Integrated Marketing Plan: Communication Objectives for Bluestone

This report provides an analysis of integrated marketing management with a focus on Bluestone Resorts, a hospitality business in Central London, UK. It measures the effectiveness of current market communications and channels, distinguishing between various marketing tools and strategies employed by the resort. The report designs communication objectives for Bluestone Resorts, justifying the selection of appropriate communication channels. It also designs and produces content suitable for these channels, aligning with the communication objectives. Furthermore, the report includes a critical evaluation of an integrated marketing communications plan in relation to the communication strategy, channel choice, and creative content, and critiques the success of monitoring the impact of the integrated marketing communication plan, ultimately assessing whether Bluestone Resorts achieved its brand image and objectives within the defined timeframe. Desklib provides access to similar solved assignments and study resources for students.

INTEGRATED
MARKETING
MANAGEMENT

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Measure the condition of current market communications and channels while
distinguishing the tools, channels and the adopted methods.......................................................3
M1 Critically analyse how marketing channels of communications are integrated with the
given range of hospitality organisations to add value and maximise resources making use of
marketing model..........................................................................................................................6
D1 Make valid judgments about how marketing channels add value using specific hospitality
organizational examples to demonstrate how they serve communication objectives..................6
TASK 2...........................................................................................................................................6
P2 Designing communication objectives for the chosen organisation and justify the selection
of communication channels.........................................................................................................6
M2 Evaluate the applications of communication objectives in relation to the marketing
communication mix and hospitality business objectives. ...........................................................8
TASK 3 ..........................................................................................................................................8
P3. Design and produce content suitable for the channel and communication objectives..........8
P4 The critical evaluation of an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content..........................................................9
M3.Critique and review of success of monitoring impact of integrated marketing
communication plan...................................................................................................................10
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Integrated marketing management refers to the business strategies, processes and
technologies which are necessary for the objective of integrating people, processes and
technologies across the marketing system so that they work in a harmony. This concept plays an
essential role in various industries but specially the hospitality industry and sector. This concept
tends to of high utility as it helps the businesses in the hospitality sector to generate high
revenues and achieve profit maximization along with developing the brand on a high scale in the
market (Dua, Dua and Singh, 2021). In this report, the concept of market communications and
its various channels have been discussed in context of Bluestone Resorts, a resort located in
Central London, UK. This report also helps to understand how these marketing channels assist in
setting up SMART objectives for the resort and achieve them effectively. In the last part of the
report, the integrated marketing communication plan has been formulated for Bluestone Resort
and the evaluation of the same has been made to analyse whether the resort has been able to
establish its brand image and achieve the objectives set in the decided time bound frame.
MAIN BODY
TASK 1
P1 Measure the condition of current market communications and channels while distinguishing
the tools, channels and the adopted methods.
Marketing tools: These assist the business organisation and the marketers to boost the
organisational sales and revenues through the use of effective techniques, strategies and
materials that would help increase the sale of products and services.
The tools adopted by Bluestone Resorts are discussed below:
 Display Advertising Tools: This refers to the process in which a product or service is
advertised with the help of visuals like images, videos on various publishing websites
such as Google display network and Facebook (Dewi, 2019). These are generally placed
on banners, posters or as text-ads on various relevant third party websites. Social Media Advertising: This is the utilisation of various social media platform to
connect with a larger audience base for establishing good brand image and accelerate the
business revenues. As the social media platforms help very effectively to promote the

brand and the company in a larger market place and attract the customers who plan upon
staying in hotels and resorts like Bluestone Resorts (Sülük and Aydin, 2019).
Marketing strategies: The marketing strategies are utilised by business organisations to inform
and make the customers aware about the features, specifications and benefits relating to a
particular product of the company. This majorly focuses upon stimulating the target customer
base to purchase those particular products or services.
Marketing communication strategies are as follow:
 Internet Marketing: This is also known as cloud marketing. This generally takes place
over the internet. All the various products and items to be marketed are displayed and
presented on the internet platform and then promoted through internet as the medium on
various different platforms. Internet marketing helps the company to boost its sales and
accelerate the traffic of customers on the websites (Suarna, R.T., 2021). The main aspect
on which it depends is the digital channels. Transactional Marketing: Sales is termed to be the most challenging task in the
business operations. As even for the big retailers dealing in large sales volume, it is
indeed a tough task when aiming for high volume targets. But as the new marketing
strategies have unfolded, this has been less complicated then before. In this marketing
strategy of transactional marketing, the retailers advance the customers to purchase the
products through various promotional coupons, discount cards and other stimulating
events. As this assists to raise the probability of targeted customers to invest in and buy
the products.
Marketing communication channels: It describes the channels which will assist the enterprise
as to how to reach and connect with their customers base and convey their thoughts.
Channels of marketing communications:
 Direct marketing: This marketing communication channel implies the companies to
build content and trading messages for some already chosen customer groups. As any
brand is always aware about its competitors and the offers, discounts that they require at
certain time periods. The companies should hence aim at sharing the coupons, discounted
items and special offers on products.
 Customer recommendations: The customers sometimes become the promoters for the
business at no cost (Stiawan, 2018). The marketing that takes place through word of

mouth becomes an effective marketing tool for the business in the long run. The
customers who are satisfied with the products and services tend to promote the brand
even better than the promotional ads thorough word of mouth marketing. The business of
Bluestone Resorts can hence encourage more satisfied clients to promote their resort
among other customers(Azmy, 2019).

