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Meetings Industry Day 2013 The Winning Formula Marketing Clinic Japan, Singapore, Russia, India
Meetings Industry Day 2013
The Winning Formula
Marketing Clinic
Japan, Singapore, Russia, India
Agenda
I. Market Overview
II. Market Analysis / Potential & Key
segment
III. Business Etiquette : Do & Don’t
IV. 2014 Sales & Marketing Activities
(tentative)
Japan
Mr. Haruo Otani
I. Market Overview
- Economic Outlook / GDP / Unemployment
- Japan’s Economic freedom score is 71.8., making its
economy the 24th freest in the 2013 index. Its score
is 0.2 points higher than last year. In the region ,
ranked in 6.
- GDP : latest data for first 3 months in 2013 is 4.1%
- But next 3 months drop to 2.6%
- Unemployment : 4.2 %
• Outbound departure for Thailand
1.2 million in 2012
major airport from Japan ;
Tokyo now 2 international airport which are
NARITA (main international )
HANEDA (using both domestic)
NAGOYA / OSAKA / FUKUOKA/ SAPPORO
• major airlines
Thai international (TG)
All Nippon Airways (NH)
Japan Airlines (JL)
- Business Traveler Behavior
- Punctual / effective results within a few days /
quick response for the request or repair , etc…/
easy internet access / prefer the room with bathtub
- Outbound Market Trends
- @reasonable / good variation / but limited period
MICE market should be more for ideal proposal
Out bound market trends (continue)
• Our market competitive situation in MICE market
we are always in heavy competition between travel
agents to fight to get business.
organizers are always looking for the latest ideal
destinations for their incentive guests to show the
difference to the others.
for the incentive group business, following idea are good
impact to get the business;
* ideal venue or ideal theme party plan
* any key person in town can be invited ?
as a welcome speaker ?
* can be arrange any visit to the connected organization?
* can be arrange factory visit ?
- Environment for Outbound Travel
Political : Law & Policy Should be stable and safe situation needed / in case
any problem ( political or natural ) we should postponed the group
Economic We still in good situation to compare our economical
situation : for example ; we can stay BHT3,000- or 3,500- at 4 star level of the accommodations in Thailand. But this budget should be only business hotel ( rooms size will be around 15sm) level in Japan.
- 5 star hotels in Japan could be charged US$500- per night excluded ABF and event cost will be US$150- p/p . It looks expensive though we have excellent services to win the competitions (the rates are for example) important part is high level of service provided to both guests and organizers.
Social
We used to think to get more close relationship with business partners to find out the chances in any occasions.
we would like to propose our style while you are in our place, so in opposite, we used to looking for the home style in its countries.
Technology
In our technological market is always looking for the advance materials . We used to study to create more useful items to the market. We could be a good partner to create together
II. Market Analysis /Potential & Key segment
-Key Outbound Destinations
-2012 : China / Korea /Hong Kong / USA / Hawaii / Thailand
but dropping number of China and Korea by
political problems
-Key MICE Destinations
-Hong Kong / Seoul / Guam / Hawaii / Thailand / Singapore
- Competitive Analysis
- Enough information / Ideal venue and event information
/ Steady some support program
- Updates: info regarding what key competitors
• are doing in the market
- prepare event support by the numbers;
for instance : up 50 guests : prepare gift +
guide book / up 100 guests : prepare gift +
guide book + welcome performance ( guests
can select its performances )
II. Market Analysis /Potential & Key segment
- Market Potential
we have good potential unless no political problems.
