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TOPIC 1: PLANNING MARKETING CAMPAIGNS reach retailer, wholesaler, and your consumer at
the same time.
How important is a campaign to a company?  Personal Selling – you have direct contact with
- Brand awareness potential customer and it brings better
- Appreciation of the brand convincing powers. It can be done via meetings,
- Increase sales telephones, e-mail and workshops. More
directed on the distributor.
Marketing Campaigns in Tourism – a planned,  Sales Literature – such as brochures, leaflets
integrated action program designed to chieve specific and pamphlets. Print advertisement.
marketing objectives and targets, through the  Sales Promotion – short-term campaign by
deployment of a budget on the promotion and offering extra to induce or increase sale. BOGO
distribution of products over a specific time period. (Buy one, Get one).
 Price Discounting – a common form of sales
Campaign – are activities of marketing managers to promo. Reduce the price, additional or extra
aggressively promote their organization’s interest and commission and bonuses.
aiming to defeat their competitors.  Point of Sale Displays and Merchandising –
- Can be aimed directly at consumers or indirectly displaying of printed materials on public/private
thru distribution network or both. places.
- Composed of activities designed to promote a  Familiarization Trips and Educationals – can
product. be used to reach a larger/broader target market.
The focus of marketing campaign is a short run program Ways to motivate and facilitate distributor
and normally done in order to achieve a particular networks through product sampling (fam tour
objective. for our travel agent) and used also to reach and
influence journalists.
MARKETING TECHNIQUES:  Distribution Networks and Commission –
 Paid for Media Advertising – non-personal these are organized systems channels through
presentation and promotion of products. One of which prospective customers achieve access to
the more popular tools in selling product products. CRS, GDS. The most used techniques
includes: TV, press, radio; and outdoor also by tourism related companies. Since consumers
includes: tourist board, and other travel have access to these.
guides, books, and brochures.
 Internet – is an effective means to promote your TWO (2) DIMENSIONS OF PROMOTIONAL
product/services nowadays and perhaps one of CAMPAIGNS IN T&H:
the most popular and easiest technique we can a. Push – motivate prospective buyers through
use especially during this pandemic. The best promo techniques towards a point of sale and to
way to reach consumers is through internet. provide incentive purchase (for distributor).
 Direct Mail/Door-to-door – these are printed Such techniques include websites as part of the
form of promotional tools such as literature, promotion.
preferably for a business who has niche market. b. Pull - facilitation of access techniques design
 Public Relations – this aimed to build the image to pull and make it easy for a motivated person
of a company or institution – favorable or to easily achieve intended purchase. The pull
positive image. This includes media exposure; factor is how easy is to access a certain site
they will do it both for consumer or for your (access via website is now a major part of any
stakeholders. decision)
 Sponsorship – an alternative form of media to All of these are done to influence and facilitate buyer
reach specified target groups. You would behavior and to achieve the campaign objectives.
participate in community activities through
sponsoring such events. MARKETING BUDGET – the sum of the costs of the
 Exhibitions/ Shows/ Workshops – can be a campaign action program necessary to achieve specified
powerful platform for your business whether objectives and targets set out in the marketing plan.
small or big. Visibility, credibility, joining an - an estimated projection of costs required to
exhibit or a trade show has a lot of benefit for promote a business’ products or services.
your business. Awareness through displaying
your products. In this type of campaign, you can MARKETING CAMPAIGN BUDGETS
3 fundamental questions:
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 How much money must be spent in total on a THREE PRIMARY COMMUNICATING
marketing campaign, in order to achieve FACTORS:
objectives? o About its image
- Depends on your sales, usually expressed in o Brand benefits
percentage. (5% of 100,000 – 5,000) o Brand attributes
D. Establish the specific advertising goals.
Calculation: E. Establish the budget based on estimates of
Marketing Budget = Sales Target × expenditures.
Percentage for Marketing
Marketing Budget=100,000×5%=₱5,000 MARKETING CONTROL – the natural sequel to
 How will the total be split between the marketing planning, organization and implementation.
products and segments include in the - is the process of monitoring the proposed plans
campaign? as they proceed and adjusting where necessary.
- Divide total budget based on specific targets –
countries. 3 ASPECTS OF PERFORMANCE
 How will the total be divided among the MEASUREMENT:
component parts of the action program?  Evaluation - is a systematic and objective
- Total budget is divided based on the promotional assessment of an ongoing or completed project,
techniques used. programme or policy, its design, implementation
and results. Examine whether or not the
BUDGETING METHODS company achieved its strategy. Can be done
a. Affordability Method - After computing all the annually
expenses, what remains on your budget would  Monitoring - Supervising activities in progress
be your fund for the advertising. to ensure they are on-course and on-schedule in
b. Percentage of Sales Method - You would set a meeting the objectives and performance targets.
fixed percentage for the marketing budget. And Measurement of performance on a daily. Weekly
the percentage varies based on sales. So once or monthly basis
sales increase, the percentage on the marketing  Marketing Control - Again, this is where
budget will also increase and vice versa. adjustments are done.
c. Competitive Parity Method - Parity means
equal, in this you would set your budget equally PERFORMANCE EVALUATION, MONITORING,
or basically following your competitor. But you AND CONTROL
should be aware of your competitor’s strategy  Innovation, experimentation, and test
with regard to their budget marketing
d. Objective and Task Method - The most - Systematic innovation and testing represent
defensible, meaning it is the most accessible massive opportunities to most marketing
method that we can use. Based on the managers in travel and tourism.
importance of advertising on your company, you  The opportunities arise in two (2) ways:
will decide on the budget. 1. First, is because customer contact on
premises or sites is a normal part of
SEQUENTIAL PROCEDURES OF THE service-delivery operations, and the
OBJECTIVE-AND-TASK METHOD feedback can be immediate.
A. Establish the specific marketing objectives to be 2. The second way reflects the fact that
achieved. much of tourism is booked in advance
B. Assess all communication objectives that must on the basis of information provided.
be achieved.
S – specific (clearly and exactly presented)
M – measurable (goals can be tracked)
A – attainable (it is achievable)
R – realistic (not based on guesses)
T – time bound (within a given time frame)
C. Determine the role of advertising
 To inform the target market
 To persuade the target market
 To remind the target market
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TOPIC 2: PHYSICAL EVIDENCE AS A The best way to give evidence is to create an
MARKETING STRATEGY environment.

