4Ps for the Spain tourist destination Spain is a consolidated brand that promote their spaces and territories as a territorial base product. We can identify elements that make of Spain an important tourist destination.
PROMOTION. It is an instrument that is based on the persuasion and conviction of the clients based on techniques like offers, promotion, propaganda and tourist fairs. Spain and its destinations have a large presence in major international tourism fairs such as FITUR in Madrid, World Tarvel Market (WTM) in London, or Internationale Turismus-Bรถrse (ITB) in Berlin.
PRODUCT. The product is a union of characteristics of a tangible or intangible good that satisfy a specific need. Spain is a consolidated brand and offers differents products, grouped into specific destinations: sun and sand destinations, rural destinations, green tourism, urban destinations (Madrid, Barcelona)
PRICE. It is the nominal value that each product has when it is launched to the market taking into account the cost of production (raw material, labor, production process, distribution, etc.). Tourism in Spain fits all types of prices, depending on what the traveler demands, from luxury travel to ski resorts to people with purchasing power to camps of music festivals for young people and students.
PLACE. It refers to the place where the consumer is going to purchase the product, or the physical place where the product is located. In this case we refer to travel trade,They include retail travel agents, tour wholesaler and tour operators, corporate travel managers and agencies, incentive travel planners,and convention/meeting planners. That are the places where you normally buy trips to any destination in Spain.
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Specific tourist marketing elements Other elements of hospitality and travel marketing that are specific to this sector are:
PEOPLE. This refers to the interaction of the people who offer the service with the people who receive it (customers).
PHYSICAL ENVIRONMENT. The area where the service is received or granted should receive special attention and analysis as it has a strong impact on the impression of the service.
PROGRAMMING. It is a markerting decision, especially by the way of creating targeted benefits for the customers.
PARTNERSHIP. A smart collaboration of two or more people or organizations with the intent to develop a mid-term or longterm marketing program designed to meet each of their respective business goals.
PACKAGING. It is the wrapping that give the marks to your products. It is important the originality and the attractiveness of the wrapped, since it helps to sell the product. 3
Product life cycle Life of a product has five main points: -The first point will be the introduction of the product into the market, (Introduction Stage) Could be the most expensive for a company. -The second point will be the growth stage, the growth stage is typically chararcterized by a strong growth in sales and profits. The firm seeeks to build brand preference and increase market share. -The thrid point will be the maturity of the product, the process of maturation of the product as such. Competition may appear with similar products like yours. -The fourth point will be decline stage of the product as such (decline stage) eventually the market for a product will start to shrink. This final stage of the cycle could be when the sales being to fall too. And now Im going to explain one product and a company that It could not adapt to the new technologies because one of the things that has changed throughout the history is the way in which we write....”Olivetti” that company was fundated in 1908 with the pretext of the tecnology but their source of inspiration “tecnology” was their perdition because with the new tecnologies involve money because of with each advance was more money and that was their bankruptcy. .
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Product life cycle
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Tourist product levels Sierra Nevada has a great positioning in the costumers mind. When you think in the ski resort of Granada the sun is shining in your mind. Due to this, the ski product has a lot of elements to get the three levels that we´re analysing on this point. For example is a National Park, has good comunication estructures, there are several accommodation options (from expensive hotels to rent a van for sleep in a parking), you have so many restaurants and shops to buy food, and so on. With this elements we can observe that a product of Sierra Nevada, like a weekend in the ski resort playing snowboard, brings to your mind funny, often good snow, nice night life and therefore the “Core” level is important when we talk about it because with these facts we have an awesome idea in our minds. For example, not is the same to practise snowboard in Navacerrada, with only three or four open kilometres, than in Sierra Nevada with about 100km.
Sierra nevada ski resort. Above: Stadium chairlift. Below: sunset with observatory foreground.
The “Actual” level of a snowboard weekend is another great experience, you have good feelings when you smell the snow while you are watching the mountains with the lifts and slopes with people having fun. You are going to practise snowboard, but your soul knows that you are in Sierra Nevada. The third level, in our opinion, is one of the strong points of any Sierra Nevada product. The “Augmented” level is present in a snowboard weekend with options like a teacher hire, the posibility of have lunch in the middle of the slope (Telepizza has a restaurant in Montebajo zone), take a bath in a heated pool or a relaxing massage at the end of the snowboard session.
