Paddy wagon plan marketing

Index

Introduction …………………………………………………………………………………………………………………………….p.2

A) Service’s description ………………………………………………………………………………………………………...p.3

B) The 7 P’s and the marketing mix ………………………………………………………………………………………p.4

C) Challenges and opportunities in the next five years...........................................................p.8

D)Recommendations...............................................................................................................p.9

Conclusion...................................................................................................................................p.11


Introduction
Paddy wagon (P.W) Travel is essentially a company providing guided bus tours around Ireland. They offer a variety of destinations and travelpackages and they are proudly promoting themselves as 100% Irish including the Celtic spirit, flamboyance and the love of learning.
P.W´s target audience is young people looking for a good time and they market themselves as “fun people” who like their Guinness and a good laugh. P.W assures that the people working for them are all well-versed in the Irish culture.

A) Service description
P.Wis a travelling agency providing combination trips including guide, accommodation and buses around Ireland. They offer a wide range of destinations like Corke, Killarney, Belfast… and also different types of trips throughout the country. Their business idea is based on giving the customer the correct image of Ireland. They use minibuses to create the best possible genuine impression.
The P.Wcore product is to drive and guide tourists around Ireland.

B) The 7 P’s and the marketing mix

a) Product /Services (packaging)
The core product is a tour.
P.W proposes an important product’ range, trips in all touristic places, between 1 day and 10 days.
Furthermore there is a large choice in option (luxury hotels, all inclusive services….) and in function of the length of the journey,P.W provides services like accommodation, breakfast, guide…
However in all packages, there is a friendly atmosphere, the driver conducts customers to the precise place of the local touristic place, and gives to them lots of advice.
Finally, P.W provides special tour for Christmas, St Patrick day, New Year: it means that this company adapts its offer in function of the national events.
It‘sobvious that there is large choice of destinations, however we can notice a little weakness in their way to manage their buses. Sometimes couples, families or teenagers can be gathered in the same bus which can produce different atmospheres and annoy customers. This is detail can reduce value to the customer trip.

b) Promotion
The promotion of this company is made by different ways.
Most ofthe marketing has been though word of mouth. Thanks’ to last customers who were in the most of cases highly satisfied, a good corporate image has been spread.
The website is also a good way to promote the company. First, it can ensure the customers giving him all necessary information. They can compare different packages, and find the one which fit them the most. It‘s possible to discover allstaff team, and read their own (funny) description. On the website an important friendly atmosphere can be felt. (1)
The tourism office is a central place. Most of the tourists who have no idea about what are the nice places to visit, which company can carry them there go there: they can find all these information, and compare between several companies. When tourists have made their choice it‘salso possible to book the trip in tourism office. (2)

The advertisement on the bus is last way to promote the company. The P.W buses are very recognizable. There are painted in green (Irish colour) and a big face of paddy (the mascot) is added. On each side of all bus, practical information (brand name, website, main place proposed…) are included.

Despite the fact that P.W buses are present...