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Marketing Individual Assignment
Table of Contents
THE MARKETING MIX IN THE DIGITAL ENVIRONMENT....................................................3
1. PRODUCT......................................................................................................................................3
2. PRICE............................................................................................................................................4
3. PROMOTION..................................................................................................................................5
4. PLACE...........................................................................................................................................6
5. PEOPLE.........................................................................................................................................7
6. PROCESS.......................................................................................................................................7
7. PHYSICAL EVIDENCE....................................................................................................................8
THE GRAND HYATT, SRI LANKA..................................................................................................9
1. THE COMPANY.............................................................................................................................9
1.1. Mission & Vision.................................................................................................................9
1.2. Product Offerings and Target Audience..............................................................................9
2. COMMUNICATION OBJECTIVES & STRATEGY............................................................................11
2.1. Objectives..........................................................................................................................11
2.2. Strategy..............................................................................................................................11
3. PROMOTIONAL MIX....................................................................................................................13
3.1. Advertising.........................................................................................................................14
3.2. Public Relations.................................................................................................................14
3.3. Direct Marketing...............................................................................................................14
3.4. Sales and Sponsorship.......................................................................................................14
4. PROMOTIONAL BUDGET.............................................................................................................15
4.1. Advertising and Direct Marketing Budget........................................................................15
4.2. Sales and Sponsorship Budget...........................................................................................16
5. IMPLEMENTATION.......................................................................................................................16
5.1. Timeline.............................................................................................................................16
5.2. Metrics of Measure............................................................................................................18
REFERENCE LIST.............................................................................................................................20
The Marketing Mix in the Digital
Environment.Marketing effort by firms have been though many changes in the past, and is
incrementally changing as we speak. In today’s business environment, what was
relevant then is not relevant now, and what is relevant now ill not guarantee future
success for any firm. Companies have therefore adapted a proactive approach to be
the most successful firms in their respective industries and market. The new
marketing realities have arisen because of a number of reason, among them are
developments in information technology, globalisation, deregulation, opening up of
previously closed market spaces, increased mobility of factors of production, and
disintermediation (Kotler et al. 2013). In this section we will address how digital
enhancements in the technological landscape have shifted how the marketing mix
used to operate traditionally.
1. ProductThe product is the good or service that a company will produce which they believe is
addressing a current demand in the marketplace. However, this is challenged by the
view that some firms offer a product which there was no demand for, but go on to
create the necessary amount of demand for them to survive in the market profitably.
The product while can be tangible or intangible, the best one out of a lot would be the
one that best addresses and generate value for the customer.
With the advancement in technology, what companies have to offer consumers
changed to a great extent. There arose greater levels of product configuration to
customers, so that they can tailor products to their very own needs, rather than the
previously used standardised product. The best example of this element is Dell
computers who had championed the personal computer market to a great extent on a
global scale. Today Dell offers customers the ability to configure personal computers
to their own specifications to ensure that Dell is meeting the customers’ needs almost
perfectly. Customers are able to select hard disk sizes, processors, graphics, memory,
and so on which they feel is most suited to them. All of these different configuration
option if it were to be stored in a traditional storage would become quite messy and
difficult to manage as you would imagine. This option was only possible for Dell
because the PCs nowadays are easily configurable and moreover they are much more
user friendly than before. In technology hyperspace firms must have mechanism to
always check what the consumers want, and not what the decision makers in the
company think what they want. It is imperative to be visionary in terms of thinking
where advancement in the digital technology will lead in order to exploit it when the
time comes. Firms that are merely reactive to these changes are often late to the
party.
2. PricePricing is an important factor because it is what consumers are willing to pay for a
product, and will determine the consumer surplus of customer value generated by the
product. Price too high it reduces value for customers, price too low and the firm may
not earn the desired revenue and profit. Depending on the market a company is
playing in pricing can differ drastically from one end offering a premium product and
charging a higher price, and others cutting costs to offer consumer a lower price.
