Strategies and public relations of Hilton

Strategies and public relations of HiltonIn todays vital represent of competitive occupation surround there has been a shift from traditional trade towards more than varied approaches. In particular there has been a change from transactional to birth management in merchandise. I certify that this grant is my own work, based on my personal study and or research.I go accognitiond all material and sources used in the preparation of this assignment, including either material generated in the runway of my employment. I have not copied in part, or former(a)wise plagiarised, the work of opposite students. I have read and I understand the criteria used for assessment. The assignment is within the word and page limits specified in the unit out filiation.In other words, the use of any material in this assignment does not transgress the intellectual property/copy adjust of a third party. I did very hard work for this assignment and full concentrate on my work. I did rise to do my b est.Hilton worldwide is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended -stay suites and mid priced hotels. For 90 forms, Hilton worldwide has been offering business and void travellers the delicatelyst in accommodations, service, amenities and value. The company is dedicated to continuing its tradition of providing exceptional guest experiences crosswise its global brands. Its brands care personifyd of its more than 3,300 hotels in 77 countries and imply Waldorf Astoria hotels and resorts, Conrad hotels and resorts, Hilton double tree, Embassy suite hotels, Hilton garden Inn, Hampton Inn and suites, Homewood suites by Hilton and Hilton Grand vacations. The company also manages the world-class guest reward program Hilton HHonors. Hilton Hotels properties are renowned for their contented and strategic locations within major countries throughout the world. Also synonymous with the brand are the high level of personal service guest receive, and the extensive range of comprehensive business facilities available in luxurious settings. This hotel is built in 1963 as a showcase for international guests this stunning New York City hotel has cordially wel devolved families visiting the worlds fair, representatives attending political conventions and certain Fab Faur from England, coming to appear on the Ed Sullivan Show.With a multilingual staff of professionals, a wide pick of elegantly appointed accommodations, this extraordinary NYC hotel looks precedent to continuing its legacy of service and guest gladness.MARKETINGThe merchandising function is the study of market forces and factors and the perplexment of a companys position to optimize its benefit from them. It is all closely getting the right crossing. There is a difference amid sales and selling, marketing people drive with markets that contain umpteen potential guests, and they talk to them as a group. Whereas profit or service to the customer at the right place at the right time. marketing is a pricey deal more than just advertising or PR. Its a way of doing things that starts with a potential customer and ends up with a profit. In the philia are competitors who are after the same customers and same profits. In the business as a marketing person, its necessary to use some proven tools and techniques to flak catcher the competition and run into the customers. merchandising is the process where a company satisfies customer needs with a product and service at a price that generates a salespeople deal with a few customers and talk to them one at a time.According to me Marketing is a body of knowledge concerned with the relationship of a business to the marketplace. This market place is made up of customers, potential customers, competitors, suppliers, distribution channels, communication media and government regulations. It is a key of discipline that enables the producers of goods an d services to interpret customer wants, needs and desires and match, or exceed them, in delivery to their target consumers. Marketing is also a mixture of all the activities of advertising promotion, publicity, deciding the look and chance of the product, how it get out be sold and send to the consumer and so forth.All of these are the different parts of the marketing, they are not marketing.According to Philip Kotler (2006), Marketing is the social process by which individuals and groups nurse what they need and want through creating and exchanging products and value with others.Eric Davies and Barry Davies (2 edition), Institute of Management, Successful Marketing in a week, Marketing is the identification and profitable satisfaction of customers needs.The Charted Institute of Marketing, Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.We define marketing management as the analysis, planning, devoura tion and controls of programs designed to create, build and maintain beneficial alter with target buyers for the purpose of achieving organizational objectives.According to Bennett (1995), The process of planning and executing the sentimention, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and brass sectional goals.According to handouts The Ameri flowerpot Marketing Association defines marketing as, The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals.Facets of Marketing Marketing has two sides freshman is philosophy, an attitude, a perspective or a management orientation that stress customer satisfaction. Second marketing is a set of emotions used to implement this philosophy. This is the marketing process.In hospitality marketing, the product is the experience of the guests. This ex perience has both a goods component (like food) and an interactive component, which we call service. In practice, hospitality employees become part of the product (experience). Another way every employee is part of the guests experience, because the typical hospitality organisation is highly personal and interactive.APPROACHES TO MARKETINGProduct orientation Product orientation marrow focuses on the internal capabilities