Developping Marketing Strategies
Developing Marketing Strategies
Integrated Marketing Communications Plan for the Opening of “Four Seasons” Hotel Chain in Madrid
Graduate Students
Summary
I. Executive Summary
II. Situational Analysis
III. Background
a. History
b. Mission and vision
c. Core values
IV. Message / Channels / Budget
V. SWOT Analysis
VI. SMART Objectives
VII. Strategy
a. Segmentation
b. Targeting
c. Positioning
VIII. Marketing Communications Mix
a. Advertising
b. Sales Promotions
c. Events
d. Alliances and Co-Branding
e. Direct Marketing
f. Public Relations
g. Word of Mouth
h. Interactive Marketing
IX. Financial Analysis
X. Controls
a. Key Performance Indicators
XI. Conclusion
Integrated Marketing Communications Plan
I. Executive Summary
This Public Relations Plan is based on the steps and details regarding launching a new hotel in Madrid. This new hotel is the well-known Four Seasons Hotel. It will be located in Puerta del Sol, one of the most touristic places in Madrid. It will be a huge hotel with many different facilities. Four Seasons hotel is already located in different cities in Europe, but not in Madrid, so that is why we have chosen this location. For this launch, we decided to create an Integrated Marketing Communication Plan called “The authentic glamorous luxury arrives in Madrid...”. The campaign will be based on the luxurious image of this hotel chain; therefore, our strategy is in line with the main overall and marketing strategies of Four Seasons. We want to communicate our message to our main target. In this plan we will first present the hotel chain with its history, mission, vision and core values, and then give insights regarding the situational analysis. The main objectives for the opening of the Four Seasons Hotel in Madrid are first to inform people about it. Then, we want to gain awareness within 6 months after the opening. The other objectives are to reach 10% market share on the Spanish market
Integrated Marketing Communications Plan for the Opening of “Four Seasons” Hotel Chain in Madrid
Graduate Students
Summary
I. Executive Summary
II. Situational Analysis
III. Background
a. History
b. Mission and vision
c. Core values
IV. Message / Channels / Budget
V. SWOT Analysis
VI. SMART Objectives
VII. Strategy
a. Segmentation
b. Targeting
c. Positioning
VIII. Marketing Communications Mix
a. Advertising
b. Sales Promotions
c. Events
d. Alliances and Co-Branding
e. Direct Marketing
f. Public Relations
g. Word of Mouth
h. Interactive Marketing
IX. Financial Analysis
X. Controls
a. Key Performance Indicators
XI. Conclusion
Integrated Marketing Communications Plan
I. Executive Summary
This Public Relations Plan is based on the steps and details regarding launching a new hotel in Madrid. This new hotel is the well-known Four Seasons Hotel. It will be located in Puerta del Sol, one of the most touristic places in Madrid. It will be a huge hotel with many different facilities. Four Seasons hotel is already located in different cities in Europe, but not in Madrid, so that is why we have chosen this location. For this launch, we decided to create an Integrated Marketing Communication Plan called “The authentic glamorous luxury arrives in Madrid...”. The campaign will be based on the luxurious image of this hotel chain; therefore, our strategy is in line with the main overall and marketing strategies of Four Seasons. We want to communicate our message to our main target. In this plan we will first present the hotel chain with its history, mission, vision and core values, and then give insights regarding the situational analysis. The main objectives for the opening of the Four Seasons Hotel in Madrid are first to inform people about it. Then, we want to gain awareness within 6 months after the opening. The other objectives are to reach 10% market share on the Spanish market