Marketing Management and Digital Communication Plan: Novotel Hotel

This report details a marketing management and digital communication plan for the Novotel Hotel in Melbourne, focusing on attracting a larger audience, particularly for business meetings and leisure travelers. It includes an executive summary, background information on the Novotel brand, and a description of research methods used (primary and secondary). The report provides a current value analysis, value position framework, and a comprehensive marketing promotion plan. It covers target market identification, promotional mix elements, advertising strategies, customer relationship management, and competitive analysis. Additionally, it outlines budget allocation for promotional campaigns and concludes with recommendations to enhance the hotel's performance. The report emphasizes strategies to increase revenue, brand value, and overall market presence, considering the hotel's location and target customer segments.

Running Head: Marketing management & Digital communication
1Novotel hotel
Marketing management & Digital communication

Marketing management & Digital communication 1
Executive Summary
This report is based on the Novotel hotel based in Melbourne. It is an upgraded hotel with 4 start
accommodation and it is especially known for family vacations, weekend trips and they are also
specialised in conducting leisured meetings and conferences for business class people.
Melbourne has been selected with reviewing the demand of the leisured experience in business
meetings and conferences as this is the primary strength of the Novotel Hotel. The aim of this
report is to develop a marketing management and digital communication plan in order to attract
the large segment of audience. For the same, this plan will include various strategies through
which organization would be able to promote its functionalities in the target market. This plan
will include various marketing concepts such as target market, brand positioning strategies,
promotional and advertisement strategies for increasing the demand of the services provided by
the hotel, and the like. Apart from this, this report will discuss the aspects such as value analysis,
competitors’ analysis and the budget allocation for the promotional mix elements in order to gain
the appropriate results. Plan developed under this report will help the organization to enhance the
demand of their services in the target market along with approaching the premium segment
audience.

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Table of Contents
Executive Summary.....................................................................................................................................1
Background.................................................................................................................................................3
Research methods........................................................................................................................................4
Current value analysis.................................................................................................................................6
Value position framework.......................................................................................................................8
Marketing promotion plan...........................................................................................................................9
Target market..........................................................................................................................................9
Elements of promotional mix................................................................................................................10
Advertisement.......................................................................................................................................10
Customer relationship............................................................................................................................10
Competitive analysis.............................................................................................................................11
Budget allocation for the advertisement and promotional campaigns....................................................12
Conclusion.................................................................................................................................................13
References.................................................................................................................................................14

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Background
Novotel hotel is a premier beach hotel with 4-star accommodation facilities and it is a part of
Accor Hotels Group. Novotel Hotel is situated in more than 60 countries with approximately 400
hotels and resorts. The first hotel under the name Novotel was established in 1967 in Lille
Lesquin, France. Its headquarters is situated in Evry, France and approximately 30, 000
employees are working with this hotel across the globe. Organization has now decided to expand
its operations and for the same, they had chosen the St. Kilda beachside location in order to
expand their hotel business. This location has been chosen with the motive to attract the families
to spend their vacations, for weekend trips as well as for the business class people as they are
famous in providing leisured experience in business meetings and conferences. St Kilda location
is surrounded by beach and with the finest locations of the city which helps the organization to
attract large segment of audience in order to increase their turnover along with gaining the
competitive advantage.
Primary objective of setting up the hotel at the beachside is to provide the travellers sea view,
relax and enriched experience along with various adventurous and entertainment related
facilities. Staying at the beach side helps the people to reduce the stress level and along with this,
it also helps them to gain unique peaceful and relaxing experience which helps the travellers to
feel positive about the location. With the help of Novotel St Kilda, organization will be able to
uplift its performance in the market along with gaining adequate competitive advantage in the
target market. Apart from this, it is also necessary for the objective to increase the goodwill and
brand value of the organization in Melbourne. With the help of Novotel St Kilda, organization
will be able to attain its desired goals and the objectives (Novotel Hotels & Resorts, 2018).

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Research methods
This report is completed with the help of data collected from both resources i.e. primary as well
as secondary source of research method. With the help of these methods, organization has gained
the adequate information through which the accomplishment of the desired goals could easily be
done. Primary research method includes two sources i.e. qualitative data and the quantitative
data. Qualitative data helps the organization to gain the information in relevance with the
demand of the product, scope of setting up the image of the brand in the target market. This
includes surveys, feedback forms, interview sessions, and the like. With the help of these
methods, organization will be able to gain statistical data in relevance with the customer’s
feedbacks and their reviews. With this data, organization could launch the product or service in
the target market along with making certain required amendments on the basis of target
audiences’ requirements. This method also provides the relevant information with regards to the
strategies used by the competitors and the products and services rendered and delivered by them
to the target audience. With these types of data, organization could easily uplift its performance
along with the gaining the competitive advantage through implementing unique and advanced
strategies (Schroder, Mackaness & Gittings, 2011).
Further, quantities research method will help the Novotel Hotel to gain the knowledge in
relevance with the customer’s favourability towards the hotel’s services and products. This will
help the company to understand the effectiveness of their services and unique suggestions are
also obtained from this type of research method which could be used for increasing the
effectiveness of the services as well as to enhance the efficiency of the hotel in the competitive
business environment (Liamputtong, 2013).

