Marketing Essentials: Roles, Mix, and Planning Report

This report delves into the core principles of marketing, emphasizing its pivotal role in business success. It begins by outlining the key roles and responsibilities of the marketing function within an organization, highlighting their significance in relation to the broader organizational context. The report then explores how different organizations, specifically Hotel Hilton and Hotel Marriott, apply the marketing mix (7 P's) in their marketing planning processes to achieve their business objectives, offering a comparative analysis. Finally, the report culminates in the development of a coherent, evidence-based marketing plan tailored for an organization like Hotel Hilton, providing actionable strategies and recommendations. The report covers topics like marketing research, product development, promotion, customer relationship, and strategy formulation.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Key roles and responsibilities of the marketing function......................................................3
P2 Roles and responsibilities of marketing relate to wider organization context.......................4
LO2..................................................................................................................................................6
P3 Ways in which different organizations apply marketing mix to marketing planning process
to achieve business objective.....................................................................................................6
LO3..................................................................................................................................................9
P4 Basic Marketing Plan For An Organization like Hilton........................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is not only management functions but also a philosophy that drives a
successful business. Marketing is also delivering service or goods, promoting, creating products
or services for business as well as customers. So basically we can say that it is instructions,
activity, or process of communicating, creating, exchanging offers,delivering values to
customers. In this report we will explain roles of marketing and their responsibilities with respect
to wider organization context and how they interrelate with other functional units of an
organization, comparison between two organizations (Hotel Hilton and Hotel Marriott) will be
done using marketing mix(7 P's) for achieving overall business objective at last we will produce
a coherent evidence based marketing plan for an organization like hotel Hilton. Hotel Hilton is a
global brand which provides resort and hotel services which was originally founded by Conrad
Hilton. Today Hotel Hilton has more than 600 hotels all around the world with presence in above
85 countries across 6 continents.
LO1
P1 Key roles and responsibilities of the marketing function.
Marketing it is the department which helps the hotel to promotes their business in the
market. Marketing plays an important role in the business organisation growth and
development(Davis, 2017). There are many different types of the roles and responsibilities are
there of marketing functions:-
 Marketing Research:- It is a process in which the manager of the hotel gathering the
information from the market by pointing the customer and find the customer need and
want actually they required. While collecting the information and finding about the need
of the customer the organisation can apply that thing in their business due which the
organisation get helps to increase in their business profitability .
 Product and service management:-this is the role in which hotel sets their goals and
prices for managing product or the service effectively(Pooler,2018). During collecting
the information from the market the organisation gets the knowledge about the customer
want and needs. The Hilton hotel tries to provide the product and service according
requirement of the customer needs from which the organisation to keep update their
product and services.

 Promotions :- It is the in the role in which the hotels promotes their product in front of
the people by doing advertisement they brings their product in front of the customer and
tried to attract them. The promotion of the product of the company can be done by the all
social sites also.
 Sales support :- due to this role the hotel it helps in the cooperation between the sales
and the marketing. The organisation can improves the sales performance and increase in
their business growth . After the producing of the product the marketing department
provides the high quality advertisement to promote the product in the market. The sales
executive attract to the customer while offering serval types of the scheme and promote
their product.
 Strategy formulation:- This is another role of marketing, it aids in formulation of right
strategy. strategy would be decide by the top level of the market management. The
strategy of the Hilton hotel would helps in increasing the level of the share in the market
for enter in the new market in the wider from the company have to make good strategy .
 Communicator:- Hilton hotel marketing department creates a communication to promotes
their product and service in front of the customer. Depending on their available budget
this department may looking after the responsibilities of the develop email, advertisement
and so on.
 Product development :- this role of the Hilton hotel helps in to get the knowledge about
the product . The marketing department works as the internal and the external. This
function helps the organisation to product develop team as to develop a new product or
the hotels can make the changes in the existing product(Lister, 2017.). All after when the
organisation develop product then they decide and makes a plan about launch product in
the market and set the prices .
P2 Roles and responsibilities of marketing relate to wider organization context.
Roles and responsibilities of marketing will be explained through hospitality organization
context. Hotel marketing managers are responsible for increasing the revenue of the hotel by
many programs such as increasing occupancy and make profit using leisure facilities,
accommodation and meetings etc. Many persons like marketing manager, distributors and
promoters are responsible for promotion activities for meeting customers all needs, work closely

