Mobile Marketing & Advertising

Elements of Marketing Process

Describe about the Mobile Marketing & Advertising?

There are four major elements of the marketing process that includes the Situation Analysis, Marketing Strategy, Marketing Mix and Implementation and Control. The process of marketing includes the identification of the opportunity in the market through situation analysis in which the firm identifies the resources, customers and other opportunities and capabilities to operate. It should incorporate the past, present and future aspects of the market analysis for company’s product (Pride and Ferrell 2012). The situation analysis is done through internal and external analysis that includes- PESTEL analysis (Political, Economic, Socio-cultural, Technology, Environmental and Legal), SWOT analysis and 5 Cs Analysis (Company, Collaborators, Competitors, Customer and Climate). Then the strategy is formulated for marketing for value positioning through market segmentation, product positioning with the target market, market targeting, and value positioning to target market through market research (Elliott, Rundle-Thiele and Waller 2012). The market decisions are made through marketing mix parameters including pricing decision, product development, places for distribution and supply chain and promotional strategy. The last element is the implementation and control of the above strategies in the marketing plan so as to ensure that the process is carried out effectively and efficiently and evaluate the process from time to time.

Hilton Hotel benefits and costs for marketing orientation are concerned with its marketing strategies based on the ideas of how the product comes out in the market (Hiltonworldwide.com 2016). This focuses on the strategy of the hotel for its decision on the location of the hotel premises. Hilton Hotel emphasized more on its location so that the customers could easily access it and avail the services in an easy way. The location being near the airport and in the middle of the main city has given the great value to its products and services. The focus is more on satisfying the customer needs and wants by integrating the activities to satisfy each client and achieving long-term goals of the company, its competitive advantage and become more customers centric (Grewal and Levy 2012).

The buying behavior of the consumers depends majorly on the three situations that influence the consumer buying- time, condition (social, cultural and attitude) and place. Time is the factor that is most important and influential factor where the customer if lacks in time choose the other alternative of that brand. This impacts the sales of the organization (Solomon 2012). The marketing activity fails if the consumers do not provide the time to the marketers to make them understand what the product or service is all about (Hawkins and Mothersbaugh 2013). Another factor is the place where the marketing activity is done to attract the customers; the social factor also influences the consumer’s choice of selecting product/services which are influenced by social groups, family and status and consumer’s values, attitude and geographic conditions also influence the marketing activity.

The products and services offered by the Hilton Hotel group are customer centric which make it as one of its competitive advantages. The company majorly serves the clients with all requirements that a customer needs and wants. The services of the hotel are dedicated to fulfilling and satisfy customer needs, and hence, the product development is customer centric. This includes the services of restaurants, room services, accommodation, safety and security, free internet and Wi-Fi, recreational activity areas, and best hospitality services to all its clients. The hospitality services rendered to the customers of the hotel are directed to satisfy the customized requirements (Martin and Schouten 2012). The services in hospitality include the food and beverages, accommodation, events organizing, business services, corporate meetings, social get-togethers and leisure.

Marketing Benefits and Cost

There are three elements added in the marketing mix P’s other than 4 P’s of price, place, product and promotion. The other three are named as people, process and physical evidence.

Process: Hilton Hotel process approach is approached through business strategy. The company aims to maintain the premium level of the process for sustaining the demand.

Physical Evidence: Physical evidence for the company is the luxurious hotel, accommodation, exterior and interior designing and including the tangible goods within services.

People: The people involved with the hotel that play a vital role for success of hotel. People involve employees of the company, customers, suppliers and the stakeholders.

The four P’s of the marketing process for the hotel group includes product/services, price, place, and promotion, which are known as marketing mix used for improving the marketing activities of the company.

Product / Services: Hilton Hotel group sells the services for the private and corporate persons. The services involve the booking of the rooms, conference hall, and restaurants for the personal relaxation, corporate meeting and social gatherings (Kotler and Keller 2012). Hilton Hotel is an international brand known globally that is known for providing best of its services. It value added products/ services includes recreational areas like swimming pool, gym and coffee shop; events organized on various occasions like political clubs, parties, private parties, religious groups, medical groups, corporate gathering and more; and provides the best of security, safety and reliability to all its customers, employees and other stakeholders (Www3.hilton.com 2016).

Price: There are different price rates for the reservations, sales and marketing activities. The rates are specified for events, rooms, accommodation clearly to its customers. The pricing strategy best suiting hotel is market skimming price that are adopted in the peak season of the demand for rooms and accommodations and increase the prices. On the other situation termed as low season or value season for the hotel, market penetration price strategy is used (Peñaloza, Toulouse and Visconti 2012).

Place: Hilton Hotel is beautifully located with a great surrounding and is near to the airport Heathrow. The location also consists of the business hub where the corporate easily access the services of the hotel when needed. The official hotel website also serves the customers with an easy accessibility of checking the accommodation, rooms of their choice, prices and various events online to register or book them in the case of urgency or requirement (Close 2012). The marketing team then follows up the clients who are interested to avail the services.

