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Task A Introduction of the selected company:

(a) The Klagan Hotel The Klagan Hotel is based in Kota Kinabalu, Sabah. It is situated in Warisan Square, the heartland of Kota Kinabalu city. Very suitable for those who wants to stay for leisure purpose and also for those who comes for business purpose. It is very near to shopping malls, places to dine, and all the entertainment centres because it is only right at the hotel’s doorstep (Theklagan.com, n.d.). The guests are able to walk from one place to one place without using taxi/Grab/Uber because Warisan Square is in the Central Business District of Kota Kinabalu, so the streets will always be busy from morning until night time. Rather than waste their money on transportations like that, they can easily access to different places in one day on foot. They can go to the city’s top attractions on foot around 15-minutes walk or 20-minutes walk. They can also try the locals’ fresh seafood restaurants nearby and visit the most popular Filipino market which is less than 100 metres walk from the hotel.

market which is less than 100 metres walk from the hotel. Image 1.1 The map directions

Image 1.1 The map directions of The Klagan Hotel

Not only that The Klagan Hotel offers convenience to the guests to experience life in the city of Sabah, but the hotel is also equipped with Wi-Fi in the lobby, hotel’s bar, and of course in the room as well so that it serves excellency for both leisure travellers and business travellers. Not only that, it provides car park as well to the guests and staffs of The Klagan Hotel, also a trail and public washroom for the disabled guests. They also have non-smoking rooms upon request and also a mini bar in each room. It has 296 guests rooms, a restaurant inside and also its own lounge. A banquet hall to accommodate 280 people for dinner event and also four other smaller function rooms. (Theklagan.com, n.d.) The Klagan Hotel has superb facilities and marvellous location which makes a lot of guests to always come back to enjoy the excellent service while enjoying their stay in Kota Kinabalu.

(b) Le Méridien Kota Kinabalu Le Méridien Kota Kinabalu is a is also located in the heartland of Kota Kinabalu. The most busy city in Sabah since it is a Central Business District. Le Méridien is also not that far from all the tourist attractions in fact, it is really located in the centre of Kota Kinabalu. Guests can see the famous Waterfront esplanade from the doorstop of the hotel, also the Filipino markets just right in front of it, and entertainment hubs and shopping malls. Not only that, tourists love how Le Méridien Hotel is located due to the scenery that they can watch which is the stunning South China Sea. For those who chooses sea view, they can literally enjoy the sunsets during the evening while drinking a glass of wine by their window. They also have three innovative dining and entertainment locations. And also they recently featured a leisure outdoor pool with a sunset bar and a restaurant which really attracts the domestic tourists and also the international tourists.

the domestic tourists and also the international tourists. Image 1.2 The entrance of Le Méridien Kota

Image 1.2 The entrance of Le Méridien Kota Kinabalu

Image 1.2 The entrance of Le Méridien Kota Kinabalu Image 1.3 Sunset view from the outdoor

Image 1.3 Sunset view from the outdoor pool

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I. Advertising The nature of advertising is it can reach to a lot of audiences and moreover it costs cheaper per exposure and also it enables the marketer to make their product on repeat to deliver its message to the audiences. (Kotler and Armstrong, 2012) Due to the advertising’s public nature, the market views advertised products or services as something that are more legitimate. Thus, it is more suitable for those companies who want to reach a mass target audience. Advertising can come into different forms such as broadcasting through televisions (TV), radios, and cinemas; printed which is through magazines, newspapers, flyers, and brochures; outdoor displays which is in the form of putting up billboards, posters, and transports; and most commonly through the internet nowadays.

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Through advertising, the company able to dramatise its products or services by monopolising the five senses of human, which is through visual graphics, printing, sound, and colour. Advertising also can be tool to build up a long-term product’s image.(Kotler and Armstrong, 2012) For example, the TV advertisement of Pizza Hut where a bunch of people singing and dancing about the hotline number for Pizza Hut delivery. Thus, until today, people still can remember the advertisement and remember their delivery number on an instance.

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As for The Klagan Hotel, they are using the most low risk advertisement which is through the internet. However, they still can reach a lot of potential customers whether those who are going for a leisure travel or business purpose. They have their own website for a proper introduction of their company, available rooms, check the availability dates, promotions, and events.

rooms, check the availability dates, promotions, and events. Image 1.4 The Klagan Hotel’s Official Website Page

Image 1.4 The Klagan Hotel’s Official Website

Aside from having its own website for booking, they also have an official Facebook page where they often post and update any upcoming events and promotions for their regular customers or those who are looking forward to make their reservations at their hotel. They also open the floor for those customers who already have had enjoyed their stay at their hotel to make reviews on their Facebook page. This way, they can scroll into those comments and maybe take into considerations if there are somewhere or something they need to improve.

if there are somewhere or something they need to improve. Image 1.5 The Klagan Hotel’s Official

Image 1.5 The Klagan Hotel’s Official Facebook Page

Based on the picture above, we can clearly that almost all of those who have experiencing their service have left a very good reviews. Even the rating says it all. 4.2 stars out of 5 stars. That is quite impressive for a 4-star hotel located in a busy city of Kota Kinabalu.

