Marketing and Customer Retention

This document discusses marketing philosophies, corporate responsibilities, and integrated marketing communication strategy for hotel Marriott. It also explores the promotional mix and marketing plan for Moonlight hotel.

Marketing and customer
retention

Table of Contents
INTRODUCTION...........................................................................................................................3
1 : Marketing philosophies, Principe of marketing, corporate responsibilities and ethics for
hotel Marriott ..............................................................................................................................3
2. Promotional Mix and Integrated Marketing Communication Strategy of Marriott:................5
3. Marketing plan.........................................................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The martking in simple words is a tool to connect with the folks aroud the globe and
customer retention is the way to engage more of its exiting buyers and find out the various
activities to make strong connection with its customer so that they able to achieve the
profitability of the company. Marriott Hotel is American based company that expanded its
francises all over the world; founded by J. willard Marriott and Alice Marriott. Moonlight hotel
is London based company and done its business in hospitality sector. The report explains about
the various philosophies regarding the marketing management and discuss the Corporate, Social
reponsibility or ethics and it principal with examples at the Marriott Hotel. Moreover, the report
provides the information with thr help of promotional mix and briefly explain the intergrated
commincation strategy of marketing with taking the example of Marriot hotel. Lastly, the plan
of marketing is elaborate regarding the Moonlight hotel.
1 : Marketing philosophies, Principe of marketing, corporate responsibilities and ethics for hotel
Marriott
Marketing plays a vital role in the development and brand positioning, as the hospitality industry
is based on providing excellent services to the customers, to satisfied them (Chandra, 2020).
Hotel Marriott focuses on providing luxury rooms, excellent view with delicious food because
most of the people come with their family on weekends and holidays to enjoy the comfort and
spend quality time. So the hotel focuses on knowing the needs, priorities and demands of the
customer. As Marriott is one of the luxurious and highly demanded hotel in the world so the
marketing strategy of this hotel focuses on the marketing mix.
Marketing management philosophies-
The production concept: This means in Hotel Marriott they can create expensive and widely
availability of products which could be like by customer. Concept helps company in making
more production and knowing their customer needs and wants that could help them in
developing market place.
The products' concept: Marriott developed many products such as resorts, menu cards with
different dishes, and they are the best quality, so they can spend more time in working with
products (Hollensen,2019). Company have improved them along with coming up with some new
features.

The selling concept: This business believes that selling their products with having various
advertisement which may leads to competitive between other hotels.
Strategies for product
Marriott hotel focuses on the rooms, food and bar facility. This hotel has put more emphasis on
the rooms, being one of the luxury hotel in the world it provides classic luxury and premium
rooms with full air conditioned and should give a homely feeling to its customers. It gives all the
necessary amenities like - good room services, comfortable bed, cleaned restrooms, full Wi-Fi
services, availability newspaper and magazines, television and refrigerators etc. in the room,
which the customer is looking for. The second thing which the hotel has focuses is food. When
the customer stays for longer period it is essential that hotel have a perfect menu offer all the
dishes including veg and non veg food, beverages, breakfast etc. to improve the quality and taste
Marriott has hired named and famed chefs to cook such food items. Apart from this hotel has
focused on the hygiene as well food should be hygienic (Kandampully, 2018). Most of the
people want bar facility so that they can enjoy fulfilling this requirement of customer, Marriott
provides bar nearby the pool so that people can enjoy both at the same time.
Place
Marriott has a presence in all over the world, but their first choice is always to select prime
locations which can attract the customers. Majorly it has situated nearby the airports, central part
of the cities where customer can easily go top market and famous places of the city to visit.
It avoids establishing in such locations which are very far from the city and customer has to face
difficulties in check-in and check-out.
Price
Being a luxurious hotel it charges premium prices from the customers therefore it has targeted
high net worth people, upper class of the society, reputed families, and honeymooners so that
they can afford the charges of their hotel, that is why it has adopted the premium pricing strategy
as they believe in delivering quality services (Serra, 2018).
Promotion
Marriott is known to be the market leader among hospitality industry but again promotion is one
of the tool through which it can reach to the untouched people of the society. For promotion it
uses its social media handle, website and provide different type of offers, discount vouchers, free
breakfast and beverages on the stay of more than 2 days to maintain customer loyalty. For the

