AA Tours And Travel Company’s Marketing Project Argumentative Essay Help Online

The Customer

This marketing communication project's client is the AA Tours and Travel Company, which provides a variety of services in the tours industry, including assisting clients in selecting vacation destinations in the Middle East, particularly the United Arab Emirates, as well as cruise ship tours in the Pacific and religious tours. The company is of medium size, with less than fifty personnel handling tours and back-office operations. It also provides hotel reservation services and vacation packages.

This company's target market consists of individuals between the ages of 35 and 50 who are searching for vacation spots. Recent declines in tours and vacations as a result of the worldwide credit crunch have made the travel and tourism business highly competitive. According to the director, the company has endured a protracted low season, and it is essential that it devise tactics to beat the competition in order to remain profitable. The company's primary rivals are small and new entrants to the industry with cheap operating expenses.

In order to maintain its relevance, the corporation is seeking means of generating awareness and promoting its products nationwide. To entice customers to return and expand its market share in the tourism industry, the business needs strong marketing communication techniques. The purpose of marketing communication is to build a strong AA Tours and Travels brand, which will subsequently be used to achieve success in the tourism and cruise ship tour industries. To be cost-effective, the marketing communication must include the marketing mix and the organization's public relations.

The Artistic Proposal

The objective of the project is to develop a marketing communication strategy that incorporates multiple marketing methods to enhance sales and position the company's brand in the tourism industry competitively. According to the AIDA model, the following are the business objectives of the clients: As this is a crucial component of the offering, the first section of the brief focuses on how the travel agency aims to pique the buyers' attention. The service must possess characteristics that attract prospective purchasers. In the case of AA Tours and Travels, the beauty and scenery of the vacation area would undoubtedly pique the curiosity of potential travelers. Typically, AA's website features beautiful images of the destinations to which it transports customers (Kerry, 2007).

As part of a creative brief, having characteristics would pique attention, as it is simple to enter the head of the prospective consumer, but it may be difficult to pique their interest. The video recording of the company's destination may pique the curiosity of potential customers. Those who are interested in cruise ships and beaches are also drawn to the cuisine and scenery of the destinations (Gregory, 1997).

There are numerous strategies to arouse desire such that those who watch the advertisement beg for the advertised commodity. A person's desire for a product or service is heightened by a sense of scarcity or the possibility that they may not obtain it. The company is contemplating offering summertime discounts to encourage early booking of vacation employment by interested parties (Gregory, 1997).

The second element of the creative brief examines how the organization will operate to ensure that the prospective client will purchase the product. The buyer is interested in the need to create the necessary product, and AA Tours and Travels would be interested in creating a way for the customer to place an order, as this is the only way. This demonstrates that the advertisements on the marketing communication are effective when they result in increased sales volumes (Kerry, 2007).

User Value Proposition

AA Tours & Travels's services provide the following user benefits: The primary user benefit is that the client's specified items are always available to the client. The company is not seasonal, thus its tour and travel services are available throughout the year. The second user advantage is that the services provided are tailored to the client's interests. It is feasible to offer a range of tour services, including hotel reservations, cruise ship reservations, religious rite tours, animal tours, and beach tourism, because the services are not standardized (Balmer, 2003).

When offering products such as airline tickets, hotel reservations, visa processing, and work permit processing, the pricing fulfills the needs of the client. The travel agency provides these services in a single package. The client only needs to wait for the destination to arrive. In other terms, the company provides free travel services for hustlers. The second advantage accrued to consumers is the availability and capacity to handle any problem that may arise during the destination. Due to the numerous services provided to customers, the prices are low due to economies of scale (Clow, 2003).

Audience

According to the clients' descriptions, the majority of clients are between the ages of 35 and 45, and the majority of their trips are work-related. This audience would be crucial to the success of the business (Marder, 2007). The customer desires to expand into and acquire new markets; consequently, having advertisements that target demographics other than the existing audience may position the client for market success. The elder ages of 55 to 70 and above are also a goal for the client, as AA tours & Travel believes that this age group has more disposable cash than the other age groups and is in a position to take more vacations than the middle-aged (Kerry, 2007).

Research and Hypotheses

The majority of Americans anticipate traveling abroad with their families for the holidays. They prefer leisure vacations to religious travel and visits. This knowledge is crucial for developing strategies to appeal to these travelers. The majority of travelers in 2008 were above the age of fifty and traveled with their spouses or alone. The majority of individuals under the age of fifty traveled alone for official business.

Moreover, most people view cruise ship recreation as a luxury (Kotler, 2007). After doing market research, a business must assess the target market's habits and seek for targeted marketing strategies. Target marketing is a method in which messages are not given to everyone, but rather to individuals with a high discretionary income. It is crucial to learn through the research which magazines the target market reads, what sports they play, and which television stations they watch. This is due to the fact that selecting the suitable communication channel for the target audience is crucial in advertising.

The Competitive Environment

The primary competitors are primarily based in the same state as Teddy Tours and Travel. Other minor tour and travel industries typically have between three and five staff. They ensure that they have the most effective and likely type of advertising for their industry. Magazines and other kinds of targeted advertising are ideally suited to the need to generate potential outcomes. In addition, they employ internet advertising through their websites, email lists, and memberships (Kerry, 2007).

