Research Project: Promotional Techniques for Lancaster Gate Hotel

This research project investigates the promotional techniques employed by the Lancaster Gate Hotel to attract customers and enhance its brand image. The study explores the importance of promotion, identifying various techniques like social media and print media, while also examining the challenges faced, such as adapting to technological changes and resource limitations. The methodology includes a deductive research approach, positivism philosophy, and a quantitative research choice, utilizing a survey strategy and questionnaires for data collection from a sample of 30 employees. The research aims to determine effective promotional strategies, identify techniques for increasing the customer base, and explore the challenges faced by the hotel. The project employs a time frame managed using a Gantt chart, reviews relevant literature, and adheres to research ethics principles, with data analysis performed using frequency distribution analysis. The study provides insights into the application and effectiveness of promotional methods within the hospitality industry.

Research Project 5
(Use of promotional techniques to invite customers
towards brand. A case of study Lancaster Gate Hotel.

Table of Contents
INTRODUCTION ..........................................................................................................................3
Research Background and context: ............................................................................................3
Research aim: .............................................................................................................................3
Research objectives: ...................................................................................................................3
Research questions: ....................................................................................................................3
Scope of the research: ................................................................................................................3
Rational of the research:..............................................................................................................4
TIME FRAME.................................................................................................................................5
LITERATURE REVIEW ...............................................................................................................6
What are the importance of promotion for Lancaster Gate Hotel? ...........................................6
What are the different techniques of promotion used by Lancaster Gate Hotel for increasing
customer base? ...........................................................................................................................6
What are the various challenges faced by company at the time of promoting their brand? ......7
METHODOLOGY .........................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Research Background and context:
Promotion introduces to the entire set of activities or actions, which communicate the
brand, product or service to the user. Promotion is important for an organisation because it will
helps company in increment of customer base, improvement of brand image etc. There are
different techniques of promotion such as social media program, Customer Referral Incentive
Program etc. These techniques will helps an organisation in attraction of maximum number of
customers. For this research project Lancaster Gate Hotel is a chosen hospitality organisation
that wants to attract maximum customers (Akram, Ahmad and Haq, 2019).
Research aim:
Main aim of this study is “To identify the appropriate promotional techniques that helps
company in attracting customers towards the brand”. A case of study Lancaster Gate Hotel
Research objectives:
 To determine the importance of promotion for Lancaster Gate Hotel.
 To identify the different techniques of promotion used by Lancaster Gate Hotel for
increasing customer base.
 To explore challenges faced by company at the time of promoting their brand.
Research questions:
 What are the importance of promotion for Lancaster Gate Hotel?
 What are the different techniques of promotion used by Lancaster Gate Hotel for
increasing customer base?
 What are the various challenges faced by company at the time of promoting their brand?
Scope of the research:
Present study has wide scope because it support in increasing understanding about the
promotional techniques and its significance in attracting of larger customer base towards the
brand. The entire research project will complete in minimum time that also proof that, it has
broad scope (Imtiaz and et. al., 2018).

Rational of the research:
Main rationale regarding doing this research project is to determine the different types of
promotional strategies and their importance in increasing customer base. This research is highly
important at professional level and at personal level. Depending on personal level, this
investigation support researcher by improving its research skills which are time management,
literature review, data collection and analysis etc. These skills assist researcher in completion of
each activity of the study in systematic manner. At professional level, current investigation is
much more essential because it facilitate in increasing of knowledge regarding the promotional
techniques that helps them in its growth.

TIME FRAME
This is a significant part of methodology because it helps investigator in identifying of
starting and ending time of research completion (Islam, 2018). Gantt chart will be applied as a
time management tool. In this chart different activities are includes that assist investigation in
completing of full project within given time period.

LITERATURE REVIEW
Literature review is the procedure of collecting secondary type of information by using
different sources which are books, articles, magazines, publication research and many other
sources relevant to the topic. In this section, research questions will be explained that results in
attainment of research aim and also research objectives. Research questions of the present
investigation will be described as below:
What are the importance of promotion for Lancaster Gate Hotel?
According to the Kurniawatia, Handrianab and Usmanc, (2019), promotion is the
technique that help in spreading awareness among public about the different aspects that further
wants to introduce or popularize in market. The tool of promotion is effective for every nature of
organisation whether small or large and prevailing in any sector. There are various number of
tools and platforms which help in performance of promotional activities includes digital and
physical. Digital tools includes social media, TV advertisement etc. On the other hand, physical
tools includes newspapers, magazines etc. In current scenario, use of digital tools is prominent
for promotion of business offerings. The large number of importances or benefits will be gained
by Lancaster Gate Hotel through use of promotional tactics. All these are defined below;
 Promotion will aid in improving brand image of an organisation as this will help to create
unique image in front of marketers and consumers.
 Promotion will also help in improving consumer base as aid in spreading awareness
about their existing services and features.
 Promotion will help in improving profitability as help to attract potential consumers
along with retaining all who have some previous connection with an organisation.
What are the different techniques of promotion used by Lancaster Gate Hotel for increasing
customer base?
As per the view point of Mengistu, (2019), there are large number of promotional tools
and tactics exist in actual. These are both digital and physical. The different ones which are
actually used by Lancaster hotel for spreading awareness about their offers and improving
customer base out of both are defined below;
Social media/ Digital media: This is used by an organisation with the aid of creating
accounts at different digital or social platforms like Instagram, Facebook, Twitter and Linked In.

