Marketing Plan

in

Sustainable Tourism Destination Management

By:

Palima, Ysabelle S.

Arguelles, Kaila Marie N.

De Guzman, Rhona Marie V.

Peralta, Alyssa

Tribiana, Jennylyne I.

Mr. Ronald Nuite

May 23, 2023

 SECTION 1

EXECUTIVE SUMMARY

Invigorazure Incorporation is a licensed travel agency located in Batangas,

Philippines. It is a Philippine destination and tour packages travel business that
specializes in planning tickets, leisure, and tour packages throughout the country. We
provide a variety of travel packages for companies, people, and groups.

We, Invigorazure Inc., expertly handle local travel services, including airline and
ferry reservations, special and customized tours from popular to unusual destinations
for business or vacation trips, and hotel accommodations. We'll work with you to select
the travel package that best matches your expectations, creates a customized itinerary,
assist you in traveling, and stay in touch with your party and our partners throughout
your trip to make sure everything runs smoothly. At Invigorazure Inc. we assure you that
the service is always good and less expensive. We value customers’ preferences and
always put for their safety and comfort. Furthermore, we are offering other assistance
for customers who want to travel out of the country. We also make sure that we are
promoting Invigorazure Inc. In safe and innovative ways using the social media
platform, we are fully in control. By using social media, we can see the feedback on our
customer's experience and their reviews of our business, we are gathering, analyzing,
and planning what we can do or change to make their travel better.

Invigorazure Inc. prioritizes less costly but effective materials that we use in
creating all customers' dream travel. We make sure that we manage our finances and
record them mannerly. We, Invigorzaure Inc., make every customer’s vacation
zureprincing.
The Company and Team

Job description

MANAGER- Oversee the complete operation of an organization to ensure it is

performing effectively.

SECRETARY- Oversees team members in a certain department to ensure it is

performing effectively.

BOOKING MANAGER- Responsible for organizing and controls the operations of

travel-related organizations whether it is international, domestic, or business travel.

ACCOUNT EXECUTIVE- Responsible for managing accounts such as payroll taxes

and salaries. It assists the clients regarding any account management issues.
TRAVEL CONSULTANT- Responsible for organizing travels from beginning to end,
including tickets, accommodation and transportation.

Market factors and trends

The Market factors and trends are the following:

 Government
 International transactions
 Revenue expectation
 Supply and demand
 Social Media Contents
 Influencer recommendations

Introduction to the products and services

Tour Packages

Invigorazure Inc. tour packages offer more enjoyment but are less expensive. The
available package is the following:
 Barkada tour package - affordable for a group of people who want to travel and
enjoy their vacation with their friends.
 Family tour package - this may look like a Barkada tour package, but the
inclusions and other necessities are more enhanced.
 Solo tour package - great opportunity to peacefully enjoy the vacation you
wanted.
 Educational tour package - good for schools who are looking for enjoyable and
knowledgeable yet affordable.
Additional Offerings
 Airline Ticketing Services - Through the airline, valuable customers can go
places without worries. Invigorazure Inc. offers a flexible airline ticketing service
that is secure better and less hassle journey trips using online booking or in-
person visitation.
 Hotel Reservations - Invigorazure Inc.'s most important and used services, we
make sure that our customers get a better hotel room that can be maximized and
located in their favorite travel locations.
 Land and Sea Transfers Arrangements - Commonly purchased by valuable
customers of Invigorazure Inc. because of their cost-effective plus, we give them
different services that are suitable to their preferences.
 Activities and Sightseeing - Invigorazure Inc. gathers and selects the most
memorable and enjoyable yet inexpensive activities and sightseeing.
 Travel Insurance - Invigorazure offers convenient and reliable insurance for
international and domestic travel, so our beloved customers are covered in
emergency cases and inconveniences while on a trip. Our Travel Insurance
Benefits Includes:
1. Flights Cancellation - Insurance policies that cover trip interruption and
cancellation can compensate for losses brought on by weather, natural
disasters, illness, traffic accidents, and employment-related issues.
2. Travel Medical - Insurance coverage that can reimburse for losses caused by
accident, sickness, evacuation, and preexisting medical conditions.
3. Baggage Delay & Loss - Insurance policies that provide compensation for
baggage-related delays and losses.

