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2
NOW OR NEVER!A NEW MARKETING FOR GREECE
Presented by:THR, International Tourism Consultants
In cooperation with:SETE, Association of Greek Tourist Enterprises
12/10/04
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Marketing Plan for Greek tourism after the Olympics
Summary
A unique opportunity to capitalize on
But it has to be done NOW!
Key success ingredientsExploit the pride of local populationFollow-up with the mediaDevelop new products for existing & new marketsMange a “world class” marketing system
To develop a World class MK you must:Set up an effective cooperation cultureAgree on key strategiesManage a very professional operational marketing
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Marketing Plan for Greek tourism after the Olympics
Summary
First part
Changing the business model of Greek tourism
Second part
Practical issues for implementation
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Marketing Plan for Greek tourism after the Olympics
Index
Now or never!
A. Repositioning Greek tourism
B. Drivers for a Marketing Plan
C. Marketing in action
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Marketing Plan for Greek tourism after the Olympics
Index
Now or never!
A. Repositioning Greek tourism
B. Drivers for a Marketing Plan
C. Marketing in action
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Marketing Plan for Greek tourism after the Olympics
1,5 billion international tourists in 2020
Source: World Tourism Organisation 2002
International tourist arrivals
Arr
ival
s (M
illio
ns)
Years
0
200
400
600
800
1000
1200
1400
1600
1800
1950 1960 1970 1980 1990 2000 2010 2020
ForecastsActual
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Marketing Plan for Greek tourism after the Olympics
10th destination in terms of tourism receipts
International arrivals (2000)
Source: World Tourism Organisation 20027,5Switzerland157,6Turkey147,9Hong Kong (China)138,5Australia128,5Mexico119,2Greece109,9Austria910,7Canada816,2China718,5Germany619,5United Kingdom527,5Italy430,8France331,5Spain282,0United States1
US$ BILLIONCOUNTRIESRANK
Tourism receipt (2000)
1,9%Greece151,9%Hong Kong (China)142,2%Hungary132,5%Poland122,6%Austria112,7%Germany102,8%Canada93,0%Mexico83,0%Russian Federation73,6%United Kingdom64,5%China55,9%Italy46,9%Spain37,3%United States210,8%France1
MARKET SHARE COUNTRIESRANK
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Marketing Plan for Greek tourism after the Olympics
The Olympics: an enormous exposure of Greece, worldwide
Facts and figures:
4 billions audience
21.500 media representatives
3.800 hours of broadcasting
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Marketing Plan for Greek tourism after the Olympics
Strong increase of brand awareness
Awareness Esteem Differentiatingattributes
Relevance of the attributes
Stature Strength
ObjectiveBrand power after the Olympics
Brand power before the Olympics
Power
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Marketing Plan for Greek tourism after the Olympics
…but the opportunity is NOW OR NEVER!
Greece will not have a similar opportunity for decades… but the generated awareness will expire in few (2-3) years
Greece has to capitalise as soon as possible!
100%
25%
BrandAwarness
Olympicyear
1 2 Years-1 3
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Marketing Plan for Greek tourism after the Olympics
Successful cases provide useful lessons
To effectively exploit the momentum it is useful to follow the example of successful cases
Barcelona Sydney
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Marketing Plan for Greek tourism after the Olympics
Ingredients for success
1.Exploit the actual pride and positive attitudes:
Enhance tourism operators performance
Improve the HHRR performance
Enhance the local population’s perception on tourism
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Marketing Plan for Greek tourism after the Olympics
Ingredients for success
2. Insist in communicating the modernization of Greece
Change stereotyped perceptions on the resources of the Country
Shift the perception on tourism sector businesses low performance
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Marketing Plan for Greek tourism after the Olympics
Ingredients for success
3. Develop a new marketing culture
Penetrate new tourist sectors
Develop new & innovative products
Implement an efficient brand policy
Develop a highly performing marketing system
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Marketing Plan for Greek tourism after the Olympics
The problem is in the business model
Targeting
Clienting
Value system
Value production
The clients that are targeted
The value that is
offered to clients
Selling price
The way to produce the
promised value
The way to attract and
retain clientsProduction cost
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Marketing Plan for Greek tourism after the Olympics
The new business model
Selling price
Targeting
Clienting
Value system
??
