MARKETING IN TRAVEL AND TOURISM
TASK 4.1 IS ABOUT PROMOTIONAL MIX-IS ALL ABOUT LETING PEOPLE KNOW THAT IS AVIALIABLE? ABUOT ALL DIFFERENT ASSPECTS OF P’S (7)
HOW WILL CUSTOMERS WILL KNOW ABOUT IT? TALK ABOUT PRODUCT LIFE CIRCKELE.IN EVERY SATGE IS DIFFERENT PROMOTIONAL MESSAGE.INTRODUCTION-IS INFORMATION ABOUT HE PRODUCT, BASIC INFORMATION, LOOK LIKE? AVAILIABLE? INTRODUCTION IS NO COMPETITORS
GROWTH-A LOT OF COMPETITION, OPENING NEW BRANCHES, OPEN 24/7) THERE COMPETITORS SO PRICE IS CONCIUS.
MATHERNITY-WE ARE EXCLUSIVE, PREMIUM.WHAT COMPANYS DOING ON PROMOTION? DIFFRENT MESSAGES.
PROMOTIONAL TOOLS!!ADVERTISMENT,(TV,RADIO.NESPAPERS,SOCIAL MEDIA,BILL BORDS,LEAFLETS…)
PUBLISITY, PERSONAL SELLING, SALLES PROMOTION.
EXPLAIN EACH.ADVERTAISING IS PAID FOR PROMOTION! PUBLISUTY-NON PAID FOR PROMOTION (NEGATIVE AND POSITIVE EFFECTS?)PERSONAL SELLING-BELIEFE, CONFIDENCE-BECAUSE IT IS INTANGABLE SERVISES.EXAMPLES INCURENCE-UNSOUGT PRODUCTS (SOMETHING WICH U DON’T LIKE)
WHAT ROLE OF EACH OF THE TOOL AND NATURE? EXAMPLE PUBLIC RELATIONS-HELP BUILD A POSITIVE PUBLIC IMAGE FOR BUSINES, SUPORTS NEW PRODUCTS, EVALUATES PUBLIC ATTITUDES.INCRESES SALES NUMBERS.
4.2 TUOR OPERATOR (ABC) TO DEVELOP A COMPAIN.WHO ARE YOUR AUDIENCE? WHAT MESSAGE YOU SENDING?
1 ASSESS MARKETING COMMUNICATION OPORTUNITIES? TV, NEWSPAPER, SOCIAL MEDIA, BLOG,
2 WHAT COMMUNICATION CAHNESLS WILL BE USED??(ONLINE NESPAPERS AND SPONSOR CHARITY EVENT)NEWSPATERMETRO BECAUSE A LOT OF READING)
3 DETERMINE YOU’RE OBJECTIVE (WHAT I WANT TO ACHIEVE?”PROFIT MAXIMAZATION”AWERNESS
4 DETERMINE YOUR POMOTIONAL MIX?(YOU CAN CHOSE PUBLIC RELATIONS AND ADVERTISING,EXPLAIN WHY?
5DEVELOME MESSAGE?”BEAUTIFUL SMILE HOLIDAY TO LITHUANIA”
6 DEVELOP BUGGET? 6000? EXPLAIN WHY? ONLINE IS FREE,
WHICH COMMUNICATOR IS AVAILABLE IN LONDON?
I HOPE YOU UNDERSTAND HOW TO CREATE A COMPAIN NOW.AND ECPLAIN ABOUT EACH WHY YOU CHOSEN ?
4.1 Nature and Role of the Promotional Mix
Exclusive Tour Operator will be offering tour and guide services to tourist and arranging travel to the different destinations across the world. The Tour operator has experienced and in-depth market information and experience, which will be important in ensuring that the tourists and travelers get quality services (Park and Oh, 2012, p.101). Regarding the promotional mix, the company will advertise and market its services accordingly in an aim to inform the customers about the different service offerings of the company.
The 7P’s will include the product, pricing, place, promotion, people, process, and physical evidence. The product includes the tour services and travel packages offered by the company to the customers. Based on the pricing element, the tour operator company had different pricing packages, which depends on the earning potentials of the customers. However, the experience and brand reputation of the company also relates to the price offering. Place defines the planned destinations of the company which can be easily accessible and are desired by the customers.
The element of place ensures that the location of the destinations, which the tour operator deals with, is needed by the target market. Promotional tools are important in improving the brand image and reputation of the service offerings which as enhances marketing. People are an important concept of the marketing mix (Morrison, 2013, p.34). The right kind of persons will be able to improve the experience of the customers as well as training of employees.
The process of the tour operator will be the delivery of services to every customer as well as the striking balance between standardization and customization. Customer preference will be appropriate accommodating the experience of the customers, which is essential. The physical location of the Tour Operator is strategic in improving the attractiveness and the level of comfort of the company. The company has a calm environment that seeks to improve the comfort and enhance a sense of security to the customers. The evidence is appropriate in promoting the services offerings.
Promotional Mix in the Product Life Cycle
In the different stages of product life cycle, the company will use the different promotional tools to improve the promotional mix. The development stage involves the conception of the idea to improve the marketing mix (Standing, Tang-Taye, and Boyer, 2014, p.95). The promotional tools and strategies include conducting marketing research and special promotions, which improves performance. In the introduction stage, the company will rely on the advertising tools such as the TV commercials, which helps in informing the customers about the products and services offered by the tour operator.
