Travel-lodge Marketing Plan

The assignment discusses Travel-lodge's implementation of a marketing plan to achieve its objectives. The company employed differential pricing and segmentation of marketing strategies to launch premium rooms. Research indicates that marketing functions played an important role in achieving these objectives.

HOSPITALITY
MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P.1 Roles and responsibilities of marketing and how it interrelates with other functional units.
.....................................................................................................................................................1
P.2 Roles and responsibilities of marketing functions within wider organisation......................2
P.3 Comparison of the ways that applies to elements of marketing mix....................................5
P.4 Marketing plan for Travel-lodge...........................................................................................9
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Hospitality industries involves sectors that deals in food and beverages services, accommodation, travel and tourism, recreation
and entertainment sectors. These industries work with an aim of providing comfort and peace to consumers with whom they are
dealing. They are involved in highly managing various factors like human resource, marketing, finance and promotional department in
order to achieve there business objectives. It has been analysed that Hospitality firms are increasing at a faster pace and creating a
different place for them in the region or across the globe (Armstrong and et.al., 2015).
Report highlights the role and responsibilities of marketing functions within Travelodge that supports them in achieving
business objectives. Assignment also discussed about the roles and responsibilities of marketing functions relating to wider
organisational context. Paper highlights the ways in which different hospitality organisations apply the marketing mix to the marketing
planning process to achieve business objectives. Assignment also discusses marketing plan in order to meet business objectives of
Travelodge.
MAIN BODY
P.1 Roles and responsibilities of marketing and how it interrelates with other functional units.
Brief description of Travelodge.
Travelodge is one of the popular brand in the hospitality industry. The company is involved in providing quality
accommodation and travel services. They have opened several outlets in the region and across the globe. Firm is been known to the
consumers for there well furnished infrastructure and room services. Travelodge is involved in selecting their location near the
airports, railway and bus station so that more consumers are attracted towards them.
Roles and responsibilities of marketing functions within Travelodge
Roles and responsibilities Marketing functions execution in Travel-lodge
Market researcher Market research can be done by Travel lodge through with
the help of marketing functions. The research will assist
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company in knowing the needs and demands of consumers. It
will support in achieving the business objectives. By this
organisation can also gain competitive advantage.
Market plan developer Marketing functions assists in developing plans for Travel-
lodge. This can also support manager of company in
evaluating and forecasting the future risk. It will make
organisation in identifying the target market for the future
needs and demands (Kumar, 2014). Plan can be prepare by
firm relating to the quality of product, consumer to be
targeted.
Relationship builder Travel-lodge will be benefited by this marketing function as it
will help company in building relationship with consumer by
delivering them quality of service. Also, it will assist
customer in making them aware about the brand and services
offered by organisation.
Brand Promoter Marketing will help Travel-lodge in promoting the product or
service offered by them .This will asssit company in
attracting wider range of consumers and also by delivering
them quality products they can retain them. Making them
aware about brands will allow them to choose Travel-lodge
that will increase their revenue.
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P.2 Roles and responsibilities of marketing functions within wider organisation
Organisation chart
Illustration 1: Organisation chart
Source: (Marketing functions, 2007)
Roles and responsibilities of marketing in the context of the marketing environment
Role Responsibilities How they relate to each other
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and marketing environment
Strategy Marketing functions have a
responsibility to develop
strategy for business in order
to achieve their goals(Kumar,
2014). Travel-lodge can use
various tactics like sales
promotion, public relation
which can help them in
expanding their market share.
Developing strategies can
support Travel-lodge in
identifying opportunities that
can foster their growth. It also
assists in analysing the risk
factors which might comes in
the path of company. Also, by
creating strategies organisation
can have an idea of how to
overcome the competitors
products. It will enhance the
working efficiency of firm.
Sales support Cooperation between the sales
and marketing function can
assist company in improving
or increasing the sales of the
product or service offered by
them. The sales team also have
a role to provide support to
company by providing or
delivering high quality of
Marketing and sales functions
are inter-linked with each
other. Travel-lodge would get
benefit of it as promoting their
service will increase their sale.
Also, sales support staff will
provide company with idea of
competitors product by doing
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services. market analysis of their goods.
Information provider Marketing functions also have
role to provide information
related to competitors,
suppliers, investors(Kumar,
2014). Travel-lodge will get
benefit of it as the company
will be able to have sufficient
amount of data related to the
trends running in the market.
Travel-lodge can get benefit of
having competitive advantage
as marketing will assist
company in having
information related to
competitors, media and various
other segments of the market.
