LSC UoS BA Business: Marketing Campaign Plan for Travelodge Report

This report provides a comprehensive analysis of Travelodge's marketing management, focusing on developing a 12-month marketing campaign plan. The report begins with an introduction to marketing management and its importance, followed by a TOWS analysis (an upgraded version of SWOT) to identify Travelodge's strengths, weaknesses, opportunities, and threats. It then outlines three specific marketing objectives, including increasing customer footfall, enhancing sales, and boosting profitability. The report examines the marketing mix plan, including product, price, place, promotion, people, process, and physical evidence, and proposes strategies to improve customer service. These strategies include identifying customer needs and implementing targeted initiatives. The report concludes by summarizing key findings and recommendations for Travelodge's marketing efforts, offering valuable insights for the hospitality industry. It uses a marketing environment audit for accurate and appropriate information.

MARKETING
MANAGEMENT

INTRODUCTION 3
MAIN BODY 3
Marketing TOWS for TRAVELODGE and explanation of marketing audits 3
Formulation of 3 marketing objectives 5
Examination of the marketing mix plan that have been proposed to achieve objectives 6
Proposal on the way in which TRAVELODGE can improve its level of customer services as a
part of marketing campaign 8
CONCLUSION 10
REFRENCES 11

INTRODUCTION
Marketing management is defined as an organizational discipline that has highly focused
with the application of various types of methods that has been proven to be beneficial for
performing of marketing activities in systematic manner. Main objective of this is to ensure that
all types of task has to be enhanced under customer engagement that has been performed in
systematic manner for attaining of profit at higher level. Main aim of this report is to determine
importance of marketing campaign for an organization. For this purpose the hotel Travelodge has
been selected. It is one of the leading hotels in UK. In this report things that are being covered is
market TWOS, formulation of objectives, examination of marketing mix plan etc. Further from
this proposal for the purpose of making improvement in customer services and is also covered in
the project.
MAIN BODY
Marketing TOWS for TRAVELODGE and explanation of marketing audits
TOWS analysis: This analysis is based upon opportunities, threat, weaknesses and strengths that
is considered an upgraded version of SWOT analysis (Matthyssens and et. al. , 2016). This is
going to help hospitality industry by making them aware about all the positive and negative
elements which has been affecting business under adverse situation. Formulating of marketing
campaign it is very much effective tool for Travelodge. This is going to lead towards marketing
of constitutional of organizations that is going to formulate appropriate marketing consultant of
an organization will be able formulate its marketing objectives. TOWS has been conducted over
Travelodge in detail as follows:
Components Opportunities Threats
New market campaigning is
required to be designed.
High level of competition
Expansion in different
countries
Lack of customer engagement
Strengths SO ST

(Maxi – Maxi) (Maxi – Mini)Large market share
Focused with innovation
Weaknesses WO
(Mini – Maxi )
WT
(Mini - Mini)Weak positioning strategies
Limited global presence
From the above table various kinds of strengths, weaknesses, opportunities and threats in
Travelodge has been marked. Further analysis over it has been explained as follows:
SO (Strength – Opportunity): TOWS analysis has shown that Travelodge has two main
strengths that are large market shares and focused innovation. These two have been benefitting
the organization towards executing of business in proper manner to attain competitive edge. Two
main opportunities for the organization is conducting of new marketing campaign and expanding
business globally. All such strengths and opportunities has been helping the hotel to carry out
operations in systematic manner. Contributing towards growth options the enterprise is able to
reach towards its targets like gaining of higher profit, productivity etc. All kinds of strengths
over organization that is going to be beneficial for garbing of opportunities because of large
shares in market that is going to help in making sure that new marketing campaign that has to be
introduced by it this is going to attract clients. While planning to expand businesses and its
strength is that it has to be focused upon innovation. This is going to allow to create more
benefit and work over it in effective manner (Mariani, Di Felice and Mura, 2016).
ST (Strength – Threats): Two major threats that has to be faced by Travelodge is of
higher competition and lower customer engagement or footfall. This is an important thing that
has to deal with both threats properly so that business could be operated over systematic manner.
In order for responding over all the marketing consultant of Travelodge can utilize strength
properly. High level of competition that could be dealt by utilizing of latest technology as this
entity has been highly focused upon innovation. Also artificial technology can be used by it to
attain high level of competitive advantage and market leader. On the other hand, strength of
large market share is going to be beneficial in dealing with the threat of lack of customer

