Marketing Strategies For Travelodge Sydney Essay. (50 Characters)

Learning Outcomes Addressed

a) Describe the marketing concept

b) Outline and apply the elements of the marketing process.

c) Identify and explain the macro and micro environmental factors impacting the marketing of a business or industry.

d) Demonstrate an ability to incorporate new trends to solve marketing problems and apply communication skills.

Identification of product portfolio

The CORE product of Travelodge Sydney is not the tangible and physical product. In case of the hotel, the core product is the proper implementation of the different techniques and strategies which will be inclusive of the different kinds of yoga and health facility services (Pride, Ferrell, Lukas, Schembri, Niininen & Casidy, 2017). Furthermore, this can be seen that there is more than 54% of the female customers who are the major guests of the Travelodge Company and therefore, there should be inclusion of side activities which attract the female customers which is inclusive of shopping area. Spa treatment and safety processes which is required in the present scenario.

Unlike the men travellers, the women travellers look for comfort during their stay and they prefer their room to be more spacious in terms of sleeping. Nowadays, the women are turning fitness freak and having gym in the hotel can be an interesting option and amenity in the hotel. The hotel could include the free weights, spinning equipment along with yoga stations especially for women rather than the heavy weights which can be suitable for the men travellers of Travelodge Hotel.

Furthermore, the ACTUAL product of Travelodge Sydney is tangible and physical product which is inclusive of different rooms which are being provided to the different types of single and double bed rooms. There are different car facilities which are available for the different customers who are the target customers of Travelodge Sydney Hotel. The actual product is defined as the aspect wherein the person would think and analyse of under the generic banner of the product effectively.

Lastly, the AUGMENTED product is the non-physical part of the product which helps in adding extra value to the different products and services which are being provided to the different customers. In case of Travelodge Hotel, the augmented product is the quality of the rooms which are being provided to the customers along with voice recognition technique which will be beneficial for the customers and the hotel in an effective manner (Hamzah & Sutanto, 2016).

Width- The product portfolio width is the different number of services which are being offered to the customers. The range of products which are being offered to the different customers is different kinds of rooms such as luxury rooms, single bed rooms and double bed rooms for the customers. Furthermore, there are various options available to the customers is inclusive of the suits which will be luxurious and costly in nature (Bahadir, Bharadwaj & Srivastava, 2015, p.600).

Depth- There are different subcategories of the hotel rooms which are being provided to the different customers who are staying at the respective hotel. Furthermore, the different sub categories which are being provided to the customers of the hotel is inclusive of different other services which are provided with the rooms such as complementary breakfast and dinner along with the sight seeing which will be beneficial for the hotel and the this will increase the sales of the company (Sulaiman & Syahrivar, 2018).

Lines- The product line of the Travelodge Hotel is to provide the customers with the group od related products which are sold by the company. The different products and services of the hotel is inclusive of different kinds of products such as new implementation of technology that is the voice recognition technique which will be beneficial for the company (Stead & Hastings, 2018).

Pricing Strategy

Moreover, this can be seen that there can be seen that the women travellers are inclusive of the different kinds of free services along with offers which will be beneficial for the overall success of the firm (Liu, Li, Chen & Balachander, 2017, p.100). The social influence is inclusive of the different kinds of wi-fi services which is inclusive of the different kinds of equipment which will be beneficial for the overall success of the firm.

The strategy of pricing which has been adopted by Travelodge Hotel is the premium pricing strategy for the different products and services along with the efficient handlings as well. The brand Travelodge has adopted this respective pricing strategy as this is aware of the power of the brand and realizes that the loyal and niche group of premium customers are willing to shed premium amount for the different additional benefits which are being established and this will help in managing the strong base of the customers in an effective manner (Goworek, McGoldrick & McGoldrick, 2015).

Secondly, price skimming is the other technique and approach which was adopted by Travelodge Hotel in which the marketer of the hotel tried in setting the price at a premium rate in comparison to the other competitors in the market. Travelodge Hotel can use this technique which will be beneficial for the attracting of the different female customers in the market effectively. This can be seen that reduction in the prices of the different hotel related services will be beneficial for attracting the different customers and gaining competitive advantage. There are different women travellers who travel alone or plan solo trips with the different friends and groups which will be beneficial for the overall attraction of the female travellers in the hotel. Furthermore, the respective hotel tried to improve their pricing strategy in an effective manner and lower the pricing strategy which will help in managing their brand image (Goworek, McGoldrick & McGoldrick, 2015).

