Integrated Marketing Communication Plan for Hospitality Organizations

This report provides an in-depth analysis of integrated marketing communication (IMC) within the hospitality sector, focusing on The Berkeley hotel chain as an example. It evaluates various marketing channels and their effectiveness in achieving communication objectives, emphasizing the importance of channel selection and integration. The report devises specific communication objectives aimed at increasing sales, market share, and customer retention, outlining strategies such as traditional marketing, print publications, social media, and mobile marketing. It also discusses the application of these objectives in relation to the marketing communications mix, including the Four Ps (price, place, promotion, product). Furthermore, the report presents an integrated marketing communication plan with actionable steps and timelines, and briefly touches on the evaluation of the plan's success and potential recommendations. Desklib offers similar solved assignments and resources for students.

Integrated
marketing
communication

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Evaluate different marketing channels and how they serve communication objectives for
various hospitality organisations..................................................................................................3
Devise communication objectives and justify appropriate channel selection and integration....5
Application of the communication objectives in relation to the marketing communications mix
......................................................................................................................................................6
Integrated Marketing Communication Plan-...............................................................................7
Design and produce content appropriate to the channel and communication objectives and ....8
Determine the communication strategies that can be used to help achieve these objectives. ....9
Evaluation of integrated marketing plan....................................................................................10
Review the success of the monitoring and impact of the integrated marketing communications
plan ............................................................................................................................................10
Recommendation.......................................................................................................................10
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

INTRODUCTION
Intergraded market communication helps the company to integrate all the methods for
promoting their product and services and brand promotion to attract their target customers.
Company are using communication channels to deliver the message in clear and consistent form,
the main target of the company is that they ensure the consistency of the message and the
completing use of media. If company use this marketing tools to promote their brand, so they are
able to maximize their profits and achieve their target effectively and efficiently. This report
discuss that how The Berkeley hospitality company is a reputed chain of hotel which operate
many franchise all over the world, so they need to use communication marketing tools to
promote their brand. (Blakeman, 2018). They can use integrated marketing communication tools
to promotion their products such as advertising, sales promotions, personal selling, public
relation, direct marketing, social mediad marketing, mobile marketing and so on.
MAIN BODY
Evaluate different marketing channels and how they serve communication objectives for
various hospitality organisations
The Berkeley is a five- star deluxe famous hotel brand of Britain which is operating their
business in various different countries all over the world. It have almost 73000 rooms with more
than 800 hotels globally which was functioning in issuing premium standard of services in their
business (Galloway, 2020). IT was located in Wilton place, Knightsbridge, London which is
owned and managed by May bourne Hotel groups . But in the year they has shorted the name
and regenerate it into The Berkeley. The main headquarter of the company is located in
Dunstable, United Kingdom. The Berkeley is the UK's largest hotel chains they operates hotels
in different locations.
Marketing communication play a important role to promoting their products or services it
provide different media tools which is used by the marketers for communication their target
customers (Goldfarb and Tucker, 2019). The Berkeley is a well known hotels chains, so they can
use different marketing communication tools such as
 They can use pricing strategy to attract the new customers, so that they can provide good
experiences with them and satisfies their needs which is beneficial for their performance.

 The Berkeley company use social media marketing platform to advertising their brand
which is efficient to share the information or aware the customers about the hotel features
and facilities which is offered by the hotel chains and other motive is that they makes
different with their competitors of other hospitality sectors.
 They can use marketing mix strategies to delivering the best quality to its customers,
along with they can offering the disguised category its services like premium and luxury
hotels (Halli, 2020).
 The can designed online website, in this website they consist the all relevant information
regarding the The Berkeley and they can offering the current market.
 They can start different campaigns and schemes to connect with their target customers
and they can provide several package for their most frequent customers this techniques
give benefits to the company to achieve their target and earn maximize profit.
Marketing communication are support the company to promoting different values to their
audience and different business sections, it helps the company to remove the various kind of
barriers which create miscommunication. The marketing communication is used by the The
Berkeley company to maintain working environment and staff and employees doing smooth
working and manage their work properly which helps to reduce their burden. The second
communication strategy support the company to provide best quality of product and services to
the customers which is directly related to the generate more revenue, so that company are able to
perform well and set the success by following different value and principles which helps to
consider the important part of the company (Kemp, Randon McDougal and Syrdal, 2019).
Digital marketing is popular now a days mostly company use this tools to promote their brand
and boost their sales by doing making customers aware about the exclusive services which is
offered by the company its users. The marketing channel of miscommunications which is used
by the The Berkeley hotel company to advertising their brand and conduct campaigns which
support the company to reach their target audience, this tools is beneficial for promoting the
public image and assist to make the target customers aware about its product and services. This
promotional tools promote the digital or advance technology, so that customer are able to book
their rooms online and get many offers which is beneficial for the company too and encourage
the customers to reach the company towards its users.