Arguably the greatest impact on firms in terms of price is the ability of customers to
easily compare prices between different suppliers to get the best bargain. The
increasing availability of internet access and access to computers have brought about
consumers that are armed with more knowledge about the products than ever before.
Firms selling their goods need to be always on the lookout for methods for them to
keep their costs low to better compete on the price aspect. Website like eBay.com
have facilitated the online retailing option for many previously traditional stores. The
example of the European tour industry quite relevant to draw on in this case. At its
inception the industry was dominate by TUI Travel and Thomas Cook. With the
advancement of the internet, wholly online competitors like Travelocity and Exepdia
cropped up offering similar vacation packages at lower prices, thereby increasing the
online market penetration to 34% of the total booking by 2005 (Johnson, Whittington
& Scholes 2011). Traditional tour operators despite their size and large cash reserves
were forced to move towards offering via online platforms as well being unable to
keep up with the competition.
3. PromotionPromotion is the method a company will communicate to its customers what the
company is engaged in and what it can offer to current and potential customers.
Promotion spans a wide array of areas such as branding, corporate mission and
vision, public relations, and sales just to mention a few. The underlying purpose of
promotion is to seek consumer attention, convert them into paying customers and
retain them for future purchases as well. Previously a visit to the store or office of the
business was the consumer’s first interaction with the company, this since the recent
past has been changed and the first interaction between company and consumer is
most likely to occur online via websites or social media sites.
Perhaps the most apparent change in the way businesses are now run because of
digital developments can be seen in the Promotion aspect. Let us consider the
influence the rise in social media and how it has impacted businesses. Today any
business big or small is more than likely to have its own Facebook page, Instagram,
or YouTube channel promoting their products or services. It has become a need
within business to establish themselves on social media positively. The need for
social media optimization is imperative, especially if you consider organisation that
target their good or services to Gen X and Gen Y, such as universities. The best way
for universities to reach out to their target audience is through social media and
online platforms and not the customary forms of advertising. Deakin University in
Australia opened its ‘Social Media Command & Control Centre’ in 2013 recognising
the importance of such initiative. The centre comprised of marketing professionals,
multimedia professionals, and administrative staff who worked full-time to ensure
the institution’s online presence it kept in good shape.
4. PlaceThe product must be available in the right place, at the right time and in the right
quantity, while keeping storage, inventory and distribution costs to an acceptable
level (CIM 2015). Place is more relevant today than ever in the past due to the
convergence of the market place, a firm’s customers can be from anywhere in the
world regardless of whether the company is a brick and mortar store or a wholly
online company. Increased important is placed on a firm’s ability to deliver the
required good in the most convenient way possible. If the company has faulty
website, customers will not shop there due to a creation of lack of trust.
The Place aspect has changed drastically with the developments of technology. Let’s
take for example the simple books store which everyone used to go to buy their
books and other related items. The traditional brick and mortar book store has been
moving further away from what people want due to a combination of internet and
software technologies. The start of the move came with the rise in e-commerce which
brought in the wave of online shopping, the creation of Amazon.com meant that a
customer could purchase any book from where ever in the world and have it
delivered to their doorstep. It is important to take notice that this does not mean that
people do not still shop for books in the traditional way, atleast in the western world
the online market penetration into traditional methods is very high. To take this
further the most recent revelation in the example of books is the trend towards e-
book. E-books of course are cheaper and safer for the environments due to the
minimal carbon-footprint created. Amazon.co has moved into the e-book culture in a
big way by producing and selling their own e-book readers on their website. For
everyday readers and college student buying expensive textbooks every term is
seemingly wasteful and does not incline to them, however, most students are open to
the option of buying an e-book at the fraction of the cost. What all this means to book
retailers is that looking at their product in the traditional aspect will not suffice any
more, going against the shift in the environment will most definitely mean that they
will run out of business. Fortunately many retailers have recognised this aspect, it can
be seen that today many retailers have opted to offer their products in the form of e-
books and sell them either through their own e-commerce platforms or through other
established retailers such as Amazon.com.
