Marketing Mix Essay Example | Topics and Well Written Essays - 1000 words

Marketing Mix - Essay Examplea.. Discussion on which elements of the market 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 sound 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 informed 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 group Direct, 2011 of the hotel first consid ered 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 involve 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 running(a) 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 innovative bookings of travelers to apply operations during first months of opening d .What pre-launch activities are evident? Pre-launch activities were selective promotio ns to target customers by creating brand awareness, research on prospects 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 pore 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 make out 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 Masl ow 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 serve 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