Considering the view of Cooper (2011), a promotional plan is measured as an effective planning tool by the most business managers while successfully launching a new product or service into the new market place. It is a strategy used by the company to promote new product or services.
The different types of promotional activities:
The different types of promotional activities include Advertising, Publicity, Sales Promotion, Trade Promotion, Free gift, and Campaigns etc.
Promotional strategies of Collette travel:
Advertising through digital media can be one of the best promotional strategies for Collette travel. The travel company would use banner space on the major search engines like Google. The catchy and attractive banner space would help to attract the people. Davis (2013) recognized that the ‘Pay per Click’ method used by the banner space makes the economical cost also. The proper use of blogs creates a community to link the people indirectly in the promotion activity. The peoples across the globe would get updated messages and information from the company. The PR (PUBLIC RELTIONSHIP) expert of the Collette delivers the content of the website so lucrative so that, it can attain the customer attraction. Hence, it helps to enhance the brand exposure.
In the opinion of Middleton (2009), pricing strategy is an optimum price of the product and service that satisfies the market conditions, customer demand, competitor’s action and economic trend of the company.
The role of the price in the marketing mix:
Price helps to generate sales revenue of the company. Price is determined as per the customer’s perceive nature.
Importance of price in the marketing mix:
After researching on consumer Svensson et al. (2009) revealed that price is important as it indicates the customer’s purchasing behaviour and the payment nature after judging the product as per the requirement.
Pricing Strategy for Collette travel:
Collette follows a divisional pricing strategy based on the different currency conversion of the different country. The UK based company uses this effective strategy as per the conversion of pound in order to change the different currency conversion (Hacking and Campany, 2012). This kind of diverse process attracts the different group of customers from different corner of the globe.
Example of pricing strategy and its importance in Collette travel:
As for example supported by Davis (2013), the difference between Indian currency and the UK currency is huge so the company, Collette minimizes its rate for Indian customers while calculating the rupees into pound. This process helps Collette to grab the Indian customers. Thus, the effective pricing strategy helps to attract the customer base.
SWOT Analysis and its importance:
The SWOT analysis is helpful in determining the strength, opportunities, weakness and threats of a business. In the words of Xiao and Smith (2006), SWOT analysis could identify the demand of the cross cultural mass and its impact on the tourism services provided by the firm. It has been identified that with the change of geographical regions, the cultural diversity fluctuates. This, in turn, significantly impacts on the customer readiness to accept a specific service offered by the tourism organisations. This scenario becomes more crucial in the international tourism planning, as several threats such as tourism planning, hospitality degree and pricing strategy inequality might arrive by the end of the host country market leaders (Dwyer et al. 2006). Hence, overcoming threats and utilising opportunity could become feasible by employing the SWOT model. Furthermore, the critical challenge can be met at the international platform. SWOT analysis could guide the tourism firm streamlining its operations so that customer loyalty can be managed in both national and international platforms (Snyder, 2007). Based on the SWOT analysis, the firm can understand its current opportunities and threats in the host country it is opting for.
SWOT Analysis of Collette:
The effective diverse pricing strategy to attract a big customer segment is the strength of the company.
The monotonous customer service is the prime weakness of the Collette.
To organize more events for entertaining the potential existing customer segment is the best opportunities of the company.
The rival group of Collette attracts the customer group by offering more discounts and good services. So it increases the tendency of the existing customer of the company to move with other tourism company rather than Collette.
Boston matrix and its usability:
Boston Matrix is considered as the informal marketing tool used for analysing product portfolio across the international business environment. The degree of market share and market growth also help the marketers identifying which product category could be best used for maximising the profitability of the firm (Dodd et al. 2006). According to this matrix, market share and growth can be analysed using four categories dogs, cash cows, question marks and stars. Star represents the perfect combination of a firm that is a high market share in a higher growing industry. On the other hand, dogs represent a low market share in a low market growth problem. Cash cows enjoy a high market share in a low growing market.
Applicability of BCG matrix on Collette:
The Collette Worldwide provides special offers to its tourists by creating diversified tour guidance in all geographical locations. It is offering Continental tourism guides and the most attractive part is Antarctica adventure, which could catch millions of eyes of the customers (www.gocollette.com, 2016). Starting from the initial the firm has been successfully serving the global clients by creating marginal profit, in order to make the tourists satisfied enough with their services. Hence, this segment could become ‘Star’ portfolio to the firm Collette. On the other hand, Collette offers special pricing discounts such as saving up to $300 in the continental tour package, $1000 savings on the European tour packages, etc. (www.gocollette.com, 2016). Additionally, Collette offers customised pricing strategy depending on the tour requirement of the global tourists. This segment could be promoted as ‘Cash Cow’, as a lower pricing strategy could generate higher profit margins in all types of economic zones, without investing more on the strategic operations.
On the contrary, the ‘Nature Wonder Tourism Planner’ of Collette can be considered as ‘Dogs’, as it is a common feature that the tourists come across varied regions to enjoy the natural wildness and its beauty. Hence, nothing has been found has been found different and innovation in this segment (Cuccia and Cellini, 2007). Thus, this segment could provide low growth in low market share. Finally, the degree of accommodation, international food offerings, music, entertainments, etc. have been found the initial offerings of Collette and till now it is providing adequate profit margins in the global operations as well. Thus, the positioning of this segment can be treated as ‘Question’ in the BCG matrix.
Product diversification helps business entities in creating higher business opportunities through the additional market potential of its existing product (Schmidgall et al. 2007). Diversified tourism packages, segregation on the adventure tourism, thrilling tour experience, from Collette can be termed as the diversified tour package offerings. This could help travel and tourism firms generating higher brand exposure in the global market.
Product life cycle:
The product life cycle is termed as a process, through which each product undergoes a cyclic phase starting from introduction, continuing with growth, maturity and finally the decline stage (Schildt and Mattsson, 2006). It has been observed that the maturity stage of the cycle, each product reaches the peak of the growth, which is immediately followed by the declination stage (Rogerson and Rogerson, 2011).
Product life cycle of Collette:
At the initial business stage, Collette started business with the music events, customised accommodation and international food offerings along with the nature wonder tourism packages. Within a frequent time span, the firm has achieved its growth stage and even reached the maturity stage also (Brown, 2007). While existing in the maturity stage, the firm Collette has experienced a significant decline in its existing service offerings, due to the introduction of diversified tourism planning and guide along with the customised pricing to its global customers. Those services are now leading the maturity position in the product life cycle stage.
Ansoff matrix is a strategic planning tool, which helps the firm managing diversified strategies for the future growth (Kotler et al. 2010). The market development, market penetration, diversification and product development are the elements Ansoff Matrix. Thus, the Ansoff matrix could help Collette in managing the diversification of tourism packages to maintain its future sustainability.
Link between Ansoff Matrix and Boston Matrix:
Both these matrices have focused in diversification, which depicts that the product is not in the firm’s portfolio and the market is completely different to the firm. However, another similarity is that both the metrics indicate product development as a question mark and market penetration can be made successful by repositioning the product, which is termed as cash cows or dogs. Final similarity is that both consider market development could be made due to the different market preferences.
In the present study, BCG matrix and product life cycle have been analysed. It has been identified that the customised pricing services are flourishing now a days. It has managed to attain the maximum customer attention from varied regions. Thus, evaluating the study, it could be inferred that the tourism industry has been fluctuating with huge margin. Hence, to maintain a sustainable momentum, within the region, the enterprise requires strategising effect on the marketing policy.
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