Our TUI brand book - TUI Travel Center
Our TUI brand book - TUI Travel Center
Our TUI brand book - TUI Travel Center
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16<br />
OUR BRAND STRATEGy | MaRKETINg PROcEss<br />
17<br />
<strong>Our</strong> common marketing<br />
process: desire, promise<br />
and delivery.<br />
Creating <strong>brand</strong> value is not just a question of <strong>brand</strong> communication,<br />
but a question of consumer understanding, <strong>brand</strong> differentiation and<br />
360° <strong>brand</strong> delivery. <strong>Our</strong> common marketing formula is an annual<br />
<strong>brand</strong> management programme with three elements:<br />
Desire: We look at latest market trends and improve consumer understanding<br />
regarding our key target segments. Based on this we can<br />
identify new opportunities for our <strong>brand</strong>s.<br />
Promise: We develop a unique and differentiated <strong>brand</strong> promise in<br />
combination with relevant product & service USP’s.<br />
Delivery: We deliver what we promise at all customer touch points.<br />
sURPRIsE<br />
sERVIcE<br />
BRaND cOMMUNIcaTION<br />
Journey to airport<br />
Hotel checkout<br />
Check satisfaction<br />
Satisfied <br />
At the hotel<br />
welcome from tour guide<br />
1. Impression of hotel room<br />
Departure<br />
Hotel checkin<br />
Flight<br />
Arrive at hotel<br />
Arrival<br />
04 POsT-saLEs<br />
03 sTay<br />
Hotel transfer<br />
Journey home<br />
welcome at airport<br />
See advertisement /<br />
Arrival<br />
Suggestions from friends<br />
entertainment)<br />
Catalogue from travel agent<br />
01 PRE-saLEs<br />
Delivery:<br />
360˚<br />
consistency is key<br />
Flight (meals / service /<br />
Departure<br />
Choose from catalogue<br />
02 a RRIVaL<br />
Make <strong>book</strong>ing<br />
Meet representative<br />
wait (shop / read)<br />
<strong>Travel</strong> documentation<br />
Additional travel information<br />
Orientation at airport<br />
Checkin<br />
Journey to airport<br />
Arrive at airport<br />
PRODUcT<br />
DIsTRIBUTION<br />
With service and product<br />
innovations/ideas that make<br />
the customer feel special<br />
DEsIRE<br />
DIFFERENTIaTINg<br />
PROMIsE<br />
DELIVERy<br />
PRIcE PREMIUM<br />
aND LOyaLTy<br />
Market trends<br />
customer needs<br />
customer segmentation<br />
strategic role<br />
Positioning<br />
Differentiation<br />
360° <strong>brand</strong> consistency<br />
Innovation<br />
Long-term customer<br />
loyalty as a result of our<br />
marketing process
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