Hilton Hotel Marketing: Roles, Strategies, and Marketing Plan Analysis

This essay provides a detailed analysis of marketing in the hospitality sector, specifically focusing on the Hilton Hotel brand. It begins with an introduction to the role and responsibilities of marketing within the hotel, exploring its market research, customer service, awareness campaigns, and customer relations. The essay then delves into the broader organizational context, examining product management, human resource management, and the interrelationships between marketing and other departments such as food and beverage and rooms division. The key elements of marketing, including research, strategy, planning, and tactics, are then explored. The core of the essay presents a comparative analysis of the marketing mix elements (product, price, place, promotion, physical evidence, and process) between McDonald's and Hilton Hotel. Finally, the essay concludes with a discussion of the marketing plan that can be implemented by Hilton Hotel to achieve its objectives.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Role and Responsibilities of Marketing in Hotel Hilton.............................................................1
Roles and responsibilities of marketing in wider organisational context ..................................2
Roles and responsibilities of marketing in marketing environment............................................2
Interrelationships between marketing and two other department ..............................................3
Key elements of marketing.........................................................................................................4
LO 2.................................................................................................................................................5
Comparison using elements of marketing mix............................................................................5
Tactics used for achieving business objectives...........................................................................8
LO 3.................................................................................................................................................9
Marketing plan of hotel Hilton to achieve objectives.................................................................9
REFERENCES..............................................................................................................................10
Books and Journals...................................................................................................................10
Online........................................................................................................................................10

INTRODUCTION
Marketing in hotel industry is based on maximising hotel's revenues and providing the
best accommodations to its customers. Marketing manager of hotel is responsible for promoting
the hotel ans influencing customers by providing them the best accommodations facilities. Hotel
Hilton is a full service global brand of resorts and hotel under the brand name of Hilton. Its target
is on both, leisure travellers and business. The following report will describe different roles of
marketing in hospitality sector and its interrelatedness with functions of Hotel Hilton.
Furthermore, it will compare the ways used with elements of marketing mix for achievement of
overall business objectives. The present study will also explain a basic marketing plan for
achieving marketing objectives for a hospitality organisation.
LO 1
Role and Responsibilities of Marketing in Hotel Hilton
Roles and Responsibilities Relatedness with hotel Hilton
Market research It is important for Hotel Hilton to conduct market research
through which various opportunities prevailing in market
can be identified. Through market research, hotel Hilton
can easily analyse customers' needs and choices. Also,
competitors' strategies and plans can be determined and
accordingly hotel Hilton can make plans about it.
Customer support service Customers are said to be king of marketplace. To increase
growth and development, marketing manager of Hotel
Hilton should provide best services to their customers. This
will include maintenance services provided, to handle
complaints of customers, providing them credit facilities
and after sales services. All these services will help hotel
Hilton to attract more number of customers and increase its
growth.
Awareness Customers should be made aware about the facilities and
services offered by hotel Hilton. As customers are made
aware, chances of attracting more numbers of customers
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are also increased. Through promotional activities like
making advertisements on travel sites and other social
media or television, people can be made aware about the
Hotel. Without making people aware, potential customers
cannot be attracted.
Customer relations For improving the business it is essential to maintain a
healthy customer relation. Through this, hotel Hilton is
able to create a strong base for revenue(Jones, Hillier and
Comfort, 2016). This can be done by focussing on
customers which registers themselves with hotel on a
regular basis and by providing them best services every
time. This will force them to stay in connect with the hotel.
Roles and responsibilities of marketing in wider organisational context
Product management- It is concerned with development of product and its marketing.
Its objective is to maximise sales revenues and profits for the company. Development in existing
products of hotel Hilton will help in attracting customers towards them. Hotel Hilton manages
and develops its product according to consumers' needs and choices and provides satisfaction to
them, this helps in increasing growth of the organisation. The marketing department will develop
its product according to consumer needs and demands.
Human Resource Management- HRM is responsible for placing the right candidate at
right job positions. With the right candidate hotel Hilton is able to developed and can expand its
business in the market. Right employee will help in increasing growth rate of the company.
HRM is helpful in improving efficiency and effectiveness of employees by providing them
training and development programmes. Through right persons, marketing department will
identify and enhance the chances of expansion of business in market.
Purchase and Accounting- Purchasing management is related with purchasing process
of an organisation. It ensures the management of goods and inventory which are needed to
operate. Accounting department is concerned with preparations of financial statements of the
company. The purchase and accounting management of hotel Hilton is concerned with making of
plans and policies which are helpful in expansion and growth of the business. Marketing
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department will generate the sales and profit statements on the basis of financial statements of
purchase and accounting department of hotel Hilton.
Roles and responsibilities of marketing in marketing environment
Role Responsibility How do they Relate to each other and
to the Marketing environment
To introduce new
technical changes.
Implementing new
techniques in working of
organisation.
Marketing manager of hotel Hilton is
responsible for implementing new
techniques through which he is able to
cope up with technological changes of
the external environment.
Framing of new
policies.
Using new policies for
achieving determined
goals.