We have city, beach and highland selections to
compare to other Asian destinations
- Key Segment
Top Trade Buyers
- Automobile / Insurance / Net working / health
Top Corporate Buyers
• - Toyota / Honda / Suzuki / Amway /
Naturally plus, etc…
III. Business Etiquette : Do & Don’t DO: * Good communications * Promise the date of reply * Try our culture / foods while you are in Japan
DON’T: * No reply without any information * No late on any occasion without any information * Send any request before start sales call or meeting Or lunch/dinner occasion before miss its timing * Don’t hesitate to discuss anything
• IT & CMA in OCT 2013
• Okinawa contents mart in NOV 2013
• IME in DEC 2013
• Road show planning in FEB 2014 at Tokyo and Sapporo
• FAM for corporate in MAR 2014
• FAM for Agent in MAY 2014
• Connections plus FAM in JUN 2014
• JATA Tabi haku in SEP 2014
• Seminars in OSA / FUK / NGO / Sapporo / Sendai
IV. 2014 Sales & Marketing Activity
Japan Market Perspective
Region : Asia Key Market •Market Japan
•Marketing objectives Expand the variation of the market, Build up market size
• Target audience Corporate meeting planner, catch the decision maker, Event organizers', MICE Travel Agents, PCO, DMC
•Expected outcome from the activities 10 % growth
•Tactics / how to achieve the expected outcome /initiatives
- Organize Seminars / sales calls -Organize FAM trips from Tokyo , Osaka , Nagoya, Fukuoka , Sapporo and Sendai - Co-promo with key partners -Sending up date information -Advertize new support program -MOU activity to key major cities to expand exchange program
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Extra ＴＧ Information • Sapporo – Bangkok will be daily flight from OCT
TG670 : leaving from Bangkok at 23:45,
arrive at Sapporo at 08:30 next
morning
TG671 : leaving from Sapporo at 10:45 ,
arrive at Bangkok at 15:45
• Sendai – Bangkok will be start soon (DEC)
Sendai is located at middle of Tokyo and Sapporo. And key destination for Tohoku area.
TG680 : BKK (23:30) – Sendai (07:55 next day)
only : Tue / Thu / Sat
TG681 : Sendai (10:30) – BKK (15:15)
only : Wed / Fri / Sun
Contact in Japan ( any inquiries are welcome)
• Thailand Convention & Exhibition Bureau (TCEB)
• 3-22-15 Shimo Meguro Meguro-ku Tokyo 153-0064 Japan
• TEL/FAX : 03-5725-8015
• e-mail : [email protected] or [email protected]
• Contact : Haruo OTANI (Marketing Manager)
• assist support for Japan visit
* create appointment for your sales call in Japan
* create appointment not only Tokyo area ( need necessary
expenses budget)
* do sales call or attend event together with necessary budget
( can be follow for outside Tokyo area with necessary budget)
Singapore
Ms. Esther Chin
Market Overview – Singapore
2012 GDP : 1.3% Unemployment : 2.1% (June 2013) 2012 Inflation: 4.6% 2013 Inflation Estimate : 3% - 4% 2013 Growth Estimate : 2.5% – 3.5 %
Source: 1 Statistics Singapore - http://www.singstat.gov.sg/ 2 Monetary Authority of Singapore - http://www.mas.gov.sg
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Market Overview – Singapore
2012 Outbound Departure: 7.9 million Arrivals to Thailand: 821,057 (+20%) Key Leisure Destinations:
o Malaysia, Indonesia, China, Thailand, Hong Kong
Key MICE Destinations:
o Singapore, Malaysia, Thailand, Korea, Hong Kong & Macau
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Environment in Singapore for Outbound Travel
Political • Stable political environment • Good government relations with Thailand
• Favorable business environment, an attractive destination for investors and hotspot for inbound and outbound tourist inflows
Economic • Over 7,000 MNCs • over 100,000 SMEs (Small Medium
Enterprises) • GDP grew 3.8% (2Q13) •Total Trade decrease 6.1% (June 13) •2012 GDP per Capita: US $37,597
Social • Population (5.31 million – June 2012) •Unemployment (2.1% - June 2013)
Technological • Technology will continue to develop
at a rapid pace and involve all sectors of the industry
• High rate of internet users • Globally connected electronically
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Key Market Industries
• Financial Services • Healthcare and life sciences (Medical and
Pharmaceuticals) • Consumer Business (Fashion and Hospitality, Food
and Nutrition, Beauty and Personal Care) • Infocomm and Technology services • Accounting and Legal Services
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Flight Connectivity from SG Key Arrival Cities Bangkok, Phuket, Koh Samui, Chiangmai, Krabi, Hat Yai Major Airlines Singapore Airlines, Thai Airways International, Silk Air, Bangkok Airways, Jetstar Asia, Tiger Airways, Air Asia, Scoot Airlines Flight Frequency Total outbound flights to Thailand = 270 flights/week
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Outbound Market Trends
Asians are travelling and will continue to do so in 2013. Outbound trips are forecast to increase by 6% next year with China and Japan leading the growth, according to the latest ITB World Travel Trends Report. Hence, Demand for Business travel is expected to rise. Increasing Engagement Via Social Media and online tools are becoming more important for research and this is inhabited by rising numbers of tech-savvy consumers.
