Hospitality Integrated Marketing Communication

Hospitality Integrated
Marketing
Communication
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Contents
Introduction......................................................................................................................................3
TASK A...........................................................................................................................................3
P1 Different types of marketing channels and how they serve communication objectives
within the hospitality organizations........................................................................................3
P5 Evaluation of integrated marketing communication plan along with its strategy, channel
choice and creative content....................................................................................................5
TASK B...........................................................................................................................................7
Covered in PPT.......................................................................................................................7
Conclusion.......................................................................................................................................7
REFERENCES................................................................................................................................8
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Introduction
Marketing communication is defined as a tool that help an organisation to aware brand in
market and to promote it in an effective manner. Most of the companies uses this tool in order to
approach its target and potential customers in an effective manner. Integrated marketing
communication is basically an approach that is used to promote message by using various
strategies, which work together & reinforce with one another (Mosca and Casalegno, 2019).
Nowadays, organisation were using this tool and uses more than one channel in order to reach
maximum number of people in a proper manner. The present report is based on given case study
of small luxury resort that is situated at Florida gulf coast. Island beach resort is taken into
consideration, which is one of the renowned luxury resorts. The report will cover different forms
of marketing channels along with how they help in achieving communication objectives. In
addition to this, communication objective is design for the respective organization and a
justification is given for the selected integrated communication channels. Moreover, IMC plan is
developed which help in achieving communication objective in an effective manner. At last,
evaluation of integrated marketing communication plan in context to creative content and
communication strategy is described in a proper manner.
TASK A
P1 Different forms of marketing channels & how they help in communication objectives within
the hospitality organizations
Overview of the case:
The given case study shows overall positioning of Island beach resort and how it uses
different methods for developing position with the assistance of online channels. It is determine
that small and medium enterprises were facing lot of challenges and issues because of
competition prevailing at market and cutting of prices take place. It is determine from the given
case that there is requirement of effective planning in order to solve all the issues in a proper
manner. The managers Island beach resort was getting success in market to capture, but did not
sure about the things take place in market. It is analysed that organisations are shifted from
traditional marketing approaches to the modern approaches such as social media, digital and
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online marketing etc. The needs of using this tools is increases and companies uses various types
of marketing channels, in order to promote and attract large number of people.
There are different forms of marketing channels which assist in attaining communication
objective within the hospitality sector is given below:
 Advertising: It is consider as one of the most effective promotional tool or marketing
channels that is used to attract large number of people and enhance sales and profitability
margin of company (AFFAH, 2018). In relation to Island Beach Resort, this tool can be used by
its managers in order to reach its target and potential customer in an effective manner. It is
determine that advertising is a cost effective method and require investment of managers of
Island Beach Resort.
 Public relation: It is an indirect form of communication which is adopted by many
organisations for developing effective relationship with customers and retain them for longer
time. With reference to Island Beach Resort, it can make use of this tool as it help in spreading
positive word of mouth of brand in market that has a positive influence on overall market
position and revenue of company.
 Direct marketing: It is defined as face to face marketing of products as well as service in
an appropriate manner. Herein, selling of product is depend on the skills and knowledge of
salesman along with the power of conveyancing customer. In relation to Island Beach resort, it
can use such channel for gaining attention and knowledge about perception of people towards
brand. It is important for higher authorities to provide training session to sales team in order to
enhance their knowledge and improve selling skills that has a positive influence on sales and
profitability of the company.
 Social media: One of the most effective tool of marketing channel that help companies to
reach large number of people within stipulated time period. It involve application such as
YouTube, Facebook, Instagram, LinkedIn and many more. It is determine that millions of
people is using this applications on a continuous basis (Sülük and Aydin, 2019). In order to
promote brand and make people aware about brand, it is consider as most efficient and cost
effective tool as well. In relation to Island beach resort, it can make use of this tool in order to
enhance its customer base level within a short span of time. It can develop its own webpage
and advertise it on YouTube and other application in order to create awareness. It not only help
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