of the hotel rather than on the desires and needs of the marketplace. The benefits offered by a product or service can includeConvenience and accessibility.Good after-sales expert support and advice.Comfort and ease of use.Accountability- the knowledge that if things go wrong, the manufacturer will put them right.Courtesy and helpfulness of staff.Attractive, appropriate and efficient design and packaging.Peace of mind- the knowledge that you can trust the hotel, that your needs are understood and the good or service you have purchased will not let you down.Sales o rientation A sales orientation is based on the ideas that people buy more goods and services. In marketing a product is beta to establish a erratic merchandising proposition which sets business, brand or product ahead of the competition. Creating a unique selling proposition is particularly important in providing services. Unique selling propositions are usually set out in advertising. Therefore, the focus of a sales orientation is still the product, or what an operation has to offer.Marketing orientation Marketing is based on the ideas how the product comes out in the market. The right place is profitable for the product. It focuses on customer wants and needs and integrating all the organisations activities, including production, to satisfy these wants. Achieving semipermanent goals for the organisation by satisfying customer wants and needs legally and responsibly.Societal Marketing Orientation The Societal Marketing Orientation is the youngest marketing concept. This concept holds that the organisation should determine the needs, wants and interests of target markets and deliver the desired satisfaction more effectively and efficiently that competitors in a way that maintains or improves the consumers and societys well being, whether the marketing concept is adequate in the age of environmental problems, resources compendiousage, rapid population growth, worldwide inflation and neglected social services. The pure marketing concept ignores possible conflicts between short run consumer wants and long run social needs. Like a Hotel, Hotel chains have launch no-smoking floors and no smoking sections in their restaurants. Fast-food restaurants that practice the societal marketing concept pursues more environmentally sound packaging and produce foods with more nutritional value. Resort developers essential consider the opposition on the environment not entirely of their initial construction but also of the disposal of waste products and their use of wat er.MARKETING PLANMarketing plan is designed to implement the strategies chosen at the corporate and strategic business unit levels. Writing a marketing plan of the hotel allows you to examine the hotel environment in conjunction with the privileged working of the business. The marketing plan allows the marketing manager to enter the market place with an awareness of possibilities and problems. The development of a marketing plan every year is also important because good strategies are equal to success. It is noted that the long term effect of a marketing plan is hard to measure with precision. Ronald McDonald and Santa Claus have much(prenominal) things as long term effects.Elements of Marketing PlanCurrent Situation Its important to assess market trends and the competition. These days, most forward thought process marketing people also involve salespeople to help their understanding. This is because sales people have an intimate knowledge of individual customers and competitors. Marketing Objectives This is to help potential customers understand what your business does. It includes brochures, presentations and website. Salespeople should use these to describe the business and explain the benefits of your products to individual customers. There are all important goals to determine which ones you want to achieve first, second and so on and which are most easily and effectively executed.Swot Analysis The total evaluation of a hotels strengths, weakness, opportunities and threats is called SWOT analysis. The best marketing people know yet what they are good at, and what they are not so good at their strengths and weaknesses, it comes in internal analysis of hotel. In strategic planning opportunities and threats come in external analysis of the hotel.Competitor Analysis Every business has competitors and its good for combined spend on promotion and advertising increases the size and growth of the market. It must understand that who is competitors, things like location, business size, website, product information and their target customer groups. Must spend time working out their strengths and weaknesses. Monitor their website every month and keep an eye open for them in a press. Try and work out what they are trying to achieve and where they are going. Try and guess how oftentimes they depend on a particular product or market.Market Research Marketing people have come to rely too much on research, and they use it as a drunkard uses a lamppost for support, rather than for illumination. David OgilvyIts important to know about existing and potential customers and need to establish grassroots information about them.Advertising and promotions assessmentMarket trackingCustomer satisfactionMarket segmentationTarget Markets It depicts which markets are most worthwhile and important for organisation.Marketing Tools Its important to develop a sort of shopping list of the promotional tools organisation use and what budget organisation will devot e to customers.monitor Organisation will need to decide how it is going to monitor its performance. Monitoring is an important phase of the marketing process.SWOT AnalysisHHC, like all major hotel corporations, is continuing to recover from the events of Sep.11th. This tragic human event also delivered a financially devastating blow to the travel industry as a satisfying and to the hotel industry in particular. In order to fully recover and thrive in the coming years, HHC must assess its overall all strengths and weaknesses