Development of an Integrated Marketing Communication Strategy Report

This report provides a comprehensive analysis of integrated marketing communication (IMC) strategies, particularly within the hospitality industry, using Hilton Worldwide Holdings Inc. as a case study. It begins by explaining various marketing channels and how they serve communication objectives, emphasizing the shift towards digital marketing while acknowledging the continued use of traditional methods. The report then critically evaluates Hilton's communication strategy, channel choices, and creative content, highlighting the importance of understanding customer demands and leveraging marketing mix concepts. The second part of the report focuses on developing an IMC plan, outlining communication objectives, justifying channel selection and integration, and proposing an effective marketing plan to meet these objectives. The report underscores the need for businesses to adapt to evolving marketing landscapes, integrating both traditional and modern approaches to reach target audiences and achieve effective business growth.

Development of an
integrated marketing
communication strategy

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART 1............................................................................................................................................1
Explain the different marketing channels that business use and how they serve communication
objectives for the organization:...................................................................................................1
Critical evaluate the case study of hospitality and involve communication strategy, channel
choice, and creative content:.......................................................................................................3
CONCLUSION................................................................................................................................6
Recommendation.............................................................................................................................6
REFERENCES................................................................................................................................7
ONLINE:.....................................................................................................................................7
PART 2............................................................................................................................................8
The proposed communication objectives for the resort:.............................................................8
The justification for the selection and integration of the communication channels chosen:......9
The integrated marketing communications plan that effectively meets communication
objectives for the resort:............................................................................................................10

INTRODUCTION
Developing a communication plan for the business to communicate with the customer and
the other market can assist proper development of integrated marketing growth in the business.
This is the approach of marketing department of the business operation to develop effective
customer base in the market so the proper evolution and advance of the resources can be done in
most operative method. this assist the business’s marketing collaborating system and channels to
work in efficient manner so that proper information and growth can be gained by the
organization. This includes the process of the marketing mix that business undertakes to develop
effective strategic option for the business to improve the level of effective business growth and
development in the marketplace. there are various marketing channels that business can use to
generate proper sale and effective growth in the business to increase the level of effective
services and development of market base in the organization. This report is based on Hilton
Worldwide Holdings Inc. it is American multinational organization of hospitality chain that
manage and operate broad range of the hospitality portfolio of hotel and restaurants. It was
founded by Conrad Hilton in 1919, and its headquarters is in Tysons Corner, Virginia from June,
30, 2020. This report include information about various marketing channels that hospitality
business use to enhance the level of effective communication with the customers. Also this
include the communication strategy of the organization, channels choice, and creative content.
In the second part of the report includes the information about the marketing plan that support
integrated marketing communication in the international market.
MAIN BODY
PART 1
Explain the different marketing channels that business use and how they serve communication
objectives for the organization:
There is huge changes in the deal with thee customer base and enhance the effective
communication with the customers. Changes in the marketing communication channels of
hospitality that impact on its growth and success, with the high level of competition in the
national and international market. There are several marketing channels that hospitality industry
use to interact with the customers and provide them information about the services that business
offer to them. marketing system of the luxury brand and with the effective communication
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channels it increase the level of growth that business fulfil in the market to enhance the level of
active evolution and expertise of the business. They key interacted marketing channels change
the level of effective communication environment of the marketing channels in the business.
This includes the technology advancement and use of internet to bring change in the marketing
communication. In the context of Hilton, the hostel performs various operations in overall globe
and there are various channel of marketing that helps its business to reach to the potential
customers. With the use of effective services business achieve high level of customer satisfaction
from those services. According to the case study on the Hilton: marketing communication
strategy there are different channel of the communication that business uses to understand the
demands of the customers. Below are various strategic options for the marketing communication
channel is explained as per the case study on Hilton.
