Hospitality Marketing Report: Comparing Hilton and Holiday Inn

This report delves into the core concepts of hospitality marketing, using Hilton Hotels and Holiday Inn as case studies. It begins by explaining the role of marketing within organizations, highlighting its interrelation with other functions like finance, purchasing, production, research and development, and personnel. The report emphasizes the importance of marketing in understanding customer needs, setting prices, and developing promotional strategies. It also explores how marketing helps maximize customer bases and drive product development. Furthermore, the report analyzes the marketing mix (product, price, promotion, place, people, process, and physical evidence) of both Hilton and Holiday Inn, comparing their approaches to objectives, pricing, product offerings, promotions, employee management, and operational processes. The analysis provides insights into how these organizations use marketing to achieve their goals in the competitive hospitality industry.

HOSPITALITY
MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 1.................................................................................................................................................3
Explain the role of marketing and its interrelation with other function......................................3
LO 2.................................................................................................................................................6
Compare the way how organizations uses marketing mix..........................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the process of promoting and selling the product to the customer. Marketing also
includes market research and advertisement. This report highlights the roles and responsibility of
the marketing. Further this report highlights marketing in Wider organization and context and its
relation with other organization function. Further this report explains the marketing mix and the
comparison between the organization on basis of that.
MAIN BODY
LO 1
Explain the role of marketing and its interrelation with other function
Organization Brief
Hilton Hotels is an American based multinational hospitality organization. Hilton Hotel are
managed by the Hilton worldwide holding who manages a wide number of hotels and resort.
Corporation was founded by the founder Conrad Hilton in the year 1919, Hilton owns 5757
properties in 113 county where they operate, out of which 689 are managed by their own and
reaming 4947 are Franchised. There are around 170000 employees which are employed by the
organization (Blythe and Martin, 2019).
Roles and Responsibility of Marketing
Management Process: As Management process includes the function like setting goal and
planning and which requires the proper information regarding the market and the future trend,
marketing helps them in it has the marketing department of the Hilton is having the proper
knowledge about the same.
Giving Customer what they want: Marketing team of the Hilton hotel regularly evaluate the
external market which helps the organization in gathering the information regarding the external
interested parties such as customer, Marketing helps the organization in getting the knowledge
about what is requirement of the customer in the market and on the basis of that Hilton hotel
used to change the technique to serve the customer. Particularly it is important for the
organization of a Hospitality industry to have the knowledge of all the practices can be offered to
the customer as in the Hospitality firm there are number of different customer with different need
as they may belong to different culture and background (Pike, 2015).

Fulfils the customer requirement profitably: As Marketing of Hilton looks at the price setting,
promotion, product management and promotional channel function of the organization it helps
the organization in attending wide area of customer as marketing helps the organization in
understanding the way through which all segment of the customer can be touched by the
customer which eventually helps the organization in satisfying the customer need with looking at
the profitability of the organization.
Identifies and anticipate customer requirement: As marketing function includes the function
like promotion and marketing research which sometimes includes the interaction with the
customer which helps the organization in understanding the need and requirement of the
customer which helps the Hilton in improving their offerings (Malhotra, 2015).
Pricing, promotion and Distribution of Idea: As the main function of the Marketing is to
research the market it helps Hilton in deciding the price, promotion strategy and the distribution
channel to be used as the information which is gather by the marketing research includes the data
about the competitive organization and their offering and also includes the data about the market
trend which helps the organization in understanding what will be the best price which can be
paid by the customer for the organization product and also it helps the organization in deciding
the best strategy to promote the organization product. Information sometimes includes the data
about the customer to be targeted by the organization and on the basis of that organization can
decide the best distribution which can attend the targetted customer. In Hilton case company
need to be updated about this all because organization has to face a tough competition in the
market and these help organization in getting competitive advantage (Babin and Zikmund, 2015).
Wider Organization Context
Maximize customer base: Marketing helps the Hilton in attaining larger number of customer as
marketing looks at need and requirement of all segment of people and on the basis of that they
decide the attractive price so that more customer are targeted and uses the best distribution
channel so that customer base can be maximized.
Product Development: Marketing plays a crucial role in the product development of the
organization as it provides the crucial information about the competitor product and the needs
prevailing in the market and on the basis of that company used to produce the product with some
new elements.
Role of marketing in bringing Function Together

Current Need: Slogan plays a very crucial role in bringing the function together as it helps the
marketer to promote the awareness with the attractive line and quotes.
Future Need: Promoting future needs also helps the organization as it help the marketer to
attract more customer by promoting the needs which will be beneficial for the customer in the
future (Mohammad, 2015).
Marketing interrelation with other internal function
Finance: Department which used to manage the money of the organization and allocate the
budget to all the department. Marketing helps the Hilton Finance department in providing the
information about the current situation of the market and on the basis of that budget is allocated
by Hilton finance department and on the basis of budget marketing department used to schedule
their work.
Purchasing: Department which used to buy the resources for the organization. Marketing
department pass on the guidelines to purchasing department of Hilton to buy raw material,
guidelines include the maximum price, quality requires of the raw material and at the same time
on the basis of the above decision, marketing department of the Hilton used to set the price and
the promotional strategy of the product in such a way that profit margin can be maximized.
Production: Department which used to produce the product for the organization. On the basis of
the customer information which is provided by marketing production used to develop the product
which can satisfy the customer need. Marketing team used to promote the product to the
customer which is produced by the production department (Saidani and Sudiarditha, 2019).
Research and development: Marketing department of the Hilton gives the basis to the research
and development department on which letter research and development department used to
research and comes with the outcome and on the basis of that outcome marketing department
used to make changes in the marketing plan of the organization.
Personnel: Marketing department of the Hilton used to provide the information to the
management and on basis of that they used to set the organization goal and all the employee
works to achieve the same and all the effort which is made by the employee is promoted by the
marketing department by the way of promotion of the organizational product.
Roles and Responsibility of Marketing in managing external relationship
Current and Potential Customer: Marketing team of the Hilton has helped the organization in
retaining the customer by offering the many offers to them, loyalty card is one out of them in

