Comprehensive Marketing Communication Report: Island Beach Resort

This report provides a comprehensive analysis of the marketing communication strategies employed by Island Beach Resort. It begins with an introduction to marketing concepts and communication objectives, emphasizing the resort's aim to enhance its brand presence in the global travel and touri...Read More

Integrated Hospitality Marketing Communications

Table of Content
INTRODUCTION
Communication Objectives
Justification behind selection and integration of channels of
communication
Marketing Communication Plan
Marketing mix strategy
Digital Marketing Channels
CONCLUSION
REFERENCES

INTRODUCTION
 Marketing is a process involve promoting company’s products and services
in target market so that potential customers can entertain by company.
 Island beach resort serves wide range of services and facilities to develop
strong relationship with its customers.
 The presentation emphasis on different marketing channels and
communication tool that can support customers in choosing the bets package
for the stay in the island.
 Presentation further also explains about all the modern channel like creative
content and other channels that can provide competitive edge to the
company.

Communication Objectives
Island Beach Resort mission is to create advanced
communication objectives with the support of new
techniques such as social media.
This will support in improving the brand position into
global travel and tourism market.
Island beach resort is planning to channelize innovative
marketing strategies such as Face book, Instagram and
Twitter and other social media application which allow
company to communicate with consumers at a global level.
Use of social media platforms for multimedia
communication will be effective technique and outcomes
also measurable with the support of profitability statement
of company.

Justification behind selection and integration of channels of communication
The justification behind selection and integration of different
new innovative digital media channels of communication
such as email marketing, mobile networking and social media
marketing along with its ongoing marketing campaign will
allow Island beach resort for gaining higher profitability and
potential outcome as a part of the business operations.
Continuously increasing competition within hospitality
industry has opposed to resort to use these channels in such a
way that competitive advantages can be gained by company.
Profitability has been the factor which threats due to such
channels and all those new channels will allow company to
sustain its existing customers like travelers along with it will
allow attracting new customers in the market which is
business class customer segment for company.

Con..
All these tools provide key information in respect to what is the outcome of strategies on an
individual basis.
Total views over Instagram advertisement will allow company how many customers are taking
interest in company’s marketing tactics and also in the services offer by Island Beach Resort.
 Twitter, Face book and Instagram chosen as a new communication channels will allow company
to wider its customer segment also to improve its market share by yielding into new
determinants and function with best rational services.
Justification of the above discussed strategies of communication can be organized with the fact
that different new global marketing avenues comes into hospitality industry, where there are huge
customer preferences to gain the larger venture scenario.

Marketing Communication Plan
The marketing communication plan will be able for programming onto new basis
where customer and marketer can be easily communicated with the innovative
business plans, and also to generate wider scope of services to bring on
advancement within the profitable working avenues.
Aim
To improve the brand value in market with the support of channeling digital
marketing tools and techniques.
Mission statement
To target the customer at global level.
To achieve the best level of customer satisfaction with te support of different digital
channels.

Marketing mix strategy
Place
Island beach resort is located in a place comprises with plenty of natural factors like beach,
greenery, gardens, natural views and other features.
Place of the resort is among the factor that attract customer towards the resort from all across
the globe.
Price
Company carries the aim to serve the best services at the most affordable prices.
Price is that factor that allows island beach resort to engage with customer apart from the fact
that company has a very low level of visibility over internet.
Due to effective prices and attractive services and location the resort have been able to enhance
the growth every year.
Product
Product portfolio of the island beach resort involve different products like yoga services,
luxury stay, site visit, beach services and many other services.
All these products are available at a very affordable price range.
Diversified products range of company allows attracting customers from all across the globe.
Promotion
Promotion strategies of the island beach resort is also involve digital marketing, search engine,
social media marketing, holdings and other key strategies.
The plan is to channelize all key modern techniques to promote company’s products and
services in market.

Digital Marketing Channels
Social media marketing
 Social media marketing strategy will involve social media applications like Face book,
Instagram, Twitter and other social media applications.
 Company will be able to gain a strong popularity in between all the target customer such
as travelers, young travelers, business persons and other customers segment.
Content media marketing
 Content marketing is also a key strategic tool company channelizes to promote its
services.
 This strategy will involve marketing with the support of publishing content about the
company’s products and services and other features such as locations and other elements
in different magazines, social media applications, internet and many other places.
 This is a good way to promote company’s products in market.

Con..
Email marketing
 The email marketing is also one of the most used marketing strategy
hospitality organization use to attract the potential customer towards different
products and services of company.
 This involves sending attractive offers to all existing customers along with
the new potential customers in market via email.
Monitoring and Controlling:
 Monitoring and controlling will be done with the support of different
analytics tools like Google analytics, total site visit, you tuber views and
many other tactics will be used to monitor.
 Marketing team will also analyze about the total bookings as compare to last
year bookings to assess the impacts of its marketing campaign.

CONCLUSION
 The research conducted in the report above indicated that the overall
problems that Island resort is facing is in the form of lack of proper online
marketing channels.
 The report presented that there are multiple channels that can be used for
marketing and further the report also ascertained that how ICT helps in
improving the existing communication strategies.
 Further the report designed adequate communication objectives for the
Island Resort and the report also presented the justification regarding the
chose communication channels and lastly the integration between
marketing and communication objectives was presented in the report for
the selected case study of Island Resorts.

REFRENCES
 Nugroho, A. and Sihite, J., 2020, February. The Product, Promotion, and Place@
BreadTalkIndo. In 4th International Conference on Management, Economics and Business
(ICMEB 2019) (pp. 6-8). Atlantis Press.
 Nuraliev, N. and Ramazanov, A., 2018. Innovative Trends of Service in the Sphere of
Hospitality. In Innovation Management and Technology in the Era of Globalization (pp.
140-148).
 Ola, D. C., 2018. APPLIED INFORMATION AND COMMUNICATION SOFTWARE IN
ASSESSMENT OF QUALITY REVIEWS OF HOTEL SERVICES FROM
ROMANIA. Bulletin of the Transilvania University of Brasov. Forestry, Wood Industry,
Agricultural Food Engineering. Series II. 11(2). pp.151-154.
 Spil, T. A., Effing, R. and Both, M. P., 2016, September. Enable, engage and evaluate:
introducing the 3E social media strategy canvas based on the european airline industry.
In Conference on e-Business, e-Services and e-Society (pp. 15-30). Springer, Cham.