Marketing Management: Travelodge's 12-Month 'Leading Brand' Campaign

This marketing report presents a comprehensive 12-month marketing campaign plan for Travelodge, focusing on 'Enabling a Leading Brand'. It includes a TOWS analysis and marketing audits to evaluate Travelodge's strengths, weaknesses, opportunities, and threats. The report outlines three SMART marketing objectives aimed at increasing direct bookings, improving brand image, and capturing a higher market share. A detailed marketing mix plan is provided, covering product, price, place, promotion, people, process, and physical evidence, to achieve these objectives. Furthermore, the report proposes strategies to enhance customer service levels, emphasizing employee training, service personalization, and technology integration. The plan spans from July 1, 2021, to June 30, 2022, and aims to provide actionable marketing strategies for Travelodge to gain a competitive advantage and improve customer satisfaction. Desklib offers a variety of study tools, including past papers and solved assignments, to support students in their academic endeavors.

Individual Marketing
Report

Table of Contents
INTRODUCTION...........................................................................................................................1
Marketing TOWS in regards to Travelodge and marketing audits in doing so...........................1
Three Marketing objectives for marketing campaign of “Enabling a leading brand”.................4
Marketing mix plan which is to be undertaken for achieving objectives over the period of 12
months..........................................................................................................................................6
Proposals related to the ways Travelodge could improve customer service levels as part of the
marketing campaign.....................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing meaning to attracts the people and buyers by using different sources of
communication that helps to manage the functions of business organisation. The management
marketing are defined as companies discipline that focuses on application of market orientation,
methods, techniques and the activities which influenced people and make the buying decisions.
This can be challenge for organisation what marketing activities and planning should be uses by
management and how it can be satisfied the customers (Baker, 2016). This can help to reach near
by goals and targets so all activities can be perform effectively. To increase the insights and
importance of marketing Travelodge has been selected that is big brand in hotel services
providing different types of hotel and staying services as per consumer wants and increases the
business performance. This company is making the effective proposal plans that can help in
intensive campaign for 'Enabling a leading brand' will be prepared. This will help to improve
the customer satisfaction level by getting competitive advantages. This plan will be start from
July 1 2021 to 30 June 2022 which is a period 12 month. This report is considering knowledge
and understanding of theories, complexity of competitive environment, how to analysis the
market situation and justification of actionable marketing strategies.
Marketing TOWS in regards to Travelodge and marketing audits in doing so
Marketing is defined as way of maintaining relationships and exchanging of ideas which
is highly important in organisation for the purpose of get deciding and attaining the business
goals. Marketing audits is the systematic and comprehensive analysis of a business that can help
to evaluate the market by considering internal and external factors which are important for
business and increases performance (Dogu and Albayrak, 2018). For running a business there is
also need to analysis the strength and weakness of their organisation that helps to give ideas that
what changes are needed to bring and how they can be effective in order to increasing brand
image. Travelodge is a larger hotel that provides staying and food facilities to its customers
which can help to increase the business performance in changing environment. The managers of
Travelodge are focusing on marketing audits and strategies for the purpose of running their
business and increasing brand image. This also helps to know the capabilities of employees,
management, function and activities which are running by top authorities for making right
business decisions. The internal capabilities of Travelodge organisation are as defined:
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Strength:
 Travelodge is a larger hotel that is supplying variety of hotel services at various
places.
 This is having several hotel chain which attracts customers and increases the
performance.
 Providing hotel services at affordable room rates.
 Providing a facility of convenient and quick booking.
 In Travelodge, environmental consciousness customers which is maintaining by
such organisation helps to take the benefits.
Weakness:
 This organisation is not providing whole range of products however it is luxury
hotel (Calder, Malthouse and Maslowska, 2016).
 Not focusing on special type of room services, porter services, concierge service.
 Dealing with many international legislations that limits the running hotels.
 The weak point is not ideal with families and larger parities as they require more
rooms and space.
Opportunities:
 The expansion of company and its activities in abroad.
