Report on Marketing plan for Hilton Hotel

This report provides a marketing plan for Hilton Hotel, including target market, competitors, marketing mix, and monitoring and control strategies.

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Report on Marketing plan for Hilton Hotel
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Table of Contents
Introduction –.............................................................................................................................2
Marketing plan for Hilton hotel –..............................................................................................2
Conclusion –...............................................................................................................................4
References –...............................................................................................................................6

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Introduction –
Marketing plan refer as strategy and plan which outlines the company’s efforts towards
marketing and advertising in the next coming years. Marketing plan includes situation
analysis, marketing strategies, targeting, market segmentation, positioning of the company in
the market, marketing mix and implementation and control of the above strategies which
made by the company (Meredith, 2016). It helps in increasing the productivity and
performance of the organization, maximising its revenue and profits, improving their
business, increasing their growth for long run and achieiving the marketing goals and
objectives of the organization. Hilton hotel has unique marketing plan which helps the
company to meet the goals and objectives of the marketing (Kapferer and Bastien, 2009). The
report consists of marketing plan for Hilton hotel to achieve its marketing goals and
objectives.
Marketing plan for Hilton hotel –
Marketing objectives of Hilton hotel – Goals and objectives of Hilton hotel is to maximize
revenue and exposure though online and offline mode and to increasing profitability through
various marketing strategies. Company’s another objective is to provide high quality
customers services, identify the new market and increasing the number of customers (Hilton
Annual report 2017).
Marketing plan and strategy will help in achieving the marketing goals and objectives of the
organization, it will focus on maintain loyalty of customers and building strong relationship
with them. So, marketing plan includes the following elements which help the company in
achieving their marketing objectives:
1. Target Market – For every company, choosing the right target market is important for
achieving their goals within their target market and it also helps in implementing
promotional activities. Target market refers as a set of customers who share same
needs and expectations which organization decides to serve. Hilton hotel can target
market as per their market segmentation as on the basis of geographic segmentation,
they should focus on the local preferences of their customers, on the basis of
demographic segmentation, they can target middle and senior aged customers with
high level of income and class, on the basis of psychographic segmentation, they can

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target ambitious customers who prefer 5 star rooms and able to pay premium price
and on the basis of benefits segmentation, company can target for the benefits to their
existing and potential customers. Apart from this, they target upscale and professional
traveller and they should target transient segment (Kolb, 2016).
2. Identify the competitors – After set target market the next step has to be identifying
the competitors of the organization which includes types of products or services
which are offered by them, how they target its customers and their strategies or
tactics. So, there are various competitors of Hilton hotel as Marriott, Hyatt, Aman,
Mandarin Oriental and Intercontinental (About US, 2019).
3. Marketing mix – After identifying their competitor then company has to set their
marketing mix to gain competitive advantages, minimizing their cost of operations,
maximising revenues and profits and achieving their marketing objectives and goals.
Marketing mix is an essential part of marketing plan and it includes product, place,
price, people, process, promotion and physical evidence (McDonald, Frow and Payne,
2011). Hilton hotel can use different tactics or strategies with respect to the all
elements of the 7Ps marketing mix as:
 Product – Hilton offers products or services as per the needs and expectations
of their customers and services which will give a unique or seamless
experience to its customers. They can also offer additional benefits to their
customers as laundry services, entertaining programs, transportation services
and disc or clubs in the hotel.
 Price – They can segment their prices as per the quality of services. They
should give complementary benefits as insurance, membership facilities to
their guests. Company should try to maintain its services prices less than its
competitors, so it will help the company in gaining competitive advantages.
 Place - Company can locate its business or hotels near airports, government
departments and at the centre of cities, so they can cover large geographical
are and maximising awareness of their products or services among large
number of customers.
 Promotion – Company can participate in various programs and trade
exhibition in different locations and collaborated with large number of
airlines, tour promoter and restaurants in whole world. They can also promote

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their business through various social media platforms and their websites and
also maintain strong relationship and maintain partnership with outsiders.
 People – Hilton hotel should motivate and encourage their staffs by rewards,
by conducting various programs for them and other related benefits and they
should also provide training to them which help them in increasing their
performance and productivity.
 Process – Company has largest chain in whole world due to its effective
supply chain management and distribution system. They can adopt green
method or eco- friendly and implement various online agencies or websites, so
it will help in increasing their customers and productivity.
 Physical Evidence – Company can provide various facilities in their hotels as
complementary foods or services, free Wi-Fi, effective environment,
customers services and driver facilities for high class customers.
4. Monitoring and control - Hilton can monitor their performance by primary research as
well as through secondary research. Secondary research can be done by online and
electronic media, which help in understand the customer’s perception towards their
services or products. Primary research can be done by the company through
questionnaires which will use by the company to encourage feedback from its
customers (Gaillet and Eble, 2016). They will be requested to its customers to fill
questionnaire and to share their needs and expectations from the company. They can
also measure their performance through continuous interaction with the customers, so
it helps in monitoring the level of satisfaction of customers. They can also use test
marketing for intruding their new product or services to the customers as they can use
market survey. After monitoring the performance of the company then if there is any
difference between actual performance and expected performance then company need
to control such differences, so it will help them in improving their performance and
achieving their goals and objectives effectively and efficiently (Chemev, 2014).
Conclusion –
Hence, marketing plan is an important for every organization to maximising their revenues
and profits and to achieve their marketing goals and objectives. There are various steps which
are included in marketing plan as firstly analysing the marketing objectives, target the
market, Identify the competitors and its effects on the business, set up various marketing

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strategies related to product, place, price, people, process, promotion, and physical evidence
and then after implementation of strategies then monitoring and controlling the performance
of the company. So, the above marketing plan will help the firm in increasing their
customers, maximising their performance and productivity, reducing their cost, growing their
business in long run and achieving their goals and objectives effectively and efficiently.

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References –
Chemev, A. (2014) The Marketing Plan Handbook. United State of America: Cerebellum
Press.
Corporate Report (2017) Annual Report of Hilton 2017 [Online]. Available from:
http://www.corporatereport.com/hilton/2017/ar/ [Accessed 11/04/2019]
Gaillet, L. and Eble, M. (2016) Primary Research and Writing: People, Place and Spaces.
New York: Routledge.
Hilton (2019) About US [Online]. Available from:
https://www3.hilton.com/en/about/hilton/index.html [Accessed 11/04/2019]
Kapferer, J. and Bastien, V. (2009) The Luxury Strategy: Break the Rules of Marketing to
Build Luxury Brands. United Kingdom: Kogan Page Limited.
Kolb, B. (2016) Marketing Strategy for Creative and Cultural Industries. United Kingdom:
Routledge.
McDonald, M., Frow, P. and Payne, A. (2011) Marketing Plans for Services: A Complete
Guide. United Kingdom: Wiley Publishing.
Meredith, L. (2016) Multiple marketing: an analytical template. Journal of Business &
Industrial Marketing, 31(4), pp.519-530.

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