as it moves forward through the new millennium. The quest SWOT Analysis sheds some light on some of the pitfalls and opportunities that await the Hilton Hotels Corporation.StrengthsStrengths are the positive aspects and typical attributes It cans a meaning(a) market advantage. Strength is essential part and power of the hotel.Brand Recognition Hilton has a good personality and their name is well known. Hilton is a leader in the hotel industry. Its good to m ake their product, their packaging and their tangibles look different to those of their competitors, it is essential to make them support their brand values.Demand-Supply gap Hotel remains proper gap in study and supply products. It gives good results to the hotel and get promotion.Diversification of products Hilton is more than hotels. They also generate revenue from gaming and amusement. By being knobbed more than one industry. Hilton has a benefit of drawing from one part of its business if another part becomes less lucrative. Gaming and entertainment (as well as hotels) serve different customers needs. dapple this diversity does not automatically insure success, it does help the company to balance out its profits across three areas of the business.Hilton Hotel Corporation (HHC) is a well established organization and industry leader in the hotel, hospitality and gaming industryHHC is well diversified across the industry with hotels in the high end, business and mid-priced cla sses in their product mixBrand recognitionHHC also possesses solid integration features such as owning the companies that manufacture its furniture and has invested in online reservation travel enterprisesHotel facilities Hilton Hotel has a full service spa, a health club, an outdoor-pool, a steam room, a sauna, wireless and wired high speed internet access is available in public areas. The luxury properly features two restaurants for surcharge, guest receive, transportation including an airport shuttle and an area shuttle. Guest parking is complimentary. Event facilities consist of a dinner dress room and conference/meeting rooms. The staff can arrange concierge services, wedding services, event catering. Guest Rooms features coffee/ tea makers and complimentary bottle water. whoremonger offers separate bathtubs and showers with handheld showerheads, phones, scales. All guest rooms are non-smoking. There are no room charges for children 12 years old and younger who postulate the same room as their parents or guardians, using existing bedding. The following fees and deposits are charge by property at time service, check -in check-out. In last, laundry facility, massage-spa treatment room and wheelchair are also available.Hilton Hotels are known for a high level of comfort and prestige. The Port of San Diego and Hilton are planning to develop a 1200-room hotel on the waterfront adjacent to the San Diego Convention Canter. The prestigious Hilton Malta promises the best in accommodation and a high standard of service for which Hilton hotels are renowned. For business or pleasure the Homewood suites by Hilton hotels are designed with all the comforts of home in mind. The Hotels are the Official Hotel Group of UK play and the Great Britain and Northern Ireland Athletics Team. Hilton Hotels are now building computer files on customer p equalences using a system called On Q, pronounced on cue. The Hotels are known across the globe and offer a choice of 2700 shad e hotels in the UK, Europe, Asia, America, Africa and Australia.Hotel chain Hilton Hotel develops numerous countries. This is the deluxe hotel in the Newyork city. Hotel chain is vital part of the strengths of the hotel. Hilton hotel is worldwide.Customer cheer Customer satisfaction with a purchase depends upon the products performance relative to a buyers expectations. A customer might experience various degrees of satisfaction. If the products performance falls short of expectations, the customer is dissatisfied. If performance matches expectations, the customer is satisfied. If performance exceeds expectations, the customer is highly satisfied or delighted.Expectations are based on customers past buying experiences. Hotel strengths with customer satisfaction as table setting, better offers, easy switch suppliers, location and good management team etc.WeaknessesHHC may be two narrowly think making it vulnerable to a downturn in the global economy and other world-wide catastroph es that could limit global travel such as the bird-flu and a monumental terrorist strikeHHC may be vulnerable to workers strikes and crack down on undocumented workers in the U.S. Most of its holdings are in the U.S.OpportunitiesHHC should offer an array of distinctive and specialized services to the high end guests and high rollers such asWedding planning hostingSpas that specialize in personal servicesPersonal trainersHHC should look to expand into or acquire a cruise lineA cruise ship is little more than a hotel that floats this would essentially match what it before long does with its leased propertiesGaming activities would escape regulation, etc.Take advantage of emerging markets, especially with business class and mid-priced marketsThreatsHHC must be careful not extend its efforts to mix entertainment and gamingAlso the extension of credit and other side effects of gaming can slowly but surely set up away profitsSeptember 11th was a major blow to the hotel industry. A si milar event could result in another down turn.The hotel has many competitors like the Oberai Towers, the Marine Plaza, The Orchid, Le Meridian etc.Relationship Marketing Relationship Marketing involves using methods and tactics to develop long term relationship with customers in order to retain them. An organisation must exceed customer satisfaction to develop a healthy relationship with customers. Traditional transactional marketing involved the organisation focusing all of its marketing efforts on collecting the customer for one off sales.Company must put into place tactics to attract customers. To attract customers promoting the product and brand, offering good quality products, services and competitive prices. Attracted customers to be retained with organisation. Methods used to retain customers include Loyalty cards, a good customer service, product variety and quality.