Marketing Communication Channels and Strategies for Britannia Hotels

This report provides an analysis of the integrated marketing communication (IMC) plan for Britannia Hotels, a leading privately-owned hotel chain. It identifies the current marketing communication situation, including strengths, weaknesses, opportunities, and threats. The report evaluates how marketing channels are integrated to add value and raise resources, with a critical analysis of how these channels contribute to communication aims in the hospitality business. It outlines communication objectives, justifies the selection and integration of communication channels, and analyzes their application in relation to the marketing communication mix and hospitality business objectives. The report also details marketing communication plans with SMART aims to reach business goals, designs content appropriate to the chosen channels, and determines communication strategies to attain those aims. Finally, it critically evaluates the IMC plan, suggests improvements for maximizing income, and meeting communication and business goals, emphasizing the importance of digital media marketing and content creation.

Integrated marketing
communication

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 Identify the current marketing communication situation and channels of business and
determine the tools or channel along with the method in use.....................................................3
M1 Analysis and evaluation of how marketing channels of communication are integrated
within an industry to add values and raise resources..................................................................5
D1 A critical analysis of how marketing channels add value in hospitality business to
illustrate their communication aims............................................................................................5
P2 Outline communication objectives for business situation and give justification for the
selection and integration of communication channels................................................................5
M2 Analyse the application of communication objectives in relation to the marketing
communication mix and hospitality business objectives............................................................7
D2 Detailed marketing communication plans which appropriately integrates communicates
channels has smart aims to reach the business goals..................................................................7
P3 Design and produce content appropriate to the channel and communicate goals.................8
M3 and D3 Determine the communication strategies which can be used to help in attain the
aims.............................................................................................................................................8
P4 critically evaluate an integrated marketing communication plan in relation to the
communication strategy, channel choice and innovative content..............................................9
M4 Critical analysis of the success and impact of integral marketing communication............10
D4 Suggestion for improving the marketing communication plan to maximise income and
successfully meet both communication and business aims.......................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The hospitality industry is one of the most dynamic and competitive industry that raise
the necessity to communicate marketing campaigns which are clear and integral throughout all
channels of communication to the targeted market. In the hospitality sector, better
communication channel ensures a considerable part in gaining potential customers. Thus, an
effective marketing communication is much more than only advertising and marketing
(Anderson, and Manis., 2022). In order to highlight the importance of integrated marketing
communication the selected organisation from hospitality sector is Britannia Hotels, it is leading
privately owned chain or group of around 61 hotels under it. It is founded in 1976 and
headquarter situated in Hale, Greater Manchester, England. The hotel aims to provide their
customers extreme value of their money at the time period at which it become an crucial element
for businesses as well as individuals while taking decision regarding purchasing. The report will
cover designs and provide best suitable tools or techniques for channelizing better
communication.
MAIN BODY
P1 Identify the current marketing communication situation and channels of business and
determine the tools or channel along with the method in use
 Strengths: The transient location of the hotel industry in the Midlands, closer to
Dockland Airport, makes it easier for hotel guests to stay. Availability of
attainable facilities including air-conditioned rooms, accommodation and
boarding, restaurant, bar, kitchen are all strong points of the company. Human
activity is commensurate with the strategic development of operations, with
human expertise and the availability of labour services. The availability of tourist
activities creates an additional building force of the company (JEROME, 2021).
The information management department is tasked with managing the ideal
activities of the marketing function through the implementation of various
strategic marketing techniques. Availability of well-equipped and complete
rooms, having large halls for events, the ideal structure of the hotel is an added
advantage.

