Marketing Mix Of Thomas Cook – Thomas

Cook Marketing Mix

January 12, 2018 By Hitesh Bhasin Tagged With: Marketing mix articles

Thomas Cook is an agency associated with tourism and hospitality

industry. It is a publicly traded company of British origin. Thomas Cook
Group was founded on 19thJune in the year 2007 by merging My Travel
Group plc and Thomas Cook AG. Currently, it occupies the second
place as the largest travel agency in Europe. Thomas Cook faces
competition from several agencies and some of them are as follows

 TUI Travel
 Cox and Kings
 Virgin
 Emirates

Product in the Marketing Mix Of Thomas Cook :

Thomas Cook is a travel company that organises tours and travels. It is
a single-stop destination for all issues related to travel and tours.
Thomas Cook is also the owner of tour operators, charter airlines,
scheduled-airline Condor and Hotels4u, a booking website. It has a
diversified product portfolio that includes numerous facilities like the
following –

Luxury Destinations

Flights

Foreign Exchange Facility

 Receiving Money via Xpress Money and MoneyGram

 Education Forex
 One Currency Card
 Buy Foreign Exchange
 Student Travel
 Sell Foreign Exchange
 Sending Money abroad
 Borderless Prepaid card
  Reload Currency Card

Holiday Types Deals

 All Inclusive
 Family Groups
 Beach
 Package
 Last Minute
 Holidays including Water Parks
 Honeymoon
 Destination Weddings

Hotel

 City Hotels
 Beach Hotels

Side Tours or City Escape

 Disneyland
 Las Vegas
 Romantic Breaks

Cruise

 Cruise and Stay

 Cruise Excursions
 Luxury Cruises
 River Cruises
 Family Cruises
 Fly Cruises

Travel facilities

 Premium Cabin
 In-Flight Services
 Car Hire
 Airport parking
 Airport Lounges
 Airport Hotels
 Travel Insurance
 Travel Advice
 Travel Money
  Holiday Tips

Insurance

 Student Insurance
 Overseas Travel Insurance

Marketing Strategy of Thomas Cook

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work written by our professional academic writers. You can view samples of our
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Thomas Cook Group plc is busy in travel and tourism business. It gives services
through over 4000 travel agencies and it has more than 280,000 employee’s
resources. It functions a fleet of 96 owned/leased planes. It serves over 18 million
travellers annually year through allowing them to attain over 2500 destinations. The
group provides services under the main brands comprise Thomas Cook, Air tours,
Neckermann, Condor, Ving, Direct Holidays and Sunquest. It has categorized five
geographic functioning divisions: UK and Ireland, Continental Europe, Northern
Europe, North America and Airlines Germany for organization reasons. (Dev, Chekitan
S.; Don E. Schultz (January/February 2005,56-76)

This description given an in-depthbusiness, intended analysis of Thomas Cook Group

plc. The description provides a whole insight into the commerce, as well as business
structure and procedure, executive biographies and key competitor. The characteristic
of the explanation is the detailed planned examination and Global Markets Direct’s
analysis on the company. (Dev, Chekitan S.; Don E. Schultz (January/February
2005,56-76)

The company’s strengths and weaknesses and areas of expansion or turn down are
analyzed. monetary, strategic and functioning factors are measured.

The occasions open to the company are measured and its growth possible assessed.
reasonable or technical threats are highlighted.

The report contains important corporation information – trade structure and procedure,
the company past, main products and services, key contributor, key workers and
decision-making biographies, different position and imperative subsidiaries.
It gives detailed financial ratios for the history five years as well as temporary ratios
for the previous four quarters.

monetary ratios include productivity, limits and returns, liquidity and influence,
monetary position and competence ratios.

A rapid “one-stop-shop” to appreciate the corporation. improve business/sales

performance by sympathetic customers’ commerce better. Get detailed stats and
monetary & planned analysis on companies functioning in your industry. Recognize
potential associate and suppliers – with key information on their businesses and place.

take advantage of on competitors’ fault and target the market openings available to
them. Compare your company’s monetary tendency with those of your peers /
contestant

Scout for possible attainment targets, with thorough insight into the companies’
tactical, financial and functioning performance. All of our commerce operate staffing,
guidance and growth and reward policies suitable to their local markets. Over and
above this, the innovative Thomas Cook Group has start a number of ambitious
initiatives to remain the Group’s people at the front position of its trade. (Dev, Chekitan
S.; Don E. Schultz (January/February 2005,56-76)

Chapter 2

Marketing strategy

Marketing mix

The marketing mix is the firm’s overall offer, or worth, to the client. conventionally, the
marketing mix stand for in strategic terms, the total notion and application of the goods
or services to be marketed. The basic advertising mix is often nicknamed “the 4Ps”
(product, place/distribution, pricing, promotion); “these are basics in the marketers
armoury – features that can be control to keep ahead of the opposition.”

