MKT101A Marketing Fundamentals: Segmentation, Targeting, Positioning

This marketing report focuses on developing a segmentation, targeting, and positioning (STP) strategy for Travelodge Sydney Martin Place. It begins by identifying consumer buyer characteristics, including their level of involvement and the situational, social, and psychological influences affecting their buying decisions. The report then details various segmentation variables, such as demographics (age, income, geographic region), psychographics (lifestyle, interests), and behavior (loyalty, attitude). A buyer persona, Miss Pamela, is created to represent the target customer, highlighting her demographics, behavior, goals, motivations, and preferred channels. The report concludes with a positioning statement, aiming to position the hotel as a high-quality, luxurious option for affluent customers, and a positioning map illustrating Travelodge Sydney's competitive position. The report leverages voice recognition AI as a unique selling proposition. Desklib provides a platform for students to access similar marketing plans and study resources.

Running head: MARKETING STRATEGY AND PLAN
Marketing Strategy and Plan
Name of the Student
Name of the University
Author note

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Table of Contents
Identification of the Consumer Buyer Characteristics...............................................................2
Level of Involvement of Consumers......................................................................................2
Situational, Social and Psychological Influences on Process of Buying Decision................2
Variables of Segmentation.....................................................................................................3
Buyer Persona............................................................................................................................5
Positioning Statement.................................................................................................................7
Positioning Map.........................................................................................................................7
References..................................................................................................................................9

2MARKETING STRATEGY AND PLAN
Identification of the Consumer Buyer Characteristics
Level of Involvement of Consumers
As the junior marketing associate, the implementation of the artificial intelligence
with the usage of the voice recognition technology in different rooms will be helpful in
attracting more customers. Furthermore, the marketing associate will be conducting proper
surveys in the entire market as this will assist him in understanding the behaviour of the
customers and their nature of purchase which will be helpful in managing their pricing
appropriately. Lastly, the different customers in the market are the main asset of the hotel
which will increase the sales of the hotel (Bowie, ButtleBrookes&Mariussen, 2016).
Situational, Social and Psychological Influences on Process of Buying Decision
Situational Influenceshas huge impact on the process of the buying decision which is
the temporary condition which helps in analysing the behaviour of the consumers whether
they will be purchasing the product, buy additional products or buy nothing at all from the
respective hotel (Wang, 2015, p.2553). In Travelodge Sydney Martin Place, it is the duty of
the junior marketing associate to identify the different behaviour of the guests at the hotel
may be influenced by the surroundings of the hotel. For instance- Suppose when the guest is
coming for the medical treatment, then he will be checking whether the hotel is near the
medical shop or the medical chamber or not. From the respective instance, this can be helpful
for the marketing associate to offer such services to customers such as providing car along
with other pick and drop facilities.
Social Influences has huge impact on the process of decision-making process in
which this changes the behaviour of the consumers on the services provided by the
Travelodge Sydney Martin Place hotel. Furthermore, the junior marketing associate will

3MARKETING STRATEGY AND PLAN
analyse the perceptions of the customers can create a huge impact on the changing
relationship in an efficient manner. For instance-When a customer is coming to stay at
Travelodge Sydney Martin Place, this is the entire duty of the junior marketing associate to
gather knowledge about the tastes and preferences of the customers through the different
surveys. This will be beneficial for the customers along with the hotel in making their stay as
comfortable and gaining knowledge on the reviews of the hotel.
Psychological Influences is the other aspect in which the satisfaction of the
customers is the main aspect which is required to be taken into consideration while choosing
the hotel as per their choice (Proctor, 2014). The junior marketing associate is required to
analyze the different customer reviews and based on that the renovation of the different
services is required to be done.
This will be essential for the customers to gain knowledge on the reviews which are
being gained by the hotel which will provide a brief overview on the different aspects which
are being needed by the customers in making their stay memorable in nature (West, Ford&
Ibrahim, 2015). For instance-The implementation of the voice recognition technology can
help in attracting the different customers as this is the latest trend which will help the
customers in managing the sales in an appropriate manner.
Variables of Segmentation
Demographics
Age- The age group which will be attracted by Travelodge Sydney Martin Place is
from age group 35 years and above
Income-Above $180000 annually for the different customers who will be staying in
Travelodge Sydney Martin Place as this is a luxurious kind of hotel.

