Media Marketing In Tourism And Hospitality -Myassignmenthelp.Com

Question: Discuss About The Media Marketing In Tourism And Hospitality? Answer: Introducation This report aims to include all the components and strategies of promotional plan, which are used by Ocean City Plaza Motel to approach its target audiences. By using these techniques, the company will be generating service value in the future. Product or Service Overview Ocean City Plaza is a well-established motel, which is located as a beachfront motel at Bondi beach, Sydney, Australia. The Motel is making every effort to make guests comfortable and satisfied. It is facing and adjacent to the beach and located near to the bus stop. Ocean City Plaza is the motel, which is attracting its target audiences by offering best hospitality and accommodation amenities. In its menu, it is offering food from 25 different areas, including vegetarian, non-vegetarian, healthy and dietary food and other demanding options from customers. Top features of Ocean City Plaza include effectively managed check-in and check-out operations, Helipad, swimming pools, parking space, restaurant, and rooftop live caf etc. To attract its target customers, company is providing many offers like; discount on air ticket, pick and drop services from stations and airport, car rental services, Gym facility, bar, laundry services etc. The organization offers the rooms and space for the p eople, who want to spend time with their friends and families, business professionals searching for a space to hold business meeting and honeymooners (Beachfrontmotel.com.au. 2017). Target Audiences For its accommodation and hospitality services, Ocean City Plaza Motel is targeting the customers, who wish to spend good time with their friends and families. Moreover, it is focusing on the business professionals and organizations by providing space for business meetings and reunion parties. In addition to above, other target audiences are couples, honeymooners, and fishermen. Ocean City Plaza Motel is offering different categories of rooms according to customer budget and requirements. For its target market, the major strategy of the organization is to develop this motel into a popular destination choice for local and outside people, who are reaching Sydney for leisure and business purposes (Assaf, Agbola, 2014). Competitive Analysis Ocean City Plaza Motel in Sydney is facing intense competition from several leading hospitality organizations in the area, i.e. QT Bondi, Adina Bondi Beach and Hotel Bondi. As compared to its competitors, this motel is offering all the above mentioned services at affordable rates. At Ocean City Plaza, there is an availability of different room categories, like; single rooms, double rooms and family size also. Other competitors are not providing all services and amenities as Ocean City Plaza is offering in this beach area (Bergin-Seers, Jago, 2007). Justification for better value The organization will look for improving its brand value, so that it can increase its customer base. The marketers of Ocean City Plaza Motel can provide more offers and discounts for attracting local and overseas people towards its hospitality services. By extending its target market, the motel can cover bachelors, who are reaching Australia for education and holiday purpose. Research Methods Methodology is a step by step process, which is developed for attaining a research objective. For this research, both primary and secondary research methods will be used. Research study will be conducted through questionnaire for understanding the preferences and needs of customers towards beach adjacent motel. This questionnaire form will be arranged in a manner to know about the expectations of people. It will assist the organization in formulating an appropriate marketing and business strategy. Primary data will be collected by circulating this questionnaire among 500 guests of beach front motel and distributing this all over the city to above 18 years old age people. This questionnaire will be divided in three sections, from which first section will include the demographic variables and second part will be related to different factors of promotion mix. It will have five point ratings indicating satisfaction level of customers. The comparative weights will be given from one to fiv e, where five will be the highest rank, i.e. highly satisfied at beach front motel (Bruni, Cassia, Magno, 2017). Moreover, secondary data will be gathered from internet, competitors websites, journals of hospitality management, journals of marketing, business review and business magazines. Furthermore, this beachfront motel will use STP (Segmentation, Targeting and Positioning) to understand and approach its customers. It can use different variables of segmentation approach such as; demographic, geographic, psychographic and behavioral. By focusing on these characteristics, the organization will prefer to target its audiences and develop marketing strategies. In the case of secondary data collection, the motel will check the validity and reliability of sources. In addition to this, it will consider the ethical and legal aspects, while delivering the brand message to its target audiences (Chen, Liu, Chang, 2013). Current Value Analysis Value analysis is a systematic process, which is developed by an organization to assess each and every product feature. It is used by an organization to ensure that the product or service cost is appropriate according to its functions (Miles, 2015). For the services, it can be stated that what service offerings should be minimized and maximized according to requirement of customers. Value perceived by customers and competitors value Customer perceived value is the value, which shows the different between customer analysis of the advantages and costs of a product or service, when it is compared with its competitors. This value is directly related to the sales of companys products and services. Ocean City Plaza Motel is serving the customers with its best accommodation and hospitality services, which are available on affordable prices (Expedia, 2017). Primary target customers of this firm are business travelers, leisure travelers, honeymooners, fishermen etc. For improving its value, the motel has offered the hospitality services according to the needs and demands of customers. There are different categories of rooms like; single rooms, double rooms and family size rooms. All of these rooms are managed as per the affordability of guests. As discussed