Cosmopolitan Motel Marketing Management and Digital Communication Plan

This report provides an analysis of the marketing management and digital communication strategies employed by the Cosmopolitan Motel and Serviced Apartments in Rockhampton. It begins by outlining the background of the motel, its focus on luxury accommodation and hospitality, and its target market consisting of business travelers, tourists, and individuals. The report details the research methods used, including qualitative (interviews, focus groups, observations) and quantitative (surveys, statistical analysis) approaches, to understand customer perceptions, competitor positioning, and market value. A current value analysis assesses the motel's strengths, brand promise, and value propositions, comparing it to competitors like Golden Fountain Motel and Glenmore Palms. Finally, the report proposes a marketing promotion plan leveraging digital communication methods to enhance the motel's visibility and attract a broader customer base. Desklib offers access to similar reports and solved assignments for students.

Marketing Management and Digital
communication
1

Contents
Executive summary.........................................................................................................................3
Background......................................................................................................................................4
Research methods............................................................................................................................5
Current value analysis......................................................................................................................7
Marketing promotion plan:............................................................................................................10
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
2

Executive summary
This assignment is related to marketing management and digital communication. The
cosmopolitan Motels and Serviced Apartments located at the Rock Hampton. This is five star
motel of the city which provides many services, facilities, amenities, accommodation to the
business class people, travelers and individuals etc. The motel is focused on giving luxuries
facilities in respect of the accommodation and hospitality. The aim of this assessment is to get
the knowledge of marketing management techniques which is adopted by the Cosmopolitan
Motels and apartments.
The research methods are described to lay down the research of market about the views and
feedbacks of customers who used the services of Motels. The research is very useful for the
elaborative analysis of company and its market factors. The marketing plan is prepared for the
promotion of services and products with certain elements by the digital communication methods.
The budget is also prepared for the marketing activities of the Motel.
The competitors are also prevailed in the market like Golden Fountain Motel, Glen more Palms
etc which adopts the policies and strategies of the Cosmopolitan motels in its functioning and
operations. The certain things are followed in the marketing management like brand promise,
brand competition, target customer, value analysis of the products and its frameworks.
3

Background
The purpose of this assignment is to give the details about the marketing management methods
which are adopted by the cosmopolitan Motel and Serviced apartments. This is mainly
focused on giving the luxuries services related to accommodation and hospitality. The aim of the
assignment is to analyses the effective methods and techniques which are important to provide
good information about the cosmopolitan motel and serviced apartments. It deals with the
hospitality and accommodation services to the travelers and passengers. The motel is established
in Australia, so its market covers the particular area. The motel has many competitors in the
market are Glen more Palms, Golden fountain motel and Best western cattle city. The target
market basically deals with the geographical and demographical area of the country
(Cosmopolitan Motel & Serviced Apartments, 2017).
The target market of the motel is individual person, business class and person who spend the
vacations. The current value of the apartment considered as five star motels. The value of the
motel is described with the ratings given by the market and its services which are provided to the
customers. This is recognized as one of the best motel which is situated at breach front of Rock
Hampton. The value and ratings increases the image, goodwill and growth of the motel. In this
report there is a description about the research methods, present value analysis of the motel as
per the ratings criteria, and promotion plan of the marketing. The marketing management and
digital communication plays a very significant role in the development and growth of the Motel
(Ryan, 2016).
4

Research methods
Research methods are divided into qualitative and quantitative methods. The research is
conducted for the target market, value and propositions of the competitors present in the market,
customers base etc.
Qualitative method: The research which is not depends on the numbers, figures, and numerical
data. This type of research includes languages and words, along with photographs, picture and
observations. This is considered as preferred method of the search and investigation in the
United Kingdom, United States and Europe. The results of the qualitative research provide the
good data and information with depth analysis which shows why and how things have happened
(Smith, 2015).
Tools and techniques used to collect the data and information:
Qualitative data is more common than quantitative. There are number of general techniques are
used to gather the information which is as follows:
 Interviews: It can be structured, unstructured and semi structured.
 Focus groups: It involves more number of participants to discuss the issue about target
market, values and customers base of the motel.
 Postcards: It is a kind of questionnaire which is to be asked by the participants and allow
them space in the following questionnaire to present their views.
 Secondary data: It includes diaries, report of the company and written accounts of the
pats events.
 Observations: It can be on site and under laboratory conditions. Where participants are
asked to play the role in particular situation and what they might do (Taylor, et. al.,
2015).
Quantitative research: This method is simple to identify and define. The data given in this case
are always in numbers and they are evaluating in statistical and mathematical methods. If there
5

