IMC Sample

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Marketing

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Nov 24, 2024

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Introduction Integrated marketing communication is helpful in integrating and combining all the messages to the target consumers. Now a day’s different brands have come up and each brand is having their own communication channel to communicate with the consumers. At this time, consumers become confused regarding the products and the brand which they have to choose. Integrated marketing communication is helpful in integrating all the messages which is delivered to the consumers at the same time with different communication channel. For hospitality also integrated marketing channel will be beneficial as the information regarding the brand and the hotel services will be provided to the consumers at the same time. Grand Brighton Hotel is historic Victorian sea front hotel which is located in Brighton, England. This report will cover different marketing channels and how they serve communication objectives. It will also include communication strategy, channel choice and creative content. LO1 Evaluate different marketing channels and how they serve communication objectives for various hospitality organisations. Marketing channel is the process by which the good and services are delivered to the consumers from the producer or the manufacturer(Kanso, Nelson and Kitchen, 2020) . It is directly related with the distribution of products to the end consumers and this marketing channel is helpful in for producing an effective strategy which will work for marketing of products. For the hotels the marketing channels needs to be strong as they want to creates their brand image in the higher way and have to attract the larger audiences. Grand Brighton Hotel also uses different marketing channels and with the help of marketing channels the communication objectives of the hotel is also achieved. Grand Brighton creates and communicate with the people by using the below mentioned marketing channels-  Official website- The official website of the hotel is the foremost thing which can provide the people with effective information about the hotel. Grand Brighton in its website has provided all the information which needs to be delivered to the audiences whenever they make a booking in the hotel or want to take the information about the same. The website provides the people with enough information about the hotel and the website which is made by the hotel is also attractive which helps in attracting the customers and is also very simple to use. By developing the website and providing all the information in it the hotel is providing the awareness about their brand which is helping in meeting the communication objective.  Metasearch ads- The metasearch are the engines which are used for making the booking in the hotels and which all the information regarding the hotel and the services which is provided by them(Farinloye and et. al., 2020) . The hotels have to identify that which channels in metasearch are performing well so that they can give the ads to them for displaying the ads on their sites. Grand Brighton have invested its money on promoting the hotel in these metasearch websites by conducting a research on the websites which are doing well and many people visits the website. This helps in reaching to larger audiences at a single time and this becomes essential if the hotel wants to bring people.  Online review sites- Now the people have become smart and they just not listen to someone’s advice for booking their hotel but they first take the review of the people who have already visited the hotel. Online review sites have become the best way for the people to check the hotel services and what

people have given information in it about the hotel. Grand Brighton tells the people who visit their hotel to provide their review on the hotel websites because this is helpful to the other people who will make the booking for the future time. A good review develops the confidence of the people to visit the hotel and also develops the image of the hotel and helps in providing the information to the consumers.  Social media- Now a day’s people are having their accounts on the social media which has become the most promising marketing and promotional tool for the marketers. Promoting the hotel name on the social media with the help of visual advertisements or with the contents helps in providing the notice to the people(Li, 2019). Social media is the strongest and most powerful platform which helps in building the brand to the consumers and the owners of the hotel consider this platform to be the best as it helps in reaching to the larger audiences. Grand Brighton hotel has the account on social media platform which helps in connecting with billions of people and by providing the post on the daily basis consumers get to know about many things. This meets the objectives of communication as many people gets to know about the hotel and the information is updated to them timely.  Paid search and display- The ads can be displayed if the user is searching on the Google regarding the best hotel (Gil-Saura, Ruiz-Molina and Servera-Francés, 2019). In this the hotel marketing department has to pay to the search engine for displaying the ad which helps in maintaining the competitive position of the hotel in the market. Grand Brighton hotel uses this marketing tool for promoting the hotel in the market and with this more people gets to know about the hotel. The services and the ambience of the hotel is displayed in the advertisement which helps in attracting the consumers very well. Critically evaluate how marketing channels of communication are integrated within a range of hospitality organisations to add value and maximise resources making use of the relevant marketing models. The range of marketing channels used by an organisation can radically affect their market performance, and the consumer perspectives of their brand. Further, the different marketing mediums have their relative strengths and weaknesses that vary as per the specific objectives of the marketing plan. Thus, it is imperative for an organisation to assess the strengths and weaknesses of each of the different options available to them, and use optimally to suit their current marketing objectives. The three key categories used by modern organisations to advertise their products include print media, broadcast media, and new media. These work in conjunction with one another and communicate specific marketing objectives to help attract a greater number of customers. The print media used by Grand Brighton uses posters, leaflets, and flyers to advertise their promotional offers in their immediate geographical location. This helps attract local customers, which are essential to sustaining a business. Billboards used by the company are placed in prime locations to gain the attention of a maximum number of people for the brand. The broadcast media forms of advertising communicate the marketing objectives to a wide range of audience, which can attract an enormous number of people. However, these forms of advertising can be significantly costly ineffective and may result in sub-optimal results. Social media and SEO algorithms can help the organisations increase their online presence and expand their market horizons Make valid judgements about how marketing channels add value using specific hospitality organisational examples to demonstrate how they serve communication objectives. Channels influence:

