Marketing Plan for Hilton's Motto Urban Micro Hotel in Glasgow City

This report outlines the marketing plan developed for Hotel Hilton's new Urban Micro hotel chain, "Motto with Hilton," in Glasgow. It begins with an introduction to marketing plans, emphasizing objectives, strategies, and target audiences. The plan includes a detailed SWOT analysis of Hilton, examining its strengths, weaknesses, opportunities, and threats, followed by an analysis using Porter's Five Forces to assess competitive influences. The marketing mix (4Ps) is thoroughly discussed, focusing on place, price, promotion, and people strategies tailored for the target market. The plan also addresses segmentation, targeting, and positioning (STP) strategies, along with a budget and evaluation methods to measure the plan's effectiveness. The report concludes with a summary of the marketing plan's importance and recommendations for future improvements, emphasizing the need for customer-centric approaches and continuous evaluation.

Marketing essential

 Marketing plan is blueprint of marketing efforts made by any organisation.
 It covers marketing objectives, promotional strategy, budget, deadline,
information about target audience etc.
 Present study discuss marketing plan made by Hotel Hilton marketing
manager for company’s new Urban Micro hotel chain “Motto with Hilton”
in Glasgow city.
INTRODUCTION

 Marketing goals and objective convey purpose of particular marketing
plan. These objectives must fulfil the S.M.A.R.T criteria of objective
designing.
 Some of the marketing objectives are: to increase sales, to improve brand
and product awareness, introduce new product in market, re-launch the
product with innovation, enter in new market etc.
 Marketing objective must align with organisational vision and mission
statement.
Marketing Objective:

 Situational analysis helps organisation to get
the idea about internal and external factors
that can affect company’s marketing plan.
 This analysis enables the manager to identify
Firm’s strength and weakness, knowledge of
different stakeholders' capability and
knowledge of business environment.
 Company uses its strength for avail the
opportunity and minimise the threats and it
also makes efforts to cop up with weakness.
Situation analysis:

Strength
•Strong brand image and sound
financial position.
•Global presence
•Unbeatable technical innovation
capability
•Diversity in service
•Customer’s loyalty
Weakness
 Poor networking
 Require High education
qualification to work with Hotel
Hilton.
 High dependency on internet for
services.
 Expensive services
 High employee training and
development cost
Opportunity
 Growth opportunity in ASIAN market.
Threat
 government policy change
 environmental changes
 frequent change in customer preference
 Merger and acquisition of strong
competitors.
SWOT of Hotel Hilton

Porter’s 5 force for hotel Hilton:
Porter’s 5 forces provide information about competitor and their capacity to influence the
organisation. This model is used by marketing manager to get the idea about products substitute
available in market, suppliers and customer negotiation power. For instance manager identifies
five forces that can affect the “Motto with Hilton” in industry, which are given below:
Bargain power of customer:
Hotel Hilton customers have strong bargaining position as they have other option available to get
same service on desired time and place, As “Motto by Hilton”. Is at its initial stage, it also
strengthens the customer power. Other hotel service offer customised room as per customer’s
preference so it is hard for hotel Hilton to influence their buying decision. Hilton offer
discounts and coupons to grab the potential customer’s attention.
External analyses

Marketing mix of “Motto with Hilton
Place
 Motto by Hilton rooms are available to customer on Hotel Hilton Website, apps , travelling
host's website, phone, mails, Travel agent's site, Corporate guarantee. Hotel Hilton has
contact with airline so Airline company offer accommodation of Hotel Hilton. Apart
from that company also get request from institution like spots clubs, NGO, and
education tour facilitators.
Price
 Motto by Hiton's price use different strategy of pricing because this brand target cost
conscious travellers and it is new in market. Company opt Psychological pricing to grab the
attention of customer for this new product, Penetrate pricing strategy like discount and
coupons also use by company. To take care the price concerns of customer it designs cost
effective packages.

Promotion
 Hotel Hilton heavily rely on social media to increase awareness about its new product among
customer, it put lots of high definition picture and video on social media, website so that customer
can look and feel the difference. Company also sponsor , charity programme, give educational
donation, charity in hospitals so that people can emotionally attach with new brand. Company also
use Responsive Design so that companies website looks more beautiful on customer's gadgets
People
 People are the most sensitive element of marketing mix for service sector as people(employee)
serve to people(customer). To raise quality of human capital Hotel Hilton design T&D program on
communication, inter personal management, stress and emotional intelligence training etc. apart
from it Hotel Hilton design training on how to use the latest technology adopted in Motto by Hilton.
Cont..

Salary of marketing team 500
Promotional expenses 1000
Office rent 300
Utility Bills 250
Commission to retail hotel service provider. 300
Total cost of marketing 2350
Marketing plan Budget:

Segmentation
 Motto by Hilton customer are youngsters, price conscious customer, group travellers,
families, domestic and forge customers people who like modern travel culture etc. it
also uses psycho graphic segmentation and Price - benefit segmentation. In price
benefit segmentation company know the expectation of customer for their paid price.
 Targeting: Hotel Hilton use Niche market targeting strategy for this brand. Niche
targeting is used because this company introduce this brand to give hostel experience
in hotel rooms . Mostly youngsters are interested in share room with their friends.
 Positioning: positing strategies are used by Hotel Hilton to establish an image in
customer's mind for specific product and service. Company try to set image of motto
by Hilton as high quality in affordable price hotel service. Hilton also make
advertisement which shows how travelling give opportunity to build strong friendship
bond and remove conflict because company want that Motto by Hilton get come in
customer's mind when individual and group want to improve interpersonal relation on
business tours and family outing.
Segmentation, targeting and positioning:

 Marketing manager hotel periodically check the efficiency of matting plan.
It helps him to know amount of variation between standard and desire
outcome.
 Qualitative method like feedback from customer, direct interview,
observation are used to customer awareness and satisfaction level.
Quantitative method like sale report, data analysis, frequency , percentage,
averages, standard deviation measures are used.
Evaluation and control:

 From the above study is has been concluded that marketing plan is very
important part of marketing efforts. Success of new product and service heavily
depends on efficiency of marketing plan.
 So plan must be prepare carefully, manager has to analyze customer need and
preference deeply because product are made for these customers only, if
product do not fulfill the need of customer , marketing plan will not give any
result to organization.
 Apart from it manager should put more emphasis on periodic evaluation of
marketing plan. This evaluation give opportunity to take corrective action on
right time, without further failure of plan.
CONCLUSION