Hospitality Marketing: Roles, Responsibilities, and Strategies

This document discusses the key roles and responsibilities of marketing in the hospitality industry and how they relate to the wider organizational context. It also explores the ways in which different hospitality organizations apply the marketing mix to achieve their business objectives. Additionally, it provides a basic marketing plan for a hospitality organization to meet its marketing objectives.

Unit 15: Hospitality
Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Explain the key roles and responsibilities of marketing function..................................4
P2: Discuss how roles and responsibilities of marketing relate to the wider organisational
Context...................................................................................................................................6
TASK 2............................................................................................................................................8
P3 Compare the ways in which different hospitality organisations apply the marketing mix
to the marketing planning process to achieve business objectives......................................8
TASK 3..........................................................................................................................................10
P4 Produce a basic marketing plan for a hospitality organisation to meet marketing
objectives..............................................................................................................................10
Conclusion.....................................................................................................................................16
REFERENCES..............................................................................................................................18

INTRODUCTION
Marketing is defined as a societal process where groups and individuals are working
towards creation of need & want by creating, offering & then freely exchange of products &
services to achieve higher value. It is the basic process of planning and execution of conception,
promotion and pricing for distribution of goods, services and ideas for creating of exchange that
can lead to satisfaction of organisational and individual laid down objectives. Present report is
based on premier Inn that is a hotel chain having 800 hotels and 72000 rooms across various
locations (Khalili, 2020). There is discussion of key roles and responsibilities of marketing
function and the way roles and responsibilities of marketing are related to the wider
organisational Context. Further there is marketing mix analysis and based on that there is
preparation of a basic marketing plan for a hospitality organisation.
TASK 1
P1 Explain the key roles and responsibilities of marketing function
Premier inn is a hospitality brand that is focussing on providing long term suitable value to their
shareholder by growing successfully and delivering of better returns on the capital. For this the
ingratiation is focussing on present laid down objectives that have to be achieved by the detailed
marketing plan in report buy timely analysis of different elements:
 To enhance the satisfaction of customers by 20 percent in coming time period of five
years by offering them with customised services.

 To enhance the brand awareness for their customers by increasing their sales by 30
percent in coming time period of 5 years by use of digital media applications.
There are different concepts of marketing as mentioned below:
Production concept: In this consumers are having a preference for products that are widely
available and are also inexpensive at same time.
Product concept: In this concept their customers are preferring products that are higher in
quality and preferred because of innovative features, performance (Bloomfield, 2020).
Selling concept: In these consumers can be influenced by use of aggressive promotion and sales
techniques by companies.
Marketing concepts: In this the main focus is on the wants and needs of target market for
delivering a high value better than other competitors.
Societal marketing concepts: The focus is on society as there is connection with target market
and high value to be delivered for improvement of society.
Role of marketing functions:
Identification of customers: In this function there is formation of strategies to attract customer
needs and wants in Premier Inn. This function assists in identification of the individuals who
have to be reached and ways to reach them.
Satisfaction of customers: according to this marketing function there has to be the right product
availability to the right people at right time (Burgess and Munn, 2017). So that customers are
feeling better from the exchange process.
Retain customers: In this function the focus of marketing managers is to ensure that customers
are retaining so that there can be development of loyal base of repeated customer purchase.
Marketing functions:
 The typical marketing functions performed in hospitality organisations includes
researching of Market according to the collected information further a marketing plan is
produced. There is product development and other related activities of marketing such as
promotion, advertising, customer services, public relations and distribution for sale. At
lastly the most important function associated with marketing is development of brand
image.
Responsibilities related to marketing function:

 There are certain responsibilities of marketing function that includes successful
promotion and management of brand. At premier inn there is working with different
advertising agencies.
 Management of present and future relationships with various stakeholders such as
agencies and partners.
 Analysing of available financial budgets for performing functions such as marketing,
advertising and promotion of products.
 Monitoring is analysing whether all the laid goals and strategies have been achieved or
not. In this step there is supervision of sales and marketing department in Premier Inn.
P2: Discuss how roles and responsibilities of marketing relate to the wider organisational
Context
Interrelationship are the basic connections that are develop as a result of interaction taking place
between people, parts of the system and groups of people. A business is a organisation with other
parts such as management structure, information, employees and resources.

