Hospitality Marketing Essentials: Britannia Hotel Marketing Report

This report delves into the core elements of hospitality marketing, using the Britannia Hampstead Hotel as a case study. It begins by defining the fundamental roles and responsibilities of marketing functions within an organization, emphasizing their interrelation with other departments like finance, HR, and operations. The report then compares how hotels utilize the marketing mix (product, price, place, promotion) to achieve their business objectives, providing a comparative analysis between Britannia Hampstead and Premier Inn. Furthermore, the report evaluates a marketing plan tailored for the Britannia Hampstead Hotel, addressing how it can meet its marketing objectives, and concludes with an overview of the key findings and recommendations. The report also covers new trends in marketing, including new media marketing, content marketing, societal marketing, and relationship marketing, along with the five key elements of the marketing process.

Unit 15: Hospitality
Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION..........................................................................................................3
LO1...............................................................................................................................3
P1 Key roles and responsibilities of marketing functions in an organization............3
P2 Roles and responsibilities related to wider organisation context........................5
LO2...............................................................................................................................5
P3 Comparing the ways hotels use marketing mix to achieve their desired
business objectives...................................................................................................5
LO3...............................................................................................................................8
P4 Marketing plan of Britannia Hampstead Hotel to meet marketing objectives ....8
CONCLUSION............................................................................................................10
REFERENCES...........................................................................................................11

INTRODUCTION
The market analysis is considered as an important aspect for the purpose of
gaining an understanding in respect to the current prevailing market conditions. This
assist the organization in determining the gaps and opportunities being available in
order to provide assistance to the marketing leaders in taking informed and better
business decisions. In this report, Britannia Hampstead Hotel is taken as an
organization which is based out in London and is one of the multinational hospitality
company. This report concentrates on the marketing essential elements important for
a business organization in today’s globalized world. It states the roles and functions
of marketing and its interrelations with the other divisional function of the
organization. Along with that, it compares the ways through which the application of
marketing mix will result into making the company accomplishing its aims and
objectives. At last, this report provides and evaluates the marketing plan for the
Britannia Hampstead Hotel.
P1LO1
P1 Key roles and responsibilities of marketing functions in an organization
Understanding the concept of marketing
Marketing is an important tool which is used by the business organization for
increasing the demand for their products in the market and along with it creating an
awareness among the people. This is also a great of source for creating brand value
and in generating greater revenue.
Current trends of marketing
New media marketing strategy: It involves large number of media
marketing tactics which the business entities undertakes for the advancement of
their items. These new media advertising strategies incorporate making and
effectively handling profiles on media channels, designating paid bloggers as the
dynamic promoting subsidiaries, making proficient content system utilizing SEO to
reach to greatest quantities of clients (Yankovets and Vyshnevska, 2019). The
Britannia Hampstead Hotel can put its efforts in SEO promotion. This can empower
the organization to upgrade its quality through website improvement and connecting
enormous number of clients through internet.
Content marketing: The organizations in the current food industry are
effectively taking a shot at content marketing. This form of marketing incorporates
making, circulating the reliable, pertinent and significant content. Content marketing
incorporates pulling in the consideration of the potential clients and to in the end
drive the productive activities of the clients. Britannia Hampstead Hotel is as of now
very little active regarding content marketing. The organization is needed to recruit a
group of content techniques that can assist the organization with creating client
commitment via online media through distributing engaging content via web-based
social networking sites.
Future trends of marketing
Societal Marketing: This type of advertising manages analysing and
pursuing towards satisfying the corporate social obligations of the company for the
welfare of the general population. In this unique situation, the organization's
accomplishment incorporates planning the quality items which can give short and
long term advantages to the clients (Lim and et.al., 2019). Taking this as the future
trend Britannia Hampstead Hotel is needed to give great quality and solid food to the
clients according to the international food standards. Besides, starting a mission to
take care of the poor may assist the organization with directing societal marketing in
a compelling way.