Here, all these platforms are differently used by an organisation for fulfilling different purpose
such as Instagram, Facebook and Twitter is using for the purpose of customer interaction. While,
Linked In used for the purpose of fulfilling business activities.
Print media: This is used to produce information for large public and investors. The
mediums used under this includes newspapers and magazines. These are effective in respect of
communicating basic purpose, vision and mission of an organisation along with new offerings.
What are the various challenges faced by company at the time of promoting their brand?
According to the Nti (2018), there are large number of challenges which generally faced
by companies while promoting the brand. This totally depends upon the nature, characteristics
and business operations of an organisation. Challenges faced by Lancaster Gate Hotel while
promoting their brand are defined below;
Change in technologies and mediums: Frequent changes are visible in technologies and
coping up with them all is not possible for an organisation on regular basis because this will not
only improving cost but frustrating the employees too. This is so because they have to made
changes in heir working approaches that hamper their working ability and continuity.
Lack of resources: In current scenario, lack of resources is another reason that present as
challenge in front of an organisation because promotion is the only way to interpret own
offerings. The situation of lacking arouse due to the reason of other expenses and economic
slowdown.

METHODOLOGY
Methodology of the research introduces as an effective process of collecting, analysing
and using information regarding the topic. In this part of research, different types of
methodologies included which will be explained as below:
Research approach: There are two essential approaches of research which are known as
inductive and deductive. In this investigation, deductive approach is suitable because it facilitate
researcher in gathering of quantitative information and also not require maximum time.
Research philosophy: There are two types or forms of philosophies are called positivism
and interpretivisim. In order to conduct present investigation, positivism philosophy is essential
as it assist researcher in gathering, analysing and using of quantitative data that not require more
time (Reda, 2019).
Research choice: Qualitative and quantitative are two important types of research
choice. In this investigation, quantitative research choice will be applied as it provides numerical
data and also not consume maximum time.
Research strategy: There are various strategies of the research which are experimental,
survey, case study, action research etc. Within an investigation, survey strategy will be applied
because it assist in collecting of primary and quantitative data without taking additional time.
Data collection: There are two essential sources of collecting information which are
primary and secondary. According to the present study, primary data will be gathered from
questionnaire, secondary data collected from books, articles, journals etc. sources for literature
review. Therefore, both sources of data collection are useful for doing this study.
Research instruments: There are various instruments of data collection including
observation, interview, focus group, questionnaire etc. These are main instruments of collecting
data but for gathering information regarding the appropriate promotional techniques that helps
company in attracting customers towards the brand, questionnaire will be followed as it
facilitated in gathering of quantitative and primary data in minimum time period (Sreejesh and
et. al., 2020).
Sampling: This section is divided into two techniques such as probability and non-
probability. Probability sampling will be used for selecting sample size of current study. 30
workers of Lancaster Gate Hotel will be selected randomly. Main intention behind following
probability sampling is it help investigator in selecting of large sample within minimum time.

Research ethics: It is important for investigator to follow research ethics principles
systematically. These principles are avoid using deceptive practices, minimise the risk of harm to
participants, obtain informed consent from potential research participants, give participants the
right to withdraw, protect their anonymity and confidentiality etc. These are main principles of
research ethics that must be following by researcher as it assist in completing of full project in
ethical manner.
Data analysis: This is the process of analysing information regarding the topic. There is
requirement for using analytical technique which is frequency distribution analysis. This
technique of data analysis will be applied for evaluating information collected from
questionnaire. In this technique, researcher will require in making of frequency table that results
in analysation of information systematically and easily (Wahyuni, 2019).

REFERENCES
Books and Journals
Akram, M. I., Ahmad, S. A. and Haq, A. U., 2019. How Promotional Advertisements Can
Change the Buying Behavior of Children. Information Management and Business
Review. 11(3 (I)). pp.46-50.
Imtiaz, A. and et. al., 2018 Assessing the Effects of Promotional Tools on Consumer Buying
Behavior in Faisalabad.
Islam, M., 2018. Impact of Promotional Elements on Brand Repurchases: A Study on Walton
Brand. Impact of Promotional Elements on Brand Repurchases: A Study on Walton
Brand’(April 10, 2018).
Kurniawatia, M., Handrianab, T. and Usmanc, I., 2019 Effect of Price and Non-Price Initiatives
Promotion towards Healthy Food Selection.
Mengistu, H., 2019. EFFECT OF SELECTED PROMOTION ELEMENTS ON THE BRAND
PERCEIVED QUALITY: THE CASE STUDY OF COMMERCIAL BANK OF
ETHIOPIA (Doctoral dissertation, St. Mary's University).
Nti, K. A., 2018. Sales promotion and consumer response: evidence from customers of
Kinapharma Limited in the Sekondi Takoradi Metropolis (Doctoral dissertation,
University of Cape Coast).
Reda, E., 2019 Is Digital promotions effective for luxury brands to target customer’s online
purchase? are customers responsive or not?.
Sreejesh, S. and et. al., 2020. Consumer response towards social media advertising: Effect of
media interactivity, its conditions and the underlying mechanism. International Journal
of Information Management. 54, p.102155.
Wahyuni, S., 2019. The influence of product innovation, brand image, and physical evidence to
purchase decision and WOM of Starbucks in Jakarta. Middle East Journal of
Management, 6(2). pp.123-138.