Marketing and Customer Retention in Hospitality Industry

MARKETING AND
CUSTOMER
RENTENTION IN
HOSPITALITY
INDUSTRY
Table of Contents

INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Use of marketing mix in their marketing strategies....................................................................3
Analyse characteristics of organisation's relationship marketing programme and explain
success or failure as customer retention tool with reason...........................................................5
Propose strategy for development of loyalty program in own business.....................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Customer retention defines as a process of marketing in which organisation is working
for retaining their customers for a specified period of time. This helps in developing the regular
purchasing of the several products and services of the business enterprise. In this company can
follow the various strategies and tactics that helps in making and maintaining a long lasting
relationship with the users in marketplace and this will become a firm a loyal brand in the eyes of
people. In respect to this, marketing plays an essential role within the organisation in terms of
developing success and growth because it helps in attracting more and more customers so that
loyal and regular customers are developed that gives the profits and stability to the company
within marketplace(Mahmoud, Hinson and Adika, 2018). This project report is based on the
Claridge's hotel that is a five star hotel in London. This hotel has a long way connections with
royalty that sometimes referred to the Buckingham palace. As it conducts the loyalty program in
which they mainly provide the luxury privilege to their guests for retaining them to a longer
period of time. As it includes the explanation on the use of marketing mix elements to
developing the marketing strategies so that large number of customers are attracted. In this
characteristics of the relationship with marketing programme also included that helps as a
customer retention tool. At last developing the loyalty programme for the own business.
MAIN BODY
Use of marketing mix in their marketing strategies
Marketing mix is the foundation for every organisation by developing the tactics and set
of actions that is effective for promoting the brand and products within market. It is an
significant tool that is used to fulfilling the marketing objectives within target market. It includes
more values to the products and services that are offered to their customers that is fully based on
the cost of production, supply and demand in market, purchasing power of people, segmented
market that is comprises of direct and indirect components(Maggon and Chaudhry, 2015). In
case of Claridge's Hotel London, manager can develops the marketing mix so that they get the
successful results in marketing strategies that can be elaborated below:
 Product- It is an essential elements of marketing mix because company can earn profits
and growth by selling their products and services to the customers. In case of Claridge's
Hotel that is a five star hotel in London can offered the varieties of services to their guest