V ISI T
CAMEROON
THOMAS LA
CHAD PHILLIPS
RADMILA STEFKOVA
LILY THOMPSON
V ISI T
CAMEROON
THOMAS LA
CHAD PHILLIPS
RADMILA STEFKOVA
LILY THOMPSON
TABLE OF CONTENTS
2 LETTER
33 THE CONSUMER
34 INITIAL CONSUMER INTERVIEWS
41 ONLINE SURVEYS
4 INDUSTRY ANALYSIS
51 ONE-ON-ONE INTERVIEWS
5 CAMEROON BACKGROUND
60 BLOG RESEARCH
6 TOP TOURIST ATTRACTIONS
67 ETHNOGRAPHIC STUDY
7 MARKET TRENDS
69 INFLUENCERS
9 CURRENT ADVERTISING
70 CONSUMER JOURNEY
3 CREATIVE BRIEF
10 THE COMPETITION
71 THE TARGET MARKET
72 CONSUMER INSIGHT
73 WORD ASSOCIATION
11 PRIMARY COMPETITORS
17 INTERVIEW
20 STORE CHECKS
74 MINI SAGAS
23 ONLINE PRESENCE
75 CONSUMER TYPES
28 PERCEPTUAL MAPS
76 BENEFIT MATRIX
29 OPPORTUNITY INDEX
77 PYRAMID
30 SWOT ANALYSIS
78 TIMELINE
31 THE BRAND
32 BRAND PERSONALITY
79 RECOMMENDATIONS
LETTER
To the Ministry of Tourism of the Republic of Cameroon: We want to give a warm Thank You for the opportunity to work with you and to present our research today. This project is the icebreaker in our career, an experience we will take with us not only in our careers, but we hope in our lives as well. We had the opportunity to work independently, do detailed research and to develop our strategic thinking. Best of all, we had the opportunity to meet Cameroon and fall in love with your country. We hope this will be as big of an opportunity for you as it is for us and that you will find this information useful to present Cameroon to the world.
Best of luck,
Chad Phillips
Radmila Stefkova
Lily Thompson
Thomas La
2
CREATIVE BRIEF THE CONSUMERS
INSIGHT
CONSIDERATION
They are on a crossroads of their life. They
The busy American often puts too much
The adventurous nature of Cameroon
experience the quarterly crisis, age 25 or
attention on career, excelling and material
brings tourists into the country. Cultural
50, of questioning or discovering their
objectives and often forgets meaningful
experience and hospitality make their
identity and position in the world. They are
relationships, self-improvement and the
experience life-changing. You already have
searching for something new and different
beauty of life. People reach an identity
a friend in Cameroon; you just don’t know
that will give them direction – their own
crossroads at the quarters of their life,
it yet…
experience. They seek adventure, want
around ages 25 and 50. Often they
to experience culture and do something
begin to question their identity, lifestyle
meaningful.
and position in society. At this point
TONE
they search for a way to (re)discover
Warm, Friendly, Adventurous, Lively
OBJECTIVE To position Cameroon as a popular travel
themselves through a unique experience. Travelling to Cameroon provides such experience.
destination that will provide enrichment through adventure, culture and/or philanthropy.
SUPPORT Cameroon is not a luxury destination, but
STRATEGY
rather a place for those who seek constant
To convince: Adventure Seekers, Culture
and are ready to get away from their
Experiences and Good-doers
comfort zone that has become a routine.
To travel: to Cameroon
This constant adventure makes people
Instead of: other tourist destinations,
feel free and young, and together with the
specifically African countries
unique human quality, Cameroon reminds
Because: Cameroon offers a life-changing
tourists of the things that matter to them.
challenge and adventure while travelling
experience, through challenge, adventure and human interaction to those who search to (re)define their personal identity.
3
INDUSTRY ANALYSIS
CAMEROON BACKGROUND HISTORY
HISTORY
The Republic of Cameroon (French: République du Cameroun) is a country of central and western Africa. It is bordered by Nigeria to the west; Chad to the northeast; the Central African Republic to the east; and Equatorial Guinea, Gabon, and the Republic of the Congo to the south. Cameroon’s coastline lies on the Bight of Bonny, part of the Gulf of Guinea and the Atlantic Ocean. The country is called “Africa in miniature” for its geological and cultural diversity. Natural features include beaches, deserts, mountains, rainforests, and savannas. The highest point is Mount Cameroon in the southwest, and the largest cities are Douala, Yaoundé, and Garoua. Cameroon is home to over 200 different linguistic groups. The country is well known for its native styles of music, particularly makossa and bikutsi, and for its successful national football team. English and French are the official languages.
