Hospitality Marketing Essentials: Club 18-30 Case Study Analysis

This report provides a comprehensive analysis of the marketing strategies employed by Club 18-30, a hospitality company specializing in vacation services for individuals aged 18-30. The introduction highlights the growth of the hospitality sector and the importance of digital marketing. The report delves into the major roles and responsibilities of marketing within Club 18-30, including shaping the brand, administering campaigns, and producing promotional activities. It also explores the interrelationship between the marketing department and other departments such as HR, finance, and customer service. The core of the report examines the application of the 7Ps of the marketing mix (Price, Product, Place, People, Promotion, Process, and Physical Evidence) by Club 18-30 and compares these strategies with those of a competitor, Europamundo. The report emphasizes how these elements contribute to profit maximization and customer satisfaction. The report concludes with a basic marketing plan for Club 18-30 designed to meet its marketing objectives, reflecting key roles and responsibilities of the marketing functions. The report underscores the importance of digital marketing, competitive analysis, and customer-centric approaches in the hospitality industry. The report also provides an overview of how Club 18-30 uses various marketing tools and techniques to reach its target audience and achieve its organizational goals.

Hospitality Marketing
Essentials

Table of Contents
Introduction .....................................................................................................................................3
TASK 1............................................................................................................................................3
P1: What are the major roles and responsibility of marketing within club 18-30...............3
P2: How are the roles and the responsibilities of marketing related to the other department in
organisational context ............................................................................................................4
TASK 2............................................................................................................................................5
P3: Identify and compare the ways in which different hospitality organizations apply
marketing mix to marketing planning process in order to achieve organisational objectives5
TASK3.............................................................................................................................................8
P4: Basic marketing plan for Club18-30 to meet marketing objectives.................................8
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
.......................................................................................................................................................14

Introduction
Hospitality sector is one of the fastest growing sectors all over the globe. With introduction of
digital landscape and increasing popularity of this industry, there are countless directions in
which hospitality industries can plan their growth. Club 18-30 is a hospitality company situated
in Peterborough. The organization provides vacation services for people within the age group of
18 to 30. The organization plans holidays for typical party island destinations. On an average
45,000 people use the organization for their vacations. The average age of their guests is 19 years
and almost one third of their guests travel with without their parents for the very first time. The
report focuses on marketing strategies adopted by hospitality organizations, in order to achieve
their organizational goals. The use of 7Ps of marketing in profit maximization and optimization
of customer satisfaction. The report also establishes a basic marketing plan for the organization
reflecting key roles and responsibilities of these marketing functions.
TASK 1
P1: What are the major roles and responsibility of marketing within club 18-30
 Shaping the brand and growing along with it – Marketing of an organization helps in
shaping the overall structure of the brand. The organisation was established on the basis
of the marketing mix that they adopted . Club 18-30 focuses on digital marketing
practices and uses them with other channels to develop a two way communication
between customers and the organization. As a brand grows with time, they have to carry
out their activities in accordance to the marketing strategies adopted by the organisation,
all operational activities are affected by the marketing mix of the organization.
 Administrating campaigns for marketing initiatives – Campaigns are short term and long
term accumulation of different channels of marketing in order to personalize
advertisements and covey8ing the key idea of the organization to the target customers.
Marketing campaigns are designs after analysing the dynamic conditions of the
environment. The Accuracy of campaigns is the key to a efficient marketing strategy,
many brands over the years have developed campaigns that have resulted to be bad for
company's reputation. And therefore, the organizations had to face losses for the
investment in that campaigns rather than getting a good return of investment as expected
by the organization. The company should analyse the environment and make sure that no