Devise communication objectives and justify appropriate channel selection and integration
In terms of communication objectives is refer to the process which helps to setting the
targets of communication, the main objective of communications is information, control,
motivation and emotional expressions and interdependences. It is used for elaborating the
demands of the customised in form of the company and The Berkeley company is try providing
affordable and good services to their customer to satisfied their needs and assure that customers
take batter experience for this which is beneficial for the company to expand their business
globally. Because this thing helps the company to bringing some changes for batter functioning
of the hotel against the existing competitors in the current market. The effective communication
plays a crucial role in the organisation without this they are not able to achieve their target and
maintain their working environment (Nabieva, 2021). They support the good values and achieve
the target of the company and decrease their chances of promoting the misunderstanding and
clear the barriers for the better understanding. The Berkeley hotel company wants to get the
current scenario of the hospitality industry and now the future trends which can impact negative
to their performance of the company. There are some unique and smart objectives of The
Berkeley which management has developed under the existence of integrated marketing
communication.
They wants to increase their sales up- to 20% within the 2 years by using the various sales and
marketing tools
They have to capture the market share with the increase of 10% in the recent rate and for their
expected timelines would be 2 years.
Improving the retaining rate of the consumers by 30% with the maximum period of 1 years.
They have to stimulate the social media and increase their engagements with 40% to reach the
business in different part of the world which could be perform by the hotel company within the
range of 1 or 3 years.
To achieve this objectives company need to make the proper marketing communication plan,
different channels of communications will be utilized by the company to market their services.
Channels for Marketing communication
 Traditional Marketing communication- This channel is related to the old marketing
strategies and tactics which is used by the company, so that they are able to attract the
customers and provide information which is related to the product and services. For

example TV ads, radio, templates, posters, newspaper and many more, but this marketing
communication tools need huge investment and it cover local areas.
 Print publications- If Berkeley company use this channel to communication their
customers through, posters, newspaper, magazines, it is the typical related to local
publicity mode which can be seen in form of newspaper, they mostly distribute in every
local house of certain locality which is beneficial for the build the trust.
 Social media- Mostly people are using social media platform, its a popular this days
mostly, so it is a great platform to promote their brand and attract the customer by using
innovative and creative ideas the can use this channel to communicate with their target
customers, and make online website in collective term of applicants who focus on
communication (Oluwasola, 2019).
 Mobile marketing- Largely people are using mobile phones, so Berkeley hotel chains
can send the e-mails and messages to the public for marketing their brand and they can
provide some offers to attract the new audience.
Application of the communication objectives in relation to the marketing communications
mix
Marketing cover the mostly Four Ps such as price, place, promotion, products.
This tools support the company to promote their business operation and they can use various
elements which is related to the marketing mix, they can provide many opportunities which is
good for the company performance in following manner
Traditional and print publications marketing both are related to the promotional marketing mix
tools, this techniques helps the company to maximize their productivity and sales of productions
an they can advertise their brand through print publication which is good for brand image,
because this techniques attract more attentions compare to others and mostly people read
newspaper, so it helps the company to provide information related to their services and create the
brand awareness.
Social media is related to the people Berkeley company can use this channel to promote their
brand and they can post their picture and videos which is related to the hotel room and interior
to promote their brand and services. This is the best method to connect with their audiences
which helps to increase their demand and increase publicity in the market. Although Berkeley

