Analysis of Hospitality Marketing: Brown's Hotel Unit 15 Report

This report provides an in-depth analysis of hospitality marketing essentials, using Brown's Hotel as a case study. The introduction covers the overview of marketing including the future trends in the industry. It then delves into the roles and responsibilities of marketing functions within Brown's Hotel, emphasizing customer satisfaction, brand creation, and sales generation. The report also explores the inter-relation of the marketing department with other functional departments such as finance, human resources, and production. A comparative analysis of Brown's Hotel and Marriott's marketing mix is presented, including product, price, place, and promotion strategies. The report concludes by highlighting the importance of these elements in achieving the company's objectives and fostering strong customer relationships.

Unit 15 - Hospitality
Marketing Essentials

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
Introduction to marketing.......................................................................................................1
Future trends in marketing......................................................................................................1
Roles and Responsibilities of marketing functions in the context of Brown's Hotel.............2
Roles and responsibilities of Marketing in wider context......................................................3
Inter-relation of marketing department with other functional departments...........................4
Comparing and contrasting the Marketing mix......................................................................6
Marketing plan Covered in PPT.............................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is an activity that are performed by company to promote their brand name,
goods and services which include advertisement, selling and delivering of product to
consumers or business. The Brown Hotel is being one of the leading hotels in UK which serve to
their customers since 1837. This report shows the essentials of marketing used by “The Brown's
Hotel” for promoting the services in the market and to attract more customers. Overview of
marketing is being discussed which involve trends, role and responsibility, interrelation and
importance of marketing. Other topics are coved and involved marketing mix to achieve the
companies objective and lastly significances of interrelationship between different functional
department of company.
Introduction to marketing
Marketing is basically are those activities that help to create the image of the product or
services offered in the mind of the customers and creating buying and selling opportunities.
Creating brand in the mind of the customers is increasing. The use of digital marketing and of
influencers are the current trend. Content creation helps in distribution of information related to
the companies to the wide range. Video content generation is a becoming a part of marketing
satisfied customers share their experience and do recommendation by creating and sharing
videos. Marketers using data analytics tools to gather information about the population and to
find current market demands. It is creating a personalized services for the potential customers.
Checking and availability of vacant hotels are getting easier. Use of the chatbots instead of hotel
personnel is saving more time and the human resources can be used for performing other
activities (Kotler, 2021) .
Future trends in marketing
Future of marketing is going to much more diversified as use of Artificial intelligence
and Virtual reality is in its experimental stage the future of marketing in hotel industry will be
evolutionary as the service experience is changing swiftly. Industries are accepting and
developing new and more customer centric technologies that helps in creating highly
personalized environment and experience.
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Roles and Responsibilities of marketing functions in the context of Brown's Hotel
The marketing functions are the activities that are performed to generate satisfaction and
creating good relationship of the company with that of the customers. Thus, Brown's Hotel have
to device activities that are performed in a well established manner that create a sense of
satisfaction in the mind of their customers.
Roles
1. Identifying the potential customers: the marketing management of Brown's Hotel have
to perform a market research about what are increasing demands in the hospitality
industry and what group of customers they wanted to serve.
2. Generating Customer Satisfaction: The Brown's Hotel have to look upon the services
they are providing and how they can improve. The management will have to find and
develop the ways from that they reach the right customer at the right time.
3. Customer Retention: Brown's Hotel have to sort-out what extra services they can
provide to their customers that are unique and create a value of the company the mind of
their customers.
4. Brand Creation: It is the important part of company's success. Brown's Hotel by
creating logos, email marketing, newspaper advertisement, volunteering campaigns and
through social welfare work can create an effective brand image.
5. Service/Product Creation: new service/product creation will help in identifying taste,
preference and viewpoint of the customers. Brown's Hotel should work on creation of the
new services and products. It will help to gain useful customer information.
Responsibilities
The marketing functions are to be performed by the marketing department of the Brown's
Hotel. The responsibilities of the department are as follows:
1. Creating strategies that helps in creating the brand image of the company. Brown's Hotel
will perform marketing campaigns and promote its brand on the social media platforms.
It will help to create vast customer reach for the company.
