Marketing Manual | EssayIvy.com

Running Head: MARKETING 1

Marketing Manual

Name:

Institution:

MARKETING 2

LGBT Consumer Market Research

Market research leverages a business on the ever-changing dynamic needs of the market helping

it align its operational and marketing strategies to meet the customer needs, wants, and

expectations. The 2013 LGBT report indicates that LGBP demographic has been recording

tremendous traction in the struggle for equality. The quest is noted to significantly change the

market creating a market gap for companies to tap into market potential generated by the diversity,

gender, and gay rights. The report further noted that the increasing change of public attitude

towards acceptance of LGBT persons had left many markers scrambling to establish plans to tap

into the goldmine.

Statistics

Oakenfull (2015) indicate that a study by The William’s Institute reported that an estimate of 3.5%

of the United States adult population constitutes of LGBT. The 2013 LGBT report in 2006 3.4%

of the cumulative non-Hispanic adult population consider themselves as LGBT individuals;

however, the statistics increased to 4.3% as per the 2013 survey. 5.8% of the American youth aged

between 18 and 34 years term themselves as LGBT. 36% of the LGBT population in the U.S. is

aged between 18 and 34 years against 26% of the heterosexual community. While 16% of the

LGBT are in their late adulthood (65 years and above) against 20% heterosexual cohort. Dates

(2015) notes that over 57% of the LGBT population is expected to be married with a considerable

number officiating the union through weddings. The statistics below show a growing number of

the LGBT community across the age group which translates to increased LGBT market based, of

which Euphoria can tap into as it targets promoting LGBT marriages.

MARKETING 3

Figure 1: LGBT Adult Population in the U.S. by Age

With the legalization of same-sex marriage by the Supreme Court, it is anticipated the number of

LGBT marriages to escalate. In 2013, the LGBT report elucidated that 17% and 16% of gay men

and lesbians respectively are married based on 2007 study sample in Massachusetts. The table

below that despite the heterosexual men and women being more likely to marry, the number of

gay men and lesbians is increasing creating a potential market for the wedding and hospitality

sector.

Figure 2: Statistics on LGBT Weddings against Heterosexual Men and Women Marriage in the U.S.

MARKETING 4

Figure 3 shows the likelihood of the LGBT to get married in the U.S. according to a CMI report

in 2017. Across the LGBT group, there is a high probability of couples getting married through

legal means of which weddings is a crucial constituent; hence an ascertain market for Euphoria.

Gender expansive refer to transgender.

Figure 3: Marital and Relationship Status

Figure 4 below the likelihood of married LBGT having wedding destination such as honeymoons.

The statistics are key in planning on how to tap into the market.

Figure 4: Marriage Destinations

About one-third of LGBTQ couples consider their wedding a destination wedding. Men: 35% had

a destination wedding Women: 29% had a destination wedding. Nearly half of LGBTQ couples

consider their wedding a destination. Half of couples are choosing to host a destination wedding

(men, 53%; women, 49%). Within the LGBTQ community, transgender couples are even more

MARKETING 5

likely to host a destination wedding (78%). Among those choosing to have a destination wedding,

74% of men and 73% of women are having a destination in the domestic US (not including HI and

AK).

Trends

In regard to the wedding and reception patterns, a report by CMI 2016 on same-sex weddings

indicated that most of the LGBT marriages are have planned ceremony and receptions for the

invited quests as shown below.

Figure 5: Ceremony and Reception Patterns

For planned receptions and ceremony it is key for the hotel hosting the ceremony or reception to

determine the number of guest expected normally invited by the LBGT. CMI report of LGBT

wedding indicated that most of the reception and ceremonies invited quests ranging from 100-200.

Using this data, Ephoria can anticipate the number to quests to attend to when holding the LGBT

weddings hence making considerations on space and quantity of food to serve among other related

considerations.

MARKETING 6

Figure 6: Number of Guests

Figure 7 indicated the wedding ceremony destination preferences which significantly impacts on

Euphoria. The place where the group prefers to hold their weddings denotes the probability of the

hotel to be holding the ceremonies for the group. The CMI 2016 report indicated that most refer

ceremonies in the public park or beach setting with 8% preferring hotels while 4% restaurants.

Figure 7: Wedding Ceremony Settings

In addition to ceremony, the type of setting for reception also shall affect the Euphoria business

plans and management as well as marketing strategies. Figure 8 below shows the type of setting

MARKETING 7

preference for wedding receptions. Most of the wedding receptions are either held at a hotel or

restaurant.

Figure 8: Wedding Reception Settings

The Financial status of the group affect their purchasing power; the CMI (2017) report indicates

that over 51% of the LGBT are financially stable hence most can afford the weddings and related

services.

Figure 9: Financial Status of the LGBT

MARKETING 8

Information communication technology and internet being an integral component of business

today, the LGBT report noted that the groups significantly rely on the internet to communicate and

relay their issues, buy products and services among other uses. Some of the common websites

dedicated to LGBT issues outlined by the report include Gay.com, LogoTV.com, and Queerty.com

among others shows not limited to those limited in Figure 3 below. Euphoria can sponsor adverts

on the sites as they are more likely to be visited by the target audience. In doing so, the hotel will

be able to market itself more efficiently.

