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