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Tourist product levels When you cross the “Tajo del Zorroâ€? travelling to Pradollano, the servuction starts to run in your mind. The mountains turns definitely in white and Sierra Nevada shows his amazing landscape which is an important part of the servicescape. Cetursa is the responsible of the management (organizations & systems) of the andalusian ski resort and hence is the puppeteer who pulls the strings of the Sierra Nevada servuction. The treat with the contact personnel can be checked, for instance, as soon as you arrive to the ticket office when you can see a lovely employee with the official attire of Cetursa. These clothes are of important mountain gear brands and have beautiful colors and designs. All the employees have to wear this attire and this is part of the servicescape too, not only the snow. At the slopes you can see the snow cares, the snowparks where you can ride on rails, big jumps, stairs‌ with different difficult levels.
Telepizza has a franchise at the foot of the slopes, in the Montebajo area.
The waiters are the frequent service provider that you see normally at a ski resort cause you consume the product travelling at speeds of 40/50 km/h. These employeers could be Cetursa restaurant workers or from other restaurant business. But this other are partners of Cetursa in the reach of a great servuction of Sierra Nevada and they try to build a great experience. This facts gives you all the ingredients to cook a tasty service. You live a great experience because Sierra Nevada is a leading company and makes a hard invisible job. Sierra Nevada Company logo.
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Dissecting Brands The two meet in having a professional website where people can access a lot of information , although we can differentiate the webs pages in Navacerrada has much less information than Sierra Nevada The two tourist brands obtain a blog within their web where you can learn experiences that the customer has had and where the company proposes offers and promotions. In this part Sierra Nevada is the only one that participate as it launches campaigns by email , attend trade fairs such as FITUR events in social networks , to find a strategy where the company wins As you can speak in point 6 also complies with this requirement.
In their pages use certain short phrases that motivate and images both Sierra Nevada and Navacerrada like to sell tourist products such as a weekend with hotel and forfait. Usually have their webs pages updates , but we can´t know if this point is done 100 percent. According to what we see on their websites , this requirements is met because otherwise , these two brands wouldn´t go as well as they currently do today The two brand have employees and suppliers who care , and they like their work and try to make it best of all Sierra Nevada uses slogan that defines it as “ Sierra Nevada estación de invierno con sol de verano” like Navacerrada that its slogan is “ Acércate , te sorprenderá”
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Dissecting Brands Feature story ideas to the media. These two marks meet the requirements as they regularly w rite on their websites , on the internet and also in media such as radio, television news , etc Each brand creates a newsletter within the website Sierra Nevada participate in deputation of Granada , town halls (villages) , bank and ONG
Their websites meet the requirements that are dictated since each of these brands have their web pages updates and remove certain sport and events that are performed on the tracks. Establish your brand by regularly updating the financial value or potential value associated with your brand. Don´t meet this requirements but we outside the company can differentiate who has a higher financial value , etc.
Navacerrada participates in town halls of Madrid , ONG Develop collateral and projects such as student cards ; lower events for them “Descuentos “Descuentos en Sierra Nevada para mas de 300.000jóvenes andaluces” Each brand has a calendar on its website with the events and sports that are going to be done 28 and 29 tips update your website and Add informational website content.
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Dissecting Brands The policy where Sierra nevada is put is more to seek exclusivity, that is, people go to perform things they have never done, while Navacerrada we put on the side of low prices. In addition Navacerrada does not have as many services as it has Sierra Nevada . To Sierra Nevada we can put it like a winter season with summer sun. Most of the time if you go to Sierra Nevada there is always sunshine and that is appreciated. Between Sierra Nevada and Navacerrada we can make big differences:
Another difference is that Sierra Nevada begins its season later, in December and Navacerrada begins two months earlier, in September Other important differences are: -The mountain: Sierra Nevada has 2,100m of snow while Navacerrada has 1,700m - Its climate: Sierra Nevada has a higher and warm climate 3,300 and Navacerrada usually has a colder climate 2,177
We start with the forfait rates since when you are looking for a place the first thing you look at is the price
-Level: Sierra Nevada gets more slope than Navacerrada 1,200 ~ 477
Sierra Nevada has higher prices but there are more activities to do:
Trails: Sierra nevada gets: 79 while Navacerrada to be smaller only has 9 tracks
Adult 33 €
In Sierra Nevada the longest track is 6,180m
Minor 24 €
They have several levels of difficulty
Mayor 27 €
Sierra nevada has: Navacerrada:
While Navacerrada:
Easy 10%. Easy 15%
Adult 17 €
Median 42%. Medium 70%
Minor € 14
Navacerrada Ski Resort.
