Playing First League: Greek Post-Olympic Marketing Plansete.gr/_fileuploads/entries/Online...

Playing First League: Greek Post-Olympic Marketing Plan

Marketing Plan for Greek tourism after the Olympics

Marketing plan structure

In the following, the basic strategies and actions of the Greek international “Umbrella” Marketing Plan are highlighted

The umbrella Plan defines the overall strategies and scheme of activities of the national tourism promotion and commercialisation

Sectors (tourist products) Marketing Plans are more definite and focused on the specific actions needed to attract the related targets

Umbrella Marketing Plan+ product plans

Umbrella Marketing Plan+ product plans

Resortvacation

Sports

Cruises Etc.

Touring

Yachting

In order to be more effective and to respond to specific requirements, THR strongly recommend also the development of Operational Plans for each one of the strategic tourism sectors in which Greece competes in

!


Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics

Commu-nicationbasedtacticsMa

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Plan

Goals and strategies

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InternalMarketing

Portfoliostrategy

Vision, Mission

and GoalsBranding

Priceand salesstrategy

Target segmentsand geo-markets

Umbrella Marketing plan structure


Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics


nage

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Plan


Fina

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InternalMarketing

Portfoliostrategy

Vision,Mission

and GoalsBranding





Vision and mission of Greek tourism

Greece being a worldwiderenown destination for its

authenticity and stimulating experiences

Create a competitive and modern tourist system ofsustainable and profitable

businesses

Vision

Mission


Goals of the Marketing Plan

The Marketing Plan is thought to achieve a tourism business model that will bring a higher prosperity for Greek populationThe goal will be achieved through an efficient marketing, by

penetrating current markets

attracting better markets

MarketingMarketingMore

prosperity from tourism

More prosperity

from tourism

Penetrate current markets

To attract better markets

To attract better markets


Marketing in action

MarketingInfra-

structure

Productbasedtactics

Salestactics


nage

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Plan


Fina

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InternalMarketing

Portfoliostrategy

Vision,Mission

and GoalsBranding





Greece: 6 areas and 26 sectors in which to compete inThe following are the sectors (grouped in 6 main areas) that THR has identified as suitable for Greece in international markets.It is crucial to clarify and find an agreement among all the tourism operators on the sectors that should constitute the portfolio of Greece.In fact each sector has its own peculiarity: the characteristics of the supply are different, the customers are different and finally the marketing actions that are needed to target the segments are different.It is not efficient to try to promote and sell Greek tourism as a whole, in general terms and described with non-specific characteristics, because the customer is much more receptive when the offer is specific and tailored on his interests

On the other hand, among the various sectors identified as suitable, it is necessary to identify a priority or, in other terms, the level of their strategic importance. In fact, the 26 sectors that THR has identified are all appropriate for the tourism offer of Greece, but they are many and competing in all of them with the same strong level of efforts could be very difficult.The sectors portfolio strategy methodology, that will be explained after the definition of the areas and sectors constituting the portfolio of Greek tourism, is an useful tool to identify the relative priority of the sectors.By defining the strategic importance of the sectors it is possible to identify those sectors in which Greek operators should invest more, those in which investments should be done carefully and also those that Greece should better abandon (if not strongly managed).


Special interest

Area 1: Special interestSightseeing touring

Holidays travelling around the Country visiting different places

Short breaksCultural visits of 3-4 days in cities and surrounding areas

Green tourismVacations in a natural environment

Area 2: Very special interestSea and land sports

Holidays based on the practice of a sport activity: scuba, biking, fishing, etc.

Thalassotherapy / wellnessStays dedicated to the physical and psychological regeneration

GastronomyHolidays dedicated to the understanding and tasting of food

Events (culture, sport, etc.)Stays whose major goal is the assistance to an event

Learning and educationStays dedicated to learn traditions and customs: dances, cuisine, music, etc.

Nature and adventureActive vacation with a “soft” adventure component: rafting, canoeing, etc.


Nautical Tourism

Area 3: YachtingStandard yachting

Vacations renting sailing boats: less than 15m, no crew, with lodging facilities

Luxury yachtingVacations renting sail/motor boats: more than 15m, with crew, lodging facilities

Area 4: CruisesGeneral interest cruises

Traditional cruises on big ships

Specialised and themed cruisesCruises on ships of limited dimension, themed on: archaeology, food, etc.