After World War I, the territory was divided between France and Britain as League of Nations mandates. The Union des Populations du Cameroun political party advocated independence but was outlawed by France in the 1950s. It waged war on French and UPC militants forces until 1971. In 1960, the French administered part of Cameroon became independent as the Republic of Cameroun under President Ahmadou Ahidjo. The southern part of British Cameroons merged with it in 1961 to form the Federal Republic of Cameroon. The country was renamed the United Republic of Cameroon in 1972 and the Republic of Cameroon in 1984.
Early inhabitants of the territory included the Sao civilisation around Lake Chad and the Baka huntergatherers in the southeastern rainforest. Portuguese explorers reached the coast in the 15th century and named the area Rio dos Camarões (“River of Shrimp”), the name from which Cameroon derives. Fulani soldiers founded the Adamawa Emirate in the north in the 19th century, and various ethnic groups of the west and northwest established powerful chiefdoms and fondoms.
Compared to other African countries, Cameroon enjoys relatively high political and social stability. This has permitted the development of agriculture, roads, railways, and large petroleum and timber industries. Nevertheless, large numbers of Cameroonians live in poverty as subsistence farmers. Power lies firmly in the hands of the president, Paul Biya, and his Cameroon People’s Democratic Movement party. The English speaking territories of Cameroon have grown increasingly alienated from the government, and politicians from those regions have called for greater decentralization and even the secession (e.g.: the Southern Cameroons National Council) of the former British-governed territories.
5
TOP TOURIST ATTRACTIONS TOURISM
HISTORY
Often referred to as “Africa in Miniature,” this country offers plenty to do within its borders. This nickname is due to the country’s the vast geographical and cultural variety which is found there. Cameroon has a diverse landscape ranging from gorgeous tropical beaches to breathtaking mountain vistas. Cameroon’s Atlantic coast alone has been an important and scenic sailing destination for hundreds of years. The best months for travel to Cameroon are January through April, when temperatures are moderate and the climate is dry. The lowest airfares can also be found during that time. With more than 200 ethnic groups living under one flag, Cameroon is steeped in cultural heritage, arts, crafts, and history.
Mile Six Beach: In the Southwest province, along the coast of
Musée de Douala: A must-see for art aficionados, this museum
Ring Road: The path that connects the most well-known attractions
features collections of Bamoun and Bamileke art, the Musée de
of Cameroon is known as Ring Road.
the South Atlantic Ocean, lies Mile Six Beach, renowned for its perfect surfing waves. Mile Six offers a calm setting for picnicking, sunbathing, and other beach activities. Hike Mount Cameroon: Mount Cameroon, at 13,353 feet (4,070 meters,) is the highest point in Cameroon. An active volcano, Mount Cameroon trickles lava down almost all the way to the sea, although it ’s difficult to see the peak of the mountain because of cloud cover. Korup National Park: Recognized as Africa’s oldest and most diverse rain forest, Korup National Park is located in the Southwest province of Cameroon at the base of Mount Cameroon.
Douala contains thrones, statues, and more relics from the country’s precolonial period. The building also has a shopping area with wood
Parc National de Waza: Open from November until June, Waza
and brass sculptures available for purchase.
National Park can claim the prize as Cameroon’s most famous national park.
Limbe Botanical Garden: A 1988 renovation of the garden brought a new focus on conservation to the organization, encouraging the
Dja Faunal Reserve: Dja Faunal is a protected rain forest with an
protection of Cameroonian forests and sustainable agricultural
assortment of flora and fauna. Ninety percent of the area having
practices. It makes for a peaceful escape from bustling Limbe and
been left undisturbed, the reserve is guarded by the Dja River, which
features thematic gardens, large trees, and picturesque views of
creates a natural barrier against the outside world. With its 107
nearby Mount Cameroon.
mammalian species, this area protects five endangered ones.
6
MARKET TRENDS
Tourism has become the world’s single largest industry, according to the United Nations World Tourism Organization (UNWTO); in 2006, world tourism receipts exceeded $700 billion. Africa’s tourism grew by nearly 10 percent in 2005, outpacing the world average of 5.5 percent, according to a report by the UNWTO. There is some disparity in the numbers that should be recognized for Africa as a whole. Much of the recent tourism growth has been in sub-Saharan Africa, which is the lower three quarters of the continent, south of the Sahara Desert. Based on UNWTO world tourism receipts numbers, sub-Saharan Africa received $14.5 billion—more than twice as much as the $7 billion received by North Africa. Improving infrastructure, safety, air travel and appealing to a more diverse tourism audience are just a couple of things Africa will have to do in order to continue its growth.