campaign should be disrespectful or against any values or ideologies of their target
audience.
 Producing commercialism and promotional activities - Marketing helps in
commercialising the services provided by the organization. Marketing coveys the
message of the organisation to its customers. Marketing is a very vast concept, as it
includes advertisements and it also ensures that the customer experience is being taken
care of even after the consumption of services. Marketing analyses the environment and
develops an approach using which the organisation needs to communicate with their
target audience. The marketing strategies are responsible for increasing customer
involvement and making sure that customer gains a good experience while interacting
with the company assuring that it gets better with every interaction. The goodwill of the
company or the market share of the company is ensured by their marketing. Marketing
gives customers reasons to go for this organisation and not the competitors.
P2: How are the roles and the responsibilities of marketing related to the other department in
organisational context
In an organisation there are various departments and the feature of every department is
that they are all interconnected with each other. All these department assist each other in various
function and in various activities. The role of marketing sector is also interconnected to many
departments and the department are as follows:
 Marketing and HR - as the HR department is the one responsible for acquisition of new
and talented employees,. The HR department of the organisation is the one that will be
providing the marketing department with the good and with the talented employees that
they need. The role of the marketing department is very clear, they have to promote the
product and the image of the company and for that they need talented person for the
same. So they put their request forward to the HR department so that while hiring, they
can get the top talent for the marketing team and this will ultimately benefit the
company .
 Marketing and finance – for everything that is happening in the company, is funded by
the finance department and for every thing funds are needed. The marketing department
of the organisation will promote the product and the brand value of the company through
the help of advertising and also by undertaking various activities. For all these things

funds are required and for that the marketing department have to make clear the
requirement of the funds with the finance department. Finance department will also have
to make the necessary changes in the financial statement of the company. The finance
department have to provide the necessary fund that the marketing department is requiring
for their activities.
 Marketing and the customer service department – with the help of the marketing
department every organisation can promote their brand value in the market and with the
help of the good marketing Club18-30 will also be able to have a good market share. The
customer care department is the one that is responsible for retaining the customers by
solving their query and by providing the customers with the continuous assistance to
customers. The customer care department will have to be in continuous touch with the
marketing department. As the customer care department will easily be able to know the
gap or the problems that the customer was facing or they can easily know the changes
that the customer want with respect to the marketing or the promoting done by the
department. In response to that the marketing department can make the changes so that
the next time when the customer while availing the services of Club18-30 will feel more
and more connected with them. With being in continuous touch with the customer care
department they can easily know what the customer wants and they can modify the the
marketing or the promotion technique for the product or for the organisation
TASK 2
P3: Identify and compare the ways in which different hospitality organizations apply marketing
mix to marketing planning process in order to achieve organisational objectives
There are various types of methods through which the company can promote their brand. The
main aim for the same is that the marketing of one company should always be better than its
competitors, through this they can easily achieve a upper hand over their competitors. For the
purpose of comparison Europamundo is taken, as they are the competitors of club18-30. The 7Ps
of marketing mix for both the organisation are as follows :
 Price - Club 18-30 can use this tool of marketing and take the benefit of Price by
introducing discount codes, online vouchers, price deduction on goods and services by
the points gathered by an app referral. Through this they will be able to provide their

customers with better prices in comparison to its competitors . This enhances customer
involvement and helps an organization build a relationship with their customers. Whereas
the Europamundo in comparison is not providing their customers with the attractive price
and attractive discount to their customers.
 Product - The organization can use the second P of the marketing mix, i.e. Product , a lot
of time it has happened that the product that is been described by the organisation online
is different from what the customer will experience. The product or the service that club
18-30 is providing their customers is very unique as they are planning the very first
vacation of the age group In comparision to club18-30 Europamundo is providing their
customer with not that better product or service as they are providing the vacation to
everyone.
 Place - The third element is Place and Club 18-30 can now distribute their services using
digital landscape just like many other brands do. Club 18-30 can use this technology and
us the element of place in many ways. Through the help of the online means Club18-30 is
already providing their customers with their service all over the world and they are also
providing their customers the service through offline so means as they have
headquartered in England. In comparison to them Europamundo is not providing their
services all over the world.
 People - With development in A.I. Technology the Club 18-30 can use chat bots to help
their customers taking care of the next P i.e. People. Also the target group or the target
customers of Club18-30 is limited to age group 18year to 30 years. In comparison to
them Eurpamundo is targetting a wider range of customers which is helping them in
having much larger market share .
 Promotion - There are infinite ways of carrying out promotions using digital marketing
like social media promotion and video advertising. Club 18-20 can use omni-channel
marketing mix and compile several different marketing channels. The audience that the
club 18-30 is targeting is very tech savvy and for that purpose the club18-30 is mainly
promoting their brand through social media channels. Whereas in the case with
Europamunda,as they are targetting a much larger audience they have focused on both
promotion through online and promotion through offline sources. This is providing them
the upper hand over club18-30.

