Integrated Marketing Communication Strategy Assignment

INTEGRATED
MARKETING
COMMUNICATION PLAN

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Brand Mission .......................................................................................................................1
Brand sustainability CSR ......................................................................................................1
Coordinated communication mix...........................................................................................2
Proposed communication strategy .........................................................................................3
Overview of the resources, evaluation and controlling the communication efforts...............4
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Integrated Marketing Communication plan is a plan which uses thematic message in
different types of promotions. It uses its multiple promotion source. As in this report Explore
India is totally new app and its main aims recognition from the people. It will discuss proposed
communication strategy that is what task does marketing communication need to fulfil and also
what core message that the company want to communicate and its creative strategy. Further it
will coordinate communication mix and also budget implementation and control and in last it
will provide an overview of brand's identity and STP. And last it will communicate the mission,
vision and values, ethical and CSR consideration and brand positioning strategy.
Brand Mission
Main mission of Explore India is that to attract number of customer and also provide
luxury tourism app to the people.
Vision – the main vision of the company is to connect more and more people by its innovative
techniques.
Values- their value represents both social and business responsibilities. That is to trust one
another in order to build a straightforward conversion and also build a culture and environment
in such a way that both customer and employees can freely speak to one another and also it be an
effective communication (Crowther and Seifi eds., 2018).
Brand sustainability CSR
Sustainability is a comprehensive approach for management of organisations which focus
maintaining and creating long term social, economic value. Corporate social responsibility is
business approach that contribute to sustainable development by serving the stakeholders. There
is various activity such as respect human rights and optimal work environment in where safe and
secure work environment is built by the organisation and the second activity is that environment
activities is given to employees, environment risk and waste management. And also it concerns
of customers where it uses different approaches are made in order to rise customer satisfaction
level. And also play the activity of fair customer activities in which supply chain is updated in
such a way that no stakeholders suffer any kind of losses. It very important to meet economic
social and environmental responsibilities such as by adopting and applying business code of
ethics in order to meet mission and vision of the organisation. And also it is important to conduct
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social and environment safety so that more and more customers are aware in the society. And it
is important to facilitates health and safety facility in the organisation and also conducting
various seminar of health care so that it improves the brand values of the company. Also, it has
given commitment that to protect the environment by conducting various program in order to
achieve the various environment objective of the society (Grayson and Hodges, 2017).
Coordinated communication mix
Explore India is launching its luxury tourism application for the people of India with the
objective of carrying out efficient communication for increasing the brand awareness. The
application aimed at increasing the brand awareness for the purpose of attracting international
tourist, luxury personalities as well as the newly-wed couples. This basic reason behind carrying
out efficient communication is to promote the application in a manner that would lead to increase
in the sales and profitability of Explore India (Fensel and et.al., 2016). Hence, in order to
communicate; a luxury tourism app has been launched in order to communicate digitally with the
customers of India. The application provided the customers an opportunity to book its tickets at a
discounted price so that they enjoy their travel.
There are large number of communication tools that are used for promotion of
application. Both traditional and modern communication tool can be used by Explore India.
Traditional communication tools such as television, newspapers, magazines and radio. While on
the other hand, modern communication tools were also used such as the digital platform as the
new generation is influenced more by online modes. Even digital platforms include wide range
of communication tools such as website of Explore India and various social media platforms.
Social media includes Facebook, Instagram, twitter, etc. Hence, the luxury tourism application
would leave no stone unturned to communicate about the application of the hotel to the people of
India.
The media strategy used by luxury tourism application of Explore India is social media.
Through social media all the relevant details associated with the application would be
communicated to the people of India. Such as complete details about the hotel such as all the
locations that would be served by the company which would mostly include the premium areas
of the cities in India (Koronios, Dimitropoulos and Kriemadis, 2018). Apart from that, complete
information about the facilities provided at the hotel would be given such as the conditions of the
room, pool, gym, restaurant, etc.; in a way that would lead to attraction of large number of
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customers. Moreover, the prices would even be provided for various room. For luxury suites and
honeymoon packages more prices would be revealed but at the same time for normal stays,
comparatively cheaper prices would be revealed. Even prices at different season would be
highlighted such as during the season that is holidays, weddings or weekends prices would be
high then off-seasons. Hence, the media would be properly scheduled in a way that would easily
reveal all the information of the company.
Moreover, the application would be designed in a very attractive manner and would take
complete information of the traveller such as name of the customer, age, nationality, gender, date
of birth and email id for the purpose of fostering communication. This would help in maintaining
efficiency in working as the work would be properly scheduled and this in turn would lead to
attainment of the objectives of launching a new luxury tourism application effectively and
efficiently (Šeric, Gil-Saura and Ozretić-Došen, Đ., 2015).
Proposed communication strategy
Communication strategy is one of the major requirements in order to start a business
successfully. The communication strategy allows the brand to ensure that what communication
methods will be used by the brand in order to ensure that set communication is taking place
between the brand and its customers. Below mentioned is the brand’s communication strategy:
Tasks required by the marketing communication plan:
 The first task which is required is to make connections with the advertising and
promotion agencies. These connections will help the brand to reach new level of
success and ensure that desired communication is taking place properly. The hired
and connected advertising agencies are going to ensure that a good
communication is taking place between the brand and its customers.
 The second task is to understand in what manner the set and chosen
advertisements are going to be shown and played on the television, radio and
newspapers. This is going to ensure that the organisation is achieving its
advertisement goals properly.
