Marketing mix solution at Ho Nui Coc Trade Union Hotel and Tourism Joint Stock Company

- Group 1: Includes tourism programs. This is the most important group in the tourism business, produced from raw materials such as cultural, historical, human values, and natural landscapes. The characteristic of this group is: the more individual, unique, and distinctive the product is, the higher the value of the product.

- Group 2 : Group of accommodation services and additional services for accommodation. The current trend is to combine modernity and traditional national culture. Modernity aims to create favorable conditions for tourists to use, while nationality is to create uniqueness and attraction.

- Group 3: Food and beverage service group is produced through the process of preparing food and beverages, combined with the art of food decoration and accompanying service arts.

- Group 4: Transportation service group includes transportation methods such as road, rail, waterway, air, primitive...

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- Group 5 : Souvenirs: the requirement of this group of goods is that souvenirs must bear the mark of a country, an ethnic group, a locality, a tourist destination, a tourist route.

- Group 6 : Includes services from infrastructure, transportation, communications, electricity and water.

- Group 7: Includes additional accompanying services such as entertainment, consulting and other goods.

Evaluating and analyzing tourism products is to determine the value of your products, to know how your products compare to those of other companies and businesses; to determine the position of your products in the market; to not fall behind the world, the locality, and other businesses, thereby finding ways to improve and change your products, to satisfy the diverse needs of customers to attract customers. To conduct an evaluation and analysis of product value

To evaluate their products, travel agencies and tour companies often create simple forms, which include detailed information about each element of the product for evaluation.

People often create evaluation forms for 5 main types of products that travel agencies and companies can provide to tourists such as:

- Transportation is calculated separately for each industry.

- Accommodation issues: Content, quality, service.

- Tour products by theme: Health care, relaxation, cultural history...

- Additional activities and services.

- Contractual form of products: food, accommodation, transportation, entertainment.

The process of reaching a decision to buy a tour or a travel program of the target customer is formed through the following 3 stages:

Phase 1: Customers may or may not know about the product. If they do, they will come to it.

Phase 2: How do customers rate the product image? If it's good, they'll come to it.

Phase 3: What will the customer's attitude be towards the product, to go or not to go?

Normally, a new product is always a customer demand, but it is a very difficult problem for the product manufacturer. Therefore, we need to analyze the product life cycle, analyze the product's usage path, and can analyze in many different ways, such as:

- How to organize and manage product production.

- Location of competing facilities.

- Tourism policies of countries.

- The interests, needs and desires of tourists.

It should be noted that the mature stage is the stage when many products are sold and many tourists come. But this stage is also the stage when

There are many new customers, if any, who are not potential customers. On the other hand, it is necessary to recognize the signs of product decline; it is necessary to be vigilant and improve the product; it is necessary to note that the level of decline in each region and each locality can also be different in both time and level. For example, a product in one place is in decline, but in another place it may be in its prime.

Marketers need to be alert and quick to promptly grasp information, situations, and opportunities to adjust and manage the business. The general direction is that products must be diverse, abundant, constantly innovated, and of increasingly high quality.

1.1.4.2. Pricing policy

Pricing policy is all the pricing decisions that a business makes and implements to achieve its marketing goals.

Pricing policy content includes:

- Identify policy objectives.

- Choose a valuation method.

- Decide on the selling price for each product, based on supply and demand, market and seasonality.

- Implement flexible pricing policies suitable for each target group (elderly, children, war invalids, etc.), market supply and demand, travel time (season of the year, day of the week, time of day) and payment method (immediate payment, deferred payment/installment payment, cash payment, credit card payment).

Determining and implementing a reasonable pricing policy not only attracts a large number of tourists to buy tourism products, increases sales volume, increases revenue and profits for businesses, and ensures the sustainable development of businesses and tourist destinations.

A correct and reasonable service pricing policy will increase physical evidence, helping customers feel the quality of the service they buy, thereby enhancing the image of the service. If the product is of good quality, the price must be high to honor the brand image. If the price is not correct, the communication will have the opposite effect. Price affects all parts of the distribution channel, sellers, suppliers, competitors, customers... all are affected by the pricing policy. Reasonable pricing will create well-functioning distribution channels. Branded products and destinations will allow us to implement a high pricing policy. For goods and services, pricing is mainly based on the customer's perceived value, based on the competitive situation, and costs are only the basis of the price. In services, prices can be a total price (full price) or a partial price.

The right pricing policy is to determine the appropriate price for each product, each stage, each market and is determined based on the supply and demand relationship, taking into account the prices of competitors and implementing flexible, soft prices, discounts for priority subjects.

1.1.4.3. Distribution policy

Distribution is bringing products, goods and services from the place of supply to the place of consumption through specific channels, flows and addresses.

The goal and also the requirement of product distribution policy is to organize reasonable distribution to exploit market demand, deliver goods and services quickly, reduce costs and achieve maximum efficiency.

