Marketing is one of the most important units of a business. It helps to identify the needs and demands of the customers. Thus business can render products according to customers at their need. Marketing also helps in introducing a new product in the product market. This eventually helps to earn profit and brings growth for the business. The main purpose of a sales promotion is to increase sales by predicting and achieving focus of target customers. This presentation is about marketing in hospitality. A thorough discussion on this topic is depicted for better knowledge.

1. WELCOME
TO
PRESENTATION

2. AC3.2 PLAN AN ADVERTISING CAMPAIGN FOR A
SERVICES INDUSTRY OPERATION
The top management needs to identify the purpose and strategy of the campaign.
Here this is done to investigate the market condition and drawbacks (Mills and Law,
2004). This will help to increase the value of the company by increasing sales.
The crucial purpose is to reach the new product to the customers. Through
campaign, customers can learn about the product directly. Thus the Milestone Hotel
can influence its customer in buying the new products.
The campaign will be on for at least 3 months. If the proper response from the
market is unavailable, the campaign period may be extended.

3. AC3.2 PLAN AN ADVERTISING CAMPAIGN FOR A
SERVICES INDUSTRY OPERATION (CONT’D)
• A sample is given as follows:
The Milestone Hotel
London, United Kingdom
Of course, the rooms, service, and meals are outstanding. The environment is
always serene and comfortable. It is the genuine and respectful friendliness shown
by all the staff.

4. AC4.1 DISCUSS THE RELEVANCE OF MARKET
RESEARCH TO THE MILESTONE HOTEL
OPERATIONS
• Identifying consumer needs and demands: Marketing research helps the
Milestone Hotel in comprehending the consumer needs and demands and this
helps to identify the best services suitable for its customers. It will promote the
revenue generating activities for the hotel.
• Guarantee the success of your marketing campaigns: Market research helps
to get marketing campaigns successful as well as generate revenue. This will
make the targeted customers learn about the services of the hotel.

5. AC4.1 DISCUSS THE RELEVANCE OF MARKET
RESEARCH TO THE MILESTONE HOTEL
OPERATIONS (CONT’D)
• Coping with the competitors: Marketing research is a useful tool for
comparative studies of contemporary businesses (Morritt and Weinstein, 2012).
The hotel can compare it progress as well as the growth with its competitors by
making market research. Also the hotel can devise its strategies having
knowledge about its competitors by market research.
• Helping to minimize loss in business: With market research the top
management of marketing can find loopholes and devise plans to minimize the
losses according to the situation. This will help the hotel to get a clear idea about
the market (Morrison, 2013).

6. AC4.2 UNDERTAKE MARKET RESEARCH FOR
AN APPROPRIATE PRODUCT OR SERVICE
Fixing up a
specific goal
putting surveys
together
Fixingu up
objectives
Establishing
connection with
channels
Making specific
questionnaire
Summing up
surveys
Reach to
decision

7. AC4.2 UNDERTAKE MARKET RESEARCH FOR AN
APPROPRIATE PRODUCT OR SERVICE (CONT’D)
• A questionnaire about the research is as follows:
• What are the current products and services of the company?
• Which aged customers are buying these products?
• How frequently do customers come?
• Who will be the next target customers?
• What factors are changing consumer demands?
• Are people satisfied with present services?
• What are the strategies followed by the competitors?
• Is own company is resistant to change?
• What is the true feedback from customers?
• Which aspects should be more prioritized?

8. AC4.3 ANALYSE THE SUITABILITY OF DIFFERENT
MEDIA FOR MARKETING AN APPROPRIATE
PRODUCT OR SERVICE
Media is a collection of communication channels in the form news, entertainment,
education through newspapers, magazines, TV, radio, billboards, telephone, fax,
Signage and the internet (Morritt and Weinstein, 2012). This is helpful to create public
opinion in a product or service market.
• Television and Radio: As a broadcast medium television and radio are the most
effective ways of marketing products and services. People use these mediums as
source of entertainment, news or education. So they are effective in forming opinion
(Oh and Pizam, 2008).
• Print Publications: Newspapers and magazines are included in print publication
whereas the customers can know about different products if advertisements are
showed on them.

9. AC4.3 ANALYSE THE SUITABILITY OF DIFFERENT
MEDIA FOR MARKETING AN APPROPRIATE
PRODUCT OR SERVICE (CONT’D)
• Internet: Today internet is getting more popular for social networking and rapid
communication channel and is used by many people. So it can be an effective
way to advertise products.
• Direct Mail: Direct mails can be sent to customer virtually or by post office. This
will help to know about feedback from the customers. Also targeted customers
can be learnt about the product effectively by this medium.

10. AC4.3 ANALYSE THE SUITABILITY OF DIFFERENT
MEDIA FOR MARKETING AN APPROPRIATE
PRODUCT OR SERVICE (CONT’D)
• Mobile Devices: In this developed era people use mobile devices and they
browse internet. They can be informed about products by messaging services or
online services.
• Sponsorships: Today outdoor games are getting popular day by day. So it is an
effective way to make people know about different products. This is especially
suitable for multinational companies to acquire global recognition (Siguaw and
Bojanic, 2004).

11. AC4.4 EVALUATE THE IMPLEMENTATION OF THE
MARKETING PLAN FOR AN APPROPRIATE PRODUCT
OR SERVICE
• An effective marketing plan is necessary for development and growth of
hospitality business like the Milestone Hotel. Presently marketing plans must be
devised in this globalized era to get success (Siguaw and Bojanic, 2004). The top
marketing manager of the hotel must put emphasize on advertising and marketing
activities systematically. For proper success in marketing plan the hotel must
inspire its customers by rewards and incentives.

12. AC4.4 EVALUATE THE IMPLEMENTATION OF THE
MARKETING PLAN FOR AN APPROPRIATE PRODUCT
OR SERVICE (CONT’D)
• Customers can be involved in virtual world. Also they must be given discount on
special occasions. Also the hotel should focus on serving healthy meal and
effective transportation facility (Oh and Pizam, 2008). Promotional offers should
be made from time to time as well. After using these marketing plan the manager
must co-ordinate the activities which will help to attain success. The manager
must prioritize on customer satisfaction and comfort. If the customers can be
retained success is a must (Reid and Bojanic, 2006).

13. REFERENCES
• Morrison, A. (2013). Marketing and managing tourism destinations. New York:
Routledge.
• Morritt, R. and Weinstein, A. (2012). Segmentation Strategies for Hospitality
Managers. Hoboken: Taylor and Francis.
• Oh, H. and Pizam, A. (2008). Handbook of hospitality marketing management.
Amsterdam: Elsevier/Butterworth-Heinemann.
• Siguaw, J. and Bojanic, D. (2004). Hospitality sales. Clifton Park, NY: Thomson
Delmar Learning.

14. THANK YOU