This assignment deals with the concept of marketing communications based on the example of the German tour operator TUI (Tourism Union International). The company was established in 1986 and is now the German market leader in the sector of leisure travel.
In the first part of this assignment the process of purchasing decisions in the light of consumer behaviour will be analysed. Then the changes in buying behaviour will be examined and their impact on TUI will be demonstrated. The second part discusses the respective steps of the planning process of an advertising campaign and its implementation on the tour operator. The assignment ends with a recommendation for the company, stressing different tools which can be integrated in the marketing communication mix.
Table of Contents
Part 1
1.1.Process of purchasing decisions
1.2.Changes in consumer behaviour
Part 2
Part 3
Objectives and Topics
This assignment explores the core concepts of marketing communications through the practical example of TUI, the German market leader in leisure travel. The primary research objective is to analyze the consumer purchasing process and shifting behavioral trends, then demonstrate how these insights inform strategic advertising campaigns and the integrated use of marketing tools.
- Analysis of the five-stage consumer decision-making process.
- Examination of evolving consumer behaviors and market trends in the tourism industry.
- Practical application of market segmentation, targeting, and positioning strategies.
- Evaluation of the integrated marketing communication mix (advertising, sales promotion, PR, and direct marketing).
- Strategic recommendations for future promotional activities and branding.
Excerpt from the Book
1.1. Process of purchasing decisions
Everyday people make purchase decisions which happen mostly unconsciously. Research suggests that customers go through a five-stage decision making process in any purchase (Tutor 2 u 2010). In his book “Simply Marketing Communications” Chris Fill presents a figure which shows the five stages in the general purchasing decisions process. It is important for marketers to take note of these stages and the behaviour of the consumers in the several stages because “Marketing Communications can impact upon any or all of these stages with varying levels of potential effectiveness” (Fill 2006). The first stage is the Problem Recognition. This occurs “when there is a perceived difference between an individual’s current position and their ideal state” (Fill 2006). In relation to a potential client of the tour operator TUI the problem recognition could be the following: A stressed man goes home from work and sees the advertisement of TUI on a big placard at the train station. When he sees the striking picture of a beach or the beautiful nature, he might recognise that his current state is not desirable. He starts to think about a journey.
Summary of Chapters
Part 1: This section details the five-stage consumer decision-making process and analyzes how recent trends, such as the growth of internet booking and changing travel preferences, impact TUI's business strategy.
Part 2: This chapter covers the planning process for advertising campaigns, specifically focusing on market segmentation, brand positioning, and the effective use of a multi-channel marketing communication mix.
Part 3: This concluding part provides strategic recommendations for TUI, suggesting the integration of additional tools like cinema advertising, enhanced social media engagement, and more personalized direct marketing approaches.
Keywords
Marketing Communications, TUI, Consumer Behaviour, Purchasing Decision, Market Segmentation, Advertising Campaign, Positioning, Tourism Industry, Digital Marketing, Sales Promotion, Customer Loyalty, Brand Strategy, Direct Marketing, Travel Agency, Competitive Strategy
Frequently Asked Questions
What is the core focus of this assignment?
The paper examines the principles of marketing communications applied to the German tourism company TUI, focusing on how consumer behavior shapes corporate strategy.
What are the primary thematic areas addressed?
The study centers on the consumer decision-making process, the impact of changing market trends on travel behavior, and the tactical planning of advertising campaigns.
What is the central research objective?
The objective is to analyze how an established tour operator can effectively use an integrated marketing communications mix to reach diverse target groups in a changing market environment.
Which scientific methodology is utilized?
The assignment employs a descriptive and analytical approach, drawing on established marketing theories from authors like Chris Fill to evaluate TUI's practical marketing activities.
What topics are covered in the main body?
The main body covers the theoretical five-stage purchase process, current industry shifts—such as the rise of internet travel planning—and the implementation of segmentation, positioning, and promotional tools.
Which keywords define this work?
Key terms include marketing communications, consumer behavior, market segmentation, positioning, and the integrated promotional mix within the tourism sector.
How does TUI currently reach its older customer base?
TUI addresses older demographics through traditional media channels such as TV spots, public placards, and personal selling within travel agencies, as these groups often prefer direct advice.
Why does the author recommend cinema advertising?
Cinema advertising is suggested because it provides a captive audience in a high-engagement environment, allowing for more persuasive, demonstrative impact compared to home television.
How could the TUI loyalty program be improved?
The author recommends expanding the "Bonitos" reward system to include more attractive, travel-specific benefits like seat upgrades, cabin classes, or exclusive hotel amenities to increase customer retention.
What threat does the internet pose to traditional travel agencies?
The internet empowers customers to independently research and book travel, which reduces the reliance on traditional travel agencies for guidance, forcing operators like TUI to shift their marketing focus online.
- Citar trabajo
- Kerstin Schneider (Autor), 2011, TUI and its Marketing Plan, Múnich, GRIN Verlag, https://www.grin.com/document/197946
