Integrated Hospitality Marketing Communication

This presentation provides an overview of integrated marketing communication in the hospitality industry, focusing on a case study of Island Beach Resort. It discusses communication objectives, justification of selected channels, and an integrated marketing communication plan.

Integrated
Hospitality
Marketing
Communicatio
n

INDEX
– Introduction
– Overview of the case study
– Communication Objectives
– Justification of objectives
– Integrated Marketing Communication Plan
– Conclusion
– References

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. Nowadays, organisation are using this tool and uses
more than one channel in order to reach maximum number of people in a proper
manner. The report is based on given case study of small luxury resort that is
situated at Florida gulf coast.

Overview of the case study
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.

Communication Objectives
– Integrated marketing communication is basically a tool that is used by companies to
promote products and services by using more than one channel of marketing. It help an
entity to attract large number of people and increase sales and profit level in an
effective manner. The companies set communication objectives that activities is
implement effectively and performance is analysed in an effective manner. The
communication objective in context to Island Beach resort is given below:
 To increase awareness about product and service by using marketing communication
channels in an effective manner. It will help company to raise its number of customer
and strengthen its market position in an effective manner.

Cont.…
 Another communication objective is to increase sales that has positive impact on
revenue and profitability level in an effective manner. It is essential for company to
develop an attractive message and spread it in market by using channels such as
social media applications as it help in reaching large number of people within short
span of time and increase sales of company.
 To maintain good relationship with employees is one of the communication objective
as it help company to retain customers for longer time period and maintain its future
sales in an effective manner.

Justification of the selected
channel:
As per the given case study, it is determine that company is not using digital
marketing channels to communicate people about service provided by them. In today’s
world, one of the effective channel of marketing communication is social media and digital
marketing as well.
– Social media help an entity to attract large number of people within short span of time. It
is important for higher authorities of Island beach resort to develop an attractive content,
which grab the eye of people towards its services.

Cont..
– It is determine that social media applications occur less cost to company and assist in
reaching large audience that leads to increase in customer base of an organisation. It will
help Island Beach resort to increase its sales and profitability level in an effective
manner.
– It is analysed that there are millions of users of social media applications and using it on
daily basis. Nowadays, people even use such applications in order to gain knowledge
about product and services by following the pages of particular organisation. The
management team of Island Beach resort can develop a page so that all information is
provided in an easy and proper manner to customer.

Integrated Marketing
Communication Plan
IMC plan is defined as a strategy that help an organization to attain desired goals and
objectives within stipulated time frame. This plan involves objectives, strategies, target
market of an entity. The integrated marketing communication plan is given below in
context to Island Beach resort:
Identification of marketing communication channel:
One of the most essential thing that is required in order to develop IMC plan is analysing the
channel of communication through which an entity make aware customers and promote
brand. In case of Island Beach resort, it make use of social media channels that help in
reaching maximum number of people within short span of time and also help in increasing
customer base and sales in an effective manner.

Cont.…..
– Objectives:
1) To increase sales by 10% in the coming 12 months by using promotional marketing tool
that help in attracting more number of people towards brand.
–
2) To raise market share by 15% in the coming 10 months by developing an effective
marketing strategy.
STP analysis:
– It is a tool that is used by company in order to segment market and to target right
and potential customer in an effective manner. Along with this, it also aid in positioning the
brand positively in the mind of customers. The STP analysis of Island Beach Resort is
given below:

Cont.…..
– Budgeting:
–It is developed by managers in order to gain knowledge about funds required to
implement activities in an effective manner. It is essential to develop budget in order to
ensure availability of resources. In context to Island Beach resort, it develop five year plan
in order to manage funds in an effective manner.
– Implementation and evaluation:
– After developing the objectives, budget, channel of communication, the step that take place
is implementation of plan. It is important for an entity to execute all the activities in an
effective manner in order to gain positive results. The higher authorities of Island Beach
resort analyse evaluate and monitor performance of staff members with the expected
performance in order to make improvements and attain objectives within stipulated time
frame.

Conclusion
From the above study, it has been analysed that choosing appropriate communication
channel plays vital role in the overall business performance. There are various
marketing communication channels such as advertising, public relations, face-to face
marketing, social media and many more. It is determine that one of the effective
marketing communication channel nowadays is social media that help in raising sales
and profitability level in an effective and quick manner. It is important to set
communication objectives so that it can achieve and on this basis performance is
evaluated properly.

References
– Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
– Ahn, J. and Back, K.J., 2018. Influence of brand relationship on customer attitude
toward integrated resort brands: a cognitive, affective, and conative perspective. Journal
of Travel & Tourism Marketing, 35(4), pp.449-460.
– Góral, E., 2020, April. Standardization or Adaptation of Marketing Communication in
Islamic Countries Clothing Market? Case Study on Iranian Women. In ICGR 2020 3rd
International Conference on Gender Research (p. 251). Academic Conferences and

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