 Process - With the rapid growth of online purchasing the Process of a customer entering a
website and gathering information and making bookings should be simplified and
attractive at the same time. Club 18-30 is providing their customers with the immediate
response in the them that is desired by the customer. The whole process of club 18-30
with the customer is very good as they are able to provide their customer with fast
answers as they are mainly using the online means for that. Whereas in the case with
Europamunda they have a very poor history for the them taken during the whole process
and their process is taking a much larger mount of time than their competitors. This
process taking time is giving club 18-30 an upper hand over Europamunda.
 Physical Evidences - A huge number of customers make purchases based on the online
reviews of the commodity and this is the best example of Physical Evidences in digital
landscape. Club 30 while they are interacting with the customers they make sure that they
are providing their customers with the recepits or with the invoice online so that they can
provide their some evidence of the authenticity of the brand. Club 18-30 can also invest
some time in maintaining their reputation over digital landscape using by actively
interacting to customers on their reviews as well. Whereas Europamunda is providing
their customers with much better service as they are dealing with the offline customers so
they are providing them the receipts the package information and the tracking
information easliy. This will help them in connecting more and more to the customers.
Club 18-30 have to understand and analyse these elements and use the digital hardware in order
to plan a flawless marketing strategy. These elements synchronises together and enhances profit
maximization as well as overall customer satisfaction in the organization. These also helps is
establishing a framework for attracting more customers and ways to outline their personalized
marketing campaigns to increase customer involvement and methods to maintain their reputation
over digital landscape. They can also deal with the customers through the offline source and they
should promote their brand offline this will provide them with upperhand in promoting and
physical evidence. Their competitors that is Europamunda are the one that is enjoying the
uperhand over club18-30 because of their feature of promoting the brand both physically and
through online sources.

TASK3
P4: Basic marketing plan for Club18-30 to meet marketing objectives
Executive summary
The marketing plan plan for Club 18-30 revolves around the digital marketing and how it
can be used with other traditional marketing strategies so that it is beneficial for the organization.
In today's day where human use cellphones for almost everything, digital marketing is the
biggest tool that can be used in order to reach potential customers. Brands all over the globe use
innovative and creative ways to covey their messages and attract new customers. Traditional
marketing strategies are slowly fading away with time, but combined with different digital
marketing techniques it can be useful for the organization. This marketing plan will help Club
18-3o to set S.M.A.R.T. Objectives. This will also help the organization in analysing the
dynamic nature of business environment and plan the strategies on the basis of dynamic business
environment in order to achieve the overall organizational objectives of the organization. This
plan will also shed light upon the monitoring practices the organisation have to adapt for a
successful execution of these marketing mix.
Introduction
Club 18-30 is a customer hospitality based organization based in Peterborough. The
organization is responsible for planning vacations for almost 45,000 guests every year. The
average age of their customers is 19 years. The organization is well-known for its reliability
structure and premium quality services all over the globe. Almost one-third of total visitors that
choose this organization are travelling without their parents or guardians for the very first time in
their lives. Company uses a mix of digital marketing strategies, along with traditional
methodologies of marketing in order to attract and retain customers. The organization is well-
known for their reputation of being safe. Club 18-30 is doing a good job in maintaining their
reputation over digital landscape as well. They use different strategies and have a consistent two-
way communication with their customers. The website of the organisation uses virtual
intelligence as chatbots to assist customers better. The organization also uses virtual reality as in
order to give their customers an experience of of their services while sitting at home.
Objectives
The organization needs to set S.M.A.R.T. Objectives. It is an abbreviation for Specific,
Measurable, Achievable, Relevant and Time-efficient. The overall objectives of the

