Marketing Essentials for Travel and Tourism

MARKETING ESSENTIALS
FOR TRAVEL AND
TOURISM

Table of Contents
INTRODUCTION ..........................................................................................................................1
P1 Key roles and responsibilities of Marketing function:...........................................................1
P2 Roles and Responsibilities of marketing related to the travel and tourism organisation.......3
P3 Comparing marketing mix used by Cosmos and Thomas Cook ...........................................4
P4 Marketing plan for Cosmos..................................................................................................7
CONCLUSION ..............................................................................................................................9
REFERENCES..............................................................................................................................10
Books and Journals...................................................................................................................10

INTRODUCTION
Marketing mix deals with the strategies that the company use for promoting its brand and
product in the world. The marketing mix has 7 elements product price, place, promotion, people,
process and physical evidence. The below report will include the roles and responsibilities of the
marketing department and its interrelation with the other departments for overall growth of the
company. Tourism is different as it has to deliver excellent services and the best products to
remain competitive in the market. So the below analysis will give the ideas about the importance
of its marketing department to the organisation .
P1 Key roles and responsibilities of Marketing function:
Marketing research:
Marketing research includes collecting data or information about offered product or the market,
understanding demands of the customers in the past and present. This also involves gathering
information regarding its competitors. Marketing research is used to develop competitive
position of the company and to increase its sales and demands. Cosmos company have done
enough of the research before starting its business about its product value in the market and
about its competitors and continuing researching for developing its business and competing with
others
Marketing planning:
Marketing planning is outlining of business plans including information about goods and
services offered, budget, time management as well as planning of strategy about competing with
its competitors. This elucidate the efforts need to made by the firm to maintain its competitive
position in the market. This also describes all activities performed to achieve specific goals and
the success.
Cosmos company is continually planning to increase its business so that they can reach
objectives of the company.
Branding:
Branding is the process of creating name, sign or design of its own company so that customers
can easily identify its products and can differentiate it from other products. It helps targeting
large number of the audience from the market. Cosmos company have created its own brand
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which is very popular in the market, which results in its high selling of products meanwhile
increasing profits to the firm.
Customer service:
Customer service is the assistance given by the company before, after and during the transaction
of the goods. It helps in providing product guarantee and satisfaction to its customers and also
helps company to maintain its continue relationship with customers which is essential for its
ongoing earnings. Customer service of the company is giving 100% satisfaction to its customers.
Designing and developing the product:
This includes creation of the unique products that is new formation, or the modification of the
old one by adding more quality features with it. This helps in increasing the attraction of the
customers towards the product and its marketing demand. Cosmos has developed unique and
different quality products.
Packaging and labelling:
Cosmos company is using both the packaging and labelling. Packaging is preserving, storing or
enclosing of the products to save it from the external contamination for the safety and
convenience of the customers. It is also used for advertising the product for increasing its
identification in the market or to grab the attention of the customers. Labelling is done for
providing all the data about the ingredients, nutrition and the safety and it is done to meet the
legal practices of giving all the information about products to its consumers.
Grading:
Grading is classification of the products using criterion that is its quality, shape, size, type,
weight, and performance etc. into A,B, or C grade. A grade products will have higher quality
with heavy prices, B grade will have comparatively low prices with maintaining its good quality,
C grade will have lower quality and lower prices. Cosmos use A and B grade products to
maintain its reputation and the competition in the market as well as balancing the number of its
sales, meanwhile its profit margins.
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