Monnes Resort: Integrated Hospitality Marketing Communication Report

This report provides an analysis of Monnes Resort's integrated marketing communication strategy. It examines the resort's communication objectives, considering its various facilities like wedding venues and hotels, and the need for effective customer relations. The report delves into different marketing channels, including direct marketing, advertising, public relations, social media, and sales promotion, evaluating their strengths and weaknesses. It also explores the importance of an effective communication plan for increasing revenue and enhancing sales. Furthermore, the report recommends strategies such as advertising, promotional tools and the use of internet and digital media to reach a wider customer base and improve overall brand value. The report emphasizes the importance of adapting communication strategies to meet customer needs and effectively address online marketing and distribution channel dilemmas.

Integrated
Hospitality
Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Different marketing channels and ways in which they serve communication objectives.3
TASK 2............................................................................................................................................6
Covered in PPT.......................................................................................................................6
TASK 3............................................................................................................................................6
Covered in PPT.......................................................................................................................6
TASK 4............................................................................................................................................6
P5 Evaluation of integrated marketing communication plan.................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Various techniques and tools used by businesses in order to promote their brands and reach
out their brands to their customers is called marketing communication. The concept which has
emerged and has linked various objectives of communication is called integrated marketing
communication. the following report is based on a case study of small luxury resort and various
online marketing as well as distribution channel dilemma (Dwivedi and McDonald, 2018). For
every organisation to develop an effective communication plan is necessary which is based on
various objectives of their business in order to make sure that business sustains in market for a
longer period of time. The following report is based on Moness resort which is situated in United
Kingdom. The following resort has relaxed hotel and also occupies 18th century hunting lodge
which is adjacent to the cottages. This questions in the report regarding communication plan
which is developed for the organisation and also various marketing channels which are to be
adopted in order to ensure that communication plan works effectively. there are also certain
strategies in order to facilitate marketing and department and ensure the achievement of all the
targets which are set up by company in its plan.
TASK 1
P1 Different marketing channels and ways in which they serve communication objectives
The resort has various 18th century hunting lodges and also cottages along with relaxed
hotels. They offer a various facility to all their customers in order to fulfill all the demands and
needs presented by them. In this following report there are two different wedding venues which
are being managed by different event management teams and also the formation of facilities
required by both these teams is different. The development of a communication objective for the
hospitality organisation is required. In order to develop the marketing plan, it is essential to
understand some basic objectives which will help in creating the communication plan.
 The Monnes resort already have a management team which is working for different roles
and also managing both the event managers in order to provide them optimal facility for
both the venues which have different customers and visitors (Valos and et. al, 2020). All
there are some requirements to focus on which requires different type of communication
channel and distribution channel so that organisation can effectively fulfill the needs of
both the events which are been hosted in their resort. in order to fulfill this need there is a

requirement of particular plan which can fulfil both the events and effectively manage
communication in the organisation.
 It is necessary to fulfil the customer behaviour and facilitate everything they require in
order to make sure that the image of company is intact. this will help them in attracting
more customers towards them so that they can easily expand the wedding business they
are planning to develop.
 Along with this they also required to establish effective customer relation which is an
important objective for luxury resorts who are willing to enter into various channels. This
will help them to analyse the requirements of customer and also make sure that they can
customise their facilities according to the need of different customers. Through the help
of this company can easily maintain customer relation and also established some of the
prospective customers for its future in order to ensure your high revenues and
profitability in coming period.
 Communication plan in an organisation is necessary to make sure that the overall volume
of revenues for the company can be increased. Communication plan is effective in
enhancing the sales of company. Monnes resort is opting for online marketing plan which
is effective for small luxury business and will help in promoting their business in order to
increase their sales in future.
 It is necessary that there is an accommodation manager present with resort who will
manage accommodation of all the people visiting to both of these weddings. In the
following report highlights of various objectives which are related to different individual
facility es which can be provided by a Monnes resort are mentioned.
Marketing communication is a process which will help company to convey all the messages
and information regarding their products and services to the target audience and also directly and
indirectly persuade them towards the services which are provided by them (Perreault, 2018).
There are a number of communication channels which can be adopted by resort in order to make
sure that the customers are using this communication channels effectively to reach out to them.
Various such channels available to the resort are mentioned below:
 Direct Marketing: This is a method which helps an organisation to reach out to their
customers directly. It helps them using various emails or texting so that they can target

the specific customers. This helps Monnes resort in customizing their various approaches
in order to target the particular segment of customers for them.
 Advertising: There are a number of ways through which a company can use advertising.
In Monnes resort they use print media as well as television media in order to publish
various events which have been managed and hosted by them effectively. The also use
magazines which showcase some pictures of the event which have been hosted by them.
 Public Relations: This is an indirect way in which companies can effectively
communicate their products and services in the market. Through this company uses
various corporate social responsibility in order to make sure that customers are aware
about good work done by company towards the society. Monnes resort also approaches
their customers through their PR team who then focuses on catering various social needs
of their surroundings.
 Social media: Along with the changing technological section and growing use of social
media and internet various social media platforms have proved to be an effective
communication channel for businesses. This is a cost effective and time saving way for
businesses to reach out to their customers. Through the help of social media businesses
can easily reach a large section of customers in no time. Monnes resort uses social media
and different platforms such as Instagram, Facebook, twitter and so on to advertise and
promote the services provided by them. They keep regular check on all their feds and
keep on posting their work in order to attract customers. This also allows company to be
in touch with their customers even after the service is provided to them.
 Sales promotion: Sales promotion is another channel used by number of organisation to
focus on short term objectives of a company (Whitburn, Karg and Turner, 2020). in this
company provides various discounts and offers to their customers to attract them. While
in their off season Monnes resort provides their customer with a number of coupons and
discounts to attract customer when there are no events or medium of revenue for the
business.
Critical evaluation of various communication channels
Strengths
• Social media marketing is one of effective and most attractive channel which can be
used by Manas resort in order to communicate their product and services effectively to

