Comparison of Marketing Mix: Brown's Hotel vs Montcalm At Brewery

This article compares the marketing mix of Brown's Hotel and Montcalm At Brewery, focusing on the elements of product, price, place, promotion, people, and process. It discusses how each organization approaches these elements to achieve their business objectives.

Hospitality Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1: Describe the roles and responsibilities of marketing functions of respective hotel..............1
P2: Explain how roles and responsibilities of marketing relates to broader aspect of respective
organisation.................................................................................................................................3
TASK2.............................................................................................................................................6
P3: Provide a comparison between marketing mix of different organisation towards
achievement of business objectives............................................................................................6
TASK3.............................................................................................................................................8
P4: Develop a marketing plan for Brown's hotel in order to meet business objectives..............8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is defined as the process of management which helps to identify, anticipate
and satisfies requirements and needs of customers profitability. Marketing consist as the process
of planning, concept execution, pricing, promotion and distribution of idea, goods, products and
services in order to create urgency in the minds of customers towards buying so as to satisfy their
needs as well as business objectives (Bojanic and Reid, 2017).
Brown's hotel is a luxury hotel which is establishes in 1837 in Mayfair, London and
known as London's oldest existing hotel. The hotel owned by Rocco Forte Hotels since 2003. it
is one of the favourite destination of London due to its fantastic location and best services with
117 rooms, 2 restaurants and effective parking and residence services.
This report is based on the topic of “Hospitality Marketing” which consist of the roles &
responsibilities of marketing functions and how they are related with winder context of
respective organisation. Furthermore comparison between marketing mix of respective
organisation with its competitor are considered within the report. Additionally marketing plan for
respective hotel are developed within the report.
TASK1
P1: Describe the roles and responsibilities of marketing functions of respective hotel.
Marketing: It is refers as the management process which includes planning, organising
resources, communicating business idea and distributing goods and services to customers in
order to satisfy their needs (Bolden, 2017).
Nature of Hospitality Marketing: The terms hospitality marketing consist of the sectors of
hospitality industry such as-accommodation, food & drink, tourism and travel, develop
marketing strategies to promote goods & services which resulting in an increase in revenues and
profits. The nature of hospitality marketing considered as follows: Intangible: Hospitality marketing in intangible in nature which reflects that services are
can't be visionary and perceived through senses before purchasing. Heterogeneous: In terms of hospitality marketing services are heterogeneous in nature
which means each and every service is different from one another.
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 Inseparable: Another important characteristic of hospitality marketing is it is
inseparable, customers, services providers all are the part of service. For instance self
check-out service.
 Perishable:Hospitality services are not durable and only lasts for short time as they can't
be stocked for future in terms of inventory. Thus is reflect perishable characteristic of
hospitality services.
Marketing Concept & Environmental Impact: Marketing is the concept of identifying
customers needs and then works to meet customer expectations which helps to build effective
competitive position within the market. It is a broader term in nature and scope which consist of
business to business marketing and business to customer marketing that reflects prominent
impact over business position (Dilek and Harman, 2017).
Roles and Responsibilities of Marketing Functions
The major objective of any organisation is to build effective relationship with its target
audiences that satisfy the purpose of both customers as well as firm. For instance customers gain
product or services and fulfil their requirements & business firm raise their profits and revenues.
These helps marketing to serve prominent role within firm and society as well. Following are the
roles and responsibilities of marketing functions within Brown's Hotel's reference:
Customer need identification: Marketing plays significant role in analysing and identifying
needs and wants of customers in order to meet their expectations. In context of respective
organisation marketing has prominent role in understanding the needs & wants of customers,
targeting customers and identifying how to reach them.
Satisfy customer: Another prominent role of marketing department of Brown's hotel is to satisfy
the expectations of customers through offering them luxury comfort and delicious food and drink
facilities.
Retain customers: In terms of Brown's hotel marketing department performs prominent function
towards retention of existing customers who have faith and believe in its services. In order to
retain customers respective hotel offers travel without limits, festive gift certifications,
complimentary services etc. that has effective impact over hotel position and reputation.
Marketing research:Marketing department of respective firm is responsible for conducting
effective research in order to identify customers diverse expectations, latest market trends and
technical innovations requirements (Dixit, 2017).
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Product development: Marketing performs prominent function within development of new
products and services & modification within existing ones so as to meet customers expectations
based on market research. Respective hotel invests huge money in marketing research and
product development.
Producing marketing plan: Marketing department of Brown's hotel plays prominent role in
developing effective marketing plan required for execution of actual project. It is an essential
part of any organisation that ensures effectual output.
Brand development: Marketing of respective hotel leads effective function in terms of producing
brand that meets the requirements of customers and helps to make effective brand reputation
within target market that leads to create huge brand awareness in front of customers.
