IHG PLC: Integrated Marketing Communication Strategies Report

This report provides an analysis of integrated marketing communications (IMC) within the hospitality industry, focusing on InterContinental Hotels Groups PLC (IHG). It defines the current marketing communication situation, analyzes various communication channels, tools, and methods used by IHG, including official websites, paid search and display ads, online review sites, social media, and text message marketing. The report outlines communication goals for IHG, such as developing customer awareness and interest, promoting products and services, and increasing efficiency and productivity, justifying the selection and integration of communication channels like phone calls, social media, and direct customer contact. It also discusses creating effective content for communication channels, the role of IMC in communication strategy, channel choice, and creative content, and provides recommendations for enhancing the IMC plan to achieve communication and company objectives. Desklib offers this assignment solution and many more to aid students in their studies.

Development of an
Integrated Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
Define the current marketing communication situations as well as analysis the channels, tool
and methods ...........................................................................................................................1
The discussion of marketing channels of communication are integrated all scope of hospitality
organization as well as make resource useful through marketing model ..............................2
The marketing channels add value in hospitality and it serve the communication objectives3
LO2..................................................................................................................................................3
Create communication goals for InterContinental Hotels Groups PLC along with justification
for the choosing and integration of communication channels................................................3
Justification for the selection integration of communications channels.................................4
Choose the proper channel of communication for Inter Continental Hotels & resorts..........5
Integrated plan of communication meets the objective of communication ...........................5
LO3..................................................................................................................................................6
Create effective content to the communication channel as well as communication objectives.6
Discussion of communication strategies which help to accomplish the organisational objective
................................................................................................................................................8
LO4..................................................................................................................................................8
Integrated marketing communication role in the communication strategy, channel choice and
creative content.......................................................................................................................8
The success of observing and affects of the integrated marketing communication plan ......9
Appropriate recommendations for enhancing the integrated marketing communication plan to
successful attain the communication and company's objectives..........................................10
REFERENCES .............................................................................................................................12

INTRODUCTION
Integrated marketing refers to process in which unifying the all segments of marketing
communication such as social media PR and advertising. These mix media channel and
technique to render a seamless along with consumer centric experience. The integrated
marketing strategy integrates the essential marketing tactics to deliver the same message to wide
range of valuable consumers.(Hänninen and Karjaluoto, 2017) The InterContinental Hotels
Groups PLC was founded Juan Trippe in 1946 and its headquarter located in England, UK. The
receptive company is dealing in multinational British hospitality organisation and it divided its
brands in to fours segments such as Suites, Essentials, Premium, Luxury&Lifestyle. The report
will cover the discussion about the different marketing channels along with its objectives for
hospitality industry. In additional to this, the communication objectives as well as different ways
promote the product and service in channels.
LO1
Define the current marketing communication situations as well as analysis the channels, tool and
methods
Marketing communication strategy is used by organization to aim the targeted
market with the help of different type of communication. (Jang and Park, 2018.)It involves
targeted, medium and message so that effectively promotes the marketing the product and
service. The product and service have been designed after that company determine the price of
product and service. The company majorly focus on promoting the company's service and
products to targeted audience in different ways.
The success hotel and resort industry depend on communication channels and
how they use different marketing strategies to promote the brand awareness in valuable
consumers. The most of the hotels and resort unify the right marketing channels with essential
information to their targeted guest and secure the bookings of hotel's room. There are various
marketing communications channel that will mention below.
Official website: The resort industry use official website to create a strong marketing strategy to
allure the guest to book rooms. In context to InterContinental Hotels Groups PLC, The receptive
organization's website allows to explore the more details of resorts such as image video and
content of different service of the resort.
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Paid Search and Display: The paid search and displays ads are more beneficial for resort
industry as it gain the competitive position in search engine. (Jianhua , and et.al., 2022) With
referenced to InterContinental Hotels Groups PLC, the respective organization have used paid
search and display ads that allow to targeted guests and allure the guest so that it help to enhance
the organizational revenue.
