Unit 15: Hospitality Marketing Essentials

Unit 15: Hospitality
Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
LO1..................................................................................................................................................3
P1 Roles and responsibilities of marketing functions..................................................................3
In context of marketing environment, the roles and responsibilities...........................................4
P2 Context to marketing in organization of the roles and responsibilities..................................4
LO2..................................................................................................................................................6
P3 7P’s marketing Mix................................................................................................................6
LO3..................................................................................................................................................8
P4 Marketing Plan.......................................................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is the set of activities that undertakes by company to promote it’s product or
brand in the business market. it plays effective role in the business success such as it helps to
increase awareness in people about products and services and encourages them to buy them
effectively. To understand the role of marketing functions in the business has an example of
Rosewood London, UK. This report will provide high understanding about different roles and
responsibilities of marketing functions with the support of real-life organization example i.e.
Rosewood London.
LO1
P1 Roles and responsibilities of marketing functions
Company must be able to distribute different roles and responsibilities to everyone in
effective manner so that it can have better functioning in the business market. Due to good
experience, Rosewood LONDON Hotel is being excellent to manage this factor precisely.
Roles
Branding
Rosewood London has strong brand image in the business market which is one of the
major strengths and opportunity as well for further expansion purpose. In addition, organization
has been able to develop a strong marketing for branding of the business in the hospitality sector.
Product and development designing
There is high improvement in the product services which is being upgraded by the
Rosewood London Hotel from time to time by having highly skilled research and development
team. Company improves quality of hospitality services based on the customers feedback which
are taken by marketing teams from them about company’s services and quality. So that, company
can enhance the reputation in the market (Ariffin and et.al., 2018). It also offers online booking
services to the customers which is being provided which makes the company to be able to gain
them precisely.

Promotions
Cost-friendly method of promotions of the company supports to maintain profit and sales.
It supports company to get financial benefits. The existing product i.e. hotel rooms and services
are priced accordingly class of customers so that there is going to have better satisfaction as well
as loyalty of the users.
Responsibilities
Market Research
It is prime function of marketing that can be used by many organizations because it helps
to understand user’s reviews for the products and competitors’ action against business. With the
support of function, organization enables to meet the needs of customers effectively. Marketing
team of the Rosewood London Hotel conducts market research time to time so that it can have
commercial advantage in the business market (Chernev, 2020).
In context of marketing environment, the roles and responsibilities
The standards and reputation of the company have to managed which can be completed
when the marketing functioning to know the role and responsibility in the hospitality sector.
There is required to have the loyal customers and employees which is going to support the
marketing team to know the change which have to be completed for better functioning.
Seminars and events
There has to be transparency that requires to be developed so that there is going to
effective transparency which could be presented (Bojanic and Reid, 2017). Rosewood London
Hotel holds a various events and exhibitions which the organization is doing for the marketing so
that it can lead level of employee’s satisfaction and better functioning for a higher profitability.
Selling marketing strategies
The tactics and measures have to be planned precisely which is going to be a good factor
for stay long run in gaining the objectives. There are various strategies that are present in the
hospitality sector from which the best decisions can be taken out so that projected goals and
objectives of Rosewood London Hotel can be gained.

P2 Context to marketing in organization of the roles and responsibilities
 HRM and Marketing
HRM and marketing management works together in the company in order to develop best
marketing strategy so that organization can enable to receive number of commercial benefits in
the business. For example, marketing manager of Rosewood London Hotel often conduct market
research in the hospitality sector to understand needs and expectations of the customers for the
hospitality services. The they self-analyse all collected information critically so that it identifies
opportunities and threats for the company. These collected information’s are integrated in the
marketing functions in order to influence customer’s purchasing behaviour for it’s hospitality
services (Das, 2020). However, human resource management supports marketing manager to
make better marketing teams so that they can support marketing managers to implement all
decision in effective manner. Marketing managers supports HR professionals by providing actual
feedbacks about each marketing team performance. Thus, managers and HR’s interrelationship
helps company to have better functioning in the business market.
Finance and marketing
Finance and marketing department also works together in the company because both has
common goal to enhance economical scale of the business. Basically, marketing department
always depend on the finance management for the funds because marketing managers often
needs funds for publishing brand in the business market. for example finance management at
Rosewood London Hotel always try to save extra expenditure so that company can use that
money into another financial activities (De Pelsmacker, Van Tilburg and Holthof, 2018). While
marketing manager at Rosewood London Hotel always looks for expanding more funds on
promotional activities so that they can attract customers for buying it’s hotel services. Finance
management gives a budget to the marketing manager in which they have to all marketing
activities in effective manner. On the other hand, marketing managers hikes selling growth of it’s
product and services. Thus, this interrelationship supports company to gain lots of commercial
targets in the hospitality market as well as maintains business performance.
Interrelationship Significance

