Marketing Strategy and Communications

Strategy and
Communication

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Analyse the role of segmentation in marketing in the tourism and hospitality OR event sector
and how marketers use this understanding to achieve competitive advantage. Illustrate with
examples.................................................................................................................................3
TASK 2............................................................................................................................................7
Illustrating and developing a seasonal promotional plan which helps to expand either a
hospitality sector.....................................................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and Journals...............................................................................................................12

INTRODUCTION
Marketing strategy refers to the process of approaching to different customers for the sale of
goods and products. Marketing strategy includes organization’s value proposition, demographic
data of targeted customers and key brand messaging. Marketing strategy communicate various
competitive advantages over their competitors which help them in analysation of preferences of
customers. This report is based on Hilton hotel and resorts. It is established by Conrad Hilton in
1919 and headquartered in Virginia, US ( Il'ia and et.al., 2018). It is the largest brand of hotel all
over the world which provides high quality service to their customers. This report will include
role of segmentation in marketing in hospitality or tourism industry. It also includes the
competitive advantages of segmentation along with the examples. Illustration of development of
seasonal promotional plan to expand their hospitality or tourism industry is also included in this
report.
MAIN BODY
TASK 1
Analyse the role of segmentation in marketing in the tourism and hospitality OR event sector and
how marketers use this understanding to achieve competitive advantage. Illustrate with
examples
Segmentation in marketing refer to the division of various different targeted markets
according to the needs, common interest, demographics, priorities and behavioural criteria.
Hospitality industry like Hilton uses market segmentation to cater the large market share
according to their needs. They offer products and services on the basis of gender like women and
men and income basis like low and high. Segmentation in marketing in tourism plays important
role in attracting customers which help in more profit generation. Market segmentation is
majorly divided into four segments which can be classified as follows:
 Geographic segmentation: It refers to the consumer groups according to their
location. The geographical location may include international platform or national
(Mao and et.al.,2019). Hilton majorly focuses on the location which is near large
amenities, airports or centre of the city. They select popular locations which are
easily accessible by the large number of people. For example, Hilton located their

hotels near travel locations and near popular business hubs like Canary Wharf,
Trafalgar square, Bankside, Aldwych and Tower bridge. These geographic locations
attract more people easily and generate higher revenues.
 Demographic segmentation: This includes various factors like life cycle stage,
income of people, age, gender, lifestyle and social class. Hilton majorly targets upper
class people with high income stream and professional people who are senior aged.
They offer luxury services and charge premium cost for the facilities and services
which attract high class people. They maintain quality of their products so that
people attract towards it.
 Psychographic segmentation: It is different from the demographic segmentation as
it focuses on the feeling of individuals, their personalities, behaviours, values and
lifestyles (Tan, S.Z.K. and Perucho, J.A.U., 2018). Hilton targets those people who
maintain their class and standard in society and want to enjoy services of five start
hotels. Upper class professionals expand more money on their living standard and
Hilton target those people in this market segmentation.
 Benefit segmentation: This type of segmentation involves people who believe in the
services and products of the company. Hilton offers high quality services and
products to their customers which help them in maintaining brand image in
hospitality industry. Customers who want to avail luxury services and utilise quality
products get attracted towards Hilton hotel.
Competitive advantages can be gained with the help of marketing segmentation against their
competitors. Segmentation helps in identification of the current status and needs of their targeted
customers. Hilton tries to achieve their competitive advantages by increasing the personal touch
with their customers (Maiorescu-Murphy, R.D., 2020). They provide customized services so that
they feel more comfortable during utilisation of services. Products are designed by Hilton
according to the age, gender and class of people. They upgrade their infrastructure and include
various facilities like wi-fi, keyless entries, digital check-in and develop mobile app for selection
of desired rooms according their own requirements. Managers of Hilton continuously up grade
their services and create innovative ideas to acquire the large market share. Different group of
customers possess different needs according to their taste and preferences which need to be
satisfied in effective and efficient manner. Various strategies are implemented in order to gain