Report: Integrated Marketing Communication Plan for Four Seasons Hotel

This report provides an in-depth analysis of the integrated marketing communication (IMC) plan employed by Four Seasons Hotels & Resorts. It begins with an introduction to IMC and its importance in the hospitality industry, emphasizing the need for cohesive and consistent messaging across various channels. The report then delves into the specific marketing channels utilized by Four Seasons, including sales promotion, social media marketing, advertising, and digital marketing, detailing their objectives and applications. The core of the report focuses on the development of an IMC plan for Four Seasons, encompassing contextual analysis, target market identification, communication objectives, strategic implementation, budgeting, and evaluation. The report highlights the significance of each element in creating an effective marketing strategy that aligns with the company's goals and enhances customer engagement. The conclusion summarizes the key findings and underscores the critical role of IMC in achieving marketing objectives within the competitive hospitality sector.

Integrated Hospitality
Marketing Communication

Contents
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1 Different types of marketing channels and communication objectives...............................................3
TASK 2.......................................................................................................................................................5
Covered in PPT.......................................................................................................................................5
TASK 3.......................................................................................................................................................5
Covered in PPT.......................................................................................................................................5
TASK 4.......................................................................................................................................................5
P5 Integrated marketing communication plan in regard of communication strategy, choice and creative
content.....................................................................................................................................................5
CONCLUSION...........................................................................................................................................7
REFERENCES............................................................................................................................................8

INTRODUCTION
The Integrated Marketing Strategy aims to bring all of a group's marketing and
promotional efforts aligned, presenting the institution's cohesive and coherent picture to the
intended audience. It has a unified communication feature focusing on a shared goal and
placement. IMC recognizes the communication disciplines added value of comprehensive
positions of the American Association of Advertising Agencies, precise reaction, promotional
activities and corporate communications and combines those measures to ensure clarity,
consistency and biggest success on communication systems (Bai and et. al., 2019). For
companies, promoting their products well with many end-users is important not only to actions
leading but rather to succeed in the longer term. Brand marketing increases concern of goods or
services and consequently boost their revenues, coupled with high profitability and
organization’s revenues. This report based on the four season’s hotel & resort. It is a Canadian
international luxury hospitality company. The company operates more than 100 nations and head
quarter of the company situated in Toronto, Ontario, Canada. In this report consist of different
marketing channels and objectives in regard of hospitality organization. Along with analysis the
case study in order to know communication strategy channel and creative content.
TASK 1
P1 Different types of marketing channels and communication objectives
Marketing channel is a strategy that helps that the products are distributed from the
manufacturer to the consumer by having passed and via numerous levels recognized as
intermediaries. It is also recognized as distribution networks. Every perspective is unique from
each other so are its revenue streams. There are mentioned some marketing channels in context
of Four Seasons hotel & resort such as:
Sales promotion channel: Sales promotions are a marketing communication tool to
stimulate revenue or to provide distributors, salespeople or consumers with rewards or service
provided by the company throughout a short span of time. Marketing communications are
including promotional discounts, exhibits, street protests and other non - operating advertising or
promotional that does not form part of the normal routine. These resources may be targeted at

customers, distributors and other channel members as an extra opportunity to purchase, rather
than at the operator's own sales team. Corporations use promotional incentives to
enhance consumption for their goods and services, boost the quality of products between
distributors and manage sales, advertisement as well as the community. The marketing channel
applies by the Four season resort in order to marketing of their resort and easily connects with
the customers (Yılmaz and Coşkun, 2016).
Social Media marketing: Social media marketing is using social media networks to
communicate with consumers to create the business, improve profitability, and generate capacity
on websites. This includes reporting photos on social media accounts, trying to listen to their
supporters and participate them, assessing their outcomes and attempting to run social
networking sites commercials. The main (currently) social media networks are Facebook,
Instagram, Twitter, LinkedIn, Pinterest, YouTube and Snapchat. There seem to be a variety of
content management systems that help companies make the most from the aforementioned social
media channels. In the context of Four season apply this channel to connect with the more
customers and present their facilities (Barker, 2013).
Advertising Channel: An advertisement channel is a means that a corporation uses to
promote its goods and warn consumers of a certain promotion. Since the emergence of digital
technology, the number of marketing campaigns has expanded many folds to sensationalize
mainstream media advertisements. As either a consequence, TV shows, radio, and print
marketing are now being used in correlation with marketing advanced technology such as e-
mails and websites, blogs, etc. Advertisers select their advertisement platform based on the
resources they want at their fingertips, and on which they might supply their business with some
of the most efficient and productive advertisement. Such as, Four Season use various channel for
the advertising in order to enhance marketing:
News paper: Through using this promotional tool, the appropriate resort will make their
advertisements appropriate and encourage strategic planning for their destination weddings, pub
events, etc. This also allows them reach the highest goal rates (Schultz, Patti and Kitchen, 2013).

