Marketing

Marketing : a new approach

The new marketing strategy which has been adopted is based on an approach which is more and more modern, professional and tailored to meet specific targets. It is achieved through :

 The restructuring of the MNTO in order to ensure the transition from an administrative structure to an effective       organization;

  The strengthening of the new budget of the MNTO;
     - The in crease of the MNTO budget right from 2002;
     - The emphasis should be put on priority markets of Morocco : France , United Kingdom , Italy , and Spain . In         2004, 80% of the budget was allocated to these 5 important markets;

The strengthening of the co-marketing;
   - The consolidation of the co-marketing with tour operators : historically speaking, the promotion was rather        centered around the customer. Thus , 60 agreements were indeed signed in 2004 against 18 agreements in        2003;
   - The focus should be on the re-introduction of moroccan product into the leading network of the distribution         concerning the priority issuing markets; for that purpose, 8 agreements of strategic partnerships were signed         with integrated T.O.

Such partnerships have thus ensured the fulfilment of immediate results, with an increase of 44% of Spanish arrivals in 2004, 32% of Belgian arrivals and 27% of French ones;

A new strategy of the conquest of markets;
     This new strategie was elaborated on 4 main markets : Germany, United Kingkdom, Italy and Spain
     An expert approach : the marketing strategy which has been adopted is based on a rigorous and qualified        approach, and on a delailed segmentation of the clientele. The main segmentations to be targeted by Morocco        have been indeed fix
     A "sequenced " approach :

The ONMT makes every effort to promote the European markets which are set between one hour and three-hour flight