Online Review Sites: The most of the travelers read online review before reserving the room in
the resort as it perform the crucial role in hospitality. In relation to InterContinental Hotels
Groups PLC, the respective company try to maintain the good relationship with guest and
encourage the guest to filed the positive feedback in online review.
Social Media: The most of individuals have social media accounts as it allow to user to connect
with different companies with the help of internet service.(Juska, 2021) The company has
opportunities to upload the video and photos of product and service along with it help to reach
the targeted costumers. In context to InterContinental Hotels Groups PLC, the respective
company has used social media advertisements in which they shares photos and videos of
amenities.
Text Message Marketing Tool: This communication channels is the most appropriate for resort
and hotel industry as it does not require any third party and and special website. It simply
transfer the text message to valuable consumer and attract the consumers to book the room in
resort. In context to InterContinental Hotels Groups PLC, the respective company uses the text
message marketing tool in which conduct the satisfaction surveys and ask for new visitors to on-
site events..
The discussion of marketing channels of communication are integrated all scope of hospitality
organization as well as make resource useful through marketing model
Integrated Marketing communication is important for integrating all mandatory aspects of
marketing to communicate same information to valuable and existing end user.(Juska, 2021)
The InterContinental Hotels Groups PLC promote the brand awareness among customer at
nominal cost. The marketing channel help to organization to better understand of the consumer
as they try to design and manufacture the product and service according to the requirements of
the consumers. (McCartney and McCartney, 2020.) The marketing communication channel aim
at ROI of the organizational campaign as it help to enhance the revenue of the company.
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The marketing channels add value in hospitality and it serve the communication objectives
The organization use marketing channels in which add value factor that influence the
perception of the service and product offering. The consumers service allows advice or
information, availability of credit and attitude of revenue personnel. It encouraging the hostility
industry to offer uncommon loyalty campaign that allure the guest to book resort's room. It
assess to the InterContinental Hotels Groups PLC to offer more value to guest than they
demand as it more focus on maintaining the strong relationship between guest and resort.
LO2
Create communication goals for InterContinental Hotels Groups PLC along with justification for
the choosing and integration of communication channels
The communication channel means that individuals in company communicate with each
other and eliminate the doubt. Without effective communication channels in company so it
become difficulties to align the employees with organizational objectives. It provide capabilities
to control and power to seniors along with performance to employees as it connecting
management with leadership management. The communication and organization can not separate
ed into parts as it focus maintaining the harmony among management and consumers.(Park and
McMahan, 2020. ) The communicate can be divided into three principles such as non verbal,
written and verbal. In context to the InterContinental Hotels Groups PLC, the respective
company uses email communication in which mangers easily transfer the relevant information
to receiver so that it improve the understanding and eliminate conflicts.
It is significant for a marketing department of an organisation to devise the communication
objectives as it helps in executing activities in a proper manner and to reach large people
effectively.(Popescu, 2020.) The marketing manager of Four season hotels develop
communication objectives for gaining competitive edge within the marketplace and is given
below:
 Develop awareness in customers- The primary objective of InterContinental Hotels Groups
and resorts is to increase the awareness of its offerings at marketplace. This will help
company to increase its sales and profitability level in an effective manner.

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 Develop interest of the people towards services- It is significant for InterContinental
Hotels Groups to create interest in customers so that they can buy services that has positive
impact on the productivity and profitability. InterContinental Hotels Groups need to
formulate effective strategy within the field of marketing so as to create interest of large
number of customers.
 Promotion of product or service- Within the integrated marketing plan, it is vital for
respective hotel to promote its brand and service in an effectual and optimum way.
(Labanauskaitė, Fiore and Stašys, 2020)By the assistance of communication plan, the
respective hotel is able to promote its services in an appropriate manner.
 Increase efficiency and productivity- It is one of the marketing communication objective
which assist to emphasis on enhancing the efficiency of business. It is vital for marketing
department to attain this objectives so that overall growth is attained at marketplace.
Justification for the selection integration of communications channels
There are various communication channels that is used by a company with the motive to
enhance its customer base level and to expand its market. The communication channels is given
below:
 Phone call- It is undertaken as one of effective method to communication as it assist in
getting quick response from the customers. It is analysed that most of the organisations
uses this method so that they get clarity about bookings from customer.