Resort Vacation

Area 5: Resort VacationIntegrated resort

Stays in complexes that internally provide a wide range of services

Hotel comfort & grand comfortStays in luxury design/stylish hotel with a high quality of service

Hotel economyTraditional seaside holiday in middle category hotels

ApartmentsSeaside holiday in rented apartments

VillasHolidays in luxury villas, with and without serving staff

CampsiteOpen-air seaside holidays in tents, campers, caravans, mobile homes, etc.

Private accommodationTraditional seaside holiday staying in rooms rented by privates


Meetings and incentives

Area 6: Meeting and incentivesBig congresses

Stays aimed at joining a congress with more than 2.000 participants

Standard congressesStays aimed at joining a congress with less than 2.000 participants

ConventionsBusiness stays aimed at participating to a convention

Corporate meetingsBusiness stays aimed at participating in a company internal meeting

Incentive travelsStays aimed at motivating companies’ employees and executives

Sport eventsStays aimed at assisting to an event and to the training of sports clubs


The portfolio strategy methodology

The process of identifying the strategic sectors portfolio is based on the assessment of tourism products through:

the attractiveness of the demandthe competitiveness of the supply

The sectors resulting in the red areas have high priority for the developmentThe sectors in the blue areas should be progressively abandoned or modified in their present business model

+DEM

AND

PROJ

ECTI

ONS

+ PROFITABILITY

+ ACCOMPLISHMENT OF KEY SUCCESS FACTORS

+ CO

MPET

ITIV

E SI

TUAT

ION

+ AT

TRAC

TIVE

NESS

+ COMPETITIVENESS


The portfolio strategy methodology (cont.)The attractiveness of the demand is defined by the assessment of:

the present demand and its prospected evolution

current and future volume, the annual growth rate, consuming behaviours and geographical areas of interest

the profitability of the sectoraverage tourists expenditure, extension of tourism season, geographical concentration of markets, profitability of the supply business

The competitiveness of the supply is acknowledged by:

the competitive situation of the market, resulting by 5 competitive forces

intensity of the rivalry with other destinations competing in similar products / markets; threat of new entrants: alternative emerging destinations; bargaining power of the demand; bargaining power of the suppliers; threat of emergence of substitute products

the accomplishment of the key success factors

Quality level of the specific strategic elements needed to satisfy the expectations of the demand in each potential sector of Greek tourism supply


Sectors’ assessment

7,578786Learning and education

5,565777Short breaks2,523768Green tourism6756,567Sea and land sports

2,5328,589Thalassotherapy

657888Incentive travels

795444Integrated resorts

7865,556Corporate meetings

7686,567Nature and adventure

3,534786Villas4,5543,543Campsite

7956,567Sightseeing touring

4268,598Gastronomy564657Events

7,587897Luxury yachting5,5746,567Standard yachting

7,5967,587Conventions

7,5873,534Sport events

7955,556Standard congresses7953,534Big congresses342333Private accommodation

3,5434,545Apartments4533,534Hotel economy

5,547897Hotel comfort and grand comfort

897777Specialised and themed cruises4,5546,576General interest cruises

Competitive-ness

Accomplishment of key factors

Competitive situation

Attractive-nessProfitabilityDemand

projections

Source: THR assessment based on existing documentation


Portfolio strategy+ A

TTRA

CTIV

ENES

S

+ COMPETITIVENESS

The sectors that result to be in the red area have the highest priority. Greek operators should invest strongly in them and improve their competitiveness / attractiveness:

Themed cruisesConventionsLuxury yachtingLearning and educationIncentive travel Hotels grand comfortShort breaksNature & adventureSightseeing touringCorporate meetingsStandard congressesIntegrated resortsGastronomy


+ ATT

RACT

IVEN

ESS

+ COMPETITIVENESS

Portfolio strategy (cont.)For the sectors resulting in the green area investments in marketing and competitiveness should be done carefully and selectively:

Green tourism

Thalassotherapy

Sea and land sports

Events

General interest cruises

Standard yachting

Villas

Sport tournaments

Big congresses


+ ATT

RACT

IVEN

ESS

+ COMPETITIVENESS

The growth of the sectors resulting in the blue area should be controlled or their development should be strongly managed, on the contrary -marketing wise- it would be preferable to abandonthem:

Private accommodation

Hotel economy

Campsite

Apartments

Portfolio strategy (cont.)


