Roles and Responsibilities of Marketing in Premier Inn Hotels

This document discusses the key roles and responsibilities of the marketing function within Premier Inn Hotels. It explores how marketing contributes to the wider organizational context and its impact on achieving business objectives. The document also covers the ways in which different hospitality organizations apply the marketing mix to their marketing planning process.

MARKETING OFFICER IN
HOSPITALITY

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 The key roles and responsibilities of the marketing function within a Premier Inn Hotels...1
P2 Roles and responsibilities of marketing and relating to the wider organisational context.. . .3
LO 2.................................................................................................................................................5
P3 The ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives ......................................................5
LO 3.................................................................................................................................................8
P4 Producing a basic marketing plan for a hospitality organisation to meet marketing
objectives.....................................................................................................................................8
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Marketing is a very multidimensional tool which is applicable to almost all other
functions of the hospitality industry. Marketing is far ahead of sales (Kotler and et.al., 2015). It
involves selling and promoting of goods and services which includes research of the market and
advertisement. Premium Inn hotel is subsidiary and its parent company is Whitbread. Its key
people are its CEO who is Alison Britain. The company is having 72000 rooms and 785 hotels
spread across UK, India, Ireland, UAE, Germany, Qatar. Report will include responsibility of
marketing. It will highlight marketing mix elements of two companies(Kotler and et.al., 2018).
LO 1
P1 The key roles and responsibilities of the marketing function within a Premier Inn Hotels
There are various roles and responsibilities that the Marketing department plays in the
Premier Inn Hotels some of them are as follows:
Gathering Market information and analysing it
Under this role of Marketing, the department have to do a lot of effort to know the
customers insights and it is done by knowing from the customers:
Want of the customers, Quantity in which the customer want that product, Fair price in which the
customer want that product, etc(Kerin and Hartley, 2015).
All these information is collected by the Marketing Department and then analysed and
the proper planning is made in fulling the analysed information for the Premier Inn Hotels
Doing Planning of Marketing
Planning is done by the Marketing Department to achieve the desired objective of the
Premier Inn Hotels For example if the Premier Inn Hotels have to raise the share in the market
from 10% to 30% than proper plan is required to meet that capturing of the share in the market.
Based on the plan appropriate action will be taken in the Premier Inn Hotels to achieve the
plan(Chaffey and Ellis-Chadwick, 2019).
Product developing and design
The company whose product is not designed or developed well will be having lower sells
compared with the product whose design and development is more lucrative because customer
will be showing more interest in that product and this will boosts the sell of the product
automatically in the market. So Marketing Department of the Premier Inn Hotels must design the
product after doing adequate research(Kannan, 2017).
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Grading the product
The meaning of standardisation is to standard determining of the product via the product's
size, colour, quality, raw material used and design of the product in the Premier Inn Hotels And
following this way samples are made and these sample are then send to customers and based on
these samples a large number of orders are made by the customers. Grading makes the sale and
purchase easy in the Premier Inn Hotels and how important the role of the Marketing Department
is, it is cleared via grading of the product as the customers who buys the product only by using
the grade of the product it is very useful for them(Zikmund and et.al., 2017).
Labelling the product and Packaging the product
It is also a very important role which is played by the Marketing Department, in which
the Marketing Department ensures that packaging of the product in the Premier Inn Hotels in
involves avoiding any damage to the product, avoiding destruction and breakage in the product,
etc. Packaging involves many items such as wooden boxes, plastic, jute bags which a marketing
department have to take care of(Goldberg, Fishbein and Middlestadt, 2018).
Label is like a slip which provides all the details of the product and all the details of the
seller and it is generally found on the product and it can be in any form such as seal or cover, etc.
Branding of the product
Branding is another important role performed by the Marketing Department in the
Premier Inn Hotels To make the product unique and distinct from the competition the Premier
Inn Hotels make its product doing branding to the product and it is done by giving the product a
unique code and which may be added in the name of the product adding the name of the product.
Customer services
Customer service is also important in the Premier Inn Hotels which if is sound than can
influence a lot of customers and due to which the business of the Premier Inn Hotels will
increase due to satisfied customers. The Premier Inn Hotels generally offers services after sales,
customers complain handling, Maintenance and Technical services and also services related with
credit(Van Den Berg and Braun, 2017).
Product Pricing
Fixing the price of the product is most important part of the Marketing Department. The
fixing of price is done by considering a lot of factors such as advertisement cost, direct cost and
indirect cost, operating cost etc. of the product of the Premier Inn Hotels
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Promotion
Under this the Marketing Department have to choose which technique of promotion is
best for the Premier Inn Hotels which can be personal selling, selling digitally, social media
selling etc(Kannan, 2017).