All the functional units are interrelated and dependent on each other so that company can
have better functioning in the hospitality sector (Dzhandzhugazova and et.al., 2016). Rosewood
London Hotel often enables to gain competitive advantage since they understand significance
and values of interrelationship factor which enhances productivity and operations.
Negative Aspect of interrelationship
The major drawback of interrelationship is to be a ineffective communication and the
working of the company is going to be too slower which directly affects image of the company
overall.
LO2
P3 7P’s marketing Mix
This marketing mix model is used to for the comparison between Rosewood London
Hotel and Hilton with support of it’s seven elements.
7p’s elements Rosewood London Hotel &
Resorts
Hilton Hotel & Resorts
Product It has followed product mix
strategy that supports it to diversify
it’s brand portfolio which plays
vital role in attracting and
influencing then to buy it’s
hospitality services.
On the other hand, Hilton also
followed diversified product portfolio
and it offers tourism facilities also
which ultimately encourages tourists
and customers to but it’s services. It
uses this marketing strategy more
effectively as compared Rosewood
London Hotel.
Price It follows competitive and prime
pricing strategy due to this it
enables to generate high profit
margin on it’s existing product and
services. Due to this pricing
element, it is more successful as
It follows competitive and market
penetration pricing strategy to gain
competitive advantage and build large
customer base. But after that company
it unable to generate high profit

compared Hilton hotel. margin on it’s brand portfolio.
Place Distribution marketing strategy has
followed by Rosewood London
Hotel due to this it enables to offers
it’s hospitality services into
multiple countries across the world
(Ekawati and Yasa, 2018).
While, it also has implemented similar
strategy and become more successful
to expand it’s business in the world as
compared other hotels i.e. Rosewood
London.
Promotion It pays les attention on promotional
activities due to this it has low
brand awareness in customers. It
can be evident that company
become unsuccessful to implement
promotional strategy on it’s
business.
It uses traditional and digital
promotional strategies in it’s business
as resulted it has strong brand
awareness in customer as well as in
the market.
Physical
Evidence
It has good presence in UK and in
the world as well and it has sated
hotel’s infrastructure in traditional
form so that customer can recall
ancient culture. This factor supports
company to build loyal customers’
base.
While Hilton hotel has expand it’s
business in multiple countries across
the world due to this it is easily
accessible by the customers (Jones and
Comfort, 2020). But it has sated
infrastructure accordingly country’s
culture so company does not have any
original standardization.
Process Rosewood London Hotel provides
direct communication facility to the
guest such as they have multiple
options to select room services
accordingly their budget. While
management of the company
always to try to give best services
to the guest in all budgeted room as
much as possible.
On the other hand, Hilton hotel
provides online booking services to
the customers and provides own
software application to the customer
so that they can book room and can
have fun of additional amenities
accordingly their budget. Thus,
company brings satisfaction in
customer for it’s services and

products.
People Rosewood London hotel always
focuses on it’s employees
performance. So they conduct
training sessions time to time so
that each employee can enable to
lead level of satisfaction in
customer for it’s services
(Manning, 2018).
While Hilton Hotel always focuses on
it’s targeted audience and always try
to make their staying experience best
one so that they can again think to buy
it’s hotel service again.
From the above discussion it can be analysed that Rosewood London Hotel has used 7P’s
marketing mix elements quite effectively. But it requires to focus on it’s promotional activities
then it can enhance strong brand awareness in customers and gain good positioning in the
business market.
LO3
P4 Marketing Plan
It is a report that highlights company’s marketing strategy for the upcoming years,
quarters and months. In other word, marketing plan involves overview of the business’s
marketing and promotional goals and it’s provided brief information about company’s current
positioning in the business market. This marketing plan directs company to gain it’s framed
goals and objectives within defined time period (Ong, Lee and Ramayah, 2018). Rosewood
London has plan to adopt new technology such as Voice assistant with Robot Butler in the hotel.
There is a reason to adopt this new technology in the business such as it has goal to increase
sales growth up to 30% at the end year of 2021. This new technology will support company to
gain it’s targeted sales growth within defined timeframe in the Covid-19 pandemic. Currently
this pandemic has become worldwide issue because still there is no medication available except
precautions like social distancing, quarantine, masks and sanitiser etc. This new technology will
support Rosewood London to comply all regulation of social distancing which have imposed by

