SAGU EXPERIENCE

Eco Hotel
MARKETING PLAN - EXECUTIVE SUMMARY

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 INTRODUCTION

The growing global trend towards environmental conservation has

increased the demand for ecotourism from the foreign market, which
has made this market more attractive despite the current lack of
supply. In addition, more and more people are looking to live new
experiences through nature and all the resources it offers.

SAGU EXPERIENCE is a Eco Tourism Complex located in the

Municipality of San Juanito (Meta) where currently there is no similar
project but if a constant growth visits tourists and nature lovers who
seek a space of rest and well-being. As a project of entrepreneurship
with a social approach, it intends to have a very positive impact in
generating close to 60 direct jobs, in a municipality of 2165
inhabitants, which will boost the local economy as well as projecting
the municipality internationally as a tourist and cultural brand.

The marketing plan is the light in the way of the a business. SAGU
EXPERIENCE needs to clearly define its strategies to enter the global
tourist market. The marketing plan is the effective tool that will allow
SAGU to achieve its objectives and grow steadily and sustainably.

GENERAL OBJECTIVE

Plan the processes necessary to consolidate SAGU EXPERIENCE as a

reference for ecotourism in Colombia.

SPECIFICS OBJECTIVES

1. Define the business model and the base product of SAGU.

2. Analyze the target market and the potential of the product
according to the economic variables of the market.
3. Create a marketing mix and a control and evaluation plan of the
SAGU product management.

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 IDEA SELECTIN
COMPANY, BRAND AND POSITION.

SAGU EXPERIENCE Ecohotel, Seeks to meet the needs of foreign

tourists who want to have contact with nature and a rapprochement
with other cultures learning and sharing their customs, people
between 20 and 44 years coming mainly from the United States.
Is a company in formation and aims to launch a differentiated product
to a market with a high purchasing power, it is necessary to
determine the best strategy to build and position our brand and to
conquer the American market.

MARKET.
Tourism has been one of the economic sectors most benefited by the
Free Trade Agreement with the United States thanks to the increase
in the number of entrepreneurs and investors who come in search of
the businesses promoted by the FTA. According to analysts, the
opportunities offered by the agreement will help Colombia continue to
build itself as a world-class destination. According to MINCIT in recent
years, the arrival of travelers from the United States has been on the
rise. The number of US travelers who visited the country in 2012 was
0.4% higher than in 2011.1

MARKET NECESSITIES
In Colombia, there is a very small demand for eco-tourist
destinations, such as national natural parks, which could be increased
thanks to local marketing strategies, which should seek the
preservation of eco-tourist sites and at the same time increase the
benefits to Different interest groups.

1 Proexport Colombia, Informe Turismo Extranjero en Colombia Cifras de 2012 -

http://www.colombiatrade.com.co/sites/default/files/informe_proexport_turismo_extranjero_en_c
olombia_a_diciembre_2012_final.pdf.

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 BEHAVIOR OF VISITORS IN NATIONAL PROTECTED AREAS
WITH ECOTOURISTIC VOCATION.

According to MINCIT in the year 2015 2,288,342 foreign visitors

entered the country, of which 4.2% (96,259) visited Protected Areas
of the Natural National Parks System (SPNN). Each year more
foreigners visit Colombia and the National Parks with vocation
Ecotourism.

There is great potential for entrepreneurship projects that can meet

the needs of foreign tourists who want to have contact with nature
and a rapprochement with other cultures by learning and sharing
their customs, people between the ages of 20 and 44 coming mainly
from the United States.

A key aspect is to launch a differentiated product to a market with a

high purchasing power, it is necessary to evaluate the viability of the
product and the quality of the possible demand that it may have.

COMPETITORS
Some eco-tourist hotels are beginning to consolidate, Colombia's first
eco-hotel chain already exists in Colombia. La Cadena BIO - Hotel2.

According to the portal viajala.com the main ecological hotels of

Colombia are:
2 http://www.portafolio.co/economia/finanzas/bio-hotel-primera-cadena-hotelera-ecologica-pais-
101248.

