Marketing Plan for Hotel Premier INN London

The provided assignment is a detailed report on the marketing plan for Hotel Premier INN London. It includes a SWOT analysis, objectives and goals of the hotel, mission and vision statement, segmentation targeting and positioning strategies, and a comparison with Yotel. The report also outlines a control mechanism to monitor customer feedback and implement strategies to increase profitability by 20% till 2020 and add 300000 more customers.

MARKETING ESSENTIAL

INTRODUCTION
Marketing is the tool of identifying needs of customer (Larsonand Draper, 2015). This is
the process of managing the relationship with the customer and also it refers to promoting the
product through different promotional activities to increase the buying and selling activities it
contains advertising, selling, and delivering products to customer or other firms.
For better understanding about the marketing the assistant manager has taken the business
activities of Premier Inn. Hence, It is the largest UK hotel chains and focus over to provide
satisfactory services to customers (Massingham, 2017). Thus, it operates hotels in the different
location it contains the city centres, suburbs and airports competing with the likes of Travelogue
and Ibis hotels. With more than 72000 rooms and 785 hotels. There headquarters in the
Dunstable united kingdom.
The present report will describe the roles and responsibility of marketing function also
describes the role and responsibility of different departments of the company. Moreover, it will
analysis the marketing mix and comparing the Premier Inn and hotel through 7ps of marketing
mix.
P1 Key roles and responsibility of marketing function.
It is the proces which is used by the various business to identify needs and wants of the
customer. Marketing helps to attract the customers through their services to increase the
profitability and sales of the business (Gillespie and Riddle, 2015). Usually many entities invest
a lot of money in the marketing to identify the customer needs. Thus, marketing includes buying,
selling and advertising the products and services to the customers also includes the planning,
organizing, controlling in the process of promoting their business for future growth. This helps
them to maintain the close relationship with their customers through the services and also
enhance their reputation in the global market.
Organization and Customer
If Premier Inn want them to provide the better facility to their consumers so its requires
that they concentrate on their consumers, and they may found the needs and demands of the
consumer through different marketing research such as primary and secondary research.
The different process helps to identify the view of customers. In primary process its require that
Premier Inn directly interview to the customer In order to collect the data through customer and

make plan according to the needs of customer. In secondary research is requires that company
use the data which is already available and make plan according to the previous data, so they can
use this data to forecast the futures and make strategies in order to generate the high sales.
Establish brand
Marketing is the tool which identify the market and increase the sales of the company.
Marketing functions helps to company for making the best services and increase the demand of
the product. So marketing have responsibility to provide the best services and create awareness
regarding the product (Gretzel, 2018). Premier Inn engaging in different task to managing the
task and establish the awareness regarding the hotel services. Using the different promotional
activities to introduced all the hotel services. The promotional and advertisement activities is
very essential when launching the new product so it is necessary that know about what the
customers want and the aim was to ensure their absolute satisfaction.
Making customer relationships
Make the good relationship with the customer it is the crucial function of marketing. So
uses the different strategies to attract the customer it is very important because whew company
serve the good services to the customer is maintaining the good relationship with the customer
(Nirschl and Steinberg, 2018). Premier Inn also provides the best hotel services such as Air
conditioning in all rooms, Coffee and tea facilities in all rooms, Free Wi-Fi in all rooms, Fitness
Centre, Laundry and dry cleaning etc. For communicate effectively and always makes the best
environment to the customer is generated the high demand and increase customer relationships.
Product pricing
A firm like premier inn needs to identify the costs of the services which they offer and
which is they newly launched. So they use the different pricing strategy in order to establish the
pricing in the product. So, they will need to look into whether they should offer the product on
the best price that customer also attract, and they also satisfy.
Establish the product and services
This is the essential role of the marketing function that they establish the product and
services (Nirschl and Steinberg, 2018). Department contains in marketing is grandly especially
when the team working within and outside the business they are involved when they develop
newer services in their hotel and make changes in the goods according to the customer needs that

