Essay
Unit- 5 Travel & Tourism Marketing products
- Institution
- PEARSON (PEARSON)
Travel and you unit 5 marketing products and key factors affecting decisions
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Unit 5: Marketing Travel & Tourism 2Changes to products/services-
A company may choose to make changes to their products/ services as a way to adjust
to the new market trends, different customer types, an example of this would be
Blackpool pleasure beach introducing a new rollercoaster to their theme park which they
did back in 2018, when they introduced the £16.25million ICON ride to their park.
Blackpool pleasure beach advertised it the UK’s first double launch rollercoaster. ICON
accelerates at 0-80km/h in 2.25 seconds before reaching heights of 88ft at speeds of up
to 85km/h. This caused an increase in population and sales for the pleasure beach as it
attracted a lot of customers wanting to get in the ride and experience it.
Change marketing communication-
Marketing communication is what is used by companies to send out messages about
the products and the many brands they intend to sell, they do this by either directly or
indirectly to the customers. Marketing communication includes advertising, sales
promotion, hosting events, sponsorships, PR (public relations), use of publicity, direct
marketing and personal selling. These tools of communication are collectively called as
Marketing Communication Mix. A company such as KFC may use personal selling in
order to persuade customers to buy the products they’re advertising. However, they
may choose to make changes to their marketing communication by implementing
leaflets, online advertising etc to apply to more of their younger customers.
Changes to pricing strategy-
Products aren’t necessarily displayed in price order, but is rather prioritized with the best
products that are presented first. Businesses offer their best products and most popular
first, as it makes it easier for the consumer to find. Companies may choose to advertise
their discounts and special offers at the front page of their website, or send out new
leaflets to create a new demand for their products/ services. An example of this would
be dominos using discount strategy of 35% for university students. This causes a
positive effect on their company and makes them more profit as they gain more
customers and attention.
Changes to availability (Location)-
The availability of a business relies heavily on where they choose to locate themselves.
It plays a massive part in attracting the largest amount of customers. A good location
can significantly boost a company's long-term performance and increase sales/ profits.
A company such as Nando’s may advertise that they’re opening a new restaurant in the
town centre by putting up billboards, sending out leaflets, updating their website etc.
This will attract a lot more customers in the area and inform them that there’s a new
Nando’s restaurant coming soon. Nando’s will choose to locate themselves at a highly
, populated and popular area to gain as many customers as possible and be seen by as
many people.
Designing new marketing campaign-
Designing a new marketing campaign that is done correctly can cause a positive impact
on a company but if done wrong it can cause a loss in sales. For example, travel
agencies such as First Choice have had to adjust to the new market as Covid 19 has
forced their hand. First Choice decided to design a new marketing campaign, for
example, on their website they are advertising a ‘long haul giveaway’ which offers their
customers to save up to £300 on long haul holidays. This change in marketing will
cause sales for First Choice to increase and cause a positive impact on their company.
Use of internet marketing-
Internet marketing is one of the most used methods for a businesses nowadays. With
the wide range of benefits of internet marketing in promoting products and services
online, its become the leading strategy for marketing for businesses across the world.
Internet marketing allows a company to have a more personal relationship with their
consumers from all over the world. It can also allow a company to create more
personalized advertising for their customers. Often, a company’s website will use
cookies and ask you to sign up, for example H&M may ask you to create account when
you use their website. This will allow them to see the sort of products you’re viewing and
buying, which will then lead to them sending out personalized emails to you advertising
some of their products you might like.
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