Integrated Marketing Campaign for Ritz Hotel London

This report examines the integrated marketing campaign for Ritz Hotel London. It covers the market sector, brand overview, and proposed marketing strategies. It also discusses the current market analysis, key competitors, target consumers, financial performance, and unique selling points of the hotel. Additionally, it provides insights into the search engine results page (SERP).

Individual market
report and proposed
integrated marketing
campaign for RITZ
hotel London

EXECUTIVE SUMMARY
The concept of marketing is important in business. Without using marketing concept, it is
difficult for organisations to achieve their goals as well as objectives in proper manner. The
hospitality sector of U.K is becoming important as it is considered as major contributors within
community & society. To achieve competitive benefits, effective strategies are used through
marketing theories, models etc. Therefore, it is evaluated that it is crucial to s be aware about these
concepts on basis of which it is easy to survive in market. The growth & development of
hospitality industry is a major focus as they provide more jobs al around the world.

Table of Contents
EXECUTIVE SUMMARY..................................................................................................................2
INTRODUCTION ...............................................................................................................................4
MAIN BODY.......................................................................................................................................4
2.The Market sector ........................................................................................................................4
2.2 Current market analysis.............................................................................................................4
2.3 Key external influences ............................................................................................................4
2.3 Market trend...............................................................................................................................6
3. The brand within sector.............................................................................................................6
3.2 USP ...........................................................................................................................................6
3.3 Current financial performance (KPI)........................................................................................7
3.4 Target consumers/ customer profile ..........................................................................................9
3.5 Key competitors.........................................................................................................................9
3.6 Product .....................................................................................................................................9
3.8 Search Engine Results Page.......................................................................................................9
3.9 SWOT Analysis .....................................................................................................................10
4 Proposed Integrated marketing campaign ..................................................................................11
4.1 Content marketing....................................................................................................................13
4.2 Digital marketing.....................................................................................................................13
4.3 Direct marketing......................................................................................................................13
4.5 PR activities.............................................................................................................................13
4.6 Marketing plan.........................................................................................................................14
5. CONCLUSION..............................................................................................................................15
REFERENCES...................................................................................................................................16
Books & Journal:...........................................................................................................................16

INTRODUCTION
In business sector, wide range of companies exists such as small, medium and large. The
hospitality industry is changing from time to time (Alva, 2019). Main aim of this report is to
examining the integrated marketing campaign for Ritz London. In this report, secondary sources
are being used to collect data & information. Drawback of this report is that it does not provide
quantitative information. The research is to be conducted by using secondary sources. This report is
based on The Ritz London hotel, located in U.K. The hotel is known for providing luxury and
wide range of services such as room bookings, free W-FI, lodging etc. They too have many
competitors like Belmond, Hyatt Hotels & Monarch Casino and Resort etc. This report comprises of
market sector, overview of brand within sector, integrated market campaigns and summary.
MAIN BODY
2.The Market sector
Hospitality industry is changing at rapid scale and it is essential to focus on growth as well
as development of sector so that decisions making is done accordingly. This hospitality sector
focuses on providing of services of wide categories such as food and drink service, event planning,
theme parks, lodging and many more. In United Kingdom, the sector is enlarging with rise of
competition and contributes in country at larger scale as industry is being viewed as fourth biggest
employer in U.K which provided jobs through direct employment. In relevance of The Ritz London,
they have been considered as major attraction for tourists and visitors (Arcuri, 2020). Further more,