Source: www.unstats.un.org
7
MARKET TRENDS The WTTO currently ranks the African Continent as one of the fastest growing destinations for international tourists. According to the WTTC many African governments support the growth of both domestic and international tourism due to the sector’s immense potential for job creation, tax revenue generation, economic diversification, and foreign exchange earnings. First and foremost, with the unprecedented passage of the Africa Growth and Opportunity Act (AGOA), entrepreneurs have a tremendous opportunity to take advantage of the positive trends of America’s commitment to assist African countries in order to continue to successfully graduate into the emerging global marketplace by generating economic opportunities through expanded trade and investment initiatives. According to the WTTC, the fastest growing trend in tourism in the world is adventure travel, although this description can cover a wide variety of interests. The African Continent possess some of the greatest deserts, beaches, tropical rainforest, and mountain ranges in the world and beckons the adventure tourist to come visit, explore and enjoy. REALITIES. To the vast majority of Americans, Africa’s problems over the past fifty years have manifested themselves in the form of ongoing military, political and economic turmoil that has had far reaching repercussions for Africa and its people. This unfortunate propaganda of a continent full of waste, fraud and abuse has adversely affected potential interest in travel and tourism-related trade and investment opportunities in Africa by American businesses. This factor, when coupled with the recent threat of global terrorism has significantly impeded much of the progress that has been achieved over the past decade. These perceptions, whether real or imaginary, have dealt a crippling blow to the travel and tourism industry of not just Africa but around the world. As a result, many airlines are currently facing serious financial difficulty due to the fear of air travel because of safety and security concerns. Likewise, the hotel and hospitality industry is being severely affected because people are not venturing far from home and are definitely putting off overseas travel for the foreseeable future.
Source: www.africa-ata.org
8
CURRENT ADVERTISING
EFFORTS AND LIMITATIONS
THE PROBLEM The ministry of tourism in Cameroon has recently put efforts in developing tourism and promoting the country. Their goal is to attract more tourists through creating awareness about the country in general, especially among the American market. Recent efforts include hosting cultural events, as well as representation of the country on trade fairs, mostly in selected countries in Europe, like Germany. Other promotional efforts also include advertising within Cameroon and setting up advertisements on airports. In general the advertising if focused on other businesses, like travel agencies and other businesses, as well as advertisement to already existent consumers. There hasn’t been a larger attempt to address consumers directly and to speak with potential consumers. The ministry of tourism is facing some specific limitations, which we will address later on, such as:
• Lack of money • Lack of professionalism • Limited knowledge of market potentials (including
segmentation and the profile of potential tourists) • No market research has been done due to lack of resources and professional staff
9
THE COMPETITION
PRIMARY COMPETITORS
TOURIST ARRIVALS BY COUNTRY
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PRIMARY COMPETITORS South Africa Languages: English, Afrikaans, other tribal languages Total Population: 50,586,757 Currency: Rand (ZAR) Major Cities: Johannesburg, Cape Town, Port Elizabeth, Durban, Soweto, Pretoria Located on the Southernmost part of Africa Surrounded by the ocean; coastline Subtropical weather Popular sites: Table Mountain, Kruger National Park, District Six Museum, Boulders Beach, Cape of Good Hope Nature Reserve, Kommetjie Beahces Slogan: ‘South Africa: Inspiring new ways’
12
PRIMARY COMPETITORS Botswana Languages: English, Setswana Total Population: 1,921,122 Currency: Pula Major Cities: Gaborone, Francistown Located: On the Tropic of Capricorn, north of South Africa Weather: Mostly subtropical; semi-arid Terrain: desert and savanna Popular sites: Nata Bird Sanctuary, Kubu Island, Gcwihaba Caverns, Moklodi Nature Reserve, Matsieng Rock Carvings, Okavango Delta Slogan: Botswana’s slogan is Africa’s finest and it is known for its peace and tranquility
13
PRIMARY COMPETITORS Kenya Languages: Kiswahili and English; 42 ethnic dialects Total Population: 31.6 million Currency: Kenya Shilling Major Cities: Nairobi, Mombasa Located astride the equator on the eastern coast of Africa Inland water bodies; glaciated mountains with snowcapped peaks, Glat desert landscapes and savannahs Dry country, arid or semi-arid Popular Activites and Sites: Amboseli National Park, Gedi Ruins, Haller Park, Karen Blixen Museum, Nariobi National Museum; Different Kinds of safaris such as beach, adventure Slogan: “Welcome to Kenya. Discover the magic of Africa�
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PRIMARY COMPETITORS Nigeria Languages: English; ethnic languages of Hausa, Yoruba, Ibo, Edo, Efik Total Population: 140 million Currency: Naira Major Cities: Abuja, Lagos, Kano Located in the western Part of Africa Landlocked; known for its large river deltas and valleys as well as plateaus Tropical Zone; Long and short dry and wet seasons in the South and short wet period and Long dry season in the North. Popular Activities and Sites: Mambilla Plateau, Chad Basin National Park, Afi Mountain Wildlife Sanctuary, Obudu Mountain Resort, Loagos Slogan: “Tourism is Life�
15
PRIMARY COMPETITORS Algeria Languages: Arabic, French, Berber Total Population: 35.7 million Currency: Algerian Dinar Major Cities: Algiers, Oran, Constantine, Tizi Ouzou and Annaba Located in North Africa, on the Mediterranean Sea Geography: Coastal area is hilly, even mountainous at times; fertile area from the coast to the Tell Atlas; near the Sahara Desert Very hot; further inland you go the less rainfall Popular Activities and Sites: mountain of Chrea; Zighout Youcef Street, Tichy’s Beach; Mount Tahat, Hanging Bridge Slogan: “Algeria: voyage of the heart”
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PRIMARY COMPETITORS DR. ELAINE STEYN
SOUTH AFRICA
How would you describe South Africa in terms of tourism?