Summary of marketing objectives and strategies

1. Increase brand awareness

 Posting about your company culture

  Sharing interesting industry-related articles

 Or conducting polls to connect with your audience

2. Boost brand engagement

 Posting regularly

 Responding to comments on social media

 Updating all online pages with the latest information

3. Rank higher in search results

 Optimizing your content for search engines

 Targeting your business-related keywords

 Identifying crawl issues

 And link building

4. Increase website traffic

 Help them discover more about your business, products, and services

 Include internal site links

 Add call-to-actions (CTAs)

5. Increase revenue

 Connect with your leads like calls, email, chats, social media, etc.

 Offer them promotions, ads, and discounts

 Present relevant content depending on the stage of the buyer’s journey

7. Increase customer value

  Educate them about your products, services, and valuable opportunities you can
provide them

 Run retargeting campaigns to sell more products or services

 Come up with marketing campaigns where customers promote you and, in turn,
gain some perks or privileges

 Provide quality customer service

 Give them privilege access to new products or services

8. Establish brand authority

 Create quality and educational content that answers searchers’ questions. Your
reputation will increase, and people will consider you a trustworthy source. This
can be at the top of your list of content marketing goals too

 Employ social proof and display your positive testimonials for the world to see. It
proves that your business creates happy customers

 Ditch the sales pitch and marketing words. Instead, show your authentic self, so
people know who your brand is.

 Keep focusing SEO optimizing all your online content

Summary of financial projections

2021 2022 2023

Sales ₱ 869,040 ₱ 965,600 ₱ 869 040
Other income ₱ 8,730 ₱ 17,460 ₱ 34,920
Gross Profit ₱ 877,770 ₱ 983,060 ₱ 903,960
Salaries Expenses ₱ 120,000 ₱ 126,000 ₱ 12,800
Advertising Expenses 0 0 ₱ 3,000
Telecommunications Expenses ₱ 42,000 ₱ 42,000 ₱ 42,000
Other expenses ₱ 150,000 ₱ 3,000 ₱ 20,000
Total Expenses ₱ 312,000 ₱ 171,000 ₱ 77,800
Net income ₱ 565,770 ₱ 812,060 ₱ 826,160
 SECTION 2

BRAND MESSAGING

Vision

To be one of the top leading travel agencies in the Philippines in 2025 with at
least three or more but still branches across the country, and to earn the trust of
customers by offering the best quality of service. We will increase tourism by providing
exceptional services that leave satisfied customers with positive impressions of their
vacation.

Mission

Invigorazure Inc. is an acting tool to promote the tourism industry. We aim to

provide guests with a comfortable journey by giving them exceptional services, unique
travel experience and helping them have a budget-friendly while still meeting their
satisfaction.

Core Values

Our Core Value is T.R.A.V.E.L

Trustworthy - In our company, it is very important that the information provided to our
customers is accurate and truthful. We believe that trust is the foundation of long-term
relationships. This value differentiates us from other companies and helps us to make
decisions based on firm and true facts.

Reliable - We value reliability because it shows that we are tirelessly working to earn
our reputation for trust and dependability. Being reliable is a continuous process that we
must work on daily to establish a reputation as a reliable company. Our company takes
great care to manage the relationships we develop, and we believe that consistency is
key to building trust.

Adventure - Invigorazure Inc. is committed to providing our clients with excellent

service. We are ready to take on challenges to develop and learn so that we can
succeed in the future. We also love guests to experience adventure on their trip by
providing them with the opportunity to experience once-in-a-lifetime travel as much as
possible.

Value - Every single one of our customers and guests is valuable to us, and we treat
them with the utmost respect. The only way to build a long-lasting and sustainable
company is through relationships that benefit both parties. We believe these
relationships are the key to customer satisfaction and the success of our company.

Excellent Service - We continually assess our own performance to make sure we are
meeting the high standards we set for ourselves. It is one of our core values, and to be
successful in what we do and the services we offer, it requires all our effort, dedication,
and courage. Excellent customer service is the rule not the exception at Invigorazure
Inc.

Loyalty - At Invigorazure Inc., we guarantee that our staff consistently expresses

loyalty, which includes a responsibility and commitment to the company as well as the
sense of passion and enthusiasm.

Tagline

“We make your vacation zurepricing.”