 Offering special discount, packages and other entertainment programme to
customers which attracts them.
 To participates with new partnerships which helps to increase the organisation's
reputation.
 Uses of proper marketing activities and running campaign.
 Setting the reasonable prices of their products and services which helps to make
the right business decisions.
Threats:
 Occurrence of natural issues such as pandemic situation, flood, government
legislations etc.
 Competitors are more designed and facilitated that reduces customer's interest
towards Travelodge.
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 Wars and disputes in countries
The TOWS analysis of Travelodge company and marketing audits
TWOS analysis is working as a tool that are uses by organisation in order to getting
where are the chances to improve the business performance and how it helps to working
properly. Travelodge is using TWOS analysis for the purpose of delivering better quality of hotel
services and managing the organisational performance that are as defined:
Strength/ Opportunities – Maxi – Maxi is another name of such aspect that uses by
organisation in order to increase the business performance. This can help organisation to
maintain the higher position by maximisation of strength and opportunities. Travelodge uses this
strategy to expand their business in national and international countries that can help to attract
and increasing business performance. In this, management of chosen hotel are formulating new
strategies and planning that can help to mange the performance and organisational productivity
(TWOS analysis, 2019).
Weakness/ Opportunity – Situation that consider in is mini maxi strategy that uses by
companies to minimize the weakness and increases opportunities that can help to deal with
changes and introduce new products and services which can attracts and helps to make the right
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decisions. In this, managers of Travelodge exploits the opportunities by implementing new plans
that helps to reduce the weakness and increases performance. With the help of this managers can
reduce negative impacts on business (Guenzi, and Storbacka, 2015).
Strength/ Threat – Situation are involving as maxi mini strategy that uses by strong
organisation by facing all challenges and delivering right products in hostile environment. In
context to Travelodge, managers are focusing this planning in which it has to focus on strong
financial capabilities, low price of products. Whenever organisation is identifying threat in their
business then it can be overcome and reduces by increasing the strength that helps to develop the
organisation (Homburg, Jozić and Kuehnl, 2017).
Weakness/ Threat: This is showing the position of company that has little development
and reduction in profitability. Mini mini strategy is considered this planning which is required
high supervision and techniques to reduce the weakness and threats of business. This can reduce
the productivity of Travelodge in case of applying where merger with other companies is good
option to survive in competition and keep continue the business (Hurth and Whittlesea, 2017).
Therefore, management of Travelodge are con ducted the market audits in changing
environment and organisation by evaluating market and conducting proper research that helps to
maintain the performance. This can help to deliver the right products and services in context to
hotel which are customers demanding and increase the customer satisfaction level under maxi
maxi strategy.
Three Marketing objectives for marketing campaign of “Enabling a leading brand”
After proper research and finding it has been defined that Travelodge is making the plans
for expanding its business by diversifying its strength and operating the business successfully.
The management of such organisation are playing an important role who analysis the market,
conduct proper research, managing information and delivery of right products and services in
changing environment that may support to attaining the business goals. Every organisation are
working as identification of strength, weakness, opportunities and threat that helps to make the
plans and strategies accordingly. The management of Travelodge are focusing on needs and
income group of customers which help to provide right hotel services in order to taken the
competitive advantages. The strength of chosen hotel is providing products and services as per
customer demand on affordable prices, maintaining strong distribution area that make easiest
way to reach the potential customers, easy booking, cancellation and payment facility that are
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given by management which may improve the productivity of company. These all strength and
techniques helps to increase the performance and profit margin in changing environment by
offering range services (Keller and Kotler, 2015). The weakness are associated with Travelodge
number of employees, and turn over of company is reducing due to occurring many changes in
government regulations and policies which are uses to deliver the hotel products and services.
Cost of organisation also increases as it spends amounts on infrastructure, designs and interior
that increases cost of business. The management of organisation is needed to provide the training
and development to their employees which also can reduce the organisational productivity. To
overcome the threats managers should have proper planning and strategies that should be
properly produced will help to increase the performance. Implementation of new technology and
services in selected hotel provide a support to increase brand awareness. Moreover, threats are
facing by organisation are changing in regulations, instability in political regulation,
environmental changes, needs and taste, income group etc. that needs to be control and manage.
