Sales Development, Buyer Behavior, and Advertising for Jumeirah Hotel

This report provides an in-depth analysis of sales development strategies for the Jumeirah Group hotel. It begins by examining the key components of the product mix, including core, facilitating, supporting, and augmented products, and how these elements contribute to sales and profit. The report then explores the role of market segmentation in maximizing hotel sales, considering demographic, psychographic, behavioral, and geographic factors. Furthermore, it delves into the factors influencing buyer behavior, including psychological, social, and economic influences, and discusses various advertising methods and their effectiveness. The report also evaluates the impact of design, layout, and merchandising on customer spending, and assesses the effectiveness of promotional activities and personal selling techniques. Finally, the report concludes with an evaluation of operational design, sales revenue, and key principles for a sales training program, offering valuable insights for the Jumeirah Group to enhance its sales performance and market position.

SALES DEVELOPMENT

TABLE OF CONTENTS
INTRODUCTION .........................................................................................................................3
TASK 1 ...........................................................................................................................................3
1.1 & 1.2 Key components of the product and how the product mix contributes to sales and
profit.............................................................................................................................................3
1.3 Contribution of Market segment in maximizing the sales of Hotel ......................................5
TASK 2............................................................................................................................................6
2.1 Factors affecting buyer behaviour.........................................................................................6
2.2 Ways of Advertising and its effectiveness.............................................................................8
2.3 Evaluating the use of external merchandising to maximize customer volumes....................8
TASK 3............................................................................................................................................9
3.1 Influence of Design and Layout on Customer Spending.......................................................9
3.2 Effectiveness of Internal Merchandising Materials ............................................................11
3.3 Promotional Activities for Different Scenarios...................................................................13
TASK 4..........................................................................................................................................13
4.1 Evaluation of personal selling techniques............................................................................13
4.2 Influence of operational design and sales revenue..............................................................14
4.3 Key principles that should be included in a sales training programme...............................15
CONCLUSION .............................................................................................................................15
REFERENCES .............................................................................................................................17

INTRODUCTION
Within this increasing competitive advantage it is becoming essential for companies to develop
their business plan on the basis of changing strategies. In this regard, organizations nowadays are
incorporating several strategies through which they can easily attain higher competitive
advantage. For the same, a sale is one of the most important sections which help company in
increasing their profit margin. It is the only source for them to generate higher revenues (Shipley
and Kleiner, 2005). Moreover, sales development is becoming most important concepts through
which companies can get more sales and increase their market share.
In order to complete this research, Jumeirah Group hotel is taken into consideration. It is
a Dubai-based international luxury hotel chain and they have won numerous travel and tourism
awards. This hotel regarded as one of the most luxurious and innovative in the world. The main
aim of this hotel is to become a hospitality industry leader by establishing a world class portfolio
of luxury services. Within this respect, the present study is prepared which gives appropriate
information for Jumeirah to develop their sales effectively. In order to manage their rivalry and
enhance higher competitive advantage they require boosting sales. Further, this hotel chain is
framing various strategies with respect to their marketing, financial management as well as sales
development. By developing this, they are able to provide high quality services to all their
customers and easily enhance their customer base (Oliva, 2006). In this respect, this study gives
appropriate information about the range of contributions to sales and profit of elements in the
product mix as well as role of external merchandising in maximising customer volumes.
TASK 1
1.1 & 1.2 Key components of the product and how the product mix contributes to sales and profit
Making product compatible with competitor’s product category and providing it to
customers through enhanced satisfaction is becoming major concerns these days. Jumeirah
Group is highly responsible for maintaining its brand image by attaining higher satisfaction level
of customers. It is one of the largest chains of hotels and provides quality services to all its guests
related to hospitality such as accommodation, lodging, food and beverages etc. Within the same
respect, hotel needs to develop a USP for its each product (Lyus, Rogers and Simms, 2008).
There are basically 4 component of every product such as:

Core product: It is considered as a most important element under which company can
attract more number of customers in a single time. Jumeirah Group provides different services to
their customers such as accommodation, lodging, food and beverages etc. Here, in this regard
hotel provides them wide range of services within their restaurant areas, spa, meetings room etc.
Their luxury service at top of its every branch is its USP. They greet their guests with full
authenticity and also treat couples who hold their wedding at any of the group’s European
properties to the ultimate wedding gift. Further, complimentary honeymoon stay also offers to
them (Bush, 2003). These are some special qualities and their core products which helps them in
attracting more number of guests. In order to enhance their sales, keeping guests happy and
providing them quality services with full discount is highly essential.
Facilitating product: This element is all about providing assistance to core product. It is
the only way through which utility of product can be increased and customers can easily enjoy
the services of company. In this regard, it can be stated that Jumeirah Group offers customized
products as well as discount services to their customers. It is the most effective way to meet out
the needs and requirements of all their customers. By providing them high quality spa services as
well as attractive food and beverage options they are able to keep their guests happy and satisfied
(Grimson and Pyke, 2007). These are some assistant services through which they easily assist the
core product of hotel and helps in enhancing the sales as well.
Supporting product: In this element products are being offered by hotel on a complementary
basis. Here, Jumeirah Group provides different services on a complementary basis such as they
pleasure couples with full legitimacy that hold their wedding at any of the group’s European
properties. Further, complimentary honeymoon stay also offers to newly wedding couples. It is
considered as a most supporting product which helps in attracting majority of customers
(McClaren, 2004). Through this, they can make their guests satisfied and also provide some
complimentary services on their accommodation as well.
Augmented Product: These are the special services which can be provided to customers such
as Jumeirah Group provides special service to their guests where they can book their upcoming
visiting place from the main premises of hotel. Free internet and wi-fi facility is being provided
to customers as well.

Further, from above description it can be clearly elaborated that there are various products
that are being offered to the guests (Peterson, 2001). It can be defining as product mix of hotel
through which they can attract more number of customers and boost up their sales as well.
product mix of Jumeirah Group
This is inclusive of Spas, hotels, resorts as well as restaurants. Otherr than that, the gorup further
provides different services to their customers in form of accommodation, lodging, food and
beverages etc.
1.3 Contribution of Market segment in maximizing the sales of Hotel
Sales development is one of the most essential and crucial factors of every organization. In order
to maintain their sales and enhance their level of customer satisfaction it is essential for
hospitality firms to adopt various strategies. For the same, Jumeirah Group needs to segment
their market on the basis of their services and products. Here, they require selecting their target
market and trying to fulfil needs and demands of their customers. There are 4 ways on the basis
of which segmentation can be done such as demographic, psychographic, behavioral, and
geographic (Noonan, 2010). In the year of 2004, Jumeirah Group became a member of Dubai
Holding and it can also be defines as a collection of leading Dubai based businesses and project.
They require segmenting their market on the basis of demographic and geographic segmentation.
Different demographic factors involve age, gender as well as income group of people. Under
this, they must segment their market on the basis of income level of people.
There are various locations where people use to earn more while some countries are very
poor. As per the richest geographic location high class and luxury services are provided to
customers (Caliper, 2013). With the respect of multinational brand they provide quality as well
as seven star hotel services to all their customers. For this, they mainly focus on the high income
class people and provide highly customized and royal services. To all these people they provide
premium products as well as luxury suit services. They provide various services to customers as
per the culture of different companies. In this regard, it is being founded that different culture
covers different festivals and occasion. On the basis of these occasions appropriate discount can
be provided to same. Through this, they can target residents of different countries on the basis of