(Handout)Marketing StrategiesMarketing strategies are the means by which marketing objectives will be achieve d and are generally concerned with the seven elements of the marketing mix. It deals with pricing, selling, and distributing a product .Using a market development strategy, a company or business unit can capture a larger role of an existing market for current products through market saturation and market penetration or develop new markets for current products. What a company wants to accomplish, in terms of such things as market parcel and volume, is a marketing objective. How the company intends to go about achieving its objectives is strategy. Strategy is the overall route to the achievement of proper(postnominal) objectives and should describe the means by which objectives are to be reached, the time programme and the allocation of resources. There is clear distinction between strategy, and detailed implementation, or tactics.The following headlines indicate the general content of strategy statements in the area of marketing which emerge from marketing literature-Policies and procedures relating to the products to be offered, such as number, quality, design, branding, packaging, positioning and labelling, etc.Pricing levels to be adopted, margins and discount policiesAdvertising, sales promotion, direct mail, call centres and the internet, along withThe mix of these, the creative approach, the type of media, type of displays, the amount to spend, etc.What emphasis is to be placed on personal selling, the sales approach. Sales training, etc.The distributive channels to be used and the relative importance of eachService levels, etc., in relation to different segments.Marketing MixIn marketing, one such conceptual framework that is particularly useful in helping practitioners structure their thinking about marketing problems is called marketing mix. To devise a product or service which will be tick offn as different in the eyes of likely customers, to the point where they will prefer it to all competing substitutes, is obviously the ultimate objective of the marketer. Marketing professionals and specialist use many tactics to attract and retain their customers. These activities comprise of different concepts, the most important one being the marketing mix. There are two concepts for marketing mix 4P and 7P. It is essential to balance the 4Ps or the 7Ps of the marketing mix. The concept of 4Ps has been long used for the product industry while the latter has emerged as a prospering proposition for the services industry.According to John O Shaughnessey (1984), Product, price, promotion and distribution are factors that, within limits, are capable of being influenced or controlled.Marketing strategy can be viewed as reflecting a marketing mix of these four elements .The marketing mix is at the core of marketing. The marketing mix consists of the key decisions where marketing managers should exhibit their greatest expertness and professionalism. It has become popular to summarize the elements of the marketing mix in the 4Ps- product, p rice, promotion and place.The seven Ps of marketing mix can be discussed asProductExpand the line careen performance, quality or featuresConsolidate the lineStandardize design authorityingChange the mixBranding.PriceChange price, terms or conditions grazing policiesPenetration policiesPromotionChange advertising or promotionChange the mix between direct mail, call centres, the internetChange selling.PlaceChange delivery or distributionChange serviceChange channelsChange the degree of forward or backward integration.PeoplePeople refer to the customers, employees, management and everybody else involve in it.Realize reputation of the brandProcessMethods and process of providing a serviceMust be helpful to customersPhysical (Evidence) assure of using a product or serviceBrochures, PamphletsPUBLIC RELATIONSPublic relations (PR) is an important marketing tool that until recently was treated as a marketing stepchild. PR is moving into an explosive growth stage. Advertising costs continue t o rise, while audience reach continues to decline. Advertising clutter reduces the impact of each ad. Sales promotion costs have also increased as channels intermediaries demand lower prices, better commissions and deals. The creative use of new events, publications, social events, community relations and other PR techniques offers companies a way to distinguish themselves and their products from their competitors.A simple definition of public relations is the development of and nourishment of good relationships with different publics. The publics are the range of different groups on which an organization is dependent. These include employees, investors, suppliers, customers, distributors, legislators/regulations/governments, pressure groups, the community, the media and even competition. Most of these groups have different interests in any particular organization. Public relations integrate with most aspects of an organizations activities.Public relations communication toolsNews G enerationOne of the most widely used is the multiplication of news. News is best structured around a story which can incorporate information about an organization or its products.EventsOrganizations can also gain peoples attention through staging or sponsoring Events. These can range from simple news conferences and seminars to exhibitions, competitive activities, anniversary dinners and stunts. All are likely to gain media insurance coverage and draw attention to the sponsoring organizations name. They can also aid the achievement of credibility or establish images with which an organization would like to be associated. Events are also good opportunities to develop relationship with suppliers, opinion leaders and associates, as