Marketing Report on Visitbritain

3420 Words14 Pages
S.No. | Topic | Page no. | 1 | Brief Introduction | 2 | 2 | Importance of marketing within a company | 2 | 3 | Branding and its importance | 3 | 4 | Segmenting, targeting and positioning strategies | 4 | 5 | Market development strategies | 6 | 6 | Competitive positioning | 6 | 7 | Marketing mix strategies | 7 | 8 | Technological role in the company’s development | 9 |
Table of contents

1. Introduction:
Marketing is the term derived from the word market. Market is a place where the buyers meet sellers. Marketing is the term given to those activities which takes place between the organisation and its customers (Blythe, 2005). VisitBritain is the national tourism agency of the United Kingdom. It is responsible for the
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After its downfall, VisitBritain came up with new branding strategies which helped them to attract tourists to their country. VisitBritain created a brand of the UK not only by its rich heritage, but also capitalising on the London 2012 Olympic and Paralympic games. It also created a brand value by displaying digital communications worldwide like creating a website to display the beautiful country. The website was in 21 different languages so that it can reach everyone who wishes to travel to the UK. A TV channel was launched by VisitBritain to showcase the natural and cultural beauty of the country. It also joined hands with major commercial brands like Samsung, British Airways and Emirates to reach its target customers and restoring the brand value of the UK worldwide. This type of branding strategy is called as co-branding where a company takes advantage of reputation of the other company or both companies build on a new reputation together (Pickton & Broderick, 2004). Word of mouth also plays an important role in choosing holiday destinations.
Though VisitBritain has undertaken several marketing strategies to create a brand value of Britain, they have not done anything unique from the other countries or competitors. VisitBritain needs to showcase its assets in such a manner that it creates a unique brand value of Britain in the tourism industry. Many countries showcase their natural and cultural attractions but

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