SÃO PAULO 

GROUP WORK 2

MARKET RESEARCH & SEGMENTATION PLAN  

ILARIA BATTISTELLAMARIANA MASOTTI

CAROLINA MARDEGANMARCO LANCELLOTTI

Our market research will be performed through a questionnaire divided into 4 sections:

1-Country of Origin

2-Reasons of

travelling

3-UPS attraction

4-Satisfaction

RESEARCH METHODOLOGY

SÃO PAULO MARKET RESEARCH & SEGMENTATION PLAN  

The survey, will be distributed to all tourists in the airport just before their departure.

We would like to collect 500 samples from each country of origin.

We expect to collect our surveys within 4/5 months.

SÃO PAULO MARKET RESEARCH & SEGMENTATION PLAN  

RESEARCH METHODOLOGY

• To find the right segmentation

model

RESEARCH OBJECTIVES

The objectives of our research are the following:

• To develop a new segmentation-based offer according to the results of our survey

• To understand the current situation and positioning of São Paulo

SÃO PAULO MARKET RESEARCH & SEGMENTATION PLAN  

SÃO PAULO MARKET RESEARCH & SEGMENTATION PLAN  

SECTION 1- NATIONALITY

In section 1 we are mainly interested in the nationality of the toruists. However, we took advantage of this section to collect demographic information that could be useful to develop a reliable segmentation model.

In this section, we try to identify wether a tourist is in San Paolo for Business or for

Leisure. We ask him to explain the reasons of his stay through a nominal question and an

open question

SÃO PAULO MARKET RESEARCH & SEGMENTATION PLAN  

SECTION II- REASONS OF TRAVEL

Here, we want to find out which of San Paulo’s UPSs attracted more our

tourists. We developed a list of UPSs and prepared a likert scale.

SÃO PAULO MARKET RESEARCH & SEGMENTATION PLAN  

SECTION I1I- UNIQUE POINTS OF SALE

In the last section, we want to find out what is the perception of San Paolo, starting from the satisfaction of the tourists. So, we ask

them to rate different things:

SÃO PAULO MARKET RESEARCH & SEGMENTATION PLAN  

SECTION IV- SATISFACTION

At the end of the questionnaire we want to know if the tourists would like to come back or recommend San Paulo to their

friends and relatives.

SÃO PAULO MARKET RESEARCH & SEGMENTATION PLAN  

SECTION IV- SATISFACTION

According to the results of the market research we will differntiate our advrtisement campaign and prepare different travel routes according to

the segments. Here there some examples of special targeted

tours:

SÃO PAULO MARKET RESEARCH & SEGMENTATION PLAN  

SEGMENT BASED OFFERS

SPORT & NATURE TOURMorning• Soccer Museum (Pacembu

Stadium)• Park Ibirapuera (meal

offered)

Afternoon• San Paulo Football Match• Bike Tour of the city

ART & FOOD TOURMorning• Pinacoteca of San Paulo• Churrascaria Rodizio (20

different types of typical meat offered)

• Avenida PaulistaAfternoon• Museum of Arts of San Paulo• Rua Augusta (bohemian stret

full of pubs)

SÃO PAULO 

INTEGRATED MARKETING & COMMUNICATION 

GROUP WORK 3

SÃO PAULO INTEGRATED MARKETING & COMMUNICATION 

WHY INTEGRATED COMMUNICATION?Promoting a DMO nowadays means to establish a true relationship with potential tourists.

It is essential to communicate with them, through different channels, and to give them the possibility to provide a feedback.

Communication has to be interactive, as much as possible.

For this reason, DMOs have to integrate different channels in their marketing & communication plan.

Of course, every channel has different «rules» and communication styles, but the message and the identity have to be the same to give the Destination a unitary identity.

The challenge then, is to be able to communicate a uniformed content, a main message that represents the destination but at the same time be able to adapt the language and the features of the commiunication to the channel we are using, expressing it properly on each

All this, allow the DMOs to reach different segments in the right way.

SÃO PAULO INTEGRATED MARKETING & COMMUNICATION 

TRADITIONAL ADVERTISING

Traditional Advertising is the most expensive way to promote the destination. Even so, it cannot be underestimated. That’s because this kind of advertisement gives a high visibility and is usually able to reach a huge number of people.The problem is that, both in TV and in advertisement signs, the message cannot be so personal and tailor-made like in the new media. So the bigger is the number of people the advertisement is addressed to, the less the message is specific.

SÃO PAULO INTEGRATED MARKETING & COMMUNICATION 

MERCHSNDISING

Another way to promote the destination is related to merchandising. Thanks to merchandising, the brand of the destination is brought around by tourists themselves and the economy of the destination improves slightly

SÃO PAULO INTEGRATED MARKETING & COMMUNICATION 

TOURIST CONTESTsIt is absolutely important to make the tourist feel part of the destination. One of the ways to acheive this goal is to organise some contests that allow tourists to feel protagonists. Some ideas could be a photography contest. A video contest and even sport contests. Prize could be a day with san paolo team, 1 week free etc

I EDITON

Pin Tourist Contest!

THE BEST TOURIST MADE PICTURES WILL

BECOME A TRUE COLLECTION OF PINS

SÃO PAULO INTEGRATED MARKETING & COMMUNICATION 

OFFICIAL WEBSITE

A good Website should be:• Attractive and full of pictures• User friendly, with a simple and clear

interface. • Translated in as many languages as

possible• Include guides for shopping, food,

attractions and public transport• Include the Map of the City and of the

Underground system• Show all numbers that could be useful to

tourists• Contain videos and pictures of San Paulo• Show customer made contents• Always show links to the related social

network

The Official Website plays a primary role in the destination management communication strategy.

SÃO PAULO INTEGRATED MARKETING & COMMUNICATION 

OFFICIAL WEBSITESan Paulo WebSite is actually very good showing all the sections you can see below:

SÃO PAULO INTEGRATED MARKETING & COMMUNICATION 

SOCIAL MEDIASocial Network and new media are the basis of

the interaction with tourists, but each channel is unique.

• Constantly updatedwith pictures and news.

• Friendly atmosphere: make the tourists feel part of the destination.

• Special promotions and polls

• Rapid answer to any questions

• Possibility of booking

• Constantly updated with videos.

• Funny videos

• Promotional videos

• Landscape videos

• Tourist made video

• Rapid answer to customer’s questions

• Constantly updated with pictures and videos.

• Always sharing and publishing tourist generated contents

SÃO PAULO INTEGRATED MARKETING & COMMUNICATION 

MOBILE APP

• Real Time Public Transports Information & Position

• City Map• Underground Map• Book a Room Service• Useful Numbers• Best Attractions & Shops

around you• Real Time information

about Special Events in San Paolo

APP

APP

THE OFFICIAL MOBILE

APPLICATION