Marketing Mix

1. Marketing Mix
Case studies
NIJIL C V

2. Developing an effective marketing mix for
‘singles’
• Product: offer product which is attractive to the singles market:
escorted tours, activities for singles, single rooms, this differentiates
the product from others
• Price: no supplements for singles. Special offers. Discounts. This
would attract customers from other general providers due to reduced
cost
• Place: distribution channel direct. Offer locations where there are
activities single people will want. This would attract new customers
whose needs are met
• Promotion: advertise in student magazines and special interest
magazines to create awareness of potential customers

3. Family market
• Product: escorted tours, babysitting services, interconnected family
rooms ,kids corner, child menu,tuitions
• Price: discounted price, special offers,
• Place: distribution channel travel agents, offer locations like picnic
spots, beaches
• Promotion: television advertising, posters and bill boards

4. Nature lovers /eco-tourist & sports enthusiast
• Product – increase the range of boat trips and activities on offer. This
would attract more customers interested in nature and sport. Offer
serviced accommodation for those not wishing to self-cater.
• Place – add a new distribution channel – wholesalers to widen customer
base, or add additional locations to offer choice of sailing experiences –
transport links etc.
• • Price – offer variable pricing to groups/off-peak or offer discounts for
early booking. Offer price-bundling for multi-activity package.
• Promotion – special offers for advertising in sailing magazines for example.

5. How a destination develop marketing mix to
attract a wide range of tourists
• Product • quality and value aspects of the product emphasised to
attract tourists • range of activities and sports in each resort to
appeal to domestic and overseas visitors • new facilities and hotels
to attract families from other parts of the country
• Price : pricing policies such as going rate – at same level or lower
than competition to attract customers • seen as value for money
compared to other locations • discounts or special offers to
Australians offered via vouchers • variable pricing could attract
visitors as different prices could be set during off peak times or to
different customer groups

6. Continue:
• Place mix: offers exotic locations , use wide range of distribution
channels
• Promotion: use wide range of promotional methods like Television
advertising, familiarization visits, event sponsorship, use of celebrity,
personal selling

7. Marketing mix for fly drive package
• Product: could be the development of new products such as wider range of
accommodation and cars to attract more customers. Option to return
rented car to different airport other than the arrival one. Guided tours –
free entrance to attractions could be included.
• Price: could be the development of prices which are lower than the
competition or promotional prices which offer special rates for advance
booking. Option to book for two weeks and have third week free.
• Place: could be the choice of destinations or range of departure points e.g.
more regional airports
• Promotion: could be advertising and marketing to highlight the company
above competitors. Promotion can raise the brand image of this fly-drive
holiday.

8. Ways to create brand loyalty
• discounted ticket , money off attracts loyalty as it is seen as value for
money
• family ticket - reduction on price of ticket bought separately ,attracts
repeat business
• product/service – uniqueness , quality of experience
• free parking - makes customers feel comfortable
• Loyalty card –gets incentives
• Membership to executive lounge access—quality image

9. Marketing functions of tourism providers
• Carry out research - primary/surveys to find out customer
preferences
• Identify target market - focus activities and product on this market
• Choose appropriate promotional activities e.g. direct
marketing/advertising Attend trade fairs
• Raise the profile of the destination / stimulate visitor numbers
• Provide Information services such as TIC
• Gain competitive advantage over other countries/create brand image
of the country

10. Product /service mix by a hotel for family
market
• baby pool
• several pools for different weather
• fun slides for families
• new sea creature exhibit provides range of activities aquarium
• restaurant and café provides easy choice of food outlet
• picnic/barbecue area
• adventure playground
• family tickets

11. Product/service mix by Maldives for wide
range of customers
• water sports, marine life and ecosystems, cruising and island hopping,
photography, sunbathing, seafood cookery.
• honeymooners and wedding packages; luxury and spa; sun, sea and
sand – family holidays; adventure sports; Eco tourists; special
interests – photography, seafood

12. Product /service mix by a tourist attraction
• a new café ,
• a new ride in a theme park
• a different exhibition in a gallery or museum
• guided tours
• interactive displays
• a souvenir shop etc.
• Improved car parking area

13. Ways to create brand image
• Use of logos, corporate colours, slogans, symbols and uniforms ;
organizations such as Banyan Tree use easily recognizable logos so that
customers can easily distinguish their resorts amongst competitors.
• Product features ; luxury and romantic association ; spa .
• Packaging ; use of corporate colours on all communications ; toiletry
products in the bathroom use corporate packaging
• Price: Pricing policy associated with luxury products ; prestige price ; high
quality .
• Promotion : use of colour brochures and multimedia - to present idyllic
images associated with the brand .
• Target market segment ; association with honeymoon and wedding
packages

14. How a hotel implement the following pricing
policies to increase occupancy rate
• Discount pricing: reduced price offered as sales volume is low. This attracts customers
as it is perceived to be value for money.
• Variable pricing: different prices charged for age of customer/in different seasons. This
attracts customers at off-peak times.
• Promotional pricing: discounts offered. These could be linked to travel or attractions to
appeal to new customers.
• Competitive Pricing: The beach hotels should price their product in line with those in
rivals.
• Premium/Prestige: Hotels can use the USP of beach views to charge higher prices and
attract luxury tourists.
• Loss Leader: could attract greater occupancy with prices that do not include a profit
margin and charge for other services e.g. spa.
• Bundling: Prices can include additional products and services rather than just the room
rate. • Psychological: Room prices can be priced at $99 rather than $100 for example.

