Marketing Mix Factors for Hilton Hotel, London

This report discusses the marketing mix factors for Hilton Hotel, London, including product, price, promotion, and process. It also addresses comments made by students regarding these factors.

Travel and Tourism
Marketing
Table of Contents

INTRODUCTION.................................................................................................................................3
MAIN BODY........................................................................................................................................3
Marketing mix factors.......................................................................................................................3
Respond to comment made by other..................................................................................................5
CONCLUSION.....................................................................................................................................6
REFERENCES......................................................................................................................................7

INTRODUCTION
Marketing is a process defined as promoting company’s products and services in
target market. This report is based on the Hilton Hotel, London. In this report different
elements of marketing mix will be discuss in respect to Hilton Hotel, London.
MAIN BODY
Marketing mix factors
Marketing mix is a analytical tool comprises with different elements such as product,
price, promotion and other factors associated with the organization. All such factors
associated with marketing mix drives organizations to take competitive advantages in the
target market sector.
Product: Hilton Hotel is among the luxury hotel in United Kingdom. Hotel is well known for
its luxury facilities and services that deliver into best consumer experience form the
hospitality services. Company offers different products to achieve the best consumer
satisfaction such as luxury rooms, yoga service, breakfast and food, restaurant, bar, lounge,
party place and other key services which serve as the luxurious experience to consumers.
Hotel Hilton also provides the service of free cab to pick customers from airport or to drop
customers somewhere. Company also provide facilities of guide. Hotel management also
established the customer grievance centre where customers can fetch their complaints.
Company also provide massage services in the hotel (Becker and et.al., 2018). In hospitality
sector quality of service play an important role in order to improve the growth of the
company. Hilton Hotel management always try to aim to upgrade the quality of services
associated with the hotel. Company always channelizes customer feedback policy in which
customers get to put their views over different services and its quality. On the basis of
customer feedbacks company also try to upgrade its service quality by making potential
changes in key areas.
Price: Price is also among the key marketing mix element. Price plays a huge role behind the
company’s presence in market. This is among the key factor behind consumer decision
making. Hilton Hotel is among the luxury hotels based on London. Target customers for
luxury hotels are generally upper economic class or upper middle class peoples who
generally do not concerns about the prices charge by hotels (Goh and et.al., 2019). The
buying decision of such economic background customers are generally depends upon the

services quality delivers to customers in hotel. Apart from all the above aspects of customer
decision making in case of luxury hotel management of Hilton Hotel follow the policy of low
pricing in which company aims to deliver hospitality services at an affordable price range as
compare to other key competitors in market. Hotel has a mission to serve the best hospitality
services at the best prices to upgrade the customer experience in regards to stay in the hotel.
Promotion: Promotion plays an important role behind the growth and success of the
hospitality organisation. Promotion is defined as conveying about the company’s products
and services to all potential consumers of the organisation. Marketing department of the
Hilton Hotel channelizes different marketing and promotional campaigns to promote its
products and services. Company channelizes its promotional videos at different
communication channels like radio, television, internet, YouTube, social media application
and other key communication mediums (Kraus and et.al., 2016). Company also use holdings
to promote its products and services. Promotion plays a huge role in improving the brand
image of the company in target market. In order to improve the consumer base company also
issue magazines that deliver precise knowledge about the services and luxury attached to
Hilton Hotel. Hilton Hotel has been among the merging hotels in United Kingdom and
company’s well diversified promotion campaigns has been one of the prime reason behind
achieving such growth in market.
Process: Process has been a part of the extended marketing mix factors. Process indicate
about the approaches channelizes to promote company’s products in market. Hilton Hotel
conducts different market research with the support of its marketing team about the consumer
needs and demands associated with the hospitality sector. Company also follow the process
of demographic segmentation and behavioural segmental to segment company’s products in
market. Company use income basis to target customers. Company utilises social media
channels and magazines as a primary targeting processes to attract potential customers.
Travellers all across the globe are very keen towards reading magazines and exploring
internet (Kucuk, 2017). Marketing team of Hilton Hotel usage the process of search engine
optimisation to promote its products. Hilton Hotel London follows the strategy of taking
feedbacks from customers to identify the customer experiences during the stay. This process
also guides hotel management to identify all key areas of the hotel that delivers best customer
experiences in hotel.

