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)

MARKETING 12

MARKETING 13
Figure 5 Customer prom promotional images
(Source: Mantra.com.au 2019)
Figure 6. Pricing model
(Source: Mantra.com.au 2019)

MARKETING 14
BRANDING AND POSITIONING
Figure 7. Mantra position and branding
(Source: Mantra.com.au 2019)
RECOMMENDED NEW OR INNOVATIVE IDEA
DESCRIPTION:

MARKETING 15
 The hotel can use the modern communication tools like the cloud-based software,
teleconferencing and other such systems helping them to ensure that they are staying
ahead in the competition.
 The consumer forums can be developed online where the customers will be delivering
about their feedback and their experiences during their say in the Mantra hotels.
APPLICABILITY:
This plan will be applied by contacting with the app developers and also the cyber-crime
officials. They will be helping the hotel to develop a huge platform for the proper interaction
between the hotel staffs and the consumers and provide protect clients who share details online.
PEOPLE:
The organization has more than 5500 people working with this brand. They help the
company to run efficiently. Mantra Chain of Hotels has efficient and skilled employees working
from the front-line sales staff to managing directors.
PROCESSES:
The delivery of services by the organizations are unique. It has high number of retuning
customers better than their competitors. The company provides in house designing, engineering
and asset management solutions.
PHYSICAL EVIDENCES:
It has 135 properties and more than45 properties in CBDs which focus on managing 4
brands including Pepper, Art series, Break free and Mantra. The company is the largest

MARKETING 16
accommodation operator in Australia thereby increasing the visibility of the company in the
Australian market.
FUTURE INTEGRATED MARKETING PLAN
TARGET MARKET
The hotel must be targeting the office goers or the big industrialists who can often come
to Australia for the business meets. Apart from this they can target the married couples or
family persons between the age group of 30 to 50 who will be eager to go out on the fami8ly
trips (Aksoy and Ozbuk 2017, p-76).
PROMOTIONALMIX
Figure 8 promotional Mix
(Source: Mantra.com.au 2019)

MARKETING 17
Personal selling
The hotel recruited different sales team in order to sell their hospitality services to the
different entrepreneurs and business tycoons. The different aspects are majorly dependent on the
nature of the personal selling attribute and the manner in which the sales team encourages a
customer or entrepreneurs in trying the services.
Figure 9: Personal selling
(Source: Mantra.com.au 2019)
Public relations
The organization has taken steps to contribute to the different charitable programs in
order to establish brand awareness among the targeted customers. On the other hand, the
utilization of the IMC (Integrated Marketing Communication) mediums has helped the

MARKETING 18
organization in maximizing the engagement of the different community stakeholders in the
business process.
Figure 10: Public relations
(Source: Mantra.com.au 2019)
ADVERTISING
In this modern-day scenario, the social sites like the twitter, Facebook, hotel booking
apps like Trivago and others have attracted a huge number of customers. It is for this reason that
the hotel must create a very powerful presence on the online sites like Facebook, Twitter and
others (Sherif 2018,p-53).The organization will be undertaking collaboration with YouTube and
Google in order to facilitate flash ads for making the customers aware of the product and service
offerings of the business (McCauley et al. 2019, p-349). Often the customers post some negative
comments on the online sites in order to share their feedbacks during their stay in the hotel.
However this might often ruin the reputation of the hotels if the visitors post some negative
reviews.

MARKETING 19
Figure 11: ADVERTISING
(Source: Mantra.com.au 2019)
Sales promotion
The sales promotion will be done mainly through the online sites and the social media
sites. This will be very helpful for the promotion of the organization among all the people.On the

MARKETING 20
other hand, the enumeration of the sales -promotion initiative will be helping the organization in
maximizing the revenue streams of the same. The company must also try their level best to
educate then consumers. In other words, if the hotel has to be successful in the long run, then
they will have to also train and educate their customers. They need to make sure that the
customers are also being educated of how to use the resources in a proper way (Nedyalkova
2016, p-50).
Figure 12: Sales promotion
(Source: Mantra.com.au 2019)
Direct and digital marketing
The digital marketing mediums will help the hotel to reach out to all their customers in a
quick an easy manner.
The electronic mediums of marketing like the web chats, SMS, emails and other such
mediums will be used by the hotel chain. The customers will also be able to contact via the
online chat support system. The future of hotel is still in question as science has a good amount
of opportunity to be explored (Yeoman,Oskam and Postma 2016). It is for this reason that the
hotels will have to utilize many new kinds of advertising methods like the vacation marketing,
service design and others.

MARKETING 21
Figure 13: Direct and digital marketing
(Source: Mantra.com.au 2019)

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References
Aksoy, S. & Ozbuk, M.Y., 2017. Multiple criteria decision making in hotel location: Does it
relate to postpurchase consumer evaluations?. Tourism management perspectives, 22, pp.73-81.
Cwalina, W. & Falkowski, A., 2015. Political branding: Political candidates positioning based on
inter-object associative affinity index. Journal of Political Marketing, 14(1-2), pp.152-174.
Espino-Rodríguez, T.F. & Rodríguez Díaz, M., 2017. Make or buy in the hotel marketing
department: transaction costs, financial and relational performance. Tourism & Management
Studies, 13(1), pp.7-17.
McCauley, S., Algren, P., Desai, P., Colten, S., Parkin, R., Valentine, S. and Silverman, C.,
International Business Machines Corp, 2019. Analyzing customer segments. U.S. Patent
Application 10/204,349.
Nedyalkova, S., 2016. Applying circular economy principles to sustainable tourism
development. In PM4SD European Summer School-Abstract and Conference Proceedings (pp.
38-44).
Sherif, H., 2018. An Investigation into Management Response to Negative Online Reviews in
Hotel Operations. KnE Social Sciences, 3(10), pp.57-75.
Yang, Y., Tang, J., Luo, H. & Law, R., 2015. Hotel location evaluation: A combination of
machine learning tools and web GIS. International Journal of Hospitality Management, 47,
pp.14-24.
Yeoman, I., Oskam, J. & Postma, A., 2016. The future of hotels: Vacation marketing, service
design and management.