Integrated Marketing Communication for Moness Resort

This document discusses the importance of integrated marketing communication for Moness Resort, a hospitality company. It explores the different marketing channels used by the resort and the communication objectives. It also provides a justification and selection of tools for effective communication. Finally, it outlines the creation of a marketing communication plan for Moness Resort.

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Integrated marketing
communication
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Different marketing channels.................................................................................................3
TASK 2............................................................................................................................................5
Communication objectives.....................................................................................................5
Justification and selection of tools for communication..........................................................7
TASK 3............................................................................................................................................8
Creation of Marketing Communication plan..........................................................................8
TASK 4............................................................................................................................................9
Evaluation of communication plan.........................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
It is necessary for organisations to use a number of promotional activities so that they can
efficiently communicate their products and services into the market. It is necessary that a
company uses integrated marketing communication effectively in order to promote their products
to the targeted customer. It is required by companies to develop an objective of the marketing
campaign and build a plan in order to serve the products and services to the targeted customer.
There are a different marketing tools applicable on various organisations. There are a number of
huge companies who use this marketing concept in order to support the development of their
product and service in the market (Porcu and et. al., 2019). In the following report Moness resort
is used as a company to describe various integrated marketing communication tools. The
company was originated in 1984 in Britain. Moness resort deals in hospitality sector. They
provide relaxed hotels to the guests with hunting lodges which are near their cottages. The
cottages are situated near castle Menzies and Dewar’s Aberfeldy Distillery. They provide a
number of services to their customers including indoor pool, hot tub, sauna, spa, lounges, bar etc
(Lai, Yang and Hitchcock, 2020). It is used to describe the integrated marketing communication.
In the following report there are a number of concepts included such as objectives of marketing
as well as different communication channel used for marketing. A critical evaluation of the plan
and communication strategy is also discussed in the following report.
TASK 1
Different marketing channels
In the following resort there are a number of different lodges and cottages which are
providing luxurious stay for the guest who are arriving at the resort. There are a number of
different facilities to offer for the customers so that all the demands and the needs and
requirements of the customers can be fulfilled by the resort. There are also various wedding
venues which are managed by different event managers in the resort.
There are a number of different marketing communication process between help the company in
order to convey their message to the customers efficiently. A company needs to analyse and use
all the stores for their profit so that they can effectively reach their targeted customers. Below
mentioned are various different channels which are used by resort in order to make sure that the
communication in the organisation is effective.
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Direct marketing: It is clear by the name itself that organisation uses the method of direct
marketing in order to reach out to their customers about their services and products directly. It is
used through a number of different mediums such as calling the customers, emailing them,
texting them and salt. Monnes resort have a different of customized resources through which
they can effectively order to target a particular target segment so that they can effectively reach
to those customers.
Advertising: Advertising can be done in a number of ways. There are some new ways as well as
a number of old traditional ways which are used by company in order to advertise their products.
However, Monnes resort is using old traditional ways to advertise their services in the market.
This includes television, newspaper, magazines, billboards and so on. These are the old ways
which are used by a number of companies in order to advertise their products in the market
(Odiboh and Oladunjoye, 2019).
Public relation: Public relation is an indirect way in order to reach out to the customer. It is an
effective way which leaves the great impact on the mind of the customers. It is also helping the
company in enhancing their brand image in the market. A number of company uses corporate
social responsibility in order to build their public image. Monnes resort have their own public
relation team who focuses on creating different needs for the social well-being of the people
around them. In this way company enhances their brand image and also reach out to their
customer about their services.
Social media: it is often seen that due to the changing environment in technological Centre there
are a number of different social media platforms which are now used by a number of companies
in order to communicate their products and services to the customers effectively. These are the
best way which can be used by customer as they are very cost-effective. Other than being less in
investment this also helps companies to reach out a large number of customers in a short period
of time. Moness resort is using a number of such tools which include Twitter, Facebook,
Instagram so that they can effectively promote and advertise their services and products. It is
necessary for company to make sure that they have a group who are devoted to promoting the
company on different social media platforms.
