Travelodge Hotel: 12-Month Marketing Campaign Plan Analysis

This report presents a comprehensive marketing campaign plan for Travelodge Hotel, focusing on the "Enabling a Leading Brand" initiative. It begins with an introduction outlining the context of the campaign and the objectives of the report. The main body of the report includes a TOWS analysis, which extends the SWOT analysis, identifying strengths, weaknesses, opportunities, and threats. Following this, the report establishes three SMART objectives for the campaign, justifying each with a clear rationale. The report then details a marketing mix plan, including product, price, promotion, people, and process strategies designed to achieve the set objectives. Finally, the report concludes with recommendations to improve customer service as a crucial component of the campaign, ensuring customer satisfaction and competitive advantage in the market. The report utilizes various academic sources to support its findings and recommendations.

Enabling a leading brand

Table of Content
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
1. TOWS analysis of the company, explaining marketing audit.................................................3
2. Objectives for the campaign and their justification ...............................................................6
3. Marketing mix plan to achieve set objectives........................................................................7
4. Proposals to improve level of customer services as the part of campaign.............................8
CONCUSION................................................................................................................................10
REFERENCESS ...........................................................................................................................12

INTRODUCTION
A marketing plan is the report that outline the companies marketing strategy for the
coming years , quarter or month Typically, a marketing plan will include these elements: An
overview of your business's marketing and advertising goals. A description of your business's
current marketing position (ABOUD and ŞAHİNLİ, M., 2019).
This report will cover case study of Trvelodge Hotel Limited which is privately owned
Hotel. They are having location in UK, Ireland and Span. This is UK's largest independent
hotels who have more then 570 hotel in all over the UK. During the corona virus crises,
Trvelodge Hotel wants to take competitive advantages, so they will run campaign called “
Enabling a Leading brand” which will help them to take competitive advantages in the market.
This report will use the TOWS analysis to explaining the marketing Audit and it will
make the 3 marketing objectives including their justification. This report will make the
marketing mix plan of the Trvelodge Hotel on the basis of their objectives. In the end of this
report will provide recommendation to the Trvelodge Hotel to improve their customer services
which will be the part pf their campaign “ Enabling a Leading brand”
MAIN BODY
1. TOWS analysis of the company, explaining marketing audit
TOWS analysis is the extension of the SWOT analysis which helps to find out
companies strength and their weakness . Opportunities and Threats but then goes further in
looking to match up the Strengths with Opportunities and the Threats with Weaknesses. It’s a
great next step after completing the SWOT and allows for you to take action from the analysis.
TOWS Analysis of Trvelodge Hotel
Threats
 Competitors of the Trvelodge Hotel is developing new technology which is cratering
threat on this Hotel (Andika and Susanti., 2018). They are stealing their customers and
taking competitive advantages in the UK market.
 Competition in the Hospitality is increase and there are many new entreats who are
taking competitive advantages by proving cheap price product and services which is
becoming threat for the Trvelodge Hotel.
 Suppliers are putting pressure on the Trvelodge Hotel and selling the raw material ruin
their prices because the number of suppliers is increasing.

 Increased promotions by competitors have been a threat for Trvelodge Hotel. On most
media, there is more clutter than ever, and customers are bombarded with multiple
messages. This reduces the effectiveness of promotional messages by Trvelodge Hotel.
Opportunities
 Trvelodge Hotel can take competitive advantages in this Corona virus Crises because
every company is suffering from the losses.
 Implementing new technology at the workplace of Trvelodge Hotel will help the to take
comparative advantages, and they can also create good experience for their guest and
gain loyalty of the customers.
 Corona virus Crises create opportunity for the Trvelodge Hotel because every business
affect from these crises in the Hospitality industry so Trvelodge Hotel also have equal
chance to take competitive advantages through advertisement and campaign.
 Social media is the platform which is used by most of the people in UK and Trvelodge
Hotel can take comparative advertisement (Belias and et.al., 2018). They can run
campaign online and aware people about their brand so they can create their presence
in the market and take competitive advantages in UK market.
Weakness
 Finance place important role withing the company to make them successful but
departments like production and marketing are not utilizing financial resources of the
company properly which is their weakness.
 Marketing team is not able to collect proper information about the market where they
are operating their business. Proper research and development can provide them
competitive advantages.
 Employees are not effectively working, and they are not able to satisfy the needed and
demand of the guest. They are getting campaign from their guest about the bad services
which become their weakness.
 Trvelodge Hotel is not performing well in the other markets like Ireland where they
need make new strategies to attract people.
Strength
 Trvelodge Hotel is one of the best privet owned hotel in the whole UK who are having
more than 500 locations.