INTERVIEW
HISTORY Apart from the Soccer Cup, what other efforts does the country make to attract tourists?
I know that the tourism in South Africa boomed at some point. The ministry or department of tourism led a campaign with a
I haven’t seen a whole lot here, but then you can ask why they
slogan “A world in one country” and that is very good from a
would make a special effort in Oklahoma. For example, I was in
tourism perspective. The country is very diverse – different areas
London last September and there was always something going
in the country look like different parts of the world. In some areas
on in terms of advertising campaigns for tourism, cultural events,
there’s mountains in others there’s the ocean – very beautiful
receptions and things like that. Generally, I think they rely a
natural environment. At some point you can have mountains and
lot on the Internet to provide information about South Africa.
right next to it a savannah. It really is a world in one country
This is where tourists go to look for flights, hostels and general
because there are desserts, waterfalls, all sorts of things going
information about the country. It is probably cheaper as well and
on in the same country and not in a very big area. I think at some
very effective to reach tourists.
point people didn’t travel to South Africa because of the whole apartheid situation and there were a lot of sanctions against
Is there a big use of social media?
the country in terms of business and similar. So people didn’t feel like travelling there, but after 94’ with the new government,
Well first there are many tourist web sites and information blogs,
the country opened up for people and the government made
where I’ve seen many articles and photos from South Africa.
a special effort to attract more people. One of the latest such
Social media is used a lot; people want to hear what other people
efforts was the Soccer World Cup in 2010. That was a push, they
have to say.
invested a whole lot of money in infrastructure, roads, security, so that was a big improvement in getting people in South Africa
Where do tourists usually come from in South Africa?
and showing them what the country is really all about. I think the negative thing is that there wasn’t a big follow up. They had
I think there is a bigger percentage of European tourists than
the event, there was a huge build up, and they invested all of
people from the US, a big chunk comes from Australia and New
this money. This is only my own perspective, but I don’t think
Zealand, recently lots of Asians as well.
the department of tourism made a big follow-up to continue this momentum, to bring the people back.
17
PRIMARY COMPETITORS What is their age ranges usually?
INTERVIEW
How does South Africa distinguish itself from other African countries in terms of tourism?
I think it depends on the type of thing that you do and also where you go. If you take the Northern Province Mpumalanga that is
I haven’t travelled to other African countries, but I think that the
well known for wildlife and national parks, there is more middle
racial diversity is unique in South Africa. Maybe Namibia is more
age to older couples. You often see people travelling in tour
diverse, but the more North you travel the less white people you
groups, they would not necessarily book the whole thing on their
would see. I think that is the difference, there’s this mixture, and
own and they would go with a tour, usually middle age to older
this is why sometimes cities in South Africa have a European
people. If
feeling – people from Europe, Dutch, English, Portuguese formed
you do something like hiking or go to the beach, there you would
South Africa. This is why the country has such European heritage
find more people travelling individually, younger people 20 to 30.
and you can see this is various things, the architecture, the food
For beach vacations there is also lots of families.
and just the people. Also, I can say this with big certainty, that South Africa is the most developed country on the continent.
What are the things that tourists are looking for in South
Because of that, there is infrastructure to welcome tourists,
Africa?
hotels, guesthouses, tourism activities together with the natural beauty. There is a segment of the population that is wealthy and
South Africa is so diverse; it has both the first and the third
can support to some extent what is happening in the country.
world. I think when people go to other African countries they
Many people ask us how different Norman is from where we come
look for the traditional cultural stuff that they expect to see. In
from, but is really not different at all. The moment you think of
South Africa because there are places that are more developed,
Africa you don’t think of Norman, and where we used to live it
people go for the nature and also for the more developed areas
looks the same. Another difference is that many of the Northern
with nice lodges, bed & breakfast places. Many people go for
African countries have been characterized by war and instability,
sightseeing in the bigger cities. For example, people go to
and although South Africa had this horrible apartheid situation,
Johannesburg to go to the apartheid museum or they go to Cape
there never was a real civil war. There was instability during the
Town and see the Robin Island where the big prison was where
apartheid, but not a fully fledged war. War in other countries
Nelson Mandela was. So many people go to experience both the
brought poverty, low development, disease and on top of that a
nature, but also the political and historical places to see how
corrupt government that wouldn’t spend money for the general
things were and how they are now. Inevitably, people sometimes
good. In South Africa that wasn’t really the case, it wasn’t as bad.
also go to Soweto for example, that is a predominantly black community in Johannesburg to see how people live and what their situation is, and they see a more traditional life.
