Integrated Marketing Communication Plan: Island Beach Resort Analysis

This presentation provides an in-depth analysis of the integrated marketing communication plan for Island Beach Resort, a small luxury hotel in the United Kingdom. It begins by outlining the communication objectives, such as building a strong brand image and providing essential information to customers. The presentation then justifies the selection of integrated communication channels, emphasizing the use of online marketing strategies like email marketing, social media, and official websites to gain a competitive edge in the hospitality industry. A detailed integrated marketing communication plan is presented, including situational analysis, communication objectives, segmentation, targeting, positioning, and the marketing mix strategy employed by the resort. The plan also outlines the channels of communication used for promotion, such as email marketing, phone analytics, social media, and official websites. Finally, the presentation concludes by highlighting the importance of communication in achieving business objectives and gaining a competitive advantage, along with a section on control and monitoring of the plan's implementation.

INTEGRATED HOSPITALITY MARKETING
COMMUNICATIONS

TABLE OF CONTENT
 INTRODUCTION
 DESIGNATION OF COMMUNICATION OBJECTIVES
 JUSTIFICATION OF SELECTED INTEGRATED
CHANNEL OF COMMUNICATION
 INTEGRATED MARKETING COMMUNICATION
PLAN
 CONCLUSION
 REFERENCES

INTRODUCTION
 There are certain communication
objectives that are set by each organisation
in order to effectively share information
among customers and created strong
awareness among them.
 This presentation have discussed about
communication objectives of Island Beach
resort that is small luxury resort in United
Kingdom.

Designation of communication objectives
 Each enterprise operates its various functions and activities in order to earn
profit margin by delivering qualitative services to end customers.
 Island Beach resort is small luxury hotel so it wants to expand its business
by motivating most of the individual to select it for staying a night, or
having fun, enjoyment at different place away from home.
 Therefore, it has make use of different communication strategy and
channel to attain its objective and sustain, grow in market.
 Thus, there are various communication objectives of Island Beach resort
that can be illustrated as follows:

CONTINUE
 To build strong brand image of firm: It is one of the main objectives
of Island Beach resort as it helps in longer term grow and success of
enterprise. Marketing manager have put immerse efforts, time and
energy to satisfy needs of customers in best possible manner or beyond
their expectancy. Use of multi channel marketing strategy and offering
luxury, qualitative services have contributed in building strong
reputation of firm in hospitality industry.
 To provide essential information: Another main objectives of
company is to exchange important information of firm to customers
such as prices, facilities and services or offers so that they can make
correct decision to select specific resort for spending their leisure time
and money.

Justification of selected integrated channel of
communication
 It can be justified that Island Beach resort by making
use of more online marketing channel like email
marketing, social media, content on official websites
and phone call can able to gain strategic positioning
in highly competitive market.
 In hospitality and tourism industry numbers of firms
are continuously increasing due to more profit
margin and high demand thus it have forced
company to think innovative and creative way to
attract and retained customer for long time frame.

Integrated marketing communication plan
 AIM
 The aim of creating marketing communication plan is to effective share or exchanged
information to large number of individuals that resides in society.
 SITUATIONAL ANALYSIS
 Island Beach resort operates in United Kingdom that is recently facing situation of
recession and high level of unemployment rates so most of the people wants to start
their business or get job in tourism and hospitality sectors for their better living.
 Most of the younger generations does not like to stand in line or wait at guest room
to book room so they mostly prefer to book rooms while staying relaxed at homes.

Communication objectives
 To increase brand image or reputation of firm by 5%
till 2021.
 To add more customers and maximised market share
by 12% till 2022 through manufacturing organic and
hygiene food for better health of individuals.
 To enhance overall customer satisfaction and retention
level by 7% till march, 2021 for growth of firm.

Segmentation, targeting and
positioning
 Segmented: Island Beach resort manager has planned to
classified or segmented people on basis of demographic,
geographical and psychological factors so that better
strategies can be made to influence particular group of
people.
 Targeted: It have mostly target people that belong to high
class and are interested in trips, or having fun at luxury
resorts in their leisure time. Younger generation is another
target group for Island Beach resort as these people are more
interested to have stay at place that is away from home.

Marketing mix strategy
 There are certain marketing mix strategy which have been used
by Island Beach resort to meet customers’ requirements.
Marketing mix includes price, products or services, method of
promotion and places that impact on decision making of
customers. Therefore, it have planned to use of marketing mix
strategy to retained and expand its share of market in tourism
and hospitality industry. Like:
 Products or services: It can be stated that Island Beach resort
have limited but luxury services and facilities such as SPA or
Free WIFI, swimming pool that leads to winning of customer’s
satisfaction level.

Channel of communication for
promotion
 Promotion: Different medium have been used by Island Beach resort
to promote its services to customers such advertisements in TV and
bill board, information on official websites and after services to
expand its business. It have also used medium like:
 Email marketing
 Phone analytics
 Social media
 Official websites

Control and monitoring
 It is one of the most crucial functions which monitor and evaluates
whether communication plan has been implemented successfully or not.