Marketing Essentials

This report provides an overview of marketing essentials, focusing on the hospitality industry and using Hilton Hotels as a case study. It covers topics such as market research plans, the marketing mix, segmentation, targeting, and positioning.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Introduction to Organisation...................................................................................................1
A Market Research Plan.........................................................................................................1
The Marketing Mix.................................................................................................................3
Segmentation, Targeting and Positioning...............................................................................4
CONCLUSION................................................................................................................................5
References:.......................................................................................................................................6

INTRODUCTION
For increasing sales, every organisation undertakes some activities such as advertisement,
delivering products to customers etc. These group of activity is known as marketing. In simple
words, those activities which influence buying behaviour of customer is known as marketing and
the report which made to outline the marketing strategy for the coming time period is known as
marketing plan. This report is based on the Hilton Hotel which is working as a huge brand in
hospitality industry, it include the complete introduction to Hilton, their marketing plans, how
they create customer value and engagement, Marketing Mix , STP etc.
MAIN BODY
Introduction to Organisation
Hilton Hotels Corporation is a multinational company doing business in hospitality
industry, which was founded by Conrad Hilton in 1919, having headquarter in Tysons Corner,
Virginia, United States(Boozalis 2018). Conrad Hilton started this brand by the purchase of
Mobley Hotel of 40 rooms in Cisco, Texas. Hilton name was first used in 1925 as Dallas Hilton.
After that, Hilton continuously started buying luxury hotels and it becomes a brand. Currently
they are working in almost 118 countries with 6215 (approx) properties. Hilton has made almost
18 brands over various market segments which include Double tree by Hilton, Homewood Suites
by Hilton, Hilton Grand Vacation, Tempo by Hilton etc.
Hilton wants to reach at every customer so that they can cover all over the customer and
beat the competition of market (Schlenker 2018). So it is necessary for them to do advertisement
on large level so that they can reach to customer in cost and time affective manner. That's why
the purpose of preparing market plan is to support social media presence. And this marketing
plan is being prepared for the development of organisation or Company i.e. Hilton.
A Market Research Plan
It refers to a document which hold the complete information of potential market. It helps
in building framework of all the actions which are to be undertaken to attract the customers or
buyers(Breyer-Mayländer 2018). It is the only plan which will determine that how to develop
certain product in a specific market. Market Research are done in a process which contain
various steps i.e. Problem Identification, Research objectives, Research Approach, Research. As
Hilton is planning to launch a new product in the market which will include staying service,
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travelling service, cab facility and food service for customer. Design are the various essential
steps while making a market research plan.
Market Research can be done in two ways i.e. Primary and Secondary Research. Primary
research refers to the process of collection of data and information by own (or hire someone for
the same). Interview, Questionnaires, visits to competitor's location, Surveys are some examples
of Primary Research(Cardenas 2018). And Secondary Research is a mode of Research in which
the data which is already collected by someone is used to analysing the market situation. Data
available on internet, reports of government agencies, articles of magazines etc. are various
examples of Secondary form of research(Steenkamp 2017). Both research methods are useful
while preparing market research plan. Both methods have various advantages and disadvantages,
which are given below:
Advantages of Primary Research Method
First Hand Data- Data collected under primary research are first in hand, it means the data is
fresh and it is never used earlier. It is the best data which can meet the need and requirement of
organisation.
Accuracy- Primary data gives the accurate data to the organisation, which gives best and accurate
data to them(Scharmer 2018). Accuracy means truth, data collected by primary method will be
highly accurate.
Disadvantages of Primary Research
Time Consumption- Primary research is time consuming process because under this method the
data collection have been done by the company itself, which is a time consuming activity.
Cost Effective- It means that the primary research method is a cost effective method. It is high
expensive method and difficult to collect the data.
Advantages of Secondary Research
Easily Availability- Secondary data can be collected easily as it is available at various platforms
i.e. newspapers, magazines, internet etc.
Time Effective- It takes a less or no time in the collection of secondary data as compared top the
Secondary data.
Disadvantages of Secondary Research
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Irrelevant- Many times, the Secondary data is found irrelevant to the objective and the
companies have to use the same, which does not give a clear and truth analyses of
market(Chandiok 2017).
Outdated- Sometimes data available in the market got outdated or the data got change, again that
data will not help the organisation in giving correct image of market.
The Marketing Mix
Product- Hilton divided their product in three categories i.e. Core, Facilitating and Supporting
Product. That product which Hilton is going to introduce in the market is covering all
products(Cheng and et. al., 2018) . This product will contain core product i.e. Hotel rooms,
Facilitating products which focus customer to buy core product i.e. Hilton will provide
travel and food facility and Supporting product i.e. In the new product Hilton is providing
free cab facility, care taker etc. (Price 2017).
Place- This factor of marketing mix states that, where the customer get the product or services.
Making availability of products and services to the customer at various place is defined
under this factor. Hilton is planning to launch it’s new product through social media because
now a day’s most of people are doing business online or through social media, which help
the organisation to reach at maximum number of people so that they know about the product
and create interest in their mind which result in the generation of revenue. Hilton will
distribute its services by official website of company, various social media platforms,
mobile application etc. They will use various distribution channels, so that they can make a
wide range of conveniences associated with internet.
