FVB Marketing

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Information about FVB Marketing
Business-Finance

Published on January 7, 2009

Author: aSGuest9555

Source: authorstream.com

Fiji Visitors Bureau : Fiji Visitors Bureau Presentation to TS 207 Students University of the South Pacific FVB Brief Overview : FVB Brief Overview FVB was established in 1953 One of the oldest National Tourist Offices in the world Responsible for the development and marketing of tourism Mission Statement : Mission Statement We promote and develop tourism, which protects and prospers Fiji’s unique natural, cultural and social environment by working closely with our many partners to develop quality visitor experiences and a successful tourism industry, which contributes tangibly towards the nation’s social and economic well-being. We commit ourselves to earning success and respect for our common cause by a constant quest for professionalism, leadership, creativity and excellence in all we do. Role of FVB : Role of FVB As Fiji’s National Tourist Office (NTO), the FVB role includes:- Marketing the destination Encouraging and assisting the industry to work together Providing quality research information Slide 5: VISITORS FIJI’S VISITOR ARRIVAL PERFORMANCE 2002 vs 2001 Slide 6: MAJOR FIJI INDUSTRY EARNINGS Marketing Overview : Marketing Overview Knowing the product Key factors Partnership Brand Value Fluidity Timing Competition/Intelligience SWOT Analysis - Strengths : SWOT Analysis - Strengths Value of brand Unique Fijian culture and friendly people Unspoiled environment, tropical destination English being the official language Wide variety of choices in types of hotels, resorts and activities Well developed infrastructure SWOT Analysis - Weaknesses : SWOT Analysis - Weaknesses Lingering doubts on safety & security after May 2000 events Lack of marketing funds compared to other destinations Weak reputation for service standards Limited shopping facilities Flight accessibility, capacity and schedules Limited accommodation during peak periods SWOT Analysis - Opportunities : SWOT Analysis - Opportunities Increased desirability in key markets Untapped emerging markets More resorts being built Maximising cooperative marketing More airline capacity SWOT Analysis - Threats : SWOT Analysis - Threats Current situation in IRAQ and ongoing war against terrorism Global airline situation Stiffer competition from overseas destinations Ongoing constitutional court case Marketing Plan : Marketing Plan Key objective of the marketing plan is Consultation with key stakeholders in all aspects of the FVB’s regional marketing plans. Marketing Plan : Marketing Plan The FVB marketing plan is the result of the input of 4 key parties: Fiji Visitors Bureau Airlines Wholesalers Fiji Tourism industry Marketing Plan : Marketing Plan ROLE OF THE FVB As the NTO, the role of the FVB is to act as a facilitator of the wholesaler, airlines and tourism industry and to ensure that all 3 work in tandem so that the end result is that we are increasing visitor numbers to Fiji Marketing Plan : Marketing Plan ROLE OF THE AIRLINES Role of the airlines is to provide the seats/air routes to the destination, in our case we work colsely with Air Pacific and Air New Zealand Marketing Plan : Marketing Plan ROLE OF WHOLESALERS FVB, with the wholesalers, airlines and tourism operators put packages together; they then give this to the travel agents(Frontliners) who sell the packages directly to the consumers Wholesalers may be referrred to as decision makers and travel agents as frontliners Marketing Plan : Marketing Plan ROLE OF FIJI TOURISM INDUSTRY They are an important party as they have the product so it is vital to communicate with them so that they provide the services that match the demands of the market Marketing Plan : Marketing Plan The 4 key parties meet at least twice throughout a given year to work out coordinated activities that will form the basis for the FVB’s marketing plan per market High council meetings include: Fiji Tourism Forum Industry meetings Marketing Plan : Marketing Plan When meetings are held and consultation takes place amongst the key players, what is able to be worked out are the strategies and various activities that each regional office can undertake in their respective markets Marketing Plan : Marketing Plan What is decided by any marketing plan is: How much money do we have? Where/How should we spend it? Why? Marketing Plan : Marketing Plan Other things taken into consideration for our marketing plan include: The announcement of the budget by Cabinet The state of the global economy Marketing Strategies : Marketing Strategies Global Branding In 1998, FVB established a new brand for the Fiji Islands and a new way of marketing the Fiji Islands The global positioning tag line is: “Fiji Islands…The One Truly Relaxing Tropical Getaway” Marketing Strategies : Marketing Strategies Media Visitation Hosting of selected travel writers, photographers, television & film crews for a familiarisation tour of our Fiji Islands. Experiences are recorded and related upon return to their respective countries. Marketing Strategies : Marketing Strategies Trade Visitation Hosting of selected travel agents, tour operators and wholesaelrs for an educational tour and experience of Fiji Marketing Strategies : Marketing Strategies Cooperative Initiatives Undertake joint venture marketing and promotional activities with our key strategic industry partners both local and overseas to maximise on our buying power and reach especially with direct to market promotional campaigns targeting the consumer at large Marketing Strategies : Marketing Strategies Niche Marketing Primary Niche Segments: Dive, MICE, W&H, Special Events, Cruising Secondary Niche Segments: Soft adventure/Eco-tourism, Fishing, Golf, Schools travel, Film Production Marketing Strategies : Marketing Strategies Niche Marketing Identify product gaps for development opportunities Look at appropriate product groupings within Fiji tourism to maximise on niche opportunities Marketing Strategies : Marketing Strategies Internet Marketing Actively promote our website in our regional markets globally Attain and facilitate actual bookings to Fiji via our website Work in conjunction with the local industry in undertaking joint venture online campaigns and advertising Marketing Strategies : Marketing Strategies Promotional Shows and Market Visits Participate in major trade and consumer shows around the world eg. DEMA (New Orleans), ITB (Berlin), WTM (London) Organised market visits with the local industry through roadshows with travel agent workshops and taskforce visits targeting the key wholesale partners in the market Marketing Strategies : Marketing Strategies Crisis Management FVB ensures servicing of international media in crisi situations to offset negative publicity which could be potentially damaging to Fiji tourism A good example would be the aftermath of the May19, 2000 events Any Questions?? : Any Questions?? Vinaka Vakalevu!!

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