This report discusses marketing management philosophies, promotional mix, and integrated marketing communications strategy for customer retention. It also provides a marketing plan for a proposed hospitality business.
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Table of Contents INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 Marketing management philosophies..........................................................................................3 Promotional mix and integrated marketing communications strategy........................................5 Marketing plan for proposed hospitality business.......................................................................7 CONCLUSION..............................................................................................................................12 REFERENCES................................................................................................................................1
INTRODUCTION Marketing is defined a promoting company's products and services in front of the potential customers available in market. This report is based on the case study of the Sunlight Hotel in regard to its marketing and promotion practices. The organisation has been involved in serving the hospitality services to the customers. This report would analysis the marketing and promotion practices of the company. Henceforth, report will emphasis over the marketing managementphilosophiesanddifferentexampleswillbegiveninrespecttomarketing strategies,corporatesocialresponsibilityandothersuchoperations.Promotionmixand integrated marketing communication will also be describe in respect to the organisation. Furthermore, this project will also discuss the precise marketing plan in respect to the hospitality organisation. MAIN BODY Marketing management philosophies Marketing is indicated as the projection of products and services offered by company ion front of the potential customers available in the market. Philosophies are the fundamentals behind the marketing activity channelises by the company. Marketing management philosophy comprises with five different concepts indicate as production concept, product concept, selling concept, marketing concept and social marketing concept. All the five concepts indicate about the different areas associated with the marketing and promotion practices of company. Production concept:This concept focuses over the services granted by the Sunlight Hotel. This involve delivery of the organisation services in order to achieve the overall objectives behind the business operations channelises by the company. IT make the company more capable of doing the business practices. In this philosophy organization must give emphasis over sustaining the best quality of services in regards to the hospitality. Product concept:This is another key concept part of the marketing. This philosophy believes that customer prefer only such products tat contain good quality and improve the level of customer satisfaction. Prices of products and availability of products in market do not influence the buying decisions of the customer in respect to such product (Abbas and et.al., 2019). Sunlight Hotel must give emphasis over improving the quality of its services which would further allow the organisation to increase the price charge by organisation from its customer.
Selling concept:This concept is completely focused over selling the services of the organisation. This involve making every positive way to sail the services offer by organisation. IT involve convincing the customers to buy the services offer by organisation. This involves analysing all possible approaches that can contribute in selling the services to the end customers available in market (Lin, Li and Roelfsema, 2018). This concept also not focuses over establishing long term relationships and interaction with customers rather it emphasis over selling the services at the present point in time. Marketing concept:This philosophy believes that customers do buy the services offer by Sunlight Hotel for meeting up the needs or want they carry. Marketing must portrait the products or services of company in such a way that it can project all the needs and requirements of the customers which would allow the customers top buy the services offer by organisation (Mkansi, 2018). Organisation must covering all the needs and expectation of customers in the marketing activities followed by organisation. Societal marketing concept:This concept or philosophy involve the well being of the society in channelising the marketing activities of the organisation. Entiuty must fulfil only such needs that cope up with the environmental aspects or factors. The need company's aims to fulfil musty be eco-friendly and economical. Sunlight Hotel must be addressed all these philosophies while framing the marketing or promotional activities of the organisation. All the philosophies allow entity to deliver the bets level of marketing or promotional outcomes of the company. Example of principle of marketing, corporate social responsibility and ethics Management inSunlight Hotel has been constantly involved in the marketing activities of the organisation. Company marketing activity covers all different principles such as product meet the consumer need, prices reflected certain factors, place refer to the point of sale and promotions of company. Marketing team deliver the campaign at different channels such as social media, digital networks and other such platforms to boost the sales of company. The marketing activities of company are ethical as it do not project any wrong or false information in themarketingorpromotionactivitiesoftheorganisation(Navruz-Zoda,Ibragimovand Rakhmanov, 2017). This is mandatory that marketing campaigns launches by organisation must be ethical as they use the right sources or practices on the basis of needs and requirements of