5. PeoplePeople involve all staff members who come into contact with the customers of a
business. This aspect plays a pivotal role in marketing because at the end of the day if
the front-line of the business is not managed and represented well, then it will drive
customers away from you and towards your competitors. Repetitive customers will
bring in more customers. In the digital age there are many customer touch point with
t eh business, it can be on the company website, social media, through skype and
many more. Therefore it is crucial to invest in training the people of the organisation
to respond in a manner that is socially and culturally acceptable. With increased
amount of globalisation and convergence of global cultures, a customer from the US
could call a company helpdesk which will be answered in the Indian subcontinent,
hence it is important that employees interacting with customers know how to handle
a mix of situations. Given that every employee can potentially reach a mass audience,
The Chartered Institute of Marketing recommends that firms formulate a policy for
online interaction and make sure everyone stays on-message (CIM 2015).
6. ProcessThe Process element takes into account how the company’s entire value chain is
structure in a way to deliver the optimal amount of customer value possible. The
implication of this to marketing is that marketing activities require value, good value
generation leads to more successful marketing efforts. Processes are not confined to a
single activity of a grouping of some activities. Rather it spans the entire organisation
in its activities to keep customers happy. Customers need to be told that the
company’s system works well and that it is easy to work with. A single factor such as
a webpage that is difficult to navigate will create process problem for a firm. Due to
the advancements in technology and digital capabilities many firms claim to offer
similar goods, however only some companies are able to reap the greatest revenues
from the market. When looking at local examples such as Brandix and MAS, they are
more successful in term of branded clothing when compared to their competitors in
India and Bangladesh, but why? The two companies’ have invested millions of
dollars in streamlining their supply chains by purchasing digital enterprise resource
planning systems which run on industry best practices. The growing digital landscape
with customers in the western world have found it easier to engage and do business
with these two companies because they “speak the same language”.
7. Physical EvidenceSelecting an unaccustomed product is risky for consumers, because they are unware
as to how good it will be until after buying. This uncertainty can be reduced by
assisting consumers ‘see’ what they are purchasing. There is a serious lack of
physical evidence when considering companies that are born online or a wholly
online. Some claim that established business in the traditional sense who then going
online have an easier path way to success, however this notion does not hold against
online startup that have gone on be hugely successful. Online retailers have made
their website to look as professional as possible depending on the type of good they
are selling. This reassures to the customer that they are purchasing from a legitimate
vendor. The online landscape has adopted to address the issue of physical evidence
through user review sites, where customers post experiences they have had with a
particular company. Companies themselves are working tirelessly to reduce their bad
ratings and compensate users where they have fallen back on service.
Each component of the marketing mix represents a critical success factor for the
business. You cannot consider just one element on its own and seek to develop it
while ignoring the rest, for example, develop a product without paying close
attention to how much consumers are willing to pay for it, and how it will be
delivered to the consumer. The “e-marketing mix” is changing as products become
service, services become customer driven, and customers create communities that
extent the brand into new online experiences (Chaffey & Smith 2013).
Marketing Communication Campaign:
The Grand Hyatt, Sri Lanka
1. The CompanyThe Grand Hyatt (GH) is a brand under the Hyatt Group which has aimed to
differentiate itself from the rest by combining elements of artistic appeal and
prestigious status. While the brand is maintaining its targeted pitches at the business
clientele, the hotel line does not fall short in providing services for the leisure
travelers as well, this they claim is one areas which they have managed to champion
over their years of service in the travel and leisure industry.
1.1. Mission & Vision
Hyatt claims their mission to be as follows;
“Our mission is to provide authentic hospitality by making a difference in the lives of
the people we touch every day, including our associates, guests and owners” (Hyatt
Corporation 2016),
And their corporate vision to be;
“Our vision is to be the most preferred brand in each customer segment that we
serve for our associates, guests and owners” (Hyatt Corporation 2016).