which credit are accumulated on all the transaction of the customer and these credit helps the
customer in availing future discount. This offer was suggested by the marketing team after
seeing customer need in the market and which has helped the organization in building a good
relationship with the customer (Rowley, 2016).
Competition: Marketing helps the organization in defending the competition, as it help the
organization in knowing the competitor plan as marketer at Hilton looks at continuously look at
the competition strategy and the offering.
Intermediaries: Marketing help the Hilton in choosing the best distribution of the channel for
their product as the marketing decides the people to be targetted and on the basis of that
organization select the best distribution Channels which can attend the selected group of the
people.
Suppliers: As marketing is the one who guides the Purchase department about the procurement
of the raw material it helps the Hilton in building a good relationship as by the help of the
marketing function organization is clear about the raw material which is required by the
organization.
LO 2
Compare the way how organizations uses marketing mix
Organization Brief
Holiday Inn
Holiday Inn is a British owned American based brand of the hotel. Holiday Inn was founded by
the Founder Kemmons Wilson in the year 1952. Hotel has 1173 active hotels till the end of the
year 2018. Holiday Inn operates in both B2B and B2C market. The main purpose of the
organization is to provide the best quality of service to the customer (Pike, 2015).
Marketing Mix
Product
Product is a tangible good or the service which is offered by the organization to the consumer
with the expectation of satisfying their needs and requirement. Organization always try to bring
something new and unique in the product so that the organization is able to attract the customer
toward the organization.
Marketing mix

Price
Price is the demand or the exchange value which is demanded by the organization in return of
the service which is offered by the organization. Organization continuously evaluate the price of
the product as this is the big factor which attract the customer toward the organization.
Promotion
Promotion is the process of promoting the awareness about the product into the market.
Organization be always flexible on selecting their promotion policy as they try to reach each and
every customer in the market and uses different policy to reach different segment of people.
Place
Place is the market where the product will be sold by the organization. Organization always
make sure that the place which is selected is suitable for the product which company is tiring to
sell (Rowley, 2016).
People
They are the individual or group of the people whom the product is targetted to sell.
Organization always have to make sure that there is proper availability of a people for the
selected product.
Process
It includes the series of action which has to be taken to complete the process of selling the
product.
Physical Evidence
Physical evidence is any material object that plays some role in the matter that gave rise to the
litigation (7 p's of marketing, 2016).

Comparison between organization
Illustration 1: 7 p's of marketing

Basis Hilton Hotel Holiday Inn
Objective The main objective of the business
is to diversify their business all
across the globe.
The main objective of the business is to
serve the customer with the best quality
of service.
Place Hilton is operated in 113 countries
all over the globe.
Holiday Inn is generally based in UK
with some hotels across the globe
(Babin and Zikmund, 2015).
Price They used flexible pricing scheme
depending upon the demand in the
market.
£79 per night is the starting rate of
the hotel rooms
They used the Fixed pricing scheme
irrespective of demand
£51 per night is the starting rate of the
hotel rooms
Product They used to give the services of
rooms and resort to the customer.
They used to give the services of rooms
and resort to the customer.
Promotion They Used to promote the product
with the help of social media
marketing and on local marketing
platform
They used to promote the product by
the help of adds and social media
marketing.
Person They are well-known for offering
the good training and wages to the
employee in the organization.
They used to give good incentive
package to the employee along with
salary package.
Process They used to be flexible on their
process depending upon the
situation of the market
They used to be flexible on their
process depending upon the situation of
the market
Physical
evidence
5757 hotels all across globe. 1173 hotels all across globe.

CONCLUSION
After going through above report it has been summarized that marketing plays a crucial role in
the Hilton hotel and also has interrelation with other function of the organization and also helps
in building good relationship. Further this report summarize that there is a huge difference in the
marketing mix of all two organization.

REFERENCES
Books and Journals
Babin, B.J. and Zikmund, W.G., 2015. Essentials of marketing research. Nelson Education.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex: Pearson.
Mohammad, H.I., 2015. 7PS marketing mix and retail bank customer satisfaction in northeast
Nigeria. British journal of marketing studies. 3(3). pp.71-88.
Pike, S., 2015. Destination marketing: essentials. Routledge.
Rowley, J., 2016. Information marketing. Routledge.
Saidani, B. and Sudiarditha, I.K.R., 2019. Marketing Mix-7Ps: The Effect on Customer
Satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB). 7(1). pp.72-86.
Online
7 p's of marketing, 2016 [ONLINE] Available through
<https://www.entrepreneur.com/article/70824>