Analysis of Integrated Marketing Communication Plan for Potters Resort

This report provides an in-depth analysis of the integrated marketing communication (IMC) plan for Potters Resort. The report begins with an introduction to marketing communication and its importance, followed by a discussion of the resort's communication objectives, which include increasing brand awareness, attracting more customers, and boosting sales through digital and social media marketing. The report then examines the selection and integration of communication channels, highlighting the shift from traditional to modern approaches, particularly the use of social media to capture a large market share and engage with customers. An IMC plan is presented, detailing objectives such as increasing sales and market share through effective marketing strategies. The report also includes an STP (Segmentation, Targeting, and Positioning) analysis to identify and target the right customer segments. Budgeting and implementation considerations are also discussed, with a focus on a five-year plan for effective fund management. The report concludes by emphasizing the importance of proper communication channels in improving business performance and mentions various marketing communication channels such as advertising, social media, and public relations, and references are provided.

HOSPITALITY
INTEGRATED
MARKETING
COMMUNICATION
Task B

TABLE OF CONTENT
 Introduction
 Communication objective
 Justification of objective
 Selection and integration of communication channel
 Integrated marketing communication plan
 Conclusion
 References

INTRODUCTION
Marketing communication define as one of the most beneficial and
effective tool assist a business entity in order to create awareness about the
brand at the competitive marketplace in an appropriate and well defined
manner. Almost each and every business entity adopts this method for
approaching their potential clients in the competitive market conditions.

COMMUNICATION OBJECTIVE
Communication is the most important element for any organisation and talking
about hospitality sector it is the most used skill. Manager had to spend lot of
time with employee as well as outsider in doing communication.
Communication objective need to be design by Potters Resort so that there is no
confusion and hamper in productivity for the organisation. Potters Resort uses
integrated marketing communication, here the company focus on promoting
product and services by using more than 1 channel of marketing. As the
marketing is done in more than 1 channel, it helps in increasing marketing share
and the number of customer for Potters Resort. So communication objective to
keep things into places are formed by Potters Resort which are further discussed:

CONTINUE…
The focus is to increase the awareness of the product and services offered by
the resort by using more than one marketing tool. The resort will get more
customers through this technique and market share will also increase in an
effective manner. The resort has understand the need of a shift from traditional
approach to a modern approach of marketing and they are using digital media
and online platform to spread awareness about their product and various
services offered by them. Resort keeps on using different marketing tools so
that to attract the attention of more customer. Another communication
objective is to increase the sale of the resort so that they can get more profits
and revenues. The resort is using social and digital media by clearing the
queries of the customer and helping them with needful. The resort believe that
it will increase the sales of the company which is a good sign.

SELECTION AND INTEGRATION OF
COMMUNICATION CHANNELS
The focus of the resort is to adopt modern approach of communication
instead of traditional approach. It is done because Potters Resort was
adopting traditional marketing approach and it was not helping them to
compete with the competition around them. The resort is planning to adopt
social and digital media to market the product and services given by them.
The company believes that they can get huge market share and customer
through this approach. Communication channels chosen by the company is
further justified:

CONTINUE…
The main reason of using social media is that they can capture huge market
in very short duration of time. Content need to be kept in a way that it can
capture the attention of the public and people can visit more and the content
wrote need to be interesting so that people can turn into consumer.
Another reason of using social media is it is less costly than any other sort
of promotion. As it can capture huge potential market it will lead to increase
in sales and profit. The number of people using social media are increasing
day by day and that means social media will always provide resort with huge
base of customer information and they can communicate with them to talk
about the product.

INTEGRATED MARKETING
COMMUNICATIONS PLAN
IMC plan is defined as a strategy that help an organization to attain desired
goals and objectives within stipulated time frame. This plan involves
objectives, strategies, target market of an entity. The integrated marketing
communication plan is given below in context to Potters Resort:
 Objective: To increase the sale of the resort by using marketing tools like
Facebook, Instagram and Facebook. It will catch huge number of potential
customer as the reach is wider. Another objective is to increase the market
share by developing effective marketing strategy. The company has used
STP to meet communication objective effectively and to give a better
picture:

CONTINUE…
STP Analysis: It is a tool that is used by company in order to segment market
and to target right and potential customer in an effective manner. Along with
this, it also aid in positioning the brand positively in the mind of customers.
The STP analysis of Island Beach Resort is given below:
 Segmentation: The resort divides all the customer on basis of demography
such as age, gender or income so that to make work easy for the company.
The main focus is to aim right set of customers so that time can be saved and
productivity can be increased more. After the segmentation Potters Resort will
be having a classification of the people where they need to work on to get
productivity. hotel market segmentation shall help to identify the purpose of
the trip: either business or leisure. The price does not decide of the market
segmentation. Clear distinction must also be achieved between individual and
group business.

CONTINUE…
 Budgeting: Preparing a budget is important for Potters resort as it will tell
them about their funds. It will help the resort to get the knowledge about
fund required to implement activities in an effective manner. Budget helps in
identifying the available resource with the resort and after that resort can take
decision of how to use them. Talking about Potters Resort they follow 5 year
plan so that they can manage the funds effectively. A budget tells about the
resorts financial and operational goals, so it can be in form of action plan that
helps you allocate resources, evaluate performance and by that plan can be
formulated.
 Implementation and evaluation: After forming an objective, various
channel of communication and budget then the manager of the resort need to
implement the plan. Positive result can only be gained if all the activities are
executed in an effective manner.

CONCLUSION
The above presentation determines that proper communication channels
helps the resort to improve the performance of the business. The resort uses
advertising, social media, public relationship and many more as marketing
communication channel. The reports talk bout the importance of social media in
modern business and how it can gather hugs customer base in a very small
period of time. It helps in raising profit and sales in effective manner

REFERENCES
 Mosca, F. and Casalegno, C., 2019. Managing Integrated
Brand Communication Strategies in the Online Era. Global
Branding: Breakthroughs in Research and Practice:
Breakthroughs in Research and Practice, p.227.
 Pisicchio, A.C. and Toaldo, A.M.M., 2020. Integrated
marketing communication in hospitality SMEs: analyzing
the antecedent role of innovation orientation and the effect
on market performance. Journal of Marketing
Communications, pp.1-20.