Integrated Marketing Communication Report: Premier Inn Case Study

This report provides an executive summary and in-depth analysis of integrated marketing communication (IMC) strategies, focusing on Premier Inn as a case study. It examines various marketing channels, including advertising, social media marketing, digital marketing, and public relations, and how these channels serve communication objectives within a business. The report defines communication objectives, such as providing information, stimulating demand, and increasing business awareness, and justifies the selection and integration of these channels. It further develops a marketing communication plan that effectively meets these objectives, critically determining the plan's relation to communication strategy, channel choice, and creative content. The report concludes with an overview of Premier Inn's approach to IMC and its effectiveness.

INTEGRATED
MARKETING
COMMUNICATIONS

EXECUTIVE SUMMARY
The project report revolves around marketing communication and different marketing
channels which can be used to promote the selling products and services offered by the company
through which an organisation can generate higher revenues and maximize the profits. The repot
defines the communication objectives and analysis of selection of communication and marketing
channels for targeting customers and segmented market. The project will involve communication
plan though which all communication objectives can be met and the fundamental base of the
plan will be based on communication strategy, choice of channel and creative content.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
PART A...........................................................................................................................................4
INTRODUCTION...........................................................................................................................4
P1 Determine different types of marketing channels and how they serve communication
objective within a business..........................................................................................................4
PART B...........................................................................................................................................6
INTRODUCTION...........................................................................................................................6
P2 Design communication objectives for given organisational situation....................................7
P3 Provide justification for selection and integration of communication channels....................9
P4 Develop a marketing communication plan that effectively meets communication objectives
...................................................................................................................................................10
P5 Critically determine a marketing communication plan in relation to communication
strategy, channel choice, creative content.................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

PART A
INTRODUCTION
Marketing communication is use of different marketing channels and is a complex part of
marketing department. Marketing communication have several components which involves:
advertising, branding, direct marketing, packaging, printed materials, PR, sales, presentation,
sponsorship, trade show, digital marketing and many more. Integrated marketing communication
is and managerial approach which are followed by organizations to promote and co-ordinate
their communication efforts (Amiri and et.al, 2017). This approach helps business to promote a
message by using multiple strategies which can be operated together and can reinforce one
another. Premier inn is a British hotel chain and one of the largest hotel brand of UK which have
more than 72000 rooms and 800 hotels. The report aims to define different types of marketing
channels which are used by a business. The report will also define how these marketing channels
are used and serve communication objectives of an organisation.
P1 Determine different types of marketing channels and how they serve communication
objective within a business
Marketing channel comprises of people, organization and activities which are important
for sharing the ownership of goods. This is an approach which helps the business to deliver
products to ends users and it can also be called as distribution channel. The marketing channels
helps a business to add value to the business, maximize the resources and meet all
communication objectives. In relation to Premier Inn, the marketing channels help business to
communicate with customers and deliver their message of the organisation through which they
can enhance customer engagement and meet organisational objectives. Some of the marketing
channels which are used by organisation to communicate with numerous users are discussed
below:
Advertising- Advertising is a marketing communication tool which helps a business to
share their message and deliver quality customer services to their customers. Advertising is a
medium which is used for communication and this can be done through using different media
platforms which involves radio, internet, newspaper and TV. This type of marketing channel
informs potential buyers about a product or service (Ang, 2021). It leaves a lasting impact on

customers regarding the firm and its products. This has been one of the oldest and most used
form of communication and marketing which offers opportunities to business to share their
message to various customers for increasing the customer engagement and achieving all
organisational objectives. In relation to Premier Inn, the company is using various advertising
tool as marketing tool through which they can deliver and communicate their information about
their brand, products, values and services of the organisation. The organisation delivers and
communicate their message and communication objective which involves emotional and
informative appeal. By using this medium of marketing and communication, it helps business to
have wider reach and target more number of audience through which an organisation can
accomplish the objectives, make optimum utilization of resources and meet the organisational
objectives. This approach can be an advantage as well as disadvantage for the organisation as it
is highly inflexible and an expensive method (Bruhn and Schnebelen, 2017).
Social media marketing- Social media marketing is one of the most used marketing
channels which is prefers by many users and offers coverage to wider market and can helps in
targeting and communicating with huge number of users. Social media platform offers
opportunity to business by which they can create a strong network by interacting with customers,
different business and networks. The major objective of social media marketing focuses on
facilitating communication, handling engagement and fostering community. The process which
is used by businesses while operating through social media platforms are texts, images, videos
and live videos by which a business can attract and engage with more customers and share their
ideas and objectives which will be helpful for meeting the organisational objectives, make
optimum utilization of resources and enhance the brand value of business. In relation to Premier
Inn, the business use Instagram, Facebook, Twitter which helps them to connect with many
customers and serve their communication objective with them and such approach can enhance
brand awareness, increase customer engagement and give customers insight regarding the
services which are offered by the organisation (Camilleri, 2018).
Digital marketing- Digital marketing is marketing technique to connect with customers.
With the help of using digital tools, a business can promote the products and services delivered
by the company. As due to changing business environment, digital marketing has been an
effective tool for business and provides wider market share for targeting customers. The two

