" Beach inside my home”
-- IMC REPORT FOR HAINAN TOURISM PLAN
Customer Characteristics (McKinsey & Company, 2008)4
Previous Marketing Programs5
Events and Sponsorship12
General public Events12
PR – Public Relations15
General public Events/Campaigns17
Preserving On-going Events18
Customer Marriage Management19
Incorporation of Different Customer Groups20
This kind of report evaluation the current tourism situation of Hainan and what we performing is to launch a new marketing campaign and gain more clients from the second-tier cities in China. By simply creating a new message and design a series of activities surrounding the message, we hope to renew the rand name image of Hainan in the way of thinking of our buyers, not only the newest customers but also the repeated kinds. Thus bring more customers, and earnings to Hainan tourism sector.
Our statement is divided into three parts.
In the first part, we certainly have analysed the latest situation, along with prospects of development of travel products. Searching at the condition and main competitors of Hainan, we all fully understand the strengths, weaknesses, chances and risks of it, as well as who each of our competitors will be and how they are doing. These types of help us to pick up our target groupings, therefore , creating the advertisments that are perfect for them.
In addition to that, the products that Hainan is offering currently are quite obscure inside their target teams apart from all those clearly aiming at people with substantial incomes. Searching at the travel resources Hainan has, all of us decide to kick off our meaning and concentrate on some of the areas that are not in the centre of the limelight, but we also include the widely used sites. Really is endless this can be a common development intended for both the market and the tourism interesting attractions in Hainan.
Hence, inside the second part of our record, we map out the detailed plan in the whole plan, including three parts – Advertisements, Events/Sponsorship, and PR. These 3 campaigns will be carried out concurrently and individually, yet carefully around the core – the newest message " Beach at MY Home”. With these three methods, really is endless to build a brand new communication connect between the customers and Hainan, through which, consumers would know more of what Hainan is offering and just how it is; in the other area, Hainan may understand even more about it is diversified client groups, and what every one of them wants. In so doing, Hainan could create more value to its clients – not merely targeted customers in our statement, but all.
The third portion of the report is dedicated to the critical reflection as we look on what each member of the teams features contributed, and on which portion we have our limitations and can be improved.
S：Comparatively low price for a seaside experience
Thirty-six group groups, providing colourful traditions
Great geographic position with convenient travel
W: Bad programming since the beginning of exploitation, thus leads to current insufficient advertising Lack of legal guidelines to guarantee the two enterprises'' and customers' legal rights. Incomplete controlling system, short of supervision to make certain very good service Um: Growing economy, increasing with regard to travelling