company can create their page of social media sites to interact with their customers and promote
their hotel brand.
Mobile marketing is related to place, they can launch their app, so that customers can book their
rooms in advance by using their phones and they can book their room all over the world. Along
with they provide 24 hours facilities, if customers face problem they can connect with them
without any problem.
Integrated Marketing Communication Plan-
Integrating marketing communication is beneficial for the company they can conduct
campaigns for providing the information to their customers and achieve their goals which they
set and brings the good revenue structure for the company. Structural activities are support to
connected the concept of integrated marketing, so it is essential to admit all the relevant
opportunities that can leads to success of the business (Peter and Dalla Vecchia, 2021).
Objectives Communication
Purpose
Actions to be
taken
Business Unit Timeline
The main motive
is maximization
in sales is the
essential aspect
for the happening
of any business
structure as it
shows the conflict
of grouping of
customized with
the commodity
and services of
the institution.
For this
establishment can
use the promotion
tools such as TV,
signboard, social
media sites, etc.
As this will
assure the better
reach of the
concern towards
their reference
point section.
To attract the the
large or
maximum
numbers of
people towards
the services of the
company, along
with management
need to must hire
a effective leader
for the business
which can support
the staff in giving
their best and
encourage them
to develop their
The main
objective of the
business is related
to sales unit of the
division. It helps
to focus on using
the tools which
support to
achieving the
improved
accumulation
about the
hospitality
market.
Approx 2 year

skills and
knowledge .
A appreciated
maturation in the
market share of
the business
concern swill
result in the come
through the
desired
competitor
reward in the
market place.
For this special
accusative
institution should
focus on
improved the
website of their
hotel chains. This
is the only
transmission
through which
customised
directly get
related to the
hotel services.
Doing some
changes which
helps to
analysing the
growth the public
presentation of
the challenger.
The main
objective the co
company is
connected with
the sales and
merchandising
unit of the firm.
Minimum 1 year
or maximum 2.
Build the good
relation with
consumers which
support in better
and improved
operative of the
business in the
international
market. Along
with a loyal client
base build the
assurance of the
workers and staff
who are
To accomplish
this target best
medium or tolls
and techniques in
marketing tool
such as social
media. It will
modify the
process to take
the response of
the consumers
regarding the
activities which is
perform by the
Supply different
types of benefits
for the visitor
who will arrive to
the hotel. Apart
from this
company can
provide the also
some attractive
holiday packages
and discounts to
them for the same
explanation.
This special
object of the
establishment lies
in the sales
department of the
company.
Time period of 2
or 4 years.

participating in
the operable
activities of the
concern.
company.
Design and produce content appropriate to the channel and communication objectives and
The Berkeley is reputed hotel chain, so they need to focused to providing the good
quality of its customers (Phuong, 2019). The hotel chain is efficient toward there tasks and goals
so that they can able to maintain good positions in the current market. The marketing
communication tools used by the Berkley's hotel chains is Traditional marketing, Print
publication and many more. If the company wants to increase their customers and need to
exchange their information with the functioning of the company, then they have to improve their
service quality. During the time of COVID, many things are impact the hotel industry and
Berkley is one of them, after the pandemic time health and safety is they main concern for all the
people, so they expect that when they going any hotels they follow this guidelines properly.
Berkeley hotel are focus that they follow this guidelines properly they improving their work,
maintain social distance, sanitize the room on daily basis and many more techniques and idea
they follow to satisfied their customers and maintain health and safety related guidelines.
Although company can use online business website which support the company to coney the
message in simple way which is related about safety and hygienes protocols . Along with
integrate marketing help is this process they can use various tools which helps them to spared
their information and attract the large number of customers , they marketing tools they can use
like mobile marketing, print publications, social media platform, sponsorship, campaigns and
many more this combination helps the managements top accompl8hs their target which is made
by the company.
Determine the communication strategies that can be used to help achieve these objectives.
Communication strategies is beneficial for the company growth without this they are not
able to perform well and maintain good relation between customers, it is related to setting the
effective plan of action which helps the company to experiences the good result after utilising
thus integrated marketing tools (Rėklaitis and Pilelienė, 2019). By using this implementation