Figure 10: Leading Websites with LGBT Content in the U.S.

A survey by Community Marketing & Insights (CMI) (2012) showed that the gay men and lesbians

women preferred to be referred as LGBT and least preferred LGBTQQIA (lesbian, gay, bisexual,

transgender, queer, questioning, intersex, and allies) and queer as shown below, this means the

name referred to them by business affect their consumer behavior. Euphoria must ensure its

workforce is well educated about the terms to refer to LGBT and ensure it uses LGBT friendly

language in its entire statements, policies, adverts and marketing strategies for it have the

potentially attracting the target audience to the hotel.

MARKETING 9

Figure 11: Terms Preferred to be used by Business when Referring to Gay and Lesbians

CMI (2012) further indicates that the LGBT persons are more likely to purchase or seek services

from a business that impresses them. It is vital Euphoria Hotel to ensure it optimally portrays itself

in the best way worth creating a strong brand and impression to the target market.

Figure 12: Consumer Behaviour of LGBT regarding Brands

MARKETING 10

Hotel markets depend on the culinary lifestyle and preferences of the target population. Basing on

the Figure below, Euphoria can use the statistics in strategizing on how to tap the LGBT

individuals.

Figure 13: Food Lifestyle of the LGBT

Regarding the size of the hotel and future expansion strategy, the booking dereferences of the

LGBT as shown below can be useful for Euphoria when setting up the hotel. The preferences on

the hotel directly impact on the type of hotel Euphoria management envisions it to be.

MARKETING 11

Figure 14: Preferences by Type of Hotel

Marketing Strategies

Euphoria Hotels LGBT Policies

All Euphoria employees must have aligning values with that of the LGBT population, employees

with contrary values shall be exempted from the workforce in that their contradictory values with

the group would likely affect their work performance. Euphoria shall be free from LGBT prejudice

and stereotype. Euphoria shall partner and engage with other brands that support the pro-LGBT

policies such as Google, Target, and Starbucks among other local enterprises.

Marketing Department

Objectives

The marketing department shall aim to undertake coherent advertisement and promotional

activities to reach the largest number possible to the LGBT population.

Strategies

1. Advertise the hotel in LGBT media such as Qay.com.

2. Take an active role and sponsor LGBT charities and other organizations as well as engage

in activities organized by the group.

MARKETING 12

3. Incorporate the LGBT rainbow flag and other slogans such as “it gets easier” in the adverts.

4. Adverts must capture both gay men and lesbians.

5. Training of employees shall focus on the cultural competence focus on the attitudes,

behaviors and policies sensitive to LGBT concerns.

6. Use of unusual and captivating images of the real-time LGBT couples showing exclusive

experiences.

Etiquette

a. All employees shall treat all the customers equally and avoid the use of expressions or

gestures that would be interpreted otherwise by the customers.

b. Ensure the customers feel welcomed and at home by educating the workforce on gay-

friendly attributes and mannerism.

MARKETING 13

References

CMI. (2012). A Researcher’s Guide to LGBT Best Prac5ces, Methodologies, Key Findings. San

Francisco, CA: Community Marketing & Insights.

CMI. (2016). CMI’s 21st Annual Survey on LGBT Tourism & Hospitality: U.S. Overview Report.

San Francisco CA : Community Marketing & Insights.

CMI. (2016). Same-sex Weddings in 2016: A Review of CMI Research One Year AAer the

Landmark Rulings by the United States Supreme Court. San Francisco CA: Community

MarkeKng & Insights (CMI).

CMI. (2017). CMI’s 11th Annual LGBT Community Survey USA Report. San Francisco CA :

Commnity Marketing & Insights.

EMS. (2013). The 2013 LGBT Report. Schaumburg, IL: Experian Marketing Services.

Gates, G. J. (2015). Marriage and family: LGBT individuals and same-sex couples. The Future of

Children, 25(2), 67-87.

Oakenfull, G. W. (2013). What Matters: Factors Influencing Gay Consumers' Evaluations of “Gay-

Friendly” Corporate Activities. Journal of Public Policy & Marketing, 32(Special Isssues),

79-89.

Place new order. It's free, fast and safe

Paper type

Deadline

Page count

550 words

Total price: $ 15.00

Our customers say

Jeff Curtis

USA, Student

"I'm fully satisfied with the essay I've just received. When I read it, I felt like it was exactly what I wanted to say, but couldn’t find the necessary words. Thank you!"

Ian McGregor

UK, Student

"I don’t know what I would do without your assistance! With your help, I met my deadline just in time and the work was very professional. I will be back in several days with another assignment!"

Shannon Williams

Canada, Student

"It was the perfect experience! I enjoyed working with my writer, he delivered my work on time and followed all the guidelines about the referencing and contents."