Integrity Hospitality Marketing Strategy Report for Intercontinental

This report provides a comprehensive analysis of the marketing strategy employed by Intercontinental Hotel. It begins by evaluating the current market communication situation, identifying the tools, channels, and methods in use, such as online advertising, direct selling, email marketing, traditional marketing, digital marketing, and social media marketing. The report then critically analyzes how these marketing channels are integrated to add value and maximize resources, making use of relevant marketing models. It proceeds to design communication objectives for a given hospitality organizational situation, justifying the selection and integration of communication channels. Furthermore, the report evaluates the application of communication objectives in relation to the marketing communications mix and the hospitality business objectives. It culminates in the creation of an integrated marketing communications plan, including SMART objectives and tactics, and provides recommendations for improving the plan to maximize revenue and meet both communication and business objectives. The report highlights the importance of integrated marketing communication in sustaining brand loyalty and achieving business goals in the competitive hospitality industry.

Integrity Hospitality
Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
Evaluate the current market communications situations and channels of the resort, identifying
the tools, channels and method in use....................................................................................4
Critically evaluate how marketing channels of communication are integrated within a range of
hospitality organizations to add value and maximise resources making use of the relevant
marketing models...................................................................................................................6
Make valid judgement about how marketing channels and value using specific hospitality
organizational examples to demonstrate how they serve communications objectives...........6
TASK 2............................................................................................................................................7
Design communication objectives for a given hospitality organizational situation and provide
justifications for the selection and integration of communications channels chosen.............7
Evaluate the application of the communication objectives in relation to the marketing
communications mix and the hospitality business objectives................................................8
Create a valid and detailed integrated marketing communications plan that appropriately
integrates multiple communication channels, has SMART objectives and tactics to meet the
overall marketing and business objectives.............................................................................9
TASK 3..........................................................................................................................................10
Design and produce content appropriate to the channel and communication objectives.....10
Determine the communication strategies that can be used to help achieve these objectives.
This should also include the channels and the medium or media to use..............................11
TASK 4..........................................................................................................................................11
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content..................................................11
Critique and review the success of the monitoring and impact of the integrated marketing
communications plan............................................................................................................11
Provide appropriate and justified recommendations for improving the integrated marketing
communications plan to maximize revenue and successfully meet both communication and
business objectives...............................................................................................................12

CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Integrated marketing communication is basically defined as a procedure or method which
is utilized by organizations for unifying various marketing communication factors. Those
elements are social media, public relations, business development principles, advertising and
audience analytics (Almohaimmeed, 2021). Due to the effective use of these elements’
organization is able to sustain their brand loyalty or identity in market and in customer
effectively for long time. Here the chosen firm is Intercontinental Hotel for understanding the
importance of integrated marketing communication effectively. The company was established in
1946 and the headquarter of this firm is located at London, United Kingdom. The report will
cover evaluating the current marketing communications situation and channels of the resort,
identify the tools, channels and the methods in use.
TASK 1
Evaluate the present market communications situations and channels of selected firm, identifying
the channels, tools and method in use
In current situation the selected organization is facing specific problems for running their
organization smoothly and also for keeping positive relationship effectively. For example
delivering proper information's to users, effective identification of desires and needs and so on.
For solving this type of issues company need to utilize effective marketing methods or channels
which is described below -
Marketing channels -
 Online advertisement -It is one of the very effective and beneficial channel to
intercontinental hotel for highlighting the specifications of their goods and services
effectively. In online advertising organization also have the options for repeating the
features of their goods and services effectively in many times through visual mode. Due
to the effective use of this channel organization is able to attract the customer in large
number especially young generations towards their food products.
 Direct selling – It is also a one type of marketing channel which is used by organization
for developing strong connectivity with all customer regarding their services and
products. But here difference is that in this channel interaction between customer and
organization are made for a particular time period. Due to this the interaction with

