Market Report and Integrated Marketing Campaign: Savoy Hotel London

This report provides a comprehensive market analysis and proposes an integrated marketing campaign for the Savoy Hotel London. It begins with an executive summary and introduction outlining the report's purpose. The main body delves into the market sector, analyzing the current market, key external influences using PESTEL analysis, and the hotel's brand positioning, including its unique selling proposition (USP). The report examines the hotel's current financial performance, target customers, and key competitors, along with a search engine results page (SERP) and SEO analysis. A SWOT analysis is then conducted to evaluate the hotel's strengths, weaknesses, opportunities, and threats. The core of the report is the proposed integrated marketing campaign, detailing content marketing, direct marketing, affiliate marketing, and PR activities, culminating in a marketing plan. The report concludes with a summary of findings and references, providing a thorough examination of the Savoy Hotel London's market position and marketing strategies.

Market report and
proposed integrated
marketing campaign in
Savoy Hotel London

Executive summary:
This report give analysis and evaluation of prospective and current profitability, financial
stability, liquidity which are of outdoor equipment. There is current analysis of market, key
external influences with help of PESTEL and SWOT analysis, introduction, unique selling price
by examine current key performance indicators. There is also analysis of target customers, search
engine. There is also used of proposed integrated marketing campaign which are uses
promotional tools such as content, direct, digital, affiliate marketing and so on.

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
The market sector.............................................................................................................................1
Current market analysis..............................................................................................................1
PESTEL ANALYSIS..................................................................................................................1
Marketing trends.........................................................................................................................3
The Brand in sector.....................................................................................................................3
USP:............................................................................................................................................4
Current financial performance KPIs...........................................................................................4
Target customers.........................................................................................................................4
Key competitors..........................................................................................................................4
Search Engine Results Page and analyse brands SEO:...............................................................5
SWOT ANALYSIS:...................................................................................................................6
4. Proposed Integrated Marketing Campaign..................................................................................7
Content Marketing......................................................................................................................7
Direct Marketing.........................................................................................................................8
Affiliate Marketing.....................................................................................................................8
PR activities – launch event and / or celebrity influencers.........................................................9
Marketing Plan............................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
An integrated market campaign is define as combination of multiple channels like email,
display advertising, social media and content in such manner for promote consistent message for
specific audience (Camilleri, 2018).
In this report, Savoy Hotel London is choose. This is luxury hotel which is situated in
Strand in City of Westminster in London, England. This is first hotel in London which introduce
electric lights all over electric lifts, building, bathrooms in most furnished rooms and also there is
running water which is cold and hot & also other innovations.
In this report, there is secondary source of information is undertaken for relevant
information about the report. There are also some limitations of Integrated market campaign such
as it is not easy for think of various techniques which are used for marketing campaign, there is
no coordination without the help of design teams and web analytics.
MAIN BODY
The market sector
Hotel Savoy is one of best leading organisation which is situated in UK which have
motive of operate their business in hospitality sector. The reason behind of developing
hospitality organisation is to expand and beat dependence on business of hospitality in UK
(Blakeman, 2018). The market sector of UK of hospitality industry is to reduce cost of
hospitality charges which have affect price of various distinct packages that are provided to
guests and also help managers for managing services which have been offered to customers.
Current market analysis
The current market analysis of Savoy Hotel is, this is considered as first luxury hotel in
Britain which is first hotel which have electric facility in entire hotel (Services Marketing. 2011).
Now this hotel is known for best frequent flyer community which is being as by providing proper
training facility which complete as an intensive course which may be begin as working
scheduled flights.
PESTEL ANALYSIS
There are various factors which have affect growth and success of hotel industry.
Everything which is from changes that are undertaken by government to high stakeholder
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competitors and there are also uncontrollable factors which have affect hospitality industry. In
context of Savoy Hotel London external factors which influence are discussed below:
Illustration1:
https://grantresults.wordpress.com/2017/07
/18/using-pestle-analysis-in-writing-
competitive-grant-proposals/
Political Factor
 The government of UK have strong
hold over hotel industry so all the
decisions which are related to
hospitality industry are undertaken by
government.
 The taxes are also under control of
government, in UK hotel owners have
to pay lower taxes which helps in
improving whole industry.
Economic Factor
 Hospitality industry is considered as
biggest sector for investment for global
investors in UK.
