SERVICE MARKETING PLAN PART-2
Group Members Names and ID
Monika Sharma #101700185
Harjot kaur # 161750179
Jasleen kaur # 150229177
Section : MRK233MHB
Date : July 22, 2018
Prof. Syed (Farhad) Mahmood
Table of Contents
Executive Summary……………………………………………………………………………………………………………..3
Target Market………………………………………………………………………………………………………………………4
Positioning Statement………………………………………………………………………………………………………….5
Marketing Goal…………………………………………………………………………………………………………………….5
Marketing Objective…………………………………………………………………………………………………………….5
Value Proposition…………………………………………………………………………………………………………………5
Marketing Mix………………………………………………………………………………………………………………………6
Product…………………………………………………………………………………………………………………………..6
Price……………………………………………………………………………………………………………………………….6
Place……………………………………………………………………………………………………………………………….6
Promotion……………………………………………………………………………………………………………………….7
Physical Evidence……………………………………………………………………………………………………………..7
People………………………………………………………………………………………………………………………………7
Process…………………………………………………………………………………………………………………………….7,8
Work Cited…………………………………………………………………………………………………………………………….9
RADISSON
FOOD AND BEVERAGE SERVICES
Executive Summary:
This report covers the Target Market, the positioning statement, the Marketing Goal, Marketing Objectives, Value Proposition and Marketing Mix. Radisson Hotel provides numerous services but in this report we will focus on the service food and beverages which is an essential service of the hotel. Food and beverages is a process that includes preparation, presentation and serving the food services to the customers in whole organization. The main focus of Radisson hotel is to cover tourists, foreigners and some aristocrat people who would like to stay in five star hotel. It is the major part of the organization that produces more revenue because the hotel gives the food services in variety of areas like Cafeteria service, Room service, Counter service, Dinning service etc.
Target Market:
Market segmentation plays an important role which helps to generate the revenue for the business that allows targeting the group of customers with different behaviors that matches their budget and their needs. Radisson hotel now mainly focus to target tourists and business travelers who can afford to stay in the hotel.
Benefits of Behavioral segments:
Based on Usage rates: This segmentation classify the customers according to their use like customers may be heavy users, light users and non users.
Loyalty: Behavioral segment also classify our customers according to their loyalty. There are three types of customers highly loyal, soft loyal or switchers. Radisson mainly focuses on highly likely customers because they are stick on one brand.
Occasionally: This segment classify the customers in three categories which includes universal occasion, regular occasion and rare occasion
Positioning Statement
Marketing positioning refers to the position where the product’s introduction is exactly matched with the perception of users.
Marketing Goal
As we know Radisson shifted from 4 star hotels to 5 stars so now its marketing goal is to cover the business class people or tourists so that it earns maximum profits and an excellent brand image all over the world.
Marketing Objective
The market objective of Radisson is to communicate the unique set of services that they offer to discriminating the guest’s of the hotel where guest’s main focus is on the issue of value and quality for money.
Value Proposition:
Radisson hotel is expert in establishing relationship between our customers. Moreover, it provides various offerings like meal plans, up-grading coupons, Discounts to the guests as compared to other hotels.
Marketing Mix
Service Product: Business involves both tangible and intangible products and services. Radisson provides various services but today that we select the service is food and beverage service. It is one of the most important services in the hotel and it offers food in several ways like cafeteria, Room service, bars etc. where guests enjoy their meal in a fantastic way.
Price: It is the amount of money that the business gets after selling their product or service. Radisson’s main target is business travelers, tourists and wedding parties. For these type of customers it adopted the premium policy and high scale policy so that the hotel generate good amount of profit by providing the service and Radisson also try to target the customers who do not afford this for that one it adopt mid-premium pricing.
Place: It is the location that is used for the distribution of product. Radisson hotels presence is all around the world specially the areas where business travelers and tourists came. The service of food and beverage the hotel provides in variety of areas such as room service, dinning service, bars, Cafeteria.
Promotion: Promotion is an activity that is done to advertise something. Radisson used various promotional strategies to advertise our product and brand awareness. The hotel used online methods for promotion as well as Radisson also tries to take attention on individual basis for this purpose it sends emails and SMS to our regular guests like up-gradation coupons and free services that it gives.
Physical Evidence: It is that environment where the firm delivered our services to the customers and used any tangible commodities for the performance and communication of the service. In our choosing service in the restaurant guest can enjoy our meal by beautiful environment, background music, Dining table a d chairs and ambient lighting.
People: People are the most important part in marketing. It includes everyone who is take part in the marketing whether directly or indirectly. People are the guests who take a benefit of service and a staff that provides a service in a hotel.
Process: It is the way to deliver the services to customers. The process that commonly used in a hotel is when the guest enters in the dining area and seated. Then the next step is to display the menu list and then waiter takes an order and server their food. This is the way to provide food service to guests.
Work Cited
https://www.marketing91.com/service-marketing-mix/https://www.ukessays.com/essays/marketing/the-history-of-hotel-radisson-marketing-essay.phphttps://www.radisson.com/canada?facilitatorId=GOOGLEAMERICAS&s_cid=se.ggl.RAD_1180235401
