Hotel Marketing Mix Strategies

This assignment delves into the concept of a hotel's marketing mix, focusing on its various elements such as product, price, promotion, and place. It emphasizes the importance of strategically implementing these elements to attract and retain customers in the competitive hospitality industry. The assignment particularly highlights the promotional mix, exploring different tools like advertising, public relations, sales promotions, and direct marketing. Using a combination of academic research and practical examples, students are expected to analyze the impact of various promotional strategies on customer behavior and ultimately contribute to hotel success.

MARKETING IN
HOSPITALITY

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
P.1.1 The concept and process of marketing including customer focus marketing...............3
P 1.2 The macro and micro environmental environment that influence marketing decisions in
the hospitality sectors.(M1)....................................................................................................4
P 1.3 The relevance of consumer market in the hospitality sectors and its useful to segment
consumer market with identify appropriates market segment to target.(D.1)........................5
TASK 2............................................................................................................................................5
P 2.1 Marketing mix variables applicable within the hospitality and importance of marketing
mix components with repositioning of Red carnation hotel..................................................5
2.1 Role of various price policies and strategies used by the business using Red carnation
hotel........................................................................................................................................7
TASK 3............................................................................................................................................9
A) Evaluating the role of marketing mix in Red carnation hotel...........................................9
B) Plan and advertising campaign for Red carnation hotel..................................................10
C) Role of sales promotion and Public relation....................................................................10
M2 Theory to identify the link in hotel strategy and market condition................................11
M3 Structure and approach to carry out advertisement campaign ......................................11
A) Relevance of marketing research and undertaking marketing research for a product (D2)11
B) Proposing a media for marketing of Red carnation hotel (D2)......................................11
C) Evaluation of marketing plan for appropriate product and services. ..............................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is the most difficulty task in hospitality industry. The Red carnation hotel deal
in the accommodation and catering with more effective services. It is important to bring the
marketing process and the concept including customer focus marketing. The macro and micro
environment that influence the marketing decisions and the relevance of consumer market with
useful segment in the hospitality sectors. It is important to examine the marketing mix variables
applicable and importance of marketing mix components which will help to repositioning the
red carnation hotel. The proper Plan need for advertising campaign for hotel with appropriate
objectives. The role that sales promotion and public relation play in organisations. The relevant
theories and model are used to identify and link the hotels promotional strategies in responding
to the market conditions. The importance of undertaking a marketing research in red carnation
hotel and undertake market research for an appropriate products or services. To propose a
different media for marketing five star hotel service it luxury suites to business executive. The
implementation the proposed marketing plan in organisations.
Task 1
P.1.1 The concept and process of marketing including customer focus marketing.
For every organisation the most important aspect is the marketing to attract and retain the
customer or to enhance the revenue of the organisations.
Concept of marketing: The following are the concept of marketing such as:
Production concept: it is the old concept of marketing management orientation in which the
organisations adopting to run major risk of focusing to small on their own operational and losing
sight of the real goals (Zouganeli, Trihas, Antonaki and Kladou, 2012).
Products concept: It is the concept in which focus on the quality and improvement in products as
per the need of the customer.
Selling concept: the objectives is to sell the goods and service according to the organisations
requirements.
The process of marketing: the following a marketing process such as :
Mission: The most important for marketing process first it has to be set the Mission of
organisations.

Situational Analysis: it is important for the organisation to analysis the situation of market and
trends with customer requirements.
Objectives: It is important process to set the objective of the organisations to link with
marketing.
Strategy and Evaluations: Once the objectives have been set the most important to form
strategy and Evaluations on the basis of strength and weakness of the organisations.
Customer Focus Marketing: it is the process of deciding the consumer necessaries requirement
in command to actuation the manpower backside the organisations goods and services.
P 1.2 The macro and micro environmental environment that influence marketing decisions in the
hospitality sectors.(M1)
For every organisation to achieve the objectives marketing decision are important. But
micro and and macro environment influence on these decisions.
Micro environment factors:
Suppliers: For the red carnation hotel marketing decision can be influence by the supplier of the
raw material of different goods and service which will impact on the cost.
Resellers: if the services and booking are given by the third party with the name of organisation
can also influence the decision of marketing. For examples red carnation hotel allowed the travel
and tourism operator to include the hotel with therii packaged will impact on the their marketing
decision in terms of differentiations of cost.
Customers: The most important factor is the customer of the organisation which can be
influence the marketing decisions.
Competitors: These can be the major hindrances in marketing decision in which the competitors
are providing the better service at the low price than customer will not be attract towards the
hotel.
Macro environment Factors:
Political: If the government intervention will increase on the organisation in terms of change on
the policies and rules and regulation of doing business can influence the marketing decisions.
Economic Factors: The UK economy will influence on the marketing decisions in terms of
inflation will rise the price of goods and services which will directly impact on the customers.