 Weaknesses: There is no parking near the hotel. Increase the labour turnover rate
in the company with inappropriate labour management activities. There was a
serious increase in the budgetary costs of the hotel industry during the increase in
corporate labour turnover. The decline in business profits over time affects how
well the hotel industry operates (Kisiołek, Karyy and Нalkiv, 2021). The increase
in costs will be commensurate with revenue recognition from controlling the day-
to-day operations of the business.
 Opportunities: There is a larger range available for admission in the Canary
Wharf area. Since London is one of the cosmopolitan cities in the world, many
visitors are used to coming here for sightseeing, picnics, education, travel, life,
work. So there are many business development opportunities geared towards
international visitors. Hotel industry operating level is at optimum level,
moreover, there are many developments to enhance business performance level
with efficient and skilled use of manpower in daily business operations .
Enterprise management can be used as the basis for transforming the information
management function to achieve business objectives
 Threats: Since London is a cosmopolitan city in the world, many viewers are
used to coming here from different parts of the world. So there is a huge scope for
growth for the hotel industry in this area. Hospitalization levels are much greater
in this city of London. As a result, many hospitality industries are used to
operating in this city to entertain visitors, globalized guests. It led to the
emergence of various hospitality industries. The Hilton Metropolitan Hotel, the
Syon Park Hotel and the Chariot Mirror Hotel are some of the major hospitality
industries in the city that compete with Britannia International.
There are various marketing communication paths through which management of
Britannia Hotels can grow and perform their marketing functions with efficiency:
Public Relation: It is the set of strategies related to the management of data or
information about customers and market (Križo, Čarnogurský and Sirotiaková, 2018). Its
fundamental objective is to collect crucial news or events for maintaining goodwill of Britannia
Hotels and brand image.

M1 Analysis and evaluation of how marketing channels of communication are integrated within
an industry to add values and raise resources
The evaluation can be done that Britannia Hotels has integrated all of their channels of
marketing for better communication in effective and efficient way that leads in growth of their
brand image and value along with availability of scare resources. For effective marketing
management Britannia Hotels use direct marketing due to various advantages such as it helps
them in raising their base and ensure that their financial resources must be secure or their
operations are cost effective (Littlefield, Sellnow and Sellnow, 2021). They took full utilisation
of their digital platforms for setting communication with their large number of customers that
also save their money and time as the business is promoting their goods and services across the
globe from a single place, without moving anywhere for promotion of business.
D1 A critical analysis of how marketing channels add value in hospitality business to illustrate
their communication aims
Goals of better communication channel concentrates on evaluating the different
behaviour of customers and their attitude towards the brand Britannia Hotels on the basis of their
services such as creditability and satisfaction level of customers. In terms of accomplishing the
goals of communication the most effective tool is digital media marketing for Britannia Hotels as
they can also promote their service through this tool. This techniques also provide the business
assistant in retaining loyal and potential customers base. They can determine their aims and
objectives clearly that communicate and convert their possible stakeholders.
P2 Outline communication objectives for business situation and give justification for the
selection and integration of communication channels
Communication channels has the major purpose that provide support to the company in
achieving long term goals and targets the key point at which market is conscious to increase the
value of brand over a particular time period (Montilla, 2021). Marketing functions evaluate and
analyse the behaviour or attitude of consumers such as accommodation prices along with their
visits for collecting the information. The Britannia Hotels has to main target that is to
communicate, compete and convince the potential customers and earn maximum profit in the
market.
 Compete: This component provide assistance to Britannia Hotels for standing against the
competition in the market effectively and regulate the new trends in hospitality industry

in order to offer some distinct and unique services to their customers. Through effective
marketing communication channels marketing team of Britannia Hotels might be able to
attract their targeted customers which leads in making good image of brand that results in
sustainable growth and success.
 Communication: The communication channel of Britannia Hotels aims to deliver their
thoughts and views clearly and appropriately to their targeted market about new
upcoming innovation and their creative hospitality services as it help Britannia Hotels in
terms of spreading awareness and making people to visit and experience their services
(Munandar, 2019).
 Convince: The last and foremost marketing communication aim or the marketing team of
Britannia Hotels is to convince the potential customers with their mission and vision to
come again for experiencing their services through providing all clients best quality
services that will increase the satisfaction level of consumers. With the utilization of
creative and innovative changes or information technology they will be able to promote
their brand that earn the attention of other customers as well. It also provide assistance
the business to accomplish their desired goals and objectives in the most effective way
and greater share in the market as well.
Social media marketing and channels of content marketing:
The marketing management department of Britannia Hotels can utilise content and social
media marketing in terms of achieving their major purpose through establishment of better
communication channels and can also spread awareness about their brand across the globe
(NIANTIARA, 2020). Through generating accurate content that is also effective in reaching
customers.
Justification:
Social media marketing provide support to Britannia Hotels in order to meet greater
customer base at single location that would ensures that their time and cost use effectively and
efficiently. Whereas, content marketing is the marketing tool that helps business in attracting
influencers and other people to come and stay over the place that will increase the profit margin
of company.

