Marketing Research Is a Continious Process - PowerPoint

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					      Summer in Finland 2004-2006

Summer Marketing Communications Strategy and Concept
Thought Starter:


It is the core strategy that must drive the offering, not the other way round.

It is the Finnish Tourist Board´s right and responsibility to direct and guide
the tourist offering. Through resourcing, financing and organisation-building.

Only then, we can move towards a continious strategy-led development.
Index
0.    Conceptual framework

1.    Objectives and measures

2.    Mission

3.    Target groups

4.    Trends and implications

5.    The Hot Spot (3C Analysis) and positioning

6.    Brand definition and promise

7.    Creative concept

8.    Procedures and processes

9     Strategy and tactics 2004-2006

10.   Media recommendations

11.   Budget and resourcing
0. Conceptual framework




Customer interface             Core strategy            Strategic resources    Value chain


Knowledge                      Mission                  Core competence        Partners
Implementation                 Product/Market area      Core processes         Networks
                               Differentiation




            Tourist benefits               Finnish Tourist Board      Partner management




Core strategy must have a direct impact on offering development and customer experience.
                                                                                               Core strategy



                                                                                               Mission
1. Objectives and measures                                                                     Product/market area
                                                                                               Differentiation
We recommend a market-driven, goal-orientated approach: from objectives and
goals to mission and differentiation criteria.


1.1. Brand-driven objectives

To create a distinct Summer in Finland -brand

             - to help the development of an attractive summer destination
             - to guide a strategy-led summer offering development
             - to provide Finnish Tourist Board with a concrete strategy platform for the Finnish Summer -brand,
               communication and marketing activities
             - to fulfill given brand attribute objectives (research method defined in slide 6).

1.2. Sales-driven objectives

To fulfill given numeric measures in volume growth, revenue growth and input/output ratio.
                                                                                                Core strategy



                                                                                                Mission
1. Objectives and measures                                                                      Product/market area
                                                                                                Differentiation

1.1.1. Brand-driven measures

Awareness, preference and selected brand positive/negative attributes (defined in slide 34) are measured twice a year.

Research method:

We recommend to use a standard Omnibus study twice a year. It is applicable in all European countries and thus the results
are comparable and will provide a broader view of the Finnish Summer’s total image.

Omnibus study gives a sample of 1000 answerers per country. The research is based on qualitative personal interviews and
can be conducted on specific, predetermined target groups.


The study will provide us with a simple enough management tool to follow our marketing activities at branding level.
                                              Core strategy



                                              Mission
1. Objectives and measures                    Product/market area
                                              Differentiation

1.2. Sales-driven measures

1.2.1. Number of overnight stays registered

1.2.2. Number of total overnight stays

1.2.3. Revenue growth country by country

1.2.4. Input/output ratio
                                                                                                 Core strategy



                                                                                                 Mission
2. Mission                                                                                       Product/market area
                                                                                                 Differentiation




For selected target groups, Summer in Finland is a number one summer destination alternative
that offers a uniquely refreshing experience. Rather than just offering a physical travel destination,
Summer in Finland is a space for a personal refreshment.

Elements:

Summer destination - Finland is a summer country.

Alternative - a conscious choice, always a challenger.

Refreshing - sun glittered water, the juxtaposition of pure nature and modern life, and space.
                                                                                                   Core strategy



                                                                                                   Mission
3. Target groups                                                                                   Product/market area
                                                                                                   Differentiation




By target groups we mean those critical market segments around which we build our key value proposition.

For the European strategy project, the challenge is to identify what is common rather than what is different, ie, to find
a common positioning drivers that will adjust itself to different markets and segments.
                                                                                                       Core strategy



                                                                                                       Mission
3. Target groups
                                                                                                       Product/market area
                                                                                                       Differentiation
Current core target groups for each country are defined in slides 12 and 13. These target groups
are drawn from existing travel statistics. However, we feel that in order to expand the current
tourist base and bring new nuances to Summer in Finland, new socio-demographic groups need
to be included.