It will also help organisation in
preparing for future risk, Also,
the company would be able to
explore new range of market
segments.
Significance of inter-relationship between marketing and other functional units
Marketing & room division- Marketing and room division are inter-linked with each other. As Travel-lodge is involved in
providing room services to their consumers. Appropriate marketing will help customer to know about the products delivered by
company. This will allow organisation to make consumer aware about the prices, offer and food and beverages given in room division
by the Travel-lodge. Promotion of the products would help organisation in attracting the new and wider range of customers. This will
help company in increasing their revenue.
Marketing & food and beverages; Travel-lodge through marketing can make consumer know about the variety and range of
food and beverages offered by them Through blog posting or using their website they can make customer know about the prices of
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food also they can solve queries of consumers through marketing functions. Marketing of food product can increase the sell of
company which direct lays impact on the revenue organisation. It will also enhance good will in market.
Key elements of marketing functions and there inter-relationship with other functional units
Marketing of the product attracts consumer to purchase the goods. Price and purchase of goods and services offered by travel-
lodge are also inter-linked with each other. If price of the product is set high by company then they might think before availing it.
Also, purchase decision is directly linked to the consumer economic conditions(Kumar, 2014).
Marketing also make consumers aware about the services provided by the company. Room division and product element of
marketing mix is inter linked as Travel-lodge must be involved in giving high quality of goods to consumers. Also, room given by
them must have proper infrastructure and better living facilities in order to increase their sale.
Marketing functions like promotion assists company in building new relationships with consumers that also increases their
sale. Food and beverages plus promotional strategies are inter-linked as if travel-lodge will promote their product more consumers
will be attracted towards it. Also, they can give the benefits of their food and beverages through online marketing. Company can make
consumer aware about what nutrients they have used while preparing food.
Travel-lodge while marketing product can also expand their market share. These factors have a relationship as travel-lodge
will be engaged in choosing place which is easily accessible to consumers. Also, they will select a place where human resource is
available easily.
P.3 Comparison of the ways that applies to elements of marketing mix
Basis Industry 1- Mac Donald Industry -2 Travelodge
Product Mac Donald is engaged in
giving high quality food and
beverages. They have a main
Travelodge is been engaged in
providing services like they
offer high quality food and
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focus on the product delivered
by them in order to earn more
revenue and establishing a
good will in the market.
Company provides food like
hamburgers, shakes and
desserts which is been
prepared according to the taste
and preferences of individuals
of particular region (Kumar,
2014). Preparing food
according to consumers
supports firm in retaining
them.
ebeverage to the people
staying in there hotel,
accommodation services,.
They are also engaged in
providing banquet halls for
small family function or
birthday parties or industrial
meetings. Firm is engaged in
enhancing the quality of
services by doing market
analysis which supports them
in growing.
Price Mac Donald has set up there
price according to the
economic condition of people.
It means hat cost is been set in
such a way which is affordable
by consumers. Also, nominal
amount of profit is been earned
by them. They are engaged in
Travelodge has kept there
price by keeping in mind the
cost kept by competitors, so
that they can have competitive
advantage. Also, they have
adopted pricing strategies like
cost plus pricing in which they
set the price of there rooms by
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providing high quality product
at low prices.
keeping in mind there profit.
They also provide packaged
offers to consumers in order to
earn more amount of revenue.
Firm also provides discounts to
the new and loyal consumers
so that they can retain them.
Place Mac Donald has set up there
outlets by doing market
research, so that they can
establish there business at a
place where the demand of
their product is high. There
product is most preferred by
adults, so they choose the
place where young adults
usually go like in shopping
malls, city centre and many
more. Also, the place is
selected where it is easily
accessible for people to come.
Travelodge has established
there business where they can
have benefit of cheap labour
and human resource is also
available in abundance. Also,
they are engaged in selecting
place or location which is
easily accessible by travellers.
They find place which is quiet
peaceful and enjoyable in
order to provide comfort to
their clients or consumers.
This factor helps them in
creating goodwill in the mind
of customers.
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Promotion Mac Donald is engaged in
using various promotional
strategies like advertising,
direct marketing, personal
selling (Armstrong and et.al.,
2015). They are involved in
building public relation by
solving the feedbacks and
issues of consumers. Also,
advertising is done by them on
various online platforms like
Facebook, Instagram or
Twitter. They also promote
their goods on billboards.