Justification
It is an effective method as it helps in reaching target customers that is beneficial for both the
customer and the company. Moreover, it also help hotels to develop good relationship with
customers.
 Social media- In the present era of technology, social medial plays significant role as it
help in reaching large number of customers in less time and cost effective manner. It is
determined that social media is used by billions of people which help in increasing sales
of InterContinental Hotels Groups in quick manner.
Justification
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It is vital for respective hotel to choose an appropriate method which is appropriate and
help in organisation’s expansion. Social media will assist InterContinental Hotels Groups and
resorts to reach billion of people and increase its brand awareness and image at marketplace.
.
 Direct contact with customer- In order to achieve short-term marketing objectives, it is
important for a company to remain in touch with customers.
Justification
It is analysed that direct contact with customers assist InterContinental Hotels Groups and
resorts to develop effective relation with customers that is valuable in order for expansion and
growth.
.
Choose the proper channel of communication for Inter Continental Hotels & resorts
It is necessary for the organisation to choose proper communication channel for the
development and growth of the organisation. The channel which has been used for Inter
Continental Hotels & resorts is mentioned into the following manner:
Selling on the online basis- It is the effective and best way of selling products which are
of professional nature with support of IT(Hänninen and Karjaluoto., 2017). The Inter Continental
Hotels & resorts can use software and advanced computer for performing the proper operations
in the business. Selling on the online basis is the best way to reach out to the customers with the
innovation factor. In today’s changing period of time there are organisations who are using
online selling in this globalised period of time.
Integrated plan of communication meets the objective of communication
When the objectives of communication has been set for Inter Continental Hotels & resorts then it
is necessary to make plan of marketing communication which will support in terms of achieving
the objectives of communication. The communication plan into integrated nature of Inter
Continental Hotels & resorts has been defined into the following manner:
 Set Up Budget Plan-It is the initial stage where management of marketing set the plan of
budget. Within this stage, the management decides that how much funds will be required
for operations of marketing(Moravcikova and Kliestikova., 2017). It has been
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recommended that management has to invest large amount of fund for meeting out the
essential objectives of marketing of the organization.
 Identification of USP –Within the field of marketing it is necessary to identify USP in
order to create the unique identity in the marketing. At the market place, USP will make
the organization distinct and support in terms of targeting the customers.
 Methods of communication of marketing: It is necessary to define methods of
communication within the plan of integrated marketing communication. The methods
which has been selected for making the communication effective must be categorized for
communication of marketing. It will support into the context of development and growth
of objectives of marketing into precise manner.
 Listing of main metrics of success- It is necessary to make a list of main success
metrics which are important for the achievement of conversation methods which are
effective(Yoga and et.al., 2019).For achieving the goals of marketing within a shorter
period of time, the metrics of success needs to be formulated.
 Execution-It is the final stage of communication marketing plan that has relationship
with implementation of plan of the whole communication. The management of
marketing must apply monitoring and appropriate supervision in the plan of execution
for gaining the competitive edge.
LO3
Create effective content to the communication channel as well as communication
objectives
The Inter Continental Hotels & resorts has used social media communication channels
such as Instagram, Facebook and other social media website. (Peter and Dalla Vecchia,
2021)The receptive company uploads attractive content, images and videos that allure the guests
across the multi nations. The Inter Continental Hotels & resorts try to use different symbols and
colors in their social media post that to build a tendency to visit the resort. The given company
add their value by using visual art that affect representation of luxury and established the
positive attitudes on product and service.
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The receptive company use typography in social media communication in which art of arranging
kinds so that it create interested advertisements along with guests read the advertisements in
effortless manner. The Inter Continental Hotels & resorts uses effective layout in advertisements
in which involves blue print, overall structure, plan and arrangements of advertising copy. It
arranges text body, identification marks, illustrations, slogan, sub-headline and headline that
helps to make advertisements attractive and innovation before broadcasting the advertisement.
