Unit 15: Hospitality Marketing Essentials: Roles, Mix, and Plan Report

This report delves into the core aspects of hospitality marketing, examining the roles and responsibilities of marketing functions within the context of the Hilton hotel. It explores how these roles contribute to customer satisfaction, retention, and company growth. The report then provides a comparative analysis of the marketing mix strategies employed by Hilton and Marriott, highlighting the differences in their product offerings, pricing strategies, promotional activities, and market positioning. Finally, the report outlines a comprehensive marketing plan, providing a strategic framework for achieving marketing objectives and enhancing business performance in the dynamic hospitality industry. This includes identifying target customers, developing marketing communication, and enhancing the liability and quality of service and product.

Unit 15: Hospitality
Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Roles and Responsibility of marketing function....................................................................3
P2. Roles and responsibilities of marketing relate to the wider organizational context..............4
LO2..................................................................................................................................................6
P3.Comparison of Marketing Mix...............................................................................................6
LO3..................................................................................................................................................8
P4. Marketing Plan......................................................................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essentials can be define as process, tools, plans etc. which use by different
firm in order to gain market share in changing business. Hilton is of famous hospitality group
which attract large number of customers as well as increase profit share in changing business.
Report highlights roles and responsibility of marketing function as well as marketing mix
comparison of Hilton and Marriott. In the end describe marketing plan for the organisation.
LO1
P1 Roles and Responsibility of marketing function
Marketing function of Hilton hotel plays multiple roles are responsibility which help in
influencing people for organisation quality product as well as services and hence increase
customer satisfaction level (Henríquez, 2018). It is also responsibility of marketers to take
feedback, suggestion and opinion of customers and make changes in goods & services which
help in making strong relation with buyers.
Identifying customers
In these marketers focuses on analyses demand of customers for example now days they
want organic meal because of health consciousness and hence introducing in business can be
highly profitable for firm (Lanier and Lanier, 2017). It also target customer which can easily
attracted and now days focusing on health conscious people that want fresh environment.
Satisfy Customers
. Hilton marketing team highly focused on providing product & services in United
Kingdom according to changing taste and trend which help in gaining customers and recently
organisation launch various types of recreational activity inside firm’s premises and offers range.
It is focusing on developing sustainable business. It also take suggestion as well as feedback
from customers which helps in improving in its services.
Retain customers
Organisation offer high quality services with full safety as security even and even take
various measures after COVID pandemic which influence large number of customers. Marketing
team analyses competitors’ hospitality business and according to suggest management for
changes in firm and hence timely action helps in gaining loyalty of customers.
Growth of company
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It is one the main responsibility of marketing function that organisation growth remains
rises. However, pandemic affected its business and there are number of people afraid to travel
(Chandiok and Sharma, 2017). Marketing teams of Hilton using different promotion channels to
attract customers and increase profit share in time of globalization.
Product & Service development
It is another role as well as responsibility of marketing function of Hilton to continue
develop its hostility services by analyses taste and trends of tourist, identifying offering of
competitors according to make changes in product etc. Its helps in gaining control over market
by enhancing customer experience.
Strategy and planning
Hilton group marketers analyse market as well as customers and according to it set
strategy such as during lockdown collaborated with government for gaining customers for
example: quarantine of airline travellers were done in firm and hence it support growth of firm in
changing business. Presently markers focus on attracting local tourist by effective use of
marketing platform such as social media tools Facebook, You Tube etc. Before the lockdown
marketers attract customer by quality services and follow premium prices strategy and now they
breaking of others customers by various discounts.
Selling
Marketers attract customers by number of methods and sales their product according to
price strategy with quality services and hence firm will be able to gain customers and increase
profit share in changing business.
P2. Roles and responsibilities of marketing relate to the wider organizational context
Hilton marketing team plays important part in changing business environment for
example:- Now a day’s customer wants services under reasonable cost within budget and hence
marketer of firm focus on maximizing business by increase in number of customers. Marketing
Communication
In this marketing teams takes feedback as well as suggestion and opinion of
stakeholders which help them analyzing business and deciding strategy that can be suitable for
business. They also contact investors for investing in Hilton's business and convince them by
explaining various profit of it for example: firm able to maintain market position even during
pandemic which can easily attract funders for investing in business. Taking feedback from
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customers and providing to different function is another objective of marketing which support
in gaining competitive advantage in time of globalization (Neuninger, 2017). It also identify
various types of training and development programs that are profiting others firm and which can
easily be implement in Hilton Enhance the liability
In this organization for particular period offers range of different product so that customer can
easily attract and increase market share of firm. During lockdown pandemic Marketers plan a
strategy offer stay of customers which are coming from different countries with affordable price.
