TM4013 - Service and Experience Marketing Report on Marriott Hotels

This report provides an in-depth analysis of service and experience marketing, focusing on Marriott International. It begins with an executive summary highlighting the importance of quality service in generating revenue and customer satisfaction. The report then delves into the service elements offered by Marriott, including the physical product, service product, service environment, and service delivery. It identifies and explains Marriott's target markets, employing segmentation principles to understand its customer base, particularly the JW Marriott brand catering to business and luxury travelers. The report evaluates Marriott's promotional strategies, emphasizing its use of social media and technology. Finally, it proposes a new promotional campaign incorporating elements from the marketing communications mix to enhance customer engagement and brand value, aligning with the organization's values and target audience. The report concludes by emphasizing the significance of effective marketing strategies in the competitive hospitality industry.

TM4013 Service and Experience
Marketing

Executive summary
The report provides information about the concept of service and experience marketing. This is
related to different factors which provides information about the needs and demands of
customers. It is important for the organisation to provide quality services to customers and
generate revenue and money. This report provides discussion about the services offered by
Marriott International hotel. There is explanation about service which is defined as intangible
thing which is provided to customers. Services are consumed and created simultaneously. This
is produced at the time when people are coming and visiting the place. It is essential for all the
organisations to provide quality and effective services to customers so that they will make more
profits and money. The service offered by the organisations must be of high quality and
facilities given to clients and customers must be able to meet their expectations. Services offered
to customers must be of high quality as these are helpful for the company to enhance the
customer satisfaction level. An organisation is able to gain profits if it is having lot of loyal
customers. There is discussion about the new promotional strategy that can be used by Marriott
International for promoting and advertising the service effectively.

Table of Contents
INTRODUCTION...........................................................................................................................5
Identify and explain the service they provide including the service elements............................5
Identify and explain their target market(s) using segmentation principles..................................6
Select and explain at least one (1) way in which they promote themselves – and evaluate
whether the promotion tool works well to reach the target market(s).........................................7
Propose an idea for a new promotional strategy or campaign – the strategy or campaign needs
to incorporate key elements from the marketing communications mix, and it needs to be in line
with the values of the organisation and its existing and/or desired customers/audience.............8
Conclusion.....................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Service marketing is defined as the marketing strategy that is based upon value and
relationship. This is helpful in marketing and advertising of services and products in an effective
manner. Services are defined as the benefits or activities which are offered for sales and these are
provided to the customers in effective manner. The chosen company of hospitality sector for
completing this file is Marriott International. This is one of the largest lodging companies
globally. This company has maneuvered in more than 68 countries under the leadership of Mr.
Marriott who is the chairperson and the chief executive officer.
Identify and explain the service they provide including the service elements
There are basically four elements of service which are offered by any organisation. Marriott
International is a hotel which provides accommodation services to different people across the
world (Griffitts, 2016). The different elements of service in context of Marriott International are
mentioned below –
The Physical product - The physical products are those materials in which two organisations
have to transfer the customers which can be touched. These are basically physically or tangible
and some of the examples which can be included in this hour automobiles, computers, books,
shampoo, food, etc. the product design made for the services offered by the company should be
customer oriented and is have to be well developed in order to ensure that the product design is
according to the needs and demands of the customers. This is generally defined as quality
function deployment of the house of quality. This is helpful for the marketing managers to ensure
that they are avoiding any engineering improvements and meeting the demands and needs of
customers and effective manner. In context of Marriott international, they are providing services
to various people across the world by providing them quality facilities of accommodation and
stay.
The Service Product - The service product is defined as quote performance that is bought by the
customers. this includes flow of various events which are designed for improving the outcomes
of the company. This is defined as experience which is different from transfer of any physical
product or goods (Groucutt, and Hopkins, 2015). This is defined as the quality of service that is
provided to the clients and customers. In context of Marriott international, this services which
this company is providing are charged a huge amount of money and generally these services are

are forwarded by high class and upper middle class customers. It is essential for the company
which is in hospitality sector to analyse the customer needs and demands and provide them good
quality services. These are helpful in making effective plans and determine the profitability of
business.
The Service environment - The service environment is defined as the area which signifies
market segment and position of the company. This can be explained with an example that is
Marriott international is constructing its hotels near airport, scenic places, customers will be e
more satisfied and they will attracted towards staying in this hotel (Hair Jr, and et. al., 2015).
The service environment is is defined as providing quality services to our customers and making
their stay a memorable one. Marriott international hotel keeps the reception area decorated and
the staff of this hotel presented at reception are present table and the great all customers coming
in very graceful manner.
The Service Delivery - The service delivery is defined as the actual occurrence of situation when
customers buy the service. This is defined as the way in which service works. This service
product is known as outcome of planning which is done by organisation to provide services in
market. It is very important for Marriott international hotel to provide good facilities to
customers while their stay in hotel. This will help to build goodwill and reputation of the
company e in mind of customers. Moreover, this is helpful in making more profits and revenue.
Identify and explain their target market(s) using segmentation principles.
The target market is defined as group of people or individuals which are chosen by the company
and identified as the customer base. A company has different ways for targeting customers. This
can be explained with an example that any organisation target certain customer base on the basis
of geographic location. This will also include different part of cities, towns, etc. demographic
segmentation can also be done on the basis of education, culture, race, income, etc. Every target
market is made for or different products and services in a proper manner so that it wants and
needs of customers are fulfilled. The Marriott international has developed various stages of target
market in the hospitality industry. This organisation is well known for or meeting the needs and
demands of customers on time. JW Marriott is one of the common and well reputed hotel which

