Marketing And Promotional Plan For Apollo Bay Beachfront Motel

Product Description

The major aim of this paper is to prepare marketing and promotional plan by incorporating different promotional strategies, so that Apollo Beachfront Motel can generate value for its services.

Apollo Bay Beachfront Motel is a well-established motel that offers comfortable and affordable accommodation to its customers. It is situated at 163 Great Ocean Road, Apollo Bay, Victoria in Australia. At this motel, every effort is developed to make the customers feel relaxed and comfortable (Beachfront Motel, 2017). To attract a large population, this hotel offers best amenities and hospitality services. Top specifications of this motel include precise and well-managed check-in and check-out process, free Wi-Fi in rooms, parking area and Wi-Fi in community area. This motel has attained various awards by serving the entertainment and hospitality requirements of people. Specifically, this organization is offering the different opportunities to its customers by providing options within lodging, food and experiencing best facilities (Apollo Bay Beachfront Motel, 2017). This report primarily discusses about the discounts, offers and other profitable schemes, given by the organization to its guests. Company is facing intense competition from several players, i.e. Lord Ard Motor Inn, Cumberland Lorne Resort, Mantra Lorne and Coastal Motel.

For introducing its hospitality and accommodation services with new offers and discounts, the company is targeting its customers considering different variables of market segmentation. It is emphasizing on enticing the tourists towards its services. The target audiences for Apollo Bay Beachfront Motel are couples, young generation, and leisure travellers and people from middle income level. It is focusing on attracting the target audiences by offering three categories of rooms according to their budget and spending (Gali?i?, & Laškarin, 2014). By targeting these customers, the organization will be able to produce higher revenues. It considers the affordability of guests, while serving to their demands.

However, the company is confronting competition from some leading players in Australian hospitality industry, i.e. Lord Ard Motor Inn, Cumberland Lorne Resort, Mantra Lorne and Coastal Motel. But this motel has achieved 4.5 rating out of 5 that indicates the popularity and service encounter of the organization. The major reason behind this is its luxurious services and rooms with the attractive and modern amenities.

The foremost reason behind better value is enhancing the customer base for hospitality business of Apollo Bay Beachfront Motel (Karppinen, 2011). The marketers can extend its target market by focusing on the business travellers and bachelors, who stay at motel for the purpose of holidays or education. By launching the services and room facilities at comparatively lower prices will entice people from middle and lower classes.

Target Market

To gather and analyze the information regarding target customers, both primary and secondary sources of data will be chosen. There will be use of an effective method that can help a researcher for assuming results of research. The researcher will ensure that sources are valid and reliable for collecting the information for understanding the target market and customer value. This part of this report will emphasize on collecting the information regarding marketing and advertising of Apollo Bay Beachfront Motel for gaining full customer satisfaction. The data and information regarding the company’s strategic position can be collected from the annual reports, websites and ads. The assistance can be taken from some government websites that can provide the information about the customer response and abilities towards hotel and motel services. Use of customer feedbacks, surveys and reviews from firm’s websites and travel agencies will widen the perspective of management to understand the significant ways for producing higher revenues and profits. The government sites will be the best and most reliable source for collecting the insight about the purchasing power of target audiences (Chandy, 2014). 

Apart from above methods, STP framework is also an effective way to collect the data regarding target market. The companies use different variables and approaches of market segmentation for understanding the target market characteristics. Using value position framework will help in knowing about company’s value in mindset of customers and compare that value to the competitors’ value. Segmentation, targeting and positioning are the approaches for recognizing and determining the target audiences (Huang, & Sarigöllü, 2014).

A company uses different characteristics, like psychographic, demographic, geographic and behavioral. When the company will collect the data, it will consider the reliability, validity and authenticity of the data sources (Killian & Mcmanus, 2015). It will make the use of legal and ethical considerations while communicating its brand message with target customers.

