Author Archives: diahsastri

01.15.14
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Marketing 3.0

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Leading companies now understand they must reach highly aware, technology savvy customers. Kotler, Kartajaya and Setiawan say that the ‘old rules’ of product-based and consumer-based marketing will fail to do this. Companies need instead, to focus on creating products, services and entire corporate cultures, which are customer value driven at a more multi-dimensional, fundamental level.

To give a general idea, the following are the main differences between the three concepts:

Marketing 1.0 – product-centric, or the marketing of the industrial age, when marketing was about selling factory outputs. Marketing was transaction orientated: how to make a sale.

Marketing 2.0 – consumer-based, where marketing is relationship orientated -how to keep customers coming back and buying more.

Marketing 3.0 – value driven marketing, the linkage of three building blocks

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12.30.13
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Word of Mouth Marketing

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Happy customers are your best advertisers.
If people like you and like what you do, they will tell their friends.

Adapted from: Word of Mouth Marketing:  How Smart Companies Get People Talking by Andy Sernovitz,  here are basics of Word of Mouth as your effective Marketing Tool.

THE THE FOUR RULES OF WORD OF MOUTH:

Rule #1: Be Interesting

Nobody talks about boring companies, boring products, boring ads. Everyone can be interesting. Before you run an ad, before you launch a product, ask your spouse about it. Trust me…if he or she finds it interesting, you’ve got a winner.

Rule #2: Make People Happy

Create amazing products. Provide excellent service. Go the extra mile. Make sure the work you do gets people energized, excited, and eager to tell a friend. Continue reading →

12.24.13
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Composing a Marketing Plan

During the 6th semester of Hotel Administration Department, students who are currently study the Advance Marketing Subject are assign to create their very own marketing plan by examinating a 3 star above hotel in Bali.

Students used to ask, why such project is assign to us; what does it do? Well I usually answer: A Marketing plan is a tool to IMPROVE THE HOTEL’S COMPETITIVE EDGE! The subject is aimed to assist and prepare you to become a Marketing Manager someday in the future.

Here’s a brief about composing the Marketing Plan:

In general, a Marketing Plan is a written strategy for selling the products/services of a new business. It is a reflection of how serious a company is in meeting the competition head on, with strategies and plans to increase market share and attract customers. An effective Marketing Plan is backed by carefully collected market, consumer and competitor information, sometimes citing professional advice.

Why Prepare a Marketing Plan? Continue reading →

12.24.13
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What is Marketing?

Marketing-DSThere exist today a wide variety of concepts of marketing and its nature.

Defining the very definitions of marketing in hospitality; have also undergone considerable development in the second half of the 2nd century. Today we encounter several basic concepts of marketing and its nature. Even though there are several studies in marketing as well as it’s development; there are five main marketing concepts which remain as basic of them all; namely :

“The production approach  – being a managerial orientation assuming that customers would prefer products which are both accessible and affordable.  The main managerial function would then be the improvement of production efficiency and of the distribution system.
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12.24.13
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Roles & Responsibilities of a Marketing Manager in the Hotel Industry

A marketing manager in the hotel industry is responsible for maximizing a hotel’s revenues by developing programs to increase occupancy and make profitable use of its accommodation, meeting and leisure facilities. A hotel marketing manager must maintain awareness of the factors that influence the hotel industry and gain a deep understanding of the needs and attitudes of a hotel’s customers. A hotel marketing manager will be responsible for coordinating marketing and promotional activities to meet customer needs, working closely with other hotel staff to ensure customers are satisfied with the facilities and their time there.

Research

Customers may choose a hotel on the basis of its location; its access to road, rail or air travel; its meeting facilities; its reputation for hospitality; or its price. As a marketing manager, you must identify the factors that shape your hotel’s appeal to customers. Monitor customer reviews on your own website or on hotel booking sites to identify the strengths and weaknesses of your hotel. Speak to guests in person or in followup calls. Review travel industry research to identify trends that could affect your hotel, such as increasing demand for low-cost family accommodations, or fuel prices, or better facilities for business travelers, for example. Continue reading →

12.24.13
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The 7 Ps of Marketing

get seen_get heard_get found

There is a “Seven P Formula” you should use to continually evaluate and reevaluate your business activities.  As a key to business success, the 3 key components to creating success is:  Get Seen – Get Heard – Get Found!  With tons of competition out there and more coming every day, you have got to bring attention to yourself and your product and service.  By carefully evaluating and maximizing The seven P formula will help you build a brand and bring you success.

These seven are: product, price, promotion, place, packaging, positioning and people. As products, markets, customers and needs change rapidly, you must continually revisit these seven Ps to make sure you’re on track and achieving the maximum results possible for you in today’s marketplace. Continue reading →