Professional Documents
Culture Documents
Tyrone Clarke
Definition of Marketing
Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer. A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (Kotler, 1988,p.3) The management process responsible for identifying, anticipating and satisfying customers requirements profitably (CIM, 1984)
Cost Implications
While research is key to marketing decision making, it does not always need to be elaborate to be effective. Sometimes small efforts, such as doing a quick search on the Internet, will provide the needed information. However, for most marketers there are times when more elaborate research work is needed and understanding the right way to conduct research, whether performing the work themselves or hiring someone else to handle it, can increase the effectiveness of these projects.
E/D Card
The E/D card is a rich source of data for tourism purposes. Serving both the operational and policy aspects of the tourism industry. The Caribbean is in an advantageous position compared to larger countries who utilize passenger surveys to estimate tourist counts versus the Caribbean where our data is virtually census data.
E/D Card
Every permutation of data from the E/D card is useful. Apart from the tourists count, this data can be used for marketing purposes
E/D Card
Today regional governments heavily subsidize airline carriers into the region. Therefore it is imperative that governments understand the implications of their investments Data from the E/D cards can aid in determining this kind of investment
Airline load factors Occupancies for hotels
E/D Card
Following trends from the E/D cards can also guide in the development of supply in terms of room stock. i.e if there is a heavy leaning towards a particular type of product then countries can invest in this type of product
Survey Data
Types of surveys
Visitor Exit Surveys Travel agent surveys Delphi pannel Hotel Registration information
Target Markets
UK total population 60.9 million USA population 305 million Canada population 33 million CARICOM population 16 million China population 1.3 billion
Segmentation Analysis
Addresses four fundamental marketing questions
Who are the target you want to reach? What are they like? Where do they live? How can we reach them most cost effectively?
PRIZM ANALYSIS
The strategy for identifying our marketing targets is based on two tried and true observations
The customers of our product are existing customers Birds of a feather flock together
PRIZM ANALYSIS
Methodology
Data Collected from E/D cards Names and addresses of all USA customers All duplicates removed from dataset All VFR travelers removed from dataset Total unique households
1.63 times as likely to reach our target audience within this group
Game lan Categories: US Visitors 1.61% p y Core. There is a large proportion o customers in these clusters and households are more likely than average to be customers. y Expansion. Households in these clusters are more likely to be customers, but there are not many o them in either the customer population or the base population. y Conversion. Conversion clusters contain a signi icant proportion o customers; however, they represent an even larger proportion o the base population. There ore, indices suggest they are less likely than average to be customers. ince these clusters represent a signi icant portion o total customers, they do have potential. However, because o their under representation with respect to the base population, there are many households that have not been reached yet. Target marketing strategies designed speci ically or these clusters may attract or convert non-customers into the Core group. NonTarget. NonTarget clusters account or a small proportion o customer households, and indices suggest they are less likely than average to be customers. These clusters may require urther analysis or classi ication due to their small numbers.