 Leadership of the companies superiors is best, and they are able to take proper
decision for the company to make them successful.
 Their Hotel locations are the attraction point for the customers because they make their
hotels in the best locations of the UK, where most of the tourist stay.
 Trvelodge Hotel have string financial resources, so they can spend money on the new
technology and innovation for their business.
TOWS Matrix
Strength/ Opportunity
Trvelodge Hotel will use their financial strength to create opportunity of the company
to take competitive advantages (Blut, Teller and Floh., 2018). they will use the financial
resources to implement new information system to improve their business performance and make
batter facility for the customers. Leaders of the company will also use the social media platform
like Facebook and Twitter to run their campaign to take better position in the market.
Weakness/ opportunities
Trvelodge Hotel can convert weakness into the opportunity by proper utilization of
financial resources. Finance manager of the company will ensure that each department is
properly utilizing financial resources or not. Their employees are also not able to provide
satisfactions and good services yo their customers so Hr manager of the Trvelodge Hotel will
provide proper training to the employees to increase their efficiency and create new
opportunities.
Strength/ Threat
Strength like their Good reputation in the UK market will help them to overcome from
the threat. They can take competitive advantages through expanding their business more in UK.
Trvelodge Hotel can bring new technology by using their financial resources (Yun and Hanson.,
2020).
Weakness/ Threat
Trvelodge Hotel can decrease their weakness by providing training to their employees,
and they can avoid the threat if they will follow new technology trend and take competitive
advantages.

2. Objectives for the campaign and their justification
It is necessary for each company before starting any campaign for their company. They
need to make their campaign objectives which they have to achieve thorough the marketing
campaign. Trvelodge Hotel will also need the smart objectives and according that they have to
make proper marketing campaign to achieves success and their set objectives. Here are
objective of the Trvelodge Hotel for their campaign “ Enabling a Leading Brand”
Smart Objectives
 To take competitive advantage by overtaking recognize brands till the end of 2021
Justification
Companies main objective through this campaign is to take competitive advantages and
overtake the other companies in the Hospitality industry. They are taking advantage of the
corona-virus crisis which affect the whole world (Chernev., 2018)They want to provide
budget prices to their customers for their hotel and take competitive advantages and show
themselves as a budget Hotel in this industry. They will use competitive pricing strategy to
which will help them to attract new customers to but product and services from the Trvelodge
Hotel.
 To enhance customers satisfaction through the digital campaign by 10 % till the end of
2021.
Justification
Customers satisfaction is first priority of every organization and Trvelodge Hotel also
want to focus to satisfy their customers because they are not able to provide proper and better
quality services to their customers. Their main aim of their campaign is tor provides satisfaction
to their customers to they will provide training to their employees and give better services to
their customers and satisfy their needs in the affordable price ranges. They will also provide
offer to their customer who will come by looking their campaign. This will help them to gain
loyalty of the customers, and they will also refer their friends to visit this hotel.
 To increase profitability of the company by 5 % till the end of 2021
Justification
Every organization run there business to make profitability and Trvelodge Hotel is also
performing good in their business, but they want to take competitive advantages in the market
where every Hospitality brand is affect because of the Corona-virus crisis. They will provide

quality services to their customers to increase companies profitability and show their presence
in the market where they are operating their business .(Datta, Ailawadi and Van Heerde., 2017)
This campaign will help them to earn more revenue and they will able to take competitive
advantages in the UK market.
3. Marketing mix plan to achieve set objectives
The marketing mix is a crucial tool to help understand what the product or service can
offer and how to plan for a successful product offering. The marketing mix is most commonly
executed through the 7 P's of marketing: Price, Product, Promotion, place, people, physical
evidence, Process. The Marketing mix plan of the Trvelodge Hotel will help them to achieve
their set objectives of the campaign “ Enabling a Leading Brand” and they will able to take
competitive advantages withing 12 months of period.
Marketing Mix of Trvelodge Hotel
Product
Trvelodge Hotel is providing Hospitality services in the three countries and their wide
range of services create good experience. Trvelodge Hotel will also improve there services and
their accommodation for the customers, so they can be comfortable in the Hotel. Employees
will get the proper training and development during this campaign for their skills improvement,
and they will able to provide better services to the customers and satisfy their needs and their
demand (Gottfried and et.al., 2018). They will also provide discount offers to their customers to
attract them, and they can take competitive advantages in the market where they are operating
their business and take advantage of the Corona-virus situation.
Prices
Product prices are most important factors which attract the customers to take services
from Trvelodge Hotel. This company will use competitive pricing strategy to take advantages
and become budget barn in the hospitality industry. They will provide luxury services to their
customers in the affordable prices so the middle class family can also enjoy and Trvelodge
Hotel will able to take competitive advantages in this industry, and they will able to show their
presence in the market. This is the best time when Trvelodge Hotel can take competitive
advantages by providing less prices Hotel services and attract customers to take
accommodation services from the Trvelodge Hotel (Gunawan and Wahyuni., 2018).
Promotion

