Hospitality Integrated Marketing Communication: A Case Study Report

This report analyzes integrated marketing communication (IMC) within the hospitality industry, using Island Beach Resort as a case study. It begins with an introduction to marketing communication and IMC, emphasizing their role in brand awareness and promotion. The report then explores different marketing channels such as advertising, public relations, direct marketing, and social media, detailing their application and effectiveness in achieving communication objectives within a hospitality context. The case study examines the resort's positioning and the challenges faced by small and medium enterprises in a competitive market. The report further assesses an IMC plan, evaluating its strategy, channel choices, and creative content, including advantages and disadvantages of chosen channels like social media. It also includes the development of SMART objectives and a situational analysis to enhance performance. The conclusion summarizes the key findings and recommendations for effective IMC implementation. The report is designed to provide insights into effective marketing strategies and the integration of various marketing channels to boost sales and brand awareness within the hospitality sector.

Hospitality Integrated
Marketing
Communication
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Contents
Introduction......................................................................................................................................3
TASK A...........................................................................................................................................3
P1 Different types of marketing channels and how they serve communication objectives
within the hospitality organizations........................................................................................3
P5 Evaluation of integrated marketing communication plan along with its strategy, channel
choice and creative content....................................................................................................5
TASK B...........................................................................................................................................7
Covered in PPT.......................................................................................................................7
Conclusion.......................................................................................................................................7
REFERENCES................................................................................................................................8
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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 (Mosca and Casalegno, 2019).
Nowadays, organisation were using this tool and uses more than one channel in order to reach
maximum number of people in a proper manner. The present report is based on given case study
of small luxury resort that is situated at Florida gulf coast. Island beach resort is taken into
consideration, which is one of the renowned luxury resorts. The report will cover different forms
of marketing channels along with how they help in achieving communication objectives. In
addition to this, communication objective is design for the respective organization and a
justification is given for the selected integrated communication channels. Moreover, IMC plan is
developed which help in achieving communication objective in an effective manner. At last,
evaluation of integrated marketing communication plan in context to creative content and
communication strategy is described in a proper manner.
TASK A
P1 Different forms of marketing channels & how they help in communication objectives within
the hospitality organizations
Overview of the case:
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. It is analysed that organisations are shifted from
traditional marketing approaches to the modern approaches such as social media, digital and
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online marketing etc. The needs of using this tools is increases and companies uses various types
of marketing channels, in order to promote and attract large number of people.
There are different forms of marketing channels which assist in attaining communication
objective within the hospitality sector is given below:
 Advertising: It is consider as one of the most effective promotional tool or marketing
channels that is used to attract large number of people and enhance sales and profitability
margin of company (AFFAH, 2018). In relation to Island Beach Resort, this tool can be used by
its managers in order to reach its target and potential customer in an effective manner. It is
determine that advertising is a cost effective method and require investment of managers of
Island Beach Resort.
 Public relation: It is an indirect form of communication which is adopted by many
organisations for developing effective relationship with customers and retain them for longer
time. With reference to Island Beach Resort, it can make use of this tool as it help in spreading
positive word of mouth of brand in market that has a positive influence on overall market
position and revenue of company.
 Direct marketing: It is defined as face to face marketing of products as well as service in
an appropriate manner. Herein, selling of product is depend on the skills and knowledge of
salesman along with the power of conveyancing customer. In relation to Island Beach resort, it
can use such channel for gaining attention and knowledge about perception of people towards
brand. It is important for higher authorities to provide training session to sales team in order to
enhance their knowledge and improve selling skills that has a positive influence on sales and
profitability of the company.
 Social media: One of the most effective tool of marketing channel that help companies to
reach large number of people within stipulated time period. It involve application such as
YouTube, Facebook, Instagram, LinkedIn and many more. It is determine that millions of
people is using this applications on a continuous basis (Sülük and Aydin, 2019). In order to
promote brand and make people aware about brand, it is consider as most efficient and cost
effective tool as well. In relation to Island beach resort, it can make use of this tool in order to
enhance its customer base level within a short span of time. It can develop its own webpage
and advertise it on YouTube and other application in order to create awareness. It not only help
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company to increase its number of customer and sales but also aid in gaining knowledge about
perception of people towards brand so that effective strategy is build in order to develop loyal
customers in an appropriate manner.
