Plan Mercadeo Aguirre

Strategic marketing plan
Preview presentation
Ronald Bolaños

Meeting objectives


Present the final part of the planning phase.



CCITA will approve:






Colors for the logo
Communication plan
Media plan
Budget
Schedule

Roadmap
Done

Next Step

1.

Situation analysis

9.

Communication Plan

2.

Mission and vision development

10.

MediaPlan

3.

Set Objectives

11.

Budget and recommendations’ schedule

4.

Target audiences set

12.

Preview presentation

5.

Brand set

13.

Final report presentation

6.

Brand personification

7.

Unique selling proposition

8.

Activities and product’s list

The brand’s face
As important as the name is the way it looks

Target audiences


Camara deComercio, Industria y Turismo de Aguirre:




Government organizations, NGO’s, Companies and workers of
different sectors.

Strategic Marketing plan:


Men and women, USA, Canada, Europe and Costa Rica, ages
between 45 and 65 years old, that like nature, the sea,
adventure sports, vacationing outside their countries and with
the resources to do so.

Facts to remember


Twomain ways of how a tourist finds about a place



Internet
Recomendation from other person



No brand has ever been exploited for the whole area



Budget was done with an exchange rate of 560 colones per
dollar, any change on that rate may impact on the budget

Building the brand
Products & Activities

As important as the strategy is the continuity

Brand constructionprocess & Targets
First Stages

General Targets

Consider

International

Try

National

Aware

Local

Brand construction process
First Stages




Activities have to focus on the stages where the most
tourists decide NOT to continue with the process



Consider

Consumers (tourists) go through a process to become
“REGULAR” buyers of the brand

With a newbrand, the process always begins in the
awareness stage

Try





Aware

Remember that in the case of Costarricans only a 2,9% of
tourists reported Quepos – Manuel Antonio as their
“place to go”

Building the brand is communicating not just its name but
also its brand world, personification, USP and reason
why, among others.


Through this communication not only the brand byitself is
transmitted, but also activities such as promotions

General targets
International

National
Local

• USA: California, Florida and N.Y.
• Canada: Montreal and Vancouver.
• Europe & Rest of the World

• Private firms
• National citizens

•
•
•
•

Local government
Government & NGO’s
Private firms
Aguirre’s people

Main Focus by trimester
• Put pieces together andprepare materials
• Start building up the database
• Improve people’s capabilities (trainings)
1st trimester
• Launch event
• Increase awareness levels among target audiences
• Launch approved activities
2nd trimester • Start positioning of Quepos is Costa Rica among key stakeholders and database
• Increase trial levels (normally on other industries I wouldn’t recommend moving on to trialstage, however considering that i n
tourism living the experience is so important…(
3rd trimester • Key stakeholders to live the Quepos is Costa Rica experience

• International targets’ activities
4th trimester

General targets on a timeline

1st trim

•Aguirre’s
people
•Local
Governm
ent
•NGO’s
•Private
firms

2nd trim

•Private
firms
•National
citizens

3rd trim

•USA:
Californ
ia, Flori
da and
N.Y.

4th trim

Canada:
Montreal
and
Vancouver

5th trim

• Europe.
• Rest of
the
World

Launching the brand
Is important to develop commitment to
the brand within local people, local
Government, private firms and NGOs
1.
2.

1st

trimester /
stage

•
•
•
•

Aguirre’s people
Local Government
NGO’s
Private firms

Establish...