Integrated Marketing Communication Plan: The Berkeley Hotel Analysis

This report provides a comprehensive analysis of integrated marketing communication (IMC) strategies, specifically focusing on The Berkeley Hotel. It begins with an introduction to IMC, emphasizing its role in harmonizing promotional tools to maximize profits and reach target customers. The report then delves into Task 1, evaluating various communication types like social media marketing, direct marketing, and TV commercials, and assesses their effectiveness within an organization. Task 2 examines communication objectives, such as providing information, building brand awareness, and stimulating demand, and justifies the selection and integration of chosen communication channels. Task 3 focuses on creating an IMC plan to meet communication objectives effectively, outlining the steps involved, including establishing a mission statement, identifying business objectives, and recognizing the target audience and USP. Task 4 evaluates the IMC plan in relation to communication strategies, channel choices, and creative content, culminating in a critique of monitoring the plan's impact. The report concludes with a summary of the findings, providing a detailed overview of IMC's application in the hospitality industry, specifically using The Berkeley Hotel as a case study. The report also includes references to relevant books and journals supporting the analysis.

Integrated Hospitality
Marketing
Communication

Table of Contents
MAIN BODY.............................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1. Evaluation of different types of communications and how they serve within an organization..........3
M1. Critical evaluation of marketing channel of communication is integrated within hospitality
organisation to add value and maximise resources..................................................................................4
TASK 2.......................................................................................................................................................4
P2. Design communication objectives for a given hospitality organizational situation...........................4
P3. Justification for the selection and integration of chosen communication channels............................5
M2. Evaluation of application of communication objectives in relation to communication mix and
hospitality business objectives.................................................................................................................5
TASK 3.......................................................................................................................................................6
P4. Create an integrated marketing communication plan that meet the objectives of communication
effectively................................................................................................................................................6
TASK 4.......................................................................................................................................................6
P5. Critical evaluation of an integrated marketing communication plan in relation to the
communication strategies, choices of channel and creative contents.......................................................6
M3. Critique and review the success of monitoring impact of integrated marketing communication
plan..........................................................................................................................................................8
CONCLUSION..........................................................................................................................................8
REFERENCES..........................................................................................................................................9
Books and Journals:.................................................................................................................................9

INTRODUCTION
Integrated marketing communication is very simple to understand that it gives assurance
to the companies that all the methods are integrated very carefully that means all the promotional
tools or types of communication are linked together in a harmony. Integrated marketing
communication or IMC refers to an approach which is used to promote a message through a
range of communication channels or strategies that are reinforce and work together (Ahn, J.,
2019). The main purpose of this approach is to provide a company huge margin of profits and to
reach maximum potential customers and convincing those customers in order to review their
interest and make them to try company’s offerings which can be a product or a service. This
report is going to prepare on The Berkeley Hotel which is a five star hotel established in the
Wilton Place, Knightsbridge, London. The hotel was introduced by Maybourne Hotel Group in
the year 1867. The channels of communication contains different types of methods to promote
such as personal selling, advertisement, public relations, digital marketing, direct marketing or
social media marketing and many more. The report is prepared on the hospitality industry which
provides a particular services in a range of hotels, transportations, tourism, resorts or food and
beverages. An organization utilizes tools of communication to attract their customers and to
improve their experiences.
MAIN BODY
TASK 1
P1. Evaluation of different types of communications and how they serve within an organization.
Marketing communications for the organizations is a tool or a method which is used to
convey a message or to promote products or services to the target audience. Marketing
communication involves advertising, sales, promotions, online promotions, branding. Overall it
is a process which allows the customers towards a brand and their products and services. In
context to The Berkeley Hotel, the company uses a range of methods which helps them to
improve their existence in the market and to reach potential customers.
 Social Media Marketing: Social media marketing can be understand as a marketing
which is utilizing social media platforms such as Facebook, Instagram, Twitter and many
more to connect more with the target audiences in order to increase sales, boosting the
existence of brand and to drive websites traffic. By posting attractive content on the
social media profiles of a particular company where customers are directly involved to
review and provide feedback about a service or products. It is a method which provides
an opportunities to the organization to boost up the interaction with target peoples in
order to make participation dialogues and feedback (Buhmann, A., Macnamara, J. and
Zerfass, A., 2019). These platforms can be a paid promotion method and for this
organizations have to create a social media account on the websites they are using to
interact with customers. This channel of communication helps the particular company to
deliver information about a product or service which is offering to the customers.
 Direct marketing: Direct marketing is a method to promote products or services which is
offer to the buyers and organization in order to get interaction from the customers without

