An Analysis of Britannia Hotels' Marketing Communication Plan

This report provides a comprehensive analysis of Britannia Hotels' integrated marketing communication strategy. It begins by identifying the company's current marketing communication situation, channels, and tools, including direct marketing, advertising, social media, and public relations. The report evaluates the integration of these channels to add value and raise resources, emphasizing the importance of digital media. It outlines communication objectives, focusing on communication, competition, and conviction, justifying channel selection and integration. The report then delves into the design and production of content appropriate for these channels, analyzing how communication goals relate to the marketing communication mix and business objectives. It details a marketing communication plan with SMART goals and critically evaluates the plan in relation to communication strategy, channel choice, and content. Finally, the report offers suggestions for improving the plan to maximize income and successfully meet both communication and business aims, with a focus on social media and content marketing.

Integrated Hospitality
Marketing
Communications

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
P1 Identify the current marketing communication situation and channels of company and
determine the tools, channels along with the method in use. .....................................................3
M1 Evaluation of how marketing channels of communication are integrated within an
industry to add values and raise resources. ...............................................................................5
D1 A critical analysis 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 . ...........................................................6
M2 Analyse the application of communication goals in relation to the marketing
communication mix and hospitality business goals. ..................................................................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 stratrgies which can be used to help in attain the
aims. ...........................................................................................................................................9
P4 critically evaluate an integrated marketing communication plan in realtion 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 ti maximise income and
successfully meet both communication and business aims . ....................................................11
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Integrated marketing connection has been executed used to mix marketing
communication components just as digital media, public relations and business development
principles, understanding consumers as well as advertising for brand which remain consistent
among various platforms (Muller, 2020). To explain the concept of integrated marketing
communication the chosen industry is Britannia Hotels which is UK based founded in 1976 by
Alex langsam. The company have 61 hotels across the country. Its head office is in greater
Manchester England. The task will explain various marketing channels as well as how they
serve communication aims for hospitality business. In instance, it highlights communication
aims addition to appropriate channel and integration with justification. Further it covers the
design or produce content suitable to communication aims along with channels. At last, it
illustrate the skills to critically evaluate a hospitality case study considering channel selection
communication strategy along with innovative content.
MAIN BODY
P1 Identify the current marketing communication situation and channels of company and
determine the tools, channels along with the method in use.
Marketing communication states to the content along with the media which is marketers
of a hospitality company use to communicate regarding their goods and services with target
audience. There are different marketing communications just as direct marketing, traditional
marketing, sponsorship, social media along with presentation through which marketers can
promote their business. In Britannia hotels, merchandising communication condition are they
operate their business activity at huge scale in UK also having high base of buyers due to the
good quality service of industry. They are willing to grow the base of customers with the
objective of earning profits to cope up from the losses which occurred while pandemic. In this
hospitality there is high competition (Peng, Wang, and Lam, 2022). because of consistant
change in taste, trends and atmosphere. Industry invest high amount on their promotions as they
use digital media marketing channels, traditional marketing, holdings and many others to
promote their services to add values to their capable users. There are different macro factors
which effect the marketing and functions of Britannia for this management can utilise swot

investigation which assists them to analyse whether they are doing bang-up or not that are as
follow :
Strength
 The hotel adds belief to the guest with
impressive hospitality and another
added features just as eating house,
club and health club many more.
 Hotel also give large advantages and
career alteration for its employees
which is to grow its intrinsic
personnel.
Weaknesses
 It is focus on delivering values and
locations but neglects targeting various
marketplace section with various
brands just as kind.
 The company not yet launched in
global market which lacks company in
colored services globally.
Opportunity
 Expanding business in another prime
area across the UK.
 Catching wide market shares nationally
and globally.
Threat
 Threat of new entrants in the market
because of foreseen opportunity
causing high market competition.
Their are different marketing communication channels which management of Britannia
hotels can use in order to grow their effectiveness and develop their marketing or reduce
weaknesses that are as follow(Park, and Kim, 2019.) -
 Direct marketing : It is most impacting marketing channel in which management
understand about their target audience and their services for they make an impressive
message. Marketers of Britannia hotels use this marketing channels to their loyal users
base through sending them attractive offers, goods on discounts and coupons or
services so that they can come again and have a good and better experience by staying
in the property again (Porcu, and et.,al., 2019).
 Advertising : expertise of Britannia hotel use this marketing channels and spend a lot of
money to promote their hospitality services on radio, TV, you tube and news paper ,
business magazines and many others in order to attracts huge number of buyers. It is
very expensive or impressive as they required to contract with advertisement agency to
conduct advertisement of the brand on many platforms effectively to raise market share.

