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E-Marketing Strategies for Skema Voyages: A Case Study on Low-Cost Travel Agency Success

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Skema Voyages, a newly launched online travel agency specializing in low-cost trips across Europe and North Africa, faces the challenge of building brand recognition in a competitive landscape. This case study delves into the company's SWOT analysis, market opportunities, and customer acquisition strategies targeting diverse demographics. It emphasizes a digital marketing approach focusing on SEO, email campaigns, and online partnerships to enhance customer trust and retention. As the agency strives to expand its market reach, this analysis provides insights into effective e-marketing tactics and growth strategies essential for long-term success.

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E-Marketing Strategies for Skema Voyages: A Case Study on Low-Cost Travel Agency Success

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  1. E-marketing/E-commerce Case Study: Travel Agency NaegeleFrank

  2. Our Company • Type of activity: Tour Operator • Name of company: Skema Voyages • Type of company: Pure Player (online only) • Type of services: Low-cost trips • Operational area: Europe and North Africa • Website: http://www.Riviera-Trips.com • Our targets: • Young people • Middle age adults • Seniors Skema Voyages

  3. Situation analysis • New company: • Just opened firm • Few customers (not enough) • Bad position in search engines • Demand analysis • Big market segment • Huge number of potential customers • Competition analysis • Big number of competitors on the market • No studies done on customer insight • No enough adaptation done on customers` behavior • Bad customers` brand perception/recognition • Customers feel unsecure on our website • No clear online value proposition

  4. SWOT analysis

  5. Market analysis • European Online travel market is growing each year • In 2009 customers purchased for 65,2 billion Euros for Travels

  6. Market Analysis • UK is the biggest online travel purchaser • France is the third country in Online travel purchasing • For this reason we want to expand our company worldwide

  7. Market analysis • The package is the third biggest Travel service bought online • Travel packages counts 14,6% of Travel services bought online

  8. Tour Operator objectives • Only online Tour Operator. • Our objectives is to become the first lowcost TO in Europe. • Best market price on intercontinental flights. • Best marketprice on the package flight + Hotels+activities.

  9. Acquisition objective Customer acquisition: • 2012: our acquisition strategyisjust french customers. • 2013: new targetacquistion(Italy, Spain). • 2014: new target (UK, Germany). • 2015: new target (EasternEuropean countries).

  10. Conversion Objectives • Real customer: Approximately 30% online customer purchase travel in your website.

  11. Retention objectives Customer retention: • Acquire the best online offerin comparison with competitors. • Provide a high quality CRM. • Provide a security charter to customers • Expand the proposed service range (new packages) • Produce a newsletter to retain our existing customers • Provide a loyalty program to existing customers

  12. Growth objectives By using free marketing ( SEO, Emailing, googleadwords…) • Acquire Partnership and affiliate with principal website of travel market. • Increase 10% of our Email marketing commercial and promotion. • Increase 10% of our Email marketing information and Newsletter. • Viral marketing throught social network

  13. Strategy • Segmentation • Online TravelAgency • Lowcostprice • Targeting • Curent  categories : Youth, Families, Couples • Current country: France, • Future markets: Germany, Uk, Italy, Spain, Eastern countries • Positioning - Existingmarkets / Existingproducts MarketPenetrationStrategies

  14. Strategy • Online Value Proposition (OVP) • Give a good image threw web design • Offer the same package of ourcompetitorsatlowerprice • Customer services • Our Values • An image synonymous of quality • Transfer our values threw the website (quality, easy use, customization) • Security payments

  15. Strategy • Integration • Differentchannels (E-Mail, Phone, call back button, Person) • Customer services  Check FAQsbeforecalling • Use an offline communication to attractcustomer • Database • Partnershipwithotherwebsite (voyage.com) • Register in ourwebiste (ceration of ourowndatabase) • The BBD unique customer

  16. Strategy • Tools : • Emailing • Social networks • Google Adwords • Google Analytics • Blogging

  17. Tactics: E-Marketing mix: Product: Low Cost trips in Europe and also in the North of Africa Package: Flight return/hotel/activities Additional services: Bus/driver at the airport Extra activities: Cooking courses, hamam&sauna…

  18. Tactics: E-Marketing mix: Promotion: • Website: www.rivieratrips.com • Trade show • SEO (Search Engine Optimization) • Google Adwords • PR by social networks: facebook • Media: radio/TV • Direct marketing: emailing, newsletter • Word of mouth: viral marketing

  19. Tactics: E-Marketing mix: Price: • Our strategy is to be cost leader • Example of package: • Morocco (7 days): • Flight return: 500 euro • Hotel: 35 euro*6 nights • Activities: Cultural tour 50 euro Total: 760 euro • Reduce online prices due competition • Payment method: X3 or X5 with a bank, paypal • Extra activities: cooking courses: 150 euro, hamm&sauna: 130 euro.

  20. Tactics: E-Marketing mix: Place: • Online (threw our website) • Trade channels: • We want to avoid intermediaries by selling directly to the customer • Disintermediation • Place = website

  21. Actions • Who does what and when? • Who: Internal resources: Employees • What: - Creation of the website • Feasibility analysis: competitors and market analysis • Products and services conception • Promotion • When: planning

  22. Actions: Planning

  23. SEO: Google AdWords

  24. SEO: Google AdWords

  25. SEO: Google AdWords

  26. Risk Management • Principal risk: • Wrong target – wrong positioning on the market – wrong prices • Secondary risk • Too much competitors • Wrong strategy • Impact: • Lost money • Bankrupt • Customers dissatisfaction • Monitoring the risks to learn for future risk assessment

  27. Terms and conditions Included in your stay : • All taxes except the local tourist tax. • Flight return + hotel + activities chosen Not included : • Local Taxes: example: 1 Euro per person/day • Tips • Not mentioned extras • Payment procedure : • 3X or 5X according to the bank conditions • Credit Card, Bank Transfers, PayPal • threw our website : www.Riviera-Trips.com Policy: • VAT Included • Cancelation: refund of 80% of the price if requested at least 2 months before departure

  28. Control • Buyer satisfaction • Online satisfaction survey after purchase and travel • Using Google Analytics we will be able to measure: • Channel profitability • Channel outcomes • Channel satisfaction • Channel promotion • Price of advertising per purchase • Channel buyer behavior

  29. Thank you for your attention Do you have some questions?

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