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MKTG209: Lonely Planet Guides Global Exporters

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Jade Whiteman

on 11 March 2014

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Transcript of MKTG209: Lonely Planet Guides Global Exporters

MKTG209: Week 9 Presentation
Lonely Planet Guides Global Exporters Andrew Collis
Shikha Shah
Jade Whiteman
Ngoc Truong Nguyen Lonely Planet Success

Success based upon:
- Blend of old and new
- Customizable information for travel
- Consistent fact checking
- Creation of subcultures for travel (backpackers) Influence on Tourism

- “…the world’s largest single influence on tourism” Through many avenues, such as availability and information base
- Helped establish the backpacker culture. Generating a subculture improved customer base immensely Success through Technology

- Travellers are becoming increasingly aware of travel options available. Broadening their travel scope
- Falls directly into Lonely Planet’s expertise, generating further success. How has Lonely Planet been able to provide and market guidebooks that are useful across languages and cultures? Answer
- Reputation
- Loyal customers
- Known worldwide
- Unique Target Market
• Initially Individual Travelers
• Today more ‘mainstream market’ Use guides/authors who visit the country
– They employee up to 200 authors
– Document based on first hand experience
– Culture and lifestyle
– Language
– Customs Why is Lonely Planet a Global Success? Some comments and experience

“Many found the information it contained invaluable. Issues like warnings about dangerous sea creatures and weather patterns were useful to all who read it. Many believed it gave them a lot of detail and others will purchase it for other journeys.”

“I find it good. Lonely Planet Guides. I used one, I used one through Asia and I think they’re excellent. They’re security for traveling on your own. They tell you where’s safe. If you’re limited by time or, I tend to find that what they recommend and what I would probably enjoy are certainly, their account is certainly, gives me an idea of how I’m likely to perceive it.”

“Basically I just read the Lonely Planet book and knew already, quite a bit about Australia, before I got here. A lot of people thought I’d already been, actually, but I never had” (Leeanne, 26, Canada). Change in Market and approach
- Conversational
– mainstream
- Personal tone
- Writing style
- Depth of
Information Increase in Technology
- Use of the Internet
- Website as a forum of discussion
- Lonely Planet's Thorn Tree
- Available to a wider audience worldwide
- Can gain insight from a wider variety of
- More up to date
- More accessible Relationship marketing

- mail inquiries and face to face encounters
- create channels for responses from customers and prospective customers
- to enable the company to obtain a clear understanding of its customers.

- this is to enhance the contact between customers and the company
- for growing a stable market structure for the company. How could Lonely Planet Guidebooks help marketers to develop effective marketing strategies in targeted foreign markets? Consumer empowerment

• Using consumer empowerment

• Develop their customer-centric marketing strategies

• Invest for business intelligence and consumers management based on their value Diversity and networking

• workers and writers come from different backgrounds

• enhance the dynamic working environment and full capacity effectiveness

• network management

• network analysis must be implemented more formal
appraisal and compensations system

• recruit and select good qualified transformational leaders THANK YOU FOR LISTENING TO OUR PRESENTATION! A bit about the company Founded in 1972 by Tony and Maureen Wheeler. The couple were on a 'trip of a lifetime'. They wanted to share the story of their trip by making their own travel guide. Little did they know their nifty idea would be a turning point in travel guide books and their business internationally. Within a week of producing the travel guides, they sold over 1500 copies and Lonely Planet was born. The business had offers from multiple companies over the years. In 2007 Tony and Maureen accepted an offer from BBC Worldwide agreeing to split the profits 75% for BBC and 25% for themselves. The remaining 25% was acquired by BBC in 2011. Lonely Planet has since published 80 million books in more than 10 different languages.

The company now provides and markets a wide range of guidebooks. These materials include city guides, country guides, regional guides, as well as walking guides and phrasebooks. In addition, Lonely Planet also offers newsletters and global telephone cards.
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