Hilton Hotel: Developing a Marketing Plan for New Spa Service

This report provides a comprehensive marketing plan for Hilton Hotel's new spa service, analyzing various aspects of the campaign. It begins with an introduction to marketing concepts, followed by a detailed examination of the campaign's goals, including adding value through tailored spa experiences and improving profitability. The report explores campaign insights, targeting strategies, and the application of the 7Ps of marketing. It also discusses key campaign messages, the use of gorilla marketing techniques, and the development of a media plan and budget. Furthermore, the report addresses ethical marketing considerations and provides a budget breakdown for spa equipment. The report concludes with an overview of how the marketing plan impacts both consumers and the organization.

Principles of Sales and
Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In order to consider marketing plan, it can be stated that it helps to develop products and
services in the business to meet with needs of target market. With the help of good marketing
plan, customers understand products and services better and different from competition. In the
present study, marketing planning determines roles and responsibilities to accomplish goals of
the enterprise (Kotler, Burton and Armstrong, 2015).
In the present study, Hilton hotel has been selected that consider new Spa service which
is implemented with added value in the hotel. Furthermore, they focus on improve profitability
and drove guest satisfaction.
For gaining insight information of the present report, it covers understanding of
marketing and sales concepts. Furthermore, it demonstrates marketing theory with formulation of
marketing plan. Moreover, it considers Gurrilla techniques which provide overview of campaign
planning that include timescale, budget, segmentation and ethical consideration. At last, impact
of marketing from a consumer and organisational perspective.
MAIN BODY
In order to create successful marketing plan, it can be stated that stages of marketing
campaigns and key issues need to be include in the plan. This campaign plan must be structured
to consider spa services in Hilton hotel. This hotel is global brand with strong and remarkable
reputation in hospitality industry. Over 570 locations across the country, the company provides
products and services. Furthermore, there are different types of marketing concepts can be
considered that implemented in the chosen business (Ahmad and Saidalavi, 2018). For instance,
production concept which define that consumers will favour products that are available and
highly affordable. It is one of the oldest marketing concept and apply for increasing sales of the
organisation. Moreover, as per sales concept, it can be stated that business produce goods which
is anticipated in profitable return manner to attempt and persuade consumers to purchase. Hence
concept of selling approach is often advanced in which business is as justification for being
especially aggressive in marketing campaign to promote sales (Cummins, Peltier and Simon,
2015). With respect to added value, it can be stated that following campaign marketing plan
consist in the business:
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Campaign goals and tracking: With respect to accomplish goals and targets, it can be
stated that Hilton hotel has goal to introduce new service in the business that is spa service. In
order to add value in the spa services, it includes tailored energizing workouts which followed by
facials, development process that is essential for body. Furthermore, manager of the organisation
consist their effective process for spa services with oils that are very effective for our body. With
respect to improve its brand and attract several customers, it is essential to satisfy several
customers needs and bring competitive advantages. Promoting this type of services helps to
deliver services that are included essential oil that can be beneficial to focus on consumed part
with water (Averina, Kolesnik and Makarova, 2016). Along with this, manager of the chosen
business has goals to meet with different marketing aspect which is designed to solve issue and
problems to gain more profitability. Furthermore, the organisation able to identify spa service
segment to know access of this service which is based on demographic and behaviour of
customers. It helps to contribute and creating competitive services which based on benefits of
essential oils and prices of services.
Furthermore, in this aspect 7ps of marketing theory implemented which show, product,
price, place, promotion, physical evidence, process and people. In the selected business, spa
service implemented with using following elements in the business:
Product Hilton hotel consider spa service as their product which is distributed
to customers as per their needs and demand (Armstrong, Kotler and
Gaudet, 2015).
Price The chosen organisation consider competitive pricing strategy that
would be helpful to gain more profits with competing different
businesses in market.
Place In all different branches of Hilton hotel, spa services marketed.
Promotion With celebrity endorsement, the selected business promote their
products and services to attract several customers.
Process In the chosen business, campaign marketing plan considered as a
process which helps to regulate different functions and operations to
fulfil demand and requirements.
Physical evidence Moreover, in the cited firm for new service they great reach and
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presence of its working properties across the globe. As a result, group
has tied with many websites to increase its reach and evidence in the
market (Armstrong, Kotler and Gaudet, 2015).
People Target market and people are directly related with Hilton hotel. Hotel
business deals in worldwide so that it helps to increase loyal
customers towards spa services.