Infrastructure or Transportation
Transportation also is important for the Premier Inn Hotels it is the medium via which the
Premier Inn Hotels delivers its products. So the Premier Inn Hotels must have easily available
the transportation facility available which a Marketing Department should take care of.
P2 Roles and responsibilities of marketing and relating to the wider organisational context.
Marketing can correlate with other functions of the Hotel industries which can be
Finance, Production, Human Resource which are the other three functional areas of Premier Inn
Hotels other than Marketing. Marketing is a much larger term then selling and has a wide scope
and its applicable all over the business. In Marketing each and every aspect of the business is
seen from the customer's view point. Marketing is a permeate which is applicable to all
functional areas of the Premier Inn Hotels(Zikmund and et.al., 2017).
Marketing with Production Department/Operations
Marketing department have to make efforts to work fastidiously with production department.
Marketing department should make ensure:
 To meet the current needs of the customers and also the upcoming needs or the future
needs of the customers, the plan must be made doing fastidious research which is
accurate and completely relevant with the Premier Inn Hotels.
 The way the customised product is designed by the Premier Inn Hotels which is designed
as per the customer's requirement, must meet the quality of the product at par. For
Example if customer's need is to get the desired product in the Premier Inn Hotels the
customer have already booked the hotel and he had already called to the staff of the
Premier Inn Hotels and explained the need of him, The product is available in the
Premier Inn Hotels then the role of marketing can be in it is determining what the
customer generally demands and buying the product in advance so it will save time and
cost of the Premier Inn Hotels(Kotler and et.al., 2015).
 Premier Inn Hotels meet the number of orders which are generated by marketing within
the time required to deliver them. For examples if in the Premier Inn Hotels the time
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required to deliver the product is 15 mins per order then the commitment must be met
accordingly without any delay in order delivery.
The Marketing department surely make deadlines for the production department to
stretch the potential and capabilities of the employees working in the production
department(Shaw, 2016). This also give a competitive advantage as well because the marketers
will launch the products in the market very soon. Where as the production department also work
on quality of the product so the launching of the product can be done soon and fully testing of
the product ensure that no further repair or testing of the product which help the Premier Inn
Hotels for the growth of Premier Inn Hotels and this also lead to meeting safety and health
requirement. This help the production department to design new and innovate product and this
also help the marketing department to capture new market for the newly developed
product(Chaffey and Ellis-Chadwick, 2019).
In these ways marketing help the Premier Inn Hotels 's production department by making
deadlines, Making appropriate strategies for the current and future customers, Order meeting and
many other ways.
Marketing with Human Resource Department
The Marketing department have to make ensure that right people with the right skills are at the
right place, in the Premier Inn Hotels for this the Marketing department have work fastidiously
with the Human Resource Department to avoid any clumsy and fragile situation. This can be
done by:
 Attracting potential employees to work in the Premier Inn Hotels by different channels of
the Premier Inn Hotels which can be attracting via online and offline modes(West, Ford
and Ibrahim, 2015).
 Helping the HR department of the Premier Inn Hotels by developing communication
skills in them as the Marketing department is proficient in communication so they can
give training to the HR on the basis of the experience of them which will help the HR
guys to bargain the salary of the new join nee and which will ultimately result in
reduction of the cost of the Premier Inn Hotels(West, Ford and Ibrahim, 2015).
So in this way the Marketing Department of the Premier Inn Hotels can play a major role in the
HR department.
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This will help the marketing department to do do more and more research for the
employees to get hired and also the best employees to be hired and it will help the HR to
improve the communication skills in them.
Marking with Finance Department
Again the Marketing Department have to coherently work with the Finance Department to make
sure that:
 There is adequate budget to meet the the research requirements of the Premier Inn Hotels
 Analysis of the area in which the customers are more and it is done by Marketing
Department which will help the finance Department by investing more towards that area.
So in this way Marketing Department can help the finance department of the Premier Inn
Hotels to frame policies which are necessary for the Premier Inn Hotels to meet the goal of the
Premier Inn Hotels. This help the Finance Department to invest in the appropriate area and also
the Marketing Department by getting what are the budget requirement from the Finance
Department(Chaffey and Ellis-Chadwick, 2019).
LO 2
P3 The ways in which different hospitality organisations apply the marketing mix to the
marketing planning process to achieve business objectives
7 Ps compromises of Product, Price, Place, Promotion and these are also known as 4 Ps,
Physical Evidence, People, Partners.
