MKT101A Marketing Fundamentals: Travelodge Sydney Marketing Plan

This report presents a marketing strategy and plan for Travelodge Sydney, focusing on the marketing mix variables. It identifies the three levels of the product (core, actual, and augmented), emphasizing the importance of catering to female travelers with amenities like shopping areas, spa treatments, and fitness facilities. The product portfolio is analyzed in terms of width, depth, and lines, highlighting various room types and services. The pricing strategy focuses on premium pricing and price skimming to attract customers. Placement strategy discusses Travelodge's presence in Australia and New Zealand, while promotion strategies include online advertising, social media campaigns, customer referrals, and after-sales surveys. The report suggests improvements in each area to enhance Travelodge Sydney's market position and attract more customers.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of the Student
Name of the University
Author note

1MARKETING STRATEGY AND PLAN
Table of Contents
Marketing Variable....................................................................................................................2
Product Strategy.....................................................................................................................2
Identification of three levels of product.............................................................................2
Identification of product portfolio......................................................................................3
Pricing Strategy......................................................................................................................4
Placement...............................................................................................................................5
Promotion...............................................................................................................................5
References..................................................................................................................................7

2MARKETING STRATEGY AND PLAN
Marketing Variable
Product Strategy
Identification of three levels of product
Figure 1: Three Levels of Product
(Source: ABC News, 2011)
The CORE product of Travelodge Sydney is not the tangible and physical product. In
case of the hotel, the core product is the proper implementation of the different techniques
and strategies which will be inclusive of the different kinds of yoga and health facility
services (Pride, Ferrell, Lukas, Schembri, Niininen & Casidy, 2017). Furthermore, this can be
seen that there is more than 54% of the female customers who are the major guests of the
Travelodge Company and therefore, there should be inclusion of side activities which attract
the female customers which is inclusive of shopping area. Spa treatment and safety processes
which is required in the present scenario.

3MARKETING STRATEGY AND PLAN
Unlike the men travellers, the women travellers look for comfort during their stay and
they prefer their room to be more spacious in terms of sleeping. Nowadays, the women are
turning fitness freak and having gym in the hotel can be an interesting option and amenity in
the hotel. The hotel could include the free weights, spinning equipment along with yoga
stations especially for women rather than the heavy weights which can be suitable for the
men travellers of Travelodge Hotel.
Furthermore, the ACTUAL product of Travelodge Sydney is tangible and physical
product which is inclusive of different rooms which are being provided to the different types
of single and double bed rooms. There are different car facilities which are available for the
different customers who are the target customers of Travelodge Sydney Hotel. The actual
product is defined as the aspect wherein the person would think and analyse of under the
generic banner of the product effectively.
Lastly, the AUGMENTED product is the non-physical part of the product which
helps in adding extra value to the different products and services which are being provided to
the different customers. In case of Travelodge Hotel, the augmented product is the quality of
the rooms which are being provided to the customers along with voice recognition technique
which will be beneficial for the customers and the hotel in an effective manner (Hamzah &
Sutanto, 2016).
Identification of product portfolio
Width- The product portfolio width is the different number of services which are
being offered to the customers. The range of products which are being offered to the different
customers is different kinds of rooms such as luxury rooms, single bed rooms and double bed
rooms for the customers. Furthermore, there are various options available to the customers is

4MARKETING STRATEGY AND PLAN
inclusive of the suits which will be luxurious and costly in nature (Bahadir, Bharadwaj &
Srivastava, 2015, p.600).
Depth- There are different subcategories of the hotel rooms which are being provided
to the different customers who are staying at the respective hotel. Furthermore, the different
sub categories which are being provided to the customers of the hotel is inclusive of different
other services which are provided with the rooms such as complementary breakfast and
dinner along with the sight seeing which will be beneficial for the hotel and the this will
increase the sales of the company (Sulaiman & Syahrivar, 2018).
Lines- The product line of the Travelodge Hotel is to provide the customers with the
group od related products which are sold by the company. The different products and services
of the hotel is inclusive of different kinds of products such as new implementation of
technology that is the voice recognition technique which will be beneficial for the company
(Stead & Hastings, 2018).
Moreover, this can be seen that there can be seen that the women travellers are
inclusive of the different kinds of free services along with offers which will be beneficial for
the overall success of the firm (Liu, Li, Chen & Balachander, 2017, p.100). The social
influence is inclusive of the different kinds of wi-fi services which is inclusive of the
different kinds of equipment which will be beneficial for the overall success of the firm.
Pricing Strategy
The strategy of pricing which has been adopted by Travelodge Hotel is the premium
pricing strategy for the different products and services along with the efficient handlings as
well. The brand Travelodge has adopted this respective pricing strategy as this is aware of the
power of the brand and realizes that the loyal and niche group of premium customers are

