• Posted on February 13, 2024
• Aashish

Marketing The Hospitality Experiences Assignment Sample

 Executive summary

In this report an in-depth study has been conducted on “Marketing and hospitality experienced in management”, putting more focus on the company of “Mitchells and Butlers”. Moreover, aspects of “multisensory” components are used from “5 senses” in exploring the outlining components associated with the theory. Successful inclusion of new experiences has also been made. A proper and effective communication plan has been produced with that of a proper justification has also been provided for “Mitchells and Butlers” company. The following assignment is based on an analysis of the experimental marketing strategy of a business. In order to evaluate experimental marketing strategy, various stages and models have been analysed. On the other hand, five senses of the market have also been shown in this study to highlight its impact on firm performance.

1. Introduction

 Marketing refers to activities that a company or business takes to promote an exchange of products and services. This activity provides a wide range of scope for a business to increase its performance. The following assignment is based on marketing experience of Mitchell and Butlers UK based hotel industry that operates its business activity in the whole world The Company has a mission to “upgrade the lives of our customers and be the first choice of customer. In order to achieve this organisational object, it prioritises customer preferences and provides better quality of services. Its core value is passion, professionalism and pride which enable them to perform in the market in an effective way. The following assignment is based on highlighting the impact of social media on the performance of this company. Social media is an emerging stage that is beneficial for any organisation in respect to expanding its areas of service.

2. Experience and experiential marketing

2.1 experiences

Experience refers to the learning which businesses and organisations learn during an exchange of products and services in the market. A business or firm can enhance its experiences through a continuous supply of goods and services to its customers. A business experience can be analysed through its total revenue and other financial statements. An analysis of Mitchell and Butlers annual report it has been noticed that the company has total revenue of 1065 million pounds in the financial year 2020. However, during the pandemic and post-pandemic, this industry has been affected to great extent. Various government restrictions and lockdowns negatively impact productivity as well as business profitability. As stated by Sánchez-Casado et al. (2019), “A usual approach is to employ social media pages as promotional instruments rather than to create interaction and engagement with customers “. On the other hand in the post-pandemic period, various new marketing opportunities have been arisewhich provide a wide range of scope for the business to boost its performance. Social media is one of those opportunities which emerged as a leading scope for businesses to attract customers and satisfy them in a better way. On analysis of social media and its impact on customer prospect, it has been noted that businesses and organisations can be able to read buying behaviour of customers in a more effective way.

Increase customer engagement

customers are the prime objective of the market by which a business and organisation can be able to attain sustainable success. While business and its activity are dependent upon the customer preferences. As opined by Michopoulou and Moisa, (2019) “hotel managers employ diverse strategies for social media deployment”. Based on this, it can be considered that customer engagement is quite necessary for business and by satisfying its customer in a better way, businesses can be able to attain sustainability.

 Moreover, during the pandemic period use of social media increased which directly impacts the business decision making bodies. Customers after a post-pandemic period spend more time on social media which provide opportunities to Mitchell and Butlers to increase customer engagement. In this case, customer engagement directly impacts business productivity. As Mitchell and Butlers deal with the hospitality industry, regular posts and feeds on social media attract customers to experience the services by this company. Apart from this, a strong relationship between customer and business can be created which is financially beneficial for the business.

Increase the brand value of business product and services:

the brand value of a product and services is quite a matter while operating its business in the world market. The brand value of any business has a direct impact on customer prospects and buying behaviour. As opined by Matikiti et al. (2019),”The development of the Internet and its related technologies, such as social media platforms, has rapidly changed the manner in which people communicate with each other”. In this situation, a strong brand value of a product enables a business to create long term relationships with customers in market position in the market. On the other hand, it also provides scope to attract probable customers in the market. On analysis of the brand value of customers, it has been noted that the company has 15 brands and formats across 1645 sites. In this situation, it has been noted that the company has a good position in the market.

Figure 1: Market value of Mitchel and Butlers

(Source: Mbplc.com, 2021)

Other than this, it has a total market value of 75 billion pounds which shows its company has good performance in the world market. Through this, it has been noted that the company is able to satisfy its customers in a better way.