From the all discussion, the marketing objectives of Travelodge are prepared by
management for running the marketing campaign “Enabling a leading brand” that will help to
resolve all problems, reducing threats and overcoming the weakness (Mehmet and Clarke, 2016).
The SMART marketing objectives of Travelodge are:
To increase the % of direct booking by 15% in 2021: The main aim of Travelodge is
to increase the percentage of direct booking than past years as it is providing products and
services as per customer demand and in wider range that can help to make the booking faster.
Attaining the clear target of 10% increment by direct booking: The selected
organisation wants to attain their targeted customers and increasing booking by measuring all
performance and activities which can help to reach near by goals and maintaining the good
performance (Mariani, Di Felice and Mura, 2016).
Increasing brand image and channel management: Travelodge is conducting the
campaign for leading brand for this, it is require improvement in parity rate, optimisation of
hotel's booking engine and increasing CRM and email marketing that can help to attain the
decided goals and objectives.
Capturing high market share and profitability: The chosen organisation wants to
capture high market share and profitability by sharing the information through different
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marketing activities. The management also required to deliver best quality of products and
services in changing environment that can help to attain the business goals.
Marketing mix plan which is to be undertaken for achieving objectives over the period of 12
months.
Marketing mix plan is an impressive tool that uses by organisation in order to run and
managing the performance in changing environment for the purpose of attaining the business
goals. It is important for every organisation to have proper marketing activities and planning
which can help to inform customers and increases the business performance in changing
environment. In other words, marketing management is the continuous process which uses by
management for the purpose of informing customers and delivery of right messages so decisions
can be taken accordingly.This is also considered as primary tool for every business management
and commerce so all activities can be performed effectively and manage the functions so all
activities can be completed on time and increase the productivity. Travelodge is using this tool
for the purpose of attaining marketing objectives by delivering better quality of hotel products
and services. Marketing mix for this organisation are defining below:
Marketing mix plan
elements
Meaning In context to Travelodge
Product This means item which may be
tangible and intangible,
provide by organisation for the
purpose of satisfying
customer's needs is called
product and commodities.
Travelodge is chain of several hotels
offering staying, food facility, drinks,
beverage and other products or easy
booking services that can help to
increase the organisational
performance.
Price This means actual amount that
are setting by organisation and
needs to be pay by customers
for the purpose of exchanging
products.
The chosen company is needed to
adopt competitive pricing strategy by
comparing with competitors that can
help to attracts the customers and
increases the sales of hotel services.
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Place This represent geographical
location and selected platform
that are uses by company for
selling their products and
services (Skorobogatykh and
et. al., 2016).
Travelodge is operating its function
and activities in U.S., Scott King,
London and Edinburgh that are major
countries as well as cities where
customers can buy the hotel services
effectively and manage the
organisational function.
Promotion This represent sources and
ways of promoting the produc
ts which are uses by
organisation and helps to
increase the organisational
performance in changing
environment.
Travelodge is promoting their hotel
products and services by using
communication channel such as social
media, print media, online websites,
direct marketing, special offer and
discount that aware customers and
they book the services which
increases performance.
Physical evidence This means products and
services which have existence
and feeling, increases the
organisational productivity by
providing such services.
The physical evidence of Travelodge
is clean facilities, well decorated
rooms, proper services, entertainment
programmes and other special
arrangement that are offered by
management in order to improve
brand image.
Process This means process in relation
to buying exposure that also
focusing on distribution
channel in order to attain the
business goals.
The management of selected company
are using network or website, online
buying facility and direct payment
mode that can help to attain the goals.
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People This means people who help in
selling, delivery, increasing
and managing the
organisational performance in
challenging environment.
The marketing manager, sales
manager, finance manager, clean
department etc. are working in
organisation and helps to attain the
business goals.