M2 Analyse the application of communication objectives in relation to the marketing
communication mix and hospitality business objectives
It has been analysed that better communication channels has the purpose to channelize
effective communication towards the brand image and goodwill of Britannia Hotels in terms of
competing with the upcoming marketing challenges and other brands. It is hard to clearly
communicate the exact and accurate purpose and concept of business to potential buyers when
there is complicated competition in the market (Pavenkov and Rubtcova, 2019). The marketing
mix indicates to all the tools and methods for communication used by marketers of Britannia
Hotels such as digital media marketing, email marketing and social media marketing. With
proper utilization of these tools company is able to reach their desired share in the market.
D2 Detailed marketing communication plans which appropriately integrates communicates
channels has smart aims to reach the business goals
Specific Measurable Actionable Relevant Time bound
For increasing
customers base
as well as share
in the market.
It is calculated by
examination the
figure of traveller
of actual month
with former
performing
By exploitation
digital
merchandising
application and
social media to
boost their work
It is applicable for
Britannia hotel as
it add-on their
trade name and
profit for future
development
Within 4 months
For Convincing
potential buyers.
It is measurable
by Britannia hotel
to perceive how
many traveller
and guest visit
their hotel after
pandemic.
By inviting
influencers to
evidence all act
like sanitary work
in picture and
post it on their
report
It is applicable for
Britannia hotel as
many people
make
determination to
visit after sighted
video of power
which addition
trade name.
With in 3 months

P3 Design and produce content appropriate to the channel and communicate goals
The marketing management of Britannia Hotels develop effective content for altering
their marketing mix to accomplish the aim of communication:
Develop an effective key message: Digital marketing or social media marketing of
Britannia Hotels develop effective message that is able to gain attention of customers with the
use of easy language that everyone can easily understand in terms of attracting more and more
people through adding new and catchy pictures, designs and perfect colours for explaining their
distinct services in more detail (Selvarajan and Safna, 2019). They develop the content in the
form of short videos and images of customers reviews and post all things on websites in very
innovative way that cover all specific areas of their services.
Cover all the details: The marketing team develop content about the manners in which
their workforce functions their operations through maintenance of proper hygiene with use of
face mask, hair cap and proper sanitisation timely in order to ensure safe and clean environment
at all places.
Change in logo: They can also do some modifications in their logo with the help of new
technology, colours and stylish fonts with attractive designs and images for ensuring that new
customers attract towards their services. For all social media marketing channels Britannia
Hotels can add details and pictures of celebrations and upcoming events.
Modifications in tag line: The content which Britannia Hotels is providing needs to be
clear with no glitches in it that explains properly about food, room services and property. These
changes can also give the advantages to Britannia Hotels in fighting with competition in the
market.
M3 and D3 Determine the communication strategies which can be used to help in attain the
aims
The strategies and plans used for better communication includes an effective message
that all marketers of Britannia Hotels need to utilise for succeeding in their social media
marketing practices (Suarna, 2021). This strategy contains three important factors that are
described below:
Targeted market: Business needs to set a a plan in which they target a particular market
on the basis of some specific factors.

