NAME:

MARKETING IN
HOSPITALITY
Hilton Hotel

Contents
TASK 2. Marketing Campaign....................................................................................... 1
J. promotional mix.................................................................................................... 1
k. Discuss the relevance of market research to services industry operations...............1
l. Undertake market research for an appropriate product or service.............................2
m. Evaluate the role of promotional mix.....................................................................2
n. Role that sales promotion and public relations play in promotional efforts...............2
o. Analyze the suitability of different media for marketing an appropriate product or
service..................................................................................................................... 4
P. Evaluation of the implementation of an existing marketing plan or campaign marketing plan
................................................................................................................................ 5
q. Plan for an advertising campaign for your case study hospitality business..............5
r. Conclusion:.............................................................................................................. 6
Bibliography............................................................................................................... 7

TASK 2. Marketing Campaign

J. promotional mix
The process of coordinating all activities involved in the process of marketing of the
products and services is called as promotional mix and there are direct marketing of the
products, promotion of sale, personal selling method and advertisement. It is basically
relate with all those directional steps which the management of company will take to
communicate with the customers of the company in order to inform the customers about
the quality of the products and services which the company is providing to the
customers. The advertisement element of the promotional mix is a way to inform the
customers through non personal sources. The personal selling element of the
promotional mix is marketing of the product by face to face interaction of marketing
managers off company with the people. Sales promotions element is the marketing of
the products by convincing the customers to purchase the products of company
(knowthis, n.d.)
k. Discuss the relevance of market research to services industry operations
In modern time, it is very important for the management of the companies to have
proper planned and organized market research process because it can help the
management of company to understand the quality of services provided by the other
competitive companies in the market. Market research can help the management to
understand the trend in the market and buying perception of the market which can
enhance the effeminacy of the decision making process of company. Market research is
directly linked with the information system of company, so in this regard it is very
important for successful market research processes that information should be accurate
and reliable.
Many of the Hotels in UK like Hilton Hotel are using the market research process for
better understanding of the needs of the customers and market trend. The main
objective of the management behind the market research is to provide high quality
services to the customers (Arnold, 2009)

l. Undertake market research for an appropriate product or service

The management of the company carries out market research in order to identify the
needs of the customers and those areas and level of products and services towards
which there is higher attraction of the customers. Market research helps the
management of Marriott Hotel to understand the level of response of the customers
towards the new products introduced by the Marriott management. For this purpose
there are two basic research methods. One so called as primary research method and
other is called as secondary research method. The primary research can be carrying
out with the help of questionnaire and by conduction of interview for the collection of
appropriate information. Secondary research is based on information which is collected
from the sources like internet websites, journals and articles and books. Evaluation of
the collected data is carrying out in order to conclude the results (GUNN, 2013)
m. Evaluate the role of promotional mix.
In regard of the hotel industry of UK, it has been seen that the promotional mix is
playing important role for the success of the business because promotional mix include
the strategies of company which enable management of company to reach at the door
of customers. For this purpose there are many types of strategies which have been
implemented by the management of Hotels in UK. It has been observed that the
management of the Hilton Hotel has been adopted such a promotional mix which has
given some descent figure of revenue to the company during the Olympics 2012.
There are different levels of factors which are very important to consider during the
development of promotional mix approach. The most important thing in respect of the
promotional strategy is that management should evaluate the needs of the customers
when deciding promotional activities in order to gain benefits of promotional mix
(Edwardlowe, n.d.)
n. Role that sales promotion and public relations play in promotional efforts
Increase Brand Awareness: It is the fact that the maintaining a good relationship with
the customers is very important for the success of company. Management of the
company should interact with the customers through differ sources like TV, radio and
through other type of social media tools to increase the awareness of the brand of the