7Ps Hilton Hotels Premium Inn Hotels
Product Product is all about how to
develop product or services.
Each hotel is having its own
Product strategy. Here the
comparison is done between
Hilton Hotels and Premium
Inn Hotels, The Premium Inn
hotels are rated as, as good as
Hilton Hotels but till both of
them compromises of
As Premium Inn Hotel also has
a bar, 24 hour front desk and
room services, all rooms are
having Acs, showers, hair-
dryer etc. The quality of
Premium Inn Hotels are good
but not that good as compared
to Hilton Hotels. Hilton Hotels
are also having all the facilities
more or less. But the quality is
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differences, Product if taken
under consideration
then(Goldberg, Fishbein and
Middlestadt, 2018).
Hilton hotels are much larger
hotel chain and it consists of
customer service, bars and
restaurants, online reservation
facilities as a core products.
There are also additional
products and services which
are supporting to the main
product of the Hilton hotels
and are as follows 24/7 room
services, newspapers,
magazines, and this is all for
free. There are also many other
benefits other than that which
consists of discounts, relaxed
atmosphere etc. Hilton uses
Discount Strategies(Kotler and
et.al., 2018).
little better of The Hilton
Hotels as compared with the
Premium Inn Hotels, because
the Hilton Hotels provides
premium rooms and quality
services. Also the customer
support services of the Hilton
Hotel is much better as
compared with the Premium
Inn Hotel, as the call are are
herd quickly or quick response
is there in the Hilton Hotels.
Price Price includes in it positioning,
list, discount, credit, payments
methods, free or value added
elements. All of these factors
are better in Hilton Hotels as
compared to Premium Inn
Hotel as Hilton Hotels are
much larger brand. So they
offer to its customers more
Discounts offered in Premium
Inn Hotels are there but not
that much as compared with
the Hilton Hotels. Because
Premium Inn Hotels is not that
giant as Hilton Hotel so the
price they charges is higher
and also sometimes fail to
provide various other benefits
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discounts, on the happening of
any events and also various
other facilities such as
welcome gifts, etc. Hilton uses
Credit payment strategy.
which may not be there in the
Premium Inn hotels such as
welcoming gifts, etc. Premium
Inn uses value added elements
strategy(Shaw, 2016).
Place Sales consists of Trade
channels, sales support,
channel number, segmented
channels etc. again the Hilton
hotels are having more
channelised sales and uses
direct sales channel and its
support and with technological
advance facilities such as
strong online base sells and
also its sales services are often
more sound as compare with
the Premium Inn hotels. Hilton
uses sales strategy(Kannan,
2017).
Sales support of Premium Inn
hotels are good but not that
good as compare with Hilton
Hotels. Trade channels are also
good and there is a good
connection between all the
staffs and the management.
Premium Inn can improver its
Place by expansion. Premium
hotels uses segment channel
strategy having indirect
channel of sale.
Promotion Promotion includes Marketing
communication, personal
promotion, sales promotion,
PR, Branding, Direct
marketing. All of these are
present in the Hilton hotels as
Hilton hotel is a good Brand,
having great sales promotion
strategies, The Direct
marketing is consistent in
Premium Inn Hotels is also
having almost all of them good
but as the customers used to
visit the USA, the most then it
lacks in promotion as
comparison with the Hilton
hotels. Premium Inn hotels
uses Direct marketing which
do not involve any third party
or any social media paltform.
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grabbing more and more
customers. Hilton hotel uses
branding strategy.
Physical Evidence Physical Evidence consists of
sales/staff contact experience
of brand, Product packaging ,
and online experience. As
comparison with Premium Inn
hotels again Hilton wins here
because the hotel is having
much more big name brand,
and also having sound
experience. Hilton uses
Product packaging
strategy(West, Ford and
Ibrahim, 2015).
Here the Premium Inn is
having comparatively less
experience as well as staff and
as the Online experience but it
can improve it by getting more
and more experience in less
time. Premium inn hotels uses
online experience strategy.
People It involves individuals on
marketing activities, individual
on customer contact,
Recruitment, Training and
skill and Remuneration. Etc.
Here again Hilton pays its
employees more remuneration,
and its recruitment process is
also very complicated as
compare to the Premium
Hotels and uses customer
contact strategy(Zikmund and
et.al., 2017).
Premium Inn hotels are
comparatively less paying and
less rewarding to its
employees and uses Individual
on customer contact strategy.
