Analysis of Integrated Marketing Communications for Dorchester Hotel

This report provides a comprehensive analysis of the integrated marketing communications strategy employed by the Dorchester Hotel. It begins by examining the current marketing communications situation, including the tools, channels, and methods used, with a focus on advertising, direct marketing, and social media. The report critically analyzes the integrated marketing channels, emphasizing the importance of these channels in enhancing brand awareness and customer engagement. It then delves into designing communication objectives, such as increasing awareness, changing attitudes, and influencing purchase intent, and justifies the selection of social media platforms. The application of these objectives is evaluated in the context of the marketing mix and business goals. The report describes a marketing communication plan that integrates diverse communication channels and designs SMART objectives. It also covers content creation appropriate for each channel, determines communication strategies for achieving marketing objectives, and critically evaluates the integrated marketing communication plan. Finally, the report assesses the success of monitoring and the impact of the integrated marketing communication plan, offering recommendations for improvements to maximize revenue and meet both communication and business objectives.

Integrated Hospitality
Marketing Communications

Table of Contents
Introduction......................................................................................................................................1
MAIN BODY...................................................................................................................................1
P1 Analysing the current marketing communications situation along with tools, channels and
methods of marketing..................................................................................................................1
M1 Critically analysing the marketing channels of communication that are integrated within
the hospital organisation..............................................................................................................2
D1 Explaining about the importance of using different marketing channels in context to
hospitality industry.......................................................................................................................3
P2 Designing the communication objectives and providing justification for selecting the
integrated marketing channel.......................................................................................................3
M2 Evaluating the application of communication objectives in context to marketing mix and
business objectives.......................................................................................................................4
D2 Describing marketing communication plan by integrating diverse communication channels
and design SMART objectives for meeting business goals.........................................................5
P3 Designing and produce content appropriate to the channel and communication objectives..6
M3 Determining the communication strategies that can used for achieving marketing
objectives.....................................................................................................................................6
P4 Critically evaluate an integrated marketing communication plan in relation to the
communication strategy, channel choice and creative content....................................................7
M4 Critique and review the success of monitoring and impact of integrated marketing
communication plan.....................................................................................................................8
D4 Recommendations for improving the marketing communications plan to maximise revenue
and successfully meet both communication and business objectives ........................................9
CONCLUSION................................................................................................................................9
References......................................................................................................................................10

Introduction
The marketing communication channel is basically considered the medium channel
which allows the business enterprises to communicate their promotional message effectively to
the audience. It helps the organisation to connect with their customers more properly in order to
know their current demands and satisfy accordingly by providing modified services. For this
report, the Dorchester hotel is taken into consideration. This hotel is recognised as one of the
luxurious and expensive hotel that is situated in the Heart of Park Lane, London. This hotel was
opened in the year 1931. the report will identify the current marketing situation along with the
tool and channels. It will critically evaluate the role of marketing communication channels in
adding value leading to higher customer base. In addition to this, the report will also design
communication objectives and also evaluate its importance for gaining high brand reputation in
marketplace. Moreover, the report will also produce the content appropriate to set
communication objectives. Furthermore, it will also make evaluation of an integrated marketing
communication plan in detail.
MAIN BODY
P1 Analysing the current marketing communications situation along with tools, channels and
methods of marketing
The revolution in digital platforms has allowed many companies to properly
communicate the value of their products directly to the customers. This has made the firm to
understand the demands raised by customer in most effective manner. In context to Dorchester
hotel, the marketing communication channel has supported the company to target the most
critical customers which is connected with strategies for enhancing the return on investment
(Rėklaitis and Pilelienė, 2019). There are different type of marketing communication tools or
methods which the hotel can use such as:
Advertising:
This marketing channel is known as most effective tool as it can allow the hotel to reach
their customer in wider manner leading to higher attraction of customers. It can also support the
company to lower their communication marketing cost due to its cost effective nature.
Direct marketing:
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The direct online marketing can be a game changer in positively attracting the large
number of customer in appropriate manner. In this, the firm can target their customer by direct
presentation of hotel offers with the support of Email or other online platforms.
Social media marketing:
This is the most trendier marketing tool which is being practised by large number of
companies. In this, the hotel can use various social media platforms such as Facebook, Instagram
and many more for drawing attention of customers by posting creative content and daily offers.
