Marketing and Communication Objectives: Island Beach Resort Analysis

This report presents an analysis of the marketing and communication strategies employed by the Island Beach Resort. It begins by outlining the proposed communication objectives, emphasizing the need for increased integration of digital media and the establishment of communication benchmarks. The report justifies the selection of various communication channels, particularly digital media and broadcasting channels, highlighting their effectiveness in reaching a wider customer base. An integrated marketing communication plan is then developed, focusing on a strong digital marketing base and leveraging the marketing mix (product, price, place, and promotion). The report details the use of marketing communication tools, including content and social media marketing, and email marketing, to enhance customer engagement. Finally, the report discusses monitoring and control techniques, such as Google Analytics and social media metrics, to assess the performance of marketing practices, concluding that effective communication and marketing strategies will lead to increased customer accessibility and revenue generation.

INTEGRATED
HOSPITALITY
MARKEITNG
ISLAND BEACH RESORT

TABLE OF CONTENTS
 INTRODUCTION
 PROPOSED COMMUNICATION OBJECITVES
 JUSTIFICATION FOR SELECTED COMMUNICATION
CHANNELS
 INTEGRATED MARKETING COMMUNICATION PLAN
 CONCLUSION
 REFERENCES

INTRODUCTION
 The presentation will aim towards analysis of both the
marketing as well as the communication objectives that
have been developed and are being used by the Island
Beach Resort.

PROPOSED
COMMUNICATION
OBJECITVES
 For Island Beach Resort these can be
formulated in following manner:
 The use of innovative and creative marketing
platforms in integration with the digital media
must be increased and the majority of the
advertising needs to be done through these
market segments only.
 The management of the resort should develop
communication benchmarks where the
standard integration of the use of social media
and communication channels that has been
planned for the period of 1 year must match
with the actual communication that took place.

CONT.
 The gap between the consumers and the resort can be bridged
by the use of digitally integrated and based communication
channels thus attaining a synergy.
 The functional efficiency should also be one of the objectives for
the resort as it helps in synchronising the different software and
technology in use with the marketing objectives that have been
developed.

JUSTIFICATION FOR SELECTED
COMMUNICATION CHANNELS
The justification for the selected communication channels can be
presented in following manner:
Justification for digital media communication channels:
 The use of digital media is inherent in the communication and
marketing activities today where it is necessary to use emails,
social media platforms such as Instagram, Facebook etc.,
website development etc. so that the number of customers
that can be accessed can be increased significantly.
 Further the cheaper and minimum resources that is required
for the use of electronic media and the multiple benefits that it
gives increases the overall favourable aspect of the use of this
media thus helping in the increased revenue generation.

CONT.
Justification for broadcasting
channels:
 Use of broadcasting media mainly
signifies the use of TV, Pamphlets,
newspaper advertisements, radio etc.
that Island Beach Resort can use
effectively for themselves.
 Additionally the communication that
takes place is also very effective and it
can help the resort in increasing their
international and national customers
both which was the basic aim behind
the development of marketing and
communication objectives for the
resort.

INTEGRATED MARKETING
COMMUNICATION PLAN
 For Island Beach Resort, the
integrated marketing and
communication plan can be prepared
in following manner:
Aim:
 To develop a strongly integrated base
that is well equipped with the digital
marketing methods and mechanisms
so that the innovative marketing and
communication strategies can be
implemented improving the overall
profitability of the organisation.

MARKETING MIX
 Marketing mix helps in ascertaining the different aspects that collectively help
in improving the competitive strength and the overall positioning of the brand in
the market. The four Ps can be ascertained as follows:
 Product: Product here is the marketing and communication channels that will be
used by the resort in order to increase the targeted segment and the overall
improvement and development in the services being offered by the resort.
 Price: The price aspect indicates the overall pricing strategy that will be
adopted and since the resort is relatively new in this field, the overall costing of
the different marketing and communication strategies that are adopted would
be kept minimal as much as possible.
 Place: the place is not a defining factor here because marketing through online
or offline medium is not geographically bounded to any fixed area for the resort.
 Promotion: The promotional strategies being adopted are immense and the
main purpose of the overall marketing and communication strategies that are
being adopted. The implementation of the strategies themselves will promote
the resort.

MARKETING
COMMUNICATION TOOLS
The marketing communication tools being used are:
 Content and social media marketing: This increases the
innovation and creativity and at the same time helps in
the targeting of the increased audience using tools such
as Facebook, YouTube, Instagram etc. that can make any
organisation and its services popular in the entire world
very quickly if they are innovative and offer something
new.
 Email Marketing: This is also one of the effective channel
where the regular communication with the loyal
customers and the potential customers can be maintained
and increases the chances of feedback as well.

MONITORING AND
CONTROL
 There are various techniques such as goggle analytics, social media
metrics etc. that can be used in order to monitor the performance of the
marketing practices that are being undertaken.
 There are other techniques as well such as benchmarking etc. which can
be used in order to generate better results collectively and also ease the
comparison that can take place.

CONCLUSION
 The presentation concludes that the overall benefits
of the better communication and marketing
strategies will lead to an increased accessibility
towards the customers and also increase the
potential chances of revenue generation for Island
Beach Resort.