ASSIGNMENT

OF

MARKETING OF SERVICES
ON

MARKETING STRATEGIES IN HOTEL SERVICES

Submitted to: Mr. Satinder Kumar Lec. SMS

Submitted by: Sahil Kumar MBA: 2 Sec: c Roll no. 5876

School of mana ement !tudie! "un#abi uni$e%!ity&"atiala'

Ma%(etin !t%ate y
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 )a%t of the ene%al co%)o%ate !t%ate y

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 e!plains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mi!, and allocation of resources. "t 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. #orporate 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.

*a!ic theo%y:
$. %arget Audience &. 'roposition()ey *lement +. "mplementation

Tactic! and action!

A marketing strategy can serve as the foundation of a marketing plan. A marketing plan contains a set of specific actions re,uired to successfully implement a marketing strategy. -or e!ample. /0se 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, higher1margin products and services that enhance the consumer's interaction with the low1cost 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 ob2ectives. 'lans and ob2ectives are generally tested for measurable results. A marketing strategy often integrates an organization's marketing goals, policies, and action se,uences 3tactics4 into a cohesive whole. 5imilarly, 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 ne!t level or group. *ach one group is e!pected to take that strategy goal and develop a set of tactics to achieve that goal. %his is why it is important to make each strategy goal measurable. Marketing strategies are dynamic and interactive. %hey are partially planned and partially unplanned. 5ee strategy dynamics.

Ty)e! of !t%ate ie!

Marketing strategies may differ depending on the uni,ue situation of the individual business. 6owever there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below.

St%ate ie! ba!ed on ma%(et dominance 1 "n this scheme, firms are
classified based on their market share or dominance of an industry. %ypically there are four types of market dominance strategies.

o o o o

7eader #hallenger -ollower Nicher

"o%te% ene%ic !t%ate ie! 1 strategy on the dimensions of strategic scope and
strategic strength. 5trategic scope refers to the market penetration while strategic strength refers to the firm8s sustainable competitive advantage. %he generic strategy framework 3porter $9:;4 comprises two alternatives each with two alternative scopes. %hese are Differentiation and low co!t leader!hi" each with a dimension of #ocu!1broad or narrow.
o o o

'roduct differentiation 3broad4 #ost leadership 3broad4 Market segmentation 3narrow4

Inno$ation !t%ate ie! 1 %his deals with the firm's rate of the new product
development and business model innovation. "t asks whether the company is on the cutting edge of technology and business innovation. %here are three types.
o o o

'ioneers #lose followers 7ate followers

G%o+th !t%ate ie! 1 "n this scheme we ask the ,uestion, <6ow should the firm
grow=>. %here are a number of different ways of answering that ,uestion, but the most common gives four answers.
o o o o

6orizontal integration ?ertical integration @iversification "ntensification

A mo%e detailed !cheme u!e! the cate o%ie!:

'rospector Analyzer

@efender Aeactor Marketing warfare strategies 1 %his scheme draws parallels between marketing strategies and military strategies.

St%ate ic model!
Marketing participants often employ strategic models and tools to analyze marketing decisions. Bhen beginning a strategic analysis, the +#s can be employed to get a broad understanding of the strategic environment. An Ansoff Matri! is also often used to convey an organization's strategic positioning of their marketing mi!. %he ;'s can then be utilized to form a marketing plan to pursue a defined strategy. %here are many companies especially those in the #onsumer 'ackage Coods 3#'C4 market that adopt the theory of running their business centered around #onsumer, 5hopper D Aetailer needs. %heir Marketing departments spend ,uality time looking for /Crowth Opportunities/ in their categories by identifying relevant insights 3both mindsets and behaviors4 on their target #onsumers, 5hoppers and retail partners. %hese Crowth Opportunities emerge from changes in market trends, segment dynamics changing and also internal brand or operational business challenges.%he Marketing team can then prioritize these Crowth Opportunities and begin to develop strategies to e!ploit the opportunities that could include new or adapted products, services as well as changes to the E's.

Real,life ma%(etin
Aeal1life marketing primarily revolves around the application of a great deal of common1 sense dealing with a limited number of factors, in an environment of imperfect information and limited resources complicated by uncertainty and tight timescales. 0se of classical marketing techni,ues, in these circumstances, is inevitably partial and uneven. %hus, for e!ample, many new products will emerge from irrational processes and the rational development process may be used 3if at all4 to screen out the worst non1runners.

