Evaluation of Integrated Marketing Plan for Island Beach Resort

This report provides a comprehensive analysis of the integrated marketing communications plan of Island Beach Resort, a small luxury resort in the United Kingdom. The report begins with an introduction to the tourism and hospitality industry, emphasizing the crucial role of effective communication in attracting customers. Part A of the report delves into different marketing channels, categorizing them into online and offline methods, and evaluating their contributions to achieving communication objectives. It explores various strategies, including advertising, personal selling, phone analytics, email marketing, and content advertisements. The report then evaluates the integrated marketing plan, focusing on communication strategies, channel choices, and creative content used by the resort. The report highlights the importance of a strong brand image and customer relationships. Recommendations for improvement are provided, and the conclusion summarizes the key findings, emphasizing the effectiveness of integrated marketing in enhancing market share and customer loyalty. Part B, which is covered in a PPT, is not included in the written report. The report concludes with a list of references to support the analysis and findings.

Integrated Hospitality
Marketing Communications

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
PART-A...........................................................................................................................................3
Different types of marketing channel and the way they contributed in effective achievements
of communication objectives.......................................................................................................3
Evaluation of integrated marketing plan in context of communication strategy, channel choice
and creative content.....................................................................................................................5
RECOMENDATION..................................................................................................................7
CONCLUSION................................................................................................................................7
PART-B- Covered in PPT...............................................................................................................7
REFERENCES................................................................................................................................7

INTRODUCTION
Tourism and hospitality is one of the rapid growing industries that have contributed in
generating large number of employment opportunities for diverse individuals that are living in
United Kingdom. Communication plays an important or crucial role in promotion and marketing
of particular organisation so that more and more customers select it as compared to others.
Manager by preparing marketing communication plan in advances is able to cope up with
uncertain situation and gain competitive advantages in industry. This report is about Island
Beach resort which is one of the smallest resorts in United Kingdom that offers luxury services
to customers in order to earn profit. This report discussed about different marketing channel
which could be used by small resort to achieve communication objectives. It has also covered
evaluation of communication plan in context of choice of channel, creative content and
communication strategy used by organisation.
MAIN BODY
PART-A
Different types of marketing channel and the way they contributed in effective
achievements of communication objectives
Marketing is a function of organisation that helps in attracting new customers, increasing
sales volume and brand image of enterprise in specific industry. There are various medium or
channel which could be used by firms in order to generate awareness about firms operations and
types of services it delivered to end customers so that overall objectives can be attained (Nguyen,
2020). Online and offline are two main marketing channel that are used by each and every
organisation that are operating in hospitality sectors. Such as:
Offline channels
Company may market about products and services through offline channel which is
traditional method to motivate limited or specific number of customers to make purchased from
specific firm for effective satisfaction of their needs. There are different channel of
communication used by various companies on the basis of their respective objectives. Such as:
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Advertisement: It is one of the most common and traditional method that helps in marketing or
promoting products and services of firm. Organisation by paying specific amount to other
company for advertisement in newspaper, TV and radio is able to generate awareness among
people about existence of firm and delivery of services (Kenyon, Robinson and Musgrave,
2020). Recently, most of the firms in hospitality sectors are making use of digital platform such
as Intsragram, facebook and Twitter to market services in which firm’s deals thus it helps in
attracting large number of customers. So, Island Beach resort by advertisement in various media
is able to communicate about products and services in which firms and build strong brand image.
Personal selling or sales promotion: Another marketing method that have been used by
organisations is sales promotion or personal selling which means manager of company specific
about differentiate products and services, prices and facilities firm deals that helps in influencing
customers to select particular resort. Various offers, vouchers are used by firm such as Island
Beach resort to increase their sales and profit margin by attracting new customer’s base.
Online channel
Due to changes, innovation in technology and use of digital media by most of younger
generation that are interested in travelling have contribute increasing use of online channel for
marketing of firm. Company by increasing its presence in online sites can easily cater needs of
large number of individual that are staying across worldwide (Inanc–Demir and Kozak, 2019).
