Marketing Essentials: Hilton Hotel Strategy Report and Analysis

This report provides a comprehensive analysis of Hilton Hotel's marketing strategies. It begins with a company introduction, highlighting Hilton's global presence and target market. The report then delves into the role and responsibilities of the marketing department, including market research, customer relationship management, and brand awareness initiatives. It explores the inter-relationship of marketing with the wider environment, focusing on branding and the 4Ps of marketing (Product, Place, Price, and Promotion). The report further identifies areas for improvement, such as increased investment in digital marketing and enhanced inter-departmental communication. Finally, it concludes by summarizing the effective use of promotional techniques, such as celebrity endorsements and social media, and references relevant books and journals.

MARKETING
ESSENTIALS

Table of content
• Introduction
• Task A
• Conclusion
• References

Company introduction
• Hilton hotel is a global brand of hotel chain and American hotel company. There are 586
hotels world wide.
• It was founded by Conard Hilton in 1919. The brand target both business and leisure
travelers with locations in major city centers, near airports, convention centers, and popular
vacation destinations around the world.

INTRODUCTION
• According to Morgan Marketing refers to activities undertaken by a company to promote
the buying or selling of a product or service. Marketing includes advertising, selling, and
delivering products to consumers or other businesses.

Role and responsibility of marketing
• Conduct market research
• The marketing unit conduct market research to identify needs and preference of customers
in different market. Customers choose the hotel on the basis of various factors such as air
travel facility, its location, its access ,also the reputation of the hotel as well as its price the
marketing department recognizes the factors that able to shape the Hilton 's appeal to the
consumers.

CONT..
• Marketing department of the hospitality industry of the Hilton and Ibis styles is responsible
for maximizing the revenues of the hotel revenues. They perform various functions and develops
theses kinds of programs to enhance the occupancy as well as profitable utilization of the
accommodation
• Listening the needs of customer - to make the relationship with the clients stronger it is
crucial to listen the needs of the clients and get closer to the clients .

CONT..
• Increase the customer Awareness - Brand awareness is crucial to attract the consumers. So Hilton
hotel marketing department make sure that the information on the hotel, restaurants as well as resorts
is quite a simple thing to find and always up to date. The brand awareness is increased through
promotion and advertising. This is done via social media, TV, etc. it allows customers to get aware
about new products or services.

CONT..
• Promotion- Another crucial function done by marketing department is to develop strategy
to attract the market is through promotion mainly when the business becomes slower at
certain times of the year .At this time offer incentives to the customers .
• Hilton hotel promote through social media. They give ads on newspapers and TV. Beside
this, they also use website for promoting their services.

CONT..
• Build the relationship with customers - To make the stable revenues base as well as assure
the high level of business reputation, marketing department of Hilton and Ibis need to
develop the stronger relations with their customers .

Inter-relationship with wider environment
• Marketing as well as branding
• The word branding of the Hotel such as Hilton hotel as Ibis hotel both conjures the vision of
the market research ,as company logos as well as product positing meetings. The product as
well as services are only part of the hotel as such as in need of promotion especially hotel
like Hilton to attract the top talent

4 P’s of marketing
• PRODUCT – Hilton's hotels as well as Resorts core products is hotel rooms where customers can stay
for a particular period. Peripheral services describes the additional products for example bar,
customers services ,restaurants as well as online reservation facilities
• PLACE- Hilton hotel heavily relies on the information technology as well as internet in various
formats. The official website of the Hilton hotel serves as an effective platforms regarding services
distribution..

CONT..
• PRICE- Majority of the rooms of the Hilton Hotel
associated with the upper upscale pricing. Here premium
pricing strategy involves such types of upper class rooms
such as high level prices of products as well as services
that can have excellent features as well as qualities. Hotel
Hilton some rooms classified as the premium levels
• PROMOTION- it is related to advertising products and
services through various sources such as social media,
internet, etc.

Area that need to be improved
• Hilton hotel should spend more amount in marketing activities and also have to take
support of digital tools to market its products.
• This would help the firm in gaining attention of mass audience and attracting new
buyers which will raise profit of company to great extent.

Cont…
• There is need to develop relationship between departments so that information an be
passed to all departments easily that would be better for the firm in performing
smooth operations and gaining competitive advantage.

CONCLUSION
• From the above study it has been summarized that company has been engaged in making
use of various marketing techniques. They have been involved in making use of
promotional techniques like celebrity endorsement, social media websites and many more.
This has helped them in reaching out large number of consumers.

REFERENCES
Books and journals
•Kaya, N., 2015. Corporate entrepreneurship, generic competitive strategies, and firm performance in small
and medium-sized enterprises. Procedia-Social and Behavioral Sciences. 207. pp.662-668 Morgan, D.L.,
2016. Essentials of dyadic interviewing. Routledge.
•Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice, price, quality
and consumer trust on online tourism purchasing. Journal of Marketing Communications. 23(2). pp.195-218.
•SHUKLA, P., 2016. Essentials of marketing research.
•Steven, P., 2016. Destination marketing: essentials.
•Umbach, G., 2017. Successfully Marketing Clinical Trial Results: Winning in the Healthcare Business.
Routledge.
•Eng, P., 2017. Erste Schritte im Online-Marketing. Suchmaschinen-Content-Soziale Medien, Wiesbaden.