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Paolo S. BellosilloNovember 2012
http://www.facebook.com/psbellosillo
10-Step Marketing Plan for
BeachesTHE PHILIPPINES’
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DISCLAIMER
This 10 Step Marketing Plan is part of the mandatory requirement of Professor Remigio Joseph De Ungria’s AGSB marketing management class
The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports, etc.
When appropriate, data are “masked” so as not to create unexpected conflicts
The reports are posted and linked on “Slideshare,” blogs and “Facebook” so that there is easier sharing among students from different marketing classes
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10-STEP MARKETING PLAN - OVERVIEW1. Primary Target Market (PTM) – foreigners who
appreciate nature’s perfection and beauty
2. Needs Being Satisfied – possibly all
3. Competitors – Caribbean Islands, Mexico, Maldives, French Polynesia, Hawaii, Malaysia, Indonesia
4. Gap – fine white sand, clear water, experience virgin nature herself, with touch of “Philippine Hospitality”
5. Market – top reason for tourism growth are our beaches
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10-STEP MARKETING PLAN - OVERVIEW6. Product – many to mention
7. Price – high price due to excellent quality
8. Promo – “It’s More Fun in The Philippines” campaign, TV commercials, advertisements, special events
9. Place – duh
10. Strategy – “It’s More Fun in The Philippines” campaign, regarded as one of the top destination for beaches in the world
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1. PRIMARY TARGET MARKET
Demographics: people from all over the world, AA/A/B social class, anyone who are able to travel
People of the world who appreciate nature’s perfection and beauty, who loves to live with nature, and who likes adventures and surprises
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2. NEEDS BEING SATISFIED
Possibly all of Maslow’s Hierarchy of Needs
Physiological Needs – physical happiness, relaxation, comfort, serenity
Safety Needs – free from danger of stress and “true life” back at home, peacefulness
Belongingness and Love Needs – bonding and sharing your experiences with families or friends
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2. NEEDS BEING SATISFIED
Esteem Needs – achievement of making the long travel and being at one of the best places of earth
Cognitive Needs – exploration of mother nature, to know the wonders of the earth
Aesthetic Needs – appreciating the perfection of God’s architecture
Self-Actualization Needs – finding self-fulfillment, time for yourself, knowing / seeking your self
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3. COMPETITORS
Maldives
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3. COMPETITORS
Bora-Bora, Tahiti
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3. COMPETITORS
Lanikai Beach, Hawaii
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3. COMPETITORS
Fraser Island, Australia
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3. COMPETITORS
Caribbean Islands
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3. COMPETITORS
Langkawi, Malaysia
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3. COMPETITORS
Tulum, Mexico
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4. GAP / POSITIONING
“It’s More Fun in The Philippines”
“Philippine Hospitality”
Pristine, fine white sand, incredibly clear water
Mostly virgin and uncommercialized beaches, experience nature herself
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5. MARKET
Tourist arrivals increased by 9.08% from January to September 2012
The country’s top five tourist markets from top 1 to 5 are Korea, USA, Japan, China, and Taiwan
Beaches are the number one reasons for visiting the Philippines
Boracay Island, Palawan and Camarines Sur are 3 of the top 10 tourist destinations in the country
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5. MARKET
As of June 2012, 2,143,506 tourists visited the country, compared to 3,917,454 tourists for one entire year of 2011
Department of Tourism is expecting 10,000,000 tourists by 2016
Tourism contributed 10.2% share out of the total employment in the country. It generated revenue of more than $2.9 Billion in 2011
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Boracay Island, Aklan
6. PRODUCT
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Amanpulo, Palawan
6. PRODUCT
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Miniloc Island, Palawan
6. PRODUCT
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Panglao Island, Bohol
6. PRODUCT
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Pagudpud, Ilocos Norte
6. PRODUCT
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Siargao, Surigao del Norte
6. PRODUCT
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Malapascua Island, Cebu
6. PRODUCT
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Coron Islands, Palawan
6. PRODUCT
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… and many more!
6. PRODUCT
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High price but excellent value for money
Travel costs are high, but once there, prices are relatively cheap
Travel Agencies offer better packages that are relatively cheaper compared to preparing for yourself
7. PRICE
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8. PROMO
“This in not a campaign. It’s the truth.”
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9. PLACE
The 7,100 Islands of The Philippines
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10. STRATEGY
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10-STEP MARKETING PLAN - SUMMARY1. Primary Target Market (PTM) – foreigners who
appreciate nature’s perfection and beauty
2. Needs Being Satisfied – possibly all
3. Competitors – Caribbean Islands, Mexico, Maldives, French Polynesia, Hawaii, Malaysia, Indonesia
4. Gap – fine white sand, clear water, experience virgin nature herself, with touch of “Philippine Hospitality”
5. Market – top reason for tourism growth are our beaches
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10-STEP MARKETING PLAN - SUMMARY6. Product – many to mention
7. Price – high price due to excellent quality
8. Promo – “It’s More Fun in The Philippines” campaign, TV commercials, advertisements, special events
9. Place – duh
10. Strategy – “It’s More Fun in The Philippines” campaign, regarded as one of the top destination for beaches in the world
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http://www.visitmyphilippines.com
http://www.tourism.gov.ph
http://itsmorefuninthephilippines.com
http://travel.nationalgeographic.com/travel/top-10/beaches
http://www.guardian.co.uk/travel/2007/feb/16/beach.top10
REFERENCES
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BE PROUD!
Paolo S. Bellosillohttp://www.facebook.com/psbellosillo