their income level. Appropriate market segmentation provides them several opportunities just to
enhance their customer base and increase their level of loyalty (Trehan, 2007). Within this same
context, sales and revenue of Jumeirah Group can be easily maximised.
TASK 2
2.1 Factors affecting buyer behaviour
Generally, at the time of booking a room in a hotel like Jumeirah hotel, tourists looks for
a number of alternatives available with varying attributes such as price, quality and facilities
which all impact the tourists end goal of getting a comfortable night sleep and enjoying the
facilities for which they have chosen to pay. It is reasonable, therefore, to consider all five stages
in the decision making model i.e. allocating the problem/need, searching process, evaluation of
alternatives, selecting the one, evaluating the outcome (Salisbury, 2000).
Allocating the problem/need:
Recognizing need is the startup process for any Individual to take various decisions
which directs him/her to book any room while traveling. Individual develops need for the room
which he wants to be satisfied by relaxing in it during his/her stay. However, organized travelers
embarking on a predefined journey may decide to arrange their accommodation prior to travel.
Searching process:
There are two types of sources through which the travelers gather the information, that
are:
 Internal Sources: involves the sources through previous experience in some hotel or if
they have a loyalty toward a particular hotel chain/brand (Rodgers, 2011). Personal
characteristics such as age, gender, family standards, economic condition, and even usage
occasion will also be the factors of sources. External sources: includes the environmental influences and marketing criteria created by
the hotel industries. This factors influence the customers once they begin to search for
information, include travel agent, website or directory, advertisement, commercial, etc.
Evaluation of alternative:
Another section of buying behavior, which is crucial for marketers, is to understand the
technique of tourist’s evaluation and choosing the rooms. After collecting relevant information
about the available rooms and hotels, traveler tries to decide the best among the options.

 Selection process: from the generated available options for the hotels at the destination,
travelers choose a hotel which is as per its budget, and competes all his/her requirements
(Cantore, 2008).
 Evaluation of the decision: the final stage of the buyer behavior process which depicts the
merit points of taking decisions by the traveler.
Factors affecting buying behavior of the customers are:
Psychological/Internal Factors:
 Mental perception over the room/hotel –perspective over the room/hotel created by the
public’s interaction and individual's surroundings. Expectation & Experience: An individual's expectation over the rooms in terms of
satisfaction and experience of the room from the past visit also affect the decision of
buyer.
Social Factors:
Tourists always look for the reviews and comments by the people surrounding them or the
one who have stayed in the hotel, which directly influences the likes and dislikes of them
(Franco and Pereira, 2013). It includes social groups like:
 Family members Friends groups
Economic Factors:
Economic condition of the traveler also influences its decision over booking any room/hotel.
Traveler will only book a room in the hotel, if its room fare and hotel's package is appropriate as
per its budget. These factors consist of economic components that determine consumer
behaviour which are:
 Personal Income of the individual
 Planned budget for traveling
As per Maslow's hierarchy of needs theory, the person with the need of esteem and self-
actualization would be the main objectives to attract towards the hotel (Pride, 2008). Generally,
Person at that stage of needs prefer high quality living and maintaining standards. While
traveling they choose comfortable and standard hotels like Jumeriah hotel, for staying and
relaxing.

(Source: Bush, 2003)
2.2 Ways of Advertising and its effectiveness
As the most traditional paid form of communication, advertising is becoming more
creative each day. The hospitality industry is a competitive marketplace for traditional
advertising streams, such as television, newspapers and billboards have become increasingly
insufficient.
 Increase online presence: Jumeriah Hotels should develop a presence online with a clear,
attractive website, a social media presence with exciting entries and an informative blog
to capture and retrain interest in both your repeat customers and potential clients. Utilize
the skills of the bloggers and promote them to make blog posts about the hotel's eating
and overnight options (Thome and et.al, 2014). Market hotel's blog as a place for visitors
to gain insight with tips about the areas in which hotel and its branches are located.
 Host event: hotel's marketing plan should include ways for potential clients to visit hotel
through open invitation which gives them a chance to look over the facilities and
premises of the hotel. As a high quality hotel, Jumeriah should be considered and
appreciated by the public, clubs, business groups, travelers, etc in order to gain
apprehension increase and sustainable position in the international market (Jones and
et.al, 2005). Target those groups whose members are similar to hotel's own targeted
customer. Enlist the participation of a celebrity to increase the hotel's exposure in media
and attract the high standard groups.
2.3 Evaluating the use of external merchandising to maximize customer volumes
The activity of promoting the selling of the rooms themselves, via online distribution
channels, advertising media like newspaper, television etc. and various other methods. The
method of merchandising for hotels is about ensuring that guests are connected with the intended
experiences.
various aspects of External Merchandising
 Location refers to specifying the location of the hotel to the potential clients in the public
(Neequaye, 2014). Generally, it is done through Google maps, making landmark of
mobile application, etc.