In the area of changes in the technology and advancement in the channels of communication
there are many strategic options that business choose to understand the needs of marketing
communication and enhancement of the channel of communication. Hilton is luxury brand os
hospitality industry that provides many luxury service and comfort to its customers. Over the 500
hotels and resorts in 85 countries with the high level of revenue generation business operates in
the larger segment and effective strategy for its growth and increase in the communication
channels can helps the hotel industry to expand the customer base.
Analysis: Even there are many advancement in the luxury industry of hospitality for the
development of effective customer base. The advance marketing techniques can helps the
hospitality business to analyse the needs and demand of their potential customers so that
effective development of the business can be achieve. However the Hilton still use the larger
traditional marketing communication techniques in order to target luxury customer audience. The
brand marketing technique involve public relation, media advertising, sales promotion, direct
marketing, and event to attract the luxury comfort targeted customer base in the industry. Hilton
is applying this strategy from the previous decades to analyse the needs and demand of the
potential customer base. Apart from the print media organization is also focused on enhancing
the level of business operations form the use of sale promotion tools that particularly benefits the
business to enhance the level of marketing communication channels. Use of the brand image can
aids the business to increase the level of current market base and helps the business to expand its
market base in the market.
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Marketing mix concept: Hilton focuses on the effective generation of marketing mix channel that
can provide its customer base growth and enhancement of goals and objectives in the business
operations. They use it as a promotion concept that enhances the level of effective marketing
strategy that can help its business to expand the level of growth and achievement of basic aim of
integrated marketing communication. This helps the potential customers to have information
about the services company offer to them and how it can help the business to attract the
customers in the marketplace. this provide the positive insight about the brand services and
various offers they offer in the marketplace to enhance the level of effective communication mix
channel.
Websites: Apart from the media mix brand also use its websites to reach out the customers and
provide them information about the effective services that business offer to them in order to
provide effective growth and enhancement of goals and objectives in the marketplace.
Converting the information to its potential customers can help the business to join business in
most appropriate manner and enhance the level of effective proficiency in the market.
Thus, from the case study analysis it can be understand that Hilton is still relay on the
traditional way of the marketing communication. For the better enhancement in the
communication channels business should use advance technological changes in the channels of
marketing mix so that they can perform the effective impact on the target market segment and
audience. However, the business of luxury brand like Hilton does not need to highly promote its
business in the target market because of word of mouth marketing of the company. This can help
the business to gain profitable customer base that enhances the level of customer base and
effective marketing mix.
Critical evaluate the case study of hospitality and involve communication strategy, channel
choice, and creative content:
Case study on the Hilton Worldwide can help to understand about the choice of business to
enhance its networks and proficiency in the market to achieve its vision and mission. Hilton use
tradition marketing channels in the area of Morden and advance time of digital communication
channels. Use of the tradition marketing strategy could be outdate for the new advance time.
New ways of marketing communication has increase the level of marketing opportunity for the
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business and enhance the level of effective business growth in the current market base. Social
media area of marketing has taken deep impact on many businesses and its growth in the national
and international market. Use of effective channel of market is necessary to attract the potential
targeted audience for the business. Services and product of the Hilton has huge impact on its
loyal customer base and that helps its business to attract new customer segment in the market for
the effective generation of business and its growth in the market. However the use of traditional
marketing can impact the level of business growth due to the high level of customer segment and
competition in the national and international market of the company.
The traditional way of marketing strategy can impact the level of effective business
growth that company can operates in the market and also development of the effective customer
base can help the business in better development of growth and enhancement of potential
customer base. The case study provide appropriate information about the marketing channels that
business should undertakes in order to develop effective growth and enhancement of goals and
objectives in growing base of the operations. Business also deals with the high level of the
competition that can be handling by the use of effective marketing channels that can help in
development of effective customer base. For the effective growth and enhancement of
organizational goals and objectives there are various operations that can handle business growth
and development of marketing mix channels.