 Strength and weakness of currency may
effect attractiveness of vacation spot.
Social Factor
 Airbnb is considered as biggest
competition for hotel industry.
Technological Factor
 In terms of Savoy Hotel, this is first
luxury hotel which(Kline and et. al.,
2019) is dealing in electric appliances
overall hotel.
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Environmental Factor
 This is generally analysis as guest in
hotel are stay when they have proper
accommodation facilities are offered to
them (Zahra, 2018).
Legal Factor
 In terms of respective hotel, there is
proper laws are followed such as every
guest in hotel have to be safe.
Marketing trends
The current market trends which are prevailing in terms of hospitality industry of UK. In
terms of Savoy Hotel London, there is growth of tourist arrivals are fluctuating(Principle of
marketing, 2017). So there are two techniques which are used for analysis market trends in
hospitality industry of UK: LSN: This is large scale NAT in computer networking is an approach to Ipv4 design of
network in there is end sites which is in particular residential networks which helps
hospitality industry for configured in private networking addresses which are translating
in appropriate manner (Duralia, 2018).
 WGSN: This is also called Worth Global Style network which is trending forecasting
company of parent organisation Ascential. This is an online service, business considered
their revenues from six distinct products subscription WGSN Fashion, barometer, trends
and so on.
The Brand in sector
Introduction of brand: History: Savoy Hotel London was built by impresario Richard D'Oyly Carte by sharing
their profits with Sullivan and Gillbert. This is known as first group of restaurants and
hotels which was owned by his family over century. This is also first luxury hotel in
Britain which had electric lights throughout whole building. Mission statement: This hotel is now manages by Fairmount Hotels and resorts which is
basically called London's most famous hotel. Mission of hotel is to attract and retain
customers for increase the brand image of hotel.
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 Values: Savoy Hotel is only five star hotel which is build on river. This hotel offers
sublime services which is as unbeatable location and most iconic London landmarks.
 Products/ services: There are various services which is offered by Savoy Hotel such as
beauty & fitness, Savoy flowers, Butler services, Boodles at Savoy, Tea shop and so on.
USP:
Unique selling proposition of Savoy Hotel is this is one of best luxurious hotel which is
operating by having electric lights throughout the whole hotel. This will attract guest and also
there is increase in brand image of organisation (Wilcox, Sussman and Chung, 2018).
Current financial performance KPIs
Key performance indicators is value which helps in measuring and also set standards for
measuring success rate of hospitality industry as in what way they are dealing in market
segments. This indicator is also helpful in identify as all targets set and also achievement of all
the goals with right track. In respective hotel, there is various KPI are used like income sources,
revenue growth, working capital and so on.
Target customers
Basically there are almost targeting the customers which are fond of travelling and
staying at luxurious hotels(Summary Consumer Behaviour., 2018). In this demographics and
segmentation are used. The services which is provided by hotel is dividing market group which
is identifiable in context of factual and physical data. In demographics there it includes family
size, marital status, gender, income and so on.
Key competitors
The key competitor of Savoy Hotel is D&B Hoovers which offers sales and sales
intelligence data over 120 million companies such as The Savoy Hotel limited which is around
globally which involves financials, competitor information and financials (Pluta-Olearnik,
2018).
Product: The Savoy Hotel provide fun activities like accommodation, drinks, massage
parlour and so on. The organisation is try to ensure product development which is takes place in
gaining the competitive advantage of business (Kotler and et. al., 2017).
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Place: Respective hotel positioned billboards for informing their guest about their
location. As hotel is located in centre of river so this will attract the customers and also there
increase in brand image of company.
Search Engine Results Page and analyse brands SEO:
SEO is a process of improving quantity and quality of website, website traffic or web page by
search engine. Basically SEO targets unpaid traffic for searches the application from help of
websites or online engine and so on.
