Marketing in Hospitality: Strategies, Analysis, and Campaign Planning

This report delves into the core concepts of marketing within the hospitality sector, focusing on market analysis, consumer behavior, and the strategic application of marketing principles. It begins with an introduction to marketing concepts, including product, selling, marketing, and social concepts, and examines the impact of both micro and macro environmental factors on businesses like Thomas Cook. The report then explores the relevance of consumer markets, detailing demographic, psychographic, behavioral, and geographical characteristics, and provides a rationale for developing different market segments. Task 2 focuses on the importance of the marketing mix components (product, price, promotion, and place), and analyzes pricing strategies. Task 3 discusses the role of the promotional mix, including advertising, sales promotion, personal selling, public relations, and publicity, and examines the impact of sales promotion and public relations in promotional efforts. Furthermore, the report touches upon the relevance of market research and provides a plan for an advertising campaign for a services industry operation. The report concludes with a summary of the marketing plan for an appropriate product or service, highlighting the suitability of different media for marketing.

Marketing in Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Concepts of Marketing..........................................................................................................1
1.2 Impact of the marketing environment...................................................................................1
1.3 Relevance of consumer markets............................................................................................3
1.4 Rationale for developing different market segments............................................................3
TASK 2............................................................................................................................................4
2.1 Importance of the components of marketing mix.................................................................4
2.2 Analyse pricing strategies and policies.................................................................................4
TASK 3............................................................................................................................................5
3.1 Role of the promotional mix.................................................................................................5
3.3 sales promotion and public relations play in promotional efforts.........................................6
4.1 Relevance of market research...............................................................................................6
TASK 4 ...........................................................................................................................................7
3.2 Plan an advertising campaign for a services industry operation...........................................7
4.2 Market research for an appropriate product or services........................................................7
4.3 Suitability of different media for marketing.........................................................................9
4.4 implementation of the marketing plan for an appropriate product or service.......................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
In the process of business, this can be stated as the essential factor which analyse the
wants and needs of the customers and thus give high level of satisfaction in order to retain them
for long period of time. Hence, in simple words, marketing is the concept which the process
which has aim of developing strategies and thus apply them for mainly attaining the objectives
in better and effective manner (Tsiotsou and Goldsmith, 2012). This kind of term mainly consist
of hospitality sector like hotels, resorts and many more which can help in adopting the services
and products like Thomas Cook company. There are various things which will be discussed
within report like marketing concept within service industry along with the role of cycle of
marketing with techniques which will be briefed.
TASK 1
1.1 Concepts of Marketing
Marketing can be stated as the study and management of the relationships exchange. This
kind of concept is being utilised for creating, keeping it safe and thus mainly satisfy the
behaviour of customers. By the help of this, major focus is upon the activities of the customers
and thus it can mainly be concluded by marketing and its premier components of the business
management (Bowie, Buttle, Brookes and Mariussen, 2016). Below described are the major
concept of marketing:
Product Concept: As per this, if the products and services are of quality product along with
having reasonable prices, there is need of making marketing effort. Example can be taken up of
Thomas Cook which serves with quality services and prices are even affordable.
Selling Concept: This kind of concept majorly explains that the customers will not mainly
purchase the services by the company until promotional activities are not being conducted.
Marketing Concept: This concept mainly states that the identification of consumer needs has to
be done as this will mainly satisfy needs in effectual manner.
Social Concept: This kind of concept mainly states that the major focus is upon the consumers
in long run as this can help in attaining the objectives along with society welfare.
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1.2 Impact of the marketing environment
Majorly the marketing sector has been segmented into two sections for travel and tourism
sector. Micro environment compiles up of internal factors which can add up the value chain of
Thomas Cook while macro environment mainly consists of external factors:
(Source: Impact of Both Factors, 2018)
Micro Factors: Competitors: Management of above company needs to ensure that the premium services
are being given to customers and thus charge at reasonable cost as well. By this high
level of satisfaction can be given to them and market can be captured. Customers: Analyzing the needs and wants of the customers and thus giving them high
level of satisfaction along with demand of the clients. Suppliers: Business can mainly be influenced by the quality of services along with time
limit which is majorly dependent upon the business suppliers (Minazzi, 2015). Marketing Research: There is the proper logical instruments which are being utilised
along with undertaking done by marketing for great deal for the Thomas Cook.
Macro Factors:
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 Demography: The demography of Thomas Cook influences the business, as an ever
increasing number of individuals can get to the administrations. It incorporates
populace, birth-rate, geographic movements and so on.
 Economy: The financial perspectives are for the most part external to the administer of
the business; anyway their results on singular undertakings can be extraordinary.