company. It is the fact that if customers listen more about any company than customers
tend to attract to the products of company and they want to expertise the quality of the
company in that way.
Provide Information: Smaller companies likewise apply progresses to provide statistics,
records, and a famous online occupational situation page on the internet. Promoters
may run public statements to advise buyers that their substances can support
convinced susceptibilities. A little purchaser products producer may utilize presentations
and promotional material to depict the advantages of another welfare food. Competitive
advantage promoters frequently use in-store recordings and exhibits to demonstrate to
individuals proper methodologies to utilize their items. It is the fact that the customers
always expect from company that all the information which is very important for the
customers to know about the company will be provided, so the management of
company can take advantage by giving them confidence that all relative information is
provided to them. Advancements can illuminate individuals among all phases of the
purchasing procedure, including their underlying pursuit. Little entrepreneurs likewise
utilize advancements to illuminate purchasers about value, item components and outlets
that offer their items.
Increase Customer Traffic: There are many of the options are available for the company
to interact with the customers and to increase the customers traffic of the company.
There are some of the companies which are providing advertisement services to other
companies. the marketing of the products and services through the interaction and
establishment of good relationship with the retail stores owner is consider as the
important source because it is the fact that many customers visits the retail stores on
daily basis, which can increase the customers traffic of the company. Marketing of the
products and services with the help of new advanced tools can enable the company to
increase the number of customers. It is the fact the management can hire some of the
professional employees in the company who can play important role to increase the
customers traffic.
Build Sales and Profits: The reason behind the Establishment of the marketing
department in the company is to increase the customers which eventually increase the

sales figure of the company. Marketing is consider as eth best tool to get access to the
customers because it is the fact that if customers have no idea about the products
which the company is providing than they will not be attracted to purchase the products
of company. Marketing means the attraction of the customers to use the products and
services provided by the company (referenceforbusiness, n.d.)
o. Analyze the suitability of different media for marketing an appropriate product
or service.
It is the fact that the marketing of the products and services is very important for the
success of company but the most important thing in this regard is that it is very
important for the companies to adopt suitable source of marketing because there are
many different options are available in the market but selection of marketing tools
usually depend on the size and nature of the business of the company. The main
objective behind the marketing of the products and services is to attract the customers,
so it is very important that marketing strategies should be based on the extent to which
the company wants to aware the customers about the quality of the products and
services. All the risks associated in the marketing strategies of the company should be
considered by the management of the company because there may be some of the
risks which can be costly for the company (Bucci, 2011)
There are different sources of social media which are used by the management of Hotel
industry of UK for marketing of products and services. Print media for example
newspapers, magazines and TV are the main sources of social media which are used
for marketing of the products and services. The adoption of the tool for marketing of
products usually depends on the level of the products and services. The most important
things in this regard is that it should be considered by the management of company that
the main objective of the marketing of the products and services is to aware the
customers and attract the customers to buy the products but not to increase the sale of
the company. The marketing policies of company are established to build confidence in
the mind of the customers that the company is providing good quality products and
services. Attractive strategies of the company in respect of the marketing of the
products can give competitive advantage to the company so consideration of the

marketing campaign 0f the competitive companies is also important in order to

understand the marketing strategies of other company for formulating more attractive
marketing strategies for the company to gain an competitive edge over other companies
in the market (Career Overview, n.d.)
P. Evaluation of the implementation of an existing marketing plan or campaign
marketing plan
The most important thing regarding the marketing strategies of the Hilton Hotel is that
management of the company should evaluate the implementation of the marketing plan
of the company. There are different ways by which evaluation can be carrying out.
Management should evaluate the return on investment because it is one of the
important concerns regarding the marketing or any other type of business expanse.
Return on investment can enable the management of Hilton to know that whether
marketing expanse will give benefits or not. The method of marketing is another aspect
because it is very important that those sources should be adopted by the company by
which company can get easy access to the customers. The conduction of surveys for
understanding the reactions of customers regarding the marketing of the products and
services.

