Hospitality Marketing: Roles, Marketing Mix, and Planning Report

This report delves into the core principles of hospitality marketing, emphasizing the crucial roles and responsibilities of the marketing function within the industry, particularly focusing on the Hilton Hotel. It explores how marketing strategies are employed, including market research, product development, and promotional activities to build customer relationships and increase profitability. The report compares the marketing mix strategies of Hilton and JW Marriott, analyzing product, place, price, promotion, and people. Furthermore, it examines the wider organizational context, highlighting the relationships between the marketing department and other departments like HR and Finance. The report concludes by outlining a basic marketing plan for a hospitality organization, aiming to provide a comprehensive understanding of marketing practices and strategies in the hospitality sector.

HOSPITALITY MARKETING
ESENTIAL

INTRODUCTION
Marketing can be defining as the process of promoting the products so that their sales can
be increased. It can help company in increasing the profitability aspects of company. The study
will highlight the key roles and responsibilities of marketing function within a hospitality
industry (Kotoua and Ilkan, 2017). The report will highlight role and responsibilities of
marketing within Hilton Hotel. Comparison of ways in which different hospitality business apply
marketing mix to marketing planning process. Further the report will contain a basic marketing
plan for a hospitality organisation.
L01
P1) Key roles and responsibility of marketing function within hospitality organisation
Marketing can be define as the process to promote the products, this process can include
advertising and market research. Marketing is one of the department of the Hilton Hotel that
design strategies to build a profitable relationship with target customer.
Marketing Concept is the strategy that the organisation implement to satisfy the buyer's
needs, increment in sales and try to maximize profit of the firm and to overcome the competition.
Current and future trends in marketing
There are various current and future trends in marketing like live video streaming, artificial
intelligence, chat bots and many more. These tools are basically used to analyse consumer
behaviour.
Marketing process
It includes vision, mission objectives followed by company. It also help in analysing the
positioning of company. The next step is applying marketing tactics. The last step is monitoring
and controlling.
Roles and responsibility of marketing
(Kotoua and Ilkan, 2017). Marketing department has various roles and responsibility that
are:
Setting marketing strategy
An authorise person in the marketing department is responsible to set marketing
strategy. By using the new strategy in the business market that may increase specific market
sector. For example To open an new branch of the hotel in any other location to attract and grab
more customer by setting market strategy. The strategy which can be used by them is online
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advertisement to increase the geographical area. Also the marketing department do an agreement
before planning on such strategy in detail (Zheng, Farrish and Kitterlin, 2016).
Market Research
It is the key role of the marketing department. This department in hotel Hilton has the
role and responsibility to research about the recent tends which are being followed by other
competitors and consumers in market. (Lee and et.al., 2016). By doing market research
hospitality industry can have an idea about the needs and demand of consumers. This can help
company in achieving their goals and objectives. It will also help firm in growing and
competitive advantage. (Pike, 2015).
Product development
To develop the new and existing product of the Hilton, marketing department helps by
work with an internal & external team of product development. And also it find out the
opportunities of the company by identify the gap in product range and existing sales product.
Marketing give the information to the employee of the organisation about the taste and
preference of the customer in the Market and also where they have to improve in the existing and
new products. (Lee and et.al., 2016).
Communication & promotional material
To promote the services and product of the Hilton to consumer in the business market,
marketing department helps to develop plan and communication material. The role of marketing
department in hotel Hilton is to communicate the new products and services they are going to
offer. It will also help company in increasing the sale of the goods which they are going to
launch in the market now.
Sales team support
To increase the sales performance and to develop the business growth it is essential to
have the cooperation between the marketing and the sales department of the Hilton. The
marketing department helps the sales department by providing the information about the lead of
high-quality through an running advertisement which include an reply of mechanism. Such as
telephone number or by motivates the visitors towards the firm website by making the
registration of the visitor or an special report. Sometime the marketing also help them by making
the presentation on behalf of sales team and supplies with promotional material that provide to
buyer & prospect to increase the sales of the Hilton firm (Pantelidis, 2016).
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Events, Seminars and Exhibitions
In Hilton, Marketing department has major role in organising various events, such as
buyer hospitality events, exhibitions etc. It also plans for the booking exhibition counter and
facilitate for the meeting and events. Marketing department of hotel Hilton also make famous the
events, seminars and exhibitions which are being offered by the hospitality industry. Likewise
the marketing department helps the Hilton to attract the customers towards the firm by
conducting various events and exhibition inside and outside the organisation.
P2)Roles and responsibility of marketing wider organisational context
Marketing department has various roles and responsibility related to wider organizational
context. This can help firm in reaching out large number of consumers. (Dinçer and Alrawadieh,
2017).
Relation with HR department
HR department of the organisation as it always develop an proper rate or accuracy of the
productivity of an any department and helps in gathering the experience by an training sessions.
