GREECE
AN ALL-TIME CLASSIC
CHAN • GABUNADA • LIM • PINEDA • VINOYA Mkt 112 (X)
INDUSTRY BACKGROUND
ESTIMATED MARKET SIZE 3,176,500 departures 1 - 2 vacations
MARKET TRENDS • Rise of low cost carriers • More Filipinos can afford to travel for leisure • Social Media as a tool for Marketing • Working Filipinos and their preference for vacations
MARKET PLAYERS 723,000
Singapore
621,300
Hong Kong
598,200
Malaysia
528,700
USA
France
13,600
Germany
42,200 0
200,000
400,000
600,000
800,000
CONSUMER PROFILE
TRAVELLING: USAGE PATTERNS AND HABITS *How often do you travel?
TRAVELLING: USAGE PATTERNS AND HABITS *Who do you travel with?
TRAVELLING: USAGE PATTERNS AND HABITS *Why do you travel?
• Break from work • Family time • Desire to travel • Experiencing the best
TRAVELLING: USAGE PATTERNS AND HABITS Mid-lifers Dominate the Market in Terms of Number of Travellers
TRAVELLING: USAGE PATTERNS AND HABITS Higher Average Gross Income for Midlifers
TRAVELLING: USAGE PATTERNS AND HABITS Holidays maximized during summer months • April to May • 15% of the population enjoy the luxury of international travel
ENVIRONMENTAL ANALYSIS
STRENGTHS • Strong cultural and natural assets • Wide array of available activities • Mature product market • Forecasted increase of inbound tourism
WEAKNESSES • Over reliance on the European market • Current weak domestic economy • Far behind in terms of technological advancements
OPPORTUNITIES • Availability of low cost carriers • Increasing mobility in travel technology • Existence of social media marketing • Growing importance of travel agencies
THREATS • Travel restrictions • Calamity and weather restrictions
CURRENT PROMOTIONAL ACTIVITIES
SOCIAL MEDIA
SOCIAL MEDIA
WEBSITE
CAMPAIGNS
CAMPAIGNS
COMPETITORS
POSITIONING MAP HIGH Singapore
Thailand
South Japan
Hong Kong
LOW PRICED
HIGH PRICED USA Germany
France Italy
Greece
LOW ACCESSIBILITY
COMPETITORS Php 56,041.00
Php 56,041.00
Php 49,013.00
COMPETITORS Php 29,834.00
Php 43,073.00 Php 12,000.00
TARGET MARKET DESCRIPTION
MEET THE JALANDONI FAMILY!
CONSUMER INSIGHT
TRUTH
I want to travel the world.
MOTIVATION
I want to satisfy my need for the new and exciting.
TENSION
Many countries are hard to access.
CONSUMER INSIGHT
Greece brings itself to the consumer.
BRAND OBJECTIVES & STRATEGIES
OBJECTIVES • Re-establish and reinforce the image of Greece as a premier tourist attraction • Make Greece more accessible and visible to the target market
STRATEGIES • Capitalize on the current slogan “All Time Classic” to improve Greece’s imaging • Be visible at important consumer touch points • Penetrate the Philippine market by forming partnerships with travel agencies
PRODUCT STRATEGY
POSITIONING STATEMENT “For well-traveled and financially capable families who want to immerse in a unique cultural experience, Greece is the ultimate destination for enjoying beautiful sights, historical attractions and gastronomical delights. The reasons are (1) delectable and indulgent Greek cuisine (2) breathtaking architecture and natural sceneries (3) magnificent structures that boast of Ancient Greece’s sophistication and heritage. The brand character is classic, sophisticated and high-class.”
PRICING STRATEGY
PACKAGE A: CLASSICAL GREECE
PACKAGE B: A CRETAN ODYSSEY
PACKAGE C: ISLAND HOPPING
PACKAGE D: OFFBEAT GREECE
DISTRIBUTION STRATEGY
DISTRIBUTION STRATEGY • Travel agencies • Avoid mass media • Limited print media (magazines)
PROMOTIONS STRATEGY
TRADITIONAL AND NONTRADITIONAL PROMOTIONS • Partnerships with local travel agencies • Increased social media presence • Online newsletters • Brochures • Magazine Advertisements
CONSUMER TRADE ACTIVITIES • Discounts for bigger families • Value Added Services in Greece
EXPERIENCE GREECE.