Assessment 3: Crowne Plaza Hotel Business and Marketing Analysis

This report presents an analysis of Crowne Plaza Hotel's current marketing plan, evaluating its business operations, product offerings, location and distribution strategies, pricing models, customer segments, branding, and promotional materials. The report delves into the current advertisement strategies, including internet-based advertisements, personal selling, sales promotion, and other marketing activities. The analysis also includes recommended new or innovative ideas, such as expanding into travel and tourism packages, and proposes a future integrated marketing plan, outlining the target market, promotional mix, and strategies for personal selling, public relations, advertising, sales promotion, and direct and digital marketing. The report concludes with a comprehensive list of references supporting the analysis and recommendations.

STUDENT NAME:
DATE
ASSESSMENT 3 HAT202
BUSINESS AND MARKETING PORTFOLIO

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TABLE OF CONTENTS
Introduction.................................................................................................................................................2
Current business operation.........................................................................................................................3
Product....................................................................................................................................................3
Location and Distribution........................................................................................................................3
Pricing models.........................................................................................................................................3
Customer segments.................................................................................................................................4
Branding and positioning.........................................................................................................................4
Current promotion and marketing materials...........................................................................................5
Appendice 1 – Product........................................................................................................................6
Appendice 2 – Location and distribution.............................................................................................7
Appendice 3 – Pricing models..............................................................................................................8
Appendice 4 – Customer segments.....................................................................................................9
Appendice 5 – Branding and positioning...........................................................................................10
Appendice 6 – Current promotional materials...................................................................................11
Recommended new or innovative idea.....................................................................................................12
Description:...........................................................................................................................................12
Applicability:......................................................................................................................................12
Future integrated marketing plan..............................................................................................................14
PLAN OVERVIEW....................................................................................................................................14
Target market.........................................................................................................................................14
Promotional Mix....................................................................................................................................15
Personal selling..................................................................................................................................15
Public relations..................................................................................................................................16
Advertising.........................................................................................................................................17
Sales promotion.................................................................................................................................18
Direct and digital marketing...............................................................................................................19
References.................................................................................................................................................20
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INTRODUCTION
This report is being presented in order to highlight the current marketing plan of Crowne Plaza Hotel
and then will recommend a future integrated marketing plan. Crowne Plaza is a multinational chain of
hotels with headquarter in the United Kingdom. It offers services to the business travelers and to the
conventions and meetings market (IHG, 2013).
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CURRENT BUSINESS OPERATION
PRODUCT
Crowne Plaza offers various services to its clients such as guest rooms, conference facilities, executive
lounge, travel desk, food and beverages, business center, parking facilities, recreational facilities, etc
(IHG, 2018). (Refer to Appendix 1)
LOCATION AND DISTRIBUTION
The Crowne Plaza Hotels and Resorts have 400 hotels and resorts in around 65 countries as it is one of
the biggest hotel brands. The hotel is comprised of a research team which determines the key locations
and distribution strategy for the project (IHG, 2015). The hotels and resorts are at the prime locations
where the distribution of the services takes place. (Refer to Appendix 2)
PRICING MODELS
The Crowne Plaza is the part of the hospitality industry. Its USP is to offer comfort to the business
travellers (Hotel Executive, 2018). As it is positioned one of the well-known brands in the industry,
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therefore, it has adopted premium pricing model. It charges premium or high prices from the
customers as their most of the clients belong from a rich background. (Refer to Appendix 3)
CUSTOMER SEGMENTS
Customer Segmentation is said to be the methodology used to divide a customer base into different
groups of people that are similar in precise ways applicable to markets such as age, interests, spending
habits and gender (Rouse, 2018). Crowne Plaza Hotels and Resorts majorly focus on business travelers,
conventions and meeting markets (Hotel News, 2011). (Refer to Appendix 4)
BRANDING AND POSITIONING
Crowne Plaza has established 3D design guides in order to confirm consistency and clarity of the hotels
and visitor experience, by influencing the hotel's individual characters.
The Crowne Plaza is the part of IHG Group and is one of the luxurious hotels. The brand does not
compromise in the quality of its offering. The time brand Crowne Plaza comes in the thought of the
customers they think about the comfortable and luxurious hotel. Therefore, the positioning of the
Crowne Plaza is the hotel with comfortable and luxury services and amenities. (Refer to Appendix 5)
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CURRENT PROMOTION AND MARKETING MATERIALS.
Advertisement- Advertisement is a communication tool used to communicate with the customers or
users of the product or service (The Economics Times, 2018). Most of the advertisement of the Crowne
Plaza is been done on the internet as compared to other channels. For example, Instagram, Facebook,
YouTube
Personal selling- Personal selling is also called as face-to-face selling through which a salesperson try to
influence the customer to buy the product or service. This field provides great value to the hotels
because all the service that is sold in hotels is done at the same location.
Sales Promotion- It is one of the important elements of the promotional mix. This method makes use
of non-media and media marketing communications for a decided time to upsurge the demand of the
customer stimulate market demand and enhance the availability of product or service. Sales promotion
of Crowne Plaza is normally utilized as package selling, and discount offer. (Refer to Appendix 6)
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APPENDICE 1 – PRODUCT
Source [https://www.serbiaincoming.com/travel-offers/hotels/crowne-plaza-belgrade/]
Source[https://www.loveholidays.com/holidays/usa/new-york/new-york/crowne-plaza-times-
square.html#view=description]
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Source [https://www.ihg.com/crowneplaza/hotels/us/en/quezon-city/mnlcp/hoteldetail/events-
facilities]
APPENDICE 2 – LOCATION AND DISTRIBUTION
Source [https://www.booking.com/hotel/jo/crowne-plaza-jordan-dead-sea-resort-amp-spa.html]
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APPENDICE 3 – PRICING MODELS
Source [http://samipress.net/how-to-create-a-premium-pricing-strategy/]
Source [(http://www.dencio.com/2013/06/the-club-lounge-at-crowne-plaza-manila.html)]
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APPENDICE 4 – CUSTOMER SEGMENTS
Source [https://www.slideshare.net/SunilKumar148/market-segmentation-33438436]
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APPENDICE 5 – BRANDING AND POSITIONING
Source [https://amandavolkmer.wordpress.com/g-my-perceptual-map/]
Source [https://www.ihgplc.com/files/reports/ar2008/index.asp?pageid=19]
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APPENDICE 6 – CURRENT PROMOTIONAL MATERIALS
Source [https://www.slideshare.net/kuceralukas/crowne-plaza-prague-fact-sheet-2012]
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