the market sector of industry is developing & accessing to new opportunities with aim of gaining
competitive advantage. Thus, hospitality sector is most hot trend within current situation of market.
2.2 Current market analysis
The hospitality industry in U.K is dynamic & investment in this sector is also huge. In 2018,
industry rose & a good performance and progress was recorded. It is also determined that overall
performance of this industry was better in London city as compared to the whole country. For
example the ARR which is also known as average room rate for U.K was around GBP 87 whereas
ARR of London was around GBP 150 in 2018 (Astashonok, 2020). The size and scope of
hospitality sector is widening & resources are used at larger scale.
2.3 Key external influences
In business, it is crucial to be aware about external factors so that it is easy to make
decisions within entity. External factors have deep impact on entity overall organisational structure
and it is necessary to be aware about these elements. In relevance of selected entity, it is seen that
they uses PESTEL model to examine external factors.
PESTEL Analysis
It is a framework which is used by entity to determine the external elements within business
environment that affects enterprise overall activity. In relevance of selected entity, there are located
at various locations & are affected by external factors which are further discussed as follows-
Political factor-
It is a factor which comprises of elements such as labour law, environmental law, etc. In
reference of The Ritz London hotel, they can be affected by terrorist activities & other external
political instability at larger scale. It is because political activities can impact at larger scale on hotel
operations and functions (Bourke, 2020). For example- The Ritz London has good relations with
each politics agencies of U.K on basis of which they are easily funded by various government
agencies.
Economic factor-
It is a factor in which it includes factors like foreign trade policies, inflation and deflation
rate etc. In viewpoint of chosen firm, their the growth rate of U.K is booming and it have positive
impact on entity's as hospitality industry has been contributing more.
Social factor-
In this, it includes elements like behaviour, attitude, etc. In context of selected firm they
deals in service sector so it is important for them to focus on customers, individual taste or

preference so that activities are carried out accordingly. With ongoing pandemic situation, customer
preferences have changed a lot which directly affects the business (Cure, 2020). Moreover, it is too
analysed that The Ritz London has been affected social factors as for example- they changes their
infrastructure on environmental basis.
Technological factor-
It includes elements like use of artificial intelligence, software, hardware etc. In relevance
of The Ritz London, they provide luxury services which reflects their strong presence of strong
financial resources. So, they too have high end management system & security network through
which they protect data of their guests & users.
Environmental-
In this, it includes factors like green agenda, waste management etc. It is necessary to
focus on these factors so that brand goodwill increases. In relevance of selected firm, they have
been focusing on carbon footprint by 2025 & are using resources efficiently (Hempfling, 2020).
Legal factor-
It is element which comprises of rules, regulations, legislations etc. In reference of The
Ritz London, they have their own intellectual property rights. They too use lawful contracts for
business & expansion.
2.3 Market trend
According to smartmeetings.com, market trends in hospitality sector are dynamic and
change with time period. There are several types of trends within sector which are described as
follows-
Tech explosion
In this fast moving world, most of individual are self sufficient and there are wide range of
tech- savvy travellers who uses smart devices, applications, tools widely in efficient way. In
hospitality sector, hotels offers many products & services which are related which are used by
business people , event planners etc. (Khurana 2020).
Influx of international visitors
The travel as well as tourism sector is being enlarging and rate of international tourist is
also increasing at higher level. So, it is crucial for hotels to provide multi language services to
guests and customers.

3. The brand within sector
The Ritz London hotel which is a five star hotel located in Piccadilly in London. The hotel is
to be known as one of the world most luxurious hotels. It was opened by Swiss hotelier Ceasar Ritz
in 1906. Abdulhadi Mana Al- Hajri is current owner of the hotel.
Mission- Main mission of The Ritz London Hotel is to provide luxury experience to guest
and visitors who always enjoy warm, relaxed and refined ambience.
Vision- To inspires life's most meaningful journeys.
Products and services- The range of products as well as services are provide by hotel to
guests and tourists such as lodging, event planning, business meetings services, online room
bookings, food and drinks, etc. The management of hotel make assure that effective methods are
being used to provide services to guests.
3.2 USP
USP is also known as Unique Selling Price in which it is defined as way of differentiating
product or services from others (Kulkarni, 2020). It relation of selected entity, they have USP such
as it provides best reward programs around, Th Ritz Carlton Rewards. Another USP of hotel is that
they operated in 31 countries globally & have strong financial resources.
How the effectiveness of implementations been measured and examples.
Brand logo
The above stated picture reflect the brand logo of a hotel. It is same as across all over the
region and branches.
3.3 Current financial performance (KPI)
It is essential for business to be aware about financial performance of company so that it is
easy to make decisions in most efficient way. Moreover, financial performance of The Ritz London

is increasing & is at booming level. Financial performance KPI refers to measurable term which
depicts how good firm is performing. In business, there are different kinds of financial performance
KPI which are used by chosen hotel which are discussed as follows-
Gross Profit Margin
It is a type of profitability ratio that determines how much revenue is present after
deducting cost of goods sold. It is calculated by GPM= Revenue- (cost of sales)/ Revenue* 100
Net profit margin
It another KPI in which it includes percentage of revenue & other income which is left after
deducting all costs of business including cost of goods sold, operating expenses etc.

