Development of IMC Strategies: Falmouth Hotel Analysis Report

This report delves into the development of integrated marketing communication (IMC) strategies, using The Falmouth Hotel as a case study. It examines various marketing channels, including advertising, sales promotion, direct marketing, and social media, and evaluates their effectiveness in achieving communication objectives. The report analyzes the objectives of communication, focusing on creating brand awareness and attracting international customers. It justifies the selection and integration of communication channels, considering the advantages and disadvantages of each. Furthermore, it constructs an integrated marketing plan tailored to the hotel's specific situation and objectives, and critically evaluates the plan in terms of communication strategies, channel choices, and creative content. The report highlights the importance of a cohesive and synergistic approach to marketing communication to enhance brand value and customer loyalty.

DEVELOPMENT OF AN
INTEGRATED MARKETING
COMMUNICATIONS
STRATEGIES

Contents
INTRODUCTION.....................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1. Different types of channels of marketing and how they serve communication objectives in an
organization.............................................................................................................................................3
P2. Objective of communication for a given organizational situation......................................................4
P3. Appropriate justification for the selection and integration of channels of communication................5
TASK 3.......................................................................................................................................................6
P4. Creating an integrated marketing plan to meet the objectives of communication and in a given
situation...................................................................................................................................................6
TASK 4.......................................................................................................................................................8
P5. Critical evaluation of an integrated marketing communication plan relation to the communication
strategies, choices of channel and creative content..................................................................................8
CONCLUSIONS........................................................................................................................................9
REFERENCES........................................................................................................................................10
Books and Journals:...............................................................................................................................10

INTRODUCTION
Integrated marketing communication can be understood as a concept which is very
simple in terms which ensures all the types of communication which are accompanying together
so that business can work in a coordination (Aldaihani, F. M. and Ali, N. A. 2018). Integrated
marketing communication or IMC refers to those promotional tools which ensures a business to
run in a harmony in order to accomplish their objectives and goals. This will ensures about the
company to meet his target sales and to earn the competitive benefits along with this to build
relationships and customer loyalty towards the brand. It is an approach which tries to cover all
the phases of marketing communication such as direct marketing, sales promotion, social media,
public relations, advertising and many more. This report is going to prepare on The Falmouth
Hotel which is identified as an oldest hotel in the Falmouth. This is introduced in the year 1863.
It is a London based hotel which is located in Cliff Road, Gllyngvase, Falmouth, UK. This report
is going to discuss on the different types of channels of communication with their critical
evaluation that how they achieve their communication objectives for an organization (Al-
Muhtadi, J. and Et.al., 2019). In this report the role of integrated marketing communication is
discussed that which makes shows the synergic effect between the brand values and positioning
which is obtaining common thought or message of all the methods of communication can be
conveyed on a special way which makes a difference among the rest of the product in the market.
TASK 1
P1. Different types of channels of marketing and how they serve communication objectives in an
organization.
Marketing communication is a concept which is accepted by organizations to convey
their messages to the customers about what the sell, what are their products and services and
most importantly what is their brand is all about in a direct or indirect manner in order to make
them purchase. In context to The Falmouth Hotel, it can be discussed as a tool which is adopted
by organization or by a marketing team whose intention is to convey the information about the
products and services to their potential customers in order to create brand awareness or to create
an image about particular brand in the minds of customer that will help to enhance their purchase
decision. Marketing communication comprises with several methods which helps to improve the
overall performance and reach the target customers of a particular organization.
Advertising: It is a paid and indirect method which is used by organization in order to
provide the information about their products or services through television, print media, radio,
online websites and many more to the customers. It is one of the recognized method which is
used in a wider terms in which a complete information about products or services are conveyed
easily to the huge number of target customers.
Sales promotion: It is a method which includes many short term incentives to encourage
the customers in order to start a purchase of the products and services (Bottrell, D. G. and
Schoenly, K. G., 2018). This will helps to retain the existing customers as well as attract then
new customers with several benefits. It includes discounts, buy one get one offers, coupons,
rebates, paybacks and many more in their promotional tool and techniques.