Value production
Production cost
? ?
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Marketing Plan for Greek tourism after the Olympics
The new business model
Selling price
Targeting
Clienting
Value system
Dream societytourism?
Value production
Production cost
? ?
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Marketing Plan for Greek tourism after the Olympics
Towards the tourism of the Dream Society
50% market
+ 30% cost
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Marketing Plan for Greek tourism after the Olympics
The Danish hen’s eggs
An emotional “story” that talks about:
Ethical keeping of animals, in freedom
Rural romanticism
The “Old Times”
1 product with anemotional story behindCOMMODITY
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Marketing Plan for Greek tourism after the Olympics
A sprint through history
EMOTIONALSOCIETY EXPERIENCES
“DREAM SOCIETY” ECONOMICVALUE’s
progression
SOCIETY’sprogression
INFORMATIONSOCIETY SERVICES20 years
PRODUCTSINDUSTRIAL
SOCIETY 150 years
AGRICULTURALSOCIETY ”COMMODITIES”100.000 years
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Marketing Plan for Greek tourism after the Olympics
New engines
INFORMATIONINFORMATIONSOCIETYSOCIETY
DREAMDREAMSOCIETYSOCIETY
Technology Emotions
Rationalism Stories
Pragmatism Values
Physical comfort Spiritual comfort
Emotional intelligenceRational intelligence
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Marketing Plan for Greek tourism after the Olympics
The Dream Society Tourism
INFORMATION INFORMATION SOCIETYSOCIETY
SERVICES EXPERIENCES & “STORIES”
DREAM DREAM SOCIETYSOCIETY
Economic value
EMOTIONAL PYRAMIDDesiresTO VISIT / TO REST
GENERAL INTEREST SPECIAL INTERESTTourism typology
PERSONALISATION...TrendCOMODITIZATION
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Marketing Plan for Greek tourism after the Olympics
OUT & IN
Out In
Bed sellers Experiences sellers
Packages creators The STORY CREATORS
The sellers The STORY TELLERS
Operations director STORIES, DREAMS &EXPERIENCES director
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Marketing Plan for Greek tourism after the Olympics
The new tourist sectors of the Dream Society
6. The “New Jet Set”market
1. The Adventure market (S, M, L, XL)
7. The “Peace of Mind”market2. The Sports market
8. The Entertainment market3. The Nature market
4. The Wellness market
5. The “Good Life”market
9. The Convictions market
10.The Hyper-Tourism market
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Marketing Plan for Greek tourism after the Olympics
The new business model
Selling price
Targeting
Clienting
Value system
Dream society tourism
Experiences and emotions
Value production
Production cost
? ?
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Marketing Plan for Greek tourism after the Olympics
Competitiveness: high “Value”, low “Efforts”
VALUE
EFFORTS
EXPERIENCES
DISCOMFORTS
“FEELINGS”
INSECURITIES PRICE
=
QUALITY OFSERVICES’
PROCESSES
70%
20%10%
Emotionalperceptions
Rationalperceptions
Precious spiral Diabolic spiral
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Marketing Plan for Greek tourism after the Olympics
Thagazout by THR
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Marketing Plan for Greek tourism after the Olympics
The Kasbah village
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Marketing Plan for Greek tourism after the Olympics
The enchanted lake part
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Marketing Plan for Greek tourism after the Olympics
Colonial resort by THR
Pueblo ColonialMarina Caribeña
Pueblo Caribeño
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Marketing Plan for Greek tourism after the Olympics
Mediterranean resort by THR for Universal Studios
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Marketing Plan for Greek tourism after the Olympics
The new business model
Selling price
Targeting
Clienting
Value system
Dream society tourism
Experiences and emotions
Value production
Production cost
Focus on Special
Interest Tour Packagers
?
