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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 l.jpg

Yours Truly,

Tan Siew Hoon


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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%


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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


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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)


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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


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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


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Outbound Travel: Traditionally dominated by Klang Valley players

Trade 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


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Aviation Update players

  • 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)


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Aviation Update players

  • 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


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6 Key Objectives in Malaysia Market players

  • 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



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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


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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


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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


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Objective: Develop New Market Segment Dispersion

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


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Objective: Develop New Market Segment Dispersion

Article in Harian Metro

Article in Harian Metro

Strategy: Muslim Market - Raise profile of

Sydney as a Muslim-friendly destination


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

Ads in Star

Consumer Flyer

Strategy: Strategic Partnerships with Holiday Tours & MasterCard International


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Market Opportunities – Dispersion 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


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Market Opportunities – Dispersion 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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How You Can Be Involved! Dispersion Upcoming Market Opportunities- Jan- Dec 07


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