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Outbound Market Trends
Meetings Approvals Becoming More Challenging as a significant portion of Meeting planners in all regions indicated that gaining approvals for their meetings is becoming more difficult due to meetings budgets not Being approved until companies' latest financial data is available. This dynamic is putting even more pressure on already reduced lead times and can negatively impact hotel negotiations, potentially leading to higher costs. Security and Stability Impacting Destination Choice remains and emphasis.
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Outbound Market Trends
The green meetings movement is developing an identity of its own. Expect planners and participants to go beyond local community support to include more hands-on efforts centred on big events in order to be environmentally friendly and aware.
Teambuilding activities are making a comeback — Venues, which are offering creative options for teambuilding activities are in demand.
It will be a pressing year for industry players to continue to balance clients increased demand for quality and expectations of value. Strong partnership with vendors, attention to details and creative planning will remain a focus.
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SWOT Analysis for Thailand for Outbound Travel
Strengths‘ •Stable diplomatic relations with Singapore •Renowned Thai hospitality •Thailand has many attractions and tourism resources ready to respond to different market needs. •High Flexibility and Adaptability •World Class Airport facilitate travel •Simplified entry procedures – Visa not necessary •Existence of a full time and professional services of a MICE Bureau exists
Weaknesses • Inflexible custom policies and procedures. •Slow infrastructure improvements in some provinces •Long transits and travelling time between provinces
•Lack of direct flights to small provinces to Thailand. •Lack of English proficient speaking in some provinces
Opportunities •Stimulate spending with favourable currency exchange condition
•Domestic and International extension opportunities •Positive impact from Free Trade •There is government support of service development. • Focus on promoting tourism for the Green Season may be beneficial.
Threats •Effects of economic slowdown • Volatile political conditions impact tourism •Regional crisis and impact on media influence discourages tourism.
•Aggressive regional competition. •China is also moving very fast in capturing a larger share of world business tourism.
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Top Trade Buyers 1. MCI 2. Pacific World 3. Travel Media 4. Safe2travel 5. Event Age
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Top Corporate Buyers 1. HP 2. Tesa Tape 3. Extreme Networks 4. Mercer 5. Cisco Systems
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Business Etiquette : Do & Don’t
• English is spoken by all Singaporeans and the language business is conducted in.
• Most companies in Singapore operate on a five-day work week.
• There are many public holidays and long weekends in Singapore so it’s advisable to check the list of Singapore public holidays.
• Appointments should be made at least 2 weeks in advance and punctuality is vital.
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Business Etiquette : Do & Don’t
• Travelling in Singapore is normally done by taxi. 30 minutes is ample time to get anywhere within the CBD and city areas - and allow 45 minutes to an hour if travelling out of the city and more for peak traffic times.
• Business meetings in Singapore typically start with a handshake and introduction.
• Business negotiations in Singapore happen at a slow pace. Singaporeans are non-confrontational, so their verbal agreement does not always signify agreement in opinion.
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Business Etiquette : Do & Don’t
• Singaporeans are tough negotiators on price and deadlines.
