Integrated Marketing Communication Plan for Hospitality (Unit 33)

This report examines integrated marketing communication (IMC) within the hospitality sector, focusing on Island Beach Resort. It begins by defining IMC and its importance, followed by an analysis of different marketing channels such as advertising, sales promotion, personal selling, and digital marketing. The report then covers the integration of marketing communications, including situation analysis, defining objectives, setting target goals, and developing strategies and tactics. It also emphasizes the importance of budgeting and evaluation within an IMC plan, with a focus on SMART objectives. The report concludes by highlighting the crucial role of IMC in achieving profitability and growth, emphasizing the use of effective communication strategies and market research to maximize decision-making efficiency and competitive advantage. The report integrates various academic sources to support its findings.

Unit 33 - Integrated Hospitality
Marketing Communications

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Different types of marketing channels and communication objectives in a range of
hospitality organization..........................................................................................................1
LO 2.................................................................................................................................................3
Covered in PPT.......................................................................................................................3
LO 3.................................................................................................................................................3
Covered in PPT.......................................................................................................................3
LO 4.................................................................................................................................................3
P5 Integrate marketing communications plan in regards with channel choice, communication
strategy and creative content..................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Integrated Marketing Communication is defined as an application of consistent and message
across both non-traditional and traditional marketing channel. With the assistance of diverse
range of promotional method it further ensures that all the form of messages and communication
are linked together in a careful manner (Anabila, 2020). In simple terms Integrated Marketing
Communication is defined as an integration of marketing tools like public relation, advertising,
direct marketing, online marketing, sales promotion and public relation. All these promotional
tools effectively work together through which business entity ensures long-term sustainability as
well as growth. By implementation of Integrated Marketing Communication organisation can
effectively able to satisfy needs and demands of customers in best effective manner. Present
report is conducted on Island Beach Resort; it is one of the best resorts in the provinces of United
Kingdom that provide diverse range of facilities and services to consumers. In this report
formative discussion has been made on communication and marketing channel plan, justification
of integration and selection of channel and communication strategy.
LO 1
P1 Different types of marketing channels and communication objectives in a range of hospitality
organization
In this competitive business world marketing and marketing channels act as a key element
that allow business organisation to run their business operations in a successful and profitable
manner. Marketing is a wide concept that are required to be effectively understand by an
organisation in order to undertake efficient decision making. It will further to overcome number
of issues and problems in workplace structure, with the proper understanding of this aspect
different type of operations can enhance their profitability (Gunawan and Vanel, 2020). In
context with respective hotel, with the use of marketing strategies as well as channels
implemented entity can develop relationship with employees and is also looking forward to
undertake different type of marketing channel in order to fulfil their business goals in effective
manner there are number of marketing channels are being defined:
Advertising channels:
It is most effective marketing channel through which entity can generate communication
between employees and firm. This mode of channel is being adopted by organisation in order to
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advertise about their services and goods in marketplace. In context with respective resort
advertising channels are being undertaken by them in order to promote their business in a
strategic and effective way to accomplish their goals. Some of the advertising channels are being
defined below:
Newspaper: With the help of this measure respective resort company advertise about
their business offerings by making their ads in different newspapers in order to influence
consumer towards their different facilities.
Television: In this mode organisation in towards attracting large pace of customers in a
single time, in this attractive advertisement is being published on television about Island resorts
about services and facilities.
Magazine: This mode can be expensive comparatively newspaper and television, but it
provides significant advantage to Island resorts through which entity communication with large
number of individuals in effective manner.
Sales promotion channel:
Sales promotion channel is one of first effective tool that organisation and undertake in
order to influence interest of large number of individual (Reza, Naghavi and Nawaz, 2020). In
this different type of method as well tools such as coupons, display, prices and other form of
sales promotion activities is being undertaken by organizational in order to attract customers and
fulfil business desired goals. In context with Island resorts they take use range of promotional
sales channels as to promote their services and goods in the provinces of United Kingdom in
order to attract customer’s attention.
Personal selling channel:
In this form of marketing channel entity promote services and products in a direct basis to
consumers. It is somehow a low level channel of communication and provides direct benefit to
organisation. In relation with respective hotel company can take this form of selling that save
their unnecessary time and provide better value some certain form of elements in personal selling
channel.
