Marketing Essentials for Travel and Tourism

This document discusses the importance of marketing in the travel and tourism industry. It compares the marketing strategies of TUI and British Airways. It also provides a marketing plan for TUI to promote their services.

Marketing essential for
travel and tourism.

Table of Contents
INTRODUCTION...........................................................................................................................3
PART 2 ...........................................................................................................................................3
Comparison of marketing of TUI with British airways..............................................................3
Marketing plan............................................................................................................................5
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the process of interesting potential customers and client in product and
services. This is the key word in this marketing is involves researching, promoting, selling and
distribution of products and services at market place. The present report is based on TUI
company. The main objective of report is understood the concept of marketing mix. The report
will describe marketing mix and compare with another company. This will produce marketing
plan for TUI retail.
PART 2
Comparison of marketing of TUI with British airways.
Marketing mix refers the sets of action or tactics which a company uses to promote its
brand or products in market place. This consists with 7 P's of marketing are product, price, place,
promotion, process, people and physical evidences. The comparison between TUI and British
airways marketing mix are as follows:
Basis TUI British airways
Product TUI sells their product within the 5
categories. Company offers holidays
packages, travelling facilities, ticket
booking services, cruise lines, hotels
and resorts facilities to their
customers as well as retail facilities
(Baker and Saren, 2016).
This offers high quality of services
to their customers such as best
transport facilities to people from
one place to another place,
entertainment screens, cabins and
others.
Price Pricing strategy of company is
competitive pricing strategy. In this
company is compare competitors
price within the market place then
sets prices of their services. This
help to make proper attraction of
customers through lower prices
within the industry.
The company use differentiation
pricing strategy and also offers
discount to customers in festivals.
This help to attract customers only
in festival season.

Place TUI offers their services and
products through two marketing
channels. First is online and second
is offline. This help to customer for
purchase and use services of TUI.
With the help of online services
customers are easily able to booked
their ticket and facilities.
Company is serves to more than
400 locations with a fleet of 273
aircraft. The company is only
provide their services on offline
services (Campbell, Martin and
Fabos, 2018).
Promotion TUI use multiple media for promote
their services and products at market
place. Company uses traditional and
modern media. Traditional includes
advertisement on TV. As well as
used social sites to promote
businesses. The should build strong
customer relationship with their
employees (TUI marketing strategy
7P's analysis., 2018). This help to
protect trust of employees.
The company is also used TV
advertisement, billboards and
newspapers. The promotion is very
classy and have message to
highlight them.
Process Company is always ensures about
products are available at retails stores
like system installed retailers can
notify their inventory level. On the
other side, having online portal
where company analysis booking.
British airways launching a new
ticketing services which is called
e-ticking. This is the process where
company get booking of their
customers.
People Company have hard-working team
within the sales department that plays
a vital role in its marketing efforts.
These people have been trained in
techniques. Company also have
The company have proper
management team who are consists
of strategy, engineering, sales and
marketing, customer and finance
units (Muralidharan and Raval,

effective people in customer services
departments.
2017).
Physical evidences The company is sells product in a
distinct is effective accommodation
services and online websites that is
user-friendly which is allowed to
customers for view its service quality
image taken from various angles.
For physical evidence of British
airways is consists with all over
experiences of customer journey.
The strategies of marketing mix helped to TUI for achieve goals and objectives of
company. Here is applied different tactics which are discussed are as follows:
Product is important aspects of TUI through customers are attracted. The tactics for
product is to improve services quality by extending benefit of purchasing their services like
helping services and delivery or credit services (Perreault, 2018). Price is another one for TUI is
used competitive pricing strategy which is best for analysis market prices and after sets own
prices. For promoting services and products at market place TUI use TV advertisement and
social sites. But company need to build strong customer relationship. Company is offers their
services on online and traditional place or company need to hire employees who only oversee the
records and booking from client sites are help to company. For improving performance of people
TUI should organize training and development program are helped to give higher contribution.
Physical evidence company need to provide pens, cards etc.
Marketing plan.
Executive summary:
TUI is the largest travel and tourism sector company which offers various services to
customers like holiday packages, accommodation services, booking, airline facilities and others.
Now company is wanted to grow within the market place by promoting services at marketplace
by using digital marketing technique.
Vision:
 To provide outstanding services to customers and added values for company.
 To enhance customer experience with the highest satisfaction.