are available at the moment within the market. This department makes the plan to increase the
demand of the product also analysis the market especially with regard to the goods and services
that they offer and the services that they sell to the people.
Marketing information
The key role of marketing is that they set the different marketing strategy for achieving
the goal of the company. The top management of the marketing department takes the
responsibility for achieving the goal and objective of the premier inn. Company setting
marketing strategy according to the information of market and helps increase the profitability.
This strategy is helps to increase a market share (Hugos, 2018). For example, to increase the
sales company may choose the online platforms to attract the customer and operate the new
distribution channel, online platforms reach a larger geographical market.
P2 Roles and responsibility of marketing relate to the wider organization context
Role and responsibility of marketing in the context of Premier INN is that They organize
the different activities to manage all the departments of the company. The importance is related
to strategies that is used by the hotels for the success. As marketing department is depends on
strategies and different techniques which is used by the marketing managers of the company they
influence the customers by different promotional activities and provide helps to company for
enhance the customer base. In addition, its is related to research as marketing is help to identify
the needs of customer they totally based on the data that they analyse and conducting research in
order to enhance the demand and needs of the customers towards the product and services which
they are offering. Marketing Research helps to primer inn to make a marketing plan and
implement in the business for increase the profitability and succession of the company.
Marketing is also important for the promotional activity it helps to promote the product
and service of the hotel (James and et.al., 2017). As marketing in terms of advertisement for
social media, sales promotion, online marketing theses all are the best way to promote the hotel
at large scale. As nowadays consumers are spent more time in the social sites so it is great
opportunity for the firm that they use these marketing technique to attract more customers
towards their services And products.
Marketing and Human resources departments

They both plays a significant role in Premier INN. As in the process of marketing, marketing
departments of the Premier INN gives the ideas to HR departments that which type of employee
they select in marketing position also, they require employees to sales their services in the
market and conduct a varius survey for identify the demand of product. So fulfil the
requirements of this process they need helps of HR department of the Premier INN to manage
the employees and provides the best training to the employees to sell the products in the market.
In other side as with the HR department, they manage the work and manage the people through
different marketing strategy. As they provide training to the people to behave ethically and also
provide guide to work according to the rules of Premier INN. Therfore, firm able to identify the
needs of customers while selling their products In the market.
Marketing and Research &Development Department
The research and development department of Premier INN they have responsibility to
manage all work of the company they continue develop the environment of work (Larson and
Draper, 2015). The marketing and research department identift the latest trend and requiremnts
of cosumers. Therefore, the importance of this department cannot be ignored so marketing
departments manage their work according to the research of Research & Development
Department. These both departments provides help to identify the problem and provide the best
solution to Premier INN also evaluate and implementing the strategies in order to achieve the
objective of Premier INN. Further they also research for the new trends of market and makes the
product and services according to the trends of market and satisfy the needs of the conumers as
result it helps to increase the demand of the services and product.
Marketing and Operational Department
Marketing and Operational departments of Premier INN interrelate to each other because
marketing departments give the ideas to the Premier INN that which type of product customer
want in the market. Both departments take responsibility of managing the production activity,
they manage all the resources according to the production activity and make sure that they
produce more in low cost (Shaw, 2016). They make the assumption and produce according to the
needs of customer. In addition, the main aim of marketing department of the Premier INN give
the best information to the operational department for reduced the cost of production and making
the best quality product which satisfy the needs of customer.

Marketing and Finance department
Finance departments of Premier INN makes the budget to identify the future growth of
Premier INN. The main role of the marketing department in other department mainly in finance
department that is interrelated to each other because finance departments of the Premier INN
gives the funds to the marketing department of firm for identifying needs of customer and also
finance team that offers the budgets for forecast the demand of product. Further, establishing the
awareness of the product in order to promote the goods and conducting market researches.
Financial department of the company also take the responsibility to mange the salary of the
employee in each department they timely payment to the employees. Also, they make the
different financial statement in order to identify the profit of the Premier INN such as income
statement, profit and loss statement, balance sheet, cash flows etc (Pike, 2015). These all
statements helps to company for identify the cash inflow and outflow of Premier INN
P3 Apply marketing mix to market planning
7 ps of marketing mix
Marketing mix
A Marketing mix is a staretgies of marekting which is used by different business in order
to achieve the objectives and goals of the firm. Marketing mix is help to identify the 7 ps of firm
also its describe different marketing strategy such as pricing, promotional distribution etc. the
right adittion of product in a place, in a right time and at a right price.
Product
Premier inn provides the best services to their customer such as Air conditioning in all
rooms, Coffee and tea facilities in all rooms, Free Wi-Fi in all rooms, Fitness Centre, Laundry
and dry cleaning etc. it helps to increase the customer base. Customers who have visited in the
Premier Inn (Malhotra, 2015). So company offered package deals for multiple night stays, also
company invited for a free weekend to the customer.
YOTEL provides the different types of services such as airport services, sightseeing
tours, spa therapies, the best restaurants, meals and domestic air travel or road transfers etc. also,
provided the best infrastructures provides comfortable bad, pillows also provides the exotic
holiday including the best breakfast, airport transfers and taxes.

