12% 23% 15%
Germany 23% 17% 12% 15% 23% 9%
Japan 22% 14% 8% 18% 20% 18%
China 21% 16% 10% 10% 21% 22%
Average 22% 16% 12% 14% 22% 16%
CityBreaker NatureExplorer
AuthenticLifestyleSeeker
ComfortSeeker
ActivityEnthusiast
NatureWonderHunter
1
Segmentsizes
AllrespondentsareconsumerswhohavemadealeisuretriptoEurope/Nordicslast12monthorwhoareplanningtomakealeisure tripthenext12months
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TheconsiderationforFinlandisthehighestamongActivity-,Nature-,andComfortSeekersandamongNatureWonderHunters
Q:Which ofthefollowingcountriescouldyouconsidertovisit?UK/Germany:Finland,Norway,Denmark,SwedenJapan/China:Finland,Norway,Denmark,Sweden,France,Spain,Italy,Switzerland
UK 44% 45% 53% 52% 45% 53% 49%
Germany 32% 31% 26% 41% 32% 38% 33%
Japan 11% 30% 27% 28% 13% 22% 22%
China 26% 29% 34% 41% 26% 26% 30%
Average 28% 34% 35% 41% 29% 35% 34%
CityBreaker NatureExplorer
AuthenticLifestyleSeeker
ComfortSeeker
ActivityEnthusiast
NatureWonderHunter
Total
2
ConsiderationFinland
AllrespondentsareconsumerswhohavemadealeisuretriptoEurope/Nordicslast12monthorwhoareplanningtomakealeisure tripthenext12months
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Finlandismainlyassociatedwithcold,snow,lakes,northernlightsandwithabeautifulnatureingeneral
Q:WhatisthefirstthingyouthinkaboutwhenyouthinkaboutFinland?
2
SpontaneousassociationswithFinland
AllrespondentsareconsumerswhohavemadealeisuretriptoEurope/Nordicslast12monthorwhoareplanningtomakealeisure tripthenext12months
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NorthernlightsandnatureexperiencesaretopactivitiesassociatedwiththeimageofFinlandinallcountries
2%3%3%4%4%4%5%6%6%6%
7%8%8%8%9%
12%12%12%14%
15%15%16%
18%18%18%18%19%
26%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Average
Q:Pleaseselectthe3activitiesthatbestcorrespondstoyourimageofFinland?(Chinaexcludedfromfamousattractions,outlier)
ActivitiesassociatedwithFinland
2
AllrespondentsareconsumerswhohavemadealeisuretriptoEurope/Nordicslast12monthorwhoareplanningtomakealeisure tripthenext12months
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ComparedtoothertraveldestinationsFinlandstandsoutwhenitcomestoNorthernLightsandNatureaswellasWinterexperiencesingeneral
2%3%3%4%4%4%5%6%6%6%
7%8%8%
12%12%12%14%
15%15%16%
18%18%18%18%19%
26%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Average
Q:Pleaseselectthe3activitiesthatbestcorrespondstoyourimageofFinland?(Chinaexcludedfromfamousattractions,outlier)
ActivitiesassociatedwithFinland- Pointsofdifference(POD)vsothercountriesPOD
Finland
2
AllrespondentsareconsumerswhohavemadealeisuretriptoEurope/Nordicslast12monthorwhoareplanningtomakealeisure tripthenext12months
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ThisuniquenessgivesFinlandthepossibilitytowinwithinseveralsegmentsinterestedindifferenttypesofnatureexperiences
ExperiencingNorthern lights
ExperiencingLocalnature
ExperiencingNaturalForest
ExperiencingLakes
ExperiencingWinter
CityBreaker NatureExplorer
AuthenticLifestyleSeeker
ComfortSeeker
ActivityEnthusiast
NatureWonderHunter
Total
InterestinPointsofdifference(POD)FinlandperSegmentHighinterestin
segmentLowinterestin
segment
2
AllrespondentsareconsumerswhohavemadealeisuretriptoEurope/Nordicslast12monthorwhoareplanningtomakealeisure tripthenext12months
PointsofdifferenceforFinland
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NatureWonderHunters,NatureExplorersandActivityEnthusiastsarerelevantonagloballevelduetoFinlandbeingastrongtraveldestination.
Well-beingrelevantonEuropeanlevel.However,well-beingisprobablydifficulttodriveinAsiaduetothelongdistance.
CityBreakerandAuthenticLifestyleSeekerarelargeandattractivesegments.However,thecompetitionfromothermarketsistoughandit’sdifficultforFinlandtostandout.
Mainsegments- focusongloballevel
• NatureWonderHunter• NatureExplorers• ActivityEnthusiasts
Additionalsegments- considertoincludeonEuropeanlevel
• Wellbeingtravellers
Secondarysegments- useincombinationwithprimarymotives
• CityBreakers• AuthenticLifestyleSeekers
ThreesegmentsarerecommendedasmainmotivesforFinlandtotargetconsideringsizeandpossibilityforFinlandtowin
Rational Focusareas
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Whichsegmentsshouldwefocuson?
Size/Value:Isthesituationlargeenough?
Currentimage:Wherearewestrongtoday?
Desiredimage:Whatdowewanttoachieve?
