target market of the enterprise. The planning of development and growth policies for products and services is carried out through the analysis of two main parameters: products and markets. From there, depending on the specific situation, the enterprise has 4 different policies:
Market penetration policy: That is, it is necessary to exploit existing products in existing markets.
New product development policy: That is, based on customer needs and market competition, we decide to create new products to attract more customers and satisfy customer needs.
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Market development policy: That is, attracting new customers to the company's existing products.
Diversification policy: That is, we create new products to attract new customer groups.
Pricing policy.
Price has many different names. Behind those names, price phenomena always have a common meaning: economic benefits are determined by money. In the Marketing - Mix tools, only the price variable directly creates real revenue and profit. As for buyers, price is the price to own and consume goods. Therefore, pricing decisions always play the most important and complex role that a business must face when drafting its marketing activities.
Pricing strategy is to determine the objectives of the pricing strategy, choose the pricing method, and the company's pricing strategies. In the business of goods and products, the pricing policy is different from that of services: The pricing policy of services is to increase the physical evidence so that customers can feel the quality of the service they buy, thereby enhancing the image of the service. If the product is of good quality, the price must be high to honor our image. If the price is not right, the communication will have the opposite effect. Price affects all parts of the distribution channel, sellers, suppliers, competitors, customers, ... all are affected by the pricing policy. Reasonable pricing will create
Building a well-functioning distribution channel and branding services can also enable us to implement a premium pricing policy. For normal goods, pricing is based on cost, while for services, pricing is based on customer perceived value, based on the competitive situation, while cost is only the basis of price. In services, prices include total package prices or individual prices.
For each business, pricing for its products and services must be consistent with the business's goals. Pricing goals must come from the business's goals and the quality of the product positioning that the company has chosen.
The right pricing policy is to determine the appropriate price for each product, each stage, each market and is determined based on the relationship between supply and demand taking into account competitors.
Distribution policy.
Product and service distribution policy is the direction that shows how hotel and tourism businesses provide products and services to their customers. It is a system of measures and techniques to bring products and services to the final customers with reasonable quantity of goods, suitable items and ensuring civilized service factors.
Because the product's characteristics are mainly intangible, if not
Without a reasonable distribution policy, available products cannot be sold. Product policies and price policies are closely related to distribution policies. In the process of building a distribution policy, businesses can choose many methods to build a distribution policy.
In the hotel and tourism business, there are two main types of distribution channels:
Direct distribution channel: Producer → Consumer.
Indirect distribution channel.
Producer → intermediaries → consumers.
Promotion policy.
Demand for products and services is always seasonal and erratic. Usually when buying products and services in general, customers really need advice from experts, especially from travel agents. Therefore, promotion is not only for distribution channels but also for the press, public opinion, customers, etc. Promotion is not only advertising but also through commercial channels, social channels, production channels, etc. But just know that the human channel is very effective. Demand for tourism products is very sensitive to prices and fluctuations in the economic situation. Customer loyalty to brands is not deep. Therefore, the purpose of promotion is to persuade and remind customers to buy your products, whether old or new, even to change concepts, images, etc. At the same time, promotion informs customers about tourism programs, new products and services in the travel - hotel business and their characteristics. Or it can persuade customers to buy travel programs. In the tourism business, persuasive communication will be of most interest because it can change attitudes, habits and strengthen customers' beliefs both before and after purchase.
Mixed promotion is the promotion by combining promotion tools to achieve the best results. These tools include: advertising, sales promotion (promotion), direct selling, public relations and communication.
It is the advertiser's responsibility to attract the attention of customers.
potential, make them come and consume your products and services. However, to attract, you must know clearly what the purpose of advertising is. Advertising must be related to tasks, goals and measure advertising effectiveness, effectiveness cannot be calculated in a few months but must be after a certain period of time for it to be effective. A production program, advertising content must be communicated many times to hope for market response, however, an advertisement repeated too many times will make customers feel old, lose value. Therefore, you must choose the time and frequency of advertising to be effective. Pay attention to the legal aspect of advertising: must be honest, not create misunderstandings, true to reality, must not use slogans, trademarks of others to advertise your products.
If using images of identifiable people, their names and statements, their permission must be obtained first.
- If the advertisement is for a product: the product must demonstrate its attractiveness over the competitor's product.
- Customer-oriented advertising: less about the product but focuses on the needs, attitudes, and interests of customers.
- Branding-oriented advertising uses many unique slogans and positioning to attract customers.
- Image-oriented advertising: emphasizes the quality of the establishment such as elegant setting, unique identity.
Propaganda: is the act of letting the public know about what the business is doing by using information and images provided to the press, radio and television. This is a very important channel to make the audience believe and not be pressured.
For hotel businesses, there are probably three common tools used: direct selling, public relations and publicity. Then comes advertising and promotion. However, the choice of promotion tools depends on: product life cycle, customer attitudes, competitors, budget, customer geographic location, etc.
There are four steps to planning a promotion:
Identify target markets.
Establish media relationships.
Review and select promotion options.
Set promotion time.
Promotion must be timely and appropriate. After setting, print design and selection of other combined tools, etc. We need to know whether our communication results are effective or not. To know this, we should compare with the target market.
Human policy.
