Effective Marketing Strategies for Travel and Tourism Companies

The content emphasizes the importance of research and customer needs in developing services that satisfy them, leading to profit gain. It also highlights the role of social media in promoting services and increasing brand image. The references provided include books, journals, and online sources on marketing management, green marketing, supply chain management, organizational buying behavior, and more.

Marketing Management

Table of Contents
a) SUMMARY.................................................................................................................................1
INTRODUCTION...........................................................................................................................2
b) Current situation linked to objectives.....................................................................................2
c) Segmentation, key target audience and brand positioning for Thomas Holiday Group.........2
d) Marketing Mix including digital communication for Thomson holiday group......................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

a) SUMMARY
Marketing is very important for the organization as it is a form of process through which
firm communicate regarding their product and services. In order to analyse the micro
environment, organization can identify their stakeholders like suppliers, employees, customers,
competitors, etc. Further, so as to analyse the macro environment firm can make use of PESTLE
analysis. This is very helpful in identifying the external factors which affect the organization. In
addition to this, with the help of SWOT analysis firm can identify the internal analysis
effectively. This is very beneficial in knowing the over all performance of the business entity.
From all the analysis conducted it can be stated that Thomson Holiday Group is doing on very
well and is performing all the essential activities with the help of which it is able to provide its
best to customers.
From the report, it covers the different segmentation which can be used by Thomson
Holiday Group to target their customers effectively. With this respect, it make use of all the four
segmentation that is Demographic segmentation, Behavioural segmentation, Psycho-graphic
segmentation and Geographic segmentation. Further, the marketing mix is helpful in targeting
the customers efficiently. In addition to this, it helps to develop path through which organization
achieve their goals and objectives effectively.
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INTRODUCTION
Marketing management can be determined as a process through which organization
chooses its target market. This is very helpful to grow customer base and in achieving their
organizational goals and objective (Meaning of Marketing Management, 2014). In other works, it
s helpful to identify the product and services which would be enable to attract customers. With
this respect, it also helps the firm to make of proper strategies which the help of which of
companies communicate regarding their products and services. Present report is about Thomson
Holiday Group which was founded in the year 1965 by Roy Thomson. This report covers
identifying the target audience so that services can be provided. Further, it covers the marketing
mix for Thomson Holiday Group including digital communication.
b) Current situation linked to objectives
Following are the objectives which are set for Thomson holiday group. In order to make
the objectives more effective, SMART objectives will be identified. In this context, following are
the SMART objectives for Thomson holiday group:
 To develop awareness regarding the services provided by Thomson travels by the end
September 2016.
 To attain up to 80% customer satisfaction level till the end of 2016
 To increase the sales and revenue of the organization by 20% at the end of 2016
 To provide proper training to 60% of employees at the end of 2016.
From the above given objective, cited firm will be able to convey customers regarding the
services which are been provided by the Thomson holiday group. For any organization to
provide their services effectively, it is essential to provide their employees with proper training
so that they will be able to deliver services properly (Wilson and Gilligan, 2012). In addition to
this, it is important of the organization to understand their customers and provide them with
services which will help to increase the satisfaction level.
c) Segmentation, key target audience and brand positioning for Thomas Holiday Group
Segmentation: It can be defined as a process through which customers are been divided
into different subsets. This is very helpful as it makes the organization focus on their service
users effectively (Sheth and Sisodia, 2015). In this context, there are different types through
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which firm can make their segmentation possible. Following are the different types of
segmentation:
Demographic segmentation: It is a type of segmentation in which organization divide the
customers according to their age, sex, income, size, occupation, race, etc. In accordance with the
case, people prefer to travel around the world. According to a research conducted, it has been
found that the rate of travellers around the world is increasing at an increasing rate (Chan, He
and Wang, 2012). With this respect, Thomson holiday group will be able to develop their
services in such a way that they will be able to developed their services to all types of age
groups.
Behavioural segmentation: in this segmentation, the division is made on the basis of behaviour
of the people, their decision making patterns, etc. There are people who may not prefer the
services which are been provided to them. Different types of people have their own perception
and requirements. It is important to understand their customers and accordingly services should
be developed which would satisfy them (Weinstein and Pohlman, 2015). With this respect,
Thomson holiday group should make flexible packages according to their customers
requirements. This will be helpful to attract customers and in satisfying their needs and
requirements effectively.
Psycho-graphic segmentation: It focuses on the lifestyle, their interest, the types of activity they
prefer, etc. This segmentation is quite similar to behavioural segmentation. In accordance with
the case, cited firm should be able to make the services according to their customers perception,
there will be people who would prefer to make adventure trip, some may prefer to for historic
visit, etc. (Liu, Kasturiratne and Moizer, 2012). The tour packages should be developed which
satisfies all type of customers requirements.