Campaign insight and targeting: Hilton hotel targetting all types of customers. Mainly
young generation of people targetting for this service by hotel. Brand is also considered to stylish
and forward thinking which emphasis on implementing sustainability projects of their hotels.
There are some strong points of the hotels are smart rooms with functional design and
personalised preferences services. New service implemented by Hilton and when it is
implemented for added value, profitability can be successfully improve. With this consideration,
business tools and marketing strategies uses that increase bottom line profits (Dumont,
Vanloqueren and Baret, 2016). Moreover, spa programs develop with high levels of quality
assurance which is supported by operational practices and audited by brand standards.
Progressive training and team development are main factors that helps for new service. Spa
concept is implemented at more than 30 locations which brought 19% growth in profits. Over the
improvement in year, spa guest satisfaction develop that helps to increase several numbers of
customers. Along with this, in respect to targetting analysis competition and their promotion is
also good element that look to rely on competition pricing. Setting price is also important part of
marketing which increases profit margin as well. Encourage to customer loyalty also identify
opinion of leaders and advertising with using promotions which is essential step in marketing of
new service work (Ford, Honeycutt and Joseph, 2015). Customer persona considered to focus on
online branding that helps to take support which based on understanding multichannel journeys
with using social media.
Key campaign messages and offers: With respect to consider key campaign message,
targeting techniques is the important consideration of sales practice which helps to set plan for
targetting. As a result, implementing targeting technique is one of the important consideration
which execute team to develop ideal targets together. Moreover, email templates also using to
get success with new prospect for spa services, met at conference, current customer using
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competitors, etc. In order to make positioning of the Hilton hotel, it can be stated that spa
services develop successfully to target several numbers of audience. In this regard, Gorrilla
marketing technique has been considered by manager as an advertisement strategy that helps to
promote spa services in different areas. At different place of the country, it includes getting
attention of public (Kotler, Burton and Armstrong, 2015). This marketing is done in public
places such as shopping centres, parks or beaches to attract more audience. This advertisement
replaced other traditional elements such as print, radio, television and direct mail. Moving from
these channels in the market helps to advertise and find new strategies to get commercial
messages to the consumer. This strategy is alternative strategy which taking by consumer to
make big impression for particular brand. It turns to create products that are being marketed.
With the help of this strategy of marketing, the chosen hotel can give message to increase
engagement with more products and services with spa services. This is because, it helps to
design and create memorable experience for consumer. It also develops likelihood from which
consumer interact with campaign. As a result, position of the company is successfully developed
to provide more product and services in the market. It creates successful campaign that engage
and convert audience (Olsen, Wagner and Thack, 2016).
Campaign media plan and budget: There are several kinds of media channels which
helps to influence target audience. In this consideration, it can be stated that sequence and
integration of media activities helps to promote more desired level of results at workplace. Media
channel is defines as means which used to transmit message. Promoting this type of service
include more different types of consumers with essential oil. Hilton hotel added loyalty programs
and free samples of the spa services which include essential oils which provide teaching on how
many benefits can be develop with different tools such as flyers, association with travel agencies
that help to the enterprise. In addition to this, using celebrity endorsement is great idea. There are
several other ways of making this spa services marketed from word of mouth from previous
customers base (Cummins, Peltier and Simon, 2015). Reputation of the hotel and services trails
on temporary discounted rate which include holiday package in great aspect. In terms of
marketing, there are different kinds of theories stood with test of time. When products and
services are designed to solve customer problems and issues to meet with their needs.
Segmentation of marketing is vital part which helps to look upon access of these services based
on demographics and behaviours of customers. Along with this, marketing mix strategy can be
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successfully designed with using different theories such as 4p's of marketing strategy. In order to
determining marketplace which they want also contribute to create competitive services which
based on benefits of the essential oils and prices of the services (McDonald and Wilson, 2016).
Campaign asset production: With respect to consider campaign asset production, it can
be stated that marketing plan of Hilton hotel consider realistic look at competition and position in
the marketplace. As a result, conversion model budget can help to make accurate outcomes and
managing assets to form of the campaign.
