MARKETING PLAN

September 22, 2012

1. Executive Summary After a market analysis based on a recent survey was completed, it is concluded that as Zanzibar continues to be a destination of choice among international visitors, the demand for both tourist and non-tourist products and services also continues to grow. Handicraft production is one of the main important activities of the tourism sector, nonetheless, its full potentials has not yet been exploited. In Zanzibar, it is estimated that 60% of informal sector entrepreneurs are women, and about 25% of that number are engaged in handicraft production and sales. Despite the fact that the handicraft business plays a vital role on the women and the general communitys poverty alleviation strategy, most of the women entrepreneurs indicated in a survey that the income they generate from the handicraft business is still not able to sustain them as result of the following hindrances: Insufficient business capital Lack of business skills Lack of permanent sales outlets Lack of machines, tools, and equipment to work with Lack of market Poor quality products and etc.

It is estimated that Zanzibar received about 130,000 visitors in 2011, and that does not include an additional 25% that goes through the gateways of Dar es Salaam and Arusha before proceeding to Zanzibar. According to survey, around 87% of Zanzibar tourist that buys handicraft do not have any prior knowledge of what they were going to buy when they arrive, and or what type of local activities they want to engaged in.

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ASILIA NGO MARKETING PLAN

As a result, Asilia Social Enterprise will utilize its web shop to create and expand tourist awareness on the availability of various handicraft products, and list of calendar events and activities. Asilia NGOs local and international tourism experience in addition to their current relationship with the local handicraft community, gives the organization a head start and a competitive advantage over its competitors. The analysis of the market research will allow Asilia to outline the best strategies to follow for the achievements of some the organizations main goals and objectives, which includes: Create a platform for handicraft sales and marketing Create and enhance market exposure, using various media outlets Increase employment for the marginalized East Coast communities Create value added services, product enhancement and development Support micro-finance projects from profits generated by Asilia and etc. 2. Situational Analysis Due to the slowdown of the current economic activities, there has been a change in tourist spending habits, which caused the flow of tourist into Zanzibar to fluctuate. Nonetheless, considering that Asilias innovative ideas, vision and strategy is unique, the organization still have a great opportunity to capitalize on the handicraft market place.

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ASILIA NGO MARKETING PLAN

Some of the factors to consider includes but not limited to the following: Asilia is a Non-Profit Social Enterprise Organization and focuses on poverty reduction of marginalized groups, which in turn increases the organizations support from the communities and local authorities Majority of tourist will buy handicraft products as long as the item is compact and easy to travel with The production unit of Asilia is ready to surpass its competition by adapting and practicing new production technology and methods, to exemplify the quality of products Tourist consumers are not concerned about price, but rather quality There is a market for products as long as proper marketing strategies are implemented Lot of handicraft establishments in Zanzibar sell imported products instead of the MADE IN ZANZIBAR BRAND The organization is collaborating and partnering with big name Pro-Poop Tourism organizations like ACRA who has developed and build a good track record in human development The entire Asilia team are International Development and Tourism Industry experts, that are currently active in their day to day business operations

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ASILIA NGO MARKETING PLAN

SWOT ANALYSIS STRENGTHS Strong and Unique Brand Good Reputation Cost Advantage Exclusive Location Highly Experienced Team OPPORTUNITIES Huge Market Share New Product Development Existing Product Enhancement Global Partnership Local Market Production WEAKNESSES Low Production Rate Inadequate Funding Low Skilled Producers Lack of Production Space No Production Site visits THREATS Strong Competition Market Fluctuation Inconsistent Tourism Patterns Lack of Variation Supply Higher than Demand

3. Market Segmentation It is always important to know what is wanted and by whom. For 88% of all tourist visiting Zanzibar, it would be their first time, so for some, they wouldnt know what to expect and or activities to engage in. It is usually easier to convince the first time traveler to buy products than the repeat travel. Segmenting the tourism market is very important, because it helps identify, group and profile prospective tourist according to lifestyles, socio-economic status and attitudes about travel and spending. Asilias ability to create web platform with essential tourist information catering to Zanzibar bound tourist will magnify and simplify the segmentation process of prospective tourist. The process will help Asilia direct its marketing strategies meet and exceed the demands of certain products of the tourism trade sector through designing, promoting and delivering the handicraft products and or services in such ways that the identical needs of the target groups are met and satisfied. to

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ASILIA NGO MARKETING PLAN

The target marketing table below lets Asilia: Differentiate amongst varied market segments Focuses on one or more of these segments Develop or modify products to meet the needs of the target market ASILIA Social Enterprise

HANDICRAFT PRODUCTS & SERVICES

SEGMENT 1

SEGMENT 2

SEGMENT 3

SEGMENT 4

4. Selected and Alternative Marketing Strategy To get a fair share of the tourism market and increase community income dependent on tourism products and services, Asilia intends to minimize tourism leakages and increase the multiplier effects. To be successful in achieving that, the organization will implement and utilize the following marketing tools and strategies:

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ASILIA NGO MARKETING PLAN

WEBSHOP, BROCHURES, EXHIBITIONS, FLYERS, PHOTOGRAPHER, NEON SIGN, ASILIA NIGHT, MAGAZINES, VALUE ADDED SERVICES, HAPPY HOUR & DOOR TO DOOR PROMOTION MARKETING TOOL ASILIA NIGHT EVENT PHOTOGRAPHER ACTIVITY Held in a hotel in NUNGWE & PAJE and have activities like product showcase, modeling, local musical band and charitable games A good photographer may be required to shoot good photos for web-shop, brochure and flyer images Will profile feature Asilias product line, and can be distributed to tour operators and hotels Periodic meetings with hotel managers may be essential prior to launching of products Monthly product display using tents and tables in NUNGWE & PAJE will increase exposure and sales Required to advertise upcoming activities and events like Exhibitions and Asilia night events Between one to three hours, once or twice a week, offering half price on food and drinks will draw lot of customer attention Advertise Asilia products, events, and activities in Magazines like, Swahili Coast, Gallery & Mambo Will create curiosity among passing traffic and may result to taking the extra step to investigate what the sign is all about As gesture of appreciation, insert in a basket or bag, a bar of soap or any type of small gift item Will profile and feature Asilias product line, calendar events, activities and order forms

BROCHURES DOOR TO DOOR PROMOTIONS EXHIBITIONS

FLYERS HAPPY HOUR

MAGAZINES

NEON SIGN

VALUE ADDED SERVICES

WEBSHOP

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ASILIA NGO MARKETING PLAN

5. Conclusion Regardless of the factors that impedes the economic growth process, handicraft production will remain a phenomenon not only important as an income generating mechanism for the producers, but also creates employment and contributes to the local economy. Most importantly, it revitalizes, promotes and sustains the cultural heritage of society. It is evident that the full economic potentials of the handicraft sector have yet to be exploited. For Asilia to get a fair share of the market, it must focus on its strategic marketing plan, intended line of products and uniqueness. Adequate funding combined with the expertise and relentless efforts of the Asilia team can catalyze the economic and social sustainability of the handicraft community of the target groups and Zanzibar in general.

Prepared by: Brian M Touray ZEST Project Manager Zanzibar Enterprise and Sustainable Tourism bmtouray@telus.net

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ASILIA NGO MARKETING PLAN