Promotion: There are various promotional activities that are incorporated to promote and advertise the brand among corporate and customers. The promotion is done through advertisements, personal selling, public relations and sales promotions (Bosik 2011). The advertisement of the hotel is the best communication medium to reach wide target customers; it includes advertisement on newspapers, social networking sites, website advertisement and professional magazines including Forbes, The Economist, Fortune and Financial Times. The public relation of Hilton Hotel is maintained through a wide range of communication with stakeholders involving employees, customers, private and public organizations, communicating through online and offline press releases and email and newsletters to all stakeholders. The Personal selling promotion tool involves hotel representatives to contact the corporate and potential customer directly over the phone or through meetings to give a personal touch with the customers (Jobber and Lancaster 2012). Lastly, the sales promotion strategy is to be adopted by the company to persuade the customers for availing hotel products and services. The best traveling allowance, discounts on accommodation and event coupons and other value added services are included in the promotional strategy.

Consumer Behavior in various situations

The marketing of the services and products to the businesses or corporate is different from that to the consumers. The marketing to business is a bit difficult as the business work is a streamlined by the buying process that saves time and money. The business to business sale is based on the logical purchase while the marketing to the customer is more on the emotional basis (Pride and Ferrell 2012). The logic behind the sale of the product and service to the business is interesting as the customer here is knowledgeable, rational and has a purpose of purchasing the product or service as saving money, time and resources, while the customer is focused on the benefits of the services/ products and his decision is emotionally driven where he feels convenient. The brand identity in B2C is created through advertising and social media while for B2B it is created through personal selling and relationship (Miller 2012). The prospects of B2B are more difficult than that of marketing to the customer. The sales to B2B are taken as higher tickets as the sale is driven by a rational approach through personal relationship building.

Marketing is considered to be the efficient and effective management of the utilization of the resources of the company and meet the requirements of the customers. /marketing is done within the local and domestic markets, and the global existence of the companies make it important for a market plan for global competition through international marketing (Burkert, Ivens and Shan 2012).  Domestic Marketing is selling the product and service in the local and domestic area, with the local competition and customers. On the other hand, the International marketing is the sale and promotion of the company’s product and services to customer across different nations. International marketing refers to the market and transfer of products and services from one country to another country, while the domestic marketing refers to the transfer of products and services within the country (Cavusgil, Knight and Riesenberger 2012). There are tariffs and nontariffs and other government regulations that affect the international marketing. There are various barriers to the international marketing that includes- language barrier, cultural and social differences, customer’s preferences and attitude, promotional tools and different economic, environmental and technical conditions. In domestic marketing company may adopt the same policies and practices at different branches but in the international marketing, it requires the different overall strategies, rules, policies to promote the product (Kim and Park 2013).

References

Bosik, D., 2011. Mobile marketing & advertising 2012. [Place of publication not identified]: Mind Commerce Publishing, LLC.

Burkert, M., Ivens, B. and Shan, J., 2012. Governance mechanisms in domestic and international buyer–supplier relationships: An empirical study. Industrial Marketing Management, 41(3), pp.544-556.

Cavusgil, S., Knight, G. and Riesenberger, J., 2012. International business. Upper Saddle River, N.J.: Prentice Hall/Pearson.

Close, A., 2012. Online consumer behavior. New York: Routledge.

Elliott, G., Rundle-Thiele, S. and Waller, D., 2012. Marketing. Milton, Qld.: John Wiley and Sons Australia.

Grewal, D. and Levy, M., 2012. Marketing. New York: McGraw-Hill/Irwin.

Hawkins, D. and Mothersbaugh, D., 2013. Consumer behavior. New York: McGraw-Hill Irwin.

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Jobber, D. and Lancaster, G., 2012. Selling and sales management. Harlow: Pearson.

Kim, E. and Park, K., 2013. Marketing mix elements influencing brand attitude strength: Global vs. domestic SPA brands. Journal of Global Scholars of Marketing Science, 23(3), pp.263-281.

Kotler, P. and Keller, K., 2012. Marketing management. Upper Saddle River, N.J.: Prentice Hall.

Martin, D. and Schouten, J., 2012. Sustainable marketing. Upper Saddle River, N.J.: Pearson Prentice Hall.

Miller, M., 2012. B2B digital marketing. Indianapolis, Ind., USA: Que.

Peñaloza, L., Toulouse, N. and Visconti, L., 2012. Marketing management. Abingdon, Oxon: Routledge.

Piercy, N., 2013. Online service quality: Content and process of analysis. Journal of Marketing Management, 30(7-8), pp.747-785.

Pride, W. and Ferrell, O., 2012. Marketing 2012. Mason, Ohio: Cengage Learning.

Solomon, M., 2012. Consumer behavior. Boston: Prentice Hall.

hilton.com, 2016. Hilton Hotels and Resorts – Find Hotel Rooms. [online] Available at: <https://www3.hilton.com/en/index.html> [Accessed 5 Jan. 2016].