Sales and Promotion Campaign Report: JW Marriott, Australia, Marketing

This report presents a comprehensive analysis of a promotional campaign designed for JW Marriott. It begins with an overview of the hotel chain, highlighting its global presence and financial performance. The report then delves into the selection of a suitable promotional campaign strategy, emphasizing the importance of a well-defined marketing strategy. It identifies the target market as high-income travelers from the USA, France, and Germany, with a focus on leisure travelers. The communication objectives of the campaign are outlined, including increasing brand awareness and providing information about the resort's services. The report also identifies key competitors and analyzes various communication channels. Key performance indicators (KPIs) and a budget for the campaign are also included. The report concludes with recommendations for the campaign's success.

Running head: SALES AND PROMOTION
SALES AND PROMOTION
Name of the Student
Name of the University
Author Note

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LETTER OF TRANSMITTAL
Buffo Shan & Chang Youth
Marketing Managers
To Ms, Gaya Tahile,
Director of Marketing and Sales Department,
Tourism Australia,
101 Silsolo Road , Australia,
5000009, Australia.
Dear Ms Young,
Beneath this is an enclosed promotional campaign report for the J.W Marriott which was
requested by you in the email which was sent to me on August 17th 2019. The following report
has been completed with huge amount of research work in to the current performance of the
current resort. The report also includes an in-depth market insight of J.W Marriott. If the
promotional campaign leads success then there will be overall 12% improvement in the brand
awareness. It is also recommended that the promotional campaign should be using various types
of social media activist to integrate with the sales and revenue management.
Sincerely,

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Enclosure : Report from promotional campaign.
Table of Contents
LETTER OF TRANSMITTAL.......................................................................................................1
Executive Summary.........................................................................................................................3
Introduction......................................................................................................................................3
Suitable promotional campaign strategy.........................................................................................5
Establish target market....................................................................................................................6
Communication objective of your promotional campaign..............................................................8
Identify the competition...................................................................................................................9
Types of communication channels................................................................................................14
Key Performance Indicators..........................................................................................................15
Budget for your promotional campaign.........................................................................................16
Conclusion.....................................................................................................................................16
References......................................................................................................................................18

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Executive Summary
The purpose of the research paper is to analyze the business promotional campaign and
analyze the outcome. It will be able to build a new communication channel that will be used to
expand the business. Through the help of the advertisement campaign the company will be able
to deliver knowledge and information to its customers. In the end of the paper it is recommended
that the company should be choosing an appropriate and proper marketing strategy which will be
able to pursue increased revenue to the firm besides gaining the normal profits. Few of the
strategies which should be used by the company to maintain the best hospitality training and
services is by putting together a great team to get the things done in a small time both effectively
and efficiently.
Introduction
The Marriott Hotels and Resorts is one of the flagship brands which is known to provide
full service hotels and resorts in almost all the countries. The company is based in Bethesda,
Maryland that is repeatedly included on the Forbes list as one of the best companies to work for
the tourism and hospitality industry. John Williard Marriott, Sr. was an American entrepreneur
and a businessman who was the founder of the company Marriott Corporations which became
the Mariott International in the year 1933. The Marriot company rose from a small root that was

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a beer stand in the Washington, DC in the year 1927. It then transformed itself to a chain of
family restaurants in the year 1932 and made up its first motel in the year 1957. Befor the death
of the owner of the Marriott the company almost had more than 1400 restaurants and more than
167 hotels, resorts worldwide. It also included two themed parks and restaurants which earned
more than USD $4.5 billion dollars with an employee base of 154,680 employees. In the present
date the company is also expanding its business to the line of cruise ships and restaurants.
As reported by Rubin, Lee and Basile (2016) there are 567 hotels and resorts along with
201, 366 rooms which are operating under the brand. The annual turn over of the company is US
$20.78 billion dollars in the financial year 2018. The Marriott provides online booking services
to its customers with the best rate and huge amount of discounts on online payment. They
provide their services in more than 130+ countries. The average visitation numbers of the people
is around 10,300 travelers and visitors every month. The occupancy rates start from on an
average basis starts from $13,000 and goes up to more than $20,000 (Josiassen, Agbola and
Tsionas 2017). With this in the present year the company grew to include hundreds of restaurants
and hotels. The CEO of the company announced in the yearly meeting that the Marriott ‘s has
expanded up to four times a year.

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Fig 1. Represents the Income Statement of The Marriott.
Source : (Dos, Santos and Meiriño 2017)
Suitable promotional campaign strategy
It is recommended that the company should be choosing an appropriate and proper
marketing strategy which will be able to pursue increased revenue to the firm besides gaining the
normal profits. Dos, Santos and Meiriño (2017) states that Marriott should offer conventional
services to the main products and services offered by the company. Few of the strategies which
should be used by the company to maintain the best hospitality training and services is that by
putting together a great team to get the things done in a small time both effectively and

