Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.

1. Unit 2
Planning for
Marketing

2. Unit Topics
★Business plans vs marketing plan
★Business Plan- Definition, Uses, Part,
Components and Kind
★Marketing Plan - Definition, Uses, Parts,
Components and Kind

3. Prepare a Plan,
or
Prepare to Fail.
Source: http://imm-uk.com/tag/marketing-plan/#!prettyPhoto[667]/0/

4. 4
Definition
A business plan is the written description of your
business’s future. It describes what your plan to do
and how you plan to do it.
A business plan conveys your business goals, the
strategies you will use to meet them, potential
problems that may confront your business and ways to
solve them, the organisational structure of your
business (including titles and responsibilities) and
finally the amount of actual required to finance your
venture and keep it going until it breaks even.
- - entrepreneur.com

5. 5
Business plans can help perform a number of
tasks:
1. Investment tool
2. Attracting key employees
3. Dealing with suppliers
4. Managing the business
- entrepreneur.com
5

6. 6
The Primary Parts of a Business Plan
★Business Concept
• Vision goals and objectives
• Where do we want to be?
★Marketplace Section
• Strategies - What are your chosen routes for
achieving goals?
• Plans - What are action programs for moving along
the route and evaluating achievement against
targets?)
★Financial Section Source: http://entrepreneurcom

7. 7
The 7 KEY COMPONENTS
★Executive Summary
★Business Description
★Market Strategies
★Competitive Analysis
★Design and Development Plan
★Operations and Management Plan
★Financial Factors
7
Source: http://entrepreneurcom

8. 8
Kinds of Business Plan?
★Miniplan
★The Working Plan
★The Presentation Plan
★The Electronic Plan
888
Source: http://entrepreneurcom

9. 9
Breaking
down the
Business Plan

10. Strategic Business Planning
All forms of business planning attempt to answer
four outward looking questions
✓ Where are we now, in the industry and market spaces
we occupy?
✓ What opportunities are emerging in a changing world,
which we could develop and aim to lead
✓ Where do we want our organization to be in 5 or more
years time?
✓ What decisions do we have to make now to get to
where we want to be?

11. Vision and Mission
Why the company exists
PURPOSE
STRATEGY VALUES
BEHAVIOR
STANDARDS
The competitive position and
Distinctive competence What the company believes in
The policies and behavior patterns that
underpin the distinctive and value
system
Figure 4.1 Corporate puropse, values, policies and positioning: The Ashridge Model
Source: Middleton, V.T.C., Fyall. A., Morgan, M. & Ranchhod, A. (2009). Marketing in Travel and Tourism 4th ed
Butterworth-Heinemann

12. BUSINESS ENVIRONMENT ANALYSIS
The first stage of the strategic business planning
process is to carry out a thorough analysis of the
factors in the external environment which affect a
business. The analysis environment which will
affect a business.
The analysis should evaluate the macro-
environment; the global influences that affect all
business and the micro-environment; the factors
specifically affecting the company, its customers
and its competitors.

13. The Marketing Strategy Planning Process
The key components of marketing strategy are:
• Goals
• Positioning and branding
• Strategies and programs
• Budget
• Review and evaluation

14. Strategies for product-market growth and
development
1
Market
Presentat
ion
2
Product
Developm
ent
3
Market
Developm
ent
Diversific
ation
Present Products New Products
PresentMarketsNewMarkets
Figure4.2Product-marketgrowthstrategies
(fourbasicoptions)
Source:Middletone,V.T.C.,Fyall,Morgan,M.&Ranchhod,A.(2009).
MarketinginTravelandTourism(4thed.).Butterworth-Heinemann.

15. It is the written document that describes your
advertising and marketing efforts for the
coming year; it includes a statement of the
marketing situation, a discussion of target
markets and company positioning and a
description of the marketing mix you intend
to use to reach your marketing goals.
- entrepreneur.com
Marketing Plan : Definition

16. 16
Benefits of a Marketing Plan
★Rallying Point
★Chart to Success
★Companies’s Operational Instructions
★Captured Thinking
★Top Level Reflection
16161616
Source: http://entrepreneur.com/article/43018

17. 17
Use the 4 P’s in your marketing plan
Product: The marketing plan identifies the ‘hook’ for a
product or service. Know who your target audience is,
and why they should be willing to buy what you are
selling. Tell everyone why they should buy yours
instead of your competitor’s.
Price: What pricing strategy will your practice follow for
this product/service? Is the plan to sell large volumes so
the economies of scale can keep the price low? Or will
be marketed as a boutique practice, which keeps the
service and products more exclusive but the prices
higher?

