COMPARE & CONTRAST

Compare & Contrast- 'Club18-30.com and Mrandmrssmith.com'



Table of Contents

Introduction2

Discussion2

Club 18-30:2

Brief History of Club18-30:3

Club 18-30 and 4Ps of Marketing:5

Product:5

Price:5

Place:5

Promotion:6

Unique Selling Proposition (USP) of Club 18-30:6

Website Analysis7

MrandMrsSmith:8

Brief History of MrandMrsSmith:10

MrandMrsSmith and 4Ps of Marketing:11

Product:11

Price:11

Place:12

Promotion:12

Unique Selling Proposition (USP) of MrandMrsSmith:12

Comparison of Club18-30 and MrandMrsSmith:13

Contrast of Club18-30 and MrandMrsSmith:13

Opportunity for Club 18-30:14

Opportunity for MrandMrsSmith:15

Third-Party Marketing Companies16

Conclusion16

References18

Compare & Contrast- 'Club18-30.com and Mrandmrssmith.com'

Introduction

Services consist of benefits that are offered for sale. Offering a service involves identifying the features and benefits that the company will offer. Customers / travellers choose products or services / holiday packages that give them the best value / entertainment. The brand insistence of a holiday company is gained with the help of good promotion and brand equity from Hotels. Thus, to be able to attract new customers and keep old customers, a holiday company must understand the needs (and wants) of their clients (MacCannell, 1976). This paper is a comparison and contrast of the two holiday companies Club18-30 and MrandMrsSmith. The paper begins with introducing both companies and describing brief histories of Club18-30 and MrandMrsSmith. After giving the brief prologues of both the companies the paper moves on to the main objective, which is comparison and contrast of the two. The factors on which both the companies are compared and contrasted are the audiences to which each company targets (both on and offline); the advertising methods; and the USPs (Unique Selling Propositions). In addition to this, the paper discusses the various opportunities that both Club18-30 and MrandMrsSmith have in reaching their segments and how they may differ. Moreover, the paper carries out a 4Ps analysis of each company as well as explaining the tools which will enable the companies to create and maintain loyalty.

Discussion

Club 18-30:

Thomas Cook is the owner of the holiday company 'Club18-30.com', which offers young women and men with cut-price holidays. The company deals with approximately 0.11mn customers annually and has an annual turnover of £50mn. Most of their customers are young people, and just 33% of the consumers are those who are travelling or spending their holidays for the first time without their parents. The company's guiding mantra is: 'Nothing is sacred, if it's going to be a good laugh then we're in'. The destinations in which club 18-30 currently deals in include:

Zante (Laganas);

Turkey (Gumbet);

Rhodes (Faliraki);

Majorca (Magaluf);

Kos (Kardamena);

Ibiza (Sant Antoni de Portmany);

Cyprus (Ayia Napa);

Croatia (Island of Pag);

Crete (Malia);

Corfu (Kavos), and

Bulgaria (Sunny Beach) (www.club18-30.com).

Brief History of Club18-30:

In the year 1970, the company was formed by the Horizon Group for offering holiday packages aimed at young couples and singles for travelling without children or families. Paul Latchman was the person who proposed the idea of initiating 'Club 18-30'. The foremost marketing efforts were low-key, even rigorous. For maximizing the airplane utilization, late hour flights were chosen. Lloret de Maron the Costa Brava was the foremost destination, and the group merely accomplished unpretentious success and the company was sold in the year 1973 to a management buyout (Cook).

Consequently, throughout the decade of 70s, such holidays' popularity amplified due to the cut-price ...