Relationship marketing: Under this, the focus of the organization is on
improving the level of satisfaction of the clients or the customers and is mainly
targeted towards customer retention rather than concentrating on increasing the
sales or number of customers Britannia Hampstead Hotel is required to work on
implementing effective communication and relation with its customers so that they
can connect themselves with the company.
Overview of marketing process
There are 5 elements in the marketing process which are discussed below
and are also involved in the current and the future trends of marketing.
Production concept: This is related to the perception of the consumers
which highlights the customers are leaned towards the product or the service which
is available easily and in good quantity and quality at lower price.
Product concept: This concept states that customer chooses the product
which offers value for money in terms of quality and innovation and through this,
customers can be retained easily.
Selling concept: The modern consumers are attracted towards the products
through advertising and other marketing practices and is therefore, it is focused on
aggressive promotion in the market (Seturi and Urotadze, 2017).
Marketing concept: This highlights the brand value of the business entity
should be enhanced for the purpose of connecting with the target group of
customers.
Societal Marketing concept: This concept concentrates on the needs and
wants of the target consumers so that the consumers prefers the company’s brand
as against the other brands in the market.
Roles and responsibilities of the marketing function
The function of marketing is mainly concerned with the buying and selling of
the goods and services. In the wider context, it also incorporates identifying and
meeting up with the needs and wants of the customers. The marketing manager of
Britannia Hampstead Hotel exercises following roles and responsibilities.
Undertaking market research
The marketing research is the crucial role in marketing which involves
examining the market based on the specific knowledge and skills in respect to the
product, price and the expectations of the consumers (Hair, Harrison and Risher,
2018). Through this, company can offer better product and services to its customers.
Market segmentation
The globalised market is very volatile which arises the need for the
marketing manager to accurately segment the market. This assists in identifying the
target group from the diverse market for promoting products and service of the
organization.
Brand equity
The consumers are mainly attracted towards brands which provide value
added services (Nuševa and Vukmirović, 2020). Therefore, marketing helps in
building up brand value among the customers. This is having a direct impact over the
organization in terms of increasing its sales.
Analysing the roles and responsibilities of marketing in the context of wider
marketing environment
From the perspective of wider environmental context, marketing manager for
carrying out the various marketing strategies is required to undertake the market
research which helps in identifying the factors which might have an influence over
the organization. It mainly involves, external and internal market analysis. This helps

in determining the internal strengths, weaknesses of the organization along with the
opportunities and threats which the company is currently facing. Along with that, it
works on measuring the impact of any external factors on the performance of the
business. Thus, through this, it helps in effectively formulating the strategies.
P2 Roles and responsibilities related to wider organisation context
Interrelationship between marketing and the functional units
Marketing and Finance: For the purpose of implementing the relevant
marketing strategies, the marketing department is required to sanction the amount
from the finance department (Cacciolatti and Lee, 2016). The finance division of the
organization provides cost related information to the marketing department for the
purpose of carrying out the marketing activities therefore, the marketing department
of Britannia Hampstead Hotel required to contact finance unit for determining the
current positioning of the company so that marketing plans can be implemented.
Marketing and Human Resource: The HR department works for the
welfare of the employees in terms of recruiting right person at the right place. For
filling the vacancy in the marketing team requires the marketing manager to prepare
the job description along with the HR so that right candidate can fill up the place with
relevant skills. Therefore, better coordination is required among the HR and
marketing department of Britannia Hampstead Hotel.
Marketing and operation department: The marketing division works in
collaboration with the operation division in order to ensure that the product is
developed as per the requirement and expectations of the consumers and will help in
satisfying their needs as well (Cheng, 2018). Both the departments work together for
researching about the new tastes and preferences of the consumers. Thus, the
interrelationship between both the functional units in Britannia Hampstead Hotel will
help in attaining greater yield and covering higher market share in the hospitality
industry.
Marketing and Customer Service: There is also a relationship between
marketing and customer service departments and both are the significant elements
of a business organization. Both the capacities cooperate for surveying that whether
the clients are happy with the goods and the services of the company. The customer
care division of Britannia International gives client input to the marketing division to
help in developing of the new item. In Britannia Hampstead Hotel, both the functional
units cooperate for building positive relationship with the clients.
Significance of interrelationships between marketing and other functional
units
The marketing department works in close connection with each department
such as finance, customer service, HR, operations. The marketing department
requires various resources in order to carry out its activities like planning, conducting
market research, implementation and execution of the strategic plan (Madhani,
2017). Therefore, all these activities need cooperation along with the coordination
with the other departments which helps in ensuring that all the departments are
working on the common objective in order to meet the objectives of an organization.
The marketing division requires an up to date description about the product so that
strategy can be formulated for the target customers.
LO2
P3 Comparing the ways hotels use marketing mix to achieve their desired business
objectives
Marketing mix is the most common methodology being utilized by the
marketing managers in order to determine and evaluate the current market situation