organizations should be specific, implying the charity of actions, if the objectives are not made
specific there can be repetition of work. The objectives should be designed in a way that the
growth is measurable at any given point of time. The objectives that are set should be relevant
and should be able to fulfil the ethical values and social-responsibilities that the organization is
having . And the objectives should be based on fixed time-frames. The objectives for marketing
mix for Club 18-30 are:
1. setting of goals – first and foremost the main task is to set the objectives so that the
whole process can be stared and as discussed the goal should be specific measureable
and, attainable, realistic and time bound .and here the main objective is to attract more
and more customers and to gain market share the main Goal for Club18-30 is “To
increase the customer base and to increase the customer experience”. The time
duration that they have set for the same is 2 years. And the whole project is made by
keeping in mind the budget and the time period.
2. Increasing brand recognition – Club 18-30 have to work on increasing brand recognition
using their marketing strategies. Marketing works as the agent which introduces target
customers to an organization. Marketing conveys the basic ideologies of the organisation
and shows the quality of their services to the target customers. Marketing can be used as
a tool for increasing the reach of organisation and make more and more people aware
about the services undertaken by the organization.
3. Introduction of company in international market – Club 18-30 would like to penetrate
into international market. This market expansion will be difficult due to presence of
enormous competition in foreign environment. This objective will help the organize
focus on growth and therefore enhance profit maximization. International markets have a
huge scope because of presence of huge customers. The organization can prepare itself
for foreign markets by increasing the quality of their services.
4. Defining target – as they are planning to get more and more customers for that that
should also target a wider audience for the same and for that they should also retain their
old customers .This is the most important thing that should be ensured. Marketing should
always and come up with new ways to attract customers and retain then old ones.
Marketing uses different channels and campaigns to attract new customers in the
organization. These campaigns should be personalised enough for customers to feel

relatable. Marketing also makes sure to optimize consistent customer engagement in
order to retain them.
Analysis
The business environment is dynamic and there are many important factors that are being
effected and influenced in a consistent frequents. The market forces flows freely and therefore
Club 18-30 have to analyse different business environment situations and make their marketing
strategies in such a manner that it is unaffected by dynamic business environment. These
dynamic factors includes, flow demand and supply, consumer trends, government policies, etc. It
is the responsibility of the marketing team to analyse all of these environment and make the
strategies based on them.
MARKETING BUDGET
the marketing budgety that is been formed is for two years and it is as follows:

Action plan
1. Using digital marketing hardware - Digital hardware landscape introduces countless
opportunities for Club 18-30 in getting an understanding of customer insight, a huge
growing market with customers all over the globe, countless opportunities to attract
customers and optimize customer experiences and many more. But with opportunities
comes the challenges that Club 18-30 might face, for example many brands have come
out of controversial advertisements attempts going viral online, therefore extra efforts
have to be put while analysing the variables making sure that the deliverable does not
hurt someone's values. The risks of malware users stealing confidential information and
even funds is also a challenge and therefore the organization have to invest extra efforts
to mitigate the same.
2. Efficient planning - Planning is the first step in the process of management. The digital
marketing campaign planning for Club 18-30 will start with setting their goals. Then a
critical analysis of the strategy as well as the stakeholders associated with it will be done
making sure that it won't go against the ethical guidelines and does not disrespect
someone's values or belief. An active monitoring will be required even after the
implementation of the campaign and active follow up actions will have to be taken.
3. Training and development – through the help of Training and development program Club
18-30 can make the skills of the employees and the teams more and more polished.
Through having new and having better skills they can make various changes in the
customer experience. Through which it will be very easy for them to retain old customers
and getting more publicity through word of mouth. With the help of training and
development program they will also be able to make the employees work better as with
getting new skills they will be able to make them more and more motivated towards their
work.
Implementation review and control / monitoring -
In this step the organisation have to use monitoring practices to keep an eye on the success of
their marketing campaigns. This is important in order to measure growth of the organization. At
any given point of time the organisation measures the success of marketing campaigns and this
way the can make changes in it. Without monitoring these campaigns can turn in loss for the
organisation. For this they have increased the use of digital marketing more and more. They also

have formed a seprate department for the purpose of planning and for that they have recruited
new manger and they are the one tht are responsible for efficient and effective planning. They
also have organise various training and development programs for their stff soi theta they can
make them more and more motivated to the work and that they can increase the customer
experience.
Conclusion
This report concludes that marketing is the key to customer satisfaction when it comes to
hospitality sector. Marketers can use their knowledge in order to influence all 5 stages of
customer's journey from recognition of wants to the purchasing or disposing the goods and
services. This report revolves around the effect of marketing strategies on the organization and
hoe it shapes the structure of the organization and every activity thereafter. A good marketing
campaign is responsible for attracting new customers and retaining the old ones. A good
marketing strategy can mitigate all of the risks arising due to dynamic business environment.
Using the 7Ps of marketing-mix the organization can attract new customers and help maintaining
a good reputation over digital landscapes as well.

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