 Society and Culture: There is an immense decent variety in the social and social
standards, so the market investigators must know about all the social parts of business
 Technology: Thomas Cook needs to utilize refreshed innovation to support the
relentless rivalry (Bowie and Buttle, 2011).
 Politics: The political changes have high impact on the tourism area because of the
arrangements, standards and directions been actualized by the current government.
1.3 Relevance of consumer markets
There are various kind of characteristics which are being described below: Demographic: This kind of factor mainly comprises of differences among age, gender,
income, education and many more. Customers are being determined by their
demographic features and target the products. Psycho-graphic: Characteristics of consumer market can majorly be classified as value
and beliefs, interests along with attitude of consumers (Wearne and Morrison, 2013).
Thomas Cook mainly serves the UK market after conduction of research. Behavioural: Characteristics of the consumer mainly includes the loyalty of brand,
benefits of consumer along with the rate of the product usage and status of user.
Customers are being differentiated by Thomas Cook in UK which are based upon the
behavioural features.
 Geographical: Features of the consumer market which are mainly based upon the market
size, region along with population density (Korstanje and Olsen, 2011). Example can be
taken up of Thomas Cook after knowing the geographical features of the market.
1.4 Rationale for developing different market segments
Multiple reasons are being described below: Effective satisfaction to customer needs and wants: Since each client has distinctive
scope of taste and needs, they should be handled in various ways. Through division
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distinctive sections and inclinations of clients should be possible so as to modifying item
or administrations. Better Communication: Each client has distinctive needs and needs, in this way answers
for each section must be independently imparted. In some cases mass promoting makes
clients miss the message which an organization needs to give and this thusly brings about
wastage of cash on publicizing as they never purchases the item (Chan and Guillet,
2011). Growth Opportunity: Market division decides potential clients who don't ordinarily
purchase item. By means of division, organization can make safe place and draw in
clients who might ordinarily search for an elective hotspot for their necessities and needs.
 Innovation Increment: Littler sections which have comparable needs and needs in little
portions can be resolved. Despite the fact that this sort of portion might not have
conventional clients but rather with recently and created items needs, issues, cost can be
changed and preferred standpoint can be taken for picking up piece of the pie (Yoo, Lee
and Bai, 2011).
TASK 2
2.1 Importance of the components of marketing mix
There are majorly 4P'S of marketing mix which are being described below: Product: Basically in terms of product, company mainly provides the attractive tour
packages and that is intangible in nature. It is highly for the Thomas Cook to have the
appealing factor within services so that attention of customers can be drawn and thus it
can be made unique. Price: This kind of factor mainly plays the essential role as this can help in attracting the
customers because having effective pricing strategies can help in increasing the value of
company and retain customers for long period of time (Line and Runyan, 2012). Promotion: After having the services and price promotional activities has to be
conducted. There are various marketing agencies which can help company to spread the
awareness about the services which Thomas Cook is being providing to the customers.
Various factors are mainly advertising, public relations, social media marketing, email
marketing, search engine marketing and many more.
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 Place: Outlets of Thomas Cook are mainly present across the globe in form of physical
stores and online stores (Leung, Van Hoof and Buhalis, 2013). Survey conducted has
shown that 40% people mainly prefer to deal in face to face situations.
2.2 Analyse pricing strategies and policies
Thomas Cook has their major focus upon retaining customers and thus establish long
term relationships with them in order to mainly improve the brand value of the company within
marketplace. Hence, they have mainly given out the tour packages to the customers at reasonable
prices with the motive of being relevant and attain the competitive advantage. In present scenario
of economical condition, people are now diverting towards going on holidays with family or
friends (Nunkoo, Gursoy and Ramkissoon, 2013). Earlier this was mainly considered as the
luxury thing and they had to save mainly for years for able to afford the holiday abroad for the
family. Mainly in present situation, company has mainly adopted the half way premium pricing
strategies for attracting the customers in effectual manner. Discounts are being given in the off
seasons.
TASK 3
3.1 Role of the promotional mix
Thomas Cook has mainly adopted the promotional mix which can avail the benefits for
opting out the services. There are basically 5 kind of factors which are being described below: Advertising: This kind of marketing strategy is being practiced as it mainly refers to the
paid and non personal promotion of the products and services. This can be stated as the
form of mass communication which can mainly use the multiple options of advertising
like radio, social media, newspapers and many more. Sales Promotion: This kind of factor plays essential role in influencing the preferences
of consumer purchases (Bharwani and Jauhari, 2013). This is being accomplished by
the variety of short term incentives at the stores, exhibition and events. Personal selling: In this kind of factor, this majorly involves the face to face
communication. This will allow the seller to have the approach directly to the selling up
of services. This involves effectual presentations and effective form of promotion. Public Relations: Factor mainly involves the certain activities which mainly focus upon
the formulating and maintaining brand value of the company. These mainly includes
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the past present, clients, employees and other entities to have the connection for
business process.
