Hospitality Marketing Essentials – Doc

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
(Covered in PPT).........................................................................................................................1
Task 2...............................................................................................................................................1
P3 Comparison of ways in which hospitality organization apply marketing mix to marketing
plan...............................................................................................................................................1
Comparison between Hilton hotel and Holiday Inn hotel with the help of marketing mix.........1
M3 Different tactics ....................................................................................................................3
Task 3...............................................................................................................................................4
P4 Basic marketing plan..............................................................................................................4
M4 Marketing plan that apply marketing mix ............................................................................6
D2 Strategic marketing plan........................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Every organization spread out their business with the help of marketing that increase
profit margin. Marketing play a vital role within business organization and every place as it
provide information to customers and make business at up position. It is needed to aware people
from new product and service that interacts people and create interest to buy such products. It is
essential for hospitality industry such as customer get influences from new service and create
customer loyalty. For better understanding the concept of marketing in hospitality industry
Hilton hotel has been taken that provides hospitality services in UK. The management of Hilton
perform different type of marketing roles and responsibility in industry and affect people for
availing such services. Different point are going to be covered in this report such as how
interrelation of marketing with other, comparison of marketing mix and marketing plan which
attracts customers and increase productivity.
Task 1
(Covered in PPT)
Task 2
P3 Comparison of ways in which hospitality organization apply marketing mix to marketing plan
Marketing mix is the set of actions and regulation that is adopted by marketing manager
for the purpose of satisfying customers by completing their demands. In context to Hilton hotel,
marketing manager formulates policy and implement within organization for satisfying
customers (Vergun, 2015). Marketing mix involves following element such as product, price,
place, promotion, physical evidence, process and people. The comparison of marketing mix for
different organization is defined as:
Comparison between Hilton hotel and Holiday Inn hotel with the help of marketing mix
Basis Hilton hotel Holiday Inn
Product This hotel offers different types of services
such as lounge, food and beverage services,
swimming pools, music, to arrange special
event, gift shops. Retail facility, staying
This hotel provides different
types of products and services
with organization such as 24/7
hours room services, better
1

facility which influences customers that helps
to increase productivity as well as
profitability. The main aim of such industry
is to provide attractive service such as digital
entry, cancellation, robot service etc.
supporting products are offered by managers
to obtain competitive advantages that
involves 24/7 room service, magazine for
business travellers, concierge service and free
newspapers.
quality of food, internet
facility, hygiene foods, staying
service, better infra structure,
good design of hotel etc.
moreover, it provides chatbot
service which is innovative for
such industry and attracts
customers.
Place This means Hilton world wide serves guest
operating more than 745,000 rooms in
approximately 100 country. In present, it is
operating 206,635 rooms in 85 countries and
also follows distribution strategy that attracts
customers and they purchase products and
services. Moreover, it provide online facility
through which person can booking in
advance at different place and obtain
services.
It provides its services in more
than 50 countries whose main
motive is to expand its
business by increasing number
of service. It extend its
business by serving online
services and booking in
advance that make feel
comfortable to customers.
Price Price is the consideration amount which is
taken by seller from purchaser. Hilton is
adopting penetration pricing strategy due to
providing high quality products and services.
It keeps low prices of products than
competitors that increase market share
(Braciníková and Matušínská, 2017).
Holiday Inn is adopting
premium pricing strategy in
which they are charging high
prices for its services. It keeps
high prices due to providing
five star rooms and WIFI
facility that attracts high status
and luxury people.
Promotion Hilton is promoting its services by using
different techniques such as magazine, T.V.,
It is using different
promotional strategy such as
2

social media, you tube, print media etc. that
attracts customers and increase the sale of
business organization (Hiebing and Cooper,
2003).
social media, magazine,
special offer, print media and
word of mouth that make
aware customers for
increasing number of
consumers.
Physical
evidence
It is using online and offline system for
booking which is consider in physical
evidence. Moreover, it focuses on hygiene
food and service in order to influence
customers and increase profits.
The manager of such industry
follows online and manual
system for providing better
services in existing as well as
new market.
Process The operation management of selected
company adopts advanced technology as a
production process that helps to provide
better quality of services. Moreover, it
provide pre and post sale services in order to
solve customer's complaints and provide
them better solution.
It has adopted operation
management process in which
manager operate business
functions in effective manner
and increase profit margin
within industry.
People As people are important for organization who
uses their skills and knowledge in order to
attracts people. The staff of Hilton are well
trained who develop marketing strategies and
for increasing sales.
Its staff and manager are well
experiences who perform their
function in effective manner
and influence customers.
M3 Different tactics
Any organization apply effective strategy and tactics that helps to achieve business goals.
The main objective of tactics is to formulate business strategy for running a business long term
and maintain profitability. In Hilton, manager applies different strategies and planning such as
pricing strategy, distribution strategy, promotional and customer services management tactics
which influences customers and increase profit margin. Moreover, it focuses on customer's
3