Percent of
US Visitors
Tar et ate ry Number f lusters Perce t f Base H useh lds 37. 7 .48 .7 49.58 Perce t f US Visit rs 2.9 .5 . 24.49 I de
re E a si ersi ar et
7 2 4 39
88 3 94 49
17%
Non target
7%
6%
6% 11%
Young Professionals
63%
Non target
Young
r an
7%
ix
Older
pper-mid
Per ent f e ehol Older ealt ouples ealt idlife amilies Young Professionals Older pper-mid ix Young r an ix Non target
ealthy
idlife amilies
Older
ealthy ouples
8%
Young
r an
157 110 55
12%
ix
.8 . . 17. 8. .87
Percent f isit r Older ealt les ealt idlife amilies Y ng Pr fessi nals Older er-mid ix Y ng r an ix Non target
Index
ealt
idlife amilies
isitor
Older
ealt
ouples
ix
CORE GROUP
S isitor Anal sis 2000-2004 % Co p 6. . 0 .0 . 0 .0 .61 6.61 .0 . 6 .1 .1 .1 1. 0 1. .66 1. 1 . . 64.18
Social Gro p S1 S1 S1 U1 T1 S1 U1 S T1 1 T1 1 S S U1 U1 U1 U
Lifestage Gro p M1 F1 Y1 Y F1 F1 M1 Y1 M1 M1 Y1 Y1 M M Y M F Y
Cl ster 1
10 11 1 1 1 16 6 1
Nickna e Upper rust Blue Blood states Movers & Shakers Young Digerati ountry Squires Winner's ircle Money & Brains xecutive Suites Big Fish, Small Pond Second ity lite od's ountry Brite lites, Li'l ity e mpty ests Pools & Patios Bohemian Mix The osmopolitans American Dreams Urban Achievers TOTAL
Expansion
Social ro T1 ifestage ro l ster 0 ick a e ast-Track amilies ase o se ol s o 0. 0.84 S isitor al sis 2000-2004 o 0. 0.94 I e 11 113
Social Gro p 1 S S T U
ifestage Gro p
Y1 M M
Cl ster 1 1 1
Nickna e Up ard Bound Kids & ul-de-sacs ome S eet ome Traditional Times Urban lders
ase o se ol s % Co p .0 .0 . 1. 1. 10.19
In ex
6 88
Target groups were formed by selecting those clusters that indexed above (100+) and grouping those with similar demographic and socio economic characteristics.
Target groups account or 6 o all visitors to the island and o the household counts
O ld e r W e a lt y C o p le s
! ! 1 1 1 4 4 4
L ife sta g e G ro p M1 Y1 M1 a se o se ol s % Co p . 1 . .0
TOTAL
6 .5 3
1 5 .1 8
C o p le s a r e a ls o . . . O l e r W e a lt M o re L ik e l to ...
L ess L ik e l
to ...
a v e o u s e h o l d In c o m e $ 0 0 , 0 0 0 + a v e a o m e V a l u e d < $ 0 ,0 0 0 a v e B I $ 0 0 ,0 0 0 + B e a n In c o m e B e l o P o v e r t y F a m il y a v e a o m e V a l u e d $ 1 , 0 0 0 ,0 0 0 + L iv e in a M o b ile o m e o r T ra iler a v e a P r o fe s s i o n a l S c h o o l D e g r e e a v e o V e h i c l e s in th e o u s e h o l d ave 00 o u s e h o l d W e a l th $ 1 , 0 0 0 ,0 0 0 + a v e O n l y a n l e m e n ta r y S c h o o l d u c a t i o n B e l o n g t o a o u n tr y l u b a t a t S h a k e y s , W h a t a b u r g e r , o r P i z z a In n B u y T e n n is q u ip m en t a t a t h e c k e r s , M a z z i o s , o r o d fa t h e r s P i z z a ru ise on R o ya l a r ibbe a n R en t or B u y a M u sic V id eo T a p e o n tr i b u t e $ 0 + t o P B S a Y e a r B e a F a n o f T r u c k R a c in g / P u ll s B elon g to an A r ts A ssocia tion a t a t S o n i c , R a l l y s , o r a p t a in D s * B I : ff e c t i v e B u y i n g In c o m e . R e f e r s t o a ft e r- ta x in c o m e .
