Marketing Analysis: Gangnam Style and Premier Inn Cases

This report presents a detailed analysis of two case studies: the integrated marketing communication strategy behind the global success of the music video "Gangnam Style" by Park Jae-sang and the service and relationship marketing strategies of Premier Inn hotels. The first part of the report examines the application of the 5Ws model (Who, What, How, Where, When) in the context of Gangnam Style's marketing campaign, highlighting how the content added value to consumers and contributed to the video's viral success. The second part focuses on Premier Inn, discussing the flowchart of its front-stage and backstage operations, the significance of service encounters, and an analysis of the managerial implications. The report provides a comprehensive overview of marketing principles, customer relationship management, and service delivery strategies through these real-world examples.

Service Marketing and
Relationship Marketing
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Table of Contents
Part 1................................................................................................................................................3
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Evaluate the Gangnam Style case using 5Ws model in integrated marketing communication
process....................................................................................................................................3
Discuss how communication contents adds value to consumers also impact of content on the
success of video......................................................................................................................4
Conclusion.......................................................................................................................................5
Part 2................................................................................................................................................6
Introduction......................................................................................................................................6
Main Body.......................................................................................................................................6
Discuss the flowchart of the backstage and the front stage operations of the business.........6
Significance of Service Encounter.........................................................................................8
Analysis of Managerial Implication.....................................................................................10
Conclusion.....................................................................................................................................10
References......................................................................................................................................12
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Part 1
Introduction
The term Integrated marketing is defined as the process of combining all the tools and
techniques of marketing communication so as they can work together effectively and efficiently
to provide better experience to their potential customers, it is one of the most effective strategic
approach used by the marketer which helps in enhancing the overall performance of the
organisation and increase the sale of the company effectively. This report focus on the integrated
marketing strategy of a famous south Korean rapper Park Jae sang and how his music video
Gangnam style become so famous. This report covers the 5Ws model of the integrated marketing
communication process and also how the communication contents highlights the value to the
consumer of Park Jae Sang the famous rapper and musician of south Korea is also explained in
this report. In addition to this the impact of content in the video’s success is also highlighted in
this report effectively.
Main Body
Evaluate the Gangnam Style case using 5Ws model in integrated marketing communication
process.
The Park Jae-Sang is one of the most famous rapper and the musician of the South Korea.
In the year 2012 the musician launched a music video ‘Gangnam Style’ which become a
international hit in less than four months, the success and fame behind the massive hit of the
video was not a coincident, it was because of the proper planning and implementation of an
integrated communication strategy behind the success of the video. The preparation of the launch
of music video also the promotion was started before its launch itself (Ayed, 2019). In context to
this the use of 5Ws model in integrated marketing communication process is discussed below:
Who: The first and foremost element of the integrated marketing communication process
is who, this element helps marketer to understand the who should be their target audience for the
communication and accordingly they can frame their content effectively. In case of Psy music
video this element helped them to understand their target audience and their need and
accordingly it was launched for the mass internet users, large number of audience was targeted
for this video.
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What: The next element is what, under this the focus of the marketer is to understand the
taste and preferences of the target audience and accordingly delivering the content in order to
enhance their satisfaction level. In case of Gangnam style video the YG entertainment clearly
understood their target audience and their needs, that is the reason the video was launched during
the time world was facing high level of stress, because of its bright colour and attractive music it
was able to attract large number of customers (Cheung and McColl-Kennedy, 2019).
How: under this the main focus of the marketer is to analyse the strategy in order to reach
number of audience, focus is on using various methods and actions in order to reach large
number of audience. The name Gangnam style of the video was able to attract the large audience
also Psy ensure to reach large audience through various social media platforms. In addition to
this Psy ensured to partner with most successful influencers like Will.I.Am and Allkoop.Com in
order to make his video massive success among the target audience.
Where: The next element of integrated marketing communication process is ensuring
where the integrated marketing communication should be taken place in order to attract large
audience base. In case Gangnam style video, the YG entertainment targeted their audience using
internet because of the large number of audience available on the internet, the YG entertainment
used various social media platforms like Youtube, twitter, Facebook in order to capture large
audience, also the media partners like CNN and Sky news were also involved in making video
more successful.
