Britannia Hotels: Marketing Communication Strategy and Planning Report

This report provides an analysis of Britannia Hotels' integrated marketing communication strategy. It begins with an introduction to the concept of integrated marketing communication and its importance for businesses. The main body of the report addresses the design of communication objectives for Britannia Hotels, focusing on business awareness, creating interest, and providing information to customers. It justifies the selection of social media channels for communication, highlighting the benefits of brand recognition, customer engagement, and data collection. The report then evaluates the application of the communication mix and its alignment with hospitality business objectives. Finally, it outlines a marketing communication plan for Britannia Hotels, including segmentation, targeting, and positioning strategies, as well as a budget and monitoring framework. The report concludes with a summary of the findings and references relevant sources. The report emphasizes the importance of social media channels for Britannia Hotels in building brand recognition and attracting customers. The plan includes increasing customer base, brand awareness, and performance.

Integrated hospitality
marketing
communication

Table of Contents
Part B...............................................................................................................................................1
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
Task 2...............................................................................................................................................1
P2. Design communication objectives for given hospitality organisation situation..............1
P3. Justification of selection of integration of communication channels...............................2
M2. Evaluation of application of communication mix and hospitality business objectives. .3
TASK 3............................................................................................................................................3
P4. Creation of marketing communication plan which meet effectively with communication
objectives of business.............................................................................................................3
Conclusion.......................................................................................................................................4
References........................................................................................................................................6

