Roles and Responsibilities of Marketing in Premier Inn Hotels

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).
1

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
2