Marketing and Customer Retention Strategies: Sunlight Hotel Report

This report provides a comprehensive analysis of Sunlight Hotel's marketing and customer retention strategies. It begins with an introduction to marketing concepts, followed by an examination of marketing management philosophies, including production, product, selling, marketing, and societal marketing concepts. The report then delves into the practical application of these philosophies, using examples of marketing principles, corporate social responsibility, and ethical practices within Sunlight Hotel. It explores the promotional mix and integrated marketing communications (IMC) strategy, detailing advertising, public relations, personal selling, sales promotion, direct marketing, digital marketing, guerrilla marketing, and sponsorships. Finally, the report presents a marketing plan for a proposed hospitality business, including an executive summary, SMART objectives, and a PESTLE analysis to evaluate external market conditions. The report aims to provide insights into how Sunlight Hotel approaches marketing, promotional activities, and customer retention.

Marketing and customer
Retention

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing management philosophies..........................................................................................3
Promotional mix and integrated marketing communications strategy........................................5
Marketing plan for proposed hospitality business.......................................................................7
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing is defined a promoting company's products and services in front of the
potential customers available in market. This report is based on the case study of the Sunlight
Hotel in regard to its marketing and promotion practices. The organisation has been involved in
serving the hospitality services to the customers. This report would analysis the marketing and
promotion practices of the company. Henceforth, report will emphasis over the marketing
management philosophies and different examples will be given in respect to marketing
strategies, corporate social responsibility and other such operations. Promotion mix and
integrated marketing communication will also be describe in respect to the organisation.
Furthermore, this project will also discuss the precise marketing plan in respect to the hospitality
organisation.
MAIN BODY
Marketing management philosophies
Marketing is indicated as the projection of products and services offered by company ion
front of the potential customers available in the market. Philosophies are the fundamentals
behind the marketing activity channelises by the company. Marketing management philosophy
comprises with five different concepts indicate as production concept, product concept, selling
concept, marketing concept and social marketing concept. All the five concepts indicate about
the different areas associated with the marketing and promotion practices of company.
Production concept: This concept focuses over the services granted by the Sunlight Hotel. This
involve delivery of the organisation services in order to achieve the overall objectives behind the
business operations channelises by the company. IT make the company more capable of doing
the business practices. In this philosophy organization must give emphasis over sustaining the
best quality of services in regards to the hospitality.
Product concept: This is another key concept part of the marketing. This philosophy believes
that customer prefer only such products tat contain good quality and improve the level of
customer satisfaction. Prices of products and availability of products in market do not influence
the buying decisions of the customer in respect to such product (Abbas and et.al., 2019).
Sunlight Hotel must give emphasis over improving the quality of its services which would
further allow the organisation to increase the price charge by organisation from its customer.

Selling concept: This concept is completely focused over selling the services of the organisation.
This involve making every positive way to sail the services offer by organisation. IT involve
convincing the customers to buy the services offer by organisation. This involves analysing all
possible approaches that can contribute in selling the services to the end customers available in
market (Lin, Li and Roelfsema, 2018). This concept also not focuses over establishing long term
relationships and interaction with customers rather it emphasis over selling the services at the
present point in time.
Marketing concept: This philosophy believes that customers do buy the services offer by
Sunlight Hotel for meeting up the needs or want they carry. Marketing must portrait the products
or services of company in such a way that it can project all the needs and requirements of the
customers which would allow the customers top buy the services offer by organisation (Mkansi,
2018). Organisation must covering all the needs and expectation of customers in the marketing
activities followed by organisation.
Societal marketing concept: This concept or philosophy involve the well being of the society in
channelising the marketing activities of the organisation. Entiuty must fulfil only such needs that
cope up with the environmental aspects or factors. The need company's aims to fulfil musty be
eco-friendly and economical.
Sunlight Hotel must be addressed all these philosophies while framing the marketing or
promotional activities of the organisation. All the philosophies allow entity to deliver the bets
level of marketing or promotional outcomes of the company.
Example of principle of marketing, corporate social responsibility and ethics
Management in Sunlight Hotel has been constantly involved in the marketing activities
of the organisation. Company marketing activity covers all different principles such as product
meet the consumer need, prices reflected certain factors, place refer to the point of sale and
promotions of company. Marketing team deliver the campaign at different channels such as
social media, digital networks and other such platforms to boost the sales of company. The
marketing activities of company are ethical as it do not project any wrong or false information in
the marketing or promotion activities of the organisation (Navruz-Zoda, Ibragimov and
Rakhmanov, 2017). This is mandatory that marketing campaigns launches by organisation must
be ethical as they use the right sources or practices on the basis of needs and requirements of