 The relationship between the producer and the buyers.  The firm’s pricing strategy.  The overall product strategy through branding, policies, and willingness to stock. By selecting the optimal channels, organizations create strategic alliances between the firm and the providers. This has a number of implications, including how a user group will perceive the organization’s brand and how they will be treated when interacting with that brand in a given channel situation (such as a retail outlet ). With this in mind, there are a few key considerations organizations will want to keep in mind when selecting channels (Choi, 2010). Ideally, marketing communication is convincing: it should present ideas, products, or services in such a compelling way that target segments are led to take a desired action. The ability to persuade and convince is essential to winning new business, but it may also be necessary to reconvince and retain many consumers and customers. Just because a customer buys a particular brand once or a dozen times, or even for a dozen years, there is no guarantee that the person will stick with the original product. That is why marketers want to make sure he or she is constantly reminded of the product’s unique benefits (Barak, 2014) (Capgemini, 2016). LO2 Devise communication objectives and justify appropriate channel selection and integration in a chosen hospitality organisation Communication in general means the interaction between two or persons which helps in better understanding regarding the topic which is going on at that point of time. But in terms of the business communication means to reach to the larger audiences and convey the message regarding the company objectives and the products and services which they are providing to the people(Jain, 2019). But in hospitality and that too in hotels the communication is the way by which the hotels can communicate with the people about their hotel and the services which they offer to the people. Grand Brighton hotel has some objectives which they deliver to their target audiences and that objectives are mentioned below  To develop awareness- The main objective of the communication is just to build the communication to the larger number of people (Khan, 2020). Without doing any promotion or advertisement no individual would get to know about the hotel and they would not be able to create awareness regarding the hotel and its services. Grand Brighton main objective is to make more people aware about the hotel so that they can come and take the experience.  Creating interest- Without communication no person would be interested to visit the hotel if the effective marketing is not done. Communication is provided not just to build awareness but also to develop interest about the hotel. Grand Brighton marketing team develop creative content which helps in creating interest about the hotel to the people.  Promoting the brand- When information will be spread to larder number of people then the promotion of the brand can be done in an easy way. Grand Brighton has established the brand image in the market because of the marketing tools which they use and their creative ideas which helps in promoting the name of the hotel. Increase awareness in target by 25% of the Hotel market in UK within the first three years of operation

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Increase sales by at least 10% of the Hotel market in UK within the first three years of operation Increase referrals from current client’s customer by 20% within the first three years of operation Increase online sales by 10% within the first three years of operation Evaluate the application of the communication objectives in relation to the marketing communications mix and the hospitality business objectives(Merit Criterion) The communication objectives developed for the scenario consist of inaugurating the store with an adequate sales volume, informing the consumers of the store, increasing brand awareness encouraging them to refer their acquaintances, and retaining them. These objectives are achieved with the help of the marketing communication mix, which consist of advertising, personal selling, sales promotion, public relations and direct marketing. However, utilising all of these elements could prove to be counter- productive and the ones useful for introducing Liberty Retail in Birmingham were found to be sales promotion, public relations, advertising, and direct marketing. These elements in the promotional mix help the marketing manager achieve the current organisational objectives, by attracting an adequate number of initial consumers and effectively retaining them. Further, public relations help increase the brand awareness and ensure a favourable view of the brand in the public sphere. Create a valid and detailed integrated marketing communications objectives that appropriately integrates multiple communication channels, and follows the SMART criteria and is tactical to meet the overall marketing and business objectives (Distinction Criterion). Our team had point out and explained the four area our IMC plan are going to improve for the Grand Brighton Automotive group, and we had brainstormed a few ideas for the Grand Brighton Automotive Group, and listed the exact plan below. 1. Build a Grand Brighton sign and put it off the buildings. This idea can be as effective as having a billboard sign, but with 22 costless monthly fee other than the initiate fee to build the sign. This can simply increase the awareness between Grand Brighton and GRAND BRIGHTON . 2. Grand Brighton already spent a great amount of money in term of billboard, sign, and commercial. By modify the content to make sure included the GRAND BRIGHTON logo on every ads for Grand Brighton will increase the awareness about GRAND BRIGHTON . 3. In term of advertising and marketing strategic, focus on more toward what it is for the customer instead of the great family image Grand Brighton had. Customers care more what is in it for them, then anything else, and this can increase the sales and referral from current customers. 4. When coming to any forum of advertising and promoting the dealership, added a focus on the great customerster. If we implement that, not only will increase sales but also create brand recognition, loyalty, and awareness. 5. Implement a referral or affiliate marketing program for current customers. By setting a loyalty system that can either give some kind of benefit like free oil charge, discount at the repair and service center, or purchasing a car by referral other friends or family to purchasing a car or using the GRAND BRIGHTON

