Marketing Officer Report: Comparing Hilton and Marriott Marketing

This report provides a comprehensive overview of the marketing officer's role within the hospitality sector, focusing on the strategies employed by Hilton and Marriott. The report begins by outlining the core marketing functions, including financing, distribution, market research, pricing, product and service management, promotion, and selling, and the roles and responsibilities of a marketing officer in executing these functions. It then delves into the interrelationship between the marketing department and other departments within an organization. The main body of the report includes a detailed comparison of the marketing mix (product, price, place, promotion, people, process, and physical evidence) of Hilton and Marriott. It analyzes their product offerings, pricing strategies, distribution channels, promotional activities, and customer service approaches. Finally, the report creates a marketing plan. The report concludes with a summary of the key findings and insights into the marketing approaches of these leading hospitality brands.

MARKETING OFFICER IN
HOSPITALITY

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
ACTIVITY 1...................................................................................................................................3
Marketing Functions....................................................................................................................3
Roles and Responsibilities...........................................................................................................4
Interrelation between Marketing function and other department................................................4
ACTIVITY 2...................................................................................................................................5
Comparing Marketing Mix between Hilton and Marriot............................................................5
Marketing Plan.............................................................................................................................9
CONCULSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is an important activity of any organization that help to promote brand name,
improve image and promote products and services they are offerings to customers and in market.
It is the primary component of company which help in selling of products in market. Many
strategies are used by organization to gain market advantage and high customer’s base in
company. Hilton group of hotel is founded in 1919 and offered luxury stays in hotels and villas
at global market. In this report, Hilton Hotel and their marketing elements, roles and
responsibilities of marketing they take in wider environment. Secondly, Marketing plans of
Hilton group is also created to known tactics used by other competitor, monitor and evaluate
those strategies, marketing mix of Hilton to achieve the objective and how this marketing used
by other organization.
MAIN BODY
ACTIVITY 1
Marketing Functions
The marketing function is the marketing activities which include seven function of
marketing commonly known as Financing, distribution, pricing, market research products and
service management, selling and promotion. This are further elaborated as:
 Financing marketing: to make a successful marketing campaign by Hilton, it need to be
take some money to promote the services of company in market and increase the
financial budget that help company to increase the customers conversion and promote
company to international market. This function is important as without finance marketing
activities are not able to conduct by marketing manager. The marketing strategy plan
created by manager estimate the financial budget of campaigns according to marketing
objectives and goals of company (UK and Gultekin, 2021). According to Hilton Group
market size, they need high budgets to promote at international market with their services
and benefits that are giving by them. High budgets cerate effective campaign for
company and help to gain more of customers towards company.
 Distribution: This strategy shows that how company will provide products and service to
end customers. It shows what goods and services are offering to customer by company
through different distribution channel of Company in market. This channels may be
physical or online stores which are majorly used to provide without any middle person in
channel. This help company to save cost and time and fast delivery of products to
customers. In case of Hilton group of hotel, services distribution channel is done through
online channel like website and their part website like Booking.com or tripoto. They are
working with the company and help to provide major distribution of services to
customers through attracting them and smooth functioning in international market
(Kenyon, and et.al., 2020)

