Table of Contents

1. 2. Introduction ........................................................................................................................................... 2 Product .................................................................................................................................................. 3 2.1 2.2 2.3 2.4 3. Introduction ................................................................................................................................... 3 Logo of the company .................................................................................................................... 4 Partnership .................................................................................................................................... 5 Target Market................................................................................................................................ 5

Marketing Plan ...................................................................................................................................... 6 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 Business Objectives ...................................................................................................................... 6 Situation Analysis ......................................................................................................................... 7 Market Analysis ............................................................................................................................ 7 Competitive Analysis .................................................................................................................... 8 Product Market Match .................................................................................................................. 8 Marketing Objectives .................................................................................................................... 8 Positioning .................................................................................................................................... 9 Marketing Strategies ..................................................................................................................... 9 Marketing Activities ................................................................................................................... 10 Advertising.................................................................................................................................. 10

4.

General Concerns of Ecotourism Business ......................................................................................... 12

1. Introduction
Hector Ceballos Lascurain a Mexican architect, environmentalist ,and international ecotourism consultant provided the first definition of ecotourism in 1987 at a forum on the Conservation of the Americas His definition is that ecotourism is travel to relatively undisturbed or uncontaminated natural areas with the specific objective of studying, admiring, and enjoying the scenery and its wild plants and animal, as well as any exciting cultural manifestations (both past and present) found in these areas.

Over time the definition of eco tourism has overlapped with nature-based tourism, nature tourism and sustainable tourism. As per the Michigan State Universitys Center for Community and Economic development report nature - based tourism provides the broadest definition as it describes the segment in the tourism market in which people travel with the primary purpose of visiting a natural destination.

Nature tourism refers to traveling to unspoiled places to experience and enjoy nature. Sustainable tourism considers both social and environmental issues; community involvement is fundamental to sustainable tourism.

Nature Based Tourism Eco -Tourism Nature Tourism Sustainable Tourism

2. Product
2.1 Introduction

Based on the concept of eco-tourism provided above in the figure 1.1, the product which we have come up with that best constitutes all this aspect of eco-tourism is a self sustainable hotel based on an art theme located in Kritipur which probably is present day Kathmandu valleys most nature friendly destination. The hotel will be named as Hotel Canvas. Basically, Kritipur is least encroached upon by unplanned urbanization and has plenty of potential to flourish as a eco tourism destination within the valley and to further add it is the last potential destination left within the valleys vicinities which our policy makers still can plan about. Hence Kritipur was chosen to launch as our product location.

Just like any other eco-tourism company, our product is a combination of service, activities and resources.

Eco-Toursim Service Eco-Tourism Resources Eco-Tourism Activites

Eco-Toursim Product

As per our product, the hotel which will constitute of 10 rooms based on art themes which again based on natural themes associated with Nepal and its restaurant based purely on traditional

Newari food will cover the eco-tourism service aspect. Each and every room will have some sort of significance as for example one room can be decorated with the painting of the various mountains and the room theme can be based on it while the other can be on traditional Newari style living (Swathaa). Basically the idea is that all the rooms will have its own theme featuring eco friendly room. While, eco-tourism activities will be a combination of various hiking tours and bicycle tours around the valley (example; Shivapuri Conservation Area) organized by the hotel itself. As for the eco-tourism based on resources, the hotel will use food products grown in its own organic farmland to serve the customers while locals will be employed to do the job. The total land size will be around 5 ropanies so the hotel can create its own local sewage system and ensure it meets the eco-friendly requirement set by objectives of the company. Since the restaurant is going to be traditional Newari style, we can serve the food and beverage items on the locally made utensils. In doing so we promote the Newari craftsmanship as well which we believe is highly undervalued and estimated. However, there may be people wanting modern drinks so for them too the hotels restaurant has a way out, for example draft beer and cask wine to serve in the restaurant which is a way of minimizing the cost of shipping and the disposal of excess packaging. Moreover, just like many conservation groups use the 4 Rs (reduce, reuse, recycle and buy recycled), our hotel use this concept in its operation to further cement its place as an eco friendly hotel.

