Marketing Management: Travelodge Marketing Campaign

This document provides an overview of the marketing campaign of Travelodge, a hotel and hospitality company. It includes a marketing TOWS analysis, marketing objectives, marketing mix plan, and proposals for improving customer service. The report focuses on the 'Enabling a leading brand' marketing campaign over a 12-month period.

Marketing
Management
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Construct a Marketing TOWS for Travelodge, explaining the Marketing Audits that you have
undertaken in doing so.................................................................................................................3
TASK 2............................................................................................................................................5
On the basis of these findings, state and justify 3 Marketing Objectives that should be set for
the ‘Enabling a leading brand’ Marketing Campaign over the 12 months period...................5
TASK 3............................................................................................................................................7
Outline and examine the Marketing Mix Plan that your marketing plan needs to consider in
order to achieve these objectives over the 12 months period......................................................7
TASK 4............................................................................................................................................9
Provide proposals on how Travelodge can improve their levels of Customer Service as part of
their ‘Enabling a leading brand’ Marketing Campaign............................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
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INTRODUCTION
Marketing management is considered as the practical application which is marketing
techniques, process and other within entities. Moreover, in general terms it is regarded as the
procedures of overseeing and planning new product development, advertisement, sales and
promotion. It is important for organisation as this is considered as the key to success of any type
of business (Balderjahn, 2016). As it provide an understanding about customer requirements,
improving service or products for consumer satisfaction and others. As per the scenario, the
chosen report is Travelodge which is a private company that operates into hotels and hospitality
sector across UK, Spain and Ireland. Its headquarters is in Thame, United Kingdom. The main
objective o this report is to get knowledge about the marketing campaign of Travelodge
(Enabling a leading brand). This report covers TWOS analysis, marketing objective and plan for
marketing mix. Apart from this, improving consumer services proposal are also prepared in this
report.
MAIN BODY
TASK 1
Construct a Marketing TOWS for Travelodge, explaining the Marketing Audits that you have
undertaken in doing so.
Marketing Audit is considered as a comprehensive, systematic, evaluation, analysis and
interpretation of business marketing surroundings whether external or internal. This also consists
assessment of strategies, objectives, principles and goals for determining overall areas of
opportunities as well as issues and to develop action plan for future consequently. It is essential
for company as this assists firm in developing effective plans and strategies for future, in
identifying hidden inefficiencies and others (Foroudi and et. al., 2017). Moreover, through
adapting effectual audit practices a respective company can able to make strong strategies which
is helpful in grabbing the attention of more customers towards their services. There are various
models which entities can opt for performing marketing audit. Some of them that Travelodge can
adopt in context of its marketing campaign that is “Enabling a leading brand”:
TWOS Analysis
This is known as an extension of SWOT analysis which concentrates upon finding
strengths, weaknesses, opportunities and threats. This not only assesses these four aspects but
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also oversees to match strength with opportunities as well as weaknesses with threats. TWOS
develops the relationship among the external and internal factors that makes more vital and
advantageous as well. The main intent of respective analysis is to exploit benefits of
opportunities, take advantage of strengths, eradicate weaknesses and minimise threats
(Hollensen, 2019). It is relatively a simple tool of developing plan of action which are utilised
after detailed analysis of all opportunities, threats, weaknesses and strengths. So, TWOS analysis
of Travelodge are discussed below:
Internal Factor
External
Factor
Strengths Weaknesses
Opportunities
Herein, firm will ascertain its
strengths that aids them to
obtain opportunities. In
context of Travelodge, it has
strength such as they provide
services at affordable price
that assists them to grab the
attention of more consumers.
Moreover, particular strengths
also helpful in attaining
business expansion
opportunity at UK and US
market. This will also assists
them to retain business at
longer period into competitive
market.
Herein, management will
make plan of action for
counter opportunities
effectively and efficiently.
In respect of Travelodge, its
weakness is that they did not
have very much eye
catching decor and also do
not facilitates any kind of
luxury facilities in
comparison to another hotel
like Hilton. Therefore, this
is important for them to deal
with their weaknesses
through opting attractive
material for decor as well as
it also require to provide
luxury and quality services.
As this help them to gain
business expansion
opportunity at another
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location effectively and
efficiently.
