What Is a Marketing Communication Mix (1) (1).docx

ABC Marketing Communications for Tourism and Hospitality M/506/1119 XYZ [Pick the date] The Marriot group of Hotels launched back in 1983 is one of the largest brands and the world’s 12th largest lodging chain. The Marriott had around 8,000 lodging house worldwide. The corporation operated and has franchisees under the brand names Marriott, JW Marriott, The Ritz-Carlton, Renaissance, Residence Inn, Courtyard, Towne Place Suites, Fairfield Inn, Spring Hill Suites and Bulgari. The Marriott group in India has being focusing on its quality of service delivered and the various other factors like customer satisfaction. The case highlights the journey of Marriott group and the various services provided by Marriott. The case also discusses the various challenges upcoming for Marriott group in India related to customer service and customer satisfaction.  Marketing Communications for Tourism and Hospitality Table of contents Marriott…………………………………………………………………………….3 different elements of the marketing communications mix and appropriate usage……4 marketing communications plan for a given organization in the tourism and hospitality industry………………………………………………8 models to explain the overall effectiveness of existing campaigns that are relevant to the tourism and hospitality industry…………………………..11 concept of an integrated campaign, and demonstrate an awareness of the need to integrate marketing communications with wider marketing strategy and business goals………………….13 References……………………………………………………………………………17 Unit Objectives The case study helps to understand and analyze: to describe the different elements of the marketing communications mix and explain when each would be appropriate for use. to prepare a marketing communications plan for a given organization in the tourism and hospitality industry to explain the overall effectiveness of existing campaigns that are relevant to the tourism and hospitality industry. to explain the concept of an integrated campaign, and demonstrate an awareness of the need to integrate MARRIOT In 1927 J. William Marriot and his wife Alice released a root beer in Washington, which today is one of the prime and most powerful brands in hospitality industry. The Marriot has approximately 3800 hotels and eateries in United States and in 73 other countries in the world. Marriott Group of Hotels within Travel and Tourism Industry A Marriott group of hotels is corporation with International Tourism Partnership. It is an association with companies having a membership of companies within the travel and tourism business. The aim of International Tourism Partnership is to provide the aptitude and knowledge for the growth of practical solutions for a responsible business. The founding member of International Tourism Partnership is Marriott. It has contributed towards the ‘maintainable hotel sitting and design guide’ expansion and sponsorship. World Travel & Tourism Council is supported and endorsed by Marriott. The hospitality industry promotes the travel and tourism industry where it enables the tourists by providing numerous hospitality services to them which extemporizes the touring time (Hutt & Speh 2012,). Marriott groups of hotels also facilitate its associates and customers by providing them quality services and the touring sites and terminuses. The travel and tourism industry is promoted by the Marriott groups of hotels if the country’s economic country is boosting and there are many tourists holiday at the country time to time. Somewhere to live, food services, refreshments and magnetisms are provided by the Marriott Groups of Hotels which is a subsector of travel and tourism industry. Therefore, the Marriott Groups of Hotels plays a major part in promoting the travel and tourism industry with provision of excellence services in terms of food, accommodation, recreational actions, desirability, and tourist guides. Marriott Groups of Hotels are situated in important locations worldwide where there is more potential and chances of tourists’ attraction sites and places and more tourists sheeting down in on annual basis. Marketing Marketing is a broad business function that includes product research and expansion, selling and distribution procedures and pricing, as well as communication or promotion. The communication mix refers to precise and exact methods used to promote the company or its products to targeted consumers. Elements of Promotional Mix: Corporate Image A corporation's corporate image sets the tone for the rest of the IMC program and corporate image has all that what companies claim it does (known as core competencies), logos, policies and company culture. Branding A brand label is expected to arouse a certain set of thoughts and moods in customers, in additionlarge business can charge more for fruitful brand-name products. IMC generates and creates branding and is supported by existing branding. Market Segmentation Market segments are groups of customers grouped together because of similar requirements, demographics, actions or features. Many elements of IMC plans are tailored to come across the necessities of specific market segments. (McCabe, 2009) Advertising The more attractive and tempting the advertising, the more likely it will be to grab the attention of market segment members. Media Selection Markets must select the type of marketing mediums that will best feature the IMC and brand communications. Possible means include publications, websites, broadcasting and television. Media selection also includesshaping the market segment's preferred mediums. (Tsiotsou and Goldsmith, 2012) Promotional Tools IMC uses consumer publicitytackles to improve and increase branding and to attract market segments. Most of consumer promotions involve lowering of price for short term.Vouchers, refunds, sales and additional benefit packs are examples of promotional tools Customer Relationship Management Customer relationship management (CRM) programs are planned to instill long-term trust worthiness in “in effect” customers Public Relations Public relations protect the brand and corporate image by generatingpromotional activities that