Due to the rather abstract nature of tourism products, businesses often emphasize services in their advertisements and see them as benefits for customers.
Suppliers always want customers to see and distinguish their services from those of their competitors.
Advertising products must create a match between tourism programs and tourists' needs, wants and aspirations.
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Perfecting Marketing Mix Planning
Define clear goals (Mission) Define budget (Money)
Select advertising media (Media) Advertising messages (Messages)
Measurement and evaluation of advertising impact (Measurement)
Forms of advertising that travel companies often apply :
Advertising using publications such as brochures, pamphlets, posters...
Advertising on mass media such as: newspapers, magazines, television, radio, emails, or websites...
Promotional activities such as organizing promotional evenings, participating in fairs...
Direct advertising sends promotional products directly to the tourist's address.
Other forms such as video tapes, commercials... In the above forms, brochures have a special role because:
Large capacity and good information provision suitable for the characteristics of the tour program.
Easy to distribute and easy to accept, long lasting. Low cost.
And this is also a traditional form of advertising, commonly used by tourism businesses and has become familiar to tourists.
2.2.2. Sales promotion (promotion)
Sales promotion is a series of short-term incentives to encourage
Consumers go on tours and encourage intermediaries to coordinate effectively within a certain period of time. If advertising persuades customers to buy tours, sales promotion is the encouragement and offering preferential strategies for customers to buy tours and goods and services of the business.
Basic decisions of promotion
Determining promotional objectives: Promotional objectives are built on the basis of general promotional objectives and marketing objectives, the specific objectives of promotion vary according to each target market.
Choosing promotional tools: There are many different promotional tools (promotions to consumers, promotions aimed at distribution intermediaries, promotions to encourage business) when choosing promotional tools must take into account the type of market.
Building a promotion program: Marketers need to make decisions such as: the minimum level of stimulation required to stimulate consumption; clarifying the conditions for participation; the duration of the promotion; choosing the distribution medium; the promotion implementation schedule; and the total budget for promotion.
Pre-testing the promotion: Before official promotions are launched, pre-testing is needed to determine if the tools are appropriate, the incentive level is optimal, and the presentation method is effective.
Conducting promotional program testing and evaluation: It is necessary to prepare implementation and testing plans for each measure, including preparation and sales time. The evaluation of consumption results needs to be checked before, during and after the promotional program.
2.2.3.Propaganda (Public Relations- PR)
Tourism businesses need to have good relationships with customers, partners who are their suppliers and agents, and also have good relationships with the general public.
(Dr. Bui Xuan Nhan, editor-in-chief, "Tourism Marketing" University of Commerce, Publishing House)
Statistical)
Public relations performs the following five tasks:
- Media relations
- Product promotion
- Communications for businesses
- Lobbying
- Advise the board of directors
Major decisions in public relations.
- Identify public relations objectives, which are derived from marketing objectives, and can create awareness, build credibility, assist sales forces, and reduce costs.
- Select messages and public relations tools. Messages are often articles about the company's products, stories, customer compliments, current and upcoming events... the implementation tools are mass media.
- Implementing a public relations plan requires special attention and relationships with media editors to ensure information is published.
- To evaluate the results of public relations, measures can be used such as: measuring the number of times information appears, measuring changes in customer attitudes towards the product, measuring changes in sales and profits.
The main tools in public relations:
- Press relations: Press releases, press conferences, organizing journalists to collect information about the company's products.
- Publications: including annual reports, booklets, audiovisual articles, etc.
- Create events to attract public attention to new products or other business activities such as: press conferences, seminars, etc.
- News about products, businesses or people of the business
searched or published in newspapers…
- Speeches in front of speakers, or interviews of business leaders in front of reporters...
- Social activities: sponsoring orphans, the elderly; public works, flood disaster areas... the problem is that the above information must be widely available to the public.
- Create identifying features for products and businesses: such as logo packaging, business cards, employee uniforms... identifying features to help customers quickly recognize products and businesses in a market full of advertising and commercial messages.
2.2.4 . Personal selling:
As a personal form of communication, it complements other forms of corporate communication.
The importance of personal selling depends on the nature of the product, the needs of the consumer, and the stage in the selling process.
The sales process includes the following steps:
- Customer exploration and evaluation : Sellers must develop their relationships, based on the information provided by the business, thereby discovering potential customers.
- Contact money : Sellers need to learn carefully about customers: can be businesses, or individual customers... Find the best contacts: phone, mail...
- Contact : The seller must know how to make a first impression with the customer.
- Introduction and demonstration : The seller introduces the company's products to the buyer, attracts the customer's attention, and stimulates the customer's desire.
