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Marketing Communication Plan : Assignment

   

Added on  2021-05-25

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Student Number: HAN18080052Word count:MARCOMS REPORT AND COLLATERALI. IntroductionOver the last few years, the hospitality business has been influenced significantly by thetourism industry, hotels are expected to deliver not just a place to stay, but a first-classexperience in order to face an extreme international competition (Sun, 2011). Accor is morethan a world leader hospitality group which is providing exceptional and significantcustomer experiences through a rich brand portfolio of 5000 hotels, resorts and residencesall over 110 countries in the world (Accor, 2020). In 2018, Accor’s revenue is 399 million USDand it is continuing to grow steadily with a new Accor hotel opened every 24 hours (Accor,2020). One of Accor Group luxury brands - Raffles Hotels & Resorts - is an iconic hotel chainwhich provide legendary service since 1887 (The Raffles Story, 2020). Raffles has an impeccable reputation, along with 16 most renowned hotel locations in 13countries (The Raffles Story, 2020). One of the key points that leads to the success of Rafflesfor decades is how they communicate with their customers in order to change and evolve tokeep up with their guests’ desires and expectations.In recent year, a growing attentionwithin the usefulness of marketing communications has been seen as major advantages ofcreating a sustainable and successful brand (Keller, 2009). Consumers consider themselves in a complicated marketing environment withdecentralized images and information, given the high scattered tourism and hospitalityindustry. Accordingly, marketers within this certain field need to harmonize all messagesand channels to implement a clear, coherent messages throughout their marketingstrategies (Hudson, 2008). The Integrated Marketing Communication (IMC) model is a validanswer to this necessity because it implements the comprehensive understanding ofmarketing communications in addition to creating a clear message and gain significant effectby combining components of the marketing mix (Keller, 2009). In order to give Raffles Hotelsand Resorts the most suitable marketing communication plan, this academic paper will bedivided into two parts. The first part is the marketing communication plan itself using themarketing communication plan framework proposed by Tuckwell K. The second part is amarketing brochure of Raffles Hotels and Resorts.II. Marketing Communication Plan1. Application of principles to practice1.1 Corporation ObjectivesRaffles Hotels & Resorts has clearly stated their corporation objectives is to expand theirnetwork and pipeline to eight new hotel addresses by 2023 in six different coutries whichare China, Greece, India, Saudi Arabia, U.A.E and the United Kingdom. Additionally, thehotel chain also sets their goal to increase the brand margin potential and achieve a RevPar(revenue per available room) Index Performance of 107.
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Student Number: HAN18080052Word count:1.3 Marketing Communication ObjectivesAs Raffles Hotels & Resorts appeal to be a bit discrete and old-fashioned, the hotel chainaims to focus more on younger travellers in Asia Pacific so they need to slightly change thebrand perception into more friendly, stylish and closer to it customers. The marketingcommunication objectives of Raffles Hotel & Resort will be continue to increase brandawareness and knowledge of footprint among young and affluent travellers as well asengaging them with the brand experience as the brand image will be more friendly andcloser to customers. The next goal is to push brand performance and credibility further bycreating a positive public image through public relations and advertising . According to LanSun (2011), Raffles applied differentitation-based focused strategies for their corporationtherefor the next objective is to presenting their unique features and benefits in order toattract their new targeted group. Moreover, Raffles need to increase the interation on socialmedia to better communicate with younger audiences.2. STP AnalysisThe current campaign will be segmented in reliance on geographic, demographic,psychographic and behavioural elements. The figure below will illustrates the most suitablesegment for Raffles Hotels and Resorts:Customer ProfileGeographicAsia PacificDemographicAge25-55GenderBoth IncomeUSD$100K+/yearEducationWell-educatedBehaviouralBenefit soughtLuxury, exclusive, experienceOccasionSpare time, special occasionClient statusPast, current, future potential customersPsychographicVALS type*Experiencers, Achievers, BelieversPersonalitySophisticated, classy, fashionable,uniqueness*VALS type:Asia Pacific has been seen as a religion with a highest rise of luxury tourist in the worldand it persisted the market’s main driver (Kadam and Deshmukh, 2018). China has about 7million outbound trip per year which helps them to be a leader in Asia luxury market,followed by Singapore and India with a rapid growth of affluent travelers (ibid.).Customers between the age of 51-69, also called Baby Boomers, create a large portion ofluxury travellers for a several reasons such as eco-tourism, medical touism or secondhoneymoon (Bisht and Iqbal, 2016). However, Millenials (aged 20-40) are becoming a majorcustomers in tourism sector because of their rising interest in travelling (Gardiner et al.,2014). This younger generations all have a favourable view in spending in travel instead ofphysical assets (FutureCast, 2016). Customers are currently prefer the term “experientialluxury”, for instance experience, seeing and doing new things, to having physical goods(Euromonitor International, 2017). Besides, older millenials (from 30-40 years old) tend tospend more of their income on “luxury get aways” as they are entering their peak earningyears (McGivney, 2016). Younger millenials consider luxury travel as their treat, this group isconstantly active on social media and follow the top luxury travel and hotel brands (Verb,
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Student Number: HAN18080052Word count:2017). They are currently not financialy stable to affort such premium services but they candevelop an relationship with the brand and create their personal preferences. Therefore,millenials should no longer be considered as immature young customers since they are nowamong the most knowledgeable and experienced types of travelers. 3. Development of Raffles Hotel and Resorts marketing communicaton planThe integrated marketing communication tools will be implemented to reach themarketing communication objectives of Raffles Hotels as mentioned above.3.1. The Creative PlanThe following creative concept will be established in order to deliver the message totarget audiences. Moreover, the next part will develop the use of advertising tools and thereason Raffles hotels should utilize it.Creative Campaign topic: “Emotional Lavish – Your home away from home”The purpose of this campaign is to pull and engage with younger customers who interestin unique and personalized experiences and also value an exquisite yet luxury lifestyle.Moreover, the idea is to bring the brand closer to it audiences. This concept will be usedthroughout selected media platforms and provide the brand nature which are -A leader of worldly elegance and hospitality-Luxury, unique and warm experience-Not for allThis will be a suitable and efficience campaign for Raffles Hotels and Resorts because of this following reasons: -Delivering a high-end luxury standard carried by a generous, warm, welcoming and discreet customer service is included in Raffles’s core value-Raffles offers unique and personalized experiences -Emotional luxury is one of Raffles Hotels & Resorts unique selling point which differentiate Raffles to it competitorsThe tone of voice of this campaign is adapted from Raffles Hotels & Resorts core values which are: Gracious, Intuitive, Sumptuously pampered, Perfectly understood (Raffles, 2020).3.2. Print AdvertisementsThe content of Raffle’s print advertisments will focus on promoting its unique andpersonalized services (e.g: Sleep Rituals service) as well as the brand values throughout thenew concept which is “Emotional Lavish”. Raffles’s appearance in top magazines will mainlytarget on younger audiences so the use of up-to-date media technology such as QR (QuickRespond) code is necessary. Under each article, Raffles should put a QR code that linkstraight to its official website to provide customers more information. Addtionally, theapplications of QR code can generate competitive advantage for corporations (Demir et al.,2015). The following magazines was considered suitable for Raffles to place itsadvetisements.World Travel MagazineWorld Travel Magazine is one of the top luxury travel and lifestyle magazine establishedin Singapore which is published globally (World Travel Magazine, 2020). The magazine
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