Marketing Management: Enabling a Leading Brand Marketing Campaign

This document discusses the marketing management of Travelodge and their marketing campaign 'Enabling a Leading Brand'. It covers the construction of marketing TOWS, setting marketing objectives, developing a marketing mix plan, and proposing improvements in customer service. The document also includes a brief introduction to marketing management and the current market situation.

MARKETING
MANAGEMENT
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Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Construct marketing TOWS for Travelodge by explaining the marketing audits.......................3
Stating and justifying 3 Marketing Objectives that should be set for the ‘Enabling a leading
brand’ Marketing Campaign over the 12 months period...........................................................6
Marketing mix plan, suitable according to the objectives and their achievement over 12
month’s period.............................................................................................................................7
Provide proposals on how Travelodge can improve their levels of customer service with its
marketing campaign...................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Marketing management is a procedure and more appropriately it is the organisational discipline
that concentrates on practical applications of all the unique and separated marketing orientation
techniques methods and tools on the organisations and for managing all the marketing related
activities and resources of the company (Bagozzi and et. al., 2018). Marketing is a sub head of
marketing management the company make appropriate analysis of the current situation doing the
external and internal factors affecting the business and appropriately making strategies with the
help of tools and techniques for enhancing the marketing activities of the entity and making the
most efficient use of all the resources available for conducting these activities. The report is
based on the marketing management of Travelodge as organisation is focusing towards quick
establishment of itself as the leading brand in the budgeted hotel market following the crises of
coronavirus. the organisation is establishing a marketing campaign known as “Enabling
Leading Brand”. The marketing plan of Travelodge marketing campaign covers a constructive
marketing TOWS for the company and accordingly developing three marketing objectives for
the campaign. More over the marketing mix plan for the marketing campaign is also examined in
order to achieve the developed the objectives within the period of 12 months. At the end some
proposals are suggested to Travelodge in relation with improvement of their customer service
standards as it is a part of their marketing campaign.
MAIN BODY
Construct marketing TOWS for Travelodge by explaining the marketing audits
The process of marketing audit refers to the comprehensive systematic evaluation analysis and
interpretation of business marketing environment covering both internal and external factors,
organisational goals, it's strategies, the principles which are respective for the assertive problems
and opportunities available for developing an action plan (Müller and et. al., 2018). The
marketing audit process is useful in planning and predetermined action in order to improve and
enhance the overall performance of marketing activities of a company. The TOWS model is used
for conducting in overall market audit understanding the conditions of the market in relation with
the respective organisation that is Travelodge and its marketing campaign known as “Enabling
Leading Brand”.
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Travelodge is a company which was established in 1939 and headquartered in a California US.
The organisation is basically referring to several hotel chains around the world serving is
operations specifically in United States, Canada, United kingdom, Spain, New Zealand,
Australia, Ireland and Asia. The world is facing the negative impacts of the deadliest diseases
which recently outbreak as an infection in named as covid-19 (Becker, 2019). The National and
international economy is our diversity affected due to the impacts of coronavirus as the whole
world is almost in the lockdown. The economies are not functioning as the disease is so deadliest
and infectious that it is reading a very fast pace. In order to overcome the crisis of coronavirus
and the impacts of it on the business of the organisation Travelodge is planning to quickly
established itself in the market as the leading brand in the budgeted hospitality industry with the
help of a marketing campaign known as “Enabling Leading Brand”. In relation with this
campaign The entity need to conduct appropriate market research in order to develop effective
campaign attractive largest customer base and making them about the safety and all the
precautionary measures taken by the hospitality provider. The TOWS model is utilised for
analysing and determining the market condition and reducing the concerning risk from the
market.
TOWS Analysis of Travelodge:
TOWS analysis is basically a tool or technique which is used by companies to generate compare
and select appropriate strategies (Olson and et. al., 2018). This model has similar routes with
SWOT analysis model but it is a technique which is used particularly for strategy generation and
selection where as a SWOT analysis is a tool used for audit and analysis. Travelodge is
introducing a marketing campaign for which tools analysis is constructed as follows:
Travelodge STRENGTHS WEAKNESSESS
OPPORTUNITIES  Digital Advancement
 Affordable pricing strategy
 Struggle in meeting
customer needs and
satisfaction
THREATS  BREXIT  Coronavirus
outbreak
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 Strengths/Opportunities- Travelodge offer very affordable prices two customers for
different and unique offerings. It is an accommodation hospitality provider where family
rooms and other rooms are always provided on very affordable rates to the customers
along with special deals and discounts On special occasions as well as on regular basis.
