Sales Promotion Tools Behavioral Responses -Myassignmenthelp.Com

Question: Discuss About The Sales Promotion Tools Behavioral Responses? Answer: Introduction Marketing management is the process of developing strategies and planning for the product or services, promotion, advertisement, and sales to reach desired customer segment. Every business in the competitive world needs the manager who maintains and monitor the process related to the marketing the products (Hollensen, 2015). Digital communication is one of the effective ways through which the managers can perform their activity of promoting a product easily (Lapidoth, 2017). The report includes the current value analysis and the marketing promotion plan. The beachfront motel that is selected for the analysis is Beachfront Voyager Motor Inn. Background The aim of the motel is to provide the luxuries suites and rooms to the customers with the lovely views of the suits. The aim of the company is to fulfill the needs and expectations of the customers which lead to the satisfaction of customers. Company overview Beachfront Voyager Motor Inn is on Tasmanias North West coast which is situated at Burnie. Burnie is a place that is located in the center of North West Coast; it is sited on the Bass Highway. Bass highway is a coastal drive that is dotted with the beautiful capes, villages, and headlands that is related by the lots of the white sandy beaches (Beachfront Voyager Motor Inn, 2017). This motel is placed in the front of the town's beach which helps the company is attracting the maximum number of customers who like to stay in the place where they can enjoy the view of the sea. The rooms of the hotels are categorized into three Categories Sea View Executive Suite and Balcony, Executive Suite and standard suite (Beachfront Voyager Motor Inn, 2017). The major facilities that are offered by the company include bar, car park, conference/function facilities, laundry, and restaurants. Target market of company Target markets refer to as the group of customers or potential customers to whom the company offers its product and services. In simple words, it can be said that it is a group who is most likely to buy the products and services offered by the customers (Bowie, Buttle, Brookes, Mariussen, 2016). Beachfront Voyager Motor Inn targets the customers who want motel at the beachside. The company offers the three different categories of rooms to the customers that include- Sea View Executive Suite and Balcony, Executive Suite and Standard Suite (Beachfront Voyager Motor Inn, 2017). Thus, the motel targets the customers arrived for the business meetings or for the visit purpose. The primary target of the company is the customers who like prefer Sea View Executive Suite and Balcony and these customers include the couples and family. Value of position compared to competitors The competitors of the Beachfront Voyager Motor Inn include Beachway Motel Restaurant, Waterfront Lodge Motel, and Mantra Lorne. These are the few motels that give strong competition to the company. Beachway Motel Restaurant is one of the strong competitors as it is having the rating of the 4.5 out of 5 which is quite high then the company. The company has the rating of 3.5 out of 5 at Trip advisor (Trip Advisor, 2017). The reason being, the customer service provided by the competitor is better than the company and the locations of the motel are near to the town at the beachside which provides the convenience to the customers to visits the town as it is only 4 Km. Justification for proposing better value The company can propose the better value by providing the attractive deals especially for the couples and bachelors along with the extended services. Currently, the motel is targeting the people who are travelers for the business meetings or the people having the demand of Beachfront motel but now the company should think to increase the target market by targeting to the bachelors and the customers who want to book the motel for events. Research methods The research method is border term and the core of the research method is Data collection and Data analysis. Beachfront Voyager Motor Inn needs the data collection and analysis to get the details related to the customer value, target market and the competitions value propositions. There are two types of data primary and secondary data (MacKenzie, Podsakoff Podsakoff, 2011). The primary data is the type of the data which was not published before and this data is collected for the specific purpose. On the other hand, the secondary data define as a type of data that was previously published in any of the sources beings its newspapers, books, online portals and journal articles. There are different tools and techniques of information collection that are used by the companies. These methods include observing behavior, Questionnaire method, interviews, and schedules method. Beachfront Voyager Motor Inn makes use of the secondary research method to analyze and gather the details related to the target market and customer value. The interviews and the observations help the motel in understanding the target market and the competitors value proposition (Doz, 2011). The interviews will provide a platform to the customers to express their opinions related to the motel. One of the effective ways to express their opinion about the motel is posting of feedbacks and comments on the online portal that provides the option of booking the motels such as TripAdvisor, MakeMyTrip, Priceline.com and many others. Questionnaires and surveys are one of the popular ways that help the motel in getting the feedback from the customers regarding the services that are liked or disliked. This helps the motel in improving the services which are not liked by the customers and will also try to bring the service which is suggested by the primarily targeted customers (Bryman Bell, 2015). Current value analysis Value analysis is an approach that reflects the value of the products and services that is provided by the company to its customers or potential customers. Customer perceived value The customer perceived value refers to as the value of the product and services for the customers provided by the motel. The motel is trying to provide the best services that lead to the satisfaction of the customers. The company provides the Free Wi-Fi facilities in all the rooms and 16 Foxtel channels. Guest of the Beachfront Voyager Motor Inn can enjoy the facility of the bar, a steak, and a seafood restaurant. Each of the suites of the motel includes the facility of a minibar, ironing facilities, electronic blankets and boast sea and beach views (Beachfront Voyager Motor Inn, 2017). Different customers have diverse perceived value for the location where they are staying. One of the guests Stephen, B has shared his experience with the motel on trip advisor. He stayed in the motel for 2 nights in the separate balcony views and enjoyed the sea view. He shared that the condition and infrastructure of the room were good along with the other facilities like a comfortable couch, table, street parking and the laundry for clothes. Service provided by the motel was impressive and the room was clean, conformable and spacious. A maximum number of guests found that the motel is good. Though, some guest shared that they faced the problems with the noise at the reception and in the hotel (Trip Advisor, 2017). Competitors value analysis The