activity C – develop marketing strategies

Develop marketing strategies

Using the information from Assessment Activity B, suggest appropriate marketing strategies to promote the product or service you selected. Make sure they’re consistent with the direction, values and business plans you defined in Activity B.
Explain why you have chosen these strategies and what you hope to achieve by implementing them. There are numerous options available, so choose the strategies that you think are most realistic, achievable and financially viable for the establishment.
Keep your responses brief; the detail of your strategies will be provided in your marketing plan in Assessment Activity D.

Suggested marketing strategies:

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Define the establishment’s or product/service USP (unique selling position). You will use this information in Assessment Activity D.

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What is your desired market position?

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Define the 7Ps in the marketing mix and how they relate to your strategies.

Product

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Price

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Place

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Promotion

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People

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Process

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Physical evidence

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List any legal or ethical constraints that apply to your planned marketing strategies.

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If you completed this assessment task in your current workplace, who did you consult with when developing appropriate strategies for your establishment? If you completed this assessment task based on a product or service from your training environment, who would you consult with prior to commencing your marketing plan?

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Describe any technology that might assist you with marketing strategies.

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Outline the costs that may be incurred in implementing the proposed marketing strategies.

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Pluto Hotels have been relying on traditional marketing strategies such as the use of TV, radio and print media. Accommodation services have been performing poorly due to reduced awareness among international visitors. There is a need for Pluto Hotels to venture into total commitment to the utilization of the internet or digital marketing. It is a transformational approach that is aimed at enhancing online hotel service marketing strategies. The marketing strategy is based on the consumer relevance and entails dismissing the overreliance on the traditional marketing strategies. In hospitality digital marketing, the application of mobile search is characterized as the leading star trend (Klever, 2013). There is a massive number of international tourists who utilize their mobile devices in conducting destination searches. The proposed marketing is composed of three key strategies:

Social Media and Digital Presence

Social media is the leading marketing and customer interaction site in the contemporary society. Pluto will utilize Facebook and Twitter in keeping up to date on the recent issues, promotion and special offers for its customers. The pages will be useful in customer interaction. The available social sites do not include the international community due to poor user experience and search. The strategy is based on connecting with the customers digitally.

Content Marketing

The strategy involves the engagement of the customers and their journey. The application of the Internet sites such as Twitter and Facebook is important for engaging, inspiring and enhancing the user experience. The strategy aims at empowering the tourists, who are the target audience, through enhancing the content marketing techniques such as trending hospitality topics, local attractions, and the activities that Pluto specializes. Content marketing will entail the optimization of conversational and local search. It will also imply the saturation of diverse communication channels such as Facebook, Twitter, and other social media sites. The last step in content marketing is through examination of Pluto Hotels’ KPI indicators that include engagement patterns, click-through and bounce rates.

Enhancing Local Presence

The purpose of the strategy will be to establish an optimized content through the homegrown profiles. The company will deliver unified social network and will manage directory listings and quality citations. The strategy will be aimed at managing Pluto’s local presence to stop the overreliance on international tourists, and to shift focus to domestic tourists. The strategy will involve the optimization of Pluto’s maps, business directories, aggregators, IYPs and search engines. Such a marketing strategy has the advantage of ensuring that Pluto is optimizing its marketing contents with image al-tags, location-based schemas in the footers, title tags and headers (Bowie & Buttle, 2014). It is necessary for strengthening the local presence of Pluto Hotels.

Pluto Hotels USP The hotel’s USP is such that it incorporates value, comfort, and location. Pluto hotels is located at the heart of the Gold City which is an entertainment and commercial precinct. It is a 10-minute drive from the Gold Coast airport and is located two kilometers from the Australian coastline implying the ease of access by the tourists. The other locational feature is the presence of the Gold Coast bay that has a vibrant period of 24/7 that has made Pluto Hotels the leading tourist attraction site that offers world-class resort and accommodation services…