15. How “place” affect the popularity of a tourist
destination
• Easy accessibility: the attraction /destination should have good
transportation facility
• Distribution channel : should use appropriate distribution channel to
tap the potential target market
• Character of area/physical location: should be free from pollution,
crime and other political issues
• Adjacent facilities: café’s , restuarants, recreational activities and car
parking area

16. Product/service mix by “ferry”
• seating areas
• refreshments
• bar
• restaurants
• duty free shops/souvenir shop
• restrooms/toilets • baby changing facilities • currency exchange •
viewing deck • information desks/staff availability • TV/video game
entertainment/cinema • accommodation or cabins • security •
casino .

17. Compare two different promotional methods
• Cost
• Target market
• Brand image
• Upto date
• AIDA
• Future reference

18. Compare the suitability of direct mail and tourist information
leaflets as forms of promotion for adventure tourism products
• direct mail – can be costly if posted;
• can be targeted;
• gets treated as junk mail so overlooked
• tourist information leaflets – colorful, portable, relatively cheap to
produce but quickly outdated

19. Explain three features of cities, which play an important part of
the ‘place’ element of the marketing mix.
• natural features – rivers etc.;
• built attractions – general architecture, castles etc.;
• culture – UNESCO sites, theatres, heritage etc.;
• domestic transport links – road and rail networks;
• numbers of visitors – popularity of destination

20. Discuss reasons why it is important for the tourism
industry/providers to develop a range of diversified tourism
products.
• for customer satisfaction
• for competitive advantage
• to maintain and increase sales levels and profitability
• to enhance the image of the destination
• to enhance the image of the products it offers.

21. Using the AIDA model, evaluate the effectiveness of
the advertisement as a piece of promotional
material
• Attention – use of bold headlines – font size is too small to grab
reader’s attention.
• Interest – Photos of wildlife will stimulate interest but would be more
effective in colour and less muddled in presentation.
• Desire – words like exclusive will provoke desire as will photos but
need to be in colour and larger font. Also needs to explain fully the
uniqueness of the experience.
• Action – contact details provided but the website address is too small
to be easily recognised. Also limits target customer to only those with
immediate computer access.

22. Explain the importance of promotion to
increase the level of customer interest
• Promotion makes customers feel that the product is specifically for
them customers feel attracted/satisfied
• Advertising newspapers and other media - creates awareness AIDA
principle can increase interest
• Promotion reinforces brand image customers are pleased by brand
image repeat business
• Promotional campaign will give specific detailed information - this
will satisfy needs of tourists
• Promotion may lead to promotional offers/deals will satisfy
customers as seen as value for money

23. Explain the factors that may influence the pricing
policies of organization.
• Profitability - need to fix a price that covers fixed and variable costs and allows
sufficient additional revenue to invest for future survival in the market
• Costs – fixed and variable - cost of product- promotion - organization overheads
- needs to at least match these costs or the business will fail
• Seasonality - may lower price when demand is lower - increase occupancy in off
peak times or raise price when demand is high – high season
• Customer expectations - price can be set according to customers expected
budget -or customer perception of value for money - global economy – recession
• Competitors - set at level of or just below competitors - to attract customers
• Subsidies/taxes - If there are government subsidies then the price can be lowered
taxes, e.g. fuel tax will result in higher prices

24. Explain briefly how each of the following locational factors might
influence a tour operator,, when choosing a holiday destination
• Adjacent facilities • close to tourist attractions for excursions • cafes and
shops for leisure away from resort • towns for entertainment
• Character of area • natural attractiveness, coast • sandy beaches • away
from industrial sites • away from a high crime area
• Availability of staff • enough skilled workers nearby • staff/customer
service are vital to the success of the resort • range of skills needed such
as catering, foreign language, etc.
• Access and transport links. There needs to be suitable road/rail/air routes
available so that tourists can access the visitor attraction
• Costs. To make a profit, the cost of establishing the visitor attraction in this
location needs to within the budget of the provider

25. Give two benefits of marketing campaign by
tourism providers likely to benefit to the tourism
industry
• Customer awareness leads to further sales of products -can help
sales of other specialist products on offer
• Leads to increased sale/volume - in wider tourist economy e.g. cafes,
souvenirs (in secondary spending
• Improved brand image -customer satisfaction about organization -
competitive advantage

26. Explain two reasons why travel and tourism
organizations should review their marketing mix
regularly.
• maintaining sales , to remain profitable and competitive ;
• ensuring the organization portrays a positive image of itself and its
products to attract more customers and new customers ;
• to guarantee customer satisfaction so that repeat business is likely
and new customers might hear about the business via word of mouth
• to make sure the right are reaching the right people at the right place
at the right price using the right promotion

27. Discuss the suitability of Global Distribution
Systems as a distribution channel for tourism
providers in destinations
• GDS is enabled by real time technology
• Galileo and Worldspan are two examples of this
• Centralized systems allow tickets to be produced instantly
• Flights. Hotels, car hire booked centrally
• Up to date product information and an example of e-commerce
• Customers have quick and easy service and therefore may book more
readily Tourism providers benefit from an efficient distribution system
which links together the information and services they need – saving
money

28. Discuss the reasons why it is important for tourism providers to
consider target market segments when producing effective
promotional materials.
• Target markets segment consideration is important: • Selection of
AIDA • Choice of media • Choice and use of logo
• So that the media chosen is most suitable. For example if the target
market is people interested in walking/outdoors then the media
should reflect this. TV is less suitable as it would reach a very wide
audience many of whom would not be interested/waste of marketing
budget.
• Decisions on AIDA should be done with ref to target audience for
example materials with bright colors and minimal writing might be
used for. In the case of Walking tourism images of the outdoors would
be effective.