ASSIGNMENT

OF

MARKETING OF SERVICES

ON

“MARKETING STRATEGIES IN

HOTEL SERVICES”

Submitted to: Submitted by:Mr. Satinder Kumar Sahil KumarLec. SMS MBA: 2

Sec: cRoll no. 5876

School of management studies

Punjabi university,Patiala.

Marketing strategy

Marketing strategy is a process that can allow an organization to concentrate its limited

resources on the greatest opportunities to increase sales and achieve a sustainable

competitive advantage. A marketing strategy should be centered around the key concept

that customer satisfaction is the main goal.

Key part of the general corporate strategy

Marketing strategy is a method of focusing an organization's energies and resources on a

course of action which can lead to increased sales and dominance of a targeted market

niche. A marketing strategy combines product development, promotion, distribution,

pricing, relationship management and other elements; identifies the firm's marketing

goals, and explains how they will be achieved, ideally within a stated timeframe.

Marketing strategy determines the choice of target market segments, positioning,

marketing mix, and allocation of resources. It is most effective when it is an integral

component of overall firm strategy, defining how the organization will successfully

engage customers, prospects, and competitors in the market arena. Corporate strategies,

corporate missions, and corporate goals. As the customer constitutes the source of a

company's revenue, marketing strategy is closely linked with sales. A key component of

marketing strategy is often to keep marketing in line with a company's overarching

mission statement.

Basic theory:

1. Target Audience

2. Proposition/Key Element

3. Implementation

Tactics and actions

A marketing strategy can serve as the foundation of a marketing plan. A marketing plan

contains a set of specific actions required to successfully implement a marketing strategy.

For example: "Use a low cost product to attract consumers. Once our organization, via

our low cost product, has established a relationship with consumers, our organization will

sell additional, higher-margin products and services that enhance the consumer's

interaction with the low-cost product or service."

A strategy consists of a well thought out series of tactics to make a marketing plan more

effective. Marketing strategies serve as the fundamental underpinning by marketing plans

designed to fill market needs and reach marketing objectives. Plans and objectives are

generally tested for measurable results.

A marketing strategy often integrates an organization's marketing goals, policies, and

action sequences (tactics) into a cohesive whole. Similarly, the various strands of the

strategy , which might include advertising, channel marketing, internet marketing,

promotion and public relations can be orchestrated. Many companies cascade a strategy

throughout an organization, by creating strategy tactics that then become strategy goals

for the next level or group. Each one group is expected to take that strategy goal and

develop a set of tactics to achieve that goal. This is why it is important to make each

strategy goal measurable.

Marketing strategies are dynamic and interactive. They are partially planned and partially

unplanned. See strategy dynamics.

Types of strategies

Marketing strategies may differ depending on the unique situation of the individual

business. However there are a number of ways of categorizing some generic strategies. A

brief description of the most common categorizing schemes is presented below:

• Strategies based on market dominance - In this scheme, firms are

classified based on their market share or dominance of an industry. Typically

there are four types of market dominance strategies:

o Leader

o Challenger

o Follower

o Nicher

• Porter generic strategies - strategy on the dimensions of strategic scope and

strategic strength. Strategic scope refers to the market penetration while strategic

strength refers to the firm’s sustainable competitive advantage. The generic

strategy framework (porter 1984) comprises two alternatives each with two

alternative scopes. These are Differentiation and low-cost leadership each with a

dimension of Focus-broad or narrow.

o Product differentiation (broad)

o Cost leadership (broad)

o Market segmentation (narrow)

• Innovation strategies - This deals with the firm's rate of the new product

development and business model innovation. It asks whether the company is on

the cutting edge of technology and business innovation. There are three types:

o Pioneers

o Close followers

o Late followers

• Growth strategies - In this scheme we ask the question, “How should the firm

grow?”. There are a number of different ways of answering that question, but the

most common gives four answers:

o Horizontal integration

o Vertical integration

o Diversification

o Intensification

A more detailed scheme uses the categories:

• Prospector

• Analyzer

• Defender

• Reactor

• Marketing warfare strategies - This scheme draws parallels between marketing

strategies and military strategies.

Strategic models

Marketing participants often employ strategic models and tools to analyze marketing

decisions. When beginning a strategic analysis, the 3Cs can be employed to get a broad

understanding of the strategic environment. An Ansoff Matrix is also often used to

convey an organization's strategic positioning of their marketing mix. The 4Ps can then

be utilized to form a marketing plan to pursue a defined strategy.

There are many companies especially those in the Consumer Package Goods (CPG)

market that adopt the theory of running their business centered around Consumer,

Shopper & Retailer needs. Their Marketing departments spend quality time looking for

"Growth Opportunities" in their categories by identifying relevant insights (both mindsets

and behaviors) on their target Consumers, Shoppers and retail partners. These Growth

Opportunities emerge from changes in market trends, segment dynamics changing and

also internal brand or operational business challenges.The Marketing team can then

prioritize these Growth Opportunities and begin to develop strategies to exploit the

opportunities that could include new or adapted products, services as well as changes to

the 7Ps.

