Hilton's Marketing: Customer Relations and Communication Strategies

This report provides an in-depth analysis of the marketing principles adopted by Hilton Hotel, a leading organization in the hospitality industry. It describes the key principles of marketing, including the 7Ps (Product, Price, Place, Promotion, Physical Evidence, People, and Process), and explains their importance in Hilton's strategic planning and rational decision-making processes. The report also explores the concepts of segmentation, targeting, and positioning, as well as innovation in products to meet customer needs. Furthermore, it details customer relationship-building and communication strategies employed by Hilton to increase sales, emphasizing the importance of customer satisfaction and loyalty. The analysis includes a situational analysis of Hilton's strengths, weaknesses, opportunities, and threats, and examines the company's competitive advantages and strategic decisions to maintain stability and increase profitability.

PRINCIPLE OF
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Describing the key principles of marketing adopted by Hilton ................................................3
Explaining the importance of marketing in strategic planning and rational decision making of
Hilton...........................................................................................................................................5
Explaining concept of segmentation, targeting and positioning & innovation in products to
meet customer needs....................................................................................................................8
Describing customer relationship building and communication stargates to increase sale........9
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Principles of marketing are agreed up innovative organization that is used by
companies in order to choose and implement effective strategies. In the current era, it is
important for organization to execute effectual marketing principles in order to gain competitive
advantages so that higher profitability and sustainability can be derived. The current report is
based on Hilton hotel which operates in hospitality industry. There are various types of service
provided by the company as hotel and resort which comprises reception guest, room and food
restaurant v, etc. present report will involve marketing principles and marketing mix so that
related objectives can be accomplished. It will give emphasis on the importance of marketing
in strategic planning so that rational decision can be made by linking these with strategy and
functional areas. Current case study will focus on describing concepts of segmentation,
targeting and positioning of specific product or service offered by company. This will include
techniques to enhance their relationship & communication process for increasing sales.
MAIN BODY
Describing the key principles of marketing adopted by Hilton
Marketing principles play significant role in enhancing the company's procedures efficiency so
that profitability can be increased. There are various companies in hospitality industry that
provides services to customers which creates competition for Hilton Hotel. There is larger
competition in hospitality industry which requires to be prompt and effective in order to
implement marketing principles so that higher ability to increase revenue can be provided.
Hilton applies 7Ps that comprises product, price, place, promotion, physical evidence, people
and process (Palmatier and Crecelius, 2019). These principles highly contributes in gaining
stability and efficiency in sector. Hilton focuses on being integrated and relevant global player
in international platform for driving higher sales. Marketing mix is the tool which is taken
into consideration by Hilton to influence demand. It involves giving consideration on 7Ps so
that it can be ensured regarding efficient functioning of these.
Product
Hilton hotel is one of the leading organization of hospitality industry that provides full
services like meeting, wedding, food & beverages, swimming pools, gifts shops, banquet
facilities, event, restaurants, lounge, retail and other kinds of services are provided by the
specified organization. Product is the commodity that is purchased by customers from

business. In case of Hilton the product offered by organization is rooms that are utilized by
customer for specified period of time. In addition to this, additional products offered by Hilton
to its customers involves online reservation for bar & restaurant along with news paper and
magazines fro travellers, etc. Hilton ensures that its products are offered by firm in effectual
manner so that higher quality can be maintained.
Place
In this element, all the places which are used by firm to distribute service is included.
Hilton largely give emphasis on its official website from where targeted audience can place
order to for food, beverages, room and bar services (How to use the 7Ps Marketing Mix, 2021).
The specified organization operates as international company that can be validate by
concentrating on number of 100 countries in which it operates. It pay attention on facilitating
convenient application made available for registering with internet it allow the targeted
audience to book the table or room according to their requirements in prior basis so that higher
conversion rate can be derived. There are different kinds of specialized application as well that
assist the firm to get appropriate conversion cycle.
Price
Thee are different forms of pricing strategies which are utilized by the businesses in
order to attract customers (Lilien, Rangaswamy and De Bruyn, 2017). It involves economy,
premium, skimming and penetration strategies that has certain different criteria in order to fulfils
business objectives. Hilton as being player of hospitality industry focuses on ensuring higher
quality promise. For accomplishing the purpose of ensuring regarding higher quality firm
charges premium price. The main reason for charging such premium price is related with its
product offerings like five & four star rooms which usually booked by high standard class
travellers. Hilton permit company to permit to achieve benefits like high status, luxury, etc.
Promotion
it is concerned with focusing on customers by utilizing specific sets of advertising and
promotional strategies. Hilton as being operator of hospitality industry it uses the effectual
strategy that is largely focuses on providing higher customers satisfaction (Porral and Stanton,
2017). Mentioned firm majorly collaborate with various other companies like different food
providing restaurants and payment so that diversification of offerings can be obtained as
competitive advantages. There are several other tactics as well taken into practice by the firm as