3.1. From the European perspective



      i. Existing base:      40+ yrs. couples who travel without children and are well educated, well-to-do seasoned travellers.


      ii. New base:          30-40 yrs. couples and individuals who travel without children, who are not interested in mass
                             tourist destinations, but always look for the new and the different.

      iii. Families           work on communicating family holidays and packages will be taken up and continued by local
                              offices in co-operation with partners.


Helsinki office is responsible for strategy related branding and activities. Local offices are responsible for tactical
marketing, taking care of the current tourist base and for uncovering new trends, opportunities and segments.

This approach will be rolled out in two pilot countries, Germany and Holland.
                                                                                                                   Core strategy


3.2. Current core target groups by country
                                                                                                                   Mission
3.2.1. Germany                                                                                                     Product/market area
                                                                                                                   Differentiation
Well educated and higher up in the income bracket. Nordic-minded 40+ couples, who travel without children
or are singles. Want to reserve space, time and activities for themselves and their loved ones.

3.2.2. Holland

35+ couples and friends who value togetherness, ie. young professionals and empty nesters. Are interested in nature but don´t want to be
excluded from all the modern facilities including infrastructure, activities and social life.

3.2.3. Spain

Seasoned grown-up travellers (35+) who travel without children and are attracted by our cool summer.

3.2.4. France

Grown-ups (40+) who travel without children and look for individually packaged holidays bringing together unspoiled nature and modern culture.

3.2.5. Italy

25-40 yrs. who travel without children and look for individually package holidays based on diverse destinations and experiences.


3.2.6. Switzerland

40+ couples who look for active, fun and individual holidays in nature.
                                                                                                        Core strategy


3.2. Current core target groups by country
                                                                                                        Mission
                                                                                                        Product/market area
3.2.7. Russia                                                                                           Differentiation
Families with children who value togetherness. Also groups consisting of several families.

3.2.8. Norway

Nordic nuclear family who looks for the family-orientated fun.


3.2.9. Sweden

Everyone who wishes to escape the everyday. Finland´s image, though, needs to be udated and upgraded.
                                                                             Core strategy


  3.3. Current core target groups by country / grouping
                                                                             Mission
                                                                             Product/market area
                                                                             Differentiation



                    Differentiating driver for the European strategy project as a whole


                       The juxtaposition of pure nature and modern life
                       Germany, Switzerland, France, Spain, Holland, Italy



Finland as a fun, family destination
Norway, Russia

                                                Finland reinvented
                                                Sweden



                                                                             Key markets in blue
                                                                                                           Core strategy

4. Trends and implications

                                                                                                           Mission
                                                                                                           Product/market area
                                                                                                           Differentiation




  - There will be a travel industry recovery, but a long and slow one. It means that the
  industry overall growth will not provide us with any extra leverage or automatic growth.
  Some will win, some will lose out.

  - The price-conscious traveller. Obtaining good value for the price, not necessarily the lowest price, is a major
  objective for travellers. This has lead to a continued interest in all-inclusive packages.

  - Online travel. An ever increasing use of the Internet for researching and booking holidays. During the last 3
  years, the number of travellers using the internet to obtain information or to check prices and schedules, has
  grown 395%. However, family and friends are still the number one information source for travel.




  Sources: FCB Info Center and The Interpublic Center for Market Intelligence, FCB global ”Trust” -study
                                                                                                           Core strategy

4. Trends and implications

                                                                                                           Mission
                                                                                                           Product/market area
                                                                                                           Differentiation




  - A dramatically shorter booking window. One of the techniques consumers are using to try
  to get the best value for their euro is waiting until the last minute to plan and book.
  The following is a typical example of a holiday booking window: less than 2 weeks -10%, 2-4
  weeks - 35%, 5-6 weeks -25%, 7-8 weeks -19% and more than 2 months -11%.