price
The price of the hotels is comparatively high as other hotels because they charge the high
prices they offer the prices of rooms according to the requirements of room such as One
Bedroom Suit, Emperor, Presidential Suite etc. Premier inn follow the premium pricing strategy
because they only targets the high income class of customers. Furthermore, customer are also
ready to pay the price of the rooms as per fulfil their needs.
YOTEL has also followed the premium pricing strategies they attract the high purchasing
power customer. Hotel provides the luxurious and highly valued services to the customer and
also provides the best facility and services which are according the different pricing and needs of
the customer.
place
Premier inn operates the variety of locations contains city centres, outskirts, and airports.
There headquarter in Dunstable united kingdom. Company also provide there services in
international market.
YOTEL operates the different location such as airports and local cities contains London
Gatwick, London Heathrow, Paris Charles de Gaulle. Also, company operates their services in
the global market which increase the customer base (Pike, 2015).
promotion
Premier inn have uses the different promotional strategies in their hotel to create the
successful brand. Company uses the different channels of advertising and mass communication
medium to attract the customer. In addition, also company use the social media platforms such
as Facebook, tweeters to promote the brand.
Yotel have uses the various promotional activates to enhance the awareness of brand they
use the different strategies such as advertising the brand in the magazines and newspapers. Also,
offer the different innovative offers to attract the customers (Lane, 2016). Also, they encourage
to the mouth of words promotion which means customer share their experiences to the public on
the web sites which generate the profits of the company.
Process

The Premier inn provides the best services and manage all the activity, and they also
provide the world-class facility to the customer. They provide the well managed booking service
in the online platforms' customer can easily book their rooms via use the websites.
Yotel has also provides the world best services to the customer (Pike, 2015). The various
types of booking is available for different occasion such as holiday trip, office trip also booking
the hotel for Marriage, parties. The service is provided in the personal website of the company
customer booked the tickets on the online platforms.
People
The Premier inn is the hospitality sector. They have the best employees and work force to
provide the best services to the customer. Company have own learning and development centre
that they provide the training to their employees. Company hire the high professional and trained
employees. Also, they offer the job training facility to the students. Further, company have best
tour operator that they knowledge about all the places. Also, tour operator manage all the
customers services and arranging for their transportation
Yotel have the best employees they also provide the training facility to their employees
so that they provide the best service to the customer. Also, company provides the benefit to their
employees such as insurance medical and education facility to enhance the motivation among the
employees.
Physical evidence
Premier inn provides the best facility to the customer in whole world. They provide the
various product to the customer such as notepads, pens etc. (Rowley, 2016) further, company
offering the different promotional vouchers to increase the brand awareness.
Yotel has also provided the best facility to the customer like holiday trip, office trip etc.
further company provides the payment slips and also provide the company brochure describing
all the offerings to its customers.
P4 Marketing plan for Premier INN Hotel, London
Marketing plan is the blue print which describe the overall marketing activities. It is
identifying the marketing strategy for advertising, sale promotion, target market etc. A marketing