Unique Selling Proposition (USP)

Travel Shop
 Gift Certificate
 Souvenir Shop
 Travel Registry

Meetings & Event Management

 Arranging of itineraries and activities

 Transport logistics
 Venue sourcing
 Insurance Booking
 Change or cancellation of Insurance.
 SECTION 3

TARGET CUSTOMER & BUYER PERSONAS

Provide a general overview about your target customer, who they are, what they want,
and what motivates them to interact with your business.

 The target market of Invigorazure Inc. are groups, couples, and individuals
between the ages of 18-50 years of age. These individuals have an interest in
adventure, gastronomy, travel culture, and unique travel experiences. Our
company will initially concentrate its efforts on attracting clients who are
interested in traveling. Invigorazure Inc. is in the area of Batangas, Philippines. It
will target and develop relationships with satisfied clients who have traveled with
Invigorazure Inc. with the idea of capitalizing on their satisfaction by encouraging
favorable word-of-mouth comments to their friends and acquaintances.

Basic demographic information

Booking and reservations should be done by ages 18 and above.

 Groups
 Couples
 Individuals

Purchasing behaviors

Customers purchasing behaviors can be caused by their own interests in the following:
  Adventure
 Gastronomy
 Travel Culture
 Unique travel experiences.

Motivation for buying the offered product and services.

Customers’ motivation to purchase the services is cause by:

 To explore different beaches and ambiance in Batangas.

 Team building
 Family Outing
 Recreational Activities
 Educational Purposes

Target customer typically consume media and information

a) Social media
 Facebook
 Instagram
 Twitter
 YouTube
b) Business Card
c) Customers Reviews
 SECTION 4

SITUATIONAL ANALYSIS

Core Competencies

1. Lhoy’s Travel and Tours - a one stop shop travel agency that aims to provide
affordable services for all travel needs. Location at 4217 Lipa, Batangas City,
Philippines.
2. Shanneah’s Travel and Tour - offers people a reliable, explicit, negotiable rate and
bizarre services with the highest level of customer satisfaction. Located at 4027
Batangas City, Philippines.
3. Journey Beyond Time Travel and Tours - to provide personalized/customized
travel services to discriminating tastes and exercises transparency in all
transactions. Located at 4200 Batangas City, Philippines.

SWOT Analysis

Strengths

 Invigorazure Inc. always values the customer.

 Invigorazure Inc. personnel know (or at least ought to be) selling and helping the
customers to decide wisely for a specific journey.
 Invigorazure Inc. offers group, corporate, and family discounts.
 Invigorazure Inc. provides unique services. Customers may self-book using the
online website provided in every promotional ad they see.
Weaknesses

 Establishing new routines and patterns is not sufficiently fast.

Opportunity

 Staff in the agency are educating the customer, specifically millennial and the
younger generation, since they know what the travel agency does and the
benefits.
 Expansion into high tourist Destination.
 Potential targets are families, groups, companies, and schools.
 Can be promoted online considering business like travel agency is easily
promoted on all social media platforms.

Threats

 Competitors provide the same deals or low prices.

 Experience of competitors in the market industry.
 Economic Crisis in the Travel Agency.

Competitive Analysis

Direct competitors

1. Lhoy’s Travel and Tours - a one stop shop travel agency that aims to provide
affordable services for all travel needs. Location at 4217 Lipa, Batangas City,
Philippines.
2. Shanneah’s Travel and Tour - offers people a reliable, explicit, negotiable rate and
bizarre services with the highest level of customer satisfaction. Located at 4027
Batangas City, Philippines.
3. Journey Beyond Time Travel and Tours - to provide personalized/customized
travel services to discriminating tastes and exercises transparency in all
transactions. Located at 4200 Batangas City, Philippines.

Indirect competitors

1. Wanderlands Travel - an online booking and centralized reservation management

system for tour and activity businesses. The simple, intuitive interface means the
setup can be complete in minutes. Businesses increase their direct sales while
reducing costs by gaining access to Wanderlands Travel's subsidized web
development and marketing services. A streamlined web presence combined with
reliable software gives Wanderlands Travel partners the tools they need to succeed
in the increasingly competitive activities industry. Located in BB Corporate Center,
32 Pilar St. Corner Araullo St Brgy, San Juan, 1500 Metro Manila, Philippines.
2. Trutravel - offer super low deposits, payment plans & flexible date changes, so you
are always in control and can spend more time worrying about what to pack.
Located at PCCI Corporate Center, 118 L.P. Leviste Street, Salcedo Village, Makati,
1227 Metro Manila, Philippines.
3. INTRO Travel - a small group adventure travel expert, create and then include all
experiences in the price of each trip, giving you ultimate value and reassurance.
Located at 146, Valero, Makati, 1227 Metro Manila, Philippines.
 SECTION 5

MARKETING GOALS & OBJECTIVES

These goals should be SMART (specific, measurable, achievable, relevant, and

timebound), and include information about target sales goals, KPI’s, marketing
benchmarks, and plans for growth and expansion.