was developed by Marriott international in market as a a luxurious brand. This is basically
designed for targeting several customers who want to have accommodation services in different
cities in which luxurious facilities are provided (Hugos, 2018). The target customers of this
hotel are individuals who are at the age of 30’s. They have high incomes and generally travel for
business purposes. JW Marriott serves those customers who are sophisticated, individualistic as
well as self-defined travellers. These people can spend a lot on their luxurious stay and facilities.
Main objective of this hotel is to provide their customers and clients with an elegant surrounding
which will help them to feel as comfortable as possible. It is ensured that there is no distraction
or destruction to the customer's stay. The JW Marriott of Kuwait was awarded the best business
hotel of the world. This signifies that this hotel is providing simple elegance and is doing
outstanding intuitive services. This is basically designed for different business travellers who
want to stay in peaceful environment so that they can work without distractions. JW Marriott has
another target customers which depends on the basis of of high standard catering and cuisine of
the hotel. All hotels under the control of Marriott international have an objective of offering
authentic cuisine which includes ingredients of local area. These are including traditional local
culinary skills. For doing so, JW Marriott hires various experts, professionals, chefs so that they
can make delicious cuisines. It is very important for a company to target the right audience in
market. Once a company gets to know who are the potential customers which can use service
provided by the company then it is easy to promote and advertise the new services in the target
market. This reduces time taken by the company and also helps in in generating huge amount of
profits (Kladou, and et. al., 2016). Generally, it is seen that people think that defining the target
market is an easy job. It is actually not easy as company has to invest lot of money in different
target areas so that it can get information about the right type of customers it can serve.
Select and explain at least one (1) way in which they promote themselves – and evaluate whether
the promotion tool works well to reach the target market(s).
The Marriott international organisation believes that as they are serving in hospitality industry so
they must focus on social media strategy. This company uses Twitter for solving various queries
of clients and customers. This company shares data of experience that customers had while
staying in their hotel. Marriott focuses on marketing by categorising different customers on the
basis of culture of country. This hotel mainly emphasizes on culture of the country in which it is

operating and provides the same type of culture file greeting and serving different clients and
customers. the different type of marketing activities that take place in Marriott are marketing,
branding, advertising, etc. This hotel is using flexible techniques in order to manage customers
(Lane, 2015). There is fears competition within hospitality industry so there is need of fulfilling
all the demands and wants of customers if this company wants to have stable business.
Marketing is a relevant strategy which is used by this organisation for reaching the target
customers properly and providing them effective services. Promotional tool used by Marriott
hotel includes latest technology. This is known as a technology which is helpful in updating
marketing strategies on the basis of target audiences. Hotels operations are managed on the basis
of applications which allows you to create positive environment at hotel. Customers and clients
are satisfied as they are provided services by using AI. There is very less chance for these
technologies to make mistake and provide bad service.
Propose an idea for a new promotional strategy or campaign – the strategy or campaign needs to
incorporate key elements from the marketing communications mix, and it needs to be in
line with the values of the organisation and its existing and/or desired customers/audience.
Marketing communication mix
Marketing communication mix is defined as promotion mix. This is known as set of different
tools which can be used by businesses for communicating with their clients and customers. This
is effective in properly reaching the target audience and telling them what kind of service or
product a company is offering (Larson, and Draper, 2015). De utilising of an effective
marketing communication mix is helpful in in enhancing the revenue generated by a company. In
context of Marriott international, the main focus is to reach the target audience in proper manner
and provide quality services and facilities to different people. there are 5 key elements of
marketing communication mix including public relations, advertising, sales promotion, personal
selling, direct marketing, events and sponsorships
The term advertising is defined as a paid promotion of services, products or ideas that are
used by any organisation. There are numerous ways by which an organisation can advertise its
product or service. These include radio, television, newspapers, magazines, online, etc. In this
way, organisations can target a large pool of potential customers but on the other hand, these
ways are also expensive.