engagement as this is going to help in attracting of large number of customers within an
organization that has captured huge part of market. All strength can be use to deal with
management of entity and threat properly.
WO (Weakness – Opportunity): The TOWS analysis has shown that two main
weaknesses of Travelodge is that positioning strategies and limited global presence. For dealing
with al weaknesses the management of an organization has to take advantage of an opportunity
with the help of all this the weak element is going to response properly. On the other hand, by
designing a new marketing campaign Travelodge can strengthen its positioning strategies.
WT (Weakness – Threat): There are lot of weaknesses and threats of Travelodge. This
is an important for organizations that is going to make sure that all of them are dealt in proper
manner for the growth of business to grow. Some of them are weak positioning strategies,
limited global presence, lack of customer engagement and level of competition is high.
In order to conduct the TOWS analysis marketing environment audit is being used which
is as follows:
Marketing environment audit: Such audit has been use for the purpose of analyzing of
objectives, activities and environment of an organization that has been relate to making an
organization that is related to marketing in comprehensive and systematic manner. While TOWS
analysis this audit that has been used so that an accurate and appropriate information regarding
(Krasyuk and et. al., 2017).
Formulation of 3 marketing objectives
 For increasing of customer foot fall by 20% in upcoming month. This means to increase
number of customers.
For an business like Supermarkets it is very much important for having an foot fall for
achieving of business goals to be accomplished. A new marketing campaign has to be designated
by Travelodge that has been helping an consultant that has formed and objective that is leading
to an increment in customer foot fall during 5 months. If such goals has been accomplished then
total income of entity which could be increased. For attaining of all sale force that has been
required for making sure over attending of each and every customer properly and respond to the
queries.

 Enhancing sales by 5% in forthcoming 12 months that the revenue could be increase.
Another objective that is going to be used for marketing camping which has to be
improvement in sales so that total revenue of an entity could be increased. This is going to make
aware customers regarding various product and services that has been provided by Travelodge.
This is going to be helpful in achieving of goals for attaining of growth and development.
Various steps have to be taken by Travelodge to accomplish of objectives in proper way as per
the guidance of leaders. Marketing campaign will spread detailed information about all the
services that is being provided by Travelodge in the market. With the help of its, awareness
regarding all the items will be increased and it will result in higher sales for the organization.
 To increase the profitability by 12% in next 8 months to enhance performance of
business.
The third objective is based upon designing of marketing campaign that is increment of
profits so to improve overall performance of Travelodge. Also the consultant had decided
to use digital technology for marketing of its brand as this going to make them rebuild
customers. This is going to be helpful in making possibility of generating of higher
profits that can be increased because when an digital platform has to be used for
marketing purpose then this is going to help a firm to target large number of individuals.
Marketing campaign will also be beneficial for the enterprise improve performance
because when end number of buyers will buy its goods then profits will be increased.
Higher profitability will result in good performance of whole organization.
Examination of the marketing mix plan that have been proposed to achieve objectives
Marketing mix: This has to be defined as the combination that is different elements
which has been related over marketing of all products and services that has been sold by an
organization within the market (Homburg, Jozić and Kuehnl, 2017). Such components are like
product, price, place, promotion, people, process and physical evidence. As Travelodge has been
design over marketing of new product campaign for attainment has various types of jobs and
different objectives for this purpose only elements of marketing mix has to be altered.
Marketing Mix Plan
Marketing mix Detailed analysis

elements
Product All the items that have to be sold by an organization is considered as all
products. When designing a new marketing campaign this is very important
for marketing consultant for Travelodge. This is done to make sure that all
products has to be offered for having good quality. It will be beneficial to
achieve the objectives of increased profits, sales and foot fall.
Price This is that kind of amount that has been charged by the customer for the
items that has been brought by them. As an new marketing campaign is going
to be designed by Travelodge therefore it becomes very important to utilizing
of those policies that is going to benefits the services. When marketing is
being done and also make people aware about prices.
Place Place means that kind of location in which customers go and take the
services. When designing of market campaign Travelodge it is required to
make sure that its is within the reach of customers. This can be done by
paying attention towards the element of an organization that is going to help
in achieving of an objective of higher sales and profits that has been
increased in number of customers. If the services are not easy to eb reached
to customer then this can result into lower level of customers in operational
activities.
Promotion These are refer to that kind of activities that has been performed by the
entities which is there to attract large number of customers. Several methods
are to be used by Travelodge for such purpose are advertisement, sales
promotion. TV commercials. In order to achieve and objective higher
customer foot fall Travelodge has planned for performing of activities of
online marketing.
People All such individuals working in an organization these are those types of
people that have been contributing growth of business. For achieving of
marketing objectives of increased foot fall, sales and profitability Travelodge