major digital marketing tools which are used are- mobile marketing and email marketing. These
are highly measurable and follows data-driven approach. Premier inn also uses digital marketing
which enables the brand in delivering their message to the customers regarding the products and
services which are offered by them and create platform where they can interact with their
customers. Such media platforms help Premiere Inn in to increase their customer engagement
which can enhance the value of organisation and goodwill of the company in the industry. The
digital marketing technique will help an organisation to enhance the value of business and meet
the communication objectives (Chitty and et.al, 2017).
Public relation- Public relations is a term that describes a process that involves
maintaining a positive image of an organisation in order to gain from the benefits of building
relationships between businesses and the general public. It also focuses on attracting customer
attention, public relations focuses on presenting a positive picture of the company. Public
relations are utilized for a variety of reasons, such as enhancing an organization brand image. It
gives details on the good aspects of the product and service, as well as the brand. It helps in the
development of relationships with its consumer base and the development of goodwill for the
effective quality management system. Premier inn uses public relations which helped the
business in establishing a positive image and create strong customer relations (Risku, Pichler and
Wieser, 2017). By using this marketing medium in Premier Inn, it helped the organisation in
establishing a positive brand image in the industry and increase the sale of the products and
services which will be a helpful approach for creating a wide market share of the company.
PART B
INTRODUCTION
Integrated market communication is the form of communication and this marketing
strategy support services to properly link their communication message and marketing technique
with the accurate message to the customer which will be delivered. In other words, integrated
marketing communication (IMC) approach helps in establishing seamless experience for
customers by interacting with the organisation. For effective marketing and communication, the
company use various marketing methods such as- advertisements, public relation, direct
marketing, social media, sales, promotion etc. The report aims to study integrated marketing

communication approach followed by Premier Inn hotel, define their communication objectives,
provide justification creating a marketing communication plan which will help in making
communication objectives effectively (Čikošev, 2019).
P2 Design communication objectives for given organisational situation
There are various purposes of an organisation for which a business focus on
communicating and delivering their message to the industry. Business follow communication
approach for understanding customers view, their demands, their opinions and also provide a
message of the enterprise to their customers that can help in building cordial interpersonal
relations with customers (Dahl, Eagle and Low, 2015). Some of the objectives which are prime
objectives of Premier Inn for communicating with the customers are discussed below:
 Providing information- By providing information of the products and services
accurately to the customers, this support customer in making decisions while shopping
and their purchasing process. By giving accurate information which is reliable, it gives
customer better insight regarding the products and services offered by the company
which can be an advantage for business and can speed up the purchasing decisions which
a customer will form. Information which has been provided for the products and services
also help in organisation in identifying the differentiating factor and uniqueness of their
services by comparing the products with other companies in the industry (Mabrey III,
Clarke and Schubert, 2018). Premier inn will provide accurate and brief description of
products and services which are offered by the company as this will help them in making
customers decide in choosing right product according to their preference that can be a
medium for customer satisfaction. The communication objective of providing accurate
and reliable formation will be accomplished within 1 month of time frame which will be
met through giving brief and detailed information of the products and services to
customers which are delivered by the organisation. The organisation will focus on
creating a cordial relation where they effectively communicate with the customers give
full information of products and services help them in forming right decisions based on
the choices and available options, as this will also help in building the brand image of the
business by reaching maximum number of customers and also will be helpful in