• Be prepared with concessions you can make without injuring your business.
• Decisions are consensus driven so don’t be surprised if follow up meetings are made with other stakeholders and the wider group before a deal is struck.
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Business Etiquette : Do & Don’t • Be patient throughout negotiations and never try to
disagree directly with someone of a higher rank. • Business etiquette is essential and extends beyond
the office. Besides making a good impression, it helps in establishing good rapport with colleagues and business partners that may make or break your career.
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RECOMMENDATIONS
Evolving a distinct identity of its own — The industry must create its own persona to differentiate yourself in the market. Thinking and acting strategically — Assess the needs, anticipate coming challenges, and face them with appropriate measures. Nurturing agility and flexibility — Venues need to be open-minded about their meeting spaces and public spaces.
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RECOMMENDATIONS
Language Competencies Look after repeat customers Assimilating these changes seamlessly and responding to it with strategic initiatives will only make the MICE industry stronger than before.
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Singapore Market Perspective
Region : ASEAN Key Market •Market Singapore
•Marketing objectives Drive further growth, Build up market size
• Target audience Corporate meeting planner, Event organizers', MICE Travel Agents, PCO, DMC
•Expected outcome from the activities 10 % growth estimated
•Tactics / how to achieve the expected outcome /initiatives
- Organize Sales Missions - Organize fam trips - Co-promo with key partners - Keep market updated on new developments
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Russia
Mr. Dmitry Smirnov
I. Market Overview Russian GDP of USD 1.85 trillion represents
3% of the world economy. It is the 5th largest world economy and one of the promising BRIC group of nations.
143 million population.
Unemployment relatively low - only 5,4%.
One of the top 10 countries with the highest number of internet users. RUS
I. Market Overview (2)
On a per capita basis, Russian GDP was
US$13,236 in 2011, making Russians 38th
richest on both a purchasing power and
nominal basis.
On the average, a Russian tourist spent EUR
1,200.00 on every journey abroad in 2012.
RUS
Moscow – 11,5 mln
St. Petersburg – 5 mln
Rostov – 1,1 mln
Yekaterinburg – 1,4 mln
Novosibirsk – 1,5 mln
Irkutsk – 0,6 mln
Vladivostok – 0,6 mln
Samara – 1,2 mln
Major regional centers of Russia
I. Market Overview – the opposite side:
Leading exporter of oil and natural gas (this biggest sector of national economy equals to 58% of GDP).
Unemployment figures do not reflect real buying powers of population.
Power, economy, decision making – 90% of it is concentrated in or around Moscow.
RUS
I. Market Overview – the opposite side:
Only 5 to 16 % of Russians do have a so called “foreign” passport – a document allowing them to go outside the Russian border. This is appr. 10 – 22 million people.
Russians undertook 14,5 million tourist trips abroad in 2011, and 15,3 million – in 2012. 885000 trips were made to Thailand.
Mobile network covers up to 60% of the territory, and internet is used by 42% of Russian families.
RUS
I. Market Overview
Environment for Outbound Travel:
Politically outbound tourism is not encouraged, with ultimate priority given to domestic tourism. Business travel is not recognized and MICE is not associated with tourism. No legal mechanisms.
Technology – on the rise. 5.6 million Russians have used the Internet to purchase a variety of travel services in 2012.
