Unit 15: Hospitality Marketing Essentials for The Resident Convent

This report delves into the essentials of hospitality marketing, using The Resident Convent Hotel as a case study. It begins by identifying the roles and responsibilities within the marketing function and explores the interrelationship of marketing with other organizational departments. A comparative analysis of the marketing mix elements is conducted, contrasting The Resident Convent with a competitor, Restaurant Story, to evaluate pricing, place, promotion, people, process, and physical evidence. Finally, the report culminates in the creation of a comprehensive marketing plan for The Resident Convent, including SMART objectives and strategies aimed at achieving a 35% sales growth by the end of 2022. The plan outlines specific, measurable, achievable, realistic, and time-bound objectives, along with the marketing strategies necessary to attain these goals, focusing on enhancing the hotel's brand and customer base.

UNIT 15: HOSPITALITY
MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 1.................................................................................................................................................3
P1 Roles and responsibilities......................................................................................................3
P2 Interrelation of organisation functions...................................................................................4
LO 2.................................................................................................................................................5
P3 Comparison............................................................................................................................5
LO 3.................................................................................................................................................8
P4 Marketing plan for the Resident Convent Hotel....................................................................8
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing essentials in context of hospitality industry mainly refers to those important and
unavoidable aspects of marketing which structure the growth of the organisation altogether
(Andika and Susanti, 2018). The Resident Convent is an excellent hotel based in London and
will be analysed in their report. Initially, roles and responsibilities will be identified in the
context of marketing function specifically and then the interrelationship and impact that
marketing in particular has with other departments of the organisation on their functions. This
then is followed by the comparative analysis of the elements of marketing mx so that the
different factors can be evaluated against the similar practices adopted by other organisations
thus giving a clearer idea. Lastly, a marketing plan will be prepared in the report for the Resident
Convent presenting viable and best marketing strategies available for the hotel and the manner in
which these can be exploited.
MAIN BODY
LO 1
P1 Roles and responsibilities
Marketing is very essential part of any organization. It helps to a company to determine the
vision and mission of the company also make strategies to achieve them. Roles of marketing
includes planning, promoting, processing, organizing, packaging and delivering the product to its
right customers.
The role and responsibilities of marketing function of hotel, The Resident Convent Garden:-
Profits Maximizations: all company and business mainly focused on how they earn maximum
profit while satisfying the customers’ needs (Deepak and Jeyakumar, 2019). The convent garden
has so many branches in different beautiful location in UK to seek the attention of the customers.
Promoting and advertising the Brand- This is done in order to create image in customer’s
mind is very important. To promote the brand hotel provide many offers for dining as well as for
staying. They promote the brands on all social media, mouth marketing and blogs.
Expanding the business- They are also planning to open new restaurants and hotel to other
countries as well to grow the business also providing innovating and different experience to the
customers. They have opened the branches in Liverpool and in many hotels of convent garden

have 50 to 70 rooms available. Also, they are planning to open a new branch in Asian countries
and US also.
Hold in the market – It is very imp to maintain the business in competitive market where so
many hotels and restaurant are available so for that they need to focus on their advertising and
promotion. In order to sustain in market, business always have some innovative and different to
offer from other.
Marketing research- Before implementing the business idea company must have done their
research properly because to open new branch in other location they require a lot of research
(Hanssens and Pauwels, 2016).
Make aware about the objectives- Every company need to set the objective and also their
employees should be aware about the objectives long and short both. Without provide direction
they will not push. New product or service- the restaurant of convent garden provides innovative
personalized luxury rooms or suit with attach kitchen, Wi-Fi, stylish rooms, culture and food.
Also provide the beautiful view of the city and nature.
P2 Interrelation of organisation functions
Roles and responsibilities of the people who are working in the hotel need to improvise of
our personalities as a brand. To increase the profit and expand the hotel services worldwide. Also
for hospitality industry they have to be more responsible about health and hygiene of the
customers also needs to deliver the best quality with decent price. Sales and marketing
promotions strategies focus must focus heavily on what the competition is doing
Marketing Communications - Communication is very important and crucial part of marketing.
It's their duty or responsibility to provide the proper details about the objective, work and
feedbacks. Also need to maintain the open communication internally and externally
(Mothersbaugh, Hawkin and Kleiser, 2019). They always provide positive feedback to the
employees.
Enhancing the liability- This term indicates the time duration they offer new service or new
products in the market. This strategy helps to achieve the customer satisfaction in short period of
time while maintaining the best quality and price. Convent garden delivers the best staying
experience, foods, drinks and beverages to the customers. They are also providing and opening
the new hotel in new destination to expand their business.