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 Ecohabs Minca: This luxury lodge is located in the small village
of Minca, located just 45 minutes from Santa Marta, rising to the
Sierra Nevada. Http://www.mincaecohabs.com/
Ecohotel Paraso Verde: Located in the department of Quindo,
is a destination visited year by year by thousands of tourists who
want to live close to the paisa culture and be in contact with
nature.
El Almejal: Located in Choc, a region full of mystery and
beauty that still keeps the charm of the authentic, the Ecolodge el
Almejal offers one of the best sustainable lodging services in the
country.
La Casa de Francois: Located in the south of Colombia, in the
renowned San Agustn, this lodging has been built in a simple,
welcoming.
Palmari Ecolodge: The Palmari Nature Reserve is located
between Leticia and Tabatinga (Brazil) on the the Yavari River
coast, in the heart of the Amazonas.

POSITIONING AND SITUATION.

SAGU EXPERIENCE Eco hotel is located in San Juanito ( Meta)

influence zone PARQUE NACIONAL NATURAL CHINGAZA Where there
is currently no hotel offer or any eco-tourist service, apart from some
guidance services by local guides and accommodation in local
farmers' houses. This context offers a great opportunity to design and
position an offer focused mainly on the foreign market, being
pioneers in the development of an industry that does not exist in the
area.

SAGU EXPERIENCE Is a company in process of forming and

planning. A very careful planning process is required, as well as brand
building and a very aggressive international marketing and entry
strategy.

PRODUCT
SAGU EXPERIENCE is eco-tourism complex model and pioneer in
Colombia of Ecotourism with social sense with offer of lodging
services mainly to countries like United States, Canada and The
European Union.

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Linked to the offer of accommodation and accommodation
infrastructure there are also complementary products that make the
hotel even more attractive.

BRAND
SAGU is a brand inspired by the plant of the same name, a typical
plant of the municipality of San Juanito, cultivated by the local
farmers and that produces a tuber from where the sago flour is
obtained, with which the sago bread is prepared, Representative
product of the local gastronomy. The leaf of SAGU is an intense green
that clearly expresses the sense of love for nature and the experience
of living it to the full.
SAGU EXPERIENCE Is a brand that transmits feelings of tranquility,
serenity and peace. It is a brand that promotes a unique experience
of contact and strong relationship with nature, a two-way relationship
where you receive the best of the land, while preserving life in all its
forms.

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 TARGET IDENTIFICATION
According to the profile of the American tourist who visits Colombia,
which is that of a person between the ages of 18 and 38, mostly
single men and with a university or technical degree, are people with
adventurous spirit and strongly linked to the Technology, the internet,
radio and television as a source of information and a tool for decision-
making. For this reason we recommend a fresh and modern
communication, an offer with activities that include adventure, nature
and extreme sports and an advertising strategy Focused on digital
marketing and social networks and interaction through them.

The main reasons related to our business and by which foreign

tourists visit Colombia are 18% by nature tourism 30% by vacation,
This puts us in front of a scenario of 48% of the population that can
be converted into client of the Hotel Ecotourism Sag. Therefore
marketing campaigns and strategies can be implemented to generate
demand in this type of population while suggesting to start exploring
other markets like Canada and Europe in order to grow in a
sustainable way.

Activities such as hiking and excursions (10%) stay in country centers

(29%) and fairs and folk shows (3%) mark a trend in the tastes of
American tourists, this shows us the great potential of the Sagu
Ecotourism Hotel.

A US tourist spends an average of 4 to 6 days on vacation trips and

allocates on average 400 dollars a day for it, which makes it a
potential and very attractive client for our Hotel taking into account
also its nature interest and Their purchasing power. It is therefore
recommended that the offer is not limited to a hosting service, but
that provides luxury, relaxation and a differentiating experience that
turns the customer into the main seller of our services.

More than 88% of American tourists have an interest in our services,

considering their profile, high purchasing power and tastes, the
American Tourist is an excellent prospect and our business idea is
very viable. Therefore it is suggested to study in detail this target
group in order to design a luxury ecotourism offer.

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 ENVIRONMENTAL ANALYSIS.
Misin.

SAGU EXPERIENCE Is a company specialized in providing innovative

experiences of nature enjoyment, promoting the reservation and care
of the environment.

Marketing Objectives

Position the SAGU brand as a reference for nature tourism in

Colombia.
Achieving recognition of SAGU in the international tourism
sector.
To achieve a significant participation in the hotel and tourist
market.
Conquer the US and Canadian tourist market.
Sustainably grow and replicate our business model in other
municipalities.

