Marketing Plan for Greek tourism after the Olympics 2.800 “Special Interest Tour Packagers” � They are not ARC (Airline Reporting Corporation) � They are not IATA � They are not USTOA neither IFTO � They are not CRS´s � THEY DO NOT PARTICIPATE TO FAIRS, NEITHER PARTICIPATE IN FAM-TOURS AND WORKSHOPS 44
Marketing Plan for Greek tourism after the Olympics They directly sell to repeating customers � 32% specialised magazines � 30% internet � 28% recommendation � 10% travel agencies (group travel) 45
Marketing Plan for Greek tourism after the Olympics The new business model Selling price Dream society Experiences tourism and emotions Value Targeting system Value Clienting Manage a production Focus on world class SITP and marketing DMC´s system Production cost 46
Marketing Plan for Greek tourism after the Olympics SITPs need DMCs Build up authentic DMCs! 47
Marketing Plan for Greek tourism after the Olympics Index Now or never! A. Repositioning Greek tourism B. Drivers for a Marketing Plan C. Marketing in action 48
Marketing Plan for Greek tourism after the Olympics Marketing plan structure Umbrella Marketing Plan + product plans Resort Yachting vacation Sports Touring Cruises Etc. 49
Marketing Plan for Greek tourism after the Olympics Umbrella Marketing plan structure Goals and strategies Management of the Marketing Plan Financing the Marketing Plan Target Price Marketing Portfolio segments Branding and sales and geo- strategy Goals strategy markets Marketing in action Commu- Marketing Product Sales Internal nication Infra- based based tactics Marketing structure tactics tactics 50
Marketing Plan for Greek tourism after the Olympics Marketing plan structure Goals and strategies Management of the Marketing Plan Financing the Marketing Plan Target Price Marketing Portfolio segments Branding and sales and geo- strategy Goals strategy markets Marketing in action Commu- Marketing Product Sales Internal nication Infra- based based tactics Marketing structure tactics tactics 51
Marketing Plan for Greek tourism after the Olympics Goals of the Marketing Plan P e n e t r a t e c u r r e n t m a r k e t s More prosperity Marketing from tourism To atract better markets 52
Marketing Plan for Greek tourism after the Olympics Marketing plan structure Goals and strategies Management of the Marketing Plan Financing the Marketing Plan Target Price Marketing Portfolio segments Branding and sales and geo- strategy Goals strategy markets Marketing in action Commu- Marketing Product Sales Internal nication Infra- based based tactics Marketing structure tactics tactics 53
Marketing Plan for Greek tourism after the Olympics Special interest Special interest � Sightseeing touring � Short breaks � Green tourism Very special interest � Sea and land sports � Thalassotherapy � Gastronomy � Events (culture, sport, etc.) � Learning and education � Nature and adventure � Discovery 54
Marketing Plan for Greek tourism after the Olympics Nautical Vacation Yachting Cruises � Luxury yachting � General interest cruises � Standard yachting � Specialised and themed cruises 55
Marketing Plan for Greek tourism after the Olympics Resort Vacation � Integrated resort � Hotel comfort & grand comfort � Hotel economy � Apartments � Villas � Campsite � Private accommodation 56
Marketing Plan for Greek tourism after the Olympics Meeting and incentives � Big congresses � Standard congresses � Conventions � Corporate meetings � Incentive travels � Sport events 57
Marketing Plan for Greek tourism after the Olympics The portfolio methodology + ATTRACTIVENESS +DEMAND PROJECTIONS + PROFITABILITY + COMPETITIVENESS + COMPETITIVE SITUATION + ACCOMPLISHMENT OF KEY SUCCESS FACTORS 58
Marketing Plan for Greek tourism after the Olympics Special interest assessment Example ment of key Accomplish- Competitive Competiti- projections Profitability Attracti- Demand situation veness veness factors Sightseeing touring 6,5 7 7 6 5 9 Short breaks 7 5,5 7 7 5 6 Green tourism 7 2,5 8 6 3 2 Sea and land sports 6,5 6 7 6 5 7 Thalassotherapy 8,5 2,5 9 8 2 3 Gastronomy 8,5 4 8 9 6 2 Events 6 5 7 5 4 6 Learning and education 7 7,5 6 8 8 7 Nature and adventure 6,5 7 7 6 8 6 Discovery 7 5,5 8 6 5 6 Source: THR estimate 59
Marketing Plan for Greek tourism after the Olympics Portfolio strategy + ATTRACTIVENESS Strongly Competitiveness Invest to Plan Invest Improve Make it Invest Competitiveness Excellent Selectively Invest to Manage Invest Improve Growth Attractiveness Atractiveness Strongly Control Plan Manage or Growth Invest Abandon Selectively + COMPETITIVENESS 60
Marketing Plan for Greek tourism after the Olympics Portfolio strategy � Themed cruises � Conventions � Luxury yachting + ATTRACTIVENESS � Learning and education � Incentive travel � Hotels grand comfort � Short breaks � Discovery � Nature & adventure � Sightseeing touring + COMPETITIVENESS � Corporate meetings � Standard congresses � Integrated resorts 61