  - Safety. Though not having a major impact on whether or not to travel, safety concerns are affecting
  the choice of destination and mode of transportation. For instance, cruises are gaining in popularity. In
  the recent global FCB study ”The Truth about Trust” Finland was ranked along the Nordic countries as
  ”the most trustworthy region”.

  - Niche markets. Packages tailored to specific demographic markets, such as seniors (the fastest
  growing individual group), gays, singles and specific activities such as music, cooking etc. are becoming
  more popular, ie., travel marketing is becoming lifestyle- instead of destination-driven.




  Sources: FCB Info Center and The Interpublic Center for Market Intelligence, FCB global ”Trust” -study
                                                                                                           Core strategy

4. Trends and implications

                                                                                                           Mission
                                                                                                           Product/market area
                                                                                                           Differentiation




  -”Destress holidays”. Wellness and Spa holidays are particularly popular with
  Echo Boomers and Gen-Xers.

  -Of the 2 main groups in the airline industry (low-cost or discount airlines and high-cost or hub-and-
  spoke carriers), will both continue to battle each other and find new ways to co-exist. In part, this may
  lead to an overhaul of the current system as major airlines are reassessing the usefulness of hubs. However,
  charter flights, brand extensions and strong consumer trust will provide opportunities for the established
  carriers.

  - With a consumer emphasis on value and service, many hotels are changing their positioning from a
  status symbol to a comfortable sanctuary, from ultra-luxe to affordable chic.




  Sources: FCB Info Center and The Interpublic Center for Market Intelligence, FCB global ”Trust” -study
                                                                                                           Core strategy

4. Trends and implications

                                                                                                           Mission
                                                                                                           Product/market area
                                                                                                           Differentiation


  - The cruise industry is starting to offer more freedom in dining and entertaintment
  options.

  - Shift from long haul to short haul and domestic destinations

  - Travel marketing budgets were down in 2001 and declined further in 2002 in order to boost the bottom
  line. Image advertising has been reduced, and in general, the industry is looking for less expensive marketing
  tactics, such as utilizing their database of e-mail addresses to reach consumers with special offers. Price
  loyalty instead of brand loyalty is a real threat. Now we have to choose which road to travel.




  Sources: FCB Info Center and The Interpublic Center for Market Intelligence, FCB global ”Trust” -study
                                                                                             Core strategy

4. Trends and implications: topline for Finland

                                                                                             Mission
                                                                                             Product/market area
                                                                                             Differentiation




  - The message ”more than you think at a substantially lower price you´d expect”
  must get through at the correct stage of the buying process.

  - Package holiday offering and its variety must be strengthened. ”Individual package holidays” are a
  real opportunity.

  - Consumers often seem to think that Finland is a far-away island. Thus, accessability must be stressed
  and not taken for granted.

  - Online services must be developed further from the end-consumer point of view including lifestyle
  options. The quantity and quality of information must be increased.
                                                                                                      Core strategy

4. Trends and implications: topline for Finland

                                                                                                      Mission
                                                                                                      Product/market area
                                                                                                      Differentiation




  - Safety may get Finland on the short-list, yet it does not provide us with
  a critical competitive edge. Finland is already an established ”safe and secure” destination.
  Therefore, we do not need to direct any more resources to communicate this given feature.

  - Seniors are a mass. Are there any identifiable lifestyle trends that can be used to enhance tactical
  marketing?

  - Finland is not the obvious or the easiest choice. It´s more of a choice than France, UK or even
  Sweden.

  -Finland is unknown. For awareness, strong image building is still the best medium. However,
  currently we seem to suffer from information anxiety. Strategic brand building is not about including each and
  every aspect for every possible segment. Rather, it is about distilliation process, where we have to
  separate the strategic from the tactical.
                                                                                                          Strategic resources
4. Trends and implications


                                                                                                            Core competences
                                                                                                            Core processes
Industry / partner messages:                                                                                          Customer
                                                                                                                       Insight
                                                                                                                     Competitive
                                                                                                                     Insight
According to trade research, the following are the main industry/partner concerns regarding
travel to Finland:


1. Brand-driven awareness building needed.
                                                                                                                       Competitive
2. Lack of highlights. Finland needs its own Statue of Liberty, Eiffel Tower etc. Or it needs to be invented.

