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Untitled Prezi

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by

vanya qinthara

on 2 August 2013

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Slogan
image differentiates tourist destinations from each other and is an integral and influential part of the traveler's decision process (Baloglu and Brinberg,1997)
Destination Image
Brand Value
AFFORDABLE PRICE
GOOD QUALITY OF SERVICE
SKILLED MANPOWER
DENSE CULTURE
HOMEY AMBIANCE TO OUT TARGET MARKET
LESS LANGUAGE BARRIER : PENANG PEOPLE USE MANY LANGUAGE INCLUSIVE OF ENGLISH, MALAY, HOKKIEN, MANDARIN CHINESE, TAMIL

Penang as Medical tourism destination
Components of image which we want to deliver
a city filled with culture
Image components
we want to deliver
Medical city
City filled with unique culture
Two color : simplicity and clean
Red cross : icon for medical / hospital
Green : color of life
Penang : name of city
Circle of leaf : “circle of life” "Balance"



marketing segmentation
Location: Northwestern coast


Population: more than 1.5 million
Destination
source: http://www.jump-penang.org/
Media and Promotion

TALC
Communication
Objectives
source:Butler, R. (1980)
SWOT
Total arrival

Promotional Mix Strategies
source: Henry Butcher Malaysia(Penang) SDN. BHD., (2012)
1. Advertising
2. Public Relation
3. Direct Selling
Source: Malaysia Healthcare Travel Council; “Medical Tourism and the state in Malaysia and Singapore, National University of Singapore”, Chee 2010.
Target Market
1. Advertising
Source: Dr Mary Wong Lai Lin, 2012
.
Newspaper
TV
Target Market
- age: above 30
- income: middle class and above

Motivation and Need

source: Pearce, L.P. (2005).
Motivation and Need
pull factor: advanced technologies


Push factor: health related requirements that mates Indonesian people need to go to Penang
Motivation and Need
1, Provides a good and safe medical environment
2, Professionals.
3. links with hotels and provide a comfortable environment for medical tourists and their family
Newspaper
Kompas
Most influential daily newspaper
500,000 copies per day
1.2m readership


source:http://www.wan-press.org/IMG/pdf/doc-516.pdf
TV
Most popular TV channel
More than 190m audiences


2. PR and Publicity
Marketing Mix
Marketing Mix

Products
Price
Programming
Place
Product
Local Food

New Products
Pricing
Media Partners Asia (MPA), 2011
Nielsen, 2012
Programming
Health care
seminar and work shops
Providing the patients to come for free check up once in a year
Destination Branding
Present by :
Shi Chun Yang 3141083
Harsh Sudhir Atre
Vanya Qinthara
Vincent Tan 3134465
1. Increase brand awareness

2. Increase the number of foreigners to do medical tourism
Airasia on-flight magazine

3. Direct Selling
Postcard
PIB MODEL
POSITIONING
Vision
To be internationally known in
the medical tourism industry as a
provider of specialized integration
services also ensuring the availability
of uniqueness of penang to the tourists
by providing a dense culture around the city.
Mission
To deliver quality service to the delight of the tourists


Target Market
Message
'Penang, your city of health and indulgence'
Aim:
Create the positive image
Attract the target audiences
Creative Strategy
Appeals:
Rational
Informational
Shift the consumer's perception

AIM:
PURPOSE:
how to enjoy the service
created a favorable attitude
DOCTOR
well trained practitioner with good talent.
Well educated community.
Speak many language like English, Malay, Mil, Chinese, Hokkien.

Content paper
- Marketing segmentation
- Marketing Mix
- Branding
- Promotion
- conclusion

Live,
Find Balance
,
Enjoy
Hospital
technology
Heart bypass
Heart valve replacement
Hip replacement
Hysterctomy
Knee replacement

Conclusion
(Clow & Baack, 2010).
Place
Logo
Hello! we are
penang
+

Tourism Brand
source:http://www.wan-press.org/IMG/pdf/doc-516.pdf
Thank you
source:http://www.airasia.com/travel3sixty/abouttravel3sixty
http://rasamalaysia.com/penang-hawker-food-penang-street-food/
Source: Malaysia Healthcare Travel Council; “Medical Tourism and the state in Malaysia and Singapore, National University of Singapore”, Chee 2010.
Source: Woodman (2007), as cited in Malaysia Healthcare Travel Council 2012.
http://www.panoramio.com/photo/16956752
Advertising to attract tourist
Do luxury but affordable medical tourism
To confirm that the objectives will reach the fulfillment
The TrueBeam linear accelerator for cancer radiation treatments
(Credit: Varian Medical Systems)
Importance of BRANDING
image differentiates tourist destinations
from each other and is an integral and
influential part of the traveler's decision
process
(Baloglu and Brinberg,1997)
Relationship between
consumer and brand
http://titsermay.files.wordpress.com/2010/11/sea-tourism-logos.jpg
http://www.slideshare.net/peshwaacharya/destination-branding
http://www.jointcommissioninternational.org/JCInsight/07-10-JCI-Accreditation-Pride/
http://www.hospitals-malaysia.org/portal/hospital.asp?action=view&hospitalid=26
http://www.medicalnlp.com
www.telegraph.co.uk
http://amriginang.blogspot.sg/2011/01/
nyonya-culture-penang.html
http://www.sportstoto.com.my/coolstuff_lifestyle_articles_more.asp?id=76&catID=25
http://bestexperiencest.blogspot.sg
kahaevent.co.id
Number of foreign patients
Full transcript