Thomas Cook's Total Tourism Product: Marketing Mix Application

This report discusses the marketing mix employed by Thomas Cook for its summer holiday package, focusing on the 4Ps (Product, Price, Place, Promotion) and the service sector mix elements. It assesses how Thomas Cook utilizes product differentiation, pricing strategies, distribution channels, and promotional activities to market its travel packages. The report also evaluates the service sector mix, highlighting the importance of people, physical evidence, and processes in delivering a satisfying customer experience. Furthermore, it applies the concept of the total tourism product to Thomas Cook, emphasizing the combination of various components and services aimed at achieving customer satisfaction. This analysis provides insights into the marketing strategies used by Thomas Cook in the competitive travel and tourism industry. Desklib is the perfect platform for students looking for similar solved assignments and study tools.

Marketing in Travel and Tourism
LO 3. To understand the role of the
marketing mix in the travel and tourism
sector

P3.1 Discussion on the issues related to 4P’s in the
marketing mix of Thomas Cook for summer holiday package
 The concept of marketing mix is identified as a marketing
tool which is used by the organizations with the aim of
pursuing its objectives of marketing in the target market
 Through marketing mix organizations undertake the
process of marketing decision making with respect to
product, price, place and promotion
 The marketing mix elements in relation to the summer
holiday 2018 package designed by Thomas Cook are:
 Product
 Price
 Place
 Promotion

Explanation on the marketing
mix elements of Thomas Cook
 Product: The summer holiday package
2018 designed by Thomas Cook for Morocco
and Egypt the product mix consists of both
tangible as well as intangible elements
 Price: . With reference to the Morocco-Egypt
summer package designed by Thomas cook it
is inferred that the travel company has
adopted the ‘mid-premium’ pricing strategy
with the aim of capturing greater amount of
market share in the travel and tourism sector
operating in the middle east region

Explanation on the marketing
mix elements of Thomas Cook
 Place: Thomas Cook has been operating
its business through five divisions along
with various distribution channels, stores
and through online platform
 Promotion: For the purpose of
promoting the Morocco-Egypt summer
tour to be undertaken by the travel
company it has promoted various
advertisements through newspapers,
travel magazines, television and billboards

P3.2 Assessment of the service sector mix
elements in relation to the travel sector
‘Service marketing mix’ is identified as the
combination or collaboration of various
other elements used in the marketing of the
services provided by the companies in order
to communicate the brand message and the
organizational goals across the customers

P3.2 Assessment of the service sector mix
elements in relation to the travel sector
 The elements of services sector mix in relation to the travel sector with
reference to Thomas Cook is presented hereafter:
 Product: The nature of the product presented by Thomas cook that is the
characteristics of the tour packages provided depends on the destination
chosen, services provided and affordability of the customers.
 Price: The pricing strategies of the travel company are affected by
government policies and regulations. Further, it depends on the economy of
the country in which the tour is planned to be undertaken. Depending on
situation pricing strategies are adopted.
 Place: The destination identified by the customers is considered as the
place mix in this industry.
 Promotion: Interactive marketing methods and schemes are implemented
to attract the customers

P3.2 Assessment of the service sector mix
elements in relation to the travel sector
 People: The employees of the travel company are
identified as the people associated with the business
 Physical evidence: Since the main product of the
travel industry is providing services therefore it is
difficult to gain an insight on the physical evidence.
Further, certain activities or facilities in the form of
accommodation and food are identified as physical
evidence
 Processes: Through the service processes the travel
company aim to derive customer loyalty and
customer satisfaction.

P3.3 Application of the concept of total tourism product to individual tourism business for instance
‘Thomas Cook’
 The term ‘total tourism product’ is
associated with a combination of different
components and services which is provided
by the travel company with the aim of
gaining customer satisfaction.
 The total tourism product concept consists
of primary and secondary need assessment
of the customers which helps in the
development of the overall tourism product

Reference List
 Baker, M.J., 2014. Marketing strategy and
management. Palgrave Macmillan.
 Kotler, P. and Armstrong, G.,
2010. Principles of marketing. pearson
education.
 Lovelock, C., 2011. Services Marketing, 7/e.
Pearson Education India.
 McDonald, M. and Wilson, H.,
2011. Marketing plans: How to prepare
them, how to use them. John Wiley & Sons.