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Marketing Plan for Greek tourism after the Olympics
Commoditization or personalization?
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Marketing Plan for Greek tourism after the Olympics
Cosmos
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Marketing Plan for Greek tourism after the Olympics
Cosmos
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Marketing Plan for Greek tourism after the Olympics
Backroads
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Marketing Plan for Greek tourism after the Olympics
Backroads
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Marketing Plan for Greek tourism after the Olympics
Backroads
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Marketing Plan for Greek tourism after the Olympics
Special Interest Tour Packagers
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Marketing Plan for Greek tourism after the Olympics
Special Interest Tour Packagers
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Marketing Plan for Greek tourism after the Olympics
Special Interest Tour Packagers
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Marketing Plan for Greek tourism after the Olympics
The most growing sector
Volume Annual growthMarket
1.200.000 16%USA
Europe 2.200.000 12%
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Marketing Plan for Greek tourism after the Olympics
2.800 “Special Interest Tour Packagers”
They are not ARC (Airline Reporting Corporation)
They are not IATA
They are not USTOA neither IFTO
They are not CRS´s
THEY DO NOT PARTICIPATE TO FAIRS, NEITHER PARTICIPATE IN FAM-TOURS AND WORKSHOPS
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Marketing Plan for Greek tourism after the Olympics
They directly sell to repeating customers
32% specialised magazines
30% internet
28% recommendation
10% travel agencies (group travel)
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Marketing Plan for Greek tourism after the Olympics
The new business model
Selling price
Targeting
Clienting
Value system
Dream society tourism
Experiences and emotions
Value production
Production cost
Focus on SITP and DMC´s
Manage a world class marketing
system
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Marketing Plan for Greek tourism after the Olympics
SITPs need DMCs
Build up authentic DMCs!
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Marketing Plan for Greek tourism after the Olympics
Index
Now or never!
A. Repositioning Greek tourism
B. Drivers for a Marketing Plan
C. Marketing in action
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Marketing Plan for Greek tourism after the Olympics
Marketing plan structure
Umbrella Marketing Plan+ product plans
Resortvacation
Sports
Cruises Etc.
Touring
Yachting
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Marketing Plan for Greek tourism after the Olympics
Umbrella Marketing plan structure
Goals and strategies
Marketing in action
MarketingInfra-
structureMana
gem
ent o
f the
Mar
ketin
g Pl
an
Fina
ncin
g th
e Mar
ketin
g Pl
an
Portfoliostrategy
Target segmentsand geo-markets
BrandingPrice
and salesstrategy
MarketingGoals
Productbasedtactics
Salestactics
Commu-nicationbasedtactics
InternalMarketing
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Marketing Plan for Greek tourism after the Olympics
Marketing plan structure
Goals and strategies
Mana
gem
ent o
f the
Mar
ketin
g Pl
an
Fina
ncin
g th
e Mar
ketin
g Pl
an
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtactics
Portfoliostrategy
Target segmentsand geo-markets
BrandingPrice
and salesstrategy
MarketingGoals
InternalMarketing
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Marketing Plan for Greek tourism after the Olympics
Goals of the Marketing Plan
MarketingMore
prosperity from tourism
Penetrate current markets
To atract better markets
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Marketing Plan for Greek tourism after the Olympics
Marketing plan structure
Goals and strategies
Mana
gem
ent o
f the
Mar
ketin
g Pl
an
Fina
ncin
g th
e Mar
ketin
g Pl
an
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtactics
Portfoliostrategy
Target segmentsand geo-markets
BrandingPrice
and salesstrategy
MarketingGoals
InternalMarketing
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Marketing Plan for Greek tourism after the Olympics
Special interest
Special interestSightseeing touringShort breaksGreen tourism
Very special interestSea and land sportsThalassotherapyGastronomyEvents (culture, sport, etc.)Learning and educationNature and adventureDiscovery
