Integrated Marketing Communication Plan: Fairmont Hotel Case Study

This report provides an in-depth analysis of Fairmont Hotel's integrated marketing communication (IMC) plan, focusing on the wedding venue. The report explores various marketing channels, including pay-per-click, social media, and email marketing, evaluating how they serve communication objectives and add value to the hospitality organization. It examines the integration of these channels to maximize resources and achieve marketing goals. The report also details the steps involved in developing and implementing a cohesive IMC plan, including identifying communication methods, developing a marketing plan, understanding customer decision-making processes, and implementing the plan through various tools. Furthermore, the report assesses the success of monitoring and the impact of the IMC plan, drawing conclusions on the effectiveness of different marketing strategies in the competitive market. The document includes references to relevant academic sources and provides a comprehensive overview of Fairmont Hotel's approach to marketing communication.

Integrated Hospitality
Marketing Communications

Contents
Part 1...........................................................................................................................................................3
Introduction.................................................................................................................................................3
Main body...................................................................................................................................................3
P1 types of marketing channels and how they serve communication objective.......................................3
M1 evaluate how marketing channels of Communications are integrated with the range of hospitality
organization to add value and maximize resources..................................................................................4
D1 how marketing channels add values and helpful to attain the communication objective....................5
P5 determine Integrated Marketing Communication plan with context to the communication strategy. .5
M3 success of monitoring and impact of Integrated Marketing Communication plan.............................6
Conclusion...................................................................................................................................................7
References...................................................................................................................................................8
Part 2...........................................................................................................................................................9
P2 design communication objective........................................................................................................9
P3 justification for the selection and integration of communication channels.......................................10
M2 determine the application of the communication objective with relation to the marketing
communication mix and Hospitality business objective........................................................................11
P4 developer integrated Marketing Communication plan that effectively meets the communication
objective of the company.......................................................................................................................11
Conclusion.................................................................................................................................................12
References.................................................................................................................................................13

Part 1
Introduction
Integrated Marketing Communication plan is an approach which is used by the
companies so that they can complete their targets by taking an ad from different campaigns of
marketing. The marketing department and the other departments used to co-ordinate with one
another in order to determine different promotional methods (Ahn and Back, 2020). The report is
based upon the Fairmont Hotel which has a wedding venue that must be managed by a separate
team of event management. The report is analysed about the different types of marketing
channels and how they serve the communication objective. Evaluated Integrated Marketing
Communication plan with relation to communication strategy and their success so that the
organisation can monitor it and impact of Marketing Communication plan.
Main body
P1 types of marketing channels and how they serve communication objective
Marketing channels
Marketing plays an important role in order to promote their products and services into the
competitive market. There are several channels which consists of people organisation and the
activities which are necessary for the organisation in order to transfer the ownership of goods
from the point of production to the end user (Amoako and et. al., 2017). This process helps the
organisation to provide their products for the the consumption. It is also known as distribution
channels.
Types of marketing channels
 Pay per click marketing: it is the platform which provides a diverse options for many of
the brand as it is used in order to encourage the customers to avail their goods and
services from the competitive market. This kind of a marketing channel used by the
organisation so that they can have a better communication objective as it is beneficial for
those organization to start pay per click marketing. This is also beneficial for the
organisation in order to develop and positive brand image into the competitive market.

 Social media marketing: with respect to the today's scenario the best player of marketing
world is social media platform. The audience are actively seeking their brands in which
they are interested and try to search it on the social media platform so that they can reach
to it and take a proper decision to buy the product and services from organisations
(Gurzki, Schlatter and Woisetschläger, 2019). This platform also offers a valuable
communication building opportunities for the organisation which cannot be seems
elsewhere.
The Fairmont Hotel also used to promote the goods and services into the competitive market
with the help of social media platform as this helps them in developing a better communication
platform for their customers. It is important for the organisation to determine the current trends
which are present in the market used in order to examine the specific strategies which is required
by the chosen organisation to develop (Harrington and et. al., 2019). This helps the organisation
to provide a satisfactory services and products to their clients.
 Email marketing: it is the most trending platform which can be adopted by the
organisation in order to get connected with their customers directly (Hussain and et. al.,
2018). The companies are just required to the companies are just required to drop a email
personal email to their customers were taken tell them about the current offers and other
benefits which can be availed by them.
The email marketing also used by the Fairmont Hotel as it is used in order to develop a
better communication objective. The company also uses this platform where the drop of a
personal mail to their customers stating about the current offers and discounts which are
available for them with respect to the benefits which can be taken by the customers.
M1 evaluate how marketing channels of Communications are integrated with the range of
hospitality organization to add value and maximize resources
The above marketing channels used by the company so that they can enhance their
market share while expanding their business in the competitive market (King, 2017). This also
used in order to develop positive brand image which helps them to attract customers towards
them and resulted and enhancement of sale. Hindi current scenario the marketing channels