Digital marketing:
With the help of this channel business organisation have direct communication with
consumers that further aid in their decision making process, as it effectively allow them to
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identify consumer behaviour towards a product and services through which entity can undertake
number of activities to enhance their product efficiency.
As per the brief discussion about different types of marketing communication channels
this can be said that if respective firm or resort is able to follow these above mentioned tools
properly than they can have opportunities to expand its business across the globe and increase
customer’s base easily (Berni, Nikiforova and Ranfagni, 2020). Along with this, all these
channels will directly influence consumer’s mind and increase goodwill of this resort in front of
them.
LO 2
Covered in PPT
LO 3
Covered in PPT
LO 4
P5 Integrate marketing communications plan in regards with channel choice, communication
strategy and creative content
It has been evaluated that there is aggressive competition prevailing in hospitality
industrial sector and are influencing business organisation operation. It is important for entity to
formulate efficient business plan in which they adopt different type of tactics as well as strategies
in order to ensure more growth and long-term sustainability in respective industrial segment.
With the assistance of better plan and strategies entity can effectively able to utilise their
resources in a proper manner and with the assistance of marketing plan company can undertake
accurate measures and can conduct decision making in effective manner through which they can
maximize their profitability (Spyrantis, Tsourela and Paschaloudis, 2020). It also evaluated that
it also allow entity to formulate better smart objectives through which they can accomplish
organisation vision and mission in a systematic manner and can further influence target market
consumers. There are different sort and form of points involve in Integrated Marketing
Communication are defined below:
Creating situation analysis:
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As per according to this it is essential for an organisation to effectively evaluate factors
that are prevailing in environment in order to develop strategies against them. In this with the
assistance of efficient tools and frameworks like SWOT analysis allow organisation to evaluate
their competency level in business sector through which they can determine number of
opportunities for growth. It also allows them to undertake better research through which they can
increase the profit earning capacity.
Identifying marketing communication objectives:
This is one of the most essential aspect in which entity is required to determine
international market communication plan as to determine their goals and objectives that are
required to be accomplished by them with the use of strategies and plans in order to increase
their competitive edge.
Target goals:
It is a crucial factor that allow organisation to ensure success of Integrated Marketing
Communication in organisation with the help of this company can target certain consumers and
can influence their purchasing behaviour effective manner. While with having proper
understanding of target Goals Company can put significant efforts that further facilitate them to
accomplish them in best effective manner (Witoowinit and Intuluck, 2020). In context with
respective resort while targeting individuals allow organisation to significantly maximize their
competitive positioning in marketplace.
Strategies and Tactics:
It is essential for an organisation to take assistance of effective strategies and measures in
order to accomplish that set goals and context with this it is essential for respective to determine
tactics and strategies by conducting market research in order to gain more competitive advantage
comparatively to other rivals.
Analyse the budget:
It is one of the most important element in which Island resort is required to facilitate all
the activities in plan according to proper budget in order to conduct their activities in cost
efficient manner.
Measurement and evaluation:
By under taking advantage of integrated market communication elements organisation
can be determined plans and procedure and further fulfil them with extensive research in order to
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accomplish futuristic goals in effective manner (Chad, 2020). It allow entity to enhance their
profitability in effective manner in context with Island resorts Beach hotel manager take
advantage of wide range of strategies and measures in order to develop actual goals and
objectives by analysing organisation strength in effective manner as to enhance their efficiency.
There is diverse range of objectives which is further defined with the use of smart objective
tools:
Specific: It has been identified that organisation effectively undertake planning process
by analysing different type of elements in order to accomplish qualitative advantage in respective
manner.
Measurable: It is important for every organisation to evaluate their target objectives and
goals in order to effectively monitor them in each and every stage as to fulfil their objectives.
Achievable: According to this factor it is essential for organisation to make their plan
achievable in context with Island resorts management aim towards to target certain set of
consumers in one month time period as to increase 10% stake holding in hospitality sector.
Relevant: It is essential for an organisation to have talented and relevant employees
those who are having significant capability to fulfil organisational goals while assuring
maximum success.
Time bound: In this it is important for entity to fulfil their objectives in particular time
period and further assured that all the activities are undertake place in accurate deadline as to
accomplish overall plan objectives in effective manner.
