Marketing Mix in the Hospitality Industry

This assignment delves into the application of the marketing mix, encompassing the 7 Ps (Product, Price, Place, Promotion, People, Process, Physical Evidence), within the context of the hospitality industry. It examines how these elements are strategically utilized to develop successful marketing campaigns and enhance customer experiences in the tourism and hospitality sector.

Easy Jet Marketing
in Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
1.1 Discussing the concept of marketing for a relevant services' industry. ...............................1
1.2 Assessing the impact of the marketing environment on the industry...................................2
1.3 Evaluating the relevance of consumer markets in the industry.............................................3
1.4 Discussing the rationale for developing different market segments.....................................3
TASK 2............................................................................................................................................4
2.1 Assessing the importance of components of marketing mix to the industry........................4
TASK 3 ...........................................................................................................................................6
3.1 Evaluate the role of the promotional mix. ............................................................................6
3.2 Plan an advertising campaign for a services' industry operation..........................................6
3.3 Analyse the role that sales promotion and public relations play in promotional efforts. .....7
TASK 4 ...........................................................................................................................................7
4.1 Discuss the relevance of market research to service industry operations ............................7
4.2 Undertake market research for an appropriate product or service. ......................................8
4.3 Analyse the suitability of different media for marketing an appropriate product or service.
.....................................................................................................................................................8
4.4 Evaluate the implementation of the marketing plan for product and service........................8
CONCLUSION ...............................................................................................................................9
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing is the prominent feature that has been used by all organisations to promote
their services and products, marketing is the positive activity ton enhance the brand image and
product publicity among the customers. Present report is based on marketing in hospitality
industry, tourism sector. In this report, Easy Jet Airline has taken into action. This is the low cost
European point to point airline company. It provides friendly services to their customers to grab
their attraction. Its main aim is to make travel easy and affordable. Furthermore, Easy Jet
Airlines operate one bus services to repair the systems and maintain the customer safety. Along
with that, they have 2865 number of pilots including 10,000 people as workforce. Overall, it will
explain about the different concepts of marketing for a relevant services' industry. It also reflects
the impact of the marketing environment on the overall hospitality industry. Also, it discusses
about the marketing mix which helps company to enhance their services and profit revenue.
Moreover, it will plan the marketing advertising campaign for a services' industry operation.
TASK 1
1.1 Discussing the concept of marketing for a relevant services' industry.
Marketing is the positive activity which is very prominent for the organisation to attract
number of customers towards the company (Armstrong and et.al, 2015). Hospitality sector is the
most growing sector which introduces new attractive services for the customers. Easy Jet airways
is the low cost airline company, its main aim is to attract customers by giving them the best
flying services. There are few marketing concepts for the company through which they maintain
its sustainability in the market.
 Product Concept: This is the first concept of marketing which represent the company in
the market. If company makes quality of products at affordable price according to the
customer needs and wants, so that they attract the good selling and profit revenue. Easy
Easy Jet Airline provides inside products in aeroplanes to make client happy and
satisfied. Along with that, they also provide some additional services to sustain the
customer attraction (Bowie and et.al, 2016).
 Selling Concept: Selling concept defines that without introducing the services or
products in the market, customer cannot buy a product unless they don't know about the
company services or products.
1

 Marketing Concept: The role of this concept is to analyse the customer needs and
wants will satisfy them. Marketing activity helps company to reach the customer level
and promote the company services (Bowie and et.al, 2016).
 Social Concept: This concept focuses on the customer emotions which helps company
to maintain the long term relation with the customers. Social concept means when
company contribute their part in some social activities for social development through
which they will get more appreciation from the society.
1.2 Assessing the impact of the marketing environment on the industry.
Marketing environment is a crucial player which helps company to make marketing
strategies. Overall, it makes positive environment for the airline company; this marketing
environment also helps to define the changeable factor which affects the company strategies and
plans. Easy Jet Airline should need to operate micro and macro environment which keeps on
changing on a constant time. Overall, company needs to adopt current changes and make their
plans accordingly (Goffnett, Lepisto and Hayes, 2016). This process helps Easy Jet Airline to
adopt updated environment and customer attraction. Easy Jet Airline should closely analyse the
market environment to ensure its own performances. Company also needs to maintain good
relations with the suppliers, customers, stakeholders. These are some micro factors which affect
company and also help to run the business in smooth manner. Strength of these factors minimises
the negative impact on the company. On the other side, Easy Jet Airline also needs to determine
the demographic factor and population which helps in detecting the price competitions.
Political: Political factor may affect the company operational activities due to changes in
demographic factors. Easy Jet Airline also makes sure and have known about the income,
current interest rate, GDP and consumption pattern which helps company to make their own
plans accordingly (Hanssens and et.al, 2014).
Economic: it is another external factor which may affect the operations of Easy Jet Airline also
make sure and have known about the income, current interest rate, GDP and consumption pattern
which helps company to make their own plans accordingly. In economic factors, it includes all
changes in interest rates that will affect the overall company functions.
Social: This affects the company if they ignore the social factor and adopt unfair practices. At
that point, it will affect the company sales and profits. Therefore, Easy Jet Airline also make
sure and have known about the income, current interest rate, GDP and consumption pattern
2

