Principle of Marketing: A Case Study on Hilton Hotel

PRINCIPLE OF
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Describing the key principles of marketing adopted by Hilton ................................................3
Explaining the importance of marketing in strategic planning and rational decision making of
Hilton...........................................................................................................................................5
Explaining concept of segmentation, targeting and positioning & innovation in products to
meet customer needs....................................................................................................................8
Describing customer relationship building and communication stargates to increase sale........9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Principles of marketing are agreed up innovative organization that is used by
companies in order to choose and implement effective strategies. In the current era, it is
important for organization to execute effectual marketing principles in order to gain competitive
advantages so that higher profitability and sustainability can be derived. The current report is
based on Hilton hotel which operates in hospitality industry. There are various types of service
provided by the company as hotel and resort which comprises reception guest, room and food
restaurant v, etc. present report will involve marketing principles and marketing mix so that
related objectives can be accomplished. It will give emphasis on the importance of marketing
in strategic planning so that rational decision can be made by linking these with strategy and
functional areas. Current case study will focus on describing concepts of segmentation,
targeting and positioning of specific product or service offered by company. This will include
techniques to enhance their relationship & communication process for increasing sales.
MAIN BODY
Describing the key principles of marketing adopted by Hilton
Marketing principles play significant role in enhancing the company's procedures efficiency so
that profitability can be increased. There are various companies in hospitality industry that
provides services to customers which creates competition for Hilton Hotel. There is larger
competition in hospitality industry which requires to be prompt and effective in order to
implement marketing principles so that higher ability to increase revenue can be provided.
Hilton applies 7Ps that comprises product, price, place, promotion, physical evidence, people
and process (Palmatier and Crecelius, 2019). These principles highly contributes in gaining
stability and efficiency in sector. Hilton focuses on being integrated and relevant global player
in international platform for driving higher sales. Marketing mix is the tool which is taken
into consideration by Hilton to influence demand. It involves giving consideration on 7Ps so
that it can be ensured regarding efficient functioning of these.
Product
Hilton hotel is one of the leading organization of hospitality industry that provides full
services like meeting, wedding, food & beverages, swimming pools, gifts shops, banquet
facilities, event, restaurants, lounge, retail and other kinds of services are provided by the
specified organization. Product is the commodity that is purchased by customers from

business. In case of Hilton the product offered by organization is rooms that are utilized by
customer for specified period of time. In addition to this, additional products offered by Hilton
to its customers involves online reservation for bar & restaurant along with news paper and
magazines fro travellers, etc. Hilton ensures that its products are offered by firm in effectual
manner so that higher quality can be maintained.
Place
In this element, all the places which are used by firm to distribute service is included.
Hilton largely give emphasis on its official website from where targeted audience can place
order to for food, beverages, room and bar services (How to use the 7Ps Marketing Mix, 2021).
The specified organization operates as international company that can be validate by
concentrating on number of 100 countries in which it operates. It pay attention on facilitating
convenient application made available for registering with internet it allow the targeted
audience to book the table or room according to their requirements in prior basis so that higher
conversion rate can be derived. There are different kinds of specialized application as well that
assist the firm to get appropriate conversion cycle.
Price
Thee are different forms of pricing strategies which are utilized by the businesses in
order to attract customers (Lilien, Rangaswamy and De Bruyn, 2017). It involves economy,
premium, skimming and penetration strategies that has certain different criteria in order to fulfils
business objectives. Hilton as being player of hospitality industry focuses on ensuring higher
quality promise. For accomplishing the purpose of ensuring regarding higher quality firm
charges premium price. The main reason for charging such premium price is related with its
product offerings like five & four star rooms which usually booked by high standard class
travellers. Hilton permit company to permit to achieve benefits like high status, luxury, etc.
Promotion
it is concerned with focusing on customers by utilizing specific sets of advertising and
promotional strategies. Hilton as being operator of hospitality industry it uses the effectual
strategy that is largely focuses on providing higher customers satisfaction (Porral and Stanton,
2017). Mentioned firm majorly collaborate with various other companies like different food
providing restaurants and payment so that diversification of offerings can be obtained as
competitive advantages. There are several other tactics as well taken into practice by the firm as