Marketing Strategies for Thomson Summer 2019 Holidays to Turkey and Spain

This report examines the marketing strategies employed by Thomson Holidays for their summer 2019 packages to Turkey and Spain. It analyzes the core concepts of marketing in the travel and tourism sector, assesses the impact of the marketing environment, and discusses factors affecting customer motivation and demand. The report also explores the importance of strategic marketing planning, marketing research, and the influence of marketing on society. Furthermore, it delves into the elements of the marketing mix, including product, price, place, promotion, people, physical evidence, and process. The report concludes with an integrated promotional campaign plan for Thomson's summer 2019 holidays, justifying the use of various promotional mix elements to attract a wider customer base.

Table of Contents
INTRODUCTION..........................................................................................................................3
TASK 1.........................................................................................................................................4
1.1 Discuss the core concept of marketing for the travel and tourism sector......................4
1.2 Assess the impact of marketing environment on the travel and tourism business
(Thomson)..............................................................................................................................5
1.3 Discuss the factors affecting the customer motivation and demand in the travel and
tourism sector........................................................................................................................7
1.4 Analyse the principles of market segmentation and its uses in marketing planning at
Thomson.................................................................................................................................8
TASK 2.........................................................................................................................................9
2.1 Analyse the importance of strategic marketing planning................................................9
2.2 Discuss the relevance of marketing research and marketing information....................11
2.3 Assess the influence of marketing on society................................................................12
TASK 3.......................................................................................................................................13
3.1 Discuss issues in the product, price and place elements of marketing mix with
reference to Thomson..........................................................................................................13
3.2 Assess the importance of service sector mix elements to travel sector.......................14
3.3 Apply the concept of Total Tourism product to an individual tourism business...........15
TASK 4.......................................................................................................................................16
4.1 Assess the integrated nature and role of promotional mix...........................................16
4.2 Plan and justify an integrated promotional campaign for Thomson summer 2019
holidays................................................................................................................................17
CONCLUSION............................................................................................................................19
REFERENCES.............................................................................................................................20
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2

INTRODUCTION
The priorities and demand of the people are changing which gives rise to the travel and
tourism sector in the UK. Today more and more people are inclined towards moving out for
a short period of time from the residence. Travel and tourism help such people who have
different purposes, to visit other nations (Horner and Swarbrooke, 2016). It has become one
of the competitive industries which help in the economy of the country. There are various
parameters that impact the marketing environment and operations of the travel and
tourism business.
The contribution of this industry is high in the growth and progress of the nation and the
economic condition of the industry is improved. Marketing techniques and strategies are
used in this industry so as to accomplish the goals and aims of the industry and allure the
visitors and tourist towards it (Fennell, 2014). Thomson is the travel operators based in the
UK which is taken into consideration for this report. A major focus is given on the summer
2019 trips to Turkey and Spain being launched by Thomson.
3

TASK 1
1.1 Discuss the core concept of marketing for the travel and tourism sector
The core concept of marketing should have clarity and should be relevant and definite in
order to have a better understanding of procedures for marketing. The core concepts of
marketing are:
WANTS: wants of the segmented and targeted customer is to be analysed. The purposes of
the customers are different while telling where they like to explore, learn, spend leisure
time etc (Mason, 2015). it is important for the tour operator Thomson to develop different
packages of the tours for both Turkey and Spain so that it satisfies the wants of the targeted
customers.
NEEDS: the needs such as security, fundamental, physiological and esteem etc of the
customers need to be fulfilled (Fennell, 2014). Thomson should consider the needs of the
customer by proper planning in order to provide good quality food, regional transport
facilities and also the accommodation facilities.
DEMANDS: the demands of the customers other than their needs and wants should be
fulfilled (Horner and Swarbrooke, 2016). The customers, who travel, demand the regional
items and other security. The customers demand facilities like insurance in case of an
accident or adventure tourist insurance which is included in the holiday package.
PRODUCTS: the products offered by Tour operator Thomson should follow the current
trends and preferences of the target market (Mason, 2015). There are various services like
luxurious rooms, travelling by Volvos/cruise, high quality of food that too at an affordable
price and are reliable.
4

MARKET: all the detailed information regarding the destinations like Turkey and Spain is to
be provided to the customers by Thomson. Also, the different packages and travelling
details developed for the tourists should be included in the brochure (Fennell, 2014).
5

