HOTL1005: Marketing plan Assessment 3

Assignment Overview

Rationale

In this unit, Assessment 2 is a pitch for a new sustainable product, and Assessment 3 is the promotional plan for marketing this same product. In Assessment 2, you created an innovative sustainable product that adds value to the business or provides a competitive advantage.

You selected a hotel of your choice to provide context and branding for both your pitch (Assessment 2) and your marketing plan (Assessment 3). Assessment 3 requires you to build on your earlier work by applying the selected sustainable product within the hotel context. You will develop a plan to market this new sustainable product to a suitable clientele and outline how you intend to reach them.

Task Description

You have successfully pitched the concept of your sustainable new product to your organisation. You must now create a marketing plan for this product within your chosen hotel.

Your product must be new, meaning it should not already be offered at the selected hotel. If the hotel already provides this product/service, a grade of zero will be recorded. The product must be something a hotel guest can purchase and should solve a problem or build demand.

You will develop a marketing plan for the product you proposed in Assessment 2.

A basic template is provided for Assessment 3. If you use your own template, ensure all required headings are included.

Task Instructions

You may structure your report using the Assessment 3 template. The report must integrate the destination image and brand identity of the selected hotel. Include relevant background information from Assessment 2.

1) Background

Expand upon and refine the core background information presented in Assessment 2.

2) Objectives

State the financial, marketing, and sustainability objectives for the new product. Objectives must be SMART (Specific, Measurable, Attainable, Relevant, Time-bound) and presented in bullet points under the following headings:

• Financial Objectives

(e.g., sales, net profits per annum, ROI)

• Marketing Objectives

(e.g., conversions, consumer awareness, number of OTAs, number of participants)

• Sustainability Objectives

• Ecological: waste reduction, energy savings

• Social/community: participation in sustainability initiatives

Provide a short explanation for each objective.

3) Target Market

Recommend a specific target market using the four bases of segmentation:

• Geographic

• Demographic

• Psychographic

• Behavioural

Justify why this target market offers the highest potential.

4) Marketing Strategies

Outline the broad strategies required to achieve your objectives.

4.1 Product

Discuss the following:

• Nature of the offer (good, service, experience combination)

• Product levels: core, actual, augmented

• Type: consumer or industrial product (convenience, shopping, speciality, unsought)

• Unique selling proposition (USP) or sustainable competitive advantage

• Recommendations on branding, packaging, and labelling

4.2 Price

Explain how the price will be set based on:

• Pricing goals (profit-oriented, sales-oriented, status quo-oriented)

• Forecast demand, costs, and profits

• Pricing strategy (penetration, skimming, status quo)

Ensure the pricing aligns with your financial objectives.

4.3 Place

Explain how the offering will reach the final consumer, addressing:

• Channel structure (direct or indirect)

• Distribution intensity (intensive, selective, exclusive)

• Logistics services (value-added services, product transformation)

4.4 Promotion

Discuss how Integrated Marketing Communications (IMC) will be applied, including:

• Communication goals (inform, persuade, remind)

• Message design (consistent, unified, customer-focused)

• Promotional mix:

  • Advertising

  • Public relations

  • Personal selling

  • Sales promotion

  • Direct marketing

  • Digital marketing

  • Other (e.g., product placement)

4.5 Partnerships

Explain whether any partnerships are involved in the creation, implementation, or distribution of the product.

5) Implementation

Develop an action plan for each marketing mix element (product, price, place, promotion). Include:

• What will be done

• When it will be completed

• Who is responsible

• Cost of each activity

A table format is recommended.

6) Budget

Create an approximate budget for a 1-, 3-, or 5-year time horizon. Include:

• Forecasted revenue (sales volume in units)

• Less: Cost of delivery/production

• Less: Distribution costs

• Less: Promotional costs

• Projected profit

Summary of Assessment Requirements

The assessment requires students to create a comprehensive marketing plan for a new sustainable product designed in Assessment 2. This plan must apply the sustainable product within a selected hotel context, aligning with the hotel’s brand identity and destination image. The marketing plan must demonstrate how the product will be positioned, promoted, priced, and distributed to a suitable clientele.

Key Components to Be Covered

1. Background

   • Expand and refine details from Assessment 2, including hotel brand context and sustainability focus.

2. Objectives (SMART)

   • Financial: Sales, profits, ROI.

   • Marketing: Conversions, awareness, OTA listings, engagement.

   • Sustainability: Environmental impact, resource savings, community participation.

   • Short explanations required for each objective.

3. Target Market

   • Define and justify target market using:

     • Geographic segmentation

     • Demographic segmentation

     • Psychographic segmentation

     • Behavioural segmentation

4. Marketing Strategies

   • Product: Nature of offering, product levels, classification, USP, branding, packaging.

   • Price: Pricing goals, forecast demand, costs, pricing strategy selection.

   • Place: Distribution channels, intensity, logistics.

   • Promotion: IMC strategy covering advertising, PR, personal selling, sales promotions, digital marketing, and message design.