 Ease of access to promote the hotel by defining the easy ways to access or to locate the
hotels which are like through taking taxi, specifying the distance from airport or main
stations etc.
 Storefront to attend the clients with attractive outlook of the reception in manner to
promote reviews.
 Exterior building height to develop the exterior infrastructure of the hotel which attracts
far away clients. Hotel should be visible from far away roads and buildings.
 Parking facilities to adopt the advance and hi tech technology of parking the cars and
vehicles also work as a merchandising method for hotel (MEGHIŞAN).
The role of external merchandising and recommendations for external
merchandising improvement
The presence of proper techniques related to external merchandising may aid in enhancing the
customer volumes. For example, of Parking facilities are proper then consumers are likely to
spend longer time in facilities provided by Jumeirah Hotel. In the same way, if Storefront has
got an attractive outlook then consumers are likely to spend more time. This may make them
feel good thereby increasing their chances to visit hotel more frequently (Rodgers, 2011).
External merchandising of Jumeirah Hotel can further be improved by making sure that the staff
members are well trained. This can help in meeting up the clients needs in the best possible
manner. In the same way, Ease of access to hotel can further be ensured by providing taxi
services to regular guests.
TASK 3
3.1 Influence of Design and Layout on Customer Spending
Considering the current proposition of hospitality sector it can be said that design and
layout play crucial role in influencing and satisfying varied expectations of the target audience.
At present, people are ready to spend high for the better and attractive services therefore, it can
be only be attained through suitable and appropriate design and layout. In this context, it is the
duty of top level management of Jumeirah Hotel to make sure that hotel is established in
attractive design as well as the layout of lobby, rooms and restaurant should attract the customers
or should be eye pleasant for better experience. However, the target customer of Jumeirah Hotel

is upper class because the quality and luxury offered by the cited hotel can only be afford by the
upper class people (Noroozi and Wikner, 2013).
In this regard, it also becomes important for the top level management of cited hotel to
make sure that they offer quality of services and environment to the customer as they are ready
to pay high amount for luxury and experience. Considering the environment, it involves heating,
seating facility, lighting and use of colours for providing quality of environment and enhances
the experience of the customers.

The main purpose of focusing on colours is that it makes psychological impact on the customer
by the means of they are influenced to spend more money. Therefore, it is important for the
senior authority of Jumeirah Hotel to make sure that they use colours and other accessories
which are highly attractive in nature (Bush, 2003). Along with this, providing them services in
innovative and creative manner will assist in retaining them for the long run.
In addition to this, cleanliness and hygiene is another major factor that should be
considered because people nowadays, mainly focuses on both these aspects and accordingly
create perception regarding the offering of the hotel (Johnston and Marshall, 2013). Further,

branded paintings and antiques will assist in attracting customers as well as enhance the design
and layout of the entire Jumeirah Hotel.
3.2 Effectiveness of Internal Merchandising Materials
Operating in such a competitive environment of hospitality industry it is important for the
senior authority to manage and maintain each and every aspects of the Jumeirah Hotel. In
particular, service quality and ambiance are the crucial aspects in meeting the expectations of the
clients. Herein, management should focus on internal merchandising so as to enhance customer
experience. Therefore, merchandising in general can be defined as the arrangements with the
help of which ambiance of the hotel can be improved so that customer’s experiences can be
enhanced. Despite of high competition, Jumeirah Hotel is constantly improving its stats because
of better services and offerings (Fakhr, 2014). The main reason behind this is the use of classic
merchandise within the ambiance so that customers can be attracted. Operating in Dubai cultural
element is crucial for the senior authority to consider as customer comes to Dubai for luxury and
offering luxury merchandise will assist in understanding the class and antiques of Dubai.
Along with this, senior authority should concentrate on social value of the target audience
and accordingly make arrangements for improving overall stay. In this regard, following the
theme of Dubai and accordingly designing the rooms will help in providing luxury of experience
to the customers and clients. In addition to it, bringing modifications and decorations as per the
festivals helps in making customers feel special as well as connecting them with the cultural and
social aspects of Dubai (Fakhr, 2014).