Maximizing Brand Visibility with Mixed Media Advertising

The document provides a detailed analysis and strategy for enhancing the market visibility of Beachfront Voyager Motor Inn through an integrated marketing approach. It emphasizes utilizing the 4Ps—Product, Price, Place, Promotion—to craft a compelling sales promotion plan that combines both online and offline media channels. The proposed strategies focus on leveraging digital communication tools to enhance brand awareness and foster consumer engagement. By incorporating feedback from various sources like TripAdvisor and Expedia reviews, it also highlights areas for improvement in service delivery and guest experiences. Overall, the document aims to provide actionable insights into effectively managing revenue across retail channels while boosting market outcomes through strategic marketing mix elements.

Marketing Management and Digital Communication
Beachfront Voyager Motor Inn

Marketing Management and Digital Communication 1
Executive summary
The role of the marketing managers is increasing in the competitive world. Marketing managers
of the Beachfront Voyager Motor Inn are the one who makes the planning related to the
marketing promotional plan. It is essential for the company to analysis the target market and the
value provided to the end users for making a successful marketing promotional plan. The
analysis is possible with the use of the proper information for that the consultant has to make use
of the proper research methods for extracting the customer perceived value, competitor’s value
analysis and the current value position of a company. The report includes the marketing
promotional plan and the promotional budget.

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Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................4
Background......................................................................................................................................5
Aim..............................................................................................................................................5
Company overview......................................................................................................................5
Target market of company...........................................................................................................6
Value of position compared to competitors.................................................................................7
Justification for proposing better value.......................................................................................7
Research methods............................................................................................................................8
Current value analysis....................................................................................................................10
Customer perceived value..........................................................................................................10
Competitors value analysis........................................................................................................10
Current value position of company............................................................................................11
Marketing promotional plan..........................................................................................................13
Objective....................................................................................................................................13
Advertisement........................................................................................................................14
Sales promotion.....................................................................................................................14
Personal selling......................................................................................................................14
Direct marketing....................................................................................................................15

Marketing Management and Digital Communication 3
Promotional Budget.......................................................................................................................15
Conclusion.....................................................................................................................................17
References......................................................................................................................................18

Marketing Management and Digital Communication 4
Introduction
Marketing management is the process of developing strategies and planning for the product or
services, promotion, advertisement, and sales to reach desired customer segment. Every business
in the competitive world needs the manager who maintains and monitor the process related to the
marketing the products (Hollensen, 2015). Digital communication is one of the effective ways
through which the managers can perform their activity of promoting a product easily (Lapidoth,
2017). The report includes the current value analysis and the marketing promotion plan. The
beachfront motel that is selected for the analysis is Beachfront Voyager Motor Inn.

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Background
Aim
The aim of the motel is to provide the luxuries suites and rooms to the customers with the lovely
views of the suits. The aim of the company is to fulfill the needs and expectations of the
customers which lead to the satisfaction of customers.
Company overview
Beachfront Voyager Motor Inn is on Tasmania’s North West coast which is situated at Burnie.
Burnie is a place that is located in the center of North West Coast; it is sited on the Bass
Highway. Bass highway is a coastal drive that is dotted with the beautiful capes, villages, and
headlands that is related by the lots of the white sandy beaches (Beachfront Voyager Motor Inn,
2017).
(Source: Tasmania’s North West, 2017)

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This motel is placed in the front of the town's beach which helps the company is attracting the
maximum number of customers who like to stay in the place where they can enjoy the view of
the sea. The rooms of the hotels are categorized into three Categories Sea View Executive Suite
and Balcony, Executive Suite and standard suite (Beachfront Voyager Motor Inn, 2017). The
major facilities that are offered by the company include bar, car park, conference/function
facilities, laundry, and restaurants.
Sea View Executive Suite
& Balcony Executive Suite Standard suite
(Source: Beachfront Voyager Motor Inn, 2017)
Target market of company
Target markets refer to as the group of customers or potential customers to whom the company
offers its product and services. In simple words, it can be said that it is a group who is most

