Sales Development & Merchandising
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Added on 2020-10-05
Sales Development & Merchandising
Added on 2020-10-05
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SALES DEVELOPMENT &MERCHANDISING
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1 ...........................................................................................................................................31.2 Product mix......................................................................................................................41.3 Contribution of market segmentation to improve sales....................................................5TASK 2............................................................................................................................................62.1 Discuss the factors affecting the buyer behaviour............................................................62.2 Assess appropriate advertising media for sales Development situations........................62.3 role of external merchandising in maximising customer volumes..................................7TASK 3 ...........................................................................................................................................73.1 Effect of design and layout on customer's spend............................................................73.2 Review and evaluate internal merchandising materials of your selected organisation....83.3 Evaluation of different promotional activities for different scenario...............................8TASK 4............................................................................................................................................94.1Evaluate personal selling techniques used by Hilton........................................................94.2 Influence of operational design on sales revenue on Hilton ...........................................94.3 Key principles included in a sales training programme for Hilton...............................10CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONSales development and merchandising forms an integral part of hospitality industrywhere in a firm aims at generating high volumes of sales in order to increase its profitability andmarket share. It a well-planned process in which a firm by analysing various market attributescomprising consumer's needs and wants, competitor’s strategies, prevailing market trends,economic conditions etc. introduce necessary modifications in its present products and services.It forms important for in order to capture attention of new customers, retain its existing and totarget new potential segments of the market (Chimhundu, 2016). Hilton hotel corporation is one of the flagship brands in hospitality industry which wasestablished in 1919 in Cisco, Texas, UK. It has around 3890 hotels which is managed by a teamof 140000 proficient employees in around 91 nations across the world. There are more than 50Hilton Hotels in UK. The assignment will discuss about the key products/services of Hilton along with toolsand techniques of internal and external sales promotion and merchandising will be described.Later role of staff in maximizing sales will be evaluated.TASK 1 1.1 Key components of the product/ service offered by HiltonHilton hotels being one global hotel chain offers a variety of services by catering all theirrequirements ranging from fitness routine to spending quality time or in conducting theirbusiness it provides a luxury stay to enhance its guests experience and wining their hearts byoffering them unique and distinctive services and products. To stay ahead of its competitorsHilton offers and Mentioned below are the services offered by Hilton: Core benefits: The most striking feature of Hilton's products are those that providessame level of services to all its guests in all its properties across the world it provides risk freeservices to its customers providing them with a luxury stay which that provides full value for ontheir spending.
Core Products: Core products are the basic products that are offered by Hilton that are the mostimportant feature of a hotel as it forms the basis for consumers to make a purchase from abusiness. Hilton hotels core products involves its various categories of rooms where in customerstays for a specified time period. Augmented products: Hilton Hotels offers various membership discounts, high classrestaurants, luxurious rooms and exterior designs and relaxed hotel ambience. It helps inattracting potential guests and to maintain their loyalty with the hotel Standard quality: Hilton is a well-known brand when it comes to quality of services andproducts. It follows high standard of superior quality in all its products like rooms, suits, pool,gym and other to attain customer satisfaction (Curwen, Park and Sarkar, 2013). Accommodation: Hilton is known for its wide range of accommodation packagescomprising family fun packages, military family rate, weekend nights, leisure stays etc. in itsproperties across the world which generates maximum revenue for it.Amenities: Hotel is offering large variety of amenities keeping in mind the requirementof each and every type of its guests who is travelling for different purposes. For instance, for itsbusiness guest it provides amenities like business centre, meeting rooms, business phone service,A/V equipment, Xerox, Wi-Fi etc. while for its others guests it has various other services likelaundry, concierge, cribs, fitness