The Travelodge Sydney Hotel started their operations in Australia and they spread their international presence in all over Australia along with in New Zealand as well. Since, the main attraction of the hotel are the different female travellers along with the different friends. This can be seen that Australian and New Zealand market are safe working environment which will be beneficial for the overall success of the firm in a positive manner. Furthermore, in the Australia, Travelodge Sydney Hotel tried to cater to the different needs of the individuals by offering the sumptuous luxury along with unmatchable services which is amidst primitive settings of the different kinds of facilities inclusive of the voice recognition technique which will be beneficial for the success of the organization in an efficient manner (Pavlou & Stewart, 2015, p.219).

Firstly, Travelodge Sydney adopted different kinds of promotional techniques and strategies which helped in promoting the brand name in domestic and international arena. The company has tried to rely heavily on the recommendations of the different customers and the publicity of word of mouth which has helped the company in managing the different aspects effectively. The company has tried in launching the high-impact advertisement campaigns along with targeted specific kind of customers which will help in increasing the brand awareness.

Placement

Secondly, Travelodge has adopted online advertising along with social media strategies which has been helpful in managing the different kinds of campaigns which will be helpful in gaining competitive advantage. The online advertising will help in managing the different kinds of aspects which will be assisting in understanding the issues in an efficient manner. The online advertising is the best option which will help the company in attracting more customers in comparison to the other competitors.

Thirdly, giveaway of the different customized products to the loyal customers is the third technique of promotional activity which can be adopted by the Travelodge Sydney Hotel which will be helpful for them in gaining more competitiveness in the entire market. With the implementation of the giveaway of the product samples, this will be beneficial for the overall success of the firm in a positive manner.

Fourthly, the customer referral incentive program is the other technique which will be beneficial for the success of the hotel in an appropriate manner. The incentive program will be helpful which will help in leveraging the customer base as the sales force. The hotel can provide the different discounts on the different hotels such as free products or complementary breakfast and dinner package can be helpful in becoming more effective in their operations (Borden, 2015).

Fifthly, after sales customer surveys is the last alternative which can be adopted by the Travelodge Sydney Hotel. This will be beneficial for the company as this will help and assist in making their purchases successful which will increase the overall sales and revenue of the organization in an efficient manner. The contacting of the different customers through email or telephone will be beneficial for the company in analysing their review on the product which are being sold by the company and asking them few questions to know their review on the certain products and services which are provided by hotel (Borden, 2015).

References

ABC News (Australia). (2011, March 8). Senate examines milk price war [Video File]. Retrieved from https://www.youtube.com/watch?v=3Wh1RwE2E0c&feature=relmfu

Bahadir, S. C., Bharadwaj, S. G., & Srivastava, R. K. (2015). Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics. Journal of International Business Studies, 46(5), 596-619.

Borden, N. H. (2015). The concept of the marketing mix. Harvard Business school.

Goworek, H., McGoldrick, P. J., & McGoldrick, P. J. (2015). Retail marketing management: Principles and practice. Harlow, UK: Pearson.

Hamzah, S. B., & Sutanto, J. E. (2016). The Role of Marketing Mix (7P) for Consumer Buying Decision Pastry Cake in Malang City.

Liu, Y., Li, K. J., Chen, H., & Balachander, S. (2017). The effects of products’ aesthetic design on demand and marketing-mix effectiveness: The role of segment prototypicality and brand consistency. Journal of Marketing, 81(1), 83-102.

Pavlou, P. A., & Stewart, D. W. (2015). Interactive advertising: A new conceptual framework towards integrating elements of the marketing mix. In New Meanings for Marketing in a New Millennium (pp. 218-222). Springer, Cham.

Pride, W., Ferrell, O., Lukas, B., Schembri, S., Niininen, O., & Casidy, R. (2017). Marketing principles (3rd ed.). South Melbourne, VIC: Cengage. Retrieved from https://ebookcentral-proquest-com.ezproxy.laureate.net.au/lib/think/detail.action?docID=5474380

Stead, M., & Hastings, G. (2018). Advertising in the social marketing mix: getting the balance right. In Social Marketing(pp. 29-43). Psychology Press.

Sulaiman, J., & Syahrivar, J. (2018). The Influence of Marketing Mix 4A and Ethical Consciousness towards Ethical Consumption.