- Handling rejections : Rejections happen frequently, and it is the salesperson's job to handle them well. To do that, the salesperson needs to: understand the reasons for the rejection; This can be done through asking questions to the customer.
- Ending : Sellers need to detect early signs of ending in humans.
- After-sales actions : It is necessary to check the satisfaction of customers after they have used the service of the Enterprise. This is an important step to create a good relationship with customers, increase the ability to buy again and their promotion of the enterprise. The seller can do it through the following forms: phone, letter of visit...
Sometimes sales is not just about selling but also about establishing relationships with important customers.
2.2.5. Direct Marketing
Businesses use advertising to create awareness and interest, sales promotion to encourage purchases, and personal selling to close sales. Personal marketing attempts to combine all three of these elements to achieve direct sales without intermediaries.
The role of direct marketing:
They are used to get direct orders from target customers or prospects.
This is in contrast to mass advertising: it covers a large, unspecified audience. And it is not certain when the customer will buy the product.
Using the telephone to sell directly to consumers is becoming a major direct marketing communication tool.
However, note that this type of tool can be frustrating for consumers, if the staff does not target customers with real needs.
However, in Vietnam this form is not used much by companies.
3. Other marketing mix policies support promotion policies 3.1. Product policies
Only when the product policy is well implemented, can other marketing policies be effectively implemented. Because if the company launches products that do not match the desires and tastes of customers, then promotional activities, no matter how attractive, will not be effective.
- Concept: Are the guiding principles, to launch products to market
market; market management, new product development; to achieve business goals.
· The role of product policy:
Product policy is the backbone of business strategy.
Product policy is closely linked to the enterprise's extended reproduction process, helping the enterprise realize the goals of its overall business strategy.
Basis for building product policy :
Based on business strategy and comprehensive business plan to determine the long-term direction of business operations.
Based on market demand.
Based on the business's capabilities.
Enterprises need to choose a method to get the best solution: can choose one of the following options: Experience-based method; experimental method; research and analysis method.
· Product policy content:
- Determine the size of the product set
Product mix : Is a set of product categories and service products that a business offers on the market.
Product line (product category): Is a group of products that are closely related to each other, may be similar in function or satisfy the same level of need or use the same distribution channel.
Talking about product catalog there are 4 parameters:
Width of product mix : Is the total number of product categories that a business offers to the market.
Depth of product mix: Is the total number of different products within the same category.
Length of product mix : Is the total number of products, of all types in the business's product catalog.
The level of harmony and compatibility of the product mix : reflects the closeness and similarity between products of different types, in terms of end use or the same distribution channel, or from the same production factors.
Decision on product variety:
Category Analysis : The company must analyze the sales and profits of each item in the category and how these products compare to competitors.
Decide the length of the species :
Extension decision: Is to add products to the portfolio.
Product elimination decision: Elimination must also be based on analysis of business performance and competitiveness.
New product development:
Is an essential requirement for business operations. Because human needs are always changing.
Due to the development of science and technology, many current products can be easily replaced by many new products.
Go through the following steps:
- Build new product strategy.
- Develop ideas.
- Design and evaluation.
- Commercial feasibility analysis (feasibility study).
- New product development.
- Check.
- Fully commercialize the product.
Product life cycle : The period of time from when a product appears on the market until it disappears from the market.
The product life cycle is characterized by four stages: product introduction, growth, maturity, and decline.
Businesses do not necessarily have to participate in all four stages of the cycle.
product life. However, with fierce competition in the market, businesses cannot easily jump into the market and withdraw during recession.
3.2. Pricing policy
In a country with a low average income like ours today, price is the first factor that customers care about, so a suitable pricing policy will greatly support the company's promotional activities, especially when demand for products decreases in the market.
Concept:
Pricing policy is the totality of principles guiding the pricing and price adjustment of an enterprise during a specified business period.
The role of pricing policy:
Although the market trend is shifting from price competition to quality of accompanying services, in current business conditions price is the most important factor, the first impact on the competitiveness of the product.
Price is the first and most influential factor influencing a customer's purchasing decision.
Price is the only element in the marketing mix that generates revenue while other elements make up the cost of the product. Therefore, the decision on price is the decision on the revenue and profit of the company.
Price can add to the unique value of the product.
Policy plays a particularly important role for businesses that have just entered the market. If a business sets its price too high, it will lose customers, if it sets its price too low, it will lose profits.
Classification of pricing policies :
Based on current prices:
Price stabilization policy : Maintain current market prices, no major changes.
Increase price during peak demand : the product is popular.
Discount policy : When demand decreases or there are competitors appearing.
presently.