customers are not sustained for long time which leads to decrease the awareness of
product at maximum level.
 Email marketing – It is also a one type of communication channel and in this channel
firm is able to send various types of informations to customers quickly. Due to using this
type of channels effectively company is able to save their time in communication
procedure at maximum level. In today's time this type of channel is used in a professional
manner and due to this authority send only reliable content to user for long time.
Marketing methods -
 Traditional marketing – It is one type of method which is utilized by firm for enhancing
the sales and popularity of their goods at maximum level within low time. In this method
promotion of brand and product are done through offline channels which includes
billboards, flyers and radio spots. But for intercontinental hotel it is not a effective
method for popularising their product.
 Digital marketing – It is just the opposite of traditional marketing and in this method
various types of equipment’s and systems are used by firm for increasing the popularity
of their product quickly (Amatulli, De Angelis and Stoppani, 2021). With help of
utilizing digital marketing effectively organization is able to deliver meaningful and
reliable data to customers in low time. In this way intercontinental hotel is able to sustain
strong connectivity with all types of customers for long time.
 Social media marketing – It is also a one type of marketing technique which is highly
important to organization for sustaining their goodwill in market. In context to selected
hotel, management need to utilize this technique effectively for increasing the desirers
and wants of customers at maximum level. It leads to increase the sales of products at
higher rate within low time.
From the analysis of above information, it concludes that online advertising and digital
marketing is a effective channel and method which is need to utilize by organization. Because
with help of this channel firm easily increased the desires and needs of users quickly which leads
to increase the company growth and productivity at higher rate.

Critically analyse in which way marketing channels of communication are integrated within a
range of hospitality organizations to add value and maximise resources making utilization
of the relevant marketing models
After analysing above channels and methods it is understood that in hospitality industry
integration of communication channels plays the major role for keeping positive relations with
customers for long time. Because due to the effective integration of communication channels
firm easily understand that which type of product and services are highly liked and consumed by
the customer. In this way management easily made modifications in their product according to
desires and needs of customers. Due to adding unique taste and flavours young generations are
easily attracted in large number towards their products (Demirkol and Cifci, 2020). The other
benefit during the time of integrating marketing channels is that firm easily solve the queries and
complaints of customers within low time. In this way the reputation of firm is sustained in
market and in consumer mind for long time. In aspect of marketing models it is basically a
combination of various elements which includes marketing mix planing, marketing
implementation, marketing control etc. Due to considering all these elements company is able
to run their activities smoothly.
Recommend valid judgement about in which way channels of marketing and value using specific
hospitality organizational examples to demonstrate how they serve communications
objectives
Firstly, with help of using effective marketing channels organization easily developed
new and quality-based product according to the requirements of customers. Due to facilitating
quality and unique products users’ firm easily sustained their competitive advantage in market
for long time. In today's time young generations and children are those customers who highly
liked to consume and purchase food products at large scale.
Secondly, due to the effective use of marketing channels organization is easily developed
strong online infrastructure within low time. Due to delivering high quality product to users,
the connection between customer and organization are strongly developed for long duration.
Because due to providing these type consumers are highly increased in large number and in this
way the loyalty and honesty of consumers are easily sustained towards company for long time.
Thirdly, With help of various marketing channels the overall revenue and profit margin
of organization are highly increased within low time. Because here due to using various

