This report discusses the importance of integrated marketing communication in the hospitality industry, with a focus on Intercontinental Hotel. It evaluates current market communication channels, designs communication objectives, and creates an integrated marketing communications plan with SMART objectives.
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Integrity Hospitality Marketing Strategy
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Table of Contents INTRODUCTION...........................................................................................................................4 TASK 1............................................................................................................................................4 Evaluate the current market communications situations and channels of the resort, identifying the tools, channels and method in use....................................................................................4 Critically evaluate how marketing channels of communication are integrated within a range of hospitality organizations to add value and maximise resources making use of the relevant marketing models...................................................................................................................6 Make valid judgement about how marketing channels and value using specific hospitality organizational examples to demonstrate how they serve communications objectives...........6 TASK 2............................................................................................................................................7 Design communication objectives for a given hospitality organizational situation and provide justifications for the selection and integration of communications channels chosen.............7 Evaluate the application of the communication objectivesin relation to the marketing communications mix and the hospitality business objectives................................................8 Create a valid and detailed integrated marketing communications plan that appropriately integrates multiple communication channels, has SMART objectives and tactics to meet the overall marketing and business objectives.............................................................................9 TASK 3..........................................................................................................................................10 Design and produce content appropriate to the channel and communication objectives.....10 Determine the communication strategies that can be used to help achieve these objectives. This should also include the channels and the medium or media to use..............................11 TASK 4..........................................................................................................................................11 Criticallyevaluateanintegratedmarketingcommunicationsplaninrelationtothe communication strategy, channel choice, creative content..................................................11 Critique and review the success of the monitoring and impact of the integrated marketing communications plan............................................................................................................11 Provide appropriate and justified recommendations for improving the integrated marketing communications plan to maximize revenue and successfully meet both communication and business objectives...............................................................................................................12
INTRODUCTION Integrated marketing communication is basically defined as a procedure or method which is utilized by organizations for unifyingvarious marketing communication factors. Those elements are social media, public relations, business development principles, advertising and audienceanalytics(Almohaimmeed,2021).Duetotheeffectiveuseoftheseelementsâ organization is able to sustain their brand loyalty or identity in market and in customer effectively for long time. Here the chosen firm is Intercontinental Hotel for understanding the importance of integrated marketing communication effectively. The company was established in 1946 and the headquarter of this firm is located at London, United Kingdom. The report will cover evaluating the current marketing communications situation and channels of the resort, identify the tools, channels and the methods in use. TASK 1 Evaluate thepresentmarket communications situations and channels ofselected firm, identifying thechannels, toolsand method in use In current situation the selected organization is facing specific problems for running their organization smoothly and also for keeping positive relationship effectively. For example delivering proper information's to users, effective identification of desires and needs and so on. For solving this type of issues company need to utilize effective marketing methods or channels which is described below - Marketing channels - ďˇOnlineadvertisement-Itisoneoftheveryeffectiveandbeneficialchannelto intercontinental hotel for highlighting the specifications of their goods and services effectively. In online advertising organization also have the options for repeating the features of their goods and services effectively in many times through visual mode. Due to the effective use of this channel organization is able to attract the customer in large number especially young generations towards their food products. ďˇDirect selling âIt is also a one type of marketing channel which is used by organization fordevelopingstrongconnectivitywithallcustomerregardingtheirservicesand products. But here difference is that in this channel interaction between customer and organization are made for a particular time period. Due to this the interaction with
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customers are not sustained for long time which leads to decrease the awareness of product at maximum level. ďˇEmail marketing âIt is also a one type of communication channel and in this channel firm is able to send various types of informations to customers quickly. Due to using this type of channels effectively company is able to save their time in communication procedure at maximum level. In today's time this type of channel is used in a professional manner and due to this authority send only reliable content to user for long time. Marketing methods - ďˇTraditional marketing âIt is one type of method which isutilized by firmfor enhancing the sales and popularity of theirgoodsat maximum level within low time. In this method promotion of brand and product are done through offline channels which includes billboards, flyers and radio spots. But for intercontinental hotel it is not a effective method for popularising their product. ďˇDigital marketing âIt is just the opposite of traditional marketing and in this method various types of equipmentâs and systems are used by firm for increasing the popularity of their product quickly (Amatulli, De Angelis and Stoppani, 2021). With help of utilizing digital marketing effectively organization is able to deliver meaningful and reliable data to customers in low time. In this way intercontinental hotel is able to sustain strong connectivity with all types of customers for long time. ďˇSocial media marketing âIt is also a one type of marketing technique which is highly important to organization for sustaining their goodwill in market. In context to selected hotel, management need to utilize this technique effectively for increasing the desirers and wants of customers at maximum level. It leads to increase the sales of products at higher rate within low time. From the analysisof above information,itconcludesthatonlineadvertisinganddigital marketing is a effective channel and method which is need to utilize by organization. Because with help of this channel firm easily increased the desires and needs of users quickly which leads to increase the company growth and productivity at higher rate.
