Marketing Essentials of Premier Inn

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
P2 Explaining the roles and responsibilities of marketing relate to the organizational context. 3
LO 2.................................................................................................................................................5
P3 Comparing the ways in which different organisations applying the marketing mix to the
marketing planning 912...............................................................................................................5
LO 3.................................................................................................................................................8
P4 Produce and evaluates a basic marketing plan for an organization.......................................8
CONCLUSION .............................................................................................................................13
REFERENCES .............................................................................................................................14
REFERENCES..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is one of the most crucial process to identifying the anticipating and satisfying
customer requirements profitably. Marketing refers to activities undertaken by a company to
promote the buying or selling of a product or services. Marketing includes advertising, selling
and delivering products to consumer or other businesses. Present study will be based on
Marketing Essentials in the context of “Premier Inn”. It is a British hotel chain and the UK
largest hotel brand with more than 72000 rooms and 785 hotels. It operates hotel in variety of
locations with centres, suburbs and airports competing with the likes of Travelodge and Ibis
hotels. Further in the study will explains about the key roles and responsibilities of the marketing
functions. Also it outline the ways in which organisation apply different marketing mix for the
better marketing planning process to achieve business objectives. In the last segment of the
study will explains the marketing plan for the organisation that will be based on some new
concepts. Overall, The whole research majorly concentrate of on the marketing activities of the
Premier Inn.
LO 1
P1 Key roles and responsibilities of marketing function
Premier Inn is a British hotel chain which is the largest hotel brand of UK and operates in
various locations. It was founded in 1987 and has its headquarter in Dunstable, UK. As it is the
leading hotel therefore the marketing department has a lot of roles and responsibility in this
organisation which helps it in expanding the operations and increasing its market share as well as
customer base.
Role of marketing function in premier hotel
Conduct marketing research – Customers have ample amount of options in hotels to
choose from therefore it is important for marketing department of Premier Inn have to recognize
the factors which make the customers choose a specific hotel (Schramm-Klein, 2015). They do it
by interacting with their customers and checking their reviews that they can find out their taste
and preferences and help then hotel to know that what the customer needs and make the
marketing decisions accordingly.
Awareness – The other most important role of marketing department is that it involves
attracting customers. It makes sure that the hotel has abomination other hotels, resorts and can
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find out their strategies. It also helps in doing advertisements on different travel sites by
collaborating with them.
Promotion – The other role is to attract customers by doing promotion using various
techniques like providing discount on hotel rooms, advertising on television etc. Also, it can
offer incentives to grab the market.
Resources – Role of marketing it to make the hotel use the resources effectively and
provide a strong background of business and marketing strategies.
Relationships – The marketing role ensures that customers visit their hotel again and
avail the services. It helps in creating a good customer base by promoting their services from
word of mouth with the help of making stable relationships with the customers. For this purpose
the premier hotel regularly use customer loyalty programmes and add points in their accounts to
lure them to visit the hotel again (Elg, 2016).
Responsibilities of marketing function
The marketing function of Premier Inn has a lot of responsibilities like increasing the
revenue of the hotel increasing market share, adding value to growth and profitability. It includes
following responsibility:
Setting marketing strategy – The responsibility of marketing function is to make
marketing strategy which can fit to achieve Premier Inn objectives. The strategy can be
implemented for the purpose of increasing market share, enter into a new market, expanding the
market operations so that the hotel can increase its market share (Elg, 2016).
Communication – It develops material to communicate to customers which can promote
product and services to all the customers smoothly. They analyse the budget and make
campaigns along with develop e – marketing programs, product leaflet etc. They make
plans within the marketing department with skills and innovations which help the hotel to
have competitive advantage.
Seminars and other events – Marketing department is responsible for doing events like
seminars and exhibitions for the loyal customers to retain them and to attract new customers. It is
responsible to plan the logistics as well as meeting place and facilities for premier Inn so that the
hotel can ensure cent percent attendance of its customers. For example : Premier Inn is is
responsible for making attractive marketing campaign that motivates different other departments
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to make the better understanding of customer benefits and goals. Premier Inn marketing
manager is responsible to make online, offline survey, customer attraction strategies etc.
Scope of the marketing function of Premier Inn
Marketing function is belong to other different functions in order to meet out the
company aims and objectives. Marketing manager is also rely on the distribution process, selling,
purchasing, pricing, promotion, financing. All such functions are necessary for the company to
performed to accomplish the final aims and objectives.
