Analysing The Marketing Campaign Tourism Essays

Analysing The Marketing Campaign Tourism Essays Analysing The Marketing Campaign Tourism Essay Analysing The Marketing Campaign Tourism Essay Introduction In 2008, the metropolis of Liverpool, UK was selected to be the European Capital of Culture programme among 11 metropoliss of the UK. This was a particular event that was introduced from 2005 in Europe and each twelvemonth, one metropolis in Europe would be selected to stand for the civilizations of assorted states. The event was called Liverpool 2008 or Liverpool 08 . Such an event gives the host metropolis the chance to showcase its attractive forces and civilization, besides giving local concerns the chance to increase their gross revenues and develop their concern on a long term footing. While Liverpool 08 lasted for one twelvemonth, the impacts of the event can still be felt today, and concerns see increased gross revenues even now. The event brought the people together as a community and they all worked as a squad to do the event a success. It is estimated that the entire investing in Liverpool and the environing countries was in surplus of 4 billion GBP ( Liverpool 08, 2009 ) . The consequence was that 1000s of occupations were created ; over one billion people visited the metropolis from 60 states. A figure of cultural events were conducted throughout the twelvemonth and the general feeling was that the event was a expansive success. Effective selling, close teamwork, first-class public presentations, and a metropolis that has been celebrated as a finish selling mark helped the undertaking to be a success. However, before naming the event a success, it is of import to understand the steps used to estimate the success of the event. This thesis analyses the selling run of the event, and discusses if the run worked and succeeded in run intoing the aims. Background to the Thesis With the post-9/11 onslaughts and the outgrowth of low cost bearers or LCC, Destination Marketing Organisation or DMO has become progressively popular. DMO acts as a cardinal organic structure for an country or parts, and pulls in faraway travelers from other states. A reappraisal of literature shows that Liverpool 08 and its organising commission is a DMO and finish selling activity. Kotler ( 2002 ) has identified DMO as authorities or private administrations that cover all the activities and procedures to convey together clients or purchasers and Sellerss, and places a focal point on reacting to the demands of the clients and competitory placement. The activity is a set of uninterrupted and co-ordinated stairss that create consciousness of the finish and put up an efficient web for the finish. Finishs can be continents such as Antarctica, states, big and little metropoliss, specific parts or countries in a state, a little small town, touchable and intangible services, and natural offerings available in the topographic point. Brey ( 2007 ) posits that finish selling involves utilizing touristry as a agency to an terminal instead than an terminal in itself. Reichel ( 2007 ) has pointed out that DMOs trade with varied undertakings that can include bettering and driving that image of a finish to pull visitants, supplying varied duties for different categories of clients runing from the back pack traveler who would be comfy kiping in a collapsible shelter, to a well-heeled traveler who demands a lavish suite. He speaks of increasing the sum of installations and substructure for journey, housing, F A ; B, giving local occupants and installation proprietors more rationale and support, bettering the local environment, conveying in cultural activities, taking local barriers of civilization and linguistic communication, and doing finishs more beguiling, hospitable, and a place off from place. Zupanovic ( 2007 ) argues that the activities of DMOs are of a really ambitious field and are related to the stakeholder s attitude, the complexness of the finish, and many other factors. Porter ( 1998 ) has defined competitory advantage as a place that an administration has created or occupied with mention to rivals, and it allows the house to gain higher grosss. With mention to DMOs, certain characteristics of the merchandise such as historical and tourist attractive forces, and natural scenic beauty like beaches, mountains and so on attract and pull visitants. Kotler ( 2002 ) points out that while supplying tourers with an first-class means to do their stay enjoyable, the primary ground for the DMO is to guarantee that investors and stakeholders make net incomes, and that their fiscal wagess are attained. Merely after these aims are satisfied can the DMO activity be regarded as successful. Literature Review Liverpool 08 has been actively supported by the University of Liverpool and the University of