Increase the financial performance of the business:

business financial position can be measured through analysis of business financial statements such as profit and loss and cash flow. During the post-pandemic period, Mitchell and Butlers experienced various constraints while operating its business activity. These constraints have been created due to sudden changes in the organisational structure of a business. Sudden lockdown and government restriction directly impact on management and operation activity of the business. In this situation, this company experiences high costs for managing its business activity globally. As stated by Tajvidi and Karami (2021), “In the last two decades, internet innovations have played an important role in business performances”. However, in the post-pandemic period increase in the digital market and social media networks provide a wide range of scope for businesses to bpost their financial performance. Changes in the organisational culture of business enhanced the technical skill of employees and customers to get more engaged in the business operation. Moreover, an increase in customer engagement and brand value of products can be possible through this platform which financially benefits the business.

 Other than this, these platforms provide scope for businesses to advertise their product and services free of cost or at low costs. In this situation, companies can be able to reduce costs and increase the profitability of their business. Thus, during the post-pandemic period, Mitchell and Butlers experienced benefits for social media for the financial health of a business.

Possibility of sustainable growth:

use of digit market in the current era of market increases in the past two decades. Customers prefer more to the digital market rather than physical stores. In this situation, the hospitality industry has a wide range of scope for attaining sustainable growth in their business life. Industry can be able to reach customers globally and provide quality series with reasonable prices.” The emergence of social media technology has provided a platform for business firms to interact and communicate with customers, suppliers, retailers, and other stakeholders” (Abbas et al. 2019). Based on this it has been united that the company can be able to satisfy its stakeholders in an effective way. In this situation, the competitiveness of the global market, as well as the quality of service to a business, can be increased. On the other hand, customers can be able to compare various services through the help of special media.

2.2 Experiential marketing stages and their benefits

Experiential marketing is a marketing strategy that engages customers within the business product and provides real-life examples. This kind of marketing strategy is being used by any industry to attract customers and use the services that are provided. Based on this strategy a company can be able to increase its product value in the market. “Creating an unforgettable experience is important for retaining customers and attracting new ones”. (Ishara and Gayathree, 2020). The core objective of this marketing strategy is to create a brand image of a product that lasts long in the customer’s mind.

2.3 Stages of experimental marketing strategy 

Experiential marketing strategy of business can be completed in different stages. In order to complete experiential marketing in an effective way, a business and organisation need to follow these stages.

Understanding of organisational goals:

in order to implement the experimental marketing strategy in business it is necessary to evaluate the ultimate goal of the organisation and objectives of this marketing strategy. Setting an objective provides guidance at each phase of its process. Mitchell and Butlers set objectives to increase brand value of a business and analyse customer feedback from customers to find future scope for development in business products (Jones et al. 2017). In this situation, the company can be able to set various strategies and ways to complete this whole process in an economic way.

Strategic planning and budget analysis:

At this stage of experiential marketing implication, various companies evaluate different strategies and choose the most appropriate to achieve the objectives of the organisation. Strategy evaluation is quite necessary for business and organisational as different businesses use their strategy according to their organisational goal, on the other hand, budget analysis is another important factor while adaptation of these strategies. Mitchell and Butlers need to choose the most suitable strategy at lower costs which increases management effectiveness and financial strength of a business.

Preparation of plan and implication of plan:

preparation of plan and implication of plan is the third phase of experimental marketing stages. At this stage, various plans and decisions related to place, tools, and time are being taken. It is the most critical stage of experiential marketing as the whole roadmap of this activity is prepared (Le et al. 2019). As Mitchell and Butlers have an objective of increasing the number of customers in the whole world, thus social media seems to be an effective tool through which the ultimate goal of this strategy can be achieved.

Research and evaluation:

it is the final stage of experiential marketing which is quite significant as it derived the total outcome of the whole activity. At this stage, proper evaluation of customer feedback and their reaction after using services is being evaluated. Based on this evaluation management is able to analyse whether objectives of goa have been met or not. Based on these stages Mitchell and Butlers can be able to increase its number of customers through the use of social media networks.

 2.4 Benefits of experiential marketing:

Increase number of customers:

increase in the number of customers can be possible through an experimental marketing strategy. This strategy of business gives a chance to customers to experience the benefits of the product and services as well as the features of the product. In this situation, Mitchell and Butlers have an opportunity to attract a large number of customers at a time, apart from this providing quality of services also enables this company to increase customer retention (Amin and Tarun, 2019.). Based on the use of social media platforms this company can be able to increase customer interaction. As shown in the image it has been clearly seen that offering customers for using its product and services of experiential marketing. After the interaction, customers experience the quality and features of services provided by this company.

