THC 7 - Group 2 Marketing Process PDF

LESSON 2.3 MARKETING PROCESS INTRODUCTION Creating your marketing process in the tourism setting is indeed challenging task, consumer with proper planning and ideology on the tourism market will make the process a fun to start with. MARKETING PROCESS - Is the series of steps businesses foll...

LESSON 2.3 MARKETING PROCESS INTRODUCTION Creating your marketing process in the tourism setting is indeed challenging task, consumer with proper planning and ideology on the tourism market will make the process a fun to start with. MARKETING PROCESS - Is the series of steps businesses follow to promote their products or services to potential customers. It involves identifying the target audience, creating a marketing strategy, implementing the plan, and capturing customer value. Essentially, it’s the process of making people aware of what a business offers and convincing them to buy it. CREATING YOUR MARKETING PROCESS USING IMC 1. STP (Segmenting, Targeting, Positioning) choosing your segment will determined how far or how narrow your target market could be, this will now include profiling, targeting, and consumer insighting. 2. The Base “p” – it’s time now to choose carefully the product that you will be providing to your customers, makes sure that the product is carefully aligned to the consumer insights that you just uncovered. 3. The Support “Ps” assessing the current situation of your market, create now a one moving theme that could cement all your marketing ideas and this ideas must be presented on the various promotional mixes that you will be using, it will start on how you conceptualize your product, then developing to match the needs of your market, and product development which includes packaging and branding. INTEGRATING THE MARKETING MIXES USING THE THREE SEQUENCE OF PROCESS 1. Process of STP (Segmenting, Targeting, Positioning)  Knowing where your target customers are and what are their needs instead of what the business is trying to offer. This could be easily done on the early stages by Identifying your segment market, then targeting the PTM (primary target market) out of this segment, then that’s the time you can position your product or services on basically the needs of your market. 2. The Base “P” (Product) Determining what product actually to offer on the needs of the market is important, many marketers failed to understand the real essence of a product is by showing the values it could present to the customer versus its capacity to gain profit instead, remember that selling is only the tip of the iceberg on the whole marketing process and the goal is actually to create a super brand so effective that selling will be really unnecessary and the product will sell itself instead. 3. The Support “Ps” (Product, Placement and Promotion) Upon determining your base product value now leads you to use your support P’s in accordance with what the market is really in need of, promotional mixes is choosing what platform to use and what capable of channeling your process, thus using your support P’s in bringing and delivering your base product to the target consumers STEPS ON CREATING YOUR TOURISM MARKETING PROCESS  1. Segmenting By identifying all your possible segments, you can draw up an idea or estimate of how big your target audience will be. Segments could be as big as an entire populace of a country, or could be as limited as a certain number of dweller in a town. You can never be assumptive on estimating your segments since you’re dealing with statistics, consult your local census offices for an accurate count on the number of dwellers in a certain region or city. 2. Profiling Upon determining your segment, you now need to trim it down to the most vulnerable and profitable area where you think the marketing activity could play a vital role in selling your product. Profiling is a process in determining the majority share of your segment. 3. Targeting From the profiling part, now comes the targeting process need to really choose your PTM or Primary Target market from the set of narrow profiled segments, this is where you need to be really specific on your target market, consider the factor of age, race, gender, genre, and interest on this matter. 4. Consumer Insighting Upon choosing your primary target market, now is the part where you need to research and uncover certain insights on your chosen segment. Consumer insighting is the trickiest part, as you need to uncover a new thoughts or idea on what is your segment all about, it could be a certain unspoken needs or a dismissed theory on them that if unearthed could be really something amazing and if answered would create a new discovery for the market to dwell in 5. Value Offering Now is the part where you need to answer the insights that you have just discovered by providing a relevant and distinct offer, of course if it's the same as what the current market is offering then you have to draw at square one again and research for another answer that could benefit both parties, one effective method on producing a good value offering is by creating a unique selling proposition that only your business could deliver. Something that the world has yet to see coming of course from you. 6. Product Design/Conceptualization  This is the part where you need to brain storm and squeeze all the creative juices from your brains, this is where the whole marketing process would take shape, color and materialize from thoughts to things. 7. Product Development The creation process of your ideas, on its way to your customers, product development is the part where production will take place; it has three parts which are: a. Packaging – the physical look of your marketing ideas. b. B. Product – it could be a service, a promotion package, or a manufactured product. c. Branding the overall representation of what you are offering, wrap in one essence. 