Innovative Service Product Concept: Metro Hotels Marketing Strategy

This presentation analyzes the service product concept for Metro Hotels, a Sydney-based hotel chain. It explores the core product, supplementary services, and delivery processes. The analysis highlights key lessons in service product marketing, emphasizing the importance of understanding consumer reviews, forming emotional connections, focusing on quality, measuring marketing effectiveness, and becoming customer-driven. The presentation also discusses the company's background, its Australian ownership, and its presence across Australia. The conclusion underscores the service product concept's significance in enhancing customer experience and differentiating service offerings within the hospitality market. The presentation further explains the innovative and attractive aspects of the service product concept, such as its ability to provide customer benefits, plan services at various levels, and improve brand image and reputation. The presentation is useful for understanding the marketing and customer service for hotel chains.

SERVICE PRODUCT CONCEPT
STUDENT DETAILS
Introduction
This poster is focused on presenting
importance and value of ‘service product
concept’ with the help of a service providing
company ‘Metro Hotels’, Sydney, Australia.
The process of designing a service product
concept for Metro Hotels, there are three
major steps include core product,
supplementary services and delivery
processes.
The key facts about the company
The group is owned by Transmetro Corporation
Ltd .
The company is s an Australian owned public
company that has been listed on the Australian
Stock Exchange (ASX) for more than 25 years.
Metro Hospitality Group, oversees Metro Hotels,
while operating a huge network of
accommodation hotels; and pubs. (Metro Hotels,
2020)
Metro Hotels is the oldest 100% Australian owned
and managed hotel chain working in travel sector
for more than 40 years
Metro hotels are situated all across Australia
including Sydney, Perth, Brisbane, Gladstone,
Darwin, Melbourne, and Groote Eylandt (NT).
The consumer reviews of the Metro Hotels
How to find an innovative 'service product
concept'.
Analyzing consumers' reviews and identifying
critical value propositions.:
Why the 'service product concept' is
innovative and attractive to the market.
 the service product concept is
attractive and innovative to the
hospitality market of Metro Hotels, for
the following reasons:
 The concept provides so many
customerbenefits like it helps to
determine the intentions of an
organization towards its customers
 Services can be offered and planned
at four important levels include
potential level, the augmented level,
the expected service level and core
service level (Mok et. al., 2013).
 The company’s long term brand image
and reputation improves and hence
business become sustainable.
• The key lessons learnt from serv
product concept and service pro
marketing for the chosen compa
metro hotels, are as follows: The firm needs to form an emotional
connection with consumers The firm needs to work upon quality
as it is best advertising method The company needs to measure thei
marketing effectiveness in market The company needs to understand
that promotion is essential The company needs to become
customer driven The company needs to understand
customers through service product
concept The company needs to reposition the
weaknesses to strengths The company needs to use creativity
and innovation for service product
marketing. Conclusion In whole, the service product con
is the core of the service offering
other words, it can be said that t
success of service product mark
always lies in understanding fou
levels of service product. Hence,
analysis will help service market
enhance customer experience an
create differentiation of the serv
offering to them. References: Metro Hotels. (2020). About Us.
Retrieved from Metro Hotels:
https://metrohotels.com.au/about-us Mok, C., Sparks, B., & Kadampully
(2013). Service quality manageme
in hospitality, tourism, and leisure. U
Routledge.