Fergus Kelly General Manager Marketing & Business Development Q Qantas H Holidays lid A Wholesalers Perspective
Working together to maximise benefit
Fergus Kelly, General Manager Marketing Fergus Kelly, General Manager Marketing Qantas Holiday July 2010 1
Understanding the Consumer Distribution Channel Strategy How Wholesalers can help grow your distribution pg y What are Qantas Holidays doing to drive demand Who Who’ss travelling to Tasmania and from Where travelling to Tasmania and from Where
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Understanding the Consumer
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‘We We need to know more than ever how consumers are redefining value.’
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“2 out 3 Australians plan to reduce their purchases of non‐ purchases of non essential groceries”
“Seen a growth in ‘back to scratch’ goods such as pasta (up 5%) and canned pasta (up 5%) and canned tomatoes (up 6%)”
“56% of people surveyed were checking shelf prices more carefully” prices more carefully
“30% had changed where they shop in order to try to reduce grocery bill”
Source: The Nielsen Company. 2008 – N=1,500, ABS
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Three Distinct Consumer Behaviour Patterns Emerging Financially Anchored
Financially Anxious
Guilt
Anxiety
Panic
I want to be able to enjoy j y with a conscience.
I want to maintain my y lifestyle, now and in the future.
II’m m underwater and using credit to fund day-to-day expenses
Less Conspicuous Consumption
Trading Up, Trading Down
Drastically Cut all non essentials
Opportunity: ‘Give me permission to enjoy’
Opportunity: ‘Better value, Better Life’
Est. 34% of Australians*
Est. 35% of Australians*
*based on Australian Bureau of Statistics, % of Australians with mortgages, October, 2007
Financially Panicked
Opportunity: ‘Free and Cheapest Everyday.’ Est. 31% of Australians*
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Channel Strategy
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C Op Co Partn nerships
Who olesale
Dirrect
On nline
Channel Strategy Grow your sales through all or a combination of channels
Your Product 4
Channel Strategy 他 Do it yourself
On nline
他 Work with online aggregators
Your Product 5
Channel Strategy
Dirrect
Dirrect
他 Drive your own marketing Strategy 他 Define your target market niche v mass
Your Product 6
他 Cluster Marketing 他 Pool funds for stronger buying power
Dirrect
Co O Op Partn nershipss
Channel Strategy
Your Product 8
他 Leverage the distribution 他 Access a larger customer base
Dirrect
Wh holesale e
Channel Strategy
他 Leverage brand association 他 Leverage sales channels
Your Product 7
How a Wholesaler can help you
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How a wholesaler help you? Database
Wholesaler
Reseller 15
Channel Access
q qantas.com jetset.com travelworld.com readyrooms.com.au
Reselllers
Online
Outbo ound Distributing g to over 3000 retail outlets in Australia ; Harvey World Travel Jetset STA, Jetset, STA Travelworld, Travelworld TSAX, Travellers Choice, Magellan
HTT/Tour East Tour East Australia Harvey’s Choice Jetstar Holidays jetstar.com Qantas Holidays UK Qantas Holidays Japan Qantas Vacations
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What are Qantas Holidays doing to drive demand
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Channel summary
Trade Media ‐ all publications Weekly trade e mail to over 6 000 agents Weekly trade e‐mail to over 6,000 agents Access to over 3,000 travel agent stores nationwide Hotels/Holidays on Qantas.com ‐ 7.5 million users every month Qantas Holidays red email ‐ over 1.5 millions customers every 2 weeks Qantas Holidays red email over 1.5 millions customers every 2 weeks Qantas in‐flight TVC ‐ 1.75 millions customers every months Qantas Frequent Flyer ‐ monthly on line newsletter, 1.6 million members Qantas Club access ‐ 490,000 members, 25,000 daily visits Promotional slots on Channel 9, The Today Show & KAK Weekly ATL national advertising Dedicated Tasmania brochure
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Qantas Holidays 2010‐2011 T Tasmania Brochure i B h •Additional 18 pages of content (44 pages) •Full page Tasmania Map including popular driving distances •Increased number of hotels in Hobart & Launceston •New range of regional hotel product in popular areas •Additional car hire options •Expanded sightseeing range and mini tour options •New accommodation passes •Boutique accommodation options now included
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Getaway Flyers Packaging is King!
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Who’s travelling to Tasmania and from Where
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P Passengers tto T Tasmania i April A il 2009 - M March h 2010 (all brands) Direct Bookings 7% WA & NT 9% VIC & TAS 38%
NSW & ACT 25%
NSW QLD SA
QLD 14% SA 7%
VIC & WA & Direct
• Where to from here? Where to from here?
Define your customers Leverage the traditional and online channels Consider cluster marketing Leverage your combined strength and p partnerships p
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