Communication strategy: Hilton resort highly relay on the traditional channels of the
marketing. However there are new ways of the marketing mic channels that can help the business
and its operations in the market so that effective development of the objectives can be done in
most appropriate manner. luxury brand like Hilton relay on the traditional marketing channels
can impact its growth and enhancement of the goals and objectives in most appropriate manner.
communication strategy of the business also involve the marketing mix that could increase the
access to the potential audience and enhance the level of effective growth in the business
operations. This marketing mix channels could support the operations of the business and its
effectiveness in the marketplace so that proper growth and development of objectives in be done
in appropriate manner.
Channel choice: the marketing channels that business use to gain effective customer base in
the market so that they can achieve high level of effective growth and fulfilment of goals and
objectives in most appropriate manner. Hilton chose traditional marketing channels such as
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relationship building, media promotion, sales promotion, direct marketing etc. these are the
channels that luxury brand use to promote its business in the market and enhance the level of
effective business growth and fulfilment of communication mix needs in the market. They use
marketing promotional strategy such as newspaper, magazines, for the superior and promotional
marketing of the business to update effective customer base in the market. For the better
development of the customer base business needs to fulfil the role of business growth and
enhancement of objectives in the business development. Hilton use the traditional marketing that
could be beneficial for the business. However the area of traditional marketing has been changed
from the area of advance marketing promotion.
Creative content: Hilton use the effective creative content that helps its business to provide
the appropriate information about the product and services to its potential customer base so that
appropriate growth to the needs and demand of the customer can be achieved. also business
schedule the Hilton – Honors loyalty programs which includes the access to the internet that can
provide its customers digital check in facilities, late check out, this help the business to introduce
the digital technology program in the business to promote the services they are offering to the
target market segment.
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CONCLUSION
From the above information it can be summarise that there are various integrated marketing
communication channels that can provide the business of hospitality better access to its potential
customers and this can help the business to enhance the level of growth hotel have in the market.
case study help to analyse the various marketing strategy and channels that business use to
perform task in most appropriate manner.
Recommendation
Thus from the above discussion of the case study of Hilton it can be analyse that there are
various effective way that business use in order to attract the customers and gain effective
customer base in the market. this can help to access the needs and wants of the business and
provide effective information to the customers about the services business offer to them. for the
interact development of the business and its growth in the competitive environment business can
use advance technological investment in the digital marketing of its brand and that helps the
business to enhance the level of effective growth in the marketplace. For the effective
development of goals and objectives business can attract their customer with the use of social
media platform and that can benefits its growth and enhancement of business growth in the
marketplace. for the effective development of needs that business have in the market
communication marketing with the customer is needed to develop better customer base and
growth in the market.
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REFERENCES
Books and Journals
Badia, F., Dicuonzo, G., Petruzzelli, S. and Dell’Atti, V., 2019. Integrated reporting in action:
Mobilizing intellectual capital to improve management and governance practices. Journal
of Management and Governance, 23(2), pp.299-320.
de Alcantara, D.P. and Martens, M.L., 2019. Technology Roadmapping (TRM): a systematic
review of the literature focusing on models. Technological Forecasting and Social
Change, 138, pp.127-138.
Di Gregorio, A., Maggioni, I., Mauri, C. and Mazzucchelli, A., 2019. Employability skills for
future marketing professionals. European management journal, 37(3), pp.251-258.
Goncharova, N.A., Solosichenko, T.Z. and Merzlyakova, N.V., 2019. Brand platform as an
element of a company marketing strategy. International Journal of Supply Chain
Management, 8(4), p.815.
Gregory, G.D., Ngo, L.V. and Karavdic, M., 2019. Developing e-commerce marketing
capabilities and efficiencies for enhanced performance in business-to-business export
ventures. Industrial Marketing Management, 78, pp.146-157.
Quesenberry, K.A., 2020. Social media strategy: Marketing, advertising, and public relations in
the consumer revolution. Rowman & Littlefield Publishers.
