HAT202 Business and Marketing

STUDENT NAME:
DATE
ASSESSMENT 3 HAT202
BUSINESS AND MARKETING PORTFOLIO

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TABLE OF CONTENTS
Introduction.................................................................................................................................................2
Current business operation.........................................................................................................................3
Product....................................................................................................................................................3
Location and Distribution........................................................................................................................3
Pricing models.........................................................................................................................................3
Customer segments.................................................................................................................................4
Branding and positioning.........................................................................................................................4
Current promotion and marketing materials...........................................................................................5
Appendice 1 – Product........................................................................................................................6
Appendice 2 – Location and distribution.............................................................................................7
Appendice 3 – Pricing models..............................................................................................................8
Appendice 4 – Customer segments.....................................................................................................9
Appendice 5 – Branding and positioning...........................................................................................10
Appendice 6 – Current promotional materials...................................................................................11
Recommended new or innovative idea.....................................................................................................12
Description:...........................................................................................................................................12
Applicability:......................................................................................................................................12
Future integrated marketing plan..............................................................................................................14
PLAN OVERVIEW....................................................................................................................................14
Target market.........................................................................................................................................14
Promotional Mix....................................................................................................................................15
Personal selling..................................................................................................................................15
Public relations..................................................................................................................................16
Advertising.........................................................................................................................................17
Sales promotion.................................................................................................................................18
Direct and digital marketing...............................................................................................................19
References.................................................................................................................................................20
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INTRODUCTION
This report is being presented in order to highlight the current marketing plan of Crowne Plaza Hotel
and then will recommend a future integrated marketing plan. Crowne Plaza is a multinational chain of
hotels with headquarter in the United Kingdom. It offers services to the business travelers and to the
conventions and meetings market (IHG, 2013).
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CURRENT BUSINESS OPERATION
PRODUCT
Crowne Plaza offers various services to its clients such as guest rooms, conference facilities, executive
lounge, travel desk, food and beverages, business center, parking facilities, recreational facilities, etc
(IHG, 2018). (Refer to Appendix 1)
LOCATION AND DISTRIBUTION
The Crowne Plaza Hotels and Resorts have 400 hotels and resorts in around 65 countries as it is one of
the biggest hotel brands. The hotel is comprised of a research team which determines the key locations
and distribution strategy for the project (IHG, 2015). The hotels and resorts are at the prime locations
where the distribution of the services takes place. (Refer to Appendix 2)
PRICING MODELS
The Crowne Plaza is the part of the hospitality industry. Its USP is to offer comfort to the business
travellers (Hotel Executive, 2018). As it is positioned one of the well-known brands in the industry,
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therefore, it has adopted premium pricing model. It charges premium or high prices from the
customers as their most of the clients belong from a rich background. (Refer to Appendix 3)
CUSTOMER SEGMENTS
Customer Segmentation is said to be the methodology used to divide a customer base into different
groups of people that are similar in precise ways applicable to markets such as age, interests, spending
habits and gender (Rouse, 2018). Crowne Plaza Hotels and Resorts majorly focus on business travelers,
conventions and meeting markets (Hotel News, 2011). (Refer to Appendix 4)
BRANDING AND POSITIONING
Crowne Plaza has established 3D design guides in order to confirm consistency and clarity of the hotels
and visitor experience, by influencing the hotel's individual characters.
The Crowne Plaza is the part of IHG Group and is one of the luxurious hotels. The brand does not
compromise in the quality of its offering. The time brand Crowne Plaza comes in the thought of the
customers they think about the comfortable and luxurious hotel. Therefore, the positioning of the
Crowne Plaza is the hotel with comfortable and luxury services and amenities. (Refer to Appendix 5)
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CURRENT PROMOTION AND MARKETING MATERIALS.
Advertisement- Advertisement is a communication tool used to communicate with the customers or
users of the product or service (The Economics Times, 2018). Most of the advertisement of the Crowne
Plaza is been done on the internet as compared to other channels. For example, Instagram, Facebook,
YouTube
Personal selling- Personal selling is also called as face-to-face selling through which a salesperson try to
influence the customer to buy the product or service. This field provides great value to the hotels
because all the service that is sold in hotels is done at the same location.
