Analysis of Promotional Mix for Thomas Cook's Travel Packages

This report analyzes the promotional mix employed by Thomas Cook, a prominent travel company. The analysis covers key components such as advertising, sales promotion, public relations, personal selling, and direct marketing. The report highlights how Thomas Cook utilizes these elements to promote its services, including the use of advertising to attract customers, sales promotions to offer incentives, and public relations to build a positive brand image. The role of personal selling and direct marketing, including the use of fliers and catalogs, are also discussed. The report emphasizes the importance of these promotional strategies in reaching potential customers and driving sales, particularly in the context of specific travel packages like those to Egypt and Morocco. The study references key concepts like the frequency of advertising messages, the use of contests and sweepstakes, and the importance of building customer relationships through various communication channels. This analysis provides insights into how Thomas Cook strategically integrates these elements to enhance its market presence and attract customers.

Promotional mix focuses on four important elements of promoting a product designed by the
company. Promotional mix is an important tool on marketing the services to the right customer.
Nature and role of Promotional mix is discussed below as- Advertising- It is a way of communication of the services been provided by the travel and
tourism provider. This activity attracts customers towards the company. Frequency of
advertising messages is important to generate interest of the customer toward the products
and services of the company. Thus, Advertising activity helps the company to create new
potential customers for increasing sales of the company (Hall, Timothy and Duval, 2012).I Sales promotion- It is a method to stimulate consumer purchase through contests,
sweepstakes, coupons, and etc. Sales promotion are done to attract customers by providing
them lucrative deals and option. These are important as they generate interest of the
customers towards the services provided by the company. They serve as a short term
promotional activity directed to directly hit the eye of the customer. Public relation- To build a positive image of the company in the eyes of the customer public
relations activities are performed. It helps Thomas Cook to evaluate public attitudes towards
the services being provided by the company. It plays an important role in placing the brand
image if the company in the market. Personal selling- In this the company tries to personally sell products and services trough
door to door selling or one to one interactions. It lets the company to directly interact with
the client by face to face meeting or through telephonic conversations. The sale person
through his/her caliber sells the products and service of the company to the customers
(Sharpley, 2006). It plays a crucial role in manipulating the customer and emphasizing on
purchasing of packages which are designed by Thomas Cook. Direct marketing – It can be regarded as a form of advertising that allows the businesses to
vommuniccare with clients through a variety of means. These include text messaging,
promotional letters, websites as well as emails. In this regard, for the given tour package by
thomas cook to egypt and morocco, there can be use of fliers as well as catalouges to
peomote the package.