promotion it put emphasis on the design of the hotel so that it can draw the attention of the
people. These are the main principle of marketing Marriott is using for branding. Apart from
this Marriott is performing various corporate responsibility for the society in which it is
operating.
CSR- refers the activities which a company do for the welfare and development of the society.
Marriott focuses on the protection of environment (Luu, 2017). They use water management in
the wash room and restrooms to avoid the wastage of water. To reduce the use of paper Marriott
uses Eco-labbelled paper in restrooms. It is working to for saving energy also, all the rooms
have technology to control lightening, customer can only use lightening and energy when they
insert the key in the key-holder. It reduces the unnecessary use of energy. Marriott has reduces
using paper for that the try to communicate via internet. For environment they use eco- friendly
products and for kitchen they use seasonal vegetable and ingredients which are grown in their
lawn. To support women and for the development of women well fare it provides equal
employment opportunity to women.
Ethics - The core value and ethics of Marriott is they give first priority to its customers, they
want to serve their customer with excellent amenities. The main ethics which Marriott follows
are loyalty, honesty, commitments to the customers, concern, reputation in the market etc. the
code of ethics also implemented among the employees as well. Customer loyalty and concern for
customer from the hotel both are considered to be the most important ethic by Marriott, they
believe that if the customer don't trust the hotel, they don't like the quality of services, then they
wouldn't be a loyal customer and spending lavishly money on branding and marketing will be
vanished. It also focuses on the employees they can't hire unskilled people whose communication
is not up to the mark, don't have any interpersonal skill Marriott don't want such type of people
in their premises so getting good people is also fall under their ethics (Tarkang, 2019).
2. Promotional Mix and Integrated Marketing Communication Strategy of Marriott:
Promotional Mix: In hotel industry for successful marketing only quality of service is not
enough hotel industry must ensure that how they are promoting their hotel and services. They
should focus on service quality and way of promotion for new customers. Marriott hotel use
promotional mix for effective promotion. In promotional mix there are different elements such as

advertising, sales promotion, direct marketing, personal selling and public relation. Marriott use
these elements for successful and effective promotion.
Advertising: It is main and famous way to promote services and products. Advertising helps
Marriott to enable their services and quality to their target customers and tourist. Advertising can
be done by any medium such as visual, virtual, media, social media, online, poster, written etc.
Advertisement always need an objective achieve for example if Marriott creating advertisement
then they ensure that advertisement have objective such as attract new customers or create profit
etc. In advertisement Marriott involves the hotel services to attract customers and seeking their
attention towards their hotel for that they include services such as hotels interior image, view,
hotel room, food etc. (Pong, and Chin, 2020). Advertising can be done by television, radio,
internet, email, message, advertising vehicles, boarding boards, personal contact etc.
Sales Promotions: It is done for short period of time to attract customers for specific service or
products. Marriott is use Sales promotion in low season to increase their profit and to attract new
customers. In sales promotion Marriott offer various offers such as gift coupons, discounted
price, complementary, direct booking, provide additional services, food discounts, packages for
short days, combo packages etc.
Direct Marketing: This element is used for direct marketing mediums such as TV, internet,
magazines and poster. By using Direct Marketing Marriott deliver wide range of information
related to their hotel and quality of services. They attract customers to stay in their hotel to use
their services and by direct marketing they also collect extra profit by saving spending money in
advertising and other promotional activities. Web page, holiday channels, and hotel website is
the medium of direct marketing for Marriott.
Personal Selling: For this element hotel staff must have effective communication skills to
convince and attract customers. Marriott use this element to inform customer for their new
services and new offers. Personal selling is interlinked with integrated marketing
communication. In personal selling Marriott staff do some research on customers and then they
use their effective communication skills to introduce new offers and service to customers. If
customers are convinced and they try new services, then Marriott staff also ensure that
customers’ expectations and needs are satisfied and fulfil.

Public Relation: This element is used by Marriott to take feedback and review from their loyal
and regular custom2. For your selected organisation demonstrate their use of the promotional
mix and
integrated marketing communications strategy.ers for their services and events. They use these
reviews and feedback to upgrade or update their services (Aldaihani, and Ali, 2018). Public
Relation is non-personal way of communication that include influencers, stakeholders, staff,
customers etc. In Marriott public relation also used for increase efficiency in advertisement and
sales promotion activities and to create positive image in market.
Integrated Strategeis of communication at Marriott -
This strtategy is commonly used by the the company to directly communicate with the audience
through more attractive tool or method. The people receive regular update regarding the
information of company through various medium. Lets elaborate more in detail about this topic.
Marriot App – The app is created to make more loyal customer. It become more convenient for
the customer to check in the hotel, go directly in their room with the help of their smartpone,
hence this strategy make the customr's task more hassle free. Marriott should need to keep their
balance with the App that engaged or involved the customer (Uğurlu, 2020).
Mobile messaging – Through the mobile messaging it inform the customer about various
information regrading their arrival or booking information along with the bonuses or rewards
scheme so that it easily claim it, if anyone is annouced winner. Memebers also dirctly have a
conversations regUğurlu, K., 2020. Integrated Marketing Approach in Hotel Management. In
The Emerald Handbook of ICT in Tourism and Hospitality. Emerald Publishing Limited.arding
their reservation anytime in the Marriott and the special features of this tool is that directly order
there food and amenties with the stay of their 72 hours. It also very handy for those customer
who are in their transit and need the car service.
Social Media with live – Marriot always tried to be different from other hotel sector. So, again
the Marriott come up with very unique technique to customer so that they help the customers to
provide all the relevant inforamtion about their hotel and can build the better communication,
therefore providing the personalised look after (Wang, and Sirakaya-Turk., 2017). This type of
service is already been provided to 50 million workers or members of the Marriott.
Email Marketing – Marriott can use email in order to reconnect with their frequent or existing
customers. The content of the email should be more in colour format and be very precise with