Financial performance of The Ritz London
From above shown picture, it is analysed performance level of hotel is growing & is stable.
Also, they are focusing on using of efficient resources to save the cost of business activity.
CREDIT RISK parameter

3.4 Target consumers/ customer profile
In business, it is essential to be aware about target customers so that it is easy to implement
strategies in effective manner. It is crucial to have knowledge about targeted market as well as
audience. In relation of The Ritz London their target market is high class community & society,
business people, rich individuals etc. Manager of hotel is able to carry out marketing activities
properly after collecting information of target audience at larger scale (Larrinaga, 2021)
Aaker's brand personality
According to this model, it states that brand personality is beneficial for organisation and
customer on basis it is easy for them to achieve and develop positive relationships. Brand
personality is essential to survive in market for longer time interval. It comprises of several
elements which are further discussed as follows-
Sincerity
It is first most important element of model in which it comprises of down to earth, honest,
wholesome & cheerful keyword. Every organisation wants to execute their business in sincere way.
For example- Coca- Cola, Hallmark, Oprah are to be viewed as sincere brand.
Excitement
These are those brands that focusing on exciting, unique, new etc. For example- Nike, Tik

Tok are being considered as excitement brand.
Competence-
These are those in which brand compete with others in order to achieve competitive benefits.
For example- Volvo, Microsoft, comes under this category.
Sophistication
In this sophistication brand includes complex, luxurious, upper class etc. So, The Ritz
London Hotel comes under this brand personality.
Ruggedness-
These are those types of brands which includes builting to last & believes in hard work. For
example- Land Rover, Levis are under this personality.
3.5 Key competitors
The hospitality sector is wider as well as broader, which depicts that it comprises of large
number hotels & resorts. In relation of chosen hotel, they too have many competitors in market like
Hilton Worldwide, Belmond, Hyatt Hotels, etc. To deal with competitors, selected hotel offers best
services as well as products to their guests & visitors (Luu, 2021).
3.6 Product
There are various kind of products such which can be expected be customers when they are
staying hotels like fireplaces, well stocked mini bar, marble bathrooms, etc. Also services are too
offered by this chosen luxury hotels. The price of products and services ranges mostly high due to
their level of quality & durability. The products of hotel are well stocked and managed by
management to fulfil needs or demands of guests specifically.
3.7 Place
A place refers to location from where distribution is being done. In relation of selected hotel
, they have physical location all over the world. They too uses multichannel retailing in which it
includes on line & physical stores, national as well as international presence. The hotel brand is
located globally & has international presence all over the world. Further, it is analysed that with
strong financial resources, it is easy for them to carry out their business activities in various
countries (Metzger, 2020).

3.8 Search Engine Results Page
SERP refers to results that comes out when users searches online for something through
using search engines such as Google, Bing, Yahoo, & many more (Nagpal, 2020. In relation of
selected hotel, screenshot of their SERP is given as follows-
Screenshot of SERP (The Ritz London)
SEO- It is defined as search engine optimisation which is used by entity to optimize content
online so that search results are at top. In relevance with selected brand, they uses SEO on basis of
which they are able to convert their website more user friendly. According to 80days.com director,
he stated that they have redesign the website of The Ritz London & performance which is providing
benefits to The Ritz London widely (Natorina, 2020).
3.9 SWOT Analysis
It is a tool which is used by entity to access and determine internal capabilities of firm. In
relevance of selected organisation, they too uses SWOT analysis which is described as follows-
Strength
 Main strength of The Ritz London hotel
is that located within 31 countries
globally has strong global presence.
Weakness
 The Ritz London hotel provides same
services which are provided by its
competitors but to achieve advantage