(& ## &&#
% $ ( ( %$
51
$ # '# # # #
S oc ia l G ro p S1 S1 T1
S isitor A n a l sis 2 0 0 0 -2 0 0 4 % Co p 6. .0 . 6
2 4 9 8 1
"
14 1
' $ 4 1 1 1 1 1 9 9
232
1 2 .4 2
2 ) W e a l t h y M i d l i f e F a m i l i e s a r e p r e d o m i n a n t l y m i d d le - a g e d ( ) m a r r ie d c o u p le s w it h c h i l d r e n l i v i n g i n e x p e n s i v e s i n g l e - u n it h o m e s . T h e s e a l u e n t h o u s e h o ld s h a v e a s l i g h t l y s i a n r e p r e s e n t a t io n . d u lt s i n t h i s g r o u p t e n d t o h a v e e a r n e d b a c h e lo r h ig h e r t h a n a v e r a g e a n d g r a d u a t e d e g r e e s a n d h o ld a v a r i e t y o w h it e - c o l l a r o c c u p a t io n s w it h h i g h i n c o m e s . T h e , 1 . W e a lt h y id l i e a m i l i e s m e d i a n h o u s e h o ld i n c o m e o r h o u s e h o ld s i n t h is g r o u p i s $ t r a v e l r e g u la r l y a n d a r e l i k e l y t o b e m e m b e r s o e lt a o r ir s r e q u e n t l y e r p r o g r a m s . T h e ir l a s t t r ip w a s l i k e l y t o h a v e b e e n d o m e s t ic t r a v e l o r b u s i n e s s p u r p o s e s a n d t h e y t e n d t o t r a v e l b y a i r p l a n e o n d o m e s t ic b u s i n e s s t r ip s t h r e e o r m o r e t i m e s a y e a r .
W e a lt ore
i life F a ik e l to ...
w n a C r o s s C o u n tr y k i a c h in e at at r th u r T r e a c h e r o r a llys T ravel o m e s ti c a lly o n C o n tin e n ta l ir lin e s ta y a t a o te l 6 o n a c a tion en t a e h ic le r o m H e r tz o r N a tio n a l u y r o m H N /Q C / th e r u y occer q u ip m en t x p e c t to a r r y in th e N e x t ear at at oy og ers la y ny o tte r y 1 T im e s a W e e k * I: e c tiv e u y in g In c o m e . e e r s to a te r - ta x in c o m e .
x w
wv
v w v w
h pp h pb b
i g i g ih b g
GXtu t
be e e e
H x y x
PRI l ste r s lu e lo o d s ta te s C o u n tr y q u ir e s 6 W in n e r s C ir c le 0 a s t- T r a c k a m i l i e s
a SY
s g b p q i h IU E T
IF
S o c ia l ro 1 T1 1 T1
is ito r a l s is 2 0 0 0-2 0 0 4 o . 0 .0 .6 1 0.
is ito r a l s is 2 0 0 0-2 0 0 4 I e 0 1
YX V
YX W V
IU E T S R F Q P
IF
e e b r f q d c c b F E DC BA w v wv v v w x wv v w
1 11
204
Y o u n g P r o f e s s io n a ls
jp f o n m g l k
ess
ife sta g e ro a se o se o l s o 1. 1. .6 isito r a l sis 2 0 0 0-2 0 0 4 o . 0 .0 .6 6 S
1 1
5 .9 9
1 1 .9 3
199
g P r o f e s s i o a l s a r e a ls o . . . Yo o re ik e l to ...
ik e l
to ...
ir lin e s
ccu p .
s e C e llu la r n e o r C e ll h o n e er v ic e u y r o m H a r d e e s , G o l d e n C o r r a l, o r h o n e y s w n a i le o r h o tg u n a t a t r th u r T r e a c h e r , a p a G in o s o r o n d e r o s a u y p o r t in g G o o d s r o m a C a t a l o g
iv e in a o b ile H o m e o r T ra iler H a v e a r m / o r e s t / i sh in g c c u p a ti o n s H a v e a H o m e a lu e d $ 1 0 0 ,0 0 0 iv e in a o a t, , or an e i n th e r m e d o r c e s
|| z }z
v nt
w | z z ~ jp f o
z |~ }|
h s { z {
jg
zx x zx jg i
S o c ia l ro 1
u ts q r
S
u ts q r
y x w g f ed
N E
TOTAL
1 1 .1 9
1 7 .5 5
157
ave a o m e V a l u e d < $ 0 ,0 0 0 L iv e in a M o b ile o m e o r T ra iler B e a n In c o m e B e lo P o v e r t y F a m il y a v e F a r m / F o r e s t / F i s h in g O c c u p a ti o n s L iv e in a B o a t, R V , or V an a t a t T a c o T i m e , S o n i c , o r L o n g J o h n S il v e r at at a rd ees o r a p ta in D s U se e llu la rO n e fo r ell P h o n e S erv ice a t a t K rysta l a m b u rg ers o r o d f a th e r s P i z z a a t a t a F a st F o o d F ish R esta u ran t e.
