Marketing in Travel and Tourism: Cox and Kings Case Study Report

This report delves into the application of marketing principles within the travel and tourism industry, using Cox and Kings as a case study. It begins with an introduction to marketing concepts and their relevance to the sector, followed by an analysis of the marketing environment's impact on the company. The report explores consumer motivation, market segmentation strategies, and the importance of strategic marketing planning for destinations like London. It further examines the marketing mix elements, including service sector mix and promotional strategies, and assesses their integrated nature. The report concludes with a discussion on promotional campaigns and their justification, offering a comprehensive overview of marketing practices in the travel and tourism domain.

MARKETING IN TRAVEL
AND TOURISM

TABLE OF CONTENTS
Marketing in travel and tourism.......................................................................................................1
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
A. Core concept of marketing and applied to Cox and Kings travel ..........................................3
B. Brief analysis of impact of the marketing environment on Cox and Kings............................3
C. Discussion on the factor affecting consumer motivation and demand..................................4
D.) Principal of market segment and uses in marketing planning for London area s follow......6
Task 2...............................................................................................................................................6
A. Analyses the importance of strategic marketing planning for London and discuss the
importance of marketing research ...............................................................................................6
B. Discuss the relevance of marketing research and the market information to managers in the
travel and tourism sector..............................................................................................................7
C. Assess the positive and negative influence on the society of London ...................................7
Task 3...............................................................................................................................................7
A. Identifying and discussing the elements of marketing mix of Cox and Kings.......................7
B. Asses and discussing the importance of services sector mix element....................................8
C. Apply and discuss the concept of total tourism product by Cox and Kings...........................8
D. Assess the integrated nature and role of promotional mix......................................................9
E. Plan and justify integrated promotional strategy for Cox and Kings .....................................9
Task 4...............................................................................................................................................9
A Role of promotional mix .........................................................................................................9
B Plan and justify an integrated promotional campaign............................................................10
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

INTRODUCTION
Tourism is travel for pleasures or the business of attracting and entertaining tourist, it
may be within the country or international. Cox and kings is a travel company that traces its
history to 1758. it is now longest established travel company with is headquarter in India. It is
the leading holiday and education travel group, they operates through subsidiaries in UK, japan,
Australia, new Zealand, UAE, and Canada (Cox and Kings, 2015). Present report is based on
core concept of marketing on tourism sector. Impact of the marketing environment on individual
travel and factors that affecting consumer motivation also analyzing the principal of market
segmentation. Further on in this report focus on the importance of service sector mix elements,
and marketing mix elements and role of promotional mix.
TASK 1
A. Core concept of marketing and applied to Cox and Kings travel
Management process which is responsible for identifying and satisfying customer
requirement profitably is known as marketing (What is marketing, 2016). Core concepts of
marketing related to travel and tourism sector can be applied to Cox and Kings. Marketing has
been termed as a wide term and the activity is important for every sector. In this activity
company deliver wide products and services to their customer. Cox and Kings is an operator in
traveling industry and its main function is collecting and analysis the market information. It is
necessary to know the consumer need and which type of advertisement they would like in
tourism sector (Becker, 2016). Cox and Kings marketing mix is for tourism product as it helps
the marketer in conveying the right ideas, quality to raise the satisfaction of tourist product by
focus on the demand of customer. Marketing communication is an important component of those
in the tourism industry. Goal of Cox and Kings is that marketing communication is to increase
tourism in specific state or country. Services provided in the tourism industry(airline, hotel,
convention, local media etc.) use marketing communications to achieve relationship and goals.
B. Brief analysis of impact of the marketing environment on Cox and Kings
Marketing environment is refer to factors and force that affect the ability to build and
maintain relationship with customer. It consist of micro and macro environment which has a
great impact on London destination and Cox and Kings