Manchester, and the pupils and module of the universities have published a figure of really good written paperss about the event. These paperss would be used as mentions for the research. Garcia ( 2009 ) notes that the benefits of Liverpool 08 have extended beyond 2008 when the event was conducted. The entire income from the programme was about 130 million GBP and this is more than that of any other European Capital of Culture or ECoC plan. There was an extra 27.7 million people sing Liverpool, the North West part, and the Merseyside in 2008, and this was 35 % of all visits. About 2.9 million visitants from Europe and other states came to Liverpool. The tendency of visitants has extended to until beyond 2010 and during 2009, Liverpool besides saw a ample flow of visitants. It was estimated that by the terminal of 2008, Liverpool was regarded as the Centre for humanistic disciplines and cultu ral personal businesss. In 2008, there were more than 70,000 humanistic disciplines and cultural activities conducted. The event has delivered four major consequences and these are: advantages and benefits to multiple stakeholders, multiple impact of civilization ; regeneration of the interior metropolis countries and the dockyards, and the handiness of a research model that can be used by other metropoliss that want to retroflex the success ( Bond, 2008 ) . It is by and large claimed by the organizers that Liverpool 08 has obtained sufficient degrees of success. Benefits in Liverpool Dockyards The Liverpool Dockyard countries have seen a great transmutation during the Liverpool 08 event. The dockyard has many sites that are a portion of the Maritime Mercantile City UNESCO World Heritage Site and the history of the dockyards go back to the early tenth century. Of particular note are constructions such as the Albert Dockyard. This site was chosen to be the locale for the FETTU exhibition. Albert Dockyard sees a figure of visitants, and it has many of import and worthwhile attractive forces such as the Tate Liverpool gallery, the New Arena and Convention Centre, Kings Waterfront, Three Graces in the North country, Wapping Dock, Birkenhead in Merseyside, and other countries ( FETTU, June 2008 ) . One of the most outstanding constructions that were built for Liverpool 08 was the Arena and Convention Centre constructed at the Kings Waterfront dock country of Liverpool. This is a futuristic convention Centre with an country of 7600 square metres, and provides 10,000 seats and an auditorium of 1350 seats. In add-on, the Centre has hotels, multi-story auto parking, eating houses, and an first-class public plaza. Before the Liverpool 08 event, these ancient dockyards had fallen into neglect and decay with all the societal ailments of old dock countries. However, the cultural festival has succeeded in transforming the countries into a rich cultural and economic hub. The best portion is that the new constructions that have been constructed and the old 1s that have been repaired would go on to convey in more and more cultural activities through the old ages ( Wilkinson Eyre, 2008 ) . Suggested Methodology As per the study by ENRS ( June 2009 ) and Bond ( October 2008 ) , there are multimodal factors and subsectors to be considered in the methodological analysis for analyzing the impacts on touristry. The impact of touristry would be felt in subsectors such as transit, adjustment, attractive forces and visits to topographic points of involvements, mediators, and tourers such as twenty-four hours tourers and full clip tourers. Considerable work has been done by the University of Liverpool pupils to measure the impact created by the event. For this research, it is proposed that the secondary method should be used. The secondary method would include a reappraisal of published studies and literature about the festivals. The findings would subsequently be triangulated with the literature reappraisal of finish selling to supply the needed decisions. Undertaking Timeline It is estimated that the undertaking would take about six months from start to complete. What follows is the undertaking timeline. How the thesis is organised There would be a figure of chapters in the thesis, with each chapter devoted to a specific event. A brief overview of thesis construction is as given below: Chapter 2: Literature Review. This chapter would set about a thorough literature reappraisal of Liverpool 08 and how the cultural event has affected the dockyard country. The chapter would besides analyze theories and illustrations of finish selling administrations and how they advertise finishs. Chapter 3: Decisions and Recommendation. The chapter would sum up the findings from the literature reappraisal to find if Liverpool 08 was successful. Some recommendations would besides be made to convey out the best patterns.

