Do you have innovative marketing solutions? We would like to invite you to solve another challenge set by Slovenian tourism facilities. Below you will find the description of Thermana Laško, a company that has developed an innovative product called
Honey Story. Can you help them market the product? If so, you can win nice prizes and present your winning solution at the
GoldenDrum marketing festival held in Portorož, Slovenia, in October.
Thermana d.d. Laško is about well-being. The company, which is aiming to become a major player in the Slovenian tourism sector, offers quality of life and a healthy lifestyle. As a health resort, it is particularly aimed at people with mobility problems people who want to avoid such problems. Thermana Laško implements its business strategy through the following programmes:
* medical programmes (basic health care, specialist clinics, prevention, medical rehabilitation, restorative rehabilitation)
* thermal bathing and wellness programmes
* care for the elderly
* business, conference and seminar tourism
* a base from which tourists can discover Slovenia
* other hotel, catering and tourism programmes
The company's business goal lies in the quality provision of services designed to ensure the satisfaction of guests, staff, management and owners. This is reflected in economic and social growth, the prestige of the company, and return on capital, and is realised through the company's fundamental business goals.
Reflecting the rich history of the company's development and the services available in the surrounding area, they have designed a new tourism product at Thermana Laško: HONEY STORY. The story begins with the HONEY JOURNEY, comprising visits to a beekeeping heritage exhibition, a melliferous plant garden and an apiary, learning about the work of the beekeeper and how honey and other bee products are made, demonstrations (honey pastry, beeswax decorations) from a local beekeeper and expert talks ('With the Bee to Honey', 'Apitherapy'). At Thermana they have incorporated honey into their HONEY TREATS programmes in the form of face and body care: the use of honey and honey-based cosmetic products, honey massages, honey wraps, honey baths and honey saunas. They have also created an APITHERAPY clinic where a trained apitherapist offers guests advice on the preventive use of bee products and their use to relieve various conditions. They plan to install a beehive next to the melliferous plant garden for bee aerosol therapy. HONEY EXPERIENCES in gastronomy include a welcome glass of mead or honey champagne, snacks and even a honey-based menu. A honey breakfast is part of the hotel's regular service. They also arrange honey-themed cookery workshops. And for pleasant memories of the Honey Story at Thermana, they have prepared a wide range of HONEY SOUVENIRS.
Challenges:
- How to market Thermana's 'Honey Story' in the German-speaking markets (mainly Austria, Germany, Switzerland)? Slovenia's health resorts are mainly present in these markets as destinations for older tourists whose tours are organised by coach companies. Price is a very important factor. Can we use this product to attract other groups? Which? What influence would price have on their decision?
- Is the 'Honey Story' product at Thermana suitable for guests from Slovenia? In the Slovenian market we are known above all for the Zdravilišče Laško spa and health resort. Would the treatment programme and the 'Honey Story' product be suitable for the Slovenian market? What daily price would Slovenian guests be willing to pay for this product and what are the target groups for marketing this product?
- How to market the 'Honey Story' in the Italian market? Italian visitors are mainly individualists who are interested in wellness services. Is a sustainable development product a sufficiently powerful incentive for Italian tourists? What are the target groups suitable for marketing the 'Honey Story' in the Italian market?
The winner will receive a weekend package for two at the Hotel Wellness Park Laško. The package includes half-board accommodation for two nights, unlimited access to the pools and saunas of the Wellness Park Laško, use of the fitness centre, and parking in the hotel garage. The guest will also receive a voucher worth €10 to spend on wellness services.
Deadline for all challenge solutions is 22nd September 2010. Solutions are to be submitted at http://btps-izzivi.turistica.si/.