marketing channels the sales and popularity of their product and services are easily increased
within low time. During the time of increasing sales firm easily get balanced in the demand and
supply of product for long time.
TASK 2
Design objectives of communication for a given hospitality organizational situation and facilitate
justifications for the selection and integration of communications channels chosen
Communication objectives is basically a process or procedure which is used by
intercontinental hotel for keeping strong connectivity with all customer segments in long term.
Communications objectives is also important for increasing the performance and productivity of
employee's effectively. In the process of communication objectives basically four functions are
involved which is described below -
 Information – It is the first objective of organization and in this objective the main role
of organization is to deliver reliable and meaningful information to users regarding
products and services. Due to facilitating reliable data to users the trust and fairness of
organization are easily and strongly developed in minds of customers for long time
(Ghosh and Ravichandran, 2021).
 Control – It is a very important concept for organization in aspect of keeping positive
behavior between customer and employee in long term. Control is also considered with
managing lower-level employees effectively by higher authorities. Because due to
keeping proper hold to them organization easily sustained the quality in their services and
services for long time. When organization have strong control on their employees, they
easily run their activities in right direction for long time.
 Motivation – This is another objective of company and here management is focusing on
increasing the desires and wants of customers regarding their services and goods at large
scale. In aspect of utilizing effective motivation organization easily identified the
requirements of customers quickly. In this way the positive relations are easily sustained
in consumer minds for long time.
 Emotional expression – Here communication is taken place within the group is of
various significance in sense which provides them the wonderful opportunity for sharing

their frustrations and feelings of satisfaction. Communication is one type of social
functions and every company is above all a social entity.
After the analysis of communication objectives, it concludes that communication is a
very essential concept for organization regarding sustaining their vision, mission and objectives
for long time. With help of keeping effective objectives organization always delivered quality
and healthy product to customers for long time. Due to delivering healthy and hygienic food
products to users their mental and physical life is easily protected for long time.
Evaluate the application of the communication objectives in relation to the marketing
communications mix and the hospitality business objectives
From the above evaluation it concludes that communication is a one type of blueprint
which is utilized by organization delivering consistent, coordinated, and targeted messaging to
achieve specified goals (Huang, 2020). In aspect of communication objective, it is very
important part for increasing the success rate of organization at maximum level within low time.
But in context to hospitality and hotel industry along with communication, communication mix
also plays the major role for enhancing the success and performance of organization at maximum
level. Communication mix is basically a combination of various tools which is used by
organization for increasing the sales of their product at higher rate. Those elements are -
 Advertising – It is one of the highly effective marketing strategy or communication
which is used by intercontinental hotel for highlighting the uniqueness in their product.
Due to using this type to strategy desires of customers are highly increased within low
time for buying their product in large scale. With help of this option firm is able to repeat
their uniqueness of their product visually many times.
 Digital marketing – It is the most common technique in integrated marketing
communication or communication mix which is used by organization for popularizing
their product. In this method various types of technology are also utilized by firm which
includes internet, search engine optimization, use of digital platforms etc. With help of
considering all these elements intercontinental hotel is able to deliver their information
to users quickly.
 Sales promotion – It is basically one type of marketing strategy in which a business
utilizes a temporary campaign or offer to enhance demand and interest in its goods or

service. Due to the effective use of sales promotion the overall profit and market share of
company is easily increased within low time.
Create a valid and detailed integrated marketing communications plan that appropriately
integrates multiple communication channels, has SMART objectives and others for
meet the overall business and marketing objectives
Executive summary Here the selected company for understanding the communication
plan is intercontinental hotel. The company was established in 1946
and the headquarter of this organization is situated in London, United
Kingdom.
Vision The vision of intercontinental hotel is to inspire and inform
everything to customers regarding their product and service.
Mission Mission of this firm is to create Great Hotels Guests Love® by
providing True Hospitality for everyone.
Marketing
Communication Plan
Marketing communication plan is basically a method which is used
by organization for implementing and executing a effective plan in
market regarding their products and services (Jiang and Erdem,
2018). The stages which are involved in this plan are -
 Establishing mission statement and it is the first step in the
plan. In this step organisation develop their own statement
which attracts the consumer in large number for availing their
services and product.
 Identifying business objectives – According to this step
authority of intercontinental need to identify their business
objectives for increasing their growth successfully.
 Develop buying personas – It is the third step and according
to this step here organization need to target those customers
who is highly beneficial for their products. For example,
young generations are those customers who liked the food of
hotel very much. It leads to increase the profit of company