service? This can increase referral from current customer, sales, and word of marketing that lead to increase brand awareness. LO3 Design and produce content appropriate to the channel and communication objectives, for a given hospitality organisational situation Integrated marketing communication plan in context with Grand Brighton is explained below-  Identify and understand the target audience- Before the use of any marketing channel it is important to identify the target audience which can help in increasing the profits of the hotel (Shawky and et. al., 2020). The marketing team of Grand Brighton first conducts this method for using the integrated marketing communication channel.  Develop a Budget- It becomes very important to establish the budget which can be used for conducting this marketing channel. But the budget for using the integrated marketing channel is less compared to other which is why Grand Brighton uses this communication channel.  Identify the Unique selling proposition (USP)- The hotel has to identify the USP in which they stand out from their competitors and with this they can make their communication channel to be most effective (Lee, Jeong and Shea, 2021) . Grand Brighton USP is their ambience and the services which they provide to their guest which they can consider in their advertisement or in the communication channel.  Identify the marketing methods- Hotels has to identify the platforms in which they will be promoting the information about the hotel. They have to develop the style of the content and how they creative they can become in spreading the message. Grand Brighton style of delivering the message and information is considered to very creative.  Maintain a brand element- It is essential for the hotels to develop and maintain their brand while using the communication channel (Pina and Dias, 2021). Because this helps in making them differentiated form the others which the Grand Brighton have made it possible.  List the success metrics- Success metrics means the reviews on the website, how many people are replying to the mails, the content which is written about the hotel. Grand Brighton has established its success metrics with the correct usage of channels.  Execute, Test, Reiterate- With the making of above things it is required to execute what has been made in the planning and to make further changes if it is required to be made. Determine the communication strategies that can be used to help achieve these objectives. (Distinction Criterion) Grand Brighton is a departmental store situated in London. The company must focus on meeting the organizational communication objectives effectively. Therefore, in order to meet the communication objectives of the company management department must develop an effective marketing communication plan. At the very beginning, the company must be familiar with the audience they are

going to target so that they will be able to appeal their interests. The company must then create Unique Selling Proposition (USP) as it will assist them to communicate effectively with the audience and drive the sale of the goods and products offered by them. The USP must be strong and compelling to make sure that people are getting attracted. Grand Brighton should also sharpen the look of the brand such as, logos, marketing collateral, and business cards to ensure that they speak and communicate with the customers in a relevant and contemporary manner. It would also help in supporting the USP of the organization. The company must also ensure that they are able to convey their messages to The clients and other people in an efficient and understandable manner. The message conveyed by the company with the help of marketing communication tools must be clear and must contain detailed information of the goods and services delivered by them. In order to pass the message and make the customers aware of the products and services the company must use marketing communication tools such as advertising tool, direct marketing, sales promotion, and public relations. To make proper use of this tool, the company should select the appropriate marketing mix. Once the marketing mix is decided, the company must effectively use the tools to communicate with the consumers. With the help of advertising tool, the organization will be able to deliver descriptive information about the products and services to large number of audience in a short period. Integrating direct marketing will help the company to communicate directly with the customers and maintain two- way communication flow amid the company and the customers. Direct marketing makes it possible for the companies to gather instant responses of the customers regarding the commodities. In direct marketing, the company will communicate with customers through emails, calling them and informing about the changes in the services, providing specifications of any new product with the help of social media. Sales promotion will make it easy for the company to influence the purchasing decision of the consumers by giving discounts on products, vouchers, and contests that will earn them credit scores. The company should also publish attractive stories to catch the attention of the people through magazines and articles and the story must be credible to the customers. It will also help them to convey their message to its capable clients (Pondiuni.edu.in, 2018). At last, the company must also be responsive to its customers regarding the products and services offered. Thus, Grand Brighton to opt this plan would help them to meet the organizational communication objectives effectively. Incorporating all of the above elements, the formulated marketing communication plan has been illustrated below: Purpose Target audience Schedule Channel Person Communicating the benefits of opting Liberty Retail Consumers Daily Television and radio adverts Marketing team Communicating initial promotional Consumers First week Social media, television and radio adverts Marketing team

