Travelodge Marketing Plan: Strategies, Analysis, and Recommendations

This report presents a comprehensive marketing plan for Travelodge, a major player in the hospitality industry. The plan encompasses various aspects, including the selection of appropriate marketing channels, with a focus on leveraging digital platforms like social media and direct marketing techniques to foster customer relationships and enhance public relations. The report offers an overview of Travelodge's business operations, product portfolio, and competitive landscape. It further details marketing objectives aimed at increasing sales, profitability, and market share. Key strategies include investment in social media, employee training, and improved customer service. The report also covers market segmentation, targeting, and positioning strategies, catering to both business and leisure travelers. Finally, it includes a budget allocation for various marketing programs, offering a strategic framework for Travelodge's marketing initiatives and suggesting promotional plans considering customer demand and competitor strategies.

Marketing plan of Travelodge
It is very important for an enterprise to select the best channel for promoting
brand, products and services. In context of Travelodge company, business
entity has planned to utilize digital platform such as social media for generating
awareness about products and services. Direct Marketing technique will be
used by firm for promoting brand. This marketing technique has been used by
an enterprise, as marketing perceives that this strategy of promotion will help in
developing strong relationship with customers. It will assist business entity in
improving public relations which is very crucial in order to increase sales and
profitability. In addition to this, Travelodge has planned to organize marketing
campaign for promoting products and services.
Overview of an organization: Travelodge is private limited organization
operating business in the hotels and hospitality industry. It is the second largest in the budget hotel sector.
Product portfolio analysis: products or services offered by Travelodge are considered as the product with high relative
growth and market share. Around 816,000 new customers have been acquired by the product in the quarter of 2013. This
means the product is covering the high market share in the industry.
1. Competitors analysis: As Travelodge company is operating in hospitality industry business entity has to face
stiff competition. An organization has to face competition from international organization.
2. Marketing objectives: Firm has objective to increase sales, profitability and market share.
3. Strategies: It is required by the company to use social media for promoting goods. An organization is required to
make investment in providing training to its employees and need to bring improvement in customer service
department.
Segmentation, target and positioning:
Market segmentation is defined as the classification of the entire market. In context
of Travelodge organization, an organization offers accommodation and restaurant
services, and as a result, the market can be segmented into business class and leisure
class customers.
Targeting: it is very much essential in order to foster growth. In context of
Travelodge, services offered by an enterprise are specifically designed for satisfying
both the business class and leisure class customers.
Positioning: This strategy aimed at creating an image in the minds of people.
Positioning strategy of Travelodge aims to promote it as the best quality provider of
accommodation and restaurant services to travelers.
Budget:
Total marketing programs Investment
Partner marketing 40000
Digital strategies 20000
Events 140000
Product marketing 40000
Field marketing 340000
It has been suggested to marketing manager in a firm to develop promotional plan considering the
demand of customers as well as the strategies adopted by competitors for attracting consumers.