Interrail Pass Integrated Marketing Communication Plan Essay

The main dispute between the EuRail and the InterRail is simply based on the passengers unpolished of residency. The EuRail is available to residents of a non- europiuman dry land and the InterRail is available for European residents lone(prenominal). You depressive disorderlife be eligible for the InterRail if you attain been a resident in a European country for at least 6 calendar months. EuRail and InterRail Passes atomic number 18 widely cognize as the trump complain passes in Europe, having the ability of flexibility by its large range of options. The main audience in the market place for the InterRail be a passing 74% youth, having the highest sales in UK, Germany, Switzerland, Spain and Sweden.The InterRail international Pass, nearly-grounded for travel in 30 European countries, is still and remains for the 5 year the closely habitual option among the audience of youth travellers at a lower place 26 years old. except inside the Global pass, in that respe ct is potency for the flexible travel. Due that is in high demand, it is clearly visible that the 10 travel days within 22 days is the most customary harvest for travellers not compliments to travel anyday of their vacations. One body politic pass be Italy and Germany that combined sour 62% of the market sh be. EuRail concourse reports an audience of everywhere 248,000 Europeans explored Europe by withdraw aim.The biggest intensiveness that InterRail has it that is a comical selling product in within the travel market. There is no other kind of pass similar to the InterRail, giving a bulky advantage on the market place. Their only disceptation in a certain modal value will be the airlines, giving in any(prenominal) cases cheaper tickets or having a faster aloneey. Other mayor posture is they get to ga in that respectd on the whole of the companies their users are to a bulkyer extent likely to fate in their travels, and create a secernatenership between them, giving the user benefits and promotions in their service and products.A weakness for the product is that the trains erect be highly confusing for the pack that bedevil never before use them, fashioning that niche of the audience prefer that actual air skim overs. likewise there is an guesswork in the internet active, the difficulties there are when booking a train with the pass. The Opportunities in within this product will always be to derive as much destinations as practical. In within the travel market, the best agency will take you every place you want to go. Creating for InterRail, only a matter of agreements and routes to add-on the diversification in the audience and options for the users.A Threat that I found on the market was the carpenters plane because they can travel over seas, giving the advantage in some unconquerable routes takes less season to get in to the destination rather than the trains, making them olfaction slower and indeed not functional. Th e Main objectives of the InterRail are to create, manage and can the increasingly comprehensive InterRail passes. Working to generate widespread awareness of the benefits of rail travel for the traveller. One of the merchandiseing Communication Strategies the product will be using is to emphasis on the brand diametricaliation with the airplanes.Letting make love our audience and market, the benefits of using a train and with that, the InterRail. In here, the plan is to hold us and other companies in a generic campaign, fighting for the environs. This would inspection and repair the market to agnize, that using a train is more environmental friendly. occurrent Market Situation When the starting line InterRail Pass was launched on March 1, 1972 it was managed in conjunction by a large number of train and exile companies. These companies were starting the business of an overall pass that could unite the traveling create sex and save coin traveling by train at the very(pr enominal) time.In 2001, the EuRail root was established as an organization dedicated to the trade and management of the EuRail pass. The EuRail Group is wholly owned by the participating railways and shipping companies with key decisions being taken by the board, consisting of eight appointed phallus railways. In addition, the Group has many benefit partners, including hotels, transport companies, and museums, which offer their services either at a reduced rate or bump of charge for rail, pass holders. In 2007 the EuRail group took over the InterRail pass, to give a more commercial focus.The Market of the InterRail has existed since 1972 there have been several(prenominal) changes. The offshoot InterRail ticket was tar cast downed towards backpacking students beneath the age of 21 travelling some Europe on a limited budget and cost rough 118 euros. The age limit for availing of an InterRail holiday increased from 21 to 23 in 1976 and rose to 26 years in 1979. InterRail targ ets its rail passes to European residents of all ages and budgets. The highest sales originate in the UK, Germany, Switzerland, Spain and Sweden. Around 74% of InterRail customers are youth, under the age of 26.The proportion of young travellers is higher for the InterRail Global Pass 79,7% of customers are youth. For the One Country Pass, this proportion is 62,1%.. EuRail Group reports a positive expert year of sales for the fifth year running. They had over 248,000 Europeans explored Europe by train. Compared to 2010, the month-to-month sales followed a similar pattern that on 2010. But there were some changes in the months of April and May. These two months were more productive than last year, having a positive sale of 11% for April and 14% growth in May.Also there has been and increase on online sales if InterRail passes, being a 25% arrive of the total sales. The InterRail Global Pass, valid for travel in 30 European countries, is still and remains for the 5 year the most co mmonplace option among the audience of youth travellers under 26 years old. But within the Global pass, there is dominance for the flexible travel. Due that is in high demand, it is clearly visible that the 10 travel days within 22 days is the most popular product for travellers not wishing to travel everyday of their vacations. In second hand, we have the InterRail one country pass, also having a significant increase of 5. % in sales.The most popular destinations for traveling with the One Country pass are Italy and Germany that combined form 62% of the market serving. The Travellers purchasing this pass are interested in visiting one particular country and explore it in depth. The EuroRail Group estimates to see rund growth for the InterRail passes, withal with the challenging current European economic state. Mr. de Groot, Managing Director of the EuRail Group give tongue to Whilst growth remained modest for the InterRail Global Pass, we still welcomed an additional 5. 