Geographic segmentation: This type of segmentation is done one the basis of different
geographical location. Different people of diverse countries have different types of perception
and tastes. It is important to make the services delivered by Thomson holiday group in such a
way that they will be able to attract customers effectively. For example, people of Paris would
prefer to visit India. On the other hand, people of India may prefer to visit UK. Packaging should
be made according to the trends which are been followed or are in fashion. This way firm will be
able to make their customers satisfy. In addition to this, cited firm is providing their services at
different part of the world.
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From the above given segmentations, cited organization which is Thomson holiday group
follows all the four segmentation. The management should conduct research which would help
them to know their customers tastes and preferences (Baker and Parkinson, 2016). This will help
in developing services according to their service users requirements. This way firm will be able
to make satisfy their customers effectively and efficiently.
Key target audience: Division can be made according to age groups, region or income, etc.
According to the analysis made it has been found that the age group from 18 to 30 actively take
part in adventure tourism. These are the key target audience to whom the services should be
developed. This will help the organization to increase their sales effectively. If around the world,
60% of people travel every year, then among this percentage about 45% people go for adventure
tourism (Head, Schau and Thompson, 2013). This is because the people who travel mostly are
of the age group form 18 to 30. Thus, it can be stated that the key target audience for Thomson
holiday group is from the age group form 18 to 30.
Brand positioning: It can be defined as the perception of customers towards the organization
and the services which are been provide them. It is very important for any organization to make
proper steps with the help of which firm will be bale to make increase the brand image. There are
different way through which organization can improve their brand image (Hutchinson, Donnell
and Reid, 2015). In this context, following are the few ways through which organization can
increase their brand image:
Understand customers: In order to gain maximum profit and to develop the brand image,
it is very essential to understand customers. In this context, firm should make use of services
which would help them to satisfy service users effectively. Different people have diverse
preference and requirements and organization will be able to attract customers by providing them
with services according to their needs. Cited firm should make tour packages with adventure
sport, experiencing the culture, etc. (Peters, Pressey and Johnston, 2013). In addition to this, firm
can also make the changes in their services according to the preferences of customers.
Making use of promotional tools: There are different types of promotional tools which
can be used for promoting the services provided by the organization. This will also help in
providing information about Thomson holiday group and it services. In today's world, the use of
internet is increasing drastically. In this context, firm should make use of internet and various
social sites which will be very much helpful in developing brand image. In addition to this,
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organization can make advertisement and display it on television, radio, newspapers, etc.
(Jolibert, A., Mühlbacher, H. and Dubois, P.L., 2012) Through these sources, customers will get
to know about the firm and the services which are been provided by this firm.
Developing attractive tag lines: People get attracted to things which are very easy to
remember and are very catchy. In this context, cited firm should develop tag line which help in
attracting customers effectively.
Trained employees: Train and development program will help in clarifying the doubts
which workers have regarding the work. In addition to this, they will be able to provide better
services to their service users. In this context, Thomson holiday group will monitor their
employees and identify the areas in which they lack (Shaw, Blanning and Whinston, 2012).
According training will be provided with the help of which employees will over come their
barriers.
From the above given segmentation, identifying key target and by developing brand
image fir will be able to achieve their objectives effectively and efficiently. In addition to this,
customers will get to know about the services which are been provide by them and this will also
help in increasing the sales and revenue.
d) Marketing Mix including digital communication for Thomson holiday group
Travel and tourism can be determined as one of the effective business which contributes
effectively towards the country's economy. For organization to grow, it is important to develop
marketing mix as it help to deliver the services to customers (Saren, Maclaran and Caterall,
2012). Marketing mix can be defined as an set of actions which organization makes use in order
to promote their product their brand. In this context, there are seven types of elements which are
product, price, place, promotion, people, process and physical evidence. Following are the
marketing mix of Thomson holiday group:
Product: The product in travel and tourism are the different destinations which are
delivered by the organization. In travel and tourism industry product are the combination of
intangible and tangible elements (Schultz, Patti and Kitchen, 2013). The product can only be
explained and sop it is intangible. All the destination which are included in the tour package like
destinations, accommodation, entertainment, food, etc. all are part or form of products of travel
and tourism. Thus, it can be stated that, product is the combination of facilities, transportation
and attraction. In addition to this, all the components which are been included have their own
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significance or importance. On the other hand, if any of the component is missing, then the
product mix will be incomplete.
Price: For different destination the prices are been charged accordingly and there are
many factors which falls in pricing. Pricing includes services like transportation, like through air
travel, bus, railways, etc. (Hughes and Vafeas, 2015) Further, it includes food, accommodation,
etc. all contribute towards the pricing. The factors which affect the pricing are seasonality,
destination, geographical area, etc. For example, Taj Mahal which is India, the pricing is based
on the pricing determined by competitors. In addition to this, prices is also determined by the
government policies. Moreover, the travelling, cost for accommodation, cost for food, etc. will
be included in the tour packages developed by the organization.