 Publicity: This can be stated as the part of the activities of public relation. Along with
this, it majorly involves the public speeches, interviews, seminars, donations and any
other kind of promotion which can involve huge spending (Kandampully, Zhang and
Bilgihan, 2015). Businesses like Thomas Cook has initiated and inform local media
houses about it.
3.3 sales promotion and public relations play in promotional efforts
There are mainly 5 types of sales promotions which can mainly finalise the marketing
and sales plan and they are described below: Free Gifts: There are free gifts which are offered to attract the people regrading the
products. This kind of offer is mainly being utilised for combining the specific purposes.
Example can be taken up of purchasing the offers and availing one night free cost from
the company. Coupons: Coupons are being given as the discount which can availed on the services or
products given. Coupon has mainly some kind of expiry dates but it do gives some time
for availing as per benefits (Pechlaner and Volgger, 2012). Example can be taken up of
Thomas cook which can give various types of coupons to the customers while they are
purchasing the services. Free Shipping: This kind of factor makes the online shopping much more effective. This
kind of factor becomes much more effective when the customers does not worry about
the added cost of the shipping along with convenience of shopping online. Limited Time Offer: This kind of factor mainly offers the high quality factors. These kind
of offer mainly make a positive impact upon the mind set of customers and thus seeing
the limited offers they try yo avail the benefits as soon as possible. Bulk Purchase: This kind of promotion mainly gives out the customers for the deal of
buying out more of the product. Example can be taken up of attractive packages
provided by the Thomas Cook if there are 10 people purchasing the packages there will
be less cost involved.
There are mainly five ways by which public relations can mainly help in growing out the
business and these are mainly framing the own kind of story and thus get the arrangements for
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the funds so that campaign can be conducted. After that credibility can be enhanced so that
media network can be formulated in effective manner. After all the ways maintaining the steady
drumbeat is the factor which will be followed by the company.
4.1 Relevance of market research
Marketing research can be stated as highly essential factor which in turn can be utilised
for giving support in companies for collecting, accumulating, practising and broadcasting the
data for the managerial progression by giving out estimates and decision forms. Market data is
about information and research which in turn can mainly offer the prospectus to mainly
correspond the supplies in the form of podium for new kind of delivery passages. There are
mainly interdisciplinary research ventures which in turn can be tested with the study of tourism
along with data of research along with the business related data expertise. Example can be taken
up of some kind of difficulties which needs to be worked out within the components of
cooperating with the exercise ecoscopic and demoscopic data within the system of marketing
information. There is the steadiness which is being provided for the consistency of data sources
for the latest way within the direction of procedural development for the data which is mainly
being accomplished for the data which is attained for the studies assortment.
TASK 4
3.2 Plan an advertising campaign for a services industry operation
Covered in Poster
4.2 Market research for an appropriate product or services
Type of data can be gathered for the marketers which in turn can mainly influence the
methods of research. There are multiple kind of ways which can help in gathering data and
various other kind of data through it. Mainly two methods are present which are:
Primary Research Secondary Research
This kind of factor can be stated as the process
which can help in gathering data for the
purpose of gathering the sources which are
mainly being published. Primary research
mainly includes the surveys, direct
This kind of research methodology which can
help in gathering the existing data by the
present sources and this kind of examples can
mainly includes like data on internet, existing
market results along with the existing data
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observations along with the interviews and
focus groups which are mainly being
developed and thus conducted by the
researcher.
from the own kind of stock lists and data base
of the customers.
Questionnaire
Name:
Gender:
Age:
Contact no.:
Email id:
Q1) Is it accurate to say that you are fulfilled for the Egypt and Morocco goal?
 Yes
 No
Q2) How frequently you have visit on a Specified Destination?
 Once
 Twice
 Three times
 Four times Five times
Q3) Which assemble do you lean toward for visit Egypt and Morocco?
 Tour group
 Family
 Friends Spouse
Q4) What was the mode from which you came to thought about movement and tourism
industry?
 Word of mouth
 Recommendation
 Brochure
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 Tourist information centre Other
Q5) Any suggestion related with movement and tourism in Egypt and Morocco?