This can impact the decision making ability of customer in effective manner(Dahiya and Gayatri,
2018).
There are different types of communication marketing channel from which the
Dorchester hotel can take into consideration are:
Social media:
The hotel can use this channel for conveying knowledge of its diverse services to the
audiences. The social media channels like Facebook can allow it to connect effectively with
large number of customers by making creative and immersive posts. It can help it to gain insights
about new demands raised by customer in most effective manner.
Newspaper:
The organisation can also publish an article on the columns of newspaper in order to grab
the attention of customers to their services and daily offers. It falls under the category of
traditional marketing.
Television Ads:
It can also deliver message to its customers by using the Television channel as through
this the hotel can make impactful ads in order to draw attention of large number of customers.
M1 Critically analysing the marketing channels of communication that are integrated within the
hospital organisation
From the above discussion, it has been evaluated that marketing channels of
communication provides considerable to the Dorchester hotel when it comes to provide clear
message to customer in proper manner(John and De'Villiers, 2020). The Dorchester hotel has
effectively integrated various marketing channel with an objective of improving brand awareness
among large number of audiences. The company uses Direct marketing channel for the purpose
of making direct communication with customers by using tools such as Email. In addition to this,
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it also make usage of social media channels like Instagram for improving traffic to its website.
By this, the firm design creative and immersive posts on its social media channels that helps it to
engage with global customers in most cost effective manner. It enables the organisation to
effectively gather the attention of young population. Apart from this, the hotel also take support
from the Public relations in order to deliver a positive message to their audiences through media
channels. However, this can be little expensive for the firm as compared to other marketing
channels like Social media marketing(Yang and et.al., 2021).
D1 Explaining about the importance of using different marketing channels in context to
hospitality industry
The practising of integrated marketing channels not only allow the Dorchester hotel in
enhancing the customer base but also helps in managing day to day marketing operations. The
marketing communication channel supports the hotel to undertake use of different marketing
channels in targeting diverse range of customers at a time. This helps in saving the crucial time
and energy for selecting the best alternative. The practising of social media channels for
designing marketing strategies assist the hotel to know and recognise the needs of young and old
audiences in fastest manner. This has made the hotel to pay more importance on the feedback
made by their customer about experiences connected with their services. This situation has
allowed the hotel to provide a value to their customers by following the recommendations made
by their loyal customers. This technique has helped the company to improve customer loyalty
which results into high customer base(Arrigo, 2018).
P2 Designing the communication objectives and providing justification for selecting the
integrated marketing channel
The marketing communication goals are termed as long term objectives in which the
marketing strategies are practises with the sole purpose of improving brand image. In context to
Dorchester hotel, The setting of communication goal can enable the hotel to persuade their
targeted audiences in effective way. This results in improving the brand value as well as
resources. The following are the main objectives of marketing communication in relation to
Dorchester hotel are:
Increase Awareness:
The first and most important advantage for making marketing objectives are enhanced
brand awareness. This supports the hotel to let people know about their services and provide
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value to customers by making them aware about the benefits related to service offer. In order to
improve awareness, the hotel should choose the social media platforms by posting creative
contents related to launch of new services and conveying various hotel offers(Oltarzhevskyi,
2019).
Change attitudes:
The other main goal behind designing marketing objectives is transforming the
perception of customer towards their brand. This can support the hotel to eradicate the negative
misconceptions of customer about their service. It can also help the Dorchester hotel to
positively attract the attention of audience by posting positive reviews of customer on social
media platforms. This can allow customer to make decisions in fastest manner.
Influence purchase intent:
The other key communication objective is to motivate the audience to register with their
services. This can be done by undertaking persuasive advertising as this will enable it to tell
superior benefits of hotel service to customers. It can benefit the company to impact the
purchase intent of customer by taking effective usage of social media platforms like Instagram in
designing marketing campaigns.
Justification for choosing social media platform
The social media marketing channel is chosen for designing communication objectives.
This strategy will help the Dorchester hotel in improving their customer base in most effective
manner. The company can attract the attention of customers by posting positive of their most
loyal customers. In addition to this, it can also help the hotel to identify the main reason behind
the customer low satisfaction level. Moreover, the hotel can also enhance awareness about its
new services by posting content in creative manner. With the assistance of social media
platforms, the hotel can easily identify the newer demands of customer in marketplace by
evaluating their feedback(Zeng and et.al., 2022).