What is Physical Evidence? Environment – is the context (physical and non-

- communicates messages about quality, physical) where a service is performed and where the
positioning and differentiation, and helps to set organization and the guest interact.
and meet visitors’ expectation. Physical Environment - is the location and
- that deals with everything about the location and surroundings the customer is in when the product is
environment that a product is consumed in. This consumed. This is an essential component of physical
is relevant to all sizes of operations, and it is evidence. It can set the tone, mood, and is a high
rooted in the 5 senses – sight, scent, sound, contributing factor in the perception of value.
touch and taste. Reasons why the environment is given attention:
- This is the process by adding value to the  Environment wraps the guests, and they become
intangible aspects of a product. participants.
Why is physical evidence important to marketing?  Environments touch all the senses.
- Since tourism products are inseparable, visitors  Environment creates excitement and expectations.
are present in the production premises, thus the  Environment gives shape to a concept.
design of the physical setting for the delivery  Environment gives clues to the quality standards of
process is an important part of the product organization.
experience.  Environment is infectious (it attracts and detracts in
numbers)
2 TYPES OF PHYSICAL EVIDENCE  Environment can be competitive edge.
Essential Evidence - is that initial physical testimony
that identifies an organization and its service offer. in USING MARKETING MIX TO CREATE
contrast to peripheral evidence, is the products, EVIDENCE
components, or elements used by a company to execute 1. PRODUCT – these are physical attributes of the
their product (this can be the ingredients, the linens the property and the benefits it offers from the
towels. Etc.). one of the most important factors when products of the property.
designing the physical evidence component of the 2. PRICE – an establishment caters to a target
marketing mix. It is a component that provides value by market through price in the luxury, mid-range,
having an attention to detail. and budget segments. The more the price the
Peripheral Evidence - are the other physical clues that greater the expectation of the customer. Cost or
reflect that standard of the property and in some cases charge mirrors the ambiance, the quality of food
can be possessed. It has little value of its own but can and service etc.
improve or add value if it is used in conjunction with the 3. PROMOTION – the advertising and promotion
product or service. Meaning to say it is part of the pitches are used to create an image. They make
purchase process. It is the additional aspects of the the promise that attract customer.
product which contribute to the overall purchase process. 4. PLACE – the location of the property and the
How to manage: linkages it has with distribution channels also
Both essential and peripheral evidence are have an impact on the marketing of
promoted in advertising campaigns to build the image of establishment. Not just the physical location but,
property . While most hotels promote essential evidence also the distribution channel. Choose a proper
like the Hampton Inns and Suites of Hilton Corporation. distribution channel that is applicable to your
target market.
Before and organization starts providing tangible 5. PEOPLE – the sales personnel are important in
clues to intangible services, it must ensure two things: the hospitality industry to build image in the first
a. It is clear about its target market and what it instance.
needs. 6. PROCESSES – the delivery system that
b. It is clear about its USPs (Unique Selling provide service from the processes of the
Proposition) establishment. Physical evidence is in the form
USP (Unique Selling Proposition) - used to identify of procedures a guest must follow to get
what makes a product or service different from each services.
other. 7. PHYSICAL EVIDENCE – the tangible clues
that promote the image are the physical evidence
CREATING ENVIRONMENT of the standard of the property. In physical
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evidence, you must consider branding and 3. Menu knowledge of server
packaging. 4. Timeliness of service
Branding - it helps your company to create its own 5. Response to guest objections
identity same as with your packaging. Should be 6. Energy of the server
consistent and informative.