3. Service level (hotels etc.) too average. No luxury hotels, not enough small family / budgets hotels or “Hotels de
Charme”.

4. Accessibility cannot be taken for granted.

5. Individuality for the masses. Although Finland is accessible for pretty much everyone, at image level we need to
retain “the feeling of individuality”.
                                                                                                        Core strategy

5. Hot Spot (3C Analysis) and positioning

Identifies the critical competitive edge (Hot Spot) for Summer in Finland that                          Mission
                                                                                                        Product/market area
• is relevant to the consumer and different customer groups                                             Differentiation
• is the client´s / brand´s strength (the Finnish Summer)
• is the competition’s weakness




The Hot Spot and brand positioning                                        Customer                  C
                                                                           Insight




                                                                Client               Com petitive
                                                                Insight                Insight


Special Tools

Client Audit: Helps the client to define the core business, brands, goals and processes.
                            With the help of revealing face-to-face interviews or group sessions .
Mind & Mood:                Consumer and customer attitudes, buying patterns, brands and advertising.
                            Focus groups and innovative real-life usage studies.
Competitive Space:         Identification of competitor´s future behavior. Special workshop formula.
(Chess)
                                                                                            Core strategy

5.1. Customer insight

                                                                                            Mission
                                                                                            Product/market area
                                                                                            Differentiation
The response to spending a holiday, not specifically related to Finland,
but rather the emotional drivers behind it (desicions, satisfaction etc.):

- Becoming refreshed and gaining strength for the times to come
- Freeing oneself from the daily chords
- Discovering the new and the different
                                                                                                     Competitive
- Giving time to oneself and the loved ones                                       Insight
- Leaving oneself behind in the normal daily life and becoming new, even reborn

INSIGHT: RECHARGE YOURSELF.
                                               Customer
                                                Insight




                                      Client
                                                                                               Core strategy

5.2. Client Insight

                                                                                               Mission
                                                                                               Product/market area
                                                                                               Differentiation
The underdeveloped strength behind Summer in Finland
The total offering consists of several layers:

- Geography-driven (Water, Lakelands, Helsinki/Turku, West Coast and Lappland)
- Activity-driven (Tours, cottages/holiday homes, city breaks, nature activities)
- Lifestyle preference-driven (Urban and Nature, Space). Lifestyle...........ei oma tuote         Client
                                                                                                           Competitive
                                                                                     Insight
However, what is unique is that one single holiday can include all this, i.e. one can
enjoy nature without leaving the modern facilities.

INSIGHT: THE JUXTAPOSITION OF PURE NATURE AND MODERN LIFE.


                                                                                          Customer
                                                                                           Insight
                                                                                            Client
                                                                                            Insight
                                                  Consumer Relevance                                   Core strategy

5.2. Client Insight

In this insight, the traditional meets the new.                                                        Mission




                                                            Unspoiled Nature
                                                                                                       Product/market area
                                                                                                       Differentiation


                          The juxtaposition
                           of pure nature
                            and modern
                            western life                                                                   Client
    Consumer Action




                                                                                                                    Competitive
                                                                                             Insight




                      Modern                           Urban people            Traditional




                                                                                                       Please note that in
                                                                                                       specific areas / product
                                                                                                       offerings consumer
                                                                                                       activity can be traditional.
                                                                                              Core strategy

5.3. Competitive insight

5.3.1. A perceptual map showing the competitive landscape and country drivers.                Mission
                                                                                              Product/market area
                                                                                              Differentiation




