ABSTRACT
The services marketing mix provides hospitality retail organisations with a framework for focusing on the related aspects of the brand, so that all the elements of the brand are consistent with each other. In this way, the products sold and prices charged, together with people delivering products and services and the processes they use, reinforce the key features of the brand. The various market segment characteristics are: socio-economic group, life cycle position, gender, geographical, lifestyle, and personality. Hospitality retailers are defining and developing their brands round the occasions that customers use their type of business. These include 'refueling' involving lunch and early evening meals, all-times-of-day-meals starting from breakfast, family outings, special meal out, out-on-the-town drinks, and convenient and safe place to stay overnight. Knowing the critical success factors and sales promotion efforts are important for these brand development efforts.
