Hospitality Marketing Essentials: Roles, Mix, and Marketing Plan

This report provides a comprehensive analysis of hospitality marketing, focusing on key aspects such as the roles and responsibilities of marketing within The Ritz London, the interrelationship between marketing and other functional units, and the application of the marketing mix. The report explores the identification and satisfaction of customers, customer retention, and market research. Furthermore, it compares the marketing mix strategies of The Ritz London and Marriott Hotel London, examining product, price, place, and promotion. Finally, the report outlines a basic marketing plan, contextualized for The Ritz London, covering market analysis, target market selection, and marketing mix development. The analysis highlights the importance of effective communication, coordination, and strategic planning in the hospitality industry.

Unit 15: Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................4
LO1..................................................................................................................................................4
P1 Roles and Responsibilities of Marketing within The Ritz London........................................4
P2 Interrelationship between marketing and other functional units............................................6
LO2..................................................................................................................................................8
P3 Application of marketing mix................................................................................................8
LO3................................................................................................................................................10
P4 Marketing plan......................................................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing as defined by American Marketing Association is a process of planning and
executing the conception pricing promotion and distribution of Ideas goods and services to create
exchange that satisfy for individual and organisational goals. There are several concept of
marketing that differentiate this planning and executing different marketing activities. Concepts
of marketingare-
Production Concepts- This concept is one in which organisation that product that are easily
available for customers and are inexpensive are purchased by customers.
Product Concept- With concept of marketing considers that customers and consumers prefer
products and services that offer best quality performance and innovative features.
Selling Concept- The concept of marketing considers that consumers will buy products only
when organisation aggressively promote and sell their product to customers.
Marketing concept- This concept focuses on needs and desires of customers and target market to
which they can deliver product better than competitors (Fokina and Barinov, 2019).
Societal Marketing Concept- the concept of marketing focuses on society as the connected unit
of target market and deliver value to improve society.
Success of marketing is highly based on capacity of an organisation to work according to Trends
of marketing. Current trends of marketing include-
 Social media marketing
 Artificial intelligence
 Personalization
 Conversation marketing
 Influencer marketing
Future trends of Marketing
 Increase in voice marketing
 Virtual reality

 Marketing decision mainly based on data
 Blockchain in marketing
This report will discuss about different roles and responsibilities of marketing function and the
relation with wider organisational functions. Report will also include a comparison of ways in
which different organisations implement marketing mix. Later this report will also involve a
basic marketing plan and for the purpose of this report TheRitz London has been contextualized.
Marketing process
Analysis of opportunities in market- Thisis one of the most important element of marketing
process in which organisation identified different opportunities within it market that it can utilise
to fulfil its objective.
Selection of target market- This is another important step in marketing process in which
organisation determine market to which it can offer its products and services. For the purpose of
selection of target market organization firstly segment its market and determine characteristics
and value of each of the market on the basis of which it decides market that it can target.
Developing marketing mix- once target market has been developed another step is to develop
marketing mix and strategies of marketing through which it can fulfil requirements of its
customers.
MAIN BODY
LO1
P1 Roles and Responsibilities of Marketing within The Ritz London
Identification of customers- This is one of the most important marketing functions in The Ritz,
London. This role of marketing within organisation is to understand needs and requirements of
customers and identifying and determination of which segment of customers to be targeted by
The Ritz, London (Sanclemente-Téllez, 2017). In addition to this identification of customers also
involve determining ways in which organisation can reach to its target market and customers. In
order to ensure that The Ritz, London can offer its product and services to right customers it’s

important that they identify customers whom they want to offer their services on the basis of
their capabilities.
Satisfy Customers- This is another important role of marketing. Satisfaction of customers in the
depends on products that are being sold to customer and value that they perceive from a given
product or service. Marketing department ensure that organisation produce right product or
service customers and that are availed to right people at the right time. Because if any of this
element is missing perceived value of product or service by customers will be reduced. It is
important role of marketing that they make customers feel better by exchange of services.
Retention of customers- This role of marketing is concerned with the retaining customers
within The Ritz, London. Customer retention refers to undertaking practices through which
customer selects The Ritz, London over its competitors and giving them a reason to come back
to The Ritz, London (Whitler, Morgan and Rego, 2020). This requires marketing department to
find and develop opportunities to win business of customers. Retention of customer is very
important for an organisation because it reduces marketing related cost of organization.
Customer retention is significantly based on customer satisfaction which generates customer
loyalty and customers come back toThe Ritz, London.
These are some of the rules that Marketing department play within The Ritz, London. Other than
this some of the roles that marketing department has in its marketing environment are as follows-
Market research- Market research involves identifying different factors and their impact on
marketing of organization. Market research also helps organization in identifying changing
Trends and patterns within market. Market research is vital for success of marketing effort and
activities ofThe Ritz, London.Market research also helps in identifying changing needs and
requirements of customers and on the basis of this organisation can take suitable decision to
fulfil needs and requirements of customers.
Product development- Product development refers to an activity of creating offering of an
organisation. The Ritz, London is hospitality organization and offers complete Hospitality
Services (Moorman and Day, 2016). Creation of product for customers by The Ritz, London
includes creating Hospitality Services which means creating accommodation facilities as per
requirement of customers and that in source value to customers. In addition to this other services