its promotional strategy which involves social media marketing, display and email marketing,
etc. Hilton highly concentrate on resolving customer feedbacks by providing suitable course of
action.
Physical evidence
Hilton is having higher reach to customers through covering larger market share. The
specified entity as well have taken action to collaborate with the different websites and hotel
booking chains in turn its reach and evidence can be derived (Hajjat, 2021). Hilton as being
participant of hospitality industry ensures that it can positive attract & retain customers for
longer duration. Market leaders majorly focuses on tough competition mitigation through
evidencing the higher markets hare in sector.
People
Hotels and resorts highly rely on making existing customer loyal & attracting potential
customers. There are variety of course of actions taken by the companies in order to give larger
focus on attaining loyal for which it maintains its quality of services , behaviour of staff and
inclining brand image (Ang, 2021). It is important to provide the hospitality sector to formulate
running support desk, customer service and organizing effectual brand image through executing
different entertainment events fro the clients visiting hotel so that strong ability to reach success
can be derived.
Process
Hilton hotel and resort is one of the most organized organization that has largely
reliable and systematic procedures (Samatovich, 2021). In its operational practice s Hilton has
maintained ability to get good supply chain management in turn continuity can be derived. Its
procedure are conducted with aim of declining cost & inclining profitability.
Explaining the importance of marketing in strategic planning and rational decision making of
Hilton
Marketing play important role in facilitating effective decision making, declining uncertainties
and providing satisfactory customer services. These play significant role in identifying
prevailing opportunities, analysing marketing threats etc so that suitable approach required in
planning to strategically handle issues and met objectives can becomes possible. Marketing in
Hilton hotel concentrates on segregating silos and focusing on improving performance. It

provides assistance in building brand, forecasting demand, promoting sales in turn higher
loyalty can be derived.
There are variety of strategies for marketing which comprises competitors analysis,
brand equity, distribution strategy etc. It is highly important for the Hilton to look at its financial
position in industry in turn better strategic planning can be derived. One of the most important
strategy of Hilton is to build trust & confidence among customers so that loyalty can be derived
in targeted audience. There is five essential steps in strategic marketing process which
comprises mission, situation analysis, marketing planning, mix and implementing & controlling
in order to be prompt and effective it is important for the company to mainly pay attention on
the established goals so that proper ability to analyse the desirable position can be derived
(Mason, Narcum and Mason, 2021). Hilton as being international organization has mission of
providing higher quality, increased sales, profitability, etc. It as well focus on conducting
situational analysis for understanding customer needs, modification in products, focusing on
collaborative working culture, etc can be evaluated. There is concentration given on applying
suitable approach as per the required need of market via executing premium pricing and strict
guidelines for distribution can be assessed. There are various departments in Hilton which are
integrated in order to make all functional areas productive. Controlling procedure in strategic
planning is executed for achieving ability to identify lacking areas in turn needed improvement
action can be implemented.
In its situational analysis strengths, weakness, opportunities and threats are ascertained.
Hilton concentrates on eliminating threats by working on its weakness and strength providing
factors in order to grab maximum opportunities (Kohli and Haenlein, 2021). On the basis of
situation of the situation analysis it can be assessed that Hilton hotel has strengths expensive
experience, effectual customer retention schemes, etc. on the other side, high level of debts,
less global marketing share, lack of flexibility, etc. there are various opportunities like market
expansion, strategic alliance, etc and on the others side threats are macroeconomic climate,
political instability, etc.
Competitors analysis as will contribute in taking strategic decisions by recognizing the
competitive edge in effectual manner. For overcoming cut throat competition it is essential for
the enterprise to be in position to derive competitive benefits so that stability can be derived. In
order to get the proper stability organization has highly focused on increasing quality,

