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Exports Marketing Strategy for EU Markets

Richard Gubler - Lima, 4th October 2010

Copyright © Osec 2008. Alle Rechte vorbehalten.

Exports Marketing Strategy for EU Markets

topics

Starting a marketing strategy• the touristic supply• strategic product development• market orientation• marketing channels

the marketing plan• pricing• branding

external perception

• an outer look on Peru

• how is the perception of Europeans

• what comes to mind at the keyword: Peru?

• the Andes (high mountains)

• Machu Picchu (Incas, temples)

• Lake Titicaca

• ....

starting a marketing strategy

A precondition for getting startet is to expose with my supply as well as with the consumer trends in the targeted markets

The consumer trends we already have discussed in my first presentation. Now I want to concentrate on the supply aspects.

the touristic supply(I)

the totality of all the touristicservices you are offering

the originalsupply

the deducedsupply

the touristic supply(II)

the totality of all the touristicservices you are offering

the original supply:

• natural givens (landscape, climat, etc.

• general infrastructure (Streets, shops, etc.)

• socio-culturel circumstances (customs and traditions, etc.)

All factors which are not directly related to tourism, but give to tourism direction and shape

through their power of attraction.

the touristic supply (III)

the deduced supply:

All services, hold ready for a possible touristic application.

the touristic supply(IV)

relevance of the factors

Attractivity of the destination

Potential of the destination

strategic Product development in tourism

core-competences

core-products,

core-services

attractions& events

Angebote&

Vertrieb

VALUES

TOPICS

PRODUCTS

SUPPLY

what‘s my product?

knowing his supply is essential !

• What is my/our supply?

• Which elements of my supply are suitable for the marketing in European markets?

• What is my/our USP (unique selling proposition)?

• Do I have bookable products? (they generate added value for my company/for the region)

• Are my products more suitable for individual travellers or for package tourists?

what‘s my product?

knowing his supply is essential !

• What PR-Material do I have available already?

• Do I have good texts?

• Do I have good photographes which point out my USP and assert my other strenghts?

Pictures, pictures, pictures....

• in top-quality, but always sticking to the truth!

Copyright © Osec 2008. Alle Rechte vorbehalten.

market orientation

Product-driven marketing

• I have a specific tourism product. I react by searching appropriate clientele

Market- or Demand-driven marketing

• I identify strong trends in consumer demand. I react by creating a corresponding tourism product.

marketing channels

B2B - business to business

• contract with overseas TO / retailer

• contract with local handling agent (retailer for overseas TO‘s)

• DMO

• GDS (global distribution system)

B2C - business to customer (direct marketing)

• via Internet (website, social networks, etc.)

• public media

• consumer trade fairs

• specialised, target group oriented trade fairs

The Marketing Plan

Elements of a marketing plan

• preliminary remarks, with

a introduction of the initial situation

the designated strategy

a description of the target groups

definition of the objectives and the planned measures

• detailed listing of activities

description of the activity

time-table

who is responsible, who does it?

estimation of expenditures in hours

budgeted costs

branding

The aim of each marketing is to build a strong brand

therefore I need to answer the following questions:

• does my product have the potential to develop to a brand?

• is my brand strong enough to prevail in the market?

• can I join an already strong and successful brand with my product?

Pricing

cheaper or better ?

• who isn‘t better, must be cheaper

• who isn‘t cheaper, must be better

Copyright © Osec 2008. Alle Rechte vorbehalten.