For tourism products, distribution must be widespread and convenient, ensuring that customers can access information about the business's products, services and destinations anytime, anywhere.

Product distribution activities include:

- Determine the goals, directions and conditions of providing goods and services.

- Select and establish appropriate distribution channels in terms of both organization and business network.

- Operate channels to bring goods and services from suppliers to consumers to achieve set goals and efficiency.

The distribution policy of enterprises in general, and tourism enterprises in particular, is mainly reflected in two issues:

- First, choose appropriate distribution channels and appropriate intermediaries (agents, brokers).

- Second, choose to build appropriate sales points and provide services.

A tourism business can choose to directly bring its products to the identified target customers or indirectly distribute the products through intermediary distributors. Each form of distribution or different distribution level is associated with specific management policies. A good distribution policy is to make decisions that are consistent with the goals and requirements for the distribution of the above mentioned products and services.

1.1.4.4. Promotion policy

Promotion is the communication and advertising activities of products, services and brands to attract and persuade customers to trust and buy products and services, retain and develop customers.

The basic goal of promotion is to inform, remind, and persuade customers. Through the content of the message, businesses inform customers about the presence of products and services on the market, convincing them about the advantages of the product compared to other similar products on the market.

Promotion as one of the main strategies of Marketing-mix has a great effect in contributing to the successful implementation of Marketing-mix.

Types of promotions include:

- Advertisement.

- Propagate.

- Stimulate consumption (promotions, discounts, etc.).

- Direct sales.

- Public relations.

With the above types of promotion, the business's promotion policy is often expressed focusing mainly on 2 activities: communication and promotion. Specifically:

+ Communication policy:

Communication is the activity of contacting and communicating to build relationships between businesses and organizations and individuals related to the business activities of the business.

The communication policy of the enterprise is reflected in the horizontal and vertical relationships of the enterprise.

Horizontal relationships are relationships between businesses and their competitors and other relevant agencies and units. In horizontal relationships, the business's policy is to create mutual understanding, healthy competition, friendliness and cooperation to facilitate its business operations.

Vertical relationships are relationships with organizations supplying goods and services, superior management agencies and relationships with customers.

In the relationship with superiors, businesses need to make those with decision-making power understand the problem, sympathize, support, allow, and help the business's marketing policies, strategies, and decisions.

In relations with customers (organizations and individuals), the business policy is to win the affection and trust of customers, to make prestige,

The image of goods, services and of the business as well as each of its business establishments is deeply engraved in the minds of customers and the general public.

In communicating with customers, communication through promoting goods and services is the most important content. Through direct sales, sellers can introduce goods and services directly to potential customers to increase sales efficiency and collect feedback information from customers.

+ Promotion policy:

Promotion in business includes measures and arts that businesses use to inform and introduce to customers about goods, services and themselves in order to influence customers, attract them to buy the products of the business as well as manufacturing, trading and tourism service businesses at destinations often use the main form of promotion, which is advertising and propaganda.

- Advertising: advertising is the use of media to inform customers about yourself, your goods or services and about the business itself. Advertising policy is expressed through the content of advertising activities, including: determining advertising goals, advertising budget, selecting information, advertising content, selecting media, determining implementation time, and evaluating the program.

Advertising is a form of promotion that has many advantages: supporting direct sales activities; attracting customers that the sales team has not been able to market to; improving relationships with other businesses, penetrating a new market (geographically) or attracting a new market segment with the good, beautiful, unique, attractive things of the destination, thereby attracting tourists, increasing sales, building public goodwill towards the business.

Media that can be used in advertising campaigns: newspapers, television, direct mail, etc.

- Propaganda in tourism business activities in general, and tourist destinations in particular, is to introduce to potential customers and the public about tourism products at the destination and about the tourism business itself in the form of information, documents, articles, reports, newsletters, films, etc. thereby promoting the image, promoting the brand, convincing and strengthening the trust of current and potential customers in tourism products and services at the destination and the tourism business itself.

Propaganda is considered an integral part of public opinion organization activities. The content of propaganda activities includes many issues, but to achieve good results, businesses need to focus on the following issues:

 Identify the task and choose the propaganda topic. The propagandist must clearly identify the purpose of the propaganda to solve which marketing tasks? Increase the attractiveness and persuasiveness of the tourism product or enhance the reputation and image of the business or both? Only by clearly understanding the purpose can the propagandist determine specific tasks such as preparing articles, planning a propaganda campaign and choosing appropriate propaganda topics.

 Choosing the source of information: The person writing the propaganda article can be an employee of the enterprise or hired professional journalists. But whether inside or outside the enterprise, customers and the public often trust information from highly qualified people who are objective, honest, reputable and make a good impression.

1.1.4.5. Human policy

Tourism service business is an industry related to people. It is the work of people (employees) providing services to people (customers).