Marketing Plan: Conrad London St. James - Unit 15 Assignment

This report presents a detailed marketing plan for Conrad London St. James, a premium hospitality company. It begins with an introduction and outlines the mission and goals, which include increasing profit margins and customer retention. The situational analysis includes a SWOT analysis, identifying the strengths, weaknesses, opportunities, and threats. The report then covers segmentation, targeting, and positioning strategies, followed by a market penetration marketing strategy and a detailed marketing mix analysis, including product, price, place, promotion, people, physical evidence, and process. The report also includes a monitoring and evaluation section, detailing measures such as sales performance and return on investment. The conclusion emphasizes the importance of effective marketing planning. The report is supported by several references, providing a comprehensive overview of marketing strategies in the hospitality sector.

Marketing plan
Unit 15 - Hospitality
Marketing Essentials

 INTRODUCTION
 Mission and Goals
 Situational Analysis
 Segmentation, Targeting and Positioning
 Marketing strategy
 Marketing Mix
 Monitoring and Evaluation
 Measures for Evaluation
 CONCLUSION
 REFERENCES
Table of content

 Marketing plan involves determination of different activities and strategies
that organisation will undertake in their marketing.
 This marketing plan involves strategies and activities that Conrad London
St. James will undertake in their marketing.
INTRODUCTION

Mission
 “To be first choice of guests in premium hospitality company”.
Goals
 Increasing profit margin of Conrad London St. James by 7% by
2021
 Increasing customer retention with Conrad London St. James by
10% by 2021
 Reducing overall marketing cost by 10% by 2021
Mission and Goals

Swot Analysis
Situational Analysis

 Strengths- High quality premium services and strong brand acknowledgement is
strength of Conrad London St. James along with its location is also strength.
 Weaknesses- Effect on image of Hilton has direct effect on Conrad London St.
James performance and its image.
 Opportunities- Increasing partnership and association that leads to higher
number of customers and developing new products is opportunity for Conrad
London St. James.
 Threats- Increasing and intensifying competition in hospitality industry and
recession and economic slowdown pose strong threat for Conrad London St.
James.
Cont..

Segmentation, Targeting and Positioning

 Segmentation- Segmentation of Conrad London St. James is based
on demographic and psychographic basis. Conrad London St. James
segments its customers on the basis of their income and their interest.
 Targeting- Targeting strategy of Conrad London St. James is
differentiated targeting strategy in which it provides different
services as per requirements of customers.
 Positioning- Conrad London St. James positions it on the basis of
attribute positioning.
Cont..

Marketing strategy that Conrad London St. James can adopt is Market
Penetration strategy. This strategy involves working on increasing sales in
existing market of the company through existing products and services of
Conrad London St. James.
Marketing strategy

Marketing Mix

 Product- Product of Conrad London St. James includes premium and luxury hospitality
services different types of rooms on the basis of their category. Product of Conrad London St.
James also includes meeting rooms and restaurants within hotel and also provide several
facilities to guest to make their stay comfortable and luxurious in Conrad London St. James.
 Price- Price strategy of Conrad London St. James is premium price strategy in which on the
basis of its luxury services it charges premium price for its services. In this price of services is
set higher than their actual value because they are perceived premium and luxurious by guests.
 Place- This is concerned with point where buyer and seller meet each other and this involves
distribution strategy. Distribution of Conrad London St. James takes place through its website
and different agents for travel and tourism services.
Cont..

 Promotion- Promotion for Conrad London St. James takes place through both traditional and digital
promotional methods. This involves promoting Conrad London St. James through magazine and through
different social media platforms.
 People- People is concerned with employees who undertake different activities of Conrad London St. James.
Conrad London St. James employs employees from top institute and provides them regular training to ensure
that they meet changing demand of guests.
 Physical evidence- Physical evidence for Conrad London St. James includes its interior and exterior and along
with staff and their uniform is also a part of physical evidence. Physical evidence of Conrad London St. James
also includes its logo which differentiates it from its competitors.
 Process- Process includes process of reservation of hospitality organisation and check-in and check-out
process. In addition to this supply chain and housekeeping processes are also there in Conrad London St.
James.
Cont..