Analyzing Thomas Cook's Marketing Strategy: 2018 Holiday Package

This report analyzes the marketing mix employed by Thomas Cook for its 2018 holiday package aimed at college students in the UK. It examines the key elements of the marketing mix, including price, product, and place, focusing on a 7-day package to Egypt, Morocco, and Libya. The report also highlights the importance of the service sector mix, emphasizing the role of people, programming, partnership, and packaging in delivering customer satisfaction. Furthermore, it discusses the concept of the total tourism product, encompassing lodging, boarding, amenities, transportation, and tour guides, all essential for ensuring a positive tourist experience. The analysis references academic sources to support its findings, providing a comprehensive overview of Thomas Cook's marketing approach in the context of the 2018 holiday package.

INTRODUCTION
The marketing is process of spreading awareness about the
products and services in costumers. The marketing is group of
activities that inter-prate market needs and fulfil them by different
promotional schemes attracting the customers. The unique
marketing strategies leads to higher growth of organisation.

Market mix related to the Thomas cook summer
2018 holiday package
The effect of various market mix factors in Thomas cook 2018
holiday package for college students of UK are as follows:
Price : The price of of packages of holiday 2018 are on sales to
attract more customers. The prices are affordable and the
college students can be prospective customer for the package
of the 7 days in Egypt, Morocco and Libya by Thomas cook.
The package starts from 350 euro for group travelling.

CONTINUED..
Product: The product and the facilities provided by the Thomas
cook packages include accommodation facilities and food
facilities including breakfast, lunch and dinner to the
customers.

CONTINUED..
Place: The place included in the holiday package 2018 for the UK
college students include the & days in Egypt, Morocco and
Libya in Africa.

Importance of service sector mix involved in
travel and tourism services
Services are intangible in nature. So the services provided by the
company can not be quantitatively examined. The successful
delivery of service dependent on the level of satisfaction of the
customers. The consumption of services is continuous with the
service production by the organisation travel and tourism sector.

CONTINUED..
The various P's of the market mix involved in service sector are:
People: The people involved in the providing the facilities and
travel arrangements are motivated to fulfil all desired
expectation of tourist for all packages provided by the
Thomas cook.

CONTINUED..
Programming: The programming of services include the plans
required in travel arrangement like schedule of flights. Plans
related to accommodation etc. Thomas cook develop an
efficient travel plan to enhance the satisfaction level of
customer and building strong relationship with the company
contributing in customer loyalty.

CONTINUED..
Partnership: Every business is developed with the division of
task with partnership for efficient working of the company. The
various people are involved in inbound and outbound
partnership of services with company which helps in effective
functioning of the operation of Thomas cook. The company is
involves partnership with the flight agencies, Hotels and
restaurants to provide quality services to the customers of
Thomas cook.

CONTINUED..
Packaging: The packaging include
the various amenities provided with
the accommodation travel
arrangement of the tourist by the
Thomas cook to their loyal
customers. This results in motivating
the consumers for repetitive buying
for services from same brand.

Total tourism product
The total tourism product includes
the all the stuffs required by the
customer is provided by the
company providing the services.
The total product is mix of all the
required elements needed by
the tourist while travelling this
include all travel facilities provided
by the Thomas cook in package.

CONTINUED..
The total tourism product of the 2018 holiday package of
Thomas cook includes:
 The Thomas cook make all lodging and boarding services
for the tourist for attaining customer satisfaction.
 Different amenities are provided by the company to the
tourist required during the travelling.
 The pickup and drop facilities from the airport for tourist
travelling with Thomas cook.
 The accommodation and transport facilities provided by the
company to the customers.
 The guide is hired for assisting the tour for tourist.

REFERENCES
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marketing by travel agency: The salience of social media
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Saraniemi, S. and Kylänen, M., 2011. Problematizing the concept
of tourism destination: An analysis of different theoretical
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Sigala, M., Christou, E. and Gretzel, U. eds., 2012. Social media
in travel, tourism and hospitality: Theory, practice and cases.
Ashgate Publishing, Ltd..
Thakran, K. and Verma, R., 2013. The emergence of hybrid online
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Cornell Hospitality Quarterly. 54(3). pp.240-247.