Direct Marketing: By using technology such as emails, mobile phones, fax to
communicate directly with the potential customers without involving any mediator in between is
understood as a direct marketing. It is a most effective tool in the channels of marketing in which
an organization gets faster response by customers about their likes and dislikes of their products
or services and also get impulsive reviews and feedbacks.
Social media: Social media is a great tool in channels of marketing which is used by the
organization to increase their sales by creating a brand image (Dahana, W. D., Miwa, Y. and
Morisada, M., 2019). In the context to The Falmouth Hotel, they are likely to use this channel of
marketing on the social media profiles which is related to their products and services to increase
their customer engagement and where they can take instant feedback from their customers.
Critical evaluation of channels of marketing of communication:
It has been evaluated from the above observation that if company uses social media,
direct marketing or TV advertisements to engage their customers it may have some pros and
cons:-
 Social Media will be helpful to increase the customers serving ratio and maximum
chances to resolve customer queries and feedbacks as it is based on technologies and
internet while there is a drawback that where is it chances of hacking of personal data so
it is very important for the company to use safety measures which may result in increased
costs.
 By using advertisement, it creates an emotional connection between customers and helps
to create proper communication of message that will be helpful to provide better services
while on the other side it is a time consuming process so that immediate action cannot be
taken out by the customers.
 By using direct marketing it will be helpful to create customer integrity and awareness
while there is a high chances to be ignored by the customers such as everyday emails
cannot be gain attention.
P2. Objective of communication for a given organizational situation.
Channels of integrated marketing communication can be explained as a mode of channel
to deliver clear and transparent message about the products and services which is offered by the
company to their potential customers. It is an important part that is to be well managed and it
helps organization with an intention to come up with the influential and uncompromising
customers for making involvement in the activities. With the reference of The Falmouth Hotel,
they are likely to use modes of communication for the aims of getting customer attention and
attracted towards their products and services.
Current objectives of communication:
The current objectives of communication of the organization is to create attention
between international customers rather than focusing on national or local customers and need an
appropriate budget to gain attention of those customers accordingly. The respective company
take a mode of communication as advertisement in order to create brand awareness between

international customer about telling what their offerings are and schemes, provide positive
customer behavior as well as make a substitute to those customers who are disappointed
sometimes.
Some of the current communication objectives are as follows:
 To create 70% awareness about their schemes and discounts in order to enlarging sales.
 To approach those customers that is international customers and make a position in those
market areas within the coming one year.
 The objective is to enhancing the brand awareness in respective of 1 year by 32 to 45%.
 Also to make brand reposition in the market as an upgraded resorts.
Critical evaluation of objectives of communication within a specific organization:
It has been evaluated that objectives of the marketing communication of the respective
company is very clear and transparent and it will support them to compete in the marketing
challenges which helps to create their position as well (Erkan, I., Gokerik, M. and Acikgoz, F.,
2019). This will help to create brand awareness and values in the international market and
approaching international customers will also help to increase their profits of the company. But
on the downside part, it negatively impacts on the cost of their services because they are required
to spend more prices of using those communication channels and create a budget accordingly. It
has been observed that their respective company like to use direct marketing to improve the
accessibility of their discounts and schemes in order to gain the competitive position in the
international market. While in order to increase the brand awareness in the international market
they are likely to use television advertisements because it will help them to build long-term
sustainability. Last but not the least they are also using social media advertisements for enlarging
sales and profits by promoting their schemes and services about events and other programs.
P3. Appropriate justification for the selection and integration of channels of communication.
The respective company The Falmouth Hotel, uses different modes of communication to
accomplish their objectives so that sustainability can be enhanced and a good harmony will be
created in the company (Ruiz de Sabando, A. L., Forcada Sainz, F. J. and Zorrilla Calvo, M. P.,
2018). By using social media mode of communication they are able to convey the message about
the products and services with appropriate content and share them on social media platforms will
also help to get them reviews by customers and genuine feedback in order to enhance their
services. Nowadays everyone uses social media platforms as it will also help to companies and
will create more opportunities for instant solving for the queries in a very effective way. This
method having some drawbacks such as hacking or leaking of information also it can never be
used as a sole method for communicating messages (Iyer, P., Davari, A. and Paswan, A., 2018).
As the company uses TV advertisement as a mode of communication will help to create proper
planning and control on the daily activities. This method serves a clear and transparent messages
to the customers will also provide to serve better and help to create proper flow of
communication. While there is also a downside of this tool or method that is it takes some risk
such as repetitions of the advertisements will lead to boredom the customers and resulting in
losing their attractions. Proper justification for direct marketing is that it will improve the mutual

