Marketing Concept of Hilton Hotels

RUNNING HEAD: Marketing practice 0
Hilton hotels
Marketing practice

Marketing practice 1
The aim of this paper is to introduce the marketing concept of Hilton Hotels. The marketing
concept is used to analyze to meet the need of customers. It is helpful in satisfying customer
needs, increasing sales and maximizing profits. The marketing concepts include concepts of
production, product, selling, marketing and societal marketing. The study is based on the
Hilton Hotels. Hilton is one of the leading hotels. It has multiple chains in many countries.
The report defines the purpose of marketing segmentation which is useful for the hotel. The
target market is discussed to define target customers. The market theory is used to identify
value proposition of product to the target market. The innovative gallery is the new product
of Hilton which is used to explain the task.
Market segmentation is a marketing concept. It is the process of dividing market potential
customers into group or segmentation. A market is segmented on the basis of individuals who
have same interests. The individuals from the same segment react in a same way. Hilton has
different customers from different backgrounds (Du, Yang, Liang & Yang, 2016). The
marketing segmentation of Hilton Hotel includes the benefits, demographic, geographic and
behavioral segmentation. The market can be divided into the following segments for the
innovative gallery:
Behavioral segmentation:
Hilton hotels is a leading hotel worldwide. The company have expansion and set base in over
78 countries. It is an exclusive provider of luxury services (Vigneron & Johnson, 2017). This
information bears a certain perception in the customer’s mind. The attitude and behavioural
aspects towards brand is expected. On the basis of these perceptions and knowledge, the hotel
has created an interesting segmentation of customers. It is creating a place in the high end
community (Tanford & Malek, 2015). The governments and international dignitaries also
prefer to choose Hilton for their launch and meetings.
Benefits segmentation:
Hilton hotel is a high class and exclusive service provider. The company has 530 hotels and
resorts worldwide. The benefits segmentation includes segmentation on the basis of benefits
customers who aim to obtain products or services offered by the company. Hilton provides
benefits to the potential and existing customers. The benefits include a sense of achievement
and high status in society (Xiang, Magnini & Fesenmaier, 2015).
Geographic segmentation:

Marketing practice 2
The geographic segmentation focuses on the location and local preferences. The hotel decides
it’s service packages according to the culture and geographic locations. This segmentation is
done on the basis of culture, religion, state and territory (Rondan-Cataluña & Rosa-Diaz,
2014). It involves targeting a specific group of customers on the basis of geographic locations
in both national and international level.
Demographic segmentation:
The demographic segmentation includes the middle and senior aged professionals with a
higher level of income. This section preferably belongs to the upper social class who chase
luxury lifestyle. On the basis of need and preference of customers, the hotel can easily target
market. The company also targets foreign tourist and delegates.
After the process of segmentation, targeting formulates various marketing strategies and
promotional schemes as per the taste of the particular segment. After the process of
segmentation, an organization uses various strategies to target them. The hotel can easily
target customers on the basis of need and preferences. After segmenting the market, best
customers are targeted. The target markets of Hilton are:
Middle and senior aged professionals with a higher level of income.
The upper social class who chase luxury lifestyle.
Foreign tourist and delegates
The higher level of income group can be easily targeted by the hotel as they are ready to pay
any amount for their convenience and accessibility to the things. The upper social class looks
towards innovative products. So, Hilton can target them by introducing innovative gallery.
The innovative gallery is very effective for the foreign tourist and delegates. As they can use
earpieces available there to communicate to staff through an app called new stress
intervention in any language. The tourists are attracted by the innovative gallery as it
represents the culture of a particular country (Firat, Ozaltin Turker & Metin, 2014).
An organization tries to build up an image of it’s product after deciding target market. Hilton
can create an image of it’s a new product that is an innovative gallery in the mind of
consumers through positioning (Blankson, 2016). It helps to create the perception of the
product in the mind of the target audience. The hotel provides various features through the