 Market research: It is one of the most crucial function of marketing for any company.
Market research shows the target customers, demographic area company should be
operating and have potential customers in market can be known through strong market
research. Effective market research by organization can help to gain the competitive
advantage which is done through using tools to identifying which market and targeting
customers for company is suitable. For Hilton Company, social media is the best method
to research market where there customers are available and company can identify most
potential customers for their hotel (King and et.al., 2020). Hilton group is having their
own market research team which help company to know behavior of customers and what
they are looking in hospitality industry. The customers expectation are also elevate by
company and strategies are created after evaluate all factors from market research.
 Pricing: after the market research of company, prices are set by company according to
market expectation. Company offers price to customers which is effective and also
profitable to company. To attract customers, this prices are set according to customer’s
expectation and attractive offers are also given by company. Low process should be used
by company to attract more of customers.
 Product and service management: This function of marketing constantly changing by
company to improve their services offers to customers. This function shows which
strategies is working for company and which is not working.
 Promotion: One of the key aspect of marketing is wholly depend on promotion. To
promote company brand name and services they are offers to customers through
promotion activity done by advertisement, online marketing which is one of the most
successful marketing for promotion.
 Selling: It not a part of marketing but provide as essential ground for marketing. This
process is begin when market research is done. But is hard to covert customer from leads
to sales sometimes. To compete with other companies at international level and wider
market environment, selling price should be more effective (Ren and et.al., 2021).
Roles and Responsibilities
The major roles and responsibilities of marketing function to increase the sales volume of
company through using various function of marketing. The major role marketing played is
that marketing help company to increase the revenue through converting customers into sales
effectively. Marketing team have high responsibilities towards marketing activities as they
have targets to achieve which are monthly, quarterly and annually. The other responsibilities
major target is growth of company which is consist through strategy management, marketing
research, selling and promotion, sales, service development, finance team and human
resource department. For example: marketing team have to achieve a certain target to
converts leads into sales for company or marketing team have target to generate regular leads
for company. This strategies will increase the company growth in market and operate in
market effectively.

Interrelation between Marketing function and other department
The interrelationship between marketing function and other functional department is through
marketing department is interlink with all department of organization. Marketing function is
need as a backup to other department to perform well. Marketing function is required support
from financial department, human resource department and sales department that need
information with this department and further proceed to marketing (Mensah and et.al., 2021). For
example: If company is using 20% off on hotel stays them marketing team need to be connect
with from financial department and sales team that are working together for effective marketing
and avoid misunderstanding between each departments. On the other hand, if there marketing
include hiring employees in company, then Human resource department need to connect with
marketing department for same and then start a campaign.
ACTIVITY 2
Comparing Marketing Mix between Hilton and Marriot.
Marketing Mix HILTON MARRIOT
PRODUCT  The product of Hilton
group of hotels is that
they provide various
hospitality services
across the world
through their hotel
chains. Hotels that
provide luxury
experience which
include Hotel Garden
In and vacation suits
to customers.
 They provide a loyalty
program to their
customers under
Hilton Honor Program
which is for special
services to loyal
customers. They are
provided with special
offers and discount to
members of Hilton
hotel (Jacobs and
Karpova, 2020).
 They target segment
in market is business
segments and leisure
 Marriot is one of the
most luxury hotel
chain all around the
world. They products
is that they provide
with 3 major services
i.e. core, augmented
and actual which
provide different
services like lodging,
hospitality and resorts.
 The major of revenue
generated by company
is through Core
products i.e. Marriott
Hotels which focus on
satisfying customers
through their services
and make a unique
experience during
their stay.
 There subdivision
branches are St.
Regis, JW Marriot,
country yard are some
hotels which have
their own uniqueness

segments and
expanding their
business through
collaborating with
airlines, Cruise, travel
agents and institution
like American
express. Through this
channel they gain
their customers and
attractive offers are
given to customers.
and style of offering
to customers and
infrastructure are
made according to
themes (Belias,
Vasiliadis and
Mantas, 2020).
 Although Marriot is
also having same
strategies that other
brand follows and
same concept to
attract more
customers towards
them.
PRICE  The price policy
which Hilton is using
in specific purpose.
All prices are
differently charge
according to hotel
venue. For instance,
airport prices are
different from lake
side hotels of Hilton.
 The exclusive group
has always maintain
according to segments
a tariff is charge
according to segments
of customers to pay in
hotels. Some of
customers are given
with customer
experience which are
charge different
(Hultman and et.al.,
2021).
 In pricing method,
Marriot major focus is
to provide right
products at right price.
They decide their
price according to
value they are giving
and that satisfy
customer while
paying.
 The policies they use
to charge effective
prices to customers
without any losses in
brand image in
market. This prices
are fixed according to
market research and
market expectation
from hotel and earn
maximum revenue
after removing all
expenses from
promotion and other
charges.
PLACE  Hilton is operating in
worldwide with 103
countries which
include more than
5100 properties.
Started with US
 Marriot establish itself
in more than 120
countries all over the
world. The major
advantage of Marriot
hotels are specific

