Britannia Hotel Group: Marketing Roles, Responsibilities, Mix & Plan

This report provides a comprehensive analysis of the marketing functions within Britannia Hotel Group, a British hotel chain operating over 50 hotels in the UK. It details the key roles and responsibilities of the marketing department, including working with higher management, evaluating products, coordinating between departments, and selecting effective distribution channels. The report also explores the relationship between marketing and other departments such as production, finance, human resources, research and development, and information technology. A comparative study of the marketing mix of Britannia Hotel Group and Premier Inn is presented, focusing on product, price, place, and promotion. The report concludes with an overview of Britannia Hotel Group's strategic marketing plan, aimed at achieving their marketing objectives. Desklib offers similar assignments and study tools for students.

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................3
P1 Key roles and responsibilities of marketing function in Britannia hotel group.....................3
P2 Roles and responsibilities of marketing related to wider organisation context ....................5
P3 Marketing mix of Britannia hotel group and Premier inn .....................................................7
P4 marketing plan of Britannia hotel group................................................................................9
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is related to those process under which the demand for goods and services are
increases (Beck, 2017). It is done by a way of performing many marketing techniques such as
personal selling, direct marketing, sales promotion, television marketing and digital marketing. It
is not possible in present scenario, that the product of any organisation success in market without
proper marketing. Marketing plays an important role to aware the customers about the new and
innovated product and services of the organisation. Nowadays there is a cut throat competition in
the market and many companies operating in any particular industry which creates competitive
environment in industry. Marketing helps the organisation to take competitive advantage from
industry. Britannia hotels is the organisation which is chosen here to make report. It is an British
hotel group and currently operates more than 50 hotels across United kingdom. This report
provides systematic study related to key roles and responsibilities of the marketing function of
Britannia hotel group. It also contains the relation of marketing with other departments of hotel.
Comparative study of marketing mix is describes in this report and also contains strategic
marketing plan of Britannia hotel group to meet their marketing objectives.
TASK
P1 Key roles and responsibilities of marketing function in Britannia hotel group
Marketing :- Marketing is related to acknowledge the buyers about the merits of a product and
services of the organisation. It helps the organisation to increase the sale of their products and
services by a way of increase the demand with the help of some marketing techniques. All the
function related to the marketing are perform under separate department and this department is
headed by marketing manager.
Marketing plays an important role in hospitality industry because of high competition in
industry. There are many hotels and restaurants are operating in United Kingdom's hospitality
industry such as Marriott, premier inn and IHG, which provides tuff competition to Britannia
hotel group. Company needs effective marketing functions to achieve competitive advantage
from industry and increases their profit margins.
Marketing manager refers to those person of organisation which id responsible for each
and every marketing function performed in organisation and also liable for the resources used in

process of marketing. There are many roles and duties of marketing manager which are given
below.
:- one of the most important function of marketing manager is to work with the higher
management of the company because it is the duty of manager to execute all policies and
strategies developed by top level management.
:- Evaluation of product is also the function of marketing manager. Under this function manager
evaluate the product of the organisation periodically and makes sure whether the need of change
or not in product.
:- There are many department in organisation which needs to be link with one another so
marketing manager performs the duty to develop coordination bewtween these departments.
:- Select the effective distribution channels is also the function of marketing manager ( Prentice,
2022). Under this function manager analyses many channels and choose most desirable channel
to distribute companies product.
There are many managers present ion Hotel Britannia which performs all the above function
because it is a wide organisation having 60 hotels requires managers of analytical skills to
perform all their functions such as marketing.
Roles and responsibilities of marketing function
There are many functions performed in Britannia hotel group and the roles and
responsibility of marketing to perform these function are given below.
 Service :- It is related to the main output which Britannia Hotel group provides to their
provides to their customers in exchange of money. It is the most important factor to be
considered in organisation. The main responsibility of marketing in this factor is to
analyse the needs and preferences of customer from market and provides it to company
to applied in their business operations.
 Selling :- It is an important department of every business organisation because the
revenue generation is depend upon this department. Marketing plays an important role
for this function because marketing influence the customers to take services of Britannia
hotel group. It is done by a way of providing information related to the merits of
company's services to customers.
 Pricing :- It is related to the amount of money which Britannia hotel group charges from
their customer in exchange of their services. Pricing strategy regarded one of the most