As a budget hotel it is very effective promotional and attractive strategies which an
organisation can use for boosting sales and enhancing customer base. Along with it
increasing digitalization and advancement in technologies is providing an opportunity for
Travelodge to make it operations more digitally equipped and eco friendly along with
customer friendly as well making people comfortable and feeling more is while reaching
out to the budgeted hotels and booking there room reservations (Chernev, 2018).
 Strengths/Threats- Recently in the United Kingdom BREXIT took place which have
brought a huge to different businesses existing in the region. The BREXIT is basically
referring to Britain exiting from the European Union which brings in flexibility in the
economic political and legal environment of the United Kingdom. This is a potential
threat for Travelodge and their Corporation established in the United Kingdom as it is an
international brand and currently the organisation needs to focus on different and
complex political structures and legal rules in order to comply with all the legislative. can
also become a very potential opportunity for Travelodge as well as an organisation can
make use of their budgeted hotel room pricing feature to attract more people as now there
is the social environment of the United Kingdom is also fluctuating and the social
difference are regularly changing becoming more dynamic.
 Weaknesses/Opportunities- The continuous weakness and problem which displaced by
Travelodge and associated with most budget hotels is that the hospitality promises are not
equipped enough to provide utmost satisfaction to its customers with the whole range of
different products and services. The organisation is lacking providing range of offerings
and services to the consumers which is its biggest weakness and can also work as an
opportunity for it to enhance its operations and put the strong put forward in the market
for gaining with their competitive advantage by providing the best services to the
customers in budgeted hotel categories (Wang and et. al., 2019).
 Weaknesses/Threats- The most common and currently the biggest threat and weakness
which is been very prominent for all the different industries and businesses in the world
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from last 5 to 6 months is outbreak of coronavirus. this is a prominent tract and a very
significant weakness which can be a hindering factor affecting the business and
operations of travel lodge not just in one particular market but in all different economy is
in which it is dealing. It is very potential and negatively impacting factor because from
the research conducted it has been analysed that the most obvious and highest number of
lossesin relation with coronavirus is being faced by the hospitality industry the most as
international trade is the currently being stopped resulting in reduced number of tourism
and travellers visiting different location in the nation or in international geographic areas.
Stating and justifying 3 Marketing Objectives that should be set for the ‘Enabling a leading
brand’ Marketing Campaign over the 12 months period.
As per the above discussion and analysis constructed and conducted with the help of a marketing
audit tool named as TOWS model it is prominently identify that the organisation Travelodge
needs to come up some specific objectives for their new marketing campaign in order to reduce
the impacts of the threats and weaknesses associated with the company (Dogu and Albayrak,
2018). The marketing Objectives are determined and developed for the new marketing campaign
named as “Enabling Leading Brand” for attaining success and establishing the brand as more
digital equipped and tech-savvy with the motive of maintaining the customer base and attaining
the success and growth in the most dynamic and rapidly changing business environment. In order
to achieve the significant goal of the marketing campaign “Enabling Leading Brand” the
company needs to set some significant and appropriate objectives that are useful for them and
move their direction towards achieving the goes behind conducting and establishing the
marketing campaign. These objectives are discussed under:
 Sanitising the hotel premises- The first and foremost goal of travel logic is of achieving
the trust of the existing customer base and the population in the hotels is only possible
when the organisation would involve in conducting appropriate sanitization processes and
activities. By looking at the global pandemic situation it is becoming a normal regular
need for hospitality providers to sanitize and clean their promises and deeply in order to
make sure that the customers trust the organisation and their offerings (Ziemba,
Jankowski and Wątróbski, 2018). Travelodge is a accommodation hospitality provider
which makes it more important for it to undertake sanitizing activities in order to clean
the hotel promises all over the world in different locations they have their operations
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along with continuously adopting such strategies in order to keep their properties
regularly sanitized and clean for stay of their guest. This is the foremost objective and
goal of conducting the marketing campaign making sure and ensuring people about the
clean and safety measures that the company is adopting.