Therefore, various online marketing channel used by different small luxury resorts can be
illustrated as follows:
Phone analytics: Some of the firms make use of phone analytics to market its services to end
customers in order to achieve business objectives. In this type of online marketing channel
employees makes call to various individuals in order to know about their taste and preferences.
So that on basis of data gathered manager can formulate effective strategies to influence diverse
individual for growth and sustainability of enterprise (Hudson and Hudson, 2017). Thus, Island
Beach resort have use this marketing channel to expand and grow its business in hospitality
industry.
Email- marketing: It is one of the best technique or method to gathered direct response from
customers as people have option regarding whether to listen or pay attention to advertisement or
not. Thus, individual at their free time are more interested to see or overview specific products or
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services in which company deals and the way they can help in satisfying their respective
requirements (Law and et.al., 2018). Island Beach resort has make use of email marketing and
make personalised content so that individuals are motivated to be part of organisation.
Conservation to reservation: It is last online method or medium of marketing in which people
can easily select or online book room at specific rates by just clicking thus they can easily have
fun and enjoyment at luxury resorts for time frame. So, companies such as Island Beach resortby
provided such ease to customers to book room or select resorts is able to gain competitive
advantages in market and earn more profitability.
Official website: It can be stated that company official website act as marketing channel of firm
as it provide various relevant and necessary information such as facilities, infrastructure and
prices of specific services so that customers may make accurate choice regarding particular
resort. Island Beach resort have simple, attractive and easy to use website encourages more and
more people to visit and gather information to take appropriate decision to select specific resorts
(Koc, 2020). Therefore, it helps in providing ease and comfort to make online booking of room
for specific days while staying at their home or without standing in que.
Content advertisement: Companies may also hires professional individual that have special
skills to make attractive and better content which can motivate or drive people to select services
of specific firm for fulfilment of their requirements. Content advertisements helps individual to
know about differentiate services provided by one company from another thus they can quick
select specific one for fulfilment of their desires (Rėklaitis and Pilelienė, 2019). Thus, Island
Beach resort by making use of content advertisements is able to attain its communication
objectives and retained more customers within organisation.
Therefore it can be stated from above analysis that both online and offline medium have
added value to Island Beach resort by influencing more and more people to be part of firm.
Company through email marketing, content advertisement and other medium have gathered more
market share as it is able to provide information to large number of individual that are staying
across worldwide (Türkmenoğlu, 2017).
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Evaluation of integrated marketing plan in context of communication strategy, channel
choice and creative content
Integrated communication plans is prepared by manager of Island Beach resortin order to
effective share information to customers so that some of the them while planning for trip can
select it as compared to other firm. Company in order to earn more profitability, market share
have make use of different communication channel and strategy so that best outcome can be
gained. It can be stated from above analysis that integrated communication marketing plan of
Island Beach resort have contributed in building and maintenance of strong relationship with
customers. Therefore, effectiveness of plan can be evaluated on the basis of communication
strategy, channel choice by firm and creative content that have induce customers to prefer it for
satisfaction of their requirements (Koc, 2020). Like:
Communication strategy: It refers to various strategies that have been formulated by company
to communicate with different individuals that stay in society. One of the strategies that have
been used by Island Beach resort is used of different channel to build strong relationship with
customers for long term growth and success of firm. Company strategy was to use both online
and offline method is able to attract local residents as well as people that stay in different parts of
country (Yoo and Gretzel, 2016). So, that it can earn more profitability, sales volume in tourism
and hospitality industry and gain strategic positioning. Island Beach resort through increasing its
presence in online sites have provide ease to customers to share their feedback or experienced
while staying at resort thus appropriate action can be taken to resolve grievances. Firm have set
strategy to provide best experience to customers by resolving their grievance and problem within
limited time frame and cost. Therefore personal selling or better experienced to customers have
contributed in development of strong brand image and growth of enterprise.
