HAT202: Marketing Portfolio of Mantra Hotels in Hospitality Sector

This marketing portfolio provides a comprehensive analysis of Mantra Hotels, a major hospitality chain in Australia, New Zealand, and Indonesia. It begins with an overview of the current business operations, detailing the core, supplementary, and augmented products offered. The portfolio examines the hotel's location and distribution strategies, pricing models, customer segments, branding, and positioning. It also evaluates current promotion and marketing materials, including online advertisements and the use of tools like HoLSAT for location selection. The portfolio then proposes a new, innovative idea involving modern communication tools and online consumer forums to enhance customer interaction. Finally, it outlines a future integrated marketing plan targeting office goers and families, with a promotional mix encompassing personal selling, public relations, advertising, sales promotion, and direct/digital marketing. The analysis incorporates visual aids and references to support its findings and recommendations. Desklib offers a wide range of solved assignments and past papers for students.

Running head: MARKETING
Marketing
Name of the Student:
Name of the University:
Author’s Note:

MARKETING 1
INTRODUCTION
The business that is chosen is of the hospitality and tourism business. The Mantra hotel
chain has been selected as they are one of the major hotel chains in Australia and they have a
huge property in Australia, New Zealand and Indonesia. They are the leading Australian
accommodator and they make sure that they are providing the best possible services to their
customers.
CURRENT BUSINESS OPERATION
PRODUCT
Core product
The core product mainly comprises of the room services and the beautiful luxurious
hotels. This hotel provides a wide range of products for their customers.
Supplementary product:
The supplementary service of this hotel chain either facilitates the use of core services or
somehow enhances it. In case of Mantra Chain of Hotels, the supplementary products include the
car facilities, swimming pool, free Wi-Fi service, order taking, tour desk library, self-billing,
foreign currency exchange, bar and postal services.
Augmented
The extremely good customer service mainly refers to the best customer services that the
hotel provides. They are having a very good and dynamic team that helps in supporting the
customer needs and demands.

MARKETING 2
LOCATION AND DISTRIBUTION
The hotel is located in Australia and have a wide range of properties in different other
parts of the country. They have expanded in the global markets of New Zealand, Indonesia and
other countries (Yang et al. 2015, p-15). The distribution is mainly done through the online
media and channels. The hotel mainly carries on their advertisement through the online
advertisements and the online hotel site Hotel Location Selection and Analyzing Toolset
(HoLSAT) is the model that is to be used by the hotel in order to select their locations. The
location chosen by the hotel must be convenient for the consumers to reach out.
Figure 6 – Location of Mantra Group
Source - Mantragroup.com.au (2019)
PRICING MODELS
Bundling is often used by them as they provide many packages of their rooms to their
guests.
CUSTOMER SEGMENTS

MARKETING 3
Their customer segment includes people from the different layers of the society and of
different income group. In other words, they have rooms for all kinds of purposes.
BRANDING AND POSITIONING
The hotel chain makes sure that they are giving their customers a very good and
memorable experience. They make sure that the customers are getting proper support from their
dynamic team of customer care executives (Cwalina and Falkowski 2015, p-174). They have a
huge number of facilities like the conference and business meet facilities, the bars and also many
other entertainment facilities. As far as the positioning is concerned, the hotel makes sure that
they are trying to make themselves unique from others.
Figure 7 – Branding of Mantra Group
Source - Mantragroup.com.au (2019)

MARKETING 4
Figure 8 – Positioning of Mantra Group
Source - Mantragroup.com.au (2019)
CURRENT PROMOTION AND MARKETING MATERIALS
The hotel makes sure that they are having a properly built webpage that they put up in the
internet. The hotel mainly carries on the promotion through the advertisements online. In order to
deal with the problems that might often arise in the promotional fields, the hotels can use the
outsourcing system (Espino-Rodríguez and Rodríguez Díaz 2017, p-17). This will help them in

MARKETING 5
dividing the workload and make their services much productive. The hotel can actually outsource
those activities where they do not have the proper knowledge.
High price
Low quality
High quality
Low price
Mantra Group of Hotels
Luxury hotel groups
Pride of Britain
Hotels

MARKETING 6
Figure 9 – Promotions of Mantra Group
Source - Mantragroup.com.au (2019)

MARKETING 7
Figure 10– Promotions of Mantra Group
Source - Mantragroup.com.au (2019)

MARKETING 8
PRODUCT IMAGES
Figure 1. Mantra core products
(Source: Mantra.com.au 2019)

MARKETING 9
Figure 2. Mantra supplementary products
(Source: Mantra.com.au 2019)

MARKETING 10
Location and distribution images:
Figure 3. Mantra location
(Source: Mantra.com.au 2019)

MARKETING 11
PRICING MODELS IMAGES
Figure 4 Customer Segment
(Source: Mantra.com.au 2019)