(Goldstein, Doug 2007,68-87)

Product

A product refers to the sum concept’ that is sell. The total creation consists of both
touchable (e.g. raw materials, description, accessories) and insubstantial (e.g. brand
name, product line, client service) parts. In wide-ranging terms, creation also refers to
the needs-satisfying offering by a business to consumers. It is consequently more than
the corporeal thing sold by the trade.

Value

Price refers to the concluding cost of the creation that is paid by the consumer. It
represents the built-in value of a product or service to consumers. A industry may
apply a variety of pricing policies responsibility on revenue goals. consequently in
Marketing terms: PRICE = PRODUCT VALUE

(Goldstein, Doug 2007,68-87)

financial demand analysis (through market research) will point to how much clients are
equipped to pay for a meticulous product or service at any given point in time. Here,
the superior the price of a good quality, the smaller amount people that will command
the product. Their helpfulness (satisfaction level) is not maximised. In most cases as
price fall (from P to P1) the product becomes moderately attractive and as such ‘in
demand’ by regulars (Q to Q1). Total proceeds for a firm is represented by Price x
number Sold, or: TR = P x Q (Goldstein, Doug 2007,68-87)

Place
Place is largely concerned with both the site of business and the way of allocation
between producers and customers. Only in rare conditions does the original producer
or producer of products also act as the initial and final link to clients. The involvedness
of up to date society makes it obligatory for mediators to act as a straight link between
creator and the ultimate clients of products and services. A sharing channel refers to
the type of go-between or linkage between producers and clients. A one-channel
distribution network engage only the retailer between creator and consumer. Two-
channelled sharing may include various mediators such as wholesalers. Direct sharing
happen when the creator directly provisions the product to the purchaser. The choice
of distribution channel is charge on a variety of factors, for instance the type of product.
a quantity of products are not suitable for direct allocation. A channel specialist such
as a warehouse or trader may provide an efficient link with retailers as an alive
relationship may by now be in existence. (Haystack, 2005,26-36)

Promotion

The group individuals relate promotion to direct publicity of a product . However, the
result to buy a meticulous product (on or after knowledge presented) is a multifaceted
and consistent process. In formal terms, promotion refers to the communication of
information between seller and buyer. Its aim is to authority attitudes and behaviour.
(Haystack, 2005,26-36)

Markering strategy

Tactical marketing

Mr Jason, managing director CEO of Dynamic Packaging Brokers rental site and a
former deputy chief of operations of that company, said that Thomas Cook has taken
the strategic decision to focus on trade. “Thomas Cook is interested in brand building.
It’s all marketing tactics, using Windows and brochures and, looking at production.
First Choice Holidays marketing director Sam Turnbull said that what happens in the
present instinct reflects Thomas Cook in the travel industry to focus on prices led
tactical messages. While a major rival of Thomas Cook UK, said, First Choice has
made a conscious decision to change the trend. “In our company there is no
conscience that long-term, low price leadership positions will not be good for the
brand, if that’s all we do, “says Turnbull. (Haystack, 2005,26-36)
In turn, the Morgan promised to continue the strategy of “MasterBrand” Thomas Cook,
including sponsorship contracts, and putting into action plans for television advertising
during the peak booking period in January and February. However, is quick to highlight
the difficult environment in which Thomas Cook is working. “In these times we must
be pragmatic about their spending,” he says. “When you have a blue-eyed children,
such as Easyjet and Ryanair for marketing alert, which means that life is not easy, so
every pound spent has to work for us, but some will be spent on building brand.

(Haystack, 2005,26-36)

Pragmatic approach

Despite the accusations of its rival Thomas Cook have flooded the market earlier this
year, Morgan finds that the amounts were “almost normal”. “We have had excellent
results both in price and volume, and greatly year to year,” he says. He refuses,
however, be more job cuts and speculation about how much rental giant expects to
save in the UK. Morgan is known about comparisons were made between him and
Edwards and ready to be criticized. But while it can not be a classic brand marketing,
retail seems to be first class. “Miles is not from the bottom of the first order, but I think
it will do an excellent job of Thomas Cook,” says Roger Allard, the former head of First
Choice, and now the president of all the Leisure Group, which owns the flight operator
Discovery Cruise.