Sales promotion: Sales promotion is an effective channel which a number of companies uses
however this can be only meant for a short period of time. It is often said that company uses
different discount and other techniques so that they can attract the customers towards them for a
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short period of time. Moness resort uses such techniques which includes coupons and a number
of discounts for the off-season. The managers at the resort helps the incomes of the resort by
bringing in customers even in off-season with the help of sales promotion technique
Critical evaluation of different communication channels
Strengths:
 It is often seen that social media marketing is the most effective as well as attractive
channel which can be used by resort in order to effectively communicate their products
and services in the market. It is often seen that this tool will help the company to develop
its brand image in the market also. There are a number of ways through which company
can effectively raise the international customers.
 This is also a great way for the resort to effectively communicate and reach out to their
targeted customers because using social media platform is a cost-effective deal for the
company. Company can save a lot of investment when they reach out to the customer
with the help of social media platform. It is beneficial as company can reach out a large
number of customer with just investing a little. It also saves human efficiency times and
efforts.
Weaknesses:
 Social media platform can be difficult for some companies to use because there are
already a number of companies and resorts which are already promoting their products
and social media. They may provide large competition to a new company in social media
platform.
 Customers can also post their reviews on the social media. It is often seen that due to just
one negative comment the whole image created by the company can ruin on social media.
Also, the competitors can take advantage of this facility and use it to bring down
companies which is unethical.
TASK 2
Communication objectives
It is necessary for the Monnes resort to make sure that they’re developing an effective
communication objective for which the communication plan will be developed in future. The
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communication objective will provide the base for the communication plan. Below mentioned
are various communication objectives for the resort (Odiboh, 2019).
.
 It is necessary that the management team of the resort who have a number of different
roles such as managing events and managing the optimal facility in the organisation and
venues need to list down all the visitors and costumers will be visiting in different events.
It is necessary for them to make sure that they are fulfilling all the requirements of the
customers which is the major objective of communication. There is a different event
which will be conducted in the resort which require different communication.
 It is necessary to make sure that all the customer behaviour is facilitated with the
requirement and the image of the company in front of customer should be remained
intact. When the brand image of the company is enhanced it will automatically attract a
number of customers towards different services which is provided by the company and
business and will help the business to grow.
 It is necessary to develop customer relations. A major objective of communication plan is
to develop customer relation and make sure that the customer is loyal to the company.
With the help of marketing tools and plans it can be effectively done so that customer
visit the company again and again and they become loyal for us and also spread positive
word of mouth for the company.
 The company also need to make sure that the accommodation manager of the company
who looks after accommodation of the people. It is objective of marketing
communication tool to make sure that all these facilities which are provided by the
company reaches to the customers.
 It is also necessary to make sure that companies announcing about your overall
development in the marketing plan which is a major objective of marketing
communication Roth-Cohen and (Lahav, 2019).
 There are also a number of small scale events which are hosted by resort. It is necessary
that the marketing team makes the objective of their marketing plan in order to make sure
that all these events are effectively reaching to the customers. It is necessary that a
customer is aware about to all the facilities which are provided by result.
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Justification and selection of tools for communication
When considering the present scenario of Moness resort, it is necessary for company to use a
number of marketing tools which are online and digital media tools so that they can effectively
adopt all the purpose of promotion of the marketing and effectively promote their brand in the
market. Below mentioned are all the different tools which can be used by companies with the
justification for why these tools are effective for company to use:
Price factor: Is necessary for a company to make sure that while choosing a factor and tool for
communication of their strategies to their customers they look after the price which is used in
this. When considering the resort it is a small scale resort which is situated in countryside. Using
high investment for advertising is not possible for the company. There for digital communication
is a great way for the company in which they can effectively communicate their products and
services to the targeted customers with very low investment. It will also help the company to
achieve all its objective and reach out to eat customer increasing its tail and enhancing the brand.
Flexibility: The demands of customers in the market keep on changing. Due to this it becomes
necessary for companies to adopt such services for communication which can be changed
according to the changing demands and needs of customers. When using some traditional tools
like newspaper, television et cetera for advertising companies cannot easily change the tools as
per the needs of customers. But by using digital media platform company can build a new
content and use that content in marketing whenever the customer changes their requirements and
needs (Mogaji and Yoon, 2019).
