Marketing Essentials - Premier Inn Assignment

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Role and responsibilities of marketing function.....................................................................1
P2 Responsibilities and roles of marketing relate to large organization......................................4
LO3..................................................................................................................................................1
P3. Compare the application of marketing mix to the marketing planning process for
achievement of business objectives of different organizations ...................................................1
LO 3.................................................................................................................................................5
P4 Basic marketing plan for Premier Inn.....................................................................................5
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing essentials is full service incoming marketing and sales agency focused on
marketing activities. Marketing is very essential in business as it helps to promote goods within
existing and new market place. With the support of advertisement and promotion companies are
able to sell their products and generate revenue than previous history (Grönroos and Gummerus,
2014). It is the most effective method for people to learn about the business or new goods is
through the strategic marketing program which is included advertising and decisions of
management about where and how to place advertisements. It is very beneficial for business as
well as consumers to build relationship with each other. Marketing manager play their role
within marketing department effectively through their work and lead overall functions and
activities related with product promotion. The present report is based Premier Inn hotel chain
that serves their many services to guests since for so long. This study explains the responsibilities
and roles of marketing functions and roles and responsibilities of marketing link to broad
organization. It clarifies the comparison of ways in which various companies apply marketing
mix tool to marketing planning procedure to achieve objectives of business. Furthermore, it
justifies basic marketing plan for the Premier Inn.
Overview of company-
Premier Inn is the British hotel chain and known as the UK wider hotel brand, with more
than 758 hotels and 72,000 rooms. They operate its hotel chain in different locations including
city centres, airports and suburbs competing with likes of Ibis hotels and Travelodge. The
organization is founded in 1987, by Whitbread to compete with another hotel such as
Travelodge. Premier Inn expand their business in Ireland, Qatar, U.A.E, Germany and India
successfully and build the largest hotels chain in the world. All its branches have the on site
restaurant in which skilled workers serves the tasty food or breakfast to their guests
(Gummesson, Kuusela and Närvänen, 2014). In UK Firm is the first leading budgets' hotel chain,
they invest in prime time TV advertising as for marketing its products or services in marketplace.
LO 1
P1 Role and responsibilities of marketing function
Marketing is defines as the best action within business to promote and sell services or
goods, including advertising and market research. Marketing function is tasked with branding of
entity, advertising, participation in publicity actions and consumer interaction through feedback
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gathering. It consists of marketing research, product development, sales support system,
distribution program, finance team, HR department etc. all these functions has various roles to
advertise growth in business firm.
Marketing is management and study of exchange relationships, it is business procedure of
satisfying and creating good relationship with consumers. With its centering on people,
marketing is one the prime elements of company management.
There are the four main functions of marketing; Price, Product, Promotion and Place.
Role of marketing function-
Promotion- Marketing role within business is to advertise and promote mission of the
company and its other facilities (Barrales‐Molina, Martínez‐López and Gázquez‐Abad, 2014).
Marketing department make the best promotional strategies or plans that help to grab the
attention of consumers. Marketing management team must make plan better than before in
context of marketing or promoting goods within new market as well as existing that support to
aware people and drive towards them.
Product- Identify customers need is the main feature of marketing in which marketing
manager must understand its clients needs and wants. They need to manufacture goods according
to target market needs. It helps to satisfy people, marketing department role is to make right
services or products accessible to correct people at appropriate time. They should manufacture
goods according to customers needs which meet with market demand and help to generate
revenue.
Place- It plays the main role as marketing function to flow and distribute of goods, place
assure that product is in the accurate place at right time. The main role of selling is to make
every single one feel better off from exchange and provide people the best reason to keep coming
back towards purchasing firm goods.
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Price- Setting the right price for service or products is the challenging activity, marketing
department must set the price of things according to people needs. Price of product play vital role
in efficient distribution and determining of resources in market system.
Role of marketing function is to meet with people needs and requirement, marketers
determine clients needs and adopt marketing strategies according to it (Kartikawangi, 2015). The
needs of people are satisfied with the help of exchange procedure.