By analysing the above marketing channels, it is stated that there are various marketing
channels that help in educating people about brand in an effective manner. It is significant for an
entity to analyse its target market and then approach by using marketing channels (Khandelwal,
2018). One of the effective marketing channel that is consider profitable for Island Beach resort
is social media that help in attracting large number of people and increase number of customers
in an effective manner. It is determine that it arise less cost to company that leads to increase in
profitability and revenue level of organisation effectively.
P5 Assessment of IMC plan with its strategy, channel choice & creative content
Nowadays, the usage of internet is increases rapidly by the assistance of new technology and
innovations take place in market. It is determine that more than millions of users uses internet for
many purpose and one of the purpose is to gain knowledge about product as well as service in an
effective manner. internet also give the advantage to uses to compare product and price with
other competitors and then make better decision for purchasing product in an effective manner.
in relation to Island beach resort, it is important for higher authorities to create an attractive
content for online applications and its own websites in order to gain attention of people. In
addition to this, it require to ensure that information given is appropriate and easily understand
by current customers and potential customers as well. There are various services offered by
Island resort such as recreational activities, arranging weddings and so on. Developing a
webpage on social media applications such as Instagram, Facebook increase the number of
people known about the organisation and therefore it has positive influence on sales and
profitability. Every communication channel is associated with some advantages and
disadvantages as well that is require to be understand before choosing marketing communication
channel (Manoli and Hodgkinson, 2019). With reference to Island Beach resort, it make use of
online communication channel, such as social media. The advantages and disadvantages is given
below:
Advantages:
One of the major advantage of social media is it help an entity to promote its product in
large number of area that is it aid in reaching large number of audience within stipulated time
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frame. The another advantage is it is cost effective and generates high profit to company that
directly leads to increase in revenue level in an effective manner. Moreover, it reach both local as
well as international level due to which customer base is increases that has positive influence on
sales and profitability of an organisation. It is determine that an entity can attain competitive
advantage by creating an attractive content that attract eye of people that sometimes leads to
development of positive image and increase in market position effectively.
Disadvantages:
It is analyse that social media applications has disadvantages also that may decline the overall
performance of an organisation. On this applications, people have the right to share their
perception or thoughts about brand after consuming service and if a customer put negative
comments on such website it develop negative mind set of other people who are searching for
this resort. It is determine that people are checking all the reviews given by people before taking
decision of consuming particular product and service as well (Zahra, 2018). By the assistance of
information given on websites, the competitors easily get to know about the marketing strategy
and then develop more attractive and better strategy that may decline number of people
consuming its services. In toady’s scenario, many organisations offering 24*7 service to
customers by using online platforms and it is determine that all the operations of Island Beach
resort is over on midnight and due to which it is not able to provide 24*7 assistance to customer
that may create negative image towards brand, which leads to decline in sales as well a profit
level of Island Beach resort.
It is important for higher authorities to develop an appropriate plan of action as it help in
attaining competitive edge at marketplace. In addition to this, it is significant to accept smart
objective in relation to integrated marketing communication that is given below:
Know your target: It is significant for an organisation to gain an insight about needs of
customer so that an appropriate product as well as services is offered to them the customer.
This enables organisation like Island Beach resort to maintain a good relationship with
customer and retain them for longer time period.
Developing situational analysis: Herein, Island beach resort focuses on conducting
SWOT analysis that help in analysing business environment which directly leads to
development of effective strategies and enhancement of performance level of organisation.
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Determining marketing communication objective: In this stage, the company focuses
on undertaking the motive they require in order to achieve their organisational objective. In
addition to this, it help Island Beach resort to achieve their mission & vision in an effective
and timely manner.
Determining budget: Herein, the higher authorities focuses on developing a relevant
budget which measure that help in measuring the level of money is required to implement
communication plan.
Strategies and Tactics: Herein, the managers develop strategy for the implementation of
activities related to the plan so that it can achieve within the stipulated time period.
Evaluation and measurement: It is essential for top level authority to evaluate and
check the performance of staff members as it help in making improvements in an
appropriate manner. For measuring the performance, SMART objectives were developed,
which is given below:
Specific: It is essential for an organisation to develop objective which is unique and
specific in nature so that attainment of competitive advantage is take place in market.
Measurable: It is important for an organisation to analyse the objective for determining
and controlling the performance of planning task in an effective manner which in turn help
in achieving objectives within stipulated time frame.
Achievable: Develop objectives that is easy to attain in future such as sales will be raised
by 10% in coming 10 months or profitability level is enhanced by 8% in a year.
Relevant: The objectives developed by an organisation must be relevant & enables to
achieve desired goals in give time period. It will help in enhancing the market performance
and brand image of company.
