Greece Final Defense

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.