Responsibilities of marketing function-
Price- marketing logistics should recognize price drivers, marketing manager must set
the best prices in order to attract people towards them. The main responsibility of this function is
to make consumer happy and satisfy with exchange process. Product- production management
is accountable to make quality products that drive people more towards their business, and
increase profitability. Promotion- It is the key component in putting across benefits of facilities
to clients. Well created promotional and marketing strategies assure long term business progress
and bring in more people for companies. Marketing department create the best marketing plan or
promotional strategy that can be able to grab the attention of people as well as help to retain the
3
Illustration 1: Marketing function
(Source: Marketing functions, 2016)

existing customers. Place- place is the centre attraction point, the main responsibility of
marketing manager is to promote the things by choosing the right place for promotion.
The main responsibility of marketing function is to create effective marketing plans and
strategies based on market needs and requirements which is essential for business. Marketing
department team members conduct market research that is one of the best idea to know more
about people preferences and current trends within marketplace, it is the main role of them.
Before making any goods' promotion plan team members should identify its effectiveness and
consider all the necessary things related with advertising products.
P2 Responsibilities and roles of marketing relate to large organization
Marketing is the managerial procedure and the best way in which Premier Inn identify
their top grad opportunities in marketplace give its resources and objectives. Role of marketing
within organization is to build strong connection and relationship between firm offering to
market and consumers that help to enhance productivity and generate more revenue (Mosavi,
2014). Marketing department take right decision and consider the needs of people which help to
make effective promotion plan.
Developing goods or services and promote within new market as well as existing
marketplace effectively is the vital role of marketing that enhance the performance of firm than
before.
Marketing responsibility is to progress revenue, contribute to firm profitability and
growth of business. Marketing manager is accountable to conduct market research and deeply
understand Premier target market needs. Senior manager of marketing management is
responsible for setting overall marketing strategy in line with organization objectives and plans.
Market investigation is key responsibility for company marketing department, as it helps to
determine the best market opportunities and also support to gain the better understanding of
competitors and clients demands. Marketing management or team of company must create
materials that promote and describe business core services or other things. Marketing contribute
to maintain and manage social media pages of company that is beneficial for determining
customer experiences and satisfaction level. Marketing manager must identify the over all
activities of marketing which help to accomplish organizational goals and business objectives.
Selling department of Premier Inn works with external or internal product development
team to improve existing goods or to develop the new ones (Berisha Qehaja and Kutllovci,
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2015). They analyse sales of current goods and determine gaps in services or product range
where there are possibilities for organization.
Marketing role is to identifying target markets, segments with the Premier Inn target
consumers, most accurate strategies and understand the weakness and strengths of firm.
In other words marketing defined as the accumulation of several activities undertaken by
Premier Inn to relate productivity or profitability to their market. Generate revenue as better than
its competitors within marketplace is the main role of marketing that help to raise firm reputation
and position all over the world.
Marketing department work in firm interrelate with other functional units for example,
marketing with finance, Human resource management with marketing, operational
interrelationship with Marketing department.
Marketing department closely work with finance sector within Premier Inn because it
helps to complete task in fixed budget and achieve goals. Finance department of Premier Inn a
lot fix budget to marketing team in which they are able to make effective promotional and
advertising plan to attract target audience and other ones. Like finance department, marketing
section is also interrelate within Premier Inn HR management.
Human resource manager take help of marketing department in context of promoting
job vacancies and promote the best job offer to local and residential people (Camelo and et.al.,
2016). Marketing management and its team members make plan and include all the employment
policies of company that attract talented applicants towards them.
On the other hand operational management also stay connected with marketing team
because marketing department is the only source of promoting products or advertising services
of organization. With the help to advertisement people get aware about the existing goods and
also get more information about the new ones which is beneficial for enhancing company growth
and financial performance.
All the above things explain that marketing play many roles within business and have
number of responsibilities that can increase profitability and productivity.
Marketing role is to promote Premier Inn products or any innovation within market
place that help to generate awareness and attract people. On the other hand marketing department
responsibility is to make better promotional strategies that help to increase profitability and
productivity.
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LO3
P3. Compare the application of marketing mix to the marketing planning process for
achievement of business objectives of different organizations
MARKETING MIX AND ITS ELEMENTS
Marketing mix is considered to be the wall for the organization. Marketing mix refers to
the term which is related to the tools through which company is able to sell its products and
services to the customers. It is used by the many organizations in order to achieve their long and
short term objectives by in targeted markets. It has 7 elements which are known as 7P's
(Marketing Theories – The Marketing Mix – From 4 Ps To 7 Ps, 2018). These elements are as
follows -
1P – Product – Product is an item through which customers' needs and wants are fulfilled
by the business.