This channels allows to reach at valuable consumers or guest without investing huge on primitive
advertisement such as TV, Radio and news paper.( Zwerin and et.al., 2020.) The social media
channels create a effective communication that help to receptive organization to interact with
numerous consumer at any time and anywhere. The Inter Continental Hotels & resorts move
toward competitive advantages that important for consumer to reach the website with the use of
social media advertisement. The most of the people more active on social media that help to
understand the guests or visitors.
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The above stated post on social media is more attractive as the respective company mention the
website so that internation visitors reach to the official website without any efforts.
The main objectives of communication channels
Allure the guests: The social media advertisement channels help to attract the new guest
and existing guest to visit the resort as it enhance the tendency to experience luxury resort
amenities.
Reach to the global: The social media allows to cover the entire global tourist to visit
and book the resort so that it increase the sales or revenue in less time.
Enhance the brand image: The social media platforms promote the brand awareness in
targeted consumers as well as receptive organisation introduce the new product and service with
help social media.
Discussion of communication strategies which help to accomplish the organisational objective
Keep it real: The message or information that share by the organisation are trustful and
genuine as it improve the trust value among guests and employees.
Focus on consistency: The mangers align the message or information with
organisation's mission. value and vision so that organisation attain the organisational objective
and employees more focus on their tasks.
LO4
Integrated marketing communication role in the communication strategy, channel choice
and creative content
The integrated marketing communication plan retain the message and theme throughout
wide range of medium and media that help to cover the consumer in different nations. The
effective plan allows to save the time and money as it share the relevant information valuable
consumers. IMC have demonstrated an improved capability to create the brand loyalty among to
the consumers and it help to the organisation to grow in the long term. The IMC assess to the
organisation to maximize the profit with the help of effective campaign that allure the
consumers.
Integrated marketing communication plan in the communication strategy: The
successful implementation of integrated marketing program depend on understanding of needs
and expectation of valuable guests. The communication strategy used by the organisation to meet
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their market with the help of numerous type of communication strategies. It includes targets,
message and medium for create effective marketing communications. The effective
communication channels enhance harmony in their operational activities and accomplish the
organisational objectives
Integrated marketing communication plan in the channel choice: The organisation
use marketing communication channels according to their consumers. Marketing communication
channels is a ways for share their offers and value to their targeted consumers in order to meet
the organisational goals. The marketing communication channels is most essentials part of
consumer service as it make consumers engaged with the organisation.
Integrated marketing communication plan in the creative content: The integrated
marketing is framework that share a relevant content and consistent experience to different
channels. It promotes a contents with the help of multiple strategies which helps to reinforce one
other and work together.
The success of observing and affects of the integrated marketing communication plan
There are various tool that help to monitoring the integrated marketing communication
plan. The company choice the effective tool tool that help to predetermine the objectives and
control the process of integrated marketing communication plan. The effective controlling is a
only ways that company understand whether company's objectives are being attained and if not.
The process of fixing the standard for tasks that should be compared with the actual
performance. The integrated marketing communication acts an important role in sharing the
integrated message to their various channels. Therefore, it has better option of alluring the
consumers and improve the brand reputation of the company. The single content transfer to their
guest or visitors across the different marketing channels such as social media, radio, and TV etc.
Appropriate recommendations for enhancing the integrated marketing communication plan to
successful attain the communication and company's objectives.
Customer is important: The company should be prepared the plan according to the
customer's mind as consumer purchase service and goods.(Romero and Tejada, 2020.) The
method uses in marketing communication ought to understand the consumer behaviour and
tendency.
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Social: The social media is a important tool in communication marketing as it connect
the wide consumers across global. The company should accumulate the customer's database that
help to understand the consumer's desire and taste.
Focus on maintaining the healthy relations: The company should maintain the strong
relationship with customers as consumer play a crucial role in enhance the brand image of
organisation.
CONCLUSION
The above stated report concludes that marketing channels are very important for an
hospitality sector's development and growth as well. It has been concluded that effective
marketing communication channels help to aim at targeted consumer and share the essential
contents across the global. The social media is the most effective communication channel as
organisation use for promote the brand awareness and build the loyalty in consumers. The
integrated marketing communication has not required the huge amount of cost as organisation
interacts with numerous consumers with low cost.
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