Television: It is done by so many businesses and organizations as this marketing tool has
always been showing their advertisements on TV and reaching customers in small resorts like
Four Season resort.
Magazine: Compared to the publications, sometimes it's too affordable and it's used by
several companies to improve advertising. Four Seasons resort uses these networks to establish
better contact with various citizens.
Digital marketing: Digital marketing means the use of the Internet, mobile devices,
social media, internet sites and other platforms for reaching the customers. Some marketing
professionals see digital marketing as a completely new undertaking requiring a new method to
trends and potential ways of interpreting that people relate with effective advertising. Internet
marketing aims and is engaging to a particular part of the existing customers. Online media is
already on the increase and contains results page ads, email ads and especially when applied –
something which combines consumer satisfaction advertising or a two-way business-customer
communication. The Four season apply this channel to easily connect with customer and sort out
their problems quickly (Rahman, 2019).
Based on the short discussion on various varieties of marketing communication channels
use by the Four Season resort. It could be said that if the business organization or resort is able to
adequately obey from selected marketing tools, they can have chance to grow their business
worldwide and quickly gain new customers. All these streams will also directly influence the
minds of users and increase the trust of this resort before them. The main communication
objectives that connect with new customer, get online feedback, provide online booking facility
and know about the business modifications. When resort connect with the customer so know the
about negative points and they try to convert into positive points to attract more customers. As a
result it helps to enhancing the sales and profitability of business. Moreover, with the help of
these channels create a network among all the members and suggest best services to them (Batra
and Keller, 2016).

TASK 2
Covered in PPT
TASK 3
Covered in PPT
TASK 4
P5 Integrated marketing communication plan in regard of communication strategy, choice and
creative content
An integrated marketing communication project or IMC plan involves consumer
research, tactical planning, segmentation of markets, collection of advertising platforms,
innovative updates and promotional messaging, budgeting, ROI assessment and a strategy
measurement and assessment method to get the full marketing effect. An IMC can also help to
raise profits by making campaigns more effective. It’s most centralized the statement an IMC
plan has, rather than an endless stream of incoming messages, more influence on a viewers.
Evident, coherent notifications of an effective system have a much more high probability of
becoming learned in a progressively "loud" global market (Buhalis and Sinarta, 2019). The
manager of Four Seasons resort develops an IMC plan in order to prepare effective
communication strategy such as:
Contextual or situational Analysis: It is a first step IMC plan to analysis the actual
situation of business. Accordingly, through using various types of methods and SWOT analysis,
company is able to recognize their environmental condition so that they can better use the
extensive knowledge of trends in the business field, which allows them to assess the overall
economic environment. This also shows the exact to perform stronger consumer research. An
activity is necessary focusing on the circumstance that prevails in the market. Four season resort
is therefore expected to take appropriate actions as per the economic conditions and then to set
up their appropriate marketing strategies. The Island Beach Resort also performs in given
case study by taking into considerations different elements such as marketing strategy, email

