Evaluating Integrated Marketing Communications for the Grand Hotel

This report provides a comprehensive analysis of integrated marketing communications (IMC) within the hospitality industry, using the Grand Hotel as a central case study. The report begins by defining IMC and its importance, then evaluates various marketing channels employed by hospitality enterprises, considering both traditional and digital approaches. It critically assesses how these channels serve communication objectives and contribute to brand value. The analysis includes a detailed examination of the Grand Hotel's communication strategies, justifying the selection of specific modes, and exploring the consolidation of communication channels to meet business objectives. The report further delves into the creation of effective content for different transmission modes, aligning it with communication goals. It proposes actionable strategies to enhance the IMC system, ultimately aiming to achieve the organization's communication and business objectives, and concludes with recommendations for improvement and future implementation.

Integrated Marketing Communications
In hospitality industry

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1 .................................................................................................................................................1
Evaluate different marketing channels and how they serve communication objectives for various
hospitality enterprises......................................................................................................................1
Critically evaluate how marketing channels of communication are integrated within a range of
hospitality organizations to add value and maximize resources making use of the relevant marketing
models .............................................................................................................................................2
LO2..................................................................................................................................................4
communication objectives for Grand Hotel hotel ...................................................................4
Justifications of the modes chosen for Grand Hotel and consolidation of communications
channels.......................................................................................................................................5
Choosing the appropriate methodology of communication for Grand Hotel.\........................5
Consolidation in design of communication to meet business objectives:..................................6
LO3..................................................................................................................................................7
Making efficacious content for the transmission mode in addition with communication
objectives.....................................................................................................................................7
Course of action which aids to fulfil the objective of the organisation.....................................8
LO4..................................................................................................................................................8
Consolidated marketing communication function in the communication scheme, channel choice
and creative content.....................................................................................................................8
The good fortune in adhering to consolidated marketing communication plan .......................9
Appropriate Suggestions to escalate the Consolidated marketing communication system to
comfortably accomplish the communication and goals of the enterprise.................................9
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Integrated marketing concerns itself to the process of consolidation the various
components of marketing communication such as online and social media , public relations,
straight forward advertisement and other promotional activities. (Juska, 2021)The aim of
consolidating marketing activities and platforms is to have lucidity and uniformity in of content
that the establishment needs to express. (The Grand Hotel was started in 1879 by Isaac Horton
located at Colmore Row, Birmingham England, UK.) This prestigious hotel is very expensive
and is well experienced in dealing with the rich and famous. The report beneath shall talk about
the different marketing transmissions in conjunction with function it fulfils for the hospitality
business. In addition the mixture of communication objective with an array of ways to
advance the commodity and service through various passages.
LO1
Evaluate different marketing channels and how they serve communication objectives for
various hospitality enterprises
-Appraise the present-day marketing communications situation and channels of the hotel,
distinguishing the tools, channels and the methods in use.
The Grand Hotel hotel uses a mixture of old school and advance channels. The old
school transmissions do not depend on contemporary instrumentality and technology.
Nevertheless they still assume significance while advertising, Because they want to appeal to an
richer and uptown audience which do not rely on the modern methods to choose a hotel.
(Rahmadin and Mutia 2022.)These methods of advertising involve curating classy event and
sending out invitations to very specific people that the hotel considers to be very influential.
These influential people can recommend the brand to other people in their sphere of influence. In
addition they ask some writers to write articles for very posh magazines, and newspaper which
are circulated through out the nation moreover they make sure that the reading material which is
handed to customers while in flight or in cruise ships contains ads of their brand.
The contemporary method used by the Grand Hotel is through digital media campaign.
These adverts aids in getting their message through to the entire world, which can help them in
gaining tourist guests when they come to the United kingdom. Such efforts cost very little
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moreover the details regarding how much people saw the adverts, what percentage was
converted into paying customers and their experience whilst staying at the hotel could be
gathered with relative ease.
This entire data about the variables makes these online advert very effective, as firstly the
computation is all done through modern hardware which delivers very fast and accurate results.