market. The entire campaign is mostly based on videos over the different services offer by
organisation and it covers various factors of company.
Management of the Sunlight Hotel also been involved in conducting corporate social
responsibility that further promoted by the company. In all the marketing and promotion
channels organisation publishes its social responsibility campaigning. This has further cherished
the overall brand value of company in respective market. Promotional of social responsibility
activities allow company top polish the brand value of company which further cherish the
customer loyalty which will further allow the organisation to achieve the overall objectives
behind the marketing campaign entertained by the organisation. Management has always focused
towards following the ethical values that can improve the reliability of the marketing campaigns
and activities channelises by the organisation (Clark and et.al., 2020). Marketing team of
Sunlight Hotel has used different approaches like social media, digital, search engine
optimization, radio and many such approaches or strategies which favour the overall growth and
success of the marketing activities entertained by the company. Ethical practices in marketing
activities channelises by the organisation put positive impact over the entire marketing and
promotional activities of the entity. Company also publish big holding to educate the people
about different social responsibilities entertained by the organisation so that more awareness can
spread in respect to the corporate social responsibility practice.
Promotional mix and integrated marketing communications strategy
Promotion mix:
Promotion mix means that how the marketing team is using their communications for their
marketing activities. Marketing communications have many methods and every method have the
advantages and disadvantages (Beck, 2017). New communication tools should be used by the
company to attract more customers.
Integrated marketing communications (IMC):
Integrated marketing communications is the technique in achieving the aims of the marketing
campaign by using the effective promotional methods. It recognizes the value of the plan which
evaluated the strategic roles of the communication through advertising public relations etc. and
combining them to give the maximum impact.
Following are the promotional mix and IMC:

Advertising:
Advertisement is the form of promotional mix which is carried by Hilton. It means that the
company advertise their products and services by doing certain payment. Traditional methods of
advertisement include TV, radio, print media etc. advertisement is helpful in targeting the
customers. Now the modern methods of advertisement is done by the companies like e-mail
marketing, digital marketing, social media marketing etc. Hilton is following modern technique
of marketing more because it is cost effective, consumes less time and efforts.
Public relations:
Public relations are maintained because of creating good brand image or goodwill of the
company. It happened because of the promotional opportunities like doing media interviews,
award-winning, hosting events etc. PR stunts are very good for the company and it increases the
sales of the company (Gnanapala, 2017). Hilton believes in doing the healthy PR stunts. They
believe that making goodwill amongst the people increase the reputation and revenue of the
company.
Personal selling:
Personal selling is very helpful in creating the relationships with the target customers. It is done
to increase the sales of the products and services. Personal selling involves the face to face
conversations, knowing the demands and needs of the customers and at what level the products
and services which is providing to them is helpful. Personal selling is the expensive technique
but it is good because the excellent salesperson can encourage the customer to buy the product or
services. Hilton says that personal selling is the personal touch which the customer really want.
They want to have the face to face communication with the workforce of the company to know
more about their products and services and also to solve their queries.
Sales promotion:
Sales promotion comes under marketing whose objective is to increase the sales of the products
and services of the company by adding certain value to the products. Example buy one get one
free or after certain amount of shopping customer will get 10% of discounts etc. Hilton does the
sales promotion by providing discounts on booking if they book few months before (Maulani,
2017). This will help the hotel to know their future customers and customers also get the
discount.
Direct marketing:

Under this method products and services are not sold through retails but are sold directly to the
customers. Old direct marketing techniques are telemarketing, television, brochures, catalogues
etc. and new direct marketing techniques are using email and mobile marketing. Hilton use email
marketing to let their previous customers know about the discounts and offers which they are
giving and also they attract the customers by providing attractive packages for staying.
Digital marketing:
Digital marketing is the latest marketing tool which is used by the large number of companies
because company found that promotions done through digital platforms covers large audience, it
is cost effective and also require less efforts. It includes SEO, content writing, social media
marketing. With the advancement in the technology new digital marketing tools are evolving.
Digital marketing is the very effective way in selling the goods and services. Hilton do
promotion through digital platforms. Social media platforms are used for the marketing like
posting regularly about the company, the new services which they are offering and also the
positive reviews of the customers (Songur, 2018). Social media also help the company in
connecting with their consumers and solving their queries timely.
Guerrilla marketing:
It is the new method of the promotion mix. It involves those marketing tactics which are
innovative and low costs. Marketing activities are done to gather the attention of the consumers
and achieve the maximum sales for the organization. Guerrilla marketing is treated as the
experimental marketing because it gives good experience to the consumers regarding the
products and services.
Sponsorships:
Sponsorships is the combination of public relations and sales promotions. It is helpful in creating
the brand loyalty and also helpful in differentiating our products and services with the
competitors products and services. Hilton does sponsorship is different events like sports events,
charity events etc. it helps in increasing the goodwill of the company and people feel that the
company think about the society and through which the sales of the company increases.
Marketing plan for proposed hospitality business
Executive summary-

Marketing plan for Sunlight hotels has been developed in this report in terms of
evaluation of external market conditions. Implementation of SMART objectives for developing
organizational activities is also done in the report by analysing external market trends through
the means of PESTLE analysis and marketing mix.
SMART objectives-
 To achieve high customer count through the means of social media marketing within next
6 months.
 To make business collaboration with other market competitors to increase brand
awareness within next 1 year.
 Develop effective organizational working strategies for synchronizing organizational
operations within next 7 months.
PESTLE analysis-
Political-
Political in-stabilities of UK is making a negative impact on organizational operations
and this can be seen during the evens of Brexit in which UK's decision of leaving EU has
reduced the customer count and also has forced organizations to pay taxes in the areas which
were freely available before Brexit (Lin and Ottenbacher, 2020).
Economical-
The economic conditions of a geographic location also makes a impact on the pricing
strategy followed by new organizations like Sunlight hotels because if pricing is set too high then
customers will not be able to utilize the hospitality services similarly if pricing is lo enough then
economic growth will be limited.
Social-
Organizations have to make sure that they are able to identify the social trends and
customer requirements by which it can make sure that it is able to provide services as per the
customer requirements by which chances of having increment in sales will be increased.
Technological-
Organizations like Sunlight hotels has to make sure that it is able to implement
technological advancement in its work areas by which it can make sure that efficient high level
of contact less services are provided to customers through the means like online payment, remote
check-in and other facilities.

Legal-
Organization has to make sure that it work according to the legal legislations because if
company is not able to work according to the legal laws then in that case it has to face penalties
because of which organizational expenditures will be increased and negative impact on brand
image will also be established (Bowie and Buttle, 2020).
Environmental-
Organizations have to make sure that it is able to develop organizational structure in such
a way that it minimizes the negative impact established on the environment by which it can
develop positive image in front of the customers, however this also increases organizational
expenditures.
SWOT analysis-
Strength-
Sunlight hotels is a new entrance in the hospitality market industry because of which
company is having wide collection of market data because of which company can develop
effective working strategy in such a way that high customer attraction is achieved. Company is
also aware of working strategies of other market competitions because of which it can make sure
that it is able to provide new products to customers.
Weakness-
Sunlight hotels is planning to enter new market because of which it may have to face
large amount of resistance from the existing market competitions because of which company
performance will be affected (Calinaud, Kokkranikal and Gebbels, 2020).
Opportunity-
Company is new entrance in market because of which it can efficiently make changes in
working capabilities accordingly by which it can attract new and trendy customers towards the
organization by which sales can be increased through the means of advertising itself through the
means of social media marketing.
Threat-
During the present time of COVID-19 travelling is reduced because of which
organizational sales are reduced and also at the same time government has established total
lockdown in the county because of which negative impact on economic growth can be seen. This
is a high level of threat for Sunlight hotels, in order to achieve customer count.

