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MARKETING PLAN – A Tourism Experience

Yukon beyond Travel

Han Xue, Chen Yu, Yiwen Guo, Yiwen YangTMS200 MTA

Robert DunganAug 06,2015

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ContentsExecutive Summary..........................................................................................................................2

Itinerary:...........................................................................................................................................3

The Corporate Connection................................................................................................................4

Analysis and Forecasting..................................................................................................................4

Marketing Strategy: targeting and processing.................................................................................10

Tactics and Action Plans.................................................................................................................12

Work cited.......................................................................................................................................17

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Executive Summary

Yukon is a territory that located in northwest Canada. Due to its harsh

environment, it is not the first choice for tourism destination for travelers. On the

other hand, there is still many people pay attention to seek adventure and excitement,

and also the Canadian dollars are going down recently. Its geographical advantages

and natural environment have attracted many adventurers form all over the world.

Therefore, there is a big growth for further development in Yukon. In this marketing

plan, we will focus on introducing a rapidly emerging tourism destination -Yukon.

Through the analysis of the characteristics of tourism products in the Yukon, we will

provide a 8 days package tour in Yukon that including McBride Museum, Yukon

Wildlife Preserve, Kluane Lake, Kluane Lake, and so on; these classical attractions.

Meanwhile, we will break with tradition, and arrange our clients to stay in camp

instead of hotel, let them experience the unique lifestyle in camp in Yukon.

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Itinerary:

D1: Whithorse

Welcome orientation in the dinner in Westmark Whitehorse Hotel.

D2: Whitehorse

To visit the famous S.S. Klondike, the largest sternwheeler to learn the history of the gold rush, McBride Museum, and Yukon Wildlife Preserve.

D3: Haines Junction

We reach the Kluane National Park, a UNESCO for the glacier landscapes to view Mt. Logan. Stay in Mount Logan Inn.

D4: Tok

We follow the beautiful Kluane Lake. Stay in Tok Village Cabins. To visit the First Nation interpretative Centre.

D5: Dawson City

Along the “Top of the World” highway to join Dawson City. We stop in Chicken, a typical gold seekers village. In Dawson City, to visit Diamond Tooth Gerties Gambling Hall, and watch a CanCan dancing show. Stay in Westmark Inn.

D6: Eagle Plains

Along Dempster Road to go across the Arctic Circle, stay in Eagle Plains Hotel. Maybe we can view the Northern Lights.

D7: Tombstone Park-Dawson City

The Tombstones Mountains are a spectacular geological formation. Back to Dawson City.

D8: Whitehorse

After the breakfast, we go back to the Klondike Highway. At lunch in Carmacks, we visit the First Nation Interpretive Centre. In the afternoon, we arrive Whitehorse.

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The Corporate Connection

Mission statement: We are a tour operator that provide Yukon tour for Chinese

tourist. Our mission statement is to become one of the world-class supplier of Yukon

travel to Chinese. We have a large groups of professional employees that are

intelligent, knowledgeable, creativity and innovativeness, and resourcefulness.

Objectives: First, increase sales of 10% by the end of 2016. Second, to become

the first choice tour operator for Chinese tourist in Chinese market. in order to archive

these goals, we will use the promotional efforts that help build our corporate brand,

increase our corporate visibility, let more people fall in love with our enterprise and

Yukon.

Goal: Our purpose of the marketing is through the promotion of Yukon tourism,

let more Chinese tourists to understand the customs of Yukon. in order to attract a

large number of potential tourists, to grab a bigger market share, and to maximize the

interests of the company. Let's every customer has an unique and unforgettable

memories during the trip.