%he design of the advertising, and the packaging, will be the output of the creative minds employed which management will then screen, often by 'gut1reaction', to ensure that it is reasonable. -or most of their time, marketing managers use intuition and e!perience to analyze and handle the comple!, and uni,ue, situations being faced without easy reference to theory. %his will often be 'flying by the seat of the pants', or 'gut1reaction' where the overall strategy, coupled with the knowledge of the customer which has been absorbed almost by a process of osmosis, will determine the ,uality of the marketing employed. %his, almost instinctive management, is what is sometimes called 'coarse marketing' to distinguish it from the refined, aesthetically pleasing, form favored by the theorists. 6ospitality Marketing 5olutions from @FDA . . . 36ospitality "ndustry #onsultants 5pecializing in the 6otel Marketing 5trategies since $9E94 @FDA 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. Frudney8s 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.

Ma(in "lan! ' ' ' Not "%omi!e!

@avid Frudney D 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 e!pectations, @FDA performs annual and ,uarterly reviews and evaluations of entire sales and marketing plan and operation.

'ut @FDA's 6otel Marketing *!pertise to Bork for GouH As a veteran professional consultant, company principle, @avid Frudney has advised developers and lenders, hotel owners and operators, chains and independents, mega1 resorts and conference centers, limited service and FDFs alike, throughout the 0.5. on issues relating to performance evaluation and enhancement, hotel marketing strategies, structure, direction and e!ecution. @FDA's area of e!pertise is sales, marketing and operations and his primary hospitality consulting work the past &: years has focused on producing top line improvement, strategic planning, structure and direction, performance evaluation, result measurement, research and litigation support.

Cu!tomi-ed .o!)itality Ma%(etin Con!ultin Se%$ice!:

6otel 5ales D Marketing operation performance, production, metrics, planning, direction and deployment benchmarking and validation "mplementation, monitoring and results measurement Mentoring 5peaking, facilitating, training @ispute resolution, litigation support, e!pert witness

.OTE/ MARKETING SERVICES OVERVIE0

.otel Inte%net Ma%(etin
O8Aourke8s 6otel "nternet Marketing 5ervices ma!imize online resources to reach a high percentage of your target audience, direct them to your website, and increase bookings. %he internet channel has great potential for return on a small investment. An attractive website is fantastic but it is not enough to produce results. Be will help you strategically implement tactics such as 6otel 5*O. 5earch *ngine Optimization, ''# campaigns, and 7inking 5trategies to market your hotel and dramatically boost reservations.

.otel Inte%net Ma%(etin Se%$ice!:

.OTE/ SEO: O% anic Sea%ch En ine O)timi-ation
5earch *ngine Optimization 35*O4 is the process of making a website and its content highly relevant for both 5earch *ngines and 5earchers. Bhen a word or phrase is searched, the results pages display organic Inatural8 results and paid sponsored listings. Fy utilizing our 5*O services, your hotel website domain will be listed higher in the results pages which will direct more traffic to your website.

"aid Sea%ch Ma%(etin 1""C2

'aid 5earch Advertising, also called sponsored listing or 'ay 'er #lick 3''#4, is when an advertiser places an ad on a host site and pays each time the ad is clicked. "f your hotel advertises on a search engine such as Coogle you will have to bid on keyword phrases that your target audience may search on. Gour ad will appear on the top or right hand side of the search engine results page when that specific keyword is searched.

/in(in St%ate y
7ink building is the process of directing targeted traffic to your website through links placed on e!ternal websites. A comprehensive linking strategy is fundamental to any "nternet Marketing #ampaign for many reasons. "t will increase your website visibility, bring more traffic to your website, and increase your rankings with popular search engines.

Email Ma%(etin
@irect *mail marketing is still the number one way to get results. "t is ine!pensive and effective. O8Aourke will design, deliver, and track your email campaigns. *mail marketing can be used successfully as a branding tool, notification of your hotel8s news and events, and lead generation to ac,uire client email profiles.

Social Media and Re)utation Mana ement

5ocial media allows the user to generate content utilizing easy and accessible publishing tools. *!amples of social media applications include social networking sites such as -acebook and %witter, product review sites such as Gelp, video sharing sites such as Gou%ube, photo sharing sites such as -lickr, and a myriad of blogging sites 2ust to name a few. O'Aourke will design customized 5ocial Media strategies for your hotel enabling you to interact with customers, enhance your web presence, and increase your search engine optimization.

0eb!ite T%ac(in 3 Analy!i!

One of the main advantages of "nternet Marketing is that you can measure the return on your investment. O8Aourke will track the performance of your website identifying metrics, key performance indicators, and critical success factors. Be 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.

/andin "a e!
7anding pages play an integral part in your "nternet Marketing campaign. A well1planned landing page has the power to convert your visitor into a customer where a poorly designed page can cause them to e!it ,uickly. O8Aourke will strategically design, optimize, and track the performance of your landing pages.