P2 Explaining the roles and responsibilities of marketing relate to the organizational context.
Marketing function is one of the most competitive and profitable unit of the organisation.
Basically, Marketing department is accountable for searching distinct business plan and thought
of new concepts and ideas for the development in the Premier Inn. The marketing manager of
Premier Inn also responsible to forecast the marketing sales on the basis of customer demand,
competition level and other aspects that must be addressed.
In other words, marketing has different roles and responsibilities in case of a wider
organizational context of Premier Inn (Pike, 2015). The foremost role of marketing is to conduct
market research and gathered the information, marketing helps to identify the demand of
customers and their likings related to the advertisements and many others. Premier Inn has
various other functional departments such as finance, production, customer service, R&D, etc. In
other ways, marketing function also helpful to manage, handle creative attractive advertisements
to enhance the brands image in the market.
Operation Management/Production
It is necessary for marketing department to work closely with the operation & production
department to ensure the couple of activities. Such as marketing manager needs to ensure the
availability of resources to satisfying the needs and wants of the customers it is also very helpful
to determine the proper customer satisfaction and results. Marketing manager also measure the
quality and design of specification laid down by the customers. The reason behind this
interrelationship is to identify the competitive advantage (Bowie and et.al., 2016).
Production department already has consists various activities and functions such as
distribution process, warehousing, operations etc. Premier Inn manager must have responsible to
check the all production and operation activities in order to make the process more effectively
and according to the standard plans.
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Research and Development
R&D department of the company is the most productive function within the organisation
that generates several opportunities for the company such as new ideas, innovations, creative
concepts etc. the main purpose of this function is to research the whole market and take out the
new trend and customer needs. Basically, R&D underpin the marketing concepts in order to
determine the needs of the consumers or potentials. Marketing manager has always interrelates
with the goals and ideas that bring new management objectives and task. Marketing department
interlink with R&D just to focus on the goals and new ideas (Baker and Magnini, 2016).
Customer Service Provision
Customer service provision is very much integrated into meeting that manage the
working objectives and goals. Customer provision is the main concern area on which marketing
manager needs to followed. Customer service provision ensure of Premier Inn ensure the proper
ethical activities, customer satisfaction, customer queries and issues everything. This functional
unit can be performed activities by online. In this functional department marketing interrelate to
understand the needs and wants of the customers and ensure to make them satisfied and goals.
However, the understanding process has to be very effective and learning task to be more
specific and according to the company needs and wants.
IT Department
IT department of the organisation is another most significant function that support the all
technical work and issues in Premier Inn. Technical experts of the hotel can manage the website
issues and bring new innovative features for the clients. In recent time, customers are most likely
to visit company websites to gain any information and results. However, the systematic system
can controlled only by the IT department (Dzhandzhugazova and et.al., 2016). Basically, IT
department handled the customer relationship management of the company to gain the customer
needs and wants. On the other side, marketing department also linked up with this functional unit
in order to gain the latest technology through customer can attract towards the brand. Or on the
same side, it can also helpful to IT department to get to know about the customer needs and
wants.
Human Resource department
HR is the another functional department that supports to employees and their needs and
wants. On the other side, it overlook on the areas such as hiring, firing process of employees,
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training and development etc. another functional responsibility of HR manager is to motivate
employees confidence, performance skills and their growth. marketing manager interlinked with
this department in order to get new employees for marketing that are talented, skilled and highly
qualified in terms of marketing activities. Marketing manager took help from HR manager in
terns of making team workforce for marketing department (Sheresheva and Kopiski, 2016).
However, the communication between these departments is necessary to accomplish the overall
company aims and objectives.
Interrelationship with external, suppliers, distributors of marketing function
Marketing Manager of Premier Inn is also need to analyse the external environment in
order to make the marketing plan or strategies. Such as political, economical, social,
technological, legal or environmental. All such factors are also necessary for the company to
measure the risk and opportunities.
Marketing function direct interlink with suppliers to gathered raw material or required
material. So in order to say that, all such functions and activity is directly affect the marketing
performance of the company.
Pestle Analysis Of Premier Inn
Political : Political factor is the external factor that describes and understand the
economy of the country. The main target of hotel is to attract the international tourism which will
host a variety of different properties. Political factors might affect the business due to political
changes, taxes, etc.
