FRAM marketing plan

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FRAM marketing plan

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Abstract

The French Tour Operator market has some specific features. Indeed, 25% of the Germans travel with Tour Operator whereas the only 10% of French use tour operatiors. In spite of the difficulties that some operators are suffering, FRAM is still a successful company as they stand among the top 5 travel companies in France. FRAM had an amazing success for many years and this success was quite inexplicable. The "family war? between Georges COLSON and Marie-Christine CHAUBET has split the group into half, despite of which FRAM remains unaffected. FRAM, in French stands « Fer, Route, Air, Mer » which when translated into English becomes « Train, Road, Sky, Sea » is a reference to all touristic transportation means available, was created in 1949 by 16 friends from Toulouse and its area in France.

Company Overview
1. Structure
2. Historic Overview
3. FRAM today
FRAM Marketing Mix
1. Product
2. Price
3. Communication
4. Distribution
SWOT Analysis
1. Strengths
2. Weaknesses
3. Opportunities
4. Threats
Target and Segmentation
1. Main targets
2. Positioning
FRAM's CRM
Loyalty Program

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[...] In 1990, FRAM is represented by approximately 378 employees and counted customers. ▪ 1990 – 1999 : the success spirit At the beginning of the nineties, the company became the third biggest travel company in France. The success relied on four core fields: tour operator, hospitality, welcoming and road transport. To answer to customer request, new destinations are launched in Asia, in Africa and the Caribbean. The catalog was printed at more than two million copies. In 1998, FRAM owned and managed 19 Framissima in 13 destinations and offered 45 destinations. [...]

[...] FRAM had an amazing success during many years and this success was quite inexplicable. Actually a “family war” between Georges COLSON and Marie-Christine CHAUBET is splitting the group in half, but FRAM will keep improving its modernization for the following years. Company Overview Structure Historic Overview ▪ 1949 : friendship time: FRAM, which means in French « Fer, Route, Air, Mer » that we will translate as « Train, Road, Sky, Sea » is a reference to all touristic transportation means available was created in 1949 by 16 friends from Toulouse and its area in France. [...]

[...] FRAM would of course, in this particular case, deny any responsibility. Finally, you should know that the program has a validity date of three years, starting on January 1st of the subscription year. Conclusion TUI wanted to buy FRAM but the company was not ready at that time, (the project is not completely abandoned). A new product, Framissima Nature is going to be implemented. It deals with a serious project developed in France in taking advantages of the authentic vacations. [...]

[...] Bibliography - The marketing plan: a practitioner's guide. By John Westwood, published by Kogan Page - How to develop a strategic marketing plan: a step by step guide. By Norton Paley, published by St. Lucie Press - Marketing for tourism. [...]

[...] FRAM observed important sales in agencies after televised advertisement. ✓ Partnership with tourist home, mainly with the North Africa countries like Morocco or Egypt, with adverts on large boards, and on radio. ✓ Booklets are created for each season (Generalist, Health, Golf, Party & carnivals, Weekends, Egypt) and are distributed in selling points. ▪ Internet : On line sales: Distribution ▪ FRAM keeps a classical distribution: FRAM agencies, so its 79 selling points, represent 20% of the distribution. The 120 embassies (independent agencies) where FRAM offer is proposed, realize 12% of sales, with an objective of 200 embassies by 2010. [...]

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