Guide for marketing Matema Beach View

Guide for marketing �Matema Beach View Background �Market �Target groups �Profile �Product development �Picture brief�Graphical guidelines�Selection of channels�Recommendations�Last words �

Current business status

Background

•  The currently business status is not so good, since Matema Beach View are

receiving few guests due to the challenges that facing the resort.

•  Most of the co<ages need to be renovated and refurnished.

•  The drainages and water system is poor.

•  Washing machines do not exist to keep the bed sheets clean.

•  The area is to big to keep clean and local people are living within the area.

•  CompeBBon from neighbours are providing the same service.

•  Qualified staff was employed by other hotels where they are be<er paid.

Summary of Matema Beach View GETTING HERE Matema Beach View is situated by the lake Nyasa, also called the Malawi Lake, in south west of Tanzania. The lake is boarder by Tanzania, Malawi and Mozambique. The Tanzanian side is rimmed to the east by the Livingstone Mountains, whose green, misty slopes form a stunning backdrop as they cascade down to the sandy shoreline of lake Nyasa. To reach Matema Beach View from Dar-‐es-‐Salaam to Mbeya InternaBonal Airport it is possible to fly with Fastjet, which is flying twice daily, approximated 1 hour and 20 minutes. From Mbeya bus staBon, a bus departs by about 12 am to Matema via Kyela, which takes 5 hours. By driving from Mbeya to Matema beach it is a 4 hours drive. It is possible to go with shu<le from the airport. Please contact Matema Beach View if you need help arranging your transfer. The last hour on the road to Matema beach is in bad condiBons. But it is worth to take the jumpy road since the place Matema beach is magnificent. FRIENDLY PEOPLE, UNSPOILT NATURE AND RICH AFRICAN CULTURE LIFE This quiet lakeside se<lement is the only spot on northern Lake Nyasa that has any sort of tourist infrastructure. Matema Beach is an area that is completely untouched, the security is very good and you will find friendly people. The Livingstone Mountains are rising up from the water and it makes it the perfect spot to relax for a few days.

Background

Key facts Matema Beach View

Turnover (TSH): 2012: 103,486,280.00 2013: 77,605,641.00 2014: 116,496,942.00 Number of employees: 10 Countries that most visit Matema Beach View: -‐  Germany -‐  USA -‐  China -‐  UK -‐  Kenya -‐  Malawi -‐  Botswana -‐  Nigeria -‐  South Africa

History of Matema Beach View Matema Beach View Lutheran Centre is taken as a historical site for tourists and Learning InsBtuBons for Church history “Lutheran Church in Southern part of Tanzania and the Missionaries. The first Missionaries from the Berlin Mission Society arrived on the 25 September, 1891 at the northern shore of Lake Nyassa. That is the land of the Wanyakyusa Tribe and it is called Konde now. Therefore the Diocese has the name “Konde Diocese”. The Missionaries came from South / Africa over the Zambesi River, Shire River and Lake Nyassa to Matema Area. 1891 they started to build the first Mission StaBon on the hill Ipagika near to the Livingstone Mountains, about 30 km distance from the Lake. 1893 the Mission staBon in Ikombe, the half island at the eastern shore of Lake Nyassa, was found. But the Missionaries had problems with the climate. So they decided to shii to Matema. 1911 the Berlin Missionary Dorst built a new tropical house in Matema. Due to the two World Wars in the last century the German Missionaries were oien away and replaced by English, Scoksh and Scandinavian Missionaries. But the Germans came back again and again. Nowadays the house belongs to the Konde Diocese and is used as a retreat and conference centre. The Konde Diocese was found in 1982. The Konde Diocese is a member of the Evangelical Lutheran Church of Tanzania (ELCT) who is owner of Matema Beach View.

Background

From one point to another

Background

•  Matema Beach View has a unique and potenBal posiBon due to its natural scenery

of the beach.

•  The resort has most potenBal for Konde Diocese income.

➜ Moving away from a service centre to become a business oriented resort

➜ Becoming more commercial, which leads to that more profit will support

investments to develop Matema Beach View and Konde dioceses other service centres.

