SOHO House: A Marketing Communication and Pricing Strategy Report

This report provides a comprehensive analysis of marketing strategies for SOHO House, a London-based business known for its creative and innovative approach. The report focuses on developing a communication strategy for current and prospective club members. It delves into the concept of integrated marketing communications, examining various promotional tools suitable for SOHO House, such as digital marketing, social media analysis, and sales promotion. The report also identifies an appropriate pricing strategy, including differential and bundle pricing, to cater to the target market and boost membership. The analysis emphasizes the importance of digital promotion, content marketing, and social media engagement to reach diverse customer segments and enhance the overall brand experience. The report concludes that integrated marketing and a well-defined pricing strategy are crucial for SOHO House's continued success, providing valuable insights into effective customer engagement and revenue generation.

Running head: SALES AND MARKETING
SALES AND MARKETING
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Introduction
SOHO house based in London is known to be one of the most creative and innovative
business organizations founded in the year 1995. In the past, the business organization has
achieved great success by expanded its business operations in the global market and has been
successful; in offering wide varieties of luxury properties throughout the globe starting from
New York to Hong Kong. Further, the business organization has also ventured into new
business segment namely home wares, restaurants, hotels and cinemas. However, the
business organization and its diversification into other industries have impacts the perception
of the brand and its loyal private club customer base. The purpose of this report is to develop
a communication strategy for the customers targeting the current and prospective club
members. The report discusses the integrated marketing communications concept; it analyzes
and determines the promotional tools that are most suitable for SOHO House. It identifies the
pricing strategy of the business which is most suitable for the target markets.
Discussion and analysis
New communication and pricing strategy for SOHO house
Discuss integrated marketing communications concept
Integrated marketing communications indicate the initiative taken by a particular
business organization to make their products and services visible and known among the target
maker and the end users of the services or product. (Lamb, Hair & Daniel, 2016) In order
words, it is a brand communication to the customers to increase awareness about the
availability of the service or the products promoted by the business organization. Brand
communication is highly essential for the business organizations especially in a highly
competitive and dynamic business environment. Promoting the brand is essential for the

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business organizations to increase the awareness, thereby increasing the sales and
profitability of the business organization (Porcu, Del Barrio-Garcia & Kitchen, 2017).. In the
concept of integrated marketing communications involve integration of different types of
brand products and methods of brand promotion implemented by the business organization to
increase their sales and profitability (Thaichon & Quach, 2016). There are various
components involved in integrated communication that is the foundation, the corporate
culture, building brand identity, consumer experience, communication tools, promotion tools
and integration tools. Integrated communications includes all the aspects of marketing mix in
order to work together in harmony with all the aspects for the purpose of promoting the
particular product or service offered by the business organization among the end users
(Porcu, Del Barrio-Garcia & Kitchen, 2017).. The overall objective of integrated marketing
communications plan include defining the value propositions of the business organizations,
its planning and the ways in which the business organization wants to communicate. In the
highly competitive business environment, the marketing department of the business
organization might include different marketing as well as advertising mediums for an
effective marketing campaign (Thaichon & Quach, 2016).. The business organization must
use different 360 degree approach in order to strengthen the position of the market and have a
negative impact on prospective customers as well as new customers.
Analyze type of promotional tools suitable for SOHO House
Digital media marketing and promotion
It is recommended to implement digital promotion practices, as it will be more
appropriate for SOHO House’s private club. Tools such as social media marketing, content
marketing, email marketing and search engine optimization are most suitable for the business