Another difference is that Sierra Nevada begins its season later, in December and Navacerrada begins two months earlier, in September.
Difficult 43%. Difficult 15% Experts 5%
Sierra Nevada.
N ° of Ski lifts: Sierra Nevada has 24 while Navacerrada has 8. 10
Dissecting Brands Detail of the ski lifts: Sierra nevada: Navacerrada: 2 cable cars. -4 quads chairs -17chairslifts -3 double chairs -2 t-bar lifts. -1 surface lifts -2 magic carpets iski tows
ns s so e l i Sk
And last and most importantly:
da. e va N a i e rr S t a
Your activities and services: In common the two seasons have ski and snowboard classes and cross-country skiing And ski and snowboard rentals. But Sierra Nevada is different since it has a ski school for children, ski at night, you can go shopping as it has more than 200 shops -Sierra nevada is located in Monachil, Granada, Spain
One of the most ancient shop of Sierra Nevada.
-Navacerrada is located in Cercedilla, Madrid, Spain. 11
Pricing Here we have two similar products but of different brands, Sierra Nevada and Navacerrada, and see that they have different prices. In Navacerrada, it seems that the price is so lower but many factors can influence both prices, e.g. Navacerrada is so little , both also have to pay taxes, expenses, of course the comparative typical competition influence also in the price, and not forgetting also the marketing
services and other expenses that have to cover , the channels of distribution of the products also and other factors more... They are the factors that follow to orient themselves to the amount that has to be worth the product. Being the Sierra Nevada a Brand with much prestige, with more services and more infrastructure so that Navacerrada can make you competition in the market needs to lower the prices
Products & prices of both stations.
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Pricing Here we have two other product, a hotel and a child day care center. These two products have two things in common, both prices will have left to study the market, observe the competition, taking into account the taxes to be paid, the expenses that produce both products and of course the profit they have to win. The child day care center of Pradollano it has decided his prices because based on the quality of his services that the truth that they are
quite good and above all in the variety of activities they have for their clientele, that is why pradollano price positioning can be a little high, but in the market Is very well positioned because it compensates with its services The same goes with El Gorzo hotel but in this chase this hotel is cheapier than other Hotels but this not affect to the quality of the service that this Hotel give us.
Products & prices of both stations.
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Fixing Prices
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Fixing Prices
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Fixing Prices The second product could be a theatre performance where you can have knowledge of the gossips and happenings of the Sultans of Granada.
The first product that we´ve created, is called “Historical Hiking”. This is a stroll by the hills above the city of Granada where, while you are being practised sport, you are learning the History of Granada too.
Checking the page granadaatraves.com, we put the focus on competition based method again, but this time we are going to put a bait price. This company has a product wich takes two and a half hours with a fifteen euros price. Our product is going to has a duration of two and a half hours too but with a cheaper bait price of twelve euros. However the client can choose to feel an upgrade experience being an actor or actress. If you take this option you must pay eighteen euros. Another enhancement could be to take tea with Aisha al-Horra, the last nasrid sultan mother with a cost of sixteen euros.
If we observe the prices of the tourist guide companies of Granada we´re going to watch that two hours of stroll have a costumer cost of twelve hours. Our product take four hours so we can put a price of nineteen euros. Thus we make an aproach with a competition based method and a psycological pricing cause we are in the same dozen that the competitors price but we are closely of the twenty euros. We have a nice value for money price too. .
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Three guests having an amazing view from the spectacular oriel at the “Barranco de los Negros”, Sacromonte neighbourghood.
