Detailed Marketing Analysis and Recommendations for Thomas Cook

This report presents a marketing analysis of Thomas Cook (India) Limited, a leading travel and tourism company. It begins with an executive summary, followed by an overview of the brand, its services, and market segmentation, including demographic and physiographic factors. The report then delves into the critical success factors of Thomas Cook, highlighting its strengths, weaknesses, opportunities, and threats through a SWOT analysis. Up-to-date market data, including revenue trends, is presented. A detailed examination of Thomas Cook's current marketing mix, based on the 7 Ps (Product, Price, Place, Promotion, People, Physical Evidence, and Process), is provided. Finally, the report concludes with recommendations for enhancing the brand's marketing strategies, focusing on improvements to the product, pricing, place, promotion, people, processes, and physical evidence aspects of the marketing mix. The report leverages academic sources and industry data to support its analysis and recommendations.

Understanding the principles of Marketing
Component B
Student name – Sandeep Kaur
Student id – 20053093

Executive Summary
The report focused on the Thomas Cook limited leading company that promote association by
delivering the travel and tourism business. The brand providing holiday packaging through
online channels and the main service of organization is selling the flight tickets. The report
highlights the Thomas Cook limited marketing audit. The report has various sections and first
section is brand overview. Brand overview section provides the information of organization
services and market segmentation. The next section is of critical success factors that involve
discussion of success factors of organization that are vital for success and target market and
potential impacts. The third section is of marketing mix that provides the information of brand
7 Ps. In last the report highlights the recommendation provided for enhancing the brand
marketing mix.

Table of Contents
Executive Summary.........................................................................................................................2
Brand Overview...............................................................................................................................4
Critical Success Factors and Prioritization.......................................................................................5
Up to date market data of Thomas Cook........................................................................................6
Current Marketing Mix of Thomas Cook.........................................................................................8
Recommendations.........................................................................................................................10
References.....................................................................................................................................12

Brand Overview
Thomas Cook (India) limited is the leading company that was established in India on October 21
1978.The name of Thomas cook was changed to Thomas cook (India) on March 7, 1979
(Ayodele, 2013).The business of Thomas cook was started in the United Kingdom in 1841. The
company promotes its association by delivering travel and tourism business to its customers.
The company also provides packaged holiday bookings through the online channels such as
websites, and other modes of E- commerce (Ayodele, 2013). The direct and indirect
competitors of Thomas cook are Sabre which provides global travel and tourism, Uniglobe
Travel partners, Travel Leaders in the market. These competitors have equal marketing
(Ayodele, 2013). Market segmentation of Thomas cook describes that the company delivers the
profits from the existing price saving and improving plans and policies for the future benefits of
the company through sites (Akbulaev, Guliyeva, & GunayAslanova, 2020).The demographic
factors of Thomas Cook Company are based on the market segmentation including factors such
as the age, sex, profession and learning level etc. Thomas Cook group’s market segmentation is
very essential for the marketing preparation. As it helps the marketers of the company to
objective the services more effectively for the customers according to their choice. It is helpful
for developing the overall marketing strategy in the airline industry of Thomas Company (Singh,
2020).The Physiographic factors of market segmentation used in the Thomas Cook Company
including the customer’s attitude that what kind of opinion customer has related to the tour
and travels of the Thomas cook group. Feedbacks from the customers about the company are
included as the physiographic factors in the market segmentation (Singh, 2020).

Figure 1– Perceptual map of Thomas Cook
Critical Success Factors and Prioritization
The strengths of Thomas cook is as follows:-
 Thomas cook is one of the oldest as well as largest tours and travels in Europe – The
brand is largest in Europe because it offers the various services to its customers such as
airlines, forex, bookings and many more.
 Packages of company are affordable by its customers- The packages are affordable as
well as accessible for the customer’s because the offers and prices provided for the
holidays of people are much affordable for them to buy (Ahmed, 2020).
The weaknesses of Thomas cook is as follows:-
 Thomas cook has limited market share as there is strong competition in the market.
Thomas Cook is one of the biggest services all over the world with many players that is
challenging for organization to sustain in the competitive market scenario.

 Persistence in the long term debts has the negative impact in the volatile market
situations. The persistence in the long term debts is one of the major problems for
Thomas cook because it makes the firm weaker in the bad times in the market (Bhasin,
2019).
Opportunities of Thomas cook company:-
 Thomas Cook is one of the growing travel industry or brand in all over the world. The
company has the opportunity to place its services at the right area for penetrating in the
market place.
 Thomas cook global expansion in countries like Europe and UK and lot many
opportunities are there with Thomas cook has an awesome proposal for growing in
international markets (Bhasin, 2019).
Threats of Thomas Cook company:-
 It has minimum profitability in the airline industry which is intimidating threat for many
airline company’s globally.
 The uncertainties occurs in the company in Bertix which leads to the major threat in the
in the travelling business (Madray, 2020).
The SWOT analysis of Thomas cook Company is shown that help in knowing the
strengths and weakness of company (Madray, 2020).
Up to date market data of Thomas Cook

Figure – 1 Revenue of Thomas cook (Akbulaev, Guliyeva, & GunayAslanova, 2020).
The above chart shows the market revenue of Thomas cook Group from the financial year 2012
to 2019 (Ahmed, 2020). The market share of Thomas cook is decreasing or minimizing in the
year 2018 to 2019 due to low sales in the airline services (Akbulaev, Guliyeva, &
GunayAslanova, 2020).
CFs of Thomas Cook
 The affordable packages of organization attract the customers and offers are provided
by the organization.
 The relationship strategy of organization as organization is largest and providing the
services to various airlines.