Maintain range and quality -They believe in delivering the best food in London. To achieve
the goals they have to apply the techniques to sustain in the market. The Convent hotel has to
maintain the same product and quality and taste (Haider and et.al., 2017). Additionally, they
always welcome the customer warmly and communication is must.
Monitoring and controlling is very essential part of marketing. Monitoring the work and taking
the reports on regular basis of all the levels and controlling the employee if they are doing bad or
misbehave with customers so take the strict actions if they found guilty.
LO 2
P3 Comparison
The elements of marketing mix are one of the key components in the evaluation and
development of proper marketing strategies and plans. In case of The Resident Convent, this can
be done in following context:
M-mix The Resident Convent Hotel Restaurant Story Comments
Product This hotel was founded in
2006 London by its owner
Mactaggart & family.
This hotel has 67 rooms and
larges space for customers. It
have across 10 to 15 branches
across UK. Also, they have
very unique feature they
provide personal small
kitchen to all suits.
Restaurant story was
opened in 2011 by Tom
Sellers. It has very
beautiful view for
customers for dinner and
lunch. They also serve all
variety of food and drinks
to the customers.
As per the
comparison
Resident Convent
has wider range of
services including
personalized
kitchen which make
the hotel unique for
other
Price It is in top 5 star hotels of
London their prices are high
compare to the other hotel and
targeting the locals and tourist
(Kamps and Schetter, 2018).
Another key pricing element
Comparing with Resident
Convent, this hotel has
cheap rates but they target
all income people for
breakfast, lunch or dinner
for their all small and big
The Restaurant
Story has cheap rate
but they focuses on
the taste, hygiene
and health of the
customers.

is providing the great staying
experience and also offering
all kind of food to the
customers. They provide very
innovative and excellent
rooms with personalized
service in very beautiful
location thus justifying for
their higher prices.
functions. Also they
provide very unique menu
to customers and as
compare to that prices are
quite cheap.
Place People can easily book their
stay and dining through
various ways like through
call, Internet and personal
visit where people can easily
book their suit or room. And
also they welcome people in
very warm way and also
provide the different kind of
hotel experience. So it’s their
priority to must make the
right choice about the very
best location or place for the
customer to receive good
response for the product or
service,
The restaurant story also
available in all the social
sites, customer number is
given and also through
personal visit people can
book their seats
(Pogorelova and et.al.,
2016). Also welcome the
people in warm way.
Additionally, it has very
beautiful setup and is in
the centre of London.
Both the hotel have
their own interior
and great location
and individual can
easily find it.
Promotion The Resident is an innovative
brand of city centre hotels in
London and Liverpool and
provides many offers on their
website also offering one
night stay or many offers on
Also restaurant organize
small and big parties for
the consumers and also
they offer complimentary
service to attract people
while dinning (Wu and Li,
Both have their own
way to reach
people.