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Apart from having an official website and also an official Facebook page, just like any other hotels, they also registered their company in the online booking sites, such as the Asiatravel, trip.com, booking.com, agoda.com, hotels.com, TripAdvisor, and many other online booking sites on the internet platform. Using this advertising method, it is surprising that The Klagan Hotel is one of the famous most search hotel in Kota Kinabalu area.

one of the famous most search hotel in Kota Kinabalu area. Image 1.6 The Klagan Hotel

Image 1.6 The Klagan Hotel on the online booking sites

Next, after analysing the form of advertising method of the Klagan Hotel, we are moving on to Le Méridien Hotel. Le Méridien Hotel is under Marriott International Company. Le Méridien is only one of its companies. It is a 5-star hotel, so it will be using different kind of advertising method of course. One of the advertising method is through advertising its hotel through the newspaper. When they think it is not enough, they also broadcast through the Radio. The usual radio stations that they use to deliver the message is through Suria FM, so there is one video footage of Suria FM crew went to Le Méridien Hotel interviewing about the famous concept of Le Méridien which is their Circle Restaurant.

concept of Le Méridien which is their Circle Restaurant. Image 1.7 Footage of Suria FM crew

Image 1.7 Footage of Suria FM crew interviewing a host in front of the restaurant counter about the Circle Restaurant

Other than that, like other hotel industries, they also have their own Facebook page to post their upcoming events and seasonal promotions. They also attach their video advert on their Facebook page. They were rated 4.3 stars out of 5.0 stars which is not so bad for a 5-star valued hotel.

of 5.0 stars which is not so bad for a 5-star valued hotel. Image 1.8 Le

Image 1.8 Le Méridien Hotel Kota Kinabalu’s Official Facebook page

Of course Le Méridien Hotel also has its own official website where they basically post their customers’ reviews, photo reviews through instagram posts, their hotel overview photos, updated special offers, room/s reservations, location, promotional videos and etc. Compare to the Klagan Hotel, Le Méridien Hotel’s website contains a lot more features. Their customers can really engage to the hotel just through its website, talk more of its own official Facebook page.

its website, talk more of its own official Facebook page. Image 1.9 Le Méridien Hotels’ Guest

Image 1.9 Le Méridien Hotels’ Guest Reviews on its website

1.9 Le Méridien Hotels’ Guest Reviews on its website Image 1.10 Le Méridien Hotels’ Ratings on

Image 1.10 Le Méridien Hotels’ Ratings on Facebook

Comparing two different platforms, it is clearly saying the Le Méridien really engage with its customers not only on the internet, but also in real life. More customers are very happy because of the service talk more that it is a very prestigious hotel in Sabah. Even though the value for money for the hotel is quite expensive, but Le Méridien really reach their customers well. Even so, the ratings altogether not really quite satisfying because for it to look really like a 5-star hotel, the ratings should be around 0.3 or 0.2 nearer to 5.0 star. Seeing the ratings, there are still improvements ought to do on the advertising of the company.

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II.

Sales Promotion

According to Kotler and Armstrong, sales promotions offer short-term yet strong incentives to add value to a product or a service in order to encourage the purchase or a sale of a product or service thus achieving the marketing objectives. As per said, sales promotion is for the consumers to have the desire to actually purchase and also can be equipped as for dramatising the product offers and boost sales which are in the midst of going into the drain. As different as it sounds like compare to advertising, they invite and recompense with a very swifty response from the consumers. Usually sales promotion are held in a short period of time. They are not really for something like if you want to build customer relationships with your customers.

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It is very common in hotel industries to have sales promotion. Of course they will gain a lot revenues from actual guests to stay at their hotel per night, different rooms have different rates even though truth to be told all of them are only in one building. The owner somehow needs to also think of its employees and the electricity bills and the building rental fees. Therefore, they have to create an incentive for the customers in order to achieve their marketing objectives. This is where discounts, vouchers, limited time offers, and loyalty award scheme came up, to attract more customers. Both of these hotels are using this integrated marketing communication in their business.

