Astor Lodge Case Study
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Read the attached, "Astor Lodge & Suites, Inc.,"
1. Discuss the importance of utilizing integrated marketing communications within an organization.
2. Evaluate the effectiveness of Astor Lodge's IMC program including areas where they are doing well and areas
they need to develop.
3. Based upon the provided hotel segmentation and profile, is Astor Lodge positioning and branding themselves
attractively? What might they consider to increase their brand equity?
4. Considering all elements of the marketing mix, what would you recommend to Astor Lodge's marketing manager
with an eye on their end goal of profitability and growth in EBITA within the next two years?
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The response provides you a structured explanation of Astor Lodge Case Study. It also gives you the relevant references.
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You should say that the importance of using integrated marketing communications in an organization is to is to create a unified and consistent brand recognition. The customers find it relatively easy to relate to such a brand. The importance of using integrated marketing communications is that it is more effective and powerful with each marketing communication item and have a consistent message that differentiates a company from competition. It is important to use integrated marketing communications so that confusion is removed and trust and awareness is built. Integrated marketing communications enables the company to provide a cohesive offering where there is confusion because of conflicting messages in the marketplace. The importance of using integrated marketing communications lies in the fact that it helps achieve brand recognition, gain internal /external focus, saves costs, and increases revenues. When branding and promotion is standardized, design and printing costs are reduced. The key rationale is that integrated marketing communications helps save money as it eliminates duplication in areas such as graphics since they can be shared and used in different forms of communication. Further, the customer experiences the same message and is more likely to purchase products/services from the company. The main reason is that the massages become more consistent, more ...
Education
- BSc , University of Calcutta
- MBA, Eastern Institute for Integrated Learning in Management
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