Marketing Mix Strategies: A Comparative Analysis of Two Hotel Brands

This report provides a comparative analysis of the marketing mix strategies employed by Intercontinental Hotel Group (IHG) and Marriott Hotel. The introduction defines marketing and its key elements such as advertising, promotion, and sales techniques. The main body of the report compares the marketing mix components (product, price, place, promotion, people, process, and physical evidence) of both hotel brands. For product, it highlights the range of services and amenities offered. Price strategies, including competitive and premium pricing, are discussed. Place focuses on online and offline distribution channels. Promotion covers various tools like social media and advertisements. People addresses employees, suppliers, and customer service. Process examines online delivery services and manufacturing processes. Physical evidence looks at online presence and physical design. The conclusion summarizes the importance of marketing in business growth, customer base expansion, and productivity. The report references sources on marketing mix strategies for both hotel chains, emphasizing the practical application of marketing essentials in the hospitality sector.

Hospitality marketing
essentials

Table of Content
• Introduction
• Compare the ways in which organization implement marketing mix
• Conclusion
• References

Marketing refers to the process of trading goods and services
or it can be an activity of importing and exporting products
from one place to another. For doing the marketing of goods
and services, the company use different essentials of
marketing like advertising, promotion, publicity and sales
techniques etc.
Introduction

Marketing mix Description Intercontinental Hotel Group Marriott Hotel
Product It refer to the process of converted raw
material in to final product. It should be
valuable and have some specific
characteristics so that people are ready to
pay for it.
In this company, the management of the
firm offer several product and services to
its guests in room like TV, refrigerator,
telephones, Wi-Fi, air conditioners, bar,
meeting rooms and others.
The respective company provide different
different products and services to its
potential clients like good room service,
conference rooms equipped with latest
technology, bar, baby care facilities, fax
options, medical facilities, wake up alarm,
satellite TV, secretory on demand and credit
card facility etc.
Price It indicates to that cost and fiscal value
which is invested by a company to
manufacture a good and services. It
consist several cost and fund like raw
material cost, production coat,
manufacturing price, distribution cost
etc.
The management of Intercontinental Hotel
Group use competitive pricing strategy so
that the information regarding challengers
can be available in easy way. Because
there are several kind of challenges that
exist in hospitality sector.
The administration of this hospitality
company use premium pricing strategy
because it offers value based prices and
services.
Compare the ways in which organization
implement marketing mix

CONTINUE…..
Place It refers to that area, sphere and
mode where products are
available and reach in to
customers. It consist retail shop,
online, stores and others.
The administration of the respective company use both
online and offline mode to offer its products and
services to it customers. For online, they use mobile
application and company website so that they can sell
its product and services directly. But offline mode they
sell through wholesaler who located all over the
country.
Promotion This factor states to create
awareness about the goods and
services that are manufacturing
by the company. It consider
different promotional channels
like social media, advertisement
and others.
For creating awareness about their products and
services, the management of IHG use different
promotional tools like social media, Facebook,
Instagram, twitter, YouTube, TV, radio, web
advertisement and many more.

People It refer to those individuals who make their
contribution in manufacturing goods and
purchasing them for their personal use. These
people can be employees, suppliers, retailer,
distributor, customers and others.
The respective company have number of individual who
working in its retails stores, customer service division and
with suppliers to obtain raw material. The company
provide training to these persons regarding respect of
customers so that the firm can accomplish is desire
business aim.
Process This determinant refers to the activity of
producing goods, distributing them etc. It
involve manufacturing process, distribution
process and others.
In term of distribution of its goods and services, IHG
prefer its online delivery service so that it can make
maximisation in its customer base by offering easier way
to reach to product and service to take its advantages.
CONTINUE…..

Physical evidence It refers to tangibility, size, structure,
design, packaging, physical presence of
goods and others.
The respective firm has their online
website which is more efficient and easy to
use for client. This hospitality organisation
has good structure, design and interior
which is able to attract clients.
CONTINUE…..

Conclusion
From the above information, it can be summarise that marketing is an effective function for growth and development of a business.
This division of a business company play different roles and responsibilities in term of increasing profit, maximise customer base and
develop productivity of the company, to find out customers needs and demands. Marketing mix of two companies are defined to
make comparison among two hospitality firms.

 Marketing Mix Of Marriott. 2019. [Online]. Available Through: <
https://www.marketing91.com/marketing-mix-marriott/>.
 Rudden, D., 2016, November. Can You Hear Me Now? Marketing Essentials for
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04, pp. 325-339). Thieme Medical Publishers.
 TOMA, P.D.S.G. and GRĂDINARU, P.D.C., 2018. The Marketing Mix In A
Luxury Hotel Chain. Contemporary Economy Journal. 3(2). pp.84-90.
References

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