Paolo Bellosillo - The Philippines' Beaches - 10 Step Marketing Plan

Paolo S. BellosilloNovember 2012

http://www.facebook.com/psbellosillo

10-Step Marketing Plan for

BeachesTHE PHILIPPINES’

DISCLAIMER

This 10 Step Marketing Plan is part of the mandatory requirement of Professor Remigio Joseph De Ungria’s AGSB marketing management class

The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports, etc.

When appropriate, data are “masked” so as not to create unexpected conflicts

The reports are posted and linked on “Slideshare,” blogs and “Facebook” so that there is easier sharing among students from different marketing classes

10-STEP MARKETING PLAN - OVERVIEW1. Primary Target Market (PTM) – foreigners who

appreciate nature’s perfection and beauty

2. Needs Being Satisfied – possibly all

3. Competitors – Caribbean Islands, Mexico, Maldives, French Polynesia, Hawaii, Malaysia, Indonesia

4. Gap – fine white sand, clear water, experience virgin nature herself, with touch of “Philippine Hospitality”

5. Market – top reason for tourism growth are our beaches

10-STEP MARKETING PLAN - OVERVIEW6. Product – many to mention

7. Price – high price due to excellent quality

8. Promo – “It’s More Fun in The Philippines” campaign, TV commercials, advertisements, special events

9. Place – duh

10. Strategy – “It’s More Fun in The Philippines” campaign, regarded as one of the top destination for beaches in the world

1. PRIMARY TARGET MARKET

Demographics: people from all over the world, AA/A/B social class, anyone who are able to travel

People of the world who appreciate nature’s perfection and beauty, who loves to live with nature, and who likes adventures and surprises

2. NEEDS BEING SATISFIED

Possibly all of Maslow’s Hierarchy of Needs

Physiological Needs – physical happiness, relaxation, comfort, serenity

Safety Needs – free from danger of stress and “true life” back at home, peacefulness

Belongingness and Love Needs – bonding and sharing your experiences with families or friends

2. NEEDS BEING SATISFIED

Esteem Needs – achievement of making the long travel and being at one of the best places of earth

Cognitive Needs – exploration of mother nature, to know the wonders of the earth

Aesthetic Needs – appreciating the perfection of God’s architecture

Self-Actualization Needs – finding self-fulfillment, time for yourself, knowing / seeking your self

3. COMPETITORS

Maldives

3. COMPETITORS

Bora-Bora, Tahiti

3. COMPETITORS

Lanikai Beach, Hawaii

3. COMPETITORS

Fraser Island, Australia

3. COMPETITORS

Caribbean Islands

3. COMPETITORS

Langkawi, Malaysia

3. COMPETITORS

Tulum, Mexico

4. GAP / POSITIONING

“It’s More Fun in The Philippines”

“Philippine Hospitality”

Pristine, fine white sand, incredibly clear water

Mostly virgin and uncommercialized beaches, experience nature herself

5. MARKET

Tourist arrivals increased by 9.08% from January to September 2012

The country’s top five tourist markets from top 1 to 5 are Korea, USA, Japan, China, and Taiwan

Beaches are the number one reasons for visiting the Philippines

Boracay Island, Palawan and Camarines Sur are 3 of the top 10 tourist destinations in the country

5. MARKET

As of June 2012, 2,143,506 tourists visited the country, compared to 3,917,454 tourists for one entire year of 2011

Department of Tourism is expecting 10,000,000 tourists by 2016

Tourism contributed 10.2% share out of the total employment in the country. It generated revenue of more than $2.9 Billion in 2011

Boracay Island, Aklan

6. PRODUCT

Amanpulo, Palawan

6. PRODUCT

Miniloc Island, Palawan

6. PRODUCT

Panglao Island, Bohol

6. PRODUCT

Pagudpud, Ilocos Norte

6. PRODUCT

Siargao, Surigao del Norte

6. PRODUCT

Malapascua Island, Cebu

6. PRODUCT

Coron Islands, Palawan

6. PRODUCT

… and many more!

6. PRODUCT

High price but excellent value for money

Travel costs are high, but once there, prices are relatively cheap

Travel Agencies offer better packages that are relatively cheaper compared to preparing for yourself

7. PRICE

8. PROMO

“This in not a campaign. It’s the truth.”

9. PLACE

The 7,100 Islands of The Philippines

10. STRATEGY

10-STEP MARKETING PLAN - SUMMARY1. Primary Target Market (PTM) – foreigners who

appreciate nature’s perfection and beauty

2. Needs Being Satisfied – possibly all

3. Competitors – Caribbean Islands, Mexico, Maldives, French Polynesia, Hawaii, Malaysia, Indonesia

4. Gap – fine white sand, clear water, experience virgin nature herself, with touch of “Philippine Hospitality”

5. Market – top reason for tourism growth are our beaches

10-STEP MARKETING PLAN - SUMMARY6. Product – many to mention

7. Price – high price due to excellent quality

8. Promo – “It’s More Fun in The Philippines” campaign, TV commercials, advertisements, special events

9. Place – duh

10. Strategy – “It’s More Fun in The Philippines” campaign, regarded as one of the top destination for beaches in the world

http://www.visitmyphilippines.com

http://www.tourism.gov.ph

http://itsmorefuninthephilippines.com

http://travel.nationalgeographic.com/travel/top-10/beaches

http://www.guardian.co.uk/travel/2007/feb/16/beach.top10

REFERENCES

BE PROUD!

Paolo S. Bellosillohttp://www.facebook.com/psbellosillo