Learning More about the Context and “Industry”

Tom of Finland most popular shop, and one of the most beautiful Natural tourist attractions of Finland

This week’s task is to “fill in the gaps”. As anyone who has studying marketing knows, the best way to know how to market, is to know your market! By filling in as many gaps as possible it is more likely that your research will point you in the right direction!

So of course, its not only about the customers, its also about the environment, profitability, and competitors’ strengths and weaknesses.

What I find very important about our topic, (of how to increase tourism in south-west finland using Tom of Finland), is that it overlaps two industries. Tourism in Finland, and Tom of Finland. Thus, where relevant, I have divided each of the questions I will be answering in to both topics.


How big is the industry?

Tourism:

Note: the gap between Domestic Trips and Trips abroad is reducing
  • Importantly in this topic is the Domestic Tourism. While Domestic tourism continues to grow (According to StatisticsFinland), the growth in domestic trips is not as radical as that in foreign trips (as you can see from the graph on the left— Source StatisticsFinland, 2016)

Tom of Finland:

  • While I cannot find information depicting the “size” of the Tom of Finland industry, it is clear that within Finland, it is huge. With prints on every type of merchandise imaginable (including national postage stamps), and a commonplace household name, the industry of Tom of Finland is clearly big enough to make an impact within Finnish society.

How much money does it involve?

Tourism:

Tom of Finland:

  • Realistically this is a topic that should be able to be broken down into Finlayson, Tom Of Finland Foundation and the artist’s own wealth. however, due to a lack of research into the subject by my peers I am unable to locate such detailed information as I desire.
  • After scouring the Tom of Finland Foundation website (as well as several art galleries) I can not actually find any figure whatsoever mentioning how much Tom of Finland is worth as a brand, as an artist or to companies who sell/benefit from his merchandise.

What are the main actors?

Tourism:

  • Lapland
  • Moomin
  • Tom of Finland
  • Skiing
Three popular tourism actors in Finland (Reindeer in Lapland, Tom of Finland, Moomins)

Tom of Finland:

  • Finlayson (Tom of Finland Textiles)
  • Tom of Finland Foundation (Tom of Finland community/support)
  • Posti (with their postage stamp)
  • LGBT Groups in America (Raise funds for Tom of Finland Foundation)
  • American Tourist Industry (Many of his works shown in America)

Who are the main disruptors and why?

Tourism:

  • Visas for non-EU members
  • Flight Costs
  • Accommodation Costs
  • High cost of living in Finland (therefore Tourism costs are VERY high)

Tom of Finland:

  • Americans monopolizing/profiting from Tom of Finland events and artwork rather than Finland itself.

What services/products are there?

Tourism:

  • Tourism mainly focuses on the natural side of Finland. The unspoilt land and easy transport connections (despite the natural landscape).
  • In addition to this “theme parks are another big attraction in Finland. Lapland and Moomin Island are some of the largest products that Finland has for attracting tourists (both domestic and foreign).

Tom of Finland:


How much are customers spending?

Tourism:

  • Domestic Tourism income is roughly €10.2 billion. Whereas tourism consumption in foreign countries is €4.0 billion.

Tom of Finland:


Amount of visitors/customers/viewers?

Tourism:

  • 7.4 million Foreign Visitors in 2015 (VisitFinland.fi)
  • Southern Finland and the Archipelago are the number one area for most tourists (63% of overnights) (Source: Statistics Service Rudolf, Statistics Finland)
  • Finnish Lapland has remained the most popular with 21% of overnight stays. (Source: Statistics Service Rudolf, Statistics Finland)

Tom of Finland:

  • Due to the split nature of the Tom of Finland brand, there is no way for sure of telling how many people use Tom of Finland. However, the fact that there are postage stamps (which were pre-ordered before their release!), they are in a major store chain (Finlayson) and the amount of books that have been created (let alone sold) on the topic of Tom of Filnand suggests that there are a high volume of customers.

In what are investors investing?

Tourism:

  • “Investment in Nordic Tourism has fallen by 17 percent”, despite increased travelling to these countries (InvestInFinland, 2013).
  • Ski resorts are one of the major investments commonly invested in in Finland, and investment in this area fell by “26 percent from… 2011 to 2012".
  • Restaurants and Themed activities. For example, Finland’s first Hard Rock Café opened in October 2012 (aided by Invest In Finland). As another example, in terms of vacations, RCI have returned their call centre head quarters to Finland, with the aim of increasing the’ exchange vacation’ industry.

Tom of Finland:

  • The most recent, and attention grabbing investments are Finlayson’s textile range and Posti’s postage stamp.
  • However investors also invested in Tom of Finland clothing but it had to close after 5 years due to lack of financing.
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