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PRIMARY COMPETITORS
INTERVIEW
Do you thing people perceive South Africa as more safe and secure? Again, thing in South Africa are idea, in terms of security and there is a lot of things to be done, but at least there is no war going on there. All big cities in the world have high crime rates, and I wouldn’t say it is as safe as Norman, but for tourists it is relatively safe in the big cities. Other more rural areas are not safe at all. I think it all depends on where you go and what you do.
Do you have any perceptions toward Cameroon? I’ve heard about it, but I don’t know details. I don’t things many people know a lot about Cameroon, it is not a very exposed country. Maybe that ’s one thing advertising can help with, just expose the country, tell the people what ’s there.
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STORE CHECK
VISAS
20
STORE CHECK
VACCINATIONS
21
STORE CHECK
Stores: Online Travel Sites Webjet Botswana Algeria Kenya Nigeria South Africa Budget Air Botswana Algeria Kenya Nigeria Cameroon Cheap O Air Botswana Algeria Kenya Nigeria Cameroon One Travel Botswana Algeria Kenya South Africa Cameroon Orbitz Nigeria South Africa Faregeek South Africa Expedia Cameroon
FLIGHTS
Price ($)
1700 -‐ 2000 1200 -‐ 2100 1000 -‐ 1300 900 -‐ 1000 1000 -‐ 1800
1700 -‐ 1800 1200 -‐ 1300 1000 -‐ 1200 800 -‐ 900 1500 -‐ 2000
1700 -‐ 1800 1200 -‐ 1400 1000 -‐ 1200 800 -‐ 900 1500 -‐ 1900
1700 -‐ 1800 1200 -‐ 1300 1000 -‐ 1200 900 -‐ 1000 1500 -‐ 2000
800 – 900 900 – 1000
1400 – 1500
1800 -‐ 2000
2500 2000
Botwsana Algeria
1500
Kenya Nigeria
1000
South Africa 500
Cameroon
0 Low $
High $
22
ONLINE PRESENCE
10 participants were asked to do a small research and rate the online presence of Cameroon and its 5 major competitors. They were asked to rate their findings according to the sections bellow from 1 – 10 with 1 - little or no information, 10 – detailed information available. The criteria they were given for each media outlet was:
• • • •
Rate the overall presence of the country How easy it is to access the information The quality of the media outlet The quality of the information provided
23
ONLINE PRESENCE
24
ONLINE PRESENCE
25
ONLINE PRESENCE
26
ONLINE PRESENCE
27
PERCEPTUAL MAPS
28
OPPORTUNITY INDEX Characteristics of potential tourists. • The ones in lighter green to be considered as well. Educ: Educ: Educ: Educ: Educ: Educ: Age Age Age Age Age Age
graduated college plus attended college graduated high school did not graduate HS post graduate no college
18-24 25-34 35-44 45-54 55-64 65+
Occupation: Occupation: Occupation: Occupation: Occupation:
•
205
45 136 120 95 125 65 Professional and Related Occupation Management, Business and Financial Operations Sales and Office Occupation Natural Resources, Construction and Maintenance Occupation Other employed
HHI $150,000+ HHI: $75,000-$149,999 HHI: $60,000-$74,999 HHI: $50,000-$59,999 HHI: $40,000-$49,999 HHI: $30,000-$39,999 HHI: $20,000-$29,999 HHI: <$20,000 Respondent Respondent Respondent Respondent
102 42 23 279 36
-
Marital Marital Marital Marital
Status: Status: Status: Status:
246 163 124 41 61
208 155 105 103 47 24 21 38 Never Married Now Married Engaged Widowed* or Divorced* or Separated (legally)
94 119 21 53
Data obtained from MRI+ about tourists who visit Africa in general and match with our consumers.
29
SWOT ANALYSIS Strengths • • • • •
Locals accustomed to tourists No civil wars Abundance of tourist attractions: beaches, mountain, parks Presence of a nightlife Quality of food
Weaknesses • • • • • •
Knowledge of the country is low Lack of infrastructure for certain aspects of tourism i.e. subways, Low promotional efforts Lack of money Lack of professionalism Limited knowledge of market potentials
Opportunities • • • • • • •
DNA testing Capitalizing on geography of the country Organic food Big potential among the American tourist market More affordable destination Potential to be competitive with popular tourist destinations in Africa, such as South Africa Increase in global travel
Threats • • • • •
Negative perception of other African Countries Political situation within and around the country Expensive flight tickets and visa requirements Development of other countries in Africa as tourist destinations Increased global influence and decrease of traditional Cameroonian lifestyle
30
THE BRAND
WHO IS CAMEROON?