18. 18
Use the 4 P’s in your marketing plan
Promotion: What is the advertising strategy? How will the
service/product be packaged? Are you using your satisfied
patients and customers as your best salespeople? Are you
using advanced technology to promote your practice, and the
wealth of knowledge of your physicians? All of these questions
need to be addressed and written down so that the marketing
campaign is focused.
Place: How will the product/service be distributed? Will it be
pushed out through social media channels, print, traditional
broadcast media outlets, or all of the above.
18

19. 11/14/12

20. STEPS IN THE MARKETING PLANNING PROCESS
Steps for a systematic marketing planning process:
>> Diagnosis : Analysis or audit of current markets,
consumers’ behavior and satisfaction, product trends, and
other selected aspects of the internal and external
environment.
>> Marketing objectives
>> Marketing-mix program: Covering all the actions
required to achieve the objectives
>> Marketing budget
>> Monitoring, evaluation and control: Feeds back into
diagnosis

21. 21
Let us include
Travel and Tourism
in the
Marketing Mix

22. Marketing campaigns in travel and tourism
The two main dimensions:
1. Promotional techniques designated to motivate and
move or push prospective customers toward a point of
sale
2. Facilitation of access techniques designed to pull and
make it as easy as possible for motivated people to
achieve their intended purchase, especially at the
point of sale.

23. The principal marketing campaign techniques used in
travel and tourism
Activity Notes
Paid for media advertising Includes TV, press, radio and outdoor. Also
includes tourist board and other travel guides,
books, and brochures.
Internet Includes sales literature and print items specially
designed for distribution for this purpose
Direct mail/door to door Includes sales literature and print items specially
designed for distribution for this purpose
Public relations All media exposure achieved as editorial matter.
Also other forms of influence achieved over target
groups-customers and stakeholders
Sponsorship An alternative form of media to reach specified
target groups
Exhibition/show/workshops Important alternative forms of distribution and
display for reaching retail, wholesale and
consumer target groups
Personal selling Via meetings, telephones, e-mail, and workshops.
Primarily aimed at distributors and intermediaries
purchasing on behalf of groups of consumers

24. The principal marketing campaign techniques used in
travel and tourism
Activity Notes
Sales literature(print) Especially promotional brochures and other print
used in a servicing/facilitation role.
Sales promotion Short term incentives offered as inducements to purchase,
including temporary product augmentation. Cover sales force
and distribution network as well as consumers
Price discounting A common form of sales promotion. Includes Internet
offers and extra commission and bonuses for retailers
Point of sale displays and merchandising Posters, window dressing, displays of brochures
and other materials both of a regular and
temporary incentive kind.
Familiarization trips and educational Ways to motivate and facilitate distributor of brochures
and other materials both of a regular and temporary
incentive kind.
Distribution networks and commission Organized systems or channels through which prospective
customers achieve access to products. Includes CRSs and
the Internet

25. Marketing campaign budgets
Setting campaigns budgets depends on finding answers to
three key questions:
>> How much money must be spent in total on a marketing
campaign, in order to achieve objectives?
>> How will the total split between the products and
segments included in the campaigns?
>>How will the total be divided between the component
parts of the action program?

26. 26
Budgeting methods
★Affordable method.
★Percentage of sales revenue method
★Competitive parity method (matching
competitors’ spending)
★Objective and task method

27. Marketing Plan
Performance measurement
1. Evaluation
2. Monitoring
3. Marketing control
There is also a fourth related form of measurement:
>> Innovation, experimentation and test marketing

28. Campaign Plan Monitoring
1. Sales variance - the marketing firm looks at marketing objectives
of the campaign plan in fixed volume or revenue targets. (ex. 10%
increase of sold seats in an airline or 10% increase in hotel rooms sold)
2. Market share variance - Monitoring the success of your marketing
campaign through market share. (example: Hamilo Cost has captured an
additional 5% of the high end traveller market for the first quarter of the year)
3. Customer satisfaction variance - the regular monitoring of
customer satisfaction with the tourism product. This will
determine which sector of the product will need evaluation and
development (example: hotel satisfaction in various sectors like: food,
rooms, facilities, or service)
4. Ratio variance : the financial comparisons between marketing
expenditures and revenue targets and then revenue achieved.

29. 1.DUSIT THANI GUIDED LESSON PLAN FOR TOURISM
MARKETING
2.www.entrepreneur.com
3. http://manhabrasileira.com/marketing-plan/
4. http://www.lisamariewark.com/are-you-a-man-
with-a-plan
Source: http://imm-uk.com/tag/marketing-plan/#!
prettyPhoto[667]/0/
REFERENCES