This is one of the most important strategy where Trvelodge Hotel will advertise their
campaign to the customers. Marketing team of the Trvelodge Hotel will use the social media
platform to run their campaign. They will target customers n the Facebook and witter. Social
media is the best place for the advertisement because they can target the audience which they
want to target and this will also help to save and marketing team can analyze how many people
are watching their campaign and how many are interested in the campaign run by the Trvelodge
Hotel. Their will also run their campaign on the TV to aware people about their discount
offers and better hospitality facility in discount offer.
People
HR manager of the Trvelodge Hotel will provide training to the employees to improve
their skills in the task and This program will also affect on their Performance, and they will be
motivates (Jibai, Alaaraj and Issa., 2018). This will be useful for the company because
employees o the Trvelodge Hotel will able to satisfy the needs and demand of their customers,
and they will provide fast services which will help them to gain loyalty of the customers.
Process
`To make process more easy company will improve their customer services to create
better experience for their customers. They will also improve their polices for the employees
and provide reward for their work
Physical evidence
Trvelodge Hotel is one of the top privately owned Hotel who are having Location in
the 3 different resign which is the proof that they are physically present. Company has more
than 500 location in the UK market and capture good market in the United Kingdom.
4. Proposals to improve level of customer services as the part of campaign
Customers services are necessary for the guest to create good experience therefore,
Trvelodge Hotel should look t improve their services, so they can caret good experience for
their customer (Kotler and et.al., 2018). This can be the part of the campaign which can help
their campaign “ Enabling a Leading Brand” to get success, and they will able to take
competitive advantages in the market. This is necessary for the Trvelodge Hotel to understand
the importance of customer services s and how it can provide them to get success in their
business and how it will help them to take competitive advantages. Here are some customers

importance and advantages of the customer services which can make the companies campaign
success -
Improve in customer relationship
Improve in the customer services will also create good relationship with the customers.
If the customers will get the good services from the Trvelodge Hotel employees then it will
built good relations between employees and the guest. This will create habit in the customers
to take services from the Trvelodge Hotel. It will helps them to get success in their campaign
and company will able to take comparative advantages in the market where they are operating
their business.
Brand can retain customer for longer
If Trvelodge Hotel will offer the great customers services and good experience to the
customers, their customers will be far more likely to sick around their business and heir are
chances the movement arrive (Kapoor and Kaur., 2017). Even when it companies to provide
the services like ancillary, their guest willing to work with their business that they have had
the good experience with before than to find someone new and Trvelodge Hotel will able to
retain the customers for the longer period of time. Treat your customers poorly, and you can
almost be certain that you'll run into problems at one point or another. And those problems can
oftentimes lead to the ominous and untimely demise of your business.
Employees turnover
Employees of every organization pay more attention to how their brand is treating their
customers and creating good experience for them, This is the same with the superiors of the
company when they see how the employees of the Trvelodge Hotel are treating their
customers like they are gold. This delivers the sense of the endowment, making them proud to
part important part of the team and marketing them more willing to stick around When
employees, on the other hand, are taught to undercut and discount customers for whatever
reason, it does quite the opposite (Kotabe and Helsen., 2020). It is necessary for the Trvelodge
Hotel to provide training about how they should treat their employees and how they can create
good experience for their customers and gain competitive advantages.
Open doors for partnership and opportunities
Treating customers as a gold is infectious and this helps to open the new doors for the
Trvelodge Hotel for the partnerships, this can be mostly when any businessman see that how

they are caring about their customers and how they are treating them when they come to the
Trvelodge Hotel and how their employees behave with them. This shows a lot about the
company and their deep value about their customers. Creating good presence in the market
attract the businessman to do partnership with them and also the investors who want to invest
in the Trvelodge Hotel. This will increase their financial resources and take competitive
advantages in the market.
Loyalty of the customers
Customers in the Hotels come and go bu there are very few customers who always
choose thons Hotels brand where they want to stay (Keegan., 2017). This can be possible for the
Trvelodge Hotel to create loyalty among the customers through the better customers services.
They have to understand what their customer need from them and how they can be more
comfortable. By providing the satisfaction to the customers Trvelodge Hotel can achieve their
campaign objectives, and they can also take competitive advantages in the market where they are
operating heir business and show their presence as the one of the top hotels in the whole
Hospitality industry and overtake the other hotel, which are having huge shares in the UK
market. Trvelodge Hotel can make this possible if they will provide good customers services to
their guest who arrived in their hotel.
Convey strong Moral and value ad belief in the companies mission
Taking care of the customers convey the strong set of the moral value and belief in the
mission of the Trvelodge Hotel. This means that the transcending the necessity for the profits
by focusing on building their tribe (Zhou and et.al., 2019). This also means that the greater
focus at work here than mere profits, This is an indicative of the deeper desire to build
something which is valuable and helpful for the others and to somehow , in the same way or
the another change the world by doing so. This is the way company can make their campaign
successful, and they can also take comparative advantages in the situation like Corona-virus.
They can also overtake the companies and show their presence as the one of the best Hospitality
providers.
CONCUSION
As per the report has been cover the case study of Trvelodge Hotel who want to run
their new campaign name with“ Enabling a Leading brand” to take competitive advantages .
This report has been used the TOWS analysis to explaining the marketing Audit and it also has

been made the 3 marketing objectives including their justification. This report has been make
the marketing mix plan of the Trvelodge Hotel on the basis of their objectives. In the end of
this report has been provided recommendation to the Trvelodge Hotel to improve their
customer services which will be the part of their campaign “ Enabling a Leading brand” .

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