Economical : Economic factor includes taxation changes, inflation, economic growth
and interests. Economic conditions will help to be more continue and enlarging in order to meet
out the work performance outcomes.
Social factor : Social factor is the another challenging and might be the challenging
factor for the company objectives. Changes in social factors impact the demand for firm services
and products. Premier Inn should always be aware about the goals and objectives that makes the
purpose more effective and challenging.
Technological : Technological factors is the beneficial factor that drives the business
more clearly and effective. Technological factor is the more challenging and effective in terms of
high standards.
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Legal factor : Legal environmental factor is the most essential for the development that
also might affect the business in direct or indirect manner. It is necessary for the Premier Inn to
adopt all the legal implications.
Environmental : Environmental factor changes have direct impact on the hotel
industries. This is the serious concern for hotels to be more eco-friendly. Besides that, hotel
industry has to take a proper measures for such factors and taking control over it on time.
LO 2
P3 Comparing the ways in which different organisations applying the marketing mix to the
marketing planning.
Premier Inn Followed the 7Ps of marketing mix in order to set the product, services,
prices its promotional and distribution activity. Basically the aim of marketing mix is to
understand the company details and some more information of product prices. However,
Premier Inn marketing mix is more flexible and effective to gain the customer focus.
Marketing Mix Premier Inn Travelodge
Product Product are the core element of
the business that gives profit,
brand image to the company.
Without the quality of product
or services company could not
able to earn enough profit.
Premier Inn is one of the most
strongest brand that provides
accommodation,
Transportation and Food &
beverages services to their
customers (Kerzner and
Kerzner, 2017). Basically
product is the mix that
represent the company name in
the market. However, Premier
Comparatively Premier Inn,
Travelodge is on the second
position in hospitality sector.
Travelodge has 40,847 number
of rooms at the end of the
2016. so basically, for
hospitality business. The main
thing is matter the most is
facilities of accommodation,
transportation. For that,
customer pay the huge amount.
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Inn has 72000 rooms and 785
hotels.
Place Place is the another mix which
refers of access that customers
have to service. This can
involve a physical decisions a
such as where to local a hotel.
Such as Premier Inn has
located in cities, suburbs,
airports where the customer
can easily reach to their
destination.
In the context of Travelodge. It
is located in over 500 hotels in
UK 11 hotels in Ireland and 5
hotels in Spain. However,
Organisation has to pick up the
destinations that is most
suitable for the clients which is
also easy to access. This can
be most effective and learning
to have the best image ion the
market by placing the outlets
at most of the cities.
Price Price refers to the amount that
customer pays on the behalf of
services or product. Pricing is
the complex term than of
product (Inamori, 2016).
Sometimes price is the element
that attract or distract the
attention of clients. It is all
depends on the company target
customers. If Premier Inn
target top income group of
people they can set their prices
accordingly. But if they target
middle class customers in that
case Premier Inn needs to set
prices affordable. In other
Price is the term that always be
based on the company cost.
Travelodge set the high
skimming process for their
clients. Sometimes top class
people always considered the
high prices in order to get the
luxurious services.
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words, Premier Inn set the
premium price for their guests.
People People who directly or
indirectly involved with the
company. That is employees,
that are the most crucial
aspects of the hospitality
sector. Employees of Premier
Inn are highly qualified and
well skilled. They are good at
handling conflict, issues with
clients. People are a very
significant P of marketing mix
that tend to be produced and
consumed at the same time.
However, Premier Inn also
provides training and
development to their staff to
make the more responsible.
People in Travelodge are
highly experienced and
knowledgeable. All such
context of the business are
majorly given the good impact
on the overall business. To be
more competitive and
challenges, it is very required
for the company to manage the
long term existing goals.
Customer experience will
always tend to make the
customer more satisfied I short
term by the help of employees
contribution.
Process Process related to the way
through company transfer its
services to its customers (Risi
and Wickert, 2017). Process
refers to the procedure,
mechanisms and flow of
activities that occur when the
customers and the business
interest with each other.
Customer book the rooms that
occur when the customers and
Process of the goals and
objectives also measured the
effective learning goals.
Moreover, this would help to
determine the long lasting
work objectives and make the
all process more effective.
Travelodge offer different
platform for bookings through
internet, company websites
and effective management
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the business interact with each
other. Premier Inn also
provides the best services and
growth in the business in the
best possible way.
task. Moreover, it brings the
effective management.