1.2. Product Offerings and Target Audience
According to the company website, after its launch in Sri Lanka (which was delayed
due to political and financial issues internal to the country) they are expected to
launch all facilities offered by other Grand Hyatt branches in other locations without
compromising on price and quality. The company is confident that with the
Colombo’s megapolis development plans and its attraction to foreign business
moguls such as George Soros, the Grand Hyatt would be in a good political,
economic and technological environment to be successful. The premium hotel brand
is to be equipped with spectacular public places, multiple dining and entertainment
experiences, the Grand Hyatt is differentiated from its competitors and other brands
under the Hyatt group by its visual image, prestigious status and glamorous style,
therefore its marketing operations need to reflect this aspect very heavily.
The company is focusing on targeting a mi of individual business travelers as well as
leisure travelers. In addition to this the Grand Hyatt will also be looking at other
streams of revenue including large conferences and corporate bodies looking for an
ideal venue to host grand events, be it business or social events. The company has
made it very clear that the Grand Hyatt’s guests are professionals, senior executives,
dignitaries and celebrities who appreciate living life grandly (Hyatt Corporation
2016). Given the caliber of people the GH hopes to attract and given the globally
established presence of the GH brand, it is likely that the target audience is well
aware of the expected launch in Sri Lanka. The company has a very loyal customer
base with 32% of their hotel reservations an activities coming through the loyalty
program known as “Hyatt Gold Passport” (Hyatt Corporation 2015). GH’s marketing
and other related activity is should be targeted towards those people born in the Baby
Boomers era and the Generation Y era because Gen X and Millennials are very
unlikely to make their booking with GH due to the pricing elements and the
mismatch of their tastes and the style of reception at GH. This does not mean that GH
does not look at marketing via multimedia and internet platforms; simply because the
textbook characteristic of Gen X is given as tech savvy does not mean Boomer and
Gen Y are on the other end of the spectrum.
Within the Sri Lankan market space there will not be considerable competition for
GH directly. Currently there is a gap in the market in terms s of a business traveler
centric hotel facility in the capital Colombo. Business travelers currently book with
existing 5-star chains such as The Hilton, Cinnamon, and The Ramada to name a
few. The GH is expected to launch within the year 2016, however, there will be
significantly intensified competition when Shangri-La and Movenpick launch their
hotels just a stone’s throw away. It is really how well the GH will manage to serve its
core business aspect and not fall back on the additional services that will decide its
success in the long-term.
2. Communication Objectives & Strategy
2.1. Objectives
Objectives for the IMC will be as follows;
Awareness – to create or change levels of awareness in the target audience.
Preference – to influence audience preferences for products and services.
To stimulate sales – there are occasions where communication objectives may
be constructed to stimulate sales.
2.2. Strategy
The overall marketing strategy for GH will not be one that attempts to penetrate the
entire market as soon as possible, but rather it needs to be one that is phased out
pitching in line with the nation’s expected economic growth. If not, GH might find
itself in a position where it has jumped the gun and may not have sufficient resources
at the time they need it most, which is most definitely not in 2016 due to the earlier
noted factor of Shangri-La and Movenpick entering the Sri Lankan market post 2016.
2.2.1. Message and Creative Strategy
While the company can compete on many areas with its competitors, in order to
attract the targeted audience to its doors, GH will have to use appeals, themes, and
ideas that will help bring out their positioning industry by highlighting its point-of-
distinction in the market.
When attempting to give out information about GH’s services and offering,
given the nature of the marketplace it operates in, the company should use
Product/Service demonstrations. This is due to the fact that what is being sold
and offered by GH is an all-inclusive experience, and therefore showing it to
someone looking for a similar experience will bring out a more desired result
for GH.
Even though the GH attracts many big names across their many locations
worldwide, the company is not advised to use any brand endorsement by
business persons, athletes, and celebrities, due to the reason that it would be
going against the model of prestige and distinctness the company is aiming at.