Thus, with the assistance of Integrated Marketing Communication entity can effectively
identify different type of tactics and strategies and can further developed objectives through
which they can enhance their profitability in effective manner (Butkouskaya, Llonch-Andreu and
Alarcón-del-Amo, 2020). In addition to this plan also provide access to organisation to overcome
issues in proper time period and further overcome them with strategic measures that allow them
to enhance their work efficiency through which they can gain significant advantages.
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CONCLUSION
According to the above mentioned reported has been concluded that Integrated Marketing
channel crucial role for an organisation, in this organisation can effectively perform their
marketing functions in integrated manner. It further allow organisation to ensure more
profitability and growth in respective industrial sector and further facility them towards
accomplishing their objectives in a well defined manner. Along with this it has been evaluated
that there are wide range of communication channel with the implementation of which entity can
effectively able to conduct their operations. With the use of efficient communication strategies
and measures and undertaking proper research company can maximize efficiency of the
decision-making and enhance their profit earning capacity.
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REFERENCES
Books and Journals
Anabila, P., 2020. Integrated marketing communications, brand equity, and business
performance in micro-finance institutions: An emerging market perspective. Journal of
Marketing Communications, 26(3), pp.229-242.
Butkouskaya, V., Llonch-Andreu, J. and Alarcón-del-Amo, M.D.C., 2020. Inter-Country
Customer-Perspective Analysis of Strategic Antecedents and Consequences for Post-
Purchase Behaviour in Integrated Marketing Communications (IMC). Journal of
International Consumer Marketing, pp.1-16.
Sophonchanakun, C., Pungnirund, B. and Sitthiwarongchai, C., 2020, March. INNOVATIVE
INTEGRATED MARKETING COMMUNICATION AFFECTING TO PURCHASING
DECISION MAKING ON PRODUCTS OF CHARINRADA FOODS COMPANY
LIMITED. In INTERNATIONAL ACADEMIC MULTIDISCIPLINARY RESEARCH
CONFERENCE IN MALTA 2020 (pp. 208-213).
Witoowinit, W. and Intuluck, W., 2020. The Effect of Integrated Marketing Communication on
the Buying Decision of Halal Products View of Different Generation Customers in
Bangkok. Dusit Thani College Journal, 14(1), pp.349-363.
Zwerin, A., Clarke, T.B. and Clarke III, I., 2020. Traditional and Emerging Integrated Marketing
Communication Touchpoints Used in Effie Award-Winning Promotional
Campaigns. Journal of Promotion Management, 26(2), pp.163-185.
Adeola, O., Hinson, R.E. and Evans, O., 2020. Social media in marketing communications: A
synthesis of successful strategies for the digital generation. In Digital Transformation in
Business and Society (pp. 61-81). Palgrave Macmillan, Cham.
Chad, P., 2020. Equitable work-integrated-learning: Using practical simulations in university
marketing subjects. Australasian Marketing Journal (AMJ).
Aydin, G., 2020. Social media engagement and organic post effectiveness: A roadmap for
increasing the effectiveness of social media use in hospitality industry. Journal of
Hospitality Marketing & Management, 29(1), pp.1-21.
Gunawan, I.P. and Vanel, Z., 2020. Strategi Integrated Marketing Communication Dalam
Memperkuat Positioning The Park Mall Solo Baru. IMPRESI-Jurnal Ilmiah Media,
Public Relations, dan Komunikasi, 1(1).
Spyrantis, P., Nerantzaki, D.M., Tsourela, M. and Paschaloudis, D., 2020. Social Media
Marketing in Hospitality Industry of Crete. In Cultural and Tourism Innovation in the
Digital Era (pp. 189-199). Springer, Cham.
Reza, S., Mubarik, M.S., Naghavi, N. and Nawaz, R.R., 2020. Relationship marketing and third-
party logistics: evidence from hotel industry. Journal of Hospitality and Tourism
Insights.
Berni, R., Nikiforova, N.D. and Ranfagni, S., 2020. An integrated approach to estimate brand
association matching and strength in virtual settings. Journal of Global Fashion
Marketing, 11(2), pp.117-136.
Labanauskaitė, D., Fiore, M. and Stašys, R., 2020. Use of E-marketing tools as communication
management in the tourism industry. Tourism Management Perspectives, 34, p.100652.
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