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How you could sell Peru better?
Product development:
Create a uniqueproduct that sells in Europe
Mariana WatsonMuseoLarco.org
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Colonial mansion atop of a Pre-Columbian pyramid
Worlds largest private collection of Pre-Columbian art
Nonprofit Association
No financial support from the State
No private donors / donations non tax-deductable
Peru: Country with no museum-goers
Self-sustained private institution
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EVOLUCIN DEL INGRESO MUSEO LARCO
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A DIFFERENT FUTURE
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DATA
INFORMATION
INTELIGENCE
STRATEGY
RESULTS
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Fuente: PROMPER, Manual del Marco Conceptual del Turismo en el Per, pg. 33
Julio 2000
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RECURSO
TURSTICOATRACTIVO
TURSTICO
PRODUCTO
TURSTICO
Branding
Marketing
Cultura att. visitantePlaneamiento Estratgico
Souvenir Shop
Restaurant
Sealizacin
Programas pblicos / Eventos
Interpretacin / Informacin
Restauracin / Investigacin
ConservacinSS. HH
Limpieza
Seguridad del sitio / Pax
Supervigilancia / Gestin
ConservacinSS. HH. bsicos
Limpieza
Seguridad del sitio
Supervigilancia / Gestin
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STRATEGIC PLANNING - Phase 1
Where are we now? - DiagnosisWho visit us?
What do they want from us?
How do they want it?
What is relevant for them?
How much they can take?
Which information is useful for them?
Can I do something now?
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STRATEGIC PLANNING - Phase 2Where are we going? - Objectives
Museo Larco no longer a collection, but an experience.
Museo Larco as a tool to help you understand Ancient Peru.
Museo Larco to produce easy, relevant content for the public,so they can enjoy the process of learning.
Museo Larco as a inspiring place for visitors.
Desition to make the Museo Larco #1 attraction inLatinAmerica.
Museo Larco to become self sustained.
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STRATEGIC PLANNING - Phase 3How are we going to do it?
Strategies
Price, Promotion, Product and Place.
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To become the gateway
to Ancient Peru.
VISION
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Museo Larco seeks to enrich people's lives
inspiring them to discover, understandand enjoy ancient Peru.
MISSION
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THOROUGH
FRIENDLY SENSUAL
ETHICAL
VALUES
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Companies pay too much attention to
the cost of doing something.
They should worry more about the cost
of not doing it.
Philip Kotler, Father of Modern Marketing
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16/852004 Alliance for museum shops.
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2006 Alliance for the restaurant.
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Landscaping
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2010 THE NEW MUSEO LARCO
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Lighting and museographic design for
contemplation and inspiration.
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Friendly script based
on storytelling
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Six languages: spanish, english, french,
german, italian, japanese.
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28/852012 MUSEO LARCO NIGHTS
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The challenge: renovation of the open storage area
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Director
LogisticsAdministration Marketing
Collection
TICKET OFFICE
GATE MAINTENENCE
Telephone/E-Mails
Caf del MuseoMuseum shop
Guides
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98% satisfaction
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A must see!!! We visited the museum at theend of the trip and it was a wonderfulculmination of everything we saw and
experienced. -Pensylvania, USA
What a learning experience!-Salt Lake city, USA
gracias por la experiencia me encanto todo,la verdad me quedara todo el ao en un
lugar tan paradisiaco como ste, es genial!- Montevideo, Uruguay
A world-class museum, beautifully
displaying awesome pre-Inca artifacts,including pottery, gold, and silver collectedthroughout Peru, and effectively presenting
the story of the many civilizations in thisdiverse country.
-From Colorado, USA
.Real Travelers from Tripadvisor.com
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Real Travelers from Tripadvisor.com
Melhor museu do Peru! Florianpolis, Brasil
hace que sea ms sencillo entender laevolucin de miles de aos de culturas en el
pas. Madrid, Espaa
El entorno es de sueo, una gran coleccin yexcelentes dependencias. Hermosa tienda y
restaurante. Los guas te acompaan por unahora y media, y es definitivamente la mejor
manera de aprovechar la visita.100% recomendable
- Chilln, Chile
Adorei!!! Belo Horizonte, Brasil
The artifacts are well displayed withinformative curatorial information that makes itthe ideal starting place for your visit to Peru
- Atlanta, USA
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We spent most of the day in themuseum, garden and restaurant and
had a wonderful time.This is a shining example of what a
museum should be like. From Cambridge, UK
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OUR BRAND
BRANDING IS REALLY EASY
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IT IS A PROMISE WE FULFILL.
ETHICAL, THOROUGH, FRIENDLY, SENSUAL
MUSEO LARCO IS A EXPERIENCE
GATE WAY TO ANCIENT PERU
INSPIRE, DISCOVER, COMPREHEND, ENJOY
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MUSEO LARCOAT TRADEEVENTS
UNDERSTAND PERU AS A CULTURAL DESTINATION
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UNDERSTAND PERU AS A CULTURAL DESTINATION
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Philip Kotler, Father of Modern Marketing
BE A CAUSE, NOT JUST A BUSSINESS.
HAVE A HIGHER MISSION .
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THE INCAS1400-1532 A.D.
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Spanish chronicles, 16th-18th centuries
A d i d
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And many centuries passed...
16th
17th
18th
19th
Conquest PERU
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3,000 B.C.
Caral
Chim1,000 A.D.
0
Conquest1532 A.D.
Incas 1400 A.D.
Chavn1000 B.C.
Lambayeque700 A.D.
Nasca500 A.D.
Mochica400 A.D.
Tiahuanaco600 A.D.
PERU
5,000 years of
History
Cradles of Civilization
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Cradles of Civilization
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MachuPicchu
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53/85history
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Spain
Panama
Peru
Colombia
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Brazil
Chile
Inca Empirecapital
SouthCoast
NorthCoast
Good portTh i
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Chilln River
Rmac River
Lurn River
HistoricCenter
Three riversAgricultural areasGood weatherGood people
Strategic center (hub)
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LocationLocation
Location
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Lima, Peru:
The 'City of Kings' reigns againOnce a place to leave as quickly as possible,
Lima, the capital of Peru, is now showing off
its many colonial and pre-conquistador glories
http://www.telegraph.co.uk/travel/destinations/southamerica/peru/8394945/Lima-Peru-
The-City-of-Kings-reigns-again.html
http://travel.usatoday.com/alliance/destinations/chrisaroundtheworld/post/2011/12/2011-in-Review-Biggest-Surprise-Lima-Peru/591833/1http://travel.usatoday.com/alliance/destinations/chrisaroundtheworld/post/2011/12/2011-in-Review-Biggest-Surprise-Lima-Peru/591833/18/12/2019 Museo Larco Product Development SIPPO
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Miraflores
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Pucllana pyramid
San Francisco basilica
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17th century
Plaza Mayor
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Main Square
Main Square
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The Government Palace
Museo Larco
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Museo Larco
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Museo Larco
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Local Markets
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El Olivar, San Isidro
Barranco
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Barranco
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Museo de Arte Contemporneo - MAC
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MATE Mario Testino
Museo de Osma
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Magic Water Circuit
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Guinness World Record
The worlds largest fountain complex
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The National Theater
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La Punta, Callao
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Shopping
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LIMA
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Philip Kotler, Father of Modern Marketing
Its more important to do what is
strategically right than what is immediately
profitable.
MUSEO LARCO 1969 - 2013
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0
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QUI-GON JINN, JEDI KNIGHT
YOUR FOCUS DETERMINES
YOUR REALITY.
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THANK YOU!