View
703
Download
0
Category
Tags:
Preview:
Citation preview
Syndicate 5
Marketing Plan
FlyCastaway
Agenda
Executive Summary
Situation Analysis
Marketing Strategy
Financials
Controls
FlyCastaway – Executive Summary
What is to be Achieved
• Regain and maintain positive, strong growth each quarter (notwithstanding the seasonality of the business)
• To achieve a steady increase in market penetration
• To re-establish the organisation in the Seychelles by creating a land based operation on Farquhar and/or Providence. Once the organisation has achieved this, they can look at setting up some other smaller operations.
How will it be Achieved
• Increase service offerings to include products through retail
• New offices/Retail shop and land based operations in Seychelles
• Specific advertising campaigns and sales promotion
• Streamline & focus on “moments of truth”
• A focus on physical evidence such as a DVD of photographs and video footage to capture “moments of a lifetime”
• Delivering constantly higher quality than its competitors
Investment Required
• Upgrade of website• Development of retail
channel• Increase in marketing
spending over the next three years
• Increase in percentage of Marketing spend versus sales from a current base of 6% to 11%
Returns
• Achievement of target, 70% of local fly fishing market
• Growth of FlyCastaway Brand
• Creation of loyal clientele base
Agenda
Executive Summary
Situation Analysis
Marketing Strategy
Financials
Controls
FlyCastaway - Company
• FlyCastaway (FCA) specialises in guiding groups of dedicated anglers to various exotic destinations in Africa and the Indian & Atlantic Ocean Islands around the continent.
• With almost 200 years of fly fishing and guiding experience behind them, the FCA team has been responsible for “opening up” some of the most highly acclaimed fly fishing destinations in the world.
• The company was formed 7 years ago by Arno Matthee, Gerhard Laubscher and Keith Rose-Innes, after spending years guiding at various destinations throughout the world, they decided to combine their efforts to form what has become the leading fly fishing guiding outfitter in the world.
• Today the company employs a further nine guides which travel from one destination to the next making anglers angling dreams come true along the way.
• The diversity of the team and the broad variety of experience between them makes FlyCastaway one of the most exciting and professional fly-fishing teams in the market today.
• Many contributions have been made to fly fishing books, magazines and television shows locally and abroad by the members with their constant cutting edge techniques.
• FCA are constantly exploring new destinations and developing new techniques, all to insure that their clients sample the finest fishing available on planet Earth.
FlyCastaway’s Recipe for SuccessThe best guides, at the best venues, during the best time of the year
Strategic objectives:
To be regarded as the finest fly fishing guiding team in the
world Dominate the Indian Ocean
Flats fishing market Develop three land based operations in which FCA is a
minority shareholder (Seychelles, St Brandon's (Mauritius) and Tanzania /
Zambia) To be at the best venue during
the best part of the year along with one of the most
experienced guides in the world
MISSION:To offer a hitch free, world-class guiding operation to all their
clients, thus exposing them to the diverse fishing opportunities
available in Africa, the Indian Ocean Islands
and various other unexplored regions of
the world.
VISION:
To be regarded as the finest fly fishing
guiding team in the world.
CampFlyCastaway
• The most exciting fish species are chosen in Southern Africa and the Indian Ocean islands to fly fish for.
• Best destinations are selected where these fish occur.
• Next, the best weeks of the season are identified.
• Camps are then set up at the different venues (a luxurious lodge, a tented camp or a mothership depending on what is most suitable for that type of fishing).
Casting Lessons
• Gerhard, Keith, Paul, Ryan, Tim and Jako are master casters and can teach you the correct techniques from the word go.
Clinics
• Every season FlyCastaway guides hosts and presents various fly-fishing clinics, from basic beginner clinics catering for the complete novice, to more advanced species related clinics
• Hosted at various venues depending on the theme, from trout farms in the Johannesburg area to one of the many venues on the Vaal River or perhaps a saltwater destination somewhere in the Seychelles.
Corporate Breakaways
• FlyCastaway offer a number of tailored solutions to suit their client’s needs. From one-day breakaways for big groups, to leading smaller select group of clients and employees to a remote exotic locations in search of the big one.
Day Guiding
• A day under the watchful eye of one of the FlyCastaway guides can help cut years out of your fly-fishing learning curve.