are no numerical data then no nay quantitative method is there. For examples, changes in
education level with time gap, increase or decrease the senior managers with management
degrees. It is useful in case if large environment where numbers are very high and data is
considered as gold standard. The tools and techniques used in this method are as follows:
 Surveys: This is conducted by online method, by face to face contact and on phone. It is
relied on the same questions which are asked in the same method to group of people.
 Observations: It means counting the number of time which a specified phenomenon
occurs, such as specified word is included in the interviews, or coding the data into
numbers.
 Secondary data: Company accounts are the secondary data.
Design and communicate future value propositions of the company and its products and services.
The value proposition must be clear, how is it, what is it and for whom it is useful? The value of
motel and its services are products are described with the research methods of the evaluation. By
the research sufficient information is gathered to analyze the value, customer’s base and target
market of the company. According to the survey and observations, motel is considered a five
star.
The tools, techniques and methods are very beneficial for the evaluation and calculation of the
statistics and growth of the technology used by the motel. The qualitative methods give the clear
image about the target market with pictures and observations. There are certain competitors also
present in the market of the cosmopolitan motel and service apartment. The motel provides
products and services to the customers, business class people, individuals and tourist etc. The
research also provides the details about the positive and negative views of the company (Royle
and Laing, 2014).
6

Current value analysis
Current value of the Cosmopolitan Motel and serviced apartments is average which is considered
as not high and not less value of the accommodation services and rooms of the motel. This value
is so much effective to attract the more number of customers and to avail the services of Motel.
The value is analyzed with the all concerned value to be regulated by other competitors present
in the market. Some of the competitors are Glen more Palms, Golden fountain Motel and Best
Western cattle city. The companies are meeting the standard which is provided by government
and hospitality industry and followed by Cosmopolitan motel and serviced apartments (Hotels,
2017).
Value proposition: This is the promise of value which is to be communicated, delivered
acknowledged. This is the belief of customer about the benefit will be experienced, delivered and
acquired. This is applied on whole organization or its parts, and accounts of customer, services
and products. Creation of the value proposition is the strategy of the organization. Satisfying the
customers with large extent is the source of sustainable development of the value creation.
Frameworks of the value propositions: There are certain things have to considered in mind
before the value propositions and convince the customers, business class people, tourist, and any
tourists. The value of the services of the motel should be affordable for regular visitors who
stayed for a long time period for the business purpose and any other reason. Some of the things
are to be kept in mind while considering the value frameworks for products, amenities, services
provided by Motel (Armstrong, et. al., 2015).
1. Be different but ensure that difference worth: The value is derived from number of
problems which have to be reduced by the management of the Motel.
2. Early target adopters: The early adopters are the person who is fist user of service and
product.
3. Focus on completed story benefits: The more focus is made on the advantages get by the
customers after using the services and products of the company.
7

4. Form a high concept pitch: Try to take interviews by asking retain questions to early
adopters what they thought about the services and their message to next users (The cult
branding company, 2017).
Factors of the current value analysis: The current value of the company is depends on several
factors which are depends on market, customers, competitors, geographical factors,
demographical factors etc.
 Target customer: This is the main aim of marketing strategy is to describe and reach the
customers which are targeted as per demographic area. Segmentation of the market is
very important for small scale business because company cannot search every segment of
the market and allocates the resources as per the requirements. The value position and
market propositions may affect the product and design of the motel. Target group of the
motel is followed by cosmopolitan motel and serviced apartments give the value for
consideration that is increasing the brand value of the company.
 Brand competition: Competition is prevailed in the market in the field of hospitality and
accommodation. There are several competitors present in the market of cosmopolitan
motels and serviced departments. The brand value of the products and services enhances
the customer’s base and growth of the market to increase more number of customers
(Peppard & Ward, 2016).
 Brand promise: This is essential for compelling the motel for understanding the needs of
market and evaluates the value of competitors in the target market.
 Value propositions: It describes as emotional and functional benefits of the
organizations and brands. Functional benefits are related to the specific features of the
products, and emotional benefits are related to the positive feelings of the users
experience about the product and services of the motel. Value propositions not mean
offering low cost products to the customers. It is all about convincing and satisfaction to
the customers about they are getting value of their money.
 Positioning statement: This statements flows the value propositions. The statement
describes why users should use such product and services over another. For example
statement of the motel describes all products and services which are offered by the motel
8