 Price- Various business firms pricing strategy are divided in four strategies i.e. Economy,
Penetration, skimming and Premium (DiMarco 2017).
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Hilton Group of Hotel will follow Premium pricing strategies as it is a huge brand which will
provide five star rooms, food services to their customers and they will charge a premium amount
from them(Strydom 2017). Hilton will provide upscale luxury services to high class customers
which will result in high charges.
 Promotion- Hilton is a huge brand in hospitality industry. They will do promotion of
their services with the help of various magazines, by doing collaboration with various
luxury spa centres, luxury bars and restaurants, payment banks etc. Mainly they will have
to focus on Customer relationship(Hassan 2018). They have skilled staff to establish
good relation with customers which will work as the advertisement and unforgettable
experience. Also they can offer membership discounts to their customers for attracting
them towards their o4ganisation which will also result in the growth of organisation and
revenue generation.
Segmentation, Targeting and Positioning
 Segmentation- It means to divide the complete market into various segments so that it
can be easy to select their targeted market or customers. Market segmentation is divided
in various categories i.e. Geographic, Demographic, Psychographic and Behavioural
Segmentation(O'Shaughnessy 2017). Hilton will not do segmentation under a single
category, they will divide their customer on various basis. Geographic Segmentation- On
the basis of location like Tower Bridge, Aldwych, Trafalgar Square, etc.
Demographic Segmentation- On the basis of social class such as Hilton will target people
having luxury lifestyle and people having high income.
Psychographic Segmentation- On the basis of individual feel and behaves like the
individual having high status of staying in five star hotels. Targeting- At this level, targeted market or customers are selected, which are useful for
company, through which they are going to generate revenue. Hilton is a luxury hotel, so
definitely it will target the customers having good income source. They will target the
upper high class people in all over the world for selling their new product. They will also
make available stay for leisure travellers, for honeymoon couple, corporate professionals,
families etc. because they don't want to lose a single customer. They should make target
to the professional people because they have to maintain their status by staying in five
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star hotel, a newly married couple so that they can provide a luxury stay to them
(Hofacker 2018).
 Positioning- It means what to do for reaching to the customers. It is the last step of STP
analysis which will gone give result in the generation of revenue. At this stage, the place
is decide where to place or execute the plan for reaching to a large number of customers.
After analysing the market and doing the segmentation of complete market, Hilton will
select their target audience or customers. At this stage, they will have to place their hotel
on prime locations and in the area of luxury living. They will select a place which is full
of peace, so that the customer will get unforgettable experience from them (Miles 2020).
This will also help the organisation in making positive reputation and future customers.
Next they are selecting position nearby the airport, so that customer will not face any type
of problem while reaching there.
CONCLUSION
From the above report it is concluded that it is necessary to do market analysis for the
development of specific product in a specific market and companies are using primary and
secondary marketing research method for making market research plan. Furthermore, it is
analysed that Hilton Group of Hotels will make marketing mix plan in such a way so that they
can reach to maximum numbers of customers at same time with the introduction of their new
product which include complete holiday package. For this purpose, they will do Segmentation,
targeting and positioning in an effective way which will also help the organisation for making
social presence stronger in the market.
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References:
Books and Journals
Boozalis, E. and Patel, S., 2018. Clinical utility of marketing terms used for over-the-counter
dermatologic products. Journal of Dermatological Treatment, 29(8), pp.841-845.
Breyer-Mayländer, T., 2018. Marketing für Kommunalverwaltung und Kommunalpolitik:
Kommunikations-und Partizipationsstrategien für das Gemeinwohl vor Ort. Springer-
Verlag.
Cardenas, D. and Fuchs-Tarlovsky, V., 2018. Is multi-level marketing of nutrition supplements a
legal and an ethical practice?. Clinical nutrition ESPEN, 25, pp.133-138.
Chandiok, S. and Sharma, P., 2017. Hospitality marketing: Strategic issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Cheng and et. al., 2018. Impact of perk expenditures and marketing expenditures on corporate
performance in China: The moderating role of political connections. Journal of
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DiMarco, J., 2017. Communications Writing and Design: The Integrated Manual for Marketing,
Advertising, and Public Relations. John Wiley & Sons.
Hassan, A. and Sharma, A. eds., 2018. Tourism Events in Asia: Marketing and Development.
Routledge.
Hofacker, C.F., 2018. Digital Marketing: communicating, selling and connecting. Edward Elgar
Publishing.
Miles, D.A., 2020. How to Get Away with Murder in Marketing: Forensic Marketing. Archway
Publishing.
O'Shaughnessy, N., 2017. Marketing the Third Reich: Persuasion, packaging and propaganda.
Routledge.
Price, J. and Mc Alinden, O. eds., 2017. Essentials of nursing children and young people. Sage.
Scharmer, O., 2018. The essentials of Theory U: Core principles and applications. Berrett-
Koehler Publishers.
Schlenker, E. and Gilbert, J.A., 2018. Williams' Essentials of Nutrition and Diet Therapy-E-
Book. Elsevier Health Sciences.
Steenkamp, J.B., 2017. Global brand strategy: World-wise marketing in the age of branding.
Springer.
Strydom, J.W., 2017. Longevity of SMMEs in Soweto: Does marketing play a role?. African
Journal of Science, Technology, Innovation and Development, 9(6), pp.685-695.
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