In order to have an strong team in the marketing department, both marketing and HR department
have strong relation. As the marketing team has the connection to the buyer. They can easily
promote the mission and values of the organisation. Through promotion it help to attract various
potential workforce. Marketing is linked with human resource department as HR helps marketing
department in knowing about the vacancies which are being vacant in organization. This inter-
relationship of marketing with HR will help them to recruit more efficient and skilled employees
in firm. As HR has connection with an workforce, it share the brand messaging that make an
marketing of the employees by an training sessions employee orientation and the evolution
(Dinçer and Alrawadieh, 2017).
Marketing with Finance department
The growth of the company is depend on the finance and marketing department which are
two pillar of the firm. As finance concern with all costs, profits, sales growth and financial
performance at end of year. While marketing helps the finance through its basically concerned
like sales target, sales compare to competitors , advertising, sales target etc. Without marketing it
is not possible to improve the sales of the company and without sales no profit for the
organisation. It is an highly base of an finance. And also on the other side finance department
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also support the marketing by providing an helpful information regarding the moderate rate of
the buyer that expect from the particular product (Dileep and Mathew, 2017). Additional to funds
it also provide marketing department to make commercial, packaging design, logo an many more
that concern the Hilton firm.
Marketing with food and beverage department
As the marketing department do the survey in order to gather information regarding the
needs and wants of the customer in the market and also try to find out the Expense, quality and
value of the products of the Hilton organisation. Provide an information or report to an
production department in order to do improvement according to the needs and wants of the
people with an reasonable price so that every people can easily afford to buy the things at
reasonable rate. Marketing department also help the food and beverage department to promote
the new cuisines which hotel has brought to the consumers. (Dileep and Mathew, 2017).
Marketing department can also help food and beverage department by increasing the sales of
food and making it famous among the consumers. This can also attract more and more
consumers towards them. And also deliver the better material information of the products for the
advertisement. As the firm increase the productivity it results in higher the rate of profit for the
organisation. And for more sales it invest lot on marketing to advertise it product make aware of
it products to increase its selling rate in the business market (Slootweg and Rowson, 2018).
LO2
P3)Different hospitality organisation of marketing mix to achieve business objective
Hilton JW Marriott
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Product Its products are divided into three
level that is core, facility and
supporting product. Core product is
an basic product like hotel rooms
where customer stay for particular
particular period of time
Facilitate products where it provide
the popular facility such as services,
bars, online reservation facility
(Chandiok and Sharma, 2017).
Supporting product include an
additional services in order to obtain
competitive advantage of business to
raise value of products & services.
Include 24*7 service, Concierge
services etc. It help the organisation
to achieve the goal.
It offers an personalised & premium
services to an guest and furnished AC
rooms that an surrounding with
amenities like comfortable bed,
telephone, free room service,
refrigerator and many more (Chandiok
and Sharma, 2017). And also provide an
conference room with latest technology,
courier service, money exchange, TV
and credit card facilitate. As compare to
the Hilton hotel.
Place Hilton serve the guests at world wide
and operating more of an 745000
rooms that is more than 100
countries. Hilton Hotel chose
surrounding which adds experience
of buyers such as beach side,
calmness and peace(Beck, 2017).
also relies on IT & internet in many
formats. Also facilitate the mobile
convenient to provide an better
product and services to the customer
(Dixit, Lee and Loo, 2019).
As compare to Hilton hotel its hotels are
located at prime place where it maintain
distinctive quality and also include new
places like near airport, highways and
vital part of cities and it has trained
employees that can deal direct with an
customer (Zheng, Farrish and Kitterlin,
2016).
Price Premium pricing strategy is adopted It also uses the premium pricing as it
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by the Hilton hotel, as it offer only
five and four star rooms and the firm
can easily charge its buyer at
premium levels beyond core products
in order to achieve the target goal and
success (Beck, 2017).
belies in good food and services that an
fair price. In this the company is engage
in charging different prices to different
consumers according to their economic
conditions and lifestyle. This can help
hotel in attracting and maintaining their
consumers.
Promotion Hilton chooses the different
promotional activities that help it
stand out of crowd. As it provide
exclusive membership to people.
Well dedicated team & its staff focus
on marketing strategy that bring
different and new marketing
indulgence. It make use of various
methods of promotions like social
media marketing. They can also
make use of celebrity endorsement.
(Dixit, Lee and Loo, 2019).
It launched an high-impact ad and
target and particular buyer to raise its
brand awareness It received many
accolades that recognition of special and
service features. It offer an free
merchandise, gifts, upgrading the
facilities of the room as and part of
loyalty program to an quicker buyer
titled an Marriott Rewards (Bao, 2018).
People Hotel Hilton has recruited employees
which are highly talented and
efficient. They are also engage in
providing training and development
to employees. (Bao, 2018).
The business of JW Marriott
worldwide only depends on the loyal
customers and upcoming market
customers. The restaurants group has
successfully served in Running support
desk, customer services, and organizing
different entrainment events for
customers. These are some of the strong
bases of success. Employees are given
special training regarding offering
services to guests and welcoming them.