Chapter 3

Viral marketing

Thomas Cook is asking a “signing-on fee”, consideration to be resembling £2 m, from

the organization it employ at the end of its ongoing £28 m media pitch. The travel
company’s initial RFI to media organization outlines demands for a “considerable
signing-on fee in return for a 2 year contract award” in adding to “a decrease in agency
fees at present paid” and “a least amount 8% saving through combined medium
buying”. (Joshi, Rakesh Mohan, 2005, 33-45)

Agency sources offer that Thomas Cook assembly have since point out that it expects
the signing-on fee to be in the area of £2 m. Hamish Pringle, the IPA director-general,
supposed: “This is completely outrageous. It adds abuse to the injuries that
unprincipled procurement people have cause on our industry. Agencies have to pull
out of this pitch.” More than one organization claims to have boycotted the pitch and
an group source explain Thomas Cook’s demands as “ridiculous”, claiming that it
might take some years to split even on the commerce. (Joshi, Rakesh Mohan, 2005,
33-45)

However, another source of the agency, said: “It’s just a sign that customers are
increasingly demanding Thomas Cook is not the first nor the last one ..” of the Thomas
Cook did not prevent the four agencies pitching for the account. The operator, Arena
Media, repitched against Aegis Media, Media brilliant, and Starcom MediaVest Group
is expected to decide soon. The representative of the Thomas Cook, said. “Our current
process step by media buying agency A review of several contracts through our
business and that this process is still ongoing, we can not discuss confidential
information which are part of the negotiations with institutions that want work with us.
” Thomas Cook began his media pass in April, when his team contacted recruitment
agencies with RFI. Account includes the media online and offline for all brands,
Thomas Cook, including its travel services division and going places travel agency
brand. The main part of the company owned by Arena Media with MediaVest
Manchester is working in Going Places, and marks direct flights. Beta, which was
created last TV advertising campaign showing Jamie and Louise Redknapp, does not
affect the process of reviewing media. (Joshi, Rakesh Mohan, 2005, 33-45)

Gurilla marketing

Guerrilla marketing offers, cheap and effective advocacy for relatively small
companies that do not require large budgets to invest in traditional methods. This form
of marketing is based on the fact that the campaign and the tactics used in it is very
creative, sometimes unexpected and not to be identified by consumers. However, on
the basis of the facts to include in advertising biased article, even big brands with the
partisan approach, however, as represented in the guerrilla campaign, going to
extremes, but the Message Stick, Although the tactics are unique and fun, they tend
to disappear with ease. In addition, as noted, Guerrilla Marketing been hoped these
campaigns, if underdeveloped in terms of segmentation of the target and
transparency, ultimately, may be held jointly and severally damage the brand image.
Guerrilla marketing is controversial because of the tactics, it is difficult to identify target
segments, which can lead to confusion and panic. The messages are mostly exposed
to the mass market, ranging from geographical, demographic, socioeconomic and
psychographic. The denial of segmentation and targeting, leads to alienation, instead
of assimilating the advertised product to large companies. (McLean, G. N., Osman-
Gani, A. M.,& Cho, 2004, 637)
Thomas Cook said it was his turn, the advertising campaign was the “clean air”
between him and Thomas Cook Travel. Marketing director Simon Carter, of course,
the peaks of progress of the group is to eliminate the confusion between the two, using
“emotion rather than price.” Million pound campaign will be launched at a major soap
opera, film, or drama of Charles Dickens on Boxing Day. Will be distributed through
television, newspapers, radio and even the function of “guerrilla marketing” – people
walking in the streets. Most of the aircraft 42 in the combination of Thomas Cook and
MyTravel also painted the fleet to improve the information campaign, while the control
staff have a role. Staff of 800 groups of shops has shown in his television advertising
conference last month and are motivated by career advancement, “said Carter. He did
not reveal the exact message or slogan, but hinted:.” It’s an emotional and relevant to
everyone in the state, we are the only company that can do this kind of campaign and
get people to buy into it because we have 100. Year-old brand, we can do what
Thomson and First option can not, “James Lee said. . (McLean, G. N., Osman-Gani,
A. M.,& Cho, 2004, 637)