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market. The entire campaign is mostly based on videos over the different services offer by organisation and it covers various factors of company. Management of theSunlight Hotel also been involved in conducting corporate social responsibility that further promoted by the company. In all the marketing and promotion channels organisation publishes its social responsibility campaigning. This has further cherished the overall brand value of company in respective market. Promotional of social responsibility activities allow company top polish the brand value of company which further cherish the customer loyalty which will further allow the organisation to achieve the overall objectives behind the marketing campaign entertained by the organisation. Management has always focused towards following the ethical values that can improve the reliability of the marketing campaigns and activities channelises by the organisation (Clark and et.al., 2020). Marketing team of SunlightHotelhasuseddifferentapproacheslikesocialmedia,digital,searchengine optimization, radio and many such approaches or strategies which favour the overall growth and success of the marketing activities entertained by the company. Ethical practices in marketing activities channelises by the organisation put positive impact over the entire marketing and promotional activities of the entity. Company also publish big holding to educate the people about different social responsibilities entertained by the organisation so that more awareness can spread in respect to the corporate social responsibility practice. Promotional mix and integrated marketing communications strategy Promotion mix: Promotion mix means that how the marketing team is using their communications for their marketing activities. Marketing communications have many methods and every method have the advantages and disadvantages (Beck, 2017). New communication tools should be used by the company to attract more customers. Integrated marketing communications (IMC): Integrated marketing communications is the technique in achieving the aims of the marketing campaign by using the effective promotional methods. It recognizes the value of the plan which evaluated the strategic roles of the communication through advertising public relations etc. and combining them to give the maximum impact. Following are the promotional mix and IMC:
Advertising: Advertisement is the form of promotional mix which is carried by Hilton. It means that the company advertise their products and services by doing certain payment. Traditional methods of advertisement include TV, radio, print media etc. advertisement is helpful in targeting the customers. Now the modern methods of advertisement is done by the companies like e-mail marketing, digital marketing, social media marketing etc. Hilton is following modern technique of marketing more because it is cost effective, consumes less time and efforts. Public relations: Public relations are maintained because of creating good brand image or goodwill of the company. It happened because of the promotional opportunities like doing media interviews, award-winning, hosting events etc. PR stunts are very good for the company and it increases the sales of the company (Gnanapala, 2017). Hilton believes in doing the healthy PR stunts. They believe that making goodwill amongst the people increase the reputation and revenue of the company. Personal selling: Personal selling is very helpful in creating the relationships with the target customers. It is done to increase the sales of the products and services. Personal selling involves the face to face conversations, knowing the demands and needs of the customers and at what level the products and services which is providing to them is helpful. Personal selling is the expensive technique but it is good because the excellent salesperson can encourage the customer to buy the product or services. Hilton says that personal selling is the personal touch which the customer really want. They want to have the face to face communication with the workforce of the company to know more about their products and services and also to solve their queries. Sales promotion: Sales promotion comes under marketing whose objective is to increase the sales of the products and services of the company by adding certain value to the products. Example buy one get one free or after certain amount of shopping customer will get 10% of discounts etc. Hilton does the sales promotion by providing discounts on booking if they book few months before (Maulani, 2017). This will help the hotel to know their future customers and customers also get the discount. Direct marketing:
Under this method products and services are not sold through retails but are sold directly to the customers. Old direct marketing techniques are telemarketing, television, brochures, catalogues etc. and new direct marketing techniques are using email and mobile marketing. Hilton use email marketing to let their previous customers know about the discounts and offers which they are giving and also they attract the customers by providing attractive packages for staying. Digital marketing: Digital marketing is the latest marketing tool which is used by the large number of companies because company found that promotions done through digital platforms covers large audience, it is cost effective and also require less efforts. It includes SEO, content writing, social media marketing. With the advancement in the technology new digital marketing tools are evolving. Digital marketing is the very effective way in selling the goods and services. Hilton do promotion through digital platforms. Social media platforms are used for the marketing like posting regularly about the company, the new services which they are offering and also the positive reviews of the customers (Songur, 2018). Social media also help the company in connecting with their consumers and solving their queries timely. Guerrilla marketing: It is the new method of the promotion mix. It involves those marketing tactics which are innovative and low costs. Marketing activities are done to gather the attention of the consumers and achieve the maximum sales for the organization. Guerrilla marketing is treated as the experimental marketing because it gives good experience to the consumers regarding the products and services. Sponsorships: Sponsorships is the combination of public relations and sales promotions. It is helpful in creating thebrandloyaltyandalsohelpfulindifferentiatingourproductsandserviceswiththe competitors products and services. Hilton does sponsorship is different events like sports events, charity events etc. it helps in increasing the goodwill of the company and people feel that the company think about the society and through which the sales of the company increases. Marketing plan for proposed hospitality business Executive summary-
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Marketing plan for Sunlight hotels has been developed in this report in terms of evaluation of external market conditions. Implementation of SMART objectives for developing organizational activities is also done in the report by analysing external market trends through the means of PESTLE analysis and marketing mix. SMART objectives- To achieve high customer count through the means of social media marketing within next 6 months. Tomakebusinesscollaborationwithothermarketcompetitorstoincreasebrand awareness within next 1 year. Develop effective organizational working strategies for synchronizing organizational operations within next 7 months. PESTLE analysis- Political- Political in-stabilities of UK is making a negative impact on organizational operations and this can be seen during the evens of Brexit in which UK's decision of leaving EU has reduced the customer count and also has forced organizations to pay taxes in the areas which were freely available before Brexit (Lin and Ottenbacher, 2020). Economical- The economic conditions of a geographic location also makes a impact on the pricing strategy followed by new organizations like Sunlight hotels because if pricing is set too high then customers will not be able to utilize the hospitality services similarly if pricing is lo enough then economic growth will be limited. Social- Organizations have to make sure that they are able to identify the social trends and customer requirements by which it can make sure that it is able to provide services as per the customer requirements by which chances of having increment in sales will be increased. Technological- Organizationslike Sunlight hotels has to make sure that it is able to implement technological advancement in its work areas by which it can make sure that efficient high level of contact less services are provided to customers through the means like online payment, remote check-in and other facilities.
Legal- Organization has to make sure that it work according to the legal legislations because if company is not able to work according to the legal laws then in that case it has to face penalties because of which organizational expenditures will be increased and negative impact on brand image will also be established (Bowie and Buttle, 2020). Environmental- Organizations have to make sure that it is able to develop organizational structure in such a way that it minimizes the negative impact established on the environment by which it can develop positive image in front of the customers, however this also increases organizational expenditures. SWOT analysis- Strength- Sunlight hotels is a new entrance in the hospitality market industry because of which company is having wide collection of market data because of which company can develop effective working strategy in such a way that high customer attraction is achieved. Company is also aware of working strategies of other market competitions because of which it can make sure that it is able to provide new products to customers. Weakness- Sunlight hotels is planning to enter new market because of which it may have to face large amount of resistance from the existing market competitions because of which company performance will be affected (Calinaud, Kokkranikal and Gebbels, 2020). Opportunity- Company is new entrance in market because of which it can efficiently make changes in working capabilities accordingly by which it can attract new and trendy customers towards the organization by which sales can be increased through the means of advertising itself through the means of social media marketing. Threat- DuringthepresenttimeofCOVID-19travellingisreducedbecauseofwhich organizational sales are reduced and also at the same time government has established total lockdown in the county because of which negative impact on economic growth can be seen. This is a high level of threat for Sunlight hotels, in order to achieve customer count.
