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Coursework submissions are marked anonymously, so please do not state your name anywhere on the coursework. Candidate Name Candidate Number Membership Number/Learner Centre Name (leave blank if independent candidate Course work title (Identify task A or B if applicable) Word count (excluding bibliography) Submission date ABDUL REHMAN KAYANI 0046 10091259

432-A - MARKETING INTELLIGENCE 2500 PLUS 5TH JUNE 2013

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Date: 28TH FEB. 2013

432-A Marketing Intelligence

Abdul Rehman Kayani
The Institute of Administrative Management

TRAVELODGE: Travelodge is the UKs fastest growing and most recognized budget hotel company. Travelodge is the popular and big hotel chain having over 500 hotels located in the UK, Ireland and Spain. Business tour is not be easier but with over 500 hotels in the cities on the great locations situated across the countries of United Kingdom, Ireland and Spain to make and provide the easiest and nearby location when and where ever you travel with offering Low Cost Hotel Rooms. KEY COMPETITIVE FACTORS WITHIN THE MARKET FOR LOW COST HOTELS Travelling is a normal part of life for most individuals. Thousands of years ago there were the pre-historic traveling people who traveled for better weather, safety and to seek food. Today, traveling is a part of everyday life for most working professionals. In keeping with the increase in tourists desire to travel for pleasure or for business, hotels and resorts are there ready to provide sleeping accommodations, food, beverage, and recreational facilities. There are a variety of factors that should be considered when establishing a price for the products and services of your hotels. These factors may include the pricing methods, hotel objectives, competition effect and the influence of the prospects perception and characteristics of the products and services of your hotel and its resources and environmental control. The price factor is a worldwide concept in many ways to express the products and services of an organization. Some of the factors include billing, charges, cost, dues, duty, expense, fare, fee, honorarium, interest, levy, premium, rate, retainer, salary, wage and tariff. I am sure if you spend a little time you can think of several more. No matter what you choose to call the factors impact on your products and services to determine exactly according to the factor. The hotels objectives that have set for the whole or a particular product or service will have a significant impact on the decision. Following are the examples of key competitive factors within the market for low cost hotels.
The offer you are giving for a short term or a long term commitment or it is for something to build the hotels activities.

capture maximum market or attract customers for sale of other offerings

TRAVELODGES OPPORTUNITIES AND THREATS WITHIN THE CURRENT MARKET Its a big research shows that high costs in London are more likely to deter the British Public from visiting the capital than the threat of terrorism. The clear and present danger to London's economy is no longer the threat of terrorism, a study conducted by Travelodge has revealed. The British public is more likely to avoid the capital because of the expense. Travelodge, the UK's number one budget hotel brand, has undertaken a survey of its customers as well as commissioning independent nationwide research to gage the country's attitude towards the capital. The two questionnaires surveyed a total of 4000 people across the UK. More concerned about cost than terror attacks of those interviewed for the nationwide research, nearly half the respondents were concerned about expense (45%) whilst only one third (34%) were concerned about the threat from terrorists. Clearly the threat of attack is not deterring people from visiting London, it is the cost. The Chief Executive of Travelodge, Grant Hearn, expressed his concern at these findings, "The results were not what we expected but on reflection it is unsurprising that visitors remain reluctant to come to London because of prohibitive pricing. There is a vicious circle whereby high running costs lead to increased prices in the capital. Hoteliers, restauranteurs and retailers need to offer better value, and transport and business costs - controlled by the Mayor - need urgent attention." He continued, "If something is not done to make London more economically accessible to people in the UK - rather than just thinking about fat foreign tourist wallets - then British visitors will simply be excluded from fears about their savings, not their safety. People in the UK have a right to constant and sustained value for money in their capital."

The research also showed that the threat of terrorist attacks has clearly begun to subside. Less than 1% interviewed in the national survey had cancelled any pre-planned trips to London, and of those who had visited London since 7/7 - two thirds found their trips both enjoyable and safe. By contrast, a significant majority of all people questioned (71%) said that deals on hotels would encourage them to visit the capital. Respondents also indicated that they would be attracted to the capital by free or discounted travel and entertainment and better value in the retail sector. Hearn commented, "It is clear that people are looking for good value to make visiting the capital affordable. We offer quality low cost family rooms (from 46) in central London - you don't have to charge the earth just because you are based in central London." Back to the Blitz of those interviewed in the nationwide survey, younger people were the most concerned for their safety. People between the ages of 16 and 24 were three times more likely to express concerns than people over the age of 55. The older group was five times more likely to express a Blitz mentality towards the bombings. Younger people (16-24) were also the age group most concerned with the expense of London. And geographically - whilst it is unsurprising that the Scots prioritised money over safety - the Welsh were the most concerned with expense in the capital. Of the 45% of people in the national survey concerned about the expense associated with London, the larger proportion was male, (51% of all men interviewed were concerned about expense in comparison to 41% of women). Conversely, of the 34% worried about terrorist attacks in the capital, women were the gender proportionately more likely to express concern (40% of all female respondents were concerned about further attacks compared to 23% of men). When asked if anything further could be done to make London any safer, over one quarter of respondents to the national survey (27%) called for more armed police and over half (56%) thought that there should be a more visible police presence on public transport and the street. KEY ELEMENTS IN DESIGNING A CUSTOMER SATISFACTION

