Integrated Marketing Communication Plan: Celtic Manor Resort Report

This report provides an overview of integrated marketing communication within the hospitality industry, using the Celtic Manor Resort as a case study. It begins with an introduction to the importance of hospitality management and its contribution to the economy. The report then outlines various communication objectives, including creating brand awareness, understanding buying behavior, training employees, and strategic planning. It justifies the selection of direct channels, highlighting their cost-efficiency, and discusses various marketing communication methods like advertising, sales promotion, personal selling, and online platforms. A detailed marketing communication plan is presented, covering target buyers, channel selection, consistent branding, and information gathering. The report concludes by emphasizing the benefits of marketing communication for the hospitality industry and references key academic sources.

Integrated Hospitality
Marketing
Communication

 Introduction
 Communication objectives
 Justifications for selection of channel chosen
 Market communication plan
 Conclusion
 References
Table of content

Hospitality management is regarded as a significant sector that
contributes majorly in the national income and help in economic
development of the country. It provides enormous job opportunities in
different departments and provide assistance to firm to grow their
business at an international level.
Introduction

Communication involve exchange of ideas,
thoughts and opinions among other persons
that promote new and innovative ideas and
help in accomplishment of task in a short
span of time. Setting goal is a priority for any
business as it aids in facilitating proper
coordination and facilitate smooth operations
of a business.
Communication objectives

In relation to this, the several business objectives are showcased below:
 Creating brand awareness: The manager of Celtic Manor Resort provides
excellent facilities and sense of comfort to them so that they could enjoy greater
economy of sale and boost the profit margin within hospitality industry.
 Understand the buying behaviour: the manager of respective resort determines the
understanding of taste and preferences of customers through extensive research.
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 Training employees: The leader through proper
guidance in case of Celtic Manor Resort render
a specialised training among their employees
by accelerating their skills and knowledge base
so as to inculcate confidence and determination
among them.
 Planning: The manager of respective firm
makes an appropriate planning and strategy by
deciding an alternative course of action so that
task is achieved in a given time period.
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Channel of integration plan an
important role in an organisation as it
aids in fulfilment of a task and conduct
smooth flow of activities in a
workplace. The manager of Celtic
Manor Resort uses direct channel as
the most appropriate channel as it is
considered as the cost-efficient method
due to the reason that it provides easy
availability of items at right place in a
proper time period.
Justifications for selection of channel chosen

In the context of Celtic Manor Resort, methods of communication are
discussed below:
 Advertising: It is most commonly used in a modern era as it is paid form
of communication which is done through various modes such as
newspapers, television and so on.
 Sales Promotion: It involve the physical interaction of customers in which
the company provide maximum offers to them with the motive of
increasing the sales.
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 Personal selling: It involve face to face interaction in which the person of
company tries to influence the customers and their feedback provide a
greater idea to promote new and innovations in a business.
 Online platforms: The manager of Celtic Manor Resort consider this
method as an appropriate method as this is a most affordable and saves
time.
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The marketing communication plan plays a significant role in hospitality
industry which aids in taking best decisions and promotes proper
coordination. Also. The manager of Celtic Manor Resort uses attractive
colour display as well as uniqueness in their display and attractive picture
which grab the interest of customers from different locations.
Marketing Communication Plan

With reference to Celtic Manor Resort, the marketing communication plan is
presented as follows:
 Determine the target buyers: In this, it is essential to conduct a proper
research such as to understand the preferences of customers, nature of
competitors and many more as it help in gaining competitive edge over a
marketplace.
 Use an appropriate channel: This is most crucial step to determine the
effective channel of communication so that it could maximise the sales and
profitability within hospitality sector.
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 Developing a consistent look: The manager develops an effective logo and
attractive colour display so as to create uniqueness and grab the interest of
buyers among them.
 Collect necessary information: The manager of Celtic Manor Resort
collects all necessary information through marketing and research and
development which help them to generate greater information and vast
exposure across the globe
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