2.2

Logo of the company

The hotel will come up with its logo to portray values and goals of its existence. The logo will clearly deliver our message and will also show what our hotel signifies.

2.3

Partnership

The partnership of the hotel will be a private one. The local people of Kirtipur can also be involved in the operation. They can be a source providing raw materials for the operation of the hotel. Since we will be promoting the hotel as a eco-tourism product, partnering with some major organic farmers will be an added benefit as it will further highlight the environment friendliness policy of the hotel. Even though the hotel will be a privately owned operation it can link up with other eco-tourism products and any opportunity to link with the eco-tourism industry will be carefully studied and analyzed so that we do not miss out on anything.

2.4

Target Market

Travelers nowadays expect more than simply comfort and convenience. An increasing number of travelers prefer to be "surprised". When planning trips, they seek properties that are noticeably different in look and feel from branded hotels. This art themed hotel will be marketed in a manner that is similar to many other goods, where the experience and the image are sold, rather than the product itself.

An art themed hotel can be equally appropriate for business, a honeymoon, or a vacation. The target market for the hotel is guests in their early 20s to mid 50s age range, most within the middle to upper income level. The recent demand for such hotels can be credited to the growing interest of consumers in learning about the fine arts and culture. In comparison to other lodging subsectors, art themed hotels are able to deliver both aspects of design and local culture to guests; hence, successfully attracting more guests and charging higher room rates.

3.

Marketing Plan

Any business whether it is eco friendly or not will require some sort of marketing plan to stay in the race. Moreover, if one has a set marketing plan in place one can easily sell its product. The marketing plan allows you to budget for the marketing activities and to evaluate the effectiveness of those activities. Any good marketing plan will have the following elements: Business Objectives Situation Analysis Market Analysis Competitive Analysis Product-Market Match Marketing Objectives Positioning Marketing Strategies Marketing Activities

Just to give an overview of the process, once the business objective is formed, the next step is to do the situational analysis which leads us to understanding the product. Next market analysis is done to know about the possible markets. After that competitive analysis is done to form possible strategies to distinguish oneself in the market place. All three analysis than leads to product and market definition, marketing objectives/strategies and marketing activities which again concludes with monitoring and evaluation which makes us review the objectives.

3.1

Business Objectives

With any marketing plan you need to know what you are trying to accomplish. With our eco friendly Hotel Canvas, our objective will be to provide visitors with a lifetime memories through experience of eco friendly living. This sort of objectives will give the company a added direction. Time and again one will face difficult times and sometimes with many alternatives so

one needs to refer back to its objectives in such times and maintain your commitment to the environment and host communities.

3.2

Situation Analysis

Situation Analysis constitutes of many elements. One such element is the SWOT analysis. One needs to consider various strengths, weakness, opportunities and threats associated with the business.

Strengths: access to location, culturally rich community around you and theme of the hotel. Weakness: capital involved and trained human resource. Opportunities: branch expansion to other locations and tie ups with eco friendly brands Threats: political uncertainty and climatic changes.

3.3

Market Analysis

Markets change rapidly. For example, we can see how technology has completely changed the whole way we look into doing modern day business. Basically, one needs to upgrade every year and with our product too Hotel Canvas its no different. Market research has to be done to learn about the prospective of the new customer. In addition to knowing what type of activities guests are looking for it is important to know their motivation and trip decisions. What time of the year your target market like to travel around, guests like to travel in a group or family etc. Are people looking for short term escapes? This sort of things should be continually monitored. During the process one will be able to identify the best medium to advertise your product and in our case social media is the in thing. And more importantly if one can get into the good books of trip advisor word of mouth tend to spread fast. Once the market analysis is done, one needs to identify market segments. Market segment selected should be cohesive in nature.

3.4

Competitive Analysis

One the market segments are identified, one needs to look over at the competitors selling ecotourism products and what are they selling. This analysis will help to determine: If the market is too crowded Your Competitors strength and weakness How to distinguish your product Where you can best compete

As for the market being overcrowded, in our case its not as the market can have many more layers. Regarding completion, for us direct completion will be camps in riverside area outside the valley which may target the same potential guests. However, inside the valley, home stay organic farms might be competition. But indirect completion in our case is even more challenging. Gambling, mall visits are potential things that the tourists might choose over our eco-friendly activities. Our unique theme aspect is the best way to compete.

