In the dynamic business environment, companies lay more focus on undertaking competent marketing practices for the achievement of objectives. Moreover, marketing team designs competent strategies which entice customer decision making about purchase. This report is based on Hilton which offers high quality hospitality services to the customers at affordable prices. In this, report will provide deeper insight about the concept of marketing mix along with the factors that impact customer buying behavior. Report also entails the contribution of marketing pan in the attainment of business goals.
Task 1
An explanation of the key marketing concepts
Marketing is a branding of companies product and services, a strategic framework that a company’s adapt to evaluate and analyze the requirements of their clients. The firms put into practice these strategies to accomplish the requirements that effect in raise in profits, sales and gain competitive advantage (Perreault Jr et al, 2021). For companies to satisfy the need and objectives of the customer is referred as marketing concept. Advertising can be referred as procedure of acquiring client and sustaining relations with them to satisfy their needs and desires.
Key marketing concepts
Production: This was based on the assumption that clients are initially interested in products or services that are affordable and easily accessible to them. Production concept is established at the time when companies’ major focus was on production. The companies can lower its costs by producing more quality and mass production of products (Pride and Ferrell, 2022). Firms that focus on mass production keeps their cost low as well as sell to large number of customers. Each product purchased a low profit and sell at high volume to make sure that revenue remain higher.
Product: This concept focuses on the assumption that clients are more inclined towards goods that are offered within more quality, creative features as well as top level performance. Within this concept the company’s focus on offering high quality goods as well as refining it each time to create an improved and better product. This concept mainly focuses on the concept that customers prioritize a good’s features, quality and advantages.
Selling: This concept is recognized on the idea that consumer will not buy a sufficient quantity of a good or services except they are enthusiastically influence. This thought evaluate that customers tend to be opposed to as well as require being influenced to make a purchase. Marketing techniques rooted within the selling idea include continuous and pervasive marketing efforts (Rauschnabel et al., 2022). Firms that embrace this idea more often employ a range of strategies to sway hesitant customers into making the buying of products. This concept is used by firms that have added inventory as well as obligation to sell it to propose space for new goods.
Marketing: This concept focuses on the customers which includes all the activities as well as operations that are carried out by companies are done to keep the clients in mind. The firms are more focused about offering value proposition for the clients that will differentiate them from other competitive firms (Kalaignanam et al, 2021). Companies that employ this concept get to know their customers’ needs and demand in order to fulfil them efficiently.
Societal marketing: This concept focuses on needs and wants for the clients and also ensures the safety of the buyers and society. The company by focusing on sustainable business operations can gain better reputation and analyze sustainable market trends. This emphasizes on meeting clients requirements to solve their issues while making sure that they do not harm society.
An assessment of the impact of the marketing environment on a hospitality organization
The idea of marketing is based on the premise that companies should determine customer needs and demands before designing goods and services. This orientation of customers results within enormous obligation for the company’s products as well as services and also eminent level of customer contentment after the business. Marketing environment is made of various macro as well as micro factor that impact companies performance. Hilton should consider these factors to understand the market trends and requirement to sell their products and services. Sudden alterations in the economic situation such as growth period or recession can affect the customers spending as well as traveling behavior that can eventually impact the growth of hospitability sector (Anser et al, 2020). Throughout economic turndowns individuals may cut back expenses and adopt cheaper alternatives. On the other hand, economic development leads to customer’s willingness to spend more money on high end travel and resorts experiences. The major shifts of technological advancements within hospitality sector make it convenient for the customers to book hotel rooms and reserve table through online channels.
Hilton must keep up with the new technologies and implement this to their marketing strategies to stay competitive. This allows clients to book their check-ins and accommodations on various channels that will help Hilton to be more successful in market. Various legal and political factors including variations in immigration policies can regularly impact hospitality industry. Marketing within hospitality sector differ as this deals with tangible assets such as ambience, restaurant services, food, bed and various other stuffs. For Hilton to use marketing tools effectively the profitability and requirements of the customers should be focused. Social factors such as family size, lifestyle of people, capability of people and awareness among individuals must be concentrated to create efficient marketing strategies for the Hilton (Hussain et al, 2020). The aim of marketing for Hilton is to analyze, meet as well as satisfy the requirements of clients that is crucial for hospitality sector to recognize its target client and their buying behavior. There are a range of factors that influence the buying decisions of the customers and many time companies fail to identify these areas that influence the behavior of customers. Hilton performance is also depending on its suppliers that provide resources required by the firm to produce its products and services. Developments and trends impacting suppliers can affect the firm’s marketing strategies.