The growth stage will involve the marketing tactics, which involves the differentiation of the product from others within the market. It focuses on building a suitable brand within the travel and tourism industry. Growth stage involves a lot of competition and thus, the company should adjust the pricing of the services to align with the competitors (Gregori, Daniele and Altinay, 2014, p.210). Finally, the maturity stage relies on the different promotional message, which must be exclusive. Special promotions and offering incentives are important to the customers to create brand and customer loyalty.
The advertising tools are paid ways of marketing of the services including the use of TV, radio, newspapers and leaflets. The advertising programs are effective in promoting the distribution of product information to the different customers. Publicity is usually a non-paid way of promoting the services offered by the company. However, it has a disadvantage of failing to meet the specific target market. Personal selling is effective as it reaches the target customers accordingly. It increases the confidence in the service offerings of the company (Hays, Page, and Buhalis, 2013, p.212). The role of the advertising tool is to inform the customers about the products and services offered by the company. The public relations tool will be critical in establishing a positive image about the company. Both the publicity and personal selling helps in reaching the customer base to increase the service revenues within the market.
4.2 Integrated Promotional Campaign for a Travel and Tourism in Business
Exclusive Tour Operator is a company, which will be located in London City, which operates tour services to the customers. The audience of the company is seasonal travelers and individuals have the desire to travel and explore different destinations. Apart from the seasonal tourists, the company will focus on both young population and families, which would be ready to visit different destinations. Therefore, the target audience of the tour operator is diverse population within London including young people and adults.
The message Exclusive Tour operator will be sending is that the company is ready to provide quality and fascinating travels to the different parts of the world. The message would capture the market and individuals who seek to explore different destinations across the world. However, the company will invest in promotional tools and mechanism, which markets their products to a large audience.
Marketing Communications Opportunity
In promoting marketing communications, the company can utilize social media and TV commercials. Today, the opportunity to use the different forms of social media sites is important in improving the overall communication and marketing of their tour services. For example, the company should develop a facebook page and twitter accounts, which will be critical updating the customers about their services. The implementation of a social media marketing strategy and a campaign is relevant in supporting the marketing of their services to a wider customer base (Leung, Au, and Law, 2015, p.22). The number of people using social media sites in London and other nations across the world is billions. Moreover, the use of the TV commercials would be critical in targeting the customer, which is ready to use their tour services for their holiday parties and vacations. As a result, the company can use the TV and social media to communicate and market its services to the customers.
Online newspapers and sponsor charity events will be used as the most effective communication channels to market the services of the company to a wider target audience. The communication channels will be suitable and reliable in reaching the most desirable customer base within the region (Park and Oh, 2012, p.101). The online newspapers are read by a large number of people, which makes them the most effective communication channels for the tour operator. The sponsor charity events also host wealthy persons who would need vacations to fulfill their luxurious demands in life.
The objective of the company is to increase the market share of the company by 20% in the next five years. The gaining of the market share will be critical in improving the overall profit maximization ability of the company. To achieve this marketing objective, the company will have to invest in the relevant marketing campaigns and strategies (Evans, Stonehouse, and Campbell, 2012, p.211). It is critical to promote and advertise the offerings of the company to improve the market share due to the competitiveness of the existing companies.
The promotional mix for the company will be effective implementation of public relations and advertising strategy. The implementation of the public relations and advertising strategy seeks to market and inform the target customers and prospective customers about the service offerings of the company. Through the strategy, the company will be able to attract new customers and thus, gain a large market share within the travel and tourism industry in London.
The message for the advertising is “Elegant and Relaxing Holiday to the Best Destinations.” The message will align with the marketing objectives of the company to gain tourists and people seeking to travel to the different destinations across the world (Buhalis and Foerste, 2015, p.157). Most importantly, the message seeks to inform the customers on the quality of the services which will offer by the tour operator during the travels.
The budget for the marketing services will be $60,000. The budget will include the payment for TV commercials $30,000, social media ads at $10,000, and $20,000 for salaries and wages of the marketers involved in the marketing and communication process. The use of social media is cheap due to the lack of fees for opening facebook and twitter accounts. Social media and TV commercials communications are readily available in London.
Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel and tourism: Empowering co-creation of value. Journal of Destination Marketing & Management, 4(3), pp.151-161.
Evans, N., Stonehouse, G. and Campbell, D., 2012. Strategic management for travel and tourism. London, UK: Taylor & Francis.
Gregori, N., Daniele, R. and Altinay, L., 2014. Affiliate marketing in tourism determinants of consumer trust. Journal of Travel Research, 53(2), pp.196-210.
Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use by national tourism organisations. Current Issues in Tourism, 16(3), pp.211-239.
Leung, R., Au, N. and Law, R., 2015. The recent Asian Wave in tourism research: The case of the Journal of Travel & Tourism Marketing. Asia Pacific Journal of Tourism Research, 20(1), pp.1-28.
Morrison, A.M., 2013. Marketing and managing tourism destinations. London, UK: Routledge.
Park, J. and Oh, I.K., 2012. A case study of social media marketing by travel agency: The salience of social media marketing in the tourism industry. International Journal of Tourism Sciences, 12(1), pp.93-106.
Standing, C., Tang-Taye, J.P. and Boyer, M., 2014. The impact of the Internet in travel and tourism: A research review 2001–2010. Journal of Travel & Tourism Marketing, 31(1), pp.82-113.