Mission:
 To improve online traffic on their websites.
 To increase use of social sites by including search engine optimization and creating
blogs.
Objectives:
 To increase 20% sales of TUI till the end of 2020.
 To increase 30% investment on research and development department.
STP analysis: Segmentation: the company is use demographic segmentation strategy with age as a
parameter. The main target of company is youth and young urban family. Targeting: the target customers are teenagers and old citizens.
 Positioning: this defines as a process of creating an image or make customers believe of
a product. Digital techniques is make effective position of the company at market place
and also to customers attraction.
Market audit:
 SWOT analysis:
Strength Weaknesses
 Highly successful at go to market
strategies for its products.
 High level of customers satisfaction.
 Successful records of integrating
complimentary.
 Strong distribution network.
 Lower investment rate on research and
development department.
 Organization structure of company in
only compatible.
 High attraction rate in workforce.
Opportunities Threat
 Attracting new customers from online
channels.
 New environmental policies.
 Differentiate pricing strategy for
attracting marketing channels.
 The demand of high profitable
products.
 No regular supply of innovation
products.
 Rising pay level especially movements
of changes.

Marketing mix strategy: Product: the product and service if digital marketing technique. This is best for managing
growth of company TUI for improving online traffic on websites. Price: pricing strategy for company is penetration pricing strategy (Pooler, 2018). This is
best for setting lower price of services at the first and increases as per requirement after
growing market. Place: Online portal needs to managed for growth because digital technology is include
creating engines. Promotion: for that company should build strong customer relationship to promote new
services in effective manner. People: TUI need to hire more employees who have knowledge of creating blogs and
search engine (Pricilla, 2019). Process: for the process company employee need to make complete focus on digital
tracking. This help to managed process of search engine.
 Physical evidence: for that company need to provide visiting cards and fasted reply on
customers questions.
Budget;
Marketing expenses.
Advertisement £80.00
Social media £100.00
Billboards £50.00
Campaigns £140.00
Total £370.00
Monitoring and controlling:
In order to control within the TUI needs to done competitors analysis. With the help of
this company is able to know about their performance and competitors strategies to make their

and modify their strategies for managing growth at market place. On the other side, company
should take customer feedback for improving performance and knowing about their mistakes.
With the help of this company can improve their performance as per customer's requirement.
This is best controlling techniques (Rowley, 2016).
In order to monitor, performance of company need to research to assess before and after
awareness level with customers and media. Like how many customers are look at their websites
is help to know about those customers who are like digital technique for proper management
growth. On the other side, increase in sales are also helped to monitor performance of company
at market place. Like if sales increase then performance is increase and monitor as per
management requirements. This helped to monitor performance of company at market place in
effective manner. As well as increase number of visitors to the websites and the level of
interaction users have with the websites.
CONCLUSION
From the above study aye it had been concluded that the marketing has important part of
the company through which company promote products and services at market place. This has
plays an important role within the company because through that more customers had attracted
towards company. Marketing mix has helped to analysis the different strategy as per 7 P's
product, price, place, promotion, process, people and physical evidence of company. This has
compared with another company and its marketing strategies. This has produce marketing plan
for developed growth within the market place in effective manner.

REFERENCES
Books and Journals.
Baker, M. J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction.
Bedford/St. Martin's.
Muralidharan, K. and Raval, N., 2017. Six Sigma marketing and productivity improvement. A
Quarterly Journal of the National Productivity Council. 58(1). pp.107-114.
Perreault, W. D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Pooler, J. A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.
Pricilla, D., 2019. The Marketing Essentials. pdf.
Rowley, J., 2016. Information marketing. Routledge.
ONLINE
TUI marketing strategy 7P's analysis. 2018. Online. Available through:
<https://www.essay48.com/term-paper/14020-Tui-Marketing-Mix>