Hospitality Marketing Essentials

UNIT 15: HOSPITALITY
MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION......................................................................................................................3
Concept of marketing along with current and future trend....................................................3
Overview of different marketing process...............................................................................4
Roles and responsibilities of marketing functions.................................................................4
How marketing influence and interrelates with other functional departments......................5
Value and importance of marketing role................................................................................6
Different ways hospitality organization use marketing mix to attain company objectives. . .7
Critical analysis of effective interrelationship among various functional department..........9
Marketing plan.......................................................................................................................9
CONCLUSION........................................................................................................................13

INTRODUCTION
In this modern era, every company uses different marketing style in order to attract
the range of customers. In the same way, current study also shed a light upon the hospitality
marketing essentials and chosen firm for this study is The Connaught which is a five star
hotel in London that has its different unit in many countries. The report will help to describe
the key roles and responsibilities of marketing function and analyze how marketing influence
and interrelates with other functional department. Further study compare the ways in which
different hospitality organization apply the marketing mix to attain business objectives.
Lastly, study will produce a basic marketing plan that help to meet the marketing objectives.
Concept of marketing along with current and future trend
Marketing is that process through which an individual and group obtain the product as
per their demand. Thus, marketing concept is that philosophy that helps to analyze the needs
of their customers by satisfy their demand in order to stay ahead in competition. Further,
these concept are as mention below:
Production concept:Under this, consumer prefer product which are widely available
and inexpensive in nature. Hence, it retain customers in order to meet the define aim
(Khojaeva, 2020).
Product concept:User favor those products which are high in quality along with
innovative features.
Selling concept: Customer buy those products through which company continuously
promote these products. Such that The Connaught continuously offer product and service at
discount rates.
Current trends
 Content marketing is the classic marketing technique that helps to attract the
customers towards it. Such that web content like blog post and long form content that
also provide important information.
 Personalized advertisement is another marketing trend that create interest upon the
customer in which company send email to their users that assist to improve
performance (Kirova, 2017).

 Social media is current trend of marketing that let people know about new offers. In
this Facebook, Twitter and Instagram are consider some of the basic social media
platform that attract customer.
Future trend
 Artificial intelligence is the future trend of marketing that grab attention of many
customers towards it. Such that it improve communication channel that assist to
improve performance.
 Programmatic advertising is another future trend in which AI to automate
advertisement buying to the target audience.
Overview of different marketing process
Mission: In this, company has to set the corporate objectives which will be attain by
using effective marketing strategy.
Situational analysis: In this stage, company conduct the marketing audit in which
SWOT analysis and Pestle analysis is conducted that helps to determine the internal and
external situation.
Marketing strategy: Through effective marketing strategy, company communicate
different offers and product to their customers. Further tries to forecast the expected results
by creating alternative plans as well (Key and et.al.,2017).
Marketing mix: In this, 7 P’s are considering that helps to determine how business
promote their key products to customers.
Implementation and control: The last stage in which marketing budget is assign and
determine the detailed action plan that assist to examine the overall performance of the
company as well.
Roles and responsibilities of marketing functions
 Market research:Through effective advertisement, quoted hotel sustain the brand
image and determine the customer perception with regards to the offered product and
services. Product development: After analyzing the need of customer, The Connaught tries to
offer the best variety of product to their customers which in turn promote the brand at