Hospitality Marketing Essentials

This document provides an overview of the marketing process in the context of Hilton Hotel Park Lane. It discusses the role and responsibilities of marketing in the marketing environment, the relationship between marketing and other functional units, and critical analysis of key elements of marketing function. It also includes a basic marketing plan for Hilton Hotel.

Hospitality Marketing
Essentials

TASK A
Hilton Hotel Park Lane is one of the biggest hotel in London which is located on Park
Lane, in Mayfair District of London. This hotel was firstly open with the name London
Hilton. It was established in 1963 on 17th April. The reason behind counting this hotel as
one of the biggest hotel is that, it contains 463 rooms and 28 storeys.
Overview of marketing process
Goal setting or Mission: The first things in marketing process is that, organization first
sets the goal on which all employees and organization will work. In this company has to
find their objectives. Hilton Hotel want that each and every customer or tourist for their
country or form other country if visit London then should only prefer their hotel, and that is
the most important goal of Hilton hotel.
Situation Analysis: In analysing current situation organization has to find out the strength,
weakness, opportunities and threat. If organization is capable of analysing current situation
then it will become benefit for them. The things which are included during situation
analysis are like who are the competitors, customers and what is the climate currently. Like
Hilton Hotel must know all the things about different situation which occurs at different time
period.
Creating the market strategy: The next thing in the marketing process is to create
marketing strategy. Marketing strategies can be formed through defining about that market
which organization has to target. According to such target market, Hilton Hotel has to use
marketing strategy like developing budget of the target market.
Marketing Mix: In this process of marketing, the main thing which organization has to do
understand the customers need by following four P's which are Price, Promotion, Place
and Product. So that by this marketing mix method organization can make customers need
fulfil. Hilton Hotel has used this marketing mix strategies to make the customer attract

toward them.
Implement and Control: The final step in marketing process is to apply all the strategies
and plans which are made by organization and after applying it organization should make
control over it. Like Hilton Hotel has applied all this marketing strategies and now known
as one of the best hotel of London with a perfect location.
Role and Responsibilities of marketing in the context of marketing
environment
To Identify the need and want of customer: The most important things which marketing
involves is to find the need of customer, as marketing is only done to get customer or to
attract customer over the product and service. Need and want of customers are the key
points in marketing. Marketers who do marketing for any organization are hired to get the
information that which type of product and service are trending. Hilton Hotel has to make
great marketing efforts to understand which kind of service customers want from hotel.
Customers only like those hotels which are able to satisfy their need, so Hilton has to
understand it.
Identify the market scope and market trends: Marketing also plays role in finding
market scope and trends. Market scope is must in marketing environment, according to
this scope company finds the product and service in which they want to invest. The main
benefit of finding market trends and scope is that company gets the information about
customer and their taste and preference.
Help in analysing the competition: Marketing plays role in analysing the competition,
marketing finds the competitors of business, that who are doing same business and who
will be the big competition for the business. Hilton Hotel is having many competitors, as in
London there are many big and famous hotels, so their marketing will help them in
analysing about their competitors (Kotoua and Ilkan., 2017)

Responsibilities.
Setting marketing strategy: The main responsibility of marketing team is to set market
strategy, this strategy decides how they will do advertisement and promotion of product
and service. Nothing can be promoted without having marketing strategy. Each and every
thing need promotion to get in the eyes of customer. Hilton hotel should be using different
strategies so to provide something different to the customers.
Exhibitions, Seminar and Events: It is also a responsibility of marketing team that they
should organize seminars and events. For every organization it is important to organize
such kind of marketing activities so that they can make customer understand about their
product and service.
Importance of Relationship Between marketing and another functional
unit
Marketing and Finance: It is a fact that each plan of marketing is developed by
considering financial dimensions. Marketing plans or strategy is developed after finding out
the budget of each and every activity. There is no possibility of getting good marketing
plans if financial plan is not linked with it (Pantelidis., 2016)
Marketing and Production: There is always a relation between marketing and
production, whenever marketing team goes for marketing, they need product to market.
On the other hand, marketing team is the one who tells the production team how much
product they have to make, as they are the one who the sales forecast.
Marketing and Research and Development: These both units are closely linked to each
other, research and development team work is find the best and latest way to do work and
then applying it for development. The development which they have given to products its
now marketing teams responsibility to promote and advertise it.

