Role of promotional mix in Thomas Cook

Marketing in Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concepts of marketing use in Thomas Cook company....................................................1
1.2 & M1. Impact of marketing environment on this industry...............................................2
1.3 Relevance of consumer markets in this industry..............................................................6
1.4 the rational scheme for different market aspects..............................................................6
TASK 2............................................................................................................................................7
2.1 Importance of marketing mix for the Thomas Cook........................................................7
2.2 Pricing policies and strategies use in this company.........................................................8
D2 Application of such pricing strategies..............................................................................8
TASK 3............................................................................................................................................8
3.1 Role of promotional mix..................................................................................................8
3.3 Role of sales promotion and public relation in promotional efforts.................................9
4.1 Importance of market research for the Thomas Cook....................................................10
TASK 4 .........................................................................................................................................11
3.2 Plan an advertising campaign for the Thomas cook.......................................................11
4.2 Conducting market research...........................................................................................11
4.3 Suitability of different media for marketing an appropriate product or service.............12
4.4 Implementation of the marketing plan for an appropriate product or service................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
Books and Journals...............................................................................................................14
Online...................................................................................................................................14

Illustration Index
Illustration 1: Marketing Concepts..................................................................................................2
Illustration 2: SWOT Analysis.........................................................................................................4
Illustration 3: PESTLE Analysis......................................................................................................5
Illustration 4: Advertising campaign of Thomas Cook..................................................................12

INTRODUCTION
Marketing in the hospitality industry is very wide and it increases revenues in this sector.
It is a very competitive market and in this industry, there are many organizations that need
various strategies for profit (Welsh and et.al., 2014). In addition to this, the marketing is an
activity, process or set of institutions that communicate exchange and deliver many offers to
clients, partners and customers at large level.
In this report, marketing concepts of the hospitality industry and different marketing
segments will be discusses for Thomas Cook Travel company, established in UK and operated
its business activities as global travel company. It is listed in London Stock Exchange.
Furthermore, it describes importance of marketing mix of this industry and various pricing
policies related to this sector. Lastly, it covers marketing plan and suitability of different media
for marketing for an advertising campaign for this service based industry.
TASK 1
1.1 Concepts of marketing use in Thomas Cook company.
The marketing concept is a set of plans and strategies that follow and implement by a
firm in order to increase sales, maximize profits, satisfy all customers’ needs and beat the market
competition (Tresidder, 2015). Every company has many philosophies and ideas for making
more profits.
Thomas Cook has its own plan for production at the large level and maintains the cost at
optimum level. The organisation understands needs of their target customers and then makes
several strategies with respect to accomplishing it.
The major marketing concept is described below: