Marketing Plan for TUI Travel: Processes, Objectives & Media

This report provides a comprehensive analysis of TUI Travel's marketing processes and planning strategies. It begins by explaining the fundamental concepts of marketing and its role in various areas, emphasizing its significance in achieving organizational objectives. The report delves into how marketing functions relate to the wider organizational context, examining the interrelation between marketing and other functional units such as production, research and development, and finance. Furthermore, it analyzes the role of marketing within the marketing environment, comparing different approaches a company can apply to its marketing mix to meet targets. The report also develops a strategic marketing plan, including key elements for achieving objectives and measuring performance, and devises an integrated multimedia plan with recommendations and rationale for selected media activities within budgetary requirements. The conclusion summarizes the key findings and implications for TUI Travel's marketing efforts.

MARKETING PROCESSES
AND PLANNING
1

Contents
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
P1 Explain the concepts of marketing and marketing operations involving different areas and
role of marketing..........................................................................................................................3
P2 Defining how marketing functions relate to wider organizational context............................4
M1 Analysing the role of marketing in the context of marketing environment..........................5
M2 Analyse the significance of interrelation between marketing and other functional units of
business........................................................................................................................................6
P3 Comparing approaches in which company can apply marketing mix to marketing planning
process to meet targets.................................................................................................................6
Reviewing strategies and tactical approaches applied by organization demonstrating business
objectives.....................................................................................................................................8
Evaluating strategies and tactical approaches to the marketing mix...........................................8
PART B...........................................................................................................................................8
Developing a marketing plan which includes key elements of marketing planning for
companies to achieve objectives..................................................................................................8
Strategic marketing plan for companies that measure achievement of marketing objectives
within key performance.............................................................................................................11
Producing a media plan which includes recommendations and rationale for selected media
activities that can meet budgetary requirements and objectives of marketing campaign..........12
Devise an integrated multimedia plan.......................................................................................13
Justified integrated multimedia plan..........................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
2

INTRODUCTION
Marketing planning is the process of organizing and defining the marketing objectives of
a company and formulating strategies through which organizational objectives can be met
(James Chen, 2021). Marketing process is the approach which is followed by companies through
which they can evaluate opportunities that exist within the marketplace. The process of
marketing planning involves various stages that must be followed through which they can meet
marketing organizational objectives. Tui Travel is a travel company which is based in Crawley,
West Sussex, was a British leisure travel company. The firm was created on September 3, 2007,
when First Choice Holidays PLC and TUI AG's Tourist Department merged, with TUI AG
owning 56.4 percent of the market. The corporation boasted 30 million consumers and
functioned in 180 nations.. This paper will discuss about the fundamentals of marketing panning
and process which must be followed by companies through which they can meet their targets.
The first part of paper will define the role of marketing and planning process within the
organization. Taking about part, the report will outline a media and marketing plan which will be
panned by the company to meet their marketing objectives.
PART A
P1 Explain the concepts of marketing and marketing operations involving different areas and
role of marketing
According to American Marketing Association, “Marketing is the process of creating
value for communicating, delivering and exchanging offers through which value for customers ,
partners, clients and for overall society at large” (MEKENNA WILSON, 2020). The concepts of
marketing is based on increasing the competitiveness of an organization through which they can
maximize business profitability and ensure better value to customers. Marketing plays a vital role
in business which is used for promotion the mission, products and services of the organisation. It
is the role of marketing to ensure delivering quality customer experience. Some of the other role
of marketing are- pricing, distribution, promotion and selling.
The marketing activities can be performed through various areas and this can be helpful
in promoting the products and services. Some of the areas of marketing are- digital marketing,
content marketing, social media, visual, SEO and many more. These areas of marketing focuses
on the pricing , products, place, promotion factors of business through which they can promote
3

the products and services of the organisation. Therefore, the companies follows makes use of
these marketing strategies through which they can target customers which will be helpful in
meeting the targets and in generating higher revenues. The functions of marketing is related with
the other departments of company as well through which they can effectively perform and meet
the targets which will be helpful in developing a loyal customer base and in generating higher
profits which will enhance the brand image of company within the competitive business
environment.
In case of Tui Travel, the travel and tourism company follows marketing strategies where
they promote their products and services through which they can promote their required products
and services which support the brand in attracting customers and in generating higher revenues.
This travel company follows social media marketing which supports the company in targeting
customers at larger area which can crate huge impact in the customers. The brand also focuses on
content marketing through which they can share creative and engaging content through which
travel companies can promote their range of services and meet their targets. The travel and
tourism company follows traditional approach of marketing as well which assist them in
attracting customers and in generating higher revenues. Through traditional marketing, the travel
and tourism company focuses on promoting their product range only. Whereas, through modern
marketing, the travel company focuses on the aspects of meeting consumer demands through
which they can create a loyal customer base which will be helpful in enhancing brand image
within the industry.
P2 Defining how marketing functions relate to wider organizational context
Marketing is one of the function which is followed by the organization and there are
various processes and functions which are performed by companies in order to effectively
promote the products and services that are offered by the organization. The functions of
marketing are interlinked with other functional units of an organization and this can be helpful in
developing organisational efficiency. Talking about Tui Travel, the function of the travel
company related to other functional; units is discussed beneath:
 Production department- The research and development department helps in
understanding consumer interests which is helpful in production. As through
understanding the marking objectives and consumer demands, this can be helpful in
manufacturing goods which can bring advantage for companies and in generating higher
4

revenues. Therefore, marketing functions are helpful in products of goods and services
according to the demand of products and services of organization. In case of Tui Travel,
the interconnection of marketing department with production department of the company
supports the brand in effective design of plans and quality services through which they
can meet customer satisfaction and ensure business can maintain their competitive
position.
 Research and development department- Marketing and research and development
departments are interlinked as marketing can be helpful in understanding the consumer
demands and changing market patterns which will be helpful in meeting targets and in
enhancing the organizational profitability. With the help of marketing operations, the
research and development unit of company can understand the consumer interest through
which they can perform other functions of business effectively and will also help the
company in understanding demands.
 Finance department- The marketing functions are closely performed with finance
department which is helpful in ensuring adequate budget is set through which research
needs and standards can be met. In case of Tui Travel, the role of finance department in
relation to marketing department is to manage the financial capabilities of the company
(Marketing and its relationship with other business functions, 2021). This correlation
among department helps in focusing on sales volume, market share, cash flow cost and
pay back investments of the company.
M1 Analysing the role of marketing in the context of marketing environment
Marketing is a strategy which is planned by companies through which an organization
can advertise their products and services. Marketing pays a crucial role in an organization which
can bring various advantages to companies. Marketing is one of the function which is performed
by the companies through which they can promote their product range and services which will
be helpful in targeting customers and in attracting a number of customers. Marketing is used by
companies in various aspect of the company; the role of marketing activities can be helpful for
organization in understanding consumer demands, attracting leads, converting leads into sales,
promoting products and services, selling good number of products and services.
In case of Tui Travel, the primary function and role of marketing is for the travel
company is to promote the products range, perform exclusive market research trough which they
5

can understanding the consumer trends and patterns, plan innovative and engaging cont which
can be helpful in promoting the products and services which will be helpful in getting consumer
attention that will support in enhancing the competitiveness of the brand and in maximizing the
competitive advantage of the company.
M2 Analyse the significance of interrelation between marketing and other functional units of
business
Marketing functions are responsible to create a huge impact on other functions and
operations of a company as well. The functions of marketing are helpful for other units of
business in performing their operation more effectively through which they can ensure
organizational efficiency and productiveness. The interrelation of marketing functions is
essential, as this support companies in forming budgets, managing their financial resources, meet
production targets, form creative design and quality products and services. All such operations
support companies in creating higher business value through which they can maximize their
profitability.
Taking about Tui Travel, this travel company performs their operations by collaborating
with other functional unit of company which assist them in understanding consume interest and
in meeting business targets which is helpful in enhancing their organizational productivity and
performance. With the help of creating a interrelations among different units of the company,
this supports the travel agency to understand the dynamic business environment, changing
consumer trends which can be managed through effective research and development which
further supports in use of appropriate financial resources and create plan which can be helpful in
meeting consumer demands and in creating skilled and high performing workforce.
Marketing and human resource departments - The human resource manager of a corporation
is responsible for finding and employing people with the ability to undertake key business
procedures. It is the marketing agency's obligation to offer truthful data well about abilities and
qualities required of candidates in order to effectively fill a vacant seat in the area.
Marketing and production departments - The marketing function's job is to obtain
information about clients' needs and desires. This manufacturing company will be able to
increase production in the appropriate amount and quality in terms of fulfilling client demand.
The good quality of the generated product will aid the marketing team in attracting more clients
to TUI as well as dramatically raising company sales and profit.
6

D1 Critically analyse the external and internal environment in which the marketing function
operates
As previously stated, a marketing communication is often divided into internal and external
components. Internal factors are features of an organisation that are under its control. Outside
external factors are beyond a company's control, yet they can and do influence how it operates.
TUI travel can use the interior environment is related to elements INSIDE the company that are
critical to organizational success. An internal environment study is crucial in the formulation of
business strategy to guarantee that the company's plan will focus on its circumstances,
capabilities, and objectives.
P3 Comparing approaches in which company can apply marketing mix to marketing planning
process to meet targets
Marketing mix: Price, place, product, promotion, people, procedure, and tangible proof are
all part of the marketing mix. The marketing mix consists of four variables, however the
enhanced marketing mix includes a market's seven Ps, which aid in developing strategic
initiatives and how these tactics may assist optimise profits and promote organisational goals.
Tui employs the marketing mix in a systematic effort to obtain not only advertising but then also
larger corporate goals.
 Product: Tourist attractions in London include a view of the city, a picture stand at
Buckingham Palace and a picture break at Saint Paul Cathedral. Food in a classic English
pub, a Thames cruise, and admission to the London Eye. Beyond the London: Admission
to Windsor Castle, a guided tour of mediaeval Bath, lunchtime at a typical English pub in
Salisbury, and admission to Pyramids. The business sells its items through both online
and physical channels that are readily available to clients, which able to gain consumer
user's attention profit levels.
 Place: The business has some 650 retail outlets throughout the UK, which gives it a
leading position in the market, while the three big tourist companies exclusively service
London via their phone centres. First Choices and Thompson both have extensive
webpages that are user easy and pleasant to be using, so any consumer wanting in better
features will be able to discover the right mix of items for them. The company sells its
7

items via both physical and online channels that are easily available to clients, which able
to gain consumer interest and increase profits of a company.
 Price: Tui's marketing mix relies on a hybrid pricing approach to get the most value out
of its goods. The marketing combination Tui prices their products using a variety of
different methods. Tui has succeeded in making several of its product categories private
by limiting distribution and manufacture with high price. Given the presence of three
more places to visit providers in the United Kingdom, the rates should be competitive
with comparable products offered by rivals in order to retain interest for the items. TUI
Travel will undoubtedly gain many benefits when engaging the expertise of providers
engaged in the technological processes/ features of the trips because the business entity
will be included of a group tour. TUI's price strategy is a price competition plan that
assists the firm in analysing customer enquiries and demands. TUI's target clientele are
primarily from the middle income, and such considerations are taken into account when
developing a competitive cost plan.
 Promotion: TUI Travels will announce the date via its main website, and also linking the
releasing information to the WebPages of all its companies inside the company, to ensure
that clients reserving trips in advanced are familiar with the new options available. TUI's
promotional operations include magazines, online marketing advertising methods, and
social media social media platforms Like facebook, Twitter, and Instagram, among
others, to sell and market the firm's goods and/or services.
 People: Whenever it comes to decision making and continual development, TUI is a firm
believer in providing individuals with opportunity to grow during their careers. TUI has
its own committed Training & Teaching group, and there are ample options for
advancement, including workshops on a wide range of topics, one-on-one mentoring, e-
learning, and, where suitable, TUI supports their employees in pursuing academic and
professional certifications applicable to their position.
 Process: This term refers to the systems that help a corporation offer a service. The firm
will help ensure that time schedules are adhered to in possible to lessen tour disruptions.
Ensure that guests submit their lunch orders early enough during the daytime tour to
ensure that the noon meal is provided on time. To retain customers ’ confidence, such
complaints or suggestions should be addressed as soon as possible.
8

 Physical evidence: Customers assess their perspectives depending on their opinion of the
service supplied, which has an influence on the organization's visual strategy of the whole
business.
M3 Reviewing strategies and tactical approaches applied by organization demonstrating business
objectives
Tui Travel is a major travel firm that does study and technologies available as part of its
marketing mix policy or strategy. This can assist in reaching potential audience by travelling to
various locations and employing communication channels to affect the lot of consumers and
increase employee effectiveness. By providing high-quality items at competitive rates, this can
aid in the development of organisational revenue and productivity in a dynamic world. Tactical
planning takes place after a company, team, or person has developed a comprehensive strategy
outlining overall aims and objectives. A tactical approach explains the activities and actions
which must be followed to fulfil the overarching policy's objectives.
D2 Evaluating strategies and tactical approaches to the marketing mix.
Product, pricing, place, promotion, people, and physical proof are tactical marketing mix
tactics utilised by Tui Travel management to influence a large number of consumers and
encourage them to make purchasing decisions. The chosen firm is using a competitive pricing
approach because it provides higher-quality items that increase customer happiness and improve
organisational success. Such strategies have an effect on marketing mix by doing market
research and presenting items that affect people's purchasing decisions. This aids in the
achievement of corporate objectives by ensuring that all operations and operations are managed
on a constant schedule.
PART B
Developing a marketing plan which includes key elements of marketing planning for companies
to achieve objectives
Executive
Summary
TUI Travel PLC wants to add a touring branch to its existing well-integrated
businesses. The experiment will take place in the United Kingdom, as
London are among the most popular locations for international visitors. The
startup will be allowed to participate with great views and a pilot trip
9

outside of London, which will offer the same features as the three existing
observation travel companies.
The firm hopes to expand its business by providing new services such as
web payments and automation distribution, which leverages human
quickness and smart machines to assist clients in placing orders and
receiving home delivery through robots in a shorter amount of time.
Mission The mission statement of TUI is “Placing a smiling on people's faces,
together with their excellent company culture, aims to give clients with an
outstanding package holiday whilst strengthening sustainably in all of their
locations”.
Situational
analysis
Situational analysis is a set of methodologies used by managers to undertake
organisational and environmental assessment. Tui Travel's situational
analysis is addressed using SWOT and PESTLE analysis, which includes:
SWOT Analysis:
Strength:
 The business employees
include every tourist sector
and the many phases of a
vacation, including
shopping, tour running,
traveling, and lodging, as
well as other activities at the
location.
Weaknesses:
 TUI AG is heavily reliant on
Europe for revenue creation,
accounting for around 79
percent of total sales. Large
quantity of activities in a
single location exposes the
firm to a wider range of risks,
including reduced sales,
powerful storms, worker
disputes, and changes in
regional legislation and
market circumstances, all of
which limit the company's
potential to develop.
Opportunities: Threats:
10

 In recent times, the global
hotel and motel industry has
experienced significant
expansion. The company's
efficiency is expected to
improve much further. TUI
Hotel & Motel is best
positioned to take this
chance straight on, thanks to
its well-established regional
footprint in the hotel
business.
 The company's sales are
dependent on the nation's
overall financial realities, and
Europe's financial outlook is
expected to be weaker
following the recent
instability in financial trends
and consumer attitudes,
desire for the brand message
may be reduced.
PEST Analysis -
PEST analysis: This is a framework that uses by company to analysis
environment and make right business decision. The PEST Analysis of Tui
travel is defined below:
Political factors: As a result of Covid-19, a global lockdown was decided
by the government, which had an influence on Tui sales. Overall revenue
are down as a result of higher taxes and higher prices for items & services.
Economic factors: The high inflation in the UK as a result of Brexit and the
Covid rate has had a significant effect on the TUI organisation, resulting in
lower revenues in a market trend..
Social factors: People's buying patterns, behavior modification, and other
factors are all affected by social and cultural trends. Tui is capitalising on
the shifting tendency by providing items that are in line with it.
Technological factors: Tui employs cutting-edge technologies, including
such velocity restraint through robots, to expedite the delivery of desired
goods and services. This might be a chance for Tui to sell their products
around the globe using cutting-edge technologies.
Marketing To operate a company, you'll need to do industry research that will help you
11

Analysis organise all of available sources and boost their sales of the company. For it
though, management employs marketing mix, which may aid in the
implementation of a business model and enhance revenue.
Financial
Projection
Budget – It comprises all of the company's costs, from marketing to
promoted site content to labour costs. The advertising budget is a
breakdown of how much money a company government is spending on
advertising items & services.
Particulars 1st year 2nd 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 18000 22500 37500 46500 31850
Marketing outlay
Promotion 6500 3200 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
Measuring To operate a company, they'll need to do industry research that will help
organise all of available resources and boost your sales of the company. For
it though, management employs marketing mix, which may aid in the
implementation of a business model and enhance revenue.
Strategic marketing plan for companies that measure achievement of marketing objectives within
key performance
The framework that will be utilised to monitor and supervise the accomplishment of the
advertising plan's goals is as follows:
• Return on Marketing Investment: The addition to earnings distributed by advertising is the
payback on advertising budget. This channel is used to assess and quantify the efficacy of
internet marketing activities. For example, Tui Travel will employ advertising effectiveness to
determine the effect of its promotional activities on customers.
• Customer Lifetime Value (CLV) is the relative cost of a firm's success throughout the course
of a match. These matrices will assist chosen firms in maintaining their costs low in effort to
12

keep existing consumers, hence determining the price of their current subscribers and supporting
company development (Ferenczová, and Józsa, 2018).
D3 Produce a strategic marketing plan for an organisation that measures achievement of
marketing objectives within key performance metrics.
• Utilize of Facebook advertisements with retargeting- TUI Travel will use Facebook ads to
market their goods and better target their client base. This will aid the total brand engagement
with consumers. This will assist the rand in targeting their chosen demographics and meeting
their aims.
• Optimize content- the firm will optimise their material and concentrate on offering appealing
and high-quality material that will be more connecting with consumers, allowing them to create
larger sales and boost their revenue.
Producing a media plan which includes recommendations and rationale for selected media
activities that can meet budgetary requirements and objectives of marketing campaign
The procedure through which marketers choose how frequently, what and how they'll
broadcast advertising in order to optimise engagements and ROI is known as marketing
communication. Advertisers create a media strategy that details how they will allocate their
marketing funding and manpower, as well as the platforms and types of advertisements they will
employ.
• Celebrity endorsement- Tui Travel will utilise influencer marketing to marketing and
promoting their products by utilising media platforms as a means of influencing business and
grow customer experience with the business.
• Television commercials- Tui Travel will also display their items using television commercials,
which also will allow them to focus and attract home consumers, which will be a successful
marketing technique for increasing consumer experience and item sales.
• Social media campaigns- Tui Travel will run a twitter campaign to advertise their new items,
allowing them to reach more people who use social media sites, increasing their visibility,
generating leads, and assisting the business in increased conversions.
A media budget: Tui Travel will spend a total expenditure of £1,50,000 to organise the publicity
campaign. The firm will advertise its products and services via both classic and successful
marketing venues. The projected income from this promotion is £50,000, according to the
projections.
13

FACTORS COST
Acquisition £ 25,000
Brand awareness £ 12,000
Product differentiation £ 20,000
Content creation £13,000
Staff costing £5,000
Advertising cost £35,000
Media channels (TV, radio, newspaper,
social media)
£25,000
TOTAL £ 1,50,000
Tui Travel will undertake a marketing strategy to show off the new launch event, allowing
them to reach their target audience and reach a larger audience. Recruitment, name recognition,
product diversification, knowledge discovery, staffing pricing, and advertisements costing are
some of the tasks that will be heavily focused on via the media strategy (Eiseman, 2018).
Devise an integrated multimedia plan
Tui Travel uses an integrated marketing approach that incorporates modern technologies
and excellent interpersonal to assist run a firm in a changing world while maintaining excellent.
The distinction between integration and an Omni channel marketing strategy is outlined below:
Integrated marketing Omni channel marketing
 This is utilised to exchange intelligence
via electronic means, which can aid in
successful company regulation.
 This refers to a digital environment that
was designed to meet a specific version
and ensure proper activity.
14

 The marketing methods used in this
campaign are centred on the goods /
service.
 Omni channel advertising adopts a
customer-centric approach to
marketing.
Tui Travel will also employ offline marketing methods such as advertisements, newspaper ads,
and television commercials to assist potential consumers using traditional advertising.
D4 Justified integrated multimedia plan
The marketing and media strategy is a set of documentation that sets out the firm's
marketing initiatives for the future year. Tui Travel's great marketing strategy is to develop items
that are delivered by robots, which will allow the company attract more consumers and boost the
sales.
Quantitative- Tui Travel's media plan will concentrate on reaching a higher client base and a
wider geographic enhancement of skills. The strategy will be to create a positive image and
advantages that may be gained from their market in order to achieve user experience and
revenue. This component will concentrate on the company's foundation, distribution, interaction,
and follow acquisition as a result of the company's publicity campaign.
Qualitative- The organisation will utilise this strategy to obtain insight into the posting and
marketing that Tui Travel has organised. This technique will aid the business in growing
customer connections (Dalla Vecchia, and Peter, 2018).
CONCLUSION
From detailed analysis of the above report, it can be concluded that, marketing plan is the
operational activity which defines the advertising strategy which is followed by an organization
through which the company can generate leads and segmented their segmented market. The
process of marketing planning is used for their competitors through which promotional
strategies, distribution channels and budget is allocated for the plan. The process of marketing is
connected with other functions of business where al functional units of business can collectively
work towards meeting organisational objective and supports in enhancing the organizational
efficiency and brand image within the industry.
15

REFERENCES
Books and references
Aramburu, I. A. and Pescador, I. G., 2019. The effects of corporate social responsibility on
customer loyalty: The mediating effect of reputation in cooperative banks versus
commercial banks in the Basque country. Journal of Business Ethics. 154(3). pp.701-
719.
Iankova, S., Davies, I., Archer-Brown, C., Marder, B. and Yau, A., 2019. A comparison of social
media marketing between B2B, B2C and mixed business models. Industrial Marketing
Management. 81. pp.169-179.
Dalla Vecchia, M. and Peter, M. K., 2018. Marketing Automation. Business Information Systems
and Technology 4.0, pp.117-130.
Borden, D. S. and Suggs, L. S., 2019. Strategically leveraging humor in social marketing
campaigns. Social Marketing Quarterly. 25(3). pp.193-208.
Eiseman, D., 2018. Marketing sustainable tourism: Principles and practice. In Tourism Planning
and Destination Marketing. Emerald Publishing Limited.
Ferenczová, V. and Józsa, L., 2018. INTERPRETATION OF MARKETING THEORY IN
ISLAMIC CONTEXT. Marketing science & inspirations. 13(1).
Giehl, A. and Wiedermann, N., 2018, February. Security verification of third party design files in
manufacturing. In Proceedings of the 2018 10th International Conference on Computer
and Automation Engineering (pp. 166-173).
Fahri, L. M. and Isnaini, S., 2020. Marketing Public Relations on the Establishment of Go-Food
Company Image in Surabaya City. Journal of Talent Development and
Excellence. 12(2s). pp.475-480.
Online
James Chen, 2021. Marketing plan [Online]. Available through
<https://www.investopedia.com/terms/m/marketing-plan.asp>
MEKENNA WILSON, 2020. The Five Marketing Concepts [Online]. Available through
<https://avalaunchmedia.com/the-five-marketing-concepts/>
Marketing and its relationship with other business functions, 2021 [Online]. Available through
<https://guide.fariaedu.com/business-management-hl/unit-4-marketing/the-role-of-
marketing/marketing-and-its-relationship-with-other-business-functions-ao1>
16