Criticallyanalyse in which way marketingchannels of communication are integrated within a range of hospitality organizations to add value and maximise resources makingutilization of the relevant marketing models After analysing above channels and methods it is understood that in hospitality industry integration of communication channels plays the major role for keeping positive relations with customers for long time. Because due to the effective integration of communication channels firm easily understand that which type of product and services are highly liked and consumed by the customer. In this way management easily made modifications in their product according to desires and needs of customers. Due to adding unique taste and flavours young generations are easily attracted in large number towards their products (Demirkol and Cifci, 2020). The other benefit during the time of integrating marketing channels is that firm easily solve the queries and complaints of customers within low time. In this way the reputation of firm is sustained in market and in consumer mind for long time. In aspect of marketing models it is basically a combinationofvariouselementswhichincludesmarketingmixplaning,marketing implementation, marketing control etc.Due to considering all these elements company is able to run their activities smoothly. Recommendvalid judgement aboutin which way channels of marketingand value using specific hospitalityorganizationalexamplestodemonstratehowtheyservecommunications objectives Firstly, with help of using effective marketing channels organization easily developed new and quality-based productaccording to the requirements of customers. Due to facilitating quality and unique products usersâ firm easily sustained their competitive advantage in market for long time. In today's time young generations and children are those customers who highly liked to consume and purchase food products at large scale. Secondly, due to the effective use of marketing channels organization is easily developed strong online infrastructurewithin low time. Due to delivering high quality product to users, the connection between customer and organization are strongly developed for long duration. Because due to providing these type consumers are highly increased in large number and in this way the loyalty and honesty of consumers are easily sustained towards company for long time. Thirdly, With help of various marketing channels the overallrevenue and profit margin of organization are highly increased within low time. Because here due to using various
marketing channels the sales and popularity of their product and services are easily increased within low time. During the time of increasing sales firm easily get balanced in the demand and supply of product for long time. TASK 2 Designobjectives of communicationfor a given hospitality organizational situation andfacilitate justifications for the selection and integration of communications channels chosen Communicationobjectivesisbasicallyaprocessorprocedurewhichisusedby intercontinental hotel for keeping strong connectivity with all customer segments in long term. Communications objectives is also important for increasing the performance and productivity of employee's effectively. In the process of communication objectives basically four functions are involved which is described below - ďˇInformation âIt is the first objective of organization and in this objective the main role of organization is to deliver reliable and meaningful information to users regarding products and services. Due to facilitating reliable data to users the trust and fairness of organization are easily and strongly developed in minds of customers for long time (Ghosh and Ravichandran, 2021). ďˇControl âIt is a very important concept for organization in aspect of keeping positive behavior between customer and employee in long term. Control is also considered with managing lower-level employeeseffectivelyby higher authorities.Because due to keeping proper hold to them organization easily sustained the quality in their services and services for long time. When organization have strong control on their employees, they easily run their activities in right direction for long time. ďˇMotivation âThis is another objective of company and here management is focusing on increasing the desires and wants of customers regarding their services and goods at large scale.Inaspectof utilizingeffectivemotivationorganizationeasilyidentifiedthe requirements of customers quickly. In this way the positive relations are easily sustained in consumer minds for long time. ďˇEmotional expression âHere communication is takenplace within the group is of various significance insensewhich providesthem thewonderfulopportunityfor sharing
