This report discusses the service elements and target market of Premium Inn, along with an evaluation of their promotional strategy. It also proposes a promotional idea and provides recommendations for growth. The report aligns with the values of the organization and the marketing communication mix.
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TM4013 Service and Experience Marketing
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Table of Contents INTRODUCTION...........................................................................................................................3 The Premium Inn overviews.......................................................................................................3 MAIN BODY..................................................................................................................................4 Service elements..........................................................................................................................4 Target market...............................................................................................................................5 Evaluation of promotion..............................................................................................................5 Evaluation of promotional tools..................................................................................................6 Promotional idea..........................................................................................................................7 Outline of proposed promotional idea.........................................................................................7 Alignment with values of the organisation..................................................................................8 Alignment with marketing communication mix..........................................................................8 Alignment with target market......................................................................................................9 RECOMMENDATION...............................................................................................................9 CONCLUSION................................................................................................................................9 REFERENCES..............................................................................................................................11
INTRODUCTION Service and experience marketing refers to the plans ofaction which the organization used in order to increase the awareness among the people. It gives assistance in attracting large numbers of customers from domestic as well as international marketplace. The aim of this strategy is to introduce the product and services to the customer in context to deliver the best experience to the buyers. Along with that it helps in increasing the value of the brand in the marketplace. The present report is based on the hospitality industry( Varsanis, and et.al 2019). The aim of the report is to determine the services the customer is experiencing in Premium Inn. The report will examine the service elements and target market of the hotel. Along with that the report will evaluate the promotional strategy which the organization is using for increasing the brand value in the marketplace. Along with that the report will shade a light on the promotional tools and suitability for the target market. Moreover, the study will indicate the promotional ides with the different alignmentsfor the welfare of the company. In the last the study will provide recommendation that isessential element due to which the company should consider for the growth. The Premium Inn overviews Thepremium inn isthe British limited hospitality services brand. It is one of the famous and premium organization which is leading the market of united kingdom in effective as well as efficient manner. It is the private limited company which offers the hospitality services to the consumer in order to satisfy their need and want. The objective of the organization is to enhance the experience of the visitors so the company can generate higher profit in domestic as well as international marketplace. The organization serve the hospitality services in the various areas such as United Kingdom, United Arab Emirates, Republic Of Ireland, Germany, Jersey And Qatar as it is having the largest hotel chain. The headquarter of the organization is in Dunstable, England, UK. The organization offer the luxurious servicesto the customer. The premium inn offers the extra services to the consumer in order to increase the brand value in the marketplace which includes bed and breakfast, family amusing package and association facilities. In the special services the organization offers spa, swimming pool, gym, restaurant, bar etc.the organization is having more than 72000 rooms for and 800 hotels all over the world and contently increasing in the marketplace. As per the feedbacks of the customer the organization is delivering the premium quality products(Loureiro, 2022)(Rhou, and Singal,2020).
MAIN BODY Service elements Premium inn is the full-service hotel which provide multiple services in the multinational organization. The organization is generating higher profit by offering wide range of services to the customer. Due to that the hotel is able to attract variety of customers.The services that company offer is mentioned as follows: Accommodation:the hotel provides luxurious accommodation services to the customers in order to satisfy the visitor and enhance their experiences in effective as well as efficient manner. In the accommodation services the organization offer the secure and safe place to the visitor for spending their quality time and make the journey more memorable. The company offers the services as per the household income of the guest. Food and beverage services: along with the accommodation the hotel offersthe food and beverages services to the customer as per the taste and preferences of the individual person. In context to enjoys the food and beverages the hotel provides different services. For instance, the company offers the indoor as well as outdoor seating to the( Filimonau, and Magklaropoulou, 2020). Along with that the hotel provide 24-hour food and beverages services to the customers. In order to acquire the room services, the company offers the room menu. Spa and wellness: the company also provide the facilities of spa and wellness in order to decrease the stress of the customers and visitors. The spa menu of the hotel contain massage, manicures, pedicures, and facial with the stream room and saunas for the visitors so the people canenjoy while having treatment. This service of the organization worked as the competitive advantages in defeating the competitors. Due to that the hotel is contentiously generating the revenue. Parking: along with the services the company providefree parking facilities to the visitor. Along with that the organization allow the car facilities to the visitors for travelling one place to another. The guest or visitors allow to park their cars and vehicles within theparking area organization. Moreover, the company charge extra amount for the cleanness of the vehicles. Business room: the organization offers the conference room for the business meeting of the consumer in order to deliver proper facility and satisfaction in appropriate manner. Due to this service the organization provide the better business travelling experiences to the consumers. In context to thatthe organizationdesigned the roomdeliveringthebusinessatmosphere.