Secondly the enterprises can continuously adjust their strategy according to the determinations
made based upon the data. (Utari, 2020)They could for instance see if a medium is garnering
appropriate attention if not they can divert their efforts to focussing on the medium which is
getting the attention of their ads. These contemporary methods differ in shape and form, for
instance sometimes an online celebrity gets invited over to stay at their hotel and check out the
various services and review the luxuries and amenities provided at the hotel, theses celebrities
have their very specific audience which could be influenced by the opinions of the online
celebrity. Furthermore some very specific websites are also contacted for putting up the ads of
the hotel on their webpage, these websites already have specific data about what kind of
consumers visit their websites from what locality and crucially what their financial status is. So
the wealthy individual could be targeted by these ads through a third party websites.(Kao, 2020.)
Critically evaluate how marketing channels of communication are integrated within a range of
hospitality organizations to add value and maximize resources making use of the relevant
marketing models
The marketing channels can be consolidated through a variety of ways which are as
follows:
the very founding principle which needs to be kept in mind while consolidating the marketing
channels the message of the brand on the rapport it enjoys should not get compromised. The
elements which make up the content should be similar but put across in different way. Moreover
the uniformity of the content should not get compromised whilst the portrayal of the brand is
depicted, which is uniformity in using the language or words while the brand is given an
description. Uniformly depicting the brand creates a sort of repetition among in peoples head
and they are more likely to remember the brand and be converted into paying clients.(Senanu,
and Anning-Dorson2022)
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Initiation of data assembly: Through this method the relevant information which relates
to the clients together with their individual experience are assembled and structured in such a
way which is conducive to their analysis. This assemblage of relevant data is continuously
updated and added upon and deducted for making valuable and new insights. These insights
pertain to what transmission mode illicit the most response and turn the viewers into paying
clients. Also what method turn the viewers into clients with least client acquisition costs. The
enterprise can focus onto these methods which eat up least costs during acquiring a customer and
generate the most revenue after the customer has been acquired. It could also mean that the
modes which are not reliant in acquiring customers are the one in which the uniformity of the
content of ad has been compromised .
The enterprise need to watch for the follwing features in the assembly of data:
Clicks: how many people cliked onto the ad or the amount of people that viwed the
content of their ads.
Involvement: the pertains to the amount of people which got curious by the adverts and
whether or not they viewed that ad by other modes.
Prime Time: this is the time during which the viewers were most receptive to the adverts
of the enterprise. It could be a certain time when people get off from work or it could be during
various seasons pertaining to different holidays or for people with kids its usually when their
kids get summer or winter breaks.(JEROME 2021)
It is crucial that the material of these adverts be tried for efficacy to illicit response, the
material could relate to the image or the fonts used in the advert or the colours used, or it could
be the offers given out to promote the business. These adverts need to be tried out to get a sense
of what shall work optimal manner.
How consolidated marketing transmission prove to be valuable to hospitality industry :
consolidated marketing transmission in the hospitality industry is exceptionally useful in
establishing a rapport with the clients. The consolidation of various content of marketing through
different modes results in the consumer being able to retain the brand in their minds, which
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means they could be acquired at a cost which is very reasonable cost. Because the clients are
very specifically sought to be acquired the hospitality industry is not flying in the blind hoping to
not hit the terrain. Due the uniformity of content of adverts a sense of certainty takes shape in the
clients brain which makes it very likely for the client to be acquired easily. If the message
regarding the peculirity and the speciality of a particular hotel be it its location or history or the
amenities are properly transmitted to the clients then they will be very loyal to that particular
hotel since a taste is established into their minds. Consolidating marketing transmissions proves
to be very valuable because adverts, public relations and direct marketing all form an alliance to
achieve the goal of customer acquisition.
 the consolidation of transmissions gains a substantial edge over the other methods as it
acquires customers at a relatively low cost moreover the feedback received by the clients
and the efficacy of the methods in use lets the enterprise continually modify and evolve
their services which creates loyalty among the clients because of them being receptive to
the consumers. This loyalty is crucial in gaining new consumers as the word of mouth is
crucial way of bringing new clients.
 The enterprise doesn't have to meditate to what mode is superior , the data will precisely
show them when to show their content and to whom for maximum revenue.
LO2
communication objectives for Grand Hotel hotel
In order to eliminate any sort of doubt while communicating the objectives are required.
The ways of communication could be broken into three different parts such as in writing, spoken
or non spoken, as far as Grand Hotel is concerned it uses electronic messaging to provide
superior service. For efficacious communication objectives need to set in order to:
 Instill awareness: Main aim of the Grand Hotel is to instill awareness about their
enterprises specific identifying features into the minds to people.