When: The last element of the integrated marketing communication was to decide when to
make the content available to the audience, it focus deciding the right time for the integrating
marketing communication. In case of Gangnam Style music video the time chosen for the launch
of the video was perfect which lead to the huge success globally. YG entertainment ensured the
right time for the launch of the video using right medium effectively (Gnusowski, 2020).
Discuss how communication contents adds value to consumers also impact of content on the
success of video
Integrated marketing strategy is one of the essential strategy used by the marketer in order to
analyse the needs and wants of the customers effectively, and then satisfying their needs. The
communication content adds value to the consumers and also impact of content on the success of
the videos in case of Gangnam style video as discussed below:
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No copyrights: The YG entertainment ensure that there are no copyrights on the
Gangnam video which allowed users to easily access and have ownership of the videos, this
made the video more popular and successful among the audience.
Huge Crowd sourcing: The Psy made sure to use various unique elements like strong
internal team, attractive dance moves which become viral on the international level. The crowd
sourcing strategy helped him to work on his video to make it more attractive and captivating for
the audience.
Easy and attractive content: The main reason behind the success of the video was its simple
and attractive video, also the simple and bright appearance of the video content; it was able to
capture large number of audience effectively.
Effective position: The another thing which makes the integrating marketing
communication successful is creating significant position in the market, the Gangnam style video
made sure to create an effective position in the mind of the consumers with its attractive visuals,
Psy used attractive looks and creative dance moves in order to create position in the mind of
target audience (Gokmenoglu and Amir, 2020).
Conclusion
From the above report it can be concluded that integrated marketing communication plays
an essential role in attracting large number of target audience effectively, it helps in enhancing
the overall performance of the organisation and leads to increasing profitability of the business.
This report highlights the use of 5Ws model in the integrated marketing communication process
and how the effective marketing helped in the huge success of the Gangnam style music video.
This report also highlights that effective content helped in the overall success of the video.
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Part 2
Introduction
Relationship marketing is defined as the process in which marketer focus on building and
managing effective relationship with their potential customers through various marketing
strategies and tools, it is an essential long term activity of an organisation where the business
organisation continuously works towards satisfying their customers and enhancing their overall
performance effectively. For this report Premier Inn hotel is taken into consideration. The
Premier Inn is one of the well established British hotel brand of United Kingdom with more than
800 hotels globally. The hotel was started in 1987 by Whitbread. This report covers the detailed
description of the flowchart of the backstage and the front stage operations of the chosen
business organisation also the significance of the service encounter, in addition to this the
evaluation and analysis of the managerial implications of the business is also highlighted in this
report.
Main Body
Discuss the flowchart of the backstage and the front stage operations of the business.
Flowchart
Premier Inn Hotel is one of the well established hotel brand in the UK, with more than
800 hotel offering excellent services to its customers, continuously satisfying their needs. The
main focus of the hotel is to offer high quality services to their customers and maintaining good
relationship with them enhancing their loyalty towards them. The premier Inn hotel has managed
excellent chain of operations and services in order to continuously grow and develop. In context
to hotel the flow chart of operation is carried out in order to define the front stage and backstage
operational activity of the Premier Inn hotel (Jayanti, 2020). The front stage and backstage
operational activities of the hotel are as follow:
Front stage operational activities:
The front stage operational activities includes activities are offered directly to the
customers in order to satisfy their needs, the ensures the directly managing the customers which
leads to building effective relationship with them and increasing brand loyalty, this also helps in
enhancing the overall performance of the hotel. In case of Premier Inn hotel the front stage
operations are as follow:
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Customer’s interaction: The customer interaction is one of the essential service to be
carried for the organisation. The hotel has well trained and qualified staff in order to effectively
interact with the customers and build strong positive relationship with them.
Reservation: The another front stage service provided by the hotel is the reservation, the manager
and the reservation staff effectively deal with the booking the appointments of the customers and
appoint the rooms as per the availability without any chaos and difficulties.
Check in of customers: The next service provided by the hotel is once the customers has
confirmed their booking, bell staff ensures to make their check in smooth and memorable by
ensuring to handle their stuff to the rooms and providing them essential services.
Food services: Another essential front stage service provided by the hotel operation is the
offering quality foods to their customers.
