Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
Key roles and responsibilities of marketing ...............................................................................3
Relation of marketing functions with other functional units of organisation.............................4
Marketing Mix of Company........................................................................................................6
Development of Marketing Plan of Hilton................................................................................10

INTRODUCTION
Marketing is the most important department of company, it is essential for every
organisation to have a well organised marketing department which is engaged in promoting,
advertising and marketing services and products (Baker, 2016). There are various activities
which are undertaken by companies in this function to attract maximum number of customers.
Main aim of marketing department is to increase overall sales of company. Marketing is an
essential function which ensures that products & services are promoted in an effective manner.
This is important for every marketing department to do good market analysis and research. This
helps in increasing sales and profit of the company. The company considered in the following
report is Hilton Hotels and resorts. This is a global brand of full service hotel and resorts
properties. This organisation is working in around more than 85 countries (Hilton.com). This
hotel works under flagship of Hilton and this is one of the largest hotel brands of the world. This
hotel is targeted at both leisure travels and business with locations in convention centres, near
airports, popular destinations, etc.
Key roles and responsibilities of marketing
Marketing is a function which plays a very important role in informing and making their
customers aware of products and services of the company. There are various roles and
responsibilities of marketing which are important as it helps in making right decisions for
promoting and advertising products and services. Some of the roles and responsibilities of
marketing are mentioned below:
Market research: This is an essential role of marketing as it helps in analysing market
effectively and then developing strategies so that products can be promoted effectively (Cant,
and Wiid, 2016). In context of Hilton Hotel, the marketing department is responsible for doing
an effective market research that is helpful for company in knowing how to target potential
customers. Analysing market and target customers deeply is strong responsibility of marketing
department of Hilton. This is the first step of marketing department which has to be performed
with utmost care. Marketers of Hilton make sure that they are collecting relevant and authentic
information. The goal of market research of Hilton is to develop strategies for the company for

gaining greater penetration in the global hotel industry. The main purpose of this is to ensure the
survival and operation without which organisation will lose the grip in global hotel business.
Analysing collected information: When marketers have collected all relevant
information then there is turn for analysing that information in a correct manner. The main role
of marketing managers of Hilton is to do proper analysis of this relevant in information and take
considerable decisions for promotions of products. Hilton managers collect information related
to the new trends and patterns of customer experience.
Formation of strategies: It is important for marketing managers for analysing different
information that are related to make effective strategies in order to attract more number of
customers. It is the most essential thing that helps marketing department to develop strategies &
functions so that all subordinates and employees are clarified about what they have to perform in
order to attain organisational goals & objectives.
Using customer centric approaches: The marketing approach used by Hilton is
customer centric approach. They greet all customers who visits their hotel. They welcome
customers with a happy face and ensure that these customers are enjoying their stay. This
customer centric approach helps Hilton to attract a lot of customers.
Marketing campaigns and promotional activities: Managers of Hilton working in the
marketing department plays an essential role in organising various promotional events and
marketing campaigns (Chaffey and Smith, 2017). These promotional events and campaigns help
in providing company’s information about products and services to potential customers. By
analysing the market research, it is easy to know what are the facilities to be offered to customers
in order to meet their demands.
Hilton is performing various marketing activities.
Hilton hotel enacts in two phases i.e. Expect better, Expect Hilton. This campaign was
started by Hilton to attract customers. Promotional strategies are needed to market a brand.
Brand Hilton enjoys a dedicated promotional team. Advertising and promotions of Hilton Hotels
is done majorly through the internet. Public relations and publicity has been given a major role to
play to ensure that the promotion mix is realized. Communication strategy is used by this hotel to
connect personally to consumers and making them know that they are provided best service.