of hospitality are also included in this through which The Ritz, London can provide overall value
to customers.
Communication- Communication is concerned with transfer and exchange of information from
different departments and functional areas within an organization. Marketing function
communicates with different departments to inform about their role and responsibility within
organization and how can they contribute in realization of organizational objectives.
Marketing planning- Planning creates basis for execution of different marketing activities and
this is why it is very important to have a effective and elaborated marketing plan (Whitler,
Morgan and Rego, 2020). This is also responsibility of marketing function with an organization
to develop a effective plan on the best of which activities can be carried out successfully and
within a given time.
Promotion- Promotion is concerned with an activity through which organization increase its
visibility in it target market. Promotion includes communicating with customers and
communicating value that organisation provide to its target market. This is mainly aimed at
converting potential customer of The Ritz, London into customers of the organization.
P2 Interrelationship between marketing and other functional units
MarketingHousekeepingFrontDeskFinanceHumanResources

Interrelationship refers to connection and interactions between different departments within
organisation. There are several departments and functional areas operating in The Ritz, London
that is working to fulfil organisational objectives. Every functional area with an organisation has
its own objective and goals but in order to achieve objectives and goals of organisation it is very
important that these functions within organisation effectively interact with each other.
Interrelationship between organisation is important because this help and facilitate functioning
and performance of organisational function. Interrelationship of marketing with different
organisational functions is as follows-
Marketing and Housekeeping- The Ritz, London is a hospitality organisation and
housekeeping services are very important in overall Hospitality Services. Housekeeping services
are those that are responsible for cleaning and maintenance of rooms and Suites within hotel and
public areas (Paulson and Schramm, 2017). Along with this to keep all the rooms in order is also
responsibility of housekeeping function. However on the basis of customers and target market
requirement of housekeeping services differentiate within hotel. It is responsibility of marketing
function to communicate and determine standards of Housekeeping and communicate what kind
of housekeeping services are required by guest of The Ritz, London. Cleanliness plays a very
important role in giving a positive experience to customers in hospitality housekeeping is
responsible for cleanliness in different areas of Hotel.
Marketing and Front Desk- Front desk is responsible for directly communicating and
interacting with customers. This is responsibility of front desk to ensure your check-in and
check-out of customers and also provide assistance to customers by listening to their complaints
and requirements. Marketing and front desk share an important relationship because it is the
responsibility of marketing to communicate to front desk about when and for how long
customers will stay in hotel so that take in co-ordinate with guest accordingly (Shin, Perdue and
Kang, 2019). In addition to this front desk also complete and perform activities billing and
payment of customers. In this marketing plays a very important role by communicating to front
desk about prices and benefits allowed to guests. This is because ineffective coordination and
lack of communication between departments is likely to cause customer dissatisfaction and
negatively impact on image and reputation of The Ritz, London.

Marketing and Human Resources- Interrelationship between marketing and human resources
is also very important for The Ritz, London. This is because in order to complete marketing
functions effectively it is important that it has right kind of Manpower and in order to avail and
resource marketing with right kind of men power is responsibility of human resources function in
The Ritz, London. In addition to resource marketing with right kind of Manpower human
resources function also play important role in ensuring that they are given required training and
development (Pashchuk, 2016). Training and development of personnel within organisation is
also responsibility of human resources and because of this interaction of marketing and human
resources is very important. Along with recruitment and training and development human
resources function also facilitate compensation and Grievance handling and other human
resource related activities of employees working within marketing department of The Ritz,
London. However relationship with Marketing is also important for human resources because it
requires developing human resource planning and assistance and information from marketing
can help human resources in effective HR planning.
Marketing and Finance- Finance is vital for success of marketing because when marketing
does not have adequate budget and financial resources it will not be able to perform its activities
as per standard. Finance function this is why support and assist marketing function by
developing and creating budget and along with this also locate the required budget to Marketing
department (Anderson, Chandy and Zia, 2018). In addition to allocating budget finance
department marketing in undertaking different analysis and giving knowledge to marketing about
activities that it should undertake on the basis of cost benefit analysis.
This discussion suggest that interrelationship between marketing and other functional units can
be beneficial for not just functional units but for overall organisation.
LO2
P3 Application of marketing mix
Marketing Mix The Ritz, London Marriott Hotel, London
Product Product of the Ritz London includes
high-quality Hospitality Services.
Services of Hotel are in form of rooms
Marriott Hotel London provides
luxury Hospitality Services. It
services include luxury amenities