Instead, the hotel should look at a transformational appeal focusing on the
type of kind of persons who use their services. This strategy is often shown
advertising and media of luxury brands which hope to show-off to customers
the benefits arising from their product/service without getting into the nitty-
gritties of its functional aspect. For example advertising campaigns for the
BMW 7Series almost always depict a business executive being chauffeured
luxuriously from one location to another.
2.2.2. Integration Strategies
The web and new technology based media have been driving the marketing efforts in
many industries in today’s age, and is no different in the industry GH operates. Beard
and O'Hara (2011) note that the previously existing battle of web versus television
advertising is dead and now irrelevant. The convergence of all media into “web-like”
forms suggests that the web is actually media neutral resulting in kind of level
playing field that further heightens the need for an orchestrated, integrated dance.
GH’s brand personality needs to be embedded into everything they do. In
order for this to be done unsuccessfully there needs to be a complete
integration and dependency between the medium, social media cannot say
something which contradicts a magazine advertisement.
The Hyatt Corporation currently manages a successful social media presence
on the Grand Hyatt globally, this is an existing touch point where customers
are able to keep up to date with the hotel chain’s latest offerings. GH Sri
Lanka can be promoted on this existing platform in order to attract the
required guests. Further, the company’s existing customer loyalty program,
Hyatt Gold Passport, can be the best way in terms of attracting and
convincing already loyal customers to make plans with GH the next time they
plan on visiting Sri Lanka for business or leisure. New touch points also need
to be developed in addition to the existing ones, a simple addition could be
GH Colombo Facebook page which is directly managed by the GH branch
administration in the country, all other promotion by other Hyatt pages could
be redirected to lead to this page and its own webpage as well. It is important
that GH not just talk with customers, it needs to be experienced based with
the design and communication have a consistent look and feel at all times.
This means managing GH’s front lines in terms of people and processes to be
standardised and adhering to company policy always.
2.2.3. The Marketing Organisation
The marketing department will be led by the CMO. At a very high level three major
divisions are involved; sales, promotions, and website. Underlined positions indicate
that persons in those roles will be involved in communicating with external parties.
While this is not a firmed structure, it is a recommendation to GH based on this
integrated marketing communications plan.
3. Promotional MixPromotional can be done in two very broad spectrums, one being the traditional
methods, and the other being everything to do with the World Wide Web. The web is
without a doubt is a significant factor in promoting GH’s newest venture. However,
the web itself is not a promotional element, it encompasses a vast array of areas such
as PR, sales, and advertising. In addition to promotion on the web, GH will be using
media such as specifically targeted magazine to reach via advertising.
Cheif Marketing Officer
Sales/ Business Development
Manager
Sales Analyst(s)
Business Development
Exec(s)
Promotions Manager
Advertising Manager
Online Marketing Manager
Graphics Developer
Social Media Analyst
Website Manager
Web Designer
Software Engineer
3.1. Advertising
GH can use the facility of advertising online by way of poster and banner advertising.
With the help of traceability and cookies on the web, the relevant advertising could
be pushed to the customer in order to trigger more click towards GH. If a customer
searches for accommodation for business travelers in Sri Lanka search engine results
could be optimised in a way that GH would come out on top (Google AdWords), and
banner ads display GH advertisements. Search engine optimization will work well
with GH because the company is getting a head start compared to other recent
international brands which are yet to enter the market in the near future.
Traditional advertising methods which would be still very relevant for GH is
magazine advertising. The magazines also need to be selected which are mostly read
by GH’s target audience, business travelers. For example, GH could look at
magazines which have a local readership as well as a large international readership
such as Forbes magazine and TIME magazine.
3.2. Public Relations
GH will need to have media events and corporate events to let the word out at the
initial stage that the hotel is officially open for business. Events such as this will help
the customers know what kind of people are being targeted by the GH brand, and
will again allow the attraction of the required people. The company will also need to
maintain a publicly available log of all media and press releases on its website to
ensure a greater level of transparency between GH as a corporate entity and its
stakeholders.
