5.+Busto+Info+marketing+plan

=Busto Info Marketing Plan=

In Busto Info people such as tourists, teachers and students can ask for information and find some typical products from Varese district. Busto Info is located inside the Textile Museum of Busto Arsizio which is in the centre of Busto Arsizio, in a very wide “green area”.

Why this location?

 * This location was decided because our lens is the enhanced of the textile museum and Busto Arsizio;
 * Some new ideas can improve the use of this place in correspondence the people;
 * In addiction to all people can see and visit it because it is in the centre of town.

Busto Info
Busto info consists of...
 * Info Point
 * Shop

It offers two different types of information:
Recommended Sightseeing Tourist facilities (Restaurants and Accommodation)
 * It is part of Busto Info
 * It is located inside the textile museum

Places to visit
The Info Point aims to develop the knowledge of Busto Arsizio and Varese district. The recommended places are:
 * Art sites (e.g. Museums …)
 * Culture sites (e.g. Churches…)
 * Green sites (e.g. Parks …)

Tourist facilities
The Info Point advertises: The criteria to identify them are the price, the location, the reputation…
 * Typical restaurants
 * Hotels
 * B&Bs

=How would it be promoted?= The Info Point promotion is carried out by: .... First of all the Info Point promotes Busto Arsizio and its venues such as the Textile Museum, and then the Varese district
 * Leaflets
 * Brochures
 * Maps

What can people find inside?

 * Flyers of hotels, restaurants, B&Bs
 * Brochures of shops, shopping centres and leisure activities
 * Maps
 * Brochures and books about the most important historical and cultural places of Busto Arsizio
 * Brochures and books about museums and sightseeing in the district of Varese

Shop
It sells different types of product:
 * The typical products of Busto Arsizio
 * Traditional products of the district of Varese

Typical products of Busto Arsizio

 * Among typical products, we are going to sell a unique kitchen textile collection with the icons of our town
 * “Ul Tarlisu” and “a Bombasina”
 * It is a kitchen towel realized in different colors to be sold more easily

Ul Tarlisu e a Bumbasina
They are the typical masks of Busto Arsizio The iconography was studied by a group of students who have re-drawn the Carnival mask, highlighting the main features and making some sketches. In the future, the symbols can be made in the form of:
 * The name Tarlisu comes from a fabric created by Busto’s citizens in the 19th century. It was used to make mattresses
 * The textile factory became famous and it sold its products all over the world: the //Tarlisu// together with a //Bombasina// (bed linen) were created by Enrico dell’Acqua
 * Magnets
 * Stationery
 * Postcards
 * T-shirts
 * Other textile products

Label: front
It has been matched to some explanatory notes of the mask and of our work’s objective //Ul Tarlisu” and “a Bombasina” have been together since they were created.// //They lived happily ever after and// //they are still together on our kitchen towel ...//

//Label: Back//
//In the local dialect “ul Tarlisu” and “a Bombasina” are the textiles from which mattress covers are respectively made. They represent the starting point of the industrialisation of Busto Arsizio// //A group of students of “ITE Enrico Tosi” created this iconography for the project Comenius Global Problem Local Solutions// //Traditional products of Varese//

The shop
The shop promotes the traditional products of Varese: - Drinks: - Desserts:
 * Birra Poretti: a famous Italian beer.
 * DiSaronno: one of the most famous almond liquor in Italy, internationally well-known.
 * Rosolio: a typical liquor made by the nuns from Sacro Monte.
 * //Polenta e bruscitti//: It is basically a sponge cake filled with a special cream, which should remind the polenta dish; chopped nuts soaked in honey around it should remind the ground meat “bruscitti”.
 * //Amaretti di Saronno//: They are crisp and crunchy cookies made of almonds.
 * //Brutti e buoni//: Their name is pretty strange as they are called “Ugly and Good”. They are rustic almond cookies with hazelnuts.

Tarlisu kitchen towel price
The price of the //Tarlisu// kitchen towel won’t be very expensive, because it is original even if it isn’t handmade This price can cover the cost of production and it can have a good profit

Customers
The Busto Info will have different kinds of visitors:
 * Business tourism
 * Teachers and students

Business tourism
The business tourist is a person who is in Busto Arsizio for business reasons He may go to Busto Info for different reasons: The interest in textile (e.g. it is his job sector) The need for information about the town (e.g. accommodation, eateries,...) Free time to visit the museum The wish to buy cheap souvenirs

Schools
From primary to secondary schools (foreign students, too) Students may visit the Textile museum
 * To increase the knowledge of the historical textile industry
 * To take part in the textile workshops

There are two different interests:
 * Teachers would prefer the Info Point
 * Pupils would prefer the Shop

Teachers point of view
The Info point can be used by teachers to book/organize the field trip Teachers can be interested in services offered by the museum (such as guided tours and technological material)

Pupils’ point of view
The shop can be used by the students that want to buy cheap souvenirs The textile museum and the garden area may also be equipped with games and laboratories to make the trip more interesting and funny.

Distribution Tarlisu towel
Shop in Info Busto Web: it is created to inform on the Busto Info services, it is also connected to other web-sites (the official web of the city) in which you can look for Busto Arsizio's typical products Other museums in the district of Varese

Shop

 * It is located inside the textile museum so that tourists can be interested in visiting it
 * It can increase the number of tourists in town
 * It offers a lot of different products and services that can satisfy a wide range of customers
 * It is located near the city center

Textile Museum Bar’s promotion
The café of the textile museum can promote products and services of the Busto Info It can improve the number of visitors It can show the typical products of the Busto Info (such as the kitchen towel)
 * Even when the museum is closed, people can buy food and souvenirs typical from the area
 * The café is supposed to attract people

SWOT Analysis
The museum is supposed to be a business Just like every enterprise it has its strenghts, weaknesses, opportunities and threats The Textile Museum can take new opportunities or reinforce its strengths in order to solve its weaknesses and face threats

Strenghts
Position Diversification Preservation of building and garden Events
 * It is located in the town centre
 * The museum shows different kinds of textile machineries
 * It looks attractive and reliable
 * The museum is used to organise private parties, conferences and public events

Opportunities
Industrial design Public & large scale transport Open-air activities
 * Nowadays young people enjoy modern design which includes industrial architecture
 * The museum is directly connected to the city with bus stops and it's close to two train stations (FS and FNM) and it is just 20 kms away from Malpensa Airport
 * Families enjoy spending their free time outside. Going to the park, people will be interested in visiting the museum, too.

Weaknesses
Few people high costs If there were more visitors the museum could cover its ordinary expenditures more easily Lack of promotion Weak interaction Bad organization of the park
 * The museum isn’t sponsored enough
 * There are too few guides, too little interaction with people who may get easily bored
 * There are no planned structured activities in the park and it’s quite hard to pick-nick

Threats
Competition
 * Other museums and better additional services at lower prices