The value, perceived by customers is directly related to the quality of products and services offered by organization. Apollo bay Beachfront Motel is offering best hospitality services on affordable prices. The primary target market of the organization is the travellers and visitors, who are reaching Victoria from different locations of Australia and world and spend some time with their loved ones. For enhancing and developing its value, company has improves its services as per the demands of customers (Boksberger, & Melsen, 2011). This motel offers three categories of rooms, like; queen rooms, twin rooms and superior queen rooms. These rooms are categorized according to the amenities and affordability of the guests. All of these rooms are arranged by using modern and attractive appliances and furniture.

Comparison of position to Competitors

About the services of Beachfront Motel, the customers perceive that services at the motel are very much satisfactory. Each and every room provides modern features and facilities, like; free Wi-Fi, LCD TV, air conditioner, heater etc. In addition to this, there is the availability of bar fridge and other related facilities. The prices of motel rooms are affordable and set according to the customer spending and budget. The employees at motel are well-trained and customer friendly and they are always available to assist the guests regarding their needs and demands. The prices of its services are affordable and lower than other motels, which are situated on beachfront in Australia.

There are so many competitors of this beachfront motel, such as; Lord Ard Motor Inn, Cumberland Lorne Resort, Mantra Lorne and Coastal Motel. These players are posing threat on the company by offering similar services to the people. Cumberland Lorna Resort is one of the biggest competitors of this beachfront motel (Hassan, 2012). It is providing effective accommodation and hospitality services to the customers. The range of rooms is very wide at this hotel group. It offers the rooms for a single person and also for more than 5 guests. The competitors of these beachfront motels are using effective promotional and advertising strategies and tactics to attract people towards their hospitality services. It has received the ranting between 4 and 5 and posing competition on Apollo Bay Beachfront motel.

Apollo Bay Beachfront Motel has a better strategic position than its other competitors. It has placed itself as a world class luxury motel at affordable prices. It offers rooms in different categories, so it can target the people from different income levels. By doing this, the organization is creating its value among the customers and competitors. Primarily, it has positioned itself in an attractive way, so that it can entice the young generation, couples and leisure travellers (Beachfrontmotel.com.au, 2017).

This motel is able to gain more competitive advantage in Australian hospitality industry. The services of this motel offers different values to its customers, like; economic value, emotional value, functional value etc. This is the reason that customers are satisfied with hospitality services of Apollo Beachfront Motel. The rating given by customers and travel agencies shows that organization is experiencing a significant growth and increased demand in the Australian and global market. It is successful in fulfilling the needs and demands of customers by offering quality hospitality services (Osterwalder, Pigneur, Bernarda, & Smith, 2014).

Justification for better value

Digital and marketing communication plan of an organization is an important part of its strategic marketing plan, which incorporates all marketing and promotional strategies for introducing new products and services in the marketplace. There are different components of marketing mix, such as; product, price, place, promotion, people, processes and physical environment. A company develops its promotional plan under promotion mix part, which includes various strategies and promotional techniques. The main objective of the company is to share the brand message to the target customers and entice them towards their services (Gurol, & Bilen, 2015). Apollo Bay Motel will adopt several marketing techniques, such as; personal selling, sales promotion, direct marketing and advertising. The organization is implementing each and every communication mix element with different objectives and goals, which are given below;

Every firm selects some communication mix components for contacting its audiences. It adopts these techniques with different goals, like; brand awareness, brand loyalty, market share etc. Through these techniques, Apollo Bay wants to entice the people towards its hospitality services and to focus on brand message, which it requires to communicate to the population (Kim, Kim, Kim & Magnini, 2016). The advertising and communication strategies and their goals, which are used by Apollo Bay Beachfront Motel, are stated below;

This is the type of promotional techniques, under which a company utilizes its human resources to offer the services by having face to face contact with customers. In the case of hospitality and tourism sector, the opportunity for this technique is restricted because most of the people think to arrange their hotel booking in advance. Online and advanced booking is the major reason in this industry that makes it needless for Apollo bay Motel to adopt personal selling. This organization can use its personal selling technique, while guests stay in their rooms. The staff at motel should be professional and customer friendly, so that they can fulfill the needs and demands of guests at their stay. At this motel, it can be useful because this has the capacity to provide the people a deep knowledge about the services, which are offered by this Beachfront motel. Using this technique, the motel can increase its brand value among customers (Beachfrontmotel.com.au, 2017).