above, Ocean City Plaza Motel is confronting competition from various players, i.e. QT Bondi, Adina Bondi Beach and Hotel Bondi. These competitors are also offering similar services in Sydney, Australia. Adina Bondi Beach Motel is one of the biggest competitors of Ocean City Plaza Motel. It is also a beachfront motel and situated in nearby area. It also provides different categories of rooms like; single room to more than 5 people. These competitors of Ocean City Motel are implementing different strategies to advertise and promote its services all over the world. It is using social media and other methods of promotion for attracting the customers towards its hospitality services (Johnson, Culp III, Bridge, 2016). Current Value Proposition There are some important factors, which can be used to analyze the current value of Ocean City Plaza Motel. These factors are such as; management, marketing, infrastructure and customer satisfaction. Ocean City Plaza Motel needs to consider these components as they can create positive customer perception towards its hospitality services. After comparing the services of this motel with existing competitors, it is founded that Ocean Plaza is offering unique and more services than its competitors (Yang, Zhang, Mattila, 2016). It has positioned itself as luxury hospitality service provider at affordable rates according to the spending of customers. For creating its value, Ocean City Plaza Motel will focus on some important factors, which are stated below; Marketing Marketing is one of the important factors for approaching the customers effectively. Ocean City Plaza Motel is focusing on its marketing and promotional processes by implementing effective strategies. The organization has analyzed that its competitors, like; QT Bondi, Adina Bondi Beach and Hotel Bondi are proliferating their hospitality services on social media networking sites and internet. In todays business world, internet and social media are renovating the demands and supply of tourism. Ocean City Motel is implementing effective marketing and strategies for promoting its services and enhancing brand image among people. It will use different modes for promoting its hospitality services (Kim, Kim, Kim, Magnini, 2016). Effective marketing will create a positive brand image among Australian and overseas population. Infrastructure Nowadays, people are becoming very conscious about environment and related issues. In this era, the Ocean City Plaza Motel is committing about its infrastructure. The hotel building is built by considering the green and eco-friendly infrastructure aspect. Under this component, the organization will focus on providing different amenities like; LCD TV, free Wi-Fi, heater, air conditioner etc. It will operate the whole premise by solar energy with the objective of environment protection. Management Effective management of all the processes and operations is very important for developing value of an organization. If an organization wants to attain growth and success, then it needs to manage the business environment and activities. This beach front motel will manage all its operations and processes effectively. Primarily, it will manage the environmental attributes of the tourist destinations and hotel premises. It is very important for attracting the customers and encouraging their interests towards its hospitality services (Kitchen, Burgmann, 2010). Customer Satisfaction and Loyalty Customer satisfaction and loyalty are two significant factors for generating value of hospitality services. If the customers will be satisfied with the motels services, they will recommend this motel to their friends and relatives. Ocean City Motel is offering its services at affordable prices and allocating the rooms according to guests requirement and spending. The management at beachfront motel believes that it is very important to satisfy the customers and develop brand loyalty towards its hospitality services. At this motel, the staff is customer friendly and they trained properly for fulfilling the needs and demands of guests. It will be beneficial for the growth of organization and it will be able to increase customers repeat intention to visit the motel again (Litvin, Dowling, 2016). Thus, the motel has created the value for its hospitality services by considering the above mentioned components. Currently, it is able to generate value and attract customers towards its accommodation services. Marketing Promotional Plan Marketing promotional plan of an organization is an important section in its overall marketing plan, when it introduces its new products and services in market. This plan is developed by incorporating different promotional and advertising strategies. It is an important component of marketing mix along with product, price, place, people, processes and physical environment. The foremost objective of promotional mix plan is to communicate the companys message to target population in an effective manner. Ocean City Plaza is adopting different offline and online promotional methods like; sales promotion, personal selling, advertising and events and sponsorships (McPhail, Patiar, Herington, Creed, Davidson, 2015). This motel is adopting these communication mix elements with different aims. These elements are stated below; Communication mix elements objectives Ocean City Plaza Motel will implement these promotional mix elements with specific objectives, which are given below; Advertising Advertising is the most significant approach under marketing and communication program, through which company can reach to large customer base. When a company introduces its new products and services, it focuses on advertising methods and its modes. Under Advertising method, Ocean City Plaza Motel will implement different media to share its brand message to customers. Different media, adopted by Ocean City Plaza Motel are stated below; Print Media Under advertising technique, print media is a significant way to approach the target audiences. Ocean City Plaza Motel will adopt this media for enhancing organizational presence. This hospitality organization can give ads about its services in print media elements such as; posters, newspaper and magazines (Sandstrom, 2016). The organization will post the ads in the most circulated newspapers in Australia. This will be the most approachable way because most of the population read the newspaper. In addition to this, it can publish the ads in magazines also, because women prefer to read magazines. It will display the offers