Tourism sector in Tanzania� Tanzania´s most well known tourist a<racBons are located in the northern part of the country and include Mount Kilimanjaro, SerengeB NaBonal park and Ngorongoro ConservaBon Area. Tourism is also focused on the coast including Saadani NaBonal park, islands Unguja, Pemba, Zanzibar and Mafia Island. There are also a wide variety of desBnaBons for cultural tourism such as the Maasai villages. 90% of the tourism acBviBes are currently concentrated to Arusha and Zanzibar. Tanzania is a country with many tourist a<racBons. Travel and tourism contributed 12,9% of Tanzania´s gross domesBc product and employed 11,2 % of the country´s labour force (1,196,000 jobs) in 2013 and is expected to rise by 2,7% to 1,562,000 jobs in 2024. The sector is growing rapidly, rising from 1,74 billion US dollar in 2004 to 4,48 US billion dollar in 2013. In 2012, 1,043,000 tourists arrived at Tanzania’s border compared to 590,000 in 2005. The World Bank Lead Economist wrote an report that recommend realizing other opportuniBes, especially in the South, and developing a<racBons and acBviBes to tourists on more modest travel budgets, including more local and regional visitors. The report give direcBon to further integrate local communiBes and small operators into tourism acBviBes, through benefit-‐sharing processes. The report highlights best pracBces where training and linkages programs developed jointly by the private and public sectors have brought about higher quality standards while also increasing the parBcipaBon of the local business community and worker in tourism acBviBes. Source: World Travel Tourism Council, Travel & Tourism Economic Impact 2014 Tanzania and World Bank, press release 2015; Tourism reforms could create more growth and jobs for Tanzanians

Background

Direct market In the direct market the knowledge of the desBnaBon is high and number of visitors are high. Therefore the communicaBon should have more sales focus and point directly to the prioriBzed target groups. PotenLal market In the potenBal market the awareness lower or none existent then on the direct market. In these market a mix can be used with sales focus acBviBes and building an awareness for the brand. This means that the communicaBon needs to be both through a travel agency and transport companies and also directly to the target group. Development and growing markets In these markets the awareness is very low. The focus is to build knowledge about Tanzania and Matema Beach View. This means that the communicaBon is directly with internaBonal travel agencies (B2B) then to the target group.

Prioritized markets��

Today Mbeya and Iringa is the biggest market for Matema Beach View and answer for 70% of the guest nights in the desLnaLon. The second largest market is Tanzania domesLcally. Germany and USA are the most important export markets. The market can be divided into direct market, potenLal market and development and growing markets.

Market

The direct market to Matema Beach View is Mbeya, Iringa and Malawi. The number of visitors is high from this market and the brand ”Matema beach View” is well known. The communicaBon in this market should be on Swahili, English and Nyakyusa. This market is to be prioriBzed. The poten;al market to Matema Beach View is domes;c in Tanzania. The awareness exists but is lower then in Mbeya and Iringa. The knowledge of Matema beach View does not exist all over Tanzania. The communicaBon in the potenBal markets needs to be through a travel agency, transport company, church groups and also directly to the target groups. The development and growing markets to Matema Beach View is to China and USA, since Tanzania has many tourists coming from these countries and also that work within the country.

Matema Beach View selection of markets��

Crucial criteria in the selecLon of the export markets: Availability: good transport connecBons are essenBal for achieving volumes from other countries. Coopera;on with travel agencies, transport companies and media: channels to be more cost effecBve to reach the end customers. Local present in the export markets: markeBng acBviBes in an internaBonal export market is driven in close cooperaBon with an agent i.e. travel agency in that market.

Market

Target Groups��Strong trends directs the travel and experience Studies of how the demand for travel development poinBng to some strong trends that are of great importance and may provide important clues for developing new products and offers in Matema Beach View. The most important and relevant trends: AcBviBes in travel are increasingly in demand and curiosity will increase. Passengers requiring more knowledge, stories and they like to benefit with their own story. Interest in food persists and grows, while hiking is big and gekng bigger. Convenience and luxury trends conBnue regarding to accommodaBon and restaurant experiences to offer that li<le extra. In parallel with this, demand for aestheBcs increase. Everything is expected to be beauBful and good design is taken for granted, while the modern art takes increasingly place. The unique and local story conBnues to increase in importance when the visitors chasing authenBcity, uniqueness and something to tell on to their friends.

Target groups

Leisure can be divided into 3 segments DINKS, WHOPs & B2B MeeLngs

Target groups

DINKS (Double Income No Kids) DINKS is defined by the ages group 25-‐44 years old, mostly couples without children, but also singles. They are young, individual persons that travel a lot since they are young and have high expectaBons on their travelling. Because they are traveling without children they are flexible on their journeys and like to do acBviBes. They use traveling as a part of the idenBty and image.

The Global Adventurer and the RomanLc Lovers Why we choose DINKS to Matema Beach View: Those who travel internaBonally to Matema Beach View use the posiBoning to their travels, they appreciate things that are different and worth telling a story about. They are curious and have an opened mind to a spontaneous experience. DINKS decides themselves what they will experience and travel with light baggage. The visitors exist on USA, China, UK and also other internaBonal markets and are coming to Matema via transfer from Mbeya Airport since they are a<racted by availability or coming with bus or own car since they are backpacking around. Those who travel from Mbeya or domesBc choose to Matema Beach View for a romanBc weekend or for relaxing. The beauBful nature regarding to the lake, the mountains, waterfalls and the silent atmosphere makes the experience posiBve and passionate.