BRAND PERSONALITY
CAMEROON Sincerity
Spirited
Cheerful
Spirited
Sentimental
Cool
Friendly
Young
Warm
Lively
Happy
Outgoing Adventurous
Inspiration: “Brand Personality Scale” – David Aaker
32
THE CONSUMER
INITIAL CONSUMER INTERVIEWS We conducted 61 interviews to uncover information about
1. Our consumers’ top 3 favorite places that they have visited
how different factors affect the consumer’s decision-making
or want to visit are mostly countries located in Europe. The
process when it comes to travel. We also wanted to gauge
most popular countries interviewees gave were France, Italy,
the overall awareness of Cameroon by the consumer.
Spain and Greece.
• Australia and Egypt were also popular choices.
Our interviewees mostly consisted of young men and women who have an interest travelling abroad.
2. 50 interviewees would prefer to visit a beach or mountain as opposed to visiting a rainforest or spending time in an indigenous village. They chose those locations for relaxation, scenic, and weather purposes. 3. Factors that matter most to consumers when it comes to travelling is price, cultural diversity, geography diversity, tourist friendly, safety, climate, outdoor activities and health risks as all of these were rated as important or very important by the interviewees.
• They have mainly neutral opinions when it comes
to legal requirements and travelling to a place where
they prefer that English be spoken.
4. 39 of our interviewees have at least heard of Cameroon, however they have relative low knowledge of the country as they rated their knowledge of Cameroon on the low side of the scale. 5. When consumers were asked would they visit Cameroon, only 4 interviewees said they would visit the country, however 43 of all interviewees said they would visit Africa in general.
34
ONLINE SURVEYS The purpose of our online survey was to further investigate
4. Approximately 91% of respondents believe safety to be a
the consumer, trying to understand the factors that led
very important or important factor. Other factors that they
them to making decisions on where to travel and the
believe to be important are cost, location, time of year, and
factors that are most important to them when they travel.
activities.
Our secondary purpose was to understand how much the
• Factors that were rated neutrally were opinions of
consumer currently knew about Cameroon and as well as
friends and the opinions of family.
their perception of the country. 5. People were split 50/50 in terms of would they visit The respondents in our averaged 49.6 years of age and
Cameroon. Most of the respondents didn’t know much about
consisted of both men and women who have mostly
the country.
graduated college. Our surveys produced the following information:
6. The respondents described a person who would go to Cameroon as young and adventurous, a person who is
1. The people in our surveys have travelled frequently with
interested in culture and knowledge.
18 of the 22 respondents answering they have travelled 7 or more times with 16 of the 22 respondents travelling outside
7. Most respondents perceived Cameroon as adventurous,
the United States 4 or more times.
fun, educational, and culturally rich as they tended to agree with the statements.
2. The decision-making process of our respondents involves
• However most respondents had neutral responses
consulting with their families, whether is work or enjoyment is
when it came to safety and affordable, perhaps
the reason for travel, and the cost.
because of the lack of knowledge about Cameroon.
They also don’t view Cameroon as trendy.
3. People travel because they want relaxation, and they enjoy exploring new places; they feel excited, stress-free and
8. After the respondents were given information about
anxious to get where they are going.
Cameroon, 15 of 22 respondents would visit Cameroon, some commenting on the appeal of the place.
41
ONE-ON-ONE INTERVIEWS
51
BLOG RESEARCH
BLOG RESEARCH
60
ETHNOGRAPHIC STUDY Erich and July have been married for about 20 years, live in
Last year Erich’s niece came back from Cameroon as a
Oklahoma and have two sons, 18 and 16. They are frequent
volunteer of the Peace Corps, after living there for 2 years.
travelers, spending every summer abroad for the last 7 years.
She brought many pictures and memories from the place, as
They currently own a house in Montenegro, which allows them
well as her fascination and excitement over her experience
to stay in Europe for extended periods of time. They have
in Cameroon. After hearing all of the stories, Erich and July
been to the majority of the European countries and Central
decided to travel to Cameroon and experience the adventures
America and they are currently planning their first trip to
that Page (Erich’s niece) had in Cameroon.
Africa – Erich, July and their younger son will be travelling to Cameroon this summer.
