Issues in Thomas Cook's Marketing Mix for Morocco & Egypt Holidays

This presentation analyzes Thomas Cook's marketing mix, focusing on product, price, and place issues concerning their 2018 summer holidays to Morocco and Egypt. It assesses the importance of service sector mix elements (7 Ps) to the travel sector, particularly hospitality, and applies the concept of the total tourism product to Thomas Cook, considering primary aspects like bookings and transport, secondary factors like public goods, and complementary services. The presentation concludes that Thomas Cook's diverse destinations, fleet, and distribution network make the total tourism concept applicable to their business model.

TASK 3
PRESENTATION

DISCUSS ISSUES IN THE PRODUCT, PRICE AND PLACE
ELEMENTS OF THE MARKETING MIX WITH REFERENCE
TO THOMAS COOK’S SUMMER 2018 HOLIDAYS TO
MOROCCO AND EGYPT
• Marketing mix is the framework of key factors based on
which the marketing of the organization is carried out
• Marketing mix is based on three Ps which include product,
price and place as factors
• The product factor focuses on the good and services offered
by the company including the tools of variety, design, brand
name, packaging, services, and quality

DISCUSS ISSUES IN THE PRODUCT, PRICE AND PLACE
ELEMENTS OF THE MARKETING MIX WITH REFERENCE
TO THOMAS COOK’S SUMMER 2018 HOLIDAYS TO
MOROCCO AND EGYPT (CONTD..)
• The second P is Price, which focus on the amount paid by consumers when
purchasing the product or the service offered by the company and the tools
of implementation includes credit terms, list price, discounts, allowance
and payment period
• The third P is Place or distribution, which controls the variables related to
activities and strategies that enable the product to become available for
consumer usage
• the last P is concerned with Promotion, where the strategies help in
enhancing communication of the product’s service features and benefits

ASSESS THE IMPORTANCE OF
SERVICE SECTOR MIX ELEMENTS TO
THE TRAVEL SECTOR
• Service marketing mix encompasses the mixture of elements of services marketing
that organizations apply to communicate the brand message to consumers
• The mix includes the 7 Ps of service marketing which includes product, place,
promotion, pricing, people, processes and physical evidence
• In the sector of travel and tourism, consumers travel where the services are located
and the key principles of the service mix include hospitality
• The combination of the factors of pricing strategy, place strategy and the others
stated together help to direct success in the service marketing of the company,
such as Thomas Cook

APPLY THE CONCEPT OF THE TOTAL
TOURISM PRODUCT TO AN INDIVIDUAL
TOURISM BUSINESS SUCH AS THOMAS COOK
• Total tourism is the product of the tangible and the intangible
components of the activities at the respective destinations
• Morocco and Egypt are examples in this context
• The total tourism product can broadly be defined as the strategy
encompassing the elements of an ‘ideal’ tourism experience

APPLY THE CONCEPT OF THE TOTAL
TOURISM PRODUCT TO AN INDIVIDUAL
TOURISM BUSINESS SUCH AS THOMAS COOK
• The concept of total tourism when applied in regards to Thomas Cook will
firstly focus on the primary and basic aspects such as bookings, air
transport and accommodation
• Next, it will focus on the secondary factors of the public goods and lastly,
on the complementary services
• the company has diversely branched tourism destinations, has over 100
airplanes for its customers, and a distribution network of products in retail
stores and other third party agents, the concept of total tourism therefore,
is applicable