demand and make strategy to provide satisfaction to them (Kandampully, Zhang and Bilgihan,
2015).
Task 3
P4 Basic marketing plan
Marketing plan is the structure plan which is prepared by manager to perform
organizational functions and improve the sale of business organization. It is blue print of
strategies that helps to gain competitive advantages within market.
Executive summary: Hilton is a well known hospitality industry that offers hygiene food
and different types of services to that attracts customers. It is planning to expand its service line
by launching new service. It will include marketing mix, SWOT analysis, budget statement, STP
approach etc.
Company overview: Hilton is the largest hospitality industry which was established
1919 in UK. It is a global brand of full service hotel that provides satisfaction to its customers.
This organization is planning to launch new service that is judging customer's needs and getting
feedback from consumers (Nguyen, Chang and Simkin, 2014).
Mission and vision: The mission and vision of such entity is to improve the products and
services and increase market share by getting feedback and meeting with customer needs.
Objectives: Core object of Hilton is to provide unique services and grow the business
opportunities in order to make profitable firm. Another object is to expand its business in
different country for capturing 30% market share.
Situational analysis: In Hilton markers analysis situations in market and also measure
strength and weakness of such organization:
Segmentation: In Hilton, markers focus on large market as it provides better foods and
services than its competitors. The manager of chosen company focuses on market segment on the
basis of geographic and behavioural segmentation (Pranam, 2018).
 Geographic: Hilton expand its market area for expanding its business in more
location for the purpose of increasing sales.
 Behavioural: Hilton provides training to its employees that helps to treat equally
to all and will provide such services at economical rate by maintaining good
attitude (Rahimi and et.al., 2017).
4

Targeting: This firm target to those people who are interested to get hygiene food and
attractive services. The manager mainly target 0 to 65 years people.
Positioning: The marketing manager of such industry formulate different strategy to
create high position of firm by providing attractive services. It will use banners, advertisement
and social sites to attracts people and maintain a good position in market.
Strength Weaknesses
 Better quality of food and services.
 Focuses on customer expectation.
 Fluctuation in demand.
 High competition.
Opportunity Threat
 Unique services that create brand
image.
 Expand business by capturing market
share.
 Changes in trend and taste of people.
 Reduction in prices of competitors.
Marketing mix: The marketing mix of new launch services are defined as:
Product: The new services of Hilton is receiving feedback and judging customer's needs
that will helps to expand its business in different market by improving services.
Price: In Hilton manager has set economical pricing strategy in which customer can get
such service at reasonable price(Shafii-Mousavi, 2015).
Place: This services will available at all places during proving services.
Promotion: Promotional activities will adopt by company that are advertisement, social
media own websites that gives information about update technology and services.
Physical evidence: These services can be provided through online and offline. As
consumers can share their experience in written and by posting on their sites.
Process: Such hospitality industry will operate business business by following customer
management process that will help to handle complaints.
People: For providing such services it has skilled and experienced people who can
understand problems and get solution (Kukanja, Gomezelj Omerzel and Kodrič, 2017).
Budget: The marketing manager has set up a budget for providing such services that is
given below:
5

Particulars Amount in GPB
Initial investment 2000
Promotional activities 3000
Selling services 1000
Publicity 3000
Total 9000
Monitoring and controlling: In this stage, marketing manager formulate plans and
analysis them in order to implement successfully. Such as marketing manager of Hilton will
implement such marketing plan and monitor such activities in order to get success. Moreover, if
budget and any activities are showing gap then manager control such functions (Weiss, 2015).
M4 Marketing plan that apply marketing mix
The blueprint of strategy and planning is known as marketing plans that is beneficial for
business firm in order to attracts customers. The marketing manager of Hilton has decided to
launch new services in market by preparing plans that helps to retain customer for long term. On
the other side, SWOT analysis helps Hilton's manager to get strength and weakness of new
services which can be monitor and control in order to make successful business.
D2 Strategic marketing plan
Strategic is wider term to understand that is used to make future planning. It helps to
increase productivity and profitability within Hilton hotel. The marketing manager of Hilton
hotel make strategic plans in order to achieve goals of business organization.
CONCLUSION
From the above report it can be concluded that company should adopt marketing function
that helps to attracts people and increase sale of business organization. Marketing manager of
each company play a core role who make plans and promote products and services in order to
attracts customers. The main aim of them is to provide better quality of product and services and
sustain in competitive environment. Marketing plan is effective that helps to make future plans in
order to run a business in effective manner. It is prepared by manager to accomplish goals and
6

increasing profitability of any company. Marketing mix helps to know about products and
services and increase customer loyalty by comparing with other firm.
7