Place: It is can be determined as the different location in which the customers visit to
collect the services. Location play vital role in attracting customers as the places in which there
are issues related to terrorism or any other problem, then customers would not prefer to visit such
places (Wilson and Gilligan, 2012). On the other hand, if Thomson holiday group conducts
market research and identifies location which customers prefer and make tour package, then they
will be able to attract customers. With the help of digital communication organization will be
able to get connected with customers and make appropriate decisions in selecting the best
destination which will be helpful to satisfy them.
Promotion: This is a strategy with the help of which organization convey awareness
regarding the services which are been provide by the organization. There are different
promotional tools like television, radio, newspapers, social websites, etc. which help to provide
information to customers. In this context, promotion help in increasing the duration of stay and it
also enables the firm to develop its brand image (Sheth and Sisodia, 2015). One of the best
strategy which Thomson holiday group can use is providing information through email and
developing relationship with the help of different social media. This social media organization
will be able to stay in touch with the needs and requirement and customers and with the help of
emails firm will be able to provide different offers to service users.
People: Employees play vital role in delivering services. In relation with travel and tourism local
support is very essential so that tourist can be provided proper information regarding the product
which are been provide to customers (Chan, He and Wang, 2012). People who are included in
travel and tourism are guides, agents, staffs, sales team, etc. who have to work effectively in
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order to satisfy their customers. These people should be provided training so they will perform
their roles and responsibilities more effectively.
Process: The operation process depends upon size of the travel and tourism organization. In this
context, there is sequential step which should be followed in delivering the product (Weinstein
and Pohlman, 2015). Following are step involved: provision of travel information, development
of itinerates, costing tours, provision of insurance and foreign currency.
Physical evidence: Tourism which is expensive and with this regard organization should make it
tangibilised by providing customers with comfortable seats, layouts, professional photographs
who would be help to capture all the tour memories, etc. (Liu, Kasturiratne and Moizer, 2012).
CONCLUSION
From this report, it can be articulated that for any organization to grow, it is very essential to
make objectives which will be helpful the firm to make path through which they will be able to
achieve their desired goals. Further, for organization the main aim is to gain maximum profit and
it is only possible when firm understand their customers effectively. With this respect, research
should be conducted as it helps to identify the need and requirements of customers. According
services should be develop in order to satisfy them and this will help the firm to gain profit.
Social media is very helpful in promoting the services which are been developed by travel and
tourism company and it also helps in increasing the brand image.
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REFERENCES
Books and Journals
Wilson, R. M. and Gilligan, C., 2012. Strategic marketing management. Routledge.
Sheth, J. N. and Sisodia, R. S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Chan, H. K., He, H. and Wang, W.Y., 2012. Green marketing and its impact on supply chain
management in industrial markets. Industrial Marketing Management. 41(4). pp.557-562.
Weinstein, A. and Pohlman, R.A., 2015. Customer value: A new paradigm for marketing
management. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual
Conference (pp. 132-133). Springer International Publishing.
Liu, S., Kasturiratne, D. and Moizer, J., 2012. A hub-and-spoke model for multi-dimensional
integration of green marketing and sustainable supply chain management. Industrial
Marketing Management. 41(4). pp.581-588.
Baker, M. J. and Parkinson, S. T., 2016. Organizational buying behaviour: purchasing and
marketing management implications. Springer.
Head, G., Schau, H. J. and Thompson, K., 2013. Facilitating collective brand engagement and
collaborative production through cultural marketing. InTaylor and Francis.
Hutchinson, K., Donnell, L. V. and Reid, A., 2015. Loyalty card adoption in SME retailers: the
impact upon marketing management. European Journal of Marketing. 49(3/4). pp.467-
490.
Peters, L. D., Pressey, A. D. and Johnston, W. J., 2013. Theoretical developments in industrial
marketing management: Multidisciplinary perspectives. Industrial Marketing
Management. 42(3). pp.275-282.
Jolibert, A., Mühlbacher, H. and Dubois, P.L., 2012. Marketing management: A value-creation
process. Palgrave Macmillan.
Shaw, M., Blanning, R. and Whinston, A. eds., 2012. Handbook on electronic commerce.
Springer Science & Business Media.
Saren, M., Maclaran, P. and Caterall, M., 2012.Critical marketing. Routledge.
Schultz, D., Patti, C. H. and Kitchen, P. J., 2013. The evolution of integrated marketing
communications: The customer-driven marketplace. Routledge.
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Hughes, T. and Vafeas, M., 2015. Co-creation of impact in marketing management: Agency and
client research.
Online
Ways to improve brand image. 2015. [Online]. Available
through:<http://www.b2bmarketingblog.co.uk/strategies/10-ways-to-improve-your-brand-
image/> [Accessed on 15th April 2016].
Meaning of Marketing Management. 2014. [Online]. Available
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