crucial factor to be determined by company. It is prepared on the basis of cost of service,
market prices of related services and prices charged by competitors. All these
information are obtained from market research and it is done under marketing
department.
 Customer feedback system :- It is one of the important department of Britannia hotel
group because it is required to obtained the information related to merits and demerits of
system which customer analyse in hotel so that it can be improved. Marketing provides
necessary framework to customers to share their personal experience after taking
Britannia hotel services.
 Financing :- It is related to the requirement of funds in organisation. As Britannia hotel
group is operating more than 50 hotels, the requirement of funds become more to
perform their business operations effectively (Sun and Nunkoo, 2018). Marketing helps
the company to organise funds by a way of attracting investors towards the organisation.
It is possible because most investors believe in those organisations which holds strong
marketing background and structure.
 Promotion :- Promotion department of Britannia hotel group are liable to perform
several activities which increases the customer base of company. Marketing helps the
organisation to perform various promotional activities with the use of many methods
and technique.
P2 Roles and responsibilities of marketing related to wider organisation context
The marketing department of Britannia hotel group are very effective and has far vision
related to the expand their business globally. It always makes their organisation's existence in
international market. Marketing department of Britannia makes the communication of
organisation effective so that the coordination develops between these departments. Marketing
department conducts many surveys and market research of different nations so that they expand
their business. Global expansion needs requirement of huge amount of funds and these funds
came out of investors. Marketing department play an important role to attract these investors. It
is accessory for wider organisation to have proper interrelation of every department with
marketing department and the brief discussion related to these interrelation are given below.
Marketing with production department :- In hospitality organisation services provided by
hotels are regarded as the product of the company. There is a production department in Britannia

hotel group which are responsible for the development of various new services and also makes
innovation in their existing services such as Britannia provides rooms for stay and these
department ensure the facilities provided to customers and makes sure that customer feels
comfortable in their hotel rooms. Marketing department of Britannia conduct market surveys in
united kingdom market to analyse the need of hospitality services from customers. Under this
market research, marketing department performs many functions such as market surveys,
questionnaire and online surveys. All these methods provides information related to preference
of customers to marketing department and then marketing department delivers these information
to production department. It develops there services according to the data collected and also
improve their existing services.
Marketing with finance department :- It refers to those department of Britannia hotel group
under which all the activities related to finance are carried out. It is an important department
because every business whether it is small or large requires funds for their business operations.
The management and allocation of funds are done under this department. Britannia hotel
organises their finds from many sources such as banks loans, shares and debentures and
investors. Generally it is enquired for every organisation to have proper and effective marketing
structure because it ensures the success of company's product and become the trust factor for
many investors so marketing plays an important role to influence these investors preference
towards Britannia.
Marketing with human resource department :- It refers to those department which are
responsible for activities related to work force of the organisation. The duty to find and hire
talented candidates in an organisation are performed by human resource department. There is
also other activities such as employee management, salary management, development of teams
for particular project and many more activities are done by this department. Marketing needs
huge number of man power and these work force are provided by human resource department to
marketing department. In case of Britannia hotel group, the marketing department require
workforce to advertise their services through various marketing techniques such as advertising
campaign and personal selling. This need of workforce are fulfil by human resource department
of Britannia hotel group.
Marketing with research and development department :- It is one of the most important
department of organisation under which all development of new product or service are taken

place. This department is also responsible for the innovation in existing product. Marketing
department gathered information related to the dynamic need and preference of customer and
delivered to the research and development department and this department develops the product
according to the needs of customer. The marketing department of Britannia analyses the need of
changes in their services from market and then send all the information to their research and
development department to make changes in their existing service (Cheung and Leung, 2022).
One of the issue elated to hygiene which takes place in recent times analysed by their marketing
department through feedback system and makes changes in their services with the help of
respected department.
Marketing with information technology department :- It is related to the technical department
of Britannia hotel group and maintains all the technical aspects of company such as online
booking, customer management and gathered information related to customer. This information
is transferred by IT department to marketing department so that it can advertise their services
with the help of these data. This data contains personal number of customers, their address and
their social media accounts so company conduct many adds at their social media account to
influence them to purchase their services.
P3 Marketing mix of Britannia hotel group and Premier inn
Marketing mix related to those tactics and action plans through which the business
organisation advertise their product and services in front of customers.
Factors Britannia hotel group Premier Inn
Product In hospitality industry, services is
considered to be the product of
company. Britannia hotel group
provides rooms facilities with the
help of their more than 50 hotels and
the main quality of their services is
their budgeted room services.
The product range of premier in is
quite attractive because it provides
comfortable room services to their
customers. There are different types of
pillows which the customer choose as
per their comforts. The main part
which attracts the customer is the well
coloured and furnished rooms.
Price It is related to the amount charges by
hospitality organisation from their
Premier inn does not conduct any
advertisement to price rooms, it