Sales Promotion- It is one of the important elements of the promotional mix. This method makes use
of non-media and media marketing communications for a decided time to upsurge the demand of the
customer stimulate market demand and enhance the availability of product or service. Sales promotion
of Crowne Plaza is normally utilized as package selling, and discount offer. (Refer to Appendix 6)
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APPENDICE 1 – PRODUCT
Source [https://www.serbiaincoming.com/travel-offers/hotels/crowne-plaza-belgrade/]
Source[https://www.loveholidays.com/holidays/usa/new-york/new-york/crowne-plaza-times-
square.html#view=description]
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Source [https://www.ihg.com/crowneplaza/hotels/us/en/quezon-city/mnlcp/hoteldetail/events-
facilities]
APPENDICE 2 – LOCATION AND DISTRIBUTION
Source [https://www.booking.com/hotel/jo/crowne-plaza-jordan-dead-sea-resort-amp-spa.html]
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APPENDICE 3 – PRICING MODELS
Source [http://samipress.net/how-to-create-a-premium-pricing-strategy/]
Source [(http://www.dencio.com/2013/06/the-club-lounge-at-crowne-plaza-manila.html)]
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APPENDICE 4 – CUSTOMER SEGMENTS
Source [https://www.slideshare.net/SunilKumar148/market-segmentation-33438436]
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APPENDICE 5 – BRANDING AND POSITIONING
Source [https://amandavolkmer.wordpress.com/g-my-perceptual-map/]
Source [https://www.ihgplc.com/files/reports/ar2008/index.asp?pageid=19]
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APPENDICE 6 – CURRENT PROMOTIONAL MATERIALS
Source [https://www.slideshare.net/kuceralukas/crowne-plaza-prague-fact-sheet-2012]
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RECOMMENDED NEW OR INNOVATIVE IDEA
DESCRIPTION:
Considering the huge expanded business of Crowne Plaza, it can be recommended that it should now
get involved in the travel and tourism business by offering tour packages to various locations, tracking
activities. If the company will enter in this business then it will not face major issues in establishing the
business as it is already the part of the same industry i.e. hospitality and tourism.
APPLICABILITY:
Crowne Plaza is one of the famous groups of hotels and resorts which reflect that if it gets entered in
the traveling business it did not need to give more efforts in promoting the business. Moreover, it has
various clients who belong to this industry and have knowledge. So, the company can contact those
clients and can start its business.
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FUTURE INTEGRATED MARKETING PLAN
PLAN OVERVIEW
The Travelling business of Crowne Plaza can be named as Crowne Travels which will be formed to offer
adventure, travel, and sports experience and packages with expensive lodgings, pleasure-seeking food,
and star service providers to rich clients.
Source[http://awadhtrip.com/]
TARGET MARKET
The target market is said to be a group of people in a service market of the business that has been
definite to focus its efforts on marketing. The target market of Crowne Travels will be the rich
customers, business clients, and millenniums who believe in spending money on leisure and comfort.
PROMOTIONAL MIX
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Source[https://businessjargons.com/promotion-mix.html]
PERSONAL SELLING
Personal selling will be very effective and easy for Crowne Plaza to promote Crowne Travels as it can
make use of its own place i.e. hotels and resorts where most of the travelers visit.
Source [https://www.jobselection.ro/receptioner-purser-sea-chefs-river-ocean-ships/]
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PUBLIC RELATIONS
Crowne plaza already has good relations with its rich and business class customers that will support
company in promoting its Crowne travels. Besides this, it can make relations with the travel agencies
who are already in this same business to get the customers.
Source [http://www.assignmentpoint.com/business/management/purpose-public-relations.html]
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ADVERTISING
In order to promote the new business i.e. Crowne Travels, the company should not only make use of
internet advertising channel but also television, and radio so that it can be promoted at a huge level.
Source [https://sharptackmedia.com/helpful-articles/the-6-best-advertising-strategies-for-small-
business/]
SALES PROMOTION
In order to promote Crowne Travels Company can make use of sales promotion by offering various
discounted travel packages to the clients in the summers and winters.
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Source [https://www.shutterstock.com/image-illustration/sales-promotion-techniques-457709203]
DIRECT AND DIGITAL MARKETING
Crowne Travels can use internet advertising by using social media platforms such as Facebook, Twitter,
Instagram, etc. to promote traveling business.
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Source [https://digitalmarketing.netmaxtech.com/digital-marketing-course-in-dharamshala/]
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REFERENCES
Hotel Executive (2018)
Crowne Plaza Targets Business Travelers [online]. Available from
https://www.hotelexecutive.com/newswire/8938/crowne-plaza-targets-business-travelers [accessed 21
May 2018]
Hotel News (2011)
Crowne Plaza will target ‘the striver’ [online]. Available from
http://www.hotelnewsnow.com/Articles/12788/Crowne-Plaza-will-target-the-striver [accessed 21 May
2018]
IHG (2015)
Great hotels [online]. Available from
https://www.ihgplc.com/files/reports/ar2015/files/pdf/strategic_report.pdf [accessed 21 May 2018]
IHG (2013)
Crowne Plaza [online]. Available from https://me2.ihgmerlin.com/cs/web/europe/our-
brands/crowne-plaza [accessed 21 May 2018]
IHG (2018)
Our Strategy [online]. Available from https://www.ihgplc.com/about-us/our-strategy
[accessed 21 May 2018]
Lake, L. (2018) Learn About Promotional Mix in Marketing [online]. Available from
https://www.thebalancesmb.com/what-is-promotional-mix-2295546 [accessed 21 May 2018]
Rouse, M. (2018)
customer segmentation [online]. Available from
https://searchsalesforce.techtarget.com/definition/customer-segmentation [accessed 21 May 2018]
The Economics Times (2018)
Definition of 'Advertising' [online]. Available from
https://economictimes.indiatimes.com/definition/advertising [accessed 21 May 2018]
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