Applying Promotional Techniques: Case Study of Whitbread Premier Inn

This report delves into the application of promotional techniques, focusing on Whitbread Premier Inn as a case study. It examines the objectives of promotional campaigns, the promotional mix employed (including advertising and digital marketing), and the analysis of target markets. The report explores how Premier Inn utilizes various media channels, such as the internet and television, to reach its audience and enhance its brand image. Furthermore, it discusses the importance of a well-defined marketing mix, including product, price, and place, in achieving promotional goals. The report also analyzes the objectives of Whitbread for a new hotel, including providing excellent service and maintaining a competitive position. It further describes the promotional activities, such as website development and online marketing, used to attract business class customers. The report concludes by emphasizing the significance of strategic planning, timing, and a long-term perspective in achieving promotional objectives and building a strong brand image. The provided references support the analysis of promotional strategies and techniques within the hospitality industry.

APPLYING PROMOTIONAL
TECHNIQUES

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
3.1 Objective of the campaign....................................................................................................3
3.2 Promotional mix used for ‘Premier Weekend’.....................................................................3
3.3 Analysis of target market......................................................................................................4
3.4 Choice of media or Select Right Media................................................................................4
Bibliography....................................................................................................................................5
TASK 2 ...........................................................................................................................................5
4.1 Aim and objectives of white-bread for the new hotel...........................................................5
4.2 Choice of target market.........................................................................................................6
4.3 Promotions activities.............................................................................................................6
4.4 Plan for implementation to meet objectives..........................................................................6
Bibliography....................................................................................................................................7
Conclusion.......................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Promotions are the best way to present the product or idea among the customers but it is
important to use right and appropriate promotion skills. With the help of right technique
organisation beat the competitive business market and raise their new product or scheme. The
present report is based on White Bread premier Inn Company (Boyland, Harrold and Halford,
2012). It is one of the best hotel chains in UK and recently awarded by the government for the
best hospitality services. It also includes the different promotions skills and techniques and how
organization uses the latest technology in their promotion activities. Further, how good brand
image support into the competitive environment.
TASK 1
3.1 Objective of the campaign
Premier inn is famous for their hospitality services, company main motive is based on the
customers' satisfaction and they full fill approximately all desires of their customers (Adiele,
2011). Whitbread objectives are based on different parameter which are explained as follows;
Customer services- Company put their focus on to complete all the desire of customers
on time and they provide all kinds of food in their restaurant (Hebden, KingKelly and Innes-
Hughes, 2011). They also include the latest technology in their hotels. By this they attract the
customers and maintain their brand image.
Protect environment- The second objective of the hotel is to save the environment so for
this they reuse their all waste food material.
Quality- With the use of high quality product they maintain their taste and on other hand
they provide the latest technology in their hotels and restaurant (Huang and Sarigöllü, 2012). By
this they update their quality and raise the standard of the hotel in this competitive business
world.
3.2 Promotional mix used for ‘Premier Weekend’
Premier weekend is best for the hotel industry because in this, company launch their new
areas and update the latest trends and technology in the organisation. Company also used
promotional mix this time, for this firm use advertisement and digital marketing (Kimand Hyun,
2011). Managers of the firm make a website of the premier Inn and fill all the details of the
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weekend with attractive pictures. By applying, this they attract the concentration of their
customers on it. The advertisement is basically based on their services and the hotel rooms.
Organisation selects room prices and in the weekend time they also provide the coupons to their
old customers. This weekend is totally supported by the advertisement and media like internet,
TV and digital campaign (Carley, 2013). With the help of this event, company raise their profit
and is also appreciated by the shareholders for the better performance in hotel industry.
3.3 Analysis of target market
Company put their target market on existing customers and buyers of the firm. The main
reason behind this is old customers know the product and services of the hotel so by this they can
give aright review. For the better convenience Premier Inn make a guest feedback form in their
website by this, they can easily contact with their old customers (Semple, Lee and Miller, 2010).
With the help of this application they raise their hotel booking by 5%. In their weekend they also
target the middle class families and for them they put their room prices low as compare to other
hotels. Further, Premier Inn also open a conference hall in their new hotel and target the business
man. With these people organisation earn more profit because they stay only for few hours and
paid the full amount of rent.
3.4 Choice of media or Select Right Media
In this developing world, company have so many choices of media but it is very
important to choose right and appropriate media. So Premier Inn chose the internet and television
for their promotion and he main reason behind this is internet is mostly used by youngsters and
TV is viewed by large number of consumers (Seringhaus and Rosson, 2012). With the use of
internet, they promote website and their upcoming plans for the hotel. Further, with the help of
this, worldwide customers can easily take all the information and also book the rooms. With the
use of TV, they can easily spread their message and latest schemes which are related to the hotel.
Evaluations in marketing mix
Marketing mix help the company in their strategic planning and for the services and
products. It is a combination of 7 p's. In the evaluation of the marketing mix it additional contain
the price, product and place which are explained as follows;
Product- The main object of the product is to fulfill all the desire of the customers.
Product should be reliable and affordable by the customers. Premier inn provides different