Impact of micro environment on Cox and Kings and London destination are as follow:
 Customer: Customer are important for Cox and Kings for earning profit. If customer are
not satisfied by the tour company it affect their growth and development of business
(Buhalis and Foerste, 015). Customer preferred to move on heritage and creative place, so
it has great impact on destination.
 Employees: Employees should have proper contact with customers and other staff
members. Employees also have skilled so that they can easily deal with customers.
Impact of Macro factors on Cox and Kings and London destination are natural
environment Natural environment such as geographical and ecological has great impact on Cox
and Kings and London destination the people have similar test in particular geographical region.
Tour company need to provide the food and culture on destination which customer required by
them. If it is not up to the demand of customer then not like visit again on that destination.
Ecological environment consist of land pollution, air pollution and water pollution. Place where
customer visit should be clean and and polluted it affects Cox and Kings company and
destination. Customer are not like to visit on that place which is polluted or their environment is
not suitable.
C. Discussion on the factor affecting consumer motivation and demand
Cox and Kings is motivating traveler for purchasing their packaged holiday. Factors that
motivating consumers are tour agency providing luxury facility to travelers. They also advertise
their package through social networking so more people come to know about their tourism
destination and their facility. People who are busy in their work they can easily book their
through website provide by tour agency. This company include all facilities for customer like
transportation facility, hotel facility etc so customer not need worry about all such things it
makes their travel easy and comfortable (Evans, Stonehouse, and Campbell, 2012). Through
prospect of travel destination they come to know in which hotel they will stay, what all the
transportation facility available for them and other activities included in their package. Principles
of market segmentation and there use in marketing planning for London. Factors influencing
customer behavior are as follow

 Cultural: For Cox and Kings company it is necessary to understand the cultural factor
built-in to each market. For this purpose tour agency need to adopt market strategy. It
will play a role in the habits, behavior or expectation of consumers. As individual
influence by the their family, friends and culture environment.
 Social factor: Social factor into three categories are references group, family and social
roles and status. The influence level of consumer is dependent on the individual and
groups. By understanding the specific features such as values, lifestyle etc are need to be
target by Cox and Kings.
 Personal factor: personal factor can influenced consumer behavior such as consumer of
different age have different needs and wants. For Cox and Kings need to identify the need
fulfill it according to their requirement.
Marketing segmentation can be defined as the process in which particular group of
customer is selected from the overall market population. Furthermore, the selected segment is
mainly targeted by businesses to sale their services and products. In terms of principles of
market segmentation it can be stated that the process of market segmentation can be carried out
with the help of variety of factors such as demographics variables, needs, demands, operating
considerations, life style and purchase behaviors. The principle clearly states that in order to
carry out effective segmentation of market, any of the above mentioned factors or elements can
be taken into consideration. London is the most popular destination for tourist, there are number
of foreign tourists visit their destination. At tower of London and National gallery was a major
attraction for tourist. (London Is Now The Most Popular Tourist Destination In The World, 2016
) It can be also expressed that market segmentation can be very useful and effective in
developing marketing plan for London (Goodall, and Ashworth, eds., 2013). The segmentation
will support in getting aware of the fact that what people in market are mainly targeted. This
information will play very important role in developing effective marketing strategies to attract
more and more travelers and tourist in London. On the other side of this, market segmentation
will also play very crucial role in selecting the best tools and techniques of marketing on the
basis of selected segment.

D.) Principal of market segment and uses in marketing planning for London area s follow
Marketing segmentation is grouping of customer and then targeting them according to
their age sex and cultural. Keep the market size fixed. Segmentation done on the basis of their
living standard (Hall, 2013). Criteria for segmentation is that segment should be homogeneous
by Cox and Kings,. This plan can be used in London by segmentation they get opportunity to
compete other competitor and influence customer to book their tour package.
-
TASK 2
A. Analyses the importance of strategic marketing planning for London and discuss the
importance of marketing research
Strategic marketing planning is process that the managerial staff of a company create and
implement effective marketing strategies it has several aspects including marketing and
promotion (Hall, 2013).
Considering analytical tool such as SWOT for London tourist destination are
Strength: In London there are different beautiful destination which attracts the customer
of all over the world. Tourist destination of London are Tower of London, Tower bridge etc.
attracts tourist to come there in their vacation.
Weakness: suitable hotel facility is not provided for tourist in London. Many tourist
destination are damaged or proper care is not done, so it less attract the customer.
Opportunities: tourism company creates opportunities for consumer by improving the
destination. Resources are should be properly utilize for improving the damage destination.
Threat: many country are know developing there tourist destination and making it
attractive for traveler. So people are now have choice in choosing holiday package they will like
to spend there vacation in other country
Importance of marketing research is it helps in providing problem and opportunities in
the market. We can know information of market share of Cox and Kings and how many
competitor are their in market (Hays, Page, and Buhalis, 2013). Through marketing research we
can come to know changes need to made by tour agency and what all the threats are coming in
developing their tourism company.