                                                          Fringe
                                      Innovator         Competitor
                                                                                   Future
                                                                                 Competitor
                         Key
                       Competitor
                                                  Summer in Finland
                          #2
                       Competitor
                                              Upstart
                                                                                          Core strategy

5.3. Competitive insight

5.3.2. A perceptual map showing the competitive landscape and country drivers.            Mission
                                                                                          Product/market area
                                                                                          Differentiation




                                                            Scotland,
                                       Canada                Ireland
                                                                                 Russia

                           Sweden
                                                  Summer in Finland
                           Norway
                                           Baltic States,
                                          Eastern Europe
                                                                                          Core strategy

5.3. Competitive insight

5.3.3. A perceptual map showing the competitive landscape and country drivers.            Mission
                                                                                          Product/market area
                                                               History,                   Differentiation
                                From one extreme               landscape and
                                to another                     tradition

                                                            Scotland,                     Vastness and
          Family >                     Canada                Ireland                      Slavic culture
     Space for Minds                                                             Russia
     (Freedom)

                           Sweden
                                                   Summer in Finland
        Activities
                           Norway
        and
        sceneries                          Baltic States,
                                          Eastern Europe


                                       Price and
                                       easy
                                       access
                                                                                                Core strategy

5.3. Competitive insight

5.3.4. Identifying the competition’s weakness - Achilles’ Heel                                  Mission
                                                                                                Product/market area
                                                                                                Differentiation
                                                              Turning                                       Customer
                                                                                                             Insight
                                                                                                           Competitive
                             Accessibility                    themselves                                   Insight
                                                              into museums
                                                                             Distrusted
                                                            Scotland,
Very little                           Canada                 Ireland                              Client

weaknesses,                                                                  Russia   Insight
                                                                                                           Competitive

but lacks edge

                    Sweden
                                                  Summer in Finland
  Needs
                    Norway
  “a fit
  traveller”                               Baltic States,
                                          Eastern Europe


                                   Price difference
                                   will erode
                                                                                  Core strategy
5.3. Competitive insight


                                                                                  Mission
5.3.5. Identifying the competition’s weakness - Achilles’ Heel
                                                                                  Product/market area
                                                                                  Differentiation
The Finnish Summer is the unknown kid on the block. All competition
has very strong images attached to it ranging from the delightfully positive to
the extreme negative.

Thus, we have much more freedom in defining and moulding the consumer expectations.
                                                                                      Client
                                                                                               Competitive
INSIGHT: TOO STRONG IMAGE.
                                                    Customer
                                                     Insight
                                                   Competitive
                                                   Insight
                                                                                           Core strategy
5.4. Building the hot spot and brand positioning


                                                                                           Mission
                                                                                           Product/market area
                                                                                           Differentiation
                                                                                                       Customer
                                                                        Personal energy                 Insight




               Nature is known,
               we need to add                            Recharge                             Client
               a touch of modernity                      yourself                                      Competitive




                                                                                          Room for new thinking
                                                                                          as competition fails to
                                                                                          renew their image
                                           The                      Too strong
                                           juxtaposition of         image
                                           pure nature and
                                           modern life
                                                                                                          Core strategy
 5.4. Building the hot spot and brand positioning


Our European strategy positioning statement is:                                                           Mission
                                                                                                          Product/market area
                                                                                                          Differentiation
                                                                                                                    Customer
                                                                                                                     Insight
Summer in Finland. A refreshing Journey.                                                                           Competitive
                                                                                                                   Insight




1.   The Finnish Summer is the perfect opportunity for oneself to get away from the daily routine.
     One gains energy, strength and vitality. These elements are sunny, warm and light.
                                                                                                                   Competitive
2.   The Finnish Summer offers a unique juxtaposition of pure nature and modern life. These
     two can always be combined and they can be experienced together at the same time.
     A state of mind and a concrete activity.

