Hospitality Marketing Mix: Comparing London Marriott and Berkeley

This report provides a comprehensive overview of hospitality marketing, exploring the key roles and responsibilities of marketing departments within the hotel industry. It begins by examining the crucial functions of marketing at The Berkeley hotel, including brand definition, market research, innovation, service offerings, and customer relationship management. The report then delves into how marketing interrelates with other departments, such as front office, HR, and IT, highlighting their collaborative efforts. Furthermore, it offers a comparative analysis of the marketing mix strategies employed by the London Marriott and The Berkeley hotel, focusing on product, price, place, promotion, people, process, and physical evidence. The report concludes by emphasizing the importance of a strong marketing department in building customer trust, enhancing brand reputation, and driving sales within the competitive hospitality sector.

Unit 15 - Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1: Key roles and responsibility of marketing in hotel The Berkeley ........................................3
P2 : Roles and responsibilities of marketing relate to wider organisational context ..................4
P3. Differences in ways of Marketing Mix of London Marriott and Hotel Berkeley.................6
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the set of activities done by a company for promoting products or services
of its company. Hospitality marketing is steps and strategies taken by a hospitality firm for
promotion of their services and product in order to increase revenue. This project will explain the
different roles and responsibilities an organization takes for marketing of its product and
services. With the help of functions of the department in marketing this project analyses the
influences and interrelation of marketing. This project differentiates between the ways of
marketing mix in hospitality organizations (Hawkes, Cek and Handler, 2018).
MAIN BODY
P1: Key roles and responsibility of marketing in hotel The Berkeley
Marketing plays a crucial role in hospitality industry and describes the numerous
marketing strategies and tools which is being used by hotel Berkeley, for the promotion of
services and business to grab the attention of potential customers (Kotler and et.al, 2017). But
the scenario is totally get changed now this hotel is increasing their social presence by using
social media platform and delivering all the valuable information to their intended customer.
This becomes possible only by marketing. The major role of marketing in this hotel is-
Defining the brand
Due to marketing people will come to know about this hotel and their various services.
Brand name is very important tool for the hotel, if the customer do not know the name of this
hotel they will do not come in this particular hotel and will not take its services. By owing to
marketing and promotional activities customer will know about the brand, which wessential fot
the hotel to earn targeted profit.
Market research
The main role of marketing is to conduct a market reseach, so that hotel will get to know
its potentiality customer, what are their needs and demand, whom the hotel should target etc.
apart from this , Hotel may know the strategies followed by different hotels to earn the higher
profit and gain the competitive edge. So the marketing is helpful for the hotel to monitor the
market trend and the position of the competitors. As the pandemic has changed the market trend

for the hotel industry but owing to market search , this hotel has increased its presence on social
media so that they attract many customers.
Innovation
Marketing brings innovation to the hotel, when The Berkeley know about their
competitors and their strategy, this hotel will also focus on trying to adopt some new and
innovative technology in their business such as, they will improve their social media website and
make all the necessary information available which is important for the customers who want to
have a stay in that hotel (Hussain and et.al, 2020) Apart from this, owing to marketing this
hotel has increase the social media presence, now they are sharing more photographs and
discount offers so that they may get new customers.
Better services offering
Due to marketing, hotel may know about the needs and perception of the customer in
result they can provide better services to them, as the hotel is aware about the taste of customers.
This will help the hotel to improve their brand image and reputation in the society and also the
hotel will give tough competition and survive for long in the market.
Relationship
Good marketing strategies helps the hotel to maintain a healthy relationship with the
customers so their customers refer other people to this hotel and this will influence the mouth
publicity of the hotel. On the flip side, with the help of marketing hotel may give better services
as compared to its customers, which directly impact the profit and revenue of the hotel.
P2 : Roles and responsibilities of marketing relate to wider organisational context
Marketing department provides relevant information to other departments hotel the
Berkeley through which other departments can performs their work properly and help then hotel
to attain the competitive edge and gain them targeted profit.
Marketing and front office

As the main job of front office department is to communicate with the guest and assist
them in check in and check out and also they have to collect and manage all the necessary data of
the customer (Potočnjak, 2017). On the flip side, marketing department remain indulge in
gathering and collecting relevant information and about the market trend. But marketing
department relied on the front office to get then necessary data of the previously visited
customers, such as their name, email-0 id and phone number, then only marketing department
can send them notification about the latest offers and information and also the information about
the reservation, so the guest history is important for marketing department to set different
strategies and to run campaign.
Marketing and HR department
HR department look after the hiring and recruitment in the hotel so that they may get
best resources which can perform their job as per the expectations of the hotel. Their main work
is to provide training and development of the employees and also they have to make sure about
the performance of the employees, but employees cant perform well if they do not know the
goals of they company and strategies as well. This can only possible with the help of marketing
department, without them HR department cant know what do they have to do and hoe to aware
employees about their work with the help of marketing department, employees know the
strategies of the hotel and they can perform their job accordingly.
Marketing and IT department
Information technology department is playing a critical role in the hotel industry specially
in the times of pandemic (Wu and et.al, 2018). owing to IT department, the entire work of
marketing department has become easy. Now each and every activity of the marketing
department is getting done by the marketing department only apart from this marketing
department is taking help from the IT department to enhance their strategies. But this is the
responsibility of IT department to update the website of the hotel, made by marketer, and IT
department has to follow the plans of made by the marketing department so that they can
enhance the services of the hotel and update them on the website of the company. AS the
pandemic has changed the entire scenario of the hotel and make them depended on the
technology, so with the help of technology marketing department is promoting various
information about the hotel and make people aware about the different services provided by the
hotel.