which helps company to make their own plans accordingly (Huang and Sarigöllü, 2014). Needs
to adopt social welfare activities to attract the customer attraction.
Technological: This affects the company positively, for that Easy Jet Airline needs to adopt the
latest technologies to make its operational activities faster and easier.
Legal: Legal implications and all legislations should be adopted by the company to make its
function smooth. These factors affect the company if they do not follow the government code of
conduct.
Environmental: Environment is changeable in nature. It depends on the situation Easy Jet
Airline needs to analyse the current environment and make operation plans accordingly.
1.3 Evaluating the relevance of consumer markets in the industry.
Easy Jet Airline main aim is to provide customer attraction by providing them quality of
air services. In hospitality sector, client always prefer prime services and products. Easy Jet
Airline services are effective and affordable for the customers. This is the prime key strength of
the company which fascinates the customers' attraction. Consumer market is the place where
they purchase the services or products on the basis of their needs and wants. They also compare
things with each other in order to achieve the satisfactory level. There are various factors which
affect the organisation operations such as consumer purchasing decision; this factor influences
the consumer market (Kotler, Bowen and Makens, 2014).
1.4 Discussing the rationale for developing different market segments.
Every service industry should analyse the market before entering into the new segment.
They need to analyse their segment group of customers so that they make their strategies
accordingly. Easy Jet Airline needs to make strategies while considering the needs of each
group. This market segmentation also helps to determine the actual situation in the market. It will
also cover the actual situation in the market. Easy Jet Airline also make attractive segment
strategies on the basis of demographic factor like they need to protect the emotions of every
individual person with different regions. Company should take care of their customers in order to
achieve their satisfaction level. Overall, segmentation helps Easy Jet Airline to understand the
structure of market condition.
Easy Jet Airline needs to focus on the positioning of the brand value and for that, they
need to measure the changing environment.
3

TASK 2
2.1 Assessing the importance of components of marketing mix to the industry.
Marketing Mix is an integral method which helps Jet Airline in building an effective
marketing strategy. It includes seven P's of marketing elements which guides the organisation
different innovative prospects to attract customer satisfaction. This is the best method to
approach the customers. It also assists the company to analyse the actual demands and needs of
clients (Leung, Xue and Bai, 2015).
Marketing Mix elements: There are seven P's of marketing mix which is very necessary
for Jet Airline to be adopt for making its company growth. Overall, it makes good impression in
front of the customers as well as the competitors. It also helps to run operational activities in
smooth manner. The 7 P's of marketing mix are mentioned as follows:
Product/Services: Product/Services: Jet Airlines in service sector, customers first
experience with the company should be best and satisfied. It helps company to maintain long
term relation with the clients. Jet Airline is not that much popular and wide in reach, to enhance
the company expansion they need to provide best services to the customers.
Place: It defines the location factor and helps customer to reach the company easily.
Essay Jet Airlines needs to adopt some more air planes so that they easily reach the customer
attraction.
Pricing: This factor also is the part of marketing mix, which company decide after
analysing of competitor’s price. However, before deciding the price of services, Essay Jet
Airways should measure the competitors’ prices. Pricing elements is very significant feature. For
that, they need to set affordable price to grab more customer attraction (Minazzi, 2015).
People: People defines as a customer which is directly related to the company. Essay
Easy Jet Airline needs adopt effective marketing strategies to attract the customer attraction.
People are the target market of every organisation. Jet Airlines must need to attract people
towards their services to earn good amount of profit.
Process: process is also affects the company execution, this process helps to accomplish
the overall target plan. It makes overall process effectively. Jet airlines must keep its process safe
and secure so that they will get final destination (The Marketing Mix. 2016).
Promotion: It is the most significant element of marketing mix which introduce new
services in front of the customers in the form of different promotional tools such as advertising,
4

