Detailed Marketing Report on Art Series Hotel's Overstay Campaign

This report provides a comprehensive analysis of the marketing activities of Art Series Hotel, with a specific focus on their innovative Overstay Campaign. The report delves into the various marketing strategies employed by the hotel, including market segmentation, targeting, and positioning (STP strategy), pricing strategies (such as penetration and economy pricing), and distribution strategies. It examines how the hotel utilizes these strategies to attract customers, increase market share, and achieve its business objectives. The report also explores the vision, mission, and initiatives of Art Series Hotel, highlighting the importance of quality services and customer experience. Furthermore, it provides recommendations for enhancing the hotel's marketing efforts, such as leveraging social media and online marketing, offering package deals, and providing trial services. The report is based on secondary data sources and provides valuable insights into the marketing practices of the Art Series Hotel within the luxury accommodations industry.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
RECOMMEDATIONS ...................................................................................................................4
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing activities are important functional area of an association which take cares all
other activities that are being performed by employees in company in direct and indirect manner.
There are many activities that marketing department conducts and campaigning is one of them.
Market campaigning is a pattern of promoting and selling a product to best possible number of
consumers. This section includes television, radio, print media and online platforms.
Campaigning does not rely on single advertising only even it utilises as possible method as it can
like word of mouth and other interactive technologies (Marketing Campaign, 2018). This report
is based upon Art Series hotel that provides luxury accommodations in Australia and nowadays
this hotel is grabbing very much limelight because of its Overstay Campaign. In this type of
promotion company is providing an overstay for its clients for free until hotel needs it back. For
example the campaign is if you booked hotel for three days and after completion of your tenure
there no customer is queue for check in the same room then you can stay in that room for free
until next guest comes for free. This period could be one hour, day, and week etc.
MAIN BODY
From using effective marketing theories and promotional strategies association is trying
to achieve large number of customers for their hotel rooms in order to increase level of their
profit and market share in industry. Main objective of running campaigning program is to make
organisation popularise and eye candy in front of customers.
Company used STP strategy very efficiently in finding whom will be their potential client
and how they could be attracted towards Art Series Hotel.
Market Segmentation: Art Series Hotel first segmented their market into working and
non-working people for formulating further strategies like non-working people can come for
holiday in any season but there is a certain time only when working people could come for their
vacations.
Targeting: After segmenting market the next step is market targeting. In this section
company targeted working people because working people can attain services of this hotel as it
provides luxury accommodations. Another reason is that from today’s stress full life all working
people want to relieve and they always try to go for a place where they can get all services in
minimum pay but with full enjoyment. For this task, company tried to attract individuals who not
only wants but also need break from their working and busy life (Jobber and Ellis-Chadwick,
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2012). In summer, organisation speed up their promotional plans for fascinating larger number of
people because in this season, customers refuse to go for holiday.
Positioning: For this strategy, association addressed those who are working in advertising
company and invited guest from this industry for enjoying facilities of campaign that is named as
Overstay Checkout.
Target market were chosen by conducting market analysis and go through all points that
are included in this like market size and this data is gathered by company from secondary data
through government data, trade associations etc. In this section, data about how many people are
working and non-working collected by secondary resources and research.
Other point is market profitability, Art Series Hotel is a big name in Australia in
hospitality industry because this firm knows that what is buying power that is why working
people were chosen and association also aware about what is the role of suppliers in their
industry and efficiently using this in order to serve their client (Market Analysis, 2010).
There are various other points that was also utilised by Art Series Hotel like success
factors and market trend for exam market trend for vacations and holidays is down in summer.
Art Series Hotel is running their business activities in services industry and it sells
facilities of luxury accommodations to their clients. For this company, services strategy is found
that includes entire life cycle of company because facilities are associated with firm itself from
introduction to decline of diversification stage. In this context there are three component that
includes in this which are described as follows:
Vision: To make you feel like heaven. By considering this vision; association started their
business and then to go far in this way Art Series Hotel started providing luxury
accommodations facilities to their clients.
Mission: Quality services, great Experience. This mission statement is based upon
extraordinary quality services that association is providing to their guests because good quality
can provide great experience and this action is able in make a guest feel like heaven.
Initiative: For bring mission and vision in reality association started Overstay campaign
for attracting new customers along with popularising efficient services which are mainly
responsible for attaining vision and mission (Hair And et. al., 2012).
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Pricing strategy chosen by Art Series Hotel is that they will provide free accommodations to
those who checks in between December 2012 to January 2013. There are various pricing
strategies that are availed by association at the time of planning campaign.
Penetration Pricing: Marketers use penetration pricing to gain market share by offering
their goods and services at prices lower than those of the competitors. In context of Art Series
Hotel they set special price for a specific time period. This is like chance to make trip
accommodation free. Company campaigned their pricing as by highlight this concept of free
accommodations.
Although this lower price tactic may consequent in losses for the hotel but marketers expect that
after capturing a stronger market penetration then they can set prices according them.
Economy Pricing: This type of prices set for minimum profit. In context of Art Series Hotel
association, economy pricing is cost free accommodation for those who register between
December 2012 to January 2013. In this case, type of profitability is attainment of trust of
customers regarding services of hotel (Wilson and et. al., 2012).
Distribution strategy: It means launch of product and service and to make them in reach
of all customers whether new of retained customers and distribution strategy is divided into two
parts one is indirect an d other is indirect services.
Art Series Hotel is a luxury accommodation provider organisation that works in services industry
and promotional strategy for this organisation is as follows:
Advertising: Association launched a campaigning program and due to this corporation is
making their services more popular so that more number of clients could avail all services and
feel how efficient services company is providing to their clients. Most efficient advertising tool
is campaign.
Public Relations is a promotional strategy that seeks to establish and maintain
communication and understanding between your company and the public. Public relations is a
long-term promotional marketing strategy that aids communicate positive updates that are
associated with firm.
Sponsorship is a promotional strategy in marketing in which your company pays to be
associated with a certain event, cause or other organization. For example, large companies pay to
sponsor professional sports teams, television events and international competitions such as the
Olympics. In exchange for sponsoring these events, companies get brand exposure and publicity.
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RECOMMEDATIONS
There are some recommendations that helps corporation in enhancing efficiencies in all facilities
and services that are offered by Art Series Hotel:
To popularize products and services of hotel organization can use various type of
methods that are economic and less time consuming for example social media and online
marketing. This is a most efficient technological support because there are loads of people whom
can be addressed by corporation for serving them.
After success of one campaigning program company can use another like all services in
one package and allow discount on these packages according to retention of customers and
arrival of new guests if novel consumers will come in group.
Association can also provide services on trial basis like first two days are on high prices
and if customer stays for more days then price will go down on prominent basis. This type of
methodology is very efficient for addressing those customers whom are planning their long
vacations especially in county like city breaks.
REFERENCES
Books & Journal
Hair, J. F. And et. al., 2012. An assessment of the use of partial least squares structural equation
modeling in marketing research. Journal of the academy of marketing science. 40(3).
pp.414-433.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th).
McGraw-Hill Higher Education.
Wilson, A. and et. al., 2012. Services marketing: Integrating customer focus across the firm.
McGraw Hill.
Online
Market Analysis. 2010. [Online]. Available through:<
http://www.netmba.com/marketing/market/analysis/>.
Marketing Campaign. 2018. [Online]. Available through:<
https://www.investopedia.com/terms/m/marketing-campaign.asp>.
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