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organization (Lamb, Hair & Daniel, 2016). The business organization can take initiatives to
incorporate weekly club newsletter to its club members through their application and website.
They must focus on expertly curated content from the employees from across the brand. This
digital marketing strategy can be implemented by the business organization (Lamb, Hair &
Daniel, 2016). They must incorporate a content strategy to serve their members within the
members’ portal so that the members can easily get access to various events, podcasts,
articles and videos. Further, the business organization must focus on increasing traffic on the
WebPages and sites and ensure return of traffic on the websites and content pages. In order to
attain that, the marketing department of the business organization must taken initiative to
enhance the content on the websites and WebPages through interesting blogs, activities, high
quality suggestive picture, images and video content (Poljić, Tešić & Košutić, 2018). This
can generate interest among the target audience. The members of the club can get the
experience online, through presentations and info graphics.
Social media analysis
SOHO House’s private club can target the young consumers in the market, the young
consumers are mostly engaged on the social media platforms and these platforms are highly
effective for the marketers to engage with the target audience and engage with them. The
young consumers can be influenced through social media platforms (Poljić, Tešić & Košutić,
2018). These target audiences must be communicated and made aware of the social events of
the clubs, various discounts, and promotion of quality activities and positive experience of
the existing members (Poljić, Tešić & Košutić, 2018). These can be communicated on Face
book by posting on the wall, email messages can be used to directly engage with the target
customers and via telephones. The middle aged customers between the ages of 35 years to 50
years can be communicated directly by mail or social media platforms or print media. The

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young customers between the age of 18 years to 30 years can be communicated over social
media platforms i.e. Face book and instagram.
Sales promotion
The marketing department of the business organization must stimulate customer
purchase on the basis of short term and long term goals. For instance, the members of the
business club can be officered with discounts, price cuts and other additional offers to boosts
sales and revenue of the business (Familmaleki, Aghighi & Hamidi, 2015). The new
customers can be provided with a free trial session and discount on their first subscription.
This is an effective way to boost sales and influence consumers to become a member of
SOHO House’s private club.
Identify the type of pricing strategy to suit the target market
` In order to suit the target audience, SOHO House’s private club must implement a
differential pricing strategy to regain the confidence of the consumers in the value service
offerings of SOHO House.
The pricing of the service will be based on the time period of subscription. There are various
membership options for the consumers (Oliver, Horel & Minear, 2015). They can subscribe
for two month, six months and one year SOHO House’s private club membership. Based on
these time period the pricing will be charged. In order to encourage the consumers to go for a
long time period package, additional price cuts will be provided. The description is provided
below:
 Two months subscription - $ 100
 Six months subscription - $ 145 ( 5% discount)
 One year subscription - $ 260 ( 10% discount)

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Free trial will be provided to new members or newly subscribed consumers especially the
interested consumer prospects. In order to become a member of SOHO House’s private club,
the new customer after expiration of the free trial (Arnold, Hoffman & McCormick, 2019).
The customer will have to pay a membership fee and subscription fee at a minimum cost of
$100. The membership will valid at per varied subscription time period offers. Six months
subscription members will receive an additional 5% discount and consumers opting for one
year subscription will receive additional discount of 10%. This pricing structure will
positively influence the customers to subscribe and be a member of SOHO House’s private
club. Additionally, for student consumers the member fee is reduced to $55. This is to
encourage young members in SOHO House’s private club.
Therefore differential pricing policy and bundle pricing policies will be incorporated
to influence customers to purchase membership and subscribe SOHO House’s private club.
SOHO House’s private club provides discounts long time period subscriptions (Arnold,
Hoffman & McCormick, 2019). Discounts and price cuts offer is also provided to the
students who have low income or no income. There is significant amount of differentiation in
the pricing policies on the basis of activity packages offered to the customers. This pricing
strategy is most suitable for the business organization.
Conclusion
Therefore from the above analysis, it can be concluded that digital marketing and
promotions will be most appropriate for the business organization to promote its business
offerings and services. Social media market analysis has been taken into consideration and
considered to be an essential element of promotion in today’s competitive and highly
dynamic business environment. Further, as per the pricing strategy of SOHO House’s private
club, bundle pricing and differentiated pricing policies is most suitable for the business

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organization. This pricing policy is more appropriate for the business organization to
influence more customers to become a member of SOHO House’s private club. The
customers are provided with varied options to subscribe and become members with
affordable bundle pricing with additional offers and discounts. The new customers will be
provided will free trials and attract them through content marketing, social media marketing
and other promotional tactics mentioned in the report.

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References
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