8. Brand Positioning The part where in you develop the marketing mixes needed in the entire process such as: a. Pricing – the actual selling amount of your product. b. Placement – the location and target market of your product, or a channel in which your customer can avail your offerings. c. Promotion – the actual promotional mixes to be used. LESSON 2.4: TOURISM MARKETING INTRODUCTION Imagine waking up one morning from the sound of birds at your windowsill, the morning light seeps through the shade of your bed hangings while you luxuriously feel the warm white sheets of your ultra-soft bed. The smell of freshly ground coffee and pancakes drift in the air as breakfast was ordered straight from the kitchen to your room. You went outside the balcony of your room, and was amazed by the great scenery of lush, green and beautiful nature that greets your sight, the air was perfumed by the scent of thousand pines, leaving you to gasp for more lungful of air as you bathed in the great feeling of happiness and contentment for a while. This may be far from the city life that you left behind, but who cares really. The important thing is you are on a vacation and you might as well enjoy it until it last. The following event that just being described here is what a vacation could be really like to some of us, sounds a bit dreamy and heaven like but those things would really not materialize out of sheer luck and random moments, every part of that dream vacation and special moments you wish to experience someday in a vacation all came from hard, extensive and carefully planned research and innovation in the world of marketing and tourism management. THE ROLE OF ASEAN MRA TP IN THE TOURISM INDUSTRY With the thriving tourism economic growth both experience by the Philippines and other neighboring Asian countries that the demand for tourism studies is vastly needed in the near future, the ASEAN Mutual Recognition Arrangement for Tourism Professionals (ASEAN MRA TP) which was implemented by the department of tourism of the Philippines last October of 2012 headed by the tourism secretary Ramon R. Jimenez Jr. this arrangement promises the mobility of the different skilled tourism labour of our country to be recognized and be certified as true professionals in the different skills that they possess as needed in the various tourism sector, however before any candidate could be certified, certain skills and requirement should be fulfilled first and pass. In effect the arrangement could really produce world class talent in our country and will enable them to find more jobs not only in our own country but also in any ASEAN member state. This particular arrangement promises an abundant future in the tourism industry, thus the creation of more work forces that would sustain the demand for the future in the tourism industry. With that being said, how do you think the two parties, (the marketing and the tourism?) could be joined together in achieving its simplest goal, which is to create the perfect vacation for any individual who ask for it? WHAT IS TOURISM MARKETING? Perhaps you have seen a television commercial depicting the Philippines in its glorious form, all warm and beautiful with its white sand beaches, green mountains, and lush tropical forest, you might even catch the festive side of our people with our different celebration for every town (fiesta, as we normally called it), you might even agree on the comical side of our race upon seeing our dancing policemen, singing waiters and twenty four hour smiling citizens. Seeing advertisements makes your agree more and somehow prouder on what we become for the past years to be called Filipino, you might be surprised as well to find out that we have so much to offer in our land that we can really compete among other countries as one of the beautiful vacation spots, and all of that information are being squeezed and summed up in a whole thirty second television commercial, Imagine. Thirty seconds time and all the important messages that you need to know are presented to you for your own thoughts to ponder and think about, In fact, creating an advertisement for a tourism cause is just a tip of an iceberg in a vast pool of choices in doing marketing. So exactly what is tourism marketing? Tourism Marketing is a systematized and integrated process of applying all the marketing principles and process needed in having a sound plan that could generate and elevate the value of a given services or promotion of any travel or leisure causes. Take note that the process does not simply apply on producing a profit for the business, but indeed pushing the value of what the business is offering. ANALYZING THE MARKETING PROCESS ON A SUCCESSFUL TOURISM CAMPAIGN The plan is simple, and that is to attract ten million tourists by the end of 2016, the department of tourism of the Philippines, headed by David Guerrero of BBDO. Guerrero an advertising agency that brings us timeless and effective advertising such as Pizza Huts “hate late” campaign and Bayan Telecommunication “Lola Techie” created the “it’s more fun in the Philippines” advertising campaign. The campaign was so effective that it landed third among the top one hundred campaign of the world launched in 2012; the goal is to simply attract visitors from around the world and unite the Filipino people on the positivity of the message and the created tagline. For the past years, the Philippines experienced a dull output on its tourism, reaching an acceptable 3.7 million tourist since 2011, below here is the number of tourist shown as of 2010, which has average 204 million tourists who visited the Asia Pacific region, the top ten places are: 1. China (56 million) 2. Malaysia (25 million) 3. Hong Kong (20 million) 4. Thailand (16 million) 5. Macau (12 million) 6. Singapore (9 million) 7. South Korea (8.8 million)  8. Japan (8.6 million) 9. Indonesia (7 million) 10. Australia (6 million) Now, let’s incorporate the tourism marketing process that we just discussed on the previous chapter and analyze the process that takes place in the campaign: 1. SEGMENTING – Tourists among the possible five continents of the world. 2. PROFILING – Tourist who are capable of traveling and may perhaps enjoy a different or exotic location, someone who’s into a tropical climate. 3. TARGETING (What is PTM) – Tourist who are on their prime years, age ranges from early 20’s to 50’s, backpackers who’s looking for an adventure with a group, holidaying family who’s looking for a sunny beach paradise, and probably the young professional (yuppies) with disposable income who’s looking for a tropical local party scene. 