using an advertising middleman (Chen, H. Y., Das, A. and Ivanov, D., 2019). It is an
advertising campaign which is used to provide a specific information to the selected
group of customers. Direct marketing can be of many types such as telemarketing, postal
mails, point of sale, email, texting campaigns and many more. It is identified as a most
interesting method by the organization. This promotional method is useful to create
opportunities to reach the target customers directly without facing any hurdles for making
any changes in the information. It includes direct mail, live marketing, personal selling,
print media marketing or website marketing.
 TV commercials or advertisements: Advertisement is also an effective promotional tool
which is used by organization to promote its products and services in order to attract the
target customers, make their engagement towards a brand, to increase sales, as well as
build customer interest. It is identified as a guaranteed method to reach the target
customers or viewers. These advertisements can provide immediate impact on the
business by forming attractive advertisement, make an enough investment to reach the
potential customers. This will result in improvisation of trade, increasing brand
recognitions and many more. These advertisements help to create an awareness about
product, brand or services in a very effective and possible way. It contains messages of
communication through print media such as journals, magazines, newspapers, or other
media such as television, press, internet, hoardings, contests, posters, sponsorships,
events and many more.
M1. Critical evaluation of marketing channel of communication is integrated within hospitality
organisation to add value and maximise resources.
Integrated marketing communication within a hospitality organization helps to identify
the resources of organization and to enhance the performance of organization. It is a marketing
communication mix which helps to identify the needs and interest of the target customers and
helps an organization to work and attract customers accordingly. It has been critically evaluated
that these marketing tools of communication helps an organization to provide information to the
target audience about the company's offerings and other services to be utilized. In respect of The
Berkeley Hotel, they use this communication tools to convey a message to their customers by
which they make effective interest from them and to increase the overall luxury experiences.
TASK 2
P2. Design communication objectives for a given hospitality organizational situation.
Communication is very useful for the organization to understand their customers better
and in an effective way. They provide message about product, service or a brand to their target
audience. Organizations have several objectives in order to communicate their message to the
audience and some of them are as mentioned below:-
 Providing Information: Communication is very useful for the organization as it makes
customers active about the product, services and a brand which helps to speed up their
decisions regarding consuming or not (Chiu, Y. L. and Et.al., 2019). This also helps to
make a selection between various alternatives in the market available for customers.