 Sprout involvement of the clients: The assortments of amenities provided by the hotel
other than the room, such as tours and vehicles, Gymnasium, and the food need to be
mentioned so that they could enjoy amenities.
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 Publicity of service or commodity: consolidation demands publicizing goods which
help the hotel in earning more revenue such as keeping some liquor brands while
excluding others so that the liquor brand pays the hotel for shelf space and advertising.
(Azmy, 2019)
Justifications of the modes chosen for Grand Hotel and consolidation of communications
channels
There are a lot of modes through which transmission is done by the Grand Hotel in order to
acquire customers. The modes are provided below:
 Telephones: this mode is regarded as being very efficacious for transmission because it
assists in gathering real time response from clients. It is observed that large number of
organisation use it to get clarity regarding the intention of customers.
Justification: this mode is efficacious and doesn't consume time further it is very convenient for
both the enterprise and the client.
 Internet : its very crucial for the enterprise to make internet presence which is very
convenient and cheap to gather the response of the clients regarding their services.
Justification:Its crucial for the Grand hotel to continuously modify and evolve their services in
alignment with the preferences of their clients to retain their loyalty.
 Direct mode: To better understand their clientele directly acquiring their response to the
services is essential.
Justification:Direct mode assists the hotel to establish rapport among the clientele and retain
their loyalty.
Choosing the appropriate methodology of communication for Grand Hotel.\
In order to acquire more customers an appropriate methodology of communication is
essential. The methodology adopted currently by the Grand Hotel is given below:
Information Technology based: This is the cheapest and methodology. The grand hotel
only needs to employ right gear and some experts in information tech field.( Zahra 2018)This
Information tech based methodology can be used for sales as anyone could reserve a room and
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know about the offers that the hotel currently gives out.
Consolidation in design of communication to meet business objectives:
The Grand Hotel whilst setting forth the milestones pertaining to objectives of
communication keeps the business objectives in mind. The hotel sets policies across the board
which assists them in meeting the goals. These policies are provided below:
Programme for pecuniary considerations: This forms the primary objective in which
the enterprise decides what pecuniary limits it has for marketing , the managers decide if they
wanna cut costs or go with a plan which is resource consuming. A Smart plan would only target
specific customers, which not only would save costs but also delver results in time bound
manner.(Muritala,2021)
Locating USP: The unique selling point needs to brought out in order to make the
clientele aware about the details which set them apart from rest of the competition and crystallize
their position as leader.
Outlining: The plans need to be objective so as to check off every stage and see whether
the things that were sought to be achieved were in fact achieved. Further it reduces errors and
helps in focussing on the clients and methods which are delivering the best results.
The parameters: the parameters need to be defined as to what would constitute the
optimum use of resources that is ways to acquire maximum customers in best way possible.
Executing :At this stage all the plan comes into action, the managers need to keep
constant watch over the execution to know what all works and what doesn't work, so that
whatever doesn't work could be modified or scrapped based on the circumstances.
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LO3
Making efficacious content for the transmission mode in addition with communication
objectives
The Grand Hotel has made use of Information technology and the internet to transmit
their content such as E-mail, online video content websites such as youtube, Netflix, and others.
They make visually appealing content such as photos or movies which tend to be inviting to the
clientel. They make use of visualy stimulating symbolgy and varietey of colors in their adverts
and blogs which engage huge number of people who turn into paying clientele. The Hotel always
incorporates the first class luxury and the Historical aspect of their Hotel into adverts to attract
clients. The content is always designed and ordered in accordance with the cutting edge industry
standards.
The data collected by the hotel is analyses to identify and target customers which can
very easily be converted into paying consumers. They achieve this feat through arranging the
information in a structured and cohesive form and then profiles individual customers and takes
out specific customers which are wealth and have a history of visiting United Kingdom. These
profiled individuals then are classified into different heads according to their taste and preference
to provide them with specific offers and stress upon the services of the hotel according to their
taste. For instance certain people want the place they are staying at to have history while others
concern themselves with the luxuries, for them the aspect which they like is put forward more
strongly than other aspects.(Ratchavieng 2020)
The basic goals of transmission channels:
Get the clients: the choice of transmission must be able to pull in the clientele and ensure the
loyalty of the pre-existing customers.
Across the board Reach : the reach must be across the board meaning it people all over
the world in every nation which are wealthy and visit the United Kingdom should be covered
while transmitting the advert.