and discounts in a smart manner. Traditional and broadcasting Media In addition to print media, the organization will adopt traditional media to deliver its product message to target population. Under this, it will use various platforms such as; TV and radio. The people, who do not use internet applications and social media networking sites, they can be contacted by the use of traditional media. The organization will partner with different TV channels and give the ads in most attractive way. In this advertisement, the motel can communicate its amenities and services by displaying the pictures and videos (Singh, Kumar, 2015). Online Media Ocean City Plaza Motel can implement online means for promoting and advertising its hospitality services. The organization will use different social networking sites, like; Facebook, Twitter, Instagram etc. for promoting its services. It is the most profitable way to advertise its services, because most of the people are actively using internet and its applications. By the use of these sites, Ocean City Plaza Motel can share their discounts and offers to the target audience. It can create a page on Facebook and place the motels pictures and videos. Using these modes of promotion and advertising, Ocean City Plaza Motel can know about the feedbacks of guests towards its accommodation and hospitality services (Sigala, 2015). Sales promotion For approaching its customers, Ocean City Plaza Motel will adopt sales promotion technique. By the use of this technique, the organization will be able to encourage the customers to use its hospitality and accommodation services. The main objective of this method is to increase the service demands among people. Sales promotion is the most effective method for enticing target people by offering them major discounts and other offers on actual amount of booking. In the lean season, this method can be used, when the arrival of guests is very low. By the use of this technique, the company will able to provide the rooms on cheaper rates than its competitors in Australian industry. This will support the firm in attaining more comparative advantage over other players in Australian industry (The Beachfront Motel, 2017). By giving offers and discounts, Ocean City Plaza Motel can enlarge its customer base and enhance its presence worldwide. Personal Selling Personal selling is one of the most important methods, through which an organization can use its employees to promote the services through personal contact with target audiences. Ocean City Plaza can adopt personal selling, when the guests are staying in hotel rooms. The organization will hire the knowledgeable, trained and experienced staff, so that they can deliver the services effectively and fulfill the demands of guests. At Ocean City Plaza, this technique can be effective and useful for enhancing its brand image among target population (Deeter-Schmelz, 2017). Events and sponsorships In addition to above promotional and communication techniques, the Ocean beachfront motel will conduct different events. Through these events, the organization will be able to approach the customers. It will organize the events and its customer executive will contact with the potential customers (Liana, Alexander, 2012). By doing this, they can understand current needs and preferences of people towards hospitality services. These events can be conducted in shopping malls and other social gatherings. Promotional Budget To execute all the above given marketing and promotional strategies, the organization will create an Integrated marketing communication (IMC) budget (Peng, Zhao, Mattila, 2015). This budget includes all the forecasted expenses on these promotional activities. IMC budget for Ocean City Plaza Motel is created below; IMC Budget (Ocean City Plaza Motel, Sydney ) Promotion Tools Amount (in $) Social/Digital Media Marketing 1. Facebook $6,300 2. Twitter $2,500 3. Instagram $4,700 Total Social Media $13,500 Online Display ads $5,800 E-mails $14,000 Online promotional Campaigns $21,000 Total Budget for Online Media $54,300 Print Media 1. Newspaper Magazines $34,000 Total Print Media $34,000 Traditional and Broadcasting Media 1. TV Channels $55,000 2. Hoardings $22,000 Total $77,000 Personal Selling $6,500 Sales Promotion $2,400 Events and Sponsorships $4,500 Total Required Budget for Promotion $178,700 Action Plan For implementing this promotional mix plan, the motel needs to create an action plan. This action plan will include all the actions, duration and concerned department (Sigala, 2015). The action plan for Ocean City Plaza is stated below; Activity Starting date End Date Responsible Person Related Department Establishing communication objectives 1/2/2018 - Senior managers and top executives Senior level management Communicating objectives with the team 1/3/2018 - Board of Directors Top management Choosing best communication mix elements 1/5/2018 - Marketing managers Marketing and communication division Implementation of promotional mix plan 1/6/2018 - Advertising and communication managers Marketing department Conclusion From the above report, it can be concluded that customer satisfaction and marketing are two important components for creating and developing brand in service industry. It is very important to formulate the marketing communication and promotional plan, when it introduces its products and services in market. This report includes the discussion about the marketing and communication plan for Ocean City Plaza Motel. This plan includes different communication mix elements and promotional strategies, which can be used by the organization for approaching the target market. By executing this plan, the organization will be able to reach to its target audiences and entice towards its hospitality and accommodation services. Last section of report includes IMC budget for implementing these strategies and tactics in the market. References Assaf, A. G., Agbola, F. W. (2014). Efficiency analysis of the australian accommodation industry: a bayesian output distance function.Journal of Hospitality Tourism Research,38(1), 116-132. Beachfrontmotel.com.au. (2017).Beachfront Motel. Retrieved 24 January 2018, from https://www.beachfrontmotel.com.au/accommodation/. Bergin-Seers, S., Jago, L. (2007). Performance Measurement in Small Motels in Australia:(Funded by the Sustainable Tourism Co-operative Research Centre).Tourism and hospitality Research,7(2), 144-155. Bruni, A., Cassia, F., Magno, F. (2017). 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