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Marketing Plan for Greek tourism after the Olympics
Nautical Vacation
Yachting Cruises
Luxury yachting
Standard yachting
General interest cruises
Specialised and themed cruises
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Marketing Plan for Greek tourism after the Olympics
Resort Vacation
Integrated resort
Hotel comfort & grand comfort
Hotel economy
Apartments
Villas
Campsite
Private accommodation
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Marketing Plan for Greek tourism after the Olympics
Meeting and incentives
Big congresses
Standard congresses
Conventions
Corporate meetings
Incentive travels
Sport events
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Marketing Plan for Greek tourism after the Olympics
The portfolio methodology+D
EMAN
D PR
OJEC
TION
S
+ PROFITABILITY
+ ACCOMPLISHMENT OF KEY SUCCESS FACTORS
+ CO
MPET
ITIV
E SI
TUAT
ION
+ AT
TRAC
TIVE
NESS
+ COMPETITIVENESS
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Marketing Plan for Greek tourism after the Olympics
Special interest assessment
Learning and education
Short breaks
Green tourism
Sea and land sports
Thalassotherapy
Nature and adventure
Sightseeing touring
Gastronomy
Events
Discovery
6
7
8
7
9
7
7
8
7
8
Dem
and
proj
ectio
ns
8
7
6
6
8
6
6
9
5
6
Pro
fitab
ility
7
7
7
6,5
8,5
6,5
6,5
8,5
6
7
Attr
acti-
vene
ss8
5
3
5
2
8
5
6
4
5C
ompe
titiv
esi
tuat
ion
7
6
2
7
3
6
9
2
6
6
Acco
mpl
ish-
men
tof k
ey
fact
ors
7,5
5,5
2,5
6
2,5
7
7
4
5
5,5
Com
petit
i-ve
ness
Exam
ple
Source: THR estimate
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Marketing Plan for Greek tourism after the Olympics
Portfolio strategy
Strongly InvestMake it
Excellent
Invest to Improve
Competitiveness
Invest to Improve
Attractiveness
Competitiveness Plan
Invest Selectively
Invest
AtractivenessPlan
Invest Selectively
Manage Growth
Control Growth
Strongly Manage or Abandon
+ ATT
RACT
IVEN
ESS
+ COMPETITIVENESS
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Marketing Plan for Greek tourism after the Olympics
Portfolio strategy
Themed cruisesConventionsLuxury yachtingLearning and educationIncentive travel Hotels grand comfortShort breaksDiscoveryNature & adventureSightseeing touringCorporate meetingsStandard congressesIntegrated resorts
+ ATT
RACT
IVEN
ESS
+ COMPETITIVENESS
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Marketing Plan for Greek tourism after the Olympics
Portfolio strategy
Green tourismThalassotherapySea and land sportsEventsGeneral interest cruisesStandard yachtingVillasSport tournaments Big congresses
+ ATT
RACT
IVEN
ESS
+ COMPETITIVENESS
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Marketing Plan for Greek tourism after the Olympics
Portfolio strategy+ A
TTRA
CTIV
ENES
S
+ COMPETITIVENESS
Private accommodation
Hotel economy
Campsite
Apartments
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Marketing Plan for Greek tourism after the Olympics
Marketing plan structure
Goals and strategies
Mana
gem
ent o
f the
Mar
ketin
g Pl
an
Fina
ncin
g th
e Mar
ketin
g Pl
an
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtactics
Portfoliostrategy
Target segmentsand geo-markets
BrandingPrice
and salesstrategy
MarketingGoals
InternalMarketing
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Marketing Plan for Greek tourism after the Olympics
Main target: Interactive travellers
Profile:
Ages: 25-34 and 50-64 (empty nesters)
Highly educated
Middle-high income
High spending potential
Frequent travellers
Living in medium / big cities
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Marketing Plan for Greek tourism after the Olympics
Interactive travellers
Travelling mainly:
to look for new experiences and emotions never experimented
to satisfy a special interest
to learn
to get involved and interact
in nice environments
with a high level of security
in a small group or in couple
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Marketing Plan for Greek tourism after the Olympics
Interactive travellers
They:
have an healthy and active life
are open-minded and tolerant
look for risks and challenges
choose destinations with values that they understand and share
respect the natural, social and cultural environments
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Marketing Plan for Greek tourism after the Olympics
Interactive travellers
They:
are experienced users of all kinds of technologies
read much, both at home and when travelling
look for detailed info on the travel destination, on internet, guides and recommendations
Are the opinion leaders and
THE TRENDSETTERS!