Threats
It consider to be a factor
based on which a firm will
ascertain its strength with the
help of that they may
overcome through threats
appropriately. In context of
Travelodge, it has strengths
such as they rendered rooms
at affordable cost and it also
has special facilities for
business travellers which grab
the attention of business
person at huge amount. Along
with this, the above strength
will also aids them to
overcome from the threats of
declining in business at
competitive UK marketplace.
In context of this aspect, en
entities will make plan of
action for overcoming
weaknesses so that it may
obviate threats
appropriately. So, they
required to opt some
strategies for improving its
decor at hotel as this will
helpful in grabbing the
attention of more consumers
and also overcome from the
threats related to decreasing
sales in comparison to other
competitors.
TASK 2
On the basis of these findings, state and justify 3 Marketing Objectives that should be set for the
‘Enabling a leading brand’ Marketing Campaign over the 12 months period.
By performing the above analysis, this may be ascertained that Travelodge has various
strengths by which they can able to gain competitive advantage at market. But moreover they
also have few weaknesses that they required to overcome for attaining the specified objectives in
effective and efficient way (Homburg, 2016). By its strengths and weakness through they get
overcome will helpful in attaining opportunities and also assist to deal with threats appropriately.
In context of this, management of Travelodge have to build effective and distinctive strategies so
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that they may perform its practices of business in appropriate and profitable way into competitive
market area. Marketing objectives is considered as goals which are set by an entity when they
initiate promoting their products or services towards potential as well as efficient customers
which have to be attained at specified time duration. In general terms, it is referred as marketing
strategies which are to be attained within specified period of time. Along with this, respective
hotel make 3 SMART objectives related to marketing which is useful in improving its marketing
position through attaining competitive advantage (Hutchinson and et. al., 2015). All three
marketing objectives of Travelodge are discussed below:
Objective 1- Respective Hotel desire to trained its employees for next 9 months which is
helpful for them to assigned its responsibilities effectively and enhance its sales upto 30%.
As per this objective Travelodge want to trained its employees for upcoming 9 months and
it will also monitor the development for next 3 months so that they may increase their sales by
30%. Along with this, they also desire to assure that each worker obey COVID-19 guidelines
Objective 2- Respective hotel want to develop its hotel interior through adapting eye
catching decor and it also desire to renew its interior as per COVID-19 guidelines for next six
months.
Based on above objective Travelodge will modify the decor of its interior so that they
may able to grab the attention of more customers and travellers effectively and efficiently.
Moreover, they also modify its functioning as per the guidelines of COVID- 19 that is facilitated
through government like maintaining distance, whole employees have to wear gloves and mask
and others.
Objective 3- Travelodge also desire to explore its business at UK and US for next eight
months to enhance their profitability by 30%.
As per the above objectives Travelodge desire to explore its practices of business at
marketplace of U.S. and U.K. for upcoming eight months as by this it want to increase its
profitability by 30% and by this they can able to gain higher competitive advantages at market
area.
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TASK 3
Outline and examine the Marketing Mix Plan that your marketing plan needs to consider in order
to achieve these objectives over the 12 months period.
Marketing mix is considered as the set of tactics or action which an entity utilises for
promoting their products or services into market area. Moreover, this is a model that aids firm to
determine the aspects in respect of their goods or services. Mainly, there are 4 P’s of marketing
mix that organisation undertake such as products, price, promotion and place but further 3 more
P’s are extended that is process, people and physical evidence (What the Marketing Mix Is and
Why It's Important. 2019). So, all these elements of marketing mix are utilised into business for
identifying some key aspects like how production get accomplished or fails to meet the customer
requirements, what are the desire of clients, how its goods or services is competitive or
distinguish from another competitors and so on. These are few reasons which compel a
management to apply marketing mix for ensuring appropriate satisfaction of customer desire and
gain efficient amount of profitability. It will helpful for company to sustain for longer duration
into competitive marketplace. For instance, Travelodge develop marketing mix plan for attaining
its desire objectives within 12 months as it assists them to in making appropriate strategies and
decisions as per the situations. So, marketing mix plan of respective hotel are discussed below:
 Product or services: This is regarded as an item that if provided through entities to its
potential consumers for accomplishing their customers’ needs and wants. This is vital for
firm to facilitate goods or services as per the needs and desire of potential consumers
(Ingenbleek, Meulenberg and Van Trijp, 2015). In context of Travelodge, they perform
into hospitality and hotel sector so it is crucial for them to render standard quality of
services for grabbing the attention of consumers and also retain them. As per recent
circumstances, this is important for Travelodge to provide services through complying
the government guidelines. As it assists them to develop an effective image into market
are that they are undertaking necessary steps to secure its clients from COVID-19 that
help them to gain competitive advantage.