plans describes various activities of business which is involved in attaining of a specific
objective and goal of marketing.
Marketing plan is essential for
 Marketing is Identifying the major objective of the company.
 Company formulating marketing plan for identify the Necessary resource and budget.
 Evaluating and developing new opportunities for Business growth (Lovelock and
Patterson, 2015).
Executive summary
Hotel Premier INN London formulates the marketing plan for the purpose of providing
luxurious taxis service, also Remote Control app in the mobile for their customer in order to
enhance and attract customer and increase the number of customers to achieve a competitive
advantages advantage from other competitive hotels.
Situation
It has been analysed that there is high growth in hospitality sector. So, this has enabled
Premier INN to expand their market base and offer new services to people. Thus, a strategic plan
is developed that will help in hotel to expand
Market research
Hotel premier inn London doing the market research for innovating the services to
enhance the attraction of customers and to enhance the competitive advantage. They do the
marketing research on the basis of primary and secondary date of the company to establish the
innovative product in the market.
Aim
The main aim for launching the luxurious taxis services To attain the existing customer
as well as enhance the number of customer by provide them quality services.
Vision
The vision statements is that Hotel premier inn Provides the best luxuries' facility by using the
best technology and improves the best travelling services to enhance the demand of Educational
tour and destination tour.
Mission
“To constituently deliver the high value services to the customer”

Objective
The objectives are defined that company follow the guidelines to achieve the goal in
coming years and also every company makes the objectives to attain identified goals. objectives
are measurable by the company they forecast and evaluate the strategies to achieve the objective.
Also, they have definite date of completion (Massingham, 2017). To enhance in profitability by
40% by the end of 2021.
 To increase in profitability by 30 % by the end of 2021.
 To enhance in customer base of Hotel Premier by 30% by the year-end 2020.
 To enhance 30% of quality in the service sector providing the good food and drink to the
customer in the Premier INN Hotel London till the end of year 2121.
 To create customer satisfaction of guest incomings up to 5% by the end of year 2020.
 To attract at the 10 % of the high class customers of rivalry hotels up to year 2020.
 To raise market share in hotel industry by 3% by the end of 2020.
 To increse the sales by 15% by the end of 2021
Strategy-
In order to enter in new market a proper strategy is followed. Premier INN will implement
premium pricing strategy to attract customers. It will enable in offering services to high class
people.
SWOT
Strength
 Primer in provides the best service to
the customer.
 The hotel enhance their services and
products through innovation to attract
the customers and gain competitive
advantage.
 Primer inn provides quality in the
service sector providing the good food
and drink to the customer along with
Weaknesses
 The ideas of launching the remote
control in the room, this app is control
the room remotely through the phone
or tablet to turn on the lights and TV it
can be easily copied by other rivalry
hotels.
 Luxuriates taxi services cannot attract
the middle class customers so this is
the weakest point.

excellent food services (Shaw, 2016).
 They also provide the best facility to
those customers who are disabled, and
they enjoy with new facility
Opportunity
 The hotel Premier INN has an
opportunity to expand their hotel chain
in worldwide.
 Hotel has an opportunity to expand
their hotels in new destination.
Threat
 Company have a many competitors so
surviving is difficulties.
 Premier inn have a very few hotels in
the different countries.
Segmentation, Targeting and positioning strategies
STP is the tool which is used to identify the potential customer and target market it is
help to construct the budget and gives the ideas of marketing and set more suitable and
appropriate budget for specific segment. It also helps to achieve the objective and goal of the
company.
Segmentation
Segmentation means identify the new customer and their needs through market research. Primer
inn target the market according to the product and services (Krajina and Mladenović, 2015).
They analysis the data of customer to identify the customer. Furthermore, also analyse the
market for identify the target market. Firm target the market to establish the business in other
markets.
Geographic
premier inn target the audience of all over the UK market. They provide their product and
services to UK customer.
Demographic
Company target the young (24) and old age (60) people for their innovative product they target
the high and low income class customer who easily pay the money for these services.