5
Illustration
2: https://www.hostelworld.com/hosteldetails.php/Savoy-Hotel-Amsterdam/Amsterdam/304378?
source=ppc_gooads_nonbrand_dsk_search_pn_en_in&network=g&campaign_id=1182775216
1&adgroup_id=114605848523&criteria_id=kwd-
15497170658&creative_id=485923615114&location_physical_id=9061779&location_interest_
id=&adposition=&uniqueclickID=8960654549532387832&sub_keyword=%20savoy
%20%20hotel&sub_ad=b&sub_publisher=ADW&gclsrc=aw.ds&gclid=EAIaIQobChMIhLzCo
4jD7gIVRwQrCh1gKgdXEAAYAiAAEgJfZPD_BwE

SWOT ANALYSIS:
This is define as framework which helps in analysing strengths, weaknesses,
opportunities and threats which are related to hotel business. In terms of Savoy Hotel SWOT
ANALYSIS is discussed below:
Illustration 3: https://www.visual-
paradigm.com/guide/strategic-analysis/what-is-
swot-analysis/
 Strength: This is refers to intangible and tangible advantages which is related to hotel
which have its disposal. This involves stellar employees, brand reputation and location of
hotel. Basically it is considered as staff members are major strength for hotel as with help
of these individual all works are undertaken and guests are also satisfying with services
that hotel is offering to them. Weaknesses: This is referring to elements which hold back hotel for growth or
performance of it. This involves some critical self-evaluation, budget limitations, poor
online reviews, lack in room technology and so on. Opportunities: This is referring to elements which enhances bookings, boosting profit,
improve guest satisfaction. There must be research about market trends and also examine
reviews of guest for ideas of where there is opening of new streams and also reach new
markets (Pearson and Perera, 2018).
 Threats: This is referring as anything which poses as risk for hotel. Major threat for
Savoy hotel is Airbnb.
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From above analysis it is critically evaluate as micro and macro environment of hotel
which helps in market research and deep dive in data of hotel which also examine the past
performance of hotel which is helpful for create the brand image.
4. Proposed Integrated Marketing Campaign
An integrated marketing campaigns uses various channels such as content, email, visual
advertisements and social media for promoting a consistence message to a specific audience.
Integrated marketing communication helps Savoy Hotel to ensure that they are using all channel
to reach buyer persona (Nema and Kasliwal, 2018). Savoy integrated marketing campaign
consists of following tools
Content Marketing
Marketer in this over cutting competition are trying like a hell to gain more attention of
audience. Content marketing is a form of marketing strategy focused on creating, publishing and
presenting a valuable and relevant content for attraction and retain audience on constant basis.
Savoy Hotel London integrated content marketing in their marketing campaign for-
 To increase brand awareness and credibility
 For engaging an online community of users
 For expanding their customer base
 To attract, for attention and for generating leads.
Content marketing help Savoy Hotel London to creates sustainable brand loyalty. Savoy
Hotel London marketer in a content driven portrait are accountable for creating huge amounts of
content on daily basis but did all contents are that much efficient to gain users attention
(Tarczydło and Miłoń, 2019). This is because despite sharing a simple content, a curation content
drives more attention of your follower to your marketing campaign. It has been found that rise of
content marketing has turn on the growth of many online platforms such as YouTube, a
subsidiary of Google is an online video platform. Savoy Hotel London actively curated their
content on many social media platforms like YouTube, Yelp. Tumbler, Pinterest and etc. with a
hope to expand their reach to new audience. This is a fact that content marketing is marketing
communication tool, content marketing is an art of communicating your targeting audience
without selling Digital marketing.
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Digital marketing is an advertisement approach delivered via digital channels like search
engines, social media, email mobile apps and websites (Yurdakul and Bozdağ, 2018). One of the
key approach of digital marketing is to diversify brand awareness. People of this generation are
busier than ever before, their most of time were spending upon the screen, thus social media and
mobile marketing are the key approaches of the digital marketing campaign. Social media
marketing is known as the using social media platforms likes Facebook, Twitter, YouTube,
LinkedIn and many more for brand awareness, more website traffic and to generate leads.
Direct Marketing
It has been found that Customer relationship management is an innovative element in
direct marketing. CRM refers to be using set of application that Savoy Hotel London is using to
manage customer database and customer interaction throughout the customer lifecycle (Ogawa,
Excalibur IP LLC, 2018). It has been found that written and visualise email are famous trend of
direct marketing in considering CRM database. Savoy Hotel London directly mail their attractive
package to their target customer by using the mail list created through enquiries of customer on
their owned website.
Affiliate Marketing
Affiliate marketing is beneficial to both Savoy Hotel and affiliate marketer. Affiliate
marketing is a process for earning a commission by advertising other company’s products.
