Marketing Mix - Essay Example

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Table of Contents Introduction 2 1. Tasks a. Review of the marketing mix 2 b. Discussion of the pre-launch plan. 2 c. Objectives of the marketers 2 d. Pre-launch activities pre-launch activities 3 e. Elements of the Marketing Mix being focused and missing 3 g…
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Download file to see previous pages a.. Discussion on which elements of the marketing mix are still being promoted 5 b. Considerations for new developments 5 4. Conclusion 6 Annexes 8 List of references 12 . An analysis of the Pre launching strategy of Cotswold Water Park Introduction. Costswold Water Park Four Pillars Hotel located near Swindon was launched in 2007and had used integrated marketing strategies in pre-launching. Purpose of this research is to analyze if marketing approaches used by the hotel sustained the success of pre-launch a. Review of the marketing mix The hotel used high level plans related to the marketing mix. Chai, Lee , (May 2009) & MacArthy( 06 Sept 2011) consider the right mix of product, pricing, place and, promotion to be assured of a pre-launching success. It is likened to baking a cake wherein there is a right proportion to come out with a desirable product. b. Discussion of the pre-launch activities. Marketing Team Direct, 2011 of the hotel first considered the creation of positioning and message statements about the hotel. Next, they applied a segmented approach wherein they set a clear target of customers to know their needs and motivations, and travel behavior in order to get an actionable picture of targeted customers. Third, they created activities to support the launch such as marketing and sales tools. Then, they had the partnership strategy wherein they sold the product thru their distribution channel. Next,  they ensured that product infrastructure is fully developed. They also prepared for the international travelers by designing a website. Last is the preparation for the hotel operational activities and coming up with a price system.(Marketing Team Direct, 2011) c. Objectives of the marketers. Objectives set are to be assured of a ready market or advanced bookings of travelers to maintain operations during first months of opening d .What pre-launch activities are evident? Pre-launch activities were selective promotions to target customers by creating brand awareness, research on prospect’s data, and securing advanced bookings. Marketing tools used were advertising, vehicle graphics and press releases, PR and creation of a company website (Marketing Team Direct, 2011) e. Which elements of the Marketing Mix are being focused on and which are missing? Price, place, product and promotion are the marketing mix used, but the people factor is missing. MacArthy believes people or personnel should be incorporated as an approach for service oriented business like Cotswold.. Their strategy lacked the feedback support. The hotel is a service industry, and much depends on the services it offers. The campaign fails to identify the service culture that indicates “customer satisfaction is the top priority and the hotel activity should demonstrate these business objectives of the customer’. (ITIL Service Culture definition) Bruce Goff (2005), a licensed interior designer for hotel industry, uses the theory of Maslow for hospitality design that meets hierarchy of needs. On this, he speculates that hotels should be designed to meet the basic needs of travelers then afterwards respond to higher standards of customers needs. He related the bedding wars of Hilton, Marriot, and Westin Hotel and upgrading of small amenities like soaps, towels, shampoo that give customers satisfaction. Advanced Services Marketing (2008) said that there are service standards that should be ...Download file to see next pagesRead More
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