Apollo Bay Beachfront Motel can also adopt sales promotion technique for motivating the people to access their hospitality services. The major goal under this technique will be to increase the demands of its services among a large population. This is the best way for attracting the target audiences by giving them a significant discount and offers on their real booking amount (Assaf, Josiassen, Mattila, & Cvelbar, 2015). Primarily, the organization can use sales promotion technique in lean season, when the guest arrival is comparatively low. It can increase its customer base by offering hotel services cheaper than its other competitors in the Australian hospitality industry. It will assist the organization in gaining more competitive advantage over its competitors. By providing discounts, offers and complementary services, Beachfront Motel can increase number of customers and brand presence all over the world (Pacheco & Rahman, 2015).

Research Methods

When an organization develops its marketing and promotional plan, it makes a major emphasis on advertising process and its methods. This method includes different modes, which make it easier to approach a large population in a small timeframe. Under advertising process, Apollo Bay Beachfront Motel can use different activities, through which it can communicate its message and ideas to the people (Rendon, Martinez, & Flores, 2014). Primarily, this Beachfront Motel is partnering with different digital ads and advertising agencies, which can promote the hospitality services of motel. The firm is using different media, like; print media, digital media and traditional media, which are given below;

Traditional and broadcasting Media

Under advertising strategies traditional media is one of the most important methods, which can be used by the Beachfront motel to communicate its marketing message to the target audiences. In this, organization can promote its services using different platforms, like; Television and radio. The customers, who are not active on internet and social media sites, they can be approached using this method. It can give its advertisements on TV in an attractive way and mention about the facilities and amenities, offered by Beachfront Motel (Sedaghat, Sedaghat, & Moakher, 2012).

Print Media

Print media is another important way for promoting the services to the customers. It can assist the Apollo Bay Beachfront Motel in increasing its brand presence. The organization can attract the people towards its hospitality services using print media, like; newspaper, posters, magazines and billboards. It can give the advertisement in the papers, which are most circulated on domestic and international level. By using this mode, the organization will be able to approach a large number of customers, as newspapers are read by most of the people and females also. The discounts and offers of the company can be displayed in an attractive way (Shimp & Shimp 2017).

Online Media

In addition to print and traditional media, Apollo Bay Beachfront Motel can adopt online media as the most effective way for promoting its services. Under this, it will emphasize promoting the services on social media sites, because most of the population is using internet and these sites. Through these modes, Beachfront Motel can communicate their offers and discount to the customers easily. There are some social media networking sites, which are very popular and actively used, like; Facebook, Twitter, Youtube etc. This organization can create a Facebook page with the name of motel and post the pictures and video on it. It can post about the services and amenities, which are offered by the motel (The Beachfront Motel, 2017). By the use of this mode of promotion, motel can understand the feedbacks of people towards its hospitality services.

Current Value Analysis

Direct marketing is also an important type of promotional mix element that presents the brand message about the organization’s services to the target customers without using its human resources.  Apollo Bay Beachfront Motel can develop directing marketing by the use of different platforms, like; e-mails, text messages, newsletters, catalog, brochures etc. The motel can issues its own documents, which give the information about its services. It will support this motel in establishing brand loyalty and brand reputation in Australia (Rendon, Martinez, & Flores, 2014). It is the most cost effective method for promoting and marketing the hospitality services.