RUS
I. Market Overview - Business Traveler Behavior / Outbound Market Trends:
Budget
Visa
Beach resort infrastructure
Direct flight access and flying time
Security and general hospitality traditions
Hotels’ capacities and their meeting facilities. RUS
II. Market Analysis /Potential & Key segment
Key Outbound Leisure Vs. Key Outbound MICE Leisure Destinations *:
Turkey
Egypt
China
Thailand
Spain
Germany
Greece
Italy
UAE
Finland
Cyprus
Bulgaria
2 500 000
1 900 000
1 300 000
885 000
792 000
713 000
690 000
570 000
549 000
512 000
404 000
389 000
RUS
II. Market Analysis /Potential & Key segment
Key Outbound Leisure Vs. Key Outbound MICE MICE Destinations:
Turkey
Egypt
China
Thailand
Spain
Germany
Greece
Italy
UAE
Finland
Cyprus
Bulgaria
2 500 000
1 900 000
1 300 000
885 000
792 000
713 000
690 000
570 000
549 000
512 000
404 000
389 000
RUS
II. Market Analysis /Potential & Key segment
Key Outbound Leisure Vs. Key Outbound MICE MICE Destinations:
Turkey
Spain
Greece
Germany
Italy
Thailand
France
UAE
Mexico
CIS countries (ex-USSR)
RUS
II. Market Analysis /Potential & Key segment
Top Asian destinations / leisure:
Thailand 885 000
Vietnam 149 000
India 109 000
Hong Kong 41 000
Indonesia 29 000
Japan 24 000
RUS
II. Market Analysis /Potential & Key segment
Visa-free destinations for Russians across Asia *:
Thailand
Vietnam
Indonesia
Philippines
Maldives
Sri Lanka
Hong Kong / Macau
Singapore **
Japan **
* Tourist visas, valid from 21 to 30 days. ** Transit visas, valid from 48 to 72 hours, provided further travel documents are provided.
RUS
II. Market Analysis /Potential & Key segment
Competitive Analysis
MICE potential is not recognized by most
regional competitors (China, Hong Kong,
Philippines, Korea, Singapore and Malaysia).
Some (Vietnam/Indonesia) do not have NTO
office in Russia.
RUS
II. Market Analysis /Potential & Key segment
Top Trade Buyers:
Professional MICE agencies
TMC
Event agencies
Leisure tour operators / charter
consolidators. RUS
II. Market Analysis /Potential & Key segment
Top Corporate Buyers never go direct to suppliers and represent the industries:
Pharmaceutical (Bayer, Sanofi, Takeda)
FMCG (Craft Food, Unilever)
MLM (Oriflame, Amway, Vision, Herbalife)
IT hardware “vendors” and distributors
RUS
II. Market Analysis /Potential & Key segment
Thailand for MICE Outbound
&
Visa free
Resort facilities
Direct flights
Value for money
Deficit of flights
Not enough hotel capacity
Lack of Russian guides
6-months’ passport validity
pro’s: con’s:
RUS
III. Business Etiquette : Do & Don’t Don’t try to hit a final client in your sales
Be prepared to cope with late, delayed or postponed payments
Get to know your clients by face and make friends with them
Recruit a Russian-speaker in your team Be ready to answer 24x7 within 2 hours, but
chase a client during weeks for confirmation Always acknowledge receipt of e-mail
RUS
III. Business Current Trends:
Tenders go bigger and diverse
Need for alternative venues for pharmaceutical “cycle” meetings
Post-payment “epidemic”
New companies as a result of merges/acquisitions, or – split-outs from existing companies
Event specialists turn to focus on MICE travel RUS
IV. 2014 Sales & Marketing Activities
Region : Russia •Marketing objectives Maintain market size
Target Audience: Corporate meeting planner, Incentive house, DMC
•Expected outcome from the activities
Estimated increase of 5 % Russia based events
•Tactics / how to achieve the expected outcome /initiatives
- Conduct buyers presentations for Russian buyers at IMEX, EIBTM - Organize a road show in Moscow, St. Petersburg and Kiev (Ukraine) - Organize a fam trip with TG - Keep market updated on new developments - On-going bidding support to MICE clients
RUS
India
Mr. Nitin Sachdeva
Market Overview – India
Population: 1.237 Billion Major Cities: New Delhi (Capital), Mumbai, Chennai, Kolkata, Bangalore, Hyderabad and Ahmedabad Language: Hindi and English Currency: Indian Rupee 2013/14 GDP Growth: 5.7% (Source: IMF) 2014/15 GDP Forecast: 6.2% 2013/14 Inflation: 9.2% 2012 GDP per Capita: $1,489 USD 2012 Outbound Departures: 15+ Million 2012 Arrivals to Thailand: 1,013,308 PAX
IND
Market Overview – Air Connectivity
Air Traffic to Thailand:
• Air India – 14 Flights / Week from Delhi, Mumbai • Jet Airways – 40 Flights / Week from Delhi, Mumbai, Kolkata • Thai Airways – 60 Flights / Week from Bangalore, Chennai, Delhi, Gaya,
Hyderabad, Kolkata, Mumbai, Varanasi, Ahmedabad. • Cathay Pacific – 10 Flights / Week from Delhi, Mumbai • Air Asia – 12 Flights / Week from Kolkata, Chennai • Indigo Airlines – 21 Flights/ Week from Delhi, Kolkata • Bangkok Airways - 7 Flights/ Week from Mumbai
Total incoming flights to Thailand : 164 Flights / Week
IND
Market Overview – State of the economy
• One of the fastest growing economies world wide.