builds a positive impression of the company and by decreasing the impression of undesirableactionslinked to the business. Public relations actionscontain contributing to donations, supporting events and promoting ecological responsibility PESTLE analysis Political factors - Marriott Hotels do not differentiate its workers on the base of gender, orientation, traditions, religious conviction at the time of appointment. The Marriott Hotels and its administration support the tourism industry. It particularly focuses on the employedecologicalcircumstances related to corporeal and psychological issues. The main group conversationemphases on making travelling easy for consumers, constancy of politically awareatmosphere, and payment of dues in return (Kotler 2009, 43). Economical factors - Marriott hotels are only an image of affordability to its clienteles because economic disasters are common now. The image of Marriott Hotels and its goodwill is strong so when the economy is predictable to recover, Marriott Hotels will increase back as luxurious hotels. The cost of service is high along with high taxation in different countries. The group discussionstresses on the interest rates for loans, worker benefits, GDP, increase and other worker linked issues (Eiriz, Barbosa and Figueiredo, 2010) Socio-cultural factors - Marriott Hotels is required to emphasis on the eco-friendly activities, reprocessing, and green matters and to circumvent wastage. It also contains the elderly populace in countries which like to spend on hotels, freedom and travelling. Technological factors - The amenities and services provided by the Marriott Hotels must be comfortable and up-to-date rendering to the modernexpertise. The latest expertise comprise of payments of bills via cell phones, easy-to-use websites and fast Wi-Fi. Legal Factors - As Marriott Hotels is situated in various nations, technologically advanced and non-developed; so, it is significant for the Marriott Hotels to follow all the legal activities and rules abiding by that specific country. Environmental Factors - Marriott Groups of Hotels attempts to involve its activities in the security and sustainability of the condition of the countries it is positioned in. Marketing Report Current Marketing Strategy Marriott Hotels focus on the social media promotion strategy. Twitter is seriously used by Marriott where the customer issues are fixed and customers’ issues are shared. Marriott Hotels in each country focuses on its marketing strategies dependent on the values and customs of that state. Marriott Hotels generally go for the method: “one size fits all”. This portal also permitted the directors to view brand approaches, download marketing patterns, share materials and creation of customization marketing collateral. With the implementation of modern technologies, Marriott Hotels have been able to bring up-to-date its promotional strategies offering numerous branding approaches for different targeted spectators. The modern technological applications have permitted the hotel management to generate positive modified piece, supported in different languages. Marriott Hotels is also concentrating on social media strategies for exceptional branding and placing to look for new research destinations, accommodations options and travelling campaigns. Brand Works, another application used by Marriott Hotels, have also improvised the ways of information sharing and collaboration between the corporate teams and global locations. This also permits the marketing organization of Marriott to make active its brand rendering to the location. Segmentation, Targeting and Position strategies (STP) Segmentation Segmentation refers to division of clienteles according to a number of needs, demands, buying power and prospects. Marriott Hotels make available its customers with hosting services. The tactics developed by Marriott Hotels must be same to accommodate all segments but must be flexible also so that the management is permissible to change the strategies rendering to the demands of various consumers. They have their own specific requirements and wishes Targeting .The target markets of Marriott Hotel topographicalsites, individual characteristics, and demographicfeatures. The probable and existingclienteles of Marriott are dispersed among two major groups. First, is the group of resident community which requiresfacilities related to the weddings, initiations, business meetings and other related events. The second group are recognized according to the geographic setting up which form the travelers and vacationers whether domestic or international citizens. They mostly require the services of lodging. As per the individual features, the clienteles are divided into age, way of life and earnings (Hutt &Speh 2012, 34). Positioning For the tourists and travelers, the facilities of Marriott hotel must be positioned according to the demands of the site and spots. The position of Marriott Hotels must be near travelers’ sites. The essential service of Marriott hotels is to stay in the market by given that the accommodation services. For the core facilities to be utilized by the clienteles, added services are also required. The backup services may include the check-in services and easing services. The easing services are the services required by the customers so that they can effortlessly use and consume the core product. The supporting facilities, unlike the easing services, do not support the core facility but instead they increase the value and generate differentiation in the core service from the services offered by the challengers. The facilitating services are compulsory and hold more standing than supportive services. The augmentation of the service constitute of the three basic characteristics which are customercontribution, ease of access of the service and the communication with the service group. The augmentation of the services has to be combined with the core product. Pricing strategies The pricing strategies of Marriott Hotels contains of the strategy to sell the right product to the right customer and the right time with the right value. The pricing strategy consist of a few