Integrated Hospitality Marketing Communication Report Analysis

This report examines the integrated marketing communication strategies employed by a luxury island beach resort. It begins with an introduction to the importance of marketing and integrated marketing communication (IMC), emphasizing the need for effective communication plans to reach po...Read More

Integrated Hospitality
Marketing
Communication
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Table of Contents
Introduction......................................................................................................................................3
TASK A...........................................................................................................................................3
P1 Evaluate different types of marketing channels and how they serve communication
objectives within a range of hospitality organisations...........................................................3
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content....................................................5
TASK B...........................................................................................................................................7
Covered in PPT.......................................................................................................................7
Conclusion.......................................................................................................................................7
REFERENCE...................................................................................................................................8
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Introduction
Marketing is one of the most important function of an organisation. It is very important for the
companies to market their products and services effectively so that it is easy to reach potential
customers. Integrated marketing communication is a concept which associates different activities
required for communicating with customers and clients (Batra, and Keller, 2016). A proper
communication plan is developed for managing the effectiveness of meeting the needs and
demands of customers. In the following report, there is explanation about market communication
plan of a luxurious resort. This is situated on Florida gulf coast. There are different business
activities as well as practices performed in this resort for analysing the management of the
company. This report will explain about communication objective as well as justification for a
good communication channel.
TASK A
P1 Evaluate different types of marketing channels and how they serve communication objectives
within a range of hospitality organisations
Overview of the case:
Overview of the case
There is a case related to island beach resort and this is about development of a plant which will
help in in managing the market position of this resort by using digital media. There are various
companies which are facing challenges while doing promotions and advertising the products and
services in market. An effective communication plan is required for managing marketing
problems and reaching the potential clients and customers (Blakeman, 2018). This report talks
about a resort which was using traditional way of marketing. The management analyses that this
resort is not doing well and it is impossible to reach potential customers. This has also resulted in
decline of profit and sales. Hence, the management of resort changed their traditional way of
marketing and adopted social media for advertising and promoting the resort. The different ways
by which the company has started using digital media for promoting the services are mentioned
below
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Advertising - this is defined as most important marketing tool which helps in attracting lot of
customers. advertising includes providing information and data regarding the beach Island resort.
An effective advertising will help to reach the potential customers effectively (Keller, 2016).
This will also provide help in in achieving the organisation goals and objectives in less time.
There are different ways of advertising the services offered by the resort such as print media,
electronic media, etc.
 Social media - these are defined as various sources available on internet by which
organisation can easily promote and advertise its facilities and services of luxurious
resort. Social media websites like Facebook, Instagram, Snapchat, Twitter are one of the
most easiest and convenient ways for promoting the facilities and luxury services
provided by resort. By using social media websites, this resort will be able to meet the
potential customers easily and effectively.
 Public relations - this is defined as the strategy used within indirect communication with
client or customer. The management of island beach resort is a luxurious resort and the
prices of stay and food are also high (Lee, and Coughlin, 2015). it is very important for
the management to develop good public relation in attracting more number of customers
towards this resort service.
 Promotion of sales - it is one of the best way for marketing which is used for increasing
the profits and revenue earned by the resort. The island beach resort is using different
discounts and offers on its services for providing customers a path to manage the
promotions and marketing of beach Island resort.
 Direct marketing - this is defined as the way of marketing in which salesperson hired by
the company directly reaches the customer. He provides presentation about the resort
which includes data and information about the resort. The island beach resort has adopted
direct marketing in order to reach the customers personally and providing them
information about the new luxurious services offered.
It is analysed from the above discussion that Island beach resort has different opportunities in
order to choose the communication channel for reaching potential customers. There is online
visibility of a website which has to be maintained in order to increase profits and sales of the
company (Luxton, Reid, and Mavondo, 2015). Marketing communication channels are very
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important in order to make customers aware about new innovative services provided by the
company.
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
There is increase in usage of internet which has enhanced the way in which people want to grab
information about any product or service. Hence, it is important for new Island beach resort
services that they are available on social media websites which are the most convenient way by
which customers can know about information about this resort (Ots, and Nyilasy, 2015). By
using social media tu to promote and advertise new facilities and services of luxurious resort,
there are some benefits and disadvantages which are described below
Strength:
When social media websites are used for promoting and advertising the products and services,
there is opportunity with the organisation to reach a useful of potential customers by investing
less money and time. It is far better than traditional way of marketing and it also increases the
brand value among the customers. The new resort will provide information about customised
meal through messages.
Weakness:
In context of beach Island resort, the main weakness for adopting digital media for promotions
is it has to provide information and data about the resort on online medium which can be
harmful. While establishing the resort, there is need of choosing good property that can be
useful for managing the functions (Petersen, Kushwaha, and Kumar, 2015). The property
which is chosen for resort can be on contractual relation. Online marketing provider is using the
call centre in effective manner as the reception was not available. The resort was closed after 11
p.m. the present reservation systems within the resort are inconvenient for the customer as
booking is not provided 24/7. There is another problem with the stress or that sometimes there
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are calls from same customers. In this way, this staff was not able to focus upon managing the
different queries effectively.
