Paxina: 002
Marketing Program Outline for a Newly Launched Safari Operation Introduction In our primary target market, wes currently markets and sells the products / tours, of our Service Providers. These Service Providers are the tour companies or ground operators who host and see to a customers need while on safari. We, through the Service Providers, currently provides 25% of the Independent Travel market to Kruger National Park. Our operational strategy, to divert sales to our own subsidiary company, Siyabona Safaris, will result in the capture of this 25% market-share immediately.   The Product Our sole purpose / aim is to provide the youth and backpacker market with; Flexible, Explorative, Good pacing and real Value for money safari tours in the Southern region of the Kruger National Park. The Southern region of Park is the prime region for game viewing. With a safari excursion that will be taken in an Open Safari Vehicle, (rather than a street standard mini-bus), we will already providing Customers something that the market has been too tight fisted to approach, and that is normally restricted to more well-to-do travellers Differences in experience will come from having actual KNP guides, (as opposed to merely a driver who knows bush lore) There are currently only 3 major competitor tour operator companies in the youth and backpacker market operating within in the Kruger National Park. These tour operator companies operate predominantly within the central and some southern regions of the Kruger National Park, in their effort to be “cost effective”. Read “Cheap”. Tours that operate in this region, however, are lacking flexibility, limited in exploration, generally have poor pacing and “value for money” is a figure of speech. Minimal game in the central region, and longer distances needing to be covered by road, do not a good safari make. Target Market Our primary target market is the low income market comprised of frequent and independent youth and backpacker traveler. • 20-30 years of age • Low income student • Independent • Transient • Frequent traveler A secondary target market is the middle income market. Our aim is to convert the traditional middle income modes: “family self drive tours” and larger volume “coach tours” to personalized guided tours. • 30 – 50 years of age • Middle income worker • Home bodies • Occasional traveler Objectives • To grow the current 25% of the primary market that we already have immediate access to, by 10% in 12 months beginning 1 March 2005. • To convert 5 % of the self drive family safaris - middle market audience – to personalized guided tours at competitive rates within 12 months beginning 1 March 2005.  • To convert 5 % of the coach tours - middle market audience – to personalized guided tours at competitive rates within 12 months beginning 1 March 2005.  Strategies and Tactics Confidentiality requires deletion of some paragraph This can be achieved with the following Marketing Programme Confidentiality requires deletion of some paragraph ... ’s marketing program will centre around the following: • Continuance of our domination via internet market driven sales • Aggressive product promotion at the normal Point of Sale Outlets • Promotional advertising media in or at places frequented by travelling students and backpackers In other words, meeting the competition on their own turf, so to speak. However, providing a far superior service, with extensive product support, all backed up by the Siyabona name, will be irresistible. Marketing support functions will include • Quality Assurance Training of personnel engaged in promoting or selling Siyabona Safari products to prevent, discourage or weed out “cowboy operators” • On-line Product Support – an internet based product sales guide will operate in conjunction with our Bookings / Reservations Facility. Marketing Activities by Type Internet • Our primary global option is via our dominating web presence. • The target market is very apt to use the internet to source information about vacations. • This is our historical 25% Point of Sale Promotion • The best locations by far for this are: • Backpackers & Youth Hostels • Travel shops that cater exclusively to this market Method: At Hostels: Flyers and poster distribution This has been the traditional, tried and tested method. It is the most effective at catching this particular target consumer who is on the move and impulsive. It will be our primary local option. Incentive motivated programs for the hostel owner and desk managers. Tour sales at the reception office will be negotiated: on a percentage commission, or one free tour every eight or ten sold This will depend on individual deals, with each hostel At Travel Shops: Poster Advertisement with Brochured Support. This also has been the most practical method in luring customers on the sales-floor. Incentivised sales staff depending on the practices in force at the various establishments. • Standard business-to business sliding commission structure based on Total Sales Volumes • Performance Incentive Bonus offered to the individual sales personnel Educational tours for those personnel tasked to become expert in our product.  Flyer Distribution & Poster Advertising Other local options which will also serve to attract local and foreign exchange students, as well as youth and backpackers travellers without ready made plans, include strategically targeted venues: • Eateries / bars within the vicinity of student hangouts, hostels and backpack lodges • University Campuses – targetting the local student market • University Residences – targetting the local student market • Language Schools – targetting the exchange student market Merely by moving into the Printed Media arena, where we have actually had much success in the past we will be assured of an effective return on our print spend. With a ‘New Product” and “Improved Service Levels” all being distributed by a brand name that is already a force in the international safari travel market. International Magazine Advertisement Small block advertisements will be placed in internationally recognized magazines and books that are directed at the youth and backpacker market: • TNT Magazine • Lonely Planet magazines and books International P.O.S. Material Distribution By supplying the Travel Shop services outlined above to the European market where we already have operational accords, we increase our capacity to secure market-share right to “where our customers live”. Local Advertising: Local advertisement in this regard is generally ineffective, with exception of publications targeted specifically at this market segment. The one single, most effective publication distributed FREE to all youth and backpacker hostels in South Africa… • Coast to Coast Book Viral Marketing: This will occur in two ways: • Direct Mail • Advice on Travel Forums Direct Mail: Utilising our vast Client Data Base, this will take the form of: • News Letters to previous customers, who travelled with us • Promotional notices to past enquiries where no sale occurred due to cost or timing Travel Forums: This highly effective way of spreading information, especially product information, is to be aggressively pursued. Promotion of Siyabona Safari products via internet travel forums and travel chat groups, will be effected almost immediately on the two biggest • Lonely Planet • Boots ‘n All Secondary Target Market: Historically, this segment has been attracted more by printed media. That is, via travel magazine ad placements, and advertorials. However, the developing trend of increased traffic across our entire Travel Network, as well as growing numbers of enquiries of this segment of the traveling culture, supports the fact more travelers are no longer to wait for magazine advertising. They want it now. Because, ...  is a marketing company, we could not risk our credibility in this market, where we had no control of the physical, on-the-ground operation. As ..., we can now effectively pursue our secondary target market • self drive tours • family oriented safaris • a portion of the travel market normally constrained to coach tours Controls: Tracking Effectiveness Presently, all internet based enquires generated through the Siyabona Travel Network, that are converted to actual sales, are tracked by automated systems which are audited through rigorous accounting scrutiny. In this regard we are already aware of total effectiveness. This process will continue as is. Sales generated via Hostels and Travel Shops will have the following procedures set in place… Taking into account a hostels total bed allocation, or a Travel Shops street traffic location and density, we will be able to ascertain with relative ease an expected sales turn over.   Related Links: "Why War? Why Not Big Projects?"  Pre and Post-Event Destinations Portfolio Hot Pursuit Planning Marketing Program Pre-Project Overview