with hotel staff for customers satisfaction etc. Each and every functional unit is interrelated to
each other and has different responsibilities. If any functional unit is not completing their
responsibilities it will affect whole hotel business. Few of the roles and responsibilities are given
below.
 Research: Customers choose hotels based on facilities and things they are provided like
meeting facilities, access to road, air or rail travel, hotel's reputation and its price. It is the
duty of marketing manager to identify factors that will appeal your hotel to
customers(Lewis and Ling, 2016). To identify the weakness or strength of hotel,
marketing manager should observe customer's review on on hotel site or booking
website. Speaking to the guest should be done in person or on follow up calls. Research
on trends that will affect hotels revenue like for business travellers better facilities, family
accommodation available at low price etc.
 Awareness: It is the responsibility of marketing manager to make it easy for customers to
find your hotel. Website of hotel should include rates, facilities provided, location of your
hotel, travelling facilities, event organizers meeting information etc. Hotels details should
be available on booking site or on hotels website to reach customers.
 Promotion: It is the responsibility of promoters to promote hotel or increase awareness
about you hotel, it is the most essential part of hotel marketing. Increasing occupancy
when bookings are very low is important. Provide offers such as one night extra free on
booking or organizing special events can increase customers. Should offer conference
rooms for meetings for short term business use.
 Customer relationship: Developing strong relationship with customer is important for
increasing revenue base or high level repeat business. Different loyalty programs should
be run for the customers who book frequently, this will be beneficial for customers as
well as hotel business(Tuten and Solomon, 2017). It is the duty of customer relationship
manager to check what type of customer require what facilities or accommodation like
corporate guest will be requiring a meeting or conference room.
 Liaison: A manager needs to work closely with hotel management team members for
identifying priorities. To increasing occupancy future booking levels should be reviewed
to plan dates for promotion. Coordination with event management team should be done to
organize and schedule marketing for attraction of additional events and conferences.

Results of customer satisfaction survey, reviews should be shared with customer service
team for enhancement of customer care standard.
 Food services: Food and beverage is the most essential part of a hotel service industry. It
is the responsibility of caterers to focus on quality of food, service provided to the
customers weather it is room service. Researchers should research and identify the type
of food mostly preferred by what type of customers. As a promotional activity breakfast
should be included so that customers are attracted and customer base and revenue can be
increased
LO2
P3 Ways in which different organizations apply marketing mix to marketing planning process to
achieve business objective.
Marketing Mix (7 P's
Strategy)
Hotel Hilton Hotel Marriott
product Core product of this hotel is
Space. Facilities provided by
Hilton hotels are Restaurant,
health club, banquets,
discotheque, bar, business
centres, Wi-Fi facility. Types
of rooms provided are suits,
deluxe rooms, executive
rooms, premium room.
Core product of this hotel is
decoration and uniqueness.
Facilities provided are meeting
rooms, spas, restaurants,
fitness centre, bar, Wi-Fi
facility, swimming pool. Types
of rooms provided Premium
pool view room, Guest room,
deluxe room.
Price Income is the backbone of the
business and only price
generates income. Price of any
product must be based on all
the other P's. Pricing strategy
used by this is Skimming
strategy. In this strategy
products and services are
Pricing strategy used is
penetration. In this strategy
high quality products and
services are provided at low
price then the competition in
order to increase market share.
Prices is fixed and is according
to the customer what he is

provided at higher price then
competition because of its
exclusiveness and high quality.
Offers various offers according
to the time, season and
purpose of booking otherwise
price of rooms are fixed.
ready to pay as pricing is the
backbone of this industry.
Place Main strategy of this hotel is to
make it available of all the
people easily. Presence of this
hotel is present at many parts
of UK mostly metropolitan
cities. Booking can be done
online also.
This hotel uses distribution
strategy so that people can
prefer this as their first
preference. Presence of this
hotel is also all over UK but is
also present on internet and
has their own website.
Promotion Strategy used for promotion is
media reports. They also ask
customers to provide feedback
and provide various kind of
offers like flexi credits, early
bid offers etc.
Strategy used by them is
completely digital. They focus
on digital promotion of their
products. Their website shows
all the products in a very
detailed manner. They also
promote their product by
videos, advertisement and
through different social media
sites.
Process To ensure all the services and
products are delivered at right
place and in right time they
has set some procedures that
are specifically laid
down(Pham, Brennan and
It has many business processes
for customer service,
comfortable stay, efficient
booking these processes are
very easy to judge, see, operate
and is user friendly. They use a

Nkhoma, 2016). They are
given training of what to say
or what words should be used
with the customers. They have
very strict policy which should
be followed.
completely transparent strategy
for comfortable booking of
customers. Deliver product and
service effectively and
efficiently.
People They provide medical help,
consultation, travelling
facilities, bonuses, perks are
provided to employees. They
have different kind of people
working for them like butler,
chefs, room services,
managers, bell boy, laundry
service people, receptionist
etc.
The basic strategy of this hotel
is to serve its guest. So to
deliver its customers the
required service or product
staff involved in delivering the
service is very important. They
provide locker facility to its
staff members to keep their
uniform and other things. They
have staff members like
medical team, bell boy,
receptionist, laundry staff,
kitchen team etc.
Physical evidence Their hotel buildings are the
largest physical evidence.
Their exterior has a modern
look with an old charm to give
it a royal look. They have
restaurants with great food,
music playing in background,
before and after sales service,
they also have their company
website.
Similarly this hotel has many
buildings as ca physical
deviance, they also provide
towels, booklets, pens, soaps,
creams etc. They also have
entry lobby for customers to
wait or rest. They provide
business cards to their
customers also, have their own
company website, have gym
equipments, medical health