Analysis and Forecasting

Portfolio Analysis: According to the 2015 Country RepTrak Report, Canada has

the world`s best reputation, which helps Canada attract travelers from all around the

world (Destination Canada). In 2014, total overnight trips to Canada increased to 17.1

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million people (Destination Canada). Canada is a safe and beautiful country and it

provides various products to travelers as well. It is a fantastic place to explore the natural

environment, especially in Yukon. There are a lots excited adventures, such as Northern

Light, Midnight Sun, and wildlife. An estimated 12,000 people visited Yukon in April

2015. This represents an increase of approximately 500 people or 5% compared to April

2014(Yukon Government). The hotel occupancy in Yukon has increased 2.3 %

( Destination Canada). Yukon is becoming popular place.

Competitor Analysis:

Segmentation Analysis:

Demographic • The average age of brides: 45-65

• Affluent

Competitor Analysis

Alaska

Norther Territories

Iceland

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• Degree Educated

• Frequent Travelers

• Adventure Travelers

Geographic Primary Canada

United States

German-speaking

Europe(Germany,

Switzerland and Austria )

Secondary Australia

U.K.

Japan

Emerging Netherlands

France

China

Monitor South Korea

Mexico

Brazil

Benefit • Seasonal flexibility

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• Expense

• Less stress

• Exciting

• Challenge

Behavior • They might have active characteristics to enjoy naturel

environment and explore in Yukon

• It is a high cost destination so visitor needs enough budget.

Psychographic • They have high motivation to adventure and challenge

themselves.

• According Maslow`s Hierarchy of Needs, they usually

have a goal of self-fulfillment.

SWOT Analysis:

Strengths

1. Particular Gold rush and rich culture

experience.

2. Yukon government support the

development of tourism.

3. The increasing tourism industry

4. The developing social media. 

Weakness:

1. Language communication barrier-

english

2. Low awareness of yukon

3. Less information about Yukon

tourism showed on the Canada

tourism official website

4. Long-haul destination from china

to Yukon

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5. cultural difference

Opportunities

1. Natural Landscapes and Experience

2. World-class Tourism Products

3. Weakening Canadian dollar

4. Vibrant culture

5. Expansible market

Threats

1. Economic recovery has been

slower than anticipated.

2. The fierce competition from other

destinations, especially Alaska,

goes up dramatically.

3. Increased promotional spending by

competitors, especially U.S.

4. Unstable economic issues.

Tourism is an increasing and sustainability industry for Yukon. The annual

revenue of tourism goes up each year. Also, The Department of Tourism and Culture

currently provides more than $1.54-million annually in operations and maintenance

and special project funding to the organizations (Government of Yukon). Moreover,

Travelers still can find out plenty of gold and know first nation culture. They are easy

to find fanatic information from its development media.

However, Yukon is an English spoken country. The majority of Chinese do not

know English well, and people do not want to stay in a strange environment that

cannot communicate well. Therefore, language is a big problem for Chinese tourist to

go to Yukon for traveling.

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These weakness, although challenging, are not impossible to overcome. In this

case, our tour will provide professional tour guides that can fluently Chinese and

English to let clients feel more comfortable. Also, a weakening Canadian dollar is

making travel to Canada more attractive to Chinese traveler. Another reason that

Weakening Canadian dollar benefit Yukon is because promote numbers of traveler

visit Yukon. We will appeal of Yukon as a holiday destination to mid-40’s Chinese by

promoting niches and natural experiences It Attractive people have success in their

career and take challenge and more wild life experiences.

In facts, the fierce competition from other destinations, especially, Alaska, goes up

dramatically. The similarity in produce offerings and target tourist makes it more

difficult to achieve product differentiation. As a result, the products have to be offered

reasonable promotion and combine the exciting characteristic to make them

impressive.

Setting Marketing Goals and Objectives

Marketing Goal A: To attract more Chinese visitors to Yukon to increase 5%

share of Yukon overseas market, market position for Yukon 2016-2017 move up to 6

from 7. According to this goal, advertise our product & destination with using a Chinese

social media in China.

Objective A1: To create WeChat page and use YouTube which are popular SNS to

attract certain groups of up-end potential customers, such as, entrepreneurs, lawyers,

doctors, company executives, and so on. And another group is outdoor lovers. Also,

Advertising weekly in WeChat is a method to increase awareness of Yukon as a unique

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destination. To publish excellent content at least four times a month.