Advertisement, promotion & distribution: Another importance role & function of marketing
department of respective organisation is to create awareness everywhere so as to assist
customers, promoting brand at a broad level and distributing it towards end customers in order to
satisfy their needs and wants. This ensures huge brand reputation and enhance revenues of firm
(Gursoy, 2018).
Although above all are the functions and roles of marketing that has prominent role in
building effective position within market. Effectiveness in marketing functions leads to
attainment of competitive advantages over business rivalries. Brown's Hotel London uses
effective strategies of marketing in order to analyse customers needs, offering effective services,
promoting them within broader place and then satisfying customers so as to increase business
revenues. Marketing department of respective organisation has significant role in achievement of
effective position as it comes between oldest hotels that reflects huge brand reputation. Brown's
Hotel London has global brand image and has huge customer base who have strong trust &
loyalty towards firm. Thus marketing functions of respective firm has significant role in effective
position and reputation of firm.
P2: Explain how roles and responsibilities of marketing relates to broader aspect of respective
organisation.
Marketing consist of all those actions related to identifying the need of customers and
considering it within organisational goals and objectives that has prominent role in terms of
accomplishment of marketing objectives of business in effective and efficient manner that leads
achievement of higher revenues and profits. Marketing department of Brown's hotel is
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interrelated with other department of business that maintains effective cooperation and
coordination within the firm that helps towards accomplishment of common objectives for which
all the departments are working together. Interrelationship between different departments may
reflects as the connections and interactions between individuals, group of individuals and
different parts of a system within as well as outside of the system (Hudson and Hudson, 2017).
Source: Organisational chart of hotel, 2020
In terms of respective organisation interrelationships between different departments of
firm are considered as under:
Marketing with IT department: In context of respective organisation marketing department
conducts research based on identifying customers needs, latest trends & advancement
requirement as well as competitive position within the market. Marketing department collects all
the important information needed for the successful development and implementation of new and
advanced technology in order to meet customers needs. IT department enables effective
technology within the procedures and process of firm in order to gain competitive benefits. For
instance creating effective websites, WIFI facility, online order taking and distributing facilities
that helps to attract customers more and also beneficial in terms of retaining existing ones. Thus,
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Illustration 1: Organisational chart of hotel, 2020

marketing department of respective organisation is related with IT department and both makes
together effective position of firm.
Marketing with sales department: Based on respective organisation marketing department is
also related with sales department of firm. As marketing department plays significant role in
promoting goods and services of business in order to attract audience & creates urge within the
minds of customers towards purchase of its goods and experience services. This helps to satisfy
customer demand and contributes in raising sales of the firm. The main objective of sales
department is to increase sale and revenues of firm which can be done through attracting
customers and assisting them which is done by marketing department (Kandampully, Zhang and
Jaakkola, 2018).
Marketing with operation & production department: Marketing department of Brown's Hotel
London observe essential information from market related to competition within hospitality
industry, requirements of public, impacts of external as well as internal environment. Then
operation and production department of firm makes and produce goods and services as per the
market research done from marketing department in order to meet customers expectations. For
instance offering best food as per the required taste and preference of customers, arranging
effective furniture and accommodation services that gives luxury comfort and experience to
customers etc. Their relation is important for accomplishment of business goals and rising
market share of firm. It also helps to gain effective position as compared to different competitors
within the industry.
Marketing with finance department: Marketing department of respective organisation is
related to finance department as it can be complete within particular budget segment. Marketing
is broad terms that requires huge amount to be done in effective manner finance department
allocate funds in successful accomplishment of marketing objectives of respective firm. Brown's
Hotel London allocate effective resources for finance that run business successfully with
efficiency.
Marketing with human resource department: Marketing department coordinate with human
resource department as it ensures use of effective training method used by different competitors
as well as specific in nature so as to train employees towards better entertainment of customers.
Human resource department responsible for offering services in effective manner and helping
customers throughout their journey.
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As per above analysis on interrelation between different departments of respective
organisation it is observed that it has some significance over respective organisation. It has
significant impact over timely operation of business that leads customers satisfaction based on
their requirements and expectations. Interrelationship of marketing department with several other
departments reflects benefits in terms of enabling mutual coordination & cooperation within firm
so as to make effectiveness in attainment of business objectives. It also beneficial for respective
firm as it saves the times and cost of business involve in conflicts or some other barriers arise
within the process (Kotler and et. al., 2017).
TASK2
P3: Provide a comparison between marketing mix of different organisation towards achievement
of business objectives.
Marketing mix refers as the combination of 7p's that addressed in the process of
marketing planning in order to make effectiveness within marketing function of business. In
terms of Brown's hotel marketing mix of firm are explained based on comparison with Montcalm
At Brewery London are as follows in detail:
Basis of comparison Brown's hotel Montcalm At Brewery
Product Based on product element of
marketing mix respective hotel
's products includes effective
furniture who gives royal
touch and well established
rooms that provides luxury
comfort to visitors. Further
organic food and health drinks
known for delicious taste and
healthy ingredients (Law,
Chan and Wang, 2018).