Social: The most important aspect is the society that will influence on the organisations
marketing decision in terms of lifestyle, Cultures and values of the people.
Technological: the various cage in the technologies and research and development team will
find the new way to bring the goods and service more effective can also influence decisions.
Legal: the legislation and guideline will also the factors which will influence to marketing
decision of organisations.
P 1.3 The relevance of consumer market in the hospitality sectors and its useful to segment
consumer market with identify appropriates market segment to target.(D.1)
For every business there is relevant market. Same as the hostility sectors have to market
where the the more tourist destination and public places are some of the relent market for the
Hostility sectors but to target the customer on the basis of Consumer market can be the
demographics and behavioural The usefulness of segment consumer market because it can be
easily identifiable to measure the performances and the outcome will help to form the decision of
futures. If the segment will accessible from better communication and distribution channel will,
help to analyse the segment and organisation will get more flexibility on marketing budget. It can
also be useful for segment consumer market for sustainable to generate the profits and proper
resource will utilise. If the organisation have different segment in the organisations which will
attract the more customer. The various segment will be depends on strength and weakness of the
customer.
It is concluded that market segment for is importation on the basis of consumer demographic and
behavioural interest. If the Red carnation hotel will implement the effective marketing strategic
on the basis of segmentation.
TASK 2
P 2.1 Marketing mix variables applicable within the hospitality and importance of marketing mix
components with repositioning of Red carnation hotel.
Each and organisation have their marketing variables. The marketing mix variable within
hospitality are as follows:
Services/ facilities: The most important variables for hospitality is the services or the facility
they provides such as Guest rooms, Foods and Beverages with better accommodations.
Hotels have the different market segments on the basis of different demands.

Place and Distributions: These are the products are not the products but the customer will choose
the services of organisations. The way customer will demand the different goods and service
organisation have to supply
Promotions and Communications: These are the variable elements of hotel industry in which the
advertisement will help to communications with customer will influence the performance.
Room rate or Pricing: These are the another factors for the hospitality on the basis of rooms and
the pricing will be strategic will influence the customer as well competitor (Zouganeli, Trihas,
Antonaki and Kladou, 2012).
The importance of the marketing mix as follows:
 Offering: These can be the most importance of marketing mix in the organisations to
offer the various goods and services.
 Target the customers: These also the most importance of marketing mix to set the target
customers on the basis of demographic and behavioural.
 Communications: Importance of marketing mix for advertising to aware about
organisation services.
 value creations: It can be the most importance of marketing mix to create the value in the
customer by providing the different goods and services.

2.1 Role of various price policies and strategies used by the business using Red carnation hotel.
The various price polices:
 Geographical pricing policy: the most important policy which the firm will set the price
according to the different customer and their location. If the organisation incurred more
cost on the transport than goods and service cost will high (Xu and Gursoy, 2015).
 Price discount and allowances: if the customer is purchasing in bulk for an goods and
services from will set a criteria to give the discount. The policies will take to reduce the
credit transaction in the organisations.
Price strategies used by the Red carnation hotel.
 Premium price: it is the price which and be organisation set more the the competitor
price. These type of price use when innovative goods and services are offer to the
customer. For the new entrants these price strategy is fr better than other price.
Illustration 1: Hotel Marketing Mix Chart
Source: setupmyhotel.com

 Penetration prices: it is the price to cover the market shares by entering the market with
nominal price as compared to the competitor. This will help to bring awareness and to
attract customer to use the goods and services.
 Economy Price: These type of the service are used in the organisation where have more
number of goods and services. In these pricing strategy organisation will take the basic
cost to Perseus market.
 Price Skimming: The firm which have the impact due to the competitive advantage to
entered in to the market with price skimming strategy form to earn the more revenue
before the competitive will offer the same goods and services.
 Psychological Pricing: these type of price strategy used by the organisations to make
impact with less price such as $999 which can be 1000. This can be the major
differences.
The techniques and methods to analyse the various pricing polices and strategy
` Red carnation hotel considers the techniques and methods to analyse the various pricing
policy and strategy such as follows:
Techniques and Methods for the pricing policies:
 one price policy: it will help to the organisation to bring the more customer as the
changes of goods and service will be fix for all the clients (Liat, Mansori and Huei,
2014).
 Prestige pricing: it will help to increase the goodwill in the market. The logic behind
these policy is to add the value in the products for premium customer.
Techniques and methods for the price strategy used by the red carnation hotel:
Products differentiations: these are the techniques used by the organisation to set the better
objective and goals in which the products differentiation will help to recognised the products
with the price on the basis of quality and value added in the particular segments.
Price sensitive : these are the technique and method use for the judge the behaviour of the
customer to set the price strategy according to customer taste and preferences.