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Marketing Plan for Greek tourism after the Olympics
Priority within geo-markets
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Marketing Plan for Greek tourism after the Olympics
Matrix of priority sectors/markets
Sightseeing touring
Sea and land sports
Discovery
Short breaks
Green tourism
Thalassotherapy
Gastronomy
Events
Learning and education
Nature and adventure
Legend:
Very high priority
High priority
Medium priority Gre
at
Brit
ain
Ger
man
y
Italy
Aus
tria
Switz
er-
land
Fran
ce
Ben
elux
Scan
di-
navi
a
Rus
sia
East
ern
Cou
ntrie
sU
SA a
ndC
anad
aC
hina
/ Ja
pan
/ K
orea
Oth
er
Cou
ntrie
s
Exam
ple
Source: THR assessment based on existing documentation
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Marketing Plan for Greek tourism after the Olympics
Marketing plan structure
Goals and strategies
Mana
gem
ent o
f the
Mar
ketin
g Pl
an
Fina
ncin
g th
e Mar
ketin
g Pl
an
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtactics
Portfoliostrategy
Target segmentsand geo-markets
BrandingPrice
and salesstrategy
MarketingGoals
InternalMarketing
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Marketing Plan for Greek tourism after the Olympics
The management of the brand
Manage a organised, continuous, consistent and proficient brand system.
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Marketing Plan for Greek tourism after the Olympics
The management of the brand
The following slogans have been used by Greek tourism since 1990:
Never ending story ’96
That's life ’00-’01
The authentic choice ’97-’99
Makes your heart beat ’95
Beyond words ’02-’03
Your best time yet ’04
Chosen by the gods ’91-’93
Come as a tourist, leave as a friend ’94
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Marketing Plan for Greek tourism after the Olympics
The management of the brand
20 years !Everithing under the sun ( 8 years)Passion for life (6 years)Spain marks (2 years)
15 years !The art of living
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Marketing Plan for Greek tourism after the Olympics
Examples of Trademarks, Brands and Labels
Trademarks
Brands
Labels
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Marketing Plan for Greek tourism after the Olympics
Examples of Trademarks, Brands and Labels
Trademarks
Brands
Labels
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Marketing Plan for Greek tourism after the Olympics
Examples of Trademarks, Brands and Labels
Trademarks
Brands
Labels
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Marketing Plan for Greek tourism after the Olympics
Brand system for Greece
Trademarks
Brands
LabelsAttractionsIslands
Towns
Product 1Product 2Product…
AtticaAthens Crete Ionian
IslandRegion
αRegion
βRegion
…
Greece
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Marketing Plan for Greek tourism after the Olympics
Identity and value proposition (tentative)
Functional benefitsHealthiness
Relaxation
Food enjoyment
Entertainment
Emotional benefitsPanoramic outlook
Freedom
Exploration
Protection
Valu
e pr
opos
ition
+Self expression benefits
Cultural enrichmentEnvironmental commitmentFamiliarity with peculiar traditions
Extended identity
LeisureSafety
Small scale
Authenticpeople
Unspoilt islands
PassionTraditional customs
Azure and auburn
Whereeverything
beganAncient civilization
Intense flavours
Welcoming efficiency
Performing activities
FantasyHarmony
Theatre
Drama
Myth Dialogue
Lyrics
Rhetoric
Ecstasy
Logic
Democracy
Philosophy
Gymnasium
Agora
Labyrinth
Dynamism
Aesthetics
Pathos
Iden
tity
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Marketing Plan for Greek tourism after the Olympics
Marketing plan structure
Goals and strategies
Mana
gem
ent o
f the
Mar
ketin
g Pl
an
Fina
ncin
g th
e Mar
ketin
g Pl
an
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtactics
Portfoliostrategy
Target segmentsand geo-markets
BrandingPrice
and salesstrategy
MarketingGoals
InternalMarketing
81
Marketing Plan for Greek tourism after the Olympics
Competitiveness: high “Value”, low “Efforts”
VALUE
EFFORTS
EXPERIENCES
DISCOMFORTS
“FEELINGS”
INSECURITIES PRICE
=
QUALITY OFSERVICES’
PROCESSES
70%
20%10%
Emotionalperceptions
Rationalperceptions
Precious spiral Diabolic spiral
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Marketing Plan for Greek tourism after the Olympics
Price strategy intelligence
Benchmarking on competitor’s price
Information on socio-economic evolutions in origin markets
Financial insights on Tour Operators
Forecasts on the demand of Greece and its competitors
Monitoring of the cost of the 20 top products bought by tourist (extra-hotel)
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Marketing Plan for Greek tourism after the Olympics
Index
Now or never!