increased the cost of the intermediaries have to pay the commission to them. This also used to
get the long term profitability from the competitive market place.
D1 how marketing channels add values and helpful to attain the communication objective
There are several marketing channels which can be adopted by the organisation so that
they can encourage their customers to avail their products and services. The adoption of such
marketing channels helpful in order to serve better communication objective. The Fairmount
Hotel also uses different marketing channels which helps them to attract that audience from
remoteness of area. These channels are not so costly for the organisation as the employees can
also do do this as it is not required to have a strong skills and knowledge about the technology.
P5 determine Integrated Marketing Communication plan with context to the
communication strategy
Integrated Marketing Communication is the strategic collaborative and promotional
marketing which helps the organisation to encourage the customers so that they can avail their
products in an effective manner. There are four steps which can be adopted by the Fairmont
Hotel in order to develop and implement a cohesive Integrated Marketing strategy. The steps are
discussed below:
 Identity different marketing communication skills: the first step which must be adopted
by the Fairmont Hotel is to determine the different Marketing Communication methods
which can be used by the organisation in order to leverage their marketing strategies.
This helps the company to to increase their sale from the competitive market as it is used
to attract targeted audience towards the organisation. For this the company can use to to
take different campaigns of marketing such as content marketing, email marketing, social
media marketing, digital marketing and many other platforms can be used by the
organisation.
 Develop a marketing plan: once the Fairmont Hotel has determine the different methods
of marketing then have to develop a marketing plan which can be used by the
organisation in order to promote their goods and services to the targeted customers. It is
necessary for the organisation to develop a comprehensive plan so that they can execute
the marketing initiatives.

 Determine the process of decison of buying the product: once the payment hotel has
determined the different Strategies and develop a marketing communication plan
accordingly it is necessary for the organisation to analyse the customers and take into the
consideration in the way which was adopted by them in order to by the goods and
services. This is beneficial for the organisation as this helps them to determine the
customers decision making process. It was analysed in the competitive market that is the
major issue faced by many of the organisation and in order to resolve this Fairmont Hotel
has decided to examine the journey of decision making process of their targeted
customers.
 Implement the marketing communication plan: when the above-mentioned points are
considered by the Fairmont Hotel then there are several steps which can be taken by them
so that they can implement the marketing communication plan in an effective.
o Calender: Mount hotel has to make sure about using a calendar so that it helps
them to determine what content has to send to their customers at what time.
o Automation software: when the organisation has decided different types of
marketing automation software then they have to determine the full sale process
which must be adopted by the organization (Liang and et. al., 2017). This helps
them to reach to their targeted audience in an effective manner and resulted in
profitability for the organisation.
The above mentioned are some of the steps of Integrated Marketing Communication
which is used by the Fairmount hotel organization so that they can analyse the effective
communication channels which must be adopted by them. This helps them to reach to their
targeted audience into an effective manner and resulted in enhancement of sale of their services.
The company can also write different creative contents at the social media platform which helps
them to promote their products in to the competitive market and encourage the customers to avail
such services.
M3 success of monitoring and impact of Integrated Marketing Communication plan
The Integrated Marketing Communication plan helps the Fairmont Hotel so that they can
develop their marketing strategy which resulted in the sale of their services. There are several
types of marketing communication methods which can be adopted by organization as it is used in

order to determine the process of decision making of their target customers. It is important for
the organisation to to determine the pros and cons of an plan and then developed into the
component of market.
Conclusion
It can be concluded from the above report that there are different types of marketing
channels which can be used by the companies so that they can attract their customers into an
effective manner. The report is discussed about the Fairmont Hotel with a multinational Hotel
providing different services with respect to the hospitality industry. It is important for the
organisation to develop different Integrated Marketing Communication plan so that they can
have a better communication platform between them and customers. The effective development
of a marketing communication plan also used to develop positive brand image and resulted in
enhancement of profitability from the competitive market.