Tracking Activities: Digital marketing tool has another benefit for the resort as it can effectively
track all the customers who are coming in contact with the tools of marketing which are used by
company. It is often seen that company have a date of all the customers who are visiting their
sites. With the help of this company can track down those customers and reach to them
personally in order to make sure that that customer become the guest of the company. This is an
effective way for company to make sure that all the customers who have even slight interest in
the company are told about the products and services of the company effectively so that they can
reach out to the resort for services.
Engaging the influencers: There are a number of influential figures which are used by a number
of companies in order to promote their products. They have a large number of followers in the
social media who can become customers of the company instantly. It is often seen that these
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influences are played effectively by company so that they help the company to promote their
products and services to the customers. Monnes resort can use such influencers and take their
help so that they can effectively promote the resort and its exquisite location social media (Rico
and et. al., 2020).
TASK 3
Creation of Marketing Communication plan
All the objectives which are required for the planner already mentioned above. Below
mentioned is the executive integrated marketing communication plan which will be used by
resort. There are a number of different objectives such as promoting the brand, recreational
services provided by brand, and various events which can be organised in the property of resort.
Segmentation targeting and positioning
Segmentation: The company first needs to use various demographic, physiographic
characteristic of the market so that they can effectively choose and segment the target market. It
is necessary for company to use the behaviour of customers so that they can segment people
(Dixit, Badgaiyan and Khare, 2019).
Targeting: It is necessary for company to make sure that after the segmentation they are
targeting different customers who are required to be targeted and made sure that the
communication strategy is reaching to them. For the resort the tourist and guides to
accommodate those tourist are the major target. The major target market of company is the
tourist locations where tourist visits.
Positioning: positioning refers to positioning the strategies and products and services of
companies in such a way that they are easily available to all the targeted customers who are
segmented in the second step.
Budgeting
It is necessary for company to make sure to discuss the targeted budget which is to be used in
order to develop the plan. The financial department of the company is responsible for allotting
the budget for the marketing strategy and communication plan. Below mentioned is the budget
for the integrated marketing communication.
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The financial budget of company describes the amount Moness resort will need in future
in order to communicate their services and products in the market. There are budgets mentioned
for different types of marketing tools. Company will require major amount for marketing through
advertisements on televisions, newspapers and billboards. However, Moness resort will also
spend on publicity through a number of events which will be managed by the resort and help
them to attract more clients and customers towards them.
Implementation and control
It is necessary for the managers who are executing the marketing communication plan to
make sure that they’re developing implementation and control of the plan as well. This will help
to make sure that the plan is carried out in a standard manner. If there is any deviation from the
original plan it is needed to be controlled by the manager and affective decisions are to be taken
so that they can completely fulfil all the objectives. Some of the implementation and control plan
used at resort our reservation before booking, reception to maintain all the guest, various guest
services, night audit of all the reports and so on (Kingsnorth, 2019).
TASK 4
Evaluation of communication plan
It is important in in marketing communication plan that the business uses to capitalise the
brand value of company with the help of the promotional tools which are used in the integrated
marketing communication strategy. It is necessary for marketing organisation to make sure that
they are managing all their customers and also, they are aware of the needs and demands of
customers so that it can be fulfilled effectively and efficiently. This will help the company to
increase their revenues and also increase their profitability along the way. It is required by
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company to make sure that they are effectively using different communication marketing plan
strategy which are leading them to increase the productivity of the firm and also increase the
overall performance of the firm (Palazzo and et. al., 2020). Company needs to make sure that
customer is the king and all the demands and requirements of customers are fulfilled which
becomes the objectives of the company.
