BSBMKG414

Hana Travel’s Marketing Procedure Manual

Prepared by: Miss Rattikarn Akkararoongrot

Date: 15 September 2015

1205/483 Franklin St. Melbourne, VIC , 3000
Phone: 040-349-7789 E-mail: [email protected]

Contents
Introduction to this manual ...........................................................................................3
Introduction to Marketing: ............................................................................................3
Target Markets...............................................................................................................4
Marketing Activities .......................................................................................................4
SMART objectives of Your Business...............................................................................4
Marketing Tools and Tactics ; ........................................................................................5
Customers and Consumers : ..........................................................................................5
Sign off and reporting procedures.................................................................................6
........................................................................................................................................6
Marketing rules, legislation and codes. .........................................................................7
Marketing Activities .....................................................................................................10

Glossary of Terms: ...................................................................................................11
Appendix ..................................................................................................................15
References ...............................................................................................................15

1205/483 Franklin St. Melbourne, VIC , 3000
Phone: 040-349-7789 E-mail: [email protected]

Marketing at Hana Travel

Introduction to this manual

This manual planning is to document the policies and procedures Hana Travel Car
Hire in all the marketing, procurement and operations. It is also to adhere to and to
use as a reference tool when undertaking any marketing on behalf of Hana Travel
Car Hire.

Introduction to Marketing:

According to https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx,
It says that marketing is the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large. The management process through
which goods and services move from concept to the customer. It includes
the coordination of four elements called the 4 P's of marketing:
(1) identification, selection and development of a product,
(2) determination of its price,
(3) selection of a distribution channel to reach the customer's place, and
(4) development and implementation of a promotional strategy.
http://www.businessdictionary.com/definition/marketing.html#ixzz3mWQq7JIz,

Marketing at Hana Travel refers to:
we offer great service and security while our customers get great feeling of
satisfaction. Marketing strategies in our business are to increase our sales and
empower us to provide them amazing memorable. Moreover, we are different, that’s
why we do marketing to let them know we exist.

1205/483 Franklin St. Melbourne, VIC , 3000
Phone: 040-349-7789 E-mail: [email protected]

Target Markets

From our initial rsearch (Survey monkey and IBIS report) we have identified the
target market at Hana Travel consists of the following segements:

Gender Age Demographic Psychographic Common tool
Males 25-34 - Professionals -love shopping -social media
Females -White collar ($65k -social -you tube
up/yr) -vanity -blogs
-Post University -relationship -celebrities
-Love traveling -invest
-single

Males and 25-34 -marriage -love fun activities -social media
Females -balanced - you tube
with family -babies -family expense - radio channel
-1st rental car and - TV
- house - friends and clubs
house - food
- basics
-earn 65k up/year

Marketing Activities

Explain what marketing activities are,
explain what the 4 p’s are and how they may be affected by external forces : EG
explain what a PEST analysis is.

At Hana Travel, we undertake the following margeting activities, this includes
research, planning, analyze, make decision and recommendations. From this we
determine our main target (discussed above).Our marketing includes social media,
YouTube, blogs, radio channel, TV, friends and clubs. We undertake these to
maintain consistency with all our communication.

SMART objectives of Hana Travel

Hana travel uses SMART objectives, which refers to our target groups which are both
males and females at the age of 25-34. The first group we are mainly interested is
those are single and have good salary. They are people who love being socialized and
are willing to pay to make them look good among their friends, plus they love to do
fun and advengerous activities. The second group is those who are the same age but
get married. They are the group of people who may have 1-2 kids in their family. This

1205/483 Franklin St. Melbourne, VIC , 3000
Phone: 040-349-7789 E-mail: [email protected]
group is quite balanced because they have to pay for family and they may pay their
1st rental car and house. The marketing tools which can affect them include social
media, YouTube, blogs, radio channel, TV, friends and clubs. We undertake these to
maintain consistency with all our communication.

Marketing Tools and Tactics ;

Introduce what marketing tools are and different tactics used by marekters, explain
and give an example of both.
Marketing tools are the way we deliver our service and information to our target
audience. They can be social media, YouTube, blogs, radio channel, TV, friends and
clubs. We undertake these to maintain consistency with all our communication.
While tactics is a message we want to communicate to our customers. The message
could be emotional, feeling safe, looking smart.

