Marketing Essential of Thomas cook group plc - Assignment

Marketing essential

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................1
Marketing mix..............................................................................................................................1
TASK 3............................................................................................................................................5
Marketing plan.............................................................................................................................5
REFRENCES...................................................................................................................................9
Books and journals.......................................................................................................................9

INTRODUCTION
Marketing is the tool which describe the external activities of the organization. It is based
on research and process of management that helps to identify the target market and requirements
of customer. In other words marketing is the tool that every manager used to analyse the demand
of product by analyse the needs and wants of customer. Thus, it is the tool of communication,
and process of delivering the goods and services to the customer and exchanging offerings that
have value for customer. Thus, it is the set of activities organization used to promote and sale
their product in target market that many have created the demand of product.
The present report is based on marketing essential of Thomas cook group plc. It is the
British travel and tourism firm its provides the variety of services to the customer such as charter
and scheduled passengers airlines, holiday packages. Cuisine lines, hotel and resorts. Thus, the
report will cover the various activities of marketing such as roles and responsibility of marketing,
and relate with wider organization means other functional units. Moreover, report will compare
the marketing mix strategy 7 P's of Thomas cook group plc with Cox and Kings. Lastly, report
evaluated the marketing plan of new product.
MAIN BODY
TASK 1
Covered in ppt
TASK 2
Marketing mix
It is the tool which helps to organization to identify the target market and influence
consumers to purchase its products. Thus, this tool gives the information to organization that
how to target the market that helps to achieving the objective of the firm (Rather, 2019).
7 Ps Thomas cook group PLC Cox and Kings
Product There are different types of
product and services, generally
the core business of
Cox and Kings provides the
variety of travel and tourism
related services to the
1

organization is that they
manage the travel and tourism
services, includes tour
operator, package holidays,
which includes travel, food,
hotel, insurance and car hire
etc. there are different firms
who work under the Thomas
cooks which is Thomas Cook
Holiday division, Thomas
Cook Retail, Thomas Cook
Airlines, Condor Airlines and
Thomas Cook TV.
customer. It includes Leisure
Travel, Corporate Travel,
Forex, VISA Processing,
Travel Insurance etc (Kaur,
2019).
2

Price The pricing strategy of
Thomas cooks is that they use
the penetration pricing strategy
that means firm initially offer
the services in low prices.
Thus, the services is available
on minimum prices so it helps
to attract the customer. On the
other side, for target the right
customer firm used the
premium pricing that means
those customers who save their
money only for the purpose of
tour. Thus, During off seasons
this strategy helps to target the
customer firm offer good
discounts to meet targets
(Duane and Domegan, 2019).
The pricing strategy of firm is
that they follow the product
life pricing strategy. Under this
strategy it describes that firm
set the prices of the product
according to the different
categories That means firm
separate their services into
various cost categories
according to the different
quality levels. For example, in
ferox business Cox and Kings
provide the best service to the
students on minimum price
that means students go abroad
foe study. So this strategy
helps to firm for enlarge the
demand of product.
Promotion Thomas cook advertise their
product on newspaper,
magazines, Tv, social media
etc. Thus, firm also make the
effective holiday portfolio
includes festive holiday, fusion
holiday, group tours, cruise
special holiday, adventure
holiday, beach holiday,
Honeymoon special etc.
Thomas cool also give the
discounts that helps to attract
the customer.
Cox and Kings is adopted the
online and offline promotional
platforms that means they use
the different promotional
activities they advertise their
product and services on TV,
newspaper. Cox & Kings has
packaged its service offerings
with attractive names like
“Bharat Dekho”, “Duniya
Dekho” and “Flexihol” to
create a better impression and
attracts the customer towards
3

the services.
Place The stores of Thomas cook are
available all over the world in
forms of physical stores and
online stores
It is one of the longest
established travel companies.
Headquartered in UK and
India they serve their services
in all over the world. Thus, fir
provide their bundled service
in Europe, USA, Far East,
Australia & New Zealand,
Africa, Islands of Indian
Oceans, Middle East, Russia,
and South America (Tollin and
Christensen, 2019).
People Thomas cook provides the
exclusive service, so they
focus on their customer as well
as employees. They provide
the high training programme to
the employees that help to
satisfy the customers.
The employees of the firm is
highly experienced, and they
provide the best services to the
customer, thus, firm needs to
employees who have high
knowledge about the hotel
services travel and tourism
related services. Cox & Kings
has more provide the best
training program to the
employees. Thus, there are
5000 trained professionals
employees across all over the
world.
Process The process of Thomas cook is
That firm attracts the customer
through social media
The process of cox & kings is
that they use the diligent
processes that means firm used
4

marketing. Then for the
purpose of enquiry firm can
check all the original
document of the customer and
then firm contact with all
partner firms and makes
successfully journey for the
customer hire (Samiee and
Chirapanda, 2019).
the “Customer Relationship
Management” (CRM) tool this
tool provide the reliable
process by using this tool it
helps to manage the customer
booking services and provides
the customer friendly services.
Thus, this tool provides the
easy process of managing all
the business activity.
Physical evidence Physical evidence is that firm
always make sure that they do
not harm society so when they
start their tour they provide the
proper guidance to the
customer that how to behave
ethically and not harm the
environment in any way.
Cox & Kings used the online
portal that means by using the
online portal it helps to reduce
the paper work it is designed to
facilitate users to complete
their all processes in a single
window using a simplified
booking system. Thus, this
process is helps to people
because it saves money and
time both.
TASK 3
Marketing plan
Marketing plan is the tool that helps to launch the new product and service in the market.
It is the blue print which helps to manage the overall marketing activities. Thus, this tool helps to
identifying the best marketing strategy for advertising, sale promotion, target market etc.
Executive summary
Thomas cook group plc formulates the marketing plan for the purpose of launching the new and
innovative services in market which is personalized luxuries sports booking services, in this
5