customer retention scheme, property portfolio, providing higher level of client satisfaction,
giving extensive experience and having vast scope of business.
The most important and strategic decision of focusing on liaise with other departments
so that objectives can be fulfilled. In its house keeping, front desk, operational, sales and
marketing department Hilton ensures that company is largely paying attention on increasing
collaboration in turn higher productivity can be attained. Hilton 's marketing strategy is ensured
that it is connected and align with the business. In addition to this, focuses on achieving
marketing goals by executing appropriate campaign like digital marketing , etc. allocating
available resources to align with predetermined goals. Hilton has the marketing goals like higher
conversion rate, providing better awareness to increase brand image, etc. which can be meet
with help of stated strategy.
There are various crucial decisions taken by the firm to cover higher market share. It
includes proper analysis of market need by conducting the survey and taking feedback from the
clients visited hotel so that ability to understand their level of satisfaction can be determined.
Hilton highly pay attention on increasing profitability by in enhancing customer experience
through enabling them to achieve greater satisfaction so that conversion rate cycle can be
attained (McDougal and et.al., 2021). It becomes essential for organization to be efficient in
meeting customer needs, adapting right pricing strategy, formulating utility, forecasting and
inclining demand, ability to remove competition, etc. Hilton manages to provide only relevant
information regarding offerings so that greater reliability, completeness, timeliness, etc
features can be derived. It permits company to gain trustworthiness and credibility in industry
via covering larger marketing components.
Effectual marketing strategy like STP, marketing mix, etc are adopted by organization
that are useful in meeting the organizational objectives. There are distinct kinds of features
attained by Hilton that drives sales in upward direction. With help of marketing mix strategy it
becomes able to get integration in all of its organization. Marketing strategy focuses on
achieving sustainable strong customer relationship so that higher loyalty can be sustained
among targeted audience. In order to reflect its brand Hilton continuously effort on product
innovation, marketing creative and customer connections. Marketing strategy on social media
is executed by ensuring that there is proper business strategy ,sales, IT, analytics, pricing,
finance and other functional areas. Marketing function helps sales depart to make sales through

sharing information with production department so that market forces can be met. IT and
research & development departs contributes in analysing market need so that customer can be
attracted by highlighting those feature which can accomplish such requirements. Market mix
and STP is executed by ensuring proper application so that effectual coordination , integration
and ability to derive higher productivity can be obtained.
On the basis of above information it can be identified that Hilton sues mentioned kinds
of tactics for having strategic planning so that proper processing can be derived. It allows
company to attained by ability to identify relevant factors like market trend, prevailing
competition, economic situation, etc. to take suitable course of action to decline adverse impact
on company.
Explaining concept of segmentation, targeting and positioning & innovation in products to meet
customer needs
There are various strategies which need to be implemented in order to gather higher contact
with customers. In modern era,it becomes essential for the company to pay attention on
increasing the research & development so that changing requirement of customers can be met.
Customer taste and preferences are need be ascertained by companies so that capability to
attract larger number of consumer can be derived. For this purpose Hilton requires to develop the
innovative service or product for reaching desirable position in sector.
Hilton can offer the service of providing electronic luggage tags so that ability to
provide higher security can be provided. There are various issues that arise in hotels regarding
theft, damage, etc. It become essential for the company to be in position to ensure clients that
they are getting significant security of their belongingness (Ratnapuri and et.al., 2021). The
features of electronic tag comprises s haring alter with staff in case of getting damaged and
misplace. It will permit t Hilton to be in condition to share to get trustworthiness among
targeted audience so that higher profitability can be obtained. This will give assistance in
having larger hotel service optimizations system which can incline customers conversion rate.
This will significantly permit company to attract customers by assuring that their luggage will
be safe in turn their motivate of visiting particular with worrying about their belongings can be
achieved. These can contribute in increasing sales through offering this innovative service in
hospitality industry.
Segmentation