P3. Differences in ways of Marketing Mix of London Marriott and Hotel Berkeley
Marketing Mix of an organization is referred to the elements which are prices, product,
promotion and placement. These elements determine the approach a company takes towards its
consumer based on these elements. The differences of Marketing Mix in London Marriott and
Hotel Berkeley are stated with the help of a table as follows,
Element London Marriott The Berkeley
Product This organization has three types of
products which are categorized as
actual, augmented and core. These
categorizations have been done
according to the needs of the customers.
This hotel has different types of brands
but all have the share similar concept of
convincing the customers. These
varieties of brands and categorization in
products collectively are the reason for
success in this hotel organization (Lee,
2020).
This hotel company does not have
categorization for its products or
services. There style of business have
been seen very flexible as they
provide services to their customers
according to their needs and can be
very flexible in the terms of services
and products. Such flexibility makes it
favourite of some customers which
like their hotels to be versatile in
satisfying their needs.
Price Pricing strategy of this hotel company
differs with the location, customers and
the type of service it is providing. By
having so many categorizations in
product it automatically provides the
company different option of pricing its
services. This hotel is known for provide
variations in prices according to the
demands of the customers
(MBA Skool Team, 2020),
Pricing strategy used by this company
is the low cost strategy which states
that the customer should not be
charged over certain amount which
has been set. This company does not
believe in charging the customers
more for increasing the market share
rather it would try to increase its
customers for achieving higher market
share. This hotel company has been
seen proving necessary discounts in
order to retain its customers and their

loyalty.
Place This hotel company has been successful
in spreading its business over 120
countries around the world. It
establishes its hotels in such locations
that it can gain competitive advantages
for example near the airports. This
company also utilizes mix channel
strategy by adopting both direct channel
and third party channel. This strategy
improves the speed of the business
activities of the company in different
infrastructures and reduces the overall
cost (Barakat, 2018).
This hotel is not too famous around
the world but it is quite famous in UK
with good and strong reputation. This
is because this hotel is established at
the centre of the city of London,
which has provided it with enough
scope of development that it has
developed so much. Apart from the
main hotel this company has been
seen opening cafes around the city for
fulfilling the needs of the local
customers as they love the cuisine of
this hotel.
Promotion Digital promotions have been the major
part of the strategy of the company for
marketing. This is due the worldwide
spread of the business of the company
which require proper promotions.
Platforms utilized by the company are
social media, online websites , video and
also advertisements on TV. This
company has been successful in
maintaining the loyalty of the customers
as marketed in the organization.
This company has not fallen behind
when it comes to the promotional
activities of its services on platforms
such as social media, online websites,
video and also advertisements on TV.
For additional promotion the company
has been seen providing discounts to
its regular customers (Larocco, 2018).
People For improving the individual
performances in the company this hotel
hires highly skilled individuals and also
provides training for development of the
employees. This hotel has made its
Guest and visitors are the most
important part of marketing for this
hotel as its main motive is for
fulfilling their needs. For doing the
hotel provides proper training for

priority to deliver best services to its
customers for gaining their trusts and
living up-to their expectations.
development of its staff (Papies,
Ebbes and Van Heerde, 2017).
Process This hotel has different business
processes which have been proved very
efficient in providing best services
comfortable stay and efficiency in
booking. They have a very user-friendly
process of checking in and out in the
booking process of the room
(Riihikoski, 2018).
This hotel also the similar process of
check in and out and haven't seen any
difficulties in these process for the
customers.
Physical
Evidence
The large infrastructures of the hotels of
this company is the biggest physical
evidence to it. The customers feel a level
of royalty while staying at these hotels
which is totally due to its physical
experience. All other small things in the
hotels are also of premium quality.
Physical evidence for this company is
also its building and other assets
inside of it.
CONCLUSION
With the help of this project it can be concluded that a companies marketing department
needs to bee strong so that customers gain trust and loyalty for the company. By increasing the
value of brand the company can improve its reputation and can also increase its sales. For
improving the public image an organization should make sure that its product and services are
stable. With the help of a table this project differentiates between the marketing mix of two
hotels.

REFERENCES
Books and Journals
Barakat, M., 2018. AGE DIVERSITY MANAGEMENT IN FIVE-STAR HOTELS:
IMPORTANCE-IMPLEMENTATION ANALYSIS. JOURNAL OF TOURISM.
RESEARCH, p.74.
Hawkes, B., Cek, I. and Handler, C., 2018. The gamification of employee selection tools: An
exploration of viability, utility, and future directions.
Larocco, M., 2018. Larry Ceballos as Busby Berkeley: The Credit Dispute in Footlight Parade
and the Branding of “Buzz”. Film History. 30(2). pp.141-163.
Lee, K.H., 2020. Marketing approach to the tourist experience. The Routledge Handbook of
Tourism Experience Management and Marketing.
Papies, D., Ebbes, P. and Van Heerde, H.J., 2017. Addressing endogeneity in marketing models.
In Advanced methods for modeling markets (pp. 581-627). Springer, Cham.
Potočnjak, M., 2017. Internal Marketing in Hospitality Industry (Doctoral dissertation,
University of Rijeka. Faculty of Economics.).
Riihikoski, R., 2018. Comparing mixed reality devices in sales and marketing: Studying
touchpoints with different stakeholders.
Wu and et.al, 2018-analysis. Journal of Retailing.94(2). pp.113-135
Wu and et.al, 2018. Marketing mix, customer value, and customer loyalty in social commerce:
A stimulus-organism-response perspective. Internet Research..
Online
MBA Skool Team, 2020., Marriott Marketing Mix (4Ps) Strategy,[online],Available through:
<https://www.mbaskool.com/marketing-mix/services/17317-marriott.html>