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REALIZADO

POR LA

PRESTIGIOSA

LAURA

RODRÍGUEZ

CUADERNOS DE VIAJE: LA MEJOR

REVISTA DE MARKETING TURÍSTICO

1. MARKETING SEGMENTATION……1

2. Steps for effective segmentation of the tourist market…2

3. Variables segmentation…3,4,5

4. 8 necessary criterios….5

5. Requirement for our variables and why the segmentation….6

6. SAOIN IS DIFERENT…7,8

7. Evaluation the segmentation…..8,9

8. Somes products related with this segments…..9,10

9. 4 hedgings strategies…10

10. How we aplly the strategies?....11

11. Andalucía in Tourism…12,13

MARKETING SEGMENTATION

By segmenting tourism marketing found 40 types or segments, we will work with the following 4:

EXAMPLES OF TYPES OF

TOURISM

Uno de los ejemplos de los

tipos de segmentación

According to the four criterios we have chosen: Nationality, lifestyle, purpose and age are different segments are those that have encuadro in red on the images of both sides

Steps for effective segmentation of the tourist market

For proper tourism market segmentation the

following steps were necessary:

1- First you establish what should be the criteria for

this, in this way, the market divided into about forty

types of which we discussed in the previous step

Picked out criteria 2-

3- They applied the methods of the market at all

these criteria

4- Finally, checked the obtained segments against

the criteria for effective segmentation

For example became one of the segments of which more will talk in this publication, IMPSERSO, once obtained the criterion of age, the elderly segment appeared

VARIABLES SEGMENTATION…

To begin major classifications which group the huge tourism market demand is made. To make a classification of the types of tourism one big of money were needed, but the result ended up giving and giving an income well above the money spent. To respond properly to the demand of the sector so those criteria are segmented, specialized work products acquired more details to satisfy the customer and thus higher profits

1. Nationality: One of the most easy variables to make was the criterion by nationality, is the best way to divide the tourism sector broadly, so in the Internet is easier to know the daily consumption of the Russian market or Japanese in Spain another segment more complex

2. Lifestyle:

3. PURPOSE:

4. AGE:

THE 8 NECESSARY CRITERIOS ARE:

THE REQUIREMENT FOR OUR VARIABLES

Rusian

people

Tourism

for child

IMSERSO GREEN

TOURISM

Measurable 50% more this year Increase for the

families

Increase for a old

people

Increase for a

sustainable tourism

Substancial A big statment With statment A small statment Different statment

Accesible You can see in the

beach

Real accesible Accesible for

government help

For a young people

Defensible Different business to

work this type

Defended from

competitor

The competitor are a

little bit

Strong competitor

Durable Takes time in Spain

and growing

It has 20 years more

or less

Recently but strong Increase

Competitive It´s one of the most

famous here increasingly create more

In some month Increase and will be

strong

Homogeneous consolidate Consolidate Consolidate Consolidate

Compatible Don´t create conflict Don´t create conflict Don´t create conflict Don´t create conflict

WHY THE SEGMENTATION?

SPAIN IS DIFFERENT

What if we make a product regardless

segmentation? FAILURE: we see for

example in the Castellón airport.

What important peculiarity is the Spanish tourism market? A hotel industry, we have already made, and we have to build a market to fill these hotels

we already have in place coo Magalu, Salou or Torremolinos, so a market that fill hotels quickly sought as built are young

EVALUATION THE SEGMENTATION

RUSSIAN TOURISM: we give it the importance it deserves to this sector and has been growing in recent years and will not stop growing. Russians seek to Spain, beach, food and service almost luxurious. So they choose areas such as Malaga where they find it. It is an important sector for the money they leave the economy and services where they go. They also tend to be elderly so their stay is much longer than normal

TOURISM FOR CHILDREN: when we think of tourism we usually imagine a young person, free from all charges can have a holiday alone