customers in exchange of their
services. The pricing strategy of
Britannia hotel group are developed
on the basis of their competitors
prices (Kotoua and Ilkan, 2017). It
follows budget pricing strategy in
their business.
commits comfortable rooms at price
related to facilities provides. The prices
charge by premier in low in
comparison to other luxury hotels but it
is high when it compares to low
budget. Generally premier inn focuses
on providing money's worth services.
Place Generally Britannia prefer those
places where the crowd of public is
high and it provides many famous
destinations such as Italy and many
more to their customers.
Premier inn follows multiple channel
for booking such as phone, email and
website. Hotel choose those place for
their business where all the facilities is
available near the hotel such as airport
and tourist places. It operates more
than 600 hotels across many parts of
world.
Promotion It is necessary for every
organisational to perform
promotional activities to aware their
customer about their services.
Britannia promotes their services by
a way of circulating advertising
templates in public.
Premier inn follows many promotional
techniques such as television
advertisement and social media
advertisement. It targeted family
segment with their campaign ' dad of
the year' many social media adds
containing pictures of beautiful
destinations.
Process Premier inn applied those process in
their business which gives them
higher returns and higher customer
satisfaction. It biometric locks in
their hotel rooms.
Premier inn follows those processes in
those business activities which are
flexible and comfortable for customers.
It ensures trouble free booking from
their customers by a way of online
booking and it will become necessary
after covid pandemic.

People The workforce of Britannia is well
established and talented about their
work. They attracts their customers
with with their way of working.
This section deals with the employees
working in the organisation. The
employees of premier inn attracts the
customers by their superior hospitality
skills.
Physical
evidence
It refers to those actions or efforts of
company under which it reminds
their customers about the services.
It performs many activities which
reminds their customer about the
company's services. It includes their
purple brand colour, extra pillows and
high quality mattresses.
P4 marketing plan of Britannia hotel group
Marketing plan refers to those plan of company under company decides their objectives
vision and their aim to perform their business objectives. It is very helpful to meet the objectives
of a business because it aware the employees of the organisation about the goals and objectives
of company (O’Connor and Assaker, 2022). This framework helps the company to perform any
task or operation effectively because it enables the company about their strength and weaknesses.
Britannia hotel group wants to expand their business in international market and it chooses
Asian market and prepares marketing plan for this objective.
Mission
Britannia hotel group has a mission to occupy considerable market share of hospitality
industry of Asian nations.
Vision
The vision statement of company shows that Britannia uses all their strength such as
effective management to achieve their mission.
SWOT analyses of Britannia
It is related to those analyse under which the business organisation used to analyse their
strength, weakness, opportunity and threats.
Strength

 One of the most important strength of Britannia hotel group is their effective
management because it has talented employees which manages hotel activities more
effectively.
 The marketing structure of Britannia hotel group is very strong. It has wide range of
customer and has most experienced marketing experts which helps them to become
advertising leader in Asian market.
 The price structure of Britannia is their greatest strength because it follows reasonable
price strategy which will be helpful to establish business in Asian nations.
Weakness
 The financial structure of Britannia is very weak because of their few investors. Finance
is the most important aspect to be present with company to expand in international
market.
 Another weakness of Britannia is their negative feedback from customers because there is
common feedback from many customers that no hygiene factors are present in Britannia
hotel group.
Opportunities
 The most common Opportunity which Britannia can grab from Asian market is to take
benefits of high revenue from highly populated nations of Asia.
 They have an opportunity to develop strong investment structure because there are may
investors present Asia.
 It can develop their brand value.
Threat
 One of the most important threat which every organisation faces in this covid pandemic is
slow economic growth.
 The level of competition in hospitality industry of Asian market id very high because
there are many big players are present in this market.
Segmentation, targeting and positioning of Britannia hotel group
 Segmentation :- It is related to those process under which the whole market consumers
are divided in small parts according to the needs and many factors such as age gender,
class, geographical area. Britannia segment the market of Asia on the basis of consumer
budget.

 targeting :- As the Britannia is providing low budget in United kingdom market so it
chooses the section of low budget customers from Asia and positioned their product
them.
 Positioning :- Under this process, Britannia try to set the image of their services in the
minds of segmented customers by a way of proper advertisement and promotions.
Marketing mix of Britannia
 Product :- Britannia provides various services of hotels such as accommodation and food
at reasonable price in Asian market.
 Price :- The pricing strategy must be reasonable for low budgeted customers of Asian
nation.
 Promotion :- Britannia promotes their services in Asian market by a way of Television
marketing, personal selling and by conducting various advertising campaigns.
 Place :- Britannia hotel group conducts their business operations in several tourist places
and prepares many destination holidays for Asian customers in different parts of world.
 People :- Company try to attract their segmented buyers through their effective work
force.(Patterson and Balderas-Cejudo, 2022)
 Process :- Online booking and biometric system is the modern processes which Britannia
hotel group used in their business operations.
 Physical evidence :- Britannia group conduct some activities in their business operations
such as their brand colour and their employees way of working which reminds their
customers about their services.
MARKETING BUDGET
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 18000 22500 37500 46500 31850

Marketing outlay
Promotion 6500 3200 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
CONCLUSION
It is concluded from this report that marketing plays an important role in the success of
hospitality organisation (Séraphin 2021). There is cut throat competition in the hospitality
industry and have many big players such as Marriott and premier inn which provides extensive
competition to Britannia hotel group. It is required for company to make strong advertisement
background to take competitive advantage in market.

REFERENCES
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