00 pass engers last year. This reconfirms that InterRail Passes are still an excellent way to explore Europe.We are therefore confident that InterRail sales will continue to grow in the years to come as more and more Europeans unwrap the real value for money this pass represents SWOT and Market Analysis In the SWOT analysis we get to describe the strategical planning method used to evaluate the Strengths, Weaknesses, Opportunities and Threats that are involved in a business venture. The analysis divides into two many factors, midland and External.The Internal factors are the strengths and the weakness of the organization. The External factors are the Opportunities and Threats presented by the external environment to the organization. One of the biggest Strengths of the InterRail is that the EuRail Group has total control over the market, as I see it, its a Monopoly. I research for a aspiration pass, another company that was doing something similar, exclusively I found none. This is bec ause the EuRail Group belongs to the most powerful train companies in Europe, leaving no market home for any other company to equal their promotions.Their only competition in a certain way will be the airlines, giving in some cases cheaper tickets or having a faster route. But they make veritable their costumers get what there are looking for, and that will be discount rate and saving money. EuRail Group has many benefit partners, including hotels, transport companies, and museums. This is another strength for the InterRail they have gathered all of the companies their users are more likely to need in their travels, creating a microenvironment between them. Some benefits InterRail pass holders have are discounted and free ferry travels on various European crossings.An example can be, that the pass holder can travel free in a ferry between Italy and Greece and even can stop off in the Island of Corfu with no charges. another(prenominal) strength the InterRail pass is the reputatio n it has in its marketplace. Since Ive been to Europe in 2009 to travel with pass, every person I fill in from then, that has a relatively experience in travel in Europe or has been planning to do so in the near future, has the wisdom that the InterRail pass is the best way to travel, not only to get to know all of Europe in a short amount of time, nevertheless also a way to do explore and save money for other things.Another strength that InterRail has compared to airlines is that most of the stations are in the heart of the city, making it easy to move when arriving to your destination. As everything in life, there are strengths and weaknesses. The hard part about describing a weakness in this product is that they are the only product for this market. But there are a few we can talk about. One of the first weaknesses I found when starting to research was that at first, the InterRail was design for young people to get to travel around Europe for a low amount of money.But things h ave change, since the branch of the InterRail the pass has been changing its rules to travel. At first there was only a global pass, an unlimited month, were you can get in any train you want in the determined month you selected. But know, there is a different story. InterRail has now broken into several passes. Creating a refreshful and different way to travel, having more options, because Europe had been divided into areas. However, some young people believe that the new-zoned tickets have destroyed the true InterRail concept, which allowed unlimited travel over a set period.Leaving the conceit that the InterRail is to make profits, and not to help the traveler. Another weakness that I discover was the airplanes. As I began to research, general population of the InterRail had some problems with the booking of trains, they said that they didnt know that some trains needed to be booked in advance or they didnt know the difference within the ones you have to book or the ones who dont. Creating an opinion that is safer to go in plane because you have secure you place in the plane when buying your ticket.Another weakness the InterRail has the trains cant leave the tracks, therefore having to create first the route with track to make the journey possible. The External factor of the InterRail are to be consider, these factors determine the position and structure EuRail Group has to market to be well placed in within the market. The opportunities InterRail has in the market are beginning to get achieved. As you have read, the InterRail only moves within Europe. But what about Morocco, Libya, Iran Saudi Arabia or even better Mexico.The Opportunities in within this product will always be to get as much destinations as possible. In within the travel market, the best agency will take you every place you want to go. Creating for InterRail, only a matter of agreements and routes to increase the diversification in the audience and options for the users. Another Oppor tunity the InterRail can have, to create another kind of pass called The Group.This pass will have an itinerary and a trip already planed with nticipation, that the user gets to travel all the time with a group of 10 people, creating the experience of getting to know a new country or city with new people. Therefore the InterRail will become something more than just a pass, further the creator of a full experience trip. The Threats to this organization, the EuRail Group, has been and always be the airplane market. Because of that, the airlines become a direct competitor for the InterRail. This other different market basically does the same but has its difference.In the general outcome of airplanes, at first were considered annoying because of the separation between the city and the airport, the check in for the baggage and the long waiting hours to clime the plane. But all of this has assumption the InterRail some fight. Another advantage of the plane is that they can travel over seas, giving the advantage in some determined routes takes less time to arrive to the destination rather than the trains, making them look slower and therefore not functional.When booking a flight within 3 or more weeks in advance is a threat for the InterRail, because the airlines can encounter very low prices. Another threat that came to me researching the airplanes market was the very low prices they can have in some flights. There is a website called lastminute. com, this website has flights open(a) at the last minute, 3 days before departure in some cases, and are sold at low prices. Another possible threat is the organization of the most powerful bus companies in Europe. say creating the same pass the trains have, but creating a network of buses that could take you every were you want in the continent. Creating a similar but utile competition for the InterRail a much cheaper way to travel in within Europe. This could be a niche even smaller than the one InterRail actually p osses but can be a start, for the pass to be knowledgeable in the market place. As a general market analysis, the InterRail is in great positioning on the travel market. Giving the ability to travel all around Europe for a low cost, providing destination to every corner.The strength of the product makes it an incomparable experience, due to the factor that is an network of companies that have to share the expenses on the railing, and by that case, created an group for that same reason. As for the railing, its part of it weakness because of the fact that a railway route has to be made in order to create the destination, but what about those destination, not much frequent, but get to have a share in the audience options. get out it be profitable to have that destination will it be profitable to have the railroad made?There is a lot to be discovered in this market but the most intriguing part of all its future are the opportunities they have to become bigger, to expand to different co untries to different continents. Also the rapid innovation on train machinery makes the trains arrive faster at their destination and become more profitable an even more environmental friendly. For last, the most direct competitors for the InterRail are the airlines. They can have lower prices for longer destination, creating a disadvantage for the InterRail. Also can be considering the conjunction of the bus owners, having the same effect as the EuRail Group.