Promotional Techniques and Strategies: Lancaster Gate Hotel Research

This research project investigates the promotional strategies employed by the Lancaster Gate Hotel, examining their effectiveness in attracting customers and enhancing brand awareness. The report outlines the research methodology, including a literature review, data collection methods (surveys), and data analysis. Key objectives include determining the importance of promotions for the hotel, identifying specific promotional techniques (digital platforms, social media, contests, print media), and exploring the challenges faced in promoting the brand. The study highlights the significance of digital marketing, social media engagement, and the use of contests, while also acknowledging the continued importance of print media. Challenges discussed include financial constraints, maintaining brand image, and managing resources. The research employs a deductive approach, utilizing a positivism research philosophy and quantitative methods. The findings offer insights into the hotel's promotional activities, challenges, and provide a foundation for recommendations to optimize their marketing efforts. This report provides a comprehensive overview of the promotional landscape for the Lancaster Gate Hotel.

RESEARCH PROJECT 5

Abstract
This research project is based on research that has been carried out in Lancaster Gate Hotel and
is based on promotions. This report has discussed research methodology on the basis of which
research has been carried out. Followed by this report also have included collection of data and
analysis and discussion for data. Research is based on objectives for identifying importance of
promotion and also techniques for promotion that are used by Lancaster Gate Hotel.

Summary
Overall growth and success of organization have become significantly dependent on their
promotion techniques and ability to engage potential customers through promotions of the
organisation. This is because along with other market trends and consumer preferences,
promotional techniques have also changed and in environment of intense competition effective
promotions can help organisation in surviving and growing in industry. Research have identified
that promotions are very important for overall growth of organisation that is attributed by
increase in customers. Research also helped in identifying what are strategies that Lancaster Gate
Hotel is using for promoting their hotel and attract customers. Research also involved identifying
new and innovative promotional techniques and importance of social media and digital media in
promotions and engaging potential customers with orgaisation.

Table of Contents
Abstract........................................................................................................................................2
Summary......................................................................................................................................3
INTRODUCTION...........................................................................................................................5
MAIN BODY...................................................................................................................................5
Literature review..........................................................................................................................5
Research Methodology ...............................................................................................................8
Data collection and analysis.......................................................................................................11
CONCLUSION AND RECOMMENDATION.............................................................................18
REFERENCES................................................................................................................................1
APPENDIX......................................................................................................................................2

INTRODUCTION
Promotions can be defined as methods or practices of organisation that they use to create
awareness in their target audience and in addition to this encourage them to buy product or
services of the business. Promotions have become very important in order to create customer
base and increase customers of the business and communicate what value they provide to
customers. Promotion have become more important in competitive environment in which
organisations are working towards increasing their competitive strength and communicating their
better value than competitors. Aims and objectives of this research are-
Research aim:
Main aim of this study is “To identify the appropriate promotional techniques that helps
company in attracting customers towards the brand”. A case of study Lancaster Gate Hotel
Research objectives:
 To determine the importance of promotion for Lancaster Gate Hotel.
 To identify the different techniques of promotion used by Lancaster Gate Hotel for
increasing customer base.
 To explore challenges faced by company at the time of promoting their brand.
 This research will be carried out by application of deductive research approach that
involves verification of research premises and methodology considered for this research
is quantitative research methodology. In this research methodology data will be collected
through survey using questionnaire.
MAIN BODY
Literature review
Importance of promotion for Lancaster Gate Hotel:
As per the views of Boisen (2018), promotion plays a very important role in creating
awareness among public regarding brand as well as product of the company. Like other
companies it is also very essential for Lancaster Gate Hotel. Through the process of promotion it
can make its services avail among public. Promotion will act as mode of communication by
which it can communicate and interact with its customers. Promotion will not only help it in
raising its brand image but it has also a direct impact over the sales and revenue of Lancaster
Gate Hotel. As through promotion it performs its marketing function so it directly raises

customer's share for it. With an increasing in customer's grabbing and share it can easily raise its
sales revenue too. Along with that promotion will lead to enhance the speed of acceptance of its
services too. This means that with the help of promoting activity it can raise more acceptance
among public. This is because promotion not only includes information about the product and
services of the company but it also includes associated benefits of the services too.
However, AL-jaafari and Ali (2020) also states that in addition of raising sales and profit
percentages promotion also plays more crucial role in helping Lancaster Gate Hotel to meet
strong competition of the market. It is also to be noted that it not only helps in meeting market
competition but it also allows it makes itself different from other and become a market player
and typhoon. Adoption of promotions and its associated techniques will make the company to be
different in terms of its services or products. It also helps Lancaster Gate Hotel to sell its product
ans avail its services in those market also where it had no approach. It would not be wrong to
said that promotion will lead to capturing those market also where the company has yet not
started its business.
Techniques and methods of promotion used by Lancaster gate Hotel:
According to Vinerean (2017) there are lots of techniques and methods of promotion and
promoting activities of the company. Out of them, Lancaster Gate Hotel usually have to use
digital platforms for its promotion. This is because digitalization is the essence of today's
economy and it is one of the best mode of establishing connection with people. For that
Lancaster Gate Hotel broadly use social media and digital media for promoting its products and
services. In addition, of these, it also organizes various contests for its customers. Contest are
usually organize by it to attract more and more customers towards it so that with the helps of
contest it can promote its services along with raising customer's share. Apart from contest,
Lancaster Gate Hotel also uses social media and digital platform for promoting its product and
services. Through the help of social media and its application like Facebook, Instagram,
YouTube and many more, it makes its services and schemes visible among customers. Since, in
today's trending time almost every group and section of people including child, middle age or old
age people usually become active over these social media websites and applications. So, with the
helps of these applications Lancaster Gate Hotel interact with its different sections of customers
along with promoting its brand. It also uses digital platform including websites, e-mails and
various other for promoting its services.