Bloggers are perfect for facilitating affiliate marketing not only to because they have an adverse
and true audience who read and engage with their blogs. Bloggers have ability to influence
thousands if not million(Palmatier, and Crecelius, 2019). When Savoy Hotel London align their
brand with a prominent influencer blogger, these bloggers will bring both their audience and
their networks. This network will drive more traffic on Savoy Hotel website and increase
following on their social media handling. Savoy Hotel Can sell out their services via a review on
website, recommendation or a story posted on website and social media that share their leisure
experience
PR activities – launch event and / or celebrity influencers
If marketer is entering into new segment or thinking about to launch new product, then
they will be in need for an effective public relation strategy to shows the world about their
business. Press release is probably a suitable technique for Pubic relation (Nema and Kasliwal,
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2018). With a media coverage of trade shows, charity shows and publicity stunts; people come in
knowledge about the business and their goals in respect to the public relation
Enhancement of social creates great fan following in our circle that includes our favourite
industry experts, celebrities and athletes. Finding or endorsing an influencer doesn’t mean to find
famous celebrity, instead it is about to endorsed a public figure whom your target audience trust
and will influence to promote their brand. PR activities are type of an influencer marketing
where Savoy Hotel London leverage or endorsed well known figures, who have an adverse
influence over their target audience for promoting their brand.
Marketing Plan
An integrated marketing campaign plan mainly consist following activities
Identifying the marketing campaign goals: goal setting is the first step in proposing
marketing plan.
Tell a story about your goals: telling a story might be an effective tool. Savoy Hotel
London get their words out on the Flyers, website and social media to show why they have
existence in the business (Andrade and et. al., 2018)
have a clear understanding about your target audience: Identification of the final
audience made it easy for Savoy Hotel London to target their audience in their integrated
marketing campaign.
picking up the right channel: Selection of the channel will be based on the strength and
weakness of the channel which Savoy Hotel London witnessed in cource of their business
operations.
Give a freebie with purchase: Offer customer some freebie when they made purchase a
service of Savoy Hotel London by third party. This can be in form of cashback, vouchers and
coupons deals (Andrade and et. al., 2018)
Drum up a time sensitive buzz: it is found that urgency cause to be act hurry, creating
an urgency campaign with a short notice expiry date (eg.15-02-2021 to 19-02-2021).
Partner with other small business: Partnering with firm like Starbucks and CCD and
Cafeteria might be useful, Savoy Hotel London may be located in their webpages and social
handling (Szmigin and Piacentini, 2018).
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Work with charity: working with a charity is a two edge benefit, an organisation
improves its market goodwill and gaining media coverage. Media coverage will boost public
relation.
Put on an event: trade show and publicity stunt are the main target in hosting an event.
Hosting an event at the deck of Savoy Hotel London will increase more brand awareness.
Creating a video campaign: a video of the Savoy hotel and its service on YouTube can may
drive more revenue through views and paid promotions on the video (Lovelock and Wirtz,
2011).
Create a giveaway campaign: giveaway is a marketing approach that uses social media
for creating sweepstake (Nema and Kasliwal, 2018). Organisation can ask social media user to
input their email address to get a chance to win prizes.
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Effectiveness of the marketing campaign can be measured by -
 digital dashboards
a digital dashboard fascinates a client or their agents for monitoring many aspects of digital
marketing. such as Adobe, salesforce and Oracle that can manage marketing data by using
 Return on investment- return on investment of the campaign can be measured by
evaluating the generated sales revenue bring on with the actual cost incurred in the
campaign. (Nema and Kasliwal, 2018). It is the Best KPI for computing the effectiveness of
the marketing campaign.
 Some other types of tools are Referral tracking, social media insight and email engagement.
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CONCLUSION
It has been concluded form the above research work integrated marketing campaign is a set
of process that uses various channels based on the business strength and weakness. The above
research work has chosen Savoy Hotel London for the integrated marketing campaign. It has
been concluded that integrated marketing campaign only can be successful if there is
consistency, relevancy and valuable for target audience. It has been argued that marketer should
not forget to measure the effectiveness of the campaign. Various analytical tools such as digital
dashboards, goggle analytical tool referral tracking and most important Return on investment are
there to compute effectiveness of proposed Integrated plan in the last task.
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REFERENCES
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Duralia, O., 2018. Integrated marketing communication and its impact on consumer
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Szmigin, I. and Piacentini, M., 2018. Consumer behaviour. Oxford University Press.
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