The article has been designed to develop a marketing plan for the Thomson Holiday Group. Marketing plan holds a pivotal importance as in help in developing and growing an economy and through this plan. With this, a firm is able to define its basic marketing elements with clarified objectives to give a direction to its employees. On addressing a firm’s marketing issues or improving its strategies, companies are able evaluate their businesses appropriately. Thus a marketing plan leads towards the growth and motivation for employees. (Cornerstone Business Solutions , 2001.) Hence while creating a marketing plan, the marketing mix can be used as tool which could enable in strategy formulation. (Kotler 1997, p.92)
1. Objectives
The study has been made to develop a marketing plan for Thomson Holiday Group. The objectives of this study are to find out the possible market segments for Thomson Holiday Group and use marketing mix so that a new clientele is enabled. The study has also been conducted to position the brand and include elements of digital communication as social media to attract more customers and gain visibility.
2. Limitations
Thomson Holiday Group being a cost leader, the company will focus only on the business travelers and tourists within UK. Budget limitations have not put into considerations yet the marketing plan designed would be more economical and practical.
3. Research Question
How effective marketing of Thomson Holiday Group can be done for the selected segments?
Hence, sub questions would be:
Who are the defined segments?
Who is the target audience?
How is brand being positioned?
How to attract more customers Thomson Holiday Group?
How to use digital communication for effective marketing?
These sub questions are about the marketing segment that was chosen. According to Kotler 1997, p.96 segmentation is described in the situation analysis of a marketing plan. Segmentation is dividing the customers according to their consumption style in different segments. (Ghauri 2014, p.229) With this, the brand was positioned and using the marketing plan as well as inclusion of digital communication e.g. social media, the marketing plan was established.
Theoretical Framework
The study reveals basic concepts of marketing, social media, establishment of a marketing plan and tourism. To conduct this research and apply marketing efforts, both “Business to Business” and “Business to Consumer Marketing has been done.
1. Marketing
The concept of marketing has been used to build a strong customer relationship and give value to its customers. Hence marketing is done in a way that customers’ needs are seen first and then offerings accordingly are then given. It is basically a 5 step process in the first four of which customers are understood, a relationship is therefore developed and thus value is created for the customers. In the last step the companies are rewarded in the form of appreciation, a long term customer relationship with increase in sales and profit. (Kotler and Armstrong 2010, p.29)
Hence according to Kotler and Armstrong, marketing is:
Figure 1. Marketing process by (Kotler and Armstrong 2010,p.29)
2. Social Media
As Haasio in 2013, p.9. states that social media refers to all the computer-aided services with which can interact nd thus produce content. It enables in maintain and generating interaction. Some social media services may include: Facebook, pin interest, blogging or micro blogging twitter), etc. hence the individual uses a certain forum to add and produce content. The basic element of social media is community. Hence, how people look for a tourist destination or read about has totally changed.
3. Tourism
As Raju in 2009, pp.1-2 states that tourism has been considered as the world’s biggest industry. People travel and live outside their houses. The purpose for their travel is to achieve leisure, business or other services. Tourists return to their homes after spending a certain time at the trip. There are some basic tourist products including accommodations, transportation and food which are taken as the basic elements to decide where to consume the service from. A tourist attraction is built up by its environment including tangible and intangible elements eg landscape, climate, infrastructure, history, art etc. These elements are used to associate with different activities for instance promotion or packaging. And thus, service is ready to be availed by its consumers. (Benur & Bramwell 2015, p.2013.)
4. Positioning
Using the positioning strategy, an organization is able to reflect the image it has been putting efforts in building consumer perception. (Taha U. , 2004) The segmentation strategy of Thompson Holiday Group will be used to reposition the brand as “a brand that builds a quality relationship with its customers”.
5. Marketing Plan
[large]A marketing plan is very important for a company as the company is able to clarify its objectives and goals thus leading towards the company’s growth and development. The company therefore forms a situation analysis, positioning and target market to achieve its objectives. How a marketing plan should be designed as and the elements to be included in depends solely on the top managers. (Entrepreneur, 2014.)
However, the marketing plan designed for this research paper is from Phillip Kotler who is a professor in the Northwestern University in Chicago. Kotler has written variety of books and articles. (Kotler Marketing Group, 2012). The marketing plan by Kotler has been chosen for this study as he is a marketing guru. The study will be on the basis of 5 sections from Phillip Kotler’s model.
a) Internal and external Analysis for Thompson Holiday group
b) Opportunity and issue analysis
c) Objectives
d) Marketing Strategy through segmentation, target marketing and brand positioning
e) Action plan through marketing mix especially social media
The marketing theory used for this research paper is using the 7 P’s for the marketing mix of a service. Elements included in 7 P’s include price, promotion, place, people, process, product and the physical environment itself. (The Economic Times, 2014).
