Marketing Plan for New Tourism Package during New Years Eve London Official Fireworks & Event Guide 2019 2020

Marketing
Plan

Table of Contents
INTRODUCTION...............................................................................................................................3
MAIN BODY.......................................................................................................................................3
Segmentation, targeting and positioning analysis...........................................................................3
PESTEL Analysis............................................................................................................................4
SWOT analysis................................................................................................................................5
Marketing mix.................................................................................................................................5
SMART analysis .............................................................................................................................6
CONCLUSION....................................................................................................................................7
REFERENCES....................................................................................................................................8

INTRODUCTION
Marketing plan is an important part of a business plan. It is a major business activity to
achieve marketing objectives according to define path. It includes various actions to accomplish
marketing strategies. London is a very famous city for its unique events and festivals. Trailfinders
company is a travel company. It is a huge independently owned travel company. The company has
31 centres in the UK country and 3 in the Ireland. The Trailfinders company has a speciality to
promote London city worldwide. New years Eve London Official Fireworks & Event Guide 2019
2020 is a big event that will be organize in London for new year party. During the event of New
years Eve London Official Fireworks & Event Guide 2019 2020, the travel company introducing a
new service of unique tourism package to attract the huge customer base. This report will includes
the marketing plan for the development of new tourism package to increase customer engagement
and sales during the New years Eve London Official Fireworks & Event Guide 2019 2020.
MAIN BODY
Segmentation, targeting and positioning analysis
Segmentation, targeting and positioning is a best marketing strategy to identify their
business market and customers.
Segmentation- By the segmentation, Trailfinders tour company will divide their customers within
the market according to their desires and variable choices. They separated customers who have
similar choices and same character. A proper market segmentation helps the company to develop
their new tour package in a very effective way. They also divide their customers according to their
events choice and their attitude towards the event in London. As a marketing manager, I will
segment the market on the basis of customers characteristics like demographic segmentation such
as gender, life cycle, age, income, education, religion etc., psychographic segmentation such as
lifestyle, social class, personality characteristics etc. and geographic segmentation such as states,
nations, cities, countries, neighbourhoods etc (Biemans, Griffin and Moenaert., 2016). By this, we
can determined the exact expectations of passengers from the events. It is very essential to focus on
consumer behavioural variables. Behavioural segmentation will be make on the basis of customer's
knowledge, use, attitude and attractiveness towards the event. It can helps to identify potential
customers for the new tourism package created by the Trailfinders travel company. It will also
shows the requirements of tourists, customers preferences, characteristics of potential passengers
and their buying behaviour.
Targeting – A a Marketing manager, it is very necessary to focus on the target market in the
marketing activities. Target market must be suitable for the new tourism package services and
accept appropriately. The target market of the company's products or services is must be
appropriate for the new services. It should be essential that the target market gives response to the
new service and marketing program of a Trailfinders travel company (Aslam., 2018). The company
will take effective actions to promote their sales of new tourism package according to the demand
of customer during the event in London. It also described various promotional and advertising
activities in the target market to promote company's services and increase customer engagements.
Positioning- Positioning is defined that how the services is perceived by the customers or
passengers according to the services attribute in the consumer minds. By the Positioning, marketing
manager will identify the exact position of their services in the market, it also describe the
effectiveness of new tourism packages service of the Trailfinders travel company in the target
market. Positioning can be done by the customer's behaviour towards the new service and their
approaches. It provides a ability to determine and differentiate the position of effective service to
gain competitive advantages in the market. During the event of New years Eve London Official
Fireworks & Event Guide 2019 2020, the Trailfinders travel company wants to attract huge