Marketing Strategies: Analyzing Thomas Cook's Marketing Mix Elements

This report analyzes the marketing mix elements within the travel and tourism sector, focusing on the Thomas Cook case study. It examines the issues related to product, price, place, and promotion strategies. The report also discusses the importance of the service sector mix (people, process, and physical evidence) in the travel industry. Furthermore, it explores the concept of a total tourism product, differentiating between limited and total tourism products, and how Thomas Cook formulates its packages. The report highlights the need for companies to create competitive packages, providing insights into seasonal offerings and the importance of considering competitor strategies. The analysis covers the product offerings, pricing strategies, distribution channels, and promotional activities of Thomas Cook, providing a comprehensive understanding of its marketing approach. References to academic sources are included to support the analysis.

Marketing in TTM
(TASK 3)

3.1 Issues in the product, price and place elements of the marketing
mix
Issues in 4p's of marketing
Product:- The first important p's of the marketing is product.
Product and be tangible or intangible. It is important to the
company to give best services in first time because encase of
intangible product it is difficult to correct the mistakes. In context
to the travel and tourism company Thomas cook's they are
offering the two most attractive and unique places holiday
package that are Egypt and Morocco. So company has to decide
the holiday place, days and the duration of the holiday trip. Also
the hotels in which the customer gone to stay and there travelling
sources. They also have to include the food facility according the
customers taste and preferences.

Continued...
Place:- Place is the another important aspect of the marketing 4p's .
in this company as to decide where the product will me available
in the market. It is very important to select the proper place and
channels by which the product makes easily available to the
customers. The company will make the product available by it
official website, their distributors,their different agents and
brokers. So company have to decide the effective channel through
with the product will provide to its final users.
Promotions:- Another important element of marketing is promotion
in this company as to decide where the company has to promote
its product and services to attract more and more customers. In
context to the Thomas cook's they have to decide the more
effective channel by which company wants to communicate to its
customers about its product.

Continued...
Price:- price is very important factor in the marketing. In context to
the company they have to decide whether they are targeting the
mass population or niche market and according to that they will
decide the prices. Prices are also affect by its competitors so they
have look after competitor prices and as to decide according to
that.

3.2 Importance of service sector mix elements to
the travel sector
People:- It is the first important element of the services that is
people. every sector has different people working and it is very
important to have the people the company which is more suitable
of the particular field and work.
Process:- process defines as how they serve their services to the end
users or to their final customers. What are steps they following in
their organisation to make the services more productive and
higher quality.
Physical evidence:- The last and the most important element of the
service marketing is physical evidence.

3.3 Total tourism Product concept for individual
Tourism
Tourism product refers to the 'Bundle' of various services being
offered by a company to its customers for travelling purposes.
Broadly, this bundle is made up of many other industries which
support the tourism sector. Such as- hotels, airlines, travel agency,
trekking agency, local support providers, etc. tourism product can
be divided into two category, first is 'limited', Second is 'total'.
Any limited product provide a very distinct feature like, city tour
only. Further, total tourism product provides a customer an option
of availing all the services and benefits of the tour he is interested
in. Total tourism product is a particularly designed product with a
aim of providing customer with all services like, from start to end
of journey, accommodation, hotels, transport, leisure services like
spa, theme park etc. a company as big as Thomas cook provides
these packages at the reasonable rates with qualitative services.

Continued..
Thomas Cook needs to formulate new seasonal packages a
year ahead, as it needs to be able to counter the
competitors packages by providing better package which
includes good resorts, departure and return, airlines, better
accommodations and leisure times. For example- their
summer package of Morocco and Egypt 2018. it have two
product, first is limited and second is total.
For limited product, they are offering a single place visit with
only sight seeing for 3 days. While in total product they are
offering total product which is a tour of 6 days and offers
more in return of price.

References
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Individualized Marketing Programs for Travel Demand
Management.
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