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For The Klagan Hotel in Warisan Square, they are doing their sales promotion through their Facebook page. They do not make any special offers to their rooms, but they made a pretty great deal with their foods. And it is seasonal. Some of the recents promotional offers of their dine-in menu.

And it is seasonal. Some of the recents promotional offers of their dine-in menu. Image 1.11

Image 1.11 Christmas Offer

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Image 1.12 Sunday Hi-Tea Buffet Promo Through this promotional offer or seasonal promotion, walk-in customers

Image 1.12 Sunday Hi-Tea Buffet Promo

Through this promotional offer or seasonal promotion, walk-in customers will have the opportunity to survey this hotel. Not only they will savour the taste of the foods served, but they will also at some point will want to walk around the venue and take a look and survey the hotel room rates and maybe give a consideration of actually purchasing the service. They are also able to enquire regarding the hotel room with the front desk clerk and in this very moment they have become their potential customers.

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Moving on, Le Méridien sure has a lot too offer than The Klagan Hotel obviously just judging from the physical of the two different hotels. Le Meridien Hotel has this one button in its official website called “Special Offers”. There, the customers can go through its website and check which offers that they are eligible to use. They have six options of offers categories altogether. For example, if a customer wants a cheaper room rates maybe, they can browse through the special offers button and click for the “Room Offers” and check out the offers available. When they see an offer that they think it is quite decent and okay for them to book, they should check the terms and conditions before choosing the offer first and then they can click the book now button to complete their reservation using the offer.

the book now button to complete their reservation using the offer. Image 1.13 Special Offers selections

Not only that Le Méridien Hotel is a 5-star hotel, but it also make great deals with its customers which makes a lot of tourists that come from Sabah itself want to make reservation at Le Méridien due to the offer to enjoy their free time in luxurious hotel and excellent hospitality. The offers that Le Méridien Hotel gave makes the customers think that they have got something for less thus providing an incentive for the customers to come and stay at the hotel.

incentive for the customers to come and stay at the hotel. Image 1.14 Special Offers for

Image 1.14 Special Offers for the Malaysian Residents

Not only that, Le Méridien Hotel has something bigger than all the other five offers which is the ‘SPG Offers’. SPG is an abbreviation for Starwood Preferred Guest. Which means these guests that registered for the membership of SPG online will have the privileges such as: i) best rate guarantee, ii) earn free nights without blackout dates, iii) free in-room internet, iv) an enhanced room at check- in and more. Anyone can be a SPG member as long as they are aware of these benefits. The offer is very good to maintain the loyalty of a customer towards the service.

good to maintain the loyalty of a customer towards the service. Image 1.14 Starwood Preferred Guest

Image 1.14 Starwood Preferred Guest Overview

As from what I have analysed between these two hotels, The Klagan Hotel is giving out promotional offer as well as Le Meridien Hotel. However, keeping the customers to keep on coming back is the issue. Even though with all the dining offers that The Klagan Hotel gives out to the market, it is not really as effective as how Le Meridien Hotel is trying to maintain quite a relationship with its customer by giving them an offer to register as a member of the Starwood Preferred Guest (SPG) which means a lot of privileges will be given to these loyal customers under this membership. No matter where they go, as long as they are going to a place or a country that is listed under the SPG, they can book earlier and will be given the best treatment they can get. This idea surprisingly increases the credibility of the company and maintain a high loyalty towards the company.

III. Public Relation Public relation is the deliberate, planned and sustained effort to build good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories, and events. The message gets to buyers as a “news” instead of as a sales-directed communication. For an instance, the release of iPhone 8 and iPhone X. The company called for a press-release and introduce both the iPhone 8 and iPhone X. Medias will come and publish it on magazines, TVs, radios, and all the platforms they can use. The company will benefit for this because press-release is not even paid for the advertisements, but this is to capture as many audience as possible for the company.

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The Klagan Hotel, since it is a small hotel, it does not has any ongoing or upcoming or previous public relation happening. It has not organise any events and give any sponsorships to the community. This is one of what it lacks to keep a good relation with the customers.

