Sales and Marketing | Case Study

Running head: SALES AND MARKETING
SALES AND MARKETING
Student’s Name
University Name
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SALES AND MARKETING
Introduction
SOHO house based in London is known to be one of the most creative and innovative
business organizations founded in the year 1995. In the past, the business organization has
achieved great success by expanded its business operations in the global market and has been
successful; in offering wide varieties of luxury properties throughout the globe starting from
New York to Hong Kong. Further, the business organization has also ventured into new
business segment namely home wares, restaurants, hotels and cinemas. However, the
business organization and its diversification into other industries have impacts the perception
of the brand and its loyal private club customer base. The purpose of this report is to develop
a communication strategy for the customers targeting the current and prospective club
members. The report discusses the integrated marketing communications concept; it analyzes
and determines the promotional tools that are most suitable for SOHO House. It identifies the
pricing strategy of the business which is most suitable for the target markets.
Discussion and analysis
New communication and pricing strategy for SOHO house
Discuss integrated marketing communications concept
Integrated marketing communications indicate the initiative taken by a particular
business organization to make their products and services visible and known among the target
maker and the end users of the services or product. (Lamb, Hair & Daniel, 2016) In order
words, it is a brand communication to the customers to increase awareness about the
availability of the service or the products promoted by the business organization. Brand
communication is highly essential for the business organizations especially in a highly
competitive and dynamic business environment. Promoting the brand is essential for the

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SALES AND MARKETING
business organizations to increase the awareness, thereby increasing the sales and
profitability of the business organization (Porcu, Del Barrio-Garcia & Kitchen, 2017).. In the
concept of integrated marketing communications involve integration of different types of
brand products and methods of brand promotion implemented by the business organization to
increase their sales and profitability (Thaichon & Quach, 2016). There are various
components involved in integrated communication that is the foundation, the corporate
culture, building brand identity, consumer experience, communication tools, promotion tools
and integration tools. Integrated communications includes all the aspects of marketing mix in
order to work together in harmony with all the aspects for the purpose of promoting the
particular product or service offered by the business organization among the end users
(Porcu, Del Barrio-Garcia & Kitchen, 2017).. The overall objective of integrated marketing
communications plan include defining the value propositions of the business organizations,
its planning and the ways in which the business organization wants to communicate. In the
highly competitive business environment, the marketing department of the business
organization might include different marketing as well as advertising mediums for an
effective marketing campaign (Thaichon & Quach, 2016).. The business organization must
use different 360 degree approach in order to strengthen the position of the market and have a
negative impact on prospective customers as well as new customers.
Analyze type of promotional tools suitable for SOHO House
Digital media marketing and promotion
It is recommended to implement digital promotion practices, as it will be more
appropriate for SOHO House’s private club. Tools such as social media marketing, content
marketing, email marketing and search engine optimization are most suitable for the business