SOMES PRODUCTS RELATED WITH THIS SEGMENTS A: GREEN TOURISM. B. TOURISM FOR CHILDRENS

IMSERSO: This group becomes very important as we talk about

the seasonality of the same, as it provides tourism in months that is

more difficult to get information such as the summer months. It is quality tourism, seeking rest and

does not give problems, and there is a whole exclusivad devoted to market them on these grounds

GREEN TOURISM: green tourism is

currently on the rise since the

importacia that he is giving in recent

decades to the importance of sport,

and the valuation that people on

nature and the landscape around us

does. People prefer in their

vacacones ent in contact with nature

and out of the city and the stress they

cause

C. IMSERSO D. RUSSIAN PEOPLE

4 HEDGING STRATEGIES Marketing strategies may differ depending on the unique situation of the individual business. However,

there are a number of ways of categorizing some generic strategies. A brief description of the most common

categorizing schemes is presented below:

Market introduction strategies: At introduction, the marketing strategist has two principle strategies to

choose from: penetration or niche

Market growth strategies: In the early growth stage, the marketing manager may choose from two

additional strategic alternatives: segment expansion or brand expansion.

Market maturity strategies: In maturity, sales growth slows, stabilizes and starts to decline. In early

maturity, it is common to employ a maintenance strategy (BCG), where the firm maintains or holds a stable

marketing mix.

Market decline strategies: At some point the decline in sales approaches and then begins to exceed costs.

And not just accounting costs, there are hidden costs as well.

How we apply the strategies?

HOW WE APPLY THE STRATEGIES? Product: Decisions about product-service includes, among others, the design and

implementation of actions and policies concerning: The portfolio of products is to determine

the set of products and services that the company plans to offer the market (not to be

confused with product line, which are products with features in common).

Price: What price should be understood not only money paid by the consumer, but also the

time, effort and inconvenience required to obtain or involved in your enjoyment. The price is

decisive on income and profits of the company. If spare capacity, prices fall, but any extra

demand will go up. The price can also have impact on the image of the product: many

consumers identify high price with quality.

Place: The distribution tourism mission is to facilitate the potential customer the possibility

of booking. There are several factors that determine the characteristics of the product and

the market, the resources available from the company, the most common forms of

distribution within the sector ... the company must assess that it limits the choice of channel

distribution.

Promotion: The promotion includes the whole set of activities that seek to communicate the

existence and benefits of a particular tourism product and persuade the consumer to buy

them. It is a combination of the following activities

POSITIONING: is the marketing activity and process of identifying a market problem or

opportunity, and developing a solution based on market research, segmentation and supporting data.

Positioning may refer the position a business has chosen to carry out their marketing and business

objectives. Positioning relates to strategy, in the specific or tactical development phases of carrying out an

objective to achieve a business' or organization's goals, such as increasing sales volume, brand recognition,

or reach in advertising.

ANDALUSIAN TOURISM MARKET

DIFFERENTS COMERCIAL TOOLS:

-Product

-Price

-Distribution

-Merchandising

The tourism that takes place in the

Andalusian coast is highly

seasonal, since the highest

percentage his visits he has

concentrated in the third quarter,

namely 44.5%, one proportion of

over 7 percentage points at which

recorded the total tourism in the

region received in the same period.

This feature coastal tourism is

accentuated when the tourist comes

from the domestic market, since

about half of these tourists visited

the Andalusian coast in the third

quarter, while the foreign market

coastline He divided his visits

throughout 2013 in a more

balanced way, a behavior that also

presented for total tourism. Interior

tourism in Andalusia include a

68.7% domestic visitors and 31.3%

foreign. Andalusians are the main

domestic issuers, contributing more

than half of Spanish domestic

tourism. Over the previous year, it

is observed that tourists come from

Spanish territory, both those from

other regions as those of Andalusia

itself, have lost weight in the

structure of the inner demand for of

foreign tourists, increasing its share

in recent +2.6 percentage points,

gain brought about by the improved

performance of this market

compared to the national during the

year this tourist typology.

Point H1 is the same that point G1 and point H2 is the same tan point F2.