Thomas Cook: Marketing Strategy Essay

a) Identify the structure of strategy within Jones Cook 1 . 3 Organization Background These types of values are expected to be carried out in everyday operations at all amount Thomas Make Group, and therefore aiming to reach excellence in everything they do.

In October 2013, the Thomas Cook Group reviled a new brand and motto which was part of their transformation seeing that bringing in Harriet Green since CEO. The globe logo’ and slogan Don’t just book that Thomas Cook it’ was replaced by the sunny heart’ logo and the modern motto of Let’s go’. The logo to be used by the group and many their SBUs. Harriet Green announced that it isn’t simply a logo, it’s a promise’, she added that it will present that everything through the brands is connected at every level making sure a concentration of look after our clients, through just about every step with their journey with Thomas Make (Telegraph, 2013).

Thomas Cook introduced the Thomas Cook Business System, where that they identified absolutely free themes being at the heart from the business after which identified desired goals which are primarily based around the customers’ needs and wants. In a business level, Thomas Prepare have ascertained that every thing they do coming from now, can be entirely based upon and around making sure the shoppers gets the actual need and expect. The growth of the net has allowed customers to search for a vacation in depth and in addition allows those to access a wider choice and availability of holidays. Research by Thomson and First Choice showed that an average traveller will spend 8 hours researching on-line, with 35% saying that they spend over 24 hours on the web looking for the ideal trip.

The study also suggested that Social websites was a big factor in people decisions in holidays. With 30% declaring pictures coming from friends are a key affect, and seven percent saying they ask people on internet sites for holiday advice, numbers which they predicted would be more likely to grow. 5) Thomas Cooks Marketing Strategy and Value Creation Process They have created a existence in as many ways as they can to become able to provide an extensive reach to their target audience.

They have as well started to enhance a mobile phone website, wherever customers can and perspective and book holidays. Additionally they have produced a tablet application so they really are accessible no matter what kind of device a potential customer features access to. Thomas Cook has already established a strong presence on networking communities, having 280, 000 likes on Facebook, 59, 1000 followers about Twitter.

Both these sites enable Thomas Cook to have a direct relationship with their customers; this allows these to communicatebinformation and holiday ideas and suggestions about a free platform. In addition to this, these types of social media sites permits them to communicate with customers, since customers can easily comment on their particular pages with any questions or reviews they may possess. 5. a few Sponsorships The application of sponsorships has already established a huge impact about Thomas At home cooks public and brand graphic.

For 6 years these were sponsors of Manchester Town F. C, giving them a huge audience, as they are one of the biggest groups in the world. On the other hand Manchester Town announced the offer would end in 2009 (Manchester City F. C, 2009) They were also one of the main benefactors of the Greater london Olympics this year, which is a big event, having around four.

0 billion dollars viewers (BBC Sport 2012) 5. 4 Value Creation There are a number of ways in which Thomas Cook produces Value to its clients: Offer buyers an integrated, end to end travelling experience, strengthened by the durability of the Jones Cook brands Help make feeling of the overwhelming choice of travelling products available Differentiate from competitors by providing high level of customer service throughout Offer the peace of mind of a top quality controlled product portfolio and financial secureness Thomas Make has ascertained that every thing they do now is in the best interest in the customers. The introduction of their online presence and online tools are all dedicated to making the shopping encounter better to get the customer.

Value Creation Process 6) Recommended Marketing Strategies 6. 1 SWOT 6. two Aims intended for the approaching years I believe Thomas Prepare food should bring in an organizational strategy, which means they aim to achieve their particular organisation goals while acquiring and preserving a competitive advantage available in the market. They should accomplish this in conjunction with a rise directional technique, where they have to increase their attentiveness in the market. Growing vertical needs to be essential; even so horizontal focus should also be considered as it allows them to enhance their target audience and customer base. Additionally, I believe that Thomas Prepare food should also adjust a differentiated targeting web marketing strategy.

They should focus on a number of sectors with different provides and deals. This is because, almost all their customers have a similar holiday choice or economic budget, therefore they need to discover what is right to match a specific customers requires. 6. 4 Online Presence I believe that in order for Thomas Cook to achieve success over the years to come and reach the desired goals they established themselves, the internet and being online is some thing I think is essential. The internet offers them entry to the customers by a variety of mediums.

Research simply by TUI Journeys showed that an average UK holiday maker will spend no less than 8 several hours researching their holiday on the web, with 35% of those saying they dedicate over a day in total issues PC, Laptop or Tablet looking for an ideal trip on their behalf (TUI Moves, 2012) These number show that Thomas Cook must be sure that the website provides the important information clients need, while also offering a high quality of usability. Although Thomas Make has already released a number of active tools including Ask and Answer’ and Destination Discovery’, I believe there are several things they will do which usually would boost a customer’s experience on their website.

Micromarketing must be introduced, in which they custom their products and services to satisfy the requirements of a client. The option to turn into a member, where it allows a customer to have a personal webpage should be launched. Thomas Prepare food identified one of the key brand values they will wanted to develop was Be Personal’, saying 50% of travelers chop down overwhelmed with all the amount details and choice available to them, in addition to this 66% of travels would like help in choosing the right holiday for them (ThomasCook. com).