selling methods, customer awareness through online advertising etc. This helps to grab the
attraction of customers (Pavlou and Stewart, 2015).
Physical Environment: in the service industry there should be have physical evidence
through which service was delivered. It is the king of unique identity of the company through
which they connect with the customers.
2.2 Analysing pricing strategies and policies in relation to the industry.
Pricing strategies of the organisation should be based either on cost, demand and
competition based. Essay Jet Airline needs to adopt their pricing strategy on the basis of these
given factors. This helps to maintain the company position in the market as well as customers
point of view. Overall it makes environment positive and effective. Pricing of Essay Jet Airlines
is affordable and low cost as per the customer demand, through which company can get more
customer benefits. Overall it makes profit for the company. This pricing strategy also make on
the basis of company cost through which company cover it is all cost from the sales revenue.
Overall it makes environment competitive and challenging (Tresidder, 2015). In service industry
5
Illustration 1: 7P's of Marketing Mix

pricing of the services are based on demand and supply. This process helps company to maintain
its profit margin. On the other side company also need to adopt latest and current changes in
order to achieve the customer attraction and satisfaction level. Due to certain changes in the
external environment, so that company may increase or decrease the prices of services as per the
situation. Essay Jet airlines should also adopt new creative changes and innovative environment
to makes proper and new changes to attract the customer satisfaction.
TASK 3
3.1 Evaluate the role of the promotional mix.
Promotional activities is the process which ensures that services are reaches the
consumer. This activity is best when organisation has start their new business. It helps to those
organisations which wants to popular their services in between the markets. Overall it makes
new environment and process which helps company to get new customer reach. Like Essay Jet
Airlines may adopt fusion strategy in which they provide complimentary food for long travellers
and may promote their services in more effective ways (Walker, 2016). They also provide some
safety precautions to customers through which customer feel safe and secure in flights. Overall,
it helps company to get better customer reach and effective income level.
Modification in existing services may give helps to promote the company brand in more
effective manner. This helps to promote marketing strategies of the company. Nowadays,
company is very much concern about the services they always give new offers and attractive
service features to attract the sale. For that, promotional mix plays very significant role in terms
of sales of the product. Jet Airlines can adopt some promotional mix tools to promote their
services in more efficient way.
 Advertising
 Sales Promotion
 Direct marketing
 Sponsorship
 Guerrilla Marketing
3.2 Plan an advertising campaign for a services' industry operation.
A proper environment should be needed by the company to maintain its effective market.
It helps company to focus on the core department (Zeveke, 2015). For that they need to adopt
best promoting strategies to compete with the needs of customers. For that, Easy Jet airline
6

company needs provide air plane services at different places as well to grab the customer
attraction. Along with that, they also try to provide its services at large extent. Company needs to
make proper advertising plan to promote their own services. For that Easy Jet airline company
needs to motivate employees interns of attractive designs and plan. Company also make one
additional promotional plan in case of failure of existing one so that they need to change in some
points (Armstrong and et.al, 2015).
Overall company needs to make effective and attractive advertising campaign which
design and motive is attractive and effectual for the company. To promote the services they can
use of television, social media, print media etc. whichever is cost effective and productive.
3.3 Analyse the role that sales promotion and public relations play in promotional efforts.
Organisation uses different styles and tactics to promote their own services to accomplish
the overall objective of the company. Generally new companies in the market adopt various
effective promotional activity to promote the services and sales. Through which people get aware
from new services. These promotion activities is very many helps full for the organisation to
accomplish the overall target of the company and also promotion mix is the long term process
which helps company to maintain log term relation with the customers. In hospitality sector it
involves high pressure and heavy competition in the environment there re many airline
companies which provide luxurious facilities to their clients through which they need to attract
customers (Bowie and et.al, 2016). To compete with their rival firms Easy Jet company needs to
sustain its position in the market by providing productive promotional activities. Public relation
is always maintained with company advertisements through which customer get updated from
the current services of the company. Like through online platform company provide each and
every organisation information on their website. So that, clients can easily take any knowledge
and information from company websites. Overall it makes healthy relation between customers
and company.
TASK 4
4.1 Discuss the relevance of market research to service industry operations
Market research is the most important tool to identifying the necessary issues and
problems in the industry (Bowie and et.al, 2016). Like in service industry according to the
research it can be concluded that hospitality industry is the fast growing sector in terms of sales
or innovation. Company make research to measure the competitions and actual; level of the
7

