Olympian Summer School with topic "Marketing and Management through Excellence and Olympian Ideals"

1. Case Study: “Marketing
Olympia as a Tourist
Destination”
1/08/2012

2. SUMMER SCHOOL – OLYMPIA 2012
“TORCH TEAM”
• Sercek Efe – University of Dokuz Eylul
• Koliomichou Aggeliki – University of Piraeus
• Papadopoulos Georgios Marios – University of Patras
• Serfou Chrisanthi – University of Piraeus
• Strafioti Dimitra –University of Leeds
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3. Contents
1. Vision
2. Mission
3. Goals
4. Situation Analysis
5. Segmentation & Target Markets
6. Branding Strategy
7. Differentiation & Positioning strategy
8. Product Strategies
9. Promotional Strategy and Media
10. Partnership alliances & Strategies
11. Human Resources
12. Conclusion
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4. Vision
Being a sustainable and distinguished
tourism destination, preserving the
cultural heritage but also offering a
unique travel experiences.
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5. Mission
Offering specified and
individualized products- services
in order to foster the local
community – economy.
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6. To boost the local economy.
To promote Olympia as a unique
destination
Educate the local people & staff
Improve service quality.
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7. Situation Analysis [1]
Internal Environment
STRENGHTS WEAKNESSES
o Heritage, Culture, History o Non – sustainable economic growth
o Global Reputation o Transportation
o Scenery o Lack of educated – experienced
personnel
o Hospitality
o Weak promotional strategy
o Traditional Cultural Events
o Unstable pricing policy
o Accessibility (easy-border pass)
o Weak partnerships
o Dependence upon tour operators
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8. Situation Analysis [2]
External Environment
OPPORTUNITIES THREATS
o Attract new target markets o The surrounding areas (Katakolon
o Create new product experiences Clemoutsi’s Castle).
o Attract potential investors o The economic situation of the
country
o Establish new partnerships (NGO)
o The negative publicity and all the
o IT development, stereotypes about the country
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9. Segmentation [1]
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10. Segmentation [2]
Geographic:
• German, British, Italian, French
Demographic: Psychographic:
• 19-29 & 40 – 49 • Visiting attractions
• Contact with local
• High income
people
• High educated • Touring – Know new
• Couples, Families, Students places
• Relaxation – Fun
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11. Target Markets
 Visitors but non stayers in Olympia: the most important (Greek or
not, travel by car, low or high income, younger or not...).
 Cruise passengers visiting Olympia (American - British , couples,
over 40 years old, high income, seeking to get in touch with locals).
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12. Branding Strategy
Where the myths come alive…
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13. Differentiation & Positioning
strategy [1]
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14. Differentiation & Positioning
strategy [2]
• Olympia has to focus on its existing & distinctive assets
(heritage, history.. ) & values (tradition, quality, authenticity)
so as to stand out as a sustainable tourism destination and
communicate its unique value proposition among its target
groups.
• Positioning as a destination that offers not only a unique
culture but value-for-money and a wide variety of experiences
to visitors.
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15. Product Strategies [1]
1. Improvement of existing tourism products
& services
- Improvement on existing activities (e.g. sports, cultural
activities, festivals)
- Improvement service quality (e.g. hotel providers, restaurants..)
- Improvement of existing superstructure (e.g. renovate
accommodation buildings, illuminate the village roads, expanding the
roads)
- Re-opening of Modern Olympic Games Museum
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16. Product Strategies [2]
2. New Product Development
- Develop new activities especially for children & young people
(e.g. sports, eco tourism / fishing activities, voluntary programs, playgrounds)
- Develop cheaper tourism packages according to the market needs
(e.g educational)
- Shops with genuine local products
- Restaurants with traditional food
- Open market , exhibitions (e.g. local products)
- A coffee station within the archeological area
- Opening an official store within the museum
(e.g. exhibit replicas, crafts, traditional clothing)
- Establish facilities for disabled people
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17. Promotional Strategy and
Media [1]
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18. Promotional Strategy and
Media [2]
• A consistent campaign specifically for Olympia
• Use the traditional media (brochures, posters, TV ads) and
on- line – social media channels (e-brochures, IT applications)
• Olympian Ambassador Club (could be integrated within the site
that promotes Ancient Olympia)
• Participating to International Tourism Fair as a destination
• Promoting potential events / exhibitions of Olympia within and
in the surrounding areas (flyers, tourist guides, etc )
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19. Promotional Strategy and
Media [3]
• Invite the newspaper/magazine columnists to Olympia in
order to make them experience the destination and culture.
• Support Social Responsibility Projects (e.g . promote Olympia
with the logo on plastic bags).
• Support the film producer to make a film in Olympia.
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20. Partnership alliances &
Strategies
• Build new partnerships or reinforce
the existing ones with tour
operators, travel agencies, national
tourism organization, trade
associations, with the
academics, Ministry of culture and
tourism
• Establish good public relations / gain
positive publicity / dealing with 19
stereotypes
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21. • Build a sharing culture (communicate vision /
goals, share existing knowledge)
• Implement service training programs for staff
which is in contact with the visitors
• Educate the staff - skills building (e.g. language training)
• Involve your staff on the decision making
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22. “Where there is a will, there
is a way”
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23. Thank you for your attention
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