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theirfrustrationsandfeelings of satisfaction.Communication isone type of social functionsand everycompanyis above all a social entity. After the analysis of communication objectives, it concludes that communication is a very essential concept for organization regarding sustaining their vision, mission and objectives for long time. With help of keeping effective objectives organization always delivered quality and healthy product to customers for long time. Due to delivering healthy and hygienic food products to users their mental and physical life is easily protected for long time. Evaluatetheapplicationofthecommunicationobjectivesinrelationtothemarketing communications mix and the hospitality business objectives From the above evaluation it concludes that communication is a one type of blueprint which is utilized by organizationdelivering consistent, coordinated, and targeted messaging to achieve specified goals (Huang, 2020). In aspect of communicationobjective,it is very important part for increasing the success rate of organization at maximum level within low time. But in context to hospitality and hotel industry along with communication, communication mix also plays the major role for enhancing the success and performance of organization at maximum level. Communication mix is basically a combination of various tools which is used by organization for increasing the sales of their product at higher rate. Those elements are - ďˇAdvertising âIt is one of the highly effective marketing strategy or communication which is used by intercontinental hotel for highlighting the uniqueness in their product. Due to using this type to strategy desires of customers are highly increased within low time for buying their product in large scale. With help of this option firm is able to repeat their uniqueness of their product visually many times. ďˇDigitalmarketingâItisthemostcommontechniqueinintegratedmarketing communication or communication mix which is used by organization for popularizing their product. In this method various types of technology are also utilized by firm which includes internet, search engine optimization, use of digital platforms etc. With help of considering all these elements intercontinental hotel is able to deliver their information to users quickly. ďˇSales promotion âIt is basically one type ofmarketing strategy in which a business utilizesa temporary campaign or offer toenhancedemand and interestin itsgoodsor
service. Due to the effective use of sales promotion the overall profit and market share of company is easily increased within low time. Create a valid and detailed integrated marketing communications plan that appropriately integrates multiple communication channels, has SMART objectives andothers for meet the overallbusiness and marketingobjectives Executive summaryHere the selected company for understanding thecommunication planis intercontinental hotel. The company was established in 1946 and the headquarter of this organization is situated in London, United Kingdom. VisionThevisionofintercontinentalhotelistoinspireandinform everything to customers regarding their product and service. MissionMission of this firm is tocreate Great Hotels Guests LoveÂŽ by providing True Hospitality for everyone. Marketing Communication Plan Marketing communication planis basically a method which is used by organization for implementing and executing a effective plan in market regarding their products and services (Jiang and Erdem, 2018). The stages which are involved in this plan are - ďˇEstablishing mission statementand it is the first step in the plan. In this step organisation develop their own statement which attracts the consumer in large number for availing their services and product. ďˇIdentifying business objectives âAccording to this step authority of intercontinental need to identify their business objectives for increasing their growth successfully. ďˇDevelop buying personas âIt is the third step and according to this step here organization need to target those customers who is highly beneficial for their products. For example, young generations are those customers who liked the food of hotel very much. It leads to increase the profit of company
effectively. ďˇIdentifying customer value proposition âDevelopinga customer value proposition ishighly essential in any type of marketing strategy. Working out what people value about the services and goodsthatcompanyare selling has to be one of the earliest considerations in a marketing plan. ďˇCreatingeffectivemessageandpositioningâFor developing effective message and positioning organization need to identify the needs and desires quickly. In this way the positive relations between employee and customer are easily sustained in long term. Smart objectivesSmart objective is basically a one type of method which is used by organization for developing a effective plan and also facilitating products and services to users in best quality. The stages which comesinsmartobjectivesarespecific,measurable,attainable, relevant etc. TASK 3 Design and produce content appropriate to the channel and communication objectives In context to intercontinental hotel, management are used different types of techniques for developing effective content regarding their product and services (Jones and Comfort, 2018). Because effective content is highly essential for attracting the customer in large within low time. ďˇAttractive images and videos âWith help of this strategy organization is able to enhance the tendency of customers at maximum level. Because due to enhancing tendency user always tried to search the information regarding the services in long term. ďˇUse of unique symbols âIt also the also the one of the technique which is used for developing effective content. Due to using this type of technique customer easily know about the product of organization with specific symbol for long time. ďˇProvide high class facility âDue to providing best class service in the form of service to customers, their trust and loyalty are maintained towards company for long time.