connections with the customers and will help to make proper planning and create coordination
between the modes of channels in the upcoming task and activities. Also help to create brand
awareness and solve their problems regarding services. The downside of this mode is that it
focuses only a few customers at a time and it is very cost ineffective approach. Hence this
method is not usually fulfill the requirements because customers do not like to prefer direct
engagements with the organizations.
It has been observed from the above discussion for the company that TV advertisement
will be very advantages as a mode of marketing communication as they can demonstrate their
products and services by using TV commercials, it will not only gain the attention of local and
national customers but also supports for the international customers about their services. Hence it
is also not necessary that customers react quickly (Ismagilova, E. and Et.al., 2019). Reviews and
proper feedback can be very helpful to resolve existing customer’s queries and create awareness
and attraction for the new customers as well. TV commercials also help to increase the sales and
profits for the companies and make a larger involvement of customers.
TASK 3
P4. Creating an integrated marketing plan to meet the objectives of communication and in a
given situation.
Marketing communication plan can be understood as a strategy to inform about the
products and services to the target audience. The plan for marketing communication includes the
objectives of communication, budget, strategies, communication mix and many more. The
communication mix helps to analyze the various modes of promoting the company's offerings to
its target audience. In the context to The Falmouth Hotel, the purpose of marketing
communication plan is to resolve the issues of communication and to achieving the objectives of
marketing communication which are mentioned below:-
Plan for integrated marketing communication:
An integrated marketing communication plan enables a company to leverage of the
several components in the world of marketing to actively and smartly work to fulfill the needs of
customers.
Situational analysis: It is very important for the companies to recognize its internal and external
factors in order to know about the competencies and resources of organization to look forward
for the customers and opportunities.
Strengths:
 They creates a good customer base which leads to increase its brand value.
 They have a good reputation about their brand which helps to increase their sales.
Weaknesses:
 As it is a small resort and it is not recognized by international customers yet.
 It is also dependent on the local market for their increment.

Opportunities:
 As they are looking for international markets they have a chance to create brand
recognitions at the international level as well (Öztürk, M. and Batum, T. P., 2018).
Threats:
 They have a lot of competitions from local, national as well as international markets.
It has been analyzed that they have lot of opportunities for their growth and development
also they should make strategies to overcome the weaknesses and threats and more focusing on
their strengths (Werder, K. P. and Et.al., 2018).
Marketing communication objective: The chief objective of the respective companies to
enlarging their business into international markets to gain a large number of customers regarding
their offerings.
Marketing communication strategies: The major strategy of the companies is to use internet is
marketing in which they can promote their products or services or other offerings through their
target customers.
Marketing communication mix: When organization wants to communicate with their customers
investors suppliers business partners and many more (Malthouse, E. C., Maslowska, E. and
Franks, J. U., 2018). As mentioned above it is considered that the respective company uses sales
promotion, TV commercials, or focusing on to direct marketing.
Scheduling and budgeting: This is a process which refers to allocation of resources which is
needed by an organization to manage and control its expenses as well as to execute plan within a
particular period of time. In order to execute the plan effectively company needs cost
approximation which is mentioned below:-
Particulars Amount ($)
For market analysis 4000
Marketing plan development 7000
Implementation of communication mix 2000
Using communicational channels 3000
Salary of marketers 10000
Analysis of plan 1000
Total 27000