Questions addressed when the ethnography was conducted:
Travelling is part of who they are as a family. July is a
1. How did they first hear about Cameroon?
passionate photographer and has stacks of albums and photo
• Personal contact: Niece. Person who has been to
folders in her lap top from the various destinations the family
Cameroon and personally describes the tourist destination to
has visited. Their extended family, friends and neighbors
the future visitors.
are always excited to look at their photographs and to hear about their adventures abroad. Erich is the one who has
2. Why did they decide to go to Cameroon?
started this tradition of frequent travel. He explains that it
• Their personal contact had an amazing experience.
was his dream to live in France when he was younger. After
• Personal contact listed many activities that they could do in
he married and decided to work and live in Oklahoma, Erich
Cameroon, as well as sites to visit.
decided to give himself and the family the deserved break
• The destination in affordable, it is safe, the people are
each year by visiting a foreign country. The first destinations
friendly.
were in Western Europe – France, England, Germany and
• They have never been to Africa and want to experience it.
the Netherlands. Then they travelled to Mexico, Honduras, Guatemala and Panama. After visiting Montenegro with July’s
3. Where do they look for information about Cameroon?
best friend who is married in England, the couple decided to
How easy it is to find information?
buy a house in the affordable country, so that they can come
• Personal contact, online.
to Europe each year and have their own place to stay at.
• They wish there was more information online.
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ETHNOGRAPHIC STUDY 4. How far are they in their planning?
6. What’s for them in the trip to Cameroon?
• They are in process of getting a visa. Comment that process
• They are looking for adventure and excitement.
is not very hard.
• They want to experience Africa.
• They are searching for flights online through www.
• They want to learn something.
cheapflights.com and www.cheapoair.com. Flights are more
• They want something different from their everyday lives,
expensive than Europe, but they expected this.
even something different than Europe.
• They have a hotel booked in Douala through the internet. They plan to stay there after the fly into the country.
7. What kind of people are they?
• They will search for a cheaper hotel once they are in Douala.
• Very cheerful and positive, they smile a lot.
The rest of the hotels they will book on the way.
• They are not afraid to be loud and call-yell at each other
• There isn’t much information on smaller motels. The big
around the house.
hotels they found online are quite expensive.
• July needs a break from work and taking care of 3 boys.
• Their stay depends on the places they visit.
• Erich is a laid back person, but very energetic – he cannot
• They want to rent a car to get around, although Erich’s niece
stay still.
told them there is public transportation. They don’t want to depend on it. • They plan on visiting Douala, Kribi, Yaoundé and Kumba – the town where Erich’s niece resided. They plan to go on a safari nearby and visit national parks. 5. What do they expect to do in Cameroon? • Sightseeing around the cities. • Relaxing at the beach resort in Kribi. • Safari trip and long walks in nature. • Erich say he will climb the top of Mt. Cameroon, July’s says he will fail. • Meet local people who could show them around. • Try all sorts of food. • July has an objective to learn 100 words in French.
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INFLUENCERS
Word of mouth Friends Family Blogs Media Travel websites Travel forums Twitter Facebook
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CONSUMER JOURNEY
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THE TARGET MARKET
CONSUMER INSIGHT
Busyâ&#x20AC;&#x201C;ness Busy lives + Career Focus The busy American lifestyle is focused on career improvement, excellence, attentions to other people and material goals. This lifestyle often makes people forget the importance of personal relationships, self-improvement and the beauty of life.
Quarterly Crisis All of those rhetorical questionsâ&#x20AC;Ś People reach an identity crossroads at the quarters of their life, around ages 25 and 50. Often they begin to question their identity, lifestyle and position in society. At this point they search for a way to (re)discover themselves through a unique experience.
25 years old & 50 years old. Where is the connection?
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WORD ASSOCIATION
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MINI SAGAS
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CONSUMER TYPES
Adventure Seekers Looking for adventure, adrenaline & challenge. They will typically look for outdoor activities: hiking, rock-climbing, motor-crossing, waterskiing, safari.
Culture Experiences Looking for culture, social interaction & tradition. They will look for traditional societies, rural areas, traditional agriculture, food & clothing, traditional music & dance.
Good-doers Volunteering, charity & “doing good”. They will be around the “underdeveloped areas”. They will try to adapt to the local culture and give something to the community. They often tour the country during their long stays.
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BENEFIT MATRIX
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PYRAMID
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TIMELINE
1955: Disneyland opens in Anaheim, CA -‐ Polio Vaccine is introduced -‐ 1st McDonalds is opened
1950
Baby Boomers Are Born
1957: Russians Launch Sputnik -‐ DesegregaTon of schools in LiVle Rock, Arkansas 1958: NASA is formed 1959: Hawaii & Alaska become the final two states admiVed to U.S. -‐ Bonanza broadcasts in color
1961: Peace Corps -‐ The start of the Vietnam War -‐ 23rd Amendment is added to the U.S. ConsTtuTon 1962: Cuban Missile Crisis -‐ Marilyn Monroe dies from 1963: JFK is assassinated -‐ MLK gives infamous ‘I Have A Dream Speech’ -‐ Birmingham Church
1960
Baby Boomers Turn Ten
1965: 1st demonstraTons against of the Vietnam War 1966: Miranda Rights -‐ Beginnings of the Hippy Movement 1967: Rolling Stones magazine is published -‐ The Green bay Packers win the first ever Super bowl 1969: Neil Armstrong become the 1st man on the moon -‐ Woodstock fesTval at White Lake, New York
1970: 1st Earth Day -‐ End of Vietnam War -‐ PBS Starts 1971: VoTng age lowered to 18 years of age 1972: Nixon visits China 1973: Nixon resigns aCer Watergate Scandal -‐ Roe v. Wade alters the aborTon law
1970
Baby Boomers Turn Twenty
1975: Bill Gates founds MicrosoC 1977: George Lucas’ Star Wars hits movie theatres -‐ Atari 2600 is launched -‐ Elvis Presley dies at his home in Graceland 1978: Personal Computers 1979: Iran Hostage Crisis
1980: United States boycoVs the Moscow Olympics -‐ John Lennon is assassinated 1981: MTV begins its first broadcasts.