Therefore, a marketing mix is uses by Travelodge company that is providing the Hotel
services and variety of products to customers by focusing on their needs. This plan helps to fill
the organisational objectives and completion of task in fixed period of time. All companies are
adopting different types of marketing plans and systematic analysis that involves marketing
planning, objectives, strategies and principles, influencing marketing directly that can help to
maintain the higher profits. The managers are planning to run the campaign that is “Enabling a
leading brand” that can help to manage the all activities and perform function for running
business and improving profitability Möller and Halinen, 2018).
Proposals related to the ways Travelodge could improve customer service levels as part of the
marketing campaign.
Proposal is a invitation and document which is prepared by organisation for the purpose of
attaining their SMART goals by attracting customers and satisfying them. The objectives of
Travelodge are defined above and a proposal plan is prepared for improving customer service
and running business properly. This will help to increase the % of direct booking, brand
awareness, customer satisfaction, increment in market share and profitability by applying proper
strategies and marketing tactics that can help to manage the organisational functions and
increasing the profitability.
Proposals for Travelodge that can improve customer service level as part of “Enabling a
leading brand” Marketing Campaign.
Customer service means how an organisation is enable to attracts the customers and retain them
for long period of time that can help to increase the organisational productivity in competitive
environment. Organisation are setting the objectives and making a proposal plans that by
identifying needs and delivery of such products that influences business performance and
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managing the activities. The manager of Travelodge, focusing on needs of customers as what
services they wants in hotel and how they can be satisfied by delivering services. The managers
are planning to conduct market campaign with the name of “Enabling a leading brand” between
the time duration of 1 July 2021 to 30 June 2022. The ways of improving customer service level
are:
Unacceptable – This means seeking customer feedback by providing them different ways to
share their experience which they are feeling as bad. In this stage the customers of Travelodge
will let to know about their bad, good and ugly experience. The web service provider of chosen
organisation provides different channel such as live chat, tickets and phone 24/4 hours facility
that can help to make plans accordingly.
Strengthen your customer team – The management and superiors of Travelodge are
improving their customer begins by building a strong customer service team. For this, managers
are require to deal patiently with problems, low customer satisfaction, employee absenteeism.
Moreover, good communication skills and knowledge will help chosen organisation to increase
the team and selling their hotel services to customers effectively. This can help to reach near by
goals and managing the performance (Möller and Halinen, 2018).
Uses of CRM – This means customer relationship management that is required to be done by
management and helps to share the information which increases business performance. There is
also needed to improve the interaction and engagement of customers with management that
increases profitability. Fill the customers needs and make efforts to provide them best
experience in changing environment.
Supply chain – Travelodge is using the effective supply chain process for the purpose of
reaching and delivering the hotel services to customers by placing different places. Moreover,
by using new technology and process of supply chain are uses by management that can help to
manage the function and increase brand image.
Leverage multi channel services – The managers of Travelodge should be use different
channel such as mobile device, self service and social services that will help to provide the
information regarding new hotel packages and attractive services that will help to manage the
organisational function and brand image.
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CONCLUSION
From the above report it marketing activities are performing by management in order to
complete their work and attaining the business goals. Customer service level is a systematic
arrangement of customer satisfaction which is required by management to provide for the
purpose of attaining the high brand and goals effectively. Proposal plans are prepared by
management by deciding goals and making strategies which can help to complete the task and
accomplish business objectives.
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REFERENCES
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Online
TWOS analysis. 2019. [Online]. Available through:
<https://www.business-to-you.com/swot-analysis/>
(Baker, 2016) (Dogu and Albayrak, 2018) (Calder, Malthouse and Maslowska, 2016) (Guenzi,
and Storbacka, 2015) (Hurth and Whittlesea, 2017) (Homburg, Jozić and Kuehnl,
2017) (Keller and Kotler, 2015) (Mehmet and Clarke, 2016) (Mariani, Di Felice and
Mura, 2016) (Skorobogatykh and et. al., 2016) (Ying-Ping and Hu, 2016) (Möller and
Halinen, 2018)
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