Marketing Strategy and Plan for Travelodge Sydney Martin Place

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of the Student
Name of the University
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1MARKETING STRATEGY AND PLAN
Table of Contents
Identification of the Consumer Buyer Characteristics...............................................................2
Level of Involvement of Consumers......................................................................................2
Situational, Social and Psychological Influences on Process of Buying Decision................2
Variables of Segmentation.....................................................................................................3
Buyer Persona............................................................................................................................5
Positioning Statement.................................................................................................................7
Positioning Map.........................................................................................................................7
References..................................................................................................................................9

2MARKETING STRATEGY AND PLAN
Identification of the Consumer Buyer Characteristics
Level of Involvement of Consumers
As the junior marketing associate, the implementation of the artificial intelligence
with the usage of the voice recognition technology in different rooms will be helpful in
attracting more customers. Furthermore, the marketing associate will be conducting proper
surveys in the entire market as this will assist him in understanding the behaviour of the
customers and their nature of purchase which will be helpful in managing their pricing
appropriately. Lastly, the different customers in the market are the main asset of the hotel
which will increase the sales of the hotel (Bowie, ButtleBrookes&Mariussen, 2016).
Situational, Social and Psychological Influences on Process of Buying Decision
Situational Influenceshas huge impact on the process of the buying decision which is
the temporary condition which helps in analysing the behaviour of the consumers whether
they will be purchasing the product, buy additional products or buy nothing at all from the
respective hotel (Wang, 2015, p.2553). In Travelodge Sydney Martin Place, it is the duty of
the junior marketing associate to identify the different behaviour of the guests at the hotel
may be influenced by the surroundings of the hotel. For instance- Suppose when the guest is
coming for the medical treatment, then he will be checking whether the hotel is near the
medical shop or the medical chamber or not. From the respective instance, this can be helpful
for the marketing associate to offer such services to customers such as providing car along
with other pick and drop facilities.
Social Influences has huge impact on the process of decision-making process in
which this changes the behaviour of the consumers on the services provided by the
Travelodge Sydney Martin Place hotel. Furthermore, the junior marketing associate will

3MARKETING STRATEGY AND PLAN
analyse the perceptions of the customers can create a huge impact on the changing
relationship in an efficient manner. For instance-When a customer is coming to stay at
Travelodge Sydney Martin Place, this is the entire duty of the junior marketing associate to
gather knowledge about the tastes and preferences of the customers through the different
surveys. This will be beneficial for the customers along with the hotel in making their stay as
comfortable and gaining knowledge on the reviews of the hotel.
Psychological Influences is the other aspect in which the satisfaction of the
customers is the main aspect which is required to be taken into consideration while choosing
the hotel as per their choice (Proctor, 2014). The junior marketing associate is required to
analyze the different customer reviews and based on that the renovation of the different
services is required to be done.
This will be essential for the customers to gain knowledge on the reviews which are
being gained by the hotel which will provide a brief overview on the different aspects which
are being needed by the customers in making their stay memorable in nature (West, Ford&
Ibrahim, 2015). For instance-The implementation of the voice recognition technology can
help in attracting the different customers as this is the latest trend which will help the
customers in managing the sales in an appropriate manner.
Variables of Segmentation
Demographics
Age- The age group which will be attracted by Travelodge Sydney Martin Place is
from age group 35 years and above
Income-Above $180000 annually for the different customers who will be staying in
Travelodge Sydney Martin Place as this is a luxurious kind of hotel.