Market segmentation is concerned with focusing on the customers who are interested
in buying the offered goods and services. It is exerted by focusing on four factors like
geographical, demographical , psycho graphic segments. On the basis of this it can be evaluated
that firm is having demographic and geographic factors for segmenting the market. In addition
to this, Hilton focuses on the middle and senior aged professionals with high level of income to
upper social class. In offerings of new service like electronic tags on the language so that
customer who posses higher expensive budgeted items so that their on objectives of protecting
can be accomplished. These provides higher benefits to the organization to achieve the
profitability via declining cost of attracting customers towards the offerings.
Targeting
It is concerned with assessing the next step in which bets opportunity can be
identifying. From the innovative service offered to the targeted audience it can be justified that
optimize satisfaction to higher & middle class people can be targeted.
Positioning
This is associated with positioning opportunities that will help to respond unmet desire
in the market which can be fulfilled. The positioning strategy of Hilton regarding the innovative
service offered can be created by ensuring security facto which is crucial while staying at hotel.
STP is one of the crucial strategy that can be accomplished by firm in order to derive
higher profitability to segregating vast market, targeting and positioning in industry (The
segmentation, targeting, positioning (STP) marketing model, 2021). It can be assessed that
Hilton ensures to maintain positioning through specifying quality factors in industry.
Segmentation, targeting and positioning is crucial for the company to get positively affected so
that higher growth can be derived.
Describing customer relationship building and communication stargates to increase sale
There are variety of pattern which can be utilized by firm to increase sales through
focusing on increasing the level of customer satisfaction. Hilton can use different kinds of
strategies to build effectual customer relationship. The major factor while building relationship
with clients it becomes essential for the firm to give emphasis on effectual pattern of
communication so that fair, accurate, reliable and relevant information on timely basis so that
customer can get full disclosure. It comprises focusing on communication tactic that requires to
be active listen and providing only crucial information by eliminating irrelevant components

which provides assistance in maintaining positive attitude. Better relationship with clients can
be established by Hilton through offering relevant discounting offers, etc. so that reward feeling
can be obtained by them.
Customer relationship building strategy is concerned with making sure that clients have
positive perception regarding the company's products and services. This can be attained by
taking feedback on frequent basis so that lacking areas that are leading to dissatisfaction can be
removed (Lim and Seo, 2021). This allows to set two way communication pattern in order to
have proper ability to connect with customers to provide satisfaction. Launching multinational
programs can as well enable in giving opportunities to buyers to get connected with firms so
that awareness can be attained (Bonaparte, 2019). Sales revenue can be enhanced by providing
personalized interaction, requesting feedback, utilizing modern technologies, etc This can be
obtained by responding quickly via using different communicational channels like live chat,
mail, print media, social media, etc. Giving accessible and well informed data may aid
buyers to take strategic decision which increases trustworthiness and then lead to enhance sales.
On the basis of this it can be identified that Hilton can focus on providing more innovative
products, rewarding loyalty, etc can help in building better relationship with customers.
Customer relationship building strategy involves taking feedback for improving, communicating
crucial information, customers service etc. Hilton should focus on using relationship marketing
communication strategy to build effectual relationship with clients so that higher satisfaction
towards the products & service offering can incline sales and profitability.
CONCLUSION
From the above report it can concluded that principles of marking is essential for
building accurate marketing strategy. In addition to this, current report has included marketing
mix which involves product, price, place, promotion, physical evidence, process and people.
These principles highly contribute in achieving ability to utilize appropriate marketing strategy
in turn covering larger market share becomes possible. Present report has involved the
importance of marketing is that it allows to spread awareness, beating competition, etc. Current
case study has given emphasis on describing segmentation, targeting and position of
innovative service for meeting customers needs. It has involved communication strategies like
social media, official website, taking 360 feedback system, etc so that information can be

provided to customers. Customer building strategy involved in present report is providing after
sales service, taking timely actions to improve the same, etc.

REFERENCES
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How to use the 7Ps Marketing Mix. 2021. [Online]. Available through:
<https://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-
the-7ps-marketing-mix/>
The segmentation, targeting, positioning (STP) marketing model. 2021. [Online]. Available
through: <https://www.smartinsights.com/digital-marketing-strategy/customer-
segmentation-targeting/segmentation-targeting-and-positioning/>
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