Reflective Journal
ghanhateu
HOS301ATopic3PowerPoint.pptxHOS301A Hotel Management Simulation
MARKETING
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MARKETING
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MARKETING
WORKSHOP
HOTS
MARKETING
A Day in life of a DOSM
https://youtu.be/3eDgj8aTIGg
Video provides an overview of the sales and marketing department.
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HOTEL MARKETING
DEFINITION OF MARKETING
KOTLER
Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.
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HOTEL MARKETING
STP
STEPS IN PROCESS
Explain what STP stands for:
Segmentation – provide overview more detailed information in following slides
Target - provide overview more detailed information in following slides
Positioning - provide overview more detailed information in following slides
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Segmentation
Targeting
Positioning
Market Segmentation is the subdividing of a market into subsets of customers, with homogeneous needs and wants, where any subset may be selected as a target market to be reached by a distinct marketing mix
SEGMENTATION
Discuss the different groups that you may bucket segments:
Behavioral –
Hotel may segment holiday v business
Geographic –
Hotel may segment Domestic v International
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Demographic
Behavioural
Geographic
Psychographic
WHAT SEGMENT?
SEGMENTATION
What factors should I consider when selecting a segment?
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Identify
Homogenous Segment that differ from other segments
Segment Attractiveness
Specify
Characteristics that define the segment
Determine
Segment Size
Segment Potential
Q2
Price
Quantity Sold
Demand
Supply
P2
Aggregate Market
(3 Different Products)
P1
Q1
Q3
P3
Standard
Segment
Luxury
Segment
Economy
Segment
WHAT SEGMENT?
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Strategies
TARGET MARKET
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Three Common Strategies
Niche
Focus on segments seeking specialised offering
Broad
Capture significant volume to gain economy of scale
Growth
Target one or more fast growth segments
Strategies
TARGET MARKET
Mass Market
Customisation
Undifferentiated
Concentrated
Differentiated
Micro Marketing
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Full Market Coverage
Multiple Segments
Single Segment
Individuals as Segments
Attributes used in positing
POSITIONING
The place a product/brand occupies in customers mine relative to their needs/wants.
Physically based attributes
Complex physically based attributes
Essentially abstracts attributes
Price
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POSITIONING
Perceptual positing is the position of brand is the way it is categorised by customer attributes and the place it occupies in consumers minds relative to competition.
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The Four P’s
MARKETING
MIX
Work through the example provide:
Product – is standard room if they wish to include breakfast then this is a separate product same if they want to do weekday v weekend
Price – determine the price you will sell the standard room
Promotion – where will you advertise i.e. social media, print – explain to students to not confuse this with a promotions such as “bed and breakfast with parking”
Place – distribution where can consumers find the product – Expedia, booking. Com, hotel website.
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Accommodation
Product
Standard Room
Price
$100
Promotion
Social media
Place
Website & Expedia
MARKETING
MIX
Students to break into their hotel groups.
Each group needs to select a product or products, then develop a marketing mix for each product.
Using the template provided, each group will need to document the marketing mix they developed.
Each group will need to rationalise the marketing mix they developed to the lecturer.
Group Activity: 30 minutes
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MARKETING PLAN
PLAN
EXAMPLE
Example of what a hotel marketing plan consist of and the reason why there is a marketing plan.
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MARKETING PLAN
PLAN
Elements of plan
Example of what a hotel marketing plan consist of and the reason why there is a marketing plan.
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ADVERTISING BUDGET
PLAN
EXAMPLE – advertising and promotions
Example of what a hotel advertising budget.
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ADVERTISING PLAN
PLAN
EXAMPLE – promotional calendar
Example of what a hotel promotional calendar.
.
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Decision Screen
HOTS
Add you advertising plans into this section
Refer to advertising plan for cost and budget
Refer to your market mix per product to select the various campaigns
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Alli Abdurahman (AA) -
Advertising Decision Screen
HOTS
Refers to you PR and social media.
Determine your digital strategy :
SEO budget
Online advertising
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ASSESSMENT
DISCUSSION
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ASSESSMENT
DISCUSSION
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Next Week
Complete Marketing Plan
Complete Advertising Plan
Complete pre class Activity
Participate – post your thoughts on the discussion forum
Remind students that this subject requires out of class work.
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