Ritz Hotel London: Market Analysis and Marketing Campaign

This report presents an individual market report and proposed integrated marketing campaign for The Ritz London hotel. It begins with an executive summary and introduction, then delves into the market sector, analyzing current market conditions, key external influences (using a PESTEL analysis), market trends, and the brand's position within the sector. The report examines The Ritz London's USP, current financial performance (KPIs), target consumers, key competitors, and product offerings. It includes a SWOT analysis and proposes an integrated marketing campaign incorporating content, digital, and direct marketing, as well as PR activities. The report concludes with a summary of findings and recommendations. The assignment utilizes secondary sources to gather data and information about The Ritz London Hotel, a luxury hotel located in London, United Kingdom.

Individual market
report and proposed
integrated marketing
campaign for RITZ
hotel London

EXECUTIVE SUMMARY
The concept of marketing is important in business. Without using marketing concept, it is
difficult for organisations to achieve their goals as well as objectives in proper manner. The
hospitality sector of U.K is becoming important as it is considered as major contributors within
community & society. To achieve competitive benefits, effective strategies are used through
marketing theories, models etc. Therefore, it is evaluated that it is crucial to s be aware about these
concepts on basis of which it is easy to survive in market. The growth & development of
hospitality industry is a major focus as they provide more jobs al around the world.

Table of Contents
EXECUTIVE SUMMARY..................................................................................................................2
INTRODUCTION ...............................................................................................................................4
MAIN BODY.......................................................................................................................................4
2.The Market sector ........................................................................................................................4
2.2 Current market analysis.............................................................................................................4
2.3 Key external influences ............................................................................................................4
2.3 Market trend...............................................................................................................................6
3. The brand within sector.............................................................................................................6
3.2 USP ...........................................................................................................................................6
3.3 Current financial performance (KPI)........................................................................................7
3.4 Target consumers/ customer profile ..........................................................................................9
3.5 Key competitors.........................................................................................................................9
3.6 Product .....................................................................................................................................9
3.8 Search Engine Results Page.......................................................................................................9
3.9 SWOT Analysis .....................................................................................................................10
4 Proposed Integrated marketing campaign ..................................................................................11
4.1 Content marketing....................................................................................................................13
4.2 Digital marketing.....................................................................................................................13
4.3 Direct marketing......................................................................................................................13
4.5 PR activities.............................................................................................................................13
4.6 Marketing plan.........................................................................................................................14
5. CONCLUSION..............................................................................................................................15
REFERENCES...................................................................................................................................16
Books & Journal:...........................................................................................................................16

INTRODUCTION
In business sector, wide range of companies exists such as small, medium and large. The
hospitality industry is changing from time to time (Alva, 2019). Main aim of this report is to
examining the integrated marketing campaign for Ritz London. In this report, secondary sources
are being used to collect data & information. Drawback of this report is that it does not provide
quantitative information. The research is to be conducted by using secondary sources. This report is
based on The Ritz London hotel, located in U.K. The hotel is known for providing luxury and
wide range of services such as room bookings, free W-FI, lodging etc. They too have many
competitors like Belmond, Hyatt Hotels & Monarch Casino and Resort etc. This report comprises of
market sector, overview of brand within sector, integrated market campaigns and summary.
MAIN BODY
2.The Market sector
Hospitality industry is changing at rapid scale and it is essential to focus on growth as well
as development of sector so that decisions making is done accordingly. This hospitality sector
focuses on providing of services of wide categories such as food and drink service, event planning,
theme parks, lodging and many more. In United Kingdom, the sector is enlarging with rise of
competition and contributes in country at larger scale as industry is being viewed as fourth biggest
employer in U.K which provided jobs through direct employment. In relevance of The Ritz London,
they have been considered as major attraction for tourists and visitors (Arcuri, 2020). Further more,