3.   Like travelling itself, the Finnish Summer is a multifaced journey. From one experience to another,
     from one emotion to another. In our representation, it is the sun glittered water that acts as a medium for
     this journey. Sun glittered water refreshes and moves us onwards.

4.   The concept of a refreshing journey easily houses travel partner offers and campaigns. The journey
     into the Finnish Summer always starts with a travel partner.
                                                                                               Core strategy
5.4. Building the hot spot and brand positioning


                                                                                               Mission
From positioning we draw the product offering:                                                 Product/market area
                                                                                               Differentiation
                                                                                                         Customer
                                                                                                          Insight
                                                                                                        Competitive
                                                                                                        Insight




                                  Refreshing Journey                             Positioning
                                                                                                     Competitive




                                   Sun glittered water                           Vehicle for positioning




            Geography-driven         Product-driven        Lifestyle-driven      Product segmentation

          Water, Lakelands        Tours                       Urban and Nature
          Helsinki/Turku          Cottages/holiday homes      Space
          West Coast              City breaks
          and the archipelago     Nature activities
          Lappland
                                                                Core strategy
6. Brand definition and promise


                                                                Mission
                                                                Product/market area
  Brand positioning
                                                                Differentiation
                                                                          Customer
                                                                           Insight
                                                                         Competitive
  Summer in Finland. A refreshing Journey.
                                                                         Insight


  Brand personality (personal qualities and characteristics)

  Modern, Nordic and accessible. Naturally beautiful. Secure.
                                                                         Competitive
  Brand attitude (view of the world)

  Grown-up but not conservative. Individual.

  Brand Tone & Manner (the way it addresses others)

  Confident and fresh. Friendly as the Finns themselves.
                                                                                                    Core strategy
6. Brand definition and promise


                                                                                                    Mission
                                                                                                    Product/market area
  Brand attributes (to be measured twice a year)
                                                                                                    Differentiation
                                                                                                              Customer
                                                                                                               Insight
  Positive attributes, i.e. brand´s ”must haves”                                                             Competitive
                                                                                                             Insight

  Refreshing
  Versatile
  Modern
  Warm
  Naturally beautiful                                                                                        Competitive


  Negative attributes, i.e. brand´s ”must nots”

  Cold
  Distant
  Expensive
  Unapproachable
  Uninteresting


  In our research, we will follow the development of these attributes: the objective is to strengthen
  the positive ones and reduce the weight of the negative ones.

  We aim to measure those attributes that we affect through communication such as advertising (promise).
  Attributes that are affected by the actual holiday experience (delivery) are measured elsewhere.
                                                                                                          Core strategy
6. Brand definition and promise


                                                                                                          Mission
                                                                                                          Product/market area
  Brand promise and slogan
                                                                                                          Differentiation
                                                                                                                    Customer
                                                                                                                     Insight
                                                                                                                   Competitive
                                                                                                                   Insight
  Summer in Finland.
  A refreshing Journey.
                                                                                                                    Competitive



  Finland is a challenger, and often unknown. But for the seasoned travellers and for those who look for the new and the different,
  there is always one more trip to make. One more place to experience or to relive. For those who have been here before it
  communicates further reasons for a revisit.
                                                                                              Core strategy
7. Creative Concept


                                                                                              Mission
7.1. Emotion                                                                                  Product/market area
                                                                                              Differentiation
                                                                                                        Customer
Becoming somebody new and refreshed. Experiencing something new and unexpected.                          Insight
                                                                                                       Competitive
                                                                                                       Insight
Often sharing that feeling with a loved one.

7.2. Rational

The Finnish Summer offers a unique opportunity to enjoy beautiful nature in conjunction
with modern urban facilities. Not only as a passive bystander, but as an active                        Competitive
participant.

7.3. Communications concept

At branding level both informative and suggestive. The offering includes both the pure
nature and modern city life with all its diverse possibilities. We want to involve the
consumer with an enchanting story rather than just listing different sights and activities.