M2 Evaluating the application of communication objectives in context to marketing mix and
business objectives
The application of communication objectives within the company can support the
Dorchester hotel in improving brand value in most appropriate manner. The firm can take into
consideration various elements of marketing communications mix when formulating the
marketing strategies. In order to enhance the brand awareness, the Dorchester hotel can focus on
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developing advertisement campaigns that will allow it to reach into maximum number of
customers. In addition to this, for changing the attitude of customers, the hotel can follow the
Public relations as this will support it in increasing positive behaviour from customers.
Moreover, the hotel can also take usage of direct marketing method for encouraging the purchase
intent of customer by sending direct messages to customer through Email.
D2 Describing marketing communication plan by integrating diverse communication channels
and design SMART objectives for meeting business goals
Marketing communication plan
The marketing plan of Dorchester firm covers the application of various marketing
channels such as social media marketing, initiating digital marketing by developing website and
many more(Arsenijevic and Jovic, 2019). This helps the company to promote their hotel services
across the large number of audiences. The following information represents making of SMART
goals for meeting the company and communication objectives in appropriate manner.
Specific Measurable Actionable Relevant Time bound
To improve
customer base as
well as market
share
This goal is
measurable by
comparing the
visitors came in
current month
with that of
previous month.
This goal is
actionable as by
using the social
media platforms
the hotel will
promote their
services.
This is important
for Dorchester
hotel as it will
lead into higher
brand value and
future growth.
It will take within
3 months.
Influence
purchase intent
It is measurable
for Dorchester
hotel to know
how many tourist
have visit their
hotel after
COVID.
By employing
social media
influencers for
promoting the
main services of
company to their
huge fan
following.
It is relevant for
Dorchester hotel
as this can
positively
influence the
decision of
customers after
seeing video
made by
It will take within
2 months.
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influencers.
P3 Designing and produce content appropriate to the channel and communication objectives
The marketers of Dorchester hotel are committed to design effective content by doing
modifications in the marketing mix for attaining communication goals.
Design effective content:
In context to Dorchester hotel, for promoting the services through digital marketing they
are involved in designing the most impactful content by using simple language, making it
attractive by posting pictures, colours as well as shapes to describe activities in detail(Strycharz
and et.al., 2019). In relation to this, the company can also include video and GIF in innovative
manner.
Covering all details:
The Dorchester hotel can make video of their staff members by showing how their staff
works are following strict hygienic measures such as use of mask, sanitisers as well as hand
glove. This can help the hotel to gain positive response form their customers leading to high
retention of existent customers and attraction of new customers.
Modify logo:
In order to realise the objective of brand awareness, the hotel can modify their Logo by
incorporating 3D technology, colours, fonts and symbol that makes their marketing channel most
attractive. In addition to this, they can also add the satisfied customer pics on their social medial
channels. This can convince the new customer to at-least try the service of this hotel.
Modify tag lines:
The social media contents must be clear and should also cover the full necessary details
such as description about room services, food, sustainable operations, hygienic activities as well
as positive feedback by their loyal customers. Apart from this, they can also make certain
modifications in changing tag line by making it more impactful then the tag lines used by their
competitors. This strategy can result into higher customer base as well as enhancement in the
brand value.
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M3 Determining the communication strategies that can used for achieving marketing objectives
The communication strategies cover effective content that marketers of Dorchester hotel
apply in their social media channels for attracting large number of customers. The
communication strategies use three elements like The message, The target and The medium:
The message:
The marketers of Dorchester hotel designs content for their social media profile in the
way that is easily understood by the customers and also meet their needs in effective manner.
The target:
The set of clear target audience is also imperative in order to target customers who are
ready to enjoy the luxurious experience by paying cost of services. The other target is to promote
the brand awareness by taking the services from PR(Varadarajan and et.al., 2022).
The medium:
They can also use effective marketing channels such as social media marketing, email to
express their message related to various offers, discounts, innovation. The new project of
Dorchester hotel is to persuade customers to visit again in order to gain competitive advantages
over competitors and increasing resources.