the market sector of industry is developing & accessing to new opportunities with aim of gaining
competitive advantage. Thus, hospitality sector is most hot trend within current situation of market.
2.2 Current market analysis
The hospitality industry in U.K is dynamic & investment in this sector is also huge. In 2018,
industry rose & a good performance and progress was recorded. It is also determined that overall
performance of this industry was better in London city as compared to the whole country. For
example the ARR which is also known as average room rate for U.K was around GBP 87 whereas
ARR of London was around GBP 150 in 2018 (Astashonok, 2020). The size and scope of
hospitality sector is widening & resources are used at larger scale.
2.3 Key external influences
In business, it is crucial to be aware about external factors so that it is easy to make
decisions within entity. External factors have deep impact on entity overall organisational structure
and it is necessary to be aware about these elements. In relevance of selected entity, it is seen that
they uses PESTEL model to examine external factors.
PESTEL Analysis
It is a framework which is used by entity to determine the external elements within business
environment that affects enterprise overall activity. In relevance of selected entity, there are located
at various locations & are affected by external factors which are further discussed as follows-
Political factor-
It is a factor which comprises of elements such as labour law, environmental law, etc. In
reference of The Ritz London hotel, they can be affected by terrorist activities & other external
political instability at larger scale. It is because political activities can impact at larger scale on hotel
operations and functions (Bourke, 2020). For example- The Ritz London has good relations with
each politics agencies of U.K on basis of which they are easily funded by various government
agencies.
Economic factor-
It is a factor in which it includes factors like foreign trade policies, inflation and deflation
rate etc. In viewpoint of chosen firm, their the growth rate of U.K is booming and it have positive
impact on entity's as hospitality industry has been contributing more.
Social factor-
In this, it includes elements like behaviour, attitude, etc. In context of selected firm they
deals in service sector so it is important for them to focus on customers, individual taste or

preference so that activities are carried out accordingly. With ongoing pandemic situation, customer
preferences have changed a lot which directly affects the business (Cure, 2020). Moreover, it is too
analysed that The Ritz London has been affected social factors as for example- they changes their
infrastructure on environmental basis.
Technological factor-
It includes elements like use of artificial intelligence, software, hardware etc. In relevance
of The Ritz London, they provide luxury services which reflects their strong presence of strong
financial resources. So, they too have high end management system & security network through
which they protect data of their guests & users.
Environmental-
In this, it includes factors like green agenda, waste management etc. It is necessary to
focus on these factors so that brand goodwill increases. In relevance of selected firm, they have
been focusing on carbon footprint by 2025 & are using resources efficiently (Hempfling, 2020).
Legal factor-
It is element which comprises of rules, regulations, legislations etc. In reference of The
Ritz London, they have their own intellectual property rights. They too use lawful contracts for
business & expansion.
2.3 Market trend
According to smartmeetings.com, market trends in hospitality sector are dynamic and
change with time period. There are several types of trends within sector which are described as
follows-
Tech explosion
In this fast moving world, most of individual are self sufficient and there are wide range of
tech- savvy travellers who uses smart devices, applications, tools widely in efficient way. In
hospitality sector, hotels offers many products & services which are related which are used by
business people , event planners etc. (Khurana 2020).
Influx of international visitors
The travel as well as tourism sector is being enlarging and rate of international tourist is
also increasing at higher level. So, it is crucial for hotels to provide multi language services to
guests and customers.

3. The brand within sector
The Ritz London hotel which is a five star hotel located in Piccadilly in London. The hotel is
to be known as one of the world most luxurious hotels. It was opened by Swiss hotelier Ceasar Ritz
in 1906. Abdulhadi Mana Al- Hajri is current owner of the hotel.
Mission- Main mission of The Ritz London Hotel is to provide luxury experience to guest
and visitors who always enjoy warm, relaxed and refined ambience.
Vision- To inspires life's most meaningful journeys.
Products and services- The range of products as well as services are provide by hotel to
guests and tourists such as lodging, event planning, business meetings services, online room
bookings, food and drinks, etc. The management of hotel make assure that effective methods are
being used to provide services to guests.
3.2 USP
USP is also known as Unique Selling Price in which it is defined as way of differentiating
product or services from others (Kulkarni, 2020). It relation of selected entity, they have USP such
as it provides best reward programs around, Th Ritz Carlton Rewards. Another USP of hotel is that
they operated in 31 countries globally & have strong financial resources.
How the effectiveness of implementations been measured and examples.
Brand logo
The above stated picture reflect the brand logo of a hotel. It is same as across all over the
region and branches.
3.3 Current financial performance (KPI)
It is essential for business to be aware about financial performance of company so that it is
easy to make decisions in most efficient way. Moreover, financial performance of The Ritz London

is increasing & is at booming level. Financial performance KPI refers to measurable term which
depicts how good firm is performing. In business, there are different kinds of financial performance
KPI which are used by chosen hotel which are discussed as follows-
Gross Profit Margin
It is a type of profitability ratio that determines how much revenue is present after
deducting cost of goods sold. It is calculated by GPM= Revenue- (cost of sales)/ Revenue* 100
Net profit margin
It another KPI in which it includes percentage of revenue & other income which is left after
deducting all costs of business including cost of goods sold, operating expenses etc.