 Unique product offerings- The second objective of company by looking at its weakness
is providing unique product offerings and services to the consumers in order to satisfy
their needs with the help of their affordable pricing strategies in order to keep the
customers attracted and interested in the offerings of the business. The marketing
campaign “Enabling Leading Brand” is being conducted with the initiative of
becoming a market leader with the help of attaining competitive advantage through
internet and advanced digital technologies. Through updated technologies Travelodge can
make use of better and safe marketing techniques in order to stay connected with the
audiences and targeted market along with providing them surety about the safety and
security measures they are adopting where the customers do not need to be any contact
with any individuals for booking their accommodation and even for checking-in in their
rooms (Gölgeci and Kuivalainen, 2020).
 Improving sales and revenue standards- The third goal and objective of this marketing
campaign should be for developing and improving the sales and revenue standards of the
company in the next 12 months once this global pandemic situation is under control and
the market start getting back to normal. For this objective of company Travelodge is to
enhance its sales and revenues by 5-7% within next 12 months which the help of a
focusing towards its budgeted pricing strategies and other II IEA promotional offers and
discount included.
Marketing mix plan, suitable according to the objectives and their achievement over 12 month’s
period.
Marketing mix is a very essential and most impact tool which is used by marketers in order to
develop a marketing plan for a particular organisation for which they are working. Marketing
mix tool is the combination of seven different elements which are seven tactical areas where the
focus of marketing individual needs to be arrange in order to develop effective activities and
efficient attainment of marketing objectives. The marketing mix plan for launching a new
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marketing campaign “Enabling Leading Brand” by Travelodge is as follow providing
attention to all the 7 P's the marketing segment. The plan is developed below:
Marketing
Mix
Elements
Description
Product The first element of the marketing mix plan is of product focusing towards the
offerings and different variety of items that are being introduced by companies
for respective audiences according to their needs satisfaction and requirements.
Travelodge is making sure that customers feel safe while accommodating with
them and their phone through this campaign they are providing them an
opportunity to understand the sanitization process is undertaken by the company
along with the continuation of these processes on a daily basis while operation
initiates again (Iankova and et. al., 2019). Moreover, the company is taking more
digital root and making use of internet technologies and advanced digital devices
for providing is and comfort to customers where they do not need to be in contact
with any employee from the initial level of their bookings to their check in and
check out from the hotel.
Price As the name suggest the second p of the marketing plan referred towards the
pricing strategy that is being undertaken and adopted by the company. As
discussed and identified that the the affordable pricing strategy is being utilized
by travel lodge as it is a budget hotel chain also the pricing strategy is its strength
and biggest opportunity in the current situation for attracting more and more
consumers. According to the current situation of the market the flow of money is
obviously reduced making people to you also reduce their choices of luxury and
preference more affordable services and offerings therefore Travelodge is
planning to stick to their old pricing strategies.
Place The place is defined as the distribution channel which are used by customers and
organizations to meet and conduct the business transactions. According to the
marketing campaign of Travelodge it is appropriately notified that the company
is planning to become the market leader and attain competitive advantage with
the help of advanced technologies and other three respective objectives. therefore
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this marketing campaign is applied to the worldwide operations of the
organization as the situation of coronavirus and its impact are being faced by all
the different economy and geographical locations in the world rather than just
one specific area.
Promotion The promotional element is one of the most important and Critical area of
marketing mix tool. As highlighted that Travelodge is aiming towards becoming
the market leader and attaining the competitive advantage as emerging into the
market as Internet and tech savvy company. Therefore the promotional strategies
and tools which are adopted by the company for marketing there campaign are
all digital tools and more specifically social media with the help of internet
(Johnsen, 2018).