(Safaeva, 2020).
 Another strength is that they have trust
employees and on basis of which they
are able to generate higher productivity.
they have to adopt go for customization
which is cost expensive and can impact
on business operations.
Opportunity
 Main opportunity of hotel is that they
have customers mind set is changing &
is turning towards luxury preference
which can boost the revenue growth of
firm.
Threat
 Biggest threat to business is that it affects
they have wide range of competitors
such as Best Western, Cendant
Corporation, Starwood Hotels & many
more which can directly impact on
customer & sales ratio of business (Alva,
2019).
4 Proposed Integrated marketing campaign
Integrated marketing campaign is defined as combining multiple channels like content,
email, display advertising & social media which are used to promote a brand message and convert
viewers into customers. In relation of selected hotel, they are also focusing on integrated marketing
campaign which is further discussed as follows-
“Joy and Relief: life of people”- The Ritz London
Goals -
Main goal of this campaign is to access to opportunities & enhance brand goodwill.
The goal can be achieved through properly measuring of customer types, budget, market
qualified leads, sales qualifies leads and closed won deals. The budget of this campaign is 500
pound. The targeted customers will be business class people & rich individuals.
Team, employees-
In this campaign three teams will be presented which are marketing team, finance team,
legal department team. Employees who will be working during this campaign are around 97
employees (Arcuri, 2020).
Marketing channels-
In this campaign, marketing channels which will be followed are B2B as well as B2C &
engagement channels which are to be followed are emails, search, website, online ads.

Delivering consistent brand experience
At this stage, brand consistency is being focused in which it comprises of expectation of
customer experience. The level of consistency is achieve through managing message tone, themes,
in better way. In this campaign, logo and design of campaign is followed in effective manner.
Measure, learn and iterate & repeat
IMC is not a one way process as after developing content it is also essential to keep
improving. For example- tools can be used by The Ritz London to measure performance of
campaign like lead generation velocity, marketing qualified lead (MQL) etc.
AIDA Model
AIDA MODEL
It is a model which is to be used by entities in which it includes stages which are faced by
individual during buying process for a product/ services (Astashonok, 2020). It comprises of several
stages which are discussed below-
Attention-
It is a first stage in which it is important to grab attention of consumers. In this campaign of
hotel, attention is to be created through introducing message of a campaign & promotion.
Interest
In this stage, interest is created from audience towards a product or service. In relation of

this campaign, interest will be developed through use of social media tools & direct approaching to
audience (Bourke, 2020).
Desire
It is also important stage in which main focus is on focusing on desire in which detail of
service/ product is being discussed by seller to audience. In this campaign, desire is being accessed
by providing detail description via Instagram, live videos etc.
Action
It is a last aspect in which audience will take actions after reviewing the details of brands,
figures & facts. So, contact details as well as website address is to be provided to audience during
the participation within campaign in which they can ask questions, queries etc.
4.1 Content marketing
In this campaign of The Ritz London, highly effective content is being used to promote
brand ans its message. With help of content marketing, it is easy to produce as well as promote
message effectively (Cure, 2020).
4.2 Digital marketing
It is also important tool which are used to advertise & promote a brand campaigns such as
organic social media, paid social media, email marketing etc. In reference of selected firm, digital
marketing tool is effective tool in which mobile marketing is adopted for current campaign
promotion.
4.3 Direct marketing
It refers to using of strategies to promote a brand message. In this, it focuses on CRM
(customer relationship management) strategies with aim of delivering message tone effectively.
With use of direct marketing, selected hotel is able to provide message of campaign to audience
effectively (Hempfling, 2020).
4.4 Affiliate marketing
In this tool, strategy is used to promote campaign through selling of other entity's products
view website, e-mails etc. When selling is done, commission is received by seller from client. In
relation of this brand campaign, this tool will be also used & selling through Amazon Associates,
Shopify Affiliate Program etc. Also bloggers will be accessed to do increase the sale of this
campaign (Khurana 2020).