Conditions personal webpage after logging in can easily ensure that the purchasers get a personal feel; the page may give recommendation depending on the customer’s previous bookings and searches, therefore constraining the amount provided to them, although providing appropriate options. This may increase a customer’s pleasure levels, and could potential push them via zone of defection up to zone of indifference or affection. (Heskett and Trier et ing, 1997). six. 5 Social Media Social media has become a huge affect on people lives in this era.

Research by simply TUI Trips (2012) suggested that thirty percent of people will be influenced by friend’s photographs on Fb and Tweets when selecting their following holiday. Furthermore 7% of folks said they will ask people on great example of such for vacation advice. Even though Thomas Prepare food is already build on Facebook or myspace and Myspace, there are possibilities for them to advance their occurrence. Although they already have 280, 500 likes upon Facebook, there is certainly still a huge audience on the site which they are generally not connected with.

Facebook . com reported 1 ) 19 billion dollars monthly energetic users since September thirtieth 2013 (Facebook, Investor Relations). Instagram also need to be a social networking site they must increase their presence on. Instagram allows customer to post photographs for their fans to see. Jones Cook can post photos of holiday break destination which can influence persons decision to visit there and book through Thomas Prepare food. They should link all their networking communities together so that they all integrate with each other, and also promote these people on their TV ads, Vimeo page, stores and website.

Viral promoting should be a thing that they should perform in order to enhance their awareness. Virus-like ads with known celebritys who persons look up to would increase their brand image while people linking the superstar and company together, it will likewise influence those to post it on their social network sites and enhance word of mouth regarding the advertisement and organization. Thomas Make reported a 15% embrace booking right after they unveiled an advert that contains ex-footballer Jamie Rednapp. (Fernandez, 2010) 6. 6 Consumer Relationship Supervision Devotion Cards Customer Relationship Administration is an effective a part of a business as it could ensure buyer feel paid and therefore are influenced and motivated to stay devoted to a company.

Thomas Prepare doesn’t already have any CUSTOMER RELATIONSHIP MANAGEMENT programmes in position which tends to make customers stay entirely devoted to all of them. The use of a devotion card in which customers can easily gain items which allow them to get a price cut once they reach a certain level is a huge incentive for them to stay loyal to Thomas Make. Customers view it as a video game and seem like they’ve achieved something whenever they finally reach the target these people were setting out intended for. Similar golf club card strategies have been proven to become successful, especially Tesco’s.

Tesco reported an increase of 15% following the introduction of their loyalty cards scheme. Last but not least I believe conditions customer loyalty card will increase a customer’s lifetime worth, this is due to the reality a single customer is more likely to spend more with a business in the event that they think that they are having something in exchange. 6. 7 Service since Drama Jones Cook need to make sure that their very own holiday packages and employees have reached a level which in turn meets the customers’ requires in order to produce a positive support delivery experience.

7) Summary In conclusion I really believe that Jones Cook have a strong online marketing strategy in place that i believe enables them to reach the goals they arranged themselves pertaining to the future years. However I do believe that there are some improvements which they will certainly make which would help drive them additional closer to their particular goal. I really believe they could take more good thing about social media marketing to be able to target diverse segments of potential customers on the market.

Also the addition of a commitment scheme will reinforce all their brand value of being personal and placing the customer in your mind. I as well believe that they need to push and promote the new sunny heart’ logo therefore people can certainly recognise that when they notice it. The use of a well-known figure in certainly one of their advertisements again may also help improve their revenue and increase their brand popularity.

They have established themselves crucial targets that happen to be achievable, and so they already appear to be heading in the right direction to achieve these people. 8) Recommendations Annual Record and Accounts 2013. 2013. [e-book] Jones Cook. http://annualreport2013.thomascookgroup.co.uk/assets/pdf/016849_TC_AR13.pdf [Accessed: 11 By 2014]. BASSE CONSOMMATION News. 2014.

UK pumpiing rate strikes 2% concentrate on. [online] Offered by: http://www.bbc.co.uk/news/business-25726621 [Accessed: 12-15 Jan 2014]. BBC Sport. 2012. London Olympics in numbers. [online] Available at: http://www.bbc.co.uk/sport/0/olympics/19245330 [Accessed: 02 By 2012].

Bullock, G. 1998. The UK package deal holiday sector. Management Accounting, Available at: http://www.highbeam.com/doc/1G1-20509778.html [Accessed: 10 January 2014]. Caa. co. uk. 2014.

60 largest ATOLs for product sales to the community | Verify an HOLM | HOLM. [online] Offered by: http://www.caa.co.uk/application.aspx?catid=490&pagetype=65&appid=4&mode=results&top=50&type=publicsales&pageIndex=1 [Accessed: 27 Dec 2013]. Fernandez, M. 2010. Thomas Cook reservations boosted by simply Redknapp advertisement | News | Advertising Week. [online] Available at: http://www.marketingweek.co.uk/thomas-cook-bookings-boosted-by-redknapp-ad/3009927.article [Accessed: 06 January 2014]. Grove, S. M. and Fisk, R. S. 1992.

The service encounter as movie theater. Advances in consumer study, 19 (1), pp. 455462. Heskett, L. L., Sasser, W. Electronic. and Schlesinger, L. A. 1997. The service income chain. Nyc: Free Press. http://download.microsoft.com/download/d/b/5/db526c6a-a6f3-4db7-9622-88bebc2c