2. Establishing effective communication channel within the organisation. It will create a
timely and accurate mechanism that will help to serve the customers better. It ensure that
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customers are getting services they perceive and it also helps in efficiently addressing the
customers.
3. Conducting an in-depth market and industry research will help the Brown's Hotel
marketing management to know and aware of the ongoing trends in the market. It will
create an advantage to the Brown's Hotel from the other competitors within the industry.
4. Developing new services that create a sense of satisfaction in the customers mind.
Brown's Hotel is a part of hospitality industry and there are ample of scope of the
companies to discover new opportunities from which they create edge over its
competitors.
5. Increasing Sales opportunities is an essential role for the company's marketing team.
Brown's Hotel should analyse and find out the hurdles and create a good plan of action
that attract new customers and generate sales.
6. Marketing functions helps in creation of standards which serve as the quality indicators.
Brown's Hotel should set benchmarks that are reflecting the hospitality industry's
standards. It helps in creation of quality assurance in the mind of the customers and
generating brand value.
Roles and responsibilities of Marketing in wider context.
Some of the major roles and responsibilities of marketing department is functions is to
define and mange the organization brand name in the market that help to maintain goodwill and
reputation. They involve in conducting promotional campaign to generate leads and increase
their sales in market. Creating material to promote marketing in different effective manner in
order to increase the market share. Focuses on the target audience to promote the company's
product by conducting research on audience behaviour and needs that are looking for. Marketing
department is also work for looking overseeing outside vendors and supplier for dealing with
business that are interrelated to each other.
Inter-relation of marketing department with other functional departments
Although the function of marketing is performed by the specific marketing department of
the organisation. Its operations affect all the other departments as well. A marketing plan is
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developed by taking into consideration the other functional areas of the organisation. The
functional areas of an organization are Administration, Finance, Human Resource, Production,
Sales, Research and Development, Information Technology (Hollensen, 2019) .
Marketing and Finance
Marketing functions are closely associated with the finance department as for to perform
various marketing functions the marketing department needs funds. The disbursement of the
funds are made by making budgets and the finance department perform this activity. If any
marketing opportunity arises the marketing department needs necessary funds to spend on that
activity.
Marketing and Human Resource
The task of staffing is in the hands of the Human resource department. For all the
functional departments included marketing of the organisation the human resource manages and
hire personnel. Marketing department collaborate with the Human resource department for
creating an outlay according to the requirements needed by the marketing for the hiring process
of the candidate.
Marketing and Production
The marketing department do the research and designing of the product. It create and
forward the design and relay the demand information to the production department. It is the task
of the production department to produce the product within the deadline. The marketing
department track the product consumption and instruct production department when demand of
the product increases.
Marketing and Research and Development
Research of the market and the consumer attributes is done by the marketing department.
It provides data for the R&D department to develop a product according to the information
provided by the marketing department. A consumer specific product is developed by the
exchange of information among the departments. A conflict will result in formation of a product
that will not serve the requirements that are needed to create a brand value of the organisation
and retention of customer will be affected.
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Comparing and contrasting the Marketing mix
Basis Brown's Hotel Marriott International Hotel
Product It is an iconic luxury hotel
having various subsidiary
hotels such as The Balmoral,
Hotel Amigo, De Russie, Forte
House, Villa Igiea dealing with
different needs of the
customers (BURKE,
ROBINSON and Choi, 2020).
It is having luxurious rooms
and suits with exceptional
comfort and style along with
the contemporary touch.
It is a recognized hotel chain
which has divided its services
into three parts. It has further
categorized its hotels into
brands like the JW Marriott,
BULGARI, Spring hill suites
and so forth. Each of these
brand are unique in its way
and the theme which makes it
easily recognizable in contrast
to its competitors.
Price The price of the Brown's Hotel
is moderate targeting the
middle to upper class people,
corporate people, travellers. It
is having different types of
rooms like premium and
business as it targets customer
group.
The price of Marriott hotel
differs in respect to the hotels,
customers and the location.
The main aim is to deliver
right and appropriate product
at the right place. The prices is
determined by keeping in view
the quality framework and
along with this, price is set in
such as way that maximize
their revenue.