• One of the day guiding venues used by FlyCastaway is the Vaal River which is within one to one and half hours drive of Johannesburg and offers superb fishing for both Smallmouth Yellowfish and Largemouth Yellowfish.
FlyCastaway – Service Offerings
Geographic
30% RSA citizens and 70% a balance form
all over the world.
Typically FlyCastaway will
serve clients from 15-25
different countries per
season.
DemographicMostly white males ranging from 30 – 70
years of age.
Middle to higher earner with at least one degree.
Behavioural Customers are affluent individuals looking for a unique fishing experience in a wild
and exotic location.
Looking for basic infrastructure that works well i.e. warm dry beds, unlimited supply
of ice and warm water and good protection from the sun.
Psychographic
Relatively price sensitive - it does
depend on the level of disposal
income.
Aware of what it going on in the
market and there is a definite limit
on how much FlyCastaway can
charge their clients.FlyCastaway
Customers
FlyCastaway – Customers
FCA provides the fly-fishing community with a comprehensive fly-fishing service. The organisation seeks to fulfill the long term benefits that are important to its customer base which include:• A quality trip: the best guides, at the best venues, during the best time of the year. • Value for money: excellent fishing and great hospitality. • A wonderful experience: lifestyle enhancement.
FlyCastaway – Competitor Analysis
FlyCastaway Tourette Fishing Alphonse Island
Strengths In depth fishing knowledge Operation in Tanzania Land based operation
Weaknesses Internal admin systems not up to
standard
Lack of training in basic office
administration
Lack of in-depth fishing knowledge
to really keep them cutting edge.
Stagnating land based
operation
Yrs in Business 7years Approx. 3 years 9 years
Origin/Location Johannesburg, South Africa Durban Alphonse Island, Seychelles
Market share 47% 24% 16%
Strategy To cover 70% of the total available local
fly-fishing market
To increase market share To be the best land-based
Seychelles operation
• Very segmented market with lots of small competitors which dilute FlyCastaway’s market share
• Two main competitors for FCA: • Tourette Fishing (Durban business that operates in Tanzania)• Alphonse Island (Land based Seychelles Operation)
FlyCastaway – Competitors Analysis cont..
FlyCastaway Tourette Fishing Alphonse Island
Differentiation Factors
Exploring new destinations and developing new techniques
The best guides, at the best venue, during the best time of
the year.
In-depth experienced gained by fishing various destination
over the years have put us ahead of the pack; other guys
cannot really compete with our experience.
Access to very good fishery
on Mnyera River in Tanzania
A company operating in the
destination it fishes
Product offerings
CampFlyCastaway
Casting Lessons & Clinics
Corporate Breakaways
Day guiding
Trips to Tanzania, Zambezi
River, Sterkfontein and inner
islands of Seychelles
A complete land based
operation
Place Mauritius
Seychelles
Zambia
South Africa
Mozambique
Russia
Argentina
Tanzania
SA
Zambia
Seychelles
Seychelles
Promotion Word of mouth
Website & TV Show
Agents
End of year function
Yearly publication of the guides gazette
Print advertising
Website
Word of mouth
Heavy print advertising
campaign
Agents
People Full time = 5
Part time = 4-8
Full time = 2
Part time = 2
7 seasonal guides (9 months)
Lodge staff (approximately 10)
Technological
Environment
Economic
Political
Social
Legal
FlyCastaway – Macro Environment
•Political Unrest•Crime levels•Obtaining visas
• Economic Slowdown • Exchange Rates
• Language Barriers
• The internet • Social Media
• Natural and healthy resources
• Regularities concerned with fishing territories
Strengths In-depth fishing
knowledge
Highly experienced organisation and
guides
Great communication/relation
ships with clients
Weaknesses Administrative functions and systems
General volatile nature and high risk profile of the business
OpportunitiesUnexplored fisheries
Land based operations in Seychelles and Tanzania
Threats Volatile political conditions which
influence the business are not controllable
Massive decrease in number of resources
Small operators diluting share of
market
FlyCastaway
FlyCastaway – SWOT Analysis
FlyCastaway –Market Size, Market Growth and Market Share
47%
24%
16%
13%
South African Market Share
FlyCastaway
Competitor
Competitor
Rest of Market
St Brandons
Seychelles
Zambezi
FlyCastAway
Other
2008 2009 2010 2011 2012 20130.00
