Marketing and Communication Plan for Hilton Hotel Case Study

Marketing and Communication Plan for Hilton Hotel - Case Study Example Maintaining relationship with customers is highly impossible for a firm unless it has an efficient marketing system. The marketing system should be planned and executed in such a manner that existing customers are retained and new customers are created. In this context, Hilton Hotel has approached us to prepare a report on the present marketing system and finds the possibilities of developing a new marketing and communication plan for the firm. After an analysis of the present system of marketing, promotional activities, advertisement, marketing plan and communication system, a detailed report is prepared and presented as indicated by the client. The report contains the proposed plans of promotion, advertising and communication of marketing information which are to be implemented to realize the cherished goal. Increased competition has urged all business organizations to focus their attention to existing operations with utmost care so as to ensure survival and existence in the globalised market. All entities are facing stiff competition that pave the way for restructuring their strategies and finding new markets and customers. The well known fact 'customers are the king' will never get diluted as the very existence of business organization depends solely on customers and their satisfaction. Customer satisfaction is the blend of series of successful marketing efforts by an organization. The marketing efforts include a complex mix of many activities such as promotion, advertisement, marketing planning and communication and so on. To achieve the goal of marketing,-customer satisfaction- business has to endlessly put efforts to develop new and improved marketing strategies and implement the same to reach customers and effect sales. The Present Marketing System Hilton Hotel, started its journey back in 1919, has become one of the favorite brand of business and leisure travelers worldwide. The hotel group has grown to a network of more than 500 hotels and resorts in almost all major cities across the world. The hotel group has achieved many mile stones in its journey to become the perfect companion of travelers all over the world. It is evident from their growth that the marketing strategies of the hotels have been successful since its inception. They have been trying to adapt to the changing business environment and to flourish in a competitive market. Target market and segmentation Hilton Hotel group mainly focus on business and leisure travelers who are from different parts of the world. The target market has been segmented on the basis of customer class and type of journey. Business executives usually prefer economy class who budget their travel and accommodation well before tour is fixed. But, leisure travelers prefer luxury and executive class where they need high class service irrespective of the price. Product Life Cycle and Marketing Communication The hotel has already achieved its growth stage as it has been in existence for many years. In fact, when its product life cycle stage is considered as a whole, the hotel is in its saturation stage where it faces stiff competition from similar hotels. Marketing communication at this stage is very important. When there are many hotels to meet limited demand in the market, it is likely that customers may not know about the new products