competitors of the motel consist of Beachway Motel Restaurant, Waterfront Lodge Motel, and Mantra Lorne. Out of these competitors, Beachway Motel Restaurant is giving strong competition by providing better facilities to the guests. The Motel provides the spacious and king size bed to the customers with the facility of TV, AC, a mini bar along with attractive and new dcor and carpets. The surroundings offered by motel make them feel like home which enhances the experience of the customers. Moreover, the motel is near to the town on the walking distance and the view of beach impresses the guests (Beachfront Voyager Motor Inn, 2017). The location of the company is one of the reason due to which maximum guest liked the facilities provided by this motel instead of Beachfront Voyager Motor Inn. Current value position of company The current value position of the company is appropriate considering the other competitors expect the Beachway Motel Restaurant as Mantra Lorne is motel at the beachfront is having the rating of 3.5 out of 5 which is almost equal. The current value position of the motel can be evaluated with the use of the value analysis framework which includes the emotional value, symbolic value, functional value, economic value and end value. Emotional value: - The staff of the motel is soft-spoken and helpful which improve the experience of the guests. The values and cultures of the company win the heart of the customers due to this emotional value the guest likes to visits the motel again because they know the values of the company and their staff (Expedia.co.in., 2017). Symbolic value: - The symbolic value reflects the status symbol of the customers if they stay in the motel. The motel comes under the standard hotel that doesnt create any impact on the status symbol of the customers. The company should enhance their symbolic value in the market by bringing new infrastructure and dcor of the motel. Economic value: - The economic value reflects the price that is kept by the motel, the price of the motel is far better than its competitors. In the Beachfront Voyager Motor Inn restaurants, the guest can enjoy the special menu of the seafood for only $18 which is the affordable amount. Affordability of the products and services will make the guest visit the motel again (Beachfront Voyager Motor Inn, 2017). Functional value: - The functional value is related to the process of the motel and the services provided by the motel to its customers. The process of the motel is smooth that ensures that the guests are not facing any difficulties due to a process of a motel. End value: - The end value reflects the satisfaction of the customers which come with the fulfillment of the needs and expectations of the company. Thus, there are many customers who are satisfied with the services provided by the company. These values reflect the current value position of the company and also help in evaluating the performance of the company. If any of the parameters of value is not able to deliver the desired value according to the expectations of the customers then the performance of the company needs improvement. Marketing promotional plan The marketing promotional plan is a strategy that is formed with the motive to promote the products and services offered by the company to its customers. Promotion is the functions of informing, persuading and influencing a purchase decision (Khan, 2014). Objective The objective of the marketing promotion plan is to make use of the 4 promotional mix elements in an effective way to enhance the number of guest and revenue along with the market share of the motel. These 4 promotional mix elements include advertisement, sales promotion, direct marketing and personal selling. The use of the promotional strategy is increasing day by day and most of the motels are making use of the digital communication. The image shows that the hotels and motel involved in the hospitality sector spend approximately 43% in mobile engagement. The mobile engagement of the users is increasing day to day and this is the reason the sector has decided to make use of the digital communication. Advertisement The advertisement is one of the most effective means of communication that is done to generate the awareness about the products and influence the decisions of the customers to purchase the product (Csikosova, Antoov ?ulkov, 2014). For Beachfront Voyager Motor Inn advertisement is essential to make the customer aware of the services that they promise to customers. The motel can make use of the advertisement platform to reach the large audience. The motel should provide the advertisement through print media which include magazine, newspaper, and journals along with the online advertisement. Sales promotion Sales promotion is one of the effective ways through which the company can promote the products in the market. In this type of promotion, the company provides the discount, gifts, coupons, email marketing, samples, rebates, refunds and many other such benefits that help the company in attracting the customers (Obeid, 2014). Beachfront Voyager Motor Inn can make use of the e-mails, discount coupons, and gift coupons through online medium. The deals are provided by the company through an online medium because the motel is aware that the use of the online for checking discount deals is increasing (Huang Sarigll, 2014). Personal selling The personal selling is one of the ways in which the employees of the company directly communicate with the customer and make them aware of the products and services they offer. Through this promotion mix, the Beachfront Voyager Motor Inn can provide the details related to the services which might help the company in grabbing the attention of the customers. Direct marketing Direct marketing used by the company that emphasis on promoting the specific product or service. There are different types of direct marketing such as SMS marketing, E-mail marketing, social media marketing or digital marketing (Lund Marinova, 2014). Beachfront Voyager Motor Inn is making the use of the social media technology for promoting the products as the company has provided the details related to the products and services through Facebook, one of the effective social media channel (Mangold Faulds, 2009). It is suggested to the company to start making the use of the other channels (Twitter, Instagram, and LinkedIn) for promoting products. Promotional Budget Digital Communication Budget Method Amount 1. Direct Marketing Online media Facebook $800.00 Twitter $1,000.00 LinkedIn $1,200.00 E-mail Marketing $400.00 Total Amount of Online Media through Direct marketing $3,400.00 2. Advertisement Print Media Newspaper $800.00 Journals $1,200.00 Online advertisement $600.00 Total amount of Advertisement $2,600.00 3. Personal selling Conducting Seminar and training $1,000.00 Funding $600.00 Total amount of Personal selling $1,600.00 4. Sales promotion Discount Coupons $500.00 Gift coupons $1,000.00 Total amount of sales promotion $1,500.00 Total amount $9,100.00 Conclusion The report is based on the Beachfront Voyager Motor Inn, a local motel situated in Australia. There is brief description related to the company and its target market along with the value proposition of the company. The consultant of the company performed the analysis to bring the improvement in the value analysis of the company. 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