Chapter 4

Public Relation of Thomas cook

PR includes incomplete activities to make sure the firm has a tough public image. PR
activities take in helping the public to know the firm and its products. parallel to
successful advertising and promotions, efficient PR often depends on conniving and
applying a well-designed PR map. The map often comprises account of what you want
to express to whom, how you diagram to state it, who is accountable for various
performance and with when, and how much money is budgeted to finance these
activities. like to

marketing and endorsement, a media map and calendar can be very useful, which
identify what media methods that are utilized and at what time. . (McLean, G. N.,
Osman-Gani, A. M.,& Cho, 2004, 637)

Peter suppsoed they were ‘looking at the alternative in terms of taking on

more outside PR agencies. Thomas Cook has hired self-employed specialist Hamate
Janee to take for granted the head of PR errands until Smith’s descendant is recruited.
Smith joined Thomas Cook in 1996 as PR manager for its monetary services process
from Birmingham Midshires Building civilization, where she was leader of corporate
infrastructure (PRWeek, 26 September 1996). Thomas Cook, bought out last day by
Germany’s C&N Touristic Travel collection, is set for an usual IPO in manchester and
Frankfurt in 17 months’ time with a worth of about £3 bn. . (McLean, G. N., Osman-
Gani, A. M.,& Cho, 2004, 637)

Chapter 5

Stibo Systems’ clients comprise travel and tour worker such as Thomas Cook, Group
RCI, SAGA and Trafalgar Travel; as well as foremost firms such as GE, Premier
Farnell, Siemens, RS machinery, Millipore, Conrad Electronic, Patterson Companies,
MSC engineering Supply corporation, Figleaves.com, Harbor Freight Tools and lots of
others. Kevin Campbell, Accenture’s group chief managerial-Outsourcing, said, “High-
performing corporation like Thomas Cook have establish they can be more planned,
rationalize operation, reduce risk and get better overall business presentation by
outsourcing some business processes to a solitary provider.” . (McLean, G. N.,
Osman-Gani, A. M.,& Cho, 2004, 637)

“Our successful, multi-process outsourcing association with Thomas Cook carry on to

drive world-class efficiencies and suppleness into our client’s process said Alex
Christou, a higher-ranking executive in Accenture’s transport & Travel Services
rehearsal “Our partnership minimizes business complexity, allow Thomas Cook to
focal point on exceptional client service and speed up the delivery of the back-office
benefits resultant from its combination with MyTravel.” Strategic improvement of core
systems seen as key to competence, litheness and client service. (Pfarrer, 2004,,73)

Thomas Cook Group signs IT contract with Capgemini

World-famous travel and free time corporation Thomas Cook Group plc has signed a
bond with Capgemini for the radical modernisation of a centre IT system in the UK.
The agenda is designed to considerably increase Thomas Cook UK & Ireland’s
competence and flexibility, and change services to its millions of UK clients. By reform
its IT, Thomas Cook also aims to improve its ability to satisfy developing client tastes
and partiality, and increase its openness to changes in the travel and leisure bazaar.
The Capgemini expansion will allow Thomas Cook UK & Ireland to restore a number
of its existing IT systems by organizing new technology able to support the end-to-end
organization of all features of tour and travel running from booking through to delivery.
A fundamentally modernized reservation and running system will enable Thomas
Cook UK & Ireland to market and hand out both custom-designed and conventional
package holidays via numerous channels including websites, call centres and travel
agents. The IT growth programme also aims to make easy rapid mixing with external
IT systems from third party supplier such as hotel groups, airlines and car hire
companies. (Pfarrer, 2004,,73)

Adven jones, Programme Director at Thomas Cook Group plc, supposed: ‘People
booking holidays need the autonomy and flexibility that today’s choice of booking
channels gives them, but they what’s more appreciate the customary values of service,
refuge and expertise that Thomas Cook can provide. The novel Capgemini progress
will allow us to offer our clientele the best of both worlds, marking an imperative new
chapter in the uncompleted expansion of the holiday business.’