1.2 Assess the impact of marketing environment on the travel and tourism
business (Thomson)
The marketing environment includes the micro and macro environment that influences the
tour operator Thomson and destinations that is Turkey and Spain. They are:
MICRO ENVIRONMENT:
The micro environment includes customers, suppliers/ intermediaries and competitors:
Customers: the business operations of Thomson is impacted by the changing needs and
demands of the customers for example if the customer demands to add insurance benefits
with the package then the premium for this insurance will impact the business of the
Thomson that is either profitable or loss.
Suppliers/intermediaries: there are various facilities which are provided by the tour
operator Thomson in coordination with the suppliers and intermediaries. The quality and
price of these facilities impact the business as the best quality of services and facilities will
increase the customer by attracting them (Prayag, et al. 2017).
Competitors: the competitors influence the internal environment of the company as the
reasonable packages offered by the competitors attract a large number of customer base
impacting the business of the tour operator Thomson.
MACRO ENVIRONMENT:
The macro environment comprises technology, political, demographic and economic
factors:
Technology: the website owned by the tour operator Thomson is beneficial as this will help
in select customize holiday packages for Spain and Turkey including online service for the
customers.
6

Political: the political environment of the Spain and Turkey are stable which includes the
policies and frameworks for the safety and security that is different insurances of the
customers that affect the business of the tour operator Thomson (Cohen, et al. 2014).
Economical: inflation rate, currency rate, bank rate are some of the economic factors that
affect the demands of the tourists and business operations of Thomson.
Social: the social and cultural factors of the customer affect the business operations of the
tour operators Thomson.
7

1.3 Discuss the factors affecting the customer motivation and demand in
the travel and tourism sector
Some of the below-given factors impact the customer motivation and demand in the travel
and tourism sector are:
CULTURAL FACTOR: the cultural factor includes the culture of the country and the
customer’s own culture that motivates the customer to visit the particular location in the
travel and tourism industry (Zeng and Gerritsen, 2014). For example, the Muslim people
incline towards their customs which motivates them to visit holy mosques for worship.
SOCIAL FACTOR: the social factor comprises family, reference groups, colleagues and friend
who motivate the customer to visit the places like Turkey and Spain. For example, the peer
group who have visited these places before will depict the information of that place
influencing them to visit those places (Cohen, et al. 2014).
PERSONAL FACTOR: the personal factors like lifestyle, business, education and economic
situation influence the customers to visit the locations like Spain and Turkey. For instance,
the interest in the knowing the historical sites will motivate the customer to visit Turkey and
Spain.
PSYCHOLOGICAL FACTOR: there are various factors like perception, attitudes, motivation
and learning influences the customers to visit the locations like Turkey and Spain, for
example, the traditional and natural beauty of Turkey will attract the customer to visit these
sites (Prayag, et al. 2017).
8