3.3. Direct Marketing
Email campaigns re a cost effective way GH can market their new hotel in the heart
of Colombo. Customers already on the company’s mailing list can be notified about
the new venue and its facilities at a very marginal cost. GH’s loyalty program would
play a significant role here as well, therefore channeling more communications and
material towards loyal customers is recommended.
3.4. Sales and Sponsorship
A business development department should be set within the marketing division
which will play a key role in managing different aspects of the marketing strategy.
Areas such as the company website, social media, communications with the parent
company, new business opportunities, and representing GH at exhibitions and
seminars etc. need to be managed and controlled for them to be efficient and
effective. GH can also use sponsorship as a means of promoting their brand in the
new market, however, given the type of the segment the company operates in, it is
important select sponsorships that are relevant and will not tarnish the company’s
values. An event such as a golf tournament would be ideal in the case of GH.
4. Promotional BudgetThe budgeted costs for promotional activities will be stated in US Dollars for GH.
4.1. Advertising and Direct Marketing Budget
1. Online advertising: Budgeted $800,000
YouTube In-Stream Ads - $ 400,000: An amount of $1100
will be spent daily reaching a viewership of approximately
40k-100k (YouTube Inc. 2016).
Web Page Ads – $300,000: Cost per thousand approx. $50
(Benchmark Communications 2013).
Search Engine Optimization - $100,000 (DeMers 2013):
Contract service SEO allows specific terms entered into search
engines to return results that have been paid for over other
results. SEO costs will be paid monthly at a cost of $5000.
2. Magazine Advertising - $600,000: The new hotel will be advertised
on two business related magazines (Forbes Magazine and TIME
Magazine) throughout the year in all issues. Full page colour
advertisements are valued at an approximate cost of $24000 each
(Armstrong et al. 2012).
4.2. Sales and Sponsorship Budget
1. Mobile application GH Sri Lanka should invest developing a mobile
application as have other GH branches around the globe. The apps will not
only help customers manage their booking and stay at the GH, but also will
provide customers with information about the hotel, new events and sights
at the venue, which will be a good medium to boost related sales activity. A
good quality application will cost approximately $20,000 to develop and
maintain over the period of this marketing implementation (Thomas 2011).
2. Since GH is coming out with a new hotel in a totally new market the lack
of awareness globally is present, GH will need to invest heavily in
portraying quality and trustworthiness through advertising. GH could
sponsor golf tournaments or events such as international fashion shows and
other similar events which are local and international as well, however, this
should be done after officially launching GH Sri Lanka. The cost of such
sponsorships is estimated to be approximately $250,000 - $500,000. This
provides good opportunities to meet retailers and potential final consumers
and explain our product and understand their needs.
5. Implementation
5.1. Timeline
The propose IMC strategy for GH in Sri Lanka is to be spread out over a period of
one year. However, the strategy can be used in the years to come as well. It is
recommended that further study be conducted in the coming years before
implementing the same marketing communications plan, as environmental and
industry factors and dynamics have changed in the given point in time.