MAKING TANGIBLE THE INTANGIBLE IN

HOSPITALITY
Intangibility as characteristics
a. Service - is an intangible thing. It is an
experience. It can neither be touched nor
can be understood. People want proof of
such intangibles as they are comfortable
with things that they can relate with their
senses.
b. Comfort – using furniture such as chair,
sofa, lounges helps provide comfort and
efficiency while waiting.
o Strategies to make it tangible:
1. Ergonomic Seating
2. Ambient Room Temperature
3. Service staff speak in low tones
4. Sound absorption of environment
5. Elimination of noise from the
kitchen
c. Emotional Security
o Strategies to make it tangible:
1. Being receive at entrance
2. Being called by name
3. Being explained the menu
4. Being alert to customer call
5. Presenting cheque in the folder
6. Not hanging around for tips
d. Hygiene and Sanitation
o Strategies to make it tangible:
1. Personal hygiene of servers
2. Spotless glassware and linen
3. Polished silverware
4. Handling glasses and cutlery by
base
5. Clean menu cards
6. Arm hand towels before meal
7. Clean guest toilets
e. Safety
o Strategies to make it tangible:
1. Well maintained furniture
2. Help in seating the guest
3. Fire exit doors
4. Being warned of hot service ware
5. No foreign materials in food
f. Efficiency
o Strategies to make it tangible:
1. Response on the telephone when
making reservation
2. Being prompt to every guest need
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TOPIC 3: DEVELOPING A MARKETING PLAN c. VISION STATEMENT – answers the
question “What do we want to be?” indicates
MARKETING PLAN what a company wants to become. This is
Purpose: the roadmap of the company. Why? and
 It provides a road map for all future marketing How?
activities of the firm. d. MISSION STATEMENT – answers the
 It ensures that marketing activities are aligned with question “What business are we in?”
the corporation strategic plan. clarifies the What? and Who? Of the
 It forces marketing managers to review and think company – includes the purpose of the
through all steps in marketing process objectively. company, scope, goods and services, and
 It assists the budgeting process to match resources market served.
with marketing objectives. 2. SITUATIONAL ANALYSIS – defining the current
 It creates a process to monitor actual against situation. Used to analyze the organization’s
expected results. capabilities, customers, and business environment.
a. COMPETITOR ANALYSIS – direct
MARKETING PLAN – It is a short-term plan that competitor, product category, general and
details how an organization will use its marketing mix to budget, and general.
achieve its marketing objectives in a period of 2 years or  Direct Competitor – similar goods and
less. It usually covers a period of 1-5 years. services to the same customer at a
- Is a comprehensive documentation or plan, and - it similar place.
describes business activities in accomplishing specific  Product Category – same product or
marketing objectives in an asset time frame. class of product.
- It would help your company on a specific path.  General and Budget – provide the
- It would serve as your blueprint for activities. Once we same service.
say objective, it is based on facts.  General – same consumer dollar.
b. SEGMENTATION ANALYSIS – a way
STRATEGIC MARKETING PLAN – a plan that which organizations identify and categorize
covers 3 years or more. customer into groups.
c. SWOT ANALYSIS – strengths,
EXECUTIVE SUMMARY – sums up the plan’s mains weaknesses, opportunities, and threats.
sections. Usually positioned at the beginning of the  Strengths – a characteristic that gives
marketing plan. An overview of the entire plan. the business an advantage over others.
 Weaknesses – a characteristic that
MARKETING PLAN THE PROCESS: places the business at a disadvantage
 The Corporate Connection compared to others.
 Situational Analysis  Opportunities – elements that could
 Setting Marketing Goals and Objectives exploit to its advantage – investors.
 Marketing Strategy  Threat – elements that could cause
 Resource Requirements trouble for the business, that you cannot
 Marketing Control control.
 Communicating the Plan 3. SETTING MARKETING GOALS AND
OBJECTIVES – should be SMART: specific,
1. THE CORPORATE CONNECTION (Logical measurable, attainable, realistic, time bound.
steps) – it is developed in support of an enterprise. 4. MARKETING STRATEGY
This is the VMGO of the company because a. TARGETING – selection of target market.
marketing plan is not a stand-alone toll, and it must b. POSITIONING STATEMENT – how
be linked with the VMGO of the company. customer perceives the product. It
a. GOALS – primary aims of an organization. determines your market space among your
Desired results or the possible outcome that consumers.
the organization wants to achieve. c. APPLYING MARKETING MIX –
b. OBJECTIVES – are the activities that will intention to use the 7Ps (Key Elements of a
accomplish the goal. These are the specific successful Marketing Plan): product, price,
results that an organization aims to achieve. promotion, place, people, process, and
These are measurable steps that can be taken physical evidence.
to meet the goal.
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5. RESOURCES REQUIREMENTS – marketing
plan needs to address the resources required to
support the marketing strategy and meet objectives.
- Time, Team, and Money are needed for the
completion of the project or plan.
6. MARKETING CONTROL – this involves
ensuring that objectives will be achieved in the
required time. Evaluation and Monitoring of the
proposed plan, during this stage adjustment occurs
when necessary.
7. COMMUNICATING THE PLAN – involving as
many staff members as possible in the process of
marketing planning – members of the marketing and
sales department, vendors and advertising agencies
and top management. Relay the plan to all parties.

Strategies for dealing with competition:

 Low-cost – simplest and most effective strategy.
 Differentiation – concentrate on designing goods to
meet the needs of one segment of the market.
 Focus