For forecasting and managing the investment for all the activities of promotion, the Apollo Beachfront Motel will develop a promotional budget (Mills, 2015). This budget will include all the expenses, related to advertising and promotional activities. Promotional budget for Beachfront Hotel is given below;

Conclusion

From the above analysis, it can be concluded that it is very necessary for organization to formulate marketing and communication plan, so that it can approach and attract its target audiences. The promotional and advertising services, which are used by the organization, have assisted it in attaining success in hospitality industry. The competitors and customer value analysis indicates that company has tough competition in Australian Hospitality industry. Apollo Bay Beachfront Motel is offering quality services on affordable prices. This is the major reason that people are getting attracted towards its services. Thus, organization is successful in the Australian hospitality industry.

References 

Apollo Bay Beachfront Motel. (2017). Best Price on Apollo Bay Beachfront Motel. Retrieved from https://www.agoda.com/apollo-bay-beachfront-motel/hotel/great-ocean-road-apollo-bay-au.html?cid=-145. (Accessed on 19 January 2018).

Assaf, A. G., Josiassen, A., Mattila, A. S., & Cvelbar, L. K. (2015). Does advertising spending improve sales performance?. International Journal of Hospitality Management, 48, 161-166.

Beachfront Motel. (2017). Apollo Bay Beachfront Motel. Retrieved from https://www.greatoceanroad.com.au/beachfront/index.htm. (Accessed on 19 January 2018).

Beachfrontmotel.com.au. (2017). Beachfront Motel. Retrieved 19 January 2017, from https://www.beachfrontmotel.com.au/accommodation/.

Boksberger, P. E., & Melsen, L. (2011). Perceived value: a critical examination of definitions, concepts and measures for the service industry. Journal of services marketing, 25(3), 229-240.

Chandy, R. (2014). Making your Social media Strategy Work. Business Strategy Review. Vol. 25 Issue 1.

Gali?i?, V. & Laškarin, M. (2014). Internal Marketing In The Hotel Industry. Tourism and Hospitality Industry.

Gurol, M. N., & Bilen, M. H. (2015). The Concept of Promotion Mix as Applied to Hotel Marketing. In Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference(pp. 536-540). Springer International Publishing.

Hassan, A. (2012). The Value Proposition Concept in Marketing: How Customers Perceive the Value Delivered by Firms – A Study of Customer Perspectives on Supermarkets in Southampton in the United Kingdom. International Journal of Marketing Studies. Vol. 4, No. 3.

Huang, R., & Sarigöllü, E. (2014). How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer New York.

Karppinen, M. (2011). Strategic Marketing Plan for A Hotel. University of Applied Sciences.

Kim, J., Kim, P. B., Kim, J. E., & Magnini, V. P. (2016). Application of construal-level theory to promotional strategies in the hotel industry. Journal of Travel Research, 55(3), 340-352.

Killian, & Mcmanus. (2015). A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), 539-549.

Mills, A. (2015). Social media strategy for online service brands. The Service Industries Journal,35(10), 1-16.

Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. John Wiley & Sons.

Pacheco, B. G., & Rahman, A. (2015). Effects of sales promotion type and promotion depth on consumer perceptions: the moderating role of retailer reputation. The International Review of Retail, Distribution and Consumer Research, 25(1), 72-86.

Rendon, O.H.P., Martinez, R.M. & Flores, R. (2014). Marketing Strategies for Hotel Industry Internationalization in Morelia. Procedia – Social and Behavioral Sciences 148, 271 – 279.

Sedaghat, N., Sedaghat, M., & Moakher, A. K. (2012). The impact of promotional mix elements on brand equity. American Journal of Scientific Research, 43(1).

Shimp, T.A. & Shimp, T.A. (2017). Advertising, Promotion and Other Aspects of Integrated Marketing Communications. Central Queensland Library.

The Beachfront Motel. (2017). Hotel Amenities. Retrieved from https://www.expedia.co.in/Great-Ocean-Road-Hotels-The-Beachfront-Motel.h1522089.Hotel-Information. (Accessed on 19 Ja

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