TASK 3
A) Evaluating the role of marketing mix in Red carnation hotel
Promotional mix can be describe as the set of few factors that is controlled by the firm so
that it can create awareness among customer influence the consumer purchasing preference. The
Promotional mix focuses on 4 factors that are mentioned below
Advertising: Red carnation hotel use different platform such as radio, billboard, newspaper etc.,
to create awareness about their product and encourage people to buy their products (Jones and et.
al., 2016). In current time the firm is focusing more on the social media so that it can reach the
audience at wider level.
Sales promotion: In order to promote their sales firm is using different way to attract the
customer. It provides them with seasonal discount, money off coupons. In recent time it has also
included visual promotion and advertising to promote their services.
Personal selling: The firm has adopted personal selling in their working. They provide their loyal
customer with special offers through the email so that they can retain them to firm for longer
time.
Illustration 2: Elements of promotional mix
(Source: Elements of promotional mix. 2015.)

Public relation: In order to maintain good relationship with the customer, the firm has started
taking feedback and suggestion from their staff so that they can make necessary changes to meet
their demand (Morris and Goldsworthy, 2016).
The above factor play major role in increasing the sale of the firm by increasing the
inflow of customer along with the satisfaction of the customers.
B) Plan and advertising campaign for Red carnation hotel
To spread awareness about the various services and product of the firm. Red carnation
hotel has decided to adopt integrated promotional mix. This method will help firm in using both
online and offline platform to promote their products. It can also use internet marketing
campaign such as social media marketing, engine optimization etc., so that it can promote its
new services. It can also produce brochure that can provide the customer with detail information
about various services and product firm has to offer (Legrand, Sloan and Chen, 2016). The above
mention factor will help firm in promoting their services at wide area along with various
platform that will be in the favour of the firm. Furthermore, It can also adopt personal selling in
their method and can provide their customer with important information that will help them in
retaining valuable customer. The social media will help to the from for attract the customer
according to the targeted audience available. The objective and goals of the organisations have to
match with the plans. The budget haver to set according to the needs and requirements of the
organisations. The advertising cost will be depends on the on the mode of online basis in which
they can save the cost.
C) Role of sales promotion and Public relation
Sales promotion where help Red carnation hotel in enhancing their sales and increasing
their revenue. Public relation assist the firm in creating better relationship with their customer
and connecting them to firm for lifetime. Sales promotion use various method such as online and
offline so that it can attract customer toward the firm. In current time the firm has adopted direct
selling method that help them in retaining the valuable customer. It also helps them in gaining
the feedback so that they can improve their performance (Kitchen and Burgmann, 2015). The
public relation assist the firm in building good relationship with their customers. This not only
help them in retaining their customer but also play important role in creating god brand image in
front of the service user.

M2 Theory to identify the link in hotel strategy and market condition.
Ansoff matrix is one of the important model that can help Red carnation hotel in
identifying the potential product or services that have great chance of success in the market. On
the basis of this model the cited firm can select a particular service or product for the promotion
in order to attract more customer toward the firm.
M3 Structure and approach to carry out advertisement campaign
The firm has used various approach so that it can carry out the advertisement campaign in
efficient manner. The Red carnation hotel has decided to use integrated promotional mix method
that has present firm with many platforms that can help them in reaching the audience at much
wider level (Bowie and et.al., 2016). The firm has decided to use both online and offline method
in order to target the elder people who do not use online platform. The main aim of the firm is to
make as many people aware about their services. It will increase the customer base not the firm
and will also assist them in maximizing their profit.
TASK 4
A) Relevance of marketing research and undertaking marketing research for a product (D2)
Marketing research is an customer centric approach that help Red carnation hotel in
focusing the need and demand of the firm. This will assist the firm in enhancing their services
and attaining the customer satisfaction (Nour and Almahirah, 2014). It also helps firm in its
continuous development. With the aid of proper analysis the firm can come to know about
various area where they lack and can make improvement. With the proper analysis the firm can
know about various opportunity in the market that can provide firm with better chance of growth.
There are various way through which research can be conducted the firm has decided to adopt
qualitative approach in their working. In order to gain better insight on the customer service of
the firm, it has decided to conduct both primary and secondary research within this approach.
B) Proposing a media for marketing of Red carnation hotel (D2)
As we have discussed before the firm has decided to use both online and offline platform
order to promote their products and services. Red carnation is focusing more on the digital media
to promote their product. The firm has decided To promote their services and product on the
social media like Facebook and snap chat. It has chosen the pictures of their luxuries suite as the
pop up link which can direct the person to the link of the firm where they can know about the
various services of the firm (Dzhandzhugazova and et. al., 2016). To attract the attention of the