Room services: Also the front stage operations includes making sure the room allotted to
the customers has all the facilities and necessities needed and is well cleaned and maintained.
Check Out of customers: Lastly the staff of the hotel ensure that the excellent services is
maintained till the customer is in hotel, staff ensures the smooth carry out of check out
formalities, taking their luggage and providing them necessary services (Malhotra and Agarwal,
2020).
Backstage operations:
The backstage operations involves the kind of operational services which are provided
directly to the customers but helps or support in the effective delivery of the quality services to
the customers (Oraedu, 2019). In context to the Premier Inn Hotel the backstage operational
services provided by the hotel are as follow:
Interacting with customers: One of the essential backstage operational services
performed by the hotel continuously interacting with their customers through phone calls in
order to remind them about their appointments and create a positive relationship with them.
Kitchen staff: The another backstage operational services performed by the hotel is
ensuring that kitchen staff is offering quality food and delivering the rooms of the customers.
The Premier Inn hotel has qualified and well trained kitchen staff excellently performing their
activity.
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Maintenance staff: The maintenance staff of the hotel ensures that the all the activities
are smoothly carried out and the all the rooms are well maintained and cleaned in order to
provide quality services to the customers.
Post operations: The last backstage operation service provided by the premier Inn hotel
is their post operation under which hotel ensures maintaining quality relationship with their
customers in order to enhance their satisfaction level. The main focus of the hotel staff is to build
their brand image and enhance customers loyalty (Sahaf, 2019).
Significance of Service Encounter
The term service encounter is defined as the flow of communication takes place between
the service provider and the potential customers in order to provide and receive services, the
main aim of service encounter is to enhance the satisfaction level of the customers effectively. it
includes the detailed description of the services to be provided to the customers, the services
encounter between both the parties can be through direct interaction or can be indirect, it
becomes an essential process for the services provider to effectively carry out their activities as
the services encounter can lead to forming positive or negative impression of the customers on
the organisation it becomes essential to effectively provide services and satisfy their customers
(Sigué, S.P. and Biboum, A.D., 2020). In context to the Premier Inn Hotel, the manager ensure a
positive service encounter with their customer with the main focus of satisfying their needs and
wants, some of the significance of service encounter in context to the hotel as follow:
Customer satisfaction: The customers satisfaction is one of the most essential part for the
success of service organisation, offering services in order to satisfy the needs of the customers
will help in increasing sale and productivity of the business, the customer satisfaction is very
significant for the success of the business. In case of Premier Inn hotel, the hotel management
ensure that their customers are satisfied and quality services are provided to them. The front
stage and back stage operating services of the hostel ensures that quality and excellent services
are provided to the customers in order to satisfy them effectively. Combined efforts from both
operational services leads to the growth and success of the business and enhancing their
performance.
Service management: The another thing is offering wide range of services to the
customers in order to gain competitive advantage in the market, the hotel offers variety of
services to their customers, the services includes, transportation, food, room services, keeping
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continuous interaction with them and informing about them about their reservation, extra
benefits and services. In case of Premier Inn hotel, the front stage and back stage operation
together ensures that the customers are treated good and all their services are carried out timely
in order to satisfy them, both ensures that the quality services is provided to their customers. For
example the front stage operation ensures that the proper reservation of the customers is done,
there check in and checkout information’s are recorded and needed services is provided by the
bell staff also the backstage operations ensure that quality food is provided to the customers and
the proper maintenance is done. Both the ensure that quality services is provided to the
customers in order to enhance their satisfaction level (Solimun and Fernandes, 2018).
Effective relationship marketing: The services encounter helps in building positive
relationship with the customers, as it is analysed that the positive encounters with the customers
leads to building positive relationship with them. In case of Premier Inn hotel the manager and
the staff ensure to build positive relationship with their customers through avoiding
communication gap and regularly informing them about their reservation or venue, telling them
about the exact date avoiding any kind of confusion. In addition to this the backstage operational
service staff ensure to provide cleanliness, quality food and proper maintenance of their customer
work, also ensures treating them with positive attitude and maintaining ethical behaviour towards
them. these all leads to maintaining effective relationship with their customers and satisfying
their needs. The hotel ensure the to have positive services encounter with their customers.
Ensuring service Quality: The last significance of the service encounter is ensuring
service quality, providing service quality to the customers helps in building customer loyalty.