 Price: This is regarded as products or services value that entity asks from its consumers
after accomplishing their services or goods at competitive market area. For a firm, it is
crucial to set a fixed price of their products or services which they are facilitating to its
client should be as per the economic condition of audiences. For instance, Travelodge
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have to set their room price into budget form as because of COVID-19, economic
situation of each country people get minimised. Therefore, in case it provides standard
services at affordable range then they can able to gain expected objectives and higher
competitive advantage in effective manner.
 Place: This is considered as a selling point. So, for firm this is crucial to choose effective
area for selling its goods or services so that they can able to grab the attention of
consumers in simple manner and it is also important that clients can able to reach towards
their product easily (Johnsen, 2018). For instance, Travelodge can open its hotel into that
area of U.S. and U.K. where it may grab the attention of people towards itself. So, they
may open hotel in some near places of local market, airport, railway station and others.
 Promotion: This is considered as a elements that is opted through firm for grabbing the
attention of more consumers towards their goods or services. So, it is vital for entity to
adapt effectual as well as attractive promotion activity to attract clients. For instance, they
should utilise various promotional activities for grabbing the attention of more travellers
towards its goods or services. In context of this, it can opt print media, social media,
digital technology and others as all these assist them to attract large number of customers
at competitive market area.
 People: This is considered as a staff of firm who directly communicate with consumers
and influence them to purchase its goods or avail their services in effective and efficient
way. For an entity, it is crucial to have proficient, knowledgeable and competent staff so
that task can be performed effectively (Keegan, 2017). For instance, Travelodge needs to
trained its staff so that it may render appropriate service to their customers. Also, they
may recruit some experts’ candidates who have experiences into particular area.
 Process: This is considered as the method or system that is utilised through firm for
delivering its products or services at market area. A company have to opt appropriate
procedures so that they can able to provide standard quality products or services as per
the clients’ requirements and desire. For instance, Travelodge should upgrade its working
method based on the new guidelines of the government for the prevention of COVID- 19.
 Physical Evidence: This is determined as the essential aspects that are noticed through
consumers when they visited to any firm. Therefore, this is vital for entity to design its
interior in attractive way as it will aids them in grabbing more number of clients and
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motivating people to visit places (Kerr and Patti, 2015). For instance, it is important for
them to design its interior as the guidelines of government regarding COVID-19. This is
important as it assists them in grabbing the attention of more consumers towards their
services into recent situation.
TASK 4
Provide proposals on how Travelodge can improve their levels of Customer Service as part of
their ‘Enabling a leading brand’ Marketing Campaign.
Customer services are considered as a kind of assistance that is facilitated through
company to individuals who purchase its goods or services. For taking care of the requirements
of consumer as well as deliver them higher quality services to meet their desires. Also, this helps
them to enhance the consumer base (Kotler and et. al., 2018). For resolving all these issues
consumer services is important to develop its business as well as retain loyal guest. Therefore,
for all firm, this is crucial to opt effectual practices that assists them to improve consumer
services level. It is because this aids them to grab the attention of more consumers and retain
them for longer period. Also, it assists in enhancing ratio of profitability, sales and market shares
effectively and efficiently. For instance, it is vital for Travelodge to develop customer service
level as this will aids them to enable leading brand at competitive market area. There are various
ways that respective firm can adapt for this as it will assists them to attain specified objectives
from which some essential activity are discussed below:
 Adoption of new technology for improving consumer services: At present situation,
this is vital for all firms to adapt new technology to grab the attention of consumers and
retain them for longer duration. For instance, Travelodge can adapt various practices like
voice assistant into their room such as Alexa, utilisation of interactive television for
guiding as well as greeting clients and opt smart keys and others. Through adapting all
these technology they can become upgraded that assists to attract more consumers.