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Furthermore, it also assists in completing the official work of the visitors customers(Davras and Caber,2019). Additional service: the organization also offers the additional services to the consumer in order to increase the growth outcomes and brand value in the marketplace. The additional services include swimming pool,gym,housekeeping, baby setting request, currency exchange, internet facilities etc. Target market the aim of the organization is to grow the business in the international marketplace due to that the company is targeting the new market to enter. The targeted market is India where the company is willing to expend its business in effective as well as efficient manner. STP Model The premiuminnis the leadingmore than 800 hotels all over the world. As this hotel is the luxurious brand it targets the high-income group peoplethat have high house hold income to spend the luxurious services of the organization. The targeted customers of the organization can easilyaffordhe services of the organization. Moreover, the organization provide reservation facility to the younger people who are above age of 18. The organization already targeted various countries in order to grow such as United Kingdom, United Arab Emirates, republic of Ireland, Germany, jersey, and Qatar and now planning to target the India for the new entrances. As the hotel offers five-star room so the company targeted the middle- and high-income group. Furthermore, the organization position itself as the luxuriousbrandwhich offers the premium quality services to the consumers. The organizationprovide full hospitality services to the consumers and better services in effective as well as efficient manner(Ariffin, and et.al 2018). The organization is highly competitive in the international marketplace due to exclusive services and various competitive advantages. It is the UK based budget hotel which claim that the organization provide comfortable and quality service. Evaluation of promotion Promotion strategy is known as actionable plan that helps inincreasing brand awareness among the customer and in the market in order to increase the sales.Along with this, it acts as influencing people about the company and generate leads as well as boost customer engagement. It helps in visualizing how to perform marketing strategy and communication as well as targeting audience. In addition to this, many marketers make use of this strategy in order to increase their
brand awareness. Although there are various tool and techniques that are available for company to promote business (French and et.al., 2020). The Premier Inn hotel is making use of direct marketing for selling their services. It mainly means targeting audience through various off line and online channels like Facebook and Instagram as well as online website. This way for marketing helps in getting feedback quickly and retaining customer relationships. In addition to this, the example of some promotional marketing is E- mail and Advertisement for selling the product and services. Some of the promotion strategy benefits in targeting the right audience for the company that will help in increasing the sales in positive way.It also contributes in publishing the promotion at right time and increase qualified customer traffic. Moreover, another advantage of using promotional strategy is to grow sales and profit that contribute in staying ahead in the competition on market share. Evaluation of promotional tools The company need to evaluate promotional strategies to ensure that it is applying accurate promotional strategy. Along with this, the evaluation will help in comparing past strategies with current in order to assess the effectiveness after and before the promotion depending on promotional area to be tested (Sinha and Verma, 2020). The first is Pre testing stage allows organization marketing department to analyse the effectiveness of promotional strategy. In this stage organization need to test the techniques so that it can appeal consumer so that it can purchase back things. In addition to this, the pre testing techniques will help the organization in comparing the result with prior promotional techniques and eliminating the failed task.The company can also make use of concurrent testing is applied while sales promotion is in the progress and it allow the sales manager to modify techniques as required.However, in case of post testing it is done after promotion period so to evaluate such as company has to meet the desired measure of performance on the sales promotion and it helps in assessing consumer awareness.In addition to this, for analysing the performance of promotional tool it can be calculated through profit like how much increase has been there after using this strategy (Amin and Priansah, 2019). Along with this, another way of measuring is sales volume if there is increase in sales after making use of promotional activity then it will be successful.If customer is satisfied with this strategy, then it will be beneficial for the company as well as if there is low satisfaction then company must make changes in promotion activity.
Suitability for target market During the time of pandemic Premier Inn hotel was closed for several months and due to that it needs to make use of promotional activity so that it can increase overall growth of firm. Along with this, there is high competition in the market so in order to increase the overall growth the company will be making use direct marketing. Moreover, the Premier Inn is targeting customer of young adult and high and middle level income people in order to run the company.In addition to this, it will be making use of digital marketing in which services are promoted through various online channels. The social sites like Facebook and Instagram have feature of paid advertisement in which the company will be targeting the audience it wants in order to attract customer (Sugiono, Nurwulandari and Khairina, 2021).Moreover, this feature allows in increasing the brand awareness among the people that organization is interested in.The promotional tool is meant to sell the product and services in large area of market. Although online site will allow customer in knowing the details about the company and their new innovative product that will contribute in increasing overall sales. In addition to this, the online tools are suitable for the targeted audience as the company has large area of market and it is specifically attracting young adults and higher income group of people. Promotional idea Outline of proposed promotional idea The company will be making use of direct marketing in which it will be advertising their product and services on various online channels (Putr and et.al.,2021). Along with this, the Premier Inn will be making use of social sites like Instagram and Facebook in order to connect with the customerand to increase their sales. Although the main purpose of organization is to target particular class of customer and to increase their brand awareness in the external market in order to reduce high competition (Aghara and et.al., 2018). Another main purpose of making use of promotional activity is to enhance overall sales of the company as well as to connect with the audience. Moreover, the company will be using digital marketing in which particular it will be adopting Social media sites as it is most affordable method and it is easy to use. Although the organization make use of this method as customer make more use of such sites as compare to others and the return on investment is higher in this as compare to traditional method of marketing.