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Le Méridien Hotel, due to its big company, it tends to be involved in a lot of public relations to dwell into the communities. Last year during the festive season, which is on Christmas season, the hotel celebrates Christmas with lighting of a 15-foot tall abstract Christmas tree made of mineral water bottle, bottle caps, toilet roll tubes, old newspapers and also magazines and boxes. They also decorated the tree with handmade ornaments using recyclable products from the hotel. (Borneo Post Online, 2017)

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Apart from that, Le Méridien Hotel also organised annually a marathon called “Run to Give” with a special theme every year to of course attract the community at the same time give back to the community what they have taken. And it is beneficial for the health as well.

have taken. And it is beneficial for the health as well. Image 1.15 Run to Give

Image 1.15 Run to Give poster (2017)

beneficial for the health as well. Image 1.15 Run to Give poster (2017) Image 1.16 Run

Image 1.16 Run to Give poster (2016)

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Not to mention that Le Meridien Hotel also has ever collaborated with Queen Elizabeth Hospital Kota Kinabalu to organise a blood donation campaign to support Queen Elizabeth Hospital in their continuous mission to extend their blood bank for their patients.

mission to extend their blood bank for their patients. Image 1.17 Blood Donation Campaign poster It

Image 1.17 Blood Donation Campaign poster

It is very important for a company to have their own public relation team or department because when they organise such events, they will have the advantage of being potentially at low cost and often perceived as less biased and credibility is much higher. Not that having a public relation is a must, but if the company has a bit better earning, they can start doing public relation to increase their corporate image.

IV. Direct Marketing As much as it seems like, direct marketing is indeed direct which involves direct connections with carefully targeted individual consumers to obtain both a quick response and develop long-lasting customer relationships. This can be done through catalogs, telemarketing, direct mail, e-mail, and direct-response television. However, they all share distinguishing characteristics. Compare to the other methods of integrated marketing communications (IMC), direct marketing seems to be more personal and less public. Usually the message will be directed to only one person. It is very customised and promptly. Messages can be developed in a jiffy and tailor-made to fit a specific customer. Another thing about direct marketing is the interactiveness between the marketing team and the consumer. Messages can be tailored depends on the respond of the consumer. Therefore, it is very suitable for companies who want to keep their customer relationships one-to-one and understand each other better.(Kotler and Armstrong, 2012) It is better because of the two-way communication and easier to evaluate compared to the other tools before.

! In my opinion, I believe both The Klagan Hotel and Le Méridien Hotel are
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In my opinion, I believe both The Klagan Hotel and Le Méridien Hotel are using the e-catalogue
and e-mail as a direct marketing to build their customer relationships. As of many of the technology
has appeared in today’s life, a lot of people find it more convenient to accomplish when it is done
through online or internet. Therefore, whenever a guest left the venue, they will send them an e-
mail saying that they are thank you so and so forth and then will give them an e-feedback form.
This way, all the feedback forms that have been answered will enter their system and it will be
easier for them to evaluate the rooms for improvisations and the compliments. It is immediate and
at some point the marketing team will gather the important datas at the same time.
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V.

Personal Selling

Personal selling is more to face-to-face encounter. It is an interpersonal communication tool which involves face to face activities undertaken by the individuals, often representing an organisation, in order to inform, persuade, or remind an individual or group to take appropriate action, as required by the sponsor’s representative. Even though it is the most effective tool to build a longer-term relationship, yet it is the most expensive one either.

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It all depends on the salesperson as well. An effective salesperson will make the customer to have high interest not only on the product but also to build a long-term relationship and by solving their problems. (Kotler and Armstrong, 2012) Now that we have come across personal selling, I wonder if The Klagan Hotel has their own salesperson who stands outside of the hotel door giving out flyers and saying that they have exceptional promotion for that day. Absolutely not. Why is that? The Klagan Hotel does not do personal selling to build relationship with its customers. First of all, personal selling costs a lot of money if the company needs to hire some. Therefore, they do not want to hire any salesperson to do their personal selling. It is not that because they do not want a longer-term customer relationship, but a personal selling comes with a longer-term commitment than the other tools. Therefore, they have to let go of personal selling as well.

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On the other hand, Le Méridien Hotel, since it is an international company under the umbrella of Marriott International Company, their organisational structure and marketing tools have been decided by the parent company. Thus, they will always have those times going to trade shows to do personal selling. This is also because their company is eligible and capable to do personal selling. Apart from that, it is very crucial for such a big company, talk more of it is one of the 5-star hotel in Kota Kinabalu that is mostly favoured and visited by tourists from different parts of the world. They usually go to tourism exhibitions and operate the personal selling. Talk to their customers one-to- one and face-to-face. This way, they can get on the spot feedback, and most important thing is personal contact. The flexibility of the conversation may lead to the cultivation of relationship. Therefore, it is very essential to have well-trained salesperson thus training should be put into investment for the sake of the company.

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Task b As a consultant of a marketing service agency, there are a lot of rooms for improvisations on the local company for future improvement. Not to mention that they are still expanding and quite new to the hotel industry. I will recommend a few improvements or suggestions of IMC strategies that they can use to apply for their hotel.

