Evaluating Marketing Communication Strategies: Island Beach Report

This report provides a detailed analysis of integrated marketing communications within the hospitality sector, using the Island Beach resort as a case study. The report begins by evaluating various marketing channels, including direct marketing, advertising, personal selling, sales promotion, and digital marketing, and assesses how these channels serve communication objectives. It then explores the design of communication objectives for hospitality organizations and justifies the selection and integration of chosen communication channels. The report further develops an integrated marketing interactions plan to meet communication objectives effectively. Finally, it critically evaluates an integrated marketing communications plan, focusing on communication strategy, channel choice, and creative content. The analysis highlights the importance of effective marketing strategies, particularly for small businesses within the hospitality sector, in order to attract and retain customers, enhance sales, and achieve sustainable growth. The report emphasizes the need for integrated marketing communication plans, including knowing the target audience, developing a situation analysis, determining marketing communication objectives, budgeting, strategizing, and evaluating the effectiveness of the plan using SMART objectives.

INTEGRATED HOSPITALITY
MARKETING COMMUNICATIONS
1

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
P1 Evaluation of different types of marketing channels and how they serve communication
objectives within a range of hospitality organizations................................................................3
TASK2.............................................................................................................................................3
P2 Design communication objectives for a given hospitality organisational place...................3
P3 Provide justifications for the selection and integration of communications channels chosen
.....................................................................................................................................................3
TASK3.............................................................................................................................................3
P4 An integrated marketing interactions plan that efficiently meets communication objectives
for a given hospitality organizational situation...........................................................................3
TASK4.............................................................................................................................................4
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content.........................................................4
CONCLUSION................................................................................................................................4
REFRENCES...................................................................................................................................4
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INTRODUCTION
Hospitality sector has been play vital role in order to introduce new innovative products and
services within the market place. For this purpose they used effective tools and technologies in
order to attract their target customers. For understanding the importance of communicating tools
in small size entities, Island Beach has been taken, it was established in 2009.It run their business
in hospitality sector and provides services, shopping, dining, recreation activities, it also offers
wedding facilities to their customers. This report has been prepared to define the importance of
marketing channels for achieving their predetermine goals and use of effective communication
plans for formatting strategies and plans and policies in order to attain goals with earning profits.
TASK1
P1 Evaluation of different types of marketing channels and how they serve communication
objectives within a range of hospitality organizations
Island Beach restaurant is a small resort and its not use effective marketing channels to
promote their business, thus personals finds difficulties to search it on goggle. There will be
many marketing channels are available through which they can able to promote their hotel at
large area and use of achieving communication objective. Marketing channel can be defines tools
which help in transferring goods and services production canter to consumption of services. It
also defines as distribution channel. It was used in formatting effective marketing strategies. For
Island Beach they are able to used different types of marketing channels to enhance their selling
activities. Marketing channel are useful in provides link between producers and final buyers, and
able to influence business pricing strategies. It also uses to customize profits and offer credit
facilities. The product strategies are useful in branding policies and places. Marketing channels
use for reducing cost of promotions and improve efficiency and effectively of markets by
providing customers satisfaction .Manager of Island Beach use these marketing channel to
increase profitability rate (Esteves and Pereira, 2015).
Direct marketing channel: This is one of the most famous marketing channels. As the name
define, in this channel, customer direct get product from producers. There will be no cost charge
by organization to hire intermediary. Island beach resort provides direct delivery of food and
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beverage to their customers. Foe small and medium size of resort it provides benefits as these
marketing channels are cost effective it will also attract customers by provide serve at the time
they required. This resort also organize wedding event and at the time of customers require on
the time they hotel providing shopping, recreation activities facilities at the time of these
facilities with the use of direct marketing channels they can attract their customers and increase
sells.
Advertisement: It can e define as those tool of marketing strategies in which mangers paid fee
to for attracting large market area. In other words it is the Acton of calling public
attention to something especially by paid announcement. It is the systematic process of
sponsors identified media space or time in order to promote organizations product and
idea. It also can be dentine as the form of business communication which interpret
organization product feature an proved necessary information regarding organization
product and service .Advertisement strategy is the most effective strategy .Manager of
Island beach use newspaper, outdoor poster, television to promote their resort and its
facilities or services they provide. Is costly tool of marketing channels the cost charge in
given advertisement to television and newspaper is hires but it the medium to attract large
size of market. At the present time organizations focus on more than their advertisement
strategies as success of the product depends on how attractive their promotional strategies
attract customers. Island Beach hotel use advertisement strategy to built strong relation
and goodwill among customers and also increasing their loyalty and profitability rate
(Yoon and Kim, 2016).
Personal selling: It involves oral conversation either by telephone or face to face between ales
person and prospective customers. It is the process of developing customer’s relationship
discovering needs of customers matching appropriate products with these needs an
communicating benefits’ through informing reminding and persuading. Personal selling is best
way to attract and get loyal customers for business organization. It totally depends on the
salespersons skills how they are able to attract and influence customers to buy their organizations
products. In the case of hospitality sector sales personnel fine services hotels offers to their
customers .Sales person help in solving their problem of trust and maintaining loyalty. The main
motive of the Island Beach to use sales personal for their direct marketing channel to find loyal
customers in order to relating them for long time period.
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Sales promotion: It is the method of direct marketing in which steps are taken for increasing