References
Books and Journals
Ahn, J. and Back, K.J., 2020. The structural effects of affective and cognitive elaboration in
formation of customer–brand relationship. The Service Industries Journal, 40(3-4),
pp.226-242.
Amoako and et. al., 2017. Mediation role of brand preference on bank advertising and customer
loyalty. International Journal of Bank Marketing.
Gurzki, H., Schlatter, N. and Woisetschläger, D.M., 2019. Crafting extraordinary stories:
decoding luxury brand communications. Journal of Advertising, 48(4), pp.401-414.
Harrington and et. al., 2019. From goods-service logic to a memory-dominant logic: Business
logic evolution and application in hospitality. International Journal of Hospitality
Management, 76, pp.252-260.
Hussain and et. al., 2018. Consumers' online information adoption behavior: Motives and
antecedents of electronic word of mouth communications. Computers in Human
Behavior, 80, pp.22-32.
King, C., 2017. Brand management–standing out from the crowd. International Journal of
Contemporary Hospitality Management.
Liang, S., Schuckert, M., Law, R. and Masiero, L., 2017. The relevance of mobile tourism and
information technology: an analysis of recent trends and future research
directions. Journal of Travel & Tourism Marketing, 34(6), pp.732-748.
Lo, A.S. and Yao, S.S., 2019. What makes hotel online reviews credible?. International Journal
of Contemporary Hospitality Management.

Part 2
P2 design communication objective
Marketing Communication helps the organisation so that they can stay in touch with their
targeted customers. It is important for the Fairmont Hotel to provide information with respect to
their products and services into the competitive market. There are several methods which can be
adopted by the organisation some of them are discussed below:
 Sales marketing communication: Wendy Marketing department used to give appraisal to
their customers with the new happening services and products by the organisation. This
can be used by them in order to provide better services to them and helpful in developing
a strong Marketing Communication so that they can encourage customers to stay for a
longer period of time.
 Providing information: The chosen organisation uses to provide the required information
to their customers. This helps them in setting a belief with respect to their existence (Lo
and Yao, 2019). The company is also providing better offers and discounts to their
customers who helps them in attracting the customers towards the company and also used
by them to develop a positive image of the brand into the competitive market (Siddiqi
and Akhtar, 2021). The Fairmont Hotel also publishes and distributes the newsletters on
the hospitality industry and their role in order to enhance the economic conditions by
providing satisfactory services to the customers who are visiting the United kingdom.
 Retention of existing customers: it is important for the Fairmont Hotel to develop
effective Marketing Communication as this helps them to keep their existing customers
for a longer period of time and encourage them to invest more in order to avail the
products and services (Ran and et. al., 2021). With reference to the chosen organisation,
the company has developed several steps so that they can retain their existing customers
for a longer period of time and also used to encourage them to invest more money e in
order to avail the products and services. It is important for the organisation to grab the
opportunities which are present in the competitive market as that is resulted in
enhancement of profitability.

P3 justification for the selection and integration of communication channels
There are three channels which are discussed in the report. With respect to the chosen
organisation the Fairmount hotel has adopted pay-per-click social media marketing platform and
email marketing as these kinds of platforms helpful in order to reach to their targeted customers
into an effective manner (Loonam and et. al., 2018). This helps the company to develop strong
communication with their targeted customers and helpful in developing a positive brand image
into the competitive market. The Fairmont Hotel is also tries to hold their customers for a longer
period of time while providing them better services.
Benefits of social media marketing platform
 With reference to the Fairmont Hotel There are several benefits of the social media
marketing platform as it helps the organisation to reach to their customers from the
remoteness of area.
 The platform is also helpful in order to determine the position of the Fairmont Hotel in
competitive market as it helps organisation to examine competitors and their strategies in
order to provide better services to their customers.
 In today's scenario the customers are also referring to use social media platforms where
they can compare the products from one company to another and also develop their
strategies accordingly.
Benefits of email marketing
 It is the most trending marketing platform which can be used by the Fairmont Hotel. This
platform helps the organisation to get in touch with their customers without expanding
huge amount of money on it.
 It can be used by the organisation as it helps in providing a personal attention to their
customers which also so helpful in order to have a direct communication between the
organisation and the customers.
 This platform is also used in order to resolve the issues faced by the customers in order to
consume the products and services.
 It is the easiest to measure as it's used to determine whether the organisation is going on
the wrong track or not. It is the easiest way to share as a subscriber can forward brilliant
ideas, deals and other offers to their friends and relatives by just clicking on a single
button.

