Detailed Marketing Plan for DoubleTree by Hilton: Unit 15 Assignment

This report presents a marketing plan for DoubleTree by Hilton, encompassing the organization's marketing activities. It begins with an introduction, outlining the mission and goals of DoubleTree by Hilton, which include increasing market share and profitability. A situational analysis, including a SWOT analysis, is conducted to assess strengths, weaknesses, opportunities, and threats. The plan details segmentation, targeting the middle and upper-middle class, and positioning strategies. A market penetration strategy is proposed, focusing on increasing sales in the existing market. The marketing mix, including product (premium hospitality services), price (competitive pricing), place (online and travel agents), promotion (traditional and digital), people, physical evidence, and process, is described. Finally, the report outlines monitoring and evaluation measures, such as sales performance, to assess the plan's effectiveness. The conclusion reinforces the alignment of the marketing plan with the goals of DoubleTree by Hilton and highlights the importance of evaluation measures for achieving success.

Unit 15 - Hospitality
Marketing Essentials
Marketing Plan

Table of Contents
INTRODUCTION
Mission and Goals
Situational Analysis
Segmentation, Targeting and Positioning
Marketing strategy

INTRODUCTION
 Marketing plan is concerned with plan of the organisation in which different
activities and elements are included that organisation will undertake regarding its
marketing activities. This marketing plan involves determination of mission, goals
and objectives of DoubleTree by Hilton. Marketing plan will also involve situational
analysis and marketing tactics in form of marketing mix and will also involve
measures for monitoring and evaluation.

Mission and Goals
Mission
“To become provider of best hospitality services”.
Goals
To increase market share of DoubleTree by Hilton by 5%
by 2021
To increase profitability of DoubleTree by Hilton by 10%
by 2021
To reduce marketing cost of DoubleTree by Hilton by 7%
by 2021

Situational Analysis
Swot Analysis
Strengths- Strong brand recognition
of DoubleTree by Hilton and location
where DoubleTree by Hilton is
situated is strengths of DoubleTree by
Hilton.
Weaknesses- One of the weaknesses
of DoubleTree by Hilton is lack of

Segmentation, Targeting and
Positioning
Segmentation- Segmentation for DoubleTree by Hilton is
based on demographic segmentation. DoubleTree by Hilton
targets middle-class and upper middle class customers.
Targeting- Targeting strategy for DoubleTree by Hilton is
differentiated targeting strategy in which different types of
room and hospitality are provided as per requirements of
customers.

Marketing strategy
 Marketing strategy for DoubleTree by Hilton is Market Penetration
strategy. This is a strategy that involves increasing sales of DoubleTree by
Hilton in its existing market and also through existing products. This
strategy requires DoubleTree by Hilton to adopt promotional and sales
promotion strategy for increasing sale in existing market.

Marketing Mix
Product- Product offering of DoubleTree by Hilton is
premium quality hospitality services. In addition to this
DoubleTree by Hilton also provide different facilities in
hotel including free WiFi, on-site restaurant, fitness centre,
business centre, pet-friendly rooms and executive lounge.

Cont..
Price- Price strategy for DoubleTree by Hilton is
competitive price strategy. This is a price strategy for
keeping DoubleTree by Hilton competitive.
Place- DoubleTree by Hilton is available for booking
through online, website of the hotel and in addition to this
services of DoubleTree by Hilton can also be booked
through travel agents and websites.

Promotion- Promotion strategy for DoubleTree by
Hilton is combination of modern and traditional promotional
strategy. Traditional strategy for promotion includes
promoting through print advertising and advertisement in
magazine and modern promotional strategy involves
promoting through digital media and technology.
People- People in DoubleTree by Hilton involves

Physical evidence- This involves hotel and its rooms, uniform of staff
of hotel and in addition to this interior and exterior of DoubleTree by Hilton
also is its physical evidence.
Process- process of DoubleTree by Hilton includes different processes
through which hospitality services are provided. Processes in DoubleTree by
Hilton include housekeeping services, room services and reservation services
including check-in and check-out services.

Monitoring and Evaluation
Monitoring involves observation of the plan and
practices when they are being implemented. This can be
done through direct observation and interviewing people
involved in process of implementation of marketing plan.