Detailed Marketing Plan for Pier One Hotel in Sydney, Australia

This report provides a comprehensive marketing plan for the Pier One Hotel in Sydney, Australia. The plan begins with a company introduction, highlighting the hotel's mission, goals, and unique offerings. It identifies the target audience as business and leisure travelers, including a focus on millennial customers. The report details the hotel's products and services, including accommodation, dining, and event spaces, while also analyzing key competitors like QT Sydney and the Four Seasons. Stakeholders, distribution channels, and a SWOT analysis are also presented. The marketing goals and objectives are outlined, focusing on brand enhancement, attracting millennial guests, and increasing sales. The marketing strategies section covers brand positioning and market research. The report concludes with an action plan, budget controls, and references.

Marketing
Plan:
Pier One Hotel, Sydney

Company Introduction
•Pier One Hotel is one of the well-established hotels in Sydney, Australia
•It is built on water with its private pontoon and panoramic Sydney Harbor
views
•Mission- to provide excellent and luxurious hospitality services and
traditional standards to its guests
•Goal- to offer high quality standards and services in its rooms, food and
other departments.
•It offers various unique and exclusive accommodations

Target Audience
1. Business and leisure travelers
(Steenkamp, 2017).
2. Millennial customers

Products and Services
•Accommodation and Restaurant services
• Space for meetings, conferences and special events.
• Effective packages and technology advancement to fulfill the
needs of conferences and business travelers
• The suites and room shave modern décor with the maritime theme
• Every room/suite includes various facilities and amenities such as
mini-bar, flat screen TV, sofa bed, spa tub etc
• Its restaurant, named as Gantry Restaurant and bar provides fine
dining with wonderful views of waterfront of Sydney
• The top rated locations in the state

Competitor Analysis
The QT Sydney (is a boutique hotel)
Products and services:
It is situated at the location, where public
transportation is available outside the front
gate
It is built in a Heritage Building
(Remembrance, 2016)The Four Seasons Sydney
Products and services:
It is ideal for weddings, events and large
conferences
The combined rooms and event spaces can
host more than thousand customers in
comparison o Pier One
The Sydney Opera House
Products and services:
For attracting the customers, this
hotel provides the tickets to shows
like The King and

Partners Stakeholders
1. Marriott Hotel works (intermediary of
Pier One Hotel)
- Pier One is operating its hotel under Marriott and
its brand image is connected with Marriott that
enhances its marketing and promotion both
domestically and globally
2. Social and event organizers, Audio Visual, live
bands, wedding planners and party organizer
4. Tourism agencies and airline
companies
3. Australian government
-Is supporting the growth of tourism and hospitality
that is the top indicator for growth of hotel
business.
-Government is providing funds to the hotel for
improving its infrastructure.

Pier
One
HotelPier
One
HotelCorporate
Accounts
Corporate
AccountsTravel agents
Travel agentsWeb booking
engines
Web booking
enginesMeta Search
Engines
Meta Search
EnginesGDS
GDSOnline travel
agents
Online travel
agents
Distribution Channels

SWOT Analysis

SWOT Analysis (Continuation..)

Marketing Goals and Objectives
Goals
•To enhance the brand presence in international markets and
capture international business opportunities in hotel and
hospitality industry.
•To attract millennial guests towards its hotel and hospitality
services.Objectives
•To increase the number of millennial guests by 20% in next
timeframe of 12 months in Pier One Hotel.
•To increase the gross sales of rooms by 25% in the timeframe
of next three years
•To enhance the hotel’s brand through advertising and
promotional techniques
•To bring innovations in hospitality services, so that it can
enhance the profitability and sales volume
•To increase the hotel’s market share by significant
percentage.
•To provide the 100 percentage customer satisfaction and
provide full value for their money

Marketing Strategies
Brand positioning strategy
The organization is using value brand positioning that assists in
determining how guests respond to advertisements and other
promotional techniques can be adopted through different heuristics like;
brand loyalty, reliability on emotions and norms etc
Market Research Strategy
By implementing market research strategy, the organization should
conduct research about the trends and changes in the hospitality
industry. This strategy will assist the organization offering the services
effectively.

Action Plan

Budget
Promotional Tools Amount (In $)
Digital Media Marketing tools
Face book
Twitter
YouTube
5,000
4,000
7,500
Total Social Media Marketing Expenses 16,500
Other Online Marketing Media
E-mail marketing
Online Display advertisements
Other Online Promotional Campaigns
25,000
11,000
28,000
Total Budget for Online Media 64,000
Traditional Marketing Media
Newspapers
Magazines
Total Print Media
TV channels
Billboards
15,000
25,000
40,000
70,000
35,000
Total 105,000
Total Required Budget for promotions 225,500

Controls1.
Marketing
Objectives
1.
Marketing
Objectives2.
Performance
Standards
2.
Performance
Standards3.
Compare
results against
standards
3.
Compare
results against
standards4.
Corrections
and alterations
4.
Corrections
and alterations

References
Galicic, V., & Laskarin, M. (2014, January). Internal Marketing in the
Hotel Industry. In Faculty of Tourism and Hospitality Management in
Opatija. Biennial International Congress. Tourism & Hospitality
Industry (p. 297). University of Rijeka, Faculty of Tourism & Hospitality
Management.
Huang, Rong, and Emine Sarigöllü. "How brand awareness relates to
market outcome, brand equity, and the marketing mix." Fashion
Branding and Consumer Behaviors. Springer, New York, NY, 2014. 113-
132.
Remembrance, N. P. P. (2016). HIDDEN IN PLAIN SIGHT(Doctoral
dissertation, University of South Australia).
Steenkamp, J. B. (2017). Global Marketing Mix Decisions: Global
Integration, Not Standardization. London, Palgrave Macmillan.

Thank You