The marketing mix refers to the various marketing activities that an organisation uses to

effectively meet the needs of its target market.The marketing mix is a powerful concept for
several reasons. Firstly, it simplifies the management of marketing activities, making it easier
to handle. Secondly, it allows businesses to separate marketing from other tasks within the
company and delegate marketing responsibilities to specialists. Lastly, the components of
the marketing mix have the potential to significantly impact a company's competitive
position.The marketing mix concept offers two significant advantages. the tool is important
because it helps people understand that the job of a marketing manager involves making
decisions about the trade-offs between the benefits of their company's competitive
strengths in the marketing mix and the benefits offered by other options. The second benefit
of the marketing mix is that it allows the marketing manager to explore another aspect of
their job. He elements of marketing mix are Product, Price, Place, Promotion, People,
Process, Physical evidence (Jain,2013). According to UNWTO,(2023) a Tourism Product is a
combination of different elements that can be seen or felt, such as natural and cultural
resources, attractions, facilities, services, and activities. These elements are centred around
a specific point of interest, which is the main focus of marketing efforts for a destination. The
Tourism Product aims to create a comprehensive experience for visitors, including emotional
aspects, and is designed to appeal to potential customers. Thomas Cook is known for being
the first person to successfully commercialise mass tourism. A series of coupons were
introduced that could be exchanged for accommodations and meals. The coupons quickly
became popular and were soon accepted as a form of payment. Thomas Cook's main focus
in its current operations is on providing package holidays. These holidays typically include
various components such as travel arrangements, accommodations, meals, insurance
coverage, and car rental services. The company offers package holidays for people who want
to travel for leisure, as well as for corporate business travellers. They also provide services
such as foreign currency exchange and credit card facilities. The company is known for being
one of the largest facilitators of forex exchange. Thomas Cook offers a borderless prepaid
card, which allows users to make payments and withdraw cash in multiple currencies
without the need for a traditional bank account. The multicurrency forex card is a type of
card that allows you to hold and use multiple currencies. Thomas Cook offers a range of
insurance services that cater to specific needs. These services include coverage for personal
accidents, medical expenses, loss of checked baggage, and loss of passport. The company
offers a range of holiday products as part of its marketing strategy. There are different types
of holidays that people can enjoy. International holidays are those where people travel to
other countries to explore new places and experience different cultures. Domestic holidays,
on the other hand, are vacations taken within one's own country (MBAskool,2023).
The term "price" refers to the amount that a customer needs to pay in order to obtain a
product, or the cost of a product from the perspective of the customer. The price of a
product or service is the most important factor that influences a consumer's decision-
making process (Khan , M 2014). Thomas Cook's estimated revenues for the financial year
2015 were 7,834 million pounds, and its net income was 19 million pounds. The company
has chosen to focus on frequent travellers as its main customer base. It aims to increase its
overall profit and revenues by providing these customers with a combination of travel and
financial services. Thomas Cook has made the decision to focus on increasing profitability by
providing customers with the best holiday experiences at affordable prices. The company
has decided to implement a mid-premium pricing strategy in order to attract more
customers and increase its market share in the tourism industry. The firm has been able to
achieve larger revenues because they offer accessible and reasonable rates (Bhasin,2023).
A place refers to the location where a product is available for purchase. Service marketing is
particularly important when it comes to providing services to customers in a specific location
(Kotler,2020). The location of a business is crucial in marketing because customers tend to
purchase items that are easily accessible and convenient for them to buy. Increasing the
likelihood of consumers purchasing a product can be achieved by ensuring that the product
is both available and accessible in the right location. Marketers carefully analyse the
characteristics of their target audience and gather information about their products in order
to determine the best locations, channels for distribution, and techniques of delivery for
their marketing efforts (Indeed,2023).
Thomas Cook has expanded its operations to include multiple countries around the world.
The company provides tours to various destinations around the world, including the United
Kingdom, Egypt, Greece, the Caribbean, Corfu, Portugal, India, Turkey, the United States,
Spain, and Italy. The company's headquarters is located in Peterborough, England.Thomas
Cook Group is organised into five divisions that are responsible for different regions and
operations. These divisions include Northern Europe, West Europe, German Airlines, Central
Europe, and the United Kingdom. The company owns charter airlines and a tour operator in
various locations such as Scandinavia, Belgium, and the United Kingdom (Bhasin,2023).