Illustration 1: Interrelationship between
difference organisational departments in
hospitality organisation.

Marketing and sales:
Marketing and sales department has a interrelation with the front office department in
premier Inn as they rely in front office for guest histories (Beig and Khan, 2018). Front office
has to provide present and updated data if guest. The initial contact of guests with marketing &
sales department is through switchboard operators in Premier Inn.
Marketing and housekeeping department:
The marketing and housekeeping department are interrelated to each other in form of
housekeeping department performing functions of professional quality cleaning with a personal
touch. When the housekeeping department is able to analyse closely all the customers and
different problems that they are facing all such issues have to be communicated so that they can
identify that custom satisfaction is getting negatively impacted by which common areas (Bîrzu,
2019).
Marketing and front office department:
The Front office department has to perform the function of Providing necessary Customer
related information to marketing department at Premier Inn that can assist them in their future
marketing strategies. In case customer is requesting the new item and data collection has to be
Illustration 2: Organisational chart of hotel

done from guests that are part of collecting information function from the prospective customers
of marketing departments.
It can be summarized from above interrelationships that the high standards of services and the
level of consistency of customer services in the Premier inn is depend on the positive
relationship present across departments. These interrelationships help in maintaining of required
consistency.
TASK 2
P3 Ways in which different hospitality organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing mix is a term that was coined by Neil bordem in this there is emphasis on
different ingredients that is combined together to promote and capture a brand and the
unique selling point that can lead toward differentiation from its other competitors.
Basis Premier inn Park grill restaurant
Product All the rooms at different locations of
the premier inn are consistent in
furniture, colour, beds and décor that
are socially tested and then selected. For
example they are having diversification
of functions by using mattress that are
actually for sale for their customers by
formation of strategic partnership with
bed makers Hypnos (Al-Nashmi and
Almamary, 2017).
Park grill restaurant is also one of the
famous restaurants in London offering
an unforgettable dining experience to
people with its wide variety of
cuisines.
Price Premier inn has adopted a price
skimming strategy where they have kept
their prices high as compared to other
budget hotels. There is some element of
quality as part of their competitive
group. They are charging prices that are
Park grill restaurant is using a
premium pricing strategy that is
reflecting the quality of their food
range.

varying from 29 pounds and further
depended on location and time.
Place Premier Inn is one of largest group of
hotels having 785 hotels in different
parts of UK. They are having presence
across 161 plus locations across UK.
Premier inn has a multi channel
marketing efforts. There are bookings
offered via website, phone or
application. It enables customers to find
nearest location premier Inn.
It is having presence across Centre
Road Rochester in United Kingdom.
Presently they are not having a global
presence and are limited to UK only.
Promotion Premier Inn has focussed on use of well
known and familiar brand where the
marketing approach is focussed on
emotionally led campaigns. Recently
they have used director Ben whitely for
new series of advertisements.
They have another tag line “Working
girl” that is depicting an emotionally
driven experience of work the
presentation that is leading to covertly
presentation of their capabilities of
unlimited breakfast and king size
Hypnos beds.
Park grill is using a dual strategy that
is based on traditional approach and
the present digital marketing for the
purpose of promoting their restaurant.
They are having their own website
where customer reviews are frequently
listed in order to provide the
prospective customers an idea about
the different types of cousins, its
quality that is offered at this restaurant.
Park grill is using a approach of
providing fine dining services to their
customers along with that they are
having a collaboration with many
leading food delivery brands that are
assisting them in having a wider reach
for the market.
People Premier Inn is focussing on its entire
stakeholder including its employees,
There are approximately 50-200
employees working In Park Grill.

customers, investors. They have
fundamentally changed the way
customer services are being delivered.
There is also a change in the internal
perspective by targeting, motivating,
training of people.
There is strong focus on enhancing
customer satisfaction by the product
range and the differentiation strategy
of park grill that is based on grilled
menu.
Process Premier Inn has used a process to
enhance customer experience. There is
available of booking with hassle free
straightforward experience and there is
checking by use of electronic kiosk with
very little inputs required from staff
members. There is booking of meals
and breakfast separately that allows
facilitate & high transparency in prices
(Kassambara, 2018).
Park grill is using an approach of
providing fine dining services to their
customers along with that they are
having collaboration with many
leading food delivery brands that are
assisting them in having a wider reach
for the market (MEDITERRANEAN
CUISINE, 2020)
Physical
Evidence
The premier inn is offering a
combination of luxury and warmth to
their customers. By offering services in
form of clean, airy atmosphere with the
good night guarantee that is achieved by
customers posses facilities of extra
pillows. Their strength lies in the
seamless consistency across all their
channels and high dedication in brand
premises.
The main Physical evidence approach
of Pak grill is based on building up a
reputation by offering an authentic
grilled food recipes and offering a
friendly services to their customers.
Please in provide a finest experience
by using best ingredients for their
customers in form of an authentic
dining experience.