for the purpose of developing the marketing plan. Earlier, only 4 aspects were
covered but with the evolving strategic approaches and increase in the role of
marketing function, it become essential to incorporate other aspects as well which
will support in attaining the long terms objectives of the company. A comparative
analysis of the two companies is being carried out below in order to show how each
of the organization made use of the different elements of marketing mix.
BASIS Britannia Hampstead
Hotel
Premier Inn London
County Hall hotel
Products Britannia Hampstead
Hotel is one of the luxury
hotels in London. It
provides wide variety of
services and is having
immense facility which
helps the customers in
staying more. The hotel is
having 2 types of
restaurants one is called
as the Jenny’s restaurant
and the other one is the
overstuffed pizzeria (How
to use the 7Ps Marketing
Mix. 2020). It offers
variety of products with
different flavors which
helps it in grabbing more
customers.
On the other side,
Premier Inn London
County Hall hotel also
provides excellent
products and services
which results into
attaining the good rating
in the marketing. It works
on enhancing its services
on the basis of the
feedback received from its
customers and the
satisfaction index which
has contributed to the
growth of the company.
Price The organization has set
the price of the products
and services on a
differentiated pricing
model taking into
consideration the different
needs of the different
types of the customers.
The core objective of the
company is to provide
right services so will help
in attracting more
customers towards it. The
organization changes the
price on account of the
festive season, holiday
time, vacation and so
forth.
The organization is having
a targeted customers
segment on which it
focuses. This done in
order to provide exclusive
services to the target
customers in respect to
the quality of services
which is at the competitive
price. Also, price charged
might varies on account of
the additional services
undertaken by the
customers.
Place Britannia Hampstead
Hotel is having its
business operation in
over 61 hotels across UK.
The company has
Premier Inn is the largest
hotel brand in UK and is
having over 800 hotels. It
operates its business from
a variety of location such

selected the locations
based on the near by
areas such as airport,
market place, shopping
Centre and so forth which
has helped the customers
in meeting with their
requirements.
as the city center,
airports, shopping sites
etc. The selection of the
places of this organization
is very immense and high
which attracts the
customers towards it.
Promotion The organization makes
use of the promotional
activities to a certain limit.
It makes use of the social
media sites for promoting
the hotel. The
organization is also
having its official website
which provides all the
useful information to the
guests. Along with that,
the company makes use
of pamphlets and
newspaper for promoting
its services which results
into targeting the larger
group of customers all
across the globe. The
hotel also provides
discounts and attractive
offers to its existing and
the new customers.
The creative
advertisement is
considered as the most
innovative method for
promotion (The Marketing
Mix and the 4Ps of
Marketing. 2020). Premier
Inn make use of
television, newspaper and
other traditional methods
of marketing along with
the modern approaches
like advertising on its
official website, social
media platforms etc.
Physical evidence The organization is
having its presence in
various part of UK, having
physical infrastructure,
having its official website
and is also available on
social networking sites
which highlight its
physical evidence.
The company is having its
presence which can eb
seen through its logo,
physical structure, official
website and ratings of the
customers.
Process There is series of steps
which the staff are
required to follow in order
to complete the task in an
effective and efficient
way.
The procedures of the
premier Inn hotel is very
consistent and well
organized which reduces
the chances of error and
works on delivering
greater value to the
customers.
People The Britannia Hampstead
Hotel believes in quality
and efficient working of its
On the other hand, the
Premier Inn London
County Hall hotel has also