! For the advertising, since it is a local company, it should be at a
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For the advertising, since it is a local company, it should be at a very comfortable zone since it
knows that even though it is still new and just opened a few years back, it has already grasped a lot
of customers already even without a proper advertisements. Since the location of this hotel is quite
convenient and very centrally located because it is exactly situated in front of Centre Point
Shopping Complex, therefore there is a danger of being super comfortable. Other hotels might
compete with it maybe by lowering their room rates and leave The Klagan Hotel in despair. Thus,
The Klagan Hotel should improvise its advertising method maybe by making a request to the Radio
station to broadcast it. They can try broadcasting it in the most famous radio station in Sabah now,
which is the Kupi Kupi FM since they are really good in advertising products and at lower cost too.
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For sales promotion, The Klagan Hotel should really consider of the room rates offer. It should not
maintain the same price from the early year until the end. It should plan well on which season it
should increase the room rates and at what season it should lower it. For an instance, The Klagan
Hotel can make a promotion of normal days like weekdays the room rates will be normal and at
festive seasons like Pesta Ka’amatan (Harvest Festival) and Christmas those are the seasons when a
lot of tourists will come and visit Sabah, thus they can lower their rates. Because as they lower their
rates, more people will come eventually so it is never-ending and worth it as well.
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In terms of public relation, The Klagan Hotel lacks this a lot. It needs to keep up its image by giving back to the community as a charity. It can organise little events just to raise funds for the old folks home or orphanages. For an instance, the hotel can organise one charity dinner with a price of RM50 per ticket and all the money will be funded into the donation box of Bukit Harapan, Tuaran, an orphanage home.

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For the direct marketing, maybe they can send a text message rather than e-mail to the customers to get feedbacks and reviews from their experience staying in the hotel. Other than that, direct marketing also can be in the form of phone calls made by the hotel. Usually this can happen when

the customer is new to that place and not familiarise with the area, the hotel can always be attentive and give phone calls to every customers that have made reservations. Take Sharon for an instance, she is a Singaporean and it will be her first time in Kota Kinabalu and she just made a reservation for one single room in The Klagan Hotel. As soon as they receive her booking details, they will have to start call her already and ask her if it is her first time around and does she needs anything in specific, and will she needs a cab to get to the location and such. It is very essential for the hotel to be in touch with the customers even before meeting them in person.

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For personal selling, if the company has the opportunity to be in an exhibition, they can start off small first. This way, they will eventually be recognised by the other big hotel companies. They can send two or three sales representatives to the exhibitions just to give them a little bit of exposures to the hotel industry. Therefore, they can expand their hotel not only in Warisan Square but in other locations as well. Because the first thing to capture in the tourism and hospitality industry is the customers’ hearts. Once the company captured their hearts, it is very hard for them to not be loyal to the company already.

References

Borneo Post Online. (2017). Le Meridien lights Christmas tree. [online] Available at: http:// www.theborneopost.com/2017/12/13/le-meridien-lights-christmas-tree/ [Accessed on: 6 January

2018].

Kotler, P. and Armstrong, G. (2012). Principles of marketing. 14th ed. Boston: Pearson Education,

p.424-425

! Le Méridien Kota Kinabalu. (n.d.). 5 Star Kota Kinabalu Hotel. [online] Available at: http://
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Le Méridien Kota Kinabalu. (n.d.). 5 Star Kota Kinabalu Hotel. [online] Available at: http://
www.lemeridienkotakinabalu.com/ [Accessed on: 3 January 2018].
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Theklagan.com. (n.d.). The Klagan Hotel. [online] Available at: http://www.theklagan.com/
[Accessed on: 3 January 2018].
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YouTube. (2014). Circle Restaurant, Le Meridien Kota Kinabalu. [online] Available at: https://
www.youtube.com/watch?v=SNHOBVsNvjM [Accessed on: 6 January 2018].
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Table of Contents

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Task A

1

Introduction of the selected company:

1

I. Advertising

3

II. Sales Promotion

7

III. Public Relation

11

IV. Direct Marketing

13

V. Personal Selling

14

Task b

15

References

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PRINCIPLES OF MARKETING (PMK3103) ASSIGNMENT 2 - INDIVIDUAL ASSIGNMENT “Integrated Marketing Communications (IMC)”

PRINCIPLES OF MARKETING (PMK3103)

ASSIGNMENT 2 - INDIVIDUAL ASSIGNMENT

“Integrated Marketing Communications (IMC)”

Student Name: Azlinda Jonathan Student Matric ID: LBUAF22-10/17-00006

Lecturer’s Name: Ms Wong Choon Fah

INSTITUT TEKNOLOGI PERTAMA

SEPT/OCT 2017