Marketing Management: Analysis of Premier Inn's Branding Strategy and Marketing Mix

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of company............................................................................................................3
Analyse their branding strategy, providing an insight into how they are positioning themselves
in the market space.................................................................................................................3
Based on their branding approaches and positioning, examine their current marketing mix,
focusing in 4Ps and 7Ps..........................................................................................................3
Provide recommendations on how a chosen organisation can improve its marketing strategy.
Consider using technology as a fundamental tool in approach to creation of new marketing
strategies. Recommendations with justification.....................................................................3
CONCLUSION................................................................................................................................3
REFERENCES:...............................................................................................................................4
Books and Journals.................................................................................................................4

INTRODUCTION
Marketing has been determined as a activities which an organisation undertakes to
promote the selling and buying of good and service. It includes advertising, offering, selling as
well as delivering products to other business and consumers. The aim of marketing to deliver
value for consumer and prospects through effective content, with long term objectives of
presenting product and services value, increasing sales or revenue addition to strengthening
brand image or loyalty (Ayele and Barabadi, 2018). The role of marketing is to identifies the
products as well as services to focusing on whole course of sales cycle addition to then develops
communications and materials which get the word out. Management refers to the administration
and coordination of tasks to meet a goal. Administration activities consist making the effective
Business's strategy along with coordination the employees efforts to achieve the goals by the
implementation of available resources. Management has five functions such as planning,
organising, arranging, directing or coordinating. Marketing management has been termed as
organisational discipline that focuses on practical implementation of marketing techniques,
orientation along with methods within an firm as well as on the management of an organisation's
marketing activities and resources. To define the concept of marketing management the selected
organisation is Premier Inn which is British hospitality company. It was established in 1987 by
Whitbread at UK and its many city to provide hospitality services at large scale to the people or
tourist.
This project covers Analysis of branding strategy, providing an insight into how they are
positioning themselves in the market space. Further, it highlights Based on their branding
approaches and positioning, examine their current marketing mix, focusing in 4Ps and 7Ps. At
last covers recommendations on how a chosen organisation can improve its marketing strategy.
MAIN BODY
Overview of company
The selected company is Premier Inn which is a most popular hotel chain in UK as well
as it provides premium hospitality services to people across the world. It was founded in 1987 by
Owner of Whitbread to provide best quality hospitality services to target segment. The aim of the
company is to offer quality, affordable hotels or services to their clients to help them to increase

their experience and meet their requirements. There are around 50,000 rooms across their 700
hotels as well as more than 20,000 employees are work in these hotels to provide best quality
services to increase the brand value of company (Balducci and Marinova, 2018). Premier Inn
used all the approaches and channels to make their brand strong and increase their value in
market.
Analyse their branding strategy, providing an insight into how they are positioning themselves in
the market space.
Branding strategy has been termed as strategy of a company for the development of their
brand as well as it is a long term plan to meet a multiple goals which results in identification
addition to preference of a brand by customers. When a organisation start formulating,
developing as well as improving their brand strategy by considering three key elements of brand
such as positioning, promise and performance (Deepak and Jeyakumar, 2019). All these
elements are known as Three Ps of brand. A success of a brands depends on how management of
a company formulate, planned as well as executed these elements to increase customer
experience. An effective brand strategy allows a company to cultivate a leading brand. It sets a
standard and benchmark to evaluate progress to find out that there brand is on right path as well
as not. Brand positioning has been determined as a procedure of positioning the brand of
Premier Inn in mind of their targeted customers.
It refers to the effective branding strategy of Premier Inn to make their services, logo
and brand and business different from others (Gilmore and Carson, 2018). To make effective
branding strategy the professional of Premier Inn conduct deep research about market condition,
customer preference, demands, trends and issues in order to set their target segment. For this they
use STP model which stand for segmentation, targeting and positioning to make effective
strategy to attract large number of customers and increase their brand value in global market. The
target segment of Premier Inn are businesses, visitors, travellers and families which are looking
for affordable accommodation for their meeting, enjoyment and trip. Along with that they are
targeting those people who are backpackers, travellers and business men who visit the country
for holidays, business your and personal purpose. For positioning their brand the professionals of
company provide best quality room services, using new technology in their marketing and