1.4 Analyse the principles of market segmentation and its uses in
marketing planning at Thomson
The segmentation of market is done by categorising the whole market into niche market
involving the customer of same characteristics. Market segmentation can be done by
Thomson is done in three different categories:
 Demographic segmentation
 Geographical Segmentation
 Psycho-graphic segmentation
 Behavioural segmentation
The procedure of marketing includes the objective settings, tactical development,
situational analysis, actions and control. The segmentation of Thomson is done by analysing
the age, country, lifestyle and purpose (Morrison, 2013). Segmentation is done to
understand the needs and wants of the customers for planning the packages for Turkey and
Spain. The activities of the marketing are drafted and planned to attract the target
customers (Chatterjee, et al. 2017). The segmentation of the market is to meet the needs of
the targeted customers as the tour operator Thomson fulfils desires of the customers. For
example, the tour operator Thomson can target the customer having the age group
between 18 and 26 years as they want adventure activities such as mountaineering,
paragliding etc.
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TASK 2
2.1 Analyse the importance of strategic marketing planning
Strategic marketing plan of Thomson is understood by the SOSTAC model for developing the
summer holiday packages for Turkey and Spain
SITUATION ANALYSIS: the present situation of the tour operator Thomson can be analysed
by using SWOT and PESTEL analysis to identify the present position of the company in the
market and the economic condition so as to take a decision on the suitable investment in
planning the summer holidays of Turkey and Spain.
OBJECTIVE SETTING: the main objective of the tour operator is to maximise the profit by
increasing the customer base which can be done by developing effective marketing
strategies (Dos Santos and Campo, 2014).
STRATEGY DEVELOPMENT: the marketing strategies developed by the Tour operator
Thomson should be effective, innovative and creative so as to attract the large numbers of
customers to take the summer holiday packages for Turkey or Spain.
TACTICAL DEVELOPMENT: various market surveys and researches is to be done by the tour
operator Thomson so as to gather the information regarding the current trends of the
market, needs and demands of the customers and strategies of the rivals in the market.
ACTION: the actions to be implemented by the tour operator are the agreement signed with
the airlines, bus operators and hotels and restaurants selected for tours so as to attain the
objectives (Morrison, 2013).
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CONTROL: it is essential for the tour operator Thomson to determine that high quality of
services and facilities are provided to its customers and passengers.
SIGNIFICANCE OF STRATEGIC MARKETING PLANNING FOR TOUR OPERATOR THOMSON
AND TOURISTS DESTINATION TURKEY/ SPAIN ARE:
 It assists the tour operators in making decisions regarding the suitable strategies to
accomplish the objectives of the Thomson.
 It identifies and clarifies the roles and responsibilities of the members of the tour
operator Thomson.
 It helps in the optimal utilization of resources with proper allocation in a suitable
manner (Chatterjee, et al. 2017).
 It also determines to select the appropriate quality of hotels and flights so as to
satisfy the needs and demands of the customers.
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2.2 Discuss the relevance of marketing research and marketing information
To analyse the marketing research of Thomson, DODCAR model is used.
DEFINE THE RESEARCH PROBLEM: it is imperative for the tour operator Thomson to identify
the issues arising while forming the strategies for summer holidays.
OBJECTIVE SETTING: once the issues are identified, the tour operator Thomson need to set
the goals to resolve the issues arising during the planning process (Morrison, 2013).
DESIGN THE RESEARCH PLAN: the tour operator Thomson needs to design the plan
regarding the research to be done in particular field.
COLLECT THE RESEARCH DATA: the tour operator Thomson need to implement the plan for
collecting data through various methods including surveying by using questionnaire,
feedback forms, interviews and many more.
ANALYSE THE RESEARCH DATA: the data collected by the tour operator Thomson is to be
analysed and evaluated to get the valuable result with the help of various marketing tools
and techniques (Berger, 2014).
REPORT THE FINDINGS: the report obtained after the research process is to be sent to
senior authority so as to create strategies on the trips and packages (Nguyen, 2014).
RELEVANCE OF MARKETING STRATEGY FOR THOMSON:
The company Thomson can analyse the market to gather the information regarding the
choices and demands of the customers by conducting the research (Dos Santos and Campo,
2014). The outcome of the result of the research will help the tour operator Thomson in
planning the holiday packages that is the quality of services, affordable prices etc. the
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company can provide the offer to travel with their pets to attract the customers from
various fields.
2.3 Assess the influence of marketing on society
The marketing of the tour operator will influence the society in both positive and negative
ways:
POSITIVE WAYS:
Product information: the websites of tour operator Thomson comprises all the information
regarding the tours and travel to places like Turkey and Spain which will be beneficial for the
customer to save the cost and time by providing easy access (Nguyen, 2014).
Positive information: the advertisement and promotion of the trips of Turkey and Spain will
develop a positive surrounding in the society by relieving the citizens from the stress and
worries and triggering the happiness and joy.
Better living standard: the marketing by tour operator Thomson will positively influence the
citizens of the society to improve their standard of living as the trips make them aware with
the varied information that ultimately influences their living standards (Berger, 2014).
NEGATIVE WAYS:
Unrealistic expectations: the expectations of the consumers increase due to marketing
which can create a negative image in case of non-fulfilment of the demands and needs of
the customers.
Misrepresentation: the unnecessary things like quality of food, unrealistic offers and other
facilities included by the tour operator Thomson will misrepresent the company. This will
result in the loss of trust in the company by customers who will feel that the company
mistreated them (Berger, 2014).
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TASK 3
3.1 Discuss issues in the product, price and place elements of marketing
mix with reference to Thomson
Certain issues while launching the new holiday packages by Thomson can be considered by
the elements of marketing mix which is given below:
Product-
The product portfolio of Thomson includes a variety of facilities such as foreign exchange,
different holiday packages, hotel bookings, various cruises and other travel facilities (Smith,
2017). It is essential for Thomson to conduct a marketing research which will help them
analyse the customers’ demands and current trends to develop the holiday package for
Spain and Turkey.
Place-
the company has spread its presence in different international countries that offer travelling
to various destinations like Spain, Greece, Turkey, UK, Portugal, US, India, Spain Italy Corfu
etc. The tour package launched by Thomson includes a visit to different attractive locations
like Hagia Sophia, Ibiza, and Alhambra for Spain, Pamukkale, Sagrada Familia and Sultan
Ahmed Mosque.
Price-
Thomson has adopted market penetration pricing policy so as to capture the largest market
share by offering the combination of travelling as well as financial services (Lumsdon, 2016).
It helps in providing better holiday experiences at an affordable price to its customers and
ultimately increases the overall profit and revenue. This will ensure the Thomson to delivery
economical tour packages to its customer for Spain and Turkey.
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15

