MIMI LOVE GROUP OF COMPANIES

AN INTEGRATED MARKETING STRATEGY

By Group 1

MIMI LOVE HOTEL

Q.1

The Traditional Marketing Philosophies Adopted By Madam Naomi

Production Orientation

Madam NaomiCEO, MimiLove Group of Companies

The traditional marketing philosophy Madam Naomi needs to adopt to redesign her marketing strategy is: Marketing Orientation

Q.2

Madam NaomiCEO, MimiLove Group of Companies

Madam NaomiCEO, MimiLove Group of Companies

Q.3In dealing with customer’s complaints about non-availability of a restaurant,Madam Naomi was guided by Production and Marketing orientation.Madam Naomi

CEO, MimiLove Group of Companies

Q.4

Mimi Group of Companies products can be classified into Consumer Goods

Service Goods

Q.5Promotional mix is a term used to describe the set of tools that a business can use to communicate effectively the benefits of its products or services to its customers. These include: Sales promotion Public relations Advertising Direct Marketing Personal Selling

Promotional Mix Decisions for MimiLove

Q.6

Factors Madam Naomi needs to take into consideration for her Promotional Mix include:ControlFinancial InvestmentCost per contactPersonalizationReach

Madam NaomiCEO, MimiLove Group of Companies

Q.7

cultural

5 Recommendations for Madam Naomi

Q.8

Marketing mix is the combination of various marketing elements. It serves as a guideline for marketers to make major

decisions to satisfy customer’s needs. The above marketing elements need to be combined.

Our Comment on Madam Naomi’s Pricing Strategy:

Madam Naomi adopted the low price penetration strategy which is appropriate when a new product is being introduced into an existing market. It aims at realizing high sales volume quickly and to attract a large market share.

Q.9

Factors that Madam Naomi should consider when making her pricing decision:- Profitability- Pricing- Objective- Competitors- Product cost and the - Economy

Q.10

Q.11

environment are: Dynamism, Complexity,Multifaceted and Far-reaching impact.

The characteristics of a

Q.12

Cross culture is a mix of two or more cultures. It is the interaction of people from different cultures and regions.

Furnishing: In addition to the Holy Bible, a Quran, praying mat and kettle can be placed in the room or stated in a notice as available on request. Television programme services: There should be a mix of different television stations in different languages.

Q.13The indicators Madam Naomi needs to look out for when determining the Social Class of her customers are:- Occupation- Income- Interaction

Q.14

A Reference group is a group of people whose attitudes, behavior, beliefs, opinions, preferences and values are used by an individual as the basis for his or her judgment. A reference group can have either a positive or negative influence on an individual.Types of reference groups: Primary group Secondary group Aspiration group Dissociative group Informal group

Q.15

Types of Buyers:Analytical buyer. Driver buyer. Amiable buyer. Expressive buyer

Madam Naomi is presently dealing with:Analytical and Expressive buyers.However, Madam Naomi needs to concentrate her marketing efforts on the analytical buyer, the amiable buyer and the expressive buyer.

Q.16

Roles Played By Family members in the purchase decision making process:- Initiator- Decision maker- Purchasing agent- Consumer5 Stages of a family life cycle

-Young-single bachelor/spinster -Young-married without children-Young-married with children-Middle age-children have grown-Older age

Madam Naomi’s current strategy, which is production orientation, has not fetched her many customers in her hotel, hence she needs to adopt a marketing strategy to satisfy the various members of the life cycle. This requires identifying the needs of customers and satisfying the needs which could include:A swimming pool, gym, games centre, free Wi-Fi, adequate security, tourist handbook, tourist guide/ orientation, a shuttle bus/car to move guests around, restaurant, mini bar in the room, cable TV with kids’ channels, music and fashion channels, news channels, rooms with double beds, etc.

Q.17Recommended Promotional Elements for the MimiLove Group are:

Sales promotion: branded gift bags with Mimilove childcare products. Advertising: radio, TV and social media adverts of her hotel and services provided.

Personal selling: sales of her toiletries division to other hotels

Q.18The types of sales promotional techniques are:Special communication and Special offers.Special communication methods include sales promotional efforts targeted at intermediaries.Point of purchase display - display toiletries at the hotel.Point of purchase demonstration - display product and how to use the product at the hotel.Point of purchase promotional materials - discount flyers and the discounted product on display.Exhibition - display flyers of the hotel at tour exhibitions.Special offers include sales promotional efforts targeted at consumers/customers.Premium - Guests can get an extra night free after staying for a certain number of days.Coupon - Partnership with tourist centre to accommodate tourists at discounted rate.Rebates - Frequent visitors can be given a discount/membership card/loyalty card.Refunds - Initiation of a full refund policy in case of early cancellations of bookings and check out from the hotel.

Dan A. Ogbechi (2006). An Insight into Marketing (Principles, Concepts and Practice), 2nd edition

Dixon-Ogbechi Bolajoko N. (2015). The Fundamentals of Business Policy and Strategy, 2nd edition

http://www.neurosciencemarketing.com/blog/aricles/3-types-buyers.htm

http://crab.rutgers.edu/~ckaufman/ConsumerbehaviorSocialClassRefGroupNotes.html

www.marketingteacher.com

Q.19