Integrated Marketing Communication for Premier Inn

Integrated Marketing
Communication

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1- Evaluation of current market situation and identification of tools along with methods of
use................................................................................................................................................1
M1- Evaluation of marketing channels of communication within the hospitality organisation..3
D1- Judgement on how marketing channels add value in the hospitality organisation along
with the demonstration of their communication objectives.........................................................3
TASK 2............................................................................................................................................4
P2- Designing the communication objectives for the organisational along with the justification
of selection and integration of communication channels.............................................................4
M2- Evaluation of application of communication objectives in relation to the marketing and
hospitality objectives...................................................................................................................5
D2- Detailed marketing communication plan along with integration of communication
channels........................................................................................................................................5
TASK 3............................................................................................................................................6
P3- Designing and producing appropriate content for the channel and achieving
communication objectives...........................................................................................................6
M3/D3- Determination of communication strategies for accomplishing the organisational
objectives.....................................................................................................................................6
TASK 4............................................................................................................................................7
P4- Critical evaluation of an integrated marketing communication plan with respect to
communication strategy, choice of channel and creative content................................................7
M4- Critical review about the success of monitoring and impact of integrated marketing
communication plan.....................................................................................................................8
D4- Recommendations for improving marketing communication plan to maximizing the
revenue along with meeting the organisational objectives..........................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The process of integrated marketing communication is defined as the combination of
different factors of communication such as social media, public relations, audience analytics and
business development. The selected organisation for defining the concept of integrated marketing
communication is Premier Inn, a hospitality organisation. This organisation is located in London
and was founded by Whitbread in the year 1987 (Tairova, Giyazova and Dustova, 2020). The
organisation has hospitality services all around the world for profitability aspect of the market
share.
This report highlights various means of marketing channels that serve the common
objective of organisation of hospitality. Along with highlighting the objectives of these
communication channels, this report comprises of appropriate justifications. The design and
production of content is based on communication objectives. The discussion also revolves
around the skills that critically evaluate a case study of hospital with choice of channel and
communication strategy.
TASK 1
P1- Evaluation of current market situation and identification of tools along with methods of use
Marketing communication is defined as the process of delivery of messages that are used
to communicate about the products and services with the targeted section of customers. The
variety of communication sources available are direct marketing, sponsorships, social marketing
and traditional marketing that are executed by firms for the promotion of their brands and
products. In concept with the Premier Inn, the process of marketing operates at a large scale
which bring a huge amount of customer base for their premium quality hospitality services. In
order to earn organisational profit, they want to enhance the customer base with the purpose to
overcome from losses they had, since pandemic. Customers' taste is changing frequently and this
changing is increasing the competition of the market. Change in trend and external environment
are also considered as contributing factors for enhanced market competition. Company
traditional marketing, holdings and channels helps to promote their products and services to
make organisational benefits (Schultz, 2020). There are several contributing factors which
impacts operation and marketing of Premier Inn. In order to manage this, SWOT analysis is
helpful to evaluate either they are performing well or not, given below:
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Strengths Weaknesses
 Respectable Brand Image
 operations are carried out at a large
scale with huge number of customers
 Highly Skilled staff
 The global presence of Premier Inn is
less
 Proper hygiene practices are not
followed
Opportunities Threats
 There is opportunity for expansion in
the new market place
 Introduction of advanced technology
has created various opportunities for
marketing operations
 The pricing policies of rivals is more
attractive and effective in attracting
customers
 The market conditions are poor due to
dynamic environment of the
marketplace.
A variety of marketing communication channels can be used by the marketing managers
of Premier Inn in order to increase their effectiveness and eliminating weaknesses. Some of them
are given as follows:
 Direct marketing: This method is considered the most effective as it helps marketers
identify their targeted base of customers along with their services and objectives in order
to produce attractive content (Suay-Pérez, Penagos-Londoño, Porcu and Ruiz-Moreno,
2022). The customers of Premier Inn will be directly targeted by the firm. The
organisation will offer special discounts, coupons to maintain their customer base and
enhance their experiences.
 Advertising: The marketing managers at Premier Inn will employ the use of money for
promotion of their products and services through radio, TV, YouTube, newspapers etc.
these methods are able to attract a large number of customers leading to welfare of the
organisation. However, this method of marketing communication is very expensive as a
contract is held with an advertising agency in order to increase their market share.
 Social media marketing: This method is considered the most common and effective as
every big organisation uses this form of marketing channel for connecting with their
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