A. Repositioning Greek tourism
B. Drivers for a Marketing Plan
C. Marketing in action
84
Marketing Plan for Greek tourism after the Olympics
Marketing plan structure
Goals and strategies
Mana
gem
ent o
f the
Mar
ketin
g Pl
an
Fina
ncin
g th
e Mar
ketin
g Pl
an
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtactics
Portfoliostrategy
Target segmentsand geo-markets
BrandingPrice
and salesstrategy
MarketingGoals
InternalMarketing
85
Marketing Plan for Greek tourism after the Olympics
Marketing infrastructure
Data base TradeData base MediaData base Clients
Photo bankFilm bank
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Marketing Plan for Greek tourism after the Olympics
Marketing infrastructure
Local Marketing Units
Market researches
87
Marketing Plan for Greek tourism after the Olympics
Marketing plan structure
Goals and strategies
Mana
gem
ent o
f the
Mar
ketin
g Pl
an
Fina
ncin
g th
e Mar
ketin
g Pl
an
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtactics
Portfoliostrategy
Target segmentsand geo-markets
BrandingPrice
and salesstrategy
MarketingGoals
InternalMarketing
88
Marketing Plan for Greek tourism after the Olympics
Product based tactics
Nautical bases and Sailing Parks
Touring circuits
Innovative product labels
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Marketing Plan for Greek tourism after the Olympics
Product based tactics
Pre-seasonal packages development
30 sample itineraries for specialty travel
DMC´s development
90
Marketing Plan for Greek tourism after the Olympics
Product based tactics
303 ideas to enjoy Greece
Dynamic Packaging System
Greek angels 7/24
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Marketing Plan for Greek tourism after the Olympics
Marketing plan structure
Goals and strategies
Mana
gem
ent o
f the
Mar
ketin
g Pl
an
Fina
ncin
g th
e Mar
ketin
g Pl
an
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtactics
Portfoliostrategy
Target segmentsand geo-markets
BrandingPrice
and salesstrategy
MarketingGoals
InternalMarketing
92
Marketing Plan for Greek tourism after the Olympics
Sales tactics
e-Ulysses
Buy and Sell Greece
Fish Bowl
93
Marketing Plan for Greek tourism after the Olympics
Sales tactics
Greece specialists network
Greece University
Greece satellite
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Marketing Plan for Greek tourism after the Olympics
Marketing plan structure
Goals and strategies
Mana
gem
ent o
f the
Mar
ketin
g Pl
an
Fina
ncin
g th
e Mar
ketin
g Pl
an
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtactics
Portfoliostrategy
Target segmentsand geo-markets
BrandingPrice
and salesstrategy
MarketingGoals
InternalMarketing
95
Marketing Plan for Greek tourism after the Olympics
Communication based tactics
On-line advertising by products/offers
Off-line advertising Umbrella By products
Greek “Big Bang”
96
Marketing Plan for Greek tourism after the Olympics
Communication based tactics
Only for your eyes
Wish you to be here
Press trips
97
Marketing Plan for Greek tourism after the Olympics
98
Marketing Plan for Greek tourism after the Olympics
99
Marketing Plan for Greek tourism after the Olympics
100
Marketing Plan for Greek tourism after the Olympics
101
Marketing Plan for Greek tourism after the Olympics
102
Marketing Plan for Greek tourism after the Olympics
Marketing plan structure
Goals and strategies