Travelodge is using
promotional strategies like
direct marketing. They are
making consumers aware
about there product or services
through face to face
conversations. Also, they
doing marketing through sales
promotional methods like
offering discounts, free
coupons, giving low price
packages to their clients.
People Mac Donald is engaged in
hiring people who have
effective communication
skills(Chumaidiyah, 2014). .
They are recruiting people
who can build a strong
consumer base and attract
more new customers. They
Travelodge is recruiting highly
qualified and skilled people so
that all the operations and
activities involved in there
firm is been performed
properly. Hiring qualified staff
helps them in expanding there
market and share and builds a
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also heirs individuals who are
good at solving issues of
public and do not get annoy
quickly.
brand value in the market.
Process Mac Donald is involved in
following easy and transparent
process. Like for example they
are very honest in there
services food is been prepared
in front of consumers(Stead
and Hastings, 2018).
Travelodge is also involved in
following processes that
supports them in achieving
their business objectives. Also,
while following process they
keep in mind there goal and
objectives.
Physical evidence Mac Donald have marked
there physical evidence by
providing consumers with
attractive interiors and designs
of restaurants. Plus they have
also provided franchise of
there restaurant to various
individuals across the glob
Travelodge have engaged up
with varied hospitality booking
chains and internet websites so
to make there evidence or
presence in the market. They
have been involved in
establishing there business at
many places which marks
there physical evidence in
market.
Different tactics applied by Travelodge
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Travel-lodge can make use of various strategies in order to achieve their business objectives. These strategies can be-
Social media marketing- Travel-lodge can promote their product on social media platforms like Facebook, Instagram, Twitter
and many more. This will help them in reaching a wide range of consumers which will help company in achieving their
objectives(Stead and Hastings, 2018). .
Word of mouth: Travel-lodge can promote their services through word of mouth publicity. They can engage with their
consumers by making them aware about the quality of products offered by them. This can also build positive relationship between
them.
P.4 Marketing plan for Travel-lodge
Executive Summary
Marketing plan will assist Travel-lodge in launching of the premium rooms in the region through methods like planning for
budget. It will determine the strategies, segment the market and position their company using segmentation and differentiated
targeting strategies.
Objective
Travel-lodge has the main aim to attract more new consumers through their premium rooms and increase their profitability.
Situational analysis
Swot
Strength
The premium rooms
which are been
launched by Travel-
lodge is at affordable
price. Also company is
Weakness
Company while
promoting is product
is not making use of
social media
marketing(Chumaidiya
Opportunities
Travel-lodge has a
huge opportunity to
expand their market
share by implementing
laws and schemes
Threats
Political norms, rules
and regulations plus
taxation policies
implemented by
authorities can act as a
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engaged in providing
offer packages at
discount rate to their
consumers (Stead and
Hastings, 2018).
h, 2014). . Also, they
are not offering wide
ranges of rooms to the
consumers which can
act as weakness.
relating to protecting
the environment.
Being ecological
friendly can support
them in expanding
their market share.
threat for company.
Porters five forces
Bargaining power of buyer Moderate
Potential entrants High
Bargaining power of supplier Low
Industry competitors Moderate
Threat of substitute products High
Elements of Marketing mix
Product: The rooms provided by travel-lodge is of premium range. It will contain fully facilitate infrastructure with room
service facilities. The interior design would be attractive. Also hotel will contain other facilities like gym, swimming pool etc.
Price: Prices offered by travel-lodge will be according to the economic condition of people. They will indulge in providing
competitive prices to their consumers. Through this they can also gain competitive advantage.
Promotion: Travel-lodge will promote their rooms via various promotional techniques such as advertising, print media, word
of mouth publicity and many more.
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Place: Travel-lodge will establish their rooms on places which are easily accessible by consumers and also where lot of
tourists are being attracted (Chumaidiyah, 2014).
Segmentation, targeting and positioning
Travel-lodge will be engaged in applying demographic segmentation strategies. This will help them in attracting consumers
that can afford premium rooms. Also, this can assist company in providing goods according to the needs and demands of consumers.
Segmenting will be done through differentiated marketing strategies. Here firm will look out on customers with unusual wants. Than,
they will try to fulfil their needs. Multi segment target strategy will also be utilise by travel-lodge. It can help them in targeting
customers according to their needs and desires. Further, positioning strategy will also be used by company. This will allow company
in utilising the resources effectively and minimising the waste.
Budget
In order to promote their premium rooms, travel-lodge has set up a budget of $50,000. They have also forecasted that they will
achieve a sales target of $60,000 in this financial year.