1980
Baby Boomers Turn Thirty; Gen. XY is Born
1985: United States bombs Libya 1986: Space ShuVle Challenger accident 1988: George H. Bush is elected as President of U.S. 1989: Fall of Berlin Wall
1990: Roger Milla and Cameroon’s run in the World Cup -‐ Hubble Space Telescope placed into orbit 1991: The beginning and the Gulf War 1992: Los Angeles riots 1993: The Internet expands with the World Wide Web -‐ The European Union is formed
1990
Baby Boomers Turn Forty; Gen. XY Turns Ten
1995: Chicago heat wave results in the death of 750 people 1998: Clinton and the Lewinsky Scandal 1999: The Columbine shooTng
2000: George W. Bush and Al Gore presidenTal race comes down to Florida and the recount 2001: September 11 and the terrorist aVacks on the World Trade Center -‐ War on Terror and Invasion of Afghanistan -‐ Apple introduces the iPod 2003: Saddam Hussein captured by U.S. Troops -‐ War in Iraq begins
2000
Baby Boomers Turn FiCy; Gen. XY Turns Twenty
2010: South Africa hosts the World Cup -‐ Navy liCs ban on women in submarines -‐ Don’t Ask Don’t Tell act is repelled 2011: Osama Bin Laden is killed by U.S. Troops -‐ Occupy Movements sweep across U.S., beginning with Wall Street -‐ Civil war breaks out in Libya -‐ The End of Four Loko Baby
Turn 2010 Boomers Sixty; Gen. XY Turns Thirty
2005: Hurricane Katrina devastates the Gulf Coast and New Orleans -‐ YouTube 2008: Apple introduces the iPhone -‐ Beginning of global financial crisis -‐ Barack Obama is elected, becoming the 1st Black President 2009: Michael Jackson dies -‐ Tea Party protests -‐ Obama inaugurated
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RECOMMENDATIONS 1. Cameroon’s Internet presence is very low compared
• An iPhone app that simulates a Cameroonian adventure with all
to other travel destinations. We think that the most
real things you can do in Cameroon would be fun and interactive
important thing for Cameroon right now is to build
for anyone who has an iPhone. This would build awareness of
an online presence. Consumers need to be able to get
Cameroon and demonstrate the adventurous aspects it has to
information about Cameroon Tourism very easily or they
offer.
are going to give up their search too early. By creating a more informative website with multiple links to sites
2. What kind of audience Cameroon should target
such as where to get the cheapest airfare, vaccination
a. Demographics: approximately 25 and approximately 50. High
requirements, accommodations and what to see can help
income, high levels of education, people who are married or plan
Cameroon become even more competitive with other
to be, and any ethnicity.
travel destinations. Americans like to be able to plan their
b. Psychographics: people in their Quarterly Crises.
vacations before they leave, and the only way they can do
i. Adventure-Seekers: people who look for outdoor
this is online. The quality of websites and other media is
activities (hiking, camping, motocross, safaris, etc.).
very important in leaving the first impression to consumers.
ii. Culture-Experiencers: people who look for more
It needs to look appealing.
rural areas and are interested in interacting with
people and experiencing a culture different from
Some things to consider are:
their own.
• Banner advertisements on travel sites.
3. Cameroon as a brand
• Social media presence (Twitter, Facebook, YouTube, etc.).
a. Cameroon is sentimental, friendly, warm, happy, cool, young,
• Have previous visitors write travel blogs about their
lively, outgoing and adventurous.
experiences in Cameroon.
b. Cameroon is a diverse cultural and natural spot that can
• Billboards around airports outside of Cameroon.
provide Americans with the adventure and sense of purpose they
• Advertisements in travel and outdoors magazines.
forget they need in their everyday life.
• Television commercials on channels that reach adventurous
c. People come to Cameroon initially for the adventure it
people who travel a lot and want to experience other cultures.
offers, but leave with the experience of Cameroon’s incredible
• Guerilla advertising in adventure spots: perhaps advertisements
hospitality. You have a friend in Cameroon;
at rock-climbing and recreational facilities in the United States would be a way to use guerilla advertising at a cheaper cost.
you just don’t know it yet.
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