People The people refers to the employees of the company and travelodge is focusing
towards providing all the respective trainings to the staff in relation with keeping
the track of all the sanitization and cleaning instructions along with activities that
are required to conduct when the company initiates the operations again. this
training will be specifically focusing towards enhancing employees knowledge
about the sanitization and safety methods along with some particular learnings
about how the need to utilize these cleaning activities and processes.
Process The process is concentrating towards the ways and methods for execution of
business in order to reduce all the mistakes and eliminate any errors from the
operations. The new online process is introduced by Travelodge there they are
providing customers the opportunity to make purchases without engaging with
any human contact and making use of online digital platforms to make their
bookings and even check out from the hotels.
Physical
Evidence
The physical evidence is the last tactical area of the marketing mix plan where
Travelodge needs to focus. The physical evidence of the operations and the new
marketing campaign Travelodge is the online websites and the social media
platforms of the company which is used by it for promotional activities and also
for conducting there sales and purchase transactions.
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Provide proposals on how Travelodge can improve their levels of customer service with its
marketing campaign.
The Businesses and the owners invest huge amount of money and finances in their marketing
and promotional activities for driving the path of customers towards business and their offerings
In order to create these suitable directions for customers in order to make them walk on it for the
advantage of company in order to attain its objectives. Marketing is the most important tool that
is considered in relation with improving the level of customer base and their experiences by
providing best services through different marketing campaigns. In order to improve the standard
of customer services with the help of marketing campaign “Enabling Leading Brand” that is
been established by Travelodge and accomplishing its goals. The customer services is the most
closest encounter organisation have with their customers and the growth and success of the
company depends on the personal experience is provided to people by the entity. Therefore few
proposals are suggested to Travelodge in relation with improvement of their customer service
standards along with the marketing campaign (Kotler and et. al., 2018).
 Customers feedback is one strategy which is the most potential and beneficial for
Travelodge in order to understand the needs and preferences exactly of the customers.
Feedbacks will allow the organisation to understand the concern of people and make
them informed and provide them surety about their safety the global pandemic situation.
The feedbacks will also allow Travelodge to understand the customers more closely and
provide them a better service offerings and plan for better discounting strategies along
with their other promotional pricing rates.
 Better communication channels, as interactions with the consumers to an appropriate
level is always beneficial to the company. Travelodge is a conversation provider which
makes it very essential that the organisation adopt appropriate business communication
channels where they can interact with the customers in the most efficient and effective
way for providing them the best what they are expecting from the hospitality provider.
The better communication channels value enable and assistant Travelodge in
appropriately handling the queries and problems of the consumers along with providing
them fast and rapid replies and solutions to their issues. Personalized and customised
service will allow the organisation to be in better touch with the consumers and also
enhance their experiences.
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 Expert customer service team is also another very potential proposal for Travelodge as
they can enhance the information provided to the customers in such and stressful
situation taking place in the world. The customer service team will be holding of those
experts and professionals who are excessively holding potentiality to appropriately
communicate and understand the queries of consumers and provide them appropriate
solution within no time making them happy and satisfied with the offerings of the
hospitality accommodation provided (Möller and Halinen, 2018).
CONCLUSION
From the above assignment it has been summarizes that marketing management and the
marketing activities involved in it are the most important and essential for the company as it is
concentrated towards the efforts and activities undertaken by the organization in order to
enhance their marketing activities with the help of varied tools and techniques along with making
most efficient and appropriate use of available resources. The report constructed a TOWS
analysis as it enabled the company to analyze all the weaknesses and threats that are present in
the external environment which can have a prominent impact on the organization by looking at
the crisis caused by coronavirus to all the international and national economies. Moreover the
focus of the report was also towards making strategic decision and with the help of marketing
mix plan that guides the company to develop effective strategies for their current and foreseeable
future. the marketing which plan was developed according to the suitable objectives that are
identified and set in the report according to the market analysis. And specific proposals are also
suggested to the entity in relation with improving their customer services as it is also a prominent
part of their marketing campaign.
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REFERENCES
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Johnsen, T.E., 2018. Purchasing and supply management in an industrial marketing
perspective. Industrial Marketing Management. 69. pp.91-97.
Kotler, P., and et. al., 2018. Marketing management: an Asian perspective. Pearson.
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