Controlling and monitoring
Monitoring and evaluation function will be performed by the managers of travel-lodge through taking a deep analysis about the
activities undertaken by organisation (Bahadir, Bharadwaj and Srivastava, 2015). They will also take feedback from consumers and
evaluate if customer is being satisfied or not. This will support company in analysing the effects of existing practices.
Detailed evidence based marketing plan for travel-lodge
Travel-lodge is going to launch its premium room for the consumers. For this they need to prepare an evidence based
marketing plan. Company will be involved in defining their objectives, vision and mission. The aim of travel-lodge is to successfully
launch their premium room services and expand their market share. For this they are setting up budget which will assist them in
forecasting the result of the activities undertaken by the organisation. Also company is using differentiated marketing strategy that will
help them in segmenting the market. Organisation will target the consumers according to their needs and demands. They will provide
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them with high quality products and appropriate room services with proper interior. Furthermore, use of differentiated and multi-
tasking strategies would be beneficial for firm as it will allow them to increase their revenue. This method will also attract more
consumers.
Strategic marketing plan
Business objectives Marketing mix
strategies
Tactics Monitoring and
evaluation
To increase the
revenue of travel-
lodge
In order to achieve this
objective travel-lodge
would be involved in
using differential
pricing strategy. Also,
it would select place
which will be easily
accessible to
consumers (Bahadir,
Bharadwaj and
Srivastava, 2015).
High quality luxurious
premium room will be
provided by company.
For achieving the
objective
differentiated
marketing and price
per segment strategy
would be used by
company. It means
they would be
involved in offering
product whose price
would be different for
varied consumers
Monitoring and
evaluation would be
done by taking
consumers' feedback.
To expand the market
share of travel-lodge
In order to expand
market share of travel
Demographic
segmentation and
Test marketing
strategies will be used
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lodge rooms will be
offered at affordable
price. Also, various
promotional strategies
like social media
marketing, direct
marketing would be
done. Also, the place
selected by the
company would be
attractive which would
retain more customers.
differentiated
marketing strategy
would be use. They
will also make use of
place where abundant
human resources are
available to the
company. Also,
promotion will be
done through various
segments like social
media, online and inter
net marketing
by travel-lodge in
order to monitor and
evaluate.
Gaining competitive
advantage.
In order to achieve this
objective travel-lodge
would be involved in
using various
promotional activities.
Also, they would set
price according to the
economic condition of
people living in that
Segmented marketing
strategies and
differential pricing
techniques will be
used by company in
order to gain
competitive advantage.
Also, promotion will
be done through
Evaluation and
monitoring can be
done by analysing the
satisfaction level of
consumers. This will
help travel-lodge in
gaining competitive
advantage.
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area. Also, the rooms
offered will be of high
quality and low rate.
advancing
technologies like
social media channels.
CONCLUSION
From the above study it has been summarised that Travel-lodge has achieved its objectives by implementing marketing plan.
Also, strategies like differential pricing and segmentation of marketing has helped company in launching premium rooms. Research
explained that marketing functions has played important role in achieving objectives.
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REFERENCES
Books and Journals
Bahadir, S.C., Bharadwaj, S.G. and Srivastava, R.K., 2015. Marketing mix and brand sales in global markets: Examining the
contingent role of country-market characteristics. Journal of International Business Studies.46(5).pp.596-619.
Khan, M.T., 2014. The concept of'marketing mix'and its elements (a conceptual review paper). International journal of information,
business and managemen. 6(2). p.95.
Chumaidiyah, E., 2014. January. The marketing mix strategy in influence to the competitive advantage. In Proceedings of the 2014
International Conference on Industrial Engineering and Operations Management Bali, Indonesia (pp. 818-826).
Kumar, M., 2014. Importance of pricing methods in forming a marketing mix strategy. International Journal of Research in Finance
and Marketing.4(6).pp.9-17.
Chandra, P.S., 2016. Perceptions on Marketing Mix Strategies Practised by The Employees of Organised Retailers. ZENITH
International Journal of Multidisciplinary Research.6(2). pp.12-22.
Stead, M. and Hastings, G., 2018. Advertising in the social marketing mix: getting the balance right. In Social Marketing(pp. 29-43).
Psychology Press.
Armstrong, G. and et.al., 2015. Marketing: an introduction.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.
Online
Marketing functions. 2007. [Online]. Available through < https://www.entrepreneurship.org/articles/2007/01/monitoring-and-
controlling-marketing>
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