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.

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Fig 3 Represents the revenue of Huazhu Group Limited
Source : Hanssens, 2018
Hyatt Hotels Corporation is one of the world’s top hospital management companies
found in the world. It is also a well know multinational company that is known to maange and
franchise various types of luxury hotels, resorts and vacations which includes a total amount of
property $90,000 billion dollars. The Hyatt Hotels Corporation came into being when the first
Hyatt house was purchased by the Los Angeles International airport services on the month of
September, 1957. It is known to operate in more than 54 countries that have more than 277
properties. The first Hyatt house was opened in the year 1954. In the year 1972 Hyatt formed
Elsino Corporation opened up a subsidiary to operate its most expensive Four Queen Hotel and
Casino and the Hyatt Regency Lake Tahoe Resort, Spa & Casino. As of 31 December 2018,
Hyatt Corporation’s worldwide portfolio consisted of 587 properties.

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Fig 4 Represents the operating income of the Hyatt Hotels Corporation

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Types of communication channels
Fig 3 Represents the Guest Communication Channels in JW Marriott
For this advertisement campaign the best communication channels should be both the use
of tehb use of printed advertisement and proper use of online media such as the use of the most
popular sites and websites Facebook, Twitter, Pinterest, Instagram and Weibo. As the campaign
will be lasting for more than few months it should be much effective in the communication
process. The campaigh should be using much of the popular magazines and popular websites to
post various types of advertisemenst which will be able to manage and attract various types of
consumers and travelers from all around the world. The popular magazines which will be
published in the airports will be able to target both the leisure travelers and the people who are
coming from long flights. Furthermore the magazines will be quite effective as because the

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magazines will be passed on to the other customers and persons who will be aware of the
products and services available. In addition to it the high quality advertisements of the content of
the magazines in thebterms f information and proper use of colors helps the hotels and
restaurants to project their brand image more properly to the customers.
According to the author Rajaseka (2018) the use of proper means of social media has
become a very inexpensive tool to the firms these days. It is known to provide a great platform
for the firms and business resorts to showcase their products and services. It helps them t
differentiate them with those from its competitors in the market. It also helps the company to
gain a proper feedback from the customers who are served by the firm. Therefore it is known to
engage a two way communication among the customers and the firm. There will be a video
launched in the Youtubbe which will be sharing the main motto of the advertisement campaign.
The instagram and facebbok page will be used to share various kinds of photos and resort
services an dthe quality of the services will be judged according to the feedback of the customers
who are seein them.
Key Performance Indicators
According to the author Schwartz and Cohn (2018) an advertisement is a very expensive
activity, it is also very important to evaluate the success of the promotional campaign. In order to
evaluate the measurement of success the Key Performance Indicators will be used. It will be able
to provide very vital information in order to track and predict the actual performance of the
business. After that a customer survey report will be proposed to conduct the campaign. It is
expected that the campaign will be able to provide the company with a % Return On Investment
by the company. In addition to the gross profit which is earned by the company the gross profit

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will be calculated over here. Therefore the campaign is expected to promote more than 20% in
the increase I the gross profit earned. The brand awareness will be able to involve brand
awareness, interaction with the loyal customers of the company. It will be helping the company
with the increase in the sales. Therefore the key performance indicators will be more than 60%
of engagement at high levels. The key performance will be also measured from the feedback
which is received from the help of social media sites that are Facebook Page Insights, Twitter Ads
Analytics, Pinterest Analytics, Followgram and Iconosquare for Instagram, Google+ Analytics,
Google Analytics, YouTube Analytics, Weibo Reach, and Youku Analytics.
Budget for your promotional campaign
Developing an advertisement budget is quite a difficult job and is a complex process
which needs to be carefully planned, controlled and taken care of the data which is processed
from the campaign. The main objective of the campaign was to involve and identify the target
market and specific marketing objectives that has determined the accomplishing of the task. The
total budget which is planned including the print media and digital advertisement for the total
campaign is around $2,208,694 as compared by the top management the average cost of the
printing media as in the local store is $20 per A4 size paper. The minimum cost of the magazines
ranges from $ 1924 to $8615 in Australia. Also the total cost of the magazines which will be
given to the customers in the airport ranges from $10,000 to $15,222.
Conclusion
The research paper has successfully discussed the advantages of the promotional
campaign which will help the company to increase its revenue to more than 20% . however in

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order to manage and increase the sales the company will have to increase the social media
engagement and revenue management efforts.

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Journal of Vacation Marketing, 10(3), pp.197-208.
Dos Santos, R.A., Méxas, M.P. and Meiriño, M.J., 2017. Sustainability and hotel business:
criteria for holistic, integrated and participative development. Journal of cleaner production,
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