Tourism marketing planning

MARKETING & PLANNINGJohanna Heinonen

Make it simple. Make it memorable.

Make it inviting to

look at. Make it fun. Make it

engaging

Is this marketi

ng?

IS THIS MARKETING?

IS THIS MARKETING?

IS THIS MARKETING?

Marketing?

MARKETING?

MARKETING?

Is this marketing?

Is this marketing?

Is this marketing?

Is this marketing?

MARKETING Marketing is the success factor in a

company Marketing can be seen in everything that

is done in a company and outside it Every function in a company has its effect

on marketing Even customers and stakeholders has

effect on marketing results Marketing is much more than advertising!!

A GOOD MARKETEER A good marketer can easily form the big

picture of the situation A good marketeer knows something about

almost everything (open-minded) A good marketeer is curios and hardworking A good marketeer gathers enough

information and then thinks what are the best solutions to the problem (analytical)

A good marketeer is creative A good marketeer knows the value of money

Compare to business canvas

FEW WORDS OF ANALYSES 1 Gather information of the company

Facts about location, ownership, marketing, products, services, resources, decoration, values, personnel, goals

Analyze customers Present vs. future; segmentation Needs, values, wishes How do the customers affect business and marketing?

What kind of changes / improvements they cause? WHY? Analyze the competitors (NOTE! Competitors are those, who

fight for customers’ attention and money) Present competitors vs. future competitors Their products, services, marketing, strengths, values How should the company differentiate itself from the

competitors so, that that customer would choose it instead of competitors? What this means in practice – changes in personnel, products etc? WHY?

FEW WORDS OF ANALYSES 2 Analyze laws and regulations

What laws and regulations affect the company and its business?

How do these laws affect? What kind of demands or restrictions they set to the company?

Analyze trends and culture Are there some trends that affect demand or our business?

Does culture has some impact on demand, marketing or our business?

How do these effect? Do they cause some improvements / changes? Why?

Analyze economical and technological environment and trends Are there some trends that affect demand or our business

amd its marketing? How do these effect? Do they cause some improvements /

changes? Why?

MARKETING PLAN1. Introduction and idea2. Analyses

2.1 Organizational analysis2.2. Competitor analysis2.3. Demand analysis2.4. PEST analysis2.5. SWOT

3. Strategical decisions3.1. Target group3.2. Strategical values3.3. Goals and objectives for marketing plan

4. Implementation4.1. Product4.2. Price4.3. Place4.4. Personnel4.5. Promotion

5. Budget, timetable and responsibilities6. Follow-up

WHERE ARE WE GOING TO?• Your own definitions about the mostreasonable target group, the values /adjectives this target group respects and the goals for this marketing plan

WHERE ARE WE NOW?• Facts•Information from different sources

HOW TO GET THERE?• Your own ideas/suggestions of theimplementation based on the facts youhave gathered earlier and put under thetopics of 5P• Strategical values should be seen ineach of 5p’s• The ways how the defined implementation (5p’s) helps in reaching the goals

More detailed version

http://www.slideshare.net/JohannaHeinonen/marketing-plan-

in-85-slides

THANK YOU!