Matema Beach View �selection of Target Groups��

Target groups

WHOPs (Wealthy Healthy Older People) WHOPs is defined by the age group 45-‐64 years old without any children living at home anymore. They are healthy and have plenty of Bme and money, which they would like to spend on experience. They do not need to consider their children, so they have a huge freedom on their journeys. The target group has an interest for culture and nature experiences.

The AcLve and CulLvated Seniors

Why we choose WHOPs to Matema Beach View: The target group exists locally in Mbeya, regional, naBonal and internaBonal. They like to visit Matema Beach View as a part of a group trip or been in Tanzania many Bme before, but not in Matema. Regions from the Southern Highlands. The WHOPs are looking for experience to the rich culture life in Matema and the mix with nature, culture and history a<racts them. WHOPs have a desire to relax and be living in a comfortable bungalow. They like the local food tradiBons, to hear stories and have a guide to show them the rich culture life.

Target groups

B2B MeeLngs Companies, organizaBons, government agencies, universiBes, schools, hospitals, insBtuBons and other Lutheran dioceses in Tanzania that arrange meeBngs define the B2B target group. The target group is a<racted by places that are calm, close to the nature and gives a warm welcoming.

Why we choose B2B Matema Beach View: The beauBful nature is appropriate for creaBve thinking and sBmulates cooperaBon for working in groups during a conference. The centre has capabiliBes to take care of 240 conference guests since there is 3 conference rooms. Those who travel from Mbeya or Iringa it is reasonably journey to Matema Beach View with a group and stay one or a couple of night at the resort. Matema Beach View is also popular for school classes in secondary schools in the area of Mbeya and Iringa. The teacher is organizing the trips.

The 3 profiles define the place character and personality. Matema Beach View profiles represent what is specific for this area and are a demand by the target groups. Together with the 3 profiles is building the brand Matema Beach View with increase the power of a<racBon in long term.

Matema Beach View profiles� �

�

Profile

UNSPOLITENATURE�

FRIENDLY�PEOPLE�

RICH AFRICAN CULTURE LIFE�

• The rich African culture life in Matema beach is a reason to visit and explore Matema • To take part of peoples way of living every day is exoBc especially for foreign visitors. ➜ We want to make the culture in Matema more visible so the vistors can feel a]racted and interested in the African life of living. What defines the experience? For the visitors to see and be a part of the rich culture life in Matema. The visitors experience what people eat, how the cook, sing together, go to church, how they make po<ery, grow cacao, bananas and tea.

RICH AFRICAN CULTURE LIFE ��

Profile

• The untouched nature in Matema Beach is a reason to visit and explore Matema. • To experience the nature is a<racBve for visitors. ➜ We want to make the nature in Matema easy to access and alive since it is special and interesLng to discover with stories to tell the visitors. What defines the experience? For the visitors to experience hiking to the waterfall and the road over the Mountains, that the people from the “other side” takes to the market. Snorkelling and tours to see special animals. RomanBc dinner on the beach, looking over the beauBful and peaceful lake. Show nice rooms with a view over the lake.

UNSPOLITE NATURE��

Profile

• The people in Matema makes the stories alive and real. • MeeBng with people that lives in Matema working with agriculture, fisheries and church community evokes emoBons that affect visitors. • Tell stories about Matema Beach View´s social responsibility. ➜ We want to make the people in Matema more visible so the experience to get stronger for the visitors. We also want to communicate Matema Beach View Social responsibility. What defines the experience? For the visitors to meet the local people, to discover how they live with the nature and together in the community. People add a warm feeling, knowledge, atmosphere and stories; of the agriculture life, of the place and its history and the people living here. People are always different, with one thing in common in Matema: here you live day aier day with the challenges regarding to the living condiBons together with the nature.

FRIENDLY PEOPLE ��

Profile

Product development

RICH AFRICAN CULTURE LIFE � ➜ Discover the culture of Nyakyusa The visitor visits a village and take part of the tradiBonal food, shown the way of dressing, explain their life in general, marriage, language etc. The village people can tell their own story. ➜ Discover the cacao agriculture The visitor visits the farmer where it is explain and are shown the process of cacao. The visitors experience how the cacao is produced and get to drink a homemade cacao during the tour. ➜ Discover the tea plantaLon and factory The visitor visits a tea producer in Tukuyu. The visitor get to see the plantaBon field, the tea process is explained and shown. ➜ Discover the fishing in a tradiLonal boats The visitor get to experience fishing of the lake of Nyasa in the tradiBonal way. The tour is approximately 2 hours in the evening. ➜ Discover Ikombe po]ery village The visitor travel with boat to Ikombe village over the day. In Ikombe they get to do their own po<ery and shop po<ery.