Time Length: Marketing objective need a year to accomplish.

Measurability:

Increase the awareness of certain groups by 30%

Increase their engagement by 15%

Marketing Goal B: We, Beyond Travel, cooperate with the Board of Yukon Travel

to design the special ITC products for Chinese visitors.

Objective B1: We establish inventory of Yukon product and experiences by

organized FAM tours, to get the accurate costing resources, and provide marketing assets

including photography and videos, as well as suppliers list. According to the habits of

Chinese visitors, we prepare to satisfy Chinese travelers’ specific preferences in respect

to Chinese-speaking guides, food and other amenities being available in Yukon.

Time Length: the marketing objective requires two years to accomplish.

Measurability:

Increase cooperation with Chinese tour operators by 50%

Increase their engagement by 70%.

Marketing Strategy: targeting and processing

A. Primary target market

Demographics Segmentation: Yukon is aimed towards Chinese that are in their

40’s and families with children. In Yukon, there is only 1.1% are Chinese, almost 350

people out of 30,195.

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Geographic Segmentation:The major cities of tourists that visit Yukon come from

Canada and USA. There are other tourists from Australia, United Kingdom and Japan.

Tourists based travel to some major cities such as Whitehorse, Haines Junctions and

Dawson.

Psychographic Segmentation: The tourists are usually enjoy excite, hazardous and

one and only experiences in Yukon. Also a nature place to challenge and relax.

Benefit Segmentation: Traveler that visit Yukon are risk taker because Yukon has

to offer many sport in the trip. Visitor desire education about Yukon’s nature culture and

environment.

Behavior Segmentation: The tourists that visit Yukon are the ones that buy at high

rated. Moreover, Yukon has high class of nature environment and adventure experience.

The tourists willing spend a lots of money for the destination that they visiting.

B. Positioning

Positioning Statement: A positioning statement for anyone that visit Yukon would

be a best adventure experience. Moreover, Yukon seeks tourists whom like adventures

and nature environment. People will want to go out form the ordinary.

Product Differentiation: For product differentiation, Yukon can promote their

unique experience against its competitors would offer incentives (10% off) during low

season. Furthermore, it promote consumers to visit Yukon and improves marketing

operations.

Competitive Advantage: The Competitive advantage that Yukon has towards

special package is that they have all-inclusive resorts that have promotions to attract

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visitors to stay in those resorts

Tactics and Action Plans

A. Product Strategy

Product Mix – Features/Benefits

We visit the First Nation interpretative center, which is an entertaining as

well as educational place to visit.

Our bilingual guiders speak your language, will answer all your questions,

and take care of every little detail

Diving motor homes that will be close to nature and be comfortable.

We have preferred relationships with the hotels' coordinators, which offers

wireless access, cellphone signal. We make sure the safety as best as we can

Brand name

Beyond Travel

As the Yukon`s slogan “Large then Life”, our customer will gain rich fantastic

experiences during travelling.

Packaging

Our trip includes transportation (motor home), guider, driver, and meal and

campgrounds for 6 nights.

Product Levels/Offerings

Core Product Excitement

Tangible Product Safety, Quality of service, Leisure

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travelling

Augment Car parking, Campground, Services

for visitors with special needs,

Connection to differentiation/positioning strategy

Professional bilingual guiders

Offering motor homes

Guider will pick up visitor from airport to hotel

Living in all inclusive hotel, including meal, parking, A/C

Staying campgrounds, like camping in Haines Junction

B. Pricing

Traveling is a high level of consumption. The price of product have great impact

of the choice of destination, the time of staying, and the levels of spending for

travelers. We ensure our cost structure to match our products value.