UK’s government. With the support of this new technology facility, company can ensure it’s
guest that it is safe place for staying purpose.
Goal
“To increase sales growth up to 30% at the end year of 2021”.
SMART Objectives
 Specific: It has goal to increase sales growth up to 30% in the business. it is a key
objective of the Rosewood London Hotel which looks for improving profit margin of the
existing product segment and inducing sales growth as well. This objective of the
business is specific in nature.
 Measurable: This goal of the company is measurable because it has aim to increase
growth of sales up to 30%. It can be easily measured by the support of finance
management who can calculate the increment of purchasing services in term of profit
margin by comparing previous years financial statements with upcoming one (Sarsby,
2016).
 Achievable: All developed objectives are achievable. Rosewood London Hotel can easily
achieve hike sales growth with increment of profit margin by it’s targeted audience.
 Realistic: Organization goal is to hike sales growth up to 30% that objective is real in
nature. Company will accomplish this goal effectively with the support of highly talented
and skilled marketing teams (SHENGNAN and Nedelea, 2018). They will use different
marketing strategies in the company to gain it’s projected targets within defined
timeframe.
 Time-bound: All framed objectives of the Rosewood London Hotel are time-based.
Company has set target for a year only to gain all framed objectives.
Situation Analysis
SWOT Analysis
 Strengths: It is an luxury hotel and it has around 15 hotels which are located different
countries across the world. It has won the restaurant prize of Hotel Cateys in 2018. This
hotel previous famous for the hotel guest preferences because it connects with Rosewood

Group Hotels. Now it provides individualizes services to the customers. These are the
major strengths of the business which supports to attract wide number of customers
towards its hotel.
 Weaknesses: Rosewood London has low brand awareness in a competitive luxury hotel
industry. It does not pay high attention to the advertising. It focuses only individual brand
strategy only. In recent years only 5% customers are staying in other Rosewood
properties (Slootweg and Rowson., 2018).
 Opportunities: New technology i.e. Voice Assistant and Robert Butler is the better
opportunity for the Rosewood London Hotel to influence customers to buy it’s hospitality
services and gains competitive advantage in the hospitality market. It has opportunity to
corporate with the luxury brands because it highly emphasizes on brand image, so it can
create hotel brand values in customers.
 Threats: There are lots of luxury hotel in the hospitality industry as well as traditional or
classic one hotel style but these cannot attract customers in log period. So, creative and
modern for the classic and luxury hotel trends has become challenge for the Rosewood
London. It has limited advertising activity in the public so it has bit difficulty to enhance
the popularity.
Rosewood London has used RACE model in order to create online presence of the company in
the hospitality sector. With the support of digital model, company enables to offer online
booking services to the customers as well as it provides online discount or coupon code facility
services to the customers who books room in bulk or new customers. Such facility encourages
customers to buy hospitality services (Tajeddini, Martin and Ali, 2020). It also has own official
website wherein customers can directly click on link and communicate with it’s team regarding
their queries. With the support of RACE model, Rosewood London provides touchpoints facility
on it’s official website so that customers can share their reviews regrading hotel services, staff
behaviour etc. Thus, Rosewood London enables to build good brand image on online platform.
In this pandemic, all hospitality companies are facing commercial loss because limited customers
prefer to stay in hotel due to unsafety. So, Rosewood London has taken initiative of Voice
Assistant and Robert Butler technology which will support company to enhance buying
behaviour of customers for it’s services.

STP Model
 Market Segmentation
The Rosewood London Hotel uses market segmentation strategy to divide UK market into small
segments. Behavioural market segment is targeted by the company, the reason behind is that this
market segment subclassify customers base on their buying behaviour, economic status,
customer’s loyalty etc. This market segment supports company to generate high profit margin
over it’s existing product line.
 Targeting
Targeting strategy also follows by Rosewood London to target only specific audience. It targets
only upper and middle category customers who want high quality hospitality services with safety
for which they ready to pay extra (Wood and Jobber, 2016). So, this targeted audience will
support organization to gain lots of commercial benefits as well as maintain social status of them.
 Positioning
Rosewood London has good brand image in the hospitality sector and posses’ multiple amenities
and high-class rooms and offers restaurant and transportation facilities as well. Due to this, Due
to positioning strategy, it enables to establish a good brand image across the world which
supports company to attract other new customers and existing in covid-19 pandemic. As resulted
it will enable to gain it’s targeted goal within timeframe.
Tactics
4P’s Marketing Mix
 Product: It has wide product portfolio such as wide variety in hotel rooms i.e. prime
room, deluxe room, VIP and double deluxe, variety in food menu, different type of
amenities etc. offer to the guest of Rosewood London Hotel. In addition, company has
new technology i.e. voice assistant and robot butler which will support staff to maintain
social distancing from customers as well as employees. For example, robot butler will
automatically swich on the light, AC etc. so guest do not have to touch remote and all
which can be reason of virus spreading. While voice assistant will inform company’s

