Analyzing Marketing Methods: Intercontinental & Hyatt Hotel Strategies

This essay provides a comparative analysis of the marketing strategies employed by Intercontinental Hotel Group and Hyatt Hotel Corporation. It explores the different marketing methods used by both companies, including real-time marketing, digital marketing, and infrastructure development. The essay also examines the application of the STP (Segmentation, Targeting, and Positioning) framework in their marketing approaches, highlighting the differences in their target customer segments and positioning strategies. A comparison between traditional and digital marketing techniques is presented, emphasizing the shift towards digital channels and the use of updated technologies. Finally, the essay discusses the changes in the market during the COVID-19 pandemic and the adaptations made by both hotel groups to maintain safety, facilitate online orders, and leverage AI technology. The analysis concludes that effective marketing methods play a crucial role in developing brand awareness and increasing revenue for these organizations.

Essay

Table of Contents
INTRDUCTION..............................................................................................................................3
TASK...............................................................................................................................................3
Different types of marketing methods used by Intercontinental and Hyatt hotel.......................3
Use of STP..................................................................................................................................4
Difference between traditional and digital marketing.................................................................5
Changes in market during COVID pandemic.............................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRDUCTION
The chosen companies for preparing this essay is are Intercontinental hotel group and
Hyatt hotel corporation. In context to Intercontinental hotel group, it is multinational hotel
industry which is headquartered in England and this firm has over 4,600 hotels. But in context to
Hyatt hotel it is the largest resort which is situated in United States (Akbar, French and Lawson,
2019). The main highlight of these two restaurants are both are highly popular in between public
for their food products. Because their products are very tasty, healthy and hygienic for their new
and existing customers. This essay will covers the STP analysis of chosen restaurants, current
market position, comparison between both restaurants, m marketing strategies used by these two
companies and others. With help of applying various strategies hotel industry easily reduced
their legal risk in their service activities for long time. In this way work efficiency and
productivity of firm and their employees are increased effectively for long term. With help of
marketing strategies large number of consumers easily attracted for trying their new food
products in any time.
TASK
Different types of marketing methods used by Intercontinental and Hyatt hotel
The management of intercontinental group are used some specific strategies for attracting
the consumer in large number. It includes real time marketing strategy, digital marketing and
well established infrastructure. In real time some essential components are applied management
for running the service activities smoothly which includes glocal marketing, campaign extension
and others. Real time marketing basically refer to utilization of various data or information
effectively by employees in any situation at time of doing their job (Amelia, Salamah and
Sofyan, 2019). With help of using this method management easily understand that which type of
services and products are wanted to purchase by users in present moment. Then according to that
workers made modification in their food product before delivering product to consumers. This
method are also highly useful for maintaining effective communication between employer and
employee or employee and customers for long time. In this way positive word of mouth and
expansion of their service activities are easily increased at international level. The other specific
method is well established infrastructure for increasing the visits of consumers in large
number. Because effective infrastructure is essential for maintaining the positive atmosphere for

customers which leads to increase their staying time. In this method it is not only related to
physical structure, it is also relates with various applications and technology which is used by
management for maintain good relation with customers in long run. Various application or
software includes email system, text message, payment systems, use self check and checkout
facility and others. With help of all these methods consumer convenience and their satisfaction
level are enhanced effectively.
The management of Hyatt hotel also used some specific strategy for increasing their
popularity of their product and their brand image effectively (Chen, 2018). For maintaining their
productivity and work efficiency in effective manner management is providing proper training
to employees. Due to good training lower level employees always maintain the good behaviour
at the time of serving various facilities to customers. The other method which is used by this firm
are advertising and promotional method and in this method management is using media
channels for spreading the awareness of their services and product between public at maximum
level. In this way their brand value are easily increased in market between competitors. Hyatt
hotel is one of the restaurant who facilitates excellent customer relationship management to users
for achieving their threat towards the firm for long time. In this strategy management also used
some festive schemes and several discounts which is highly beneficial for customers. In this way
customers avail their services and product at large extent which leads to generate the portfolio of
company easily.
Use of STP
STP is a process where management is used for distributing their product and services
into various categories according to the customer wants and desires. It is also used for
maintaining standard in their product and services by employees in any situation. The full form
of STP is segmentation, targeting and positioning which are described below -
Segmentation – It refers to distribute the consumers into different segments according to
specific eligibility and criteria (Chen and Wang, 2019). It includes geographic, demographic,
behavioural and psycho graphic. In context Intercontinental hotel group, management is highly
focusing on demographic factor and according to this factor firm provides wide range of services
with affordable prices. It includes staybride and candlewood suites, luxurious boutiques etc.
Because in today's time youngsters did not care about money, but they have passion for food.
But in context to Hyatt hotel, they mostly focused on middle and upper class segments for