• Indian economy will expand 5.7% this year as per the report by IMF and World Economic Outlook.
• World Wealth Report by Cap Gemini & Merrill Lynch – India & China to be the engine drivers for growth in high net worth individuals.
• Primarily a saving economy. Only 3% Indians have investments in stock & market variations have no direct impact on savings.
• Growing middle class – 300 million approx.
• Rising incomes and spending power doubled since 1985.
• 50% under the age of 25 and 65% under the age of 35. Young economy.
• 18 official languages. English widely spoken IND
Market Overview – Tourism Overview
Outbound Travel – 15+ million in 2012 Estimated growth 15 - 20% per annum.
60 % Business 40 % Leisure / VFR / Immigrants
30 million people with valid passports 137 million (11.4%) access the internet in India(2012 figures) Online Travel Industry expected to grow to $12.5 billion in 2015- Up 80% by 2012. (PhoCusWright)
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West India •Hub – Mumbai •Market Share – 34%
North India
•Hub – Delhi •Market Share – 33%
South India
•Hub – Chennai / Bangalore •Market Share – 23%
East India
•Hub – Kolkata •Market Share 10 %
Market Overview – Outbound Tourism Geographic Spread
IND
Market Overview- Outbound Market Trends • Indians travelling to Asia-Pacific alone spent $13.3 billion in 2011. This
figure is set to zoom to $91 billion by 2030, making Indians the second-biggest spenders, after China, in the world on overseas travel.
• Young travellers are using smart phone to book their travel. • Net users spend close to 16 hours a week online more than television
which is 14 hours. • Even the OTA’s are launching mobile sites and encourage people to book
through smartphone applications.
• Now with direct flights to a number of foreign tourist destinations, Indians would rather spend their extended weekends overseas.
IND
Types of Incentive Trips :
• Reward Trips – Most common and based on multi-tiered incentive systems. These are pure holiday junkets.
• Part Conference – Motivate or improve quality, build bonding and loyalty (increasing as talent retention is key)
• Product Launches – Now being held overseas and increasingly popular.
Market Overview- Outbound Market Trends-MICE
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Considerations for choosing a Incentive Destination • Budget – based on sales target and performance
• Segments – Entry level, Medium or High achievers
• Ease in getting a Visa
• Safety, Security
• Flight connections.
• Uniqueness of Destination, WOW Factor - something that delegates can cherish.
• Unique Venues, Shopping & Nightlife options
• Availability of Indian meals (including vegetarian options)
• Fun and entertainment options
Market Overview- Outbound Market Trends-MICE
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• Well Traveled, Affluent and Financially Sound.
• 70% are pure Reward related and 30% are on partial Conference/
Meeting.
• Length of Trip: 5- 7 Days (multiple cities- long haul) but majority 3 to 5 days (mono city)
• Group Size: 50 to 500- with majority between 100 to 150.
• Desire new experiences.
• Willing to pay more for good value.