they can use different techniques and ideas to promote their brand, for example the can design
their app which helps the customer to book their tickets online and get many offer or coupons
which is beneficial for budget, Beverley hotel company can use this effective or relevant
communication strategies to maintain the working environment of the company to confront the
all risk COVID, provide many opportunities threats to the companies like advance technology
create problem to those employee which are not able to understand, so they need do focus on this
and provide proper training to employees to have their goals. They need to make sure that
consistency create batter experiences for all the customers grow pus in the hospitality industry.
Evaluation of integrated marketing plan
This plan or objective have great potential to resolve the uncertain problem in different
complexities which is going inside the organisation. This strategy support the company ro
maintain the working environment ad they are able to attract the large numbers of customers and
promote their facilities in a good way. Although Berkley company this plan support the
company to achieve their goals and reduce the complexities and increase the productivity or
functional their duties in different area. This intergraded marketing plan is related to the various
objectives like building their brand image, increase their sales, attract the large number of
customers and many more. This marketing plan can be implements in many ways, so that they
can increase their target market of the company and satisfied their customer need. Company need
to improving their public relation, so they can maximize their market share and brand awareness
and brand promotions helps to maximize their sales in the timelines of 12 months. Although this
marketing plan will helps to add the value for the current approach of the company,so that they
can achieve their objectives in right manner (Taghipour, 2019).
Review the success of the monitoring and impact of the integrated marketing
communications plan
If company wants to measure their crate, so they can measured in many different ways
like they can use Key Indicators and Quality standards , this is best methods to measure their
achieved gaols. The key indicates is tools which helps the company to analyse their performance
and track records in different task and daily activates of the company, so that they can able to
daily check their performance and doing changes according to their needs and wants. The quality
standards is the benchmark which is used to set the target on particular bases which is related to
the product and services. So that company are able to get excellent quality which is provided by

the customers to satisfies their needs. Along with they can conduct online survey to measure the
performance and it does not take to much time, it is good of knowing the customhouse current
taste and preferences.
Recommendation
There any many different ways which can be opted by the Barley's hotel company, to
improve itself which is beneficial for the company to maintain their work and brand image
position in competitive market. There are some recommendation given below:
 They need to assure that they area not spent large amount of money in overhead expenses
and other cost, they have to maintain their financial positions.
 They need to opt more ways to satisfied their customers, and they need to make proper
strategic planning to achieve their target customers (Visser and Kloos, 2021).
 They can provide many offers and discounts to attract the large number of audience
 The Bearley company can use social media or digital marketing techniques to promote
their brand which provide online booking of the hotels which helps to make more easy
and convenient for their customers.

Conclusion
In this above report it discuss the topic which is related to the integrated marketing
communication which consider the marketing concept which is beneficial for the company
growth. Although communication objective and marketing tools are discusses along their their
strategies and tactics which can be opted by the company to chive their objectives. In this report
it discuss the marketing plan of the company and various tools they can use to achieve their
target and nay attract the large number of customer. At the end the performance measurement
tools and recommendation are highlighted to make it clear and understand.

References
Books and Journals
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Galloway, C., 2020. Integrated marketing communication. In Theory and Practice Public
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Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Halli, S.S., 2020. Implementing the integrated marketing communication. Journal of Commerce
and Management Thought, 11(4), pp.355-358.
Kemp, A., Randon McDougal, E. and Syrdal, H., 2019. The matchmaking activity: An
experiential learning exercise on influencer marketing for the digital marketing
classroom. Journal of Marketing Education, 41(2), pp.141-153.
Nabieva, N.M., 2021. DIGITAL MARKETING: CURRENT TRENDS IN
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Oluwasola, O., 2019. Use of Digital Marketing Communication Strategies in the Promotion of
Private Higher Education in Sub-Saharan Africa, Case Applicable to Selected Private
Universities in Nigeria. Case Applicable to Selected Private Universities in Nigeria
(June 20, 2019).
Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for
the identification of digital marketing channels and platforms. New trends in business
information systems and technology, pp.251-265.
Phuong, N.N.L., 2019. Marketing communications management in higher education a
qualitative review of the activities of Vietnamese universities in the market (Doctoral
dissertation).
Rėklaitis, K. and Pilelienė, L., 2019. Principle differences between B2B and B2C marketing
communication processes. Organizacijø Vadyba: Sisteminiai Tyrimai, (81), pp.73-86.
Taghipour, M., 2019. Effect of integrated marketing communication on brand value with the
role of agency's reputation (including case study). Journal of Process
Engineering, 5(11), pp.30-44.
Visser, M. and Kloos, M., 2021. Customer acquisition: digital brand communications. In Digital
Marketing Fundamentals (pp. 170-221). Routledge.