services firm provides the tour facilities along with booked luxuries seats in famous sport world
cup for their customer in order to enhance and attract customer (Baker, 2019). Thus, this idea
helps to attract the customer who like to watching the games so for the reason of watching games
customer booked the seats it helps to increase the number of customers to achieve a competitive
advantage from other competitive travel and tourism company.
Market research
Thomas cook group PLC doing the market research for identified the target market and
analyse that customer likes this innovative ideas or not. They do the marketing research on the
basis of primary and secondary data of the company to establish the innovative product in the
market.
Aim
The main aim of Thomas cook is launching the personalized luxuries sports booking
services To attract the customer in all over the world. Further by launching this services it helps
to attract the existing customer as well as enhance the number of customer by provide them
quality services (Ghosh and Sen, 2019).
Vision
The vision statements is that Thomas cook provides the Tour facility with entertainment it helps
to attract the customer. So launching these ideas it helps to improve the travelling services to
enhance the demand of destination tour and sport tour.
Mission
Deliver the high value services to the customer through high integrity
Objectives
 To enhance the profitability by 20% by the end of 2020.
 To enhance the number of customer in travel and tourism sector by 50% by the year-end
2020.
 To increases the quality of services in the service sector by 30% till the end of year 2121.
 To provide the luxuries services in order to satisfy the customer up to 10% by the end of
year 2020.
 To attract the high society customer by the 10 % till the end of 2020.
 To enhance market share in travel and tourism industry by 10% by the end of 2021.
6

 To enhance the demand of personalized luxuries sports booking services by 15% by the
end of 2020.
Swot analysis -
Strength
High quality services
High skilled workforce
High level of customer satisfaction
Weaknesses
Need more investment
Financial planning is not done properl
Opportunities
Changing behaviour in customer
Enter in new market with minimum price
Threat
Threat with other competitors
Segmentation, Targeting and positioning strategies
Segmentation — In this firm segment their market on the basis of different geographical areas
as firm targets the all over the world they launch their services in international and national
market (Kingsnorth, 2019).
Targeting — Thomas cook mainly target the youngster who like to watching the games also
firm targets the family because this package is full of entertainment.
Positioning — Thomas cook sue the social media platforms to promote their services in all over
the world.
Budget Allocation
Particular Amount
Cost of equipment 30000
Software cost 50000
Employee training cost 5000
Wages cost 20000
7

Total amount 105000
4 ps
Product — The new product is launching the new and innovative services in market which is
personalized luxuries sports booking services (Zaveri and Amin, 2019).
Price — Thomas cook using the penetration pricing services that means they launch this product
on minimum price and when the demands of product are high firm charge high prices.
Promotion — The promotion strategy is that they advertise their services on newspaper, Tv and
also advertise on social media marketing.
Packaging — Thomas cook provide the discount on their new services it helps attract the
customer towards the new service.
CONCLUSION
From the above project report it can be summarized that marketing is the tool that gives
the information to organization that how to satisfy the customer. Thus, it is the framework that
helps to firm for build the customer relationship, make effective planing of product and helps to
choose the best pricing strategy. Therefore, this all activities helps to attract the customer and
enhance the demand of product.
This report based on marketing essential of Thomas cook. Thus, report has described the
role and responsibility of marketing function that helps to achieve the objective of the firm.
Furthermore, assignment has described the interrelation of marketing function with other
functional units that helps other department to achieve the particulate task of the department.
Moreover, report has evaluated the comparison of marketing mix strategy 7 P's of Thomas cook
group plc was done with Cox and Kings. Lastly, report has evaluated the marketing plan of new
product launching new service and product in Thomas cook.
8

REFRENCES
Books and journals
Alamäki, A., Pesonen, J. and Dirin, A. 2019. Triggering effects of mobile video marketing in
nature tourism: Media richness perspective. Information Processing & Management.
56(3). pp.756-770.s
Baker, A.M. 2019. New paths for marketing relevance: a review of marketing and humanity.
Duane, S. and Domegan, C. 2019. Social marketing partnerships: Evolution, scope and
substance. Marketing Theory. 19(2), pp.169-193.
Ghosh, N. and Sen, C.K. 2019. The Promise of Dietary Supplements: Research Rigor and
Marketing Claims. InNutrition and Enhanced Sports Performance (pp. 759-766).
Academic Press.
Kaur, S.J. 2019. REVIEWING INVESTMENT TRENDS &ROI OF DIGITAL MARKETING
CHANNELS IN NEW AGE MARKETING. Advance and Innovative Research, p.173.
Kingsnorth, S. 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Murphy, J., Gretzel, U. and Pesonen, J. 2019. Marketing robot services in hospitality and
tourism: the role of anthropomorphism. Journal of Travel & Tourism Marketing, pp.1-12.
Rather, R.A. 2019. Consequences of consumer engagement in service marketing: An empirical
exploration. Journal of Global Marketing. 32(2). pp.116-135.
Samiee, S. and Chirapanda, S. 2019. International Marketing Strategy in Emerging-Market
Exporting Firms. Journal of International Marketing. 27(1). pp.20-37.
Tollin, K. and Christensen, L.B. 2019. Sustainability marketing commitment: empirical insights
about its drivers at the corporate and functional level of marketing. Journal of Business
Ethics, 156(4). pp.1165-1185.
Zaveri, B.N. and Amin, P.D. 2019. Global Marketing Strategy in Digital Era: Global Online
Presence. In Breaking Down Language and Cultural Barriers Through Contemporary
Global Marketing Strategies (pp. 103-112). IGI Global.
9