Thoams cook proejcts

The fresh enterprise will drive the subsequently phase of Thomas Cook’s GLOBE
agenda that was publicize in 2007. The new development will meeting point on
Thomas Cook Group plc’s performance in the UK market, its principal trade segment.
Thomas Cook Group plc selected Capgemini as main contractor for the plan following
a review of spirited proposals. It says that Capgemini was particular since of its
attractive business proposal, its commitment to combined working and its
management in ‘agile’ software growth, a technique which facilitate rapid and iterative
fine-tuning of IT systems to business requirements as the development procedure
earnings. Other important factors were Capgemini’s capability to offer excellent class
and value through its Rightshore® liberation model, and its first-class orientation from
existing clients. (Pfarrer, 2004,,73)

The 60-strong Capgemini band of authority from the UK, Germany and India will be
founded at Thomas Cook’s offices in Peterborough and at Capgemini Accelerated
Development Centres in Birmingham and Manchester, UK and Mumbai, India. The
efficient systems are usual to centre on mainly custom-designed software but will also
comprise an Oracle database and IBM Websphere mechanism. As well as portion the
holiday-making public, the systems will also be admission by Thomas Cook UK &
Ireland people in Thomas Cook main offices, stores and call centres. Capgemini is
preliminary growth work on the programme right away. The initial Release within the
programme is planned for Q4 2009 with final conclusion within 4 years. Harvery
Programme executive at Capgemini UK, thought ‘The Thomas Cook Group plc is a
first-rate name in travel and tourism and we are self-righteous to be hand over with
this crucial project – one which, we believe, will transform the face of tourism and open
up many exhilarating new opening for holiday-makers from the UK.’ Thomas Cook
Group plc is one of the world’s most important leisure journey groups with sales of
£9.8 billion, 21.3 million clients, fleet of 93 aircraft and a system of over 3,400 owned
and permit travel stores and interests in 87 hotels and resort properties.
Merger pros for group

Mergers and acquisitions are beneficial for the next group Thomas Cook, which can
generate large profits for the company and expose the business a lot of financial
resources. For a company that is on the verge of bankruptcy or in financial trouble for
other reasons, a merger with another company may be the only way to not only save
the company, but also free up some much needed money and credit. Acquisition of
the business to create a conglomerate or a quick sale to a group Thomas Cook, and
make a profit, may be part of the charm of mergers and acquisitions. In the UK, steps
to buying a business or a merger with the subsequent need to be respected too.
European Community Merger Regulation supervises the work of all mergers and
acquisitions, which benefits the group Thomas Cook. Firms scrutinize dealings
between the parties, whether corporate merger or acquisition. Stakeholders to be
considered, because once a deal is completed, the entire debt of the company and
issues inherited by the new owner. Employees are merged in, you should receive fair
compensation or to secure positions in the company’s mixed, retrained or sent to
another company. (Pfarrer, 2004,,73)

Recommendations

Thomas Cook Group is dedicated to treating everybody fairly and rationally according
to their personality qualities and abilities deliberate against our justifiable business
requirements. Thus, any form of illegal discrimination would directly or indirectly on
grounds of sex, gender reassignment, pregnancy, skin color, race, nationality, ethnic
or national origin, sexual orientation, disability, age, religion or belief, or because
someone a married or a partner will not be tolerated. Thomas Cook Group should aim
to reflect the diversity of the community in which he works, as values of the individual
contribution of all employees and recognizes their legal and social responsibility.
Thomas Cook Group is committed to promoting equality and all employees must help
to ensure that the values of respect and be proud of that culture, climate and work
environment free from harassment and discrimination. (Pfarrer, 2004,,73)

Thomas Cook flexibility in our business model asset light must be of decisive
importance in the intervening period we have improved our ability to support our future
work in difficult trading conditions. Resistance Group believes it should have in the
current difficult trading environment is based on flexibility, strength of our business
since the merger and rationalization of capacity in the industry. Reduction potential in
the UK market, for example, is about 25% in the last two years, through our actions
and those of other market participants.
Thomas cook Group have to take benefit of their buying power to administer lodgings
costs, which stand for over 32% of income. Thomas cook Group has to be certain that
negotiations with our dealer will effect in prices no higher than previous year’s levels
crossways the Group this year, in spite of adverse travels in currency. The ability to
alter our cost base for probable changes in demand is also significant, above all in the
current market surroundings. Only 12% of Thomas cook Group group-wide hotel
capability are devoted for summer 2008, which gives us substantial scope to make
further aptitude adjustments; and in the UK, around 89% of our tour operator flying
wants are take on by our own fleet, let us considerable flexibility to cut ability without
impacting our own airline’s process. Tight control of all costs is a basic part of the
Thomas Cook trade model. In addition, they have to build up contingency plans to cut
their transparency costs further should tougher market surroundings prevail.
Podcasting (procedure online radio station) will be good quality method to hand out
their own radio show all over the world for free. Creating podcast them will be intelligent
to deliver them post everywhere, anytime and on a lot of mediums. They can also send
regular e-mail to potential and former clients. It will help them to sell them service and
turn out to be more winning in the marketplace of travel and sightseeing industry.
Travel and tourism e-marketing skill are so simple and automatic that even a novice
can employ them to encourage his trade and attract new clients. (Pfarrer, 2004,,73)