Market Overview- Business Traveller Profile
IND
• Political: No current political issues that restrict travel from India to Thailand. • Economic: Indian economy is currently slowed down in the last year resulting to
depreciation of the rupee against the US dollar. This has impacted outbound travel, however the sector is on a rise and people continue to travel.
• Social: Has a big impact, as word of mouth plays a very important role in India. • Technology:
• 11.4% of total population in India are internet users which make up around 137 million people
• Indians are comfortable in using internet for planning their trips and now there is increase in direct bookings online.
• Online Travel Industry projected to reach $12.5 billion in 2015, up 80% over 2012- PhoCusWright.
Market Overview- Environment for Outbound Travel
IND
Key Outbound Destinations:
Singapore
Thailand
Malaysia
Hong Kong and Macau
Europe
USA
UK
Dubai
Australia/New Zealand
Market Analysis/ Potential & Key segments
Key MICE Destinations:
Singapore
Thailand
Malaysia
Hong Kong and Macau
Dubai
Australia/New Zealand
Spain
Switzerland
IND
Indian outbound Traffic to Key Destinations
Destinations 2012 2011
Thailand 1,013,308 914,971
Singapore 670,000(Jan-Sep)
868,991
Dubai 763,986 702,142
Malaysia 691,271
693,056
USA 724,433 663465
Hong Kong 414,158 498,063
Market Analysis- Competition Figures
IND
• Tourism Australia’s marketing budget in India is set to be more than 5 Million USD for 2013/2014.
• Turkish Tourism Authority increased their marketing budget to 1.5 Million US Dollars for India (2013-14)
• Hong Kong Tourism Board (KTB) has allocated HKD 12.5 million (1,611,037.69 USD) to promote the destination in India, which is 14 per cent more than last year.
• The Hong Kong REWARDS! 2013/14 Privilege Programme
Available starting April 2013. Key features of the new programme include:
– Corporate groups with at least 20 overseas participants will receive a MEHK Welcome Gift Set which includes welcome souvenir, Hong Kong map as well as coupon leaflet with free admission to museums and Hong Kong Wetland Park
– Corporate groups with more than 100 overseas participants can enjoy the Welcome Gift Set, a digitalized welcome message displayed at the airport, and a cultural performance show sponsored by MEHK
Market Analysis- Competition Budgets
IND
Strengths Weakness Opportunities Threats
1. Visa on Arrival
2. Proximity to
India
3. Flight
connectivity
4. Facilities &
Infrastructure
5. Choice of activities –
Entertainment, Shopping, sightseeing, locations, nightlife, food, sports, etc.
6. Choice of hotel brands
7. Value for money
1. Lack of awareness of other
destinations
beyond Bangkok
/ Pattaya
1. Direct Flights to other
locations in Thailand.
2. Sport activities - Golf.
3. Growing Incentive
business in India.
4. High costs for
organizing domestic
meetings & incentives.
1. Thailand’s political situation
2. Competition from
other destinations
Competitive SWOT analysis
IND
Market Potential
• The UNWTO predicts that India will account for 50 million outbound tourists by 2020.
• With more than 1.2 billion inhabitants and an increasing GDP, India is one of the fastest growing outbound travel markets in the world.
• Indian Outbound Traveler is Emerging as a Dark Horse for MICE. • Industry verticals like Pharmaceutical, Cement, FMCG, IT and Financial services are the major
contributors to the Indian outbound MICE sector
• India is anticipated to continue driving growth in business travel spend, at around twice the world average.
• Most destinations are formulating Indian centric policy to tap the growing potential of Indian MICE market.
IND
II. Market Analysis – Key Segment
• Market Segments- MIC
– Beach destinations
– Cruise
– Golfing trips
– Sports events
– Adventure Tours
• New Segment Trend – Theme Based
– Luxury and niche market
– Increase of women’s travelers
IND
II. Market Analysis Top Trade Buyers
• Ascon Holidays • Carlson Wagonlit Travel • Cox & Kings (I) Pvt Ltd
• Journeys & Destinations Worldwide
• Leisure Tours • Make My Trip ( India ) Pvt Ltd
• Orbitz
• Kuoni-SOTC
• Thomas Cook (India) Ltd.
