Hier Bild platzieren (weisser Balken bleibt nur bei Partner-Logo) Exports Marketing Strategy for EU Markets Richard Gubler - Lima, 4 th October 2010

Copyright © Osec 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 touristic services you are offering

the original supply the deduced supply the touristic supply(II) the totality of all the touristic services 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 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

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