 Build connection with clients at personal level: For all firm, this is crucial to build
more connection with customers as by it they can able to enhance their profit ratio and
sales at competitive market area (Wagner and Eggert, 2016). For instance, Travelodge
may build effectual connection with consumers at personal level as it will develop them
loyal towards their hotel. Along with this, it will motivate consumers for visiting hotel
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and build effective kind of relationship whenever they visit and also do word of mouth
marketing.
 Develop mobile marketing a better customer experience: As per this, it is crucial for
respective hotel to develop its mobile marketing in effectual way as in case there is
ineffectual mobile marketing then consumer may not get attracted with their products or
services and brands. It may impact the Travelodge market value as well as goodwill
indirectly and directly. Also, reduces the profitability ratio and sales.
 Respond towards customers’ feedback: For each firms, this is crucial to responds
towards consumer feedbacks as by that client feel importance as well as connected
towards firm. Also, this facilitates entity ideas for development. For instance, it is vital
for Travelodge to respond the clients’ feedback so that they feel valuable and connected
at hotel. It will assist them in enhancing consumer services effectively and efficiently as
per the needs and desires.
 Facilitate guest personal streaming options: When a person gets additional services
then they get attracted towards their firm so that they will able to facilitate opportunity
for entity to grab the attention of huge clients (Weinstein and Pohlman, 2015). For
instance, Travelodge have to facilitate personal streaming option of consumer based on
that SMART television will be facilitated by hotel on which customer may access its
personal Netflix account or streaming entertainment services. Therefore, with the help of
all these they can able to grab the attention of large number of guests and retain them for
longer duration.
These are some essential aspects that Travelodge required to comply for performing its
business activity effectively as by these it can also able to develop consumer services level that
assists them to gain higher competitive advantage in effective way. Moreover, it also aids them
to enhance its profitability and sales at competitive market area.
CONCLUSION
From the above report, it has been concluded that marketing management is essential for all
type of organisation as it provide an understanding about customer requirements, improving
service or products for consumer satisfaction and others. Also, an entities required to undertake
various aspects and model at the time of performing their marketing campaign like marketing
audit, TWOS analysis as this assists them to understand marketing. Along with this, they
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required to formed SMART objectives as it is useful in improving its marketing position through
attaining competitive advantage. Also, marketing plan as it aids them to sustain for longer
duration into competitive marketplace. Apart from this, management also have to propose some
strategies for developing consumer services as it assist them in accomplishing the specified
objectives effectively.
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REFERENCES
Books and Journals
Balderjahn, I., 2016. Nachhaltiges Marketing-Management: Möglichkeiten einer umwelt-und
sozialverträglichen Unternehmenspolitik (Vol. 5). Walter de Gruyter GmbH & Co KG.
Foroudi and et. al., 2017. Digital technology and marketing management capability: achieving
growth in SMEs. Qualitative Market Research: An International Journal.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Homburg, C., 2016. Marketingmanagement: Strategie-Instrumente-Umsetzung-
Unternehmensführung. Springer-Verlag.
Hutchinson, K and et. al., 2015. Loyalty card adoption in SME retailers: the impact upon
marketing management. European Journal of Marketing.
Ingenbleek, P. T., Meulenberg, M. T. and Van Trijp, H. C., 2015. Buyer social responsibility: A
general concept and its implications for marketing management. Journal of Marketing
Management. 31(13-14). pp.1428-1448.
Johnsen, T. E., 2018. Purchasing and supply management in an industrial marketing
perspective. Industrial Marketing Management. 69. pp.91-97.
Keegan, W. J., 2017. Global marketing management. Pearson India.
Kerr, G. and Patti, C., 2015. Strategic IMC: From abstract concept to marketing management
tool. Journal of Marketing Communications. 21(5). pp.317-339.
Kotler, P and et. al., 2018. Marketing management: an Asian perspective. Pearson.
Wagner, S. M. and Eggert, A., 2016. Co-management of purchasing and marketing: Why, when
and how?. Industrial Marketing Management. 52. pp.27-36.
Weinstein, A. and Pohlman, R. A., 2015. Customer value: a new paradigm for marketing
management. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual
Conference (pp. 132-133). Springer, Cham.
Online
What the Marketing Mix Is and Why It's Important. 2019. [Online]. Available through:
https://www.thebalancesmb.com/what-is-a-marketing-mix-2295520.
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