products like they offer different kinds of rooms like sweet room with bathtubs, swimming pool,
remote control desk and they also provide air conditioner, hair dryer services etc (Goodall and
Ashworth, 2013). In hotel line customer’s satisfaction is very important so for this they also take
time to time feedback from their customers and then update it.
Price- Price should be based on current position of the hotel in the competitive market. In
the promotion event organization put their prises low so by this they can easily attract the
customers and after this thy raise their prices and cover up all their losses.
Place- Customers buying behaviour based on the location or place. Premier inn launched
their new hotel in UK and it is the best place because people of the customers are ready to try
new restaurants and hotels (Shimp and Andrews, 2013). And for the promotion and the product
services they choose Saudi Arabia because it is near from the UK.
BIBLIOGRAPHY
 http://www.yourarticlelibrary.com/business/11-important-techniques-of-sales-
promotion/1119/
 http://yourbusiness.azcentral.com/promotional-campaign-aims-objectives-12615.html
 http://www.ehow.com/info_8202221_promotional-campaign-aims-objectives.html
 http://www.retailtouchpoints.com/cross-channel-strategies/174-5-new-promotional-
trends-emerge-as-retailers-launch-early-holiday-sales-offers
TASK 2
4.1 Aim and objectives of white-bread for the new hotel
White bread want to open a new primer inn UK so for this first they have to select their
aim and objectives as per their customers and services which are explained as follows
 The first and main objective is to serve best and unique services to the customers.
 To provide better rooms with luxury services in medium price range.
 In this new premier to lunch big concurrence hall.
 To Maintain the position in the competitive business world.
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4.2 Choice of target market
In this premier inn Whitbread chose the business class person for the target audience.
And the main reason behind this in their new hotel they open a big conference hall as compare to
the hotel it contains all the latest nanotechnology in it (Lamey, Deleersnyder and Dekimpe,
2012). Also includes Wi-Fi, video calling in each and every desk etc. so hotel want to utilise this
and also want to promote this service all over the world so they put their focus on business class
people. And the other reason is the price rate is higher as compare to other hotels so these people
can easily afford this rate.
4.3 Promotions activities
Company firstly made a website which is based on their new hotel. In this website they
put all the details of rooms, conference hall, restaurant, menu, price, services and the feedback
forth. With the help of this website they attract the business class people and people also book
their room by mail (Yeshin, 2012). Further, organisation use banner, online marketing, and
advertisement on TV etc. it also includes the door to or promotion activity in this, they contact
with their old customers and know the views on their past services. After taking the feedback
company update it and create positive relationship between the customer and the company.
4.4 Plan for implementation to meet objectives
In the starting period of the organization it is quite hard to achieve all the profit. But after
some time when firm established in competitive market and recognized by every one they can
easily raise their profit and cover up all the losses. Firm can meet the objectives of the campaign
by following these things;
Aim for goal- If organization is ready to achieve all their work on time so they can easily
achieve their goal (Boyland, Harrold and Halford, 2012). With the help of best time management
they can easily achiever their aim on time and company also put their focus on their future
objectives.
Plan of action- Company should make a long term plan for their team members and for
the hotel. With the long duration plan thy can easily analysis the market changer and implement
on it. Long term plan are also beneficiary for the future growth.