Channel choice: It can be evaluated from integrated communication plan of Island Beach resort
that it has select online as well as offline channel to generate awareness among various
customers. Banner, advertisement through social media such Facebook and attractive content
have helped in increasing reputation of firm (Law and et.al., 2018). Island Beach resort have also
makes phone calls to various individual to get information related to their taste and preferences
thus send email or SMS as per their choice so that they are forced to select its products or
services.
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Creative content: From the above communication marketing plan it can be illustrated that
Island Beach resort have hired professional employees that are specialised in making attractive
and creative content for customers. Such as company have provided various information about
additional facilities that are offered by enterprise such as SPA, Free Wifi and tasty, delicious
food with good infrastructure that helps customers to make quick decision. It has also included
information regarding per prices that people have to pay for using specific services or staying a
night at resort for entertainment and enjoyment (Lueg and et.al., 2016). Various image of rooms,
guest areas, dining and parks are posted on official website of firm so that customers can see
types of facilities, infrastructure available at specific hotels.
RECOMENDATION
It can be suggest from above evaluation that Island Beach resortneeds to investment more
in digital technology in order to meet changing needs and preferences of customers. It have to
hire and retained employees that have more experienced and knowledge about the way needs of
people can be fulfilled and company can enhance its profitability. Customers should be
encourage to share their feedback, comment and rates resort so that better strategies can be
formulate to enhance their satisfaction level and loyalty (Nguyen, 2020). Information technology
should also used by Island Beach resort to gather, collect information related to taste, preferences
and choice of customers so that manager can decided appropriate marketing plan to increase
overall sales volume and profitability of firm. Therefore, company by adapting or implementing
to such recommendation can easily grow and sustain in highly competitive market condition.
CONCLUSION
It can be concluded from above analysis that there are numerous marketing channels
which are used by Island Beach resort to maximise its market share and brand image. Digital
media was one of the best channel that have contribute in adding value to services of customers
as most of the people feel happy and satisfied by making booking online at sitting at homes.
Appropriate communication marketing channel have contributed in building strong relationship
with diverse customers thus growth of firm. It can also be illustrated from above report that
integrated communication marketing plan have make use of multi channel, effective strategy and
creative content to maintained and retained customers loyalty for longer time frame.
PART-B- Covered in PPT
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REFERENCES
Books and Journals
Nguyen, B., 2020. Beyond Multi-channel Marketing.
Kenyon, A., Robinson, P. and Musgrave, J. eds., 2020. Managing Hospitality Experiences.
CABI.
Inanc–Demir, M. and Kozak, M., 2019. Big Data and Its Supporting Elements: Implications for
Tourism and Hospitality. Big Data and Innovation in Tourism, Travel, and Hospitality:
Managerial Approaches, Techniques, and Applications.
Hudson, S. and Hudson, L., 2017. Marketing for tourism, hospitality & events: a global & digital
approach. Sage.
Law, R and et.al., 2018. Systematic review of hospitality CRM research. International Journal of
Contemporary Hospitality Management.
Koc, E., 2020. Cross-Cultural Aspects of Tourism and Hospitality: A Services Marketing and
Management Perspective. Routledge.
Rėklaitis, K. and Pilelienė, L., 2019. Principle differences between B2B and B2C marketing
communication processes. Management of Organizations: Systematic Research, 81(1).
pp.73-86.
Türkmenoğlu, D., 2017. IMC Strategies of Festivals in Destination Branding. In Strategic
Innovative Marketing (pp. 131-137). Springer, Cham.
Koc, E., 2020. Cross-Cultural Aspects of Tourism and Hospitality: A Services Marketing and
Management Perspective. Routledge.
Yoo, K. H. and Gretzel, U., 2016. The role of information and communication technologies
(ICTs) in marketing tourism experiences. The handbook of managing and marketing
tourism experiences, pp.409-42.
Lueg, K and et.al., 2016. Integrated reporting with CSR practices. Corporate Communications:
An International Journal.
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