A discussion on consumer behaviour within different market segments
Customer behavior plays a crucial role in analyzing the company’s success within the competitive environment of marketing. Customer behavior is crucial for Hilton to offer efficient marketing strategies that can control customer decision making procedure. Marketing segmentation focuses on two levels such as tactical and strategic level.
Geographic segmentation: This includes prospective customers located within various state and national market segments. Companies that operate internationally often segment its products on the basis of country and regions. This is also segmented on the basis of size of urban and semi-urban areas. This works on the rationale that individuals within that location have similar kind of wants, needs as well as cultural considerations (Frye et al, 2020). Hilton by offering target market campaigns attract clients as well as increase profits on the basis of needs of locations. Hilton marketing budget is more effective when it offers suitable services to target clients.
Demographic segmentation: This is precise kind of customer identification on the basis of information like gender, age, marital status, education, race, family size, occupation and religion. Customers instead of reaching whole market can use this technique to communicate with particular segment. Dividing the customer markets within each common variable facilitate firms to use their resources and time more effectively. This segmentation is used by Hilton to target audience by tailoring their needs and requirements. This also facilitates company to improve their product and services by maintaining loyal client relationship.
Psychographic Segmentation: This focuses on customer groups on the basis of their purchase psychology and lifestyle. Many firms offer products and services on the basis of beliefs, attitude ideas, emotions and sensitivity of the target market segmentation. This also includes variables such as interest, values, attitudes, opinions and activities (Darvishmotevali et al, 2020). This marketing enables Hilton to engage with various target customers in the manner that will make the major impact on the every individual. This technique saves money as well as time by focusing on particular groups.
Behavioural Segmentation: Companies can be segmented based on the purchaser behaviour. This is because the purchasing behaviour of buyer differs on the basis of demographic, geographic and psychographic elements. These behaviours includes of content as well as products they consume. Behavioural marketing is a set of activities that aims at marketing and selling goods on the basis of customer interaction through social media, ads, emails and various other platforms.
Task 2
Enclosed in power point presentation.
Task 3
Explains the role of the promotional mix
The promotion mix is a mixture of various tools as well as methods of communication used by Hilton to presents its products and services to target audience. Efficient promotion is a major component of marketing mix that assists to attract large number of customer and influence them to purchase services (Lim and Guzmán, 2022). This assists Hilton to get most from marketing resources by saving their time and costs. A promotion mix is a crucial technique of offering an appropriate promotion message through most suitable platform for every segment. The elements of promotion mix are the techniques that the Hilton uses to fulfill its marketing targets by offering awareness through its product and services.
Advertising: Firms pay to advertise its products and services to a large number of customers. Businesses can use various digital and traditional advertisements to offer awareness and customer engagement. This can also be advantageous from mass market exposure as well as comparatively low cost per exposure strategies (Hadi, 2021). Hilton uses advertising to capture the target customer’s attention by using innovation and creativity within advertisements. Hilton’s advertising campaigns complies with targeted and persuasive to be successful. The company highlight attractive features of Hilton’s restaurants as well as keep reminding its customers. Hilton also considers investing in brand identity of its restaurants. This helps customers to identify logo, color palette and packaging with launched campaigns. Telemarketing includes communicating with customers through phone calls to sell products and services. This allows immediate response to engage customers.
Sales promotion: This is an effective technique for encouraging buying as well as enhancing sales within short period. Customers can use various offers, coupons, discounts, contents and various other techniques to attract attention of customers. Sales promotion is competent within short term and they are also useful for building customer long term relationships. Hilton plans promotion in nearby local events and concerts that help them to create awareness of restaurants to attract large number of customers (Kim and Lee, 2020). The company also invest in charities to build strong brand image in the minds of customers. The company also offers free trails for a limited period of time and quantity for the first-time customers.
Public relations: These strategies can reach segments that do react to advertisements. Public relations comprise features, press release, consultation, events, controversies and addressing issues related to brand. This is referred as media relationship management as well as communicating customers by advertisements. Hilton builds relations with media for boosting favourable relations with outside media including blogs, new firms and industry related companies. The company also connects with communities to focus on building brand image with specific niche segments (Ravangard et al, 2020). The company also maintains government relations for handling political issues and various other laws. Hilton also maintains strong relations with its staff that enhance their performance and enhance customer satisfaction.
Personal selling: This is particularly significant with BSB framework. This includes various stakeholders communicating with each other as well as plays an important role in the purchasing procedure. This is an efficient communication technique as this can rapidly handle the customer needs and requirements. This allows sales team to swiftly respond to quires and questions that influence the buying procedure. This promotion mix is also efficient to build long term connections with clients.
