Comparative Analysis of Marketing Mix Strategies: TUI and Thomas Cook

This report provides a comparative analysis of the marketing mix strategies employed by TUI and Thomas Cook, two prominent companies in the travel and tourism industry. The report focuses on the 7Ps of the marketing mix: product, price, place, promotion, process, people, and physical evidence. It examines how each company utilizes these elements to differentiate itself in the competitive market. The analysis includes a detailed comparison of their product portfolios, pricing strategies, distribution channels, promotional activities, customer service processes, employee management, and physical presence. The report highlights the strengths and weaknesses of each company's approach, offering insights into their competitive advantages and overall marketing effectiveness. References are provided to support the analysis.

Marketing mix
strategy

TABLE OF CONTENTS
LO3..................................................................................................................................................3
P3 Marketing mix strategy...........................................................................................................3
Comparison of 7P’s of marketing mix between TUI and Thomas Cook..............................3
REFERENCES................................................................................................................................7

LO3
P3 Marketing mix strategy
It is a strategic marketing tool that comprises number of actions which are undertaken by
organization to influence it’s brand and products in it’s business market. It contains seven
elements such as product, price, place, promotion, process, people and physical evidence that
uses by company to develop strategies and differentiate it’s products and services from
competitors in the business market (Syapsan, 2019). Marketing mix strategy is used by TUI to
differentiate it’s brand from Thomas Cook and each organization implement this framework to
achieve their goals and objectives effectively.
Comparison of 7P’s of marketing mix between TUI and Thomas Cook
7P’s Elements TUI Thomas Cook
Product
Company has followed diversified
brand portfolio strategy to build
strong customer base and meets their
objectives. To implement this
strategy has a reason such as
company has goal to engage more
than 50% UK’s visitors with it’s
diverse branded products as result
company enable to active it’s this
goal with product strategy (Dadzie
and et.al., 2017). With this strategy
company enable to win competition
from Thomas Cook and others in the
UK’s market.
While Thomas cook has followed
diversified product portfolio
strategy to become successful brand
in the travel and tourism industry. It
is mainly travel company and
conducts tour and travels. With
product portfolio supports Thomas
Cook enable to attract large number
of customers towards company to
buy travel services. Thomas cook
has goal to become tour operator so
it implemented product marketing
mix strategy as resultant has
achieved it’s goal successfully in
the Travel and tourism industry but
unable to gain competitive
advantage like TUI.

Price
Competitive pricing strategy has
adopted by TUI to attract large
number of customers towards
company and put pressure on
competitors because there are several
products that also posses’ by Thomas
Cook. With this pricing strategy
company enables to gain competitive
advantage in the travel and tourism
sector. Premium pricing strategy also
has implemented by TUI that helps
to target potential customers who are
ready to pay extra money to get best
tour during weekend times. Thus,
company generate high revenue on
premium product offering. Seasonal
pricing strategy also follows by TUI
to attract all type customers and
influences them to buy tour and
tourism services. Seasonal pricing
strategy supports to gain large
market share on it’s certain market.
Company has goal to capture large
market share on it’s certain products
that has successfully achieved by
TUI through different pricing
strategy.
On the other hand, Thomas Cook
has implemented mid-premium
pricing polity in order to capture
large market share in the travel and
tourism sector. This pricing
strategy helps company to attract
middle- and upper-class customers.
Thus company raise large market
share in it’s sector (Thomas Cook
Marketing Mix (4Ps) Strategy,
2020). Reasonable pricing strategy
also adapts by Thomas Cook to
build strong customer base as
resulted it has developed strong
customer base and engage them
with it’s product services by
requesting them to give their
feedbacks. This strategy also assists
to put pressure on TUI as well.
During off seasons Thomas Cook
offers good discount on holiday
packages and others to fulfil targets
effectively. It denotes Thomas
Cook pricing strategies are quite
good as compared TUI.
Place At local level, TUI operates it’s 650
retail shop across the UK that brings
competitive advantage over it’s
competitors like Thomas Cook. TUI
While Thomas Cook has spread it’s
presence across the world and
offers it’s tours service some
destination place like UK, Egypt,

has adopted distribution strategy to
provide it’s product services in
multiple countries across the world.
The main goal of the company was
to expand business at global market.
With this strategy company has
enabled to expand it’s business in
other countries except UK. But it
unable to take competitive advantage
in the global market due to Thomas
Cook and others.
India and others. It has 2,926 stores
and 97 aircraft that are located
across the world. Due to it’s retail
stores has achieved good
competitive advantage by Thomas
Cook in few countries but not in
UK.
Promotion
It has used multiple promotional
strategies such as digital and
traditional strategy that supports to
aware customer about product and
services effectively (Išoraitė, 2016).
Search engine also uses by TUI to
access new and existing customers
effectively and transform them into
permanent customer by meeting their
objectives. Thus, company enable to
build loyal customers base in the
market.
Thomas Cook has implemented
traditional and digital promotional
strategy like TUI so that it can
aware other new customer about
it’s facilities and services. Celebrity
endorsement strategy also follows
by Thomas cook to build loyal
customers base. Marketing
campaign strategy also use by
Thomas to create awareness in
people about it’s new product and
services. It denotes Thomas cook
has adopted good promotional
strategy as compared TUI.
Process TUI provides direct communication
facilities to the customer such as
customer can has multiple option to
select holiday package accordingly
their budget while TUI employees
directly response on their booking
While Thomas Cook staff
effectively manage all
documentation related to
customer’s booking and meets their
objective by offering customized
services effectively (Patil and Bach,

and supports them resolve their
queries within minimum time. Such
kind process influences customer to
buy it’s services.
C., 2017). It ensures all hotels,
logistic and airlines to deliver best
experience to the customer.
People
TUI mainly focuses on it’s customer
performance and conducts training
session for them so that individuals
improves their working efficiency
and give best service to the customer
that leads satisfaction in them for the
brand.
While Thomas Cook focuses on it’s
targeted customers to meet their all
objectives related to tour and hotel
services.
Physical
Evidence
TUI has high presence of retail stores
in UK and others stores are well-
established outside UK. It retails
other general products like beg, pen,
cups, jackets in different brands to
the visitors wherever they come for
visit. It also offers tough points
facilities means customers can direct
communicate with each other face to
face through touchpoints. Due to
standardized physical evidence
strategy supports TUI to gain trust of
customer on it’s brand.
While Thomas cook posses’ more
than 32000 hotels in India while
1,50,000 hotels are located outside
the India. Thus, company has
developed strong physical
appearance across the world. But
company unable attract UK’s
customer like TUI.

REFERENCES
Syapsan, S., 2019. The effect of service quality, innovation towards competitive advantages and
sustainable economic growth: Marketing mix strategy as mediating
variable. Benchmarking: An International Journal, 26(4), pp.1336-1356.
Dadzie, K.Q and et.al., 2017. How firms implement marketing strategies in emerging markets:
An empirical assessment of the 4A marketing mix framework. Journal of Marketing
Theory and Practice, 25(3), pp.234-256.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah, 4(6), pp.25-37.
Patil, D.D. and Bach, C., 2017. Marketing-Mix For Strategy Building. Marketing, 4(4).
Online
Thomas Cook Marketing Mix (4Ps) Strategy. 2020. [Online]. Available Through:- <
https://www.mbaskool.com/marketing-mix/services/17441-thomas-cook.html>