STP- Segmentation- Sunlight hotels tend to provide high level of hospitality services to customers at premium pricing because of which company has to segregate the market place into different small segments by which it can make concentrated for attracting selected targetted audience. The targetted audience for Sunlight hotels would be people who live luxury lifestyle and the people who have to travel a lot (French, 2018). Targetting- Once company is able to segregate the market place then in that case it tend to identify the specific targetted audience by which it can make sure that organizational working and advertisements are done in such a way that it is able to attract its targetted audience, which in this case would be businessman and people of higher class because of their expenditures. Positioning- Once organization is able to identify its targetted audience then arises the stage in which it has to develop a positive organizational image in front of the customers by which customers can be influenced to increase their engagement with the organizational activities because of which organizational customer count can be increased. Marketing Mix- Product- Sunlight hotels will provide hospitality services like Bed & Breakfast (B&B) facilities to customers. Company also tends to provide other dinning products to customers by which it can make sue that it is able to fulfil customer requirements because of which it can achieve high organizational sales (Zutshi, 2019). Price- Company tends to establish premium pricing on its services to customers because of which it can make sure that it is having high profit margin because of which it can achieve efficient economic growth. While establishing premium pricing company has to make sure that pricing is not set too high because prices are high enough then negative impact on sales can be seen. Promotion-
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In order to achieve high customer count and high sales company tend to promote itself through the means of internet and traditional marketing by which it can make sure that it is able to achieve high brand awareness (Bavik, 2016). This collaborative effort is effective because it is able to increase its reach to wide range of customers by which high sales can be achieved. Place- Company tend to provide its services through the means of online and offline market because of which it can develop two channels for having efficient customer touchpoints because of which it can make sure that customers are empowered to make their direct contact with the company by which customer engagement can be increased. Through this integrated efforts company can make sure that it tends to empower customers for increasing their engagement with the organization by proving them efficient ways to provide their feedbacks regarding the experiences which are achieved during the engagement with the company. Process- Organizational services have to be provided to customers through the means of online and offline ways, in which customers can choose the type of services between home delivery and in-store pickup in which they can utilize the rich quality of hospitality services provided by the organization. Due to this Sunlight hotels must efficiently integrate technological advancement with highly trained work forces by which customer satisfaction can be increased. People- In order to provide high level of organizational services to customers Sunlight hotels must provide efficient training to its employees by which it can make sure that employees are able to work according to the organizational requirements and changing market trends by which it can make sure that high level of organizational services are provided to customers by which customer satisfaction is increased (Kandampully, Bilgihan and Zhang, 2016). Physical Evidence- Company has to develop effective infrastructure because it tends to provide hospitality services to customers with different variety of dinning options at premium pricing because of which it can utilize that infrastructure to promote itself to the customers because of which it can enhance customer experience due to which chances of brand switching can be minimized. Monitoring & Evaluation- Revenue per room-
Sunlight hotels tend to provide high level of hospitality services to customers because of which company tends to have a state-of-the-art efficient infrastructure through this it can make sure that customers are having a level of services which gives then proper value of money experience. Due to this reason company can evaluate the changes in average revenue generated per room by which it can make sure that sales are increasing. Occupancy rate- In order to monitor the effectiveness of customer experience company can monitor the organizational occupancy rate by which it can make sure that customers are having high amount of involvement in organizational activities because of which the occupancy rate of company in terms of providing high level of services to customers is increased because of which sales are increased and chances of goal achievement has also increased. Online Review- In order to evaluate the customer experience with the organization company can also check the online reviews by which it can get a detailed understanding of factors which are making a negative impact on customer's experience with the organization and can make concentrated effort for improving customer experience. Budget- The proposed for the implementation of this marketing plan for Sunlight hotels is as following. ProductsPrice Infrastructure1,000,000/- £ Machineries700,000/- £ Furnitures350,000/- £ Advertisements75,000/- £ Total2,125,000/- £ CONCLUSION Through this report it can be concluded that marketing management philosophies are discussed in detail which include product concept, selling concept, marketing concept etc. with providing examples for the principles of marketing. Corporate social responsibility and business
ethics of Hilton hotel is stated. Hilton comes under hospitality sector. The company is very conscious about the environment and make sure that they are not polluting the environment. Company also follow fair practices to run business. They do not follow unfair practices. They are very particular about the employment law, discrimination law, health and safety laws etc. further understanding of the promotional mix and integrated marketing communication strategy which involve advertising, direct selling, PR etc. effective carried out of the promotional activities can be helpful for the company in increasing their sales and revenue. Preparation of the marketing plan for the sunlight hotel. In which objectives are formed, swot and pestle of the company is done. Further, marketing mix and financial plan is made for the sunlight hotel. In the end evaluation of the success key performance indicator.
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