Below mentioned are some of the recommendations for the resorts and along with various
justification for the recommendation:
 It becomes essential for the business to make sure that they are increasing their customer
base from time to time. This will help the company in increasing their revenue and also
generating more profits in the future. When considering the future of the resort in this
report it is seen that the communication strategy which is used by resort is traditional. It
is necessary for them to make sure that they are using online techniques for
communication in order to reach a large number of customers. This will help them to
expand their business internationally. Below mentioned are some of the
recommendations which can be used by resort in order to make sure that the plan which
is created by them is affective and will help them to grow in the future.
 It is necessary that company uses advertising in a number of ways. Company has been
using all the traditional way of advertising. It is necessary to make the advertising so that
they can legionnaires number of customers. They should re organise the way they are
advertising on television as it is a high investment advertising and they should make sure
that it is making the most effect on the consumer (Saito, 2020).
 It is also possible for the company to make sure that they can use a different category of
promotional tools so that they can effectively display the services by the resort.
Billboards is a great way to use in order to promote the services of the resort. They can
easily get the billboards fixed in airports, railway stations and the other transportation
medium where a number of tourist and the guides are available. This will help the
company to reach out to maximum number of people in the places where they are in
need of such services.
 Another great way for using this is that they can also display a number of pictures
online. When a company is using online platform, they can effectively show the
recreational activities which are provided by resorts to their customers. The pictorial
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depiction of the resort will have a great impact on the mind of customer and it will
attract a number of customers. There are also a number of different events which are
organised by the company which can be effectively displayed on social media platforms
in order to attract a number of customers.
CONCLUSION
From the above report it can be concluded that it is necessary for every organisation in
today’s world to make sure that they are effectively communicating all their objectives as well as
services and products to the customers effectively. Integrated marketing communication also
helps the business to make sure that they are spreading awareness about the business and the
products and services of the business specifically to the targeted customer of the business. Every
organisation needs to 1st create communication objectives after which they select from a number
of different communication channels and tools in order to continue with the communication
process. It can also be concluded that a number of companies these days use social media in
order to attract large number of customers. With the help of social media platform company can
easily reach out to a number of people in small amount of time. Companies can effectively use
this method and reach out to a large number of customers to fulfil all the objectives of the
company. The report also helps in concluding the importance of social media for every
organisation in today’s world along with digital marketing program in order to reach out to the
targeted customers of the organisation.
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REFERENCES
Books and Journals
Porcu, L. and et. al., 2019. Analyzing the influence of firm-wide integrated marketing
communication on market performance in the hospitality industry. International
Journal of Hospitality Management, 80, pp.13-24.
Odiboh, O. and Oladunjoye, A., 2019. Application of integrated marketing communication tools
for promoting computers in Nigeria. Proceedings of the 33rd International Business
Information Management Association (IBIMA), pp.10-11.
Odiboh, O., 2019. Integrated marketing communication in Nigeria. APCON, Lagos.
Roth-Cohen, O. and Lahav, T., 2019. Going undercover: Online domestic tourism marketing
communication in closed and open Facebook groups. Journal of Vacation
Marketing, 25(3), pp.349-362.
Mogaji, E. and Yoon, H., 2019. Thematic analysis of marketing messages in UK universities’
prospectuses. International Journal of Educational Management.
Dixit, S., Badgaiyan, A.J. and Khare, A., 2019. An integrated model for predicting consumer's
intention to write online reviews. Journal of Retailing and Consumer Services, 46,
pp.112-120.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Palazzo, M. and et. al., 2020. From fragmentation to collaboration in tourism promotion: an
analysis of the adoption of IMC in the Amalfi coast. Current Issues in Tourism, pp.1-
23.
Saito, A., 2020. Is employment at integrated resorts attractive to local residents?: The
relationship between perceived personal economic benefits and attitudes towards
integrated resorts. Rikkyo University bulletin of studies in tourism, 22, pp.42-51.
Lai, I.K.W., Yang, T. and Hitchcock, M., 2020. Evaluating tourists’ emotional experiences
regarding destination casino resorts: An impact-asymmetry analysis. Journal of
Destination Marketing & Management, 16, p.100365.
Rico, A. and et. al., 2020. Declining water consumption in the hotel industry of mass tourism
resorts: Contrasting evidence for Benidorm, Spain. Current Issues in Tourism, 23(6),
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