company and then take corrective action. Overall market research for service industry proves
effective and profitable for the companies to adopt new changes and market growth. Easy Jet
Airways should adopt market research to identify the actual position in the market. It helps Easy
Jet airways to adopt new corrective action to sustain its position in the market (Zeveke, 2015).
4.2 Undertake market research for an appropriate product or service.
Market Research is the tool which help to determine the actual demand and needs of the
consumer. Research project is very useful for the cited company to undertake some important
points. Overall it also helps company to take corrective action plan according to the market
situation. Easy Jet Airways services are very low cost effective and affordable for the users. It is
the strategy of the company to grab the customer attraction towards the company. So all these
ideas' comes from market research. Overall it makes effective working environment. Market
research also provide new product strategy to expands business growth and opportunity.
4.3 Analyse the suitability of different media for marketing an appropriate product or service.
There are different marketing tools through which company can sustain its services in the
market (Minazzi, 2015). All over Easy Jet airways needs to adopt best marketing media to get
promote their services like they also adopt some ways, such as social media, online platform,
advertising, publicity. Nowadays social media is the most demanding media tool company can
introduce their new services and get customer feedbacks from social media sites such as through
Facebook, twitter, Instagram and LinkedIn. Theses all are the most attractive method through
which company easily grab the customer attraction. Overall for Easy Jet Airways company social
media is the best media source for marketing an appropriate service. Through which more
number of customers get attracted (Hanssens and et.al, 2014).
4.4 Evaluate the implementation of the marketing plan for product and service.
Marketing plan should be implemented through various ways. It helps company to make
brand value and product awareness in the market. Easy Jet Airways can easily implement
marketing plan to promote its services plans.
Communicate with the employees: To implement the marketing plan company needs to
communicate their marketing plan with all other members of the company, so that they know the
current changes and make itself ready to adopt new changes (Kotler, Bowen and Makens, 2014).
8

Set the objective and goals: after communication the plan the next pricess is to set the target
and set structure within all members would be work to accomplish the final objective or goal in
effective manner.
Monitor the changes: The final process is to analyse the all changes and process of working to
ensure that all work is going smoothly or systematic or not. If manager identify any changes so
atht they take corrective action plan accordingly (Kotler, Bowen and Makens, 2014).
CONCLUSION
From the above discussion, it can be concluded different formulation and marketing mix
approaches helps to promote the services of Easy Jet Airways. Furthermore, it discussed the
importance of marketing and their elements. It explains the overview of Easy Jet Airways.
Moreover, company needs to get promote their services in more efficient manner to grab the
customer satisfaction level. For that they need adopt regular changes and business expansion
plan to sustain its stability in the market.
9

REFERENCES
Books and Journals
Armstrong, G., and et.al, 2015. Marketing: an introduction. Pearson Education.
Bowie, D., and et.al, 2016. Hospitality marketing. Taylor & Francis.
Dixit, S. K., 2016. eWOM Marketing in Hospitality Industry. In Managing Public
Relations and Brand Image through Social Media (pp. 266-280). IGI Global.
Goffnett, S. P., Lepisto, L. and Hayes, R., 2016. Using the socio-economic approach to
management to augment Lean Six Sigma. International Journal of Productivity and
Performance Management. 65(1). pp.80-97.
Hanssens, D. M., and et.al, 2014. Consumer attitude metrics for guiding marketing mix
decisions. Marketing Science. 33(4). pp.534-550.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer New York.
Kotler, P., Bowen, J.R. and Makens, J., 2014. Marketing for hospitality and tourism .
2010. Droleng Kindersely publication.
Leung, X. Y., Xue, L. and Bai, B., 2015. Internet marketing research in hospitality and
tourism: a review and journal preferences. International Journal of Contemporary Hospitality
Management. 27(7). pp.1556-1572.
Minazzi, R., 2015. Social media marketing in tourism and hospitality. Heidelberg:
Springer.
Pavlou, P. A. and Stewart, D. W., 2015. Interactive advertising: A new conceptual
framework towards integrating elements of the marketing mix. In New Meanings for Marketing
in a New Millennium (pp. 218-222). Springer, Cham.
Tresidder, R., 2015. Experiences marketing: A cultural philosophy for contemporary
hospitality marketing studies. Journal of Hospitality Marketing & Management. 24(7). pp.708-
726.
Walker, J. R., 2016. Introduction to hospitality. Pearson Higher Ed.
10

Zeveke, O., 2015. Innovative instruments of internet marketing in hospitality sphere/Social
and economic innovations: trends, forecasts and perspectives conference proceedings of the Ist
International Conference. Russian State Social University (Stavropol branch); under the
editorship of PhD, associate professor O. Yu. Kolosova, PhD, senior lecturer KV Bagmet,
assistent K.
Online references
[Online] The Marketing Mix. 2016 Available through: <http://marketingmix.co.uk/>.
11