Promotion Promotional activities are the
most significant mix for
marketing that helps to
promote the product or
services in the market. For
example Premier Inn provides
the comfort and quality.
Intangible services can be
more difficult and challenging
by a potential customer
growth. Premier Inn promote
their brand through
advertisement, social media,
by online campaign, etc
(Hsueh, 2015).
Travelodge also considered the
best plan of promotional
activities just to spread the
brand image and company
services. In other words,
promotion refers to the
different ways that
communicate, describe and
advertise the product. Because
celebrity endorsement to create
trust in the product. Offering
guarantees to remove.
Travelodge also promote their
services by company websites,
online, through social media
platform etc.
Physical Evidence Physical Evidence is the
marketing strategy that defined
services that are intangible.
This basically refer those
services that given by the
company in the form of
complementary. In other
words, this is the term which is
tangible element that facilities
Physical evidence is the best
way to control the activity and
charges just to expand the
customer attention and demand
of the business. Physical
evidence is the effective
services and goals that helps to
bring the attraction level of
clients. Travelodge provides
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the service or provide
information about the service.
In hospitality sector generally
the physical evidence includes
customer service received
before and after the stay who
the lobby looks like.
offers, discounts and special
trip for the customers that
makes the customer more
satisfied and happy with the
company services.
LO 3
P4 Produce and evaluates a basic marketing plan for an organization.
Marketing Plan
Marketing plan is kind of new business plan that company develop to gain the market
opportunity and leverage more profit from the market. Marketing strategy aligned with the
highest level business goals and objectives helps you to create awareness for the company to
produce the competitive business plan. Present marketing plan has been based on the new
services that is to build up the new concept in hotel. Such as Premier Inn will also plan to open
the gaming zone for the clients. In order that, they will presenting the whole structure to
determine the best opportunities.
Situation (SWOT)
Strength
 Premier Inn is the leading hotel chain across the British hospitality market.
 Premier Inn highly introduced its brand across the globe, in order to gain the high
advantage in popularity manner (Atwal and Williams, 2017).
 Premier Inn is a premium brand among the other hospitality businesses.
 Has been recognised with several awards for being one of the finest hotel chains in
Britain.
 Premier Inn also plan trips for their customers in the best possible manner.
 Offering business accounts for their exclusive customers.
Weaknesses
 Intense competition for the brand means small margins.
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 Premier Inn is the another most challenging matter of fact that affect the long lasting
decision making.
 Due to security reasons and controversies Premier Inn facing difficulties and challenges
into their business functions.
Opportunities
 Premier Inn can make more tie-up with more other businesses to gain the market
opportunities.
 Investing in digital marketing that makes more opportunity for the company to expand
the business into more energetic manner.
 Premier Inn can also build up the new plan where they will launch the new product or
services for the customers in order to attract the number of customers.
 Premier Inn can also very helpful to make the new advertisement to gain the business
opportunity task (Oji, Iwu and Haydam, 2017).
Threats
 Uncertain demand of customers might be affect the business in terms of different
context.
 Dynamic business environment can also affect the business performance in the context
of new level.
 Legal regulations and customer security can also be the factor that affect the business in
terms of different context.
Objectives
Premier Inn main aim or vision of the Premier Inn is to offering professional, flexible
hospitality and services to their selected customers in best possible manner. However, the present
objective of marketing plan is to build the new innovative concept just to regain the business
opportunity and different business concept and task. However, the whole business based on to
add one more facilities for the clients that is gaming zone for adults as well as adults.
Strategy
Segmentation : segmentation is the approach that helps to set the customer
segmentation on the basis of different categories. Through segmentation company easily identify
the specific needs, mature markets to find the new customers, deliver more focused and effective
marketing messages. Along with that, it also very helpful for the company to build up the new
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image in front of the selected customers (.Dixit, Lee and Loo, 2019). Premier Inn needs to make
sure customer aims and objectives to gain the business opportunity market to be more effective
and authenticated in terms of making good advantage and growth. However, company selects
segmentation from demographic, psycho graphics, lifestyle, belief and values. Etc.
Targeting : In this strategy company needs to opt in which market they want to operate
its business activities. In other words, business need to evaluate the potential and commercial
attractiveness of each segment such as criteria size, difference, accessible and focusing on
different benefits. Majorly, the target people of Premier Inn are travellers and backpackers who
visit to other place (Bowie and et.al., 2016).