attracting more customers. Such approach followed by the business are profitable
approach.
 Stimulating information- The communication strategy which has been followed by
organisation support them in enhancing the demand of products and services in the
industry and this strategy will be achieved within the time period of 3 months for meeting
the organisational objectives and gaining competitive advantages. By stimulating the
information gathered, helps a business in generating actual purchase of customers from a
business that can provide a review of the sales and profits of the company. For
stimulating the information Premier Inn focuses on gathering all data and maintaining a
database which will give them insight regarding the products and services, the sales and
profits which are made by the business, as this will help them in understanding the
business position. It will also help the organisation in understanding the customer point of
view and meet their demand (Darley, 2016).
 Business awareness- Hospitality business is a wide industry and for communicating with
customers they use different strategies. The communication strategy followed by
hospitality business focuses on increasing the awareness of business in the marketplace
that can lead to incline in customer engagement. This communication objective will be
accomplished within 6 months of time span by increasing the customer engagement with
the help of delivering quality customer service and reaching to large number of
customers. By communicating and creating communication objectives, it supports the
enterprise to improve their brand awareness regarding the products and services which
are offered by the company (Keller, 2016). Premier Inn follows all communication
strategies which benefits them in increasing the brand awareness in the industry, face
challenges and high competition by maintaining the position in the marketplace. By
following such strong and effective communication strategies and ability to meet
communication objectives, the customer is retained by the company for longer period of
time. Such strategies also help in attracting new customers and retaining existing
customers with the business.
The communication strategy will be helpful for achieving the communication objectives,
some of the strategies for communication are related to gathering information through which
data can be collected and more precise decisions can be formed. The communication

strategy followed above involves providing information, stimulating information and
enhancing the business awareness through which they communication objectives can be
accomplished and the goodwill of organisation can be enhanced. These strategies will help
the business in utilizing all resources effectively and gaining competitive advantage that can
make business more successful and profitable.
P3 Provide justification for selection and integration of communication channels
Premier Inn hotel uses social media marketing as a communication channel which will
help them in connecting with their customers and increase the sale of products and services
offered by the company. By using social media marketing for communication various advantages
which has acted as a profit for Premier Inn are discussed below:
 Gather information regarding customers- Social media marketing supports Premier
Inn to collect all necessary information related to their customers and maintaining a
customer database which helped them in understanding the customers, their demand and
forming strategies that can target customers and meet such demands and further lead to
customer satisfaction (Kitchen and Burgmann, 2015). It also enables an organisation to
understand the expectations of the customers and focus on forming strategies in executing
the actions in direction where they can meet the demands and requirements of the
customers.
 Connect customer with the business- Social media platforms supports business to
engage with the customers. This media platform offers an opportunity for business to
interact with numerous customers and create a strong cordial relationship. With the help
of social media channels and platforms, Premier Inn can use various media platforms for
updating photos, videos, write blogs regarding the functioning of business and enable
customers to share their reviews and feedbacks related to their experience of the products
and services which are offered by the company.
 Increase brand recognition- Social media marketing is an effective marketing approach
which is followed by many business, as this helps in increasing the traffic and customer
engagement that can be helpful approach for increasing the profit and sale of the
organisation (Mihaela, 2015). By using social media marketing, it helps Premier Inn to
meet the needs of the customers by using effective and innovative ideas and this lead to

incline in customer engagement and traffic. The organisation interact with their
customers with the help of social media platform and create a good brand image in the
industry. These mediums help business in increasing their brand awareness and
recognition among their customers and overall industry.
The social media channels help business in reaching to wide number of customers some
of the social media channels which are used by Premier Inn are Instagram, Facebook, Twitter
and their own website which will be a medium for promoting the services which re rendered
by the company. The above mentioned social media platforms will help the organisation in
covering large geographical target market, connect with more number of customers and
increase their presence in the market through which they can enhance the revenues of the
business and meet the desired performance standards and achieve all organisational
objectives.
P4 Develop a marketing communication plan that effectively meets communication objectives
 Creating a mission statement- By creating a marketing communication plan, the
managers of Premier Inn will focus on defining the mission statement of the business. By
defining the mission statement, the managers will include the goals and objectives of the
business which the organisation wants to meet and this will also focus on meeting the
customer demand (Rismayanti, 2016). The mission statement of Premier Inn will focus
on delivering quality product and services and effective experience to the customers
within reasonable and affordable prices that can attract and retain most loyal and
potential customers.
 Determining business objectives- The second stage where Premier Inn must identify the
business goals and objectives which needs to be accomplished. These objectives of
Premier Inn will define the short, medium and long term goals for which plan will be
created.
 Identifying market- Premier inn will identify potential buyers which will help them in
understanding their target audience and create a marketing communication plan on the
basis of their target market. This phase of the marketing communication plan will involve
identification of target market, competitors and business challenges. In other words, this
phase involves situational analysis technique which will help the organisation to identify