7.4. Role of advertising

- enhance brand awareness and preference for the Finnish Summer
- clearly communicate the offering
- support partners to sell the Finnish Summer
- share information on the diverse possibilities the Finnish Summer offers
- help target groups to receive relevant information at the right time during the buying
process
                                                                                 Core strategy
7. Creative Concept / Elements


                                                                                 Mission
                                                                                 Product/market area
                                                                                 Differentiation
                                                                                           Customer
                                                                                            Insight
                                                                                          Competitive
                                                                                          Insight




                                 1. Sun glittered water
                                                                                          Competitive
                                 Warm and moving water acts as a story carrier and
                                 is always present. As snow is ownable for the
                                 Finnish Winter, sun glittered water is for the Finnish
                                 Summer. Water refreshes and renews the traveller.
                                                                                 Core strategy
7. Creative Concept / Elements


                                                                                 Mission
                                                                                 Product/market area
                                                                                 Differentiation
                                                                                           Customer
                                                                                            Insight
                                                                                          Competitive
                                                                                          Insight




                                                                                          Competitive




2. The juxtaposition of pure nature and modern life

These two should always be combined and experienced together at the same time.
Water ties them together.
                                                            Core strategy
7. Creative Concept / Elements


                                                            Mission
                                                            Product/market area
                                                            Differentiation
                                                                       Customer
                                                                        Insight
                                                                      Competitive
                                                                      Insight




                                 3. Active involvement

                                 Water is the carrying element. However, it is
                                                                     Competitive
                                 the actively involved human being that directs
                                 the events and the world around him.
                                                                     Core strategy
7. Creative Concept / Element summary


                                                                     Mission
                                                                     Product/market area
                                                                     Differentiation
                                                                              Customer
                                                                              Competitive
                                                                              Insight

                                                                                      Insight



                                        Active human being


                 Nature             Sun glittered water      Urban
                                                                                                          Strategic resources



   8. Procedures and processes
                                                                                                           Core competences
                                                                                                           Core processes
   8.1. The Finnish Tourist Board needs to choose its way of adding value, ie. to select a
   marketing model.


Horizontal axis:


           Choice nr 1.


           Transactional                                                              Building relationships
           Unbranded                                                                  Branded
           Price                                                                      Added-Value
           Fragmented                                                                 Holistic
           Tactical                                                                   Strategic / Long-term
                                                                   Strategic resources



8. Procedures and processes
                                                                    Core competences
                                                                    Core processes




                                       A more defined portfolio

                                       Product depth
                                       More integration expected




     A broader portfolio

     Product category breadth
     Less product integration needed



                                             Choice nr. 2
                    Vertical axis:
                                                                          Strategic resources


8. Procedures and processes
                                                                           Core competences
                                                                           Core processes



                                              A more defined portfolio

                                              Product depth
                                              More integration expected


                                   Our recommendation
                     The Finnish
                     Summer                            Building relationships
                                                       Branded
                                                       Added-Value
                                                       Holistic
                                                       Strategic / Long-term
                                                                                                   Strategic resources



8. Procedures and processes
                                                                                                    Core competences
                                                                                                    Core processes
8.2. The organisation to support and execute the chosen marketing model



In order to achieve

- a more defined portfolio offering
- greater product depth
- more integration between products

and centrally coordinated, strategy-led mode of operations, we propose a renewed way to organize
the Finnish Summer project.
                                                                                                         Strategic resources



      8. Procedures and processes
                                                                                                          Core competences
                                                                                                          Core processes
      8.2. The organisation to support and execute the chosen marketing model



                  Strategic Steering Group                                                           Strategic marketing and
                                                                         Chief Communications
                                                                                                     strategy-led offering
               Finnish Tourist Board representative                                Officer
                                                                                                     development. Only strategy-
         Key Market representatives, Area representatives                 Finland, Summer, W inter   driven/drawn projects get
Business and Trade representatives, Marketing Partner representative
                                                                                                     support and approval.