 Social media marketing : It is most effective and basic marketing channel in current
era as almost all big company use this to carry their target audience in less time. It is cost
effective and simple to use promotional tool which helps marketers of Britannia to
promote their service in global market in less cost. There are many social media platform
such as Instagram , Facebook and linked in, invite attracts for promotion, place
advertisement on blogs and site which influence young ones and tourist to visit.
 Public relations – It is most impelling traditional approach which help the company to
increase their guests at minimum cost. In this loyal customer of industry promote the
business and their services which they experience to their relatives in order to have
same experience as they have. In Britannia most guests suggests genuinely to another to
experience the services of hotel to reach their requirements (Koc, 2020).
M1 Evaluation of how marketing channels of communication are integrated within an industry to
add values and raise resources.
According to the above discussion it has been evaluated that Britannia hotels integrated
all marketing channels of communication in effective mode which grow their brand value and
grow their resources. Management of Britannia Hotels use direct marketing which can give
advantage them to raise their user base and secure their cost or financial resources. Aalso they
utilise digital platform to communicate huge amount of customers which save their price and
time as they can promote their services globally at a place instead of going various places for
promoting services. Britannia hotel as they provide the quality services, systematic customer
service which assists them to grow brand value. Moreover advertisements helps the company
to make their profitability in future also so the social media marketing communication channel
is most effective for hotel to promote their industry services to save their cost and maximise
the base of loyal customers (Rather, 2020).
D1 A critical analysis how marketing channels add value in hospitality business to illustrate
their communication aims.
Communication objectives concentrate on analysing the attitudes of users towards brand,
hospitality services like consumer satisfaction or crediability. So the digital media marketing
communication channel is most effective for Britannia hotele to promote their hospitality
services to save their cost and grow loyal customer base. Also it assist them to define their
communication aims which is communicate, contend and convert their possible stakeholders.

P2 Outline communication objectives for business situation and give justification for the
selection and integration of communication channels .
Communication aims refers to the long term objectives or aims where marketplace are
conscious to raise the brand value over the time.
Marketing aims analysis the behaviour of customers of clients like rate of
accommodation, their visits along with the request for information (.Pucci, and et.,al., 2019).
The major marketing aims of Britannia hotels to communicate, convince and compete to
add competitive benefits in industry.
Communication – the communication aims of hotel is to communicate appropriately,
correctly to target users about their brand and hospitality services. As it helps them to spread
awareness about their brand and motivate people to visit and experience the industry services.
Compete – As it assists Britannia hotel to compete effectively and regularly in ,market
place as many hospitality business offers same services at similar cost in similar marketplace .
But by effective marketing communication channels marketers of Britannia might be attract
target users helps in varied the work, make good brand which can aid them to have
sustainability.
Convince – the last marketing or communicating aims of Britannia hotel is to convince
their visions to visit again by giving better quality content and services which gain their
experience. Through using innovative ideas and new digital technology they can promote which
run to attract the people to try and visit their resorts and have a good experience. As it assists
the company to reach their goals in most effective modes as well as positive market existence.
Social media marketing and content marketing channels.
The management of Britannia hospitality industry can use content marketing and social
media selling channel in order to attain their connection aims and spread knowing respect their
brand all over the globe. By creating effective and accurate content which consist all
information in details about hotel for posting it on social media account they can raise their
users base. Also company can invite celebrities and determinant for the promotions and use
content marketing, many people are seen their offers, services and create decisions to go and
have good experience ( Wong, and Wei, 2018).
Justification

social media marketing helps the management of Britannia hotels to meet huge number
buyers at one location which secure their cost and time for another activities. Whereas, the
content marketing is more known in current marketing strategies which attracts adolescent and
influencers to have staycation on the place once which outgrowth profit of company.
M2 Analyse the application of communication goals in relation to the marketing communication
mix and hospitality business goals.
It has been studied that communicate aims is effective communication in order to the
brand and organisation in command to compete with challengers and convince people along
with targeting buyers to buy their goods and services. The marketing communication mix refers
to all communication tools which marketers of Britannia hotels use just as integer media, email
and direct marketing. By using these tool marketers can reach the communication aims which
assists their business goals like maximum accountability and market share (Roth-Cohen, and
Lahav, 2019.).
D2 Detailed marketing communication plans which appropriately integrates communicates
channels has smart aims to reach the business goals.
Marketing communication plan -
This is of Britannia hotels consists different marketing tools and channels like social
media, digital ,marketing by developing their website to marketing their services across the
global country to meet their business goals. By using smart aims they can make a proper plan
to meet their business objectives successfully.
Specific Measurable Actionable Relevant Time bound
To increase
customer base
and market
share
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
Convince people It is measurable By inviting It is applicable for With in 3 months

by Britannia hotel
to perceive how
many traveller
and guest visit
their hotel after
pandemic.
influencers to
evidence all act
like sanitary work
in picture and
post it on their
report.
Britannia hotel as
many people
make
determination to
visit after sighted
video of power
which addition
trade name.
P3 Design and produce content appropriate to the channel and communicate goals.
The marketers of Britannia hotel create an effective content by altering their
merchandising mix to accomplish communication object.
 Make an effective message - in Britannia hotel for digital marketing they create
effective message just as use easy language in order to attract people this can be done by
adding some new images , colours and designs to describe their activities in details. For
content marketing can make short videos and post images reviews of people in creative
manner which cover all area of hotels.
 Cover all details – as they make video of how their worker run their practice by carry off
appropriate hygiene, use of face mask and sanitised time to time to have a safe and
clear environment.
 Modify logo - they can change their logo by using smart technology, colours and font
along with the attractive designs and pictures so that people attracts towards the page.
For social media marketing channel the company can also add more pics of the events
ans programs.
 Change tag lines – their content should be clear, full of essential details which describes
about their room services food taste and sustainability and responses of customers. They
can also helps the company to have benefits of competing and motivate people to
expedience which tends to grow consumer base and brand value of hotel.

