TOUR 151

Marketing Plan
Cabanero | Castro | Gomez | Han
25.3 Million
Passengers

956, 957
Jobs

$38 Billion
Wages and Salaries

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 $117 Billion
Total Outputs Worldwide

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0
Cruise company based in the Philippines

6 Times a year
Travel Pattern of Filipinos

$9 Billion
On outbound travel

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 Travel
Generation

Rely heavily on travel reviews and

blogs

“Expects seamless perfection at an

affordable price”
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 PHILIPPINE SEA CRUISES

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 “

LAYAG

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BACKGROUND

STREGTHS WEAKNESSES

-offers new ways of travelling for allocentric
or adventure-seeker tourists.
-has competitive advantage since it is one of
the few cruises offered in the Philippines.
-way for the government to have an incentive
to pay attention also to the local ports and
improve them.
-offers different packages for different
preferences of travelers
The unpredictable weather in the
Philippines such as hurricanes and
typhoons that would make sea travel
dangerous for tourists.
The cost of every travel vs. the revenue
gained are not consistent because of
the seasons

LAYAG
CRUISES
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BACKGROUND
OPPORTUNITIES THREATS

The increased penetration to the Philippine Some unavoidable accidents may affect the
market company’s image and branding.
The expansion of the cruise to international
routes that would make them globally New policies and regulations may limit the
competitive. company’s performance.
Owning more ships that would address the
high demand of cruise travel.
The probability of merging with other small
businesses connected to cruises to increase
market share.

PHILIPPINE
SEA CRUISES
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BACKGROUND
High-end Low-cost

Leisure

Corporate
PHILIPPINE
SEA CRUISES

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General Objectives Marketing Objectives Business Objectives
Build brand awareness
Solidify the Reach profitability
through a consistent
industry’s state in a span of
monthly increase of
existence in the 24 months
customers
country
Create and solidify Double digit
Promote growth rate each
partnerships inside and
domestic tourism year
outside the industry
in the Philippines
Increase market share in
the global cruise
community
TARGET MARKET

Accessible Not Accessible

Willing
Adventurous Unfortunate
Anna Una

Not Willing
Skeptical Indifferent
Sarah Iza

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TARGET MARKET

Adventurous
Anna
DEMOGRAPHICS PSYCHOGRAPHICS TECHNOGRAPHIC
•20’s – 3o’s •Outgoing and •Searches for online tour
•Earns more than enough adventurous. packages
for themselves or for •Always want something •Reads travel blogs
their small family new •Shares travel
•A, B and upper C SEC\ •Highly values work and experiences online
life balance •Uses internet during
primetime/office breaks
GEOGRAPHIC BEHAVIORAL
•Central business •always on-the-go and would
districts
16 and major cities prefer a one-stop-shop service
TARGET MARKET

PRIMARY MARKET
•Young Professionals

SECONDARY MARKET
•College Students

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CONSUMER INSIGHT

Truth: I want to travel and experience

new things

Motivation: Through travelling, I grow

and acquire new perspectives

Tension: However, as time goes by,

travelling gets boring and repetitive.
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BIG IDEA
“
Philippine Sea Cruises
provides a whole new
experience of travelling
around the Philippines
through all-encompassing
tours which highlight not
only the pristine
destinations of the
Philippines but also the
unique culture of the
Filipinos
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UNIQUE
SELLING
POINT

Only cruise Showcases

line in the Filipino
Philippines culture

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Current Mindset Desired Mindset

I want to travel I want to travel around the

around the world Philippines first

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MARKETING STRATEGIES
“

PRODUCT SHOWCASES FILIPINO COLORS

FIRST IN THE PHILIPPINES

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MARKETING STRATEGIES
“

“MEDIUM END” BODERLINE

AFFORDABLE AND COSTLY

PRICE PROMOTIONAL PRICING

PRODUCT BUNDLING PRICING

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MARKETING STRATEGIES
“
INTRODUCTION Movie Feature
Brand Ambassadors/Bloggers
Web Series
Lifestyle Show Feature

EXECUTION Cruise Parties

Art Installations around office areas
Brand Activations

SUSTAINABILITY Holiday Packages

PROMOTION
Membership Cards
Partnerships

Website, Mobile
Application, SNS
Accounts
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MARKETING STRATEGIES
“

WEBSITE, MOBILE APPLICATION,

DISTRIBUTION TRAVEL AGENCIES

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TIMETABLE

PRE-LAUNCH LAUNCH EVALUATION

PLANNING PROMOTIONS
2 YEARS 5 YEARS
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TIMETABLE

J F M A M J J A S O N D J F M A M J J A S O N D
a e ar pr a u ul u e ct o e a e ar pr a u ul u e ct o e
n b y n g pt v c n b y n g pt v c

Planning

Analyze the Market

Location Surveying

Goal Setting

Name and Branding

SWOT Analysis

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TIMETABLE

Jan- July- Jan- July- Jan- July- Jan- July- Jan- July-
June Dec June Dec June Dec June Dec June Dec
2017 2017 2018 2018 2019 2019 2020 2020 2021 2021

Introduction

Execution

Sustainability

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BUDGET

Introduction

Execution

Sustainability

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