Core Message
The core message of the brand and the organisation is “Explore India” or “Heaven and Bliss
together – Explore the Indian Subcontinent”. The message is chosen because the main goal
of the marketing is to attract people towards Indian Subcontinent and ensure that the set
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goals and objectives are being achieved. In order to do this, the tagline or the core message
are going to help people in ensuring that they are having an opportunity to explore India.
This message is going to be advertised on a large scale in order to make people attracted
towards India.
Creative Strategy
The creative strategy which is chosen by the brand includes reaching to large number of
audience with the help of street art. Today, street art has become a good option for the businesses
to promote their products and services and reach to the eyes of the people easily (Crowther and
Seifi, 2018). In order to do this, the businesses have often reached new developments and have
ensured required growth. The business is going to hire creative advertisers and the people which
can make use of a variety of new techniques to create advertisements of the streets and ensure
that required promotion is taking place with the help of street art. This is going to act as a proper
theme and would allow the business to grow and reach desired success.
Campaign impact and Duration
The impact of the campaign is that it is going to attract a large number of customer to the
business and is going to help the business reach new profitability. People will be having a good
of mouth about the application and would help the business to reach new set of growth. In order
to do this, the required time is of four months. In 120 days, the desired growth will be achieved
the organisation will see a rise in consumers and related activities. It is one of the most important
need for the organisation and its development both.
Overview of the resources, evaluation and controlling the communication efforts
Various resources are required by tourism app Explore India for developing marketing
communication plan. they are as follows-
Conducting research activity-
Research refers to a process of collecting information regarding the needs and demands of
customers on the basis of which company will prepare a marketing communication plan. Firstly,
Explore India has to conduct market research to determine the demand of national as well as
international tourist. So that, through app satisfy the need of customers through developing an
application. Explore India has to invest funds for conducting research activity such as primary
and secondary research. Company has to appoint a research team that will consist of experts who
will perform market research, funds will be required to pay salary to these professionals.
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Consultant fees for developing application-
Explore India has to appoint a consultant that will help the company in developing tourism app
that will help the tourist in booking travel package at affordable rates. Expert will help the
tourism app in designing content for the application. Explore India will require funds to pay
salary to the experts who will collaborate the company in developing application.
Sales person-
Explore India has to appoint trained and skilled workforce who will conduct survey and
interview from the targeted segment of customers such as international tourist. They will help the
in developing media strategy for exploring tourism app. Explore India has to incur expenses
related with travelling of sales person etc (Shen and et.al., 2016).
Marketing tools-
Explore India have to invest huge amount of funds for effective communication of new brand of
the company. Company will require funds for conducting campaign in targeted segments such as
in Udaipur, and at international level. Funds will be requiring for marketing through Instagram,
e-mail etc.
HEADING Marketing in India( )₹ Marketing at international
level (£)
Research activity 110000 5000
Consultant fees 60000 10000
Sales person 70000 6000
Marketing tools 50000 2000
Total 290000 23000
Evaluation, control and feedback-
As the marketing plan moves forward tourism app will require implementing controls and
evaluate the impact of marketing. Explore India will adopt various tools and techniques for
evaluating the impact of marketing communication plan. This will include quantitative analysis
such as estimating the future sales, profits. Qualitative evaluation will include conducting survey
through questionnaire for determining the satisfaction level of customers. Company will evaluate
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marketing plan to determine whether it has achieved the objectives or not. After evaluating
Explore India will implement programmes for improving the performance.
Company will implement various controls for improving the performance of sales person.
Company will appoint persons for getting feedback from targeted group of customers. It will
conduct survey and provide questionnaire to determine the effectiveness of marketing
communication plan. Feedback will be obtaining through e- mail, over telephone, reviews on app
of the company (Hopkins, 2016).
CONCLUSION
It has been concluded that explore India objective is to initiate this online app for travel
purpose and also conclude its mission, vision and value to create a unique brand value. It has
included brand identity and also uses STP to explore more details. And also it has concluded that
there are various sustainability and CSR activities that are followed by brands in order to
maximise their social, economic and environments values which are adopted by Explore India. It
also conducts various measures.
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REFERENCES
Books and journal
Fensel, A. and et.al., 2016. Bringing online visibility to hotels with Schema. org and multi-
channel communication. In Information and Communication Technologies in Tourism 2016 (pp.
3-16). Springer, Cham.
Koronios, K., Dimitropoulos, P. and Kriemadis, A., 2018. The Impact of Website Persuasiveness
on Luxury Hotels Financial Performance. In Innovative Approaches to Tourism and Leisure (pp.
193-203). Springer, Cham.
Šeric, M., Gil-Saura, I. and Ozretić-Došen, Đ., 2015. Insights on integrated marketing
communications: implementation and impact in hotel companies. International Journal of
Contemporary Hospitality Management. 27(5). pp.958-979.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability and
brand performance. Journal of Advertising. 44(1). pp.37-46.
Petersen, J.A., Kushwaha, T. and Kumar, V., 2015. Marketing communication strategies and
consumer financial decision making: The role of national culture. Journal of
Marketing. 79(1), pp.44-63.
Shen, G.C.C. and et.al., 2016. Effective marketing communication via social networking site:
The moderating role of the social tie. Journal of Business Research. 69(6). pp.2265-
2270.
Crowther, D. and Seifi, S. eds., 2018. Redefining Corporate Social Responsibility. Emerald
Group Publishing.
Grayson, D. and Hodges, A., 2017. Corporate social opportunity!: Seven steps to make
corporate social responsibility work for your business. Routledge.
Hopkins, M., 2016. The planetary bargain: corporate social responsibility comes of age.
Springer.
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