rooms, sightseeing tours etc. in most beautiful locations of theworld where hotel have its properties situated. Facilitating services: Facilitating services helps hotel are expected by customers to becombined with its core service without any additional charges. that are been provided by HiltonHotels, UK to fulfil the expectations of its guests includes:Providing any information related to any product or services that is asked by a guestTaking ordersBilling and Payments servicesSafekeeping guests’ valuablesConsultation services provided in its Spa, fitness centre etc.Hospitality including grand guest welcome, providing well come drinks etc. Supporting Services: Various support services that provided by Hilton hotels UK to enhancethe guest experience includes:House Keeping services comprising room attendant, house person and supervisor
Rooms division staff having a front desk attendant, Valet parking and conciergePublic area cleaning General hotel maintenance team 1.2 Product mixProduct mix refers to the sum total of company's product lines that it offers to itscustomers. Hilton being one of the leading brand is known for proving a complete luxury stay toits guests. Hotel is prominent in carrying out and handling its product line in such an efficientmanner which help them to understand what its customers’ desires for. Thus, hotel introducethose necessary add owns and make modification in its present services and products making acustomized stay for its clients (Kong and Kim, 2012). To induce its customers to always chooseHilton and to attract other potential clients it keeps on introducing various special schemes,offers and services that induce people towards taking its services. Mentioned below is its productmix:Core Products: Hilton provides magnificent rooms with other peripheral services like Extra facilities: Hilton offers various extra facilities like health club for its healthconscious guests with trainer who assists them in their exercise routine. Then there are facilitieslike spa, laundry, special facilities for physically challenges people, visual alarm and otherservices for hearing impaired, lounge and many other activities that add on increasing the valueof stay for its clients. Food and Beverages: It offers a large variety of cuisines from all around the world.Hilton pay special attention in the quality of ingredients it uses in its kitchen and offers variousinnovative and delicious dishes as per the taste of its guests. The lounge and bar of Hiltonprovides its guests with a variety of exotic alcoholic and non-alcoholic beverages. Offers: Hilton to induce its sales and to capture attention of its customers keep onintroducing various schemes and provide various attractive packages that are competitive incomparison to its business contenders. All these services add on to hotels profits as:Services like spa, laundry, visual alarms etc. that are counted in extra facilities helps inenhancing a guests stay adding on to the value they are paying to stay. It helps inproviding a 'Wow' factor to its guests that ensures their revisit to the hotel.
By providing a variety of exotic and different food and beverages to its clients helps hotelto cater the food desires and expectation of customers belonging to different places. Thismake them to taste cuisines of varies nations adding them to providing them withcustomers’ delight which ultimately lead to guest being loyal to Hilton Hotels.Also various offers and membership provided by Hilton hotels to its regular clients help itto maintain its market share. 1.3 Contribution of market segmentation to improve salesMarket segmentation is the process where in a firm divides market into differentsegments on the basis of certain characteristics of its potential consumers. Hilton implementvarious strategies in order to design its products and services in accordance to their clientele byanalysing various attributes of market like current trends, customers’ preferences and so on. Thisassists hotel to improve their sales by fulfilling the specific needs of its clients to gain customerssatisfaction. Mentione4 s below is the market segmentation of Hilton:Psycho graphics: In this segment market is divided on the basis of thinki8ng andunderstanding of people. Hilton in order to provide customized products and services to itsguests that satisfies their needs observes them and ask their service expectations beforedelivering the products or services demanded by them. Thus, it helps Hilton to build its brandimage as a customer centric hotel that directly add ons to increasing its sales (Lapoule and Colla,2016). Geographic: In this segment market is divided on the basis of locations where at firmestablishes its base. Hilton plays critical attention while setting up its property. It keeps thedesign, interior and other infrastructure in matching with the culture of the local people of thatparticular region. Also they adopt local culture in their welcoming their guest, in their cuisinesand other services which they offer to their guest. This enhances it sales as guests gets the feel oflocal environment and like to visit again Demographic: This relates to the factors comprising age, income, gender etc. of thepeople. Hilton mainly targets people who are in pursue of experiencing a luxury stay. Behavioural: It relates to dividing market on the basis of behavioural aspect of a personsuch as brand loyalty, frequency of usage, buying patterns, benefits requirements and so on. To
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