In advance of your submission, please:
1. Complete the following details and include as the first page of your submission;
2. Read the Turnitin section and check that you understand how Turnitin is used to
assess your work;
3. Read the declaration to check that your submission conforms with the listed
requirements before you submit your work.
Name(s) and Student Aurelia Obuchowska
Number(s): N0793511
Module Title: Integrated Marketing Communications (MKTG20430)
Title of Coursework: Summative Individual Report
Word Count 3998
(see declaration below):
Required Format
Font: Verdana
Size: 10pt
Paragraph line spacing: 1.5
Page Numbers: Included
Turnitin Similarity Check
Where appropriate to the coursework assignment, your document will be submitted to
Turnitin to generate a similarity report for review by your tutor. This report will
compare your work against millions of previously submitted student papers and online
resources (e.g. web sites, journal articles) in the Turnitin database and highlight any
text that matches your submission.
Declaration
By submitting your work you are certifying that:
1. The submission is the result of your own work and does not contravene the
University Regulation on Academic Irregularities.
2. The word count included on this cover sheet is accurate and follows the guidelines
outlined in the assignment brief (failure to include an accurate word count will be
treated as a minor academic irregularity as defined in the Academic Irregularities
Policy.)
3. Your ability to complete your assessment has NOT been adversely impacted by
circumstances beyond your control.
1
,4. Once you have submitted your work, any such circumstances would need to be
disclosed through the Academic Appeals Policy and process and not through the
Notification of Extenuating Circumstances Policy and process.
Report on Igloo Hostel
Table of contents
Executive summary Page 3
1.0 Introduction Page 4
1.1 Situation Page 4
1.2 Objective Page 5
2.0 Segmentation Page 5
2
, 2.1 Targeting Page 6
2.2 Positioning Page 6
3.0 Internal communication Page 8
4.0 The benefits of branding Page 8
5.0 Building credibility Page 10
6.0 Marcomms plan Page 11
7.0 control Page 17
8.0 Summary Page 18
9.0 References Page 18
10. Appendices Page23
Executive summary
In this report Igloo will be recommended on what methods shall be used in order to
increase their occupancy. This report will explore in-depth possibilities of increasing
Igloo’s occupancy by 10% through an integrated marketing communications plan that
will be produced in order to achieve the objective. The objective that has been chosen is,
to increase prompted awareness by 10% between 19 to 27-year-old male and female
travellers who travel as a group over a one-year period from April 2018 to April 2019.
The report starts of by outlining the situation of hospitality sector is currently in and then
goes onto to explaining what benefits and problems could arise for Igloo due to other
competitors in Nottingham and Brexit causing problems for the new segment which will
be travellers. However, the situation briefly mentions how these problems can be
overcome.
Secondly, the report then goes onto exploring segmentation, targeting and positioning.
The two segments that have been considered for these two are demographic and
psychographic with the means of attracting a new target segment of travellers amongst
the ages of 19 to 27. The positioning statement of Igloo is medium quality to low cost.
The marcomms plan will identify the main methods that are going to be used by Igloo
hostel. The marketing communication tools that have been chosen are advertising, direct
marketing and sales promotion. These tools have been considered carefully and deemed
to be the best tools to use as the new target segment that is being targeted which is 19
to 27 year old male and female travellers who travel in groups use social media the most
out of all the other demographics (West, 2019). These tools proved to be effective for
Igloo hostel as it reached their target audience as well as informed potential customers
3
, that they are a sustainable hostel which was one of their visions. However, the
disadvantage would be time consuming and economic cost.
1.0 Introduction
The report has been produced for Igloo Hostel in Nottingham to explore preferred and
effective ways of different communication methods that will focus on the main objective
of increasing occupancy by 10% between April 2018 to April 2019. The report will also
include two described segments with of them being justified to why it is a better
segments for the hostel to target to achieve its objective by creating a Marcomms plan
using 3 tools that will benefit Igloo.
The Igloo Hostel was established in July 2015, the hostel is a quirky accommodation that
offers Japanese inspired sleep boxes and Igloo pods that were inspired by lots of
travelling. Igloo, is a medium quality for low costs (Igloo, 2019) The hostel offers shared
rooms to en-suit rooms whilst providing free tea and coffee.
1.1 Situation
The UK hospitality sector has accumulated more than £100BLN in 2018 (Hazem, 2019). ,
with belief that these figures are going to reach higher in 2019 regardless of Brexit. The
number of hosting facilities has grown by nearly 20% in the last 5 years (Hazem,
2019). Meaning that Igloo has the opportunity to grow as well as face some problems
due to Brexit. However, Igloo could potentially overcome this problem if the government
lowered tourism vat rate to 5% (Maloney, 2019) which would make travellers come to
the UK more likely especially when appealing images are used, as it influences 54%
(Expedia Group, 2019) of travel decisions and in this case, Igloo has satisfactory images.
The Igloo Hostel is a medium quality to low price hostel that is positioned in the city
centre of Nottingham. The hostel has received positive as well as negative feedback. The
reason being for this is because out of the 3 months’ worth of reviews that were
examined 15% of them identified as dirty, noisy and claustrophobic (TripAdvisor 2019).
However, the other 85% identified as positive reviews that has comments such as:
friendly, great location, amazing quality and low price (TripAdvisor 2019).