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Geographic
Region- The Travelodge Sydney Martin Place is trying to target the overall Australia
wherein they will be gaining more sales and revenues in comparison to the other hotels
Climate Zone- Sydney has pleasant climate for the entire twelve months in which this
can be seen that this will be attracting more customers in all the months of year and this will
be beneficial for the Travelodge Sydney Martin Place hotel as well (Venter, Wright&Dibb,
2015, p.80).
Psychographic
Lifestyle- The lifestyle of the individuals should be luxurious in nature as this is a
high budgeted hotel and only a niche market will be targeted which will be only the rich or
the higher-class customers.
Interests and Opinions- The Travelodge Sydney Martin Place hotel has different
facilities such as heated swimming pool, banquet hall for parties and the voice recognition
technique which will be the major points which will be beneficial for the company in
managing the overall revenue of the firm (Li,Cheng, Kim& Li, 2015, p.100).
Behavioural
Loyalty Status- The restaurant offers different kinds of loyalty bonus cards to the
customers who are the major target segment of the hotel. Furthermore, there are various
discounts which are being provided to the customers who are the major group who increases
the sales of the hotel (Solomon, 2018).
Attitude- The attitude of the hotel and the customers include the different kinds of
luxurious in nature which will be beneficial for the company to improve their sales of the

5MARKETING STRATEGY AND PLAN
hotel effectively. The customers are quality conscious in nature wherein Travelodge Sydney
Martin Place provides the different quality products and services (Solomon, 2018).

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Buyer Persona
The customer profile of Miss Pamela has been shown below which helped in
analysing the different kinds of aspects which is essential in understanding the different
characteristics of the buyer in regards to the hotel.
Demographics Age- 35 years
Gender- Female
Marital Status- Married
Location- New Zealand
Occupation and Annual Income Professional and $700000 per annum
Education Post-Graduation Degree
Behaviour  Purchases heavily from the different
online stores
 Frequently buys different gifts for
friends along with family
 Great spending power
Goals  Great Recommendations
 Quality Conscious in nature
 New and popular things which are
trending in market
 Frequent inspirations of the product
and services

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Channel  Mostly online purchases and the in-
store purchases are rare in nature
Motivations  High level of personalization
 Great quality of the product with
high prices is acceptable
 Good suggestions on the purchase of
the different products
Devices  Mobile phone, tablets along with
laptops
Key Strategies  Creating loyalty programs for such
customers
 Analyse the purchasing power and
history along with the different other
points which will help in
recommending that the different
services and products which will be
beneficial for her in the next or
future purchase
 Encourage her to try the different
new products in the market which
will be beneficial in nature for
purchasing in an appropriate manner

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Positioning Statement
The main positioning statement of Travelodge Sydney Martin Place is to target the
rich or high salaried customers who are quality conscious in nature. The junior marketing
associate is required to position the hotel as the five star restaurants along with hotel which
will be beneficial for the overall success of the company. The benefits which are being
provided by the Travelodge Sydney Martin Place is the voice recognition artificial
intelligence technique which will be beneficial for the company in order to uniquely meet the
different needs of the customers in an efficient manner.
Positioning Map
Travelodge Sydney
High Quality
Low Quality
Low Price High Price
Song Hotel
Sydney
Vulcan Hotel

9MARKETING STRATEGY AND PLAN
Figure 1: Positioning Map of Travelodge Sydney
(Source: Created by Author)
From the positioning map, this can be analysed that Travelodge Sydney Hotel falls
under the category of high price and high-quality luxurious hotels which is based in Sydney.
The respective hotel in Sydney is one of the top hotels which is chosen by the customers of a
certain age group and the high-income individuals which will be beneficial for the success of
the hotel. Furthermore, the perceptual mapping is the diagrammatic technique through which
the position of the hotel has been described and the product and services offered by the hotel
is unique as the voice recognition is the new innovative service which is being offered by
them to the customers.

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References
Bowie, D., Buttle, F., Brookes, M., &Mariussen, A. (2016). Hospitality marketing.
Routledge.
Li, X., Cheng, C. K., Kim, H., & Li, X. (2015). Positioning USA in the Chinese outbound
travel market. Journal of Hospitality & Tourism Research, 39(1), 75-104.
Proctor, T. (2014). Strategic marketing: an introduction. Routledge.
Solomon, M. R. (2018, May 5). Decision making [Video file]. Retrieved from
https://www.lynda.com/Marketing-tutorials/Decision-making/642488/738559-4.html?
org=think.edu.au
Solomon, M. R. (2018, May 5). Motivation: Why do people want stuff? [Video file].
Retrieved from https://www.lynda.com/Marketing-tutorials/Motivation-Why-do-
people-want-stuff/642488/738553-4.html?org=think.edu.au
Solomon, M. R. (2018, May 5). Why study consumer behaviour [Video file]. Retrieved from
https://www.lynda.com/Marketing-tutorials/Why-study-consumer-behavior/
642488/738547-4.html?org=think.edu.au
Strauss, J., & Frost, R. D. (2016). E-marketing: Instructor's Review Copy. Routledge.
Venter, P., Wright, A., &Dibb, S. (2015). Performing market segmentation: a performative
perspective. Journal of Marketing Management, 31(1-2), 62-83.
Wang, C. H. (2015). A market-oriented approach to accomplish product positioning and
product recommendation for smart phones and wearable devices. International
Journal of Production Research, 53(8), 2542-2553.

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West, D. C., Ford, J., & Ibrahim, E. (2015). Strategic marketing: creating competitive
advantage. Oxford University Press, USA.