the market opportunity, target larger geographical area, identify competitors and define
products line and service lines.
 Evaluating the USP- In this phase of development of a plan, the administration and
managerial department of Premier Inn will focus on determining the USP of the business,
as this will help them in delivering unique and effective products and services to the
customers by which they can face competition in the industry and maintain their business
position.
 Creating effective message and positioning strategy- It is the second last stage of
marketing communication plan, where the managerial department of Premier Inn will
create a message on the basis of their target markets and it will focus on determining the
positioning strategies which will be used by the company to deliver their messages to the
customers (Schultz, 2020). The company will focus on ensuring that the message is
delivered clearly and can have a strong impact on the mindset of the customers and can
influence them towards the products and services offered by the company.
 Execute the plan through marketing channels- This is the last step of marketing
communication plan, where management of Premier Inn will execute the plan by using
different marketing channels which will help them in achieving the organisational
objectives.
Situational analysis-
Therefore, the objectives of
P5 Critically determine a marketing communication plan in relation to communication strategy,
channel choice, creative content
Determination of marketing communication method
For creating an integrated marketing communication plan, an organisation must evaluate
various communication methods which can be used. For creating an integrated marketing
communication plan, a business must effectively understand their target market, audience
patterns of receiving information, collected data, facts and information which will help in
resolving conflicts. In context of Premier Inn, there are numerous marketing communication
channels which can be used some of these methods are discussed below:

 Content marketing is a medium though which a business can describe their content
through different online platforms by using different forms, such as blog content, video
marketing, premium content, video marketing, dynamic websites which helps customers
to connect with business and gain better insight related to products and service which are
offered by the company and this also helps customers to think properly before making
any decisions (Šeric, Gil-Saura and Ozretić-Došen, 2015). This marketing channel will
help the business in sharing the details and information regarding the products and
services briefly through which they can attract more customers and improve the goodwill
of organisation in the industry.
 Social media marketing is a marketing approach which helps a business to connect with
their customers by using various social media and digital platforms for promoting their
products and services. This medium helps business to create strong customer relations
and increase their brand awareness by using social media platforms and this will also help
in increasing the traffic. The social media marketing is an approach of modern marketing
which helps a business in sharing their information and connecting with customers with
the help of social media platforms, such as Instagram, Facebook, Twitter, personal
website and many others. The social media marketing technique helps business to
connect with more customer through facilitating larger geographical target market which
enhance the customer engagement of business.
 Email marketing is a technique which helps a business to engage with their customers by
using unique content related to the organisation. It is essential for an organisation to value
their existing customers and engage with them. Organisation must pay attention to attract
new customers and value exiting customers through which they can enhance their brand
image by providing them right and reliable content to their excising customers. With the
help of email marketing, business can enhance their business growth and incline in sale
of their business. The e-mail marketing is a traditional approach of marketing which
helps business to connect with people through sharing e-mails and organisation can
deliver their message and information regarding the products and services with the help
of this marketing technique.
Creating marketing communication plan

For creating integrated communication plan, after analyzing the communication channel,
it helps business in developing a plan for marketing strategy of the company (Taghipour, 2019).
The marketing communication plan must focus on audience, content, cadence. For creating a
marketing communication plan, Premier Inn will focus on these factors:
Audience: It is one of the important factors of business plan which helps a business to
determine their target market and customers which will help them informing effective marketing
strategies. To targeting huge number of customers, business use different channels which will
help the to target numerous customers and get better customer engagement. If a company want to
targets millennials, then they must use Instagram as this will give company getter customer
engagement, whereas, if an organisation wants to target baby boomers then they must use
Facebook for targeting customers.
Content: Content plays a crucial role in targeting customers as this is the medium which
will deliver the message of their customers and organisation must focus on creating and
delivering content which can be helpful in attracting more customers (Timofeeva and et.al,
2016). The content must be created on the basis of the audience of the company and this can be
managed through database of organisation which will support an organisation in creating
attractive and effete content that can attract more customers to the business and led to incline in
revenues and profits of the company.
Cadence: An organisation must understand the approach and measure how a customer is
receiving the information which has been delivered by them. By using various platforms and
media channels, it can help an organisation to gather valuable data that can offer better insight to
business and customers.
Understanding customer decision making process
Integrated marketing communication plan is based on consideration of facts which will
support decision making of a customer while purchasing a product or service. In context of
Premier Inn, this will help the organisation in meeting customer demand and lead to utmost
customer satisfaction. As there are different types of customers in forming decisions on different
fundamentals and ideologies, whereas some customers have less involvement in decision making
process. For forming a decision, customers focus on different criteria’s and it also involves

identification of problem (Valos and et.al, 2017). To resolve such conflicts customers demand,
information regarding the products and services can help them in creating a decision for that
specific product or service offered by the company and choose the most suitable and desirable
product offered by the company.
