marketing plan italian romance venice ghida z, sandra v, frenki k, jordan k, deena h, janivia s
TRANSCRIPT
MARKETING PLAN
ITALIAN ROMANCEVENICE
Ghida Z, Sandra V, Frenki K, Jordan K,
Deena H, Janivia S.
Positioning Statement:
"An extraordinary place to get away from it
all, come to Venice in Italy"
This statement satisfies our target
markets’ desires and wants
This paints a picture to set in our target
markets minds
Positioning strategies are to position our
product through our target market and by
price and quality
TARGETING AND POSITIONING
Product Differentiation:
We offer added value and features
with our packages
Our product is luxurious and
prestige with high class service;
customers are willing to pay for this
We offer a website to interact with
customers and plan and book
vacations at
www.ItalianRomanceExperience.ca
Product Differentiation: Our packages are personalized; an added touch that
other competitors don't have.
Personalized though the hotel with favourite coffee in the morning, favourite
newspaper at your door, and phone calls and emails that are personalized.
Competitive Advantages:
We have a Traveller Points Card, which gives clients points when travelling
on our romantic packages.
This gives clients the chance to redeem points for cash, or a
discount on there next vacation with our company
This gives clients good rewards; and keeps them loyal to us
We have many personalized advertisements and e-mails as well
Our personalization keeps us having a competitive advantage in the
industry
ANALYSIS AND FORECASTING
The category of a competitor analysis that our market plan falls into
is the “general competitor” which provides the same service and
product.
Some of our competitors:
Alba Tours
Air Canada Vacations
Trafalgar Tour
Demographics: age & life
cycle
24-45 (age)
For those who to experience an
Italian romantic getaway.
Anniversary, honeymoon,
vacation.
Geographic: Our plan is to
target from every couple around
the world.
SEGMENTATION ANALYSIS
Any city, region,
province, country
As long as they are
willing to spend money for
a romantic getaway.
Benefit: Luxury, high
cost, relaxation and
convenience
Behaviour:Loyalty status:
Our experience focuses on the
loyalty status because our
customers want a luxury service
that the five star hotels offer.
Occasional events:
Another important behaviour
segmentation we look at is the
occasional events, since our
experience is based on romance.
Therefore, good service and high
price is what our client will be
satisfied with.
Psychograp
hic: Activities, Motivations and
Personality traits.
Motivated in travelling
Take activities in Venice
such as sightseeing tour,
gondola ride etc.
Personality trait to enjoy
new products and the latest
technology.
MISSION STATEMENTOur mission statement Italian Romance experience will provide
you with Professionalism, premium pricing and luxurious-high
class service.
Our goals are to attract customers to experience the romance
in Venice with their loved one.
We offer 5 star hotels in our packages that will suit the needs
and wants of our customers to enjoy their stay in Venice, Italy.
Everything is included in our packages that we offer at Italian
Romance experience. We combine 2 or more complimentary
offerings into single price offering such as air and hotel
SWOT
Strength 1: We provide luxurious accommodations at
flexible prices.
Strength 2: Using Sales Growth we can offer our
customers better quality for their dollar.
Strength 3: Our service is located in what people often
call the city of love.
Strength 4: We offer our service over the internet which
is a convenient way to go about planning a trip.
Weakness 1: There are many other tour operators
offering similar types of packages to tours.
Weakness 2: We only offer our package in one city.
Weakness 3: Our service is new and still for the most
part unknown compared to our competitors.
Weakness 4: Our service doesn’t have much uniqueness.
Opportunity 1: Our internet website which generates a
good percentage of our business.
Opportunity 2: Offering a customer reward program
that awards customers with benefits for staying with us
Opportunity 3: Expanding and building more properties
in and around Italy.
Opportunity 4: Forming alliances with dating websites
to attract more couples.
Threat 1: We offer our service at a high price but in return
our customer receives excellent quality and service. (Our
competitors have lower prices for similar types of getaways)
Threat 2: Our competitors serve more destinations and
they have greater market share and a larger customer base.
Threat 3: Staying up to date with all of the latest
technologies
Threat 4: Introduction of higher taxes is a concern.
Marketing Goal A:
using the strategic plan of
Sales Growth
We can use this as an
advantage by knowing how
much we’re capable of
growing in a certain time and
therefore, providing the best
to our customers .
S E T T I N G M A R K E T I N G G O A L S A N D O B J E C T I V E S :
Objective A1:
Increasing the sales in the
existing market is a
business growth.
Improving our sales and
marketing capabilities is
important for growing our
business.
Marketing Goal B:
Increased profitability
stands as to what’s the aim
that we look for in our
company and how much
we want to improve out the
growth and the profit in a
period of time.
Objective B1:
Italian Romance promotes
itself by the increase of
advertising, and by the
existence of our website.
it is much convenient to
customers when it comes to
booking or searching for
information where they will find
all the answers to their
questions online.
T A C T I C S A N D A C T I O N P L A N S :
Type of distribution channel: Our distribution
channel would be best placed as an indirect distribution
channel because it involves the distribution of a company
through its services with the assistance of intermediaries.
Intermediaries to be used: Internet, travel agents,
tour operators and travel specialists are all included in
our company.
Internet: The internet is one of our main intermediaries
to be used since our customers book through our online
website; www.ItalianRomanceExperience.ca
Connection to differentiation/positioning strategy:
Our main goal is to provide convenient travel and trips to
couples who would like to enjoy their time together as a
whole. We give attention to the quality of our service and
not the quantity.
Distribution Channel: The Distribution strategy is
the “vertical marketing system” where a distribution
system in which all members of the distribution channel
work together as a unified whole to achieve their goal.
Pricing Objectives:
Our pricing objective is profit maximization because we like
gaining the most profit possible by changing costs, prices and
volume.
We would like to increase our profits but we don’t really want
to always change our prices.
Price Comparison to Competition:
Our price comparison to competition is non-price competition
because we are mainly concerned with trying to increase market
share or sales by leaving the price unchanged but persuading
target customers that their offering is superior to that offered by
competition.
We make sure that we are observing the prices charged by
our competitors, so that we are competing with them and
making sure that our prices are practically equal or even
better then them.
Pricing Techniques:
Our pricing technique is product-bundle pricing because we
group together products and services to promote them as a
package.
We use this technique to improve usage or sales during our
slow periods.
Such examples would be: our customers can purchase their
package cheaper by, buying a full package for a great deal
rather than buying the individual components separately.
Campaign Strategy:
In order to have a good marketing campaign, we must first
define the image we want to portray.
Some of the most successful companies have chosen this
wisely.
It is important that when we decide upon our final strategy,
that it be realized across the board in a dependable manner.
An effective marketing campaign will shape the customers
image of our hotel in a positive manner.
Media Plan:
Our media plan is a combination of traditional media
vehicles, non-traditional media, and marketing
communication tools so that we can reach our target
audiences.
We reach our target audience by making sure we send the
message to as many people as possible by using; the internet
to reach our target audience.
Also we have brochures, a TV commercial and are being
brought up on the radio.
Appropriation and Budget:
Our appropriation and budget is competitive-parity method
because we set the promotion budget at the level needed to
match our competitors’ outlay.
We make sure that we are competing with our competitor’s to
match their expend so, that customers can compare our deals
with the competitor’s deals.
THANK YOU!!!!