Illustration 2: Elements of Marketing Mix
Source: Marketing Theories – The Marketing Mix –
From 4 Ps To 7 Ps, 2018.

2P – Price – Price is an element which is determined by the company that on which value
products are being sold.
3P – Place – Place refers to the location where products are being sold.
4P – Promotion – Promotion refers to all those activities which are carried by company
for the purpose to increase the awareness about the products.
5P – People – It involves all the right people who helps in running the business and
selling the products to their customers.
6P – Processes – It refers to the procedure through which company is delivering its
products to the end users.
7P – Physical Evidence – It refers to the business environment where clients feel the
essence of the organization (Armstrong and et.al., 2018).
COMPARISON OF 7P's OF PREMIER INN HOTEL CHAIN COMPANY AND AMAZON
ORGANIZATION
Company Premier Inn Travelodge UK
Organizational Objective Enhance the business' societal
impact by providing good
quality services.
Increase the current market
share by selling the high
quality products and services
to their customers.
Products and Services Products of the Premier Inn are
hotel rooms, bars &
restaurants, online reservation
facility, concierge services and
membership discounts etc.
Services provide by the
company food service,
reception guests services, 24*7
room services and security
services etc.
Products and services of the
Travelodge are provide venues
for events such as marriage,
meetings, conferences etc.
Company also provide basic
accommodation and hospitality
services along with online
services too. It also provides
their customers another various
products such as bars and
restaurant, reservation facilities
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and customer services etc.
Place The headquarters of the
company is in Dunstable,
United Kingdom. It has served
its products and services to
United Kingdom (UK), United
Arab Emirates (UAE), India,
Ireland, Qatar and Germany. It
has very limited place.
The headquarters of
Travelodge Hotel is in Thame,
England, United Kingdom
(UK). But company serves its
products and services at United
Kingdom, Ireland and Spain.
(Pogorelova and et.al., 2016).
Price Company is charging prices
from their customers
depending upon the services
used. It is a luxury hotel which
offer extra services and charge
more. On the basis of this,
company's pricing strategy is
considered to be premium
pricing strategy.
Company is using flexible
pricing strategy in which they
provide their products and
services at the flexible rates.
Promotion For the promotion, company is
using so much discounting
offers and promo codes which
attracts more and more
customers. For example – they
give free services to the
children who are below 16
years old and they provide free
meal or free breakfast if a
family who have 2 children
orders breakfast or meals etc.
For the promotion, company is
using so much promotional
strategies which help company
to reach out of so much of its
clients. Their promotional
strategies includes Advertising,
Public relations, Social media
marketing, email marketing
and mobile marketing etc.
People Its key people is Alison Its key people are Keith Hamill
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Brittain who is CEO of the
company. Along with CEO, its
key people are board of
directors, hotel managers,
employees, staffs, guests and
suppliers (Bowie and et.al.,
2016).
who is chairman of the
company and Peter Gowers
who is chief executive officer
of the hotel.
Processes The process of delivery of
services of the company are
followed by employees and
staffs in two ways -
 Back Stage
 Front Stage
The process of delivery of the
products and services to the
end user are followed by three
ways -
 Back Stage
 Front Stage
 Online platforms
Physical Evidence Physical evidence of the
company is represented by the
lobby of the hotel, uniform of
the employees and staffs, its
logo and the experiences feel
by the guests who use the
services provided by the hotel.
Physical evidence of the
Travelodge hotel is their
environment and lavish styling
of providing services. This
attract their users the most.
Marketing mix of the Premier Inn Hotel is accurate for the company. It helps
organization to achieve its objectives by fulfilling the needs of their guests. Without marketing
mix, company won't be able to provide good quality hospitality services at reasonable price. For
the creation of brand image and brand value, company needs promotional strategies which is a
part of marketing mix. In order to achieve organizational goals and provide good service
experience to the customers, company has to hire people which is an essential element of
marketing mix. Hotel should be located at ideal place so that customers can easily access to the
company and enjoy their good quality services. Physical evidence helps organization to build a
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different brand image from its competitors which is important for the achievement of objectives.
Selection of right path for the delivery of services, company can help customers happy and
satisfied. This will help Premier Inn Hotel to achieve their organizational goals and objectives
(Wu and Li, 2018).