guiding principles for the Marriott hotel organization and its related properties. These guidelines are appropriate benchmark rate placing, rational pricing, single image register, suitable discount rates and routine performance tracking. The pricing strategy of Marriott hotels is done in the way that the management can get profits. Marriott hotel understands their full potential when deciding the final prices for their clienteles. The pricing strategy is set that it earns the maximum profits for the corporation along with maintaining the brand image. Pricing strategy determines the buying and sales orders and set their charges. The rating strategy of Marriott Hotels is largely based on the fixed amount, promotion or sales campaign, quantity break, price dominant on entry, precise vendor quote, mixture of multiple order or lines and consignment or invoice date. The organization of Marriott hotels prevent pricing errors by automating the setup of pricing and maintenance. Marriott hotel controls the pricing policy by estimating the demand curve and the probable quantities of products/services sold within each possible price. It is assessed how at different levels of production, different costs are estimated. It is also possible for Marriott hotels to cut or raise their normal prices depending on the circumstances. Marriott hotels’ pricing strategy is supple to change the period and understand the intent of challengers and change. Promotion mix With the technological developments, a Marriott hotel does its brand promotion through internet. Marriott hotels have developed its own site with an extensive, comprehensive and clear view about the management: its products and services. The website helps the customers to book online and retrieve any related information. The focus and main concern of Marriott hotels is to retain the existing customers. The existing customers pave way for the promotion campaigns by the business. The promotion strategy is generally targeted to the mass communication through trade magazines, print ads. The price effective means of communication for the existing and possible clients is done through direct mail promotions. This benefits the company build long-term relations with its resident community and helps the Marriott hotels to create high level of corporate activity (marriott.com). With the promotion mix, the public relation actions play an important role. Promotion mix consists of publicizing, public relations and direct marketing (Kelly, 2010). The advertising approach of Marriott Hotels is beleaguered to its customers mostly through the internet, several commercials, and labeling. The Brand Works aids Marriott hotels to put out its offers and deals to the individual property sites, commercial and brand sites. This permit Marriott hotels to realize what tools must be activated within each brand and to what spectators and how to deliver the customer with aimproved experience along with assurance of reliability, value and marketing data. The advertisements are used for fascination and reminder purposes. The promotion mix is used for the purpose of communication with the customers (Kelly, 2010). The promotion mix increases the cognizance of the services offerings by Marriott hotel. Internationally, Marriott hotel uses the promotion mix to increase the amount of customers and appeal them. Distribution strategy Marriott hotels go about their delivery channels via the association with central reservation system by leveraging the electric distribution channels. This supports the Marriott hotel operations. Marriott’s central registration system is simply linked to the Direct Connect for External Channels. In the present and new markets, Marriott hotel is facing growth because of the improvements in the inventory distribution substructure. The additional capabilities enable Marriott hotel to increase its speed into the market and lower its overall costs. It is important for Marriott hotels to select the channel mix whether they want direct channels or third party channels. Every choice has different set of benefits and costs. Marriott hotel needs selecting the distribution channel which favors the streams of incomes and paves way for the sustainable growth. It is of extreme importance for Marriott hotels to deliver and make available its clienteles with the right price and so that their processes can make profits. It is essential to recognize the correct method for pricing, monitor the productions, and point of reference the results. In Marriott hotels, the distribution channels are both direct and indirect. The business, from side to sideunintended channels, is conducted through online third parties, retailers and travel agencies. The direct distribution channels of Marriott hotels have to be reasonable and strong. The distribution channels via the third parties also form the part of overall revenue of Marriott and for the provision of leisure and business customers. Generally, the distribution channel shows a very vital role in the profitability contributions and business mix. Extended Marketing Mix The extended marketing mix consists of process, physical evidence and people come from the product, price and promotion, which aims to ease the final customer. The extended marketing mix is usually more appropriate in services sector. Therefore, Marriott hotel emphases on the 7P are inclusive of procedure, physical evidence and persons. This helps Marriott hotels to focus on their sales and marketing mix in more detail. Process of Marriott hotel describes how and where the customers will reach the hotel. It also defines what added value is provided to the customers by the Marriott hotel. Process clarifies to the Marriott management how the customer relationships can be established and communicating experience can be provided. The process of Marriott is facilitated by e-commerce. Marriott hotel follows the procedure marketing mix and continuously interacts and transacts with its customers. Marriott management generates the value promotion and delivery along with educating and supporting its customers about Marriott hotel on nonstop basis. Physical proof determines for the