While products of Montcalm
At Brewery is consist of large
rooms states as 153 in
numbers, gym, grand
ballroom, club & lounge,
foods and brewery services
that gives best experience to
customers who visit their
hotel.
Price In terms of this element of
marketing mix respective
organisation used
While as compared to Brown's
hotel, Montcalm At Brewery
focuses on competitive pricing
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psychological pricing policy
for attracting customers that
leads revenues of firm.
policy so as to meet market
competition that has prominent
impact over business position.
Place Based on place element of
marketing mix of respective
organisation includes effective
accessibility of products
towards customers. Respective
hotel located at famous city
and have standard rooms
facility.
While on the contrary
Montcalm based on multiple
sites such as- tech city located
in Shoreditch and Brewery
London city. Both sites are
located at central London that
are convenient for visitors
(Litvin, Goldsmith and Pan,
2018).
Promotion This element of marketing mix
includes reflects ways of
getting customers. In terms of
Brown's hotel uses wide
method of promoting its goods
and services through online
websites, advertisements,
social media marketing etc. in
order to attract customers more
and generate revenues.
On the other hand Montcalm
uses broad methods for
communicating with
customers an delivering its
message & information in
effective manner. These
methods includes print
promotion, digital marketing
for assisting customers in
order to maximise sale of
business.
People Based on people element of
marketing mix staffs of
respective organisation are
well trained & developed
towards attaining and
entertaining of visitors that
reflects goodwill of hotel. This
While Montcalm uses effective
training for its staffs in order
to make them confident while
welcoming and treating
customers. This reflects
ineffectiveness as compared to
Brown's hotel.
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helps to make good
relationship with customers.
Process This element of marketing mix
of respective firm includes
booking online order and tours
this helps to get customers
directly without misguiding
through travel agents. This is
less effective as compared to
Montcalm At Brewery
(Murphy, Gretzel and
Pesonen, 2019).
While as contrary of Brown's
hotel Montcalm hotel focuses
on booking rooms and parties
through online website and
apps that leads effectiveness in
place strategy.
Physical evidence This element of marketing mix
of Brown's hotel includes
standard rooms, grand hall and
party lounge, club, attractive
interior and furniture that gives
luxuries & royal touch.
As compared to Brown's hotel
marketing strategy of
Montcalm is less effective
which includes gym, grand
ballroom, club and lounge.
As per above comparison between marketing mix of Brown's hotel and Montcalm hotel it
is concluded that respective firm uses effective product, price, place, promotion, people as well
physical evidence strategies. On the other hand it is also observed that process element of
marketing mix process of respective organisations needs to be focus in order to make it easy,
quick and convenient for visitors top get luxuries experience from its services. For instance it
should use apps and other tracking apps in order to maintain records of order placing and
meeting customers.
TASK3
P4: Develop a marketing plan for Brown's hotel in order to meet business objectives.
Marketing plan consist all the essential information about the objective, finance
requirements, external & internal factors that affects the plan and provide a overview that helps
to accomplish targets in dynamic manner (Rahimi and et. al., 2017).
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Objective: The main objective of marketing plan based on new services”RFID” is to reduce the
burden of visitors to carry out room keys in their wallets through giving guests wristband loaded
with their room informations, credit cards and tickets which can be scanned to gain access
towards their rooms and to make payments.
Segmentation: It refers as the method that helps marketers to divide customers into several
small groups that makes it easy to target potential customers. In context of Brown's hotel should
segment its products in order to give convenience for customers.
Targeting: This term helps marketers to decide whom to give their services from a broader
platform of customers. In terms of respective organisation should target those customers such as-
travellers, business professional, married couples and those who are willing to spend money on
travel and tours.
Positioning: It is important term of marketing that creates urgency of purchasing and using of a
service. Making successful marketing plan respective firm should focus on updating websites in
order to aware customers towards new service that ensures safe travel and stay for them.
Pest analysis of Brown's Hotel:
 Political: From global context the political situations of UK after pandemic Covid-19
impacts the entire hospitality. Brexit is also a factor that impacts industry in negative
manner. Thus both political legislation after Covid and Brexit may impacts the position
of respective firm in negative manner (Romero, 2017).
 Economical: Factors like recession in taxation from Govt. of UK, and effective policies
towards opening of hotels that generates employment for local people creates positive
impact over respective organisation. This helps to run business after Covid with some
precaution measurements.
 Social: Customers of UK are fun loving and are enthusiastic that prefer to spend over
good living and gaining experience. Thus buying habits of customers based on social
factor impacts respective firm positively.