RICH AFRICAN CULTURE LIFE�

Product development

UNSPOLITE NATURE � ➜ Discover snorkelling in the lake of Nyasa The visitor goes snorkelling in the lake to discover different species. ➜ Discover hiking to the waterfall The visitor will go on a tour to the waterfall. The guide will inform about the fauna and how the pipeline was build by the Germans. ➜ Discover hiking in the Livingstone Mountains The visitors is taken a 2 days hiking trip together with a experience guide. They will walk the tradiBonal road over the mountains that people from the other side have been taken for decades to visit the market in Matema. ➜ Relax to the silence at Matema Beach View In the air the visitors can listen to the birds singing, the waves from the lake smashing the beach shore and the wind blowing a soi wind. It is quiet and the visitor can just relax to experience the silence of being.

UNSPOLITENATURE�

Product development

FRIENDLY PEOPLE � ➜ RomanLc Dinner on Matema Beach View The visitor can eat a romanBc dinner on the beach, with white table cloth and candle served by the nice people working at Matema Beach View. ➜ Celebrate birthday, graduaLon, confirmaLon or wedding at Matema Beach View Matema Beach view offers a package for private parBes. The package includes housing, food, drinks, decoraBons etc. ➜ Conference at Matema Beach View The Matema Beach View boast one of the best conference faciliBes in the area and has been hosBng major events. ➜ Local shop at Matema Beach View The visitor can shop tradiBonal clothes, swim suits, baBks, Matema Beach View T-‐Shirts with logotype, Matema Beach View brochure including a map, snacks, ice cream and soi drinks. ➜ CommunicaLng Matema Beach View´s Social responsibility The visitor can make a contribuBon to the Orphaned Centre, support one child´s school fee or the programme for prevenBon of HIV/AIDS. They will also be informed how much they contribute while staying at the centre.


Picture brief


Graphical guidelines

We will make Matema Beach View famous, commercial and easy to remember. Therefore it is always the name Matema Beach View that we talk about and market as a desBnaBon. Matema Beach View is already well known, so we keep that name and take away the Lutheran Development Centre. Matema Beach View will be the remi<er in all markeBng channels and word of mouth.

The name is �Matema Beach View

Logotype:

Profile colours:

Type faces:

Brown

Green

Blue

White

Complement colour:

AaBbCc 123�CHALKBOARD

CALIBRI

AaBbCc 123

Black

Purchased channels� Own channels� Deserved channels�

-‐  AdverBsement -‐  Banners -‐  Sponsorship -‐  PR -‐  SEM (Ads in Google)

-‐  Web page -‐  Facebook -‐  Store at the resort -‐  Profile clothes -‐  Brochures -‐  Magazine -‐  Cars that belong to

Matema beach -‐  Events -‐  Sales acBviBes -‐  SEO (search words in Google) -‐  Business cards

-‐  Blogs -‐  Trip advisor -‐  Guide books -‐  YouTube -‐  ArBcles in magazines -‐  Press & media -‐  Instagram pictures -‐  Check in on Facebook -‐  Word of mouth

No relaBon to the brand

Wide range

Customers, potenBal customers Fans, ambassadors, criBcisers

Low engagement Small range Good

engagement Smallest range

High engagement

SelecLon of channels

Recommendations� IdenBfy your vision, mission and posiBon for Matema Beach View. PrioriBze Matema Beach View since the place can be a driver for the rest of Konde dioceses. Make an investment plan for Matema Beach View. (Quality work creates comfort and security for the employees, leads to saBsfied and loyal clients who speak good about Matema Beach View, resulBng in beFer supervision and increased profitability. The guest also should feel confident that our products and the experience they get is high class). Build up an organizaBon so that there is staff that can sell and market Matema Beach View. Define a markeBng budget or how you plan to finance markeBng acBviBes. Set up a markeBng plan and decide which acBviBes you should perform during 2015-‐2016. Start to work with the implementaBon of the markeBng plan. Allocated resources to each acBviBes and tracking the progress of the planned acBviBes.

Last words

Together we strength the brand Matema Beach View The friendly people, unspoilt nature and the rich African culture life. No place in the world have Matema Beach View´s unique and a<racBve combinaBons. It demands cooperaBon, hard work and paBence to market a place. We have an opportunity to succeed, if all actors stands behind the work to market Matema Beach View. Together we own the brand Matema Beach View – every one carries a responsibility to make something good out of it. Let us conBnue to cooperate and develop a dialogue for new products and offers to strengthen the awareness to be able to sell Matema Beach View. Let´s work together for gekng more visitors and making be<er business. .