(MISSING)

Affiliate Marketing consist of the following:

 Website
 Facebook
 Instagram
 Twitter
 Travel Insurance
 SECTION 6

MARKETING STRATEGY

Promotions Strategy

Social media - Invigorazure Inc. will use social media platforms since people are using
them daily to communicate. Platforms commonly: Facebook, Instagram, Twitter, and
Youtube. We also created an ad to promote Invigorazure Inc. To achieve this the
business will employ extremely targeted, precise keywords to drive traffic to its website,
where potential customers will discover a site that is content-rich and portrays the
Invigorazure Inc. as a reliable, strongly qualified travel agency that it is.

 Business Card - Invigorazure Inc. will use a business card to attract and
recognize the company more. It offers a great opportunity to meet potential
clients.
 Customers Reviews - Invigorazure Inc. will review the feedback from the
customers, and this is a great opportunity for the future customer to base their
needs, and it will create a great interest in our service.

Pricing Strategy
Offers a discount, fixed and no hidden charges. Affordable for all and competitive price.
Pricing that based on payment methods

Distribution Strategy

 Booking reservation via online.

 Booking reservation via call.
 Visiting physical office in Valenzuela.

Conversion Strategy

 Signing up for emails.

 Filling out a contact form.
 Visiting certain pages on your website.
 Scheduling a demo.
 Starting a free trial.
 Making an initial purchase.
 Making a repeat purchase.
 Renewing a subscription.

Marketing Channels and Materials

 Social media
 Business Card
 Customers Reviews
Future Marketing Campaigns

 Referral Program
 Contests and Giveaways
 Brand Partnerships

SECTION 7

FINANCIAL PROJECTIONS

In the last section, break down projected promotional expenses and expected results of
your strategy in terms of new customers, sales, and profits. Be sure to:

3-Year Projected Profit and Lost Statement

Revenues 2021 2022 2023
Sales ₱ 869,040 ₱ 965,600 ₱ 869 040
Other income ₱ 8,730 ₱ 17,460 ₱ 34,920
Gross Profit ₱ 877,770 ₱ 983,060 ₱ 903,960

Expenses 2021 2022 2023

Salaries Expenses ₱ 120,000 ₱ 126,000 ₱ 12,800
Advertising Expenses 0 0 ₱ 3,000
Telecommunications Expenses ₱ 42,000 ₱ 42,000 ₱ 42,000
Other expenses ₱ 150,000 ₱ 3,000 ₱ 20,000
Total Expenses ₱ 312,000 ₱ 171,000 ₱ 77,800
 Net income ₱ 565,770 ₱ 812,060 ₱ 826,160

3-Year Projected Cash Flow Statement

Cash Flow 2021 2022 2023
Beginning balance ₱ 877,770 ₱ 983,060 ₱ 903,960
Cash inflow ₱ 565,770 ₱ 812,060 ₱ 826,160
Cash outflow ₱ 312,000 ₱ 171,000 ₱ 77,800
Ending balance ₱ 565,770 ₱ 812,060 ₱ 826,160

3-Year Projected Balance Sheet

Current assets 2021 2022 2023
Cash ₱ 565,770 812,060 ₱ 826,160
Total current assets ₱ 565,770 812,060 ₱ 826,160
Fixed assets
PPE ₱ 7,500,000 0 0
Total fixed assets ₱ 7,500,000 0 0
Total assets ₱ 8,065,770 ₱ 812,060 ₱ 826,160
Accrued & other liabilities ₱ 312,000 ₱ 171,000 ₱ 77,800
Shareholders’ equity ₱ 7,753,770 ₱ 641,060 ₱ 748,360
Total liabilities and equity ₱ 8,065,770 ₱ 812,060 ₱ 826,160

1. Include a calculated budget that will fund each component of your marketing strategy,
as a part of your overall annual financial plan.

2. Identify which expenses and tactics will yield the highest return on investment and
use those findings to prioritize outlined marketing initiatives