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Secondary research method includes the tools such as journals, articles, books, newspaper, and
all other sources which provide adequate information. From these sources, organization could
easily obtain information with regards to its competitors’ strategies, products and services
delivered by them as well as the external environmental conditions. This information could be
used for developing and adopting the strategies with the motive to gain the competitive
advantage along with setting up the effective position in the target market (Bryman & Bell,
2015).

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Current value analysis
Value analysis is useful for the organizations in order to develop an effective brand image in the
target market along with development of positive image in the international hotel industry. To
establish the brand image, organization is required to examine the external business
environmental conditions of the target market. With the help of this analysis, organization will be
able to develop and adopt certain advanced strategies through which appropriate image could be
developed in the target market. Value proposition of the Novotel Hotel are providing luxurious
services to its target audience along with the development of an effective image amongst them.
Novotel hotel provides accommodation facilities, food facilities and they also offer unique
services such as pick and drop to its target audience. Along with this, they had positive image in
the global hotel industry, they could also utilise the same while setting up the Novotel St Kilda.
Apart from this, value analysis identifies the position of the firm in the target market with
various research methods available. In this report, mixture of primary and secondary research
methods has been used to determine the position of the organization. With the help of this
evaluation, organization has been able to identify and develop the crucial set of strategies which
could help the Novotel group of hotels to set up Novotel St Kilda with the motive to provide
leisured experience to its premium and other segment of audience (Clemes, Gan & Ren, 2011).
In order to enhance the demand of the hotel and its services in the target market, organization
needs to adopt several strategies such as effective promotional and advertisement strategies.
Along with these strategies, organization could use its official website for spreading awareness
amongst its target and potential audience. This will help them to enhance the demand of the
services introduced by the Novotel St Kilda hotel. Online booking facility should also be

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provided to the target audience through which organization would be able to cope up with its
requirements along with the attainment of the desired goals and the objectives would also
become an easier task. Novotel St Kilda hotel will also help the Australian economy in order to
uplift the GDP rate which will ultimately increase the growth rate of the organization. It can be
analysed that the purchasing power of Australians is quite high and it helps them to gain the
experience of luxurious as well expensive services. This factor could be utilised in an effective
manner with the motive to uplift the organizational performance in the competitive business
environment. The unique services provided the Novotel Hotel in Melbourne is the beachside
view along with the stress free stay along with various unique activities which could help the
audience to make the stay of its travellers leisured and memorable (Kang, Stein, Heo & Lee,
2012).
Apart from this, the Novotel group of hotels is majorly known for providing unique services to
the business class people. It is expected to be one of the finest locations with the perfect escape
for the business class and leisure traveller’s people. The Novatel St Kilda hotel will be
established at the beach end which will help the hotel to increase its attractiveness. Along with
this, it will also help the organization to gain large number of target audience along with the
premium segment of the target market. Novotel Hotel is also known for providing healthy and
safe staying environment which acts as the biggest strength as well as it helps the organization to
develop a positive perception amongst the travellers and guests of the hotel. With this, they are
also famous for using the high quality resources to increase the effectiveness of the hotel’s
products and services. This factor will lead the organization to develop a strong position in the
target market along with gaining adequate competitive advantage.

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Along with these attractions, organization also focuses over discount and providing attractive
offers strategy in terms to increase the revenues as well as to increase the brand name of the hotel
in the target market. All offer and discount related list is being provided at the hotel’s official
website along with this, for spreading the awareness amongst the public, marketing team of the
hotel also uses the board hoardings and giving advertisement over television and other digital
platforms (Tajeddini & Trueman, 2012).
Value position framework
This framework consist various attributes through which the customer’s values in relevance with
the products’ features and usefulness could be identified and evaluated. These are economic
value, emotional value, functional value, and symbolic value and end value. Economic value for
the customer describes that the money spent by the consumers should be equivalent to the
satisfaction obtained from the consumption of particular product or service (Huang & Sarigöllü,
2014). Emotional value describes that the attachment of the consumers towards the company and
this could be measured by the frequent visit by the consumers in the hotel. Another value is
functional value which says that the services provided by the organization are unique and those
could not be found anywhere else. This aspect plays crucial role in terms to gain the competitive
advantage in the target market. The last value relates to the consumer’s perceptions are symbolic
value and it denotes to the corporate social responsibility fulfilled by the organization through
rendering and delivering of the products and services (Shaw, Bailey & Williams, 2011).