Other than that by providing information it provides a benefits to the organization in
order to differentiate their enterprise from the competitors.
 Brand awareness: The main purpose to use different types of channels for
communication is to increase the awareness about products, services and brand to the
customers. It is helpful for the existing as well as new business enterprise in order to
make presence in the mind of consumers. It is very useful for “The Berkeley Hotel” to
increase the brand awareness of their offerings to both existing as well as new customers.
 Stimulating information: An organization uses communication strategies in order to
develop the demand for their products and services by the customers in market place and
to creäte the actual buying by the customers.
P3. Justification for the selection and integration of chosen communication channels.
In the contexts to The Berkeley Hotel, this organization practicing a range of
communication modes to achieve its objectives that helps to build sustainability and to create
brand awareness in the marketplace. By the use of social media marketing, the brand is able to
get instant review and feedback about their products, services in order to increase the customer
attention and engagement (Graessley, S. and Et.al., 2019). Social media platform is very useful
where on organization post a content which is related to their offerings, product or services
which will be very helpful to increase their sale as well as profit. Social media method is a
guaranteed tool which utilizes to create opportunities for the growth and development along with
this they are able to solve customers’ issues and queries in a real time basis. This method
involves direct connections with the target audience and it is cost effective method. But it has a
drawback that if social media platforms are not handle properly they may result in hacking and
leak the information which will be very harmful for the business. Direct marketing is also used
by their respective organization in order to improve customer relationships and in order to
enhance the procedure of planning and coordination among different communication channels
for upcoming activities also. The respective organization also practicing the TV commercial or
advertisements as an effective marketing communication tool which is helpful in their activities
which involves proper planning and controlling. As it is an effective method to provide services
to the customers it builds relationships with the customers. One of the drawback is that it
requires huge capital investment in order to create content, sponsors, involving celebrities or
other actors and pay to the writer and many more. Thus, it involves a time taking process in
which feedbacks and not obtained instantly.
M2. Evaluation of application of communication objectives in relation to communication mix
and hospitality business objectives.
It has been evaluated that when an organization utilizes a range of communication
channels in order to increase the sales and profit margins will be very effective (Jin, S. V. and
Ryu, E., 2019). It also has been evaluated that customers are engaged more with the brand and to
get knowledge about the offerings, products and services. Whereas, it will also impact the
investment of organization and it has been appropriately planned and controlled by them.

TASK 3
P4. Create an integrated marketing communication plan that meet the objectives of
communication effectively.
A marketing communication plan refers to a strategy in order to inform the target
audience which is integrated with various channels of communication which helps to identify the
modes of communication in order to promote to their products and services to target customers
(Ulas, D., 2019). In context to The Berkeley Hotel, the main purpose of creating integrated
marketing communication plan is to identify the target audience and create an attractive content
in order to communicate to target audience by using effective tools of communication. IMC plan
has many steps which has been mentioned below:-
 Establishment of mission statement: In order to create a marketing communication plan
managers are required to develop a mission statement of the respective organization
which involved the ultimate aims and targets of the business and to satisfy the
requirements of customers (Kaabachi, S., Mrad, S. B. and O’Leary, B., 2019). In context
to The Berkeley Hotel, the mission is to provide the completely different luxury
experience and enjoyable services to their potential customers.
 Identification of objectives of business: This is the second step in which organization
needs to identify their objectives for which they create marketing communication plan.
An organization requires to obtain the goals with different modes of communication as
well as teams working in the hotel.
 Identification of buyer: In this step the company needs to recognize its potential
customers for their products and services. As it is a business which provides luxury
services they need to identify the customers who wants to experience luxury services and
spas in the hotel.
 Identification of USP: Unified Selling Preposition or USP are to be identified for the
respective organization in which they make a differentiation in their products and
services from the other competitors in the hospitality industry.
 Creating effective message and positioning: In this step, managers are creating an
attractive content or message which is delivered to their target customers (Song, B. and
Wen, J., 2020). This step is very crucial because the message or content has to be clear
and transparent enough in order to create positive impact on the customers mind.
 Execution of marketing channels: This is the final step in which managers are executing
the marketing channel such as advertisements, personal selling, direct promotion, social
media marketing and many more which support them in order to meet the target
objectives of the organization.
TASK 4
P5. Critical evaluation of an integrated marketing communication plan in relation to the
communication strategies, choices of channel and creative contents.
Identification of channels of marketing communication: For creating an effective
integrated marketing communication plan an organization is required to examining the various
modes of communication (Koob, C., 2021). A mode of communication can be effective when

