“EXPLORING MACEDONIA” Web portal

OUR GOALS

Analysis of data obtained by primary research:• Online survey• Number of units in the sample – 80• authenticity of the sample assured through selection respondents from various ages, occupation and location

Information obtained through analysis of secondary information• www.stat.gov.mk• www.mio.gov.mk

Task 1: Estimating market potential for online sale of tickets

Task 1: Estimating market potential for online sale of tickets

Internet users in Macedonia – 50,3%

80% of respondents use Internet few times a day

Internet is mainly used for communication

Increased usage of Internet as a service provider ( online banking)

Task 1: Estimating market potential for online sale of tickets

Have you ever used Internet for buying? Answers:

YES – 26%

NO – 74%

Market potential in this stage – 13% of all Internet users mentioned above

Task 1: Estimating market potential for online sale of tickets

Are you prepared to buy tickets for sport and cultural events online???

Answer:

YES -59%

NO – 41%

Market potential in this stage – 29% (percentage of people that would buy tickets is greater than &of people that would use Internet for buying overall)

two basic criteria

1.AGE OF INTERNET USERS

2.LEVEL OF EDUCATION OF INTERNET USERS

Age: 18-40Reasons:

• All units in the sample within this age use Internet few times a day

• They have more time for leisure activities such as attending sport or cultural events, especially people between 18-25

•This group of consumers is more keen on visiting the same web sites over and over again which could be used in promotion and positioning strategy

•They are mostly oriented towards innovation and new ways of doing things

Task 2: Select target segments for online sale of tickets and positioning on the market

Task 2: Select target segments for online sale of tickets and positioning on the market

LEVEL OF EDUCATION – SECONDARY SCHOOL AND ABOVE

Type of education Percentage of users

Secondary education 24.6

Tertiary education 69.9

PREPARING MARKETING MIX FOR THE SERVICE

Product: Sales of tickets for sport and cultural

events Selling convenience and extra time to

consumers Selling hope and patriotism to consumers

Price Possible decrease of the price between 3-

5% because of eventual elimination of middle man and costumers stimulation

PREPARING THE MARKETING MIX FOR THE SERVICE - PROMOTION

Email advertising

PREPARING THE MARKETING MIX FOR THE SERVICE - PROMOTION

74% of all Internet users use Internet for social networking – Facebook is the place where they could be found74% of all Internet users use Internet for social networking – Facebook is the place where they could be found

PREPARING THE MARKETING MIX FOR THE SERVICE - PROMOTION

Reasons for implementing the strategy: Potential consumers are not well

known with the method – 33%

Opinion that this method is far more expensive – 50%

Lack of confidence in this method – 8%

PREPARING THE MARKETING MIX FOR THE SERVICE - Distribution Distribution »»» Convenience to

buy

Online ordering and delivering by mail

Discount could be offer (paid delivery costs) for bigger orders

PREPARING THE MARKETING MIX FOR THE SERVICE -

Environment – online environment with friendly users interface that will make the buying process as simple as possible

People - System for generating automatic responses or online support (chat) in real time

On line vs. offline sales of tickets – for the company and the consumer

Availability 24/7 Promotion of using new technologies and

solutions Avoid travelling long distances or

crowds. Convenience from the chair Elimination of season fluctuation in sales Two sided interaction Easier communication and interaction process