well as customers.PublicationsAn organizations publications are another method of communication in which public relations will have an active interest. Sales support material is an obvious example, which can include brochures, manuals and presentations, us able by all personnel who have contact with the extraneous world. Annual reports, other public interest communiqus, and special publications such as cookery books and childrens stories also provide vehicles for influencing both customers and those who can affect customers perceptions. Internal audiences and earthshaking stakeholders are often addressed by organizational newsletters and magazines.Support for good causesOrganizational support for good causes is another means of promoting an image and associating an organization with a certain set of values. This can include charity donations in return for product coupons, the sponsorship of public service activities such as festivals, and individual executives support for local community interests such as educational establishments, hospitals or crime prevention. All these provide many opportunities for publicity elsewhere.Expert opinionIndividuals within an organization can also act as sources of expert opinion for journalists, pu blic enquiries or other forms of research and investigation. Public relations managers may seek to promote the expertise in their organization through the dissemination of contact lists, and by grooming individuals interviewing and presentational skills.Visual identityOrganizations also often seek to establish a visual identity through conformity of design or logos. While design can make it easier for customers to recognize an organizations products when they come across one, logos and other identification marks can be more important for internal markets as a means of signifying change or commonalty of purpose.Market Position and ServicesHilton Hotels is one of the market leaders in the hotel and gaming industry in the United States. Hilton is a well-known and distinguished name in fine hotels across the United States and worldwide. In 1999, Hilton expanded aggressively by acquiring the Promus Hotel Corporation, Hampton Inn and Suites, Doubletree Hotels, Embassy Suites Hotels, and H omewood Suites. Hilton Hotels Corporation has grown to become the worlds most recognized and most successful hotel company (Hilton Innovation, 2007). With the 2006 acquisition of Hilton International, Hilton Hotels Corporation became a global force with more than 2,800 hotels in more than 80 countries throughout the world (2007).Marketing Mix speculation on Hilton HotelThe marketing mix is essentially a conceptual framework that is particularly useful in helping practitioners structure their thinking about marketing problems is called marketing mix. To devise a product or service this will be seen as different in the eyes of customers. There are many different approaches to the marketing mix like 7ps.Product There is no point in developing a product or service that no one wants to buy it becomes first what to offer first. Hilton hotel find out what customers need or want and then develop the right product-with the right level of quality to meet those needs now and in the future. Th eir product is not tangible. Their perfect product must provide value for the customer. They regularly check customers satisfaction about product and their services. They also provide product of best quality to their customer.PriceHotels price is competitive but not cheapest This business is able to compete with other larger rivals by adding extra services or details that is offer customers better value for money. . Their pricing must also provide a profit. It is the only element of the marketing mix that generates revenue everything else represents a cost. The price is used by many buyers as an indicator of quality.PromotionIt does not mean communication just their customers. They ensure their internal stakeholders are aware of the value and attributes of their products. Hotel communicating effectively to his staff/ fellow employees so that they can be knowledgeable and share expertise with their customers. The employees look regularly at the products that account for the highes t percentage of their sales.ProcessHotels process is good because customer does not see how their business runs, customers will see the work. The process of giving a service and the behavior of those who deliver are crucial to customer satisfaction. Its process is best. Never customer waited for their products, they never waste their time. They provide right information of the product to customers and the staff is helpful to them at every time. Customers keep happy by staff. There is no value in making the rest of the company run perfectly if this part is faulty. This P could be great source of competitive advantage if used wisely.Physical EvidenceHotel provides facilities such as clean, tidy and well-decorated reception area to reassure. They also delivered financial services product in a formal setting, while a childrens birthday entertainment company adopt a relaxed approach. Although customer cannot experience the service before purchase but they talk to other people with experi ences of the service. Their views do not come from the company. This Hotel engages these customers and asks for their feedback, so that they can develop reference materials. New customers can then see testimonials and are more likely to purchase with confidence. Physical presence, style, location and ornament of the hotel grabs attention, interest and, to some, creates the desire to enter and explore.PeopleAnyone who comes into contact with hotels customers will make an impression and that can have a profound effect-positive or negative-on customer satisfaction. The reputation of hotels brand rests in their peoples hands. So they are appropriately trained, well motivated and have the right attitude. Hotels all employees who have contact with their customers are not only properly trained, but also the right kind of peop