Marketing Plan for Greek tourism after the Olympics Portfolio strategy � Green tourism + ATTRACTIVENESS � Thalassotherapy � Sea and land sports � Events � General interest cruises � Standard yachting � Villas � Sport tournaments + COMPETITIVENESS � Big congresses 62
Marketing Plan for Greek tourism after the Olympics Portfolio strategy + ATTRACTIVENESS � Private accommodation � Hotel economy � Campsite � Apartments + COMPETITIVENESS 63
Marketing Plan for Greek tourism after the Olympics Marketing plan structure Goals and strategies Management of the Marketing Plan Financing the Marketing Plan Target Price Marketing Portfolio segments Branding and sales and geo- strategy Goals strategy markets Marketing in action Commu- Marketing Product Sales Internal nication Infra- based based tactics Marketing structure tactics tactics 64
Marketing Plan for Greek tourism after the Olympics Main target: Interactive travellers Profile: � Ages: 25-34 and 50-64 (empty nesters) � Highly educated � Middle-high income � High spending potential � Frequent travellers � Living in medium / big cities 65
Marketing Plan for Greek tourism after the Olympics Interactive travellers Travelling mainly: � to look for new experiences and emotions never experimented � to satisfy a special interest � to learn � to get involved and interact � in nice environments � with a high level of security � in a small group or in couple 66
Marketing Plan for Greek tourism after the Olympics Interactive travellers They: � have an healthy and active life � are open-minded and tolerant � look for risks and challenges � choose destinations with values that they understand and share � respect the natural, social and cultural environments 67
Marketing Plan for Greek tourism after the Olympics Interactive travellers They: � are experienced users of all kinds of technologies � read much, both at home and when travelling � look for detailed info on the travel destination, on internet, guides and recommendations Are the opinion leaders and THE TRENDSETTERS! 68
Marketing Plan for Greek tourism after the Olympics Priority within geo-markets 69
Marketing Plan for Greek tourism after the Olympics Matrix of priority sectors/markets Example Countries Countries � Very high priority Germany USA and Benelux Eastern Switzer- Canada Japan / Scandi- China / Austria France Russia Britain � Other Great Korea High priority navia Legend: land Italy Medium priority � � � � � � � � � � � � � Sightseeing touring � � � � � � � � � � � Short breaks � � � � � � � � � � Green tourism � � � � � � � � � � Sea and land sports � � � � � � � � � � � � Thalassotherapy � � � � � � � � � � � � � � Gastronomy � � � � � � � � � � � � � � � Events � Learning and education � � � � � � � � � � � � � � � � � � � � � Nature and adventure � � � � � � � � � � � Discovery � � � � � Source: THR assessment based on existing documentation 70
Marketing Plan for Greek tourism after the Olympics Marketing plan structure Goals and strategies Management of the Marketing Plan Financing the Marketing Plan Target Price Marketing Portfolio segments Branding and sales and geo- strategy Goals strategy markets Marketing in action Commu- Marketing Product Sales Internal nication Infra- based based tactics Marketing structure tactics tactics 71
Marketing Plan for Greek tourism after the Olympics The management of the brand Manage a organised, continuous, consistent and proficient brand system. 72
Marketing Plan for Greek tourism after the Olympics The management of the brand � The following slogans have been used by Greek tourism since 1990: � Chosen by the gods ’91-’93 � Come as a tourist, leave as a friend ’94 � Makes your heart beat ’95 � Never ending story ’96 � The authentic choice ’97-’99 � That's life ’00-’01 � Beyond words ’02-’03 � Your best time yet ’04 73
Marketing Plan for Greek tourism after the Olympics The management of the brand 20 years ! Everithing under the sun ( 8 years) Passion for life (6 years) Spain marks (2 years) 15 years ! The art of living 74
Marketing Plan for Greek tourism after the Olympics Examples of Trademarks, Brands and Labels Trademarks Brands Labels 75
Marketing Plan for Greek tourism after the Olympics Examples of Trademarks, Brands and Labels Trademarks Brands Labels 76
Marketing Plan for Greek tourism after the Olympics Examples of Trademarks, Brands and Labels Trademarks Brands Labels 77
Marketing Plan for Greek tourism after the Olympics Brand system for Greece Trademarks Greece Attica Ionian Region Region Region Crete Athens Island α β … Brands Product 1 Product 2 Product… Labels Attractions Islands Towns 78