Barnes Noble Nook Essays

Barnes Noble Nook Essays Barnes Noble Nook Essay Barnes Noble Nook Essay Marketing Strategy Strategic Situation Summary: Market Target(s) Description: Barnes Noble Nook 1. Market Segments Identified- Middle-Upper Class, educated, moderate- high income, heavy internet user 2. Primary Market- Business travelers Percent More Likely Than Average U. S. Adult to†¦. Have accessed the Internet outside the home via WiFi or wireless connection (in last 30 days): 199% Have household income of $100,000 or more annually: 87% Have accessed the Internet with a cell phone or other mobile device (in last 30 days): 154% Be a Heavy Internet User: 116% Have a Bachelor’s or Post-Graduate Degree: 111% Be between the ages of 35-54: 20% Be male: 16% 3. Secondary Market- Education- High School students, College Undergraduates 4. Market Characteristics a. Geographic- Suburban – travel to cities for work or school b. Demographic- The following is a survey conducted for Nook Owners’ age distribution from 111 Nook owners 7. 21% Nook Owners between 10 and 19   8 out of 111. 21. 62% Nook owners between 20-29 – 24  out of 111. 17. 11% of Nook owners between 30-39 – 19  out of 111. 22. 52% of Nook owners are between 40-49 – 25 out of 111. 18. 1% of Nook owners are between  50-59 – 20  out of 111. 11. 71% of Nook owners are between 60-69 – 13  out of 111. Just 1 nook owner between 70-79. Just 1 nook owner between 80-89. c. Psychographic- Personality: Values: Primary Motivation: Ideals: Self-expression: Resources: d. Behavioral- User-status: Usage-rate: Purchase-occasion: Benefits sought: Objectives for the Market Target(s): Marketing Program Positioning Strategy: A. Product Strategy a. New Products b. Product Improvements: Incremental I nnovation NOOKstudy i. It will allow the student instant downloads for academic ebooks. It will allow students to search for keywords in lecture notes, syllabuses and more. ii. Its a desktop app that will work on Macs and PCs. When installed, it provides students with access to a wide library of textbooks for less than standard books. iii. Furthermore, the app will enable students to highlight and take notes that are searchable and customizable, and provide students access to all of their materials – eTextbooks, lecture notes, syllabi, slides, images, and other course-related documents – all in one place. Their digital library will be able to go from home, to the library, and to the classroom. B. Distribution Strategy C. Price Strategy: a. Of the 181 million US consumers who are online, 14%, or 25 million consumers, say that eReaders priced at $199 or higher - the current price range for eReaders - are expensive, but they’d still consider them for purchase at that price point. What this means: The maximum addressable market for eReaders as they are currently priced is substantial, but to reach the largest market possible, the prices will need to come down. Still, they have phenomenal social and economic impact as they catalyze a new behavior of digital reading across multiple devices. We’re just at the beginning of this revolution. [pic] D. Promotion Strategy a. Advertising i. Banner ads inside books. The average U. S. adult reads four books a year; with a population of 250 million you get 1 billion books digested annually. At 200 pages per book, thats 200 billion potential ad impressions if just one ad was placed at the bottom of each page. Now, charge a $20 CPM for such premium placement and you have just unlocked a $4 billion advertising market. This concept can extend to college textbooks with coupons for partners, such as Starbucks Coffee. ii. Readers give advertisers more consumer attention because readers cannot easily surf away to other websites. Advertisers would win higher response rates because the ads are much more noticeable and could be contextually targeted to content and the users personal information disclosed by their book purchases. b. Publicity c. Internet d. Personal Selling e. Sales Promotion i. Visit any Barnes Noble store and show y our NOOK or mobile device to one of our booksellers, and receive a voucher for the FREE eBook. The voucher will require recipients to enter an online code to receive the free eBook. This will create more movement to the website and to promote other product offerings. E. Marketing Research F. Coordination with Other Business Functions [pic] Mediamark says there are approximately 2. 