New policies are framed according to
up gradation done in government
policies which can prove to be
beneficial for growth and success of
hotel Hilton.
Developing social
culture in work
place.
Making changes
according to customers'
needs and preferences.
Customers' choices and preferences are
dynamic in nature. In order to cope up
with these changes, Marketing manager
of hotel Hilton make changes in its
working so that they are able to meet
the social factors.
Interrelationships between marketing and two other department
Interrelationships can be said as connection between groups or among different
people. This can be described as how one thing is connected with other thing. The relationships
between marketing and other departments of hotel Hilton can be described as-
Marketing and Food and beverage- It is concerned with convincing of consumers from
one product to another. Marketing manager of hotel Hilton lays emphasis on making of strategies
which are best suited for their customers(Huang and Sarigöllü, 2014). For marketing the best
food and beverages, managers tries to give them a friendly environment by communicating with
them on a routine basis. Facilities like easy access to products and providing them the best
quality of products which are more attractive are given by marketing manager of hotel Hilton to
their guests. This will help in providing satisfaction to their guests by offering them good quality
and will help in gaining the trust of people.
Marketing and Rooms Division- Room Division is related to two more other divisions
which are Housekeeping and Front Office. Housekeeping is concerned with cleanliness at every
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levels and every place of the hotel. Front Office of hotel Hilton is responsible for attending the
guests and creating the best impression on them which will influence their decisions regarding
visiting the hotel for next time or not. Guest's main aim of visiting a hotel is concerned with
lodging which is influenced with room division. Facilities and services given by hotel Hilton will
influence the decisions and experience of guests with the hotel.
Key elements of marketing
Marketing elements are essential for success of marketing which are explained as
follows-
Research- This is concerned with understanding of market before introducing any new product
in the market. In marketing, research is important for understanding the needs and preferences of
customers and helps in targeting the audiences. Research will help in determining the next action
to be taken and data for analysis can be gathered through research(Pirani and Arafat, 2016).
Research will help marketing manager to know about the customers needs and preferences and
accordingly they will frame their strategies.
Strategy- After completing the research work, marketing manager of hotel Hilton frame
strategies based on its research. Strategies regarding facing competition, making changes in
working of hotel and to introduce new services or facilities can be made after conducting proper
research. After completing the research, marketing manager will frame strategies according tom
consumer needs and demand which will help in increasing success of hotel Hilton.
Planning- This involves planning regarding forecasting, strategies for communications and
financial planning of hotel Hilton(Steenkamp, 2017). Through marketing planning, marketing
manager of hotel Hilton can continuous keep a check on its working whether it is on track or not.
Strategic planning regarding working of organisation will help in determining the stated
objectives and aims. Proper planning will help in proper implementation of strategies to attract
more new customers in market.
Tactics- They are used for achieving the short term goals of company like increasing sales,
facing of competitors, attracting more number of customers. Tactics used like decreasing the
prices during festive season and giving them discounts and offering them different and attractive
offers are helpful in achieving these short term objectives. Tactics used by marketing manager of
hotel Hilton will help in determining the chances of growth and expansion of the business.
These four elements will be helpful in planning future working more appropriately.
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LO 2
Comparison using elements of marketing mix
Elements of Marketing Mix McDonald’s Hilton Hotel
Product Product mix of McDonald’s is
made of food and beverages.
This consists of Hamburgers,
Beverages, Chicken and fish,
Desserts and shakes, Salads
and sides which are design on
basis of consumer's choices
and preferences to satisfy
them. Various discounts are
also offered to its customers.
It provides services like
wedding, meeting, banquet
facilities to its guests. Other
facilities also includes
swimming pools, gifts shops,
restaurants and retail facilities
with its core product of rooms
for customers to stay in for a
specific time. Improvement in
facilities is done for attracting
new consumers like service
quality is improved and staff
training is provided.
Price Psychological price strategies
are used by McDonald’s to
ensure that customers are
choosing their products. In
India, they have reduced 25%
The price in marketing mix of
Hilton is concerned with
premium price policies for its
services. Price is decided by
experts and researchers on the
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Illustration 1: Key elements of marketing
Source:(key elements of Marketing,2018)

of its prices so that people
considers McDonald’s, a place
for lunch and dinner. This
strategy also focusses on lower
middle section of customers.
Young teenagers are targeted
who are brand conscious to
increase its sales.
basis of their market research.
Services of five star and four
star in provided not only on
basis of dining and stay but
also because of maintaining
luxury and status in market.
Place McDonald’s operates more
than 36000 restaurants
throughout the world. High
quality standards are
maintained by them(Helm and
Gritsch, 2014). They also offer
outdoor and indoor seating
facilities to their customers at
their restaurants. Digital
ordering and free mobile
charging facilities are also
offered by them.
Hotel Hilton had established
near airports so that people can
access them. They are serving
both as business destination
and travellers' delight.
Surroundings are well selected
to give the best experience to
its customers.
Promotion Promotional activities like use
of advertisements in
newspapers, sponsorship in
events like Olympic games,
FIFA world cup are used by
McDonald’s for promotion of
their restaurants.