Critical analysis of key elements of marketing function
There are four key elements:
Product: The first key element of marketing function is product. Marketers has to do such
marketing that the product which they are offering to customer must create great image in
their minds. Product can also make positive as well as negative impact over organization.
Like Hilton's marketing team is marketing their hospitality service but it totally depends on
the quality of service they are marketing, like how they are advertising their hotel, as the
hotel is treated as product in hospitality service of Hilton (Biełuszko and Marciszewska.,
2018)
Place: Place creates great impact over any organization. Place is treated as the location
where the organization is situated. For Hilton, place has created a positive impact as it is
situated on Park Lane which is very famous road of London.
Price: Price is that factor which impact directly over customer. People are generally
concerned over price of product. Price of factor becomes an important factor in marketing.
If price is low and with good product quality then it will create good and positive impact
over organization, but if not then it will create negative impact.
Promotion: It is that factor which decide either the product is in mind of customers or not,
Promotion is done for placing the image of product in customers mind. Promotion can give
both impact either negative or positive. If promotion has created something different and
attractive in mind of customer then it will be a positive promotion, otherwise it will be
negative promotion.
Basic Marketing Plan
Executive summary
The market of Hilton Hotel is hospitality market which provides service to the
customers. So the first things which company wants to is to create the image of their hotel
in customers mind. Till now, companies marketing position is quite impressive, as they

have made very good image in people minds. Company now has also taken a timeline in
which they improve marketing strategies to create a better marketing plan.
Company overview
Hilton hotel and resort is an American Multinational firm founded in May 1919 by
Conrad Hilton. It is headquartered in McLean Virginia, US. The hotel operates in 85
countries and provide various luxury services to people.
Aims and objectives
To increase market share of 13% within 2 years
To cover and enter into the untap market at global level
Mission and vision
Vision- fill earth with light and warmth of hospitality
Mission- to become most hospitable company in work
SWOT
Strength
High and effective brad image at global level
Solid and strong customer relationship
High quality of services
Weakness
High dependency on proprietors
Issues faced by company in China
Not much developed network apart from US
Opportunity

Expansion in developing countries.
Threat
Threat of new entrants and rise in competition.
Increase in salaries of employees.
STP
Segmentation- Hilton hotel will segment market on basis of developing countries. The
products developed will be available in different countries but focuses on cities where large
population belongs to high class.
Targeting - Hilton hotel will target high class people who living in those countries. They will
be offered high quality hospitality services.
Positioning – Hilton hotel will position services by offering membership, discounts, offers,
etc. to people.
Marketing mix
Product – In order to expand they will provide services to high class people in other
countries. Alongside, new services will be offered to them. It will include hospitality, food,
etc.
Price- As Company follows competitive pricing strategy, but there will be low cost price set
in new markets. The price will be low as compared to competitors.
Place – In order to provide services, Hilton are having their hotels, resorts, etc. so, new
services will be offered on website. It will help consumer to avail those services.
Promotion- the promotion will be done through various sources. Hilton hotel will use digital
marketing in which social media sites, video marketing will be implemented. Moreover, ads
will also be displayed on TV
Budget required
A budget is required to implement strategy and achieve goals. So, the budget is prepared

of three years which is as follows :
Marketing expenses Amount
Social media advertising €7500
Promotion through
website €3500
Miscellaneous
expenditures €2500
Total marketing expenses €13500
Monitoring and control
The strategy will be monitored by developing quarterly report and then comparing
outcomes with set goals and objectives. The report will be formed by analysing data and
information that is gathered.
CONCLUSION
In this report it has been concluded that marketing is the most important factor in the
success of the company. Marketing is that element of organization which is linked to every
other functional unit of company. Every organization adopts marketing strategies. Hilton
Hotel of London also applies many marketing strategies to beat its competitors and to face
the dynamic environment. As hospitality industry is very big industry so to grow up
constantly in this market need high level of marketing.

REFERENCES
Books and Journals
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality
marketing. International Journal of Contemporary Hospitality Management, 28(8),
pp.1510-1534.
Biełuszko, K. and Marciszewska, B., 2018. Room Rate Parity vs. Rate Fences in the
Context of Price Discrimination Theory: the Case of the Polish Hospitality
Market. Argumenta Oeconomica, (2 (41)), pp.113-133.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology
in Ghana. Journal of destination marketing & management, 6(2), pp.127-135.
Pantelidis, I., 2016. Hospitality management: a brief introduction. Tourism
Management, 57, pp.311-311.
Pike, S., 2015. Destination marketing: essentials. Routledge.