marketing, original content, etc. Consequently, after taking into account the circumstances, the
hotel management organization has to take the judgment.
Target markets: With both the help of this effective marketing and communication
firm, they are able to ascertain their directed as a whole funds according to their wants. By
understanding the ultimate target market company, it will make its future clients and achieve
competitive targets. As per the corresponding resort order to understand the targeted persons so
that they should effectively conducted their company (Gatling, 2015).
Communication objectives: Marketing Communications Objectives in this segment of
strategy need to be evaluated by the businesses. This could be achieved by determining how
quickly and successfully the clients can be conveyed across. Four season resort can also use this
segment to elaborate an efficient system to achieve these goals. It is important to decide what
they really want to accomplish for the company concerning the foreign marketing
communications. This should assist businesses to increase employee achieves because they can
embrace a huge proportion of tactics and policies. When these goals are prepared properly, this
results in the phrasing of the company's appropriate proposals and therefore the required
measures can be taken to accomplish them in the subsequent date in order to achieve a tactical
advantage over the competition functioning on the industry.
Strategies and tactics: As per this preparation phase, it is important for the organization
to formulate the best strategy for their company in order to be able to better incorporate new
strategy or initiatives that will enable them to meet risk of undergoing and gain competitive
benefits. In addition, it is the management's obligation to ensure that they were using suitable
capabilities that help them to incorporate various business factors including the ability to perform
extensive market research. They will produce innovative ideas by following many strategies in
order to accomplish different goals and targets.
Budget: Budgeting constitutes an important part of the IMC plan. That's so since it
requires a decent plan to be presented to carry out the company's marketing action plan.
Hospitality managers such as Four Season Resort ought to concentrate on this element but they
need to assign their business strategies with a clear strategy. Island Beach Resort also uses this
because they also shape a large contract to guarantee the effectiveness of their business strategies

by taking into consideration considerations such as communications plan, allocate additional and
creative works. It is important that they establish best budget statements so that they can enhance
their development vision and ways that meet the needs performance goals (Ieong and Lam,
2016).
Measurement and evaluation: When using this integrated portion of market
communication, it can be determined that the project schedule should indeed be predicated on
bright future so how they can analyze or discover out all those target markets which will offer
people enormous revenue and profit. The whole resort's management needs this position in
response to Four Seasons resort, so that they might quickly quantify or define their
potential objectives and goals. With that same assistance they can concentrate on their prudent
investment and come to terms on every business environment.
Control: After application of effective strategies requires seeing that all the steps are
taken by the management in systematic manner otherwise it shows negative impact on the
business condition (Muñoz-Leiva, Porcu and Barrio-García, 2015).
CONCLUSION
According to the above-mentioned task, it was concluded that marketing channels play a
crucial role in achieving clear goals and objectives in a precise way within growing industry
business operating. In addition, there are many variety of communication networks that are being
used by the organization to execute their operating processes on IMC so that they might better
reflect on their management decisions and analyze their whole approaches. At the other side,
doing extensive research and working on various objectives has a beneficial effect on the
company's decision-making process.

REFERENCES
Books and Journal
Bai and et.al., 2019. Food safety in restaurants: The consumer perspective. International Journal
of Hospitality Management. 77. pp. 139-146.
Barker, R., 2013. Strategic integrated communication: An alternative perspective of integrated
marketing communication?. Communicatio. 39(1). pp.102-121.
Batra, R. and Keller, K. L., 2016. Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing. 80(6). pp.122-145.
Buhalis, D. and Sinarta, Y., 2019. Real-time co-creation and nowness service: lessons from
tourism and hospitality. Journal of Travel & Tourism Marketing. 36(5). pp. 563-582.
Gatling, A., 2015. A causal model for integrating workplace spirituality into hospitality
organizational transformation. Journal of Human Resources in Hospitality &
Tourism. 14(2). pp. 177-194
Ieong, C. Y. and Lam, D., 2016. Role of internal marketing on employees’ perceived job
performance in an asian integrated resort. Journal of Hospitality Marketing &
Management. 25(5). pp.589-612.
Muñoz-Leiva, F., Porcu, L. and Barrio-García, S. D., 2015. Discovering prominent themes in
integrated marketing communication research from 1991 to 2012: a co-word analytic
approach. International Journal of Advertising. 34(4). pp.678-701.
Rahman, 2019. Marketing channels of marine fish in Banjarmasin fishing port,
Indonesia.Marketing. 4(3).
Schultz, D., Patti, C .H. and Kitchen, P .J. eds., 2013. The evolution of integrated marketing
communications: The customer-driven marketplace. Routledge
Yılmaz, H. and Coşkun, İ. O., 2016. New toy of marketing communication in tourism:
Gamification. In e-Consumers in the Era of New Tourism (pp. 53-71). Springer,
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