Process It includes Customer focus, IT Process of Premium Inn hotels
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support etc. and lastly again
Hilton hotels wins again and
Hilton Hotels is having much
more sound IT structure and
much more sound technical
support. It uses IT support
strategy(Van Den Berg and
Braun, 2017).
are not that par comparative to
process of Hilton hotels. It
uses Customer focus strategy.
LO 3
P4 Producing a basic marketing plan for a hospitality organisation to meet marketing objectives
The company Premium Inn Hotel is a famous hotel in UK and is famous for its house
keeping services. The company was established in the year 1987. It was merged with another
hotel named as Travel Inn and ultimately the name came into action as Premium Inn hotel.
The Premium Inn hotel's objective is to increase its sales by 20% in the next 5 years
constantly and keep growing at the rate higher than the market rate(Zikmund and et.al., 2017).
SWOT analysis, Strength, Weakness, Opportunity and Threat of the company can be
explained of the company via the table mentioned below:
Strength Strength of the company will be its sound
employees.
Weakness Weakness of the company will be its poor
customer support service.
Opportunity Opportunity for the company will be expansion
of its business all over the world.
Threat Threat to the company will be entrance of the
competition in the place where the company
has its existence.
PESTLE analysis of the company the Premium Inn Hotel is as mentioned below:
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 Political factors, of the company will be the impact of rules and regulations of the
government over the company like changes in the tax laws which will impact the
company in paying more taxes to the government, it can have positive impact as well if
the tax rates falls(Kotler and et.al., 2015).
 Economical factors, include fluctuation in interest rates which will result in currency
fluctuation and it will impact the Premium Inn Hotels in negative way as well as positive
as the country whose currency became strong will visit the hotel more and the country
whose currency became week will avoid going to the hotel.
 Social factors will have positive impact towards the company if the company is meeting
all its social requirement and negative impact if the company will not meet its social
requirement(Kotler and et.al., 2018).
 Technological factors, it will impact the company if the company is having sound
technological infrastructure it will have positive impact and vis a versa if have poor
technology.
 Legal factors will also have positive impact over the company if the company is
regularly following the laws then the company can have positive impact but if the
company is failing to comply the laws it will be imposed with liability.
 Environmental factors, all of the five factors falls under the environment factors and if
the company will do good to society then it will be having positive impact and vice versa
if not(Chaffey and Ellis-Chadwick, 2019).
7Ps of the company Premium Inn hotel are:
 Product, the company will using different way of online reservation which will enhance
its revenue and sales.
 Price, under this the company will use credit strategy, will lead to attraction of more and
more customers.
 Place, in this the company will use sales strategy to enhance sales.
 Promotion, in this the company will use branding strategy to enhance the value of its
brand.
 Physical Evidence, in this the company will use product packaging strategy which will
enhance the product packaging quality of the company.
 People, in this the company will use customer contact strategy to enhance its customers.
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 Process, in this the company will use IT support strategy this will make the company
sound more technologically(Zikmund and et.al., 2017).
STP,stands for Segmentation, Targeting, and Positioning. Under the Segmentation
strategy the company will use Demographic strategy which will lead to focus on customer needs.
In Targeting, the company will focus on customised marketing strategy this will increase the
chances of the customer to enter into the hotel. In positioning the company will use the product
user approach strategy this will make the company keep in knowledge the particular user.
Budget, the budget of the company for the 5 years is of 10 million USD for its marketing
which the Premium Inn hotel is focus a lot on(Van Den Berg and Braun, 2017).
Monitoring and controlling, the company will do analysis of financial statements of the
Premium Inn hotels and will analyse the reviews which will help the company to have more
sound monitoring and controlling.
CONCLUSION
This is to conclude that the company Premium Inn Hotels have a prominent role of
Marketing Department in its various functional department. Various methods is being used
including 7Ps, PESTLE , SWOT, STP, to conclude the organisation and the best strategy the
organisation can choose for its future growth and development(Zikmund and et.al., 2017). A
comparison is also done between Hilton hotels and Premium Inn hotels.
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practical perspectives. Psychology Press.
Kannan, P. K., 2017. Digital marketing: A framework, review and research
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Kennedy, A. M., 2016. Macro-social marketing. Journal of Macromarketing. 36(3). pp.354-365.
Kerin, R. and Hartley, S., 2015. Marketing: the core. McGraw-Hill.
Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
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Van Den Berg, L. and Braun, E., 2017. Sports and city marketing in European cities. Routledge.
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West, D. C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive
advantage. Oxford University Press, USA.
Zikmund, W. G. and et.al., 2017. Marketing Research: Asia-Pacific Edition. Cengage AU.
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