sales. Sales promotion includes all the formulate of sponsored communicating part from
activities .It is essential for business organization to offer incentive, discount, free samples to
customer in effective manner. Island Beach provides free sample of their food , invite personals
for dinner and event organized by them they also of individual to stay in their hotels and share
experience of hotel serves to market area. They also provide vouchers gifts to their customers
in order to promote sales and increasing their profitability rate. Sales promotion is an effect tool
of direct marketing tool it is cost effective and help in enhancing sales rate in short time period.
Digital marketing: It can be define as the tool of marketing in which business entities use
various types of tools and technique in order to attract large number of customers. It is a essential
tool of marketing in which mangers use online platform to sell or promote their products and
service. At the present time hospitality sector organization competitive advantage with effective
promotional online strategies. It will useful for Island Back hotel to raise the brand awareness
within the market area of the organization. It helps in connecting with customer via technologies.
At the low cost of investment, mangers utilize only platform to attract customers and viewer by
offer effective offer and attracter web page. It will useful in development of the brand. It is the
best option of direct marking tool for small hospitality organizations. With the use of systematic
platform, organizations provide their product online for their customers. Island Hotels use digital
marketing for describing their service and offers to attract viewer. With the use of digital
marketing viewers able to understand which hotel is best for them (Šerić, 2017).
The sales rate of the Island Hotel is not so high due o lack of marketing skills their manager is
not using effective strategies regarding marketing thus viewer find difficulty to search about the
hotel on Google. In order to addressed all these problem they use digital marketing personal
selling, advertisement, and direct marketing strategies though which they can attract their
customers and provides best facilities in order to enhance sale and growth of the organization, as
it is mall organization and for sustain position in market the need to attract and maintain
customers it is position when they use effective direct marketing channels.
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TASK2
P2 Design communication objectives for a given hospitality organisational place.
Covered in PPT
P3 Provide justifications for the selection and integration of communications channels chosen
Covered in PPT
TASK3
P4 An integrated marketing interactions plan that efficiently meets communication objectives
for a given hospitality organizational situation.
Covered in PPT
TASK4
P5 Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
Integrated marketing communication is a process for planning executing and monitoring the
brand message that create customers relationship. It is recognized the added value of a
comprehensive plan that evaluated the strategic roles of a variety of communication
discipline ad combines theses discipline to provide clarity consistency and maximum
communication impact. It is essential for business entities for make effective plan policies
and procedure n order to attain competitive advantage. For his purpose every mangers need
to apply integrate marketing communication plan, which is define below
Know your target: It is required b the business corporations that they have idea and knowledge
reading the wants and needs of their market area customers. It will useful for innovating products
and serves as customer’s perceptions changes with timer and it require organization to provides
them those service which able to satisfy their wants (Dixit, Badgaiyan and Khare, 2019).
Developing situation analysis: At this stage of communication plan manger of Island Beach
hotel use environment scanning technique in order to analyse their market conditions and stream
and weakness of their organization for facing the situation.
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Determining marketing communication objectives: In this stage mangers need to focus on
determining objected of communication and formulate and focus of policies though which they
can attain goals of organization.
Determining the budget: At this phase of integrating marketing communication, manager of
Island Beach formulate budget in through which they can able to recognise requirement of
resource and materials. It also provides direction and guideline.
Strategies and tactics: At this stage manger of Island make effective new innovative take
suggestion for their tem member to give them new ideas regarding promotion serve to attract
their customer.
Evaluation and measurement: It is essential for every manger to make that goal which is able
to achieve and can be measurable in quantitative form. It useful to increase their profitably rate
of the organization. It is also essential that mange formulate those mission policies and also
communicate it among their team members. To inform them the work they are able to do in
future activities. For this purpose they need to decide SMART objective Following are the
elements of :
Specific: The decision taken regarding objective must be clear and specific it is easy to
understand and employers will be able to know about the objective (Groeger, and Buttle, 2014).
Measurable: it is important that the object they decided is must be measurable in numerical
terms. Manager of Island use to decide objective, of inversing of sales rate from 20 to 30 percent
within the u upcoming 2 months. The performance percentage. Reducing cost volume.
Achievable: The object target must be realistic and team will be able to achieve them in real life
operations.
Relevant: Objective of the organization must be relevance with the business organisation. That
is which is reliable for Island Beach Holes.
With the uses of IMC plan business manager of the Island Beach hotel, they are able to recognize
the time they need to formulate polices check out their performance measure a pride financial
statement, requirement of changing policies. IMC also useful to provides information regarding
the conflicts and issue facings during the achieving of goals of business organization.
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CONCLUSION
From the above analysis it has been concluded that hospitality sector has played essential
part in providing new innovative produce and service to the word. At present time the
situation of small business organization of hospitality sector is not so good in order to make
strong potion of small business organisation they need to use effective making channelize
strategies, in which they use direct marketing, personal selling an digital marketing
technique though which they can enhance sell by increasing their promotion they also use
integrate communication plan to provide information regarding the plan and achieve goal of
business organisation
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REFRENCES
Books and journals
Esteves, M. and Pereira, A., 2015, November. YSYD-You Stay You Demand: user-centered
design approach for mobile hospitality application. In 2015 International Conference on
Interactive Mobile Communication Technologies and Learning (IMCL) (pp. 318-322).
IEEE.
Yoon, D. and Kim, Y. K., 2016. Effects of self-congruity and source credibility on consumer
responses to coffeehouse advertising. Journal of Hospitality Marketing &
Management, 25(2), pp.167-196.
Šerić, M., 2017. El análisis de la comunicación integrada de marketing en la empresa hotelera
según el perfil del hotel y del huésped. Revista de Análisis Turístico, (24), pp.54-66.
Dixit, S., Badgaiyan, A.J. and Khare, A., 2019. An integrated model for predicting consumer's
intention to write online reviews. Journal of Retailing and Consumer Services, 46,
pp.112-120.
Groeger, L. and Buttle, F., 2014. Word-of-mouth marketing influence on offline and online
communications: Evidence from case study research. Journal of Marketing
Communications, 20(1-2), pp.21-41.
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