Promotion is a crucial component of the marketing mix that holds significant influence. Sales
promotion actions refer to various marketing strategies and activities that are aimed at
promoting and increasing sales of a product or service. These actions can include publicity,
public relations efforts, participation in fairs and exhibitions, as well as product
demonstrations.The marketing manager is responsible for determining the amount of
money that will be spent on promotional activities. Promotional actions are typically used in
conjunction with personal selling, advertising, and publicity to enhance their
effectiveness.Promotion is a strategy that assists traders and sales forces in effectively
showcasing products to customers and motivating them to make a purchase
(Thabit,2018).Thomas Cook has implemented a proactive marketing strategy in order to
uphold and enhance its brand recognition in the global market. The company has
implemented various creative and educational advertising campaigns using both print and
electronic media. These campaigns have been featured on popular television channels, radio
stations, billboards in high-traffic areas, newspapers, and travel magazines. Thomas Cook has
utilised various social media platforms, including its own website, Facebook, Twitter,
Instagram, YouTube, and travel blogs, to launch campaigns.The company has formed
multiple sponsorship agreements in order to enhance its presence and recognition in the
market. Thomas Cook has recently entered into sponsorship agreements with two football
clubs, namely Peterborough United and Manchester City. In addition, the company
sponsored the 2012 London Olympic Games and provided accessible and affordable
accommodation and holiday packages for those interested in attending. The tagline of the
product is "Let's go." Thomas Cook and its subsidiary companies have received numerous
awards and recognition. The website was recognised for its excellence and received several
prestigious awards in 2005. It was awarded the Best Website Award by ABCI, the PATA Gold
Award, and the Best Technology Award (Bhasim,2023).
Customer-facing roles are positions within a company that involve direct interaction with
customers. These roles are typically filled by employees who engage with customers, answer
their questions, provide assistance, and handle any issues or concerns they may have. The
satisfaction level of customers can be influenced by both the service provided and the
people delivering the service. This is because customers tend to associate the quality of the
service with the individuals who are responsible for delivering it. When a business provides
effective customer service, it can have a positive impact on customers. This can motivate
them to come back to the business for more services, becoming repeat buyers
(Indeed,2023).Thomas Cook, as a service brand, places a strong emphasis on both its
customers and its workforce. The workforce consists of employees who have received
training and are either part of the sales team or work as tour guides for tourists. Thomas
Cook operates in China in partnership with Fosun International. Thomas Cook India is a
company that operates in more than 50 cities in India and has a workforce of over 5000
employees (Mbaskool, 2023).As a sales consultant at Thomas Cook, it is important to have
strong customer service skills and prioritise the customer's needs. Your main goal is to
ensure that the customer is at the centre of everything you do. When helping someone plan
their holiday, it is important to consider their budget and make an effort to find the ideal
vacation option that fits within their financial means (Thomas cook,2023). Thomas cook now
has multiple way to contact customer service including phone and chat. Additionally, their
customer support is available 24/7, even during holidays. Feel free to discuss a range of
topics , such as finding hotels with swim-up rooms or seeking recommendations for an ideal
honeymoon destination. “We're here to provide information and assist you with any
inquiries you may have. We offer a service where you can request assistance in finding your
holiday “ (Thomas Cook,2023).
The term "process" is used to describe the way in which a customer engages with a product
or service. Having the right processes in place is essential for creating a journey that is
smooth, efficient, and customer-friendly.Mapping out a customer's journey is crucial
because it helps ensure a positive experience for them. Understanding how customers
engage with the product or service at every point is an important aspect of this process. This
can involve taking into account the time it requires for a customer to receive an answer to
their inquiry, the steps that occur after an order is placed, and the process of generating
reviews after a purchase. By implementing these processes, we can ensure that our
operations run seamlessly, effectively, and with a focus on providing excellent service to our
customers (Newable,2023).Thomas Cook follows several business processes. Customer
acquisition refers to the process of gaining new customers for a business. This is typically
achieved through lead generation, which involves attracting potential customers through
various methods such as advertisements or marketing strategies. When customers come to
inquire about our products or services, we customise our offerings according to their specific
requirements. After this, Thomas Cook will handle all the necessary paperwork, visa
procedures, currency exchange, and other related tasks. Once a tour begins, the company
takes steps to ensure that all partner hotels, logistics, airlines, and other aspects of the trip
provide the best possible experience for its customers. This process is essential for the
company's operations. Therefore, this statement marks the end of the discussion on the
marketing mix of Thomas Cook (Mbaskool, 2023).
Physical evidence refers to the tangible aspects of a product or service that customers can
directly perceive or experience. It includes any physical elements that are part of the
product or service offering. Physical evidence refers to tangible objects or materials that can
be used as evidence in a particular situation. Some examples of physical evidence include
product packaging, which can provide information about a product's origin or quality,
receipts that serve as proof of purchase, and customer service records that document
interactions between customers and businesse (Newable,2023).The company has formed
partnerships with over 150,000 hotels located outside of India. Thomas Cook began its
airline venture in 1999. Thomas Cook has recently introduced a forex mobile app specifically
designed for international travellers. The physical presence of the Thomas Cook brand is
represented by merchandise such as bags, pens, books, caps, jackets, and other items. The
offices are the main places where customers interact with the company's employees in
person (Mbaskool, 2023). The uniform is an important component of an airline's operations.
Our cabin crew and pilots represent Thomas Cook Airlines and interact with our customers
on a daily basis. It is important for them to maintain a professional appearance consistently.
Having a quality and stylish uniform is crucial for various reasons. The purpose of our new
uniform is to achieve that aim.The cabin crew has shared their preferences for a
uniform.Thomas cook is looking for an airline uniform that accurately represents the airline's
brand, is visually appealing, made of high-quality materials, and instills a sense of pride
among the employees (Thomas Cook Airlines Uniforms ,2023).