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Yours Truly, Tan Siew Hoon. Market Overview . Population: 26.64 Million (as of May 06) Department of Statistics Malaysia Population Breakdown : Malay 50.4%, Chinese 23.7%, Indigenous 11%, Indian 7.1%, others 7.8% (2004 est.) Drivers of Economy: Chinese population

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yours truly tan siew hoon
Yours Truly,

Tan Siew Hoon

market overview
Market Overview
  • Population: 26.64 Million (as of May 06) Department of Statistics Malaysia
  • Population Breakdown: Malay 50.4%, Chinese 23.7%, Indigenous 11%, Indian 7.1%, others 7.8% (2004 est.)
  • Drivers of Economy: Chinese population
  • Total Visitors to Australia (from 149K- 136K) : 8% decrease
  • Total Visitor Nights to NSW (from 669K to 936K): 39.9% increase
  • High Repeat Visitorship to Australia: 72%
malaysian government economy
Malaysian Government & Economy
  • Government: Prime Minister Abdullah Badawi, under Ruling Party of Barisan National
  • Economy: 5.9% in the 2nd quarter of 2006. Exceed 1st quarter growth of 5.5% growth

(Oct 06 Department of Statistics Malaysia)

  • BUT Unfavourable Exchange rate 1 AUD= MYR 2.64
consumer trends
Consumer Trends
  • Price/ Value Conscious
  • Longer length of stay (from 14.5N to 24.5N): 69% increase
  • Increasingly late bookings (2 weeks)
  • Internet savvy, but still reliant on print media and travel agents.
  • 79%** rely on agents as key sources of information
  • 42%** rely on travel promotions/fairs as key sources of info in planning trip
  • 5th Highest Ave Spent (A$2278) in NSW across ALL international Markets

** MasterCard Index of Travel Survey 2nd Half 2006)

consumer trend matta travel fair
Consumer Trend- MATTA Travel Fair
  • >90,000 visitors
  • RM $90M Sales
  • Destination Competition

Evergreen - China, Hong Kong & Australia

New - Japan and Korea

Renewed interest -UK, Europe, US

  • Increase outbound travel from suburbs,- Eg Penang MATTA Fair - 41K visitors, RM25 million sales; Australia : Top 5
  • The next MATTA Fair: March 16- 18, 2007
trade update aggressive nto competition
Trade Update: Aggressive NTO Competition
  • NTOS (Singapore, Taiwan, Macau and Turkey Tourism Boards) focus on thematic experiences & events
  • HK & KNTO: Targeting Muslim segment with buyer-meet-seller session, trade & media famils.
  • British Tourism: Offering tactical funding for Visit Britain campaign
trade updates
Outbound Travel: Traditionally dominated by Klang Valley playersTrade Updates

GTT

Holiday

Tours

Excellence

Hols

M’sian

Harmony

Mass Market

  • Agent Cluster
  • GEM Travel
  • Mitra
  • Sunway

Incentive

Mayflower

Harpers

BMC

Prime HTT

Falcon

Holiday Tours

Niche Market

MSL

FIT Focus

Group Focus

aviation update
Aviation Update
  • Flight Frequency to Sydney- 58 weekly flights- as of July 06
    • Direct Flights: 20x weekly (MAS 14, Austrian 6)
    • Indirect Flights (weekly):
      • SQ : 21x
      • Qantas 14x
      • British Airways 7x
      • RBA : 3x
  • Austrian Airlines: terminating flights from KUL to Sydney from Mar 07 onwards.
  • MAS -Virgin Blue Agreement: Seemless connectivity (30 Aug 06)
aviation update9
Aviation Update
  • Low Cost Carrier: Air Asia
    • 16M Customer base
    • Carried >20M customers as of Aug 06
    • Taken over 96 (total 118) of MAS’ domestic routes as of Mar 05.
    • Flies to Regional destinations (Bali, Bangkok, Chiangmai, Hatyai, Hanoi, Manila, Phuket, Hanoi)
    • Free seats and low price strategy
6 key objectives in malaysia market
6 Key Objectives in Malaysia Market
  • Trade Education & Product Development to increase depth of experience
  • Increase length of stay in Sydney NSW
  • Increase dispersion to Sydney Surrounds with min 1N stay in each region
  • Increase Spend in NSW
  • Develop new product experiences via market segmentation
  • Develop partnershipsbetween agents and NSW suppliers
slide12

Objective: Increase Depth of Experience & Regional Dispersion

All Australia Supplement

Strategy: Integrated Best of Australia Campaign with PR/ Media Focus on Thematic Experiences

Advertorial in the Star

slide13

Objective: Increase Depth of Experience & Regional Dispersion

BOA Family Coupon Booklet offering discount for 1st child

Consumer Brochure

Strategy: Integrated “Best of Australia” Campaign Focus on Family Fun & Best of Sydney City & Country Tactical Package with Min 2N Stay in Region

slide14

Objective: Increase Depth of Experience & Regional Dispersion

  • A major break-through on prime time TV featuring foreign destination, 1.2 million audience
  • Malaysian Celebrity endorsement
  • Total encompassing campaign of :
  • TV broadcast , Print publicity, Online exposure ,

Consumer engagement via contest

  • Call to Action : Best of Sydney Australia tactical

Campaign

Strategy: Integrated “Best of Australia” Campaign with Travelogue Featuring Famous Malaysian Celebrities

slide15

Objective: Develop New Market Segment

VJP: First Ever Malay Media Journalists (4 pax) to Sydney (July 06)

Article in Mingguan Malaysia

Article in Harian Metro

Article in Harian Metro

Strategy: Muslim Market - Raise profile of Sydney

as a Muslim-friendly destination

slide16

Objective: Develop New Market Segment

Article in Harian Metro

Article in Harian Metro

Strategy: Muslim Market - Raise profile of

Sydney as a Muslim-friendly destination

slide17

Objective: Formalise partnerships for the development and promotion of Sydney NSW

Ads in Star

Consumer Flyer

Strategy: Strategic Partnerships with Holiday Tours & MasterCard International

market opportunities why continue to invest in malaysia
Market Opportunities – Why Continue to Invest in Malaysia
  • High Affinity & Familiarity - Repeat visitation (72%) / Easy to convert
  • 69% Increase in Length of Stay (from 14.5N to 24.5N)
  • Good Spend: 5th Highest average expenditure per visitor (A$2277) spent in NSW
  • Highest TIEV (A$567M) in year 2006, even with decreasing number of Malaysian visitors
  • Strong agents support

** June IVS 06

market opportunities why continue to invest in malaysia19
Market Opportunities – Why Continue to Invest in Malaysia
  • RM15 billion Infrastructure projects by Government (9th Malaysian Plan)
  • Untapped market potential
    • Emerging middles class Malay segment (almost 2 million Urban Malays). High propensity to travel but lacks understanding.
    • Average annual 5.1% growth from 2006- 2015 by TFC June 06
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