It helps organization in attracting customers by ambience as well as facilities provided by
firm. This strategy is used company for few months so that it able to maintain market position
as well as support government by quarantine of tourist so that Corona Virus not spread in
different part of country.
Quality of Service and Products
In this Marketers analysis standardisation of product as well as services that are needed by
customers. It helps in providing better facilities in Hilton premises and hence increase profit
share in changing business environment. After pandemic organization focusing on sustainable
business development such as introduce organic product range in meal which attract health
conscious people in country (Alford, 2018). Marketing team identify that people now a days
highly attract towards eco-friendly environment and hence creating ambience of property
accordingly such as planting trees, make more scenic by taking help of interior designers, even
find out places where firm can invest and get higher profit in country.
Promotion
Marketing team of firm use number of promotion channels for attracting customers to
Influence customers. It is responsibility of Marketers do not offend customers such as it doesn't
design which hit caste, religion etc. in country. Before sharing and ads marketing team has to
check properly. Sometimes fast launching and promoting product as well services create a
number of problems specially on digital platform for example: design advertisement which
shows covid patients are untouchable and hence supporting discrimination can create a
negative environment against firm. It will lose good-will in front of customer.
Maintain good relations with other departments of firm
It is responsibility of marketing team to provide details regarding market to
different function of organization which helps in making changes quickly. Marketing is
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connected to all departments of firm such as it provide information to Research and
development, Provide budget that needed for marketing strategy to finance etc. Exchanging
information positively growth of firm as well as support increment of Marketers as well as of
others.
LO2
P3.Comparison of Marketing Mix
Marketing mix can be define as elements of market that support growth of firm by
achieving higher goals and increase profit share in changing business. It includes product, place,
price, promotion, people, process etc. which are use by different firms in setting marketing
strategy and also it make marketing plan more effective and hence support growth of
organisation in time of globalization. Comparison of marketing tools use by Hilton and Marriott
group gives better understanding the way in which hospitality companies achieves aim and
objectives.
Product
Organisation provides facilities for business as well as tourist travelling from different
part. It emphasizes on providing luxury services to customers who distinguish from other and
hence clients belong to rich class society of country (Tran, 2019). In the premises of firm offers
deluxe rooms, restaurants, bars etc. and hence variety of services influence people to visit the
place. Rooms of Hilton hotels are designed in a manner that gives modern diligence as well as
provides advanced amenities. There are number of others services which offer by firm in
premises such as WIFI, Gym, Recreational activities etc. Organisation also offer exclusive
membership discount for different facilities and hence people can easily attracted.
Marriott group known for its luxury services and has multiple branches all around world.
It has various segments in which offer its services such as Hotels, resort, Lodges etc. and hence
customers have multiple option for their stay. There are number of resort which are designed for
couple stay and includes facilities likewise for example: Separate swimming pool with hotel
room. It is again divided into sub group such as Ritz-Carlton, St. Regis, JW Marriott, BULGARI,
Le MERIDIEN, Westin, Renaissance hotels, Gaylord hotels, Courtyard hotels, Four points,
Spring hill suites etc. All of brand divided according to location as well as environment.
Place
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Hilton has more than 570 properties in 84 countries which make it one of the biggest
hospitality groups in world and hence fame all around world. Large number of hotels present
attracts business as well as tourist classes of different countries. Firm focuses on building
properties which are either at premium places or near to departure area and hence becomes
traveller’s first choice. Organisation focusing on sustainable environment and hence choosing
location which are close to nature such as near to flora, fauna, Lake view etc. Hilton highly
invested in building hotels near to premium places and it also merging various others small firms
which able to attract customers and hence this strategy will support growth of firm in changing
business environment.
Organisation provides facility in more than 120 countries in different part of globe. It
selects places which are near to airport, highways, near central market etc. and hence increase
profit share in time of globalization (Bojanic and Reid, 2017). It attracts customers which belong
to business classes and don’t waste time unnecessary time in selection of hotels, resort etc. and
hence prefer nearby station for stay. Organisation emphasizes on mix channel strategy so that
large number of customer can easily be attracted and hence firm able to increase profit share.