They have knowledge about products
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hence people are bale to serve
consumers well (Slootweg and Rowson,
2018).
Physical
evidence
Hilton provide an good services to
the customer before service
experienced it first to deliver it. The
process of choosing the service is
might risky. But to reduce physical
evidence it use case study to reduce it
by keeping facilities clean and well
decorated. As it is demonstrated by
firm that able to assertion of buyers.
The JW Marriott Hotel restaurants and
resorts have great reach and presence of
its working properties across the world
(Bao, 2018). The group has also tied up
with many restaurant booking chains
and websites so that its reach can be
increased and evidence in the market.
When it comes to exclusive hospitality
market,
Process It is the prime segment of contact
from the network to distribute the
good and services(Baker and
Magnini, 2016). As it provide the
decent relation to to an customer
even after an buying process is over.
As compare to the Hilton hotel it also
provide the good services to the
customer and also lineant to its
customer while serving the items to the
customer.
LO3
P4 Marketing plan for hospitality organisation
Executive Summary
Mission- To create an ambiance hospitality environment which maximises the service quality
and provide comfort to customers. Provide adequate and advance mode of communication to
support the informational and business needs of customers
Objective- The objectives of restaurant is to increase the sales by 30% till the end of year 2020.
SWOT analysis of Hilton Hotel
Strengths: Business environment is clean and tidy. Prices charged are cheaper than competitors.
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Business has a good brand image. Quick services offered to customers.
Weaknesses: The availability of funds is limited. Offering products which are already available
in the market. Not providing good training to staff ie, showing wait staff that how to attend the
tables. Food quality is normal, not very much premium (Baker and Magnini, 2016).
Opportunities: Restaurant can provide different variety of foods. Restaurant can start delivery
services of food. If main competitor close down than restaurant can expand its market.
Threats: Competing restaurant located nearby can be a threat to Hilton Hotel. New restaurant
opening in the area can become a major threat for the restaurant.
PEST analysis
Political: Things which impacts the restaurant are tax reforms and health regulations. So it is
necessary to determine that tax changes and health regulations which affect the business and
after that organisation can decide how to deal with that situation.
Economic: Economic factors such as minimum wage rates and health of economy are two
factors which impact the working of restaurant. If wage rates are low restaurant can save its cost.
Social: Any change in the taste and preference of consumer can impact the business. Culture
followed by people. So before expansion market research is must for Hilton Hotel(Ariffin and
et.al., 2018).
Technological: Technology is growing very rapidly, and these advances sometimes impacts the
running of company. Restaurant should make use of smart technology as payment from mobile
should be adopted
STP
Segmentation: Geographic segmentation is applied by firm There are several ways by which
company can expand its market ie, city, country, state or region. The restaurant will expand its
market by city to city (Kotoua and Ilkan, 2017).
Targeting: Targeting strategy followed by the restaurant is mass/undifferentiated marketing.
This idea assumes that the consumers have similar needs with respect to a particular product or
services and hence targeting is done to a larger customer base
Positioning: Positioning strategy followed by the Hilton Hotel is cost positioning. Ie, skimming
price policy is used by the restaurant which means that in starting the lower prices are charged
but after some time high prices are charged from the customers.
Marketing mix 7Ps
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Price: The pricing policy will be set in such a way that minimum prices are set by the
organisation so that it can attract more customers (Al-Janabi and Mhaibes, 2019).
Products: The products which will be providing to the public will be of high quality and will be
different from other competitors.
People: The restaurant will target young customers. And for expanding the business restaurant
will give training to employees sob that they perform well in business expansion.
Process: Depending on the needs of consumers the restaurant will supply the products. Advance
technology will be used by the business so that it can produce more output with less inputs
(Slootweg and Rowson, 2018).
Physical evidence: The Hilton Hotel has good environment and brand image which helps in
attracting new customers and retaining old customers. Having good ambience can attract the
consumers towards the restaurant.
Promotion: The restaurant will do promotion of its products and services by the use of social
media platforms such as Facebook, Instagram etc.
Place: Business will expand its market to outskirts of the city as there is less competition there.
Son expanding to this place will be beneficial for Hilton Hotel(Al-Janabi and Mhaibes, 2019).
Analysis of budget
Budget is the main thing before making an expansion. The restaurant will analyse that
how much funds are available to them so that can easily expand its business. If enough funds are
not available then restaurant will issue its share in market so that they can get capital for
expansion, and make new financial policies.
Monitoring and evaluation
CONCLUSION
Study can be summarised as marketing plays a vital role in increasing the sales of Hilton
Hotel or increasing market share. By using effective marketing tactics such as giving discounts,
promoting through social media can help business in attracting new consumers and retaining
them in business for longer duration. Marketing planning is the tool which is helpful in
managing the system and operations of company in effective manner.
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REFRENCES
Books and Journals:
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