Sales Development & Merchandising Strategies for Marriott Hotel

This report explores the principles of sales development and merchandising within the context of Marriott West Indian Hotel. It identifies key product components like core benefits, actual product, and augmented product and discusses advertising media such as television, newspapers, magazines, and social media for sales development. The report also examines the use of external merchandising to maximize customer volumes and the influence of design and layout on customer spending, highlighting the effectiveness of internal merchandising materials. Furthermore, it outlines different promotional activities and the principles of a sales training program. The conclusion emphasizes the importance of key product components and customer psychology in sales development, as well as the role of visual merchandising strategies in effective layouts.

SALES
DEVELOPMENT
TASK 4

CONTENT
• Introduction of Topic
• Key components of product
• Advertising media available for sales development
• Use of external Merchandising to maximise customer
volumes
• Influence of design and layout on customer spending
• Effectiveness of Internal merchandising materials
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CONTENT
• Different promotional activities
• Principles of sales training programme
• Conclusion
• References

Introduction of Topic
• Principles of sales development means all set of laws
which gives the guiding steps for effective development
of sales process (Myers, 2011).
• Marriott West Indian Hotel follows these principles: Get
people to take action by raising the needs, Be genuine to
make people buy from you, Script your ideas to win
people emotions.

Key components of product
• Core Benefits: It is main purpose of making the
product. For success of a product, its core benefits
should match with consumers needs (Wasson, 2015).
Marriott Hotels provides informal atmosphere,
business meetings environment and set for group.
These are the core benefits of Marriott Hotel's
services.
• Actual Product: It is the consumable product ready to
use by consumers. In case of Marriott Hotel actual
product is its room where clients stay.
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Key components of product
• Augmented Product: It is just added value to the
product. For example, in case of Marriott hotel additional
facilities like room services, insurance coverage and help
desk are considered to be augmented products.

Advertising media available for sales
development
• Television: This media is useful in reaching huge customers
(Cech, 2010). In case of Marriott, it can use this media to
attract tourists and business people across the world.
• Newspapers: This media is useful for sales development
through reaching local people around London. Marriott
Hotel can target business people by posting advertisement in
City A.M.
• Magazines: It helps in issuing prospectus of Marriott Hotel
in attractive way. Many business people prefers magazines
to read selected informations like offers, articles, etc.
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Advertising media available for sales
development
• Social Media: This media is suitable for targeting
existing customers through posting latest informations
about Marriott hotels events and new launch on Twitter
and Facebook. It also helps in capturing new customers
through Marriott's websites and webpages.

Use of External Merchandising to
maximise customer volumes
• External merchandising means selling services of a
company from outside.
• Some of the uses are:
– To cover maximum places around the city
– To reach to a customer if customer can't able to reach
the company
– To provide services at home like accepting
reservations through websites
– To aware maximum customers

Influence of design and layout on
customer spending
• If all products are visible to a customer than he'll spend
more.
• If customer is facing difficulties in searching a product
than spending will go down.
• If Bars and restaurants are near to the room of customer
than spending will increases.
• If reception is very much inside of the Marriott hotel than
consumer will not spend on room.
• If the entrance of Marriott hotel is not good than customer
will not visit and hence spending will be decreased.

Effectiveness of Internal merchandising
materials
• It means increase the occupancy rates by establishing
good relationships with agents.
• It can help Marriott hotel in increasing the volume of
business booked through agencies.
• It helps in winning the customer loyalty through treating
them in a best way.
• Profits and sales can only be improved through internal
merchandising.

Different promotional activities
• Advertising in TV, magazines, newspaper and banners.
• Search engine optimisation of Marriott West Indian Hotel
websites.
• Posting latest events and new launch products and
services informations of Marriott Hotel on Facebook and
Twitter.
• Organizing Trade fares and shows at porch locations.
• Organizing press release to convey the idea of services
and companies aims to public.