Price
Hilton group follows premium prices strategy so that higher upper middle classes as well
as elite & rich societies can easily be attracted. Firm provides four as well as five star services to
customer and its luxurious again can easily gain customer even in changing business. However,
organisation also provides membership card by which prices of rooms and other facilities can be
reduce. Sometimes events by stars, musician etc. organised in firm for free of cost and hence
additional services cover the price of stay.
Organisation follows different price strategy for various properties and it depends on
location and pocket of customers. Firm emphasizes on providing right product as well right
services to people that are looking for and hence increase customer satisfaction level. Marriott
follow competitive prices strategy without affecting revenue. However, firm do not compromise
with facilities which are world class and can easily influence customers in country.
Promotion
Organisation follows mouth to mouth publicity strategy for promoting its product as well
as services and increase market share in time of globalization It try to maximizes quality services
and take feedback of customers which share on social media platform and hence able to
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influence others too. Hilton is modern age hospitality firm and hence follows digital marketing
strategy to attract customers for its services.
Marriott group emphasizes on dual promotion strategy such as it promotes product as
well as services on Media (Newspaper, Magazines, radio etc.) and digital platform(SEO, Social
media marketing etc.) and hence able to gain attention of large numbers of people. Organisation
is daily updates on its social media channels such as Facebook, You Tube, Instagram etc. which
have large number of users and hence remain alert for firm services, discounts, new ventures etc.
There are number of celebrities who are collaborated by various brands and hence they again
influence people for Marriott group selection for their stay (Ariffin and et.al., 2018).
LO3
P4. Marketing Plan
Marketing plan refer to process which is use by firm in order to increase profit share in
business as well as to attract customers. It has various elements which helps in effectives
planning such setting objectives, analyses macro and micro factors etc. Proper marking planning
helps in gaining competitive advantage and prepares company for upcoming challenges. After
Pandemic Hilton group facing different types of issues and it become important to solve it on
time by proper marketing strategy as well as planning (Kandampully and Solnet, 2019).
Executive Summary
Hilton is one the luxurious hotel group in world which offers variety of hospitality
services to business as well tourist class of different country. Firm focuses on building property
near to travel services such as Airport, railways station or premium location which can save time
of customer and increase satisfaction level. However, after COVID business of organisation
decreases but soon vaccination in country will start and hence business will again boom. It
becomes important for firm to set a proper marketing plan for changing business so that it able to
maintain market position and again grow effectively.
Objectives
1. To increase revenue of firm worldwide by 14% worldwide.
2. 10% market share increase in United Kingdom Hospitality sector.
3. Increase revenue of firm compare to last year.
4. Providing quality services at premium location which can easily attract business class
society in country.
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SWOT Analysis
Hilton’s business affect from micro derivers such as strength, weakness, opportunities
and threats. It helps organisation in framing proper strategy and increase profit share in time of
globalization.
Strength
Organisation is one of the biggest groups and has a long fame for serving customers in
United Kingdom. Britain is divided into classes and large number of people attract towards
luxury services of Hilton group which helps in maintain position in hospitality sector. It choose
location which is near to airlines, premium places etc. which can easily attract business as well
travelling classes.
Weakness
Organisation have poor inn network which affected its business in America as well as in
European countries. Dependency on property again effect on its business. Improper training and
development programs again impact on growth of firm and decrease its market share.
Organisation ineffective promotional strategy decrease customer rate and which support
competitive advantage of other firm (Ramaj and Ukaj, 2018).Organisation fails to operate
business in china where it can attract large number of customers.
Opportunities
It is financial strong group and expanding business in Australia can highly profitable for
firm. Effective strategy for building customer relation can help in gaining loyalty of them. After
COVID large number of hospitality business about to close and it will advantage for firm to
merge them so that when market group firm will be grow, it will able to improves its position in
hospitality business.
Threats
Organisation follows premium price which limited it too few classes in country while its
rival taking it as opportunity and using price war to expand business. There are number of cyber
attack increases in hospitality business and poor IT system of firm can effect Hilton’s growth.
PESTLE
PESTLE tool use by Hilton group to identify micro drivers which can impact on business
of firm such as political, economical, social, technological, environmental and legal. It can affect
business of firm positively as well as negatively.