TASK 3
P4 Basic marketing plan for a hospitality organisation to meet marketing objectives
Marketing plan is defined as the documentation of different strategies that is adopted by
organisations for accomplishment of laid objectives according to the time period. It is assisting
organisations in utilisation of available resources to achieve specifically laid objectives.
Executive summary: Premier Inn is a brand that is the passionate, professional, caring &
empowering company that is encouraging the process of engagement and innovation. With the
present changing situations of external environment the hospitality industry is very dynamic. The
hospitality industry in UK requires support of government as 75 percent of hospitality brands are
not able to pay their bills within time period of 12 months because of COVID-19 pandemic. For
this there are some laid down objectives.
Vision: Premier Inn is having a vision of becoming a brand that can fulfil the promises by using
tag-line “Where guest become friends”.
Mission: To become one of the preferred destinations of choice by offering personalised,
professionals and flexible hospitality services to leisure market and discerning business.
Objectives:
 To enhance the satisfaction of customers by 20 percent in coming time period of five
years by offering them with customised services.
 To enhance the brand awareness for their customers by increasing their sales by 30
percent in coming time period of 5 years by use of digital media applications.
Situational analysis:
For achievement of specific objectives of Premier Inn there is application of marketing mix for
purpose of analysing its present position in the market that can assist them in achievement of
their laid objectives. There is development of tactics according to such made analysis that leads
to the future formation of strategies for the present marketing campaign (Fuller-Love, 2020).
Strategies:
For the purpose of forming strategies in the present marketing plan there is use of STP model in
order to analyse the present marketing position according to the external market scenario.
Segmentation:

Premier Inn will be using demographic segmentation for the purpose of marketing their products
on various digital media platforms. The different components will be based on acknowledgement
of income gender and status. The decisions by the marketing department of the premier Inn is to
use demographic segmentation according to laid marketing objectives for the purpose of
enhancing the present market share by using digital media applications.
Targeting:
Premier Inn will be focussing on their target market by identification of the customers who will
be interested in high quality products, but at attractive offers so that they are not feeling
dissatisfied because of high prices. The target market will be communicated by various digital
media applications.
Positioning:
The position of premier in the external market environment and for their target market is just
build up on one single statement that is used across all their promotional campaigns that is
offering their guests a “Good night’s sleep”. The position of their brand is becoming
Competitive advantage for them in the highly changing and competitive market (Chandiok and
Sharma, 2017).
Tactics:
tactics have been developed in the present marketing plan for the premier inn for the point of
making a detailed evaluation of the way different element of marketing mix can be utilised for
purpose of the development of effective strategies in order to achieve the laid down objectives
(Lies, 2017).
Product: all the hospitality services and products offered by Premier Inn are of high quality and
will be used as a promotional tool. The attractiveness of their rooms in form of colour schemes
and furniture, décor will be used by attractive images at social media applications (Kimura,
2017).
Price: Although premier Inn is having a high price structure where they are offering services at
exceptional high prices in comparison to other competitive brands. But in present marketing plan
different attractive discounts will be combined to make sure those final prices
Place: Premier inn has been using multi Channel marketing efforts. Their multi channel
networks will be used as a key strength for expanding their market share as there will be use of

these channels for purpose of using a holistic approach so that customers at remote areas can
easily access their website and do their bookings.
Promotional: There will be use of attractive promotional strategies for purpose of enhancing the
market share and brand awareness. The use of social media applications such as Face book,
Instagram, snap-chat are major part of their strategies.
SWOT analysis:

Strengths Weaknesses
Premier Inn is one of the hotel chains that
is rewarded with British travel awards.
They are one of the largest hotel chains of
UK having a range of 50,000 rooms & 700
hotels.
They are offering different attractive offers
and deals to their customers if they are
opting for online booking facilities.
There is intense competition because of large
number of similar brands offering high quality
service that includes Marriott, Holiday Inn, etc.
another major brands that are affecting the
present position of the Premier Inn in a negative
manner such as ACCOR, Days inn worldwide
Inc and travelodge hotels Ltd.
Opportunities Threats
Just like their competitive brand Marriott
Premier Inn can also opt for attractive
strategies of digital media applications that
can lead to enhancement of their present
market share.
Premier Inn can expand to republic of
Ireland where there has already success
achieved by Costa coffee.
In year 2018 there has been a contract to
contractors form to have a complete
renewal of walls and floors that will
resolve the issues of inflammable cladding
of properties.
There is presence of threats of legal actions by
customers and employers. In case of no proper
adherence to laid standards that are required to
be followed by hospitality industry.

Action plan:
For the purpose of efficiently achieve the laid business objectives of the present marketing plan
of Premier Inn there is preparation of a well estimated budget, it will ensure the use if resources
in a optimal manner. Funding can be a major issue in the present scenario of COVID-19 because
of industries getting negatively impacted and decline in revenue of last two quarters in the year
2020 due to complete lock-down in some locations where premier Inn is having presence. There
can be use of two major strategies that is commercialisation and product development in order to
available they require financial resources. Below is the budget plan for Premier Inn that will be
used for purpose of achieving laid objectives:

Monitoring and evaluation:
This is the last step of the whole marketing plan where the concerned management authorities of
premier inn will be analysing whether objectives have been successfully achieved or not in the
course of business permanence. The present marketing plan is based on use of digital media
sources so that achieved targets can be tracked. In case if after the completion of the required
tome period the objectives have not achieved then the marketing plan will be kicked off and the
database structure will be used to record the information for future marketing plans.

Conclusion
It is being concluded from above mentioned scenario that marketing is one of the most
crucial functions of every organisation. Marketing mix is one of the crucial tools that can be used
for evaluation of various different aspects and then form a marketing plan. It is mainly used for
objective of increasing the present satisfaction level of customers according to their prospective
needs. There are various strategies that have been prepared and used to achieve specific laid
marketing objectives that are based on specific time frame. Marketing mix, swot analysis and
STP analysis are the three key tools that lead to formation of tactics and strategies in order to
achieve the laid objectives in provided tome frame.

REFERENCES
Books & Journal
Khalili, S., 2020. Knowledge creation essentials in the data based forming world. International
Journal of Modern Engineering Technologies, 2(1).
Bloomfield, S., 2020. Absolute Essentials of Corporate Governance. Routledge.
Burgess, B. and Munn, D., 2017. A Practitioner's Guide to Account-based Marketing:
Accelerating Growth in Strategic Accounts. Kogan Page Publishers.
Beig, F.A. and Khan, M.F., 2018. Impact of social media marketing on brand experience: A
study of select apparel brands on Facebook. Vision, 22(3), pp.264-275.
Bîrzu, S., 2019, October. The Impact of Using Digital Technology in Measuring the Marketing
Performance. In International Symposium in Management Innovation for Sustainable
Management and Entrepreneurship (pp. 53-61). Springer, Cham.
Al-Nashmi, M.M. and Almamary, A.A., 2017. The relationship between Islamic marketing
ethics and brand credibility. Journal of Islamic Marketing.
Kassambara, A., 2018. Machine Learning Essentials: Practical Guide in R. sthda.
Fuller-Love, N., 2020. The Absolute Essentials of Entrepreneurship. Routledge.
Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Lies, J., 2017. Die Digitalisierung der Kommunikation im Mittelstand: Auswirkungen von
Marketing 4.0. Springer-Verlag.
Kimura, T., 2017. Internal marketing: Another approach to marketing for growth. Taylor &
Francis.
Online
Our strategy, 2020 [online], Available through<https://www.whitbread.co.uk/about-us/our-
strategy>
VISION & MISSION, 2020 [online], Available
through<https://www.premierhotels.co.za/vision-and-mission/> ANATOLIAN &
MEDITERRANEAN CUISINE, 2020 [online], available through< https://park-grill.co.uk/>