M2 determine the application of the communication objective with relation to the
marketing communication mix and Hospitality business objective
The communication objectives place and significant role into an organisation so that they
can achieve their set goals in an effective manner. Communications is a tool which helps the
organisation to exchange their views and ideas within the organisation or outside the
organisation. There are several marketing channels which can be adopted by the Fairmount hotel
in order to determine the promotional techniques in order to encourage the customers to avail
their products and services. The difference between Marketing Communication mix and the
marketing mix as the marketing communication is the tool which helps the Organisation as
Marketing Communication tool is the promotional mix which includes advertisement, directing
marketing of digital marketing, Public Relations, personal selling and sales promotions (Sng, Au
and Pang, 2019). It plays an effective role as it is beneficial for the organisation to encourage the
customers to avail their products while developing effective approaches. This helps the
organisation to increase their sale while satisfying their customers into an effective manner.
P4 developer integrated Marketing Communication plan that effectively meets the
communication objective of the company.
With context to the Fairmont Hotel, the company can adopt several steps in order to and
hence there Integrated Marketing strategy. Some of the steps are discussed below:
 The first step which must be adopted by the Fairmont Hotel is to determine the different
Marketing Communication methods which can be used by the chosen Organisation in
order to promote their goods and services into the competitive market. The company can
adopt the content marketing, email marketing, social media marketing and other
marketing tools so that they can encourage the customers to buy their products and
services.
 Further more, the company can develop the marketing communication plan and try to
focus on their customers, content and Cadence.
 Thirdly, the organisation can understand the different process which is adopted by the
customers in order to take decisions with respect to why the products and services. It is
important for the organisation to determine the process of decision making which is
usually adopted by the customers (Sultan and et. al., 2020). This is useful by them in
order to decide whether the company is providing their products on that criteria or not.

 Lastly, the Fairmont hotel has to implement their Marketing Communication plan while
considering the calendar automation software so that they can stay on the top of the latest
trends which can be used in order to attract the customers towards the hotel.
The above mentioned are some of the steps which must be adopted by the fairmont hotel in
order to have a Integrated Marketing Communication strategy. There are several marketing
channels which can be adopted by the organisation and also used to determine the process of
decision making of their customers (Troshin and et. al., 2020). This helps them in determining
the strategies which are adopted by the competitors in order to sell their products to the
competitive market.
Conclusion
From the above report it can be concluded that it is necessary for the organisation to
develop and determine the various marketing channels so that they can motivate their customers
in order to avail the products and services from them. There are several methods which can be
adopted by the organisation as that helps them to determine the effective communication
strategies. It is necessary for every organisation to develop an Integrated Marketing
Communication plan so that the companies can determine the needs and wants of their target
customers which helps them to determine several strategies which can be adopted by the
organisation in order to satisfy the desires of their targeted customers.

References
Books and Journals
Loonam and et. al., 2018. Towards digital transformation: Lessons learned from traditional
organizations. Strategic Change, 27(2), pp.101-109.
Ran and et. al., 2021. Marketing China to US travelers through electronic word-of-mouth and
destination image: Taking Beijing as an example. Journal of Vacation Marketing,
p.1356766720987869.
Siddiqi, U.I. and Akhtar, N., 2021. Effects of conflicting hotel reviews shared by novice and
expert traveler on attitude ambivalence: the moderating role of quality of managers’
responses. Journal of Hospitality Marketing & Management, 30(2), pp.178-200.
Sng, K., Au, T.Y. and Pang, A., 2019. Social media influencers as a crisis risk in strategic
communication: Impact of indiscretions on professional endorsements. International
Journal of Strategic Communication, 13(4), pp.301-320.
Sultan and et. al., 2020. Intention-behaviour gap and perceived behavioural control-behaviour
gap in theory of planned behaviour: Moderating roles of communication, satisfaction and
trust in organic food consumption. Food Quality and Preference, 81, p.103838.
Troshin and et. al., 2020. Information technology in tourism: Effective strategies for
communication with consumers. Journal of Environmental Management &
Tourism, 11(2 (42)), pp.322-330.
Tsiakali, K., 2018. User-generated-content versus marketing-generated-content: Personality and
content influence on traveler’s behavior. Journal of Hospitality Marketing &
Management, 27(8), pp.946-972.