the targeted customers. it is an effective tool through which company can develop various
creative content and make sure that their efforts and various services reaches out to their
customers in an innovative and attractive way.
• This is a great channel Monnes resort can use because the cost required to use online
marketing channels is very low as compared to other media channels (Inanc–Demir and
Kozak, 2019). Along with low investment this channel also requires less effort and time
and reaches a number of customers. Another benefit of this channel is that there is no
boundary for internet and Company can easily promote their products and services to
international as well as domestic customers.
Weaknesses
• It is often seen that using a social media platform for advertising is not effective as there
are a number of other competitors using this platform.
• It is also often seen that some of the reviews of customer which are negative can impact
the brand image of company which can lead to decrease in revenues for company.
TASK 2
Covered in PPT
TASK 3
Covered in PPT
TASK 4
P5 Evaluation of integrated marketing communication plan
It is necessary that a marketing communication plan in a business helps the business to
capitalize its overall brand value through using various available promotional tools effectively
(Nyambura Mwangi, 2018). It can help organisation in managing their customers and also
making sure that their customers are aware about all the products and services offered by
business. This helps in stimulating maximum profit and sales for the organisation. It is necessary
to identify the communication objective so that the communication plan can directly lead the
company to increase its productivity and overall performance. This will help in pursuing
customers and bring in more customers for company in order to achieve all its target and enhance
business.

Below mentioned are various recommendations provided to organisation and justification for
those recommendations:
It is necessary for a business to enhance and increase its customer base so that they can
increase the overall revenue and profits of company (Porcu and et. al., 2019). In context of
present case study business needs to use various communication strategies so that they can solve
the problem of customers and increase customers reach. They also have a dilemma of online
marketing as well as distribution channel for which certain recommendations are provided so
that planning of communication in organisation can be done in an effective manner. Below are
some of various channels which can be used by Monnes resort in order to plan and effective
integrated marketing communication plan.
 Company should effectively focus on advertising which is a great way to reach a large
number of customers in a small time period. However, there is high investment required
while using television as a communication channel but it the result of using this
communication channel can be e set of for this high investment. It will help company in
effectively communicating its objectives and services to customers which cannot be
effectively done through any other medium.
 Company can also use a number of various other promotional tools such as hoardings and
this hoarding can display various events managed by resort. These hoardings should be
set up in various locations such as airports, stations and some of the major areas of city. It
will also help customer to know about different facilities which are offered by Monnes
resort and can attract a number of customers.
 Internet is a great way to promote any business in today's world full stop there is very less
requirement of investment when advertising through internet. Digital media is a great
platform for Monnes resort to effectively communicate their services and products to
their customers. This also help resort in posting their various events so that customers can
clearly shoes it based on various facilities provided by them.
CONCLUSION
The following report concludes that there is an important need for developing an effective
and efficient communication plan for all the businesses which are running on a small scale so
that they can spread awareness about all the services and products provided by them to their
target customer. It is necessary to place various communication objectives based on which

company can choose different communication channels for effective communication process.
There are also a number of new services which can be brought in by company so that they can
adopt a proper communication system for their organisation. Along with the going growing use
of social media and internet, there are a number of new opportunities for company to reach out to
their customer through digital marketing. Companies can develop a digital marketing program
for their customers in order to communicate effectively and reach out to their targeted audience

REFERENCES
Books and journals:
Porcu, L. and et. al., 2019. Analyzing the influence of firm-wide integrated marketing
communication on market performance in the hospitality industry. International
Journal of Hospitality Management. 80. pp.13-24.
Nyambura Mwangi, R., 2018. Influence of Integrated Marketing Communication On
Performance Of Hotels In The Hospitality Industry: A Study Of Small Catering
Firms, Narok Kenya.
Inanc–Demir, M. and Kozak, M., 2019. Big Data and Its Supporting Elements: Implications for
tourism and hospitality marketing. In Big Data and Innovation in Tourism, Travel,
and Hospitality (pp. 213-223). Springer, Singapore.
Whitburn, D., Karg, A. and Turner, P., 2020. The Effect of Digital Integrated Marketing
Communications on Not-for-Profit Sport Consumption Behaviors. Journal of Sport
Management. 1(aop), pp.1-18.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Chitty, W., D'Alessandro, S. and Gray, D., 2019. Services marketing. Oxford University Press
Australia and New Zealand.
Valos, M.J. and et. al. Integrating online communities within business-to-business marketing
communications: an exploratory study. Journal of Marketing Communications. 24(5).
pp.450-468.
Dwivedi, A. and McDonald, R., 2018. Building brand authenticity in fast-moving consumer
goods via consumer perceptions of brand marketing communications. European
Journal of Marketing.
Zahra, I.M., 2018. Integrated Marketing Communications (IMC): The Interdisciplinary Concept.
In Promoting Interdisciplinarity in Knowledge Generation and Problem Solving (pp.
102-123). IGI Global.