Financial performance of The Ritz London
From above shown picture, it is analysed performance level of hotel is growing & is stable.
Also, they are focusing on using of efficient resources to save the cost of business activity.
CREDIT RISK parameter

3.4 Target consumers/ customer profile
In business, it is essential to be aware about target customers so that it is easy to implement
strategies in effective manner. It is crucial to have knowledge about targeted market as well as
audience. In relation of The Ritz London their target market is high class community & society,
business people, rich individuals etc. Manager of hotel is able to carry out marketing activities
properly after collecting information of target audience at larger scale (Larrinaga, 2021)
Aaker's brand personality
According to this model, it states that brand personality is beneficial for organisation and
customer on basis it is easy for them to achieve and develop positive relationships. Brand
personality is essential to survive in market for longer time interval. It comprises of several
elements which are further discussed as follows-
Sincerity
It is first most important element of model in which it comprises of down to earth, honest,
wholesome & cheerful keyword. Every organisation wants to execute their business in sincere way.
For example- Coca- Cola, Hallmark, Oprah are to be viewed as sincere brand.
Excitement
These are those brands that focusing on exciting, unique, new etc. For example- Nike, Tik

Tok are being considered as excitement brand.
Competence-
These are those in which brand compete with others in order to achieve competitive benefits.
For example- Volvo, Microsoft, comes under this category.
Sophistication
In this sophistication brand includes complex, luxurious, upper class etc. So, The Ritz
London Hotel comes under this brand personality.
Ruggedness-
These are those types of brands which includes builting to last & believes in hard work. For
example- Land Rover, Levis are under this personality.
3.5 Key competitors
The hospitality sector is wider as well as broader, which depicts that it comprises of large
number hotels & resorts. In relation of chosen hotel, they too have many competitors in market like
Hilton Worldwide, Belmond, Hyatt Hotels, etc. To deal with competitors, selected hotel offers best
services as well as products to their guests & visitors (Luu, 2021).
3.6 Product
There are various kind of products such which can be expected be customers when they are
staying hotels like fireplaces, well stocked mini bar, marble bathrooms, etc. Also services are too
offered by this chosen luxury hotels. The price of products and services ranges mostly high due to
their level of quality & durability. The products of hotel are well stocked and managed by
management to fulfil needs or demands of guests specifically.
3.7 Place
A place refers to location from where distribution is being done. In relation of selected hotel
, they have physical location all over the world. They too uses multichannel retailing in which it
includes on line & physical stores, national as well as international presence. The hotel brand is
located globally & has international presence all over the world. Further, it is analysed that with
strong financial resources, it is easy for them to carry out their business activities in various
countries (Metzger, 2020).

3.8 Search Engine Results Page
SERP refers to results that comes out when users searches online for something through
using search engines such as Google, Bing, Yahoo, & many more (Nagpal, 2020. In relation of
selected hotel, screenshot of their SERP is given as follows-
Screenshot of SERP (The Ritz London)
SEO- It is defined as search engine optimisation which is used by entity to optimize content
online so that search results are at top. In relevance with selected brand, they uses SEO on basis of
which they are able to convert their website more user friendly. According to 80days.com director,
he stated that they have redesign the website of The Ritz London & performance which is providing
benefits to The Ritz London widely (Natorina, 2020).
3.9 SWOT Analysis
It is a tool which is used by entity to access and determine internal capabilities of firm. In
relevance of selected organisation, they too uses SWOT analysis which is described as follows-
Strength
 Main strength of The Ritz London hotel
is that located within 31 countries
globally has strong global presence.
Weakness
 The Ritz London hotel provides same
services which are provided by its
competitors but to achieve advantage