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efficiently. The management team should provide good amount of training. According to the
authors Cai and Hobson (2014) they should have a mindset that they will have to provide their
customers full time best service and share the merits of their business which is given special
importance in today’s hospitality business. However with these strategies the company will be
able to communicate the brand value, develop loyal customers with them on the long run basis.
Differentiation strategies should be followed by the company in order to focus on the quality
differentiation of the products and services offered by the company and with its competitors.
In order to maintain the benefits of the promotional campaign the company should make
use of its advertisements and social networks. Good advertisements and marketing mix provides
the consumers of the company with more information regarding the products and services which
are provided by the company. According to the author Cai and Hobson (2014) the proper
strategic advertisements such as the television advertisements and different types of attractive
posters will be able to attract the customers on a wide scale. Also the advertisements will be able
to induce quick sales for the company and encourage the customer’s curiosity. This type of
advertisements can be costly but it is that impersonal one way communication process which will
be much effective as compared to a salesperson.
Establish target market
The author O'Neill and Mattila (2018) defines that the target market includes the special
and chosen customers which the organization has been able to determine overa long period of
time. The target person are those who are loyal to the organization and are much more likely to
patronize the facilities provided by the company. Generally the target market of a certain
advertisement campaign is based on the geographical location of the place. The figure below

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denotes that most of the travelers who visit Australia are from USA, France and Germany which
is followed by Middle East countries, Italy and Netherlands.
According to the author O'Neill and Mattila (2018) the tourist and the travelers can be
divided into business travelers and leisure travelers who come with their family to spend their
holidays. As J.W Marriott is a premium luxury resort and hotel which provides almost all types
of facility available to its customers, its target market are the high income travelers and premium
class couples and backpackers who fall under the leisure travelers category. Therefore, the
promotional campaign will be strictly focusing on the leisure travelers and from USA, France,
Germany and Spain. The campaign will be focused in targeting the families and premium
couples who come to spend holidays with their family in order to ensure the effective
performance of the campaign. However the campaign will not target the customers and travelers
from South East Asia because they are mostly budget conscious and does not have much
spending power on luxury restaurants. Therefore they prefer to stay focused on those restaurants
and hotels which are pocket friendly and within the budget.

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Fig 1 Represents the average quantity of visit in Australia.
Communication objective of your promotional campaign
The first and foremost objective of the promotional campaign is to increase the brand
awareness by more than 20%amongst the people and travelers who fall under the premium
segment from USA, France and Germany during the first four months of the financial year 2019.
The second most important objective is to inform and provide the travelers and customers the
information about the resort’s and hotel’s services and premium quality services before buying
or using the products of the organization. To persuade them is another one of the most very
important objective of the promotional campaign. According to the author Kostygina et al
(2018)to persuade the customers is another most important objective that is followed by the

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members present in the promotional campaign. Sometimes the customers are need to be
convinced about the type and the quality of the services offered by the industry before the
product selling process. One of the most important objective of the promotional campaign is to
educate the customers and provide knowledge about the services which are provided by the
company. The differentiations of the products and services which are provided by the company
and the quality of the services which are provided by the other companies.
Proper communication also helps to bring together the different units of group of people
who are situated in different places but under the same organization. Communicating and proper
after sales services helps the organization to distress through various type of environment and by
social bonding. It is very important in an organization as because it helps in the development of
proper and healthy working atmosphere where it helps in bringing lighter moments in the
workplace which releases the tension among the employees working. There will be few people in
the group of effective advertisement campaign who will be assigned of getting the customer sales
feedback from the customers. According to the authors Jones, Franci and Go (2018) what the
customer think and understanding the way of their thinking is very important to the organization
about the services and products offered. The feedback from the customers will help the
organization to meet the target which is set by the top management. It will also be able to think
about the products and services offered and improve them by customizing them according to the
choices and the preferences of the customers.
Identify the competition
According to the authors Jones, Franci and Go (2018) in order to get a strong customer
base the firm has to satisfy the customer’s needs and wants better than the competitors present in

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the market. Therefore it is very important for the firm to indentify the customers and the
competitors of the firm. The three most important competitors of J.W Marriott in Australia are
namely Hilton Worldwide Holdings, Huazhu Group Limited and Hyatt Hotels Corporation.
These hotels are mostly located in the same location of Sydney which are 3 Doris St, North
Sydney, NSW 2060, (Psychiatrist) Level 4/ 235 Macquarie St, Sydney, NSW 2000 and Lvl6/
180 Phillip St, Sydney, NSW 2000. Due to the close proximity with each of the competitors and
similar quality and quantity of the products these resorts and hotels are known for serving the
same types of target market.
The Hilton Worldwide Holdings is formerly known as the Hilton Hotels Corporations. It
is an American Multinational hospitality company which is known to manage and franchise a
broad portfolio of resorts and hotels. It was founded by Conrad Hilton in the year 1919. The
Hilton is headquartered in Tyson Corner Virginia. It includes properties which are worth $5,757
which includes more than 9,23,100 rooms. In more than 689 that are managed and franchised
properties owned by the company.

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Fig 2. Represents the Revenue of The Hilton Worldwide Holdings
Huazhu Group Limited is mainly Chinese hotel management company which has its
origin in China. It was previously known as the China Lodging Group limited which has its
headquarters in Shangai. The company was established in the year in the year 2005. It operates a
hotel operator and franchisor to the other hotel management companies. The chairman and
founder of the company is JI Qi.