The service encounter plays an essential role in enhancing the effective relationship between the
service organisation and their potential customers. In order to gain competitive advantage in the
market and improve the overall performance of the organisation providing quality service
becomes very essential. In context to Premier Inn hotel, the service encounters of the hotel helps
in analysing the needs to their potential customers and accordingly satisfying their needs. The
well trained and qualified staff of the hotel ensure that the quality services are provided to the
customers per their needs. The effective service encounter leads to enhancing the satisfaction
level of the customers and increasing the profitability and productivity of the hotel. It also helps
in improving brand image of the hotel (Thaichon and Ratten, 2020).
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From the above discussion it can be concluded that strong and effective service encounter
helps in building strong relationship with the potential customers and enables organisation to
satisfy their customers according to their needs and wants. Premier Inn hotel has effective
service encounter which helps them in enhancing their overall performance effectively.
Analysis of Managerial Implication
The service marketing plays an essential role in the growth and success of the business, as
the main focus of service marketing is ensuring quality services are provided to the customers,
and in order to provide the quality services the service organisation ensure use of various
strategies effectively. In context to Premier Inn hotel, management has adopted effective strategy
in order to provide quality services to their customers, there are effective managerial implication
case of hotel. The management thoroughly analyse the market in order to gather information
about the trends and needs to of the customers and then accordingly implement their strategy to
satisfy their customers’ needs and demand. The well planned strategy enables company to
enhance their brand image and build customers loyalty in the marketplace. The hotel also has
well developed organisational structure which helps them to perform their operations carefully
without any confusion. In addition to this hotel also divided the responsibility among the staff
member following chain of command in order to avoid any kind of confusion and creating
balance of work and operation in the management, also the business environment is regularly
monitored in order to understand the level of competition available in the market. The hotel has
strong and effective strategies in order to deal with their customers and competitors, they are
continuously working towards enhancing their growth and development and satisfying their
customers (Valtakoski, 2019).
Conclusion
From the above discussion it can be concluded that service marketing is one of the essential
function of each and every organisation in order to understand their customers and satisfy their
needs and demand. The service marketing helps in analysing the market and then formulates
strategy to satisfy their potential customers, enhancing their profitability and productivity. This
report highlights the use of relationship marketing and service marketing in the growth of the
business and the flowchart of backstage and front stage operations of this business also the
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significance of the service encounters, in addition to this the analysis of managerial implication
are also highlighted in this report effectively.
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References
Books & Journals
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service in Tunisia. International Journal of Customer Relationship Marketing and
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marketing play?. Journal of Services Marketing.
Gnusowski, M., 2020. service research in Post-Soviet states and the former eastern bloc. Journal
of Services Marketing.
Gokmenoglu, K.K. and Amir, A., 2020. The impact of perceived fairness and trustworthiness on
customer trust within the banking sector. Journal of Relationship Marketing, pp.1-20.
Jayanti, R.K., 2020. An Institutional Theory Perspective on Retailer Loyalty. Journal of
Relationship Marketing, pp.1-21.
Malhotra, N.K. and Agarwal, J., 2020. Customer Relationship Marketing: Theoretical and
Managerial Perspectives. World Scientific.
Oraedu, C., 2019. Structural equation test of service quality dimensions on the relationship
quality construct: evidence from an emerging telecom market. Journal of Relationship
Marketing, 18(2), pp.146-171.
Sahaf, M.A., 2019. Strategic marketing: making decisions for strategic advantage. PHI Learning
Pvt. Ltd..
Sigué, S.P. and Biboum, A.D., 2020. Entrepreneurial marketing and social networking in small
and medium service enterprises: A case study into business dealings in
Cameroon. Journal of African Business, 21(3), pp.338-354.
Solimun, S. and Fernandes, A.A.R., 2018. The mediation effect of customer satisfaction in the
relationship between service quality, service orientation, and marketing mix strategy to
customer loyalty. Journal of Management Development.
Thaichon, P. and Ratten, V. eds., 2020. Transforming Relationship Marketing: Strategies and
Business Models in the Digital Age. Routledge.
Valtakoski, A., 2019. The evolution and impact of qualitative research in Journal of Services
Marketing. Journal of Services Marketing.
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