The management of the

company should also evaluate the marketing

strategies of other companies which are in competition with the Hilton Hotel because in
this way more accurate and productive marketing campaign can be adopted by the
management of company in order to gain competitive advantage over other companies
in the market (Rouse, n.d.)
q. Plan for an advertising campaign for your case study hospitality business
In the prospective of services provided by the Hilton Hotel, it has been observed that
Hilton Hotel is one of the well reputed Hotels which are providing attractive hotel
services to the people around the world. The management of the Hilton Hotel is very
commitment and efficient in marketing of products and services. Management has
adopted different sources of marketing like the use of the Television, newspapers, and
most impotent tool used by the management of Hilton Hotel is the internet. The start of
the service by the Hilton Hotel with the name of Stay Hilton has given great market
share to the company and the management has contracted with Cramer-Kassel in order

to adopt new marketing strategy which is based on three important aspects which are
Go Chill, Go Refresh and develops the Stay Hilton. This is the reason that the company
has gained huge market share and attracted huge numbers of customers from different
countries of the world.
It has been observed from the record of last two years that establishment of stay Hilton
has given the great success to the Hilton Hotel by marketing its services in the whole
world and this is the reason that the Hilton management has established attractive
hotels portfolio. The new development in services by the Hilton Hotel in US has
changed the marketing campaign of the company. The marketing strategies of company
show that how the management of the company is aware the customers about the
quality of the products and services. The management of the Hilton Hotel is much
focused and all the strategies of the company regarding the marketing of the products
and services are established on the basis of the need of the local customers ad foreign
customers. It is the fact that internal visitors who visit the UK expect a lot of things from
the management of Hilton Hotel which re very important to consider by the management
of Hilton Hotel for increasing the market share of the company. The strategic
management of Hilton Hotel has established branches in many countries of the world
which create a need for the management of Hilton Hotel to take care of all the needs of
the people because people of different countries have different level of expectation and
demands (Bill Carroll, n.d.)

r. Conclusion:
The most important thing regarding the successful sale of products and services is the
marketing of the products and services. For this purpose the assessment of the market
in which the company operates is very important. In regard of the hospitality industry,
the importance of marketing can be spoken in the context of evaluation of the needs of
the customers and evaluation of the target market in order to increase the sales of
company in that particular market segment.
For gaining a competitive advantage over other companies in the market, it is very
important for the hospitality company to keep great importance to the basic needs of the

customers, buying capability of the customers and most importantly the life style of the
people. Company should make marketing strategies on the basis of demand and by
evaluating some important internal and external factors. In the prospect of Hotel
industry, it is very important for the management of company to consider all the
elements of the marketing mix in for the formulation of strategies for marketing of the
products and services.

Bibliography
Arnold, C., 2009. Ethical Marketing and The New Consumer. [Online]
Available at: http://eu.wiley.com/WileyCDA/WileyTitle/productCd-0470743026.html
[Accessed 26 april 2016].
Bill Carroll, n.d.. Hospitality Marketing. [Online]
Available at: http://www.ecornell.com/certificates/hospitality-and-foodservicemanagement/hospitality-marketing/
[Accessed 27 april 2016].
Bucci, J., 2011. Hilton Hotels & Resorts Innovative PR Campaign Launches the Hotel
Industry's First-Ever Online Media Center. [Online]
Available at: https://www.bulldogreporter.com/hilton-hotels-resorts-innovative-prcampaign-launches-the-hotel-industrys-first-eve/
[Accessed 29 april 2016].
Career Overview, n.d.. Marketing, Advertising and Public Relations Manager Career
and Job Information. [Online]
Available at: http://www.careeroverview.com/marketing-adverstising-publicrelations-manager.html
[Accessed 26 april 2016].
Edwardlowe, n.d.. How to Establish a Promotional Mix. [Online]
Available at: http://edwardlowe.org/how-to-establish-a-promotional-mix/
[Accessed 28 april 2016].
GUNN, E., 2013. Knowledge is power: How to do market research to make a
business idea a winner. [Online]
Available at: http://www.thisismoney.co.uk/money/smallbusiness/article2326043/Knowledge-power-How-market-research-new-business.html
[Accessed 27 april 2016].
knowthis, n.d.. Promotion Mix. [Online]
Available at: http://www.knowthis.com/types-of-promotion/promotion-mix
[Accessed 24 april 2016].
referenceforbusiness, n.d.. MARKETING COMMUNICATION. [Online]
Available at: http://www.referenceforbusiness.com/management/Log-Mar/MarketingCommunication.html
[Accessed 28 april 2016].

Rouse, M., n.d.. relationship marketing. [Online]

Available at: http://searchcrm.techtarget.com/definition/relationship-marketing
[Accessed 28 april 2016].