1 million US adults who own eReaders. Available this week, the new Nook WiFi device is priced at just US$149. The price on the existing Nook 3G, meanwhile, was slashed from $259 to $199, making it the first under-$200 dedicated e-reader with both free 3G wireless and WiFi, according to the company. Barnes Noble now offers all Nook users complimentary access to ATTs (NYSE: T) entire nationwide WiFi network. Its eBookstore now boasts more than one million e-books, periodicals and other digital content, the company said. Under-$200 is always a new product categorys sweet spot, and BN is probably selling the Nook at a slim margin or even a loss in order to gain market share and brand share in the digital book distribution world. Price, meanwhile, is a very important factor in that competition particularly the sub-$200 price point, which is psychologically very important for consumer adoption, she asserted. Any time you deflate the margin on a product by merely adjusting price, it has consequences to the bottom line, he explained. Another option to just dropping price would have been to add a coupon for up to $50 worth of content; this would have fulfilled the urge to drop price however would have kept topline revenue flat. Style: The Nook has a color menu, whereas the entire Kindle display is focused on black and white, he explained. The Nook is lighter. The Nook is now cheaper and the Nook is a little more aesthetically appealing. Potential Target Markets Specifically, individuals interested in a very focused reading experience are one; the education market is another, she pointed out. If device manufacturers and educational and professional publishers are successful at getting that constituency, we think e-readers will be able to hold their own against media tablets, Kevorkian said noting, however, that while theres great potential, it has yet to be realized. A total of 7. 6 million media tablets, including the iPad, will ship worldwide in 2010, growing to 46. 7 million units in 2014, IDC has forecast. The e-reader category, on the other hand including both connected e-readers and USB-enabled ones will ship 6. million worldwide this year, the company predicted, increasing to just over 9 million in 2012 before declining to 7. 9 million in 2014, Kevorkian noted. NOOK for Android-based smartphones and device s. The new application offers those with devices using Android OS 1. 6 and higher the ability to shop Barnes Nobles expansive eBookstore of more than one million eBooks The new Android app is also the first eReader software to feature Barnes Nobles new NOOK-centric branding, leveraging the strength of the companys NOOK brand across its entire eReading offering. The new eReader software branding aligns with the companys current NOOK offering NOOK 3G and NOOK Wi-Fi eBook Readers, and the recently announced NOOKstudy online study platform and software solution for higher education. NOOK for Android will soon be followed by an updated NOOK for iPhone, NOOK for iPad, and others in the coming months, the company noted. Barnes Noble is diving deeper into the education market with an expected August release of NOOKstudy which will run on Macs and PCs and not require a NOOK or any other mobile device. NOOKstudy will act as a hub for eTextbook, class notes, syllabi, scanned handouts, and even non-educational eBooks. It will allow students to take notes as well as highlight passages in eTextbooks. Users will also be able to tag items for easy retrieval using common terms like: for the final exam. It will provide full searches of anything, in the eTextbooks or your notes, and link into Google or Dictionary. com to look up terms. Multiple eTextbooks can be opened at the same time, or two pages from ifferent sources can be simultaneously displayed. The program is currently being piloted at Penn State, University of Nevada, Queensborough Community College, and the Rochester Institute of Technology. Barnes Noble’s ability to market the Nook through its bricks-and-mortar stores, along with the comparative newness of the device, were keys to that competitive edge. Under the terms of the Best Buy agreement, the Nook’s e-reader software will come pre-loaded on a number of PCs and smartphones sold through the retailer. Both Barnes Noble and Amazon have focused on porting e-reader applications onto a number of devices, including ostensible rival iPad, in a bid to increase the potential audience for their proprietary e-books. Barnes Noble announced a software update for its Nook e-reader, including a Web browser and Android-based games, on April 23. Another feature, â€Å"Read In Store,† allows Nook users to browse the retailer’s e-books for free at any Barnes Noble bookstore, with the entirety of each book accessible for an hour. NOOK Wi-Fi eBook Reader marries innovative technology and sleek minimalist design with Wi-Fi connectivity. This latest addition to the NOOK family gives customers the opportunity to take advantage of the proliferation of both in-home and public Wi-Fi hotspots, where they can browse the Web and shop the Barnes Noble eBookstore of more than one million eBooks, periodicals and other digital content. With its latest software update for all NOOK devices (now available at www. nook. com/update), Barnes Noble is offering all NOOK customers complimentary access to ATTs entire nationwide Wi-Fi network, including Barnes Noble bookstores which have previously been available to NOOK customers. As part of the NOOK eBook Reader family, NOOK Wi-Fi features Barnes Noble’s breakthrough LendMe technology, enabling customers to share eBooks with friends for up to 14 days. NOOK Wi-Fi also offers the same great in-store features like Read In Store to browse complete eBooks in Barnes Noble stores at no cost, and More In Store, offering free, exclusive content and special promotions. http://floridaresearchgroup. wordpress. com/2010/02/16/demographics-of-kindle-a