2.00
4.00
6.00
8.00
10.00
12.00
14.00
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
Growth
Size
Total South African Market Size and Growth
Specific Market Shares
Agenda
Executive Summary
Situation Analysis
Marketing Strategy
Financials
Controls & Implementation Plan
FlyCastaway - Marketing objectives
•To re-establish the organisation in the Seychelles by creating a land based operation on Farquhar and/or Providence. Once the organisation has achieved this, they can look at setting up some other smaller operations
•To achieve a steady increase in market penetration
•Regain and maintain positive, strong growth each quarter (notwithstanding the seasonality of the business)
Product: Increase service offerings to include products through retail
Product: Increase service offerings to include products through retail
Price: Perceived value pricing Price: Perceived value pricing
Promotion: Advertising, PR, sales promotion & direct marketing
Promotion: Advertising, PR, sales promotion & direct marketing
Process: Streamline & focus on “moments of truth”
Process: Streamline & focus on “moments of truth”
People: Internal advertising through best guides with international experience
People: Internal advertising through best guides with international experience
Physical Evidence: DVD of photographs and video footage to capture “moments of a lifetime”
Physical Evidence: DVD of photographs and video footage to capture “moments of a lifetime”
Productivity & Quality: Delivering constantly higher quality than its competitors
Productivity & Quality: Delivering constantly higher quality than its competitors
Place: New offices/Retail and land based operations in Seychelles
Place: New offices/Retail and land based operations in Seychelles
Fly-Fishing Market Segmentation & Positioning Map
25%
30%17%
20%8%
Team Building Exercise Personal Experience
Day Tripper Equipment
Clinics / Casting lessons
Strategic Target Segmentation
Positioning Map
FlyCastaway – Marketing Mix (8P’s)
Product• Focus on a retail channel by setting up a FlyCastaway shop
• Additional service - photography course as part of
CampFlyCastaway
Place
• Retail • Land-based operations
• New unexplored territories
Price
• Premium to be considered as they are market leaders and offer an
“experience/trip of a lifetime”• Perceived quality of service
Promotion • Advertising – Top Billing &
Website• Sales Promotion – Competition &
Gifts • Direct Marketing – Internet
Process
• Streamline operations • Focus on “moments of truth”
People• Internal advertising – best guides
with international experience • Service providers/partners –
choose carefully who they associate with
Physical Evidence• Constant reminder of the
“experience/catch/trip of a lifetime”
• DVD with photographs and video footage
• Guides gazette and box of flies
Productivity & Quality
• Constantly deliver a quality service higher than its
competitors
Agenda
Executive Summary
Situation Analysis
Marketing Strategy
Financials
Controls & Implementation Plan
FlyCastaway – Financials
Sales Forecast
2011 2012 2013
Total Sales $4,290,000.00 $4,933,500.00 $5,673,525,00
Cost of Sales $2,256,615.00 $2,549,309.20 $2,750,976.30
Marketing Expense Budget
2011 2012 2013
Promotional Activities $115,830.00 $177,211.32 $258,712.74
Website $72,393.75 $110,757.08 $161,695.46
Advertising $57,915.00 $88,605.66 $129,356.37
Printed Material $43,436.25 $66,564.25 $97,017.28
Total Sales and Marketing Expense
$289,575.00 $443,028.30 $646,781.85
As a Percentage of Sales
6.75% 8.98% 11.40%
SAMPLE
Agenda
Executive Summary
Situation Analysis
Marketing Strategy
Financials
Controls & Implementation Plan
FlyCastaway –Marketing Controls and Implementation Plan
Implementation Plan
Milestones Start Date End Date Budget Manager
Marketing Plan Completion
1/05/2010 31/05/2010 $0.00 Keith
New Website Completion
01/06/2010 01/09/2010 $72,393.75 Keith
Development of the Retail Channel
01/06/2010 01/11/2010 $150,675.00 Gerhard
Top Billing Feature 01/06/2010 01/08/2010 $57,915.00 Ryan
Land Based Operation 01/06/2010 $0.00 Gerhard
Totals $280,983.75
The purpose of FlyCastaway’s marketing plan is to coherently package the newly developed marketing activities for the organisation and to guide the company in achieving them.
The following areas will be monitored to track performance: • Revenue: monthly and annual • Expenses: monthly and annual • Customer satisfaction: through surveys and constant feedback from clients • Development of new services: Ongoing
SAMPLE
Recommended