P4 Critically evaluate an integrated marketing communication plan in relation to the
communication strategy, channel choice and creative content
The above described marketing plan of Dorchester hotel describes how marketers of the
firm promotes the products and services provided to targeted customers in international market
through effective communication strategy. Integrated marketing communication plan for
Dorchester hotel in relation with communication strategy, channel choice and creative content is
discussed below as:-
Communication Strategy:- This strategy is a marketing strategy used by marketers of
professionals of an organisation through various types of communication mediums that includes
the messages such as message, medium and target which describes what to sell, where to sell and
to whom to sell respectively (Ngamsutti, 2018). In reference with Dorchester hotel, the
organisation uses this communication strategy in describing how they achieve their targets and
how important it is for their company in order to attain success etc. It helps the firm in attracting
buyers towards them in a more effective way than before so as to ensure profits of firm. But on
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the other hand it charges the organisation with more time and cost leading to less efficiency and
effectiveness charging the firm with decrease in productivity.
Channel Choice:- Channel choice is the choice of channel through which a company
opts to promote their product in order to attract more and more customers or buyers to company
so as to increase the profitability of the firm (Pieterson and Ebbers, 2020). In context with
Dorchester hotel, they prefers content marketing and social media marketing for their
communication plan in marketing in order communicate with more and more customers. It helps
them to reach out to greater number of targeted audience in order to increase sales, goodwill,
market share and reduced cost of promotion which altogether enhance profits of firm. On the
other hand, this strategy is not time efficient as it takes a huge amount of time to search an
appropriate candidates for respective job, websites and profiles which have a better efficiency for
promotion which make delayed marketing activities and organisational goals.
Creative Content:- It refers to presenting the views and information carried by company
is a justified and effective way and so as to give a clear message to its customers in order to get
effective results and also to get more attracted customers (Ansari and et.al., 2019). Herein
Dorchester, the firm strictly follows this technique in marketing mix for them in order to address
their customers about their innovations and new creative changes in products and services they
offer. They make changes in prospectus, tag lines and logos of the firm to gain attention of more
customers in order to attract them towards the firm in order to enhance greater profits. While on
the other hand, it influences organization's budget badly as hiring a technician with appropriate
knowledge regarding this elements charges high cost to firm in order to get effective results. This
also increases the cost which is incurred in printing new logos, cover pages of magazines and tag
lines so as to carry this to ultimate customers that are being targetted.
M4 Critique and review the success of monitoring and impact of integrated marketing
communication plan
To evaluate and monitor the success and impact of integrated marketing communication
plan, key performance indicator and benchmarking is discussed below as:-
Key performance indicator:- It is a tool used by different organisations to monitor the
working of the firm in market so as to determine the efficiency of decisions that has been made
and to evaluate the appropriate changes that must be applied to the operations of organisation in
order to get more effective results in the organisation. In reference with Dorchester hotel, it can
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monitor their success by assessing the number of viewers of post, likes & comments they receive
on their websites and analysing number of followers they are getting on their websites. It has
been observed that after applying integrated marketing communication plan, more sales has been
enhanced in the firm.
Benchmarking:- Benchmarking is a tool or technique used by firm to observe their
performance in market and compares them with available market rivals. In reference with
Dorchester, it is used by the firm to analyse their performance with its rivals and evaluate their
performance before and after applying certain decisions.
D4 Recommendations for improving the marketing communications plan to maximise revenue
and successfully meet both communication and business objectives
In order to get better results for the firm it is recommended to Dorchester's hotel to
conduct frequent research in market about their needs and wants that they require and apply them
appropriately to their company in order to get effective and better results in the organisation.
They should also post appropriate guidelines to their customers so as to attract them towards
acquiring services they provide. They should also make frequent interaction with influencers and
personnels that helps them promoting their product in order to save more time and cost of
promotion.
CONCLUSION
From the above report it has been concluded that marketing communication plan plays an
essential role in marketing of a firm and its utilization can give better effective results to the
organisation (Arora, 2019). It includes various elements such as direct marketing, sales
promotion, public relations, social media marketing, sales promotion etc. to increase the sales of
firm in order to attain organisational goals. The communication objectives in hospitality
industries plays a crucial role in integrated marketing plan and includes various segments that are
communicate, convince and compete. Later in this report, integrated marketing plan in relation
with communication strategy, channel choice and creative content was also discussed with a
critical evaluation of integrated marketing communication plan and appropriate recommendation
were also made that company should apply in its operations of marketing which will help a firm
in enhancing their profitability in market and will also also ensure organization's stability in
market by increasing its customer base in targeted market.
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