Management Board June 5, 2019 June 14, 2019 Laurie

The distribution channel Dynamics change: online is as a medium in the information research and significant reservations. Dynamics and daily topicality of reservation systems represent another challenge for tour operators. The market segmentation showed that the vacation travel market about functional and emotional needs of customers stretches on. The Thomas Cook AG to define the target group segments for both brands also on the emotions – and to prioritize allowed the detailed description of the Verbrauchercluster, as well as the identification of the fire feel. Sokelands conclusion: the market segmentation approach it is gelung-en, to sharpen the brand positioning for Thomas Cook and Neckermann Reisen and the differentiation between two marks to opti Mize, in particular in terms of product and brand value positioning. In addition specified core target group, market potential and recommendations for the marketing process derived for both brands.

Essential in the future to expand market share. Growth impulses through market mapping Dr. Hildegard basement core, Member of the Management Board, engrossed in their point of view the issue of market segmentation. Emerged as a result of the economic crisis a great uncertainty among consumers and also a changed, more demanding expectations towards enterprises, as in the area of corporate social responsibility (CSR), to feel. If the change of people and these people make decisions in terms of consumption and brand, it means, that also markets change. And change means the prospect of growth. “So it is time to take advantage of the new opportunities and fresh looking” people, to look at brands and markets, stressed to identify these growth opportunities, cellar core. These potentials arise in the brand portfolio management, brand positioning and innovation areas. But markets tick different and uniform segmentation approaches access therefore too short. It is therefore crucial brand-specific look at the markets and to segment the market according to the important decision criteria.