3.5

Product Market Match

One of the foundations of your marketing plan is the products you sell. One the situational analysis is done, one is in a better position to offer your products. Since our potential target market is being lured by the eco-friendly concept with sustainable development, we need to put that in to practice and in some way promote it as well. In simple words, one needs to deliver on the promise. One way to spread that we are being able to do it is by having blogs or guest books which will give potential customers a feedback.

3.6

Marketing Objectives

Like with all business activities, setting objectives provides direction and measures success. Marketing is no different. Marketing goals tend to be broad based with high level of expectation.

Basically, we like to increase sales of our hiking actives by 25% every year. Also, increase winter package sales by 10% every year (offseason), trying to control the roommates as much as possible to stay super competitive. Increase newari restaurant food sales by 25% every year as well. Basically, by doing this canvas is setting up the expectation levels.

3.7

Positioning

Service for many eco-tourism businesses is the easiest way to position their product. All our staffs including guides, waiters, housekeepers, organic farmers, will be consistently courteous, friendly and attentive to the eco-tourists needs. The main idea is to deliver great customer service. The next area of positioning is the location and with Kritipur as our location, it is unique amongst other destination within the valley. The ability to customize your trip is another way to position our business and to accomplish that providing variety (Newari organic food), unique experience (room experience) and flexibility (activities timings).

3.8

Marketing Strategies

Once the objectives are in place, one needs to formulate strategies to achieve the target. The best way is to make strategies based on the four Ps of marketing- product, price, placement and promotion. Hotel Canvas too will develop strategies based on it. Product: Will have various handicrafts crafted by the locals, all over the hotel premises. As for the service side, it will be based purely on eco friendly ideologies from the way we serve in restaurants to way we keep up the rooms to the way we dispatch the garbage. Price: It will be priced quite well as we plan to give our guests a unique experience which they have never experience. Tradtional Swatha Homes in Patan are charging $75 per night so we too will be charging around that range. However, for that experience it will be worth it. Placement: Its all about getting the right product to the right target market. We are fixed on our target market and we will not comprise on our ideologies if the guests happen to be slightly different from our regular target. Natures rules have to be followed.

Promotion: Promotion is all about telling the target market about your product. Having blogs, social networks, trip advisors are the best way to promote and maybe promote yourself in an eco friendly application on phones. Print media and trade shows can also be used.

3.9

Marketing Activities

Marketing activities in Hotel Canvass case will revolve around brochures, social media, videos, trade shows, conferences, television radio and the print media. The logic behind this is being able to spread the message in every way possible. We dont want to be limiting ourselves with one or two mediums only.

3.10

Advertising

The promotion of Hotel Canvas will be done with advertisements in local newspapers, Yellow Pages, television media, well known web-portals, flyers and word of mouth would be more appropriate.

Being aware of current trends, the hotel will also focus on marketing through social networking sites like Facebook, Twitter and Google Plus. We will create a Facebook page and constantly tweet on the recent updates of the caf including any new events, post event comments and other useful information.

With the advent of mobile advertising, we can send bulk SMS to regular customers. Via SMS we can inform customers of the new events or share information with our customers. Also, the hotel will have its own short number such as 4441 where customer can send specific text and get information as mentioned above. We will also introduce the Canvas membership and award points based on the number visits of a customer. The customer with the highest earned points will be rewarded.

For maintaining a good public relation we can involve in numerous Corporate Social Responsibility (CSR) activities. Being an art hotel, we can show our responsibility towards preserving the art and history of Nepal and contribute to such causes.

4. General Concerns of Ecotourism Business

Government regulations and taxes. River quality/health. Invasive species. Ever increasing fees, paperwork, and licenses (plus taxes). Bank interest rates for startups Government budget spending. Failure of government agencies and policy makers. Water quality/pollution and climate change. Ability to maintain business. Growth of economy and marketing by the nation. Current economic issues -if unprofitable, business will close and move.