M1 Critically analyse how marketing channels of communications are integrated with the given
range of hospitality organisations to add value and maximise resources making use of
marketing model.
Marketing channels of communications are a medium through which a business
organisation communicates the value they provide and deliver their offer to the targeted
customers. These channels assist Bluestone Resorts to attract larger customer base through
effective marketing and hence utilise this to accelerate the revenues that the business is
generating (Mensah and Amenuvor, 2022). With the help of social media marketing, customer
recommendations and even direct marketing, the business of Bluestone Resorts can effectively
utilise its resources and provide its customers with the best services.
D1 Make valid judgments about how marketing channels add value using specific hospitality
organizational examples to demonstrate how they serve communication objectives.
The marketing channels such as Direct marketing and customer recommendations add
high value to the operations and revenues of Bluestone Resort along with expanding their
satisfied customer base in the market. These assists to stimulate the customers to visit the resort
with the help of various discounting offers, promo codes and eve the promotions through word of
mouth. These channels add the value through bringing in efficiency in the operations, cost
cutting, providing product and service conveyance and increase in the revenues as the resort
adapts its operations through these marketing channels.
TASK 2
P2 Designing communication objectives for the chosen organisation and justify the selection of
communication channels.
The communication objectives is the process of setting targets for communication. These
depict the targets that the organisation aims to achieve with the help of pre planned activities and
actions (McCosh, 2021). The formulation of these communication objectives in advance, the
organisation can effectively evaluate whether the organisational targets planned upon can be
attained or not. The communication objectives of Bluestone resort includes:
 Building Interest: This happens when a potential client is already aware about a product
or a service but hasn't came forward to purchase anything. In such situation the challenge

is to push the client to make that purchase by stimulating them by creating the need and
making them aware of for the same so as to buy the product.
Justification:This channel has been selected for Bluestone because the company and the
administration feels that there are many potential clients who are ware about the resort and its
well known facilities but have not initiated to visit the resort due to some reasons and hence the
aim is to stimulate those customers into visiting the resort and associate (Morrison, 2022).
 Creating Awareness: This is necessary when the product or service being provided is
new to the customer or the business is still not fully recognized in the market. So the
initial promotions are built towards building and developing the brand and identity of the
business. The aim of this promotion is to reach clients effectively and communicate the
benefits distinctively.
Justification: The objective of this selecting this communication channel is due to the reason
that although Bluestone has the best services but the resort is still not well known in the targeted
marketplaces. Hence with this objective Bluestone Resort aims to create and yield awareness for
the brand and then accelerate its revenues.
SMART Objectives
Objective Specific Measurable Achievable Relevant Time Bound
The primary
objective of
Bluestone
Resort remains
to accelerate
hosting of
Business
meetings,
Events in the
avenues of
Bluestone
Resort along
with aiming
for building
The specific
objective is to
build the
brand image,
create interest
and establish
Bluestone
Resort as one
among the big
names in
hospitality
industry
(Rosário,
Raimundo and
The growth of
this objective
will be
measurable in
the terms that
how fast the
resort is able
to build the
brand image
and create
interest in the
targeted
customer
groups and
With the help
of various
marketing and
communication
tools available,
the resort will
be able to
achieve the
objective of
building brand
image, creating
awareness and
host events in
its avenues
The
relevancy of
objectives
lies in the
fact that
hosting the
events and
establishment
of the brand
image will
certainly help
the resort to
achieve profit
maximization
The time
bound for
achieving
these
objectives is of
1 year.

interest,
awareness and
profit
maximization
along with
customer
satisfaction.
Cruz, 2022). whether or not
it has been
able to host
the various
mentioned
events it
aimed for.
(Aslam, 2018). along with
the aim of
customer
satisfaction.
M2 Evaluate the applications of communication objectives in relation to the marketing
communication mix and hospitality business objectives.
The communication objective in regards to marketing communication mix aims at two
diverse objectives: to create and continue the demand and liking for the product and the other is
to reduce the sales cycle. These two objectives provide assistance to Bluestone Resorts to
achieve their company targets with the help of planned actions and evaluate the possibility
whether the targets would be achieved or not in a timely manner. The hospitality business of
Bluestone Resorts commences with the primary objective of providing their customers with an
enjoyable experience and best services so the customers are satisfied and happy with the services
provided. This is highly achieved with effective communication between the staff and the
customers and which ultimately results in best services and facilities.
TASK 3
P3. Design and produce content suitable for the channel and communication objectives.
Producing a suitable content which is appropriate for the business and its marketing
communication objectives is very essential if the business aims at successfully building and
developing and growing in the market. The primary communication objectives of Bluestone
Resorts is aimed at Influencing the audience, growing brand awareness and creating an interest
for the brand. These communication objective demand a good content creation in order to be
achievable for the business in an effective manner (Manglicmot, 2020). The content suitable for
the communication objectives of Bluestone Resorts should be generated keeping in mind few of
these points