LO 3
P4 Basic marketing plan for Premier Inn
Marketing plan is part of all over business plan, it is comprehensive document that
outlines marketing and advertising attempts for future (Brammer, He and Mellahi, 2015). It
describes as the most essential business actions include in completing specific marketing
objective of Premier Inn within the set time frame.
Target market, pricing strategy, positioning statement, goals, SWOT analysis and budgets
and planning are the most essential parts of marketing plan that is used for company. The main
purpose of marketing plan is to set firm on particular course in marketing. Company required to
the perfect marketing plan because it helps to develop services or product in business that meet
with needs of target audience.
SWOT analysis-
SWOT analysis is strategic tool that help to identify company strength, weakness,
opportunity and threat (Kumar, 2015). With the help of this technique Premier Inn can be able to
overcome the weakness and make stronger than its business competitors within market.
Strength-
Premier Inn is the most leading and profitable hotels within UK, with operating profit
risen by 7.4% to 468 million and occupancy rate of more than 80%. Organization have 60,990
rooms by the end of 2015 which help to made it the biggest hotel chain. Company is able to beat
its competitors within marketplace that build its high position and reputation. Through providing
better and quality products or facilities firm has establishes the good brand image. Bike friendly
and kid friendly image linked with free Wi-Fi it is the great selling point for hotel.
Weaknesses-
Due to wrong hiring Premier Inn image is getting lower, in 2018 housekeeping staff of
company founded. As using same guest towels to clean whole toilet that make its negative image
in market place which is not appropriate for overall firm reputation and impact on its financial
performance. The main weakness of organization is limited global presence as compare to other
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market giants. They operate in limited number of nations that cannot be able to generate revenue
more than rivals.
Opportunity-
Premier Inn is successfully entered in Germany and finally getting into Republic of
Ireland which already seen success of Costa Coffee brand (Real, Roldán and Leal, 2014). They
efforts to promote their services or goods with using new technologies within their business that
is beneficial and provide many benefits to them. The design and décor rooms according to guest
needs and requirement that make them happy and satisfy to invest. It is the best and nice surprise
to customers in budgets hotel segment, company give contract to company of contractors for
whole renewal of wall tiling and floor as well as sorting out the problems of flammable cladding
on few of their properties which is one of the best opportunity to attract people than before.
Threat-
Holiday Inn, Ibis and East hotel is the main competitors of company within same industry
of budget hotel segment. There is powerful competition from many other independent and small
hotels that impact on Premier Inn market position and consumer base.
Objective of Premier Inn-
Premier Inn run their overall business functions and activities effectively and successfully
operate each operational actions a lined with business objectives.
The current objective of organization is to establish their new restaurant within Ireland
which help to generate profitability as well as increase revenue of business than previous.
Strategy-
STP-
Segmentation include findings out what types of customer with various needs existed in
market. Premier Inn marketing department segment group of people and identify their
requirements. They target middle class family and local people in Ireland for attracting guests
more towards their new restaurant, Veggie delight.
Target market is one or more segments, company chose its target audience with the help
of conducting market research. Middle class or local people is Premier Inn target market, they
want to serve other people the best services or food items just like segment group which is
beneficial for all over financial performance of business.
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Positioning include implementing company targeting, marketing department develop
detailed goods positioning for chosen segments and then develop marketing mix for each target
consumer (Luxton, Reid and Mavondo, 2015). They hire talented applicants who help to make
effective marketing mix plan for Premier Inn. Company decides their target market and strives
hard to make positive image of their goods in consumer mind via promotional activity.
Marketing mix 7P's-
Product-
Products means services and goods combination organization providing to its target
market as local and middle class' people or family. Premier Inn is classified as full service hotel
chain, accordingly range of their services is includes and extensive meeting, banquet and other
service. Currently they offer good and quality food to target customers with opening new
restaurant in Ireland. It is their main goods or tool that help to generate revenue and create
market image higher than existing firms.
Price-
Ultimate aim of penetration strategy for the Premier Inn is specified as marking
accessible services or products to clients where, when and how they prefer them. Company
serves people more than 120 food dishes in its new restaurant in Ireland and set great prices on
each products that help to attract target and other people.
