Hospitality Marketing Essentials: Intercontinental Hotels Group Plan

This report provides a detailed marketing plan for Intercontinental Hotels Group (IHG), a British multinational hospitality company. The plan includes an introduction, company overview, vision, mission, and objectives. It outlines marketing strategies focusing on product, price, place, promotion, people, process, and physical evidence. The report also analyzes the target market, segmentation, and positioning, along with a marketing budget and financial projections for five years. Furthermore, it discusses monitoring and controlling strategies and concludes with the importance of marketing for product implementation and market growth. The plan aims to help IHG achieve its objectives, gain a competitive advantage, and expand its customer base through various marketing initiatives.

Hospitality Marketing Essentials

Table of Contents
 Introduction
 Marketing Plan
 Conclusion

Marketing plan is a roadmap for introduction and distribution of products or services to the targeted
customers. It will help Intercontinental hotels group to understand the results of marketing decisions and
also gives the vision of market they are planning to target. To launch this product in the market, the
marketing manager needs to prepare an effective marketing plan with an objective of achieving
sustainability in the market. Here, a marketing plan is prepared for the company which is helpful in
preparing the marketing strategies which guides and support them in right direction.
Introduction

Company overview: Intercontinental hotels group relies in the chain of top quality serving hotels which
is a British multinational hospitality company. It is in April, 1946 and headquarter in Denham, England,
UK. Its offers several brands which includes regent hotels, six senses hotels, voco hotels, hotel indigo,
Holiday Inn and many more. It has approximately 842,749 guest rooms and earned lot of popularity
because of their quality services offered by them to their customers.
Marketing Plan

Vision: Their vision is to grow the world's top luxury hotel brand and introduce the industry in first
loyalty programme. They want to enhance world class brands and also invest in new and updated
technology which helps in making sure that they have enough power to attract market towards them.
Mission: Their mission is to create rich and memorable experience for their guest in order to make them
loyal. It extends to their guests, partners and local communities which make it possible. They also set to
provide customised and standard services which they include in their mission. They believes that, they
offer those services which makes them different form their competitors and focuses on retaining the
valuable staff and make effective team.
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Objectives: Intercontinental hotels group has a marketing objectives and many strategies by which they
are willing to expand their product categories so that new and quality products are offered to their
present and future customers. Their strategies will also help in attaining competitive advantage in the
market. In addition to this, they are also building more strategies for their promotion which is helpful in
increasing their customer base.
Marketing strategies: Intercontinental hotel group needs to develop strong marketing strategies in order to
accomplish desired outcomes within the market. Through these strategies, company will be able to attain
its broad market which includes analysis of seven elements which affects the market of Intercontinental
hotels group which are as follows:
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Product: Intercontinental hotels group should provide additional services which provide benefits for its
purchasing of products which includes helpline services, after sales services and many more.
Price: Intercontinental hotels group should offer discounts or vouchers occasionally or for short period of
time in order to attract customers and to gain market share.
Place: Intercontinental hotels group should start selling online products on social media where they can sell
their products with posts also as this will help the company to generate more sales. Its social media
pages are integrated by which they provide easy direction to their users.
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Promotion: Intercontinental hotels group should use influencing promotional strategies such as celebrities,
bloggers, media and many more.
People: Intercontinental hotels group should provide various benefits and incentives to its sales force by
meeting targets.
Process: They should use computers to tackle its various process to improve the efficiency and on time
delivery to their customers. They should use innovative processes which increase its cost and efficiency
because saving cost leads to minimum prices for the products.
Physical evidence: Intercontinental hotels group need to collect feedback from their customers regarding to
their packaging and appearance by which they can improve it.
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Target Market:
Segmentation: Here, market is segregating on different basis and hotels are segmented on the basis of
their customers and services which they offer. Its market is segmented on the basis of five categories
such as luxury, upper upscale, upscale, midscale and economy.
Targeting: Their targeted market is those people who are able to pay for the luxury products and services
and also want great experience.
Positioning: Brand should never compromises its quality of their products. They focus on providing
luxury amenities to make their customers feel that they are valuable.
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Marketing Budget: Intercontinental hotels group has estimated budget of £5.4 million for implementing
this idea. This amount of money will be used for purchasing materials, making plans and advertisement
of product for ensuring successful implementation. Company is forecasting the increase of minimum
20% in the sales from this new idea as well as minimum 15% increase in customer base.
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Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 2500 9000 22000 9000 13000
Investment 4500 8000 19000 17000 12000
Total 7000 17000 41000 26000 25000
Marketing outlay
Promotion 8000 4000 2000 6000 5000
sales publicity 9000 9000 8000 5000 3000
Direct selling 7000 18000 9000 7000 4000
Total 24000 31000 19000 18000 11000

Monitoring and controlling: Intercontinental hotels group follows market penetration strategy for its new
product in order to capture large market. This would help the company to gain competitive advantage.
Marketing plan provides a base to measure the success of any new product or idea. The company needs
to continuous monitor the marketing objectives to infuse the necessary changes if required. After the
continuous monitoring and upgrading of the required changes, the organisation will be able to launch
more of their own products instead of selling the brands of other companies.
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Conclusion
From this power point presentation marketing plan act as a roadmap for implementing the new product in
the market. Marketing is an important tool for the survival and growth in the market for which marketing
department act as a support because it is their role and responsibility to conduct the proper market research
and then innovate the product based on the needs and desires of customers.

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