increasing the sale luxurious rooms and travelling packages. Because their food products are
very expensive in comparison with others.
Targeting – It refer to targeting different types of consumers which is essential for
increasing the demand of different types of food products in market (Donohue, 2018). In context
Intercontinental hotel group, management always target all categories of customers which is
essential for increasing their profit easily. But in the aspect of Hyatt hotel, they target only those
customers who have high salary and standards in society. For maintaining standards management
always used talented and qualified employee within organization.
Positioning – It refers to increasing positive impression in minds of consumers in long
run with help of facilitating good service and healthy product by management. In context
Intercontinental hotel group, management maintained their good image in minds of customers
with help of facilitating quality and healthy food to all types of customers. But in aspects of
Hyatt hotel, they enhanced their popularity in market with help of some specific services such as
types of rooms number of nights utilized by customers and others.
According to the analysis STP it is concluded that above mentioned both hotels target
their customers in different manner or in various aspects. For example Hyatt mostly focused on
luxury in their rooms and services for consumers. But in aspect of intercontinental restaurant,
management are highly consider price in their products at time of delivering to customers.
Difference between traditional and digital marketing
Traditional marketing basically refer to enhancing the reach of their product and services
to users through offline mode. In this technique previously management of intercontinental
group and Hyatt hotel used different channels which are not highly effective for increasing their
brand popularity. It includes print media, direct mail, telemarketing and broadcast media etc. it
mean through all these elements firm try to engage the different types of audience (Laurie and
Mortimer, 2019). But the fact is that all these elements are able to generate the success of
company in long run. The other reason for not properly working traditional marketing are in this
stage updated technology is not used by the firm which create negative impact on the
performance of organization. Due to bad impact in the activities of firm chances are highly
increased for decreasing their portfolio at high rate. When firm used the marketing technique in
traditional way then the communication with customers are not effectively developed.

But in digital marketing both hotel companies are using updated equipments and
technologies. It is highly essential for deliver various services to customers in time or in fast
manner. Due to the use of latest technologies communication with consumers are strongly
developed in long term. In this strategy wants and desires of consumers are completed in time by
employees of these companies (Lê Giang Nam, 2018). With help of using effective technology
different types of media or channel network are strongly developed between employee and
employer. Due to the effective network performance and productivity of company are increased
for long time. When customers received the services in time then definitely positive word of
mouth are spread easily by users. Updated equipments is a very important element for enhancing
the effectiveness of marketing activity in front of customers.
Changes in market during COVID pandemic
In COVID pandemic Intercontinental and Hyatt made lot changes in their activities for
facilitating good service and reliable product to all categories of consumers. During COVID
management of these two companies initiated various strategies for maintaining the safety and
health of the employee’s and consumers. It includes using sanitization, keeping standard and
cleanliness in the workplace area or in the table etc (Mahmoud, 2018). The other facility is that
taking online orders by customers from various locations with help of using technology. Due to
using all these facilities. Due to following all these precautions their products and services are
get popularized between their new and existing clients. The other development which is made by
these two firms is to use of AI technology in their various activities for increase the convenience
of customers effectively. For maintaining safety management must provide training to employees
for arranging the room systematically and also facilitate equipments such as mask, gloves etc. In
this way good relationship are easily maintained with consumer.

CONCLUSION
After the analysis of above data it is concluded that methods of marketing plays the major
role for developing the awareness of their various products and services in the minds of
customers. Effective methods of marketing also helps to increase the popularity of brand image
in market between competitors in effective manner. Due to using different types of marketing
strategies revenue of organization are increased at higher rate.

REFERENCES
Books and Journals
Akbar, M.B., French, J. and Lawson, A., 2019. Critical review on social marketing planning
approaches. Social Business, 9(4), pp.361-393.
Amelia, S., Salamah, H. and Sofyan, M., 2019. Effect of Marketing Strategy and Service Quality
Against the Decisions of Parents. Ilomata International Journal of Management, 1(1)
pp.31-37.
Chen, H., 2018. College-aged young consumers' perceptions of social media marketing: The
story of Instagram. Journal of Current Issues & Research in Advertising, 39(1) pp.22-
36.
Chen, Y. and Wang, L., 2019. Commentary: marketing and the sharing economy: digital
economy and emerging market challenges. Journal of Marketing, 83(5), pp.28-31.
Donohue, C., 2018. Case marketing in Nubri. Nepalese Linguistics. pp.28-32.
Laurie, S. and Mortimer, K., 2019. How to achieve true integration: the impact of integrated
marketing communication on the client/agency relationship. Journal of Marketing
Management, 35(3-4), pp.231-252.
Lê Giang Nam, H.T.D., 2018. Impact of social media Influencer marketing on consumer at Ho
Chi Minh City. The International Journal of Social Sciences and Humanities
Invention, 5(05), pp.4710-4714.
Mahmoud, T.O., 2018. Impact of green marketing mix on purchase intention. International
Journal of Advanced and applied sciences, 5(2) pp.127-135.
Mero, J., Tarkiainen, A. and Tobon, J., 2020. Effectual and causal reasoning in the adoption of
marketing automation. Industrial Marketing Management, 86, pp.212-222.
Printezis, I. and Grebitus, C., 2018. Marketing channels for local food. ecological economics,
152 pp.161-171.
Purchase, S. and Volery, T., 2020. Marketing innovation: a systematic review. Journal of
Marketing Management, 36(9-10), pp.763-793.
Sargent, J. D. and Babor, T. F., 2020. The relationship between exposure to alcohol marketing
and underage drinking is causal. Journal of Studies on Alcohol and Drugs, Supplement,
(s19) pp.113-124.
Stubb, C., Nyström, A. G. and Colliander, J., 2019. Influencer marketing: The impact of
disclosing sponsorship compensation justification on sponsored content effectiveness.
Journal of Communication Management.
Tuten, T. and Mintu-Wimsatt, A., 2018. Advancing our understanding of the theory and practice
of social media marketing: Introduction to the special issue. Journal of Marketing
Theory and Practice, 26(1-2). pp.1-3.
Yousaf, S. and Xiucheng, F., 2018. Halal culinary and tourism marketing strategies on
government websites: A preliminary analysis. Tourism Management, 68. pp.423-443.
Ziółkowska, M. J., 2021. Digital transformation and marketing activities in small and medium-
sized enterprises. Sustainability, 13(5), p.2512.