Marketing Research Assignment Paper And Promotional Plan

Promotional Plan
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Introduction
The Adonai Island Hotel is a small but magnificent hotel located at the Adonai District Island. The district has established itself so well economically for the past ten years that attracted the entrepreneurs to construct a hotel there. The structure of the hotel has a duplex complex with three guest suites and fifteen guest rooms. The catering section is downstairs where breakfast and lunch are served. The areas for conference centers are also downstairs. The company has been in operation for the past five years. The company has faced stiff competition from the other hotels in the region. One of the biggest challenges besides competition that the business has faced is a shortage of customers during the off-peak season. It has employed several business strategies to remain competitive in the field. It has decided to engage in promotional activities besides other strategies. This paper focuses on the promotional plan of Adonai Island Hotel that has been put in place to help market its services.
The Promotional Statement
The aim of the promotion is to attract customers during the off-peak season. It also aims at retaining the customers and reaching out for more. The promotional plan also aims at counteracting the pressures from the competitors. Most hotels in the region have been losing business during the off-peak season as expected. Instead of making profits, the hotels have been making more losses. Adonai has not been an exception. It has, however, noted that there is a large domestic market that it can attract to fill up the gap during the off-peak season. It is also aiming to be outstanding such that in the case of foreign guests, it will be the first one to be considered.
The Target Market
The following is a list of the groups of people that Adonai has determined to be part and parcel of its base of customers. Determining it depended on the kind of services offered, that is hospitality and where they are being offered. Identification of the marketing plan was crucial as it will be a helpful tool in the construction of the marketing plan.
The foreigners from the European countries and other countries where there is seasonality in climate. The international business people are the main category that the company is after.
The domestic business people and other target markets. There is a large potential domestic market both in the Adonai District and the country at large. The problem that this market is not being trapped is due to lack of knowledge of the hotel and the fear of high costs.
The target for the business people is due to the fact that they are ever traveling around the world to run their business errands. They will need places to rest and plan for their activities. They will also need to hold business meetings and conferences. All these are provided at the hotel.
The old is another target group. Old people tend to enjoy their lives as they wait for the final day. It is so common to find the old engaging in recreational activities. The beaches at the island will definitely serve as the source of attraction to this group of people. The hotel also offers sporting activities such as golf which attracts the old more.
Having identified the current trends in the hospitality industry and their impact on the business; having an understanding of the business competitors; having described the target audience and the threats and opportunities prevailing currently in the market, the business is ready to set out a market mix on how it will reach its target market. The right market mix will solely depend on the four variables, also known as the 4Ps. They include the actual product, in this case, it will be the actual service, the price of the service, the place where services are offered and the manner in which promotion will take place. For this case, the service is hospitality; the prices are fair and discounted. The services are offered both at the local and global level, and the promotional activities will be discussed below.
Services
The hospitality skills of the staff are of high-quality standard. The staff and all the workers are equipped with competent expertise in the area. The hotel employs experienced and qualified hoteliers from reputable hospitality institutions.
Prices
The prices are affordable to the domestic market. The hotel offers discounted prices for instance; there is a 5% discount for the customers who pay for more than two nights. There are also special offers for instance if a customer comes to the hotel three times consecutively in a month, the fourth time will be free of charge for them.
Place
The customer can access the hotel through the hotel website for bookings and the like. The hotel also has pages on the social media specifically face book and twitter.
Promotions
Some of the activities include advertising through the website and social media. Other activities include branding, public relations, and content marketing to create awareness.
Goals and Objectives of the promotional plan
To increase the sale of services by 30% by the next three off-peak seasons
To build the awareness of the brand by adding on the inquiries number by 10% at the end of the next off-peak season
To catch new markets by 25% in a period of 18 months
To penetrate new markets both at a local and international level by 5%
To enhance the relationship between the business and the customers
To increase the profits by 20% in the next three off-peak seasons as the ultimate goal
The objectives of the promotional plan to Adonai hotel is to achieve the following
To be different- The differentiation strategy will be applied here. Launching new services like the sports, for example, golf makes the hotel different from its competitors. On addition to that, the company will be compelled to see something different or new that can help add value to the services and thus benefit the customers.
Creation of new communications and content in the market- Promotions are news. This is one of the easiest and best ways of creating content for the customers.
Creation of up sells opportunities- This will be done by adding value to the services. With the addition of golf, for instance, a premium price can be charged thus adding something to the profits.
Creation of training opportunities for the workforce- With the new add-ons on the regular services, the employees’ enthusiasm will be elevated and thus become motivated. Motivated employees result to increased output (Sanchez, 2017).
Promotional Strategy
A strong set of promotional activities helps the business to position itself well among its competitors irrespective of the service. Adonai Island hotel is planning to employ the following promotional activities to boost itself and increase the number of customers during the off-peak season.
Contests
The hotel will hold contests for its customers. The contests will include competitions in the field of gold, skydiving, eating competitions among others. Prizes will be given accordingly. The hotel plans to be holding these contests at the onset of every off-peak season. On addition to this, the hotel is planning to sponsor contests in different countries where its target market is located as well as the home country. The aim is to bring people to the attention of the company (Hose, 2016).
Advertisements
It is one of the oldest promotional activities. Through the television, newspapers, radio, s...