Monitoring and Controlling: For achieving any success it is necessary to monitor the executed
plan. It is also necessary to controlling and managing the gathered information that will helping
in achieving the objectives brand awareness in the international market.
TASK 4
P5. Critical evaluation of an integrated marketing communication plan relation to the
communication strategies, choices of channel and creative content.
In the context to The Falmouth Hotel, the main purpose of organization is to achieve the
international customers and to increase the market capabilities. They are using many strategies
and plans to execute in order to increase the brand awareness and increase the sales in the local,
national as well as international market. For an effective organization, there are many plans and
strategies which are executed and implemented by choosing the right mode of communication in
order to provide creative and attractive message. It has been critically evaluated that the entire
marketing communication plan in which it is related to communication strategies, selection of
channels and creative content so that they will be able to achieve the success of the organization.
Communication strategies focusing on the promotion regarding the brand, products and
services with the motive to achieve huge amount of customer audience. For such they are using
various strategies such as internet marketing, public relations, social marketing, advertisements
and many more in order to cover international market (Kehrer, F., 2019). It has been analyzed
that nowadays social media platforms and online websites are very supportive in order to
communicate messages on a timely basis and to communicate in a creative way. Other than that
social media marketing, digital marketing or advertisements are the most productive modes in
order to enhance customer loyalty and enhance the goodwill of the organization. These modes
also helpful to engage customers at international level. It is very important to track the
performance of any organization and along with the web statistics and analytics and other online
tools. This will be very supportive in order to get detailed information about the international
clients or public search sites and use modes of communication accordingly. It has been also
evaluated that internet marketing requires certain knowledge and skills in order to update the
modes of communication on a daily basis. It has been also observed that digital marketing is a
very useful method to promote a brand and to increase sales and profit but on the other hand
customers main get some challenges in the payment mode which is online basis.
With a reference to The Falmouth Hotel, the company may use offline and online modes
of communication in order to get the interaction with potential customers and to promote brands
and other offerings by the brand. Online modes of communication includes blogs, seminars,
webinar, conferences, social media or phone calls and many more (Jensen, J. A., Walsh, P. and
Cobbs, J., 2018). Whereas offline modes of communication involves television, radio,
newspaper, journals, magazines and many more. Online channel are used by the respective
company because it is very quick and effective tool that helps to get instant information about
their customers and their needs and the market competencies.
Overall it has been concluded that integrated marketing communication plan for the
respective company is very effective and helpful to achieving the goals and objectives without

disturbing the budget and it will be helpful to create brand awareness in the local, national and
international market also promotes their products and services in order to increase profits in
sales.
CONCLUSIONS
It has been concluded from the above report is that channels of marketing communication
plays a very significant role in the growth and development of an organization. A company uses
many channels of communication in order to satisfy their customers and enhance their brand
image, customer feedback and to create brand value as well. The main purpose of practicing
these modes of communication is to accomplishing the objectives. Furthermore, it has been
concluded that from the situation analysis a company may find his strengths, weaknesses,
opportunities and threats. Moving forward a budget for the marketing communication which is
prepared by the organization in order to neglect any consequences during the process of
communication. Overall to stay tough and sustained in the competition it is important for the
organization to use these channels regarding their offerings to the potential customers in an
appropriate way.

REFERENCES
Books and Journals:
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farmers: challenges for achieving ecological, social and economic sustainability. The Journal of
Agricultural Science, 156(3), pp.408-426.
Dahana, W. D., Miwa, Y. and Morisada, M., 2019. Linking lifestyle to customer lifetime value:
An exploratory study in an online fashion retail market. Journal of Business Research, 99,
pp.319-331.
Erkan, I., Gokerik, M. and Acikgoz, F., 2019. The impacts of facebook ads on brand image,
brand awareness, and brand equity. In Handbook of Research on Entrepreneurship and
Marketing for Global Reach in the Digital Economy (pp. 442-462). IGI Global.
Ismagilova, E. and Et.al., 2019. The effect of electronic word of mouth communications on
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Iyer, P., Davari, A. and Paswan, A., 2018. Determinants of brand performance: the role of
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Jensen, J. A., Walsh, P. and Cobbs, J., 2018. The moderating effect of identification on return on
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Kehrer, F., 2019. International Direct Marketing of the selected company.
Malthouse, E. C., Maslowska, E. and Franks, J. U., 2018. Understanding programmatic TV
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Öztürk, M. and Batum, T. P., 2018. How Housing Brands Use Social Media in Their Marketing
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Ruiz de Sabando, A. L., Forcada Sainz, F. J. and Zorrilla Calvo, M. P., 2018. The marketing
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Werder, K. P. and Et.al., 2018. Strategic communication as an emerging interdisciplinary
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