Figure 2: a conceptual framework of Experimental marketing strategy

(Source: Vieira et al. 2019)

Based on this, it has been food that’s this company able to create brand awareness in the world market through this framework. Furthermore, social media plays a pivotal role in the whole process. Mitchell and Butlers can be able to attract customers through this tool which enhances the global recognition and brand value of the product.

Build strong relationship between customer and organisation:

as business activity and its profitability are dependent on the customer demand and their perception towards their product, it is necessary for the company to use those strategies which enhance customer relationships. As stated by Pratminingsih et al. (2018) building strong relationships between customers and business products creates customer loyalty.

A company can be able to build a good relationship between customer and business product if it can be able to know the actual demand of the customer. Through the use of social media interaction, a business can be able to know the actual demand of customers which provide scope to produce those goods (Chiang et al, 2019). In this situation, experiential marketing strategy also plays a significant role to boost the relationship between customers and the organisation. Mitchell and Butlers have a strategy to keep its customer coming back by keeping its brand fresh, building pulsation of its quality. This model provides scope for the company to implement its strategy in an effective way.

2.5 Aapplication of experiential marketing theory

Different components of Multisensory from the 5 Senses with your new experience

Application of theories and models is quite essential in the successful understanding of the current situation of experiential marketing evidence in the company of “Mitchells and Butlers”. “Sensory marketing” is a theory that intends to offer a “global view” of the application of several senses in the field of marketing that relates to “perceptions” and “behaviour” of targeted customers. Sensory marketing also intends to promote notions of “sensory advertising” that will help in attracting targeted customers by making an approach to all the senses. The content in making a sensory appeal makes effective use of senses that involve “sight”, “touch”, “sound”, “taste” and “smell” (Le et al. 2019). Generating “sensory appeal” is quite effective in its application to the marketing arena through products and services offered by a concerned company.

“Sensory marketing” assists companies with effectively enhancing the senses of target customers and creating an impact on them on an emotional basis. Moreover, it is quite evident that relationships with customers develop on the basis of several notions of “experimental marketing strategies” for any kind of business organization. “Mitchells and Butlers” being a business organization marketing in the field of “hospitality”, notions of “multisensory” and “experiential marketing” is quite essential. Target customers in this field of “hospitality” are basically attracted to experimentation which further intends to provide them with variety in perspectives and comfort levels (Spence, 2019). Moreover, this also pulls up the levels of satisfaction of target customers. “Mitchells and Butlers” will gain “brand loyalty” by raising the level of satisfaction among customers present within the market arena.

Figure 2.1: A Multi-Sensory Approach to Design

(Source: Wiedmann et al. 2018)

“Sights senses”

In any marketing arena, “sight senses” are quite essential as notions of “visual marketing” enhance customer experiences through their visual perceptions. “Sight senses” are experienced and as well enhanced through aspects of advertisements and help in attracting target customers in masses. “Sight senses” are referred to as dominant senses that create an everlasting impression of a concerned target audience and significantly raises the level of satisfaction that contributes to maximizing the rate of revenues and products (Brochado et al. 2021).

“Sound senses”

“Sound senses” involves “music” and “communication” that is associated with several business practices. “Sound senses” also refers to music played at the time of making advertisements and creates an impact on target customers. Music and tones in advertisements need to be quite appealing so that target customers are drawn towards them. Moreover, it is music that creates and impacts the emotional level of customers and plays a prime role in convincing the target customers (Hwang et al. 2020).

“Smell senses”

Another most prime sense is that of “smell” that also intends to influence target customers over several marketing arenas. Although it is experienced in most business organizations, they tend to avoid the practice of smell. Ineffective application of this strategy, “odour” seems to provide a significant key in providing a better experience to their targeted customers. In the “hospitality sector,” the smell of freshness is quite important as it tends to provide and promote a positive influence to target audiences (Sihvonen and Turunen, 2021). Moreover, in the field of hospitality services, food, behaviour is quite essential in retaining and extending to target customers present within the market arena.