Raise the Image of the Hotel: The clientele when they receive information about the
hotel should be hold the image of the hotel in very high esteem.
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Course of action which aids to fulfil the objective of the organisation
Righteousness: The information provide in the adverts must be true and not concocted
because if it is concocted then the such maligned information will drive away the clients because
the commodity of trust can't be compromised upon.
similarity: The content put across to the people must be similar and consistent it should
not degenerate the message that the brand wants to convey to their clients.
LO4
Consolidated marketing communication function in the communication scheme, channel choice
and creative content
Consolidated marketing communication plan assists in maintenance of matter and theme
throughout the different modes and methodologies which aids in covering locations all around
the world, in a consistent manner. This method allows seamless integration of various
departments. The consolidating methodology has shown itself to be a reliable method of
inculcating loyalty and brand awareness amongst the people which helps the company in
realizing long term goals.
Consolidated marketing communication arrangement in the strategy of communication :
Consolidated marketing rests upon error free data regarding the specific needs and
demands of the clients, which when accounted for in practice could ensure their loyalty towards
the enterprise and expand the stream of revenue for the enterprise. It includes an assortment of
modes and methodologies using which communication objectives are achieved and the substance
that's put across to the users.(Miraki, Yektayar,and Esmaeily, 2022.)
Consolidated marketing communication arrangement in the transmittance quality:
For continuously fulfilling the preferences of the clients and making modification to evolve the
hospitality industry uses consolidated marketing scheme.
Consolidated marketing communication design in the inventive content: The system
in unified marketing is such that the substance put in front of the clients is consistent and
inventive many different departments come together to make coherent and imaginative
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substance.
The good fortune in adhering to consolidated marketing communication plan
The company need to only enter when it is observed that certain modes are not working
in optimum manner. The Setting up of standards different milestones which need to be fulfilled
should align with real world results. The consolidated marketing communication is unparalleled
in delivering a consistent content through various modes. This system can reach way more
clients and raise brand awareness amongst them and raise the value of the enterprise in the heads
of the people.(Anderson and Manis 2022.)
Appropriate Suggestions to escalate the Consolidated marketing communication system to
comfortably accomplish the communication and goals of the enterprise.
Client satisfaction is supreme: The enterprise would do well to keep the client
satisfaction on top of their agenda while conducting business operations. This methodology of
consolidation assists in addressing the clients preferences and create a conducive environment
for the enterprise to expand and realize better revenues.(Oluwasola, 2019.)
Tech use: Information technology is crucial for targeting the right customers, saving
time and delivering better modified services in alignment with the preferences of the customers.
Holding the clients: The enterprise shall focus on creating a sense of loyalty amongst the
clients so that they could by word of mouth gain more customers without any specific marketing.
CONCLUSION
The above report provides across the board definition of what constitutes integrated
marketing provides the details regarding the variety of ways through which it is practices, in
addition to giving out the merits of integrated marketing. The concept of integrated marketing
fas-tracks the acquisition of customers in way which is not capital intensive for the enterprises.
The use of Information technology has become the most impressive way to know about its
customers and deliver services in accordance with their preferences. The targeted adverts help
enterprises save cost and time while acquiring a customer.
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REFERENCES
Books and Journals
Anderson, K.C. and Manis, K.T., 2022. Early Adoption of Innovative Media into Digital
Marketing Strategies: An Abstract. In Academy of Marketing Science Annual
Conference (pp. 119-120). Springer, Cham.
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awareness on food product.
JEROME, M.J., 2021. INTEGRATED MARKETING COMMUNICATION: Advertising and
Promotion in a Digital World. Routledge.
Juska, J.M., 2021. Integrated marketing communication: advertising and promotion in a digital
world. Routledge.
Kao, W.H., 2020. Brand Equity and Integrated Marketing Communication Strategy-A Case Study
of Suit Multi.
Miraki, M., Yektayar, M. and Esmaeily, N., 2022. Prioritization of Indicators and Integrated
Marketing Communication Tools in The Iranian Clothing and Sports Equipment
Industry Based On The Hierarchy Of Effects Model. Communication Management in
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in Kwara State (Doctoral dissertation, Kwara State University (Nigeria)).
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Ratchavieng, A., 2020. Integrated Marketing Communication Model of Elderly Care Business in
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