5MARKETING STRATEGY AND PLAN
willing to shed premium amount for the different additional benefits which are being
established and this will help in managing the strong base of the customers in an effective
manner (Goworek, McGoldrick & McGoldrick, 2015).
Secondly, price skimming is the other technique and approach which was adopted by
Travelodge Hotel in which the marketer of the hotel tried in setting the price at a premium
rate in comparison to the other competitors in the market. Travelodge Hotel can use this
technique which will be beneficial for the attracting of the different female customers in the
market effectively. This can be seen that reduction in the prices of the different hotel related
services will be beneficial for attracting the different customers and gaining competitive
advantage. There are different women travellers who travel alone or plan solo trips with the
different friends and groups which will be beneficial for the overall attraction of the female
travellers in the hotel. Furthermore, the respective hotel tried to improve their pricing strategy
in an effective manner and lower the pricing strategy which will help in managing their brand
image (Goworek, McGoldrick & McGoldrick, 2015).
Placement
The Travelodge Sydney Hotel started their operations in Australia and they spread
their international presence in all over Australia along with in New Zealand as well. Since,
the main attraction of the hotel are the different female travellers along with the different
friends. This can be seen that Australian and New Zealand market are safe working
environment which will be beneficial for the overall success of the firm in a positive manner.
Furthermore, in the Australia, Travelodge Sydney Hotel tried to cater to the different needs of
the individuals by offering the sumptuous luxury along with unmatchable services which is
amidst primitive settings of the different kinds of facilities inclusive of the voice recognition

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technique which will be beneficial for the success of the organization in an efficient manner
(Pavlou & Stewart, 2015, p.219).
Promotion
Firstly, Travelodge Sydney adopted different kinds of promotional techniques and
strategies which helped in promoting the brand name in domestic and international arena. The
company has tried to rely heavily on the recommendations of the different customers and
the publicity of word of mouth which has helped the company in managing the different
aspects effectively. The company has tried in launching the high-impact advertisement
campaigns along with targeted specific kind of customers which will help in increasing the
brand awareness.
Secondly, Travelodge has adopted online advertising along with social media
strategies which has been helpful in managing the different kinds of campaigns which will be
helpful in gaining competitive advantage. The online advertising will help in managing the
different kinds of aspects which will be assisting in understanding the issues in an efficient
manner. The online advertising is the best option which will help the company in attracting
more customers in comparison to the other competitors.
Thirdly, giveaway of the different customized products to the loyal customers is the
third technique of promotional activity which can be adopted by the Travelodge Sydney
Hotel which will be helpful for them in gaining more competitiveness in the entire market.
With the implementation of the giveaway of the product samples, this will be beneficial for
the overall success of the firm in a positive manner.
Fourthly, the customer referral incentive program is the other technique which will
be beneficial for the success of the hotel in an appropriate manner. The incentive program

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will be helpful which will help in leveraging the customer base as the sales force. The hotel
can provide the different discounts on the different hotels such as free products or
complementary breakfast and dinner package can be helpful in becoming more effective in
their operations (Borden, 2015).
Fifthly, after sales customer surveys is the last alternative which can be adopted by
the Travelodge Sydney Hotel. This will be beneficial for the company as this will help and
assist in making their purchases successful which will increase the overall sales and revenue
of the organization in an efficient manner. The contacting of the different customers through
email or telephone will be beneficial for the company in analysing their review on the
product which are being sold by the company and asking them few questions to know their
review on the certain products and services which are provided by hotel (Borden, 2015).

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References
ABC News (Australia). (2011, March 8). Senate examines milk price war [Video File].
Retrieved from https://www.youtube.com/watch?v=3Wh1RwE2E0c&feature=relmfu
Bahadir, S. C., Bharadwaj, S. G., & Srivastava, R. K. (2015). Marketing mix and brand sales
in global markets: Examining the contingent role of country-market
characteristics. Journal of International Business Studies, 46(5), 596-619.
Borden, N. H. (2015). The concept of the marketing mix. Harvard Business school.
Goworek, H., McGoldrick, P. J., & McGoldrick, P. J. (2015). Retail marketing management:
Principles and practice. Harlow, UK: Pearson.
Hamzah, S. B., & Sutanto, J. E. (2016). The Role of Marketing Mix (7P) for Consumer
Buying Decision Pastry Cake in Malang City.
Liu, Y., Li, K. J., Chen, H., & Balachander, S. (2017). The effects of products’ aesthetic
design on demand and marketing-mix effectiveness: The role of segment
prototypicality and brand consistency. Journal of Marketing, 81(1), 83-102.
Pavlou, P. A., & Stewart, D. W. (2015). Interactive advertising: A new conceptual framework
towards integrating elements of the marketing mix. In New Meanings for Marketing
in a New Millennium (pp. 218-222). Springer, Cham.
Pride, W., Ferrell, O., Lukas, B., Schembri, S., Niininen, O., & Casidy, R. (2017). Marketing
principles (3rd ed.). South Melbourne, VIC: Cengage. Retrieved from
https://ebookcentral-proquest-com.ezproxy.laureate.net.au/lib/think/detail.action?
docID=5474380

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Stead, M., & Hastings, G. (2018). Advertising in the social marketing mix: getting the
balance right. In Social Marketing(pp. 29-43). Psychology Press.
Sulaiman, J., & Syahrivar, J. (2018). The Influence of Marketing Mix 4A and Ethical
Consciousness towards Ethical Consumption.