The above elements indicate about different marketing mix factors associated with the
Hilton hotel London.
Respond to comment made by other
Response against the product: Product elaborated in marketing mix factor about the Hilton
Hotel has projected all products and service precisely. Students have demanded the critical
elaboration about the products. It can be said that Hilton Hotel target customer category
involves only high income background peoples which was a critical form of analysis.
Company also deals in all forms of luxury products and services in order to achieve the best
customer experiences. In this marketing mix all products of the Hilton Hotel has included so
the students comments about skipping some elements in products is irrelevant.
Respond against the price: Students commented that the prices did not mention about the
products while elaborating the price factor of marketing mix about the Hilton Hotel. It can be
stated that the hotel delivers multiple products at different price range. All prices can’t be
summarises here. In the price factor it is clearly stated that Hilton Hotel targets upper class
economic background peoples in society and also some extent of upper middle class which
itself indicate about the company’s pricing strategy. Hilton hotel is a luxury hotel so the
pricing of the hotel would generally be compatible in against to other luxury class hotels.
Student comments about comparing with other class hotel pricing are not relevant for this
report.
Respond against the promotion: It is clearly mentioned that Hilton Hotel is channelizing its
promotional campaigns at all key promotional networks like social media, internet, radio,
television and other so the students comments about mentioning some specific promotional
channels is already stated in report (Larimo and et.al., 2018). Students also made comments
over projecting promotion technique which is also delivered as the company is utilising
digital marketing technique that has projected in promotional approaches over social media
networks. Students have argued that target customers for promotional campaigns of Hilton
Hotel are not mentioned. It is also specified that marketing team of the Hilton Hotel utilises
magazines promotions and search engine optimisation technique to promote its products in
front of travellers and travel enthusiast.
Respond against the process: Process for Hilton Hotel in marketing mix factors have
projected about all approaches and processes used by the hotel to promote its products.
Students commented about the diversification of process used by hotel which is relevant as

the Marketing team channelizes all key processes that can improve the approach of marketing
campaigns of hotel. Students commented that Hilton Hotel channelizes effective marketing
campaign due to its process which can also be projected as convenient in nature. Process put
a huge impact over the efficiency of the marketing campaign.
The above mentioned points have addressed different comments made by student over
the marketing mix projection of Hilton Hotel London.
CONCLUSION
Marketing is an important part of hotel presence in the target market. This report has
summarised product, price, promotion and process factors associated with marketing mix.
Companies make effective strategies to promote its products based on the marketing mix
elements.

REFERENCES
Books and Journals
Becker, S. J. and et.al., 2018. Parent preferences and experiences with psychological
treatment: Results from a direct-to-consumer survey using the marketing mix
framework. Professional Psychology: Research and Practice. 49(2). p.167.
Goh, W. H. and et.al., 2019. How green marketing mix strategies affects the firm's
performance: a Malaysian perspective. International Journal of Sustainable
Strategic Management. 7(1-2). pp.113-130.
Kraus, S. and et.al., 2016. Standardisation vs. adaption: a conjoint experiment on the
influence of psychic, cultural and geographical distance on international marketing
mix decisions. European Journal of International Management. 10(2). pp.127-156.
Kucuk, S. U., 2017. Marketing and Marketing Mix. In Visualizing Marketing (pp. 3-7).
Palgrave Macmillan, Cham.
Larimo, J. and et.al., 2018. Patterns of SME’s marketing mix combinations and their
characteristics in export markets. In Advances in Global Marketing (pp. 333-364).
Springer, Cham.