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offers Providing a detailed list of the product line offered Consumers Daily Newspapers and magazine adverts, brochures and pamphlets Marketing team LO4 Demonstrate the ability to critically evaluate a hospitality case study involving communication strategy, channel choice and creative content. The marketing communications plan developed to introduce Liberty Retail in Birmingham effectively has been planned with careful consideration of all relevant factors dictating the success of the brand. It took into account the target audience, their preferences and the leveraged the brand’s strengths and addressed its weaknesses. However, the strategy could be critically evaluated on several aspects to ascertain its strengths and weaknesses. The aspects chosen for this purpose are the marketing communication plan’s communication strategy, its channel choice and the creative content incorporated in it. COMMUNICATION STRATEGY The key strategy utilised by Liberty Retail is to market themselves efficiently by knowing their customers and their preferences. The company utilised its limited funds effectively by choosing more efficient means of marketing communication than those utilised by larger retail brands. Thus, Liberty Retail used a more customer centric approach to marketing and diverted significant resources towards reliably researching the market and assessing the needs of their customers. This strategy could be significantly helpful for small retail brands, which focus on a small target population (McMahon et al., 2016). However, using niche-marketing techniques could limit the brand outreach of a company and be detrimental for their market expansion plans (Hennart et al., 2017). Thus, in order to expand their operations at a greater pace, they must utilise their resources to market to an even greater audience. CHANNEL CHOICE The marketing plan of Liberty Retail utilises a number of different channels to effectively communicate and market their brand. The key marketing channels used by the company was primarily that retailer to consumer, owing to the company operating retail stores. The communication channels utilised by the company to market themselves consisted of introducing sales promotions, maintaining an effective public relations department, and using advertisements to target specific groups. Sales promotions would help the company gain a significant amount of customers early on and would ensure that they have an effective market share from the inception of their Birmingham outlet. The Public relations branch would

help them maintain a favourable public image and advertising would be helpful in helping them reach their targeted customer base more effectively. However, there could be significant disadvantages associated with these channels. Maintaining a public relations department can be significantly daunting task for a small-scale retailer (Austin and Pinkleton, 2015). Using sales promotion does bring in more customers, but they tend to decrease profitability, and without an effective customer retention strategy, most of the initial customers could abandon the brand as soon as promotional events are over (Mendez et al., 2015). CREATIVE CONTENT The company undertook significant measures to incorporate creative elements in their marketing strategy. The creativity exercised in the marketing plan can make up for the lack of resources and propel them to a comfortable place in the local retail market in Birmingham. The company positioned itself in a favourable light by introducing a unique selling point that helped them drive their targeted customers to their stores. The development of a unique selling point can significantly steer a suitable audience to one’s brand. Further, the brand plans to revamp its logo and brand icons to suit the target audience in Birmingham. These can be instrumental in helping the brand grab a significant piece of the market. However, the brand could utilise further avenues for creativity in their marketing, such as incorporating innovative social media marketing tactics that engage consumers in a more integrated manner and encourage a more organic growth of the brand image. Critique and review the success of the communication strategies of the selected hospitality organisation reference to the channel choices and creative content (Merit Criterion) The success of the marketing communications plan can be assessed by observing changes in the key performance indicators (KPIs) set for monitoring the success of the new Birmingham outlet. The KPIs set for the given scenario were consumer footfall, generated revenue, and profit margins. In order to gauge the success of the marketing communications plan, the KPIs chosen were monitored on a weekly basis for a month. The changes in KPIs chosen clearly illustrate that the marketing communications plan has been successful in achieving its objectives and has resulted in a constant increase in consumer footfall, and the revenue generated. However, the method chosen for monitoring the impact of the communications plan is indirect and the data collected does not correspond directly with the communications plan. Thus, there is no concrete way of assessing the most influential elements of the communications plan.

Provide appropriate and justified recommendations for improving the integrated marketing communications strategies of the selected hospitality organisation being used as the case study. Also, determine how revenue can be maximised and successfully meet both communication and business objectives (Distinction Criterion). with numerous promotions such as banners at football games and signs at basketball games. However our agency decided it was time for a change, and take their advertisements to the next level. This will be an interactive promotion and will get people involved. People who engage in this promotion are trying to win a cash prize, but also they are gaining knowledge about Skoda products. In doing so they are also a part of donating to charity Conclusion Marketing is one of the key functions of a for-profit business organisations and its importance cannot be understated in the modern retail market. The competition faced in the industry is stiff and the chances of success for a new player in the market are slim. In this assignment, the marketing activities to be undertaken by a small-scale retail business to expand its business to a new area are outlined. The marketing objectives and the communications plans are prepared taking into account the scale of the company and the immediate business objectives. The success of the plan was then assessed by observing KPIs developed for the scenario over a stipulated time. Thus, the assignment has been an effective learning tool and instilled real-life planning and monitoring skills in the learner.

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