Marriott management the potential customers. It defines the image, goodwill and view of Marriott according to the views of customers. The presentation is comprehensive of physical evidence. It consists of the security support, physical environment and packaging. For the services establishment by Marriott hotel, the facilities and imperceptible product can be presented to the final customers as a good image and strong brand. People involve the Marriott hotel management and the clienteles. Also, it includes employees, media, general public, associates, shareholders and the forecasters. The stakeholders of Marriott hotel are the people in the marketing mix. Through people marketing mix, clienteles have a direct understanding of the Marriott hotel (Hutt &Speh 2012, 34). It is important for the Marriott hotels to recognize the internal and secondary data. Focus groups and studies were used for those travelers who stayed at lengthy nights in the lodging house. It is essential for the Marriott hotels to find the internal and secondary data. Focus sets and surveys were used for those travelers who stayed at extended nights in the hotel. There is a huge potential for the growth in customers whose changes may change. Marriott needs to increase and expand its position to capture customer and their business. The Marriott management is fruitful in marketing research for the development of segmentation plan to attract various customers with the provision of a number of options, facilities and products. The varied aids provided by Marriott have appealed to wide number of customers and have made Marriott win great business. For the marketing achievement in future, Marriott is extremely dependent on the continual dependence on marketing research (Hutt & Speh 2012). Sustainability and corporate social responsibility The communal social responsibility of Marriott hotels includes three main sectors which consist of business values, environment and culture. The business values include the travel and tourism industry. It is very essential for the global economic development. Marriott hotels must establish its business to increase the business values for customers with the increase of partnership and merger. Marriott hotel management and its franchise operations create the basic fundamental business values for the basic agenda of ethical conduct and integrity. The atmosphere of Marriott hotel is the vision of corporate responsibility within the warmth industry to create positive economic chances worldwide. The society of Marriott hotels is committed to the social blending of corporate financial contributions with the volunteer services around the world. Marriott hotels participate in jobchances, children’s wellbeing, and setting up of food and shelter for the workplace and support of learning within the hospitality industry. The Marriott hotels amalgamate with the stakeholders for the subdivisions and executives for the fulfillment of management errands. The stakeholders group must be continuously communicated for the development of focus areas for the community meeting with the aim of serving the community. Marriott hotel organization’scommercial social responsibility is attained with the corporate financial contributions with the volunteer service and in-kind giving. The purpose of Marriott hotel is to make the universal community strong. The management of Marriott hotels works with various generous organizations around the world. The promise for the reservation of environment has been done by Marriott hotel management since 25 years. All Marriott associates are accountable for maintaining the standards legal, principled and social matters outlined in this Code of Business Conduct. The Code of Business Conduct applies to commercial processes hotels and businesses bearing the mark of the company all Marriott business units, offices Marriott, sections and majority-owned firms. Managers accountable for controlling other associates are particular responsibility to ensure that partners understand charge expectations contained in this Code of Business Conduct. One of the main aims, in addition to compliance with environmental rules is the lessening of operating costs (energy consumption, water). In adding, the aptitude to stand out from the competition and capture new customers, especially foreign provokes many brands to establish charters (Hutt &Speh 2012 Another fact not to be overlooked by the hotel is that corporate customers are more likely to be number one for uniformity with their sustainable development strategy, lodging structures whose actions are consistent with responsible approach. This is mainly the case for meetings or during event operations. Marriott respects the privacy of members who report desecrations potential Code of Conduct and a policy of "no reprisal" to partners who report a worry, honestly and good faith References Eiriz, V., Barbosa, N. and Figueiredo, J. (2010). A conceptual framework to analyse hospital competitiveness. The Service Industries Journal, 30(3), pp.437-448. Government Tourism Policy. (2014). [online] Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/78416/Government2_Tourism_Policy_2011.pdf [Accessed 15 Dec. 2014]. Horner, S. and Swarbrooke, J. (2005). Leisure marketing. Oxford: Elsevier Butterworth-Heinemann. Hotelmule.com, (2014). Marketing Communication - Hotelmule - Hospitality and Tourism Industry Portal. [online] Available at: http://www.hotelmule.com/html/84/n-2184.html [Accessed 15 Dec. 2014]. Hutt, M. and Speh, T. (2013). Business marketing management. Australia: South-Western, Cengage Learning. Kelly, A. (2010). Advertising and Promotion: An Integrated Marketing Communications Approach -- Chris Hackley. International Journal of Advertising, 29(3), p.501. Kozak, M. and Andreu, L. (2006). Progress in tourism marketing. Amsterdam: Elsevier. McCabe, S. (2009). Marketing communications in tourism and hospitality. Amsterdam: Elsevier/Butterworth-Heinemann. Middleton, V. (1994). Marketing in travel and tourism. Oxford: Butterworth-Heinemann. Tsiotsou, R. and Goldsmith, R. (2012). Strategic marketing in tourism services. Bingley: Emerald. Marketing Communications 17 17