employees that guest is coming or booking issue through which employees will
automatically maintain social distance. These type facilities encourage customers to buy
hospitality services carefree. Over the proposed product line and facility, company will
enable to generate sales growth up to 30% within the end year of 2021.
 Price: Competitive pricing strategy will be implemented by Rosewood London Hotel.
This pricing strategy will support company to attract all middle-class guests to buy it’s
services at affordable prices and in exchange generate high profit margin over the
existing product line. It will also follow prime pricing strategy for the VIP customers who
wants VIP room for the meeting and staying purpose. Thus, both pricing strategies will
support hotel to build loyal customers’ base (Yadav, Dokania and Pathak, 2016).
 Place: It is quite traditional and luxury building which has been done long period to
established. It is located on good locations at different countries across the world so it
become quite easy for the customers to access the hotel. Distribution pricing strategy has
followed by company.
 Promotion: Traditional and digital marketing strategy will be followed by Rosewood
London Hotel because it has low brand awareness in public. So, these both marketing
strategies will support to enhance awareness in customer about it’s existing product and
facilities which automatically attracts customers to once buy it’s hospitality services.
Budget: The marketing plan cost is about 6000 euro which is appropriate amount for this plan.
Action plan
Marketing managers of the Rosewood London has played significant role in the company
they assign number of tasks among it’s team members accordingly their abilities so that each can
put more efforts in the workplace while dealing with different tasks. Priorly, marketing managers
conducts market research to understand actual needs of customers in the pandemic period and
positioning of company in the hospitality sector currently (TOMA and GRĂDINARU, 2018).
These information are integrated into marketing strategies by the marketing manager to develop
SMART objectives and practices each marketing strategy like situational analysis, STP model
and 4p’s marketing mix. These strategies have supported marketing managers to gain all framed
objectives within defined timeframe. As resulted company has enabled to achieve it’s targeted
goals in the business in effective manner.

Monitoring and Controlling
HR professionals supports marketing managers in monitoring and controlling overall
marketing plan and each functional units’ activities so that profitable outcomes can be sustained
for the long period which ultimately supports company to receive commercial benefits time to
time.
CONCLUSION
This report has been concluded different roles and responsibilities of marketing functions
that supports company to build strong brand image in the business market. It has been
summarized about significance of interrelationship between different functional units. 7P’s
marketing mix elemnets used to create effectively comparison between both luxury brands i.e.
Hilton and Rosewood London Hotel. Marketing plan has been concluded in this report.

REFERENCES
Books and Journals
Bojanic, D.C. and Reid, R.D., 2017. Hospitality marketing management. Wiley.
TOMA, P.D.S.G. and GRĂDINARU, P.D.C., 2018. The Marketing Mix In A Luxury Hotel
Chain. Contemporary Economy Journal, 3(2), pp.84-90.
Ariffin, A.A.M and et.al., 2018. Exploring the Influence of Hospitality on Guest Satisfaction in
Luxury Hotel Services. E-review of Tourism Research, 15.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Das, B., 2020. An Analysis of Strategic market positioning of Bangladesh Hotel and Hospitality
Management: A study on The Palace Luxury Resort.
De Pelsmacker, P., Van Tilburg, S. and Holthof, C., 2018. Digital marketing strategies, online
reviews and hotel performance. International Journal of Hospitality Management, 72,
pp.47-55.
Dzhandzhugazova, E.A and et.al., 2016. Innovations in hospitality industry. International
Journal of Environmental and Science Education, 11(17), pp.10387-10400.
Ekawati, N.W. and Yasa, N.N.K., 2018. Service marketing mix strategy and service loyalty
towards hotel's success. Global Business & Finance Review (GBFR), 23(1), pp.63-74.
Jones, P. and Comfort, D., 2020. The COVID-19 crisis and sustainability in the hospitality
industry. International Journal of Contemporary Hospitality Management.
Manning, L., 2018. The value of food safety culture to the hospitality industry. Worldwide
Hospitality and Tourism Themes.
Ong, C.H., Lee, H.W. and Ramayah, T., 2018. Impact of brand experience on loyalty. Journal of
Hospitality Marketing & Management, 27(7), pp.755-774.
Sarsby, A., 2016. SWOT analysis. Lulu. com.
SHENGNAN, Y. and Nedelea, A.M., 2018. LONDON TOURISM MARKET. Ecoforum
Journal, 7(3).
Slootweg, E. and Rowson, B., 2018. My generation: A review of marketing strategies on
different age groups. Research in Hospitality Management, 8(2), pp.85-92.
Tajeddini, K., Martin, E. and Ali, A., 2020. Enhancing hospitality business performance: The
role of entrepreneurial orientation and networking ties in a dynamic
environment. International Journal of Hospitality Management, 90, p.102605.
Wood, M.B. and Jobber, L., 2016. The marketing plan handbook. Pearson.

Yadav, R., Dokania, A.K. and Pathak, G.S., 2016. The influence of green marketing functions in
building corporate image. International Journal of Contemporary Hospitality
Management.