market now Hilton is
all around the world
and target western
countries.
 Hilton is more
focusing on emerging
market like Asian
countries like India.
The luxury hotels are
created by company to
provide high quality
service and
experiencing unique
stay to customers.
location of hotels in
countries which
attract customers
towards hotels like
businessmen, travelers
and tourist (Hay,
2020).
 For growth of
Marriott hotels in
countries, they are
working on various
mix channels and
include both direct
and third party
channel. This
strategies enhance the
speed or maintain and
build infrastructure
around the world.
PROMOTION  Hilton is well known
brand in world as they
are operating in
market since very
long time. They are
focus majorly on
customer’s
satisfaction and target
business customers
for branding.
 Hotel had collaborate
with business,
institute which help
them to promote their
brand in market. their
marketing strategies is
through connecting
with different groups
like banks, restaurants
and travel agents that
promote their brand in
market and services
that are offering.
 Although they are also
using online
marketing strategies
like website and social
 Marriot hotels is
totally focus on online
marketing and
promotion of brand
name and services
they are providing to
customers. As an,
international brand,
website is being
created by company
that shows all
properties details and
offers they are
providing to
customers to make
their experience
better.
 Website is also use for
booking and generate
quires which help
customers to feel
satisfy and secure
from authenticity.
However, there are
many other methods
which are used by
Marriot like videos,

media marketing
(Giousmpasoglou,
Marinakou and
Zopiatis, 2021).
image and customer
experience that attract
towards hotel and feel
the uniqueness of
hotel.
PHYSICAL EVIDENCE  Hilton hotel have a
great reach and
presence of their
properties across the
globe. The hotel is
toed up with many
travel agents and hotel
booking companies
that enhance the reach
the reach and
evidence in market.
They are one of the
oldest brands in
country which are
operating for long
time.
 Marriot hotels and
resorts are the biggest
evidence in market.
Services are
intangible but they
provide with unique
experience to their
customers by
providing a great
ambiance.
PEOPLE  Hilton hotel is
maintain the loyal
customers by maintain
the services they
provide, highly
qualified staff and
market image they are
having. As business
executives is maintain
the customers and
important to provide
high quality in
hospitality industry.
The customers
support, running desk
where staff are used to
connect with
customers.
 Marriot major priority
is provide high quality
service to their
customers. The staff is
trained in manner that
provide highly
satisfied experience
and unique during
their stay in hotel.
They trained there
employee in manner
that motivate and
deliver outstanding
services to customers.
PROCESS  Hilton hotel is
considered as the one
of the best Hotel chain
management in world.
The process of service
to provide consistent
to customers. The
 Marriott has provide
business process in
place to give high
quality service,
comfortable stay for
customers and
effective booking

reliable process and
maintained supply
chain management
help to reduce cost of
management.
through online and
offline. In order to
keep customer
satisfied Marriot work
with a transparent
process which can be
seen by customers and
other that motivate to
use the effective
process which is user
friendly.
Marketing Plan
Marketing plan is detail outline of future marketing strategies that company use t promote
their brand name and attract customers towards organization. As, marketing plan include
overview of business, advertisement goal and target audience and market that leads to
achievement of end objectives. However, marketing plan of Hilton Hotel can be illustrated as:
Marketing Plan
EXECUTIVE SUMMARY
The marketing plan of Hilton hotels is to provide with new attractive offers after covid -19 hit
the world. To improve the hospitality industry and bring stable again in market through
offering various offers and to attract the customers towards hotels and gain trust towards
various steps had taken by hotel for their safety and protection. They are planning to
expanding there operation through online presence and gain number of customers. The
recourse used for customer’s protection are high quality products and use them in full
efficiency to provide a safe stay for consumers. So marketing plan has include information
related to future strategies that help company to survive in unstable market.
SITUATIONAL ANALYSIS
Marketing Manager of Hilton has conducted situational analysis in order to know current
trends in market and find alternative strategies that help and lead to growth of Hilton Hotel.
Pest is used for situational analysis as it helps company to in find out external factors such as
policies, economic condition, social and environmental which can affects business operation.
This are:
Political factor: The UK market is affected very much after BREXIT had affect the UK