5.1.1. Tasks and Timeline for GH IMC
Task Name Duration Start Finish Predecessors
Situation Analysis 27.85 days Tue 01/03/16 Thu 07/04/16 Company Analysis 11 days Tue 01/03/16 Tue 15/03/16 Customer Analysis 11 days Wed 16/03/16 Wed 30/03/16 2 Competitor Analysis 6 days Tue 01/03/16 Thu 07/04/16 3SWOT 11 days Thu 07/04/16 Fri 22/04/16 1PESTEL 11 days Thu 07/04/16 Fri 22/04/16 1Market Segemntation 11 days Fri 22/04/16 Mon 09/05/16 5,6Deciding Strategies 55 days Sat 16/04/16 Fri 01/07/16 1 Product 12 days Sat 16/04/16 Sat 30/04/16 Price 12 days Mon 02/05/16 Tue 17/05/16 9 Promotion 13 days Wed 18/05/16 Fri 03/06/16 10 Place 4 days Mon 06/06/16 Thu 09/06/16 11 People 5 days Fri 10/06/16 Thu 16/06/16 12 Process 6 days Fri 17/06/16 Fri 24/06/16 13 Physical Evidence 5 days Mon 27/06/16 Fri 01/07/16 14Execution 87 days Fri 01/07/16 Mon 31/10/16 8 Create and Launch GH Sri Lanka Website
87 days Fri 01/07/16 Mon 31/10/16
Create Mobile Apps linked with GH Website
45 days Tue 02/08/16 Sat 01/10/16
Contract with Online advertsing platforms
23 days Mon 01/08/16 Wed 31/08/16
Contract with Frobes and TIME for Magazine adverts
23 days Mon 01/08/16 Wed 31/08/16
Host media events closer to launch
1 day Thu 01/09/16 Thu 01/09/16 19,20
Execute all direct marketing campaigns
6 days Fri 02/09/16 Fri 09/09/16 21
Launch GH Sri Lanka 1 day Sat 12/11/16 Sat 12/11/16 16Sponsorship of events etc. 14 days Mon 14/11/16 Thu 01/12/16 23
5.2. Metrics of Measure
The Boston Consulting Group states that the purpose of performance measures is to
focus the energy of the organisation on its strategic goals, to track progress towards
goals, and to provide feedback (Stern & Deimler 2006). Similarly, the IMC plan
should present marketers with an opportunity for accountability, therefore
measurability of the marketing efforts is integral to it. Depending on the medium of
marketing used the metrics for it can vary. The purpose behind the use of these
metrics is to assess the cost-benefit of promotional campaigns, to monitor
promotional items and collect data for later use, and help GH better target their effort
in the future by way of lessons learned. The metric to be used by GH are mentioned
below according by the respective campaign element.
5.2.1. Social Media & Internet Platforms
Number of members
Number of people signed up for applications
Number of likes and followers
Number of clicks on the GH website after its launch
Number of people visiting the website and the “stickiness” of the site
Number of redirections to GH pages from YouTube advertising
Number of clicks performed by users on Google search results
5.2.2. Print Advertising
Readership of the magazines
Percentage increase of subscriptions
Number of customers who have contacted GH via the print advertising
5.2.3. Media
Use a media monitoring service to collect and collate mentions in the media
Use online reporting tools and social media metrics to measure effectiveness
of online publicity
Reference List
BooksArmstrong, G, Adam, S, Denize, S & Kotler, P 2012, Principles of Marketing, 5th edn, Pearson Education, Australia, NSW.
Chaffey, D & Smith, P 2013, Emarketing Excellence: Planning and Optimizing Your Digital Marketing, 4th edn, Routledge.
Johnson, G, Whittington, R & Scholes, K 2011, Exploring Strategy: Text & Cases, 9th Edition edn, Pearson Education, Harlow, England.
Kotler, P, Keller, KL, Koshy, A & Jha, M 2013, Marketing Management: A South Asian Perspective, 14 edn, Dorling Kindersley, India.
Stern, CW & Deimler, MS 2006, The Boston Consulting Group on Strategy, 2nd edn, John Wiley & Sons, Hoboken, New Jersey.
Journal Articles and ReportsBeard, M & O'Hara, B 2011, Integrated Marketing Communications (IMC)
CIM 2015, Marketing and the 7Ps: A brief summary of marketing and how it work, The Chartered Institute of Marketing, United Kingdom.
Kalyanam, K & McIntyre, S 2002, 'The E-Marketing Mix: A Contribution of the E-Tailing Wars', Journal of the Academy of Marketing Science., vol. 30, no. 4, pp. 487-99.
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Hyatt Corporation 2015, Grand Hyatt Development eBrochure.
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Thomas, C 2011, How much does it cost to develop an app?, retrieved 6th February 2016, <http://www.bluecloudsolutions.com/blog/cost-develop-app/>.
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