 The global expansion of Thomas Cook organization is the other success criteria help in
growth of organization.
 Marketing of the organization as they choose the right place for expanding their
business and sales.
Target market of the Thomas cook is young travel specialist and spending per trip is of $ 7660.
Current Marketing Mix of Thomas Cook
Marketing mix is defined as a basic foundation on which the business activities and marketing
strategies are based; it can also be described as mixture of different ingredients where each
ingredient is referred to a unique marketing procedure or concept. 7p’s of Thomas cook include
product, place, price, promo, physical, people and product. A brief introduction about same is
defined below:
Product
It can be defined as any physical product which is offered by company, in case of Thomas cook
it is in the form of overseas holiday package including all the necessary facilities like staying,
currency exchange, travelling etc (Akbulaev, Guliyeva, & GunayAslanova, 2020).
Price
It is defined as the cost received from customer in place of the services provided. For many
companies it is fixed for different products but in Thomas cook the price varies according to the
type of service requested by the customer for example some services cost high prices because
no other company can provide such services so there is no competition, some services are
provided at lower rates because that particular package is the bundle of many facilities which
are costly at individual level (Ahmed, 2020).
Place
It is defined as the location or platform where the product or service is provided. It can be
anything from an old warehouse to any E-commerce platform. Thomas cook provides its

services at two locations i.e. directly engaging with its customer on its official website and
selling services and other method is through wholesalers, who buys services in bulk at cheap
rates and provides it to global retailers individually at higher rates (Ahmed, 2020).
Promotion
Promotion is defined as a general marketing or advertising technique used to increase the sales.
It could be anything starting from traditional methods of television broadcasting to advanced
social media marketing. Thomas cook has adopted both traditional as well as modern method
including advertising through attractive ads on television and creating and displaying
promotional content with exciting offers on social media sites like Facebook, twitter etc to
target youth audience (Ahmed, 2020).
People:
People include those individuals which are directly or indirectly connected to the brand in
selling products, managing teams, engaging customer etc. Thomas cook has bulk of people
working for them in many forms like people working for them as salesperson, people working in
their customer care department, people working in production unit and people working at
physical stores (Ahmed, 2020).
Physical Evidence:
It is the physical identity which acts as an evidence that the customer bought certain product or
service from the company. It can be in any form like receipt or brochure which validates the
brand. Thomas cook do have a unique identity in terms of physical evidence as they provide
unique and colorful combination for their products which can be easily identified by the
customers (Ahmed, 2020).
Process:
Process is defined as series of steps or actions taken throughout the delivery process to the
customer. Thomas cook have various processes through which they deliver their services such

as online delivery process, customer engagement process in which the customer engages
physically with retailers through physical stores (Ahmed, 2020).
Recommendations
After analyzing the 7p strategy of company, it can be noticed that several fields are well taken
care of but still some sections require attention and recommendation to which is given below:
Product:
However, the company is already providing bulk of services but still there is need of launching
advanced products which matches with ongoing trends and provide additional benefits on the
same to attract more customers and increase sale.
Price:
The company should change its pricing strategy from variable to fix so that people don’t find it
in affordable and also discounts should be offered on special events and festivals to attract
more people. Psychological pricing can also be very useful.
Place:
In order to improve the place strategy, company should try to replace retailer stores with
company-operated stores in order to terminate wholesaler’s margin and apart from this focus
should be shifted to E-commerce platform as it is most successful and attractive platform
nowadays.
Promotion:
Modern problems require modern solution; company can do promotions by hiring social media
influencers which will guide their followers to experience the services of company, time to time
advertising campaigns should be launched including promotions on digital marketing platforms
having high traffic rates.
People:

In order to provide boost to people strategy, company should launch referral incentives for
customers and bonus incentives for its employees and recruitment should be done by checking
the physical traits like honesty, humbleness, politeness of employees.
Processes:
In order to execute processes with much efficiency and accuracy, company should adopt
artificial intelligence based machines and techniques whose chances of errors will also be less
and will be much more reliable.
Physical Evidence:
To improve the customer experience feedback should be declared as must after each sale and
company an also try to set up their own stores strictly taking care of ambience and shopping
environment to attract more customers.
References

Ahmed, J. M. (2020). A Review and Situational Analysis of Thomas Cook Business Failure, A
Successful Business Model for 178 Years: A Case Study.
International Journal of Inclusive
Development , 1-10.
Akbulaev, N., Guliyeva, N., & GunayAslanova. (2020). Economic Analysis of Tourism Enterprise
Solvency and the possibility of Bankcorutcy :the case of thomas cook group.
African Journal of
Hospitality Tourism and Liesure , 9 (2), 1-12.
Anjani, H., Irham, & Waluyati, L. R. (2019). Relationship of 7 P marketing mix and consumers
loyalty in traditional markets.
Market development , 29 (2), 255-261.
Ayodele, A. O. (2013). Strategy and tactics for thomas cook in the new year. 30-35.
Bhasin, H. (2019). Marketing mix of Thomas cook - Thomas cook marketing mix.
Journal of
Marketing mix .
Bhasin, H. (2019). SWOT analysis of Thomas Cook.
Irham2019Relationship of 7P Marketing Mix and Consumers' Loyalty in Traditional
Markets
Market Development 292260-261
Madray, J. S. (2020). Reasons for Failure: A Case Study of Thomas Cook.
Journal of Critical
Reviews , 7 (16), 1680-86.
Singh, D. (2020).
How thomas cook plans to regain its business. Retrieved from Financial
express.com : https://www.financialexpress.com/brandwagon/how-thomas-cook-plans-to-
regain-its-business/2040468/
Thomas Cook Group Revenue . (2020). Retrieved from Statisca:
https://www.google.com/search?q=revenue+of+thomas+cook+group&rl