staff. The company has
provided training to its
employees in respect to
how to deal with the
customers. It has
established certain
standards which the
organization is required to
follow which results into
catering to the needs of
the customers in an
effective manner.
provided training to its
employees who are highly
motivated and determined
in regard to giving their
best in order to fulfill the
desire and expectations of
the customer.
LO3
P4 Marketing plan of Britannia Hampstead Hotel to meet marketing objectives
MARKETING PLAN OF Britannia Hampstead Hotel
COMPANY OVERVIEW
Britannia Hampstead Hotel is a part of Britannia Hotels Ltd which was established
in the year 1976 in which the owner bought a 100 rooms hotel which is now a 255
room hotel with a different choice of restaurants, bars and clubs (A History of
Britannia Hotels. 2020). The head office of it is in Hale, Manchester.
MISSION AND VISION STATEMENT
The vision of the Britannia Hampstead Hotel is “To offer best value for the quality
accommodation” which is a perfect place for the families and business trips with a
seafront location.
OBJECTIVES
 To increase the sales by 15% till 2022.
 To incorporate new products and services for grabbing more customers.
 To increase the customer satisfaction level by upgrading the technologies.
SITUATIONAL ANALYSIS
SWOT Analysis
Strength
 Presence all across UK and a
good and positive brand image.
 High quality services and
accommodation services
Weakness
 Unable to effectively manage
the data of the customers.
 Moderate financial position and
structure of the company.
 Inability to retain the customers.
Opportunities
 Updating and implementing the
latest technology for meeting
with the data security issues
(How to Do a SWOT Analysis
for Your Small Business. 2020).
 Reducing usage of touch point
by making everything connected
for overcoming the negative
consequences of Covid 19.
Threat
 Negative influence of Brexit and
Covid 19 on the business
operation.
 Increase in competition resulting
into losing the market.
STRATEGIES

Segmentation: The market has been segmented on the basis of the
psychological, geographical and on behavioral basis. Thus, for attaining the goals
the organization will be targeting medium to large group of customers all across
the globe.
Targeting: The organization will be targeting the customer who wants to avail the
luxury services at a reasonable cost (Andaleeb, 2016). Therefore, the company will
make use of differentiated marketing practices for the purpose of targeting the
respected market segment.
Positioning: Company will deliver its services by positioning it in the mind of the
customer by stating the core vision and mission of it which is providing quality
services and accommodation and meeting with eth expectations of the customers.
TACTICS
Product: The company requires to diversify its products and services in order to satisfy
and attract large group of customers. It involves bundle of services, lunch and brunch
combos, variety of cuisines which will help in increasing the customer base.
Price: The company should set the price to competitive and place its special items
as the star products having higher price in comparison to other items. For
immediate result the company can implement low cost strategy.
Place: The organization can look out for setting anew infrastructure for specifically
meeting up with the target customers requirements which makes easy for the
customers to reaching out to their requirement in a comfortable way.
Promotion: Britannia International can use social networking sites for advertising
and promoting its new product and services.
Physical evidence: Infrastructure, product and service along with the logo of the
company represents the evidence of its tangible nature.
People: Britannia is required to hire competent employees who can effectively
manage the undertaking and activities and meet with expectations of the
customers.
Process: Standard process and procedures should be implemented through which
the activities will be carried out.
BUDGET
Expenses Amount
Marketing expense 2200
Stationery expense 150
Salaries 1000
R&D expense 2650
Total 6000
Marketing budget
Particulars Amount
Research and Development 1200
Promotion 700
Networking and membership 300
Total 2200
CONTROL AND MONITORING
The marketing manager of the organization is required to monitor the performance

periodically in order to ensure that everything goes as per the plan. In case, there
is any discrepancy then corrective actions can be implemented to get back on
plan.
CONCLUSION
It can be summed up from the above that role of marketing is immense and
cannot be ignored. Along with that, it has an interrelationship with the other divisions
of the organization which helps it to attain its desired goals and objectives. The
marketing plan is given that will help in implementing the strategies in the market. It
will also provide assistance in accomplishing the objectives of the organization. It
appeared to be useful for the Britannia Hampstead Hotel for concentrating on the
strategies and techniques for showcasing ideas that are valuable for explaining the
characteristics and other features of the product. The marketing plan provides an
understanding about the different elements which should be taken into account for
successfully accomplishing the stated objective in the specific time frame.

REFERENCES
Books and Journals
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