effectively.
 Identifying customer value proposition – Developing a
customer value proposition is highly essential in any type of
marketing strategy. Working out what people value about the
services and goods that company are selling has to be one of
the earliest considerations in a marketing plan.
 Creating effective message and positioning – For
developing effective message and positioning organization
need to identify the needs and desires quickly. In this way the
positive relations between employee and customer are easily
sustained in long term.
Smart objectives Smart objective is basically a one type of method which is used by
organization for developing a effective plan and also facilitating
products and services to users in best quality. The stages which
comes in smart objectives are specific, measurable, attainable,
relevant etc.
TASK 3
Design and produce content appropriate to the channel and communication objectives
In context to intercontinental hotel, management are used different types of techniques
for developing effective content regarding their product and services (Jones and Comfort, 2018).
Because effective content is highly essential for attracting the customer in large within low time.
 Attractive images and videos – With help of this strategy organization is able to
enhance the tendency of customers at maximum level. Because due to enhancing
tendency user always tried to search the information regarding the services in long term.
 Use of unique symbols – It also the also the one of the technique which is used for
developing effective content. Due to using this type of technique customer easily know
about the product of organization with specific symbol for long time.
 Provide high class facility – Due to providing best class service in the form of service
to customers, their trust and loyalty are maintained towards company for long time.

Because in today's time best quality products and services are highly essential for
increasing the repetation of customers for taking the service from same resort in many
times.
Determine the communication strategies that can be used to help achieve these objectives. This
should also include the channels and the medium or media to use
After the analysis of above information, it concludes that the various communication
strategies such as online advertising, digital marketing, direct selling, use of KPI and others plays
the important role for increasing the growth of company. Due to the use of various marketing
strategies effectively firm easily send the right marketing message to the right customer through
the right medium at the right time, to achieve a high volume of sales. But with help of various
marketing channels organization easily developed strong positive relations with all customer
segments globally for long time. In this way the overall profit and goodwill of intercontinental
are easily sustained in market at higher rate for long duration (Kawatak, Indriyanto and
Jangkobus, 2020). The other important point which is highly important for organization in aspect
of achieving competitive advantage and objectives effectively is that keep transparency, honesty
and uniformity in their services towards users.
TASK 4
Critically evaluate an integrated marketing communications plan in relation to the
communication strategy, channel choice, creative content
From the analysis of integrated communication plan it concludes that IMC plays the
major role for delivering effective content to consumers regarding their product and services.
Due delivering quality informations to users, they easily understand the description about their
services and products within low time. It is highly time saving method for user which leads to
increase the desires and wants of customers at higher rate in low time. The other factors which is
responsible for increasing the success rate of organization effectively in market are
communication design in transmission quality and imaginative content. Transmission quality is
defined as engaging customers with help of their feedback and according to that improving
service quality.

Critique and review the success of the monitoring and impact of the integrated marketing
communications plan
For monitoring the success and impact of integrated marketing communication plan there
are various ways which need to consider by organization. In first effective use of KPI tool and
the full form of this tool is Key Performance Indicator. Due to the effective utilization of KPI
organization is easily increased the performance of employees by assigning various types of
complicated and challenging task to them. Due to analysing complicated task organization the
potentiality and ability of talent of employees are easily increased within low time (Pereira,
Silva and Dias, 2021). In this the vision, mission and objectives of organization are easily
sustained for long time. With help of analysing complicated employees get ready to handle any
type of complicated task easily.
Provide appropriate and justified recommendations for improving the integrated marketing
communications plan to maximize revenue and successfully meet both communication and
business objectives
After the evaluation of above data, it concludes that here company needs to updated and
advanced technology for facilitating best quality product and service to customers. Due to the
effective use of advanced technology the overall revenue and growth of employees are highly
increased for long duration. The main advantage due to using technology is that here company
easily identified the need and desires of customers in low time.