Tunstall Online Hotel Chain

Tunstall Online Hotel Chain: Marketing Plan

Ashley Tunstall

Strayer University

May 11, 2018

Tunstall Online Hotel Chain: Marketing Plan

The success of a business a plan has to be well designed to ensure that products and services will make a positive impact to attract the customers. Creating a brand name in the market requires an organization to gain trust and value that the customers would respect and use for future purchases. However, in order for an organization to become successful with trust and value, they must create a marketing plan. According to Kotler (2008), a successful marketing plan is a document or blueprint that outlines strategic plans of what actions that needs to be taken to achieve success. Also, this marketing plan must have details and a proposal that will increase their market visibility. The brand offered into the market must be effective in remaining in the minds of the consumers and clients for loyalty as well. However, an effective marketing plan will present clear strategies that show the overall goal of the organization. A successful brand includes logo, slogan and the colour whenever it is possible (Cooper, Schindler & Sun, 2006). 

Brand Name, Logo, Slogan and Brand Extension

It is imperative for any organization to brand its products and services so that it stands out from the rest. Branding includes the slogan, brand name, logo and any other added value that make the product more appealing to the clients. Branding creates a competitive advantage to the firm which enables the organization to make more sales compared to its competition in the industry. According to Couchman (2017), a branding simple means the purpose of your existence. It’s an idealistic view of what you want to become to your consumers and customers. Moreover, a brand gives the customers what to talk about after using the product which the company’s brand shows what they stand for. Slogans are used to capture the attention of the consumer. This is important because it brings new customers to the organization and try to gain loyalty. Slogan should be a “catchy” phrase that stands out, but the logo is the face of the organization (Couchman, 2017). For example, if a Tunstall Online Hotel Chain slogan says, “there no place like Tunstall Online Hotel Chain- just like home,” the slogan is short and catchy. However, the face of the organization should be a family sitting on a couch. It shows warmth and family orientation. The reason for the brand name is to help the customers to easily identify the organization among the market of competition.

Now as for a brand extension, the idea is to corporate food. The company shall use “TastyFud” as its brand name with an emphasis on the taste of the foods that we link our customers to. The reason for the brand name is to help the customers to easily identify the product among the pack since competition has been stiff and customers' loyalty is the only too that can bail a business out when sales go down. The company will use the slogan of “Treat yourself with the best quality wherever you are around the Globe.” The slogan is used to remind the customers that the best company to give you the best foodstuff you require is the Tunstall Online Hotel Chain. The organization can link the customers with the hotels that offer the best foodstuffs which are well prepared. The firm also intends to use the brand name of “Hot food” to help in reaching of more customers (Cooper, Schindler & Sun, 2006). 

Marketing Strategy

Marketing of any product needs a clear plan that includes the factors that will draw the attention of the potential clients to pay attention to what is being marketed (Kotler, 2008). Some of the strategies that need to be considered are time, quality convenience. All three are critical. According to Kotler (2008), the duration it takes to deliver the products, quality of the products, the media outreach and the convenience of getting the products and service to the customer will determine how successful the organization can be and retain the customers. Therefore, with the new brand extension will incorporate these new principles. For example, Tunstall Online Hotel Chain will incorporate the sale of food. It will take approximately 2 hours to deliver the products to the customers so they will not wait for a long hours. An alternative is to walk to the nearby branch hotel which is well distributed and pick the order from that joint. The company shall use the social media to advertise the products.

When dealing with social media, the company will incorporate Facebook, Instagram, Twitter and SnapChat. Tunstall Online Hotel Chain aims to get the customers aware of the platforms which are used so that they can get access to the products faster and at the right prices (Kotler, 2008). 

Positioning Statement

The positioning statement of Tunstall Online Hotel Chain: “The services and products of Tunstall Online Hotel Chain have the most comprehensive coverage in the market because of the distribution channels that it has.” The new strategy will see an increase in sales which were previously doing poorly in the market. The map shows the level of improvement that the products have gone and areas that still need some adjustment to make the sales increase further. The data indicates that the current total net income is $ 70,000 which is an improvement from the previous month of $ 56,000. The feedback from the customer was also unanimous sine there were several platforms where they could use to reach the firm. The number of the customers also increased due to the reduced prices and the increase of products on the customer links (Honig & Karlsson, 2004).

The marketing plan was a great success to Tunstall Online Hotel Chain, and this can be determined by the number of the correspondence from the customers from the social media created. The firm has managed to set itself from other competitors by engaging the customers directly through the customer care. The quality of the products offered through the firm also helps in creating a competitive advantage over the rivals. All the four social media need to contribute a certain percentage of success so that the firm can achieve its objectives (Cooper, Schindler & Sun, 2006). 

Consumer Behavior

Tunstall Online Hotel Chain intends to serve the working class who are busy and do not get time to prepare their foods at home. With the tight schedule that the workers have to go to they find it difficult to get time to make the meals thus prefer to get the readymade food to serve their families. Both male and female in the working class today undergo the same pressure of work, therefore, opt for the readymade products. The focus of the advertisement will be the social media since that is the central area of getting the customers. The choice of social media was because of the low cost that is required to maintain the platforms (Kotler, 2008). 

The intention of the business logo and the slogan of the Tunstall Online Hotel Chain is to help it bring the customers to associate with the firm to a more significant length. The slogan encourages the customers to get their products from the firm to get value for their money. The packaging for products which is attractive makes the firm's products to appeal to the clients in the market thus increasing the sales. The slogan brings the name of the organization and the product on the limelight with the aim of improving the image of the firm in the market. Customer tends to buy the products from the firm which they closely associate with, and that was the reason why the company used the social media to reach to the potential customers. Also, most customers prefer to deal with a single organization that in case of complaining their issues is adequately handled. All the strategies which were used by the firm are adequate since the firm was able to reach for more customers than previously anticipated (Honig & Karlsson, 2004).

Mission Statement and Company Introductions

The Tunstall company mission is to offer the customers with the best products regarding quality and quantity and still charge them fair prices. The organization intends to make more sales to reduce the production costs. Once the products are affordable, than, more customers will join, and the business will expand to serve other people beyond the region currently covered. The number of people who cannot cook at their homes has increased because of the twenty-four hours economy which requires people to operate throughout thus limiting the cooking times. The limit time for preparing meals at home has helped the firm to increase its operations (Cooper, Schindler & Sun, 2006). 

References

Cooper, D. R., Schindler, P. S., & Sun, J. (2006). Business research methods (Vol. 9). New York: McGraw-Hill Irwin.

Couchman, H. (2017). What’s the purpose of brand purpose? Retrieved from http://fabrikbrands.com/whats-the-purpose-of-brand-purpose/

Honig, B., & Karlsson, T. (2004). Institutional forces and the written business plan. Journal of Management, 30(1), 29-48.

Kotler, P. (2008). Marketing Management+ Marketing Plan Pro 6.0. Prentice Hall.