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Dublin, Ireland

Dublin, Ireland. Dana Schlosser Nicole Blom Laura Sinopoli Victoria Shaw Cheyenne Lipski. Discover the Luck of the Irish. Mission Statement . At the Tourism Board of Dublin, our mission is to expand the Irish culture to travelers around the world by offering prestige and

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Dublin, Ireland

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  1. Dublin, Ireland Dana Schlosser Nicole Blom Laura Sinopoli Victoria Shaw Cheyenne Lipski Discover the Luck of the Irish

  2. Mission Statement At the Tourism Board of Dublin, our mission is to expand the Irish culture to travelers around the world by offering prestige and superior quality service is the most luxurious way.

  3. Competitors Edinburgh Scotland London, England

  4. Psychographics: Professions: White Collar Managerial Skilled Worker Reason to Travel: Holiday VFR’s Business Benefits: 1. Desire friendly and hospitable people 2. Desire interesting history and culture 3. Desire natural attractions Behavioral: 62% of travelers are first time users 35% of travelers are repeat visitors Low users (Less than 5 days) Heavy users (More than 10 days) #1 Activity: Hiking & Cross Country Walking Geographic: European (80% of travelers) North America (15% of travelers) Winter (39% of travelers) Summer (34% of travelers) Demographics: Couples (41% of travelers) 35+ (44% of travelers)

  5. Objectives Goals • Increase inbound tourism • Increase recognition • Develop brand • Increase North American Tourists by 10% • Increase advertising awareness by 25% • Conduct recall tests and primary surveys

  6. Primary Target Market Demographic Segmentation •Retired (55+) •”Empty Nesters” •Highly educated •Money is from savings and pension Geographic Segmentation •North American Consumer •Estimated Populations of 2012: Canada:34,880,491 United States: 313,914,040

  7. Psychographic Segmentation •Upper Class individuals with a higher education •Healthy retired individuals •Attracted to soft adventure Benefit Segmentation •Rekindle feelings for their partner. •Luxury trip where individuals expects a great deal of pampering •Vacation that is at their convenience Behavior Segmentation •Quality is what these individuals are interested in •Price is not a problem •Individuals wants to participate in activities

  8. Positioning Positioning Statement: For mature couples, travelling to Ireland, that want to get the opportunity to feel cultural freedom and an enriched Irish experience. A destination that provides sophistication with each and every aspect. The chance to stay in luxurious castles and golf on exceptional golf courses. Feel welcome in the culture and experience the difference Ireland has to offer that the UK does not. • Product Differentiation: • •Unique Culture • •Large Areas Of Space • •Ireland is known for its St. Patrick’s Day festivals • Competitive Advantage: • In Ireland, you have the chance to visit the courses and attractions all in one country.

  9. Tactics & Action Plan: Product Strategy Brand Through our brand customers will be able to identify themselves with the Irish culture and wonders. It will have a “home away from home” feeling to benefit our more mature travelers. Our slogan is Escape to your Irish Haven. Product Levels

  10. Packaging Example Our packages consist of the finest hotels, transportation & dining. Our company's intentions are to satisfy the needs of the wealthy with every element we offer.

  11. Tactics & Action Plan: Pricing Strategy Distribution Pricing objectives Our pricing objective is to have premium prices to uphold our premium service with everything we advertise & sell. Price Comparison to Competition We will have prestige pricing to position our hotels, dining, and transportation as a luxurious part of the market. Pricing Technique To use the non-competition price comparison method. • Type of distribution channel • Indirect • Intermediaries to be used • Travel Agents • Tour Wholesales & Operators • Outbound Tour Operators • Travel Shows • Distribution Strategy • We aim to focus heavily on television ads and place ads in magazines aimed for older adults.

  12. Communication Strategy Brand/Image: Luxury and Sophistication Positive Consumer Attitude Advertisement Recognition Media Plan Magazines: TIME, National Geographic, MacLean's Television Channels: PBS,TVO,CNN Exhibitions and Trade Shows Highest Frequency: March to June Lowest Frequency: July to February Evaluation Recognition Tests Persuasion Tests

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