Real-life marketing

Real-life marketing primarily revolves around the application of a great deal of common-

sense; dealing with a limited number of factors, in an environment of imperfect

information and limited resources complicated by uncertainty and tight timescales. Use of

classical marketing techniques, in these circumstances, is inevitably partial and uneven.

Thus, for example, many new products will emerge from irrational processes and the

rational development process may be used (if at all) to screen out the worst non-runners.

The design of the advertising, and the packaging, will be the output of the creative minds

employed; which management will then screen, often by 'gut-reaction', to ensure that it is

reasonable.

For most of their time, marketing managers use intuition and experience to analyze and

handle the complex, and unique, situations being faced; without easy reference to theory.

This will often be 'flying by the seat of the pants', or 'gut-reaction'; where the overall

strategy, coupled with the knowledge of the customer which has been absorbed almost by

a process of osmosis, will determine the quality of the marketing employed. This, almost

instinctive management, is what is sometimes called 'coarse marketing'; to distinguish it

from the refined, aesthetically pleasing, form favored by the theorists.

Hospitality Marketing Solutions from DB&A . . .

(Hospitality Industry Consultants Specializing in the Hotel Marketing Strategies since

1979)

DB&A consults regularly for owners, lenders, operators and managers advising clients

with recommendations, ideas and opinions on specific ways of improving overall

hospitality sales and marketing performance and measurement. Brudney’s research skills

produce helpful tools for management in assessing competition, overall hotel market

conditions, primary and secondary feeder markets along with invaluable hotel user

feedback.

Making Plans . . . Not Promises

David Brudney & Associates produces hands on actionable hotel marketing plans and, in

order for owners and management to make certain that dollars are being spent wisely and

that staff is meeting expectations, DB&A performs annual and quarterly reviews and

evaluations of entire sales and marketing plan and operation.

Put DB&A's Hotel Marketing Expertise to Work for You!

As a veteran professional consultant, company principle, David Brudney has advised

developers and lenders, hotel owners and operators, chains and independents, mega-

resorts and conference centers, limited service and B&Bs alike, throughout the U.S. on

issues relating to performance evaluation and enhancement, hotel marketing strategies,

structure, direction and execution.

DB&A's area of expertise is sales, marketing and operations and his primary hospitality

consulting work the past 28 years has focused on producing top line improvement,

strategic planning, structure and direction, performance evaluation, result measurement,

research and litigation support.

Customized Hospitality Marketing Consulting Services:

• Hotel Sales & Marketing operation performance, production, metrics, planning,

direction and deployment benchmarking and validation

• Implementation, monitoring; and results measurement Mentoring

• Speaking, facilitating, training

• Dispute resolution, litigation support, expert witness

HOTEL MARKETING SERVICES OVERVIEW

Hotel Internet Marketing

O’Rourke’s Hotel Internet Marketing Services maximize online resources to reach a high

percentage of your target audience, direct them to your website, and increase bookings.

The internet channel has great potential for return on a small investment. An attractive

website is fantastic but it is not enough to produce results. We will help you strategically

implement tactics such as Hotel SEO: Search Engine Optimization, PPC campaigns, and

Linking Strategies to market your hotel and dramatically boost reservations.

Hotel Internet Marketing Services:

HOTEL SEO: Organic Search Engine Optimization

Search Engine Optimization (SEO) is the process of making a website and its content

highly relevant for both Search Engines and Searchers. When a word or phrase is

searched, the results pages display organic ‘natural’ results and paid sponsored listings.

By utilizing our SEO services, your hotel website domain will be listed higher in the

results pages which will direct more traffic to your website.

Paid Search Marketing (PPC)

Paid Search Advertising, also called sponsored listing or Pay Per Click (PPC), is when an

advertiser places an ad on a host site and pays each time the ad is clicked. If your hotel

advertises on a search engine such as Google you will have to bid on keyword phrases

that your target audience may search on. Your ad will appear on the top or right hand side

of the search engine results page when that specific keyword is searched.

Linking Strategy

Link building is the process of directing targeted traffic to your website through links

placed on external websites. A comprehensive linking strategy is fundamental to any

Internet Marketing Campaign for many reasons. It will increase your website visibility,

bring more traffic to your website, and increase your rankings with popular search

engines.

Email Marketing

Direct Email marketing is still the number one way to get results. It is inexpensive and

effective. O’Rourke will design, deliver, and track your email campaigns. Email

marketing can be used successfully as a branding tool, notification of your hotel’s news

and events, and lead generation to acquire client email profiles.

Social Media and Reputation Management

Social media allows the user to generate content utilizing easy and accessible publishing

tools. Examples of social media applications include social networking sites such as

Facebook and Twitter, product review sites such as Yelp, video sharing sites such as

YouTube, photo sharing sites such as Flickr, and a myriad of blogging sites just to name

a few. O'Rourke will design customized Social Media strategies for your hotel enabling

you to interact with customers, enhance your web presence, and increase your search

engine optimization.

Website Tracking & Analysis

One of the main advantages of Internet Marketing is that you can measure the return on

your investment. O’Rourke will track the performance of your website identifying

metrics, key performance indicators, and critical success factors. We will then compile

this tracking information into digestible reports and analyze the data which will reveal

what is working in your website and what is not.