Impact of ethical marketing
Marketing ethics addresses the principles and standards which define acceptable conduct
in the marketplace. In this regard, each individual consider right versus wrong in which they are
generally agreed upon rules in proper way for market products and services. In Hilton hotel, it
impacts positively for creating solidified plan as it is generally helps to make right decisions for
the enterprise (Averina, Kolesnik and Makarova, 2016). In addition to this, for developing new
spa services, it also pertains everything to protect customers from health and safety of consumers
which present honest and straight forward advertising. This is because, making decisions
regarding product pricing and protecting customers for data and privacy. In other words, it helps
to take decisions that what is right and what is wrong. As a result, it can be stated that it
represented easier to do better things with getting great rewards in terms of consumers and their
attitudes, perception and buyer behaviour. There are several principles regarding ethical
marketing. For instance, marketing communication share common standards of truth (Explore
the strategy of ethical marketing, 2018). Furthermore, marketing professionals abide with the
highest standards of personal ethics. Marketers must be transparent about pay which endorse
their product. Ethics should be discussed openly and honestly in all marketing decisions.
Budget for spa services
Equipments Budget
Cost for each Total cost
Basic spa equipments
Stool for aestheticians £125.00
Reception desk stool £200.00
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Pedicure Ottoman £450.00
Magnifying lamp £250.00
Hot towel cabinet £280.00
Pedicure cart with foot-bath massager £400.00
Facial streamer £500.00
Facial vacuum and spray machine £550.00
Manicure table and light £650.00
Reception area furniture £700.00
Massage table £480.00
Reception desk £580.00
Facial chair £380.00 £5,545.00
Optional equipments
Steam cabinet £400.00
Vichy shower £250.00
Scotch hose £400.00
Jacuzzi tub £280.00
Swiss shower £380.00
Hydrotherapy tub £300.00 £2,010.00
Miscellaneous supplies
Manicure/pedicure supplies (Polish, buffers, etc.) £450.00
Massage and essential oils £300.00
Massage cream and lotions £250.00
Towels and spa garments £480.00
Retail inventory (Candles, oils, healing stones, etc.) £600.00 £2,080.00
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Total cost budget £9,635.00
From the above budget, it can be stated that total £9,635.00 require in Hilton hotel for
their spa services. There are different types of tools and techniques has been used that assists to
gather more effective use of the product and service. It helps to communicate several advantages
which signify several activities in the business. On the basis of different types of equipment
quality, the selected business can successfully develop their services to attract different people. It
also increases advantages to setting appropriate plan. As a result, product can be successfully
develop to focus on supply different kinds of spa services (Ahmad and Saidalavi, 2018).
Marketing timeline
In order to accomplish objectives and goals of marketing, it can be stated that following
activities included that assists to develop spa services in Hilton hotel. It is also helpful
consideration to look over creativity and gain more business plan in positive consideration.
Activities 2 Weeks 2 Weeks 2 Weeks 2 weeks 2 Weeks 2 Weeks 2 Weeks
Strategic
planning
Marketing
goals
Schedule
Communi
cations
Sales
support
Metrics
Campaign execution: It is last step of marketing campaign in which plan can be
successfully implemented with testing. As a result, it assists to attain overall goals and objectives
which sequence spa services to lead with desired level of results. Furthermore, Hilton hotel need
to focus on appropriate work and creativeness which integrate media activities in appropriate
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manner. According to market analysis, it can be stated that competition activities identify which
would be beneficial to do promotion (Izberk-Bilgin and Nakata, 2016). It is also good point to
look upon price competition as well. Setting of price is important part of marketing so that profit
margin is needed in it. With the help of encourage customer loyalty, the chosen business execute
their spa services. It will also helpful to using celebrity endorsement with great idea. This spa
services also marketed with word of mouth so that it helps to increase reputation of the
organisation in positive manner. Along with this, temporarily discounted rate included in holiday
package that would be a good way to increase effective consideration. With the help of essential
oil for body also helps to encourage great satisfaction to focus and create services that can be
satisfy customer and attain competitive advantages. Promotion of service include several benefits
to customers internally and externally as well. In addition to this, it can be stated that brand is
also considered to be stylish and forward thinking which can be emphasis on gaining
sustainability project of hotels. Functional design and personalised preferences services helps to
look upon added value (Järvinen and Taiminen, 2016).
CONCLUSION
From the above report, it can be stated that marketing plan consist for spa services in
Hilton hotel so that it helps to successfully reach towards target audience. Furthermore,
campaign marketing planning steps included which helps to maximise revenue from maintaining
its market and leading in particular position. Moreover, marketing mix of the chosen
organisation successfully develop that assists to target several customers from different areas of
the world. On the basis of budget, it can be summarised that there are several expenses incurred
to implement spa services in the enterprise. As a result, it can be stated that timeline activities
helps to deal with brand names for accomplish purpose of the business.
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REFERENCES
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Online
Explore the strategy of ethical marketing. 2018. [Online] Available through:
<http://www.marketing-schools.org/types-of-marketing/ethical-marketing.html>.
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