The message: Marketing department of Britannia Hotels should use the data and
information that is available on social media platforms because these data sets are exactly shows
what wants and company can develop or respond their customers with accurate and transparent
message.
The medium: The Britannia Hotels should use impressive channels for selling their
services such as online websites, their own website and through email as well (Wang, 2021).
P4 critically evaluate an integrated marketing communication plan in relation to the
communication strategy, channel choice and innovative content
Plan of Britannia Hotels for integrated marketing communication is describe above
already that shows the ways that marketing team is using for promotion of Britannia Hotels or
communicating their services, views and new innovations to the targeted customers in
international market that is possible through the implementation of effective marketing
strategies, communication channels that can handle communication globally and creative
content.
Strategy for better communication: Management of Britannia Hotels designs strategies
and policy for ensuring better communication that can promote the services that they are
providing to market and these policies also help them in analysing and determining the long as
well as short term goals or objectives of the business and the methods through which the
business can achieve their desired goals. As the business decides their policies in order to reach
potential buyers without doing any specific research about current trends in the market of
hospitality industry (Whitburn, Karg and Turner, 2020). As these strategies and policies provide
assistance to the Britannia Hotels for influencing the consumers more as comparison to previous
tools that tends to increase the accountability of company and the negative effect of the strategy
is that, it also increases the cost and time of implementation that leads to reduction in the time
taken by each operation.
Choices of communication channels: The management of Britannia Hotels has the key
message that they convey through their marketing strategies and digital media marketing plans
for communication in terms of communicate about their thoughts and ideas of improved serves
to the larger customer base. These chosen channels help the business in carrying out the targeted
customers at low cost that raises the level of their brand as well as share in the market along with
this it also decreases the overall cost incurred in marketing activities. These channels includes

find the right person or team that is able to produce accurate content required for website and
digital marketing platforms, accuracy in the content ensures better functioning of promotional
activities and attain the business objectives.
Creative content: The management and marketing professionals of Britannia Hotels give
their full efforts to compete effectively in the market by making effective content for the
promotional components of their marketing mix in order to reach their predetermined goals. It
has been observed that there are always few negative as well as positive areas in the content that
have direct impact on all operations of the Britannia Hotels (Todorova and Zhelyazkov, 2021).
The marketing management also do some changes and shifts with their prospectus, logo and tag
line that help them in gaining the attention of public regarding their business that leads to success
of their new innovation in terms of growing their company financially and in market as well. The
impacts of content is huge as it directly affects the economic scale of business because business
needs to prefer professionals who has the knowledge of three dimensions of marketing
technology for designing the effective logo. It also increases the cost incurred in the process of
printing new logo, developing new cover pages and changing the tag lines along with arranging
proper training and development program to all marketing team members for proper utilization
of integer application in messages.
M4 Critical analysis of the success and impact of integral marketing communication
For analysing and evaluating the marketing plan of Britannia Hotels, management should
use different methods and tools available as indicator for key performance and benchmarking in
order to improve their overall performance while implementing the plan for growth. If business
uses key performance indicator for measuring the way in which digital marketing adding values
in their services and assisting them in raising the level of their effectiveness in complicated
market (Rakhmanov, Smykova and Rakhmanova, 2021). It has been observed Britannia Hotels
attain achievements after exceeding their marketing plan as they can correct their errors while
completing the process of that tends to raise their customer base.
D4 Suggestion for improving the marketing communication plan to maximise income and
successfully meet both communication and business aims
The most essential phase while improving overall marketing operations is developing a
workflow of project among the marketing and rest of the organisation. The internal operations
and functioning of each team can be heavily influenced by other departments performance.

