Universiteit Gent Faculteit Letteren en Wijsbegeerte Intercultural marketing: Comparative study holiday expectations Flemings-Walloons An internship at TCB, Marcom-department Neckermann Karen Decabooter Promotor: Prof. dr. G. Jacobs Scriptie ter verkrijging van het diploma master-na- master in de Meertalige Bedrijfscommunicatie Academiejaar 2008- 2009 Tabel met beschrijving van de stage Bedrijf Stage- Afdeling Taken Talen tijdens Stageperiode begeleidster de stage Naam: Beatrice Marketing- & - regio-analyse: verschil tussen wensen van Nederlands, 27/04/2009 Thomas Cook Belgium Mondelaers Communicatie- Walen en Vlamingen wanneer ze op vakantie gaan -> (Frans, Engels) t.e.m. Straat: Tramstraat 65 (Marketing afdeling doel: efficiëntere communicatie naar Walen toe 10/07/2009 Postnummer + Gemeente: Manager Neckermann - advertenties en wedstrijdformulieren opmaken 9052 Gent (Zwijnaarde) Neckermann) - sponsorevenementen organiseren (vb.Q-Beachhouse) Telefoon: 09 241 16 10 - persreizen organiseren en persknipsels bijhouden - Neckermann for kids: draaiboek voor website en reisdagboek voor kinderen opmaken - bijwonen van meetings - helpen bij opmaak van intropagina‟s van Neckermann brochures -… Word of thanks Although I am already accustomed to studying at university since this has been my sixth academic year at university, I still want to thank many people who helped me to round off this year successfully. Without their help, the realization of this dissertation would not have been possible. First of all, I would like to thank Prof. Dr. Eugeen Rogiest and Mr. Luc De Bie for the MTB-program. This supplementary master has not only changed my outlook on professional life, but also on my personal life. Thank you Luc for the good accompaniment and coordination throughout the year. I would also like to thank Prof. Dr. Geert Jacobs for being the promotor of this dissertation. Moreover, my thanks goes out to Thomas Cook Belgium, for giving me the opportunity to do an internship in their company. I would also like to pass along my sincere thanks to Ms. Beatrice Mondelaers, my supervisor during my internship at the Marketing- and Communication department of Neckermann. Thank you Beatrice for giving me the opportunity and the trust to let me accomplish several interesting tasks during my internship and for your professional supervision. I'm also extremely grateful to Marieke B, Sarah, Marieke P, Kathleen, Aron, Yves, Bart and the other colleagues at Thomas Cook Belgium for the pleasant and friendly atmosphere at the workplace, for encouraging me during the exam period, for providing me with the necessary information and data for my region analysis and my dissertation, for answering my questions and, especially, for making me feel part of an amazing team. During my internship, I also had the opportunity to interview several people at Thomas Cook Belgium. Many thanks to Philip De Cleen, Marketing and Communication Director of TCB, and Carlo De Smet, Manager Touroperating Air/Coach Holidays, for the interesting interview. I would also like to express my gratitude towards Wouter Huys and Stephanie Welvaert for making time to answer some of my questions. Finally, I would like to take a moment to thank Els en Stefanie for taking the time and trouble to read over my dissertation and for their support and friendship during hard times. Also many thanks to my other friends for their support. And last but not least, I would like to take a moment to pass along a very warm „Thank you‟ to my parents and my sister Ruth, for their patience and their ongoing support and encouragement during my studies and my internship. Thank you! Karen 1 TABLE OF CONTENTS WORD OF THANKS…………………………………………………………………………......1 INTRODUCTION………………………………………………………………………………...6 PREFACE…………………………………………………………………………………………7 CHAPTER 1 Thomas Cook Belgium and Marcom Neckermann..............................................8 1.1. Introduction……..…………………………………………………………………………….8 1.2. Thomas Cook Belgium (TCB).................................................................................................8 1.2.1. History of the company TCB………………………………………………………………..8 1.2.1.1. History of Thomas Cook Group PLC…………………………………………………......8 1.2.1.2. Current Thomas Cook Group PLC………………………………………………………..9 1.2.1.3. Thomas Cook Belgium LLC……………………………………………………………..10 1.2.2. Activities of Thomas Cook Belgium: types of holidays…………………………………...10 1.2.3. Structure of the company TCB……………………….………………………………....….11 1.2.4. Corporate identity of Thomas Cook Belgium……………………………………..…….....12 1.2.4.1. Vision………………………………………………………………………………….….12 1.2.4.2. Mission statement…………………………………………………………..………….…12 1.2.4.3. Thomas Cook Belgium as an employer……………………………………………..……12 1.2.5. Strategy of Thomas Cook Belgium………………….