4.3 Suitability of different media for marketing
Diverse methods for media are connected by Thomas Cook in United Kingdom to
achieve better results in their showcasing endeavours. They take after Television, print media
like magazines, radio, daily paper, visual sources including notices and bulletins. All these are
changes from market, item and administrations under thought. For example: Thomas Cook needs
and needs to engage global customers then it should pick intrigue related media, it is connected
over the world. By applying print media in the method for magazine and daily papers may not
show Australian and Indian customers. On the off chance that the organization wishes keeping in
mind the end goal to publicize its imaginative or extraordinary site built up then the basic shape
would be by the web sits as complexity to radio.
4.4 implementation of the marketing plan for an appropriate product or service
Thomas Cook give design a viable visit bundle in Egypt and Morocco in a powerful and
effective way. Keeping in mind the end goal to improve their arrangement business substance
make five strides which are resolved as underneath:
 To give quality items and administrations to the clients at sensible cost.
 Use of cutting edge and inventive innovation.
 Give whole data about administrations and items through social and print media.
 Orchestrate precise wellsprings of reserve.
 Draw in extensive number of vacation towards particular goal.
Marketing
plan
Implementation Timescales Costs Evaluation of
objectives
Outcomes
Packages to
Morocco
So as to use this
arrangement
Thomas Cook
give different
10 to 15 days £1339.18 In this
business can
build their
deals and
It gives better
results to the
organization
in certain day
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administrations
to their Clients.
incomes. and age.
Packages to
Egypt
Concerning
actualize this
arrangement
organization
utilize different
sort of limited
time blend, for
example, notice,
advancement and
different
channels.
20 Days £1239.18 With the
assistance of
special blend
organization
can pull in
expansive
number of the
clients in a
powerful way
With the
utilization of
viable
procedures
business can
undoubtedly
accomplish
better results.
CONCLUSION
From this task one might say that promoting in cordiality huge affects business process.
There are different points which are talked about to sum things up on Thomas Cook like the
ideas of showcasing under junk food benefit. Effect of showcasing condition on Thomas Cook
alongside the significance of customer markets in regards to nourishment production network has
been examined. Advertising blends segments affect on current market and Thomas Cook's
approaches to maintain them. Hence in above report an arrangement with respect to Thomas
Cook has been actualized for a fitting item and administrations.
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REFERENCES
Books and Journals
Tsiotsou, R.H. and Goldsmith, R.E., 2012. Strategic marketing in tourism services. Emerald
Group Publishing.
Bowie, D., Buttle, F., Brookes, M. and Mariussen, A., 2016. Hospitality marketing. Taylor &
Francis.
Minazzi, R., 2015. Social media marketing in tourism and hospitality. Heidelberg: Springer.
Bowie, D. and Buttle, F., 2011. Hospitality marketing: principles and practice. Routledge.
Wearne, N. and Morrison, A., 2013. Hospitality marketing. Routledge.
Korstanje, M.E. and Olsen, D.H., 2011. The discourse of risk in horror movies post 9/11:
hospitality and hostility in perspective. International Journal of Tourism
Anthropology. 1(3-4). pp.304-317.
Chan, N.L. and Guillet, B.D., 2011. Investigation of social media marketing: how does the hotel
industry in Hong Kong perform in marketing on social media websites?. Journal of
Travel & Tourism Marketing. 28(4). pp.345-368.
Yoo, M., Lee, S. and Bai, B., 2011. Hospitality marketing research from 2000 to 2009: topics,
methods, and trends. International Journal of Contemporary Hospitality
Management, 23(4). pp.517-532.
Line, N.D. and Runyan, R.C., 2012. Hospitality marketing research: Recent trends and future
directions. International Journal of Hospitality Management. 31(2). pp.477-488.
Leung, D., Law, R., Van Hoof, H. and Buhalis, D., 2013. Social media in tourism and
hospitality: A literature review. Journal of Travel & Tourism Marketing. 30(1-2). pp.3-
22.
Nunkoo, R., Gursoy, D. and Ramkissoon, H., 2013. Developments in hospitality marketing and
management: Social network analysis and research themes. Journal of Hospitality
Marketing & Management. 22(3). pp.269-288.
Bharwani, S. and Jauhari, V., 2013. An exploratory study of competencies required to co-create
memorable customer experiences in the hospitality industry. International Journal of
Contemporary Hospitality Management. 25(6). pp.823-843.
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Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management. 27(3). pp.379-414.
Pechlaner, H. and Volgger, M., 2012. How to promote cooperation in the hospitality industry:
Generating practitioner-relevant knowledge using the GABEK qualitative research
strategy. International Journal of Contemporary Hospitality Management. 24(6).
pp.925-945.
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