By giving cash discount, seasonal discount, and volume discount to customers, in

order to stabilize the old customers and attract new customers, and to rise the quantity

of sale, such as, quantity discount-10% off when customers spend a certain amount of

purchases

9 days trips

Ctrip vacation, Vanfan travel Ltd. Beyond Travel Co.,

Ltd.

hotel types 3 star 3 star 3 star

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9 days trips

total meals included 15 out of 21 10 out of 21 17 out of 21

flight inbound and outbound

international flight

inbound and outbound

international flight

inbound and outbound

international flight

car local tour coach local tour coach Motor homes

total price ¥29,499.00 ¥21,899.00 ¥25,899.00

C. Distribution

Direct distribution: Travel packages (B2C)

Inviting people who loves adventure travel to Yukon.

Motivate people take risk and challenge themselves to try different types of sports.

Promote Yukon's nature environment

Indirect distribution: (B2B)

Arrange travel package and give visitor a wonderful experience.

Connection to traveler, being connect with a tour operator in China.

Price amount, offer an admissibility price amount.

Intermediaries to be used

Meet with tour operators, travel agency and adventurers.

Distribution Strategy (Intensity)

Focus on adventure experiencer and nature environment promotion.

Connection to differentiation/ positioning strategy

Cooperate with government sector promote Yukon to China and even other counties.

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D. Integrated Marketing Communication Campaign Plan

Campaign Strategy: In order to draw attention to the potential Chinese customers,

increase the awareness of Yukon, and push and pull them to take action to

purchase the ITC packages of Yukon; we will corporate with the local outdoor

clothing company to design a campaign plan, such as, Toread, to target the people

who love outdoor activities and love to explore the nature. Also, we will promote

our products to Triptm club which is full of entrepreneurs, high-end customers.

Meanwhile, we position Yukon and the ITC packages as for those who love

adventures and want to go out from the ordinary.

Communication Strategy: The message of Yukon should impress the potential

Chinese customers immediately. “Wild Yukon is larger than life!” with the images

of the Midnight Sun, Klondike Gold rush, the incredible wilderness and wildlife,

the Northern Lights, the rich first nation cultures, and the must-visit North Pole.

All these will stimulate the interests to explore uniquely Yukon.

Media Plan: we will use TV, radio, brochures, newspapers, and other promotional

vehicles to create awareness and motivate Chinese to travel to Yukon. especially,

we will emphasize the contents in WeChat and YouTube which are so popular

among Chinese in order to accomplish reach and frequency objectives. In

addition, we encourage the customers who have travelled in Yukon to post their

photos and travel diaries there.

Other Marketing Communication Activities: we will design an event with Toread

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Company to increase the awareness of Yukon and our package. Toread promotes

a promotional game, in which the customers win a free trip to Yukon through

buying Toread’s products. Among Toread’s 100 stores, a mass audience is

reached. Meanwhile, the event will be in the air.

Appropriation and budget: the Board of Tourism Yukon and Beyond Travel Co.,

Ltd should negotiate to set the appropriation to target the potential in China

market. And, we also should set return-on-investment goals to calculate the

expected profit returns based on the costs of reaching group up-end customers.

Campaign Evaluation: To set an evaluation measures our campaign plan’s

effectiveness.

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Work cited

Destination Canada,. 'It’S Official (Again): Canada Has The World’S Best

Reputation.'. N. p., 2015. Web. 27 July 2015.

En.destinationcanada.com,. N. p., 2015. Web. 27 July 2015.

Hudson, Simon. Marketing for Tourism and Hospitality: A Canadian Perspective .

Toronto: Nelson, 2009.

Government of Yukon,. 'Yukon Government Increases Investment In Yukon

Museums'. N. p., 2015. Web. 27 July 2015.

"Strategies & Plans." Strategies & Plans. N.p., 2015. Web. 28 July 2015.

Tc.gov.yk.ca,. N. p., 2015. Web. 27 July 2015.

“白马北极光 9 天之旅 （育空地区).”wanfantravel.wanfantravel.n.d.web.25 July

2015.

“加拿大 9 日 7晚半自助游.”vacations.ctrip.ctrip.com.2015.web.25 July 2015