Anatolia School of Business MBA students presenting the rebranding proposition for Molyvos

In a crowded Town Hall meeting, organized by the Tourism Association of Molyvos, on March 27, 2013, the MBA program, Anatolia School of Business presented the Strategic Marketing Plan and Rebranding recommendations for Molyvos/Mithimna and, by extension, the island of Lesvos. The project was completed by a select team of 5 MBA students, Elke Veenendaal, Irini Tserepi, Aleks Buda, Margaux Pauwels and Giorgos Kartaltzis, as part of an advanced marketing  course in the MBA program, led by the MBA Marketing professor,Mr. Mousiades.  The project was initiated by Dan and Helen Lindsay who were also the major sponsors of the ‘Molyvos project’ and coordinated by  Dr. Sevasti Kessapidou, MBA Director.

 Molyvos has in recent years experienced a substantial decline in tourism and the realization has brought together members of the community to form a Non-Profit Council, Tourism Association of Molyvos,  to advance tourism in the area.  The MBA team analyzed the causes of the tourism decline and presented viable alternatives to reverse  the decline, including targeting varied vertical “niche” tourism segments, changes appropriate to the area’s tourism “product”, its sales channels, its image and overall brand identity, and its promotional efforts.  The recommended branding proposition for Molyvos/Mithimna  has generated the most positive feedback and received extensive coverage in the local media.