accurate information or if adding the contact number than it should be authentic so that it convey
the corret commincation. The most effective way that the Marriott will speak to thier customers
is through their proper content and if its confusing than it unable to reach their target audience.
3. Marketing plan
it is overall part of business plan which well written for achieve their goals. Usually it is types of
document that have outlines in preparing their advertising strategy in developing more products
and services. So that organization can easily generate plan for implementing in market and reach
out their targets.
Objective:
To increase online food delivery sales of organization by 40% end year 2021.
Situation analysis:
This analysis states about for making more development in their business according to their
marketing strategy while observing internal and external analysis:
SWOT:
Strength- There are many hotels in international market, and they conduct most of online food
delivery for their existing customers (Chernev, 2020). Such as including Moon light hotels they
have many food items for their customer, and they can easily get satisfied while by preferring
their foods items. As they also provide online food delivery with having some discount as
compare to others hotels. In conducting this market plan Moon light hotel make their customer
more happy and satisfied while keeping their products online.
Weakness- In having online food delivery they have to many challenges and some issue such as
government policies and taxes. Furthermore, the services while they, offers are little limited but
not comparable with worldwide. Other hotels are also prepared for having online food with many
strategy along with that they also have fear that whether they have time for achieving their goals
or not.
Opportunity- Moon light hotels existing customer are more than compare to some hotels,
moreover they accepted more tourists for their hotels. Their existing customer mainly demand
for having online food delivery so that organizations thinks about more profits (Fomina,2020). In
this business they have also offered various food and beverages furthermore hotel used more
developed technology in making their business plan more success.

Threat- As they have fear of changing some governments rules and norms like in employment
laws, labour cost and which have directly affected on their online business. Poor online reviews,
technology or any outdated websites. Changing customer attitudes and behaviour towards their
company and also they have main fear of emerging competitors in their business.
PESTLE:
Political- Governments have prepared worldwide framework in food industry. The cleanliness,
attractiveness of any products which might be most important. This might also include their
maintenances of labours along with storing and transportation of delivery items. On plus points,
this might be ensured that consumer not be open in organic process, but the complexness of
security deposit can be easily taken away in their business of online. In Moon light hotels they
need to maintain all the guidelines of government and do not try to cross barriers over their rules
which have b already prepared.
Economics- In general time population is getting more increased, this means that middle, lower
and upper classes people all have money to spend on luxury including hotels as well. The overall
that online business in food industry is also increasing, so that could also help Moon light in
developing their organization in various ways (Fotiadis, Mombeuil and Valek,2018). Due to
Covid-19 they have the best opportunities for more developing online food delivery as many
peoples are trying to avoid places and make their food online. Moon light hotels can offer
discount on weekend either according festivals seasons to customers.
Social- According to present time culture of business have been changed many organizations
have joined their business towards online. So hotel Moon light is also trying to make their
enterprise with more modern method that even old ages, teenagers can easily orders their
favourite food. This pandemic people order their foods online as they have also become more
health consciousness. It leads to consumer in greater understanding on behalf of those with food
industry. Means that keep changing in products and services that might make customer happy
and ensures them for using something different.
Technology- In having online food delivery they need to prepare various sites which will be first
searches for customer. Moon light can also prepare their owns food app that could be ore
beneficial in searching anything (Innanmaa,2020). Making it more developed they can also adopt
advance technologies like loyalty cards, directly checkout, social media platforms which should