Time-bound: It is basically the accountability of higher authorities to analyse the
objectives as well as goals which must be attained by an organisation in less time frame.
From the above discussion, it is evaluated that integrated marketing communication plan is
effective in order to promote service and enhance sales as well. The plan consist of target market,
communication objective, strategies that is required to be implement by managers of Island
Beach resort in an effective manner in order to attain its desired goals in a timely and appropriate
manner. In addition to this, it is evaluated that this tool help only when a good and attractive
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content is developed by management team of Island Beach resort. Moreover, it is important to
develop budget in order to ensure availability of funds for execution of activities in an effective
manner. It is analysed that evaluation of performance on continuous basis assist an entity to
make improvements and achieve its objective within given time frame.
Recommendations to organisation and justification
Some of the recommendation is given below after analysing the case study in a proper
manner:
 It is recommended to managers of Island Beach resort to use online marketing
communication channel as it help in creating awareness about brand to large number
of people within stipulated time period. Along with this, it help company to strong its
customer base and enhance its sales & profitability level.
 In addition to this, it is suggested to company to hire a content marketing person who
has the ability to develop an attractive content and to provide all the information on
webpage in a proper manner (Šerić, Ozretić-Došen and Škare, 2019).
 The company can hire a person in order to 24*7 assistance to users so that customers
queries and issues is handle in a timely and effective manner. It help in developing
positive mind set of people towards its services that directly leads to enhancement in
market position of Island Beach resort in an effective manner.
TASK B
Covered in PPT
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 like 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 significant to develop communication objectives so that it can achieve and on
this basis performance is evaluated properly. Integrated marketing communication plan is
developed in order to achieve objectives within stipulated time period. It include appropriate
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communication channels, objectives, target market, budgeting, implementation and evaluation of
performance in a proper manner.
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REFERENCES
Books & journal
AFFAH, E.A., 2018. Integrated Marketing Communications. MBA 2. June, 2018.
Butkouskaya, V., Llonch-Andreu, J. and Alarcón-del-Amo, M.D.C., 2020. Inter-Country
Customer-Perspective Analysis of Strategic Antecedents and Consequences for Post-
Purchase Behaviour in Integrated Marketing Communications (IMC). Journal of
International Consumer Marketing, pp.1-16.
Inanc–Demir, M. and Kozak, M., 2019. Big Data and Its Supporting Elements: Implications for
tourism and hospitality marketing. In Big Data and Innovation in Tourism, Travel, and
Hospitality (pp. 213-223). Springer, Singapore.
Khandelwal, N., 2018. Integrated but differential: An analysis of the preferences of marketing
communication channels of consumers in Ireland (Doctoral dissertation, Dublin
Business School).
Manoli, A.E. and Hodgkinson, I.R., 2019. The implementation of integrated marketing
communication (IMC): evidence from professional football clubs in England. Journal of
Strategic Marketing, pp.1-22.
Mosca, F. and Casalegno, C., 2019. Managing Integrated Brand Communication Strategies in the
Online Era. Global Branding: Breakthroughs in Research and Practice: Breakthroughs
in Research and Practice, p.227.
Nyambura Mwangi, R., 2018. Influence Of Integrated Marketing Communication On
Performance Of Hotels In The Hospitality Industry: A Study Of Small Catering Firms,
Narok Kenya.
Porcu, L., del Barrio-García, S., Alcántara-Pilar, J.M. and Crespo-Almendros, E., 2019.
Analyzing the influence of firm-wide integrated marketing communication on market
performance in the hospitality industry. International Journal of Hospitality
Management, 80, pp.13-24.
Šeric, M. and Ozretic-Došen, Đ., 2018. Analyzing the Effects of Online and Offline
Communication in the Hotel and Restaurant Industry: The PLS Approach. Applying
Partial Least Squares in Tourism and Hospitality Research, p.211.
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Šerić, M., Ozretić-Došen, Đ. and Škare, V., 2019. How can perceived consistency in marketing
communications influence customer-brand relationship outcomes?. European
Management Journal.
Sülük, S.B. and Aydin, K., 2019. Marketing Communications and Experiential Marketing in the
Context of Augmented Reality'. Contemporary Issues in Behavioral Finance
(Contemporary Studies in Economic and Financial Analysis, Volume 101). Emerald
Publishing Limited, pp.153-162.
Zahra, I.M., 2018. Integrated Marketing Communications (IMC): The Interdisciplinary Concept.
In Promoting Interdisciplinarity in Knowledge Generation and Problem Solving (pp.
102-123). IGI Global.
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