Smith, R.D., 2020. Strategic planning for public relations. Routledge.
ONLINE:
MARKETING COMMUNICATION STRATEGY: HILTON CASE STUDY 2018., ONLINE
AVAIBLE THROUGH < https://peachyessay.com/sample-essay/marketing-communication-
strategy-hilton-case-study/>
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PART 2
The proposed communication objectives for the resort:
For the development of business in the international market effective communication
marketing is necessary that support the development and growth of organization in the market.
Hilton is multinational resort organization that deals with many branches in over all the globe
that van increase the level of effective marketing growth and fulfilment of needs of the business.
Hilton use the tradition way of marketing of their services and product they offer the professional
and potential group of the customer to enhance the level of effective growth and fulfilment of
organizational needs. The communication objectives of the business is to provides appropriate
information about the product and services that business offer in the market. They also reach to
their customers so that they can know about the choice and preferences of the customers in the
hospitality. Hilton handle high level of customer base in the market and use of appropriate
resources can help its business to expand the level of growth and effectiveness of business in the
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marketplace. the communication objectives of the hotel industry is to analyse the needs and
demands of the potential customers so that they can achieve better growth and proficiency in the
marketplace. also this helps to increase the level of business sustainability of the market and
enhancement of the choices that business make to understand the revenue generation in the
market place.
Communication helps the business to enhance the level of guest experience in the hotel to
gain better growth and profitability of the business in the market. marketing communication also
helps Hilton to get feedback from the customers about the product and services they offer in the
market. also it is important for the business to achieve better enhancement of objectives and
growth in the marketplace in most appropriate manner. effective communication of marketing
also assist the business to gain growth in the international market.
The justification for the selection and integration of the communication channels chosen:
Hilton chose the way of tradition marketing to interact with the customers and provide
them information about the product and services they offer in the market. this helps the business
to grow and increase the level of business growth in the national and international market for the
development of effective customer base in the business. Also hotel can use the channels of
digital marketing that can help the business to reach to the customer across the globe. There are
various roles that marketing communication channels play in the profitable growth of the
hospitality business. The social media channels could help the business to achieve success at the
national and international market. for the generation of the effective customer base company can
ensure the level of effective business growth in the business. Fulfilment of the needs and the
demand of the customer can be done if the business has effective understanding about the market
trends that effect the level of business development. digital and advance communication mix
channels can help the business to develop better growth and enhancement of goals and objectives
of the business so that effective growth and enhancement of goals and objectives can be achieved
in most appropriate manner.
The integrated marketing communications plan that effectively meets communication objectives
for the resort:
integrated marketing communications plan allows the business to analyse the needs of potential
customers and increase the level of business growth that can achieve by the promotion of the
business in the market. for the better development of effective customer base in the market
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business can perform the various objectives that can assist business to get creative campaign of
the business marketing. In the context of Hilton, business focused on making positive impact on
the development and enhancement of the objectives in the market. effective plan for the
development of business in the international market is important it provides business effective
growth and fulfilment of the objectives of the business in the market.
proper planning of making effective communication with the target market can help the
business to attract the customers and develop strategic plan that provide information about the
customer needs and development of effective growth of customer base in the market. this make
effective strategy that consist of the message that business need to provide to its customers in the
international market. it showed the public relation of the Hilton in the national and international
market. it provide its customers access to the product and services they prefer in the appropriate
manner. this plan can help the business to analyse the target market segment that could be
beneficial for the better growth and enhancement of the objectives of the business.
Research and development of international market where Hilton wants to expand its
market presence can helps to gain appropriate market growth and fulfilment of the objectives in
most appropriate manner.
Thus, from the above discussion it can be understand that there are various integrated
marketing communications plan that can helps the business to gain effective growth and proper
development of goals and objectives of the business in the marketplace. this helps to provide
basic insight about the objectives and growth of the people to gain better development of
communication with the target market.
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