STP-
Segmentation-
Sunlight hotels tend to provide high level of hospitality services to customers at premium
pricing because of which company has to segregate the market place into different small
segments by which it can make concentrated for attracting selected targetted audience. The
targetted audience for Sunlight hotels would be people who live luxury lifestyle and the people
who have to travel a lot (French, 2018).
Targetting-
Once company is able to segregate the market place then in that case it tend to identify
the specific targetted audience by which it can make sure that organizational working and
advertisements are done in such a way that it is able to attract its targetted audience, which in this
case would be businessman and people of higher class because of their expenditures.
Positioning-
Once organization is able to identify its targetted audience then arises the stage in which
it has to develop a positive organizational image in front of the customers by which customers
can be influenced to increase their engagement with the organizational activities because of
which organizational customer count can be increased.
Marketing Mix-
Product-
Sunlight hotels will provide hospitality services like Bed & Breakfast (B&B) facilities to
customers. Company also tends to provide other dinning products to customers by which it can
make sue that it is able to fulfil customer requirements because of which it can achieve high
organizational sales (Zutshi, 2019).
Price-
Company tends to establish premium pricing on its services to customers because of
which it can make sure that it is having high profit margin because of which it can achieve
efficient economic growth. While establishing premium pricing company has to make sure that
pricing is not set too high because prices are high enough then negative impact on sales can be
seen.
Promotion-

In order to achieve high customer count and high sales company tend to promote itself
through the means of internet and traditional marketing by which it can make sure that it is able
to achieve high brand awareness (Bavik, 2016). This collaborative effort is effective because it is
able to increase its reach to wide range of customers by which high sales can be achieved.
Place-
Company tend to provide its services through the means of online and offline market
because of which it can develop two channels for having efficient customer touchpoints because
of which it can make sure that customers are empowered to make their direct contact with the
company by which customer engagement can be increased. Through this integrated efforts
company can make sure that it tends to empower customers for increasing their engagement with
the organization by proving them efficient ways to provide their feedbacks regarding the
experiences which are achieved during the engagement with the company.
Process-
Organizational services have to be provided to customers through the means of online
and offline ways, in which customers can choose the type of services between home delivery and
in-store pickup in which they can utilize the rich quality of hospitality services provided by the
organization. Due to this Sunlight hotels must efficiently integrate technological advancement
with highly trained work forces by which customer satisfaction can be increased.
People-
In order to provide high level of organizational services to customers Sunlight hotels
must provide efficient training to its employees by which it can make sure that employees are
able to work according to the organizational requirements and changing market trends by which
it can make sure that high level of organizational services are provided to customers by which
customer satisfaction is increased (Kandampully, Bilgihan and Zhang, 2016).
Physical Evidence-
Company has to develop effective infrastructure because it tends to provide hospitality
services to customers with different variety of dinning options at premium pricing because of
which it can utilize that infrastructure to promote itself to the customers because of which it can
enhance customer experience due to which chances of brand switching can be minimized.
Monitoring & Evaluation-
Revenue per room-

Sunlight hotels tend to provide high level of hospitality services to customers because of
which company tends to have a state-of-the-art efficient infrastructure through this it can make
sure that customers are having a level of services which gives then proper value of money
experience. Due to this reason company can evaluate the changes in average revenue generated
per room by which it can make sure that sales are increasing.
Occupancy rate-
In order to monitor the effectiveness of customer experience company can monitor the
organizational occupancy rate by which it can make sure that customers are having high amount
of involvement in organizational activities because of which the occupancy rate of company in
terms of providing high level of services to customers is increased because of which sales are
increased and chances of goal achievement has also increased.
Online Review-
In order to evaluate the customer experience with the organization company can also
check the online reviews by which it can get a detailed understanding of factors which are
making a negative impact on customer's experience with the organization and can make
concentrated effort for improving customer experience.
Budget-
The proposed for the implementation of this marketing plan for Sunlight hotels is as following.
Products Price
Infrastructure 1,000,000/- £
Machineries 700,000/- £
Furnitures 350,000/- £
Advertisements 75,000/- £
Total 2,125,000/- £
CONCLUSION
Through this report it can be concluded that marketing management philosophies are
discussed in detail which include product concept, selling concept, marketing concept etc. with
providing examples for the principles of marketing. Corporate social responsibility and business

ethics of Hilton hotel is stated. Hilton comes under hospitality sector. The company is very
conscious about the environment and make sure that they are not polluting the environment.
Company also follow fair practices to run business. They do not follow unfair practices. They are
very particular about the employment law, discrimination law, health and safety laws etc. further
understanding of the promotional mix and integrated marketing communication strategy which
involve advertising, direct selling, PR etc. effective carried out of the promotional activities can
be helpful for the company in increasing their sales and revenue. Preparation of the marketing
plan for the sunlight hotel. In which objectives are formed, swot and pestle of the company is
done. Further, marketing mix and financial plan is made for the sunlight hotel. In the end
evaluation of the success key performance indicator.

REFERENCES
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