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E-marketing/E-commerce

E-marketing/E-commerce. Case Study: Travel Agency. Naegele Frank. Our Company. Type of activity: Tour Operator Name of company: Skema Voyages Type of company: Pure Player (online only) Type of services: Low-cost trips Operational area: Europe and North Africa

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E-marketing/E-commerce

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  1. E-marketing/E-commerce Case Study: Travel Agency NaegeleFrank

  2. Our Company • Type of activity: Tour Operator • Name of company: Skema Voyages • Type of company: Pure Player (online only) • Type of services: Low-cost trips • Operational area: Europe and North Africa • Website: http://www.Riviera-Trips.com • Our targets: • Young people • Middle age adults • Seniors Skema Voyages

  3. Situation analysis • New company: • Just opened firm • Few customers (not enough) • Bad position in search engines • Demand analysis • Big market segment • Huge number of potential customers • Competition analysis • Big number of competitors on the market • No studies done on customer insight • No enough adaptation done on customers` behavior • Bad customers` brand perception/recognition • Customers feel unsecure on our website • No clear online value proposition

  4. SWOT analysis

  5. Market analysis • European Online travel market is growing each year • In 2009 customers purchased for 65,2 billion Euros for Travels

  6. Market Analysis • UK is the biggest online travel purchaser • France is the third country in Online travel purchasing • For this reason we want to expand our company worldwide

  7. Market analysis • The package is the third biggest Travel service bought online • Travel packages counts 14,6% of Travel services bought online

  8. Tour Operator objectives • Only online Tour Operator. • Our objectives is to become the first lowcost TO in Europe. • Best market price on intercontinental flights. • Best marketprice on the package flight + Hotels+activities.

  9. Acquisition objective Customer acquisition: • 2012: our acquisition strategyisjust french customers. • 2013: new targetacquistion(Italy, Spain). • 2014: new target (UK, Germany). • 2015: new target (EasternEuropean countries).

  10. Conversion Objectives • Real customer: Approximately 30% online customer purchase travel in your website.

  11. Retention objectives Customer retention: • Acquire the best online offerin comparison with competitors. • Provide a high quality CRM. • Provide a security charter to customers • Expand the proposed service range (new packages) • Produce a newsletter to retain our existing customers • Provide a loyalty program to existing customers

  12. Growth objectives By using free marketing ( SEO, Emailing, googleadwords…) • Acquire Partnership and affiliate with principal website of travel market. • Increase 10% of our Email marketing commercial and promotion. • Increase 10% of our Email marketing information and Newsletter. • Viral marketing throught social network

  13. Strategy • Segmentation • Online TravelAgency • Lowcostprice • Targeting • Curent  categories : Youth, Families, Couples • Current country: France, • Future markets: Germany, Uk, Italy, Spain, Eastern countries • Positioning - Existingmarkets / Existingproducts MarketPenetrationStrategies

  14. Strategy • Online Value Proposition (OVP) • Give a good image threw web design • Offer the same package of ourcompetitorsatlowerprice • Customer services • Our Values • An image synonymous of quality • Transfer our values threw the website (quality, easy use, customization) • Security payments

  15. Strategy • Integration • Differentchannels (E-Mail, Phone, call back button, Person) • Customer services  Check FAQsbeforecalling • Use an offline communication to attractcustomer • Database • Partnershipwithotherwebsite (voyage.com) • Register in ourwebiste (ceration of ourowndatabase) • The BBD unique customer

  16. Strategy • Tools : • Emailing • Social networks • Google Adwords • Google Analytics • Blogging

  17. Tactics: E-Marketing mix: Product: Low Cost trips in Europe and also in the North of Africa Package: Flight return/hotel/activities Additional services: Bus/driver at the airport Extra activities: Cooking courses, hamam&sauna…

  18. Tactics: E-Marketing mix: Promotion: • Website: www.rivieratrips.com • Trade show • SEO (Search Engine Optimization) • Google Adwords • PR by social networks: facebook • Media: radio/TV • Direct marketing: emailing, newsletter • Word of mouth: viral marketing

  19. Tactics: E-Marketing mix: Price: • Our strategy is to be cost leader • Example of package: • Morocco (7 days): • Flight return: 500 euro • Hotel: 35 euro*6 nights • Activities: Cultural tour 50 euro Total: 760 euro • Reduce online prices due competition • Payment method: X3 or X5 with a bank, paypal • Extra activities: cooking courses: 150 euro, hamm&sauna: 130 euro.

  20. Tactics: E-Marketing mix: Place: • Online (threw our website) • Trade channels: • We want to avoid intermediaries by selling directly to the customer • Disintermediation • Place = website

  21. Actions • Who does what and when? • Who: Internal resources: Employees • What: - Creation of the website • Feasibility analysis: competitors and market analysis • Products and services conception • Promotion • When: planning

  22. Actions: Planning

  23. SEO: Google AdWords

  24. SEO: Google AdWords

  25. SEO: Google AdWords

  26. Risk Management • Principal risk: • Wrong target – wrong positioning on the market – wrong prices • Secondary risk • Too much competitors • Wrong strategy • Impact: • Lost money • Bankrupt • Customers dissatisfaction • Monitoring the risks to learn for future risk assessment

  27. Terms and conditions Included in your stay : • All taxes except the local tourist tax. • Flight return + hotel + activities chosen Not included : • Local Taxes: example: 1 Euro per person/day • Tips • Not mentioned extras • Payment procedure : • 3X or 5X according to the bank conditions • Credit Card, Bank Transfers, PayPal • threw our website : www.Riviera-Trips.com Policy: • VAT Included • Cancelation: refund of 80% of the price if requested at least 2 months before departure

  28. Control • Buyer satisfaction • Online satisfaction survey after purchase and travel • Using Google Analytics we will be able to measure: • Channel profitability • Channel outcomes • Channel satisfaction • Channel promotion • Price of advertising per purchase • Channel buyer behavior

  29. Thank you for your attention Do you have some questions?

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