16 “Aisha la Horra”, represented by an actress, in her palace.
Distribution Channels Forfait Sierra Nevada Direct Channel Online: In the website of Sierra Nevada we can find offers of Forfait, so the website is direct online channel. Offline:
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Distribution Channels Indirect Channel: Channel:
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Distribution Channels Forfait Sierra Nevada Direct Channel Online: In the website of Sierra Nevada we can find offers of Forfait, so the website is direct online channel. Offline : Indirect Channel: Channel:
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Distribution Channels Forfait Navacerrada Direct Channel Online: In the website of Navacerrada we can find offers of Forfait, so the website is direct online channel.
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Distribution Channels Indirect Channel: Channel:
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Distribution Channels Hotel el Corzo, Puerto de Navacerrada Direct Channel Online: In the website of Hotel el Corzo we can find all offers that this hotel have. Indirect Channel
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Distribution Systems There are two main distribution channels that are: -Direct: channels can be online: direct reservations and sales through your website or offline: reservations and direct sales by phone, email, fax or business on foot. -Indirect: Channels are mainly through travel trade: they include Irish tour operators, travel agents, handling, destination management companies and professional conference and all this are sold through third party internet websites. They can also be online or offline. Third party websites include online travel agents (OTA), global distribution systems (GDS) and other websites such as hotels.com, booking.com, etc. Direct channels are divided into: -Online, what are these: -brand website -e-mail -internet booking -Engine -Mobile -Social media Indirect channels are divided into: -tour operator -incoming tour operator - Retail Travel Agents -HandlingAgents - Destination Management Companies - Professional Conference Organizers - Online Travel Agents / 3rd Party Websites etc.
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Distribution Systems Know the tastes of customers, that you can satisfy is one of the main importance of global distribution systems, because it is economical and that is what most motivates them. In order to achieve this we must also know the products that are sold and that they know them too, like knowing where more are sold, their benefits and what is lost from that product. And of course, take into account their prices. According to that product, as should be the prices, low and high. On the other hand for a product to be sold, it is advisable first to have a link with the companies, to give useful information, to find products that are not expensive and are good trade. You have to prepare to contact other countries, have locally translated fact sheet. Translate correctly with a good translator. On the other hand make meetings with the companies, to reach an agreement for your objective. Meet in writing cordially or two weeks in advance. See what is the most important thing for them and find out if they understand your business. The more you work on it the less you risk and on the other hand if there is some mistake, solve it. Have a good presentation in your product. For that you can shine through the website that has your company. And send before the meeting a formal letter confirming their attendance.
Once you have established a business relationship with a tour operator overseas, you must have good rapport. When you start working with a new business partner, businesses are low, but little by little there will be mutual benefits from both sides. As they will become your sales people. Keeping the business is important in securing the business in the first place. In addition to ensuring your customers' clients have an exceptional experience with you, you also need to maintain regular contact with your trade partners. Being in contact with suppliers after their sale is one of the biggest mistakes that are made. Yet, a customer already recruited is less costly to maintain and staying in touch will help to nurture valuable relationships.
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Analizing Prices Here we have two similar products but of different brands, Sierra Nevada and Baqueira, and see that they follow a very similar growth. In Baqueira, it seems that the price is a little higher but many factors can influence both prices, e.g. Baqueira this year has more km skiable to Sierra Nevada, both also have to pay taxes, expenses, of course the comparative typical competition influence also in the price, and not forgetting also the marketing services and other expenses that have to cover , the channels of distribution of the products also and other factors more... They are the factors that follow to orient themselves to the amount that has to be worth the product.
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Analizing Prices In these two other products also can see that the prices of the Sierra Nevada are more economical but also with fewer services which makes it deserve child care worth in Baqueira. Analyzing the prices of them different products see that the price is a factor key with the theme marketing, because investigating while sought them products have could appreciate many offers of good prices which attract to enough people and makes that the consumption of said product grow.