Beginning from the top down, management should take the time for exploring the whole data
through conducting small interviews of customers and pay attention to social media
conversations then creating plans and strategies that matches with goals of company.
CONCLUSION
The basic purpose of this report is to determine the tools and techniques of integrated
marketing communication influenced by Britannia Hotel's marketing performance while
adopting new innovations such as strategies in which hospitality industry can flourish. The
technological shifts and evaluation of the communicational technologies are analysed by
Britannia Hotels through analysis of stakeholders and targeted customers the company can
maintain the best marketing strategy. According to the above report, the conclusion has been
drawn that marketing communication includes numerous components that can be digital
marketing, sales, advertisement, promotions and public relation. It aims to increase the share in
the market of company through enhancing marketing operations. As management of Britannia
Hotels can develop effective strategy for communication with right data sets and utilise their
channels in market to increase their profit margin and market share as well. With use of new
technologies, they can arrange training for their employees in order to meet their long and short
term goals or objectives.

REFERENCES
Books and Journals
Anderson, K.C. and Manis, K.T., 2022. Early Adoption of Innovative Media into Digital
Marketing Strategies: An Abstract. In Academy of Marketing Science Annual
Conference (pp. 119-120). Springer, Cham.
JEROME, M.J., 2021. INTEGRATED MARKETING COMMUNICATION: Advertising and
Promotion in a Digital World. Routledge.
Kisiołek, A., Karyy, O. and Нalkiv, L., 2021. The utilization of Internet marketing
communication tools by higher education institutions (on the example of Poland and
Ukraine). International Journal of Educational Management.
Križo, P., Čarnogurský, K. and Sirotiaková, M., 2018, August. Using the Concept of SoLoMo
Marketing in Digital Environment to Increase Brand Awareness and Communication
with Customers. In International Conference on Knowledge Management in
Organizations (pp. 551-561). Springer, Cham.
Littlefield, R.S., Sellnow, D.D. and Sellnow, T.L., 2021. Integrated Marketing Communications
in Risk and Crisis Contexts: A Culture-Centered Approach. Lexington Books.
Montilla, J.M.M., 2021. An integrated marketing communications campaign for Powerclean HE
Liquid Detergent.
Munandar, H., 2019. PENINGKATAN PEMAHAMAN PUBLIK TENTANG ZAKAT
MELALUI AKTIVITAS MARKETING COMMUNICATION (Studi Deskriptif
Kualitatif Aktivitas Marketing Communication di Sinergi Foundation berdasarkan
Konsep Integrated Marketing Communication) (Doctoral dissertation, UNIVERSITAS
SANGGA BUANA YPKP BANDUNG).
NIANTIARA, A., 2020. INTEGRATED MARKETING COMMUNICATION PADA
MACHINE VISION (Doctoral dissertation, Universitas Ciputra Surabaya).
Pavenkov, O. and Rubtcova, M., 2019, February. Integrated Marketing Communications in the
Sphere Agricultural Industry in Russia. In ITM International Conference and Summit on
Techno Management Trends (pp. 15-22).
Rakhmanov, A.K., Smykova, M.R. and Rakhmanova, G.B., 2021. Development of a customised
model of integrated marketing communications for the economic well-being of the
enterprise. Development of a customised model of integrated marketing
communications for the economic well-being of the enterprise, pp.141-153.
Selvarajan, P. and Safna, M.I.N., 2019, December. The Role of Change Agents in Integrated
Marketing Communications: Development of a Conceptual Framework. In Proceedings
of the 6th International Conference on Multidisciplinary Approaches (iCMA).
Suarna, R.T., 2021. STRATEGI INTEGRATED MARKETING COMMUNICATION PADA
PROGRAM OLIMPUS (Studi Kualitatif tentang Komunikasi Pemasaran Terpadu di
PT. Prospek Media Indonesia) (Doctoral dissertation, UNIVERSITAS PASUNDAN).
Todorova, G. and Zhelyazkov, G., 2021. Impact of marketing communication mix on business
results of SMEs. In SHS Web of Conferences (Vol. 120). EDP Sciences.
Wang, J.H., 2021. An integrated marketing communications campaign for Twinkle Twinkle.
Whitburn, D., Karg, A. and Turner, P., 2020. The effect of digital integrated marketing
communications on not-for-profit sport consumption behaviors. Journal of sport
management, 34(5), pp.417-434.