Part B
Introduction
Integrated Marketing communication defines to apparatus of correspondence which is utilized by
business association to make attention to their item in market. It imparts message of business in
market and furthermore increment deals of organization. This undertaking report incorporates
investigation of Britannia Hotels is a British hotel group with 61 hotels around the country
(Gabrielli and Baghi, 2016). This venture report incorporates plan of communication objects of
accommodation association and support of choosing one of showcasing channel for business. It
additionally incorporates making of marketing plan according to objects of communication of
business.
Main Body
Task 2
P2. Design communication objectives for given hospitality organisation situation
There is different goal for which an association imparts their message to the hospitality
business. Association use communication for understanding their clients and furthermore giving
message of business to their clients. Some of objectives for which Britannia Hotels communicate
with their customers are as per the following:
Business Awareness: Hospitality business can utilize distinctive communication procedure for
reason for expanding mindfulness in customers. It assists new business with expanding
consciousness of brand for their items and illuminating existing clients to remind them about
association. Britannia Hotels utilizing communication to expand brand consciousness of their
item for both new just as existing clients (Papen, Siems and Kunz, 2020).
Creating Interest: This is also an effective objective of the business to increasing awareness
among the customers and developing interest towards buying the products and services from the
particular business. It is the most essential thing for hospitality marketing communication to
develop interest among individual mind-set. So, through this the hotel implement the concept of
doing advertising via that they post pictures on social media sites, creative content and many
more.
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Providing data: It helps clients in their buys cycle as it gives advantage and trait about item to
them which accelerate their buying choice. This data helps venture in settling on decision
between choices accessible for clients. Giving data about advantage of item and administration
of organization helps them in separating in term of their rivals.
P3. Justification of selection of integration of communication channels
As per the evaluation it has been analysed that, the selection of Britannia Hotels is relay
over social media channels as this is the most effective tool to creating awareness people to gain
more progression. As far as this the retreat used to refresh their administrations on their sites and
individuals get data with respect to different administrations which they offer (Pateli, Mylonas
and Spyrou, 2020). There is different advantage of this kind of correspondence channel for
association of Britannia Hotels which are:
Developing brand acknowledgment: Social media advertising helps business for expanding
traffic of clients for them which increment their benefit share. As utilizing web-based media
advertising assists business with serving needs and needs of clients successfully that helps them
in expanding client traffic for them. They likewise interface with their clients by utilizing this
stage. This instrument helps undertaking in brad building which is valuable for expanding brand
acknowledgment in brains of clients.
Connect buyers with brand: Social media stage assists business with collaborating with
customers and make discussion with organization. Be that as it may, it is hard for association to
interface with every association and for this web-based media promoting give stage to business
to collaborate with their clients and fabricate solid connection with them. With this kind of
showcasing channel business are transferring different sites about business. These posts
incorporate alternative of remark which assists clients with sharing their audit about
organization.
Gather information about customers: These online media showcasing additionally helps
business of Britannia Hotels to accumulate data identified with their clients as it assists them
with understanding their objective clients and their necessity. It likewise assists business to
comprehend assumption for their clients with business and put forth attempts toward that path all
together satisfy their assumption.
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M2. Evaluation of application of communication mix and hospitality business objectives
Communication mix helps business in satisfying business objects of business. These
communication mix incorporate different device and technique which helps in expanding
acknowledgment of their image in commercial centre. It additionally assists clients with being
more interfaces with their image (Pearson and Perera, 2018). These tools are additionally used to
assemble market information about organization.
TASK 3
P4. Creation of marketing communication plan which meet effectively with communication
objectives of business
In setting with coordinated showcasing correspondence plan they assemble statistical
surveying, choice of conveyance channels, key arranging, imaginative briefs and a lot more to
get huge effect of all advertising targets. The correspondence plan additionally upholds Britannia
Hotels with the goal that their exhibition can created and improved. The association needs to
detail an arrangement in connection with accomplishing benefits. Along these lines, regarding
this they embraced different ways just as correspondence interfaces with the goal that beneficial
results are gotten by making attention to all crowds and safeguard them for greatest timeframe.
Vision and Mission of the business
Objectives
 Increasing customers based through 25 percent within 1 year.
 Developing brand awareness by creating profitability of the business.
 Increasing the performance by 15 percent within 1 year
Segmenting, Targeting, positioning
Segmentation: - It is the underlying advance which is connected with the division of market
wherein the huge market is isolated into little gatherings in setting with normalized nature. As
per Britannia Hotels segment division get influenced which is controlled by the supervisor of
association and is valuable to give certain benefits to business.
Targeting: - It is the second stage where the hotel is focusing on youthful people so that more
benefits can be acquired. The primary focal point of organization was to foster their client base
in which they focus on the gathering of homogeneous nature. The hotel fundamentally target
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high way of life people who have best level encounters and will help in expanding the benefit
level.
Positioning: - As per this technique they foster their market position by offering authoritative
types of assistance to every one of the customer. The Britannia Hotels centred around proficient
method of intending to acknowledge the online media marketing like Instagram, Facebook,
Twitter, etc. They mainly positioning their business within market where the demand is high and
company can attain higher profitability and development (Šerić, 2018).
Financing
Activities Expenses $
Pay cost to all agents in order to create
network
4500
Social media advertisements 3500
Public events 2500
Total 10500
Monitoring and controlling: -
It is utilized to distinguish the hole by deciding all planned exercises inside the real
execution so everything hindrances can be perceived in a legitimate manner and they can
primarily zero in on improving the regions in which they are missing behind. Britannia Hotels
utilizes key execution markers through which all restorative activities can be appropriately
analysed and controlled. Monitoring can be done by the manager of the business and they are
also liable in handling all the business operations in right manner.
Conclusion
As per the analysis of the study it has been concluded that, businesses in the modern era are
widely concern over attaining higher growth and success and for this, the effective execution of
social media channels are imperative in transforming the way of executing business. Therefore,
the emergence of social media channels like Facebook, Twitter, Instagram, Snap Chat, YouTube
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and so on that are widely effective in increasing brand recognition and also create value in
attracting customers towards the firm and its operations. Object of this marketing communication
to give data to clients, convince them to purchase item and help them to existing clients to
remember business. There are different sorts of hardware which assists business with conveying
their message to their clients. These incorporate publicizing, individual selling, deals
advancement, direct showcasing, and computerized promoting. There are distinctive benefit and
detriment of these items. Among every one of them computerized advertising is one of for the
most part utilized instrument as it is cost amicable and make positive picture in brains of
customers.
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References
Books and Journals
Gabrielli, V. and Baghi, I., 2016. Online brand community within the integrated marketing
communication system: When chocolate becomes seductive like a person. Journal of
Marketing Communications, 22(4), pp.385-402.
Papen, M.C., Siems, F.U. and Kunz, W.H., 2020. The Influence of Childhood Engagement in the
Context of Hospitality Service Failure Evaluation. Journal of Hospitality & Tourism
Research, 44(2), pp.403-425.
Pateli, A., Mylonas, N. and Spyrou, A., 2020. Organizational adoption of social media in the
hospitality industry: An integrated approach based on DIT and TOE
frameworks. Sustainability, 12(17), p.7132.
Pearson, D. and Perera, A., 2018. Reducing food waste: A practitioner guide identifying
requirements for an integrated social marketing communication campaign. Social
Marketing Quarterly, 24(1), pp.45-57.
Šerić, M., 2018. Content analysis of the empirical research on IMC from 2000 to 2015. Journal
of Marketing Communications, 24(7), pp.647-685.
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