Travel and hospitality is a people industry. It is the business of people (staff) providing services to people (customers). These people in turn share the services with other people (other customers).
Hotel tourism products with production characteristics are also products of the service type. Therefore, the time of consumption is where the product is produced and consumed immediately, so the human factor is inseparable and has extremely important meaning, it determines the success of the product, the reputation of the product, the level of satisfaction of the product for customers or in other words, it determines the profit of the business. With such importance, human policy is one of the factors that businesses always invest and develop.
Contact staff are recognized by society and considered as the leading factor in the success of tourism products. Therefore, Marketing – Mix needs to solve 2 basic problems harmoniously.
Human resource training.
Manage and operate staff.
The next task of human policy is to solve the problem.
With the lowest and most reasonable cost, training is highly effective and hotel staff productivity is maximized.
Management can control the quality of service and the quality of work of employees.
members so that it ensures stability and high quality in labor.
Because these are the factors that determine the profit and position of the business in the hotel business market.
However, training must be conducted regularly and continuously in accordance with
market and social development
Comprehensive product and program policy .
Packaged programs are the standard for marketing orientation. They are achieved by identifying people's needs and wants and then combining a variety of services and media to suit those needs.
The marketing plan should detail the maintenance of existing programs and the creation of new programs for 12 months or less. The marketing plan should include a financial plan for each program and package tour consistent with promotional activities and pricing and sales objectives.
There are two very important meanings to programming and creating a complete product: First, it best satisfies the needs of customers.
Second, this is an opportunity to best exploit the services of the business, especially during the off-season.
Marketing creativity is especially important in our industry due to the consumable nature of services.
Partnership
On the basis of building a complete program in the hotel and tourism business, strategic partnerships and alliances play a very important role. And this partnership can be a relationship with customers, suppliers, travel agencies and even competitors, ... Good partnerships ensure long-term and stable business operations. These relationships are often signed together through tourism association contracts. These contracts aim to support and complement each other to overcome weaknesses according to the principle of mutual benefit.
1.2.3 Differences in Hotel Marketing
According to WTO (World Tourism Organization): Hotel and tourism marketing is a series of methods and techniques supported by a special spirit and method to satisfy the unspoken needs of customers, which can be for entertainment purposes or other purposes.
The difference of hotel marketing
Services in the hotel business have characteristics that other service industries do not have. There are 8 specific differences in the services of the industry:
- Shorter access time to services: For goods and many other services, customers may be exposed to and used weekly, monthly and sometimes even annually. However, customer exposure to most hotel services
Usually shorter, hotel services have no guarantees due to the intangible nature of the service.
- More emotional buying: Customers buy products knowing that they will perform a specific function for them. With hotel services, this emotional attachment occurs more often because the hotel industry is about people. People provide and receive hotel services and human-to-human encounters are always taking place. Personal emotions and feelings arise from service interactions and they influence subsequent behavior.
- More emphasis on “evidence” management: While a good is essentially a tangible object, a service is essentially a performance. They rely on those “traces” or tangible evidence when purchasing a service. When deciding what to buy, hotel customers often rely on the following four “evidences”: Physical environment, price, tradition and customers.
- Emphasis on image and stature: The image and stature of a hotel is an evocative concept because the services provided are mostly intangible and customers often buy services for emotional reasons. Therefore, organizations spend a lot of effort in creating the desired mental associations.
- More variety and types of distribution channels: There is no physical distribution channel system for hotel services. Instead of a distribution system, the hotel industry has a typical system of travel intermediaries, including travel agents and companies that offer package programs.
- More dependent on supporting organizations: Marketing results in a hotel depend not only on the overall efforts of the entire hotel but also on the activities of other suppliers such as: travel agencies, transportation companies, ... These suppliers depend on and complement each other.
- Easier to copy services: Most hotel services are easy to copy because the consumption characteristics of the hotel industry are production and consumption take place simultaneously, customers are an important input factor in the production of products.
- Pay more attention to peak-time promotions: Products are most heavily promoted when demand is high. The best time to promote a service is when customers are in this planning stage. It is too late to start promoting when the customer's vacation begins. Moreover, the hotel's "production" capacity is fixed and products and services cannot be stored and sold later.
Marketing activities in the hotel industry have distinct characteristics compared to marketing in the commodity business, requiring separate approaches for the hotel industry.
1.2.4 Business environment affects sales-marketing activities
The marketing environment is a set of “uncontrollable” forces that companies must pay attention to when building their marketing-mix systems. The marketing environment is understood as follows:
A company's marketing environment is a collection of active actors and forces operating outside the company that influence the ability to direct the marketing department and establish and maintain good cooperative relationships with target customers.
Due to its dynamic, controlling and completely uncertain nature, the marketing environment deeply affects the life of the company. The changes taking place in this environment cannot be called slow and predictable. It can cause great surprises and serious consequences. Therefore, the company needs to pay attention.
monitor all environmental developments by using for this purpose marketing research and the usual marketing intelligence gathering capabilities outside the existing company.
The marketing environment includes the macro environment and the micro environment.
1.2.4.1 Factors of the macro environment
The macro environment is the larger societal forces that influence the micro environment, such as demographic, economic, natural, technological, political, and cultural factors. Let's first talk about the company's macro environment and then look at the micro environment.