to its customers with more effectiveness. If the positioning is correct then market shares
of the motel increases more profitability.
 Considerations: Advertising campaigns and marketing strategies are effective when
propositions of value are transferred into market shares. Advertisement is placed across
all platforms of media like internet and television. Advertising messages are generally
based on positioning statements and value propositions (Atwal & Williams 2017).
Value position for services and products of the motel: this is the five star motel of Rock
Hampton. The Motel is located at the heart of city, within the 10 minute walk of Pilbeam theatre.
The motel has a bar lounge and outdoor pool. The motel also provides free Wi Fi in public areas,
parking. Other facilities are also included like business centre, laundry faculties and dry cleaning.
The value is described with respect of the quality and amenities of the room which are provided
by Cosmopolitan Motels and Serviced Apartments (Morosan, 2015).
No. Rooms Prices
1 Standard rooms $115
2 Classic double room $120
3 Classic twin room $125
4 Apartments, 3 bedrooms $140
5 Apartment, 1 bedroom,
balcony
$150
6 Family room $160
7 Basic double or twin room $155
8 Family apartments, 3
bedrooms
$170
9 Deluxe studio, 1 queen bed,
kitchenette, mountain view
$180
9

Marketing promotion plan:
This is the complete plan of the marketing and strategy. There may be more than one
promotional plan in the planning of marketing. It includes overall objectives related to the target
demographic, ultimate promotion and pricing. The promotional plan is part of, marketing plan.
Promotion is the communication with target customers of the market to influence the customers
for buying the services and products of the Cosmopolitan Motel a d Serviced Apartments.
The promotional plan of the Motel is related to attract the more number of customers and
tourists. So the promotion can be done with the help and support of advertising and marketing
strategies of the company.
Marketing promotional mix elements: These are also called tools, components, and means of
the elements. There are five elements are included in the promotional mix which is as follows:
 Advertising: This is defined as non personal presentation and promotion of goods,
services, ideas, by sponsor. This is the method of mass communication. It is the most
famous and broadly practiced tool for the promotion in market. The media of advertising
are radio, television, magazines, newspapers; outdoor means are used for the
advertisement of product.
 Sales promotion: It covers such marketing activities rather than publicity, advertising,
personal selling which Influences customers for purchasing the goods and services of the
Motel. This is short term nature and provides non routine incentives, which are offered to
customers and dealers. The methods of the sales promotion are trade show, exchange
offer, exhibition, demonstration, seasonal offer, gifts, contests, free services etc (Khan,
2014).
 Personal selling: It includes face to face interaction and presentation with actual and
potential customers for the objective of selling the products. It includes personal
communication and presentation of products and services with consumers and tourist of
the motel. This is considered a highly efficient and expensive tool of the promotion of
market.
10

 Publicity: This is also a method of mass communication. This is the promotional
communication related to the organization and its services and products where the
message is not paid by the organization benefitting from it. This is the old form of public
relations. It comes from the journalists and reporters so it is considered as part of public
relations. It also involves giving interviews, public speeches, conducting seminars,
inauguration by celebrity, politician and cricketer etc. (Gurol and Bilen, 2015).
 Public relations: This is the comprehensive term which includes maintaining relations
with customers, middleman, and suppliers along with interested publics. Public relations
are the part of public relations. This is the paid form of promotion so motel has to incur
expenses over it.
Digital communication: The world is living in digital area and information age. The digital
technology has change the level of communication in the today’s world. The digital revolution is
increased with very fast speed into our daily lives by the means of cell phones and internet. This
is the most significant examples of the digital communication. There are several methods of the
digital communication which can be used by the Motel for the promotion of marketing plan to
enhance the growth and development of the company. Some of the methods are internet, emails,
cell phones, high definition television, physical digital media, other electronic communication
etc.
Budget allocation for promotional activities:
No. Promotional activities Budgeted cost
1. Advertising $100
2. Sales promotion $70
3. Personal selling $40
4. Publicity $80
5. Public relations $50
The discussion is also related to the competitor analysis, brand value analysis and positioning
analysis of the Motel. The value analysis of the products and services of the company is average
which is affordable by all customers of the motel. The strategies of the competitors are somehow
similar to the cosmopolitan motel and serviced apartments to prevail competition in the market.
The value of the rooms is different as per the quality and amenities provided by the motel to its
customers. The brand of the Motel is credible, unique, sustainable position in the brain of
11

customers. The brand positioning of the motel is very sound in the mind of business people and
tourists that the motel management wants to be own as a brand. The brand positioning of the
Motel is distinct from its competitors like Golden Fountain Motel. This is very significant for the
major geographic business and markets of the Motel. The brand positioning is very supportive
and boosted for the growth of Motel and its development (Dileep and Mathew, 2017).
12