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likely to buy the products and services offered by the customers (Bowie, Buttle, Brookes, &
Mariussen, 2016). Beachfront Voyager Motor Inn targets the customers who want motel at the
beachside. The company offers the three different categories of rooms to the customers that
include- Sea View Executive Suite and Balcony, Executive Suite and Standard Suite (Beachfront
Voyager Motor Inn, 2017). Thus, the motel targets the customers arrived for the business
meetings or for the visit purpose. The primary target of the company is the customers who like
prefer Sea View Executive Suite and Balcony and these customers include the couples and
family.
Value of position compared to competitors
The competitors of the Beachfront Voyager Motor Inn include Beachway Motel & Restaurant,
Waterfront Lodge Motel, and Mantra Lorne. These are the few motels that give strong
competition to the company. Beachway Motel & Restaurant is one of the strong competitors as it
is having the rating of the 4.5 out of 5 which is quite high then the company. The company has
the rating of 3.5 out of 5 at Trip advisor (Trip Advisor, 2017). The reason being, the customer
service provided by the competitor is better than the company and the locations of the motel are
near to the town at the beachside which provides the convenience to the customers to visits the
town as it is only 4 Km.
Trip Advisor rating-
Beachway Motel & Restaurant Beachfront Voyager Motor Inn

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(Source: Trip Advisor, 2017) (Source: Trip Advisor, 2017)
Justification for proposing better value
The company can propose the better value by providing the attractive deals especially for the
couples and bachelors along with the extended services. Currently, the motel is targeting the
people who are travelers for the business meetings or the people having the demand of
Beachfront motel but now the company should think to increase the target market by targeting to
the bachelors and the customers who want to book the motel for events.
Research methods
The research method is border term and the core of the research method is Data collection and
Data analysis. Beachfront Voyager Motor Inn needs the data collection and analysis to get the
details related to the customer value, target market and the competitions value propositions.
There are two types of data primary and secondary data (MacKenzie, Podsakoff & Podsakoff,
2011). The primary data is the type of the data which was not published before and this data is
collected for the specific purpose. On the other hand, the secondary data define as a type of data
that was previously published in any of the sources beings its newspapers, books, online portals
and journal articles.

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(Source: Fusch & Ness, 2015)
There are different tools and techniques of information collection that are used by the companies.
These methods include observing behavior, Questionnaire method, interviews, and schedules
method. Beachfront Voyager Motor Inn makes use of the secondary research method to analyze
and gather the details related to the target market and customer value. The interviews and the
observations help the motel in understanding the target market and the competitor’s value
proposition (Doz, 2011). The interviews will provide a platform to the customers to express their
opinions related to the motel. One of the effective ways to express their opinion about the motel
is posting of feedbacks and comments on the online portal that provides the option of booking
the motels such as TripAdvisor, MakeMyTrip, Priceline.com and many others.

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(Source: Bernard, 2017)
Questionnaires and surveys are one of the popular ways that help the motel in getting the
feedback from the customers regarding the services that are liked or disliked. This helps the
motel in improving the services which are not liked by the customers and will also try to bring
the service which is suggested by the primarily targeted customers (Bryman & Bell, 2015).
Current value analysis
Value analysis is an approach that reflects the value of the products and services that is provided
by the company to its customers or potential customers.
Customer perceived value
The customer perceived value refers to as the value of the product and services for the customers
provided by the motel. The motel is trying to provide the best services that lead to the
satisfaction of the customers. The company provides the Free Wi-Fi facilities in all the rooms
and 16 Foxtel channels. Guest of the Beachfront Voyager Motor Inn can enjoy the facility of the
bar, a steak, and a seafood restaurant. Each of the suites of the motel includes the facility of a
minibar, ironing facilities, electronic blankets and boast sea and beach views (Beachfront

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Voyager Motor Inn, 2017). Different customers have diverse perceived value for the location
where they are staying.
One of the guests Stephen, B has shared his experience with the motel on trip advisor. He stayed
in the motel for 2 nights in the separate balcony views and enjoyed the sea view. He shared that
the condition and infrastructure of the room were good along with the other facilities like a
comfortable couch, table, street parking and the laundry for clothes. Service provided by the
motel was impressive and the room was clean, conformable and spacious. A maximum number
of guests found that the motel is good. Though, some guest shared that they faced the problems
with the noise at the reception and in the hotel (Trip Advisor, 2017).
Competitors value analysis
The competitors of the motel consist of Beachway Motel & Restaurant, Waterfront Lodge Motel,
and Mantra Lorne. Out of these competitors, Beachway Motel & Restaurant is giving strong
competition by providing better facilities to the guests. The Motel provides the spacious and king
size bed to the customers with the facility of TV, AC, a mini bar along with attractive and new
décor and carpets. The surroundings offered by motel make them feel like home which enhances
the experience of the customers. Moreover, the motel is near to the town on the walking distance
and the view of beach impresses the guests (Beachfront Voyager Motor Inn, 2017). The location
of the company is one of the reason due to which maximum guest liked the facilities provided by
this motel instead of Beachfront Voyager Motor Inn.
Current value position of company
The current value position of the company is appropriate considering the other competitors
expect the Beachway Motel & Restaurant as Mantra Lorne is motel at the beachfront is having