Unilodge Company for Digital Marketing- myassignmenthelp.com

Question: Discuss about theUnilodge Company for Digital Marketing. Answer: Introduction Unilodge is one of the leading providers of accommodation facilities to students with more than 60 properties, across countries such as Australia and New Zealand. Unilodge is owned privately and mostly specialises in professional operations and management of various properties located within the university or areas close to the universities across Australia and New Zealand. Strategies for market targeting, positioning and branding Unilodge Company employs proper marketing strategies to identify available target markets and to come up with a marketing mix that helps in winning the trust of its potential customers. Market targeting involves dividing a market into segments and the concentration on one segment (Hulse, Martin, James Stone, 2018). Unilodge mainly targets students learning in various universities in Australia and New Zealand and who need accommodation while pursuing their studies. Also, Rowley, Costello, Higgins, Phibbs (2014), explains that market positioning is a strategy used by companies to develop a position in the customers minds. For example, Unilodge has been well-known by the students to provide quality accommodation services at affordable prices. The company makes its accommodation facilities to reflect the lifestyles of the university students as a way of developing customer preference. Furthermore, Branding involves creating a unique name and image for a product (Parameswaran Bowers, 2014). Unilodge has developed a strong brand for its services. It has been known by the students for providing quality housing at affordable costs. Market segmentation Market targeting Product positioning Involves identifying bases for segmentation The company evaluates the potential and also the commercial attractiveness of each segment The company comes up with a detailed product positioning for the selected markets Determining and coming up with some essential characteristics of each market segment identified. The company then selects one or more segments from the potential segments The company then develops a marketing mix for each of the potential chosen markets. Unilodge mainly deals with university students who need accommodation services as a market segment. Unilodge targets university students around Australia and New Zealand who need accommodation while pursuing their studies Unilodge has developed a strong brand as a company which provides quality accommodation services at affordable prices. Marketing mix of the company Unilodge Company uses the marketing mix to enhance the effectiveness of the services offered by the company. The marketing mix involves an overall combination of various factors that can be controlled by the company to motivate the customers to buy the products offered by the company. The marketing mix of Unilodge Company involves; Product: This mainly refers to the companys market offer (Khan, 2014). It is the item that is produced by the company to satisfy the needs of a particular targeted group of people. The company provides accommodation services as the product in the marketing mix. A product in the marketing mix of the company has a life cycle which involves growth, maturity and sales decline phase. Price: This refers to the amount paid by the clients to enjoy the services offered by the company, (Khan, 2014). Price in the marketing mix is useful in determining the profits earned by the company and the survival of the company. Ideally, Unilodge offers accommodation services to university students at affordable prices. It prices its accommodation facilities at relatively lower prices to make them more affordable. Distribution: This entails the location of the product and the means by which the products are made available to the customers by a company (Khan, 2014). About Unilodge, the company uses intensive distribution, exclusive distribution, selective distribution, and franchising. To ensure that its facilities are made available to the students. Promotion: Promotion involves finding a market for a specific product, through making the customers aware of the existence of a product and then convincing them to buy (Withers, 2014). Digital marketing is an important marketing and promotional strategy used by Unilodge to boost brand recognition and sales. Sales promotion is carried out by the company through advertising on various social media sites like Facebook and Twitter. How this company is adapting to the changes in digital marketing focusing on each element of the marketing mix. Unilodge Company is adapting to the changes in digital marketing to boost customer awareness of the services provided by the company (Pinto, 2017). The company advertises the product aspect of the marketing mix so that the customers are made aware of the services offered and the prices to be paid for the product (Robertson, 2017). The company is making use of social media sites to stimulate marketing of the services offered by the company. In its social media sites, the products (the facilities and the accommodation services available) are described, with the costs attached to them thus enabling the students to evaluate and choose the services of their interest. Differences between Unilodge and Mantra hotels Mantra hotels use different strategies and approaches to enhance the effectiveness of the activities carried out by the company. The difference between Unilodge and Mantra hotels is evaluated in the table below: Unilodge company Mantra hotels The company is involved in professional management and specialises in the management of student accommodation Mantra hotels do not specialise in the management of student accommodation but rather offers holiday accommodation in Australia. Unilodge company has less advanced information technology system as compared to mantra hotels Mantra hotels use diverse asset base, brand ownership and make use of streamlined, centralised operations and have a superior information technology infrastructure. The sales and marketing teams used by the company in sales promotion is weaker as compared to the team employed by Mantra hotels Mantra hotels use sales and marketing teams which are so strong such that it makes the company the strongest hospitality management group in Australia Conclusion In conclusion, Unilodge Company is very effective in providing accommodation services to the students in universities across Australia and New Zealand. The company employs the marketing mix to boost the profits earned by the company. The aspects of the marketing mix used by the company are product, price, distribution and digital marketing (promotion). References Hulse, K., Martin, C., James, A., Stone, W. (2018). Private Rental in Transition: Institutional Change, Technology and Innovation in Australia. Khan, M. T. (2014). The Concept of Marketing Mix' and its Elements (a Conceptual Review paper). International Journal of Information, Business and Management, 6(2), 95. Parameswaran, A., Bowers, J. (2014). Student Residences: From Housing to Education.Journal of Further and Higher Education. Pinto, S. A. (2017). Shackled Bodies, Unchained Minds: Lunatic Asylums in the Bombay Presidency. Robertson, S. (2017). Infrastructures of Insecurity: Housing and Language Testing in Asia-Australia Migration.Geoforum. Rowley, S., Costello, G., Higgins, D., Phibbs, P. (2014). Subsidized Affordable Rental Housing: Lessons from Australia and Overseas. Withers, G. (2014). The State of the Universities.Through a glass darkly: The Social Sciences Look at the Neoliberal University.