4. CONSUMER INSIGHTING – “Filipino pride sells”, this is the foundation of the campaign, believing that the social relevance of the Filipino warmth can envoys the whole country ideology of promotion. Different Asian countries uses a marketing slogan which are very observational like “Amazing Thailand”, “Incredible India” and “Malaysia, Truly Asia” but the Slogan created “It’s more fun in the Philippines” is very inclusive, with the help of social media, the campaign was anchored with the Filipino values of being the happiest and warmest people in the world. Also with as the rapid growth of social media and the internet, the need for pushing through this platform is also a consideration on the whole marketing campaign. 5. VALUE OFFERING (USP) – The Unique Selling Proposition on this campaign is the inclusiveness of the people in the whole campaign, given that the slogan itself involves the “we” part, the department of tourism wanted to involve the whole nation in campaigning for the Philippines as one of the most best travel destination in the world, using the common masses in proclaiming the message, the buzz quickly travels even on its first two hours of unveiling in twitter and other social media networks, the Philippines who ranked first as the social media capital of the world quickly pushes the campaign just by involving any individual who can share the message of it’s more fun in the Philippines. 6. PRODUCT DESIGN/CONCEPTUALIZATION – Like any other projects and ideas, the campaign for “It’s more fun in the Philippines” encounter many challenges before resulting to greatness, first is the alleged duplication of the campaign slogan which was claimed by Switzerland before during the 1960’s, two other ideas were killed because of surprisingly a duplication of past campaigns. The campaign product design is centered directly to the people, by empowering them to become part of the strategy. The conceptualization of the design is centered on the people itself, creating different scenarios for the slogan to materialize and co- relate to the trends of time, even the logo is crafted just like the pixelated traditional banig, a hand- woven product that is used for sleeping or sitting, it reflects the countries rich colorful history, its traditions and aspirations as well. The logo as well was created just like a digital pixel of a computer graphics, to represent the future and modernity of the current times. 7. PRODUCT DEVELOPMENT a. Packaging – using bright and festive pallete, the campaign overall design is somehow exudes playfulness and activeness to its viewers, matched and coordinated with modern design layout. b. Product – using the internet for its web campaigns and web videos, the social media for its wide reach and users, travel trade marketing for its direct partners in the travel industry and media and public relations for press releases and articles and thirty second television advertisements. c. Branding – by integrating the whole campaign on its slogan “It’s more fun in the Philippines” is a direct representation on what the campaign is all about, from the flyers that there distributing, from the billboards that’s occupying the busy high ways, everything is integrated to the core values of the product which is the Philippines, and thus, represented by the chosen slogan. 8. BRAND POSITIONING a. Pricing – one of the aim of the campaign is of course to increase the revenue of tourism in our country, and one means is to of course invite tourist by means of a powerful campaign that would convince them, therefore as part of the campaigns, the Department of tourism tie up with different travel agencies in promoting its campaign as travel agencies as known as trusted gate keeper for travellers, they alone could influence and facilitate the decision making process of the possible client, also by encouraging the Airline industry to offer affordable packages and bundle trips around the  country with assorted place visitation for them to splendor the beauty of our archipelago. b. Placement – the campaign focused its marketing strategy heavily on social media, as the world changes into its modern phase, the traffic for social media users increases drastically that on the starting point of the campaign, actually on its first two hours, that the message spreads across the whole world instantly, the good placement of using the social media as platform to the campaign pushes the marketing anywhere in the world as long as the internet is available. c. Promotion – the different promotional mixes where used in these campaigns such as: Personal Selling – the power of word of mouth prevails in this campaign, using the common people to spread the word of the campaign may it be by verbal transfer or by social media. Online – just like personal selling, the average Filipino internet user get their chance to share the campaign throughout their online community either by tweeting the marketing material, by sharing through Facebook a funny alternative of the slogan or just by posting it online. Digital – the campaign also runs a YouTube video version of their television commercial, exceeding the thirty second limit on a television ads, this shows the full power of the campaign without the restriction of time. The YouTube video proves a big hit reaching almost ten million views to count as of this time of 2016, it still continues to run and proclaim the message of the campaign. Tri-Media – the television commercial, radio ads and billboards also hook up the campaign with its traditional viewers, this platform performs equally powerful as Online because it caters to the viewers who has no internet and prefers to see their advertisement on the traditional way. Sales Promotion – the campaign was also incorporated first handedly to the tourism force who will be the frontiers of the new promotional message, it means that from the flight attendant, to the airport personnel, to the taxi drivers, to the local boat driver, the tour guides, and to the common Filipino people or any other individual, are given the task to promote its message.  Public Relations – promotional articles written on newspapers, magazines or even online blogs also are key to the success of the campaign. And the power of online blogs also shows empowerment to the campaign, because now, you don’t need to become a journalist just to express your feeling in writing because of blogs. Direct Marketing – applies to the direct sector of the frontiers of tourism which are the travel agencies, by tying up with the airline companies that offer multiple and bundles destination packages that would encourages tourist to have a one shot in visiting many local destinations at an affordable rate or price.