Account Executive

Problems Encountering the Brand

The brand suffers numerous difficulties on the market. Few people are aware of the AA tours and trips company, thus brand recognition is currently at its lowest level. Few individuals are familiar with its locations and key services. This is a significant brand deficiency, and methods to generate brand awareness are crucial; without them, few people in the United States would be aware of its activities (Kerry, 2007).

The brand traditionally regarded for worldwide corporate travel bookings is no longer a popular option for leisure travelers, but rather for those with overseas business obligations. Due to the necessity of diversifying the company's markets and including all of its services, the brand's image must be worked on or enhanced in order to raise the company's sales. The brand has the difficulty of rebranding and repositioning itself in the competitive market as a provider of services such as vacation tours and cruise ship vacations (Balmer, 2003).

The objective of the current MARCOM campaign is to portray the brand as a provider of all tour and travel options, whether for business or pleasure. In order to effectively place the brand in the minds of consumers, the campaign must also build brand recognition throughout the nation (Pickton, 2007). Most existing tour and travel companies specialize in a single area, such as wildlife or cruise ships, and do not integrate their services to make them affordable and all-inclusive.

This advertising campaign aims to establish AA Tours and Travels as a one-stop shop for all travel solutions. This will be the marketing communication campaign's objective. Previously, the brand was a provider of official travel, but it will now be associated with tour and travel services (Bendinger, 1999).

Comparative Development and Market Share

AA tour & travel's market share is mostly prominent in California and Massachusetts, where the company's headquarters are located. The market share of the company may be less than two percent yet the clients put it at five percent. The share is however dominant in California where it is the most dominant tours and travel agency receiving competition from only the smaller tour and travel companies. It is crucial that the corporation increase its market share in other states to ensure its dominance and success in the sector.

The clientele are often middle-aged individuals, typically the top and middle-level executives of a corporation who require processing of their travel documents to international destinations. Companies are also significant customers, particularly when processing travel documents for their international workforce (Lewis, 2006). Typically, they contact the firm for any travel obligations. They contact the company to confirm that they have the necessary travel documents.

The other demographic of cruise ship passengers consists of those over the age of sixty who are seeking vacation places. However, these customers are infrequent, and the majority of the competition focuses on them. In addition, summer is a popular time for family vacations, as many families seek out hotels and beaches as sites for pleasure (Clow, 2007).

The perceived worth of the organization stems from the fact that it provides tailored, high-quality services to its customers. The employees in the company's call center are courteous and focused on providing value to clients. Existing clients attribute their loyalty to the company to these characteristics. In addition, the clients perceive the brand to be more formal than sociable because they are accustomed to using it for business travel and consequently feel it is improper for their personal and family journeys. They consider the brand to be more pricey than local tour companies (Hofstede, 2001).

However, they believe that the brand is inferior to its local California competitors in terms of quality. Customers view the brand's luxury destinations and cruise ship connections as fantastic and amusing. In addition, the brand is not linked as a family brand, but rather as an official brand, and many consumers remark that they would prefer alternative brands for family travels. This information is crucial since many people aspire to travel on vacation with their families, and if the brand were family-friendly, its market share would increase (Clow, 2007).

The Positioning Declaration

The position statement is the brand's desired mental posture in the consumer's mind. In light of the preceding discussion of how the public views the brand, it is essential that the brand position be as follows in order to achieve maximum market success. Currently, the brand is connected with corporate tours and travels as opposed to family tours and vacations. Family tours and Travel Company is the initial ideal mental positioning. This is essential to ensuring that the brand advances and encourages family vacations and travel. The other intended mental positioning of the brand relates to the brand's accessibility to all consumers, as opposed to when it had a high price positioning in the market.

The brand must also assume its position as a customer-focused brand in order to be successfully promoted. Its positioning on the market ensures that companies have access to the greatest products on the market. The brand must be positioned as the brand of choice for senior citizens seeking leisure activities on beaches and cruise ships. This ideal mental orientation would assist in establishing the brand as a market success. The brand must position the organization as one that provides superior customer service.

The Corporate Identity

The brand identity focuses on how existing and prospective clients recognize AA Tours and Travels. This has two components, the first being brand identity and the second being brand promise. In order to develop a brand promise, the brand identity outlined in the positioning statement is essential for attaining the goals that will make the brand successful. In order to successfully brand the goods, it is essential that the brand promise has an emotional appeal.

Emotional appeal ensures that the brand grabs the attention of potential purchasers and positions itself in the customers' minds. The present positioning and identity of AA Tours and Travels is that it is a business tour and travel firm that prepares business travel papers. The intended and promised brand is a service that accommodates the travel demands of families and the elderly.

The brand will provide families the calm they require and the desired family vacations of their choosing. As previously deduced from secondary research, the majority of Americans desire to spend the holidays with their relatives. Families reuniting and rekindling their love for one another will be the brand's positioning, so that tours and travel will not only attract businesses, but also families interested in traveling. The other brand's claim is hassle-free travel, where all clients need to do is decide where they wish to travel, and the firm would take care of the rest.

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