• TUI Select Vacations
• Travel Masters India Corporation
Top Corporate Buyers
• Consumer Durables
o Lloyd Electric o Havells India o Sintex Industries
• Information Technology o TCS o Infosys o Wipro
• Pharmaceuticals o Ranbaxy Laboratories o Novatis India o Cipla
• Insurance o Bharti Axa Life Insurance o Life Insurance Corporation o Aviva Insurance India
IND
II. Market Analysis
Top Corporate Buyers (Cont.)
• Telecom o Airtel o Vodafone o TATA Telecommunications o Reliance Communications
• Direct Selling Companies
o Amway o Oriflame o Avon o Herbalife
IND
Business Etiquette : Do & Don’t
Business Relations & Culture • Business relationship is built through mutual trust and respect and it may be a
good idea to go through third party introduction. • This is a hierarchical culture, so greet the eldest or most senior person first. • Religion, education and social class all influence greetings in India. Business Meeting • The best time for a meeting is late morning or early afternoon. Reconfirm your
meeting the week before and call again that morning, since it is common for meetings to be cancelled at the last minute.
• Indians are non-confrontational. It is rare for them to overtly disagree. • Delays are to be expected, especially when dealing with the government. Attire • Business attire is conservative
IND
India Market Perspective Region : South Asia
Key Market Emerging Market New Market
• Market India Mumbai / Delhi / Chennai/ Bangalore/ Kolkata
PUNE /Hyderabad/Ahmedabad/ Jaipur/ Punjab
•Marketing objectives
Increase the number of delegates and maintain number in keys areas by focus in main potential corporate repeating corporate and involve each section
Promote the new support and focus on the high yield market.
Sales Visit / Promotional Package for the larger group and support for small groups to newer destinations.
• Target audience Corporate Companies/ Travel Agencies / PCO/ Event Companies
Existing clients Large Corporate / Travel agencies
Large Corporate / Travel agencies
•Expected outcome from the activities
Increasing 10% on top of the previous budget. Focus more on the corporate a larger repeating group and smaller high yield groups
Thai Team and focus on the partner such as TG /BKK airways , BOI, Embassy , and Local/International DMC
Local agencies TG /BKK airways , BOI, Embassy , and /Local and international Airlines /International DMC
•Tactics / how to achieve the expected outcome /initiatives
Focus at larger /upper scales of corporate by more sales mission especially focusing on group involvement to present what we can offer (more support for the group )
Sales Visit / Promotional Package for the larger group /B2B session .
B2B session.
IND
• Target Audience o Corporate Companies o Travel Agents o Associations o Event Management Companies o Media
• Our main focus will be to increase the penetration in the corporate
companies and Travel agents in Tier 1 as well as Tier 2 market. • Event Managers and Meeting Planners. • Major Trade and Industry Associations. • Continue to work with Travel companies who work on regular M & I
business.
Sales & Marketing Activities- 2014
IND
• Email Newsletters to our active database of Travel agents, Corporate companies, Associations and Event Management Companies.
• Educational Forums/presentations.
• Advertisement in business magazines and participation in business events
• Regular Sales Calls.
• Partnership opportunities/ alliances.
• Fam trips for travel agents, corporate decision makers, media.
• PR activities with trade & relevant consumer media.
• Attend trade shows and meetings.
Sales & Marketing Activities- 2014
IND
TCEB Team (Meeting & Incentive
Promotion Section)
Europe & Americas
Ms Supanich Thiansing
North Asia
Mr Porameth Shinno
ASEAN
Ms Piyawan Kornkamonphruek
Oceania, S.Asia, ME & S.Africa
Mr Thanabodee Hemsuchi
Q & A