Marketing Plan for Greek tourism after the Olympics Identity and value proposition (tentative) Extended identity Dynamism Azure and Fantasy auburn Unspoilt Gymnasium Small Harmony islands scale Democracy Aesthetics Safety Leisure Identity Ecstasy Lyrics Where Traditional Passion Rhetoric Labyrinth everything customs Theatre began Agora Ancient Authentic civilization people Philosophy Pathos Myth Welcoming Dialogue Intense efficiency flavours Drama Logic Performing activities + proposition Self expression benefits Functional benefits Emotional benefits � Cultural enrichment Value � Healthiness � Panoramic outlook � Environmental � Relaxation � Freedom commitment � Food enjoyment � Exploration � Familiarity with peculiar � Entertainment � Protection traditions 79
Marketing Plan for Greek tourism after the Olympics Marketing plan structure Goals and strategies Management of the Marketing Plan Financing the Marketing Plan Target Price Marketing Portfolio segments Branding and sales and geo- strategy Goals strategy markets Marketing in action Commu- Marketing Product Sales Internal nication Infra- based based tactics Marketing structure tactics tactics 80
Marketing Plan for Greek tourism after the Olympics Competitiveness: high “Value”, low “Efforts” Emotional Rational perceptions perceptions 70% 20% VALUE 10% EXPERIENCES “FEELINGS” QUALI TY OF SERVI CES’ PROCESSES = PRICE INSECURITIES DISCOMFORTS EFFORTS Precious spiral Diabolic spiral 81
Marketing Plan for Greek tourism after the Olympics Price strategy intelligence � Benchmarking on competitor’s price � Information on socio- economic evolutions in origin markets � Financial insights on Tour Operators � Forecasts on the demand of Greece and its competitors � Monitoring of the cost of the 20 top products bought by tourist (extra-hotel) 82
Marketing Plan for Greek tourism after the Olympics Index Now or never! A. Repositioning Greek tourism B. Drivers for a Marketing Plan C. Marketing in action 83
Marketing Plan for Greek tourism after the Olympics Marketing plan structure Goals and strategies Management of the Marketing Plan Financing the Marketing Plan Target Price Marketing Portfolio segments Branding and sales and geo- strategy Goals strategy markets Marketing in action Commu- Marketing Product Sales Internal nication Infra- based based tactics Marketing structure tactics tactics 84
Marketing Plan for Greek tourism after the Olympics Marketing infrastructure � Data base Trade � Data base Media � Data base Clients � Photo bank � Film bank 85
Marketing Plan for Greek tourism after the Olympics Marketing infrastructure � Local Marketing Units � Market researches 86
Marketing Plan for Greek tourism after the Olympics Marketing plan structure Goals and strategies Management of the Marketing Plan Financing the Marketing Plan Target Price Marketing Portfolio segments Branding and sales and geo- strategy Goals strategy markets Marketing in action Commu- Marketing Product Sales Internal nication Infra- based based tactics Marketing structure tactics tactics 87
Marketing Plan for Greek tourism after the Olympics Product based tactics � Nautical bases and Sailing Parks � Touring circuits � Innovative product labels 88
Marketing Plan for Greek tourism after the Olympics Product based tactics � Pre-seasonal packages development � 30 sample itineraries for specialty travel � DMC´s development 89
Marketing Plan for Greek tourism after the Olympics Product based tactics � 303 ideas to enjoy Greece � Dynamic Packaging System � Greek angels 7/24 90
Marketing Plan for Greek tourism after the Olympics Marketing plan structure Goals and strategies Management of the Marketing Plan Financing the Marketing Plan Target Price Marketing Portfolio segments Branding and sales and geo- strategy Goals strategy markets Marketing in action Commu- Marketing Product Sales Internal nication Infra- based based Marketing tactics structure tactics tactics 91
Marketing Plan for Greek tourism after the Olympics Sales tactics � e-Ulysses � Buy and Sell Greece � Fish Bowl 92
Marketing Plan for Greek tourism after the Olympics Sales tactics � Greece specialists network � Greece University � Greece satellite 93
Marketing Plan for Greek tourism after the Olympics Marketing plan structure Goals and strategies Management of the Marketing Plan Financing the Marketing Plan Target Price Marketing Portfolio segments Branding and sales and geo- strategy Goals strategy markets Marketing in action Commu- Marketing Product Sales nication Internal Infra- based Marketing tactics based structure tactics tactics 94
Marketing Plan for Greek tourism after the Olympics Communication based tactics � On-line advertising � by products/offers � Off-line advertising � Umbrella � By products � Greek “Big Bang” 95
Marketing Plan for Greek tourism after the Olympics Communication based tactics � Only for your eyes � Wish you to be here � Press trips 96
Marketing Plan for Greek tourism after the Olympics 97
Marketing Plan for Greek tourism after the Olympics 98
Marketing Plan for Greek tourism after the Olympics 99
Marketing Plan for Greek tourism after the Olympics 100
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