Marketing in action

MarketingInfra-

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Portfoliostrategy Branding




Vision,Mission

and Goals


Targets

Marketing efforts are rationalised and become more effective when targeting specific segments of the demand and avoiding addressing to the generic “mass” marketPresently the main segment of the Greek tourism demand are:

Families with children, low-middle social status and income, visiting Greece mainly for a “Sun and Beach” holiday, buying a tourist packageGroup of friends, low-middle social status and income, looking for fun, entertainment and traditional “Sun and Beach” vacationsCulture travellers, young/middle/older aged, interested in archaeology, coming to Greece basically once in a lifetime, being some local cultural resources a worldwide “must-see” attraction

Greece has the potential to attract a different kind of tourists, and up-grade to “quality” oriented target groups, with a higher socio-economic level

!

Greece should modify the profile of its customers; to identify suitable targets it has been considered:

the present volume and the prospected growth of the demand segmentsthe social status, the education, the average income and travels’ budgetthe behaviour of travel and the services usually requiredthe propensity to travel to Greecethe accordance between the motivation to travel and the strategic tourist sectors identified for Greece


Main target: Interactive travellers

Profile:Ages: 25-34 and 50-64 (empty nesters)Highly educatedMiddle-high incomeHigh spending potentialFrequent travellersLiving in medium / big cities

Travelling mainly:to look for new experiences and emotions never experimentedto satisfy a special interestto learnto get involved and interactin nice environmentswith a high level of securityin a small group or in couple


Main target: Interactive travellers

They:have an healthy and active life are open-minded and tolerantlook for risks and challengeschoose destinations with values that they understand and sharerespect the natural, social and cultural environmentsare experienced users of all kinds of technologiesread much, both at home and when travellinglook for detailed info on the travel destination, on internet, guides and recommendations

They are the opinion leaders andTHE TRENDSETTERS

by attracting them, it is likely to generatea “run after” stream of other segments

!


Other targets

Meetings and incentives visitorsMedium / small congressesBusiness meetingsIncentive travelAs a consequence of the Olympics’ improvements on infrastructures and services, together with the renewed image of the country, Greece is much more likely to attract these segments

Sun and beach vacationersFamilies with childrenMiddle-high education and social statusMiddle-high incomeThe segment is attractive in terms of present volume of demand; Greece should attract segments of this group with a higher status and income


Geo-markets

Greece, with help given by the success of the Olympics, can easily penetrate new markets and increase its market share in present ones.The priority assigned to foreign markets originate from their volume of tourist demand, spending power to tourism purposes, length of travel, present and possible penetration, knowledge of Greece offer, etc.

Great Britain and Germany, presently, are core markets for Greece; in consideration of their volume of demand and spending power their priority should remain very high; by the way, the segments internally targeted should be modified, addressing towards special interest travellers, a fast growing group within both Countries

Within each country there are areas with great differences in the travel behaviour of the population, as it is shown in the following picture. Effective marketing addresses targets in determined geo-markets, meaning specific areas within each Country

!

Some European Countries are to be considered with high priority considering their proximity and/or tourist sending power: Italy, Austria, Switzerland, France and BeneluxOther East and North European markets have priority as a consequence of the potential growth of tourist demand and likely penetration by Greece; moreover as a consequence of the Olympics’ media impact, overseas markets have increased their potential for Greece


Priority within geo-markets: A combination of travel intensity and spending power with main getaways


Sectors’ priority in different markets

Specialised and themed cruises

General interest cruises

Standard yachting

Discovery

Luxury yachting

Sea and land sports

Sightseeing touring Short breaksGreen tourism

ThalassotherapyGastronomy

Events

Nature and adventure

Learning and education


Legend:

Very high priority

High priority

Medium priority

Gre

at

Brit

ain

Ger

man

y

Italy

Aus

tria

Switz

er-

land

Fran

ce

Ben

elux

Scan

di-

navi

a

Rus

sia

East

ern

Cou

ntrie

s

USA

and

Can

ada

Chi

na /

Japa

n /

Kor

ea

Oth

er

Cou

ntrie

s


Sectors’ priority in different markets

Sport tournaments

Incentive travels

Corporate meetings

Conventions

Standard congresses

Private accommodation

Big congresses

Campsite

Integrated resorts

Villas

Apartments

Hotel economy

Hotel comfort & grand comfort


Legend:

Gre

at

Brit

ain

Ger

man

y

Italy

Aus

tria

Switz

er-

land

Fran

ce

Ben

elux

Scan

di-

navi

a

Rus

sia

East

ern

Cou

ntrie

s

USA

and

Can

ada

Chi

na /

Japa

n /

Kor

ea

Oth

er

Cou

ntrie

s

Very high priority

High priority

Medium priority

Playing First League: Greek Post-Olympic Marketing Plansete.gr/_fileuploads/entries/Online...

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