Marketing Communication Plan: Hilton Hotel's New Ice Cage Section

This report provides a detailed marketing communication plan for Hilton Hotels, focusing on the introduction of a new ice cage area in London. It begins with an executive summary and an introduction to the company, followed by a situational analysis using SWOT to assess strengths, weaknesses, opportunities, and threats. The report identifies the target audience through segmentation and positioning strategies. It outlines overall marketing objectives, including increasing sales and customer loyalty. The marketing communications mix is then explored, covering advertising, personal and direct marketing, promotions, public relations, and direct marketing to targeted customers. A promotional campaign example, utilizing digital marketing, is presented to meet the objectives. The report concludes by summarizing the key findings and referencing relevant sources. This plan aims to attract more customers and increase profitability through effective communication strategies.

ASSESSMENT 2:
INDIVIDUAL
MARKETING
COMMUNICATIO
NS PLAN

Table of Contents
INTRODUCTION ..............................................................................................................3
MAIN BODY.......................................................................................................................3
Executive Summary........................................................................................................3
Brief introduction to the company..................................................................................3
Brief situational analysis (e.g. SWOT)...........................................................................4
Positioning and branding, and identification of the target audience(s) ..........................5
Outline of the overall marketing objectives....................................................................5
Marketing communications mix overview......................................................................6
At least one example of a promotional campaign that will meet at least one of the
objectives.........................................................................................................................7
CONCLUSION ...................................................................................................................7
REFERENCES....................................................................................................................8

INTRODUCTION
Marketing communications is a way through which a business focuses or
communicates with the direct marketing strategy, It uses various medium through which
a business may be introduced to the market whether that may be advertising, direct
marketing, promotions through various new paper or print media, personal selling,
branding, online promotions and many more.(Ahmed, Saud, and Saud, 2020) It covers
all the mediums through which a business can be introduced in the markets.
Communication management is a proper planning and its implementations and
monitoring of the channels being linked to the organisation. The organisation chosen for
this report is Hilton which was founded in1919 by Conrad Hilton. This report will cover
marketing communication plan.
MAIN BODY
Executive Summary
Marketing communication helps to give certain strategy for promoting a business,
This report will cover a new marketing plan in Hilton,London in order to attract more
customers and to make more profit by applying various promotional tools and strategies
with there effective communication platforms. The company is trying to launch a new
area in hotel through all these strategies.
Brief introduction to the company
Hilton is a luxurious hotel it was founded in 1919, The hotel is situated in 118
countries and territories with having approx 953,946 rooms with some of them were
leased and owned.(Hbous, El Masry, and Shamma, 2020)Hilton has 18 brands in all
over market segment like Embassy suites hotel, A collection by Hilton, Homewood suites
by Hilton and so on. It is mainly covered in approx 6,215 locations with an average
169,000 employees working under them. It is a public hotel which mainly gives so many
schemes to its existing customers with a luxury facilities and some gold, platinum and
silver card ranges which keeps the guest more cheerful about staying there.
Hilton usually involves food, beverages, accommodation, fun zones, relaxing
areas, party areas and also gave a facility to make a formal business meeting or event
gathering. Due to its excellent hospitality and brand image they have huge customer base.

The hotel also give its employees benefits such as: saving plan, Employee assistance
program, and there employee purchase program and so on.(Heggde, and Shainesh, G.
2018) The company is planning to launch a new ice cage area in there hotels in London,
which will have a sitting zone, ice-skating area, with all beverages being served in lowest
temperature.
Brief situational analysis (e.g. SWOT)
SWOT analysis is a tool which helps a company to plan its strategies by analysing
its strength, weaknesses, opportunities and threats.
SWOT analysis of Hilton Hotel.
Strength
 They have a strong brand image and it
have received several awards.
Continuous development and good
services provided over the years in the
hotel because of which the brand is
highly recognised worldwide.
 They provide high level of satisfaction
to its customers which resulted into
good customer relationship. The hotel
gives more preference to the customers
choices and deliver the same.
Weaknesses
 shareholders are pulling out and are
selling shares of the company at 3 times
the amount they bought at years ago.
This will surely be a good deal for the
shareholders but this is impacting the
company's reputation in the market.
 There was a fraud because of the
malware in which the company had to
pay fine for the breach of credit card.
This showed the weakness of the
company in the market as the hotel was
unable to prevent from malware and
viruses.
Opportunities
 The hotels can target Australian market
as it is now emerging as new place for
tourists and also it has also turned out
to have huge economy in the world.
 They should focus more on
digitalisation and use better and new
Threats
 There are many competitors in the
market which posses huge threat to the
hotel business. Now with the entry of
new hotels in the market, the threat is
increasing.
 The hotel may face threats because of