Positioning : This is the another terms that elements of the STP process. Positioning
concept helps to redefine and make strategies in which they define the positioning level. In
current statistics Premier Inn is on the UK best budget hotel.
Price Quality : Price quality is the type of strategy that has been taken by the company
in which company has to decide the prices or the quality of their services. Premier Inn always
need to make sure how company will contribute their efforts to make the best services for the
clients. Apart from that, it also helps to redefine the all over process to get the more
authenticated kind of business process. In order to attract the customers company needs to adopt
low skimming price strategies to attract number of customers.
Diversification
Diversification is the another part of business strategy where they select the new
diversification in the business just to sustain the business image in front of their competitors.
This strategy is one of the most famous and fruitful (Dixit, Lee and Loo, 2019). But on the same
side, it is also very risky and challenging because it is not necessary that new plan is accepted by
the clients or not. It is highly risky and challenges for the business that involves high risk.
Action plan
Marketing Mix
Product : Product is the first mix of marketing that define the product features and all
about their pros and cons. This is the foremost element without company cannot gain profit and
market research. Present product or services of the Premier Inn is new gaming zone in the hotel
premises. This unique concept can helpful in brand recognition.
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Price : Price is the another mix that helps to reflect the exact amount of services or
product that will sell in the market. It is also very helpful to measure the long lasting results and
make the process accordingly. However, price is the another factor through customer attract.
Like, customer is always want to get bundle of services at reasonable prices. So that, at
reasonable level, Premier Inn needs to set low price of gaming zone just for the customer
attraction.
Place : Place is the another element of marketing mix that explains in exactly company
exist. In order to gain customer, company has always needs to increase customer reach and opt
strategies to open the company at different places (Dixit, Lee and Loo, 2019). Such as Premier
Inn has already exist in different places across the UK. So basically, Place enable to connect
customers with the Premier Inn where customer can easily get the all accommodation services.
Process : Process defines the mode and channels through company can provides their
services. Such as in hospitality sector majorly hotels provides its services like Premier Inn hotel
is considered as one of the best management hotel chain in the UK. The flow of process must be
available at many of the places. Due to reliable process and maintained the supply chain
management of the group has highly benefited to maximise the customer interest and gaining
process. However, Premier Inn can maximize its position in the market by providing the best
services or products throughout the company places (Porcu and et.al., 2019).
Forecasts
In order to forecast the sales will be 20% and costs will be occur £14500. however, the
forecasting is the helpful tool to measure the company costs as well as company profit after
implementing the new business concept in within the business growth. However, as per the
present market share. Premier Inn can earn great profit or return on investment. Besides, that
Forecast tool is also helpful to reduce the possible upcoming constraints of the business that
company can easily remove from the project (.Dixit, Lee and Loo, 2019). In other words, this is
also very helpful to measure the effective working out goals that maintained the better results
and goals. However, there are so many factors of internal or external which affect the planning
of forecasting. For that, Premier Inn can also make or produce the contingency plans to reduce
the possibilities risk of future.
Control
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This is most significant method or process to measure the business success. Control,
monitoring all such terms are useful to measure the actual level of the business plan that makes
the business successful. Company can implement or use different types of controlling tools
through company can get the productive outcomes. Such as given bellow :
Feedback
This is the core idea that helps to satisfy the needs of some market segment. Customer
feedback offers one of the most direct ways to access whether the business get the process or not.
This feedback can be taken by either customers or employees, consumer feedback can give better
results of the plan that influence consumer behaviour, positive and negative responses to
marketing messages by customers offer a front lines.
Measure actual results from desired results
This tool can also be used by the company to measure the results and outcomes by the
help of total sales. This is the good way to control the risk and happening in the future. Analysis
of sales activity or total annual source it can helpful for the company to know weather this
marketing plan will become successful or not (Dixit, Lee and Loo, 2019).
CONCLUSION
As per the above report and research it has been analysed that how much marketing is
essential and important for the business growth. Throughout the study, it has been explained
roles and responsibilities of marketing function such as research the market and measure the
customer needs and wants, current trend and make the new business plan. However, the study
also described about the ways in which different organisations apply the marketing mix to
achieved process to achieve business objectives. Study also explained about the marketing
business plan that Premier Inn also introduced the new concept for the better profitability
growth. Overall, the main purpose of the marketing function is to promote and gain the market
sales along with better product or services. Besides, it has been concluded that Marketing is the
significant concept of the business that is helpful to gained more profit.
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