Exemplary Example Marketing Plan

Exemplary Example Marketing Plan
Tourism Macedon Ranges
Executive Summary
The Macedon Ranges is a tourism region one hour’s drive, north west of Melbourne.
This marketing plan will discuss how to enhance the visitation numbers to this
region and promote awareness of the culture in the region. This focuses on
providing visitors with a unique experience to the local food and wine culture as it
is regarded as the main attraction to the region.
The marketing strategy will be aimed towards young couples within the
demographic age group of 25-45 years. This is a challenge due to the lack of
awareness that young couples have when planning a holiday domestically. If this
challenge can be overcome it will lead to increasing interest in the demographic
segment.
As there is fierce competition within the wine industry, this strategy aims to
enhance the awareness which will lead to the region being able to compete equally
with competitors. Furthermore, this region is small in comparison to similar regions
within Victoria however it has an advantage in which it holds rich historical and
heritage values.
The objectivities set out for this marketing plan are aimed to be obtained within a
year of implementing the plan. Therefore, the plan looks at increasing the domestic
market of visitor, gaining a higher market penetration with the local accommodation
facilities and increasing the economic value for tourism to the region.
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In order to achieve these goals and promote the region effectively, this plan will
detail the four factors relating to the marketing strategy being product, price, place
and promotion which will be managed within the budget allocation of $100,000.
Finally, this marketing plan will detail the marketing metrics and market research
undertaken to establish the objectives set out in the time provided.
Table of Contents
1. Business Overview……………………………………………………………………………… 2
2. Market & Product Overview ………………………………………………………………. 3
2.1. Customer Information ………………………………………………………………….5
3. Objectives …………………………………………………………………………………………. 5
4. Marketing Strategy ……………………………………………………………………………. 8
4.1. Product ……………………………………………………………………………………..9
4.2. Price ……………………………………………………………………………………….10
4.3. Place……………………………………………………………………………………….11
4.4. Promotion ………………………………………………………………………………..11
5. Budget and Controls ………………………………………………………………………… 13
6. Controls and Conclusion…………………………………………………………………… 13
7. Reference List………………………………………………………………………………….. 14
1. Business Overview
The Macedon Ranges is a wine region located north west of Melbourne, Victoria.
The main town, Macedon, was first established in 1851 due to the gold rush in
Bendigo. The area soon became a holiday retreat for the rich and famous when
personal transport was readily available for owners to commute between the city
and their holiday homes in the region (Macedon Ranges Tourism 2008). The 9
villages that make up the Macedon Ranges region are Gisborne, Kyneton,
Lancefield, Macedon, Malmsbury, Mount Macedon, Riddells Creek, Romsey and
Woodend.
Due to the region having consistent rainfall, distinct growing seasons and fertile
soil, ‘one of the signatures of the Macedon Ranges region is its emphasis on fine
food and wine’ (Macedon Ranges Tourism 2008). The wine regions within the
Macedon Ranges consist of up to 40 vineyards ranging from wineries producing
drier, robust varieties in the northern area to the southern wineries which usually
hold earlier ripening varieties for table wine. (Macedon Ranges Tourism 2008).
‘The region produces some of Australia’s best sparkling wines, and the ranges
high altitude and cool climate provide perfect conditions for elegant chardonnay,
pinot noir and shiraz’ (Tourism Victoria n.d.). While the Macedon Ranges wine
selection is limited in quantity it is high in quality. The restaurants in the region
produce a creative flare that attracts Victorians all over the state with their fresh,
local produce and is well on the way to ‘becoming a foodie haven’ (Macedon
Ranges Tourism 2008) for visitors.
Compared to other wine regions within Victoria, the food and wine culture of the
Macedon Ranges provides a unique environment with fertile volcanic plains and
clear mineral springs for the backdrop to the region where visitors can enjoy
fresh product that ‘goes straight from the paddock to your plate’ (Tourism
Victoria n.d.). This environment will attract couples all over Victoria wanting to
relax or just looking for a quick weekend getaway as the region has a reputation
for boutique cellar doors, romantic cottages and innovative chefs producing
creative food (Macedon Ranges Tourism 2008).
2. Market & Product Overview
Tourism in regional Victoria is a major industry which generated $10.9 billion to
the economy in 2011-2012 and employed over 109,000 people. Regional Victoria
tourism contributes 13.9% of the total gross regional product and 12.8%
employment compared to Melbourne’s 3.2% and 4.5%. (State Government of
Victoria 2015). The Macedon Ranges region generates $275 million to the
tourism industry annually towards the regions strengths for food, wine and
culture.
Victoria’s wine industry has an economic value of more than $1 billion per year
(Wine Victoria 2012). The Macedon Ranges region has 58 wineries which
contributes 7% of Victoria’s total wineries (Macedon Ranges Shire Council
2015). While this may not look like much, the Macedon Ranges is placed in the
top 5 wine regions in Victoria, however there has been a decline of domestic
visitor nights at an average annual rate of 4.3% (Macedon Ranges Shire Council
2015).
Since 2008, domestic visitors to the Macedon Ranges from within Victoria have
declined at an average of 4.3% per annum. The latest figures, in 2013, show 86%
of the domestic market visited overnight while visitor nights where at 76% with
an average length of stay of 2.2 nights. This has decreased since 2012 from 2.4
nights. The accommodation for hotels, motels or serviced apartments was only
17% in 2013 compared to 37% of visitors staying with friends or relatives. The
average annual room occupancy rate was 40% in the year ending June 2013, for
the 12 hotels, motels or serviced apartments with 15 or more rooms in the region
(State Government of Victoria 2015).