technologies. It will give hotel an
opportunity to provide value services to
its customers.
the different laws and guidelines at
different hotel locations worldwide.
This would lead hotel to face various
lawsuits in different market.
Positioning and branding, and identification of the target audience(s)
Segmentation: It refers to the distribution of market in various segments on the
basis of different parameters such as demographic, psycho graphic, behavioural and so
on. In context of Hilton, there will be used a demographic segmentation which includes
age, income, lifestyle and gender.
Targeting: It refers to marketing strategy that where the companies focuses on
particular group or segments of people and customers.(Rahman Seresht, and Malkami,
2016) As there is a demographic segmentation used by the company then, in context of
Hilton they use to target customers of young age, business class who regularly frame
meetings and a creamy layer category.
Positioning: It is the final stage of STP where, the product image is framed as in
with what features and ideas the product is presented to the customers. In context of
Hilton as it is well established company so there may be made a mouth publicity of there
company and can also use different social media platforms.
Outline of the overall marketing objectives
 Increase of sales: The main objective of introducing this new service in the
company is to increase the sales by 30% in the next one year, as this ice cage
facility will tend to attract more customer and also the young age will be more
attracted towards there new ice skating feature in hotel.
 Increase Profitability: By this new service, the company tries to increase there
profit by 20% in the coming 15 months, as the beverages being sold in that ice
cage area will helps to increase sale and to attain maximum profit.
 Customers Loyalty: The main reason behind this new service is to gain more
customers by 30% in coming 12 months and attract them by there innovation so
that all the potential and the old customers who were the already being engaged

with them since years will get attracted towards the hotel and may stay loyal to
choose them every time.
Marketing communications mix overview
Marketing is a process which complies of all the research being done on products
and its distribution and promotion process. (Hongcharu, 2017)Marketing communication
mix refers to the methods through which a product is promoted and introduced to the
customers, main aim behind this is to attain more customers towards there company and
increase profit. Hilton has entered with new ice cage section where they may use certain
strategies:
 The Advertising Elements: The Advertising team may be appointed in order to
deal with all the paid promotions of the company and its new launched area or
product so as to make customers aware about the new project, Hilton may make a
certain team to on roll and advertise about there new ice cage section in order to
promote it among customers the team will keep check on all the paid promotions
and tries to gain more customers.
 Personal and Direct marketing: It means the marketing being done directly by
the suppliers or through distribution channels.(Světlík, 2017)As Hilton may
contact to the international suppliers to promote there new section globally.
 Discounts and Promotions: The main agenda behind this is to attain maximum
profit by gaining more customers so companies tries to give various offers,
coupons to there customers in order to promote themselves, Hilton may give
various discounts in there ice cage section to all the regular customers and also
may add certain schemes of discount for the new comers.
 Public relation and Messaging: It is a step were company did not pay any
amount but involves with mass media in order to promote there new products,
Hilton has a global brand image so they may use that thing by setting a
conference with the media and introduce there new section to the customers by
them.
 Direct Marketing to the targeted customers: This covers all the direct mails, calls
and surveys being done by the company to there customers to gave them
knowledge about there new product, Hilton may use this facility as they have

numerous of trustworthy clients so they may directly call them or may contact
with mails and give them information about there new section and offers.
At least one example of a promotional campaign that will meet at least one of the
objectives
Promotional campaign refers to the way through which target customers may be
communicated by televisions, social media, direct messaging, billboards, websites and
many more.(Sitorus, 2017)Hilton is a globally famous company which already have so
many customers worldwide so in this promotional campaign they may use a Digital
marketing and promotion campaign in which there may be included all the social media
platforms and commercial advertisements on websites.
CONCLUSION
It may be concluded from this report that Marketing communication is an
important tool through which a company promote there new products and can attract
customers towards them and Communication management provides channels through
which an organisation may work and gain more revenue. Moreover, it analysed the
various promotional tool that helps in effective communication and provides better
coordination with all level of management and it also covered the SWOT and STP of
effective communication.

REFERENCES
Books and journals
Ahmed, F. H., Saud, Z.Y. and Saud, R.Y., 2020. The impact of information technology
on the banking marketing mix Applied research in the Rasheed Bank. AL-Anbar
University journal of Economic and Administration Sciences, 12(28).
Hbous, S., El Masry, R. and Shamma, H.M., 2020. CSR in Egypt: communication and
marketing practices. In Rethinking Business Responsibility in a Global
Context (pp. 101-123). Springer, Cham.
Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: emerging concepts and
applications. Springer.
Hongcharu, B., 2017. Content Recall in Marketing Communications: A Study of
Communication Tools and Message Strategies. International Journal of
Business & Management Science, 7(1).
Rahman Seresht, H. and Malkami, A., 2016. A Model of Promotion Mix for the Islamic
Republic of Iran Tourism. Management Studies in Development and
Evolution, 10(37.38), pp.49-77.
Sitorus, S. A., 2017. Marketing communication mix and innovation on customer
retention and sustainable competitive advantages in culinary tourism business
environment in the City of Medan. Journal of Environmental Management and
Tourism (JEMT) 8(08 (24)). pp.1579-1590.
Světlík, J., 2017. Integrating online advertising into integrated marketing
communications. Marketing Identity 5(1/1). pp.206-215.