customer it has also provided the person with 10 % discount. Along with this its also taking the
aid of print media, newspaper, pamphlet, magazine are few of the platform that has been selected
by the firm in order to promote their products.
C) Evaluation of marketing plan for appropriate product and services.
With the help of digital marketing firm will be able to reach there employee at much
bigger and vaster level. This will help the firm in increasing there sale in order to evaluate the
success of the marketing plan the firm can record the sale of the firm before and after the
implementation of the plan. If there is positive change in the sales than its means the marketing
plan of the firm was quite successful. Other than this it will also help firm in increasing their
customer base, with the help of digital marketing the firm can make close relationship with their
customer they can ask for their review through online survey and service feedback this will alos
help them in improving there performance.
CONCLUSION
From the report marketing in hostility it is can be concluded that Red carnation hotel
need to adopt the better plans and strategy such as product differentiation and penetrations price
will help impact on the customer. Due to the adversed competitions in the hostility industry the
organisations have to focus on the. Also the Ansoff matrix model that can help Red carnation
hotel in identifying the potential product or services that have great chance of success in the
market. The macro and micro factors will reduce the business which have to analysis before
taking any decisions. The aim of the firm is to make as many people aware about their services.
From the marketing mix they can set the target customers on the basis of demographic and
behavioural. The plan for the marketing and set the objectives for the campaigning to
Advertising Red carnation hotel from the social media and radio, billboard, newspaper to aware
customer about the brands. It is important for the organisations to maintain the public relations
which will help to make better goodwill in the market.

REFERENCES
Books and Journals
Bowie, D. and et.al., 2016. Hospitality marketing. Taylor & Francis.
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Communication Technologies in Tourism 2012 (pp. 448-459). Springer, Vienna.
Dzhandzhugazova, E. A., and et. al., 2016. Innovations in hospitality industry. International
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Gursoy, D. and Sandstrom, J.K., 2016. An updated ranking of hospitality and tourism
journals. Journal of Hospitality & Tourism Research, 40(1), pp.3-18.
Jones, P. and et. al., 2016. Sustainability in the hospitality industry: some personal reflections on
corporate challenges and research agendas. International Journal of Contemporary Hospitality
Management. 28(1). pp.36-67.
Kitchen, P. J. and Burgmann, I., 2015. Integrated marketing communication: Making it work at a
strategic level. Journal of Business Strategy. 36(4). pp.34-39.
Legrand, W., Sloan, P. and Chen, J. S., 2016. Sustainability in the hospitality industry:
Principles of sustainable operations. Routledge.
Liat, C.B., Mansori, S. and Huei, C.T., 2014. The associations between service quality, corporate
image, customer satisfaction, and loyalty: Evidence from the Malaysian hotel industry. Journal
of Hospitality Marketing & Management, 23(3), pp.314-326.
Millar, M., Mayer, K.J. and Baloglu, S., 2012. Importance of green hotel attributes to business
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Morris, T. and Goldsworthy, S., 2016. PR-a persuasive industry?: Spin, public relations and the
shaping of the modern media. Springer.
Nour, M. I. and Almahirah, M. S., 2014. The Impact of Promotional Mix Elements on
Consumers Purchasing Decisions. International Business and Management. 8(2). pp.143-151.
Xu, X. and Gursoy, D., 2015. A conceptual framework of sustainable hospitality supply chain
management. Journal of Hospitality Marketing & Management, 24(3), pp.229-259.

Zhang, J.J. and Mao, Z., 2012. Image of all hotel scales on travel blogs: Its impact on customer
loyalty. Journal of Hospitality Marketing & Management, 21(2), pp.113-131.
Zouganeli, S., Trihas, N., Antonaki, M. and Kladou, S., 2012. Aspects of sustainability in the
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Online
Julian Gooden. 2015. Elements of promotional mix. 2015. Online Available through
<http://juliangooden.com/promotional-mix/>
Set up my hotel. Hotel marketing mix chart. [2017].Online Available through
<https://setupmyhotel.com/train-my-hotel-staff/sales-and-marketing/285-marketing-mix.html>