Direct marketing: This involves communicating with clients directly. This includes ails, SMS, telemarketing, e-mail and various other modes. This method is effective for reaching a particular target group or demographic (Helmi et al, 2022). Company has liberty in tailoring messages on the basis of target segments requirements. This method also encourages two way communications. Hilton uses email marketing which includes sending announcements, promotional messages and letters to potential clients. This includes promo codes, special offers and other information. Hilton also uses social media platforms to reach target customers. Hilton also use targeted advertisements that are based on customization on the basis of gender, interest browsing history, purchase and various other demographic factors. This allows Hilton to reach the suitable customers with appropriate message. The company promote through direct mail by sending marketing materials such as postcard and flyers to prospectus customers.
Provide a plan of the stages of a promotional campaign for a hospitality organisation such as the restaurant chain
Campaign planning directly relates to plan an advertising strategy that is useful for restaurant chain to accomplish desired outcomes. For restaurants to plan campaign involve setting up of aims to reach customer through promotion channels and communications. Hilton can optimize the impact of campaign by be familiar with the methods that directly impact the desired customers (Shaddiq et al, 2021). Hilton’s overall marketing strategy is most likely to include various channels that assist particular campaign.
Set goals: the first step to consider is setting up goals of the campaigns within restaurant business. The company by establishing the aims and objectives to the campaign can identify the goals that indent to be accomplished (Nguyen-Viet, 2023). These goals include gaining awareness for new firm, enhancing sales for a particular product and improving public image of the brand. The company can then set milestone to identify to the target customers and overall success of the campaign. The best way to make sure that goals are clear is by setting Key Performance Indicators (KPIs). This is the most efficient way to mark progress by accomplishing SMART goals.
Research on customers: Hilton for creating efficient campaign is more than just writing the marketing content. The company by conducting research can analyze the market trends and interested customers that allow the company target them. This also allows Hilton restaurant chain to recognize the appropriate medium to reach customers. The company through its website can seek data through analytics and sales (Ilyas and Mustafa, 2022). The firm by deciding its target segment by understanding various aspects such an interest, social economic background, gender, value and other factors can find the suitable channel to connect with audience.
Action strategies and budget: the next step is to adapt various promotional strategies such as web content, public relations, social media, online advertisements and sales promotion. The company should also plan efficient budget that looks realistic. The company by considering the investing on particular channels can get most from the platforms.
Create content: the company by preparing efficient strategies and budget can create suitable content. The company should advertise this content to audience according to their interest by customizing the message. Hilton should track the variation among customers and platforms by ensuring the content produced is engaging with targeted audience (Huang and Rust, 2021). The company can use dynamic email content which is part of mass message which is based on data of customers. To offer personalized emails the marketing team of Hilton can add variables in mail list as well as divide people on the basis of common traits like age, gender and location to increase the efficiency of the content.
Implement campaign: this step includes implementing the campaigns on various promotional channels to reach target customers. This includes making sure that all the stakeholders are provided with the content through social media platforms and websites. At this stage the marketing team can also tailor the changes if required to increase the effectiveness of the campaign (Lee and Cho, 2020). This helps the company to attract large number of customers and eventually increase their sales rapidly.
Task 4
Explain the reasons for carrying out market research
Market research works as a vital component for companies to accomplish development and to reduce market risk. Research is applicable to various departments across the company that includes finance, marketing team, corporate planning and product development team. Market research and development is very vital investment so it is crucial for Hilton to understand it’s worth and continuous attention (Thomas et al, 2020). Hilton by recognizing the market needs and overall competition can assist to reduce the chances of business loss. By doing research Hilton can target the suitable group of customers, price their services and products, offer the message strategy and updated with market trends.
Research grounds Hilton’s decision making in information and facts that helps them to mitigate blind spots. This also helps company to set targets to boost their performance within market changes and innovation. Research is data driven that helps Hilton to offer strategic plans as well as assign their budgets and resources efficiently. Research allows Hilton for benchmarking as well as conduct competitive analysis within a market by adopting continuous changes. Location is a very crucial aspect for every restaurant as this affects their ability and visibility to lure guests (Gunawan and Sulaeman, 2020). Market research offers insights into the customer traffic within the chosen are that can be referred as anticipated step in future. Hilton must ensure that restaurant has particular accessibility and visibility to attract large number of customers. Market research and development allows company to recognize that can help them to customize service cuisine as well as menu according to their needs. By doing this company can offer more attractive menu that can provide enhanced consumer engagement as well as customer delight.