and Suites that include luxurious
facilities (Išoraitė, 2016). Other than
this hotel also has three restaurants
and other comfortable accessories.
and services like car rentalconcierge
desk and room service.
Price
Price strategy of Hotel is premium
price strategy because Hotel provides
high quality Hospitality Services and
offer it services to middle class
customers. Target market segment of
Hotel includes business executive
celebrities leisure travellers and upper
Middle Class Section of society.
Marriott Hotel London adopts value
based price strategy. In this price of
the services is based on perceived
value by customers.
Place
Concern with place it operate at a very
premium location in London. In
addition to this concerned with
distribution strategy services of Hotel
can be booked through offline and
online mediums and along with this
services can also be booked by travel
agents.
Marriott Hotel is situated in Park
Lane London and distribution
strategy involves online offline and
third party booking services.
Promotion
Promotional strategy of the Ritz
London is word of mouth promotional
strategy. In this promotional strategy
satisfied customers of company
becomes source through which
company can remote. The Ritz
London advertises through travel
magazines and travel agents and social
media.
Marriott Hotel has adopted a digital
marketing policy. In this company
advertisers through social media and
digital marketing channels (Othman and
et.al., 2020). In addition to this company
has also employed a Loyalty program
that is known as Marriott Bonvoy.
People The Ritz London employees people
from best institute of hospitality and in
Staff in Marriott Hotel London plays
a significant role in providing

each functional area of hotel. After
resource in people from Elite institutes
it also provide effective training to
employees to align with business
philosophy and work within
organisational culture.
qualitative services to customers.
This is why Hotel London has strong
emphasis on consistent training of its
employees.
Processes
The Ritz London includes hospitality
practices and processes. Processes are
mainly concerned with those activities
that are undertaken to provide value
and services to customers (Verma and
Singh, 2017). In order to provide
services to guest it include processes
like a booking check in and check out
and housekeeping maintenance.
Process of Marriott hotel London
includes booking and comfortable
stay for customers.
Physical
evidence
Attractive and elegant interior and
exterior of Hotel is its Physical
evidence. Exterior of a hotel is
visually Franco American in style and
also include a little trace of American
architecture.
Physical evidence of Marriott Hotel
includes attractive design and
documentation which is inspired by
boutique touches.
LO3
P4 Marketing plan
Mission
“The Ritz, London is a place where the genuine care and comfort of guests is highest Mission”.
Objectives
 To increase profit margin by 5% by 2022

 To reduce cost of operations by 7% it by 2021
 To increase 10% market share by 2020
Marketing Audit
The Ritz, London operates in a highly complicated and challenging marketing environment.
There are several elements that contribute in complexities of marketing environment that include
intense competition changing customer needs and requirements and economic conditions of
market (Fursov, 2017). However The Ritz, London has clear and strong objectives and strong
internal factors that are known as strengths of organisation and because of which it has high
potential to deal with complexities and challenges of marketing environment.
SWOT Analysis
Strength- in relation with marketing organisation has biggest advantage in form of its presence
on right location. And along with this feedback in appraisal of Guest is also strength for The
Ritz, London.
Weakness- brand image of The Ritz, London is related to being expensive and because of this it
can be avoided by price sensitive customers.
Opportunities- For The Ritz, London increasing Global tourism is an opportunity and along
with this London is also a centre of global tourism.
Threats- Impact of Covid-19 is biggest threat for The Ritz, London. Because of the pandemic
hospitality industry is worst affected and this is why The Ritz, London also likely to experience
it. Impact of recession is also a threat for organisation because recession is likely to have long
term impact (Jiang and Wen, 2020).
Segmentation, Targeting and Positioning
Segmentation- The Ritz, London can adopt psychographic, demographic and behavioural
segment. In addition to this specifically organisation divide its customer segments on the basis of
business travellers, upper class families and customers with upper middle class economic
background.

Targeting- targeting strategy of The Ritz, London is differentiated targeting strategy in which it
provide specific product to specified segment of customers.
Positioning- Positioning strategy of The Ritz, London is value based positioning strategy in
which hotel focuses on providing high quality luxury Hospitality Services (McDONALD, 2016).
Along with this hotel also focuses on creating memories for customers by serving them well.
Marketing Mix
Product-product of The Ritz, London is five star full service hospitality Services. This includes
luxury accommodation, food and beverages, room service, laundry services, free Wi-Fi and
several other hospitality related services.
Price- Price strategy of the hotel is premium price strategy. This is because hotel offers luxury
Hospitality Services for high class customers.
Place- concern with place hotel is located in London. Distribution strategy of Hotel includes
online and offline channels in which services of Hotel can be directly booked or can be done
online through its website. Along with this services can also be booked by travel agents.
Promotion- Promotional strategy that The Ritz, London can adopt includes social media and
digital marketing promotional strategy (Opresnik, 2018). In addition to this company can also
adopt Strategies for promotion by promoting in magazines and newspapers.
People- The Ritz, London in its people strategy requires focusing on training and development
of people through which they can provide High Quality Services to guest of Hotel. In addition to
this hotel also requires to employee customers that are competent and highly skilled in
hospitality Services.
Physical evidence- Interior and exterior of Hotel is biggest evidence of their services. Along
with these employees and other elements within hotel also becomes its Physical evidence.
Processes- Order to give best services to guest Hotel required to adopt best practices for
housekeeping and other Hospitality Services before during and after stay of Guest in hotel.
Before services it includes facilitated booking during service it includes providing best
Hospitality experience and after service it includes providing loyalty and other benefits to guest
in order to earned repeated business from them.