Hilton chooses unique
promotional activities to attract
new customers. Membership
facilities are provided by them
and new marketing strategies
are formed by dedicated staff
and team members.
People People of McDonald’s have a
standard uniform and focuses
on providing friendly
Employees working in hotel
Hilton are well dressed and
wears a decent uniform at their
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environment to their
customers. Negative responses
are also handled by trained
employees.
work place(Pike, 2015). They
are well mannered and polite
to their guests so that they can
provide a pleasant
environment to their
customers. They resolve their
customers' problems and
provide them satisfaction so
that they can visit again.
Physical evidence Providing hygienic
environment is main concern
and responsibility of
McDonald’s. They provide
attractive interiors of their
restaurants and cleanliness is
maintained by them to give
best experience to their
customers.
Hotel Hilton provides a
luxurious looking of their hotel
to their customers. This
luxurious looking is helpful in
attracting more new customers
and are gaining trust of their
guests. Facilities like clean
swimming pool, attractive
dining area and pleasant
garden helps in attracting more
number of customers. People
who are brand and quality
conscious get attracted by
these luxurious facilities of
hotel Hilton.
Process Customers can clearly see the
whole process of
manufacturing the food. They
allow their customers to view
and make their decisions
regarding quality and hygiene
Process regarding working of
hotel Hilton can be observed
by their guests. They provide
their customers the best quality
products like food and
beverages which give them
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standards(Hanssens, and
et.al.,2014). To check the
materials used in product,
customers are invited by them.
satisfaction. Satisfied
customers will be attracted to
visit the hotel for the next
time.
Tactics used for achieving business objectives
Tactics can be said as plans or system used for achieving a determined objective of the
organisation. Tactics used by hotel Hilton for achieving specific goals are-
Providing training to employees- Training is helpful in increasing employees'
efficiency and productivity. Increased productivity will help in reducing wastage of company's
resources and improving production process(Bauman, McFadden and Jablonski, 2018). Trained
employees of hotel Hilton will work efficiently and this will help to attract more number of
customers and increase in growth and success of firm. This will also help in planning of
expansion of business. Trained people working in hotel Hilton will contribute more towards
organisation.
Innovation- Bringing of new ideas in the organisation will prove to be beneficial for the
business. New ideas in services offered will help in attracting more number of customers.
Innovation will bring better development in working of the ideas and achievement of determined
objectives and more chances of expansion will be generated(Dekimpe, Peers and van Heerde,
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Illustration 2: Marketing mix
Source:(Marketing mix,2017)

2016). Innovation of new ideas will increase the growth and success of hotel Hilton and trust of
people will be gained.
These tactics are helpful in achieving organisation goals and helps in development of
business and increase the chances of expansion.
LO 3
Marketing plan
It can be referred to as overall plan of a business. It includes the marketing strategies and
policies used for meeting the organisation's set objectives and goals. Hotel Hilton popularly
known for providing luxurious accommodations facilities with attractive interiors and best
services and facilities. In the following marketing plan the marketing mix essentials used by
hotel Hilton to achieve organisation's goals have been described. The SWOT analysis and
PESTLE analysis of hotel Hilton have been explained, Also, Budget of marketing plan and
different market strategies are been determined(Tiago and Veríssimo, 2014). The marketing plan
is helpful in framing of required policies and plans for achieving growth and success of
organisation. A proper marketing plan is helpful in increasing productivity and efficiency of
business.
Coherent, evidence based marketing plan
Executive summary- The following plan will describe the over view of hotel Hilton
along with its situational analysis of SWOT and PESTLE. It will also determine the market
strategies that is STEP strategies. Furthermore, it will represent a budget of overall services and
facilities offered by them.
Company over view- Hotel Hilton is a luxurious based hotel providing the best
accommodations facilities to their guests. They provide the best and friendly experience to their
customers with attractive facilities.
Situational analysis- Swot analysis
Strength- The scope of organisation is vast
with the best experience.
Weakness- Deficiency in flexibility proves to
be a weakness.
Opportunities- They have an opportunity for
International expansion.
Threats- Key personnel is lost which are
becoming threats for business.
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PESTLE analysis
Political Hospitality industry is affected by terrorism
and political turmoil.
Economical There are more movements of currency.
Social Consumers prefers more of travelling.
Technological Robotics and artificial intelligence is used
more.
Legal In some countries ban is imposed on travel.
Environmental For reducing impact of environment, initiatives
have been taken.
Market strategies STP model-
Market segmentation- This refers to identification of profitable customers in the market. Through
proper research of market gainful customers are identified and their needs and choices are
determined.
Targeting strategy- It is related to target the audience which are helpful in increasing the success
of hotel Hilton. This will help in framing the promotional activities to attract targeted
customers(Ogilvie and et.al., 2016).
Positioning strategy- It is refereed to as ensuring of hotel in a profitable position for increasing
success. In this, the strategies made for targeted audience is implemented. Its main focus is to
provide luxurious experience to their guests.
Budget-
Promotional activities 2050
Distribution cost 980
Stationary cost 150
HR cost 3100
Total 6280
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