This report focuses on developing an integrated marketing communication plan for a small luxury resort, Monnes Resorts, facing challenges in online marketing and distribution. The report begins with an introduction to marketing communication and integrated marketing communication (IMC), emphasizing the need for effective communication strategies. It outlines communication objectives, justifies the selection of digital media as a primary channel, and presents an IMC plan including an executive summary, STP analysis (segmentation, targeting, positioning), and budgeting considerations. The plan aims to enhance sales, particularly in a new segment designed for weddings. Implementation and control mechanisms are discussed to ensure the plan's effectiveness. The report concludes by highlighting the importance of a well-defined communication plan for small businesses to promote their services and products to their target customers. References to relevant academic literature are also included.
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