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Marketing promotion plan
The primary objective of marketing promotion plan is to promote the company’s products and
services in the target market with the view to gain the desired position as well as to establish a
strong position in the target market. Along with this, it is also beneficial in terms of uplifting the
performance and it could be done with the help of various methods such as promotional
campaigns, board hoardings and through other marketing activities (Armstrong, Kotler, Harker
& Brennan, 2015). Following are certain objectives of the organization which needs to be
accomplished through setting up the Novotel St Kilda at the beach side:
 Attainment of the assumed goals and the objectives on the basis of management’s
expectations.
 Increasing the revenue of the organization from the Novotel St Kilda hotel by 15%
approximately (Helm & Gritsch, 2014).
 Setting up an effective image and developing the effective brand image in the target
market.
 Covering the large part of the target market in the certain period of time with the view to
ascertain the growth and expansion opportunities (Lee & Kotler, 2011).
Target market
Target market for Novotel group of hotels is Melbourne currently and this city has been selected
with the view to increase the global presence of the hotel along with reviewing the demand of the
luxurious hotels over there. Along with the whole city, their primary market segment is the
premium consumers who love to experience the leisured travelling and the business class people.

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In order to attract its target market audience, organization has decided to showcase the unique
features and the capabilities of the Novotel St Kilda Hotel.
Elements of promotional mix
Promotional mix tools are effective in relevance with spreading awareness amongst the target
audience. This tool is also essential for communicating with its target audience along with the
spreading awareness in relevance with the promotions and the offers provided by the
organization. For communicating with its target audience, organization uses various campaigns
such as email marketing, direct selling, and the like. These strategies could also be utilised for
promoting the products and services of the organization (Powers & Loyka, 2010). Following are
the crucial elements of promotional mix:
Advertisement
Advertisement strategies could be used for staying connected with its target audience as well as
with the potential consumers. This could be done with the help of various advertisement
campaigns and the sources such as advertisement through newspaper, magazines, pamphlets,
board hoardings, and with the help of digital and internet sources. Along with these sources,
company’s official website could also be utilised. All these sources are effective enough to gain
desired outcomes along with attaining the goals and the objectives of the organization (Kitchen
& Burgmann, 2010).
Customer relationship
Developing customer relationship is another crucial aspect for increasing the awareness amongst
the target audience and it is also useful for retaining the customers for a long run. Providing

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additional discounts and unique offers to the frequent consumers of the hotel over the services of
the hotel develops a positive and effective image (Sunday & Bayode, 2011).
There are certain another attributes such as direct marketing, sales promotion, personal selling
and events. Along with this, organization could also utilise the available options such as
advertisement of hotel through top rated websites like trivago, Qantas, and the like. Organization
could also utilise the famous social media platforms like Facebook, instagram, and twitter (Khan,
2014).
Competitive analysis
Primary competitors of Crown Plaza Melbourne, Crown Plaza Melbourne, Melbourne metro
pole central, Pan Pacific Melbourne, Best western plus Buckingham international, and the like.
Novotel St Kilda could gain the competitive advantage it is situated at the beach end and this is
the most attractive factor about this location which will help the travellers to experience the
beautiful sea view from their rooms only. Along with the beachside hotel, another unique
services provided by the hotel are rendering the services to make the travellers and guests
refreshed and stress free (Chan & Guillet, 2011). Apart from these factors, St Kilda is a beautiful
location with pleasant weather conditions which makes the people feels relaxed and treasured.
Management of the hotels have also adopted various strategies through which the guests will be
served with unique entertainment facilities which would help the organization to uplift its
performance as well as to fulfil its expectations in relevance with setting up an effective position
in the target market (Zervas, Proserpio & Byers, 2014).

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Budget allocation for the advertisement and promotional campaigns
Social media: $45,000
Email marketing: $25,000
Other sources: $15,000
Television channels: $25, 00,000
Board Hoardings: $2, 00,000
Budget for events: $15, 00,000
Total $42, 85,000

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Conclusion
From the aforesaid discussion, it can be concluded that the effective marketing management and
promotional plan includes various objectives and all of these are discussed in this report with the
motive to expand the business of Novotel St Kilda Hotel’s business. This report includes
research methods used for gathering the data, current value analysis for evaluating the needs and
the value propositions of the consumers. Further, the report discuss about the marketing
promotion plan with regards to enhance the demand of the hotel’s services in the target market.
Along with this, target market, elements of promotional mix, and the budget allocation has been
covered.

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Clemes, M. D., Gan, C., & Ren, M. (2011). Synthesizing the effects of service quality, value, and
customer satisfaction on behavioral intentions in the motel industry: An empirical
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Khan, M. T. (2014). The concept of'marketing mix'and its elements (a conceptual review
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Zervas, G., Proserpio, D., & Byers, J. W. (2014). The rise of the sharing economy: Estimating
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