MICE Marketing and Marketing Communications by a Destination Management Organization - Coursework Example

Marketing Research Introduce the MICE product offered by the destination and its CVB/DMO In Europe, one of the leading countries in terms of MICE infrastructure is Italy. Figures available in the Travel and Tourism Competitive Index show that: tourism in Italy accounted for 3.4% of the GDP and offered employment to about 4% of nation’s population. With a 2.7% share of this market, Rome therefore becomes one of the leading cities for MICE tourism. Rome holds a multitude of events every year, hundreds of exchange fairs, over 300 conferences plus other events that attract up to 9 million guests per year. With over 50,000 displaying enterprises, Rome is one of the leading centers for conferences in the world. Compare and contrast the growth potential of two sources markets which could be targeted by the CVB France In terms of GDP, France is one of the largest economies in the world being 9th across the globe. According to world bank data, the Gross National Product of France as at 2013 was $2.6 trillion USD, this is courtesy of a population of 60 million.. The economy has been on a constant growth over the past few years and it is expected to be 3.6 by 2018. The financial recession only slightly affected its economy and it was able to recover faster than other nations. Paris is a magnificent city with various points of interest such as the Eiffel tower, the Louvre, Notre Dame de Paris and the Arc de Triomphe. These are very popular both with local tourists and the locals. Visitors can engage in leisure and sport activities, social destinations and get to interact with an interesting urban community. These features draw in people from all over the world. These tourists spend close to $45 billion per annum while visiting France. Accommodation is not an issue as there are over 100,000 hotels, guesthouses, inns and bed & breakfast spots across the country. England England is the largest economy in Europe. According to the Home Office for National Statistics, as of 2009, the GDP for the England was $ 1.4 billion USD. It has a population of over 60 million. The GVA per capita is an estimated $31,454. Industrialization contributes in a major way to the economy of England; major products include textiles and chemical products. Financial products are also a core factor of the economy with most concentrated in the city of London. Tourism is responsible for 8.6 % of the economy. This represents $123 million USD per year. This sector employs over 2 million people of the English population. London is the hub of tourism and attracts millions of visitors from across the globe every calendar year. The various tourist sites in England are however exceptional and it is understandable why millions go there. The Warwick Castle, The Tower of London, Durham cathedral are some of the amazing pieces of historical architecture while the beautiful scenery of the lake district national park also draws many visitors. It has varied accommodation options with big brands in the hospitality industry having branches within it. I compared the two cities made on various factors such as the general population, the gdp and the growth rate. England, London Paris, France Population 8.15 million 2.7 million GDP 42,793 usd 48,000 usd Growth rate 5% 6% Number of high end hotels 1790 1266 Types of MICE demand There are various types of demand that the market under research can create for the venue. The level of demand for MICE is influenced by various factors: 1. The demand level for the particular destinations. Some destinations are more popular than others as travel destinations. Certain venues within the destination are also popular and have higher demand. 2. The expenditure during the trip. Some tourists have a higher income and will therefore spend more on their external trips unlike others. This guides the demand for certain venues. 3. Seasons. The seasonality of demand plays a role in MICE. Business trips however occur over a long period of time. The venue has world class features for hospitality needs, easy access to transport and communication services and most of all. The French people are warm and welcoming. Paris is a popular tourist attraction. The main aim of this campaign is to promote Paris as an ideal destination for the cosmetics industry. Paris is a magnificent city with various points of interest such as the Eiffel tower, the Louvre, Notre Dame de Paris and the Arc de Triomphe (Reid, 2004). People in Paris have various tastes and perfumes can be a big hit. Marketing Strategy for the City of Paris Activity Description Target Customer Public Relations Arrange for press conferences, media events and publishing of advertisements. The aim of this is to create awareness through the media. It helps develop and build a brand. Large customers such as: Auto Dealers, Manufacture, Media Advertising This is the fastest way to create awareness about the venue to the whole world by using various forms of mass media such as: TV, the internet, the radio and billboard advertising. Targets anyone with the extra income they can use to travel to the venue. Promotion Mostly involves giving of freebies to consumers that they can hold on. These freebies always create a memory in the mind of the consumers. This can be by giving postcards.. Car shoppers, serious buyers, clients that are used to word of mouth. Press, Newspaper It Is a very popular way of reaching the target market. Production costs are also cheap and take a short time This is dependent on the type of article and their target readers’. Internet This is by use of popular social media such as Facebook or Twitter. There are also websites where information can be presented. It has low production costs. The mass public through direct sales or referrals by word of mouth In this second part I will look further into the aspect of advertising. Advertising involves broadcasting messages to a large number of people. It can be done through various means: television or via the internet. The importance of advertising is key in message delivery (Higonnet, 2002). Advertisements have both sound and pictures. Both of these aspects draw a lot of attention from people unlike other forms. Still and moving pictures gain more appeal when there is an accompanying voice. Our targets with the commercials are to convey the message about the major tourist sites to the people. This should be done in a clear and entertaining manner that captures the attention of majority of the viewers (Van, 2007). The commercials will then be aired in the popular television stations at prime time so as to get maximum response. The main aim of the advertisements is to create awareness. As such, the information that is in the commercials should be clearly chosen. Since it is about areas of public interest, we can have videos of these points (Beall, 2010). The pictures must be very clear to convey the desired effect.to get more appeal we can involve the use of a public figure. Public figures have a ready following and their very presence draws interest. We can choose an individual who is involved in the music industry or is an actor; in essence, a well-known celebrity. This individual can then give a brief history about a certain place of interest and encourage people to visit these sights. This will gain more interest rather than just having videos and wordings on the screen. Information in regards to the cost of visiting these sights can also be included in the commercials. References Reid, D. A., & Plank, R. E. (2004). Fundamentals of business marketing research. Binghamton, NY [u.a.: Best Business Books. 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