A survey may help to know the customers liking and disliking for the specific product, offer or the area of offer and product exist. The consumer survey may help to find out the area of improvement and the customer behavior and aspects regarding the services provided. Whether you are going to developing a new product or updating an existing one, you may launch a customer survey to know the customer liking, disliking, customer behavior and the grading or feedback given by the customers about the product, design, services and functionality is valuable or invaluable. Otherwise the customer will shed light on the problems and that would be missed. The survey may design to depend on your task and goals which are achieved, going to achieve, have to achieve. There are different areas to know the customer satisfaction through survey which may help the manager to identify the key elements and metrics to maintain the track record of departments and roles. NEW PRODUCT Travelodge may create a customer satisfaction survey for its new product like it offers new style luxuries rooms for the best satisfaction of customer needs but with the increase of some prices effect to know the customer satisfaction and affection. CUSTOMERS LOYALTY Travelodge may also know the customer loyalty and influence regarding the quality of product and services, satisfaction and interest to keep doing the work and going to start in achieving the planned goals and objectives in future and long way. ESTABLISHING PERFORMANCE Travelodge may also know the performance regarding product and services provided to customers and consumers with the feedback of customer survey measure the progress, satisfaction, improvement and proper implementation of rules and regulations. TIPS FOR WINNING THE CUSTOMER SURVEYS

You should be more efficient to fight for well and win thats may be asking, telling and listening to win. Sound methodology questionnaire should be used for the key area mentioned and used the following. CLEAR Travelodge purpose should be clear about the survey that the survey is specifically for the customer satisfaction at the hotel stay like the room services about the comfort ability level. SPECIFIC Travelodge surveys questioners should be specific about getting the general ideas and concepts regarding the hotel services like staff co-operation and serving. LIMITED

Travelodge surveys questioners should be limited so that the customer should not be irritate and easily give the answers regarding the services which the consumer availed during the stay in hotel.

A QUESTIONNAIRES TO INVESTIGATE CUSTOMER SATISFACTION Customer satisfaction is the most important thing for the development and achievement the Travelodges goals and task. For this purpose the questionnaires in the survey should be necessary to seen for practically all of these investigations which may be simple or complex. There are different steps to investigate but some are including passing over one to another can result in incomplete information, and leave with the too many questions about exactly what to do in order to effectively increase the hotels revenue, market goodwill and loyalty. Following are the measurement of survey for customer satisfaction; List the customers which are valuable for the hotel Measure the key area for the customer satisfaction. Take the corrective actions and conduct the surveys

The following questionnaires include the surveys for the customer satisfaction.
Was your reservation handled courteously and correctly? Were your arrival and departure experiences handled courteously and efficiently? Was the front desk courteous and helpful? Was your suite clean and properly maintained? Were the Valets and Bellman courteous and helpful? The Restaurant at Sample Hotel - Service The Restaurant at Sample Hotel - Food Room Service - Service Room Service - Food The Bar at Sample Hotel - Beverages & Service Meeting or Catered Function - Facilities Meeting or Catered Function - Service & Food Spa Services Tennis Concierge Services

THE ROLE OF MODELLING COULD PLAY IN GAINING AN UNDERSTANDING OF BUYER BEHAVIOUR Consumer behavior is an important consideration when constructing a marketing plan. While profits, sales numbers and all profit generating departments are important, when it comes down to it consumer behavior is a big part of the marketing puzzle. Businesses that cannot understanding how a consumer's mind operates will have a more challenging time figuring out how to target a campaign that will attract or catch attention. Discover, drives, attracts and motivations of consumers is very attractive and valuable information. Marketers who can successfully figure out what makes potentially interested consumers tick will have gained a terrific opportunity to use the information in order to develop a strong campaign. Pre-technology a lot of this information could not be seen by the naked eye, or if so, would take an enormous amount of time to compile and analyze, Today through technology marketers have an easier means to collect and reflect upon the information collected and learn more about consumer behavior from different perspectives. As a result marketing experts can then use the information to improve their marketing strategies. According to Lars Perner, Ph.D. of the Marshall School of Business as USC, "the study of consumers helps firms and organizations improve their marketing strategies by understanding issues" and continues to describe how "the psychology of how consumers think, feel, reason and select between different alternatives" and he cites brands and products as examples. Other consumer behavioral factors of value are gaining perception of how consumers are influenced by their environments, shopping routines, decision making processes, and motivations. Professor Perner also suggests there are four main benefits related to consumer behavior:

Marketing Strategies - this includes grasping good timing, effective advertising techniques and pleasing customers. Public Policy - Gaining knowledge of public policy and how products can impact (i.e. side effects) is critical. Social Marketing - This factor involves ensuring ideas are passed to consumers rather than aggressive sales. This could include awareness or if society is resistant, alternative methods. Better Consumers - Studying consumer behaviors make marketers better consumers too.

Understanding how to utilize the information gleaned from consumer behavior is the key. Armed with this information marketers can focus on producing products and/or services targeted markets are actually interested in, and they can also figure out how to develop effective campaigns.. If these two objectives can be accomplished, then the chance of converting marketing efforts to sales increases Seems if a good glimpse in consumer behavior can be made, then the rest comes more naturally. STAGES IN PROCESS OF ADOPTION/DIFUSSION

Adoption is an individual decision to become a regular user of a product. How do potential customers learn about new products, try them, and adopt or reject them? The consumer adoption process is later followed by the consumer loyalty process, which is the concern of the established producer. Number of years ago, new product marketers used a mass market approach to launch products. This approach had two main drawbacks: It called for heavy marketing expenditures, and it involved many wasted exposures. These drawbacks led to a second approach, heavy user target marketing. This approach makes sense, provided that heavy users are identifiable and are early adopters. However, even within the heavy user group, many heavy users are loyal to existing brands. New product marketers now aim at consumers who are early adopters. The theory of innovation diffusion and consumer adoption helps marketers identify early adopters. An innovation is any good, service, or idea that is perceived by someone as new. The idea may have a long History, but it is an innovation to the person who sees it as new. Innovations take time to spread through the social system. The Innovation diffusion process is defined as spread

of a new idea from its source of invention or creation to its ultimate users or adopters. The consumer adoption process is the mental process through which an individual passes from first hearing about an innovation to final adoption. Adopters of new products have been observed to move through five stages:
Awareness: The consumer becomes aware of the innovation but lacks information about it. Interest: The consumer is stimulated to seek information about the innovation. Evaluation: The consumer considers whether to try the innovation Trial: The consumer tries the innovation to improve his or her estimate of its value. Adoption: The consumer decides to make full and regular use of the innovation.

The new product marketer should facilitate movement through these stages. A portable electric dish washer manufacturer might that many consumers are stuck in the interest stage; they do not buy because of their uncertainty and the large investment cost. But these same consumers would be willing to use an electric dishwasher on a trial basis for a small monthly fee. The manufacturer should consider offering a trial use plan with option to buy. Marketers recognize the following characteristics of the adoption process: differences in individual readiness to try new products; the effect of personal influence; differing rates of adoption; and differences in organizations readiness to try new products. A level of innovativeness is the degree to which an individual is relatively earlier in adopting new ideas than the other members of his social system. In each product area, there are pioneers and early adopters. Some people are the first to adopt new clothing fashions or new appliances; some doctors are the first to prescribe new medicines; and some farmers are the first to adopt new farming methods. People can be classified into the adopter categories. After a slow start and increasing number of people adopt the innovation, the number reaches a peak, and then it diminishes as fewer non-adopters remain. The five adopter groups differ in their value orientations and their motives for adopting or resisting the new product.

Innovators are technology enthusiasts; they are venturesome and enjoy tinkering with new product and mastering their intricacies. In return for low process, they are happy to conduct alpha and beta testing and report on early weakness. Early adopters are opinion leaders who carefully search for new technologies that might give them a dramatic competitive advantage. They are lesser price sensitive and willing to adopt the product if given personalized solutions and good service support. Early majority are deliberate pragmatists who adopt the new technology when its benefits are proven and a lot of adoption has already taken place. They make up the mainstream market. Late majority are skeptical conservatives who are risk adverse, technology shy, and price sensitive. Laggards are tradition bound and resist the innovation until they find that the status quo is no longer defensible.