every Friday.
So on this basis they attract
customers and utilise benefits
of mouth to mouth publicity.
2018). Also they create
brand image through
entertaining interactions.
So only they have to do
some small changes to
promote and sell their
services that will lead to
drastic changes in your
result.
People All the person and employee
is a part of this hotel so they
always make their employees
motivated and also assign the
work accordingly and always
help to achieve the target and
how they have to treat
customers so they will again
and also take feedback very
positively (Aras and et.al.,
2017).
As compare to the
Resident, they have
limited staff for one
location but also focused
on how to make their
customers experience
great and also motivate
their employees to achieve
their long term goal also
having the right people is
very essential part because
they are as much a part of
your business offering as
the products or services
you are offering
Both of the
organization believe
in motivation and
allow customers to
give suggestion and
feedback.
process They have very long
procedure to book any room
or personal lounge.
And health of the customers is
very crucial part of this
business and so they take
extreme steps to care of it.
They provide the
customized menu as per
the customer, and also
provide the unique menu
to attract customers. Also
process help to understand
how they deliver the food
All the hotel and
restaurants have
their own process to
deliver their service

Further, hotel always deliver
the same standard of service
to your customers thus saving
their time and money by
increasing efficiency.
to the customer also how
the customer feel on that
point of time.
Physical
evidence
Physical evidence helps to
understand the experience of
the customers after using the
service of the hotel
(Camilleri, 2018). Further,
hotel also provides very
unique and customized
experience to their customers
and they assure customer to
revisit the hotel. Taking
suggestions and feedbacks
after customer’s experience is
another key strategy.
Physical evidence
determine about
everything related to the
customers see when
interacting with about the
business, it includes the
environment and interior
and presentation of the
food.
Managing staff and
how they dress and
act with customers.
LO 3
P4 Marketing plan for the Resident Convent Hotel
Marketing plan is designed to guide company for following different marketing strategies
in the business which supports to achieve to all sated goals and objectives within timeframe.
Marketing plan is going to designed for the Resident Convent Hotel because it has aim to raise
sales growth up to 35% at the end year of 2022 and build large customer base by offering
standard quality hospitality services to them. This marketing plan will support Resident Convent
Hotel to gain proposed goal within timeframe.
Goal
“To augment sales growth up to 35% at the end year of 2022.
SMART Objectives

 Specific: The Objectives of the business is specific nature. It has goal to increase sales
growth of the company. It is a key objective of the organization that looks for increasing
sales growth of the business.
 Measurable: This goal can be measured easily. Finance management of Residential
Convent Hotel can be calculated increment in the profit margin by analyzing previous
years financial statements.
 Achievable: Developed objectives are framed for the Resident Convent Hotel that all are
achievable. Company can achieve 35% sales growth with increment of the profit margin
over the proposed product line (Aras and et.al., 2017).
 Realistic: The sales growth up to 35% is real goal in nature. Company will achieve this
with the help of highly skilled and talented marketing teams. With the support of
different marketing strategies, company can be gained it’s framed goal.
 Time-bound: The framed objectives of the company are time-based. Company has sated
target for two year to gain the objectives.
The above-mentioned SMART objectives are more effective for the business functions of the
organization.
Situation Analysis
SWOT Analysis
 Strengths: The Resident Covent Hotel has good brand image in the United Kingdom
market. It is situated in the West End of London, UK which is one of the more famous
location in the UK. It is a strength of the company because it helps in attracting new
customers towards the hotel. It provides online room booking services to the customers
which is another strength of the hotel to influence wide number of customers to buy it’s
hospitality services.
 Weaknesses: It is a small-scale hospitality business which is situated in UK so, it has very
limited cash liquidity as well as less diversification of services. These are one of the
major weakness of the business.
 Opportunities: Development in technology is one of the major opportunities of the
Resident Convent Hotel because it can use highly advanced social media i.e. photo
sharing, video sharing etc. media through which it can create awareness in people about