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Because in today's time best quality products and services are highly essential for increasing the repetation of customers for taking the service from same resort in many times. Determine the communication strategies that can be used to help achieve these objectives. This should also include the channels and the medium or media to use After the analysis of above information, it concludes that the various communication strategies such as online advertising, digital marketing, direct selling, use of KPI and others plays the important role for increasing the growth of company. Due to the use of various marketing strategies effectively firm easily send theright marketing message to the right customer through the right medium at the right time, to achieve a high volume of sales. But with help of various marketing channels organization easily developed strong positive relations with all customer segments globally for long time. In this way the overall profit and goodwill of intercontinental are easily sustained in market at higher rate for long duration (Kawatak, Indriyanto and Jangkobus, 2020). The other important point which is highly important for organization in aspect of achieving competitive advantage and objectives effectively is that keep transparency, honesty and uniformity in their services towards users. TASK 4 Criticallyevaluateanintegratedmarketingcommunicationsplaninrelationtothe communication strategy, channel choice, creative content From the analysis of integrated communication plan it concludes that IMC plays the major role for delivering effective content to consumers regarding their product and services. Due delivering quality informations to users, they easily understand the description about their services and products within low time. It is highly time saving method for user which leads to increase the desires and wants of customers at higher rate in low time. The other factors which is responsibleforincreasingthesuccessrateoforganizationeffectivelyinmarketare communication design in transmission quality and imaginative content. Transmission quality is defined as engaging customers with help of their feedback and according to that improving service quality.
Critique and review the success of the monitoring and impact of the integrated marketing communications plan For monitoring the success and impact of integrated marketing communication plan there are various ways which need to consider by organization. In first effective use of KPI tool and the full form of this tool is Key Performance Indicator. Due to the effective utilization of KPI organization is easily increased the performance of employees by assigning various types of complicated and challenging task to them. Due to analysing complicated task organization the potentiality and ability of talent of employees are easily increased within low time (Pereira, Silva and Dias, 2021). In this the vision, mission and objectives of organization are easily sustained for long time. With help of analysing complicated employees get ready to handle any type of complicated task easily. Provide appropriate and justified recommendations for improving the integrated marketing communications plan to maximize revenue and successfully meet both communication and business objectives After the evaluation of above data, it concludes that here company needs toupdated and advanced technologyfor facilitating best quality product and service to customers. Due to the effective use of advanced technology the overall revenue and growth of employees are highly increased for long duration. The main advantage due to using technology is that here company easily identified the need and desires of customers in low time.
CONCLUSION Aftertheanalysisofaboveinformation,itconcludesthatintegratedmarketing communication plays the essential role for enhancing the popularity of company services and goods within low time. Integrated marketing communication is also important to build strong communication with all customer segment for long time. Due to the effective use of IMC company is easily delivered meaningful and reliable information to customers regarding their services and customers within low time. Integrated marketing communication is also responsible for identifying the needs and desires of customers quickly and according to that firm is able to deliver the desired products to customers in right location without any type of delay.
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