business are able to understand their target customers, their information, contents about products
and services, or how they convey their information in the target audience and make an effective
research about queries to solve. In context to The Berkeley Hotel, this business are practicing
different modes of communication which are mentioned below:-
 Social media marketing is a very effective tool in order to communicate youth because
their presence are more effective on social media platforms in order to aware them about
brand and their services. This will be effective when they create account on social media
in order to increase traffic.
 Email marketing is also an effective tool in which an organization can regain their
customer's attention by providing unique message and invitation to them. It is important
for the organization to acknowledging existing customers in order to engage them in their
services with their right content (Plate, W. and Glass, L., 2020). It can be an effective tool
when they create a impact positively in the minds of customer otherwise they don't pay
attention.
 Content marketing in which an organization delivers their message or content on a
several online platforms in a form of video marketing, blog content, dynamic websites, or
premium content which helps them to make connection with customers and it helps them
in their decision making process.
Development of marketing communication plan: After analyzing channels of
communication and organization develop integrated marketing communication plan or a strategy
which involves audience, content and cadence:-
 Audience is significant for any organization in order to identify their valuable
customers in order to get involved with their company, they are using different modes
of communication such as Facebook, Instagram or Twitter in order to attract those
customers who are like baby boomers.
 Content is a very critical element in order to communicate their audience (Visser, M.,
Sikkenga, B. and Berry, M., 2019). A database can be used by organization which
supports them to make creative and effective message to deliver.
 Cadence: There are various modes of communication which are available to the
business. But it can be effective when they understand which mode is suitable to
deliver their content.
Understanding the process of customer decision making process: Integrated marketing
communication plan is the basis of decisions which are taken by customers which is related to
behavior of purchasing of any product or services. In context to The Berkeley Hotel, it supports
when an organization gather information about customers to satisfy their needs (Saha, N., 2020).
They need to understand that customers are having different nature and perspectives which
affects their decisions and need to know what customers are desirable to make engagement with
luxurious resorts and enjoys spas or what are other customers who have low involvement with
such services. Customer decision making process also involves various stages which is also
relatable to their problems. In order to this, they are looking for the products and services which
will make them satisfied regarding their problems and wants. They are looking for various

alternative or substitutes in the market which matches with their wants and desire for which they
also Asus there process by after sales service.
Implementation of marketing communication plan: This is the final stage in which an
organization implements a plan for marketing communication. To implement any marketing
communication plan, an organization needs to analyze the factors including calendars which
helps to consider the content that it has to reach the target audience on time or not (Lovari, A.
and Valentini, C., 2020). When an organization utilizes automation software it supports them to
implement the plan in an effective manner which also helps to convey the information about
company, products or services to their target audience. And then an organization requires to
complete their work according to the latest trends for which customers pay attention and assist
them to serve accordingly.
It has been observed from the above procedure that an organization prepare integrated
marketing communication plan by choosing several modes of communication such a social
media marketing or advertisements which supports them to reach the target audience and gain
the attention of them in a very effective way. With the help of effective and creative content they
create lots of opportunities to serve luxury services to them. When communication strategy made
in an effective way it helps to increase the sales as well as profits.
M3. Critique and review the success of monitoring impact of integrated marketing
communication plan.
It can be evaluated that integrated marketing communication plan is effective for the
organization in order to accomplish their targets or objectives by creating awareness among the
customers through various modes of communication such as social media marketing or digital
marketing (Natalia, D., 2019). It has been evaluated for the manager in order to plan for the
event they need to take the attention of their desirable customers for utilizing their services.
CONCLUSION
It has been concluded from the above report is that integrated marketing communication
plan plays a very effective role in the growth and development of any organization as well as to
satisfy their customers. There are several ways of communication which are available such as
personal selling, social media, marketing or digital marketing in order to gain the customer
attention, response their feedback, create brand image and value as well as to hold customer for
the brand. It is evaluated that marketing communication also helps to achieve the objectives of
the organization. In this report the company uses various modes of communication which also
helps to create opportunities to grow and to build relation with their customers by making a
valuable interaction and connection. Overall an organization can stay unremitting in the
competitive market if they serve their customers in a better way and to solve their problems in a
very effective way, along with this they are properly guide with effective solutions.

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