Place-
Way of distributing goods is considered as third 'P' of marketing mix for Premier Inn that
is considered as the place (Paley, 2017). Marketing manager analyse the best geographical areas
where people visit the most and look for better restaurant. After the market research management
open their new restaurant in Ireland around local residential area where the good food items is
available for target audience easily.
Promotion-
Promotion is the main element in marketing mix consist with advertising and campaigns
to support new restaurants of Premier Inn. Marketing manager with the help of their team
members make various promotional strategies to promote new business in Ireland in order to
make people aware of new place initiate several promotional plans to uphold services within
restaurant as well as its food dishes.
People-
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People or staff members is defining components in service and food delivering procedure
since the facility is inseparable from person providing it. Thus, Premier inn is known as for their
food if they have talented people who serve it. Company must hire new applicants and chose
from local and residential people who know best and suitable things for customer as they belong
to economy of Ireland.
Process-
To grab the attention of customers and drive target people towards new restaurant in
Ireland company marketing manager must make business own new websites before promoting
within market (Pride and Ferrell, 2016). It is very essential for marketing restaurant and must
include all the information about it which help to increase interest among people to visit new
place or restaurant of Premier Inn.
Physical evidence-
Premier Inn provide the beautiful lavish ambience and design the latest interior of new
restaurant to their guests which attract people or target market easily and make them to retain
experience and return back. It is the biggest evidence for new restaurant in Ireland.
Action plan-
To make this plan successful and open new restaurant within Ireland company must make
action plan with allocate budgets.
Resources Budget
Product cost £100
Promotional activity £120
Labour cost £80
Distribution cost £123
Forecasts-
Year 1 Year 2 Year 3
Sales 100 120 180
Cost 120 100 80
Profit 1000 1300 2000
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Market share 2.00% 3.00% 6.00%
Control-
Customer Feedback is the main tool or technique for measuring and monitoring action
plan and effectiveness and progress of new restaurant in Ireland. It is the best process or system
in which higher management receive clients feedback in context of experience which they feel
during visit in restaurant (Mummalaneni, 2014). With the help of this method manager can be
able to monitor employees working style as well as evaluate the success of new restaurant via
getting feedback from customers.
Self monitoring is considered as the great success and growth measurement tools for new
restaurant. Operational manager is responsible for managing each operation within restaurant
effectively and monitor employees working performance which help to alien work accordant to
business objectives as to generate revenue and increase profit margin.
Travelogue and Premier In set their prices as based on customer based or demand and
provide the best services to them.
Premiere in Travelodge
Premier in company set affordable prices and
satisfy their customers perfectly.
But on the other side Travelodge cannot make
changes in their pricing policies and have
instable pricing structure.
Recommendation-
Premier Inn is recommended to adopt social media marketing which is very beneficial for
overall business performance and enhance their productivity more than before. To control
marketing plan company management use to modern technology, it is one of the best
recommendation that help to monitor effectiveness of plan or strategy. Organization marketing
team must chose appropriate place where rate of population is higher therefore people attract
more towards their business and purchase goods.
CONCLUSION
Form above its has been summarized that marketing is one of the most important function
within business as it helps to grow entity and promote things in market to reach target consumer
and grab their attention. Marketing manager sets prices of each products according to economic
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condition as it support to sustain for longer term and retain clients with them. Price, promotion,
place and products is the four functions of marketing that play important role to increase
company financial budgets and provide consumer good satisfaction level from exchange process.
Marketing manager responsibility is to create good promotion plan that is much effective and
useful as to attract people and maximize customers base than before. It has been concluded that
with the help of marketing plan, it is easy to identify organization weakness and strength and
make plan to overcome for weakness. Marketing manager make plan that contribute to achieve
business objectives and goals related with overall profitability. Marketing mix tool define the
current objective of Premier Inn that makes it easy for manager to achieve and get the best
results. Promotional activity contribute to become company a leading brand and promote their
services or goods in all around the world.
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REFERENCES
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Online
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q=marketing+functions+and+their+role&source=lnms&tbm=isch&sa=X&ved=0ahUK
EwiShuXw7fniAhUGFHIKHfwFBOQQ_AUIECgB&biw=771&bih=760#imgrc=cRhh
vx0JmjiWlM:>.
Marketing Theories – The Marketing Mix – From 4 Ps To 7 Ps. 2018. [ONLINE]. Available
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