Critical evaluation of overall marketing plan
The marketing communication plan is known for management and handling all the information
that is related to promote the services and luxurious facilities offered by resort. the management
of company has responsibility for promoting products and services in effective manner so that
there is attainment of organisational goals and objectives (Singh, and Singh, 2017).
Performance of organisation is dependent upon the way in which organisation is marketing its
products and services. Hence, it is very important for iron beach resort to provide proper
promotion and advertisement so that customers can get information about the resort in effective
manner. It can also lead to affect the performance of organisation by persuading of their
customers and increasing the visibility of a brand.
Recommendations to organisation and justification:
It is very important for managing and handling the revenue and profits of the company. There is
need for Island beach resort to manage the profits for developing brand value. There are different
marketing channel used by the companies for reaching the potential customers. The need of
marketing is very important for the company as it helps to increase the awareness of products
and services of products and services (Tao, and Wilson, 2015). This is seen as given in the resort
as there is management of two wedding properly for managing the marketing campaigns. It will
help in increasing the attractiveness of the resort and maximization of the bookings for such
events also.
The case study of Island beach resort provides the fact that there is need of no proper
determination of the overall conversion rate of calls to exact bookings and not related with the
collected details date of reservation that are being made by each channel of the marketing or
communication that has been already adopted by this resort. In this resort, there is need of
managing the system for managing the overall investment and managing the results of company.
A proper system is needed for managing the performance and analysing the need of investment
required for managing the resort work.
Internet has become one of the most important factor that is used for marketing the products and
services of the organisation. This is essential for management of Island beach resort to promote
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the services and products effectively. There is effective differentiation of the service so that it is
essential for managing email for reaching the potential customers (Valos Maplestone, Polonsky,
and Ewing, 2017). Customers are not allowed to wait by giving them emails and telling them to
provide feedbacks about Island beach resort problems. The objective of communication provides
help in and providing customers information about the service or product offered by the
organisation. a good communication plan has to be developed in order to increase attention and
attraction of customers towards their resort. This helps in increasing the market share and profit
of the company. As the accommodation manager of resort, it is important to analyse the
development of marketing communication in order to increase the market share and profit of
the company. This can be done by analysing that resort is over to take proper action so that the
number of customers will be increased. There are various objectives for Island beach resort
which can be achieved for reaching the marketing aims.
TASK B
Covered in PPT
Conclusion
It is analysed form the above discussion that marketing is the most important factor which has to
be used effectively within the company. It helps in increasing the profits and revenue for the
organisation. There is development of effective communication plan as it is helpful in increasing
awareness about the services and facilities of luxurious resorts. This resort will provide
information about the dilemma which is associated with managing the marketing channel. The
organisation have to enhance the overall profits and revenue for increasing customer satisfaction.
Integrated Marketing Communication can help in making plans and evaluation of strategies on
the basis of certain tactics that have been developed along with the financial budget that has in
smooth functioning of all the activities that are part of the marketing communication plan.
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REFERENCE
Books and Journals
Batra, R. and Keller, K.L., 2016. Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), pp.122-145.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield
Keller, K.L., 2016. Unlocking the power of integrated marketing communications: how
integrated is your IMC program?. Journal of Advertising, 45(3), pp.286-301.
Lee, C. and Coughlin, J.F., 2015. PERSPECTIVE: Older adults' adoption of technology: an
integrated approach to identifying determinants and barriers. Journal of Product
Innovation Management, 32(5), pp.747-759.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated marketing communication capability
and brand performance. Journal of Advertising, 44(1), pp.37-46.
Ots, M. and Nyilasy, G., 2015. Integrated marketing communications (IMC): Why does it fail?:
An analysis of practitioner mental models exposes barriers of IMC
implementation. Journal of Advertising Research, 55(2), pp.132-145.
Petersen, J.A., Kushwaha, T. and Kumar, V., 2015. Marketing communication strategies and
consumer financial decision making: The role of national culture. Journal of
Marketing, 79(1), pp.44-63.
Singh, O. and Singh, K., 2017. Formulation of value proposition for digital marketing strategy in
startups. National Journal of Multidisciplinary Research and Development, 2(2), pp.45-
52.
Tao, W. and Wilson, C., 2015. Fortune 1000 communication strategies on Facebook and
Twitter. Journal of Communication Management, 19(3), pp.208-223.
Valos, M.J., Maplestone, V.L., Polonsky, M.J. and Ewing, M., 2017. Integrating social media
within an integrated marketing communication decision-making framework. Journal of
Marketing Management, 33(17-18), pp.1522-1558.
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