Conclusion

It is important that Thomas groups understand that managers are working through
changes, too. They are under a good deal of pressure from new leadership to perform.
If one can show his new leader that you appreciate this and attempt to make his or her
transition easier by aiding the integration of the two information security groups, he or
she will most likely appreciate your help, cementing your position as a valued member
of the new team. One such tactic is to help the new manager understand the work
environment and culture of your firm. In December 2007, we announced plans for a
£290m (€375m) share buyback programme and the programme was launched in
March 2008, following approval at an EGM held on 12 March 2008. In proposing the
programme, the Board believed that the repurchase of shares was the best way to
return value to shareholders, while at the same time improving earnings per share and
balance sheet efficiency. At the close of business on 30 September 2008, the Group
had purchased a total of 107,124,730 shares for cancellation, at a total cost of
£263.5m, excluding commission. Of these shares, 48,595,331 were purchased from
Arcandor AG, as a result of which Arcandor’s holding was 52.8% of the Group. The
share buyback programme concluded on 9 October 2008. Up to that date, a total of
120,059,117 shares were purchased for cancellation at a total cost, excluding
commission, of £289.9m. Of these shares, 55,426,756 were purchased from Arcandor
AG, maintaining its holding of 52.8% in the Group.
1-Tourism in India According to the Travel and Tourism Competitiveness Index, India ranks
65 th Travel & Tourism Industry in India is expected to grow and generate US $ 128 billion by
2016 In the year 2006, India represented 0.52 % of the world market share in International
Tourist arrivals
2. About Cox & Kings Established in India in 1978 Biggest asset: trust and comfort that clients
have in it Won several awards and recognitions: “ India’s Top Rated Tour Operator –
Outbound” by the Economic Times & Travel Agents Association of India Travel Awards
(2009) “ Best Domestic Tour Operator” by TAFI-abacus Awards for Business Leadership in
Tour Operating (2009)
3. About Cox & Kings C&K has always come out with Innovative and Customized products
to suit its customer’s needs, e.g. ‘One Stop Shop’ for varied travel requirements like Visa,
Ticketing, Holidays, Insurance and Foreign exchange among others C&K has created brand
awareness among travelers through its products like “ Duniya Dekho”, “Bharat Deko” and “
FlexiHol” for Outbound Travel, Domestic Travel and Flexible Individual Travellers
respectively.
4. About Cox & Kings C&K operates in 19 countries through its Subsidiaries, Branch offices
and Representative offices. In India, it has 255 points of presence covering 164 locations
through a mix of 14 branch sales offices, 56 franchised sales shops and a mix of 185 General
Sales Agents (GSAs)and Preferred Sales Agents (PSAs). 7. Competitor Analysis SOTC is the
market leader with about 35% p.a. growth, distribution network of 130 sales outlets and about
3500 travel agents across India. Thomas Cook serves about 20million customers every year.
They provide services to about 4500 locations in more than 100 countries Other local
competitors include Kesari and Raj Tours and Travels
5. Segmentation of Tourists Base of Segmentation Categories Holiday Mass Market, Popular
Market, Individual Market Demand Primary, Secondary, Opportunity Geography National,
International Psychographics Lifestyle, Personality, Knowledge Demography Age, Sex,
Religion Socio-Economic Rich-Poor, Urban-Rural, Literate-Illiterate Purpose Business,
Leisure, Culture tourism Age Teens, Youths, Senior Citizens
6. Target Audience Segmentation Base of 0Segmentation for Cox & Kings Categories Non
Users Lack willingness and ability (in terms of income and leisure time) Potential Users Have
the willingness but the marketing resources have not been used in an optimum way to influence
their impulse Actual Users Already using the services generated by tourism service providers
Occasional Users Although they do possess the requisite income and leisure, they have not
formed a habit of traveling Habitual Users Frequent travelers
7. Latest Trends in Tourism Foreign holidays becoming more of an aspiration as Indian society
is being increasingly becoming driven by consumerism. With the rise in disposable incomes,
the interest and willingness to spend in overseas travel has increased. Stability in tour-prices
and increase in value-added offers such as “Holiday now, Pay Later”, “Take your Partner on
Holiday Free”, Holiday Vouchers. Booming economy, affordable air-fare, better connectivity,
prosperous middle class have together contributed to a large number of holiday seekers.
