California Travel & Tourism Commission's (cttc) Marketing Plan

Critical Evaluation of CTTC Marketing Plan

Wide broad of market

CTTC had stated a broad and wide target market in their plan, which is domestic and international tourist. Each tourist then being segment accordingly based on few. For the domestic tourist segmentation is based on the geographical factor. They were divided into two segments which is Primary Western Markets (PWM) and Long-Haul Market (LHM). Primary Western Market (PWM) was tourist around California's border and other nearby states such as Arizona, Oregon, Washington, Nevada, Colorado and Utah. PWM tourist had was tourist that want quick and easy-to-drive-to getaway. They want the gateway to be less expensive and hassling. Primary Western Markets feed California nearly half of its domestic non-resident travelers (13.3 million annual trips) and about a third of non-resident spending (32% or $4.5 billion).

Long Haul Market (LHM) tourist came from other 43 states, such as Washington, Texas, Kansas, Louisiana, New York, Florida etc). LHM visitors stay nearly four nights longer and spend approximately three times more than in-state visitors. They mostly and exclusively came by air, staying longer and spending more. These visitors make up more than half of California's non-resident travelers (51%), taking 13.8 million trips in 2009 and resulting in two-thirds (68%) of spending ($9.5 billion).

More domestic visitors (11.1%) went to California than any other state in 2009, while Florida was a distant second with a 6.9 percent share of U.S. person-stays. CTTC has maintained its strong branding presence in the domestic market, and this new marketing plan includes strategies to grow lucrative long-haul markets and primary Western markets.

International tourist consist either North America or overseas, which is Primary Markets and Secondary market. It was ranked based on market potential. Primary Market was tourist from Canada, U.K., Japan, Australia, Germany, Mexico and South Korea. Then the primary market being segmentive into Lead market and Mature market. The primary "lead" markets, are Canada, U.K. and Japan. They are characterized by high outbound travel volume, strong visitation to California and potential for moderate growth. The second-highest source of travelers comes from primary "mature" markets, such as Australia, Germany, Mexico and South Korea. This is countries characterized by medium outbound travel volume, moderate visitation to California, and potential for moderate to strong growth.

Secondary market consists of tourist from France, Scandinavia and South America, Brazil, China and India. While China and India are classified as secondary emerging markets, the secondary limited representation markets are country such as Brazil, France, Italy and Scandinavia. This county is deeming as tourists that have high product knowledge, and consumers are heavily influenced by tour operators and travel agents. Then, China and India are country that Countries characterized by low (particularly leisure travel), but rapidly growing volume with significant forecast growth over the next 5-10 years.

Wide broad of market mean many potential traveler. When one industry had a wide market, it allows the organization to segmentive the market widely and appropriately according to their product suitablelity. According to Sedmak and Mihalic, (2008), seaside destinations (such as California) that offer unique and authentic features, in locations where resources are protected, may enjoy a competitive advantage over their rivals (as cited by Kennett-Hensel, Sneath & Hensel, 2009).in order to increase competitiveness which lead to ability to sustain their market, CTTC need to clearly determine who are their traveler. Hence CTTC managed to determine their appropriate customer which is Escape Seekers & Experience Collectors. Escape seeker was women age between 25-54, and had college education background and above. They also mostly married women. Meanwhile, Experience Collectors was people that like to do new and different things while seeking variety in my life. They also buyers of the best and very Techno savvy.

Intensive media usage

CTTC use every available media to promoted California to their customer. Here their promotion method was integration of bought, owned, earned and shared program. CTTC believe that they can maximize marketing investment and provide travelers with a more meaningful brand experience across the travel lifecycle. Bought media consist of any Paid media which includes TV spot buys, print and display ads, as well as promotional programs, online banners and rich media, or paid search. Owned media was Channels CTTC/California brand controls. These are the physical and intellectual assets that the brand "owns" or has long-term rights to use. This includes publications such as the California Visitor's Guide, the visitcalifornia.com Web sites, social media profiles and newsletters. Earned media was unpaid media. This is publicity gained from editorial influences such as newspapers, magazines, TV and radio shows, blogs and Web sites. This media was generated by a third party (independent party such as blogger, editor, previous customer testimonial) where nature of the content holds higher credibility with audiences who perceive the source to be unbiased. Shared Media is the documented media that interconnected between a brand and a user, where that it reflected in both of their networks and not fully owned by either entity.

Besides that, CTTC also match their international market with the promotion method to be use. They uses spend and key market factor such as advertising, travel trade, PR and Web to develop specific programs in each market that will have the most impact. For example, CTTC use broadcasting on TV or radio for the potential tourist in U.K., Japan and Canada. They believe that by broadcasting, it could be effective way to reach and influence large quantities of consumers in these countries.

Each media promotion should take into consideration variety of factors, including marketing mix effects, the dynamics of consumer response and competition (Silva-Riss, Bucklin & Morriso, 1999). Combination of this factor can help decide which media promotion suitable with the objective organization want to achieve. It s done to ensure that the promotion done will provided back large value-added effects (Smeral,2006)

Fierce competition

CTTC managed to mention California competitor in term of states, U.S city and country. For U.S stated competitor, top 5 stated is Hawaii, Illinois, Texas and Florida. For competitor in term of U.S City were Las Vegas, New York, Orlando, Reno-sparks and Virginia Beach. For country, California needs to compete