L e ss L ik e l
to ...
M 1 M 1 Y1 M M M
U1 1 T1 S S U1
. 1. 6 1. 1. 6 1 .6 1 .6
6 .6 1 .1 .1 1. 0 1. 1. 1
P R IZ M
C l ste r s
S o c ia l G ro p
L ife sta g e G ro p
a se o se ol s % Co p
O ld e r
p p e r-m id
ix
S isito r A n a l sis 2 0 0 0 -2 0 0 4 % Co p S isito r A n a l sis 2 0 0 0-2 0 0 4 In ex 6 1 0 166 11 11 11
Yo
rba
ix
L ife s ta g e G ro p a se o se ol s % Co p
NE
TOTAL
7 .3 3
8 .0 4
110
5) Yo g rb a ix a r e p r e d o m in a n t ly s in g le s a n d c o u p le s u n d e r a g e liv in g in m u lt i- u n it h o u s in g in u r b a n a r e a s . T h e s e y o u n g u r b a n it e s h a v e a h ig h e r t h a n a v e r a g e lik e lih o o d o f b e in g A s ia n o r is p a n ic . T h e y t e n d t o b e c o lle g e e d u c a t e d a n d a r e e m p lo y e d in h it e - c o lla r a n d s a le s /o ff ic e a d m in is t r a t io n o c c u p a t io n s it h m id s c a le in c o m e s . T h e m e d ia n h o u s e h o ld in c o m e fo r t h is t a r g et g ro u p is $ , 0 0 . M e m b e r s o f Y o u n g U r b a n M ix t e n d to e at at a v a r ie t y o f r e s t a u r a n t c h a in s , in c lu d in g A r t h u r T r e ac h e r , R o y R o g e r s , B o sto n M a r k e t , a n d R o m a n o s M a c a r o n i r ill. T h e y a r e lik e ly t o t r a v e l d o m e s t ic a lly o n A m e r ic a n o r U n it e d A ir lin e s a n d b e lo n g t o o lu m b ia o u s e o r a c la s s ic a l m u s ic c lu b .
Y o n g r a n M ix a r e a ls o ... M o re L ik e l t o ...
L iv e in a S tr u c tu r e ith 0 U n its U s e P u b lic T r a n s p or ta tion o m m u te b y B ic y c le L iv e in a o u s e h o ld ith + P er s o n s , o n fa m ily a v e A r t/D e s ig n / n ter ta in m en t/S p or ts /M e d ia O c c u p . a t a t a rls Jr, P a p a in o s , o r S h a k e ys a t a t D e l T a c o , B e n n ig a n s, or R o u n d T a b le P iz z a a m b le in L a s V e g a s o M o u n ta in /R o c k lim b in g P la y R a c q u e t b a ll
L ess L ike l
t o ...
Y1 F Y
1 U1 U
1. . 0 .
.1 . .
10 116 10
P R IZ M
C l s te r s
S o c ia l G ro p
S is ito r A n a l s is 2 0 0 0 -2 0 0 4 % Co p
S is ito r A n a l s is 2 0 0 0 -2 0 0 4 In e x
a its
arget
ro
l er Wealt
o les ll News adio Newspaper, usiness/ inance ection News/Talk adio ilies gs or lectricians gs or andscape/Garden/Tree vc gs or uto ealer/ ales
2. Wealt i life Fa ellow gs or uilding/Construction upply ellow ellow gs or urniture tores ellow Newspaper, usiness/ inance ection ellow ource or T Jazz adio Watch T 3. Yo rogram In o, Internet
g Professio als Watch H1 lternative adio Watch C merica er- i i lternative adio ll ports adio ll News adio g r a i lternative adio panish adio adio, N egular eason
l er
5. Yo ource or T rogram In o, adio rban Contemporary adio se nline vc or isten to Internet adio
elevisio Progra s
1. l er Wealt o les Washington ost, aily unday The West Wing Wall treet Journal, aily pen, ens Tennis ortune d rchitectural igest CN C, udlow Cramer usiness Week CN C, ouis ukeysers Wall treet Traditional Home Wall treet Journal, aily ood Wine oney m art oney 3. Yo New ork Times, aily unday ortune os ngeles Times, aily unday cienti ic merican Washington ost, aily The New orker cienti ic merican ortune New ork Times, aily oney
g Professio als ccess Hollywood ( ) Travel, Travel Channel ecrets H1, H1 ll ccess T , oad ules T , orority i e er- i Mi ennedy Center Honors CN C, Closing ell CNN, ou obbs oneyline NH layo s/ inals CN C, ouis ukeysers Wall treet
4.