equipments, logos and
brochures.
LO3
P4 Basic Marketing Plan For An Organization like Hilton
Basic marketing plan for Hotel consist of following steps:
 Mission: Mission of hotel is to be number one hospitable company across the globe. By
creating an amazing experience for their customers, more opportunities for staff
members, higher value and to have a positive impact on society in world. Their mission
focusses on high positive impact and hospitality. They want to be the best hospitable
organization to provide best service to their customers.
 Objective: The main objective of hotel is to provide quality product and service to their
customer, to provide best experience to their customer and gain their loyalty and to
provide best facility to their customers to enhance their experience.
 SWOT analysis:Hilton group of hotels which was establish again in the year of 1919 by
Conrad Hilton. The organisation provides good services and the experience to the
customers in their organisation structure(Semuel and Wijaya, 2017). Hilton hotel group
provides high and good quality facility to the customers. The swot analysis it stand to
show the weakness, strength, opportunities, and threats of many hotels are describe as
below:-
Strength:- When the organisation would setup again the strength of the other organisation is that
they had modified there service and the technology in the organisations. The organisation use
effective and attractive scheme to attract customers. Mnay hotel have a large no. of scope in their
organisation the company gets the large no of the benefits from their economy scale. Hotels
increase in the no of the customer due to her good technology was used by here in the
organisation. There is a high brand of recondition. They makes the good value in the market of
here.
Weakness:-The major weakness of the Bigger hotels is that they would be more over dependent
on her local market. Hotel and their group generate about 80 percent revenue in the local market
which is more than the revenue was currently generated in the other markets(Prajapati and
Bhavsar, 2018).

Opportunities:- Hotels can develop many creative ideas to increase their business and can use
techniques like digitalization and new technologies can be used to improve their business.
Threats :-The major threat of many bigger hotel organisation is competition level regarding to
the level of the prices. Economic downturns will also affect to them because when the economy
struggle hotel business are the first to struggle.
 Marketing Strategy: Basic marketing strategy will be explained with the help of Hotel
Hilton as an example which will be explained by 4 P's model.
◦ Product: This hotel not only sell its products and services to individual but to
corporations also. Almost all the services provided by the company are based on prior
booking or availability. This hotel is one of the best hotels in UK with excellent
customer number because of the functions provided by them like medical facility,
parties, political clubs .
◦ Price: Skimming is the pricing strategy used by the hotel for maximum profit. But
when bookings are very low penetration strategy is used. So, basically we can say that
its prices are flexible which is based in seasons. They also provide locals all the
product ad services at lower price compared to others.
◦ Place: Most of its branches are located near airport area for the convenience of the
customers. Because of its features it can be said that it is placed at the most active part
of cities(Njoku, 2017).
◦ Promotion: The most basic promotional strategy used by the customer is providing
incentive trips to customers. Deluxe packaging is provided to its potential customer
for motivating them to prefer their hotel only. Also sometimes 50% discounts are
offered their customers.
 STP: Segmentation, targeting and positioning is one of the most basic strategies used by
Hotels for attracting customers. It is the most effective and measurable method as well as
it is simple. There are three main steps of STP such as:
◦ In first step segmentation of market is done i.e. market is divided into groups based
on their functions and characteristics. Mostly segmentations is done based on four
groups like demographic, geographic, psychographic and based on benefit. Like in
Geographic customers are targeted based on their locations, in demographic
segmentation customers are bifurcated based on their age, income, social class etc., in

pshychographic segmentation people are segmented the way they think, feels and
behave, and at last in benefit segmentation benefits customer will get from the
company.
◦ In second step after segmentation is done based of the data generated customers are
targeted and based their segmentation cost of acquisition is examined(Simões and
Filipe, 2018). After examination of all these room price and promotions are set.
◦ Last step is to positioning success property: In this step it is ensured that hotel is in
best market position to achieve success. Basically we can say that targeting strategy is
implemented by creating ideal guest list.
 Budget: Budgeting is a very important part of any marketing plan strategy. In this both
fixed and variable cost is extracted. Fixed cost like land cost, employees cost equipments
cost, music, entertainment cost, human resource cost etc. and variable cost covers items
like: housekeeping, food and beverages, cleaning, bills, laundry etc. If those hotels has 1
million pounds fixed budget and 1.5 million pounds variable budget then total 2.5
million pounds of budget is needed by them.
CONCLUSION
At last this report can be summarized as different roles and responsibilities with context
to marketing functions are explained, marketing mix of Hotel Hilton and Hotel Marriott is done
i.e. how their marketing mix strategies differ from each other and at last marketing plan of hotel
Hilton is explained.

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