Discuss how Lonely Planet's current emerging consumer markets and scan for (global) opportunities.
The challenges of working in an international marketing environment is both varied and numerous. Businesses with a global presence must be both brave and distinctive in order to prosper. Lonely Planet aims to provide travelers with consistent information leading to memorable personal experiences. The video explains how Lonely Planet is planning to release a book following a three-month global campaign. The book would provide the worldwide information, such as images and texts, covering about 230 countries around the globe. It discusses several types of approaches to provide consistency in branding that includes media strategies such as an email approach, a bookshop campaign, releasing a newspaper open up, an online approach, and so on.
Howard Ralloy, the global sales and promotions director of the company, speaks on what global marketing is and how they meet global customer requirements. He exemplifies how versions of the travel book about Australia released in China and London were different. He also explains how branding in the industry is significant and how it helps developing the firm's economy. He attributes much of the success of Lonely Planet's global businesses to a robust branding strategy.
- What are the factors that can be attributed to the global success of Lonely Planet?
- How does Lonely Planet seek to distinguish itself from its peers?
- Discuss Lonely Planet's position on branding.