Research on regular basis can help Hilton to remain competitive in marketplace. For example, culinary innovation changes very swiftly so the business needs to study on latest journals and secondary articles, blogs to adopt new trends. On the basis of judgment and acceptance Hilton can take benefit from the different situations by implementing trends. To become successful Hilton should stay further on the competitive firms (Saniuk et al, 2022). Market research helps the company to review advertising capabilities as contrast to other comparable firms. This includes monitoring social media channels, tracking online feedbacks & reviews and checking comments of food critics. This examines the skills of marketing team to serve its customers and analyze the efficiency of advertising activities. Research and development will assist Hilton to be familiar with the risks association by implementation of various decisions. Market research allows Hilton to become more positive with the decisions.
Discuss the different methods used to collect and analyze marketing data
Hilton can gain benefit from analyzing hospitality industry they operate in. The most efficient way to learn about the market is done through collecting and analyzing market. Hilton use marketing analysis to evaluate the market needs and demands of customers. This helps the company to modify their process within business operations.
Personal interviews: this is another method of market analysis that facilitates Hilton to collect information from customers directly (Ozkan, 2020). This can be done through telecommunication or in person. They ask same set of questions to customers that help them to compare by analyzing similarities in customer experience.
Surveys: This is a great way to achieve insight directly from consumers that can inform firm concerning their experience with the services provided by them. A survey includes asking questions to customers regarding their restaurant experience and general satisfaction. There are various kinds of survey Hilton can use such as telephone, mail-in, in-person, online and email.
Focus group: This method is an improved way to gain information for a market analysis from a range of customers at one time. This involves collecting group of consumers at a neutral location as well as talk about them regarding the product and services. This facilitates customers to freely share their views and opinions with similar experience (Náñez Alonso et al, 2020). To gain data from a focus group Hilton use one way mirror facilities that help them to observe the customers.
Field trails: This is another efficient method as this provides Hilton the information on how they are performing within the market. Hilton can offer free trails to new customers for free to attract large number of customers for the limited period of time to buy the product.
Customer observation: this method plays a huge role in market analysis by bringing firms insight into the way customers behave when experiencing services. The advantage of conducting observation allows Hilton to gather information impartially by facilitate them to learn about customer behaviors without communicating openly with clients (Wahyuni et al, 2023). This provides data that does not originate from personal feelings and opinions about the service experience that can reduce personal bias of customers.
Social media engagement: With the advancement in technologies, social media has raised its awareness and relevance on the international scale with lots of customers discussing the products. Hilton by concentrating on social media engagement can show its efficient online market programs. This can inform firms in deciding future promotion campaigns and the areas to more focus on. This can inform a firm’s assessment on designing future marketing initiatives and elements the corporation seems to get the most concentration on social media channels.
Describe how to implement and evaluate a marketing plan
Implement
Marketing implementation plan is a procedure of taking actions on activities, strategies, projects and plans for advertisements. The company should reach marketing plan to analyze budgets, goals and team to implement the plan. The company also explore risk that can impact the campaign and plan strategies to mitigate that risk. It is significant for the company to inform all the stakeholders regarding the implementation of marketing plan. Hilton must ensure that the plan must be align with overall goals and objectives (Kent, 2020). The company by analyzing relevant resources such as graphic designers, content writers, project managers and technical workers that will help the company to implement the marketing plan effectively. The company after implementing the plan should measure results using various metrics to evaluate the result the marketing plan.
Evaluate
Benchmarking is a marketing technique that will help the Hilton restaurant to measure and evaluate the progress of the promotion campaign. This includes analyzing the efficiency of present advertising campaigns as well as determining the way to analyze them. This aims to assist the business break competitive firms as well as attract more customers. The company by using metric can create realistic goals that attempt for development. The company can also create objectives by analyzing the industry standards (Gupta et al, 2020). The next step is to clear out on which areas the company needs to focus on. After identifying gaols, firm needs to boost their engagement on social media channels to gain competitive advantage. The company can follow the plan using tools and techniques that other companies have used to get success.
Concluion
This report has explored fundamental marketing concepts, the impact of the marketing environment on a hospitality organization like Hilton, and the significance of understanding consumer behavior across different market segments. It has detailed the role of the promotional mix, outlined the stages of a promotional campaign for a restaurant chain, and emphasized the reasons for conducting thorough market research. Furthermore, the report has discussed various methods for collecting and analyzing marketing data and described the process of implementing and evaluating a marketing plan. Ultimately, the effective application of these marketing principles is crucial for Hilton to achieve its business objectives, enhance customer engagement, and maintain a competitive edge in the dynamic hospitality industry.
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Online
Hilton, 2023. Online. Available through. :<https://www.hilton.com/en/ >