Touch senses:

touch senses are used in business models to strengthen brand identity and image. Touch names reflect the physical use of any business product and services with emotion. Touch is generally termed as a way through which customers can be able to experience the use of physical goods and services (Rathee and Rajain, 2017). Moreover, touch senses are considered as tactile senses which provide scope for both customer and organisation to boost its brand value. Several ways are there by which the company can be able to provide more tactical experience to its customer.

Gustatory senses:

gustatory senses are the most important senses which are also known as smell senses. This sense of marketing integrated all the senses to create a high brand image. In this situation, name, environment scents and texture need to be considered while branding the product with taste (Chouyluam et al. 2021). With the help of these factors, Mitchell and Butlers can be able to increase its brand blue in the world market.

Application of model

Based on the whole analysis, it has been found that these marketing senses play a significant role while increasing the brand value of products in the world market. Various leading organisations in the world market use this strategy to boost their brand value. Apart from this, each sense has its own benefits in the context of the branding of a product. On analysis of the company’s existing performance, it has been noted that the company is currently using a CSR strategy to reduce the carbon emission of business as well as increase sustainability products. In this, situation, this sense of market guides its magnet to place these strategies in a better way which directly boost its brand value of the product.

On analysis of different aspects of these marketing senses, it has been found that this social media in the post-pandemic era emerged as a new leading tool which was used by various leading companies to increase its customer loyalty towards its business project. While on the other hand, analysis of the current objectives of Mitchell and Butlers it has been noted that experimental marketing strategy seems to be an effective tool by which business can be able to increase its number of customers and total brand value in the market (Wiedmann et al. 2018). Furthermore, the adoption of social media networks in the business module increases business efficiency and boosts its management effectiveness as customers feel more engaged in the organisational activity.

Based on a whole study of experimental market strategy and five senses of it has been noted that a company needs to be able to increase its financial performance in the market. Apart from this, social media and the five senses of market strategy also provide scope by which a company can be able to increase its customer base in the whole world.

3. Communication plan

“Communication plan” is quite essential in the field of marketing as it tends to provide a strategy that helps in disseminating quality information to target customers about “products and services” offered by the concerned business organization. It successively includes “six” consequent stages which involve proper “identification target market”, “detection of target customers” present within the market arena, “proposition for unique selling”, aligning “issues of target customers” with “solutions through products and services”. In addition to this, “proper selection of channels” that will be used in the deliverance of specific messages of the concerned is also decided in conducting an effective communication plan. As stated by Smilansky (2017), moreover, the “plan of communication” also consists of setting goals and also identifying ways to measure these goals by respective companies collected from the market arena.

Application of a “communication plan” is also essential as it provides ample benefits to the company of “Mitchells and Butlers”. “Communication plans” add up in providing aspects of “transparency” all throughout the conduction of the entire project. It also helps in providing potential and effective feedback and reviews that furthermore provides resolving the loopholes and errors detected within the project (Loučanová et al. 2018). This is the near future tends to increase the rate of productivity level within the company and supports employees to actively engage in the project.

Stakeholders	Key message	Media format	Frequency
“Business associates”	“Business associates” intend to perform specific roles and responsibilities that considerably involves safeguarding information on behalf of both company employees and as well as target customers (Yeh et al. 2019). They also seem to provide assistance to all employees in focussing on effective retention of target customers present within the market arena.	Advertising is done through effective use of both offline and online platforms that are related to several social media platforms, emails, media and presentations.	“Business associates” should accomplish their targets within a limited time as set forth by the concerned company which is normally on a basis of “bi months”.
“Business manager”	“Business managers” are quite essential in assisting with positive support to the respective employees of concerned organizations.	Several meetings are conducted that constitute “leadership meetings” over several media platforms. This includes video calling, cellular class, emails, websites and many more.	In the case of “Business manager” also it is evidenced that they seem to fulfil their targets on the basis of two consecutive months.
“Business operators”	“Business operators” are quite essential as they perform the role of effectively catering, managing and as well as maintaining a proper relationship with the stakeholders (Shieh and Lai, 2017).	“Business operators” can be successfully done through successive advertisements on several online and offline media platforms which includes social media and several apps (Batat, 2019).	“Business operators” play an essential role and they seem to accomplish their target on a monthly basis.
“Government bodies”	“Government bodies” seem to play an essential role by effective implementation of rules and regulations that the concerned business organizations are required to follow strictly. “Government bodies” seem to provide help by assisting the company with “labours”, “resources” and finally contribute towards development.	“Government bodies” convey their messages through the use of face-to-face meetings, websites, advertisements and as well as meetings.	It is acknowledged that “Government bodies” seem to accomplish their targets on a quarterly basis.
“Non-government bodies”	“Non-government bodies” seem to conduct effective training programs, proper evaluation of professional staff, and provide skilled sessions that will promote professional development (Ihtiyar et al. 2019).	“Non-government bodies” also take help from both offline and online media.	“Non-government bodies” tend to accomplish their goals on the basis of months (Dwi Tyas et al. 2020).
“Customers”	“Customers” seems to play an essential part as business organizations provide effective focus on targeting their clients (Mukiira et al. 2017). Satisfaction level needs to be enhanced by business organizations within the market arena.	“Customers” are successfully influenced through various media platforms both online and offline and intend to change their “purchasing behaviour”.	In the case of “Customers”, time is not defined. It can be done monthly, quarterly, half-yearly, annually respectively (Datta, 2017).

