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    Tutor2u Template

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    thomasj108
    The document provides information about Best Rest Hotels, a budget hotel chain. It details that Best Rest Hotels owns and operates budget hotels, with customers typically being couples, families or people traveling on a low budget. The document also contains market research on the budget hotel industry, including segmentation of the market and competitors. It discusses factors like environmental considerations and cleanliness as important to customers in this market.

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    Tutor2u Template

    Uploaded by

    thomasj108
    49 views3 pages
    The document provides information about Best Rest Hotels, a budget hotel chain. It details that Best Rest Hotels owns and operates budget hotels, with customers typically being couples, families or people traveling on a low budget. The document also contains market research on the budget hotel industry, including segmentation of the market and competitors. It discusses factors like environmental considerations and cleanliness as important to customers in this market.

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    The document provides information about Best Rest Hotels, a budget hotel chain. It details that Best Rest Hotels owns and operates budget hotels, with customers typically being couples, families or people traveling on a low budget. The document also contains market research on the budget hotel industry, including segmentation of the market and competitors. It discusses factors like environmental considerations and cleanliness as important to customers in this market.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    49 views3 pages

    Tutor2u Template

    Uploaded by

    thomasj108
    The document provides information about Best Rest Hotels, a budget hotel chain. It details that Best Rest Hotels owns and operates budget hotels, with customers typically being couples, families or people traveling on a low budget. The document also contains market research on the budget hotel industry, including segmentation of the market and competitors. It discusses factors like environmental considerations and cleanliness as important to customers in this market.

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    © All Rights Reserved
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    You are on page 1of 3

    ABOUT THE PRODUCT

    What is the product? Is it a physical


    Service, Best Rest Hotels owns and operates budget hotels
    product or a service
    Who are the customers? Who buys the Couples and families, people travelling on a low budget, for leisure
    product, and why? experiences
    How much do customers pay?
    £75- £89 upper end middle price range, £65- £75 competitors
    How / why do prices vary?
    Online due to seeing photos ect, people are booking in advanced
    When & where is the product bought?
    arranging food activities ect

    ABOUT THE MARKET


    How large is the market? E.g., what are
    total sales (£m or £bn) + How fast is the
    market growing?
    What are the main market segments?
    How large are they?
    Are some market segments growing
    faster than the overall market? If so,
    why?
    How important is product innovation
    and/or branding in the market?
    Who are the largest competitors in the
    market? Are we told what their market
    share is?
    What advantages do the market leaders
    have? How can we compete against
    them?

    WHAT ELSE DO WE LEARN ABOUT THE MARKET AND COMPETITORS MIGHT INFLUENCE THE MARKETING
    CAMPAIGN?
    POSITIVE POINTS | GOOD NEWS FOR THE BUSINESS NEGATIVE POINTS | BAD NEWS FOR THE BUSINESS
    Prioritize environmental factors when booking The market has experienced a decline due to PESTLE
    Leisure aspects and cleanliness most crucial PI grows year on year innovation is needed

    WHERE IS THE PRODUCT / MARKET IN THE PRODUCT LIFE CYCLE? |Introduction | growth, maturity, or
    decline?
    What stage is it? Evidence? Are product
    life extension strategies possible?
    What might the stage mean for your
    marketing campaigns?

    HOW USEFUL IS THE SECONDARY AND PRIMARY RESEARCH CONTAINED IN THE PACK?

    Primary research validity and reliability.


    Secondary research from 2020- 2021 so may not be as accurate
    Sample size? Who responded? What is
    Improvements- increase group size, ask why?
    missing?
    Secondary research: sources? What
    other information would be useful?

    Importance notice: You are not permitted to take pre-prepared marketing plans (e.g., marketing mixes,
    budgets, Gantt charts) into the Part B exam. Use this template to help organise your thoughts as you read
    through the Part A Research Pack. This will be helpful when you see the crucial information about the case
    study business in Part B

    EXAMPLE MARKETING MESSAGES / CAMPAIGNS FROM THE RESEARCH PACK


    What different campaigns and messages are used by competitors mentioned in the RP?
    Competitor name Key features of the campaign

    Premier Inn In 2022 it launched the rest easy campaign

    NOTES ON POTENTIAL MEDIA SELECTION (WHICH MIGHT BE EFFECTIVE FOR THIS PRODUCT / MARKET)
    What different marketing media are used by competitors? What media might be effective in helping the case study
    business grow sales?
    Type of promotional media Why is this used by competitors? Might it also work for the case study business?

    FROM THE RESEARCH PACK, WHICH CUSTOMER AUDIENCES MIGHT BE GOOD FOR PROMOTIONAL
    CAMPAIGNS?
    Using the information in secondary and primary research, are there key groups of customers that might be
    the best to target in marketing campaigns? Who? Why? How would you reach them? Which marketing
    media are they likely to respond to?

    ACTIVITY 1 - RATIONALE ACTVITY 2 – MARKETING CAMPAIGN


    Introduction & choice of option Reminder of aims and marketing objectives
    Marketing aims Marketing message for the campaign
    Marketing Objectives: targets for the campaign and why Marketing mix for the campaign | product, price,
    chosen promotion, place, physical, people, process
    Secondary market research - key findings Promotion campaign activities
    Primary market research – key findings, validity and Campaign budget | total & details of costs for each
    reliability activity
    Option & campaign justification | SWOT analysis Timescale | Gannt Chart
    Option & campaign justification | Product life cycle

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