On the other hand Kamins (2018) critics that print and physical mode of promotion is the
best and useful method of promoting company's brand. So Lancaster Gate Hotel also uses
various print media for promoting its services and activities. It uses various posters, Boucher,
pamphlets, advertisement in newspapers and many more for its promotion. Promoting through
physical mode enables it to capture that share of market which is not socially active. Through the
mode of newspaper and print media Lancaster Gate Hotel approach each and every house
whether they use social media or digital media. This is considered as best because it not only
helps it in raising revenues and sales proportions but also cover and capture every section of
society. Thus, adoption of this mode, will also help it in raising its brand image along with its
customer proportions.
Challenges faced by Lancaster Gate Hotel while promoting its brand:
Vassakis, Petrakis and Kopanakis (2018) illuminate that in addition of raising sales and
revenues, Lancaster Gate Hotel also face various challenges while promoting its brand and its
services. Since promotion is related to marketing the products so it involves huge amount of
money. As, Lancaster Gate Hotel promote its brand through various techniques so financial issue
is one of the major issue that it faces. Large amount of money is required for making promotion
and promoting brand of the company. Although it raises profits of the company by raising sales
but at the same time company also faces financial problem while executing promoting activities.
Promotion through digital platform or through print media requires a huge amount for
implementation. Another issue that it can face is the maintenance of brand image. It is very
essential to make promotion through digital mode or social media but at the same hand it is too
risky. Since social media is one of the fastest mode of communication so any negative comment
of customer can have a severe impact over the brand image of the company. Thus, it is also a
major challenge that Lancaster Gate Hotel usually faces while promoting its brand. This means
that it has to be cautious and careful while dealing with these platforms. As it is the best mode of
raising brand awareness but at the same time if any customer will post any adverse comment
against the company then it will not only affect the brand image of Lancaster Gate Hotel but it
will also have an equal impact over its sales and revenue. This is because adverse comment will
portray negative image of the company among the society.
Contrary to this Vidgen, Shaw and Grant (2017) argued that lack of resources is the main
challenge face by companies including Lancaster Gate Hotel. As promotion enables it to create

awareness about its brand and its offering but the main issue and challenge it faces is to arrange
resources. Resources can be considered as a broad term because it not only include financial
resources it includes various other too. Lack of human resources may also act as a hindrance in
its execution of promotion. High expenses or raising expenses are also included in the resources.
Shortage of these resources will act as a severe challenge while implementing promotion
activities. Since, promotion is not only limited up-to creation of brand image but companies also
face a challenge of maintaining loyalty regarding customers. This means that promotion will not
end at that moment where company's sales raises but it is also connected with maintenance of
customer's loyalty in terms of providing promised services. Any loophole in services may act as
a major challenge for Lancaster Gate Hotel in terms of creating bad impression and reducing
customer's share from it.
Research Methodology
Research Philosophy- Research philosophy can be defined as belief about the way in which
data is collected, analysed and used through research. Research philosophy are of different types
that include pragmatism, positivism, realism and interpretivism. Pragmatism is a research
philosophy in which mixed and multiple methods are designed for research including qualitative
and quantitative research. Positivism research philosophy is on in which research is highly
structured, large samples are used for research philosophy (Hürlimann, 2019). Realism research
philosophy includes research in which methods selected for research are one that fits the subject
of research. Interpretivism research is one in which sample size is small and for the purpose of
research in-depth investigation is carried out and this research is mainly qualitative research.
Positivism research philosophy has been considered for this research in which research is highly
structured and this philosophy also allows to collect data in quantitative form and analyse and
use data in qualitative form.
Research Approach- Research approach is concerned with detailed plan for research that
outlines how data for research will be collected, analysed and interpreted. There are three types
of research approaches that include deduction, induction and abduction. Consideration of
deduction research approach is that when premises for research are true, it leads to true
conclusion for research (Mohr, Riper and Schueller, 2018). In this approach of research data
collection is used to evaluate proposition and this approach helps in verification and falsification