Landing Pages

Landing pages play an integral part in your Internet Marketing campaign. A well-planned

landing page has the power to convert your visitor into a customer where a poorly

designed page can cause them to exit quickly. O’Rourke will strategically design,

optimize, and track the performance of your landing pages.

Banner Ads

Banner ads are one of the first online marketing tools and have been used for quite some

time. The advantage to this is that we are now more sophisticated about when and how to

use banner ads. O'Rourke Hospitality makes use of best practices in targeting, creating

and tracking your banner advertising campaign.

HOTEL INTERACTIVE SALES TOOLS

Heighten the success of your sales presentations with digital sales tools such as

interactive videos and e-brochures. This media will help your sales team acquire new

business by generating excitement and instilling confidence about your hotel. Interactive

sales tools can connect emotionally with prospective customers through the use of

movement, music, and photography. See Portfolio

Interactive Sales Tools Services:

Video Presentations

Videos are very powerful sales tools and can help increase catering and event bookings.

Enhance your sales presentation with an interactive video that presents your hotel in a

progressive, dynamic way and engages the customer in sight and sound. Video

presentations are very easy to use and can by viewed on a laptop or TV screen. O’Rourke

will produce impactful videos for your lobby, trade show or presentation that are bound

to provoke interest and sales.

E-Brochure

E-Brochures are digital flip books that will help you turn your sales leads into customers.

These digital brochures are cost-effective and convenient to use. Your sales team can

attach the brochure link to their e-mails and reach potential clients instantly. Electronic

brochures have many advantages over printed material. There is no printing, shipping, or

distribution costs involved and the content of an e-brochure can be modified as often as

needed.

HOTEL PRINT DESIGN

Your hotel print material has the power to immensely increase bookings in all segments

including Leisure, Food and Beverage, Group, and Business Transient. Our many years

of experience in the hospitality industry, coupled with our marketing and design

expertise, allows us to create print material capable of attracting new customers and

ensuring repeat business. O'Rourke provides hotels with design that attracts customers

and consistently communicates their unique brand voice in all endeavors including

advertising, direct mail, print collateral, on-property material, catering and restaurant

material, and hotel posters.

Hotel Print Design Services:

Hotel Print Advertising

Hotel Print Advertising, if designed and implemented correctly, can be extremely

effective in booking more room nights and increasing return on investment. O'Rourke

understands how to connect with your target audience in an emotional way and motivate

them to make reservations. Through the use of bold, energetic photography and winning

copy, we create hotel print ads that outshine the competition and increase bookings.

Direct Mail

Increase your group meetings with striking direct mail that speaks to your target audience

and motivates them to host their events at your hotel. Direct mail that is high-end and

elegant will be read by your customer and your message or offer will be conveyed. Our

marketing expertise, clean design style, and knowledge of your target audience allows us

to create direct mail that is cost-effective and will help you build and retain loyal

customers.

Hotel Print Collateral

Intelligently designed hotel print collateral has the power to reach your new or existing

customer and prompt more reservations in both the leisure and business traveler segment.

Print collateral is a tangible means of conveying your hotel brand and showcasing your

amenities and offerings. O'Rourke knows how to engage your target audience with

vibrant photography and insightful copy and will create print collateral that is memorable

and effective.

Examples of hotel print collateral:

• Hotel Rack Cards

• Hotel Rack Brochures

• Convention Brochures

• Meeting Planner Guides

On-Property Materials

Your marketing efforts will bring business to your hotel and will portray a unique brand

image that your on-property material must reinforce. Your guests have high expectations

of your hotel that must be upheld in everything they touch and see. On-property materials

will contribute to your customers' overall impression of your hotel and result in repeat

business and positive reviews. O'Rourke will provide you with on-property material

which is consistent with your brand and appealing to your guests.

Examples of On-Property materials:

• Hotel Key Packets

• Hotel Door Hangers

• In-room Cards

Food and Beverage

You can greatly increase your food and beverage revenue with enticing printed material

that is effective in conveying your message or offer. Appetizing food shots, beautiful

room images, and alluring offers appeal to customers and will boost reservations.

O'Rourke can design winning food and beverage material that will promote your

restaurant and catering services and will undoubtedly generate a high return on

investment.

Examples of Food and Beverage materials:

• Menus

• Table Tents

• Posters

• Brochures

• Key Packet Stuffers

• Restaurant Logo Design

Hotel Posters

Hotel Posters can help you generate revenue by promoting an upcoming event, restaurant

offer, or information about your hotel amenities. Posters are effective when they combine

eye-catching imagery and clear messaging. O'Rourke designs desktop, lobby, and

elevator posters capable of capturing your guests' attention and conveying your message

or offer.

Retractable Banners

Retractable banners are a powerful means of attracting attention and can draw more

business. Whether you use it for a trade show, a special event, or lobby display, your

banner should be engaging and communicate your message clearly. O'Rourke can design

and print retractable banners that are distinctive and customized for your hotel.

Thank you!