economy. This political factor has affected Hilton hotel very much as now this affect operation
of hospitality industry majorly. The Hilton hotel had face huge losses after withdrawal and
bring uncertainty in economy that leads to recession n economy. Rules and regulation pf
political parties after Covid-19 to remain shut in hospitality industry for safety and precaution.
Hospitality industry is being affected very much and cause huge losses from this two major
situation (Sönmez and et.al., 2020).
Economic factor: There are many economic changes that impact on growth and sustainability
of Hilton hotel. Firstly this COVID -19 bring whole shut on hotels all around the world and
after that Brexit that cause high recession in country. This affect the economic condition of
country and ultimately impact on the hotels of UK. It cause high losses to companies, create
unemployment and reduce disposal income people. Therefore, Hilton hotel reduce their fair
charges for staying and offers many attractive offers to bring out from losses.
Social factor: Needs and preferences of people are dynamic and keep changing as per recent
trends in society. The preference to travel and stay in hotels are very less in countries which
affect the company operation and unable to meet the regular cost. To generate revenue, Hilton
hotels are offering very low prices and increase their services for customer that attract
customer towards hotel and spend a vacation with hotel.
Technology factor: With globalization, there are high development in technology that has
influenced company to make use of it while delivering services to customers. Same as, Hilton
is using high technological tools in hotel that make safe and secure to customers and spend
their time without any problem (Canhoto and Wei, 2021)
MARKETING OBJECTIVES
 To increase sales volume with 25% through online marking till 2021 end.
 To increase in Hilton Loyalty Program with 10% in current year.
 To promote the safety and precaution which are using by Hilton hotel to attract
customers towards Hotel.
 To build a strong brand image in Hospitality market to attract customers by offering
low prices and high services.
STRATEGY
For achievement of above objectives marketing manager of Hilton hotel gad decided to make a
use of STP strategy to retain high volume of customers in hotels. The involvement of STP in

growth of company is as follows:
Segmentation: Marketing manager of Hilton Hotel decided to distribute employees on the
basis of psychological, demographical, geographical and other basis so that definite strategies
can be create to influence them to be part of most prestige hotel. Therefore, in demographic it
has divided people on basis of age, caste, gender and religion. Physiological is second factors
as diverse individual has different expectation as well as taste and preferences and this type is
able to decided service to be offered target customers. On the hand, manager had also
segmented in according to geographical location that able to attract customers that are looking
for hotels in particular area (Ghazaryan and et.al., 2020).
Targeting: Hilton hotels has targeted people that belong to business working and travellers
from, income that is from high to medium group. However, digital marketing manager has
planned to target mainly business and travellers that are more interested staying in luxury
hotels.
Positioning: It can be said that Hilton has effectively positioned itself in hospitality market in
terms of providing qualitative service to customers at effective prices. Strong brand image
positivity helped in growth and expansion of hotel.
BUDGET
Expenses Amount
Marketing expenses £10000
Electricity £1000
Stationary £200
Wages and salary £4000
Miscellaneous £300
Total £15500
ACTION
Marketing manager had taken major action and planned to take necessary steps to implement
strategies to attain objectives of Hilton Hotel within time limit to cover losses (Gannon and
Taheri, 2020). Manager clearly define roles and responsibilities that need to be performed by

every marketing individual in team
CONTROL
For controlling and monitoring, marketing manager had use technology as it help to record
information of customers and performance of team. Hence, manager can able to identify the
actions taken to achieve objectives and improve the overall performance.
CONCULSION
The above report shows that Hilton hotels is marketing function is which shows the
selling, promotion, distribution and financial etc. are cover under the function of marketing. The
roles and responsibilities which are played by marketing function is very important as it directly
impact on brand image and sales. Marketing functions are highly inter related to every
department of company and work by communicate with them. Secondly, marketing mix of
Hilton hotel and Marriot hotels which are top performing in their field and have high customers
base. Lastly marketing shows how Hilton can cover the losses occurs from Covid-19 and Brexit
effect in UK. The marketing strategies are cover STP and PEST to know external factors and
budget for preparing marketing plan. Hence control and monitor to achieve the objectives of
marketing plan.

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