*anne% Ad!
Fanner ads are one of the first online marketing tools and have been used for ,uite some time. %he advantage to this is that we are now more sophisticated about when and how to use banner ads. O'Aourke 6ospitality makes use of best practices in targeting, creating and tracking your banner advertising campaign.

.OTE/ INTERACTIVE SA/ES TOO/S

6eighten the success of your sales presentations with digital sales tools such as interactive videos and e1brochures. %his media will help your sales team ac,uire new business by generating e!citement and instilling confidence about your hotel. "nteractive sales tools can connect emotionally with prospective customers through the use of movement, music, and photography. 5ee 'ortfolio

Inte%acti$e Sale! Tool! Se%$ice!: Video "%e!entation!

?ideos are very powerful sales tools and can help increase catering and event bookings. *nhance your sales presentation with an interactive video that presents your hotel in a progressive, dynamic way and engages the customer in sight and sound. ?ideo presentations are very easy to use and can by viewed on a laptop or %? screen. O8Aourke will produce impactful videos for your lobby, trade show or presentation that are bound to provoke interest and sales.

E,*%ochu%e
*1Frochures are digital flip books that will help you turn your sales leads into customers. %hese digital brochures are cost1effective and convenient to use. Gour sales team can attach the brochure link to their e1mails and reach potential clients instantly. *lectronic

brochures have many advantages over printed material. %here is no printing, shipping, or distribution costs involved and the content of an e1brochure can be modified as often as needed.

.OTE/ "RINT 4ESIGN

Gour hotel print material has the power to immensely increase bookings in all segments including 7eisure, -ood and Feverage, Croup, and Fusiness %ransient. Our many years of e!perience in the hospitality industry, coupled with our marketing and design e!pertise, allows us to create print material capable of attracting new customers and ensuring repeat business. O'Aourke provides hotels with design that attracts customers and consistently communicates their uni,ue brand voice in all endeavors including advertising, direct mail, print collateral, on1property material, catering and restaurant material, and hotel posters.

.otel "%int 4e!i n Se%$ice!:

.otel "%int Ad$e%ti!in
6otel 'rint Advertising, if designed and implemented correctly, can be e!tremely effective in booking more room nights and increasing return on investment. O'Aourke understands how to connect with your target audience in an emotional way and motivate them to make reservations. %hrough the use of bold, energetic photography and winning copy, we create hotel print ads that outshine the competition and increase bookings.

4i%ect Mail
"ncrease your group meetings with striking direct mail that speaks to your target audience and motivates them to host their events at your hotel. @irect mail that is high1end and elegant will be read by your customer and your message or offer will be conveyed. Our marketing e!pertise, clean design style, and knowledge of your target audience allows us

to create direct mail that is cost1effective and will help you build and retain loyal customers.

.otel "%int Collate%al

"ntelligently designed hotel print collateral has the power to reach your new or e!isting customer and prompt more reservations in both the leisure and business traveler segment. 'rint collateral is a tangible means of conveying your hotel brand and showcasing your amenities and offerings. O'Aourke knows how to engage your target audience with vibrant photography and insightful copy and will create print collateral that is memorable and effective. *!amples of hotel print collateral.

6otel Aack #ards 6otel Aack Frochures #onvention Frochures Meeting 'lanner Cuides

On,"%o)e%ty Mate%ial!
Gour marketing efforts will bring business to your hotel and will portray a uni,ue brand image that your on1property material must reinforce. Gour guests have high e!pectations of your hotel that must be upheld in everything they touch and see. On1property materials will contribute to your customers' overall impression of your hotel and result in repeat business and positive reviews. O'Aourke will provide you with on1property material which is consistent with your brand and appealing to your guests. *!amples of On1'roperty materials.

6otel )ey 'ackets 6otel @oor 6angers "n1room #ards

Food and *e$e%a e

Gou 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'Aourke can design winning food and beverage material that will promote your restaurant and catering services and will undoubtedly generate a high return on investment. *!amples of -ood and Feverage materials.

Menus %able %ents 'osters Frochures )ey 'acket 5tuffers Aestaurant 7ogo @esign

.otel "o!te%!
6otel 'osters can help you generate revenue by promoting an upcoming event, restaurant offer, or information about your hotel amenities. 'osters are effective when they combine eye1catching imagery and clear messaging. O'Aourke designs desktop, lobby, and elevator posters capable of capturing your guests' attention and conveying your message or offer.

Ret%actable *anne%!
Aetractable banners are a powerful means of attracting attention and can draw more business. Bhether you use it for a trade show, a special event, or lobby display, your banner should be engaging and communicate your message clearly. O'Aourke can design and print retractable banners that are distinctive and customized for your hotel.

Than( you5