Psycho graphics
Primer inn provides their product and services to both type of customer they provide the
minimum price on their product to the low potential income customer also they have a high
prices of product to the high potential income customer.
Targeting
Targeting means company analyses the demand of the product in the target market they use the
different strategies to evaluate target market.
Primer inn target the market by the use of two methods they set the target market
PRIMARY TARGET SECONDARY TARGET
 The main primary target of the
company it is that they focus on
enhancing the customer base
they attract the new customer
increase the number of
customer through innovative
products.
 The focus on targeting the
customers of competitors hotels
 increase the customer base
provides the best services to
existing and new customers.
 Positioning
primer inn position in the market by using the different promotion activities they offer the
different types of product to the customer. They launch the luxurious taxis service, and also
launch the Remote Control app in the mobile for their customer in order to attract customer and
increase the number of existing as well as newer customer (Hisrich and Ramadani, 2018).
positioning map, Premier INN London can position themselves by increase in service prepare by
the Hotel will directly impact on the sales and profitability of the business to enhance the
number of customers. As the customers attracts more towards the services and product prepared
by Hotels Premier INN. The Service of Taxi facility is the best way of attracting the customers.
Premier INN hotel London will increase their customers base by providing the best product and
services.

4 ps
product
Primer inn launch the luxurious taxis service, and also Remote Control app in the mobile
which helps to customer for control your room remotely through your phone or tablet.This
product is innovative and customer is like this type of innovative product
Price
primer inn uses the promotional pricing strategy when they promote their services in the
market. This pricing strategy helps to increse the customer base because company launch the
product on the minimum pricing its creates the high demand of product (Gretzel, 2018). It is the
sales promotion technique which contains reducing the price of a product or services in short
term-time in order to attain and attract more conumers & increase the profitability and sales
volume.
Promotion
Firm uses the best promotional activity in their hotel business they use the online platforms to
increase the requirements of the goods. Further more, primer inn uses the channels of advertising
and mass communication medium to attract the customer (Nirschl and Steinberg, 2018). They
also use the sales advertising, offline marketing and advertisement on TV for promoting their
hotel services and product. Firm use these promotional activities to promote the product.
Packaging
Hotel Premier INN post pictures of hotel on the online platforms to identify the reactions
of customer this helps to identify the needs of customer. Furthermore, the comments on website
of hotel its describes the consumers comment which descibe their gratification with hotel
services and product.
Action plan –
A proper action plan will be developed to attain goals.
 All the activities will be monitored and reviewed.
 The meeting will be taken every month.
Activities Action Measure Target date
Effective concierge
service
To provide free pick and drop
services to customers
delighted customer 3 month

Expand hotel chain To establish the new stores in
different locations
To increase the
customer base in
worldwide
1 year
To minimize threat
of competitors
To analyse the marketing
and pricing strategy of rivals
To increase the
profitability
6 year
These all strategy helps to firm for identify the competitive advantage and expand their business
in all over the world.
Forecast
Budget Allocation
Particular Amount
Cost of vehicles 20000
Software cost 20000
Employee training cost 5000
Machinery cost 10000
Total amount 55000
It is forecast that the profitability of Premier INN will be increased by 20% till 2020. Moreover,
300000 more customers will be added.
This is the estimate budget for new product. This budget is helps to identify the real cost of the
product. Therefore, firm compared the actual budget from expected budget it helps to identify the
actual cost of the budget.
Control
The marketing plan will be controlled in effective way.
 All goals will be measured with set standards and strategy is developed.
 A report will be developed by manager and performance will be monitored.
 The process of production it will be measured and using best processing method to
develop high quality of product.
 Monitor Customer Feedback and then implement the strategy.
 Sales can be measured in units sold, revenue generated or profit amount

CONCLUSION
The report has been drawn form the above report its concluded about the different
marketing strategies adopted by Hotel Premier INN London. The report has been explained the
roles and responsibility of marketing function in the hotel Premier INN. Furthermore, it also
concluded that the marketing function was related with wider organization such as finance
departments, HR and operational departments. In addition, it has been evaluated the comparison
of marketing mix strategy 7 P's of Hotel Premier INN London was done with Yotel . At last a
report has been described the marketing plan of new product launching new service and product
in hotel premier inn London. This plan included the SWOT Analysis and Objectives and goals of
Hotels. Also, described the mission and vision of the firm. Furthermore, explained the
segmentation, targeting and positioning strategies.

REFERENCES
Books and Journals

Lumsdon, L., 2016. Marketing for tourism. Springer.
Malhotra, N.K. 2015.Essentials of marketing research: A hands-on orientation. Essex: Pearson.