2
3
1
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Summer/Winterpreferencewasmeasuredtroughintroducingbothholidayexperiences
Summerholidayexperience Winterholidayexperience
3
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77%
57%60%
86%
73%
82%
62%
85%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
UK Germany Japan China
Winter Summer
ThereisagreatpotentialforFinlandalsoasasummerdestinationwhenthistypeofexperienceiscommunicated
3
AllrespondentsareconsumerswhohavemadealeisuretriptoEurope/Nordicslast12monthorwhoareplanningtomakealeisure tripthenext12months
Q:Howinterestedwouldyoubeinmakingthefollowingtypeoftrip?
Veryinterested(sum5-7)
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Case:Manyofthetopinterestsaresummeroriented(top5interests)
83%
41%
35%
31%
26%
0% 50% 100%
Visitinghistoricattractions
Culinaryexperiences
Visitinginterestingculturalplacesanddesign
districts
Experiencingthecity
Shopping
CityBreaker NatureExplorer ActivityEnthusiast AuthenticLifestyleSeeker ComfortSeeker
82%
43%
27%
26%
23%
0% 50% 100%
Experiencingnaturalparksandforests
ExperiencingtheNorthernLights
Pickingberriesandmushrooms
Experiencingthearhipelago
Enjoyingthesurroundingnature
37%
27%
24%
18%
17%
0% 50% 100%
Extremesports(e.g.bungeejumping)
Crosscountryskiing
Exp.winterwithwhitesnowandarcticnature
Swimming
Seeingwildanimals
60%
58%
38%
27%
17%
0% 50% 100%
Visitmuseumsregardinglocalculture
Experiencinglocalevents
Experiencingthelocallifestyleinthecountryside
Experiencingthelocallifestyleinthecity
Participatinginalocalcelebration/festival
48%
42%
34%
21%
20%
0% 100%
Gettingawellbeingtreatment
Attendingahuskyorreindeersafari
Stayinginspecialaccommodation
Doingsports
Pickingberriesandmushrooms
NatureWonderHunter
100%
60%
34%
24%
16%
0% 50% 100%
ExperiencingtheNorthernLights
Experiencingnaturalparksandforests
Experiencingthearhipelago
Pickingberriesandmushrooms
Enjoyingthesurroundingnature
AllrespondentsareconsumerswhohavemadealeisuretriptoEurope/Nordicslast12monthorwhoareplanningtomakealeisure tripthenext12months
Notcountryspecificinterests,askedingeneral
Q:Whichofthefollowingexperiences/activitieswouldyoubeinterestedindoing?
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Case:Manyofthetopinterestsaresummeroriented(top5interests)
83%
41%
35%
31%
26%
0% 50% 100%
Visitinghistoricattractions
Culinaryexperiences
Visitinginterestingculturalplacesanddesign
districts
Experiencingthecity
Shopping
CityBreaker NatureExplorer ActivityEnthusiast AuthenticLifestyleSeeker ComfortSeeker
82%
43%
27%
26%
23%
0% 50% 100%
Experiencingnaturalparksandforests
ExperiencingtheNorthernLights
Pickingberriesandmushrooms
Experiencingthearhipelago
Enjoyingthesurroundingnature
37%
27%
24%
18%
17%
0% 50% 100%
Extremesports(e.g.bungeejumping)
Crosscountryskiing
Exp.winterwithwhitesnowandarcticnature
Swimming
Seeingwildanimals
60%
58%
38%
27%
17%
0% 50% 100%
Visitmuseumsregardinglocalculture
Experiencinglocalevents
Experiencingthelocallifestyleinthecountryside
Experiencingthelocallifestyleinthecity
Participatinginalocalcelebration/festival
48%
42%
34%
21%
20%
0% 100%
Gettingawellbeingtreatment
Attendingahuskyorreindeersafari
Stayinginspecialaccommodation
Doingsports
Pickingberriesandmushrooms
NatureWonderHunter
100%
60%
34%
24%
16%
0% 50% 100%
ExperiencingtheNorthernLights
Experiencingnaturalparksandforests
Experiencingthearhipelago
Pickingberriesandmushrooms
Enjoyingthesurroundingnature
AllrespondentsareconsumerswhohavemadealeisuretriptoEurope/Nordicslast12monthorwhoareplanningtomakealeisure tripthenext12months
Q:Whichofthefollowingexperiences/activitieswouldyoubeinterestedindoing?
Notcountryspecificinterests,askedingeneral
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Indepthunderstandingofsegments
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Withriskofbeingcheesy…
Thinkglobally,
actlocally
Unifiedreasonsinfocus
Localadaptionofcommunication
Focus1
Focus2
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Thestructureofcountryspecificpresentations
Marketunderstading Segmentspecific
Segmentsize&value
Interests&Drivers
Potential&PerceptionFinland
Traveldetails
• Bookingchannel
• Bookingtime• Traveltime• Durationofthe
trip• Travel
companion
• Familiarity,considerationandpreferenceFinlandvs.competitors
• LikelihoodofvisitingFinland
• Main/stop-overdestination
• ImageofFinlandvs.competitors
• Mostimportantinterestsamongsegment
• Driverranking(whatisimportantwhentravelling)
• Size• Budget• Valueshare
Scorecards Mediabehaviour
• Gender,age• Share,value,
buget• Media• Travel
companion• Consideration• Booking
behavior• Traveltime• Interests• Drivers
• Weeklyusage• Information• Inspiration
Reportedontotaland
segmentlevel
CountryspecificresultsforUK,Germany,JapanandChinaarepresentedinseparatereports.