l er
unday 5. Yo unday g
r a Mi Nick at Nite, amily Ties oul Train usic wards T, ap City Grammy wards alcolm in the iddle
2. Wealt
Mi life Fa ilies Celebrity ole N C, N C ive with ester Holt X News, ox eport w/ h epard mith CN C, udlow Cramer eoples Choice wards
Why segmentation
Segmentation and target marketing are central to our marketing strategy
Different customer groups require the correct marketing mix to suit their individual needs NTAs operate on a limited budget which has to serve all major markets and therefore targeting ensures an effective allocation of resources in areas with a high potential for conversion
Product
The effectiveness of planning the marketing mix depends as much on the ability to select the right target markets as on devising a product which will generate high levels of satisfaction. Tourist have to believe that the product offers high value. There should be continuous monitoring of product via exit surveys
Product
The BTA consistently monitors the competition to ensure that our services are amenities being offered are consistent with market norms and encourage the local suppliers to enhance their products to reflect this. Research will also develop strategies to lift the quality of products and services being offered on island and raising the national standards.
ZAGAT AAA
Monitor the quality of all the components of the product and provide feedback to suppliers falling below the standards. Duty free sector Cleanliness drive
Brand Image
In order to effectively sell and promote a country we need to understand the consumers perception of the destination and determine what points of differentiation set the island apart from the competition Conducting brand audits starting with the perceptions of current customers Barbados for example trades on Friendliness, safety and security The island that works.
Price
Extremely challenging for a destination marketing organization as they do not control any inventory We cannot tell a supplier to sell his product at any specific price even if its priced above where it should be.
Testing of Concepts
Before launching any campaign it is tested either through focus groups or more recently we have embraced the new technologies to test our concepts to ensure that the message is most effectively communicated
Distribution
USA BOOKING C ANNELS
TRAVEL AGEN Y WEBSITE 2% HOTEL RESERV. 14% HOTEL RESERV. WEBSITE 7% TOUR OPER. WEBSITE 6%
Again simple questions on the exit survey can provide useful insights into the distribution channels
Forecasting
Tourism is a highly perishable commodity. A room or airline seat not sold today cannot be sold tomorrow This highlights the need for accurate forecasting as it has implications for jobs and the general health of the economy as tourism is the main engine of growth for many islands within the region Countries can be proactive in devising strategies in the event of fall off in business. The data from the E/D cards is useful as well as information from travel partners
Forecasting
The BTA reported this to the government for planning purposes. This has resulted in a US$15 million fund being established to aid properties and attractions in distress due to the economic fallout This will minimize job losses and to try to prevent any major downturn in the economy from the tourism sector as it is heavily tied to the other sectors of the economy
Evaluation of Proposal
The evaluation of all proposals should be conducted based on the information sources available This should be done with a ROI on these events in mind.
Must provide a minimum return of 20:1 to be a viable option Coverage of the event must be significant band in line with the image and profile of Barbados.
Event Evaluation
Focus testing and surveys of participants to help with future events
Other Events
At this time not viable as the profile of clients not necessarily Barbados clients
Conclusion
Destination marketing and planning for the Barbados Tourism Authority involves interaction with various publics from the both from the supply side and the demand side and protecting their interest. It is imperative that the relevant information to make sound decisions is available and that actions are taken in the most cost effective way to the benefit of Barbados as a whole.
QUESTIONS