help hotels in expanding business. The Best opportunities in supportive advertising through
social media page and creating different blogs.
Legal- Basically hotels have high standards safety matters juts for scoring more customer. It
might be included food types, quality etc. As such those in online food business they should need
extremely careful that ensures to keep their customer to stay with them furthermore they could
have bounds. Legals rules are must be followed by them as they have prepared by government
like employment laws, legal issues in making customer information personally, data should be
proper.
Environment- Moon lights hotel can preferred carbon footprint importance and switches in
growing more plants that can also make customer more attractive. Wastage of foods can be given
to charity or needy peoples. While at time of food delivery they can also use paper bags with
having design, just for avoiding plastic bags usually making environment amended.
Marketing mix:
It refers to set of actions which is used by company for promoting their products along with
brand in the market. This mix helps food industry for achieving their goals and objective in new
goods and services.
Products- In developing online food business there are various products such as beverages, soft
drinks, veg and non-veg burger, special offers on weekend in deserts free with lunch, huge
discount for first users along with free delivery (Kotler and et.al., 2019). Customer can also use
referral code in having their orders, many types of sandwiches, cakes.
Prices- Moon lights hotel created online food delivery with many products, and they are having
various prices such as offers and discount, that can also conducts loyalty cards for their new or
existing customer. Also have arrangements in free food items as in dinner they can give soft
drinks or cold coffee with burger. But this prices might not cross over their budget and support
them in savings so that for next time they will usually prefer Moon lights hotels websites only.
Places- While keeping Covid-19 pandemic they can use no contact delivery, door-to-door and if
one person have order with different they should also provide services in changing their address.
Social media can be used for attracting their customer in placing order and have wide range in de
levering their food items.
Promotion- For promoting their business they can easily make different blogs and websites,
advertise through newspaper, radio, television (Kreutzer, 2019). Social media can be more the

best ways in attracting customer, as they have to create some high amount of promotional
activity from their employee in developing market places with their products only. The websites
should be easy so that everyone can search and that should be first websites will numbers of
peoples can keep searches.
People- Moon light hotels need to hire the best employees that easily interact with their customer
and help their company in developing more. Knowledge about company products and services,
have ability in accessing proper information. People need to have rights to training, motivation of
company, so they can offer crowded relationship with customers.
Process- Organization need to create smooth and friendly environment either that might be help
them in developed on company. If online business any customer have any doubts they can easily
visit to their website and complain over their. Company process should listen to customer
demand and needs, always helps them in solving problems what they are facing.
Physical evidence- It basically done on tangible quality of experience that are offerings. Online
food delivery can be useful when customer has not brought from organization before and after
expecting them in delivered (Fomina,2020). In Moon lights hotel physical evidence can be in
form of surrounding such as staff uniform, online review that can increase growth along with
having the top-quality occurrence.
Financial plan:
Expenditure Costs
Research £20.000
Transportation £25.000
Advertisement £35.000
Labour charges £50.000
Computers expanses £55.000
Marketing expertise £45.000
Total £230.000
Key performance indicator:

Production on time- It is also important that delivering of products can be on time and helps in
determining the value of dishes that been changed. Need to track popular items along with that
also often fast services (Hollensen,2019). Sometime many people should be had negative impact
on their services and products as well they can easily spoil all experience.
Booking- This should contain easy ways that every one easily order their dishes, and they hope
for best services. Tracking and measuring system should be also been proper in their systems so
that customer can easily book them.
Marketing and advertisement- More promotion could be supportive that customer will easily
attract towards them and make satisfaction level. For high earning they need to pay high
marketing costs for making their products best.
CONCLUSION
By analysing this report it can be concluded that it states about marketing and customer retention
of hospitality industry, apart from this it provides details about the hotel called Marriott. This
report elaborates the marketing management philosophies for Marriott, along with this it
describes the principle of marketing adopted by the hotel for branding and positioning. It also
defines the product, pricing, place and promotion strategy chosen by Marriott. Various corporate
social responsibilities perform by the hotel has been discussed in this report, apart from this all
the ethics on which this hotel works has defined. This report give detail information about the
promotion mix and numerous marketing communication strategies used by the hotel to draw the
attention of potential customer as it is one of the luxury hotel so it targets the upper class people
and who can afford stay in Marriott. Marketing planning process for the hotel has been
elaborated in this report, in which the marketing strategies used by the hotel to gain potential
customers has been discussed in this report.

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Innanmaa, K., 2020. A strategic marketing plan.
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Online
Mariott's marketing strategy 2018. Available through: <https://www.socialtables.com/blog/hotel-
sales/marriotts-marketing/>
How Marriot is using moblie messaging 2020. Available through:
<https://www.marketingdive.com/ex/mobilemarketer/cms/news/messaging/20443.html>