4.5 PR activities
In business, it is crucial to be aware about this tool as it help in advertising of brand
message, campaigns appropriately. Public relations materials include press releases, publicity, news
conferences etc. In reference of this campaign, media and broadcast methods will be used to
advertise a brand message at larger scale. It is examined that it is essential for brand to use PR
activities in campaigns appropriately.
4.6 Marketing plan
In establishment of campaign, it is crucial be aware about how everything is going to be
conducted so that it is easier to achieve set goals within period of time (Kulkarni, 2020). In
relevance of selected organisations ans its campaign marketing plan has been produced which is
described below-
Marketing scheduling time line
DATE Activity Status Reporting to Results
04/02/ 2021
Planning & ideas Ready Manager Positive
06/2/2021
Target audience
& engaging
channel
Ready Manager Positive
10/02/ 2021
Selection of
digital tools
Ready Team leader &
Manager
Coming
12/02/2021 Identification of
Financial
resources
In process Finance
department &
HOD
Positive
15/02/ 2021
Obstacles &
solution
In process Marketing &
quality team head
IN process
18/02/2021 Launch In process HOD & CEO In process
Financial implications of campaign
To carry out this campaign, finance is required at every stage without which it is not
possible to launch an event. In relation of selected hotel brand, they have string financial resources

but it is difficult to manage these resources. Financial implications have deep impact on this
campaign as finance has to be generated & it will effect on working operations of other departments
at larger scale (Larrinaga, 2021).
The financial implications of campaign are crucial to be examined so that it is easy for
entity to achieve financial resources in most efficient way. Further, it is too necessary for chosen
entity to have accessible to such resources on basis of which marketing plan is executed effectively.
How the effectiveness of implementations been measured and examples.
5. CONCLUSION
After a brief analysis of above report, it has been concluded that it is crucial to use
marketing theories and models so that it is easy to achieve set goals. So, discussions have been
made about marketing overview, hotel introduction, key competitors, external analysis, PESTEL &
SWOT framework. Then, IMC- integrated marketing campaign is also discussed with tools as well
as marketing plan. So, it has been evaluated that developing campaign is not easy & requires
appropriate market knowledge, skills etc. Hospitality sector is crucial for country's economy & GDP
as sales & profit ratio of sector is increasing. Hence, to survive in this sector enterprise has to
achieve competitive advantage in effective manner.

REFERENCES
Books & Journal:
Alva, 2019, August. Improving Processes Through the Use of the 5S Methodology and Menu
Engineering to Reduce Production Costs of a MSE in the Hospitality Sector in the
Department of Ancash. In International Conference on Human Interaction and Emerging
Technologies (pp. 818-824). Springer, Cham.
Arcuri, 2020. Cyber attacks on hospitality sector: stock market reaction. Journal of Hospitality and
Tourism Technology.
Astashonok, 2020. Developing Marketing Plan for IT Company.
Bourke, 2020. Failure of play on asset disposals and share buybacks: application of game theory in
the international hotel market. Tourism Management, 77, p.103984.
Cure, 2020. Competition in the digital era: evidence from the hotel industry (Doctoral dissertation,
Institut Polytechnique de Paris).
Hempfling, 2020. Adobe Advertising Campaign Capstone.
Khurana 2020. Fundamentals of SEO Company Services.
Kulkarni, 2020. Evaluating Effectiveness of AMFI Campaigns: A Study Based on AIDA Model. In
Computing in Engineering and Technology (pp. 747-761). Springer, Singapore.
Larrinaga, 2021. The origins and creation of the tourist hotel industry in Spain from the end of the
19th century to 1936. Barcelona as a case study. Tourism Management, 82, p.104203.
Luu, 2021. Development of a Marketing Plan for a Concert & Events Promotion Company
(Doctoral dissertation, California State University, Northridge).

Metzger, 2020. IGF1 inclusion bodies: A QbD based process approach for efficient USP as well as
early DSP unit operations. Journal of biotechnology, 312, pp.23-34.
Nagpal, M. and Petersen, J.A., 2020. Keyword Selection Strategies in Search Engine Optimization:
How Relevant is Relevance?. Journal of Retailing.
Natorina, 2020. Business optimization in the digital age: Insights and recommendations.
Економічний часопис-ХХІ, 181(1-2), pp.83-91.
Safaeva, 2020. Organizational and economic aspects of the development of the international
tourism and hospitality industry. Journal of Environmental Management and Tourism, 11(4),
pp.913-919.