3.2 Assess the importance of service sector mix elements to travel sector
Price, place products and promotion are the essential marketing mix elements which are to
be analysed by marketing team of the organization which will simplify them to develop an
effective marketing plan for the company (Oliveira, et al. 2014). Additional three elements
of the marketing mix are people, physical evidence and process which are considered as
sector mix of services which are given below with reference to holiday package 2019 of
Spain and Turkey of Thomson holidays:
Process-
The services delivered to the customer of Thomson are hassle free which is supported by
the Robust and confident process that are optimally designed to reduce the wait time of the
buyer in a very effective way. The method or procedure is defined with the service
blueprints or an outline that simplifies the delivery of services to the end users.
Physical evidence-
The interior and exteriors facilities such as tickets for Spain and Turkey, the arrangement of
the taxi and hotel rooms etc are the physical evidence of Thomson in the service sector
(Hsu, et al. 2016). The information regarding the services is provided through physical stores
of Thomson available at various locations.
People-
It comprises the service personnel and the customers of Thomson. The executives and other
members of the company are very important as they are accountable for making or
breaking the reputation and amiability of the company. Various training programs need to
be organized for them in order to effectively interact with the customers.
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3.3 Apply the concept of Total Tourism product to an individual tourism
business
In travel and tourism industry, different businesses like hotels, restaurants, airlines and
travel agencies and much more are combined together to serve the customers. The total
tourism product will comprise the services and products of individual businesses to serve
customers in the travel and tourism industry (Lumsdon, 2016). The management team of
Thomson holiday will be offering a prominent product that is Summer Holiday 2019 to Spain
and Turkey. The needs of the customer are divided into two categories presented below:
PRIMARY NEEDS
Primary tourists need includes different packages offered by the Thomson to its customers
for summer 2019 holiday for Spain and Turkey like senior citizen holiday packages, student
holiday packages, honeymoon packages etc at different prices range for each package to
cover large numbers of customers.
SECONDARY NEEDS
Secondary tourists need includes the facilities apart from primary needs that are a foreign
exchange, site tours, travel facilities, cruises and insurance by Thomson. The characteristics
of tourist products include a combination of tangible and intangible services, core product
and product development (Jin and Sparks, 2017).
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TASK 4
4.1 Assess the integrated nature and role of promotional mix
Promotional mix is the promotion of the single product by using all the techniques and
methods of promotion which comprises of sales promotion, maintaining public relation,
personal selling etc (Thomas, 2014). the elements of promotional mix are:
Personal selling: in order to attract the customers towards the services provided by Tour
operator Thomson, personal communication with is customers is essential.
Internet and online promotion: in this tech-savvy environment many customers prefer to
spend their time on the internet which gives the tour operator Thomson, an opportunity to
promote and advertise digitally to gain the attention of the customers (Challet-Bouju, et al.
2017).
Advertising: the tour operator Thomson uses different offline advertising tools to describe
the features and benefits of the tours in order to create awareness among the customers.
Direct marketing: this method is profitable as it allows the tour operator Thomson to
communicate with the target customers by attracting them towards to packages offered by
the company and generate the transaction and their response (Thomas, 2014).
These are some of the promotional methods that can be used by the tour operator
Thomson to launch their summer 2019 holidays to Turkey and Spain.
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4.2 Plan and justify an integrated promotional campaign for Thomson
summer 2019 holidays
POSTER
In the promotional campaign, various marketing tools and methods can be used to share the
information regarding the touring packages of the tour operator Thomson (Leonidou, et al.
2013). Various sources of media that is online and offline source were used by the company
to allure the customers toward the packages of the tour operator Thomson. The steps used
by the Thomson for making the promotional campaign effective are:
 Research is to be conducted by the Thomson to identify the needs and demands as
well as the current trends of tour packages for Spain and Turkey.
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 Segmentation of the customers is to be done by the Thomson. Identification of
target market is done to attract the customers by demographics like age, gender,
income and other factors (Dima, et al. 2014).
 The tour plans and packages are to be made to fulfil the needs and demands of the
customers and also evaluation is done to determine the aims and objectives of the
marketing and promotion.
 The services and facilities provided by the competitors are to be identified so that
price of the tour plans and packages can be set (Dima, et al. 2014). Suitable
marketing sources should be used to allure the customer towards the tour packages
of Turkey and Spain.
 Different elements of promotional mix are to be used to attract a large number of
customers. The detailed information of Turkey and Spain is to be provided in the
brochures and leaflets created by Thomson.
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CONCLUSION
The growth and progress of travel and tourism industries are consistent because of the
increase in the awareness among the people regarding the sector (Fennell, 2014). Marketing
strategies of the company like Thomson are described as it increases the sales by attracting
a large number of customers. Various elements of marketing that are marketing mix and the
promotional mix are considered in this report. Thus proper strategy is to be developed by
the company to attain their aim of profit maximization and customer attraction.
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