ACCOR MARKETING STRATEGY
CASE QUESTIONS 3 AND 4
Accor 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 Accors 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 Framework
The 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 companys 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. 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 dcor, health and wellness facilities, Destination Dining, and private pools. Ibis thus focuses on attracting price-sensitive customers, while the Resort brand...
…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--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)…
References
Clemente, M. N. (2002). The Marketing Glossary: Key Terms, Concepts, and Applications. Glen Rock, NJ: Clemente Communications.
Damnjanoniv, V., Loncaric, D., & Dlasic, J. (2020). Digital Marketing Strategy of Accor Hotels: Shaping the Future of Hospitality. Tourism and Hospitality Management, 26(1), 233-44.
Kotler, P., Armstrong, G., Harris, L., & He, H. (2019). Principles of Marketing. London: Pearson Education Inc.
https://all.accor.com/brands/banyantree.en.shtml
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