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Alignment with values of the organisation The Premier Inn hotel follow business ethics so that it can provide quality services to their customer as well as to maintained healthy relation with them. Along with this, the organization treat their employee with respect in order to make healthy relation with them as well as to develop positive culture within company. Moreover, during the promotional strategy the company will treat their customer with respect by addressing any issues related to product and services (Ibrahim and et.al., 2018). In addition to this, the organization will be maintaining privacy of their employees so that it can protect the personnel information that will collected during survey.During the promotional strategy the company will be maintaining transparency between employees and other department so that aim of the event can be accomplished in limited time frame. In addition to this, if there will be proper flow among the employees then there will be less chances of chaos. Although the company will be during the campaign will make sure that integrity is maintained during the advertisement so that no false message is promoted and no person sentiments get harm through ad. Alignment with marketing communication mix Communicationmixinvolvesvarioustoolswhichhelpsincommunicatingwithtargeted audience and potential customers (Peng and et.al., 2019). The message can be transmitted through various social sites, direct marketing, website and events. The main purpose is to increase brand awareness in the market and to interact with the customer so that it can purchase their product. Advertising:it impactsdirectly on customer behaviour and it can be in various form but the most common is ATL that is consist of TV, radio and print. On other hand, BTL is consist of home advertising (Yahya and et.al., 2019). The premier inn will be making use of both form for increasing their brand awareness in the market area. The most useful and impactful message of the customer is to connect between the brand. Although Premier Inn going to make use of digital channels more as compare to traditional approaches. Personnel selling: It is the second most method of communicating that contributes in giving the product in the hand of the customer that lead in increasing the sales. Although many company appoint their own brand as it helps in getting better attention about the brand. The premier inn is not selling nay product so it will not be adopting for this aspect.
Sales promotion:In order to increase the sales of the organization Premier Inn will be making use of high trade discountand free service discount in big festival in order to attract more and more customer (French and et.al., 2020). It is one of the best ways to increase the sales promotion and expense in the sale promotion is lower as compare to other. Moreover, it is gaining a lot of popularity in E- commerce and online sales. Alignment with target market The company promotional strategy is aligning with the customer as it will be focusing on attracting them by providing various discount and offer. The company will be making use of feature like paid advertisement that will help in attracting various customer. RECOMMENDATION In order to increase the value of the company it will be recommended some points. For instance, In order to increase the value of the company the organisation should analysis the market in effective as well as efficient manner. Furthermore, the company has the opportunity to expend its network all over the world. The company should decrease the prices of the services so the the common people is able to obtain the services. In order to increase the awareness among the people the hotel should focus on the promotion activity. In context to that the company should adoptthe social media platform for increasing the value of the brand.In the modern era the social media platforms such as Facebook, Instagram, chrome, google, Pinterest is the centre of attraction and people prefer to pay attention on the online platforms(Amer and Alqhtani, 2019). Furthermore, the content delivered on the social media is considered by the customer in the process of decision making. Moreover, the company had the opportunity to improve the services of the company by receiving the positive and negative feedback from the customer regarding the values of the organisation the customer is facing. With the assistance of the feedbacks from the customers the hotel can improve the quality and the ethical values of the company that also bring the changes in the policy and procedure of the hotel, along with the company can deliver the competitive AAdvantage’s due to the recommendation plans of action. CONCLUSION From the above report it will be concluded that the premium inn is leading the hospitality industry in effective as well as efficient manner. the organisation is generating higher profit from the domestic as well as international marketplace. The presented report mentioned the wide range of services such as accommodation, parking, food and beverages, spa, swimming pool,
gym, housekeeping etc. in order to satisfy the customer. The report highlighted thatcompany offer the premium services to the consumer in order to deliver the better experiences to the visitor and make their journey memorable. Furthermore, the report shades a light on the values and promotional ideas that increase the awareness of the brand in the market and attracting the customers toward the exclusive services of the brand. For the promotion and the advertisement, the company utilized the personal sealing and sales promotion as the effective plans of action.
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