Place The hotel is established in
various location which is less
in number in comparison to the
Marriott hotel. It is having
establishment in nearly 16
On this side, Marriott is
established in over 120 nations
and being specific to the
location, Marriott grans the
benefit of attracting the
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places across different parts of
the globe.
corporate and business class
people (Morozova and et.al.,
2017). In order to grow, it has
adopted a mix channel strategy
which involves the direct and
indirect channel as well.
Promotion For the purpose of promoting
its products and services, the
organization offers various
innovative incentives to its
clients which results into
maintaining a good
relationship with them along
with creating a strong and
loyal customer base. It also
offers free merchandise, gifts,
room up-gradation and other
facility which is part of its
loyalty program in regard to
the regular customers.
The hotel has concentrated on
the use of digital promotion for
advertising its products. It has
implemented various
promotional schemes in order
to attract new customers. The
Marriott is having more than
3.7 million followers on
Facebook and is basically the
result of its program for
enhancing its visitor's
experience (Disztinger,
Schlögl and Groth, 2017). In
addition to this, company has
several reward programs in
order to maintain and build the
customer loyalty.
People The organization understands
the importance of serving its
guests which is an important
people strategy. The staff
providing services to the guest
is very effective which helps in
building trust of the customers
The organization has provided
over 176,000 people and has
gained a strong recognition.
The staff of the hotel are
highly trained and professional
having the way how to offer
services to the guests. This
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with higher expectations. recognition is the outcome of
the excellent work culture of
the hotel and its focus on the
human resource management.
People evidence The brown Hotel had evidence
of their hotel through their
website from which online
booking and quires are
generated by the customers.
The infrastructure of the
company are remained
constructed with same themes
in all over the hotels. Online
presence can be seen through
online photos and videos that
are available on website which
shows the authenticity of hotel
and reliability of company.
This hotel is one of the luxury
hotels group available in
market and serving all over the
world. The infrastructure of
the hotels are quite huge with
greenery environment all over
the hotels. Almost major of the
hotels are constructed with
same structure and design that
shows the royalty of hotels.
Process It is last step on the marketing
mix and involve the
transaction between company
and their customers (Tongkaw,
2020). The process involves
the services provided by hotels
in term of sales, payment
system of hotels I.e. through
online and offline for
consume.
Marriott group of hotels
follows the process which can
be seen through public
relationship by company to
communicate and solve the
quires, distribution procedure
of their guest through various
facilities. The main purpose is
for to provide the value of
price to customers.
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Marketing plan Covered in PPT
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REFERENCES
Books and Journals
BURKE, K., ROBINSON, P. and Choi, M., 2020. Developing meta-strategies for hospitality
experiences. Managing Hospitality Experiences. p.141.
Camilleri, M. A., 2018. Integrated marketing communications. In Travel marketing, tourism
economics and the airline product(pp. 85-103). Springer, Cham.
Choudhary, N., 2020. Micro-Stay Hotels In India: An Approach to Hotel Revenue
Optimization. RVIM Journal of Management Research, p.47.
Disztinger, P., Schlögl, S. and Groth, A., 2017. Technology acceptance of virtual reality for
travel planning. In Information and communication technologies in tourism 2017 (pp.
255-268). Springer, Cham.
Kwok, L., Tang, Y. and Yu, B., 2020. The 7 Ps marketing mix of home-sharing services: Mining
travelers’ online reviews on Airbnb. International Journal of Hospitality
Management. 90. p.102616.
Misirlis, N. and Vlachopoulou, M., 2018. Social media metrics and analytics in marketing–S3M:
A mapping literature review. International Journal of Information Management, 38(1).
Morozova, L. S., and et.al., 2017. Formation and Development of Transnational Hotel Chains in
Modern Environment. Journal of Environmental Management & Tourism. 8(2 (18)).
p.319.
Muhammedrisaevna, T. M. S., Bayazovna, G. N. and Kakhramonovna, D. A., 2020. Goal and
objectives of integrated marketing communications. Economics, (2 (45)).
Tongkaw, A., 2020. Statistical Analysis Guidelines for Quantitative Research of Marketing Mix
Model and Service Quality in the Hospitality Industry. Dusit Thani College
Journal. 14(2). pp.641-654.
pp.270-276.
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