Diverse Multilateralism. Four strategies in China's Multilateral Diplomacy.pdf
Marketing Strategies for a diverse product
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Transcript of Marketing Strategies for a diverse product
Marketing Strategies for a diverse product
Presentation byDeputy Director of Tourism
David L. ShieldsFebruary 25, 2005
The Diverse ConsumerThe Diverse Consumer
Changing face of the visitor … no longer satisfied with sun, sand and sea only.
The Diverse ConsumerThe Diverse Consumer
Demands for exposure to the culture, particularly the food … demands for more activity, particularly soft adventure … demands for age specific activities (for young children, teens and adults)
The Diverse ConsumerThe Diverse Consumer
Emergence of the Corporate consumer
who demands and expects cutting edge
meeting facilities in addition to the
demands of Leisure consumers.
The Diverse ConsumerThe Diverse Consumer
Corporate meeting budgets increased by US$1.3M in 2004 (from $4 M to $5.3 M)
Meeting Planner spending increased by 4% in 2004. (Between 1998 and 2003, there was a decline of 14%)
22% of all meetings expected to be international in 2005.
The Diverse ConsumerThe Diverse Consumer
Emergence of the disabled market which
has been described as “the last untapped
segment of the market” by Travel Industry
International.
The Diverse ConsumerThe Diverse Consumer
Estimated that 10% of the global tourism market suffers from some form of impairment (10% of 694 million)
In Europe, disabled persons represent a large and growing market for both business and leisure travel (37 million disabled people in the European Union – UK and Italy with very high numbers).
How has Jamaica responded?How has Jamaica responded?
Jamaica capitalized on the differences in
our various tourism areas, and created
distinct resort areas, each with its own
characteristics and for which appropriate
marketing strategies had to be developed:
Distinct resort areasDistinct resort areas
Distinct resort areasDistinct resort areas
Distinct resort areasDistinct resort areas
Distinct resort areasDistinct resort areas
Distinct resort areasDistinct resort areas
Distinct resort areasDistinct resort areas
Accommodation facilitiesAccommodation facilities
Large convention type hotels to the Meetings Incentives Conventions Exhibitions marketLuxury resorts Boutique hotels (Importance of Unique Jamaica in helping to give life to the diversity of the product)VillasBed and Breakfast facilities.
Niche MarketingNiche Marketing
Development of new attractions … Caving, Canopy tours, ATV rides,
Swimming with the Dolphins, river tubing etc.
Niche MarketingNiche Marketing
Development of new attractions … use of programmes like the Royal Tour
and Destination Jamaica place Jamaica in the forefront of consumers minds.
Niche MarketingNiche Marketing
The Entertainment Cluster creating Studio Tours
The Children of the Drum
Niche MarketingNiche Marketing
Targeted press trips provide excellent exposure.
Improved convention facilities (rooms, meeting space, availability of e-technology).
Niche MarketingNiche Marketing
Weddings and Honeymoons
Bird Watching/Hiking
Health Tourism
Sport Tourism
Niche MarketingNiche Marketing
The Way ForwardThe Way Forward
With the growth in the number of disabled
persons travelling, construction must reflect
a new thinking,
… access
… general use of the environment
The Way ForwardThe Way Forward
Transportation providers also must
pay attention to this
… wheelchair access
… Group travel
The Way ForwardThe Way Forward
Providing service to a multicultural
clientele … service staff must be
trained in recognizing and handling
cultural nuances.
The Way ForwardThe Way Forward
Customs and Immigration must keep pace
with the rest of the industry.
Training institutions must keep abreast of
the changing demands offering specilized
training.
Marketing StrategiesMarketing Strategies
Sales
Communications
(Advertising & Public Relations)
Promotions and Events
Market Positioning Statement:Market Positioning Statement:
To discriminating, active, beach loving
vacationers, Jamaica is the complete and
unique warm weather vacation destination
providing excellent value, unmatched
hospitality and diverse experiences.