it’s hospitality services and products which it offers to the guests. With the support of
modern technology it can easily build large customer base (Camilleri, 2018).
 Threats: However, advanced technologies are bit expensive and requires highly skilled
technicians who can support marketing teams to operate software in effective manner. It
is one-time investment process only then in exchange it can have more benefits in the
pandemic period.
The Resident Convent Hotel offers hospitality services to the guest and provides restaurant
facilities as well. This Hotel is set up in busy Convent Garden among restaurants and shops and
this hotel 6-minute walk from the Trafalgar Square and tube station and miles from the Big Ben
clock tower. So, it is quite easy for the Resident Convent Hotel to influence customers to buy
only it’s hospitality services (Mahmoud, 2018). However, it has practiced RACE model in order
to aces wide number of customers and tourists who are too busy in their schedule life and prefers
to buy hospitality services through online networking sites instead of following traditional way
of booking. It has own software application in which it provides various features like booking,
payment, cancellation policy, comments and rating stars etc. These touchpoints gives notification
to the company staff whenever any new customers or existing press them for booking purpose.
This software application supports customers to do online booking. It also has official website so
customers can directly visit on that website and directly communicate with it’s team regrading
booking services. Thus, it has good online presence on the digital platform which supports
company to build large customer base.
STP Model
It is strategic technique that stands for segmentation, targeting and positioning. Resident
Convent Hotel has used this tool to target it’s particular market and audience for the proposed
product segments.
 Market Segmentation: The Resident Convent Hotel targets demographical market
segment with the support of market segmentation strategy. The reason behind is that this
market segment subclassifies customers on the basis of their age, colour, sex orientation,
gender, social status, occupation and education background. With the support of this
segment organization can build large customer base.
 Targeting: Targeting strategy supports Resident Convent Hotel to target it’s particular
audience for existing product segment. The targeted audience of Resident Convent Hotel

is middle- and lower-class customers who wants such hotel which comes under the
budget and gets valuable services (Phadermrod, Crowder and Wills, 2017).
 Positioning: It is established on good location so it has good brand image on both
platforms online and offline. So, good positioning of the Resident Convent Hotel will
support company to lur wide number of customers to buy it’s existing product segment.
Tactic
4P’s Marketing Mix
 Product: It provides hospitality services with restaurant facilities to the customer. In
addition, it offers different type of amenities i.e. Wi-Fi free, air-conditioning room, pets
allowed Price etc. that encourages targeted audience to buy it’s hospitality services.
 Place: It is situated one of the best attracting location which is nearby different visiting
places so it is golden opportunity for the Resident Convent Hotel because each customer
wants that they buy hospitality service from that hotel which is centered near by the
visiting places. So that they do not have to expenditure money on transportations.
 Price: Competitive pricing strategy is followed by the Resident Convent Hotel because it
is located in centre of visiting places so this pricing strategy will support to gain
competitive edge over competitors in the UK’s hospitality market.
 Promotion: Traditional and digital marketing strategies are followed by company to
promote it’s existing product services to the targeted audience and encourages them to
buy it’s services.
Budget
Estimated 5000 euro will use to complete this marketing plan effectively.
Action Plan
Marketing managers of the Resident Convent Hotel delegates different tasks among the
marketing teams so that individuals can perform tasks effectively. In addition, marketing
representatives implements 4p’s marketing mix hotel to differentiate Resident Convent Hotel
services and facilities from other hotels and attracts targeted audience to buy it’s hospitality
services (Sarsby, 2016). At initial level, marketing manager of Resident Convent Hotel conducts
market research to understand the needs and expectations of the customers for the hospitality
services. Then they use STP model to target it’s particular market and audience for the proposed

product and services. Thus, company has gained all framed goals and objectives within
timeframe.
Monitoring and Controlling
Human resource management plays vital role in the context of monitoring and controlling
i.e. they keep control on overall marketing activities of the Resident Convent Hotel which
perform by different functional departments (Vlados and Chatzinikolaou, 2019). HRM reports to
upper management time to time about company’s sales growth and downsides as well. Thus,
company enables to lead sustainability in the business plan for several years.
CONCLUSION
Analysis done in the report above clearly indicates that how marketing is a significant aspect
in the functioning of any organisation. The roles and responsibilities of marketing in The
Resident Convent hotel were evaluated and then their interrelationship was understood. Further a
comparison of marketing mix elements was made with a restaurant and lastly, the marketing plan
for the hotel was presented highlighting the manner in which the hotel can draw better
advantages and increased customer attraction.