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Advertising and Public Relation First at all the definition of public relations includes all the activities that a hospitality and travell organization use to impruve relationship with organizations and individuals. Following the book “Hospitality and Travel Marketing a RP has diferent roles: -Maintainig a positive public presence, the main objetive is to guarantece positive relationship wi5th the costumer, companies, etc... -Handling negative publicity. -Enhancing the effects of the promotional mix-elements. The importance is linked to the objectives if you are a good RP you will want to achieve the following objectives: information (generrally), wirtten, oral or visual info. RP is affected for other promotional mix elements because a good public relations makes advertising sales promotion, merchandising and personal selling. Advertising is defined as the paid form of promotion and nonparticular development of ideas, resources or services by a particular company. Effective advertising and marketing generate sales and attract more people to the place we want them to go. Tourism advertising is part of the marketing that tries to analyze the market in this case to the sector that interests us of the population, to discover their needs and create a service to satisfy those needs. Objectives: Give a product a brand. Facilitate knowledge of certain characteristics of the product. Activate sales by reporting. One of the measures to advertise tourism are the tourism fairs like that of this year in Madrid 2017. Directly generates % of GDP, in Spain in 2016, generating an increase of 4.9% of GDP compared to the previous year.
Screenshot of the movie where the brave Sir Macías eats a “chapulín” at the Mexico 27 Fitur stand.
Advertising and Public Relation Following the English concept, merchandising,is a sale strategy that is used from the malls to the stores to increase the number of sales of a product. It mainly consists of the brand positioning. For example in Carrefour market Granada use this concept of merchandising in positioning the first price that are the most economic products at the height of the eyes. But the curious detail about that carrefour is they segment that "first price" in the elderly because they are the ones that frequent that mall and its merchandising is between 1.60 and 1.68 of height. Following our spanish concept of merchandising will be, on the basis of a product already made, with 3 rules mainly suitable product, the right quantity, with the right price. Another product is created around the original product. Like for example it makes disney with its films and the merchandising of the same ones. Its films are the announcement of what really interests to them that they are the merchandising of its commercials. Not only do we pay for your ads but we also consume your merchandising which is the market that they are interested in. With each new film they have another new stand they place in disneyland for merchandising. They are small "memories" such as posters, collectible figures of some film or series. This merchandising can increase sales of both the initial product and generate new revenue for that new product. Merchandising does not have to be paid for it like.
Promotional gifts.
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Trade Fairs Tourist fairs are business support tools for the promotion and sale of destinations and tourist services through the exhibition to the public, which allows to raise the market expectations of hoteliers, restaurateurs and tourism service providers. There are different types of fairs depending on the target audience: regional fairs will target people from a specific region, national fairs act
for the whole country, and international fairs try to attract audiences and customers from all over the world. Some examples of regional tourist fairs in Spain are: TIERRA ADENTRO: It is a showcase of the interior tourism of Andalusia that tries to show the Andalusian rural tourism as an alternative to the typical destinations of sun and beach. It is celebrated in Jaen
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Trade Fairs TUREXPO GALICIA: The fair is celebrated in Silleda and promotes tourist destinations and services of the community of Galicia. Some examples of national tourist fairs in Spain are:
Some examples of national tourist fairs in Spain are: EXPOTUR VACACIONES: The fair is celebrated in Madrid and is the first tourism fair aimed at the public, where you can book and buy trips to new destinations. Its objective is to open a new channel of direct communication between intermediaries, companies and final consumers.
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Trade Fairs B-TRAVEL: Celebrated in Barcelona. It will show the latest news and FITUR: It is a meeting point of the tourism sector of worldwide reference. It is celebrated in Madrid and meet the best companies and innovations related to tourism. It is the only event inspired by the professionals related to the tourism sector, being for all of them an experiences of the travelers. The meeting brings together the most event of almost inexcusable assistance, both for the novelties that can traveling public in Spain. be found there and for the contacts that can be established and achieved.
Ă lvaro and Jorge at the Fitur Honduras stand.
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“Webbliography” www.fitur.es www.navacerrada.es www.sierranevada.es www.ideal.es www.atudem.es www.deportivia.com
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Dragon Squad Staff
Rocío Rocío León León González González Álvaro Álvaro Macías Macías Caba. Caba. Faus Faus Bonachera Bonachera Muñoz. Muñoz. Álex Álex García García García. García. Jorge Jorge Fernández Fernández Toca. Toca. 33