Accor Company Marketing Strategy Case Study

Open, View, and/or
Download this Document

Total Length: 1003 words ( 3 double-spaced pages)

Total Sources: 4

Page 1 of 3

ACCOR MARKETING STRATEGY 5CASE QUESTIONS 3 AND 4Accor is a market leader in the hospitality industry, with operations spread across 100 countries and a workforce of over 150,000. The company prides itself in a strong brand portfolio that incorporates brands across four banners: luxury, economy, premium, and milieu de game. This text analyzes Accor’s marketing strategy in the economy and Resorts segments. It specifically identifies the pull and push strategies that the company uses to promote its Ibis (economy) brand and Banyan Tree (Resort brand), and identifies how the company could benefit from implementing a Dashboard for its Resort brand.The Push and Pull Strategies using the AIDA FrameworkThe AIDA model identifies the four stages – attention, interest, Desire, and Action – that a customer goes through before making a purchase (Kotler, ET AL., 2019).Attention: The Attention stage involves attracting the attention of customers and making buyers aware of the product or service (Kotler et al., 2019). At the attention stage, Accor uses a combination of traditional and social media marketing techniques that are mainly pull strategies. Television commercials are the most commonly used traditional marketing techniques in both segments. Moreover, the company offers brand sponsorships for the group in general, such as the partnership with Paris Saint-Germain Football Club in 2020, which help to make the group and its brands known to potential customers. Accor also maintains a strong presence on Facebook, Twitter, Pinterest, Instagram, and YouTube (Damnjanovic, Loncaric & Dlacic, 2020). The company’s Ibis and Banyan Tree pages on Facebook are both indicative of an active social media promotion campaign that focuses on advertising at least one hotel daily.The company, however, implements differentiated marketing based on the brand and target customers.

Stuck Writing Your "Accor Company Marketing Strategy" Case Study?

View All Our Example Accor Company Marketing Strategy Case Study

Have A Custom Example Essay Written

Ibis advertisements emphasize the price advantages that customers stand to enjoy, while those on Banyan Tree focus more on the quality of offerings, such as the type of architecture and interior décor, health and wellness facilities, Destination Dining, and private pools. Ibis thus focuses on attracting price-sensitive customers, while the Resort brand…

[…… parts of this paper are missing, click here to view the entire document ]

…of TV commercials, brand sponsorships, partnerships with affiliates such as Trivago, rewards to loyal customers, and email marketing campaigns (Damnjanovic et al., 2010). A dashboard would be beneficial as it would readily show the results of the different marketing efforts as measured by certain KPIs. This information would then help the company make informed decisions on the most effective marketing strategies and the most appropriate marketing strategy mix. Consequently, the dashboard would help to improve efficiency as the company would dedicate more resources to the most effective strategies, thus minimizing wastage of resources on marketing strategies that yield little results for the Resort brand.The dashboard could include information on the different marketing strategies used to promote the Resorts segment and relevant marketing KPIs. KPIs could include the number of new customers brought in vis-à-vis the expenditure (return on investment), cost per lead, sales growth attributable to a certain strategy, the expense of each sale (cost per win), the cost of customer acquisition, and the customer conversion (or goal completion)….....

Show More ⇣

     Open the full completed essay and source list


OR

     Order a one-of-a-kind custom essay on this topic


sample essay writing service

Cite This Resource:

Latest APA Format (6th edition)

Copy Reference
"Accor Company Marketing Strategy" (2021, May 21) Retrieved May 3, 2024, from
https://www.aceyourpaper.com/essays/accor-company-marketing-strategy-2177159

Latest MLA Format (8th edition)

Copy Reference
"Accor Company Marketing Strategy" 21 May 2021. Web.3 May. 2024. <
https://www.aceyourpaper.com/essays/accor-company-marketing-strategy-2177159>

Latest Chicago Format (16th edition)

Copy Reference
"Accor Company Marketing Strategy", 21 May 2021, Accessed.3 May. 2024,
https://www.aceyourpaper.com/essays/accor-company-marketing-strategy-2177159
   

Open, View, and/or
Download this Document
order custom essay example