MARKETING PLAN ITALIAN ROMANCE VENICE Ghida Z, Sandra V, Frenki K, Jordan K, Deena H, Janivia S.

 Positioning Statement:  "An extraordinary place to get away from it all, come to Venice in Italy"  This statement satisfies our target markets’ desires and wants  This paints a picture to set in our target markets minds  Positioning strategies are to position our product through our target market and by price and quality TARGETING AND POSITIONING  Product Differentiation:  We offer added value and features with our packages  Our product is luxurious and prestige with high class service; customers are willing to pay for this  We offer a website to interact with customers and plan and book vacations at

 Product Differentiation: Our packages are personalized; an added touch that other competitors don't have.  Personalized though the hotel with favourite coffee in the morning, favourite newspaper at your door, and phone calls and s that are personalized.  Competitive Advantages:  We have a Traveller Points Card, which gives clients points when travelling on our romantic packages.  This gives clients the chance to redeem points for cash, or a discount on there next vacation with our company

 This gives clients good rewards; and keeps them loyal to us  We have many personalized advertisements and s as well  Our personalization keeps us having a competitive advantage in the industry

ANALYSIS AND FORECASTING  The category of a competitor analysis that our market plan falls into is the “general competitor” which provides the same service and product.  Some of our competitors:  Alba Tours  Air Canada Vacations  Trafalgar Tour

 Demographics: age & life cycle  (age)  For those who to experience an Italian romantic getaway.  Anniversary, honeymoon, vacation.  Geographic: Our plan is to target from every couple around the world. SEGMENTATION ANALYSIS  Any city, region, province, country  As long as they are willing to spend money for a romantic getaway.  Benefit: Luxury, high cost, relaxation and convenience

 Behaviour:  Loyalty status:  Our experience focuses on the loyalty status because our customers want a luxury service that the five star hotels offer.  Occasional events:  Another important behaviour segmentation we look at is the occasional events, since our experience is based on romance. Therefore, good service and high price is what our client will be satisfied with.  Psychographic:  Activities, Motivations and Personality traits.  Motivated in travelling  Take activities in Venice such as sightseeing tour, gondola ride etc.  Personality trait to enjoy new products and the latest technology.

MISSION STATEMENT  Our mission statement Italian Romance experience will provide you with Professionalism, premium pricing and luxurious-high class service.  Our goals are to attract customers to experience the romance in Venice with their loved one.  We offer 5 star hotels in our packages that will suit the needs and wants of our customers to enjoy their stay in Venice, Italy.  Everything is included in our packages that we offer at Italian Romance experience. We combine 2 or more complimentary offerings into single price offering such as air and hotel

SWOT  Strength 1: We provide luxurious accommodations at flexible prices.  Strength 2: Using Sales Growth we can offer our customers better quality for their dollar.  Strength 3: Our service is located in what people often call the city of love.  Strength 4: We offer our service over the internet which is a convenient way to go about planning a trip.

 Weakness 1: There are many other tour operators offering similar types of packages to tours.  Weakness 2: We only offer our package in one city.  Weakness 3: Our service is new and still for the most part unknown compared to our competitors.  Weakness 4: Our service doesn’t have much uniqueness.

 Opportunity 1: Our internet website which generates a good percentage of our business.  Opportunity 2: Offering a customer reward program that awards customers with benefits for staying with us  Opportunity 3: Expanding and building more properties in and around Italy.  Opportunity 4: Forming alliances with dating websites to attract more couples.

 Threat 1: We offer our service at a high price but in return our customer receives excellent quality and service. (Our competitors have lower prices for similar types of getaways)  Threat 2: Our competitors serve more destinations and they have greater market share and a larger customer base.  Threat 3: Staying up to date with all of the latest technologies  Threat 4: Introduction of higher taxes is a concern.

 Marketing Goal A:  using the strategic plan of Sales Growth  We can use this as an advantage by knowing how much we’re capable of growing in a certain time and therefore, providing the best to our customers. SETTING MARKETING GOALS AND OBJECTIVES:  Objective A1:  Increasing the sales in the existing market is a business growth.  Improving our sales and marketing capabilities is important for growing our business.

 Marketing Goal B:  Increased profitability stands as to what’s the aim that we look for in our company and how much we want to improve out the growth and the profit in a period of time.  Objective B1:  Italian Romance promotes itself by the increase of advertising, and by the existence of our website.  it is much convenient to customers when it comes to booking or searching for information where they will find all the answers to their questions online.

TACTICS AND ACTION PLANS:  Type of distribution channel: Our distribution channel would be best placed as an indirect distribution channel because it involves the distribution of a company through its services with the assistance of intermediaries.  Intermediaries to be used: Internet, travel agents, tour operators and travel specialists are all included in our company.

 Internet: The internet is one of our main intermediaries to be used since our customers book through our online website;  Connection to differentiation/positioning strategy: Our main goal is to provide convenient travel and trips to couples who would like to enjoy their time together as a whole. We give attention to the quality of our service and not the quantity.

 Distribution Channel: The Distribution strategy is the “vertical marketing system” where a distribution system in which all members of the distribution channel work together as a unified whole to achieve their goal.

 Pricing Objectives:  Our pricing objective is profit maximization because we like gaining the most profit possible by changing costs, prices and volume.  We would like to increase our profits but we don’t really want to always change our prices.  Price Comparison to Competition:  Our price comparison to competition is non-price competition because we are mainly concerned with trying to increase market share or sales by leaving the price unchanged but persuading target customers that their offering is superior to that offered by competition.

 We make sure that we are observing the prices charged by our competitors, so that we are competing with them and making sure that our prices are practically equal or even better then them.  Pricing Techniques:  Our pricing technique is product-bundle pricing because we group together products and services to promote them as a package.  We use this technique to improve usage or sales during our slow periods.  Such examples would be: our customers can purchase their package cheaper by, buying a full package for a great deal rather than buying the individual components separately.

 Campaign Strategy:  In order to have a good marketing campaign, we must first define the image we want to portray.  Some of the most successful companies have chosen this wisely.  It is important that when we decide upon our final strategy, that it be realized across the board in a dependable manner.  An effective marketing campaign will shape the customers image of our hotel in a positive manner.

 Media Plan:  Our media plan is a combination of traditional media vehicles, non- traditional media, and marketing communication tools so that we can reach our target audiences.  We reach our target audience by making sure we send the message to as many people as possible by using; the internet to reach our target audience.  Also we have brochures, a TV commercial and are being brought up on the radio.

 Appropriation and Budget:  Our appropriation and budget is competitive-parity method because we set the promotion budget at the level needed to match our competitors’ outlay.  We make sure that we are competing with our competitor’s to match their expend so, that customers can compare our deals with the competitor’s deals.

THANK YOU!!!!