B. Discuss the relevance of marketing research and the market information to managers in the
travel and tourism sector
Through market research Cox and Kings come to know customers demand because
people demand changes timely. Their needs increase people who belong to high status they want
full luxury services. Customer wants to go for places where things are attractive and they want
best transport facility for sightseeing. Mangers need to focus on the demand of customer want
different facility they want in there traveling. They need to make new planning strategies and
policies for customer. Employee should be trained properly so that they can easily take care of
the costumers (Hays, Page, and Buhalis, 2013). Managers need to provide full information
regarding their destination and all activity available for them. luxury room should provide to
customers and different varieties of food according to their taste. All this things are important for
making tour successful for customer.
C. Assess the positive and negative influence on the society of London
Positive and negative influence of marketing on the society are :
Responsibility and ethics: Tourism company responsibility to respect the religious of
the society so that people live their doesn't hurt by traveler. Values of people should be not hurt.
Advertisement done on by keeping in view the ethics of society.
Regulation and public policy: Cox and Kings need make rules and regulation for
customer so that other country people and places should not affected by them in any term
(Horner, and Swarbrooke, 2016). Different country have different policy and it is necessary to
follow all the policy and regulation.
Consumerism: Consumer necessity should be kept in mind, what type of services they
will be provided and activities are included in their package.
Environmentalism: Environment should not be harmed by the tourist and customer need
to keep clean places where they will go for sightseeing. Environment should not be polluted by
traveler
TASK 3
A. Identifying and discussing the elements of marketing mix of Cox and Kings
Marketing mix elements are as follow:

 Product- Cox and Kings should focus on the tour package and all the necessary
information need to be provide in brochure so that people get aware of places where they
will go (Law, and Xiang, 2013).
 Price: Tour agency need to provide tour package at reasonable price so that middle class
people can easily afford tour package. If tourism product are more unique then there
should be more flexibility while deciding the price. Setting price for Cox and King
should be market based such as by seeing what competitor charge on similar products and
services.
 Place: Destination where people travel should be interesting and attractive so that
customer feel happy and excited for visiting at destination. Cox and kings deals online
with their customer. All the detailed information can be seen on their online website.
Consumer can easily book their tour package through online.
 Promotion: Promotion of their tour package done by advertising through social
networking, newspaper etc. all the products and service scan be promoted by providing
discount on different packages to their customer. They can also provide additional
services to their customer. By discount or any reduction in price through online booking
promote their tour package.
B. Asses and discussing the importance of services sector mix element.
Service sector mix elements people, process, or physical evidence are important people should
have knowledge where people visit and all information of facilities providing to them in during
tour time (Lee, and Oguchi, 2016). Physical evidences are people don't get attract by destination
name also need to provide image of destination in brochure so that people believe on them and
tour package. Process made for package and everyone should follow the process so that no
problem faced by company or by customer.
C. Apply and discuss the concept of total tourism product by Cox and Kings
Main components of total tourism product are discussed below:
 Attraction: These elements are in destination environment, interdependently for
motivating the tourist. Like cultural built attraction newly built resort and or theme park,
culture attraction, social attraction etc.

 Accessibility: transport infrastructure like airports, motor ways, harbours and railway
network are important for tourism product (Mossaz and Coghlan, 2016). Tour agency
charged different cost of travel according to customer demand.
 Destinations facility: In the tourist activity destination is important component. Proper
facilities need to provide on destination for customer so that customer don't feel
comfortable.
D. Assess the integrated nature and role of promotional mix
Promotion of product and services plays a important role in in Cox and Kings. It include
all the ways which tour operator required to advertise their business. It included placing ads,
providing discount coupons in tour package. Selecting an advertising media for promoting their
services. It can be done by publicity measures and public relations. Sales promotion are useful
technique for short and immediate effect on sale. It helps to win over the competitor of Cox and
Kings.
E. Plan and justify integrated promotional strategy for Cox and Kings
Integrated promotional strategy is promoting their tour package by two mode such as
online and offline. Formulate detailed marketing and promotional plan for the tourism product an
d services Offline method is traditional method for promoting their product by newspaper,
television etc. by using this method they can advertise their product. Cox and Kings company
paid for advertising their product whit discount coupon or other offer. Online method of
promoting a product is by search engine optimization or by advertising ad on any websites. They
also provide discount offers on any package. For example, Cox and Kings provide 2% discount
on the tour package in summer to their customer. It can be promoted by online, so that many of
people come to know about offers.
TASK 4
A Role of promotional mix
In simpler terms, promotional mix can be termed as a mixture of various elements which
are used by businesses to communicate with people in the market. Furthermore, it can be stated
that effective promotional mix supports businesses such as Cox and kings to increase their sales
and profits by attracting more and more customers (Prebežac, Schott, and Sheldon eds., 2016).