1.2 Objectives
4
1. Complete the following details and include as the first page of your submission;
2. Read the Turnitin section and check that you understand how Turnitin is used to
assess your work;
3. Read the declaration to check that your submission conforms with the listed
requirements before you submit your work.
Name(s) and Student Aurelia Obuchowska
Number(s): N0793511
Module Title: Integrated Marketing Communications (MKTG20430)
Title of Coursework: Summative Individual Report
Word Count 3998
(see declaration below):
Required Format
Font: Verdana
Size: 10pt
Paragraph line spacing: 1.5
Page Numbers: Included
Turnitin Similarity Check
Where appropriate to the coursework assignment, your document will be submitted to
Turnitin to generate a similarity report for review by your tutor. This report will
compare your work against millions of previously submitted student papers and online
resources (e.g. web sites, journal articles) in the Turnitin database and highlight any
text that matches your submission.
Declaration
By submitting your work you are certifying that:
1. The submission is the result of your own work and does not contravene the
University Regulation on Academic Irregularities.
2. The word count included on this cover sheet is accurate and follows the guidelines
outlined in the assignment brief (failure to include an accurate word count will be
treated as a minor academic irregularity as defined in the Academic Irregularities
Policy.)
3. Your ability to complete your assessment has NOT been adversely impacted by
circumstances beyond your control.
1
,4. Once you have submitted your work, any such circumstances would need to be
disclosed through the Academic Appeals Policy and process and not through the
Notification of Extenuating Circumstances Policy and process.
Report on Igloo Hostel
Table of contents
Executive summary Page 3
1.0 Introduction Page 4
1.1 Situation Page 4
1.2 Objective Page 5
2.0 Segmentation Page 5
2
, 2.1 Targeting Page 6
2.2 Positioning Page 6
3.0 Internal communication Page 8
4.0 The benefits of branding Page 8
5.0 Building credibility Page 10
6.0 Marcomms plan Page 11
7.0 control Page 17
8.0 Summary Page 18
9.0 References Page 18
10. Appendices Page23
Executive summary
In this report Igloo will be recommended on what methods shall be used in order to
increase their occupancy. This report will explore in-depth possibilities of increasing
Igloo’s occupancy by 10% through an integrated marketing communications plan that
will be produced in order to achieve the objective. The objective that has been chosen is,
to increase prompted awareness by 10% between 19 to 27-year-old male and female
travellers who travel as a group over a one-year period from April 2018 to April 2019.
The report starts of by outlining the situation of hospitality sector is currently in and then
goes onto to explaining what benefits and problems could arise for Igloo due to other
competitors in Nottingham and Brexit causing problems for the new segment which will
be travellers. However, the situation briefly mentions how these problems can be
overcome.
Secondly, the report then goes onto exploring segmentation, targeting and positioning.
The two segments that have been considered for these two are demographic and
psychographic with the means of attracting a new target segment of travellers amongst
the ages of 19 to 27. The positioning statement of Igloo is medium quality to low cost.
The marcomms plan will identify the main methods that are going to be used by Igloo
hostel. The marketing communication tools that have been chosen are advertising, direct
marketing and sales promotion. These tools have been considered carefully and deemed
to be the best tools to use as the new target segment that is being targeted which is 19
to 27 year old male and female travellers who travel in groups use social media the most
out of all the other demographics (West, 2019). These tools proved to be effective for
Igloo hostel as it reached their target audience as well as informed potential customers
3
, that they are a sustainable hostel which was one of their visions. However, the
disadvantage would be time consuming and economic cost.
1.0 Introduction
The report has been produced for Igloo Hostel in Nottingham to explore preferred and
effective ways of different communication methods that will focus on the main objective
of increasing occupancy by 10% between April 2018 to April 2019. The report will also
include two described segments with of them being justified to why it is a better
segments for the hostel to target to achieve its objective by creating a Marcomms plan
using 3 tools that will benefit Igloo.
The Igloo Hostel was established in July 2015, the hostel is a quirky accommodation that
offers Japanese inspired sleep boxes and Igloo pods that were inspired by lots of
travelling. Igloo, is a medium quality for low costs (Igloo, 2019) The hostel offers shared
rooms to en-suit rooms whilst providing free tea and coffee.
1.1 Situation
The UK hospitality sector has accumulated more than £100BLN in 2018 (Hazem, 2019). ,
with belief that these figures are going to reach higher in 2019 regardless of Brexit. The
number of hosting facilities has grown by nearly 20% in the last 5 years (Hazem,
2019). Meaning that Igloo has the opportunity to grow as well as face some problems
due to Brexit. However, Igloo could potentially overcome this problem if the government
lowered tourism vat rate to 5% (Maloney, 2019) which would make travellers come to
the UK more likely especially when appealing images are used, as it influences 54%
(Expedia Group, 2019) of travel decisions and in this case, Igloo has satisfactory images.
The Igloo Hostel is a medium quality to low price hostel that is positioned in the city
centre of Nottingham. The hostel has received positive as well as negative feedback. The
reason being for this is because out of the 3 months’ worth of reviews that were
examined 15% of them identified as dirty, noisy and claustrophobic (TripAdvisor 2019).
However, the other 85% identified as positive reviews that has comments such as:
friendly, great location, amazing quality and low price (TripAdvisor 2019).
1.2 Objectives
4
