MARKETING PLAN ITALIAN ROMANCE VENICE Ghida Z, Sandra V, Frenki K, Jordan K, Deena H, Janivia S.

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!!!!