A Marketing Tool we use at our business are website, social media, YouTube, blogs
radio channel, TV, friends and clubs.

A Marketing Tactic at Hana Travel used is emotional. We want to send them the
concept of safety and convenience at the same time.

Customers and Consumers :

Introduce these concepts, explain and give an example of both.
Explain the difference between a customer and a consumer.
Provide an example of each.

A Customer is purchaser who buys our service but he or she might not use our
service.

A Consumer is the person who uses our service. He or she may purchase our service
and use it or they come to our service via someone else who buys the service for
them.

1205/483 Franklin St. Melbourne, VIC , 3000
Phone: 040-349-7789 E-mail: [email protected]
Sign off and reporting procedures.
Organization Structure

CEO
Hana Rattikarn

Management manager

HR Marketing Finance Security Maintenance
Recruitment Assistant Accountant Mechanics
Staff training
PR Security Gaurds
Sales

IT & Graphic designers

1205/483 Franklin St. Melbourne, VIC , 3000
Phone: 040-349-7789 E-mail: [email protected]

Marketing rules, legislation and codes.

Introduce these concepts, explain why it is important to know of the various

legislation.

Definition Where to find information

codes of a set of written regulations http://www.ask.com/business-

practice issued by a professional finance/meaning-code-practice-
association or an official 785df7315aefb2df

body that explains how

people working in a

particular profession should

behave.

anti- The Equal Opportunity Act http://www.humanrightscommission.v

discriminati 2010 – Victoria's anti ic.gov.au/index.php/discrimination

on discrimination law – protects
legislation people from discrimination

and harassment in areas of

public life such as

workplaces, schools, clubs,

shops or places that provide
services.

competitio The Competition and https://www.accc.gov.au/about-

n legislation Consumer Act 2010 (CCA) us/australian-competition-consumer-

covers most areas of the commission/legislation

market: the relationships
between suppliers,

wholesalers, retailers, and

consumers. Its purpose is to

enhance the welfare of

Australians by promoting fair
trading and competition, and

through the provision of

consumer protections.

consumer Regulations made under the
legislation ACL are set out in Parts 6 and

7 of the Competition and

Consumer Regulations 2010.

The ACL Regulations give
practical effect to the ACL

1205/483 Franklin St. Melbourne, VIC , 3000
Phone: 040-349-7789 E-mail: [email protected]

provisions dealing with:

• prescribed
requirements for
asserting a right to
payment;

• agreements that are
not unsolicited
consumer agreements;

• requirements for
warranties against
defects and repair
notices; and

• reporting requirements
for goods or product-
related services
associated with death,
serious injury or serious
illness.

Further information about
the ACL Regulations is set out
in the Explanatory
Statement

environme Key environmental issues www.google.com
ntal issues affecting business include
industrial waste, sustainable
development of raw
materials and water and air
emissions. These issues
affect business because laws
require businesses to change
equipment and procedures
to meet imposed standards,
which costs businesses
money. Many businesses

1205/483 Franklin St. Melbourne, VIC , 3000
Phone: 040-349-7789 E-mail: [email protected]

ethical undertake stricter changes in https://www.linkedin.com/pulse/2014
principles an effort to preserve the 0807151414-242258887-12-ethical-
environment and "do principles-for-business-executives-by-
OHS what's right." These michael-josephson
legislation businesses pay for the
protective and proactive http://www.worksafe.vic.gov.au/laws-
environmental measures and and-regulations/occupational-health-
attempt to recoup the and-safety
expenses through consumer
good will or the added
consumer base gained from
an environmentally friendly
policy.
Ethical principles are
universal standards of right
and wrong prescribing the
kind of behavior an ethical
company or person should
and should not engage in.
These principles provide a
guide to making decisions
but they also establish the
criteria by which your
decisions will be judged by
others.
Occupational health and
safety is concerned with
protecting the safety, health
and welfare of people
engaged in work or
employment.

Explain where staff may find the policies in the business

All staff policies and documents for the marketing of Hana Travel may be found at
the head office, the staff room, as part of staff induction and are part of ongoing
professional development

1205/483 Franklin St. Melbourne, VIC , 3000
Phone: 040-349-7789 E-mail: [email protected]

Marketing Activities
Prepare a marketing activity plan that includes:

• Marketing activities that you will carry out.
• Performance targets (Must be measurable).
• Dates and Timelines for the activities.
• Responsibilities for actions
• Resources required and estimated costs.