Table 1: Communication plan

3.1 Justification for “communication plan”

“Communication plan” provides enough support to business organizations by providing an effective “marketing” as well as managing strategy. This furthermore helps in building up a positive ambience for both employees and target customers. Moreover, it also helps in successively generating the rate of maximizing revenues as well as also contributing to factors that increase profits. The positive approach of employees also helps in upgrading the level of satisfaction among the customers. Communication plans moreover provide the extra help that will contribute to increasing “value” to the organization. Enhancing satisfaction level supports generating aspects of value to target customers (Yeh et al. 2019). Furthermore “communication plan” helps a business organization to create a strong bond with its respective employees and prevent the business organization from adverse situations.

Conclusion

An in-depth study has been conducted on “marketing the hospitality experienced in management” based on the case study of “Mitchells and Butlers” company. In this report, analysis has been conducted on “experience and experiential marketing”. Stages of “experiential marketing ” are also explored in the case study provided. Moreover, it is also analysed on the basis of how “experiential marketing” is successively influencing the company of “Mitchells and Butlers”. Theories and models are also implemented to better understand the present situation of the “Mitchells and Butlers” company. “Multisensory senses theory” is explored and also analysed on the basis of how it is creating an impact thereby creating advantages within “Mitchells and Butlers”. “Communication plan” has also been conducted for providing a proper view of how to provide strength by preventing challenging issues.

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Vieira, V.A., de Almeida, M.I.S., Agnihotri, R. and Arunachalam, S., 2019. In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), pp.1085-1108. available at: https://www.researchgate.net/profile/Raj-Agnihotri/publication/335329701_In_pursuit_of_an_effective_B2B_digital_marketing_strategy_in_an_emerging_market/links/5fb54b41299bf1a57a44c018/In-pursuit-of-an-effective-B2B-digital-marketing-strategy-in-an-emerging-market.pdf

Wiedmann, K.P., Labenz, F., Haase, J. and Hennigs, N., 2018. The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2), pp.101-118. available at: http://journals.mountaintopuniversity.edu.ng/Marketing/The%20power%20of%20experiential%20marketing%20exploring%20the%20causal%20relationships%20among%20multisensory%20marketing,%20brand%20experience,%20customer%20perceived%20value%20and%20brand%20strength.pdf

Wiedmann, K.P., Labenz, F., Haase, J. and Hennigs, N., 2018. The power of experiential marketing: exploring the causal relationships among multisensory marketing, brand experience, customer perceived value and brand strength. Journal of Brand Management, 25(2), pp.101-118. Available at: https://link.springer.com/article/10.1057/s41262-017-0061-5

Yeh, T.M., Chen, S.H. and Chen, T.F., 2019. The relationships among experiential marketing, service innovation, and customer satisfaction—A case study of tourism factories in Taiwan. Sustainability, 11(4), p.1041. Available at: https://www.mdpi.com/413262

Websites

Mbplc.com, 2021 annual report available at: https://www.mbplc.com/pdf/2021/reports/MAB_Annual_Report_2021.pdf [accessed on 25 december 2021]

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