                       Area Group
            Finnish Tourist Board representative
             Industry and Trade representation          Tactical marketing and offering
           Municipal and other civic representation             implementation


                    Local FTB Offices
                                                          Tactical marketing and sales,
                                                              local partner training
                                                                                                         Strategic resources



      8. Procedures and processes
                                                                                                          Core competences
                                                                                                          Core processes
      8.2. The organisation to support and execute the chosen marketing model



                  Strategic Steering Group                               Chief Communications        Brand guidelines,
               Finnish Tourist Board representative                                Officer           television, strategic print,
         Key Market representatives, Area representatives                 Finland, Summer, W inter   general brochure and
Business and Trade representatives, Marketing Partner representative                                 internet



                       Area Group
            Finnish Tourist Board representative
             Industry and Trade representation
           Municipal and other civic representation

                    Local FTB Offices                                                                 CRM, direct marketing and
                                                                                                      partner/offer marketing
                                                                                                                                Strategic resources


9. Strategy and Tactics 2004 - 2006
                                                                                                                                  Core competences
2004                                                                                                                              Core processes

Brand guidelines implementation
-     Visual and copy guidelines for different medias and channels

Summer general brochure

Brand positioning film (Germany, Holland): Pilot project in two selected and consumer-researched markets. The film is both general and focused:
General in the sense that aims to promote Summer in Finland as a whole. Focused in the sense that it concentrates on the specific brand attributes.
Has a direct link to sales and creates demand.

Internet strategy
- Consumer-centric site with easy access to information including lifestyle options

Pan-European Internet implementation
- User interface and experience (incl. how to communicate the offering)
- News letters

PR packaging

Special projects: Image upgrade in Sweden

Local partner/offer marketing

We recommend all tactical efforts to be directly offer-based and focused on few selected partners. Look & feel should follow
the brand guidelines while preferably only one partner should be selected for each single effort. We feel that general material with multiple
sponsors does not deliver either brand promise nor direct sales.

Partner training
                                                                                                                                Strategic resources



                                                                                                                                  Core competences
                                                                                                                                  Core processes
9. Strategy and Tactics 2004 - 2006

2005-2006


Summer general brochure

Brand positioning film (selected countries)

Strategic print (selected countries)

Internet development

PR and lifestyle packaging




Local partner/offer marketing

We recommend all tactical efforts to be directly offer-based and focused on few selected partners. Look & feel should follow
the brand guidelines while preferably only one partner should be selected for each single effort. We feel that material with multiple
sponsors does not deliver either brand promise nor direct sales.

Partner training
                                                                                                                  Strategic resources



                                                                                                                   Core competences
                                                                                                                   Core processes

10. Media recommendations


Strategic

Television

Strategic Print

Internet




Tactical

Direct Marketing

Tactical Print (offer/partner marketing)

Internet - offer specific


We recommend that budget-wise an equal amount of resources is spent on both strategic and tactical print. Thus, while strategic will receive enoug
visibility to produce impact, the tactical will be predominant in terms of publication dates.
                                                                                                      Strategic resources



                                                                                                       Core competences
                                                                                                       Core processes
11. Budget and resourcing


Fact 1. Total marketing budget for 2004-2006 is approx. 8 000 000 euros

Fact 2. For an un-established brand like the Finnish Summer, the recommended media budget for
a single television campaign in the German market is approx. 600 000 euros. To achieve any brand
awareness or preference development, we should run the campaign at least three times over the given period.

Fact 3. Within the given budget limits, no alternative for resource concentration exists. Either we have
to concentrate on selected key markets or on selected marketing actions across all the markets.
                                                                                     Strategic resources



                                                                                      Core competences
                                                                                      Core processes
11. Budget and resourcing


We recommend directing resources:

Strategic marketing in key markets only (Germany, Holland, Russia and Sweden).

Tactical and partner/offer marketing in all markets as enabled by partner finance.

				
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