……………………….…………....14 1.2.5.1. Tour operator landscape in Belgium………………………………………….………….14 1.2.5.2. Marketing strategy of the three brands Neckermann, Thomas Cook and Pegase……….15 1.2.5.3. Corporate strategy Thomas Cook Belgium……………………………………………...19 1.2.5.4. Communication between the three brands Neckermann, Thomas Cook and Pegase…..19 1.3. Neckermann Belgium…………………………………………………..…………………..20 1.3.1. Functioning of Marketing- and Communication department Neckermann……………….21 1.3.2. Product portfolio Neckermann……………………………………………………………..22 1.3.3. Profile of Neckermann customers…………………………………………………………23 2 1.3.4. Communication strategy Neckermann……………………………………………………..23 1.3.4.1. Communication head-officer Zwijnaarde – 92 Belgian travel agencies Neckermann… .23 1.3.4.2. Communication towards customers……………………………………………………..25 1.3.4.2.1. Message………………………………………………………………………………..25 1.3.4.2.2. Means of communication……………………………………………………...………26 1.3.4.2.3. Complaints………………………………………………………………………...…..30 1.3.5. Competitors of Neckermann……………………………………………………………….31 1.4. Trends in travelling sector…………………………………………………………………32 1.4.1. General trends in travelling sector………………………………………….……………..32 1.4.2. The travelling sector in times of financial crisis………………………..…………………33 1.4.3. Consequences of financial crisis for Neckermann………………………………………...35 1.5. Summary: SWOT analysis of Neckermann……………………………………………....35 CHAPTER 2 Theoretical framework: intercultural communication and intercultural marketing 2.1. Introduction: motivation of the theoretical framework and link with internship……...37 2.2. Intercultural communication………………………………………………………………37 2.2.1. Communication…………………………………………………………………………….37 2.2.2. Culture……………………………………………………………………………………..37 2.2.2.1. Definition of culture.…………………………………………………………………….38 2.2.2.2. Cultural dimensions……………………………………………………………………...38 2.2.2.2.1. Hofstede…………………………………………………………………………...…..38 2.2.2.2.2. Schwartz………………………………………………………………………………..44 2.2.2.2.3. Trompenaars………………………………………………………………………… 44 2.2.2.2.4. Hall…………………………………………………………………………………….44 2.2.2.3. Opponents and criticasters of cultural dimensions……………………………………....44 2.2.3. Link communication and culture…………………………………………………………..45 3 2.2.4. Intercultural communication…………………………………………………....................46 2.3. Intercultural marketing……………………………………………………………………47 2.3.1. Link intercultural communication and intercultural marketing……………………………47 2.3.2. Intercultural marketing and advertising trategy……………………………………………47 2.3.2.1. Standardized global marketing strategy……………………………………………..…..47 2.3.2.2. Local marketing and advertising strategy……………………………………………..…47 2.3.2.3. Conclusion………………………………………………………………………..……...51 2.3.3. Summarizing table: link Hofstede‟s cultural dimensions and appropriate communication strategy……………………………………………………………………………………………51 CHAPTER 3 Internship at Marcom–department of Neckermann…………………………….54 3.1. Introduction………………………………………..………………………………………………54 3.2. Comparative study holiday expectations Flemings and Walloons…………………………54 3.2.1. Background information……………………………………………………………………..54 3.2.2. Briefing……………………………………………………………………………………….55 3.2.3. Methodology……………………………………………………………………………… .56 3.2.4. Most striking results of comparative study Flemings-Walloons…………………………… 57 3.2.4.1. Customer needs…………………………………………….………………………………57 3.2.4.1.1. Budget (data 2006)………………………………………………………….…………....57 3.2.4.1.2. Holiday frequency and holiday period (data 2006)…………………………………… 58 3.2.4.1.3. Type of holiday (WES 2006-2007, NVB 2009, interviews)…………………………….58 3.2.4.1.4. Type of accommodation (data 2006)……………………………………………… …..58 3.2.4.1.5. Type of Board (WES 2006-2007)………………………………………………… …...59 3.2.4.1.6. Destination (WES 2006, Midas Z08/09, interviews)…………………………………….60 3.2.4.2. Buying behavior………………………………………………………………….…… .…62 3.2.4.3. Buying motive…………………………………………………………………………..…62 4 3.2.4.4. Link with theoretical framework: communication strategy towards Walloons………..….63 3.2.4.5. Conclusion: validity of theoretical framework…………………………………………....65 3.2.5. Evaluation of task……………………………………………………………………..…….65 3.3. Other tasks during internship…………………………………………………………..…..66 3.3.1. Intro pages Neckermann brochures………………………………………..……………..…66 3.3.1.1. Background information………………………………………………………………..…66 3.3.1.2. Briefing…………………………………………………………………………………....66 3.3.1.3. Methodology…………………………………………………………………………..…..67 3.3.1.4. Evaluation of task…………………………………………………………………………68 3.3.2. Events……………………………………………………………………………………… 69 3.3.3. Press……………………………………………………………………………………… .71 3.3.4. Advertising & sponsoring……………………………………………………………… ….72 3.3.5. Neckermann for kids……………………………………………………………………….73 3.3.6. Other……………………………………………………………………………………… 74 CHAPTER 4 Evaluation of internship