Marketing Tools / Tactics Required Actioned by Deliverables
Goal resources
To increase Social media Photos of cars Marketing
sales Website Blogs review team
Blogs
To make PR Photos of cars IT support
customers Social media Blogs review Graphic
know we Website You Tube designers
provide You Blogs Brochures Marketing
drink, I drive PR team
service
To target Exhibition
customer with T.V
family Radio
Magazines

1205/483 Franklin St. Melbourne, VIC , 3000
Phone: 040-349-7789 E-mail: [email protected]

Glossary of Terms:

The following table offers a definition of various marketing terms with an example.

Term Definition Example
Demographics
Studies of a population based on factors
such as age, race, sex, economic status,
level of education, income level and
employment, among others.
Demographics are used by governments,
corporations and non-government
organizations to learn more about a
population's characteristics for many
purposes, including policy development
and economic market research.

Demographic trends are also important,
as the size of different demographic
groups will change over time as a result
of economic, cultural and political
circumstances.

Psychographics Psychographic segmentation is dividing
your market based upon consumer
personality traits, values, attitudes,
interests and lifestyles.

Market Segments Segment will allow you to better develop
and market your products because there
will be a more precise match between
the products and each segments’ needs
and wants.

The marketing Mix A planned mix of the
controllable elements of

1205/483 Franklin St. Melbourne, VIC , 3000
Phone: 040-349-7789 E-mail: [email protected]

a product's marketing plan commonly
termed as 4Ps: product, price, place,
and promotion.
These four elements are adjusted until
the right combination is found
that serves the needs of the
product's customers, while
generating optimum income. Sometimes
the first P (Product) is substituted
by presentation.
See also marketing and mega marketing.

Branding The marketing practice of creating a
Positioning name, symbol or design that identifies
and differentiates a product from other
products .
An effort
to influence consumer perception of a
brand or product relative to the
perception
of competing brands or products.
Its objective is to occupy a clear, unique,
and advantageous position in
the consumer's mind.

Competitor Strategic technique used to evaluate
analysis outside competitors. The analysis seeks
to identify weaknesses
and strengths that
a company's competitors may have, and

1205/483 Franklin St. Melbourne, VIC , 3000
Phone: 040-349-7789 E-mail: [email protected]

then use
that information to improve efforts
within the company.
An effective analysis will
first obtain important information from
competitors and then based on this
information predict how the competitor
will react under certain circumstances.

SWOT A tool that identifies
PEST the strengths, weaknesses, opportunities
and threats of an organization.
Specifically, SWOT is a basic,
straightforward model that assesses
what an organization can and cannot do
as well as its potential opportunities and
threats. The method of SWOT analysis is
to take the information from an
environmental analysis and separate it
into internal (strengths and weaknesses)
and external issues (opportunities and
threats). Once this is completed, SWOT
analysis determines what may assist the
firm in accomplishing its objectives, and
what obstacles must be overcome or
minimized to achieve desired results.
he PEST analysis is a useful tool for
understanding market growth or decline,

Budgets 1205/483 Franklin St. Melbourne, VIC , 3000
ROI Phone: 040-349-7789 E-mail: [email protected]

and as such the position, potential and
direction for a business. A PEST analysis
is a business measurement tool. PEST is
an acronym for Political, Economic,
Social and Technological factors, which
are used to assess the market for a
business or organizational unit. The PEST
analysis headings are a framework for
reviewing a situation, and can also,
like SWOT analysis, and Porter's Five
Forces model, be used to review a
strategy or position, direction of a
company, a marketing proposition, or
idea.
A Marketing Budget is Marketing Plan in
terms of costs. Marketing Budget is an
estimated amount of cost that will be
required to promote products or
services. Marketing Budget is generally
part of a marketing plan and crucial part
of the marketing process. It includes all
promotional costs like advertising and
public relations, employing staff, office
costs and other expenses included for
marketing. This budget is created to
estimate the costs that are necessary for
growing a business.
is the benefit to the investor resulting
from an investment of some resource. A

1205/483 Franklin St. Melbourne, VIC , 3000
Phone: 040-349-7789 E-mail: [email protected]

high ROI means the investment gains
compare favorably to investment cost.
Appendix

Appendix 1: Sign off form
It was attached in the folder. The file name is sign off form.
References