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Report on Promotional and Communication Plan - Apollo Bay Beachfront Motel

   

Added on  2020-05-28

16 Pages4008 Words83 Views
Running Head: MARKETING AND DIGITAL COMMUNICATIONS 1Marketing and Digital Communications:Apollo Bay Beachfront Motel

MARKETING AND DIGITAL COMMUNICATIONS 2Executive Summary The word “promotion” describes the process establishing communication between customers andorganizations for creating positive attitudes about the products and services. Through thisprocess, the company encourages the people to buy its products. Promotional andcommunication plan is an important plan of a company that is developed to attract the customers,so that they can increase their sales and demands of products in market. The major objective ofthis report is to develop a promotional and communication plan for the chosen organization, i.e.Apollo Bay Beachfront Motel. It is a well-established motel that is based in Australia andoffering quality accommodation services to the customers. For introducing its services among itstarget audiences, the organization is adopting various promotional strategies, like; advertising,sales promotion, personal selling etc. The organization is able to create value among customersby offering quality services at affordable prices. Furthermore, this report includes thepromotional budgets for the company, which includes funds, invested on promotional strategies.The company is successful in fulfilling the needs and demands of customers by offering effectivehospitality services.

MARKETING AND DIGITAL COMMUNICATIONS 3Table of ContentsBackground......................................................................................................................................4Aim...............................................................................................................................................4Product Description......................................................................................................................4Target Market...............................................................................................................................4Comparison of position to Competitors.......................................................................................5Justification for better value.........................................................................................................5Research Methods............................................................................................................................5Current Value Analysis....................................................................................................................7Customer’s Supposed Value and Competitor analysis................................................................7Current Value Position of Apollo Bay Beachfront Motel............................................................8Marketing Promotion Plan...............................................................................................................8Goals of Communication Mix Elements......................................................................................9Personal Selling........................................................................................................................9Sales Promotion........................................................................................................................9Advertising.............................................................................................................................10Direct Marketing....................................................................................................................11Promotional Budget...................................................................................................................11Conclusion.....................................................................................................................................12References......................................................................................................................................13

MARKETING AND DIGITAL COMMUNICATIONS 4Background Aim The major aim of this paper is to prepare marketing and promotional plan by incorporatingdifferent promotional strategies, so that Apollo Beachfront Motel can generate value for itsservices. Product Description Apollo Bay Beachfront Motel is a well-established motel that offers comfortable and affordableaccommodation to its customers. It is situated at 163 Great Ocean Road, Apollo Bay, Victoria inAustralia. At this motel, every effort is developed to make the customers feel relaxed andcomfortable (Beachfront Motel, 2017). To attract a large population, this hotel offers bestamenities and hospitality services. Top specifications of this motel include precise and well-managed check-in and check-out process, free Wi-Fi in rooms, parking area and Wi-Fi incommunity area. This motel has attained various awards by serving the entertainment andhospitality requirements of people. Specifically, this organization is offering the differentopportunities to its customers by providing options within lodging, food and experiencing bestfacilities (Apollo Bay Beachfront Motel, 2017). This report primarily discusses about thediscounts, offers and other profitable schemes, given by the organization to its guests. Companyis facing intense competition from several players, i.e. Lord Ard Motor Inn, Cumberland LorneResort, Mantra Lorne and Coastal Motel. Target Market For introducing its hospitality and accommodation services with new offers and discounts, thecompany is targeting its customers considering different variables of market segmentation. It isemphasizing on enticing the tourists towards its services. The target audiences for Apollo BayBeachfront Motel are couples, young generation, and leisure travellers and people from middleincome level. It is focusing on attracting the target audiences by offering three categories ofrooms according to their budget and spending (Galičić, & Laškarin, 2014). By targeting thesecustomers, the organization will be able to produce higher revenues. It considers the affordabilityof guests, while serving to their demands.

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