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Political
BREXIT has impacted on political stability of country and three times government
changes which impacted hospitality business. Organisation loose European tourist after Britain
exit from Europe and hence decreases its market share. COVID has decrease revenue of firm and
it become difficult to run business in such situation.
Economical
Inflation and unemployment rate continuously raising which decrease purchasing
capacity of customers of product and services and hence effected Hilton group business.
Corporate tax will be reducing by UK government which can support firm to remain in business.
Social
After COVID, people avoided unnecessary travelling and hence it affected Hilton group
business. It is emphasizing on sustainable development of Business which can help in gaining
market.
Technological
Organisation is financial strong which help in adopting latest technology in hospitality
business and increase market share. Training and development programs become time and cost
effective for Hilton.
Environmental
Firm is focusing on conserving environment which increases its good-will. Plastic use
stop in premises and Three R (Reduce, Reuse, and Recycle) strategy follow by firm.
Legal
There are number of laws adopted firm which protect stakeholders’ rights and increase
good-will of firm in changing business environment.
STP (Segmentation, Targeting and Positioning)
Segmentation
In this Hilton’s group divided market segment demographics, psychographics, lifestyles
etc. Business class community of age between 20-50years selected which can easily attracted by
firm’s services and product. Lifestyle of people is luxuries which contribute in growth of firms.
People believe in spending money and maintain status in changing business.
Targeting
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In this people with high income are chosen for organisation product as well as services.
Age group of this people in between 15-40 years that are fond of luxury places stay and life.
Positioning
In this organisation attract customers of London by hospitality services such as
recreation, restaurant, bar etc. and hence able to gain market share in changing business.
Budget:
The overall marketing cost of Hilton is £9000 and the implementation is £10000
Bases Cost in Pounds(£)
Raw Material 3500
Supply chain system 4500
Labour and Staff 500
Advertisement 1000
Miscellaneous 500
Total £qo,000.00
Monitoring and controlling
There are number of tools which can use for monitoring as well as controlling marketing
activities of organisation.
Key Performance Indicator (KPI)
It helps in analysing performance of workers, profit increment etc. and hence firm able to
know whether it is achieving goals or not.
Monthly grow rate:
In this organisation growth check after particular period such as yearly or quarterly etc.
and according to make changes in strategy of firm.
Monthly sales:
In this previous month sale compare to present and analysis whether it is increase or
remain stagnant. It helps in taking right decision on time.
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Marketing strategy
Organisation has to follow competitive price strategy which helps in breaking customers
of other firms. Multiple media channels promotion strategy can be highly advantage for Hilton.
CONCLUSION
It can be evaluated from the report that marketing essentials plays important role in
attracting customers and increase market share in time of globalization. Hilton hotel facing
challenges in business after COVID and need robust strategy for gaining business. Report
explains roles and responsibility of marketing function such as taking feedback and suggesting
organisation for changes. It describes marketing mix comparison between Hilton and Marriott
for example former firm use premium price for room while other one follows competitive price
strategy. In the end organisation describe marketing plan to attract Business class of London for
its luxury services.
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REFERENCES
Books and Journals
Henríquez, F.A.G., 2018. Destination marketing essentials (2. Anuario Turismo y Sociedad.
(23).pp.275-278.
Lanier, P. and Lanier, M., 2017. Marketing Essentials for Independent Lodgings. Business
Expert Press.
Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-
242). IGI Global.
Neuninger, R., 2017. Qualitative marketing methodology. Routledge Handbook of Hospitality
Marketing.pp.54-65.
Alford, P., 2018. Tourism and the internet; marketing perspectives. The sage handbook of
tourism management. Applications of theories and concepts to
tourism.pp.397-414.
Tran, T.H., 2019. The possibilities of smarketing in accommodation business.
Bojanic, D.C. and Reid, R.D., 2017. Hospitality marketing management. Wiley.
Ariffin, A.A.M and et.al., 2018. Exploring the Influence of Hospitality on Guest Satisfaction in
Luxury Hotel Services. E-review of Tourism Research, 15.
Kandampully, J. and Solnet, D., 2019. Competitive advantage through service in hospitality and
tourism: a perspective article. Tourism Review.
Ramaj, B. and Ukaj, F., 2018. Review of literature for internet marketing and social media in
tourism. Acta Universitatis Danubius. Communicatio, 12(2).
Online
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