Caitlin BeelerPaige Hannah

Whitney LochridgeApril 10, 2008

April 10, 2008

Presentation Content

• What We Found

• Marketing Mix: The 4 P’s

• Hofstede’s Cultural Dimensions

• Presenting AltraUmbria

• Suggested Website Improvements

• Marketing AltraUmbria

• Building & Maintaining Customer Relationships

• Final Thoughts

April 10, 2008

What We Found

• Reviewed competitive companies offering similar services

• Benchmarked AltraUmbria against competitors

• Identified weakness in various areas–Website Marketing – Company Presentation/Mission

April 10, 2008

AltraUmbria’s Marketing Mix

• Price– Range, depends on activities and

time span– €25 +

• Product– Activities– Services

• Place – Website– Word of Mouth

• Promotion– Some Advertising– Personal Selling

April 10, 2008

Hofstede’s Cultural Dimensions

USA & UK• Low Power Distance• Individual• Masculine• Low to Medium

Uncertainty Avoidance

Italy• Medium Power Distance• Individual• Masculine• High Uncertainty

AvoidanceNetherlands

• Low Power Distance• Individual• Feminine• Medium Uncertainty

Avoidance

April 10, 2008

Presenting AltraUmbria

• Develop company mission statement and define company goals

The mission of AltraUmbria is to provide an authentic Italian experience.

We believe in the philosophy and practice of Slow Travel and our services allow every traveler to live la dolce vita.

• Differentiation of Company– Motto/Slogan: “Savoring the Journey”

• Thoroughly explain Slow TravelSlow Travel allows one to experience a deeper and more unique type of travel different than

typical tourism. Rather than viewing travel as a way of getting there, it is a way of being.

April 10, 2008

Suggested Website Improvements

• Professional Translation

• Visual Aesthetics– Color Scheme– Removal of Visual Clutter– Tabs, Spacing

• Links to 3rd Party Websites– Slow Travel– Companies AltraUmbria works with

• Interactive, Detailed Maps– Show where travel is happening

Horseback Riding with Tuscany Adventures www.horserides.com

Wine Tasting Workshop with

Chianti Vineyardswww.winetasting.com

April 10, 2008

Suggested Website Additions

• Detailed Explanation of Activities

• Sample Itineraries for each Demographic

• Online Reservation and Payment Capabilities

• Transportation Information

• Message Board for Customer Feedback

• Photo Galleries

• 18 – 26 year old (backpacker)• Students• Singles• Married Couples

• Families with Children • Seniors • Disabled/Handicapped

Escorted wine tours with bilingual tour manager, along the

Umbrian Wine Roads, visit of cellars, wine tastings, sightseeing

at hamlets and shopping.

End of August-September

Visit olive mills, oil museums, and participate

in an olive oil guided tasting. November-

December

Hike through the hills of Umbria and Tuscany,

Visit caves and waterfalls and enjoy a light lunch in a scenic location. Offered year

round

Message boards allows previous customers to share

their experiences with potential customers. AltraUmbria can also

monitor the conversations to improve the companies

services to meet the needs of the customers

April 10, 2008

Gallery

April 10, 2008

Marketing AltraUmbria

• High/Low Season Pricing

• Brochures and Business Cards

• Increased Advertising in Print– Local Newspapers, Travel Magazines– Distribution of brochures at travel agencies

• Search Engine Optimization (SEO)– Makes the web pages more attractive to the search engines

such as Yahoo or Google.  – The better optimized the page is, the higher a ranking it

will achieve in search engine result listings. 

April 10, 2008

Building & Maintaining Customer Relationships

• Itinerary Sent Beforehand

• Message Board for Customer Feedback and Communication

• Evaluation/Comment Cards

• Gift for Customers and Discounts for Returners

• Holiday Cards

Complementary bottle of Olive OilComplementary bottle

of Umbrian Wine

Brochures on all the events and Activities Altra Umbria

Offers

April 10, 2008

Final Thoughts

• Company has great potential– Strengthen Marketing Mix– Increase Advertising & Promotions– Implement Changes & Additions to

Website– Build & Maintain Customer

Relationships

April 10, 2008

Sources

• http://www.slowtravel.cl

• http://www.geert-hofstede.com

• http://www.netmba.com/marketing/mix

• http://www.fortune500.com