8. Brand Strategy for Cox & Kings: Objective To achieve a well defined and unique brand
personality through selection of correct positioning strategies and consistent and appropriate
brand promotion To acquire about 17% market share in the tourism service providers sector
Careful brand guardianship
9.Brand Vision for Cox & Kings Short Term (in 2 years) Long Term (in 5 years) Promoting
various tourism segments like medical tourism, adventure tourism, ecotourism, etc by
designing segment specific packages in addition to country and region specific packages Full-
fledged branding & promotional Initiatives (Integrated Marketing Communication) To
concentrate on capacity building by improving the quality of services offered, infrastructure,
manpower by benchmarking with competitors To provide an umbrella of services associated
with travelling to the customers. Use of Information Technology (eTourism) to complement
branding and promotional initiatives
10. Branding Strategy Promote destination and segment based campaigns by writing articles in
tourism magazines, journals and newspapers like Go World, NatGeo Traveller, etc. Publish
advertisements in various tourism and photography magazines (Travel and Living, Asian
Photography, etc.) Publish testimonials of happy customers on Cox & Kings website Upload
medical, adventure tourism and eco-tourism related videos on YouTube and other video
sharing websites Flickr and other photo sharing websites to showcase various destinations and
testimonials from clients Online magazines like TravelTorch.com, Outlooktraveller.com, etc.
11. Brand Strategy Form various tourism related communities on social networking sites
promoting various tourism destinations Come up with various value added packages and allied
services for customers. Promotion of Cox & Kings on websites of various airlines, hotels,
transport services providers by buying banner space on the websites of these allied service
providers Buzz marketing through celebrity tie-ups. Celebrities will be offered luxury travel
packages and encouraged to promote the services of Cox&Kings on their blogs
12. Brand Strategy Make the website more user friendly by providing information about related
destinations and related service providers to the customers. Design and promote packages for
non-users by providing them facilities of easy finance. Design packages with more user
friendly services in order to convert occasional and actual travelers into frequent travelers
Design special aspiration boosting packages for the habitual travelers.
13. Traveling Light Package tours for globetrotting Offbeat destinations like the Amazon
Forest, Guatemala, the Great Smoky Mountains, Coron Bay, Puerto Morelos Cost-effective
tour packages with focus on ‘Back to Nature’Package tours for globetrotting Offbeat
destinations like the Amazon Forest, Guatemala, the Great Smoky Mountains, Coron Bay,
Puerto Morelos Cost-effective tour packages with focus on ‘Back to Nature’
14. Target Audience ,Adventurous Rebellious ,Cool ,Feel the need to impress peers ,Spend
money on traveling and other luxuries ,Target Geographies ,Cities like Mumbai, New Delhi,
Bangalore, Chennai, Kolkata, Pune, and so on ,
15. Passion Groups ,Art tours ,Photographer’s clubs ,Biker’s clubs ,Nature buffs ,Backpackers
16. Online Presence
17. Highlights ,Book early to get crazy discounts! Photography competition post-vacation with
attractive prizes like travel kits, etc. Induce customers to come up with innovative online
contests on contests based websites. The contest would involve creation and promotion of
various contests designed by the users. Winners to be accorded a 6 month membership
program.
18. Contd. Avail heavy discounts of up to 25% on products by Canon, Wildcraft, and
Samsonite
Packages can be customised to suit budget and luxury travelers – and the entire spectrum. This
includes hotel stay, food and beverages, etc.
19. Yours Truly – from Travelling Light
That sounds like a lot of administrative
work..
When it comes to developing a pricing strategy for your tour and activity business,
you will want to make sure that you don’t get bogged down with administrative tasks.
This is why it is important to implement an online booking system.

Rezdy is an online booking system that is designed for tour and activity providers,
and it allows you to set specific prices for all of your distributors through the channel
manager. Whether you adopt a mark up strategy or you are running a mark down
promotion, you can input all your prices into Rezdy and let the software take care of
the rest for you.

Let us know how you have set your prices. We are very interested in how tour
operators deal with seasonality and competitive pricing.