 Technological: UK is technology driven country that accepts business who comes with
latest and updated technology that helps country to be competitive throughout the world.
Thus new service development helps Brown's hotel to gate technological advantage from
country.
Swot analysis of Brown's Hotel:
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Strength
 In terms of Brown's hotel has effective
brand image and reputation.
 Customer awareness is another
essential strength of firm.
 Providing luxury and royal experience
towards customers (Sowamber,
Ramkissoon and Mavondo, 2017).
Weaknesses
 Focus on individual brand strategy
reflects as weakness of respective firm.
 Giving less attention towards brand
promotion also results in major
weakness.
Opportunities
 Due to global image Brown's hotel has
an opportunity to get success through
expansion in more countries.
 Cooperating with luxury brands creates
huge brand image and goodwill of firm.
Threats
 Ineffective advertisement strategies of
firm creates difficulty in getting
popularity.
 Rising competition reflects as threat for
business of respective hotel (Yoo,
2017).
Marketing mix of Brown's Hotel:
 Product: In context of Brown's Hotel product category of marketing mix include
development of new service named as “RFID”
 Price: The prices element of marketing mix of respective hotel based on market plan
should be nominal so as to gain higher customers within limited time period.
 Place: Based on marketing plan of respective hotel place element should be focus on
effective implementation of service within organisation.
 Promotion: In terms of respective organisation should focus on promoting new service
within company website, social media platforms so as to deliver message to customers.
Marketing budget: In context of Brown's hotel execution of marketing plan successfully is for
cast total as 550000.
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Monitoring & controlling: The last phase of marketing plan for Brown's hotel is related with
finding barriers and drawbacks arise during the process and it is also important to considered
effective measures so as to make effectiveness and successful implementation of the plan.
CONCLUSION
From above report it is observed and concluded that marketing is essential function and
important process of management which is used to identify market needs & trends,
communicating message of firm, promoting goods &services, attracting customers etc. this
report covers different roles & responsibilities of marketing functions in accomplishment of
business objectives. Moreover relationship of marketing with other departments are also
explained that has prominent impact over respective hotel. Marketing mix plays significant role
in business organisations in order to make marketing planning process effective is also addressed
within the report with suitable comparison with its competitor. This reflects effectiveness of
position of respective organisation. At last effective marketing plan is consist in order to achieve
business objectives in effective and successful manner that leads business growth and smooth
functioning with long terms sustainability.
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REFERENCES
Books and Journals
Bojanic, D.C. and Reid, R.D., 2017. Hospitality marketing management. Wiley.
Bolden, E., 2017. A critical review of hospitality marketing statistical techniques and
applications. Routledge Handbook of Hospitality Marketing. pp.43-53.
Dilek, S.E. and Harman, S., 2017. Hospitality marketing. Routledge Handbook of Hospitality
Marketing. p.9.
Dixit, S.K. ed., 2017. The Routledge handbook of consumer behaviour in hospitality and
tourism. Taylor & Francis.
Gursoy, D., 2018. Future of hospitality marketing and management research. Tourism
Management Perspectives. 25. pp.185-188.
Hudson, S. and Hudson, L., 2017. Marketing for tourism, hospitality & events: a global & digital
approach. Sage.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Kotler, P. and et. al., 2017. Marketing for hospitality and tourism.
Law, R., Chan, I.C.C. and Wang, L., 2018. A comprehensive review of mobile technology use in
hospitality and tourism. Journal of Hospitality Marketing & Management. 27(6).
pp.626-648.
Litvin, S.W., Goldsmith, R.E. and Pan, B., 2018. A retrospective view of electronic word-of-
mouth in hospitality and tourism management. International Journal of Contemporary
Hospitality Management.
Murphy, J., Gretzel, U. and Pesonen, J., 2019. Marketing robot services in hospitality and
tourism: the role of anthropomorphism. Journal of Travel & Tourism Marketing. 36(7).
pp.784-795.
Rahimi, R. and et. al., 2017. Customer relationship management research in tourism and
hospitality: a state-of-the-art. Tourism Review.
Romero, J., 2017. Customer engagement behaviors in hospitality: Customer-based
antecedents. Journal of Hospitality Marketing & Management. 26(6). pp.565-584.
Sowamber, V., Ramkissoon, H. and Mavondo, F., 2017. Impact of sustainability practices on
hospitality consumers’ behaviors and attitudes. Routledge Handbook of Hospitality
Marketing, p.384.
Yoo, K.H., 2017. Social media in hospitality and tourism. In The Routledge handbook of
consumer behaviour in hospitality and tourism (pp. 339-346). Routledge.
Online
Organisational chart of hotel. 2020.[Online] Available through
<https://www.researchgate.net/figure/Typical-hotel-organization-chart-showing-the-
GMs-position-and-the-line-staff-Source_fig1_279682339>/.
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