To cater to this new segment, Hilton will have to come with up a new service which is based low cost and differentiation. A new brand has to be brought in. Marketing Eye suggested the brand name “Hilton Foods”. The suggested brand is to keep a difference between Hilton hotels and this service. The idea is to try to go for a different market and the corporate identity will be used extensively. The message of the brand would be quality service of Hilton at a lower cost with products which are designed to your taste.
Operations of the proposed extension
Corporate clients can be acquired by Eye Marketing. Moreover, contracts with Universities and colleges have to be made to take over their hostels food supply. There are multiple setups and hostels operated by universities (or outsourced) students are living. Therefore, it is important to get contracts with Universities. The brand and goodwill of Hilton will help Eye Marketing in getting contracts signed. Hilton Hotel with its financial muscle and established working mechanism can go for economies of scale.
Furthermore, this can potentially attract consumers who have been taken away with the introduction of services like Zomato and JustEat. Lower cost with the brand association of Hilton is likely to make a positive impact. These applications main attraction is lower cost and variety. This can be achieved in terms of cost and variety of food can be provided by Hilton. Market Eyes plans to launch a campaign to highlight the cost to a quality standard aspect. This is a vital factor for the success of the proposed plan.
Partners for the proposed plan
- Eye Marketing and Hilton
- Hilton and Universities
- Hilton and suppliers
- Hilton and corporate clients (Acquisitions)
- Hilton and Students
Roles of team members in both organizations
Coordination between Hilton hotel and Eye Marketing is pivotal. A new department has to be developed with members from Hilton Hotel Australia and Eye Marketing working together. All following departments will include members from Hilton Hotel Australia, Eye Marketing, and new recruits. The idea behind this is to ensure that working channels are smooth and all information/strategy is formulated in collaboration.
Internal Negotiation team
This team would include top management for either side. The terms of the contract, including financials, operations logistics, and all the different aspects can be outlined and agreed upon.
This team shall take further look at the different opportunities present in the market. With resources and time available, this team will go through the due diligence process and identify potential opportunities and how the proposed plan can be implemented to reap maximum benefits.