Mana
gem
ent o
f the
Mar
ketin
g Pl
an
Fina
ncin
g th
e Mar
ketin
g Pl
an
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtactics
Portfoliostrategy
Target segmentsand geo-markets
BrandingPrice
and salesstrategy
MarketingGoals
InternalMarketing
103
Marketing Plan for Greek tourism after the Olympics
Internal Marketing
Greece: we like people
Greek tourism report and news
104
Marketing Plan for Greek tourism after the Olympics
Internal Marketing
Annual tourism congress
Yearly political workshop
105
Marketing Plan for Greek tourism after the Olympics
Marketing plan structure
Goals and strategies
Mana
gem
ent o
f the
Mar
ketin
g Pl
an
Fina
ncin
g th
e Mar
ketin
g Pl
an
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtactics
Portfoliostrategy
Target segmentsand geo-markets
BrandingPrice
and salesstrategy
MarketingGoals
InternalMarketing
106
Marketing Plan for Greek tourism after the Olympics
Management of the Marketing plan
Executive Director
Greece Marketing Agency Board
Product Manager 1
Product Manager 2
Product Manager 3
Product Manager 4
Product Manager 5
Research
Sales and Distribution
Product tactics
Communication
Cooperation and Sponsoring
Brand management
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Marketing Plan for Greek tourism after the Olympics
The internal cooperation
Regional Marketing Agencies
Private operators
Committeeresearch
CommitteeSales
CommitteeProduct
CommitteeCommunication
CommitteeSponsoringCommittee
Brand
MKTG club 2
MKTG club 3
MKTG club…
MKTG club 1
Greece Marketing Agency Board
Executive Director
Product Manager
2
Product Manager
3
Product Manager
…Research
Sales and Distribution
Product tactics
Communication
Cooperation and Sponsoring
Brand management
Product Manager
1
108
Marketing Plan for Greek tourism after the Olympics
The Board of the Greece Marketing Agency
Possible composition
National Government
Greece National Tourism Organisation
Chamber of Commerce
Associations
Private operators
Regional Marketing Agencies
109
Marketing Plan for Greek tourism after the Olympics
Marketing plan structure
Goals and strategies
Mana
gem
ent o
f the
Mar
ketin
g Pl
an
Fina
ncin
g th
e Mar
ketin
g Pl
an
Marketing in action
MarketingInfra-
structure
Productbasedtactics
Salestactics
Commu-nicationbasedtactics
Portfoliostrategy
Target segmentsand geo-markets
BrandingPrice
and salesstrategy
MarketingGoals
InternalMarketing
110
Marketing Plan for Greek tourism after the Olympics
Advertising budget
International travel of europeans 2003……………250 mio.
Secondary target for greece……………………….. 80 mio.
Primary target for greece…………………………… 20 mio.
Average cost per effective impact…………………. 1Euro
Budget to cover the pimary market……………….. 20 mio Euro
111
Marketing Plan for Greek tourism after the Olympics
Financing the Marketing Plan
TOTAL(.000 €)
Hard money(in cash)
Soft money(in kind)
Government 25.000 25.000
Private sector coops 7.500 4.500 3.000
Other Cooperation 7.500 3.750 3.750
Sponsors 5.000 2.500 2.500
TOTAL 2005 45.000 35.750 9.250
Following 2 years 40.000
Total 2005-07 125.000
112
Marketing Plan for Greek tourism after the Olympics
Structure of the Greek promotional budget
National budget40%
Private sector
20%
Local budget15%
Regionalbudget25%
= 125.000.000 €
125 mio x 2´5 = 310 mio euro in total for Greece
113
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