EXOGENOUS FACTORS.
Macroeconomics and relations between Colombia and other
countries.
Free trade agreements.
Foreign investment incentives.
Geopolitics and instability of the global economy.
Agreements peace implementation
Climate change

KEY TO SUCCESS
Strategic planning from the business idea to its initial execution,
development and consolidation.
Careful selection of the target market.
Corporate and corporate organization.
Defined and differentiated product.
Social and environmental responsibility.
Strategic alliances locally and globally
Brand positioning.
Harnessing technology.

MARKETING MIX .
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PRODUCT STRATEGIES.
All SAGU products have the following conditions:
Fair Price
Added Value.
Eco Friendly
Contributes to local progress.

BASIC PLAN: Applies to the exclusive use of a room or cabin,
does not include meals.
BED AND BREAKFAST: Lodging in cabins or rooms with the
inclusion of a breakfast.
AMERICAN PLAN: Includes accommodation and three meals
(breakfast, lunch and dinner).
MODIFIED AMERICAN PLAN: Under this scheme, the quoted
price includes accommodation, breakfast and dinner.
ALL INCLUSIVE PLAN: Includes accommodation, breakfast,
lunch, snack and dinner, snacks, drinks, etc
PRODUCT LIFE CYCLE

PRICES STRATEGIES

Is defined by room and have some variables according to the plan

or product
ACOMODATION :
BASIC PLAN : $ 60.000 COP
BED AND BREAKFAST: $ 80.000 COP
AMERICAN PLAN: $ 120.000 COP
MODIFIED AMERICAN PLAN: $ 100.000 COP
ALL INCLUSIVE PLAN: $ 150.000 COP

ECOLOGICAL ROADS WITH BILINGUAL GUIDES.

ARRIERO ( 3 days) $ 750.000

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 CAON DEL GUATIQUIA (3 days) $ 750.000 COP
FARALLON EXTREMO. (5 days) $ 1.150.000 COP
LA GRUTA $ 250.000 ( 8 Hours) COP
TERMALES $ 150.000 ( 1 Day) COP
CERROS CARPANTA Y LA VITILIA $ 350.000. COP

Additionally there is a differentiated price strategy with discounts for

sales through mobile applications, technology platforms and web
pages. In addition to a differentiated offer for sales by volume and
large groups according to the costs incurred in dealing with this type
of sales

PLACE STRATEGIES.

The distribution strategy has two clearly defined main channels:

Direct Selling
It is made through our reservation system, active search of
agreements, design of packages and offers for sale via web and in
social networks.
Sale through agencies and platforms and web pages.
Distribution agreements with web agencies such as:
www.trivago.com
www.tripadvisor.com
www.despegar.com
www.gotryp.com
www.atrapalo.com

PROMOTION STRATEGIES.

The promotion strategy of SAGU is fundamentally digital and focused

on digital marketing and its different platforms (Add server,
advertising in social networks and WEB positioning and (SEO and
SEM)
The fundamental objectives are:
Position the brand and achieve recall.
Promote SAGU products and look for the sale.
Make known the country's nature tourism destinations.

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KEY POINTS.
Planeacin y estandarizacin de procesos.
Evaluacin peridica y ajustes.
Comparacin de resultados.
Acciones correctivas y polticas de prevencin.

COMPANY ORGANIZATION
There is no pyramidal organization, only a circular structure in which
all areas converge and contribute to the same objective, according to
processes established through internal agreements that are then
standardized and adopted as a policy.

PLANS AND STRATEGIES COORDINATION

They are adapted to each area but are defined by the whole
organization in a participatory manner and the whole organization
knows them so that everyone participates in its execution and
evaluation.

FORMALIZATION AND STANDARIZATION

After agreeing every procedure for the entire work team is adopted
as a policy of the organization, prior socialization to the entire
organization, as long as it does not run counter to the philosophy of
the organization

PLANIFICATION
It is a fundamental axis of the organization and a value of all the
members of the organization at all levels, so it is performed
periodically and evaluated every quarter allowing an effective micro
management.

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 N
MANAGEMENT ADMINISTRATIO

OPERATION
MARKETING

ADMINISTRATION AND OPERATIONS

TING
FINANCE ACCOUN NANCE
SECURITY
MAINTENE

TALENT
HUMAN PURCHAS ACTIVITIES
ES IT AND
GENERAL
SERVICES

MARKETING

MARKETI SALES
NG

BUSINESS CUSTOME
SPECIL R
SERVICE

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