Public relation is defined as the area of communication mix which includes development of
of good bond and relation with media. According to this strategy, marketing of product or
service is done through media. This is the best way for promoting the company when there is any
unfavourable news about the services offered by company. This is also so helpful in promoting
corporate image of organisation. The Marriott international can use this type of marketing
communication which is used when there is defamation of company's services or products.
Sales promotions are defined as short term incentive that a company is offering which are
associated with services or products. What is an important method for reaching potential
customers when there is a need of making a purchase. This is helpful in in encouraging the the
sales of product service offered by company with a coupon or discount. There are various ways
by which JW Marriott promotes the services offered by company by using discount, sales and
occasional discounts. This hotel generally provides lucky draws for customers in which the
winner gets to have a free meal.
The concept of personal selling is defined as when the sale teams of company e directly deals
with clients and customers (Malhotra, 2015). This is basically of one on one meeting between
sales executive and the client. It is an good way to build ponds and relationships with clients.
This is also so helpful in nurturing prospects while purchasing any product or service. In context
of Marriott, this company e does not believe in personal selling. It only advertisers and promotes
the product and services online. The customers who are interested in buying the service and
product offered by Marriott can directly reach the hotel in order to grab services.
Direct marketing is defined as the strategy used by companies for targeting rich customers.
This process includes use of effective messaging which is is sent to different customers who are
on the prospect list. The different ways used by organisations for direct marketing includes
emails, telephones, newsletters, etc.
Events and sponsorships also new way of marketing communication. In context of Marriott
international, there are various events and sponsorships which are organised in the hotel premises
in order to attract more number of potential customers and clients. This is very important for a
company who is serving at global level that it is organising various events as well as
sponsorships. There are various business seminar of government as well as private companies
which choose Marriott hotels in order to you have effective meetings.

There are various benefits that a company has by using the communication mix components. It
is essential to have the brand send message for reaching the target audience in less time. The first
step of having a communication mix tool is to analyse and evaluate the type of customers. This
is helpful in knowing that what is the right kind of service which can be offered to customers so
that they will like it. The method of television, advertising and print outlets are very expensive
and less effective. The main focus which companies are having for reaching potential audiences
is through online medium. The online advertisements are are targeted by keywords and it is and
short that it they will be seen by different potential customers (Muller, 2019). The target
audience of of Marriott international are using online medium. So, this company has to purchase
online graphics and text ads so that it can reach the potential clients. Marketing communication
elements like personal selling and direct marketing are also effective for reaching customers
directly. This is a method used for making people aware about the services that the company is
offering. There are several sponsorships which are used by Marriott for increasing the number of
customers. Email marketing is also effective which can be used by Marriott international for or
providing information to the customers about their services and products. This emails must be
having specific information and data that can be used by the customer for taking information
related to two different room services offered by Marriott. The main aspect of promotion is to
analyse different factors like product, price, place as well as promotion. This is helpful in in
marketing the products to target audience and increasing the profits earned in business. The
various type of promotional tools include advertising, personal selling, sales promotion, public
relations and direct marketing. JW Marriott has opportunity to use any of the marketing
communication element and craft a perfect promotional mix. It is very important to meet the
target audience by utilising different promotional tools.
Defining the target market – these are known as the first step for developing the promotion mix
strategy. this includes analysing a clear understanding of what is the requirement of customers or
target audience. The different areas on which audiences are divided includes income and salary.
Marriott provides luxurious services to customers and it is not easy e for every individual to pay
huge amount of money for a luxurious stay. So, the target audience for Marriott are rich people
who are having average high income.
Establishment of promotional goal - when the target audience are are defined, the next step is to
determine goals of promotion. each and every organisation want to increase its revenue and built

brand loyalty. In case of Marriott, organisation is having an objective of of providing quality
services to customers and becoming a a well known brand across the world. This organisation
never compromise on quality services and facilities. It is charging high to the individuals but the
quality of service is worth it for that amount.
Craft the message - this includes development of a cohesive and clear message which is helpful
in identifying target audience. The company has to speak their challenges and provide customers
all information about how the company is managing to meet the demands and names of them.
Reaching wide audience with advertising- an important element of promotion mix is advertising
which is defined as paid form of media communication. the various ways used by Marriott hotel
for advertising the product or service are are radio, television, newspapers, etc.
Establishing trust with personal selling- the concept of personal selling process of developing
direct relationships with potential customers over phone through email or in person. This type of
promotion includes one on one setting and this is a two way communication (Pappas, 2017).
Customers and clients and solve their queries effectively by talking to customer directly.
Conclusion
From the above discussion, it is analysed that the marketing strategies of the company must
be able to reach the target audiences. This is helpful for the company in managing different
operations and business activities properly. Communication is the best method used by
organisations for knowing the actual demands and needs of customers.

REFERENCES
Books and Journals
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Hugos, M. H., 2018. Essentials of supply chain management. John Wiley & Sons.
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Lane, P., 2015. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management. pp.1-30.
Larson, J. and Draper, S., 2015. Internet marketing essentials. Idaho Falls, ID: Stukent
Incorporated.
Malhotra, N. K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
Muller, M., 2019. Essentials of inventory management. HarperCollins Leadership.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.