   • Partnerships: Any partners involved in production or distribution.

5. Implementation Plan

   • Action plan outlining what will be done, by whom, when, and at what cost (table recommended).

6. Budget

   • 1–5-year forecast covering revenue, production/delivery cost, distribution cost, promotional cost, and projected profit.

How the Academic Mentor Guided the Student: Step-by-Step Approach

The Academic Mentor supported the student through a structured, stepwise process to ensure clarity, accuracy, and alignment with assessment criteria.

1. Understanding the Task and Reviewing Assessment 2

Mentor’s Guidance:
The mentor began by helping the student revisit their Assessment 2 pitch to ensure the same sustainable product was carried into Assessment 3. The mentor clarified that the chosen hotel must not already offer the product and emphasised the importance of aligning it with the hotel’s brand identity.

Outcome:
The student had a clear foundation, validated product originality, and ensured continuity between the two assessments.

Learning Objective Covered:

• Linking strategic marketing planning with sustainability concepts.

2. Structuring the Assessment Using the Template

Mentor’s Guidance:
The mentor walked the student through the assessment template section-by-section, explaining what each heading required and how to relate it to the hotel context.

Outcome:
A logical, academically sound structure that aligned with marking criteria.

Learning Objective Covered:

• Ability to organise and structure a professional marketing plan.

3. Developing the Background Section

Mentor’s Guidance:
The mentor instructed the student to expand Assessment 2’s information, focusing on the product’s purpose, the hotel’s branding, consumer needs, and sustainability rationale.

Outcome:
A refined introduction grounding the marketing plan in context and demonstrating continuity.

Learning Objective Covered:

• Presenting clear background information for promotional planning.

4. Crafting SMART Objectives

Mentor’s Guidance:
The mentor explained how to convert general goals into SMART financial, marketing, and sustainability objectives. Example metrics were provided (e.g., % increase in awareness, targeted ROI, reduction in waste).

Outcome:
The student wrote measurable objectives under each category with brief explanations.

Learning Objective Covered:

• Creating actionable and measurable marketing objectives.

5. Identifying and Justifying the Target Market

Mentor’s Guidance:
The mentor taught the student how to apply the four segmentation bases and supported them in selecting a high-potential target market that aligned with both the product and the hotel’s clientele.

Outcome:
The student developed a well-justified target profile supported by segmentation logic.

Learning Objective Covered:

• Applying market segmentation models to strategic decision-making.

6. Formulating the Marketing Strategies

The mentor guided the student through each marketing mix element to ensure strategic depth and alignment with objectives.

6.1 Product Strategy

• Mentor explained product levels, classification, branding and USP development.

• Student learned how to highlight sustainability value.

6.2 Price Strategy

• Mentor clarified pricing goals and strategy options (penetration, skimming, status quo).

• Student selected a strategy based on forecast demand and financial targets.

6.3 Place Strategy

• Mentor explained channels, distribution intensity, and logistics.

• Student identified the most practical delivery approach within the hotel.

6.4 Promotion Strategy

• Mentor taught IMC principles and how to integrate message consistency.

• Student created a multi-channel promotional plan.

6.5 Partnerships

• Mentor highlighted how suppliers or sustainability partners add credibility.

Outcome:
A complete, well-structured marketing mix aligned with sustainability principles.

Learning Objective Covered:

• Applying the 4Ps + partnerships to sustainable hotel marketing.

7. Developing the Implementation Plan

Mentor’s Guidance:
The mentor provided a template for an action plan table covering activities, timelines, responsibilities, and costs. The student learned how to sequence activities logically (pre-launch → launch → post-launch).

Outcome:
A detailed action plan that reflects realistic hotel operations.

Learning Objective Covered:

• Planning and scheduling practical marketing actions.

8. Preparing the Budget

Mentor’s Guidance:
The mentor explained forecast modelling and cost estimation. The student was guided on how to calculate projected revenue, subtract expenses, and estimate profit.

Outcome:
A clear multi-year budget showing cost-benefit feasibility.

Learning Objective Covered:

• Financial planning and budget forecasting within marketing.

Final Outcome and Learning Achievements

Final Outcome

By following the mentor’s structured guidance, the student created a complete and well-integrated marketing plan that:

• Expanded on the sustainable product conceptualised in Assessment 2

• Demonstrated clear marketing and sustainability objectives

• Identified and justified an appropriate target market

• Developed aligned product, price, place, promotion, and partnership strategies

• Included a realistic implementation schedule

• Presented a financially viable budget forecast

The final submission showcased strong academic reasoning, industry relevance, and practical application.

Learning Objectives Achieved

By the end of the assessment development process, the student achieved the following learning outcomes:

• Applied marketing theory to a real-world hospitality context.

• Demonstrated understanding of sustainable product development.

• Used segmentation, targeting, and positioning frameworks effectively.

• Developed SMART objectives aligned with business and sustainability goals.

• Designed integrated marketing mix strategies.

• Planned and scheduled implementation activities with cost considerations.

• Created a comprehensive marketing plan reflecting professional standards.

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