In terms of role, it can be expressed that promotion is considered as one of the most important
and crucial element of marketing mix. Along with this, promotional mix also play very
significant role in making people aware about the products and services which are being offered
by Cox and kings. On the basis of carrying out effective promotion, the brand is able to gain
competitive advantage over other market players.
B Plan and justify an integrated promotional campaign
The integrated promotional campaign of Cox and kings is provided below as:
 Target customers- It can be stated that people from elite and high class will be mainly
targeted by Cox and kings for promotion of its new products and services,
 Unique selling proposition- The USP of Cox and kings travel and tour related service is
going to be quality and innovations in the same (Wu and et.al., 2016). The products will
be developed and customized as per the need and requirement of customers.
 Advertisement- Both online and offline sources of advertisement will be used by Cox
and kings in order to promote its services and attract more and more customers.
 Strategies- The brand will be using promotional strategies such as events and direct mail
to attract individual from elite class for sale of its services and products.
CONCLUSION
From the above report it can be concluded that Cox and Kings should effectively
implement all marketing practices in its organization, in order to gain sustainability and
profitability in the competitive travel and tourism industry. More over it can also be inferred that
with the help of many strategic tools and methods the organization can analyze it internal and
external environmental factor which highly influence it marketing process.

REFERENCES
Books and Journals
Becker, E., 2016. Overbooked: the exploding business of travel and tourism. Simon and
Schuster.
Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel and tourism: Empowering co-
creation of value. Journal of Destination Marketing & Management. 4(3). pp.151-161.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and
tourism. Taylor & Francis.
Goodall, B. and Ashworth, G. eds., 2013. Marketing in the Tourism Industry (RLE Tourism): The
Promotion of Destination Regions. Routledge.
Hall, C. M., 2013. Wine, food, and tourism marketing. Routledge.
Hays, S., Page, S. J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism. 16(3), pp.211-239.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
John, S. and Susan, H., 2015. Business travel and tourism.
Law, R. and Xiang, Z., 2013. Journal of Travel & Tourism Marketing Special Issue on Social
Media—Preface. Journal of Travel & Tourism Marketing. 30(1-2). pp.1-2.
Lee, T. and Oguchi, T., 2016. Special Issue: Contemporary tourism marketing in Japan. Journal
of Travel & Tourism Marketing. 33(5). pp.567-782.
Liu, C. H. S. and Chou, S. F., 2016. Tourism strategy development and facilitation of integrative
processes among brand equity, marketing and motivation. Tourism Management. 54.
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Mossaz, A. and Coghlan, A., 2016. The role of travel agents’ ethical concerns when brokering
information in the marketing and sale of sustainable tourism. Journal of Sustainable
Tourism. pp.1-18.
Prebežac, D., Schott, C. and Sheldon, P. eds., 2016. The tourism education futures initiative:
Activating change in tourism education. Routledge.
Wu, C.H., and et. al., 2016. An online niche-market tour identification system for the travel and
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Online
Cox and Kings. 2015. [Online]. Available through:
<http://www.coxandkings.com/about-us/index.shtml>. [Accessed on 8th July 2016].
London is now the most popular tourist destination in the world. 2016. [Online]. Available
through: <http://www.businessinsider.in/London-Is-Now-The-Most-Popular-Tourist-
Destination-In-The-World/articleshow/34891510.cms>. [Accessed on 8th July 2016].
what is marketing. 2016. [Online]. Available through:
<http://www.cim.co.uk/more/getin2marketing/what-is-marketing/>. [Accessed on 8th July
2016].