Timing- Set all the timing for each and every activity (Adiele, 2011). As per example for
the new hotel it is necessary to do a right promotion. So for this start promotion marketing before
three or month. So customers recognized the new hotel.
These are the main objectives which are followed by the white bread for achieving their
goals and aims (Hebden, KingKelly and Innes-Hughes, 2011). With the help of this they raise
their brand image and also promote their new hotel in this competitive world.
BIBLIOGRAPHY
 http://www.yourarticlelibrary.com/business/11-important-techniques-of-sales-
promotion/1119/
 http://yourbusiness.azcentral.com/promotional-campaign-aims-objectives-12615.html
 http://www.ehow.com/info_8202221_promotional-campaign-aims-objectives.html
 http://www.retailtouchpoints.com/cross-channel-strategies/174-5-new-promotional-
trends-emerge-as-retailers-launch-early-holiday-sales-offers
CONCLUSION
According to the present report it has been concluded that right promotion activities raise
the business standard in the competitive business world. White-bread recently opens its new
premier inn in UK and with the help of promotion activity they can easily promote their new
hotel. This time hotel put their main target on business class person by this they earn more profit.
With the help of promotion techniques White bread promote their new hotel in all over the
world.
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REFERENCES
Adiele, C., 2011. Towards promoting interactivity in a B2B web community. Information
Systems Frontiers. 13(2). pp.237-249.
Boyland, E. J., Harrold, J. A. and Halford, J.C., 2012. Persuasive techniques used in television
advertisements to market foods to UK children. Appetite. 58(2). pp.658-664.
Carley, M., 2013. Rational Techniques in Policy Analysis: Policy Studies Institute. Elsevier.
Goodall, B. and Ashworth, G., 2013. Marketing in the Tourism Industry (RLE Tourism): The
Promotion of Destination Regions. Routledge.
Hebden, L., King, L., Kelly, B., Chapman, K. and Innes-Hughes, C., 2011. A menagerie of
promotional characters: promoting food to children through food packaging. Journal of
nutrition education and behavior. 43(5). pp.349-355.
Huang, R. and Sarigöllü, E., 2012. How brand awareness relates to market outcome, brand
equity, and the marketing mix. Journal of Business Research. 65(1). pp.92-99.
Kim, J. H. and Hyun, Y. J., 2011. A model to investigate the influence of marketing-mix efforts
and corporate image on brand equity in the IT software sector. Industrial Marketing
Management. 40(3). pp.424-438.
Lamey, L., Deleersnyder, B. and Dekimpe, M. G., 2012. The effect of business-cycle
fluctuations on private-label share: what has marketing conduct got to do with it?. Journal
of Marketing. 76(1). pp.1-19.
Semple, R. J., Lee, J. and Miller, L. F., 2010. A randomized trial of mindfulness-based cognitive
therapy for children: Promoting mindful attention to enhance social-emotional resiliency in
children. Journal of Child and Family Studies. 19(2). pp.218-229.
Seringhaus, F. R. and Rosson, P. J., 2012. Export development and promotion: The role of public
organizations. Springer Science & Business Media.
Shimp, T. and Andrews, J. C., 2013. Advertising promotion and other aspects of integrated
marketing communications. Cengage Learning.
Yeshin, T., 2012. Integrated marketing communications. Routledge.

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