M3 and D3 Determine the communication stratrgies which can be used to help in attain the
aims.
The communication schemes consist effective message which marketplace of Britannia
hotel can utilise for their social media marketing to achieve their concern aims. The
communication strategies consists three section just as the content. The reference along with the
intermediate that are as follow :
 The message : Marketers of Britannia inn use content for their social media account just
as clear image, significant complete content. Responses of customers and many
another, which convey transparent message to users about their brand name to reach their
goals.
 The target - Also they must clear set their target audience just as people who are
ready to focus cost of services, youth and international guest in order to spread
awareness regarding their hospitality.
 The medium : The company can also use impressive selling channels like social media
marketing,email to convey their content to content about different offers, discounts and
innovation and new tasks of Britannia inn to convince to visit again in order to add
competitive benefits over competitor to raise sources (Rodríguez-Molina, and et.,al.,
2019).
P4 critically evaluate an integrated marketing communication plan in realtion to the
communication strategy, channel choice and innovative content.
Integrated marketing communication plan of Britannia hotels is shown above which
describe how activity of hotel promote or pass on about their work to target audience in global
market making effective connection strategy, channel choice and innovative content that are
listed in below :
 communication strategy : In Britannia hotel, management create communication policy
to advance their services to the mark market in which they analyses they depict the
fellowship goals and how they attain and what is it significant for their business and
many others. As they make policy to reach users without running study about current
trends ad market situation which has benefits and non benefits also. As it assists them to

influence users more as compare to earlier which tends to raise their unaccountability
but the negative factors of their strategy is it also raise cost ans time which foster their
operations.
 Channel choice : the administrator of Britannia hotel select message marketing and
digital media marketing communication plan in order to communicative about their
services to huge amount of people. As it assists them to carry their targeted gathering at
low outgo which increase their trade name , market share and decrease cost of marketing
functions. Also it consists long time to found about perfect influencer and designer who
outline their content, website and profile which delay their promotional activities to
attain the concern goals.
 Inventive content : In Britannia hotel professional make complete efforts to make
effective content for the promotional factors their merchandising mix in regards to reach
their wanted goals. It has been hardly analysed that there is some constructive and
negative points of their calm which impacts the concern functions. As they create
modifications in their prospectus , tag lines and logo which assists them to run the
attention to public towards them and attain the success of their new creation to grow
their brand value . Whereas, it also impacts the economic scale as they required to select
professionals who has full knowledge regarding 3 dimensions technology to make
effective logo. It also raise cost to printing new logo making cover page and tag line as
well as give raining to their marketers to use digital technology in order to make effective
logo. It also raises cost to printing new logo, making cover page and tag line along with
that it provide training to their marketing to use integer application in message.
M4 Critical analysis of the success and impact of integral marketing communication.
In order to evaluate marketing plan direction of Britannia hotels use different tools just as
key performance indicator and standard so that they can create more improvement while
practical on plan for growth. As thy use key execution indicant to measure how digital marketing
channels add values to their services and assists them to raise their effectiveness in tangled
market, by sound amount of viewers, screen flows, feedbacks on posts, like on their websites
and number of buyers and likes. It has been analysed that Britannia hotel attain achievements
after executing their marketing plan as they create updated errors while complete process which
tends to raise their customer base, but in some locations they also have to go through with some

complexity just as conflicts and disagreements among stakeholders about that channels issued
for promotion. Because of deficiency of digital knowledge they operate much errors which
upgrades cost and time. As management not know much about how they can use measurements
instruments on social media technology the success of their communication marketing strategy.
D4 Suggestion for improving the marketing communication plan ti maximise income and
successfully meet both communication and business aims .
It is recommended to the sellers. Expertise of Britannia hotels that they have to conduct
rules and many another to make plan to convince in market just as users assumptions, post runs
appropriate research about basic situation in market just as users expectations,post covid norms
and many another to make plan to convince people to visit their hotel. Also they should give
training to their staff members so they can use digital technology effectively and implement
alteration as soon as to reach the communication and business aims. By creating contact with
influencers, bloggers and celebrities for content marketing. even they can also include more
offers like online booking and payment so the buyers are comfortable after pandemic to visit
the hotel (Ratten, and Thompson, 2021
).
CONCLUSION
According to the study of above report it has been concluded that marketing
communication consists various elements such as direct marketing, public relations, sale
promotions advertisements, digital media marketing and many more. The communication aims
of industry includes their marker share. As they can effective communication strategy, accurate
content and utilise most effective marketing channels to grow their market share. As they can
effective communication strategy, accurate content and use almost effective commercialism
platforms to raise their customer base. By exploiting advance technology and give training to
the staff members a hospitality industry can range their business or abstraction aims.

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