of theory. Inductive research approach is another approach that involves collection of data for
exploring a phenomenon and in this approach theory is generated on the basis of research. For
this research, deductive research approach will be considered.
Research/methodological choice- This is concerned with method for research and there are
mainly two types of research one is quantitative and another is qualitative. Quantitative research
involves collection of numerical data and analysis of quantitative is done through application of
statistical methods. Use of quantitative research is done to test or confirm theories and
assumptions. Qualitative data on the other hand involves collection of theoretical data and this is
used to understand concepts and thoughts (Tran, 2017). This research allows in-depth insights
into data. In addition to qualitative and quantitative, mixed methods are also there in which both
qualitative and quantitative methods are applied in research. Quantitative research method will
be used for this research, because this helps in developing fact based conclusion and time
involved in quantitative research is also less compared to qualitative research method.
Research Strategy- Research strategy is concerned with actions that are taken for undertaking
and completing research. There are several types of research strategies that can be used for
collection of data such as interview, observation, experimental and survey strategy. For the
purpose of this research survey strategy of research will be adopted. This research strategy helps
in collecting data for research is limited time and in addition to this it also facilitates collection of
data in numerical format (Oliva, 2019). This means that survey helps in conducting effective
quantitative research. Survey is a method for collecting data from group of respondents that have
been predefined to gain insights regarding promotional strategies of Lancaster Gate hotel.
Data Collection- Data collection is concerned with collecting data on the basis of which
conclusion for research can be developed. Data collection is mainly done through two sources
that are primary and secondary sources. Primary sources are those from where data has not been
collected earlier and secondary sources involves collecting data from sources that are based on
earlier research (Flick, 2017). In this research data will be collected through both primary and
secondary sources. Primary data will be collected through questionnaire method and secondary
data will be collected through books, journals and articles and will be discussed through
literature review.
Research Instrument- Research strategy being considered for this research is survey and survey
provides mainly two instruments and these are interview and questionnaire. Questionnaire will

be used to collect data, in this a set of questions is developed that will asked to predefined
respondents and mainly include closed ended questions (Burino, Awan and Lanjwani, 2017).
Main advantage of this instrument is that questionnaire facilitates data collection in less time and
is also an easy method to collect data. In this instrument participants find it easy to answer
questions and this enhances probability for collecting right and fact-based information.
Sampling- Sampling is concerned with determination of group of people who represent
complete population and from whom data will be collected for research. There are mainly two
types of sampling probability sampling and non-probability sampling. This research will involve
probability sampling. For this research 30 employees of Lancaster Gate Hotel will be selected.
Probability sampling helps in gaining better insights about research and through probability
sampling selection of samples is also easy (Etikan and Bala, 2017). In probability sampling for
samples in Lancaster Gate Hotel employees of the hotel will be selected using simple random
sampling.
Research Ethics- Research ethics are concerned with guidelines that help in conducting research
in most ethical ways. This research have considered all important guidelines to ensure research is
ethical and these ethics involves honesty, confidentiality to protect interest of samples and to
avoid any possible harm to participants. In this research consent of participants have been taken
to ensure that they are willingly participating in research and in addition to this they have also
been provided right to withdraw from participating in research (Roth and von Unger, 2018). In
addition to this, for this research all important laws and regulations have been considered for this
report.
Data Analysis- Data analysis is concerned with analysing data that has been collected from
participants and data analysis is done to draw right conclusion for the research, on other words
analysis of data leads to developing result for research that has been conducted. There are
different techniques for analysis of data and for this research frequency distribution technique for
data analysis will be considered (Mertens, 2017). This is a technique for analysis in which it is
determined how many employees agree with one each option that is asked them through
questionnaire and this helps in determination of right answer to each question in questionnaire.

Data collection and analysis
Data collection can be defined as a process in which data will be collected from the group
of people which is being selected during sampling. It can be collected by various mode.
However, for this research data is being collected through primary mode. Primary data is that
data which is being collected for the first time.
During this research data is collected through the mode of questionnaire where a series of
question are being asked from workers of Lancaster Gate Hotel. After, collecting data an analysis
is being performed followed by drawing conclusions and recommendations regarding the data.
Theme 1: Lancaster Gate Hotel mainly uses social media and digital platform for promoting
its brand.
Which promotional technique do you often use for promoting
your brand image?
Frequency
Print media 4
Social media 10
Digital platform 11
All of above. 5
Total 30
Interpretation:
Print media
Social media
Digital platform
All of above.
Total

From the above chart and table it can be interpreted that out of 30 workers, 10 said that
Lancaster Gate Hotel uses social media while 11 said that it uses digital platform for promoting
its brand and its services. However, 4 workers states that hotel uses print media for promoting its
brand. Thus, it can be analysed that Lancaster hotel mainly uses digital and social media for
promoting its brand and services. As majority of workers states that hotel usually uses social
media and digital platform for promoting its brand so it can be said that Lancaster's promoting
activities are usually focussed towards use of including Facebook, Instagram, e-mails and
various others.
Theme 2: Promotion through social media raises customer's share.
Did promotion through social media raises customer's
share?
Frequency
Yes 20
No 6
Can't say 4
Total 30
Interpretation:
As per the above charts and table it can be understood that Lancaster Gate Hotel usually
uses social media for making promotion about its services. As it is found that out of 30, 20
workers favour that Lancaster usually uses social media for promoting its activities. However, 6
Yes No Can't say Total
0
5
10
15
20
25
30
Column B