Learn about the importance of integrated marketing communication in the hospitality sector and how it can improve business performance. Find out about communication objectives, selection and integration of communication channels, and an integrated marketing communication plan.
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HOSPITALITY INTEGRATED MARKETING COMMUNICATION Task B
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TABLE OF CONTENT Introduction Communication objective Justification of objective Selection and integration of communication channel Integrated marketing communication plan Conclusion References
INTRODUCTION Marketing communicationdefine as one of the most beneficial and effectivetoolassist a business entity in order to create awareness about the brand at the competitive marketplace in an appropriate and well defined manner. Almost each and every business entity adopts this method for approaching their potential clients in the competitive market conditions.
COMMUNICATION OBJECTIVE Communication is the most important element for any organisation and talking about hospitality sector it is the most used skill. Manager had to spend lot of timewithemployeeaswellasoutsiderindoingcommunication. Communication objective need to be design by Potters Resort so that there is no confusion and hamper in productivity for the organisation. Potters Resort uses integrated marketing communication, here the company focus on promoting product and services by using more than 1 channel of marketing. As the marketing is done in more than 1 channel, it helps in increasing marketing share and the number of customer for Potters Resort. So communication objective to keep things into places are formed by Potters Resort which are further discussed:
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CONTINUE… The focus is to increase the awareness of the product and services offered by the resort by using more than one marketing tool. The resort will get more customers through this technique and market share will also increase in an effective manner. The resort has understand the need of a shift from traditional approach to a modern approach of marketing and they are using digital media and online platform to spread awareness about their product and various services offered by them. Resort keeps on using different marketing tools so thattoattracttheattentionofmorecustomer.Anothercommunication objective is to increase the sale of the resort so that they can get more profits and revenues. The resort is using social and digital media by clearing the queries of the customer and helping them with needful. The resort believe that it will increase the sales of the company which is a good sign.
SELECTION AND INTEGRATION OF COMMUNICATION CHANNELS The focus of the resort is to adopt modern approach of communication instead of traditional approach. It is done because Potters Resort was adopting traditional marketing approach and it was not helping them to compete with the competition around them. The resort is planning to adopt social and digital media to market the product and services given by them. The company believes that they can get huge market share and customer through this approach. Communication channels chosen by the company is further justified:
CONTINUE… The main reason of using social media is that they can capture huge market in very short duration of time. Content need to be kept in a way that it can capture the attention of the public and people can visit more and the content wrote need to be interesting so that people can turn into consumer. Another reason of using social media is it is less costly than any other sort of promotion. As it can capture huge potential market it will lead to increase in sales and profit. The number of people using social media are increasing day by day and that means social media will always provide resort with huge base of customer information and they can communicate with them to talk about the product.
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INTEGRATED MARKETING COMMUNICATIONS PLAN IMC plan is defined as a strategy that help an organization to attain desired goals and objectives within stipulated time frame. This plan involves objectives, strategies, target market of an entity. The integrated marketing communication plan is given below in context to Potters Resort: Objective:To increase the sale of the resort by using marketing tools like Facebook, Instagram and Facebook. It will catch huge number of potential customer as the reach is wider. Another objective is to increase the market share by developing effective marketing strategy. The company has used STP to meet communication objective effectively and to give a better picture:
CONTINUE… STP Analysis: It is a tool that is used by company in order to segment market and to target right and potential customer in an effective manner. Along with this, it also aid in positioning the brand positively in the mind of customers. The STP analysis of Island Beach Resort is given below: Segmentation:The resort divides all the customer on basis of demography such as age, gender or income so that to make work easy for the company. The main focus is to aim right set of customers so that time can be saved and productivity can be increased more. After the segmentation Potters Resort will be having a classification of the people where they need to work on to get productivity. hotel market segmentation shall help to identify the purpose of the trip: either business or leisure. The price does not decide of the market segmentation. Clear distinction must also be achieved between individual and group business.
CONTINUE… Budgeting:Preparing a budget is important for Potters resort as it will tell them about their funds. It will help the resort to get the knowledge about fund required to implement activities in an effective manner. Budget helps in identifying the available resource with the resort and after that resort can take decision of how to use them. Talking about Potters Resort they follow 5 year plan so that they can manage the funds effectively. A budget tells about the resorts financial and operational goals, so it can be in form of action plan that helps you allocate resources, evaluate performance and by that plan can be formulated. Implementationandevaluation:Afterforminganobjective,various channel of communication and budget then the manager of the resort need to implement the plan. Positive result can only be gained if all the activities are executed in an effective manner.
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CONCLUSION The above presentation determines thatproper communication channels helps the resort to improve the performance of the business. The resort uses advertising, social media, public relationship and many more as marketing communication channel. The reports talk bout the importance of social media in modern business and how it can gather hugs customer base in a very small period of time. It helps in raising profit and sales in effective manner
REFERENCES Mosca, F. and Casalegno, C., 2019. Managing Integrated Brand Communication Strategies in the Online Era.Global Branding:BreakthroughsinResearchandPractice: Breakthroughs in Research and Practice, p.227. Pisicchio,A.C.andToaldo,A.M.M.,2020.Integrated marketingcommunicationinhospitalitySMEs:analyzing the antecedent role of innovation orientation and the effect onmarketperformance.JournalofMarketing Communications, pp.1-20.