 Define Your Content Marketing Goal: To achieve the goals Bluestone resort has aimed
for and achieve the communication objectives of building interest and creating
awareness, it is necessary to define the goal that the organisation aims to achieve. To
produce good content, it is important that the resort understands and absorbs what content
it aims to produce, where and to whom will the content be distributed so as to realise its
set objective and be known in the market effectively communicating its process, services
and facilities while attracting a large pool of customers (Kliatchko, 2019).
 Research and Understand Your Audience: It is important if the business desires to
create a good content for attaining the communication objectives, that it should
effectively research and understand the targeted customer section which it aims to attract.
This research will help Bluestone to work on its objectives effectively and understand
what the customers wants and deliver those successfully.
 Publish and manage your content: The thought to create content should not just include
the content creation but also an effective planning upon how to manage the contents that
business creates. Hence Bluestone resort to manage a calender and schedule of how and
what type of content it initiates to generate and in what form it is to be displayed in the
market. There should be an effective arrangement of the contents which are to be
presented so that the results attained are in alignment to the objectives.
P4 The critical evaluation of an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content.
An integrated marketing communication refers to the process which integrates the
various marketing related communication elements such as public relations, social media,
audience analytics and even business development principles and even advertising to combine all
together to create and establish a brand identity which then is constant in all the various media
marketing channels (Kitchen and Tourky, 2022). Whereas an integrated marketing
communication plan is the one which integrates market research, strategic planning, audience
segmentation, marketing channel selection and many such concepts to achieve maximum
marketing impact possible. The integrated marketing communication plan for Bluestone Resorts
is framed as follows:
Step 1: Know the target customer base:

There is always a set customer base which should be aimed at to utilise the business resources
effectively. The Bluestone Resort should aim at segmentation of the customer groups into
different segments on the basis of characteristics so as to identify the customer sections which
will be using the services in high numbers.
Step 2: Formulation of a situation analysis
The resort should aim at formulating an effective internal as well as external analysis of the
market situation which is prevailing so that it can generate an effective marketing
communication strategy (Kisiołek, Karyy and Нalkiv, 2021).
Step 3: Decide marketing communication objectives
In this step, the business is required to assess and determine the objective it aims to achieve by
formulating this plan. The objective set by Bluestone should be such which can be measured by
the business at the end of the plan execution otherwise the effectiveness of the plan would not be
measurable.
Step 4: Deciding the budget
The business should frame upon the budget which it aims to work upon and utilise to assess
where the amounts will be allocated so that the business has a realistic idea of what it is working
with (Anuar, Mohamad and Omar, 2020).
Step 5: Strategies and tactics
This requires the business to build upon some authentic and effective strategies and plans as how
does the business plans to achieve the marketing communication objectives which it has targeted
upon.
Step 6: Evaluation and measurement
The last step in this plan demand an evaluation and measurement of the objectives so that the
business could analyse what worked in favour and what were the parts that did not went well as
planned and then determine whether the business achieved its target or not.
M3.Critique and review of success of monitoring impact of integrated marketing communication
plan.
The main aim of the business stands to be achieving its target and revenue generations
while placing an outstanding brand image in the market through effective marketing
communication (Honerkamp, 2020). The primary tool utilised is the effective ways of marketing
communications through which the brands and companies display their authenticity and

uniqueness in the market for building the brand image. The integrated marketing communication
plan is an essential tool helping companies to achieve this objective with efficiency and quality
manner. As Bluestone Resorts have utilised this plan, they have succeeded in providing the
customers with the services they demand or require which has displayed the resort as a customer
centric organisation boosting the brand image along with accelerating the business revenues the
resort has been earning (Habibi, Kheiri and Aligholi, 2022).

CONCLUSION
From the above report it can be concluded that integrated marketing is an effective tool
which helps the businesses in achieving their objective of building a successful brand and
achieve higher customer attraction with revenues and profit maximization. Through various
marketing communication elements, the business can showcase and build itself in the market by
effectively using tools such as display advertising, social media marketing and some more.
While using the SMART Objectives, the business of Bluestone resort has been successful in
establishing business goals and successfully evaluating them to measure their success.

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