have decided for decided to provide training of sales. So, that they can
understand customers need of customers.
Process All these procedures has to be followed for performing of operations that has
been considered as an part of this element of marketing mix. As new
marketing campaign that has been design by Travelodge is going to be based
upon marketing consultant have to make an decision over some changes in
process of execution of business.
Physical
evidence
It is the element which provides characteristic of differentiation to the
products and services which are sold by an organisation. In order to achieve
the marketing objectives of higher profits, sales and customer foot fall
marketing consultant of Travelodge have decided to make appropriate
changes in it.
Proposal on the way in which TRAVELODGE can improve its level of customer services
as a part of marketing campaign
For all the organization that is very important to design of effective marketing campaigns
that has been designed in order to improve customer care services (Forkmann and et. al. , 2016).
Marketing consultant of Travelodge has designed a new campaign that is why it is essential for
developing of a proposal to improve and level of customer services. Detail explanation upon it is
as follows:
Proposal
Strategies Details
Identifying needs
of customers
For improving of level of satisfaction of customers Travelodge has
decided for identification of needs of clients that has been helped through
marketing campaign. This is going to be helpful towards both product and
services or changes required in them as per customers requirements. It
has to be beneficial for an enterprise for enhancing of satisfaction level as
they are that part which is of high quality.

Taking timely
feedbacks
It is essential for all kinds of entities and feedbacks are from customers
upon regular basis for identifying and modification within an organization
process that has to be made. In order to design the campaign the
consultant has to decide to take proper feedbacks from targeted audiences.
After an effective change this has to be made accordingly to the purpose
of improvement level of customer satisfaction. Such step is going to be
beneficial For Travelodge in order to meet objectives for marking of
campaign.
.
Staff training For attaining of success this is an important thing for all entities to train
its staff so that work can be done in productive manner. This is going to
help in delivering of smooth and better services that is going to enhance
satisfaction of customers (Dogu and Albayrak, 2018). When designing of
marketing mix plan consultant of Travelodge has to take an decision over
conducting of appropriate training programs for the staff in order that all
employees can work with productivity. This strategy is going to help
strategy in organizing and full filling of requirements of clients visiting
the hotel.
Rewarding loyal
customers
It is one of the effective step which is being proposed by Travelodge to
take in future for the purpose of improving customer satisfaction level.
The marketing consultant have decided to reward all the brand loyal
clients who are buying products from supermarkets of Travelodge. They
will be rewarded with discount coupons or other bonus cards which could
be redeemed by them in future whenever they require it.
Resolving all the
queries of
customers
This is also important for achieving of all objectives that has been in
relation to marketing campaign. Travelodge has been planning to make
sure that all queries that has been made by customers in stores is going to
be resolved quickly. By paying attention towards this strategy the

marketing consultant have planned to improve the level of customer
satisfaction. When all their concerns will be resolved properly then it will
help to increase their level of service.
Paying attention
towards customer
relationship
management
It is one of the major steps which will be taken by Travelodge for the
purpose of improve level of customer satisfaction. The top level
executives have decided to improve CRM by formulating new strategies.
Focus upon it will be beneficial for the attainment of objectives which are
related to marketing campaign. These are higher customer foot fall,
profitability and revenues. By managing all the relations properly with
clients the enterprise will be able to increase their level of satisfaction.
Marketing consultant of Travelodge has to decide for taking of the steps that has been
mentioned above to improve customer satisfaction. This can be done by paying attention to an
organization that is going to lead towards achieving of level of satisfaction. By paying attention
towards all the things that is necessary for the organization that is going to meet objectives of
market campaign. These are higher foot fall and profits. So, the whole proposal is focused with
the improvement level of customer satisfaction so as the customer base of entity can be
strengthen for further growth (Brink, 2017). .
CONCLUSION
From the above report it has can be concluded that marketing management is that process
of making proper alteration within market related activities fro enhancing of performance of
business. This designing of new campaign of market of product and services it is very much
essential for companies and TWOS analysis has been done by using of market audit. Also
specific objectives are required to be formulated along with marketing mix plan for achieving
goals and objectives. In the end ways to improve customer satisfaction level are also required to
be identified.

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