Comprehensive Marketing Report: Hilton Hotel's Strategies and Analysis

This report provides a detailed analysis of Hilton Hotel's marketing strategies within the hospitality industry. It begins with an introduction to hospitality marketing and the Hilton brand, followed by an examination of the roles and responsibilities of marketing functions, including market research, distribution, pricing, and promotion. The report then outlines Hilton's business and marketing objectives, such as increasing sales and market share. A significant portion of the report is dedicated to the 7Ps of the marketing mix, detailing Hilton's approach to product, price, place, promotion, people, process, and physical evidence. A marketing plan, including executive summary, mission, vision, objectives, and SWOT analysis, is also presented. Finally, the report compares Hilton's marketing mix with that of its competitors, JW Marriott, to highlight strategic differences. The report concludes with a summary of findings and insights into Hilton's marketing effectiveness.

Hospitality Marketing Essential

Table of Contents
MAIN BODY...................................................................................................................................3
Activity 1.........................................................................................................................................3
1. Roles and responsibilities of Marketing Function. .................................................................3
2. Roles and responsibilities of Marketing Function-..................................................................3
Activity 2.........................................................................................................................................4
1. Business objectives and Marketing Objectives of Hilton........................................................4
3. Marketing Plan ........................................................................................................................4
4. Comparison of Marketing Mix of Hotel Hilton with rivals:....................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Hospitality marketing is a great process by which company can show and recognize their
products or services to the customers. Hospitality industry includes restaurants, hotels, resorts,
parks etc. They use marketing essentials to promote their product or services in a very effective
way. Hilton hotel and resort is a great hotel company and it is a international brand. Hilton hotel
was funded by Conrad Hilton. Hilton hotel has around 586 properties all over the world. This
report will include the role and responsibilities of the marketing function and their relation with
the other functional area of the hospitality industry. This report will also highlight the marketing
plan for Hilton organisation which includes business objectives and marketing objectives of the
hotel Hilton, elements of marketing mix of Hotel Hilton. This report also include the uses of
marketing mix in different organisation to their marketing planning and its effectiveness in
achieving marketing objectives of company.
Activity 1
1. Roles and responsibilities of Marketing Function.
For the growth and development of the Hotel Hilton there are many functions to be carried out
by the marketing officer for the growth and development of the Hotel Hilton.
Market research- Market research is carried out to evaluate the strategic planning to be carried
out for the growth and development of the firm. Market research helps in defining the key
objectives for increase in the strategies in market sector. Which helps in the growth and
development of the firm. Market is evaluated for the development of the firm which includes
both internal and external factors for the development of the firm.
Market Distribution- Various distribution channels needs to be evaluated which can help in the
development of the firm which can help in the evaluation of the market strategies. There must be
a distribution of channels which can help in the development of the strategies and the sectors
which needs to be focussed(Pike, 2015).
Pricing- it is the evaluation of the best pricing strategy development which helps in the
evaluation of the market. By a systematic pricing strategies there will be more of customers
which can help in the development of the Hotel Hilton. Pricing strategy depends upon the
amount which a customer willing to pay for the development of the strategies. Price has a great
effect on the demand of customers as the demand increases there can be a rise in price which can
give profits to the firm.

Promotion- Promotion of Hotel Hilton is necessary as it can bring up the sales and provide
information which can be used to evaluate the strategies for promotion and the development of
the promotional strategies a right advertisement can increase the sales for Hotel Hilton.
2. Roles and responsibilities of Marketing Function-
there are various roles and responsibilities of a Marketing manager in context to the various areas
of the firm which can help in the development of various external factors which helps in the
development of the firm there are various responsibilities to be carried out for the development
of the firm(Chandiok and Sharma, 2017).
Marketing with HR- as a marketing manager of Hotel Hilton there are many concerns which
are related to marketing with HR. there are many ways in which HR helps in the development of
strategies which can help the brand to achieve the goals and objectives set up. With the help of
HR there can be a strategic development of firm which can help to promote and build the brand.
Marketing with finance- Marketing strategy build with the collaboration of finance can help in
the growth of the firm. Finance can help in development of the financial strategies which can
help in the development of the financial strategies of the firm. Marketing strategies made can
help in the product strategies which are easily understood by the finance department. Finance
department helps in the development of the financial strategies and help in strategic marketing
planning.
Marketing with Research-Marketing with research can helps in developing a marking plan and
the evaluation carried out to make a market research for the further steps to be carried out for the
development of the products with the help of research there are development of marketing
strategies of hotel Hilton which can help in the development of Hotel Hilton. With the help of
research carried out marketing can be done in a wider context which can help in the development
of the firm . Research department help in the evaluation of various factors which can help in the
marketing strategies bringing the increase in sales(Biełuszko and Marciszewska, 2018).
Activity 2
1. Business objectives and Marketing Objectives of Hilton
 To increase the sales of Hotel Hilton by 10% till the end of this year.
 To increase the profitability of Hotel Hilton by 20% by coming 6 Months.

 To increase the consumer experience which will help in the improvement of market value
of Hotel Hilton.
 To increase the market share by 15% by the end of this year.
2. Marketing Mix of Hotel Hilton
Marketing mix includes 7P's such as products, place, price, promotion, process, people and
physical that assist the organisation to response according to their target market.
Product
Hilton uses effective product strategy in their organisation. Hilton provides various kind
of hospitality services to their customers across the globe. Hilton offering its services by its hotel
chains. It includes luxury hotels, vacation hotels, stay suites etc. For immense growth of their
business, Hilton collaborate with car rental, airlines, cruises, online platforms etc.
Price
Hilton uses effective pricing strategy in their business. Hilton is the only one organisation
who offers exclusive services to their guests and they price their services accordingly (Pike.,
2015). Hilton group includes different services and they charged accordingly because all have
different experiences. They divide their pricing strategy in four ways such as economy,
skimming, penetration and premium pricing.
Place
Hilton also opt effective distribution strategy for their services, which are appropriate and
approachable for the customers. Hilton have approx 5100 properties in across 103 countries.
Hilton focus on the place which are best suitable for the comfort and pleasure of customers.
Promotion
The Hilton's major focus on serving best and exclusive services for the great satisfaction
of their customers (Baker and Magnini., 2016). They opted effective advertising and promotional
strategy for their business. Hilton offers exclusive membership offers to their customers.
People
People and target market directly connected with the Hilton business. The hospitality
industry totally depends on the market and loyal customers. To enhance the customer base,
Hilton takes necessary actions to maintain its market image and services.
Process

Hilton approaches best system and process to expand their business and create more
business chains worldwide. They opt consistent process to serve customers. The effective and
maintained process or chain management helps the organisation to minimize busienss's operating
costs.
Physical evidence
The Hilton group has great presence all over the world by its properties (Lanier and
Lanier., 2017). Hilton group tied up with many hotel website and chains to enhance its evidence
and reach in the whole market.
3. Marketing Plan
Executive summary- Hotel Hilton aims for the development of the strategies which can help in
the development of the market retention value and to increase the sales by the increase in the
facility which is to be provided for the development of the plan which can help in increasing the
sales by strategic planning of hotel Hilton(Okumus and Cetin, 2018).
Mission- Hotel Hilton aims for the satisfaction of customers by providing the best hosputailty
and service.
Vision- Hotel Hilton aims to increase the sales and increase the profitability of the firm.
Objectives-
 To increase the sales of Hotel Hilton by 10% till the end of this year.
 To increase the profitability of Hotel Hilton by 20% by coming 6 Months.
 To increase the consumer experience which will help in the improvement of market value
of Hotel Hilton.
 To increase the market share by 15% by the end of this year.
Situational analysis-
situational analysis is carried out for the evaluation of the work which can be evaluated by
SWOT analysis carried out.
Strength- Hilton has a strong customer base which can help them with a wide range of
customers. They provide a safe healthy atmosphere away from home. Hotel Hilton adds up to the
economy of the country. Employees at Hotel Hilton are treated well.
Weakness- with the higher hotel rates of Hilton there are streamlined segment of the customers.
Some value added taxes are imposed by the Hotel which restricts customers. There are added

costs for many of the services which are a weakness for Hotel Hilton(Hassanien and Dale,
2019).
Opportunities- there is a increase in the growth rate with the implication of local culture. Hotel
Hilton can expand as they have a huge customer base. They aim to focus on both local and
international tourism.
Threats- There are many alternatives for the Hotel at the same rates. Foreign condition can cut
down the sales.
Financial Planning-
Particulars 1st Year 2nd Year 3rd Year 4th Year 5th Year
Initial money 3000 7000 12000 13500 20000
Investment 11000 11500 23500 31000 15000
Total 14000 18 500 35500 44500 35000
Marketing Outlay-
Particulars 1st Year 2nd Year 3rd Year 4th Year 5th Year
Advertisement 2500 2000 3750 1500 1500

Promotion 5000 1700 4500 3000 2000
Direct selling 3000 2500 4000 2000 5000
Total 10500 6200 12250 6500 8500
STP-
Segmentation- For segmentation a streamline approach must be evaluated for the development of
the Hotel Hilton. To increase the sales there must be an approach in the development of sales
strategies.
Targeting- Hotel Hilton must target a local customers which can help in increasing the
profitability(Pantelidis, 2016).
Positioning- Hotel Hilton must develop the strategy to bring up the sales which can be sone by
increased customer satisfaction.
4. Comparison of Marketing Mix of Hotel Hilton with rivals:
Marketing Mix of Hilton
Product-Hilton uses effective product strategy in their organisation. Hilton provides various
kind of hospitality services to their customers across the globe.
Price- Hilton uses effective pricing strategy in their business. Hilton is the only one organisation
who offers exclusive services to their guests and they price their services accordingly
place- Hilton also opt effective distribution strategy for their services, which are appropriate and
approachable for the customers.
promotion- The Hilton's major focus on serving best and exclusive services for the great
satisfaction of their customers(Dixit Lee and Loo, 2019).
people-People and target market directly connected with the Hilton business. The hospitality
industry totally depends on the market and loyal customers.
process- Hilton approaches best system and process to expand their business and create more
business chains worldwide.
physical evidence-The Hilton group has great presence all over the world by its properties .

Marketing Mix of JW Marriott
Product- Marriott works under 5 different categories and serves different products in all line with
Marriott brand name.
Price- pricing strategy of Marriott is high as there is brand value and satisfied customers.
Marriott takes cost into consideration which can help in the development of the
strategies(Kotoua and Ilkan, 2017).
Place- Marriott has around 500 retailers thought UK which has a strong brand value. They have
two marketing and sales channels i.e. online and offline marketing channel which provides a
huge market results.
Promotion- Marriott carries out promotion through online social media platform. Marriott carries
out personal promotions through customers and use of billboards and newspapers.
People- Marriott has a huge customer base and various satisfied customers which adds up the
value of Marriott(Rudden, 2016).
Process- Marriott make sure that the things are available at the right time which can help in
provide satisfied customer. The process carried out is accurate with experienced employees.
Physical evidence- there are specific packaging carried by Marriott which can help in easy
identification of the product. They have online sites which consists of the feedback of the
customers.
CONCLUSION
From the above study it has been concluded that marketing essential is very important for
the company so that they implement their marketing strategies according to that. Marketing
essential is a powerful tool used by the Hotel Hilton for the further growth and development of
their hotel. With the help of that they can attract wide range of consumer to their hotel so that
they can raise their profit margin and revenues for the preceding year.

REFERENCES
Books and Journals
Pike, S., 2015. Destination marketing: essentials. Routledge.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International Journal
of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Lanier, P. and Lanier, M., 2017. Marketing Essentials for Independent Lodgings. Business
Expert Press.
Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Biełuszko, K. and Marciszewska, B., 2018. Room rate parity vs. rate fences in the context of
price discrimination theory: the case of the Polish hospitality market. Argumenta Oeconomica,
(41), p.2.
Okumus, B. and Cetin, G., 2018. Marketing Istanbul as a culinary destination. Journal of
Destination Marketing & Management. 9. pp.340-346.
Hassanien, A. and Dale, C., 2019. Hospitality business development. Routledge.
Pantelidis, I., 2016. Hospitality management: a brief introduction. Tourism Management. 57.
pp.311-311.
Dixit, S.K., Lee, K.H. and Loo, P.T., 2019. Consumer behavior in hospitality and
tourism. Journal of Global Scholars of Marketing Science. 29(2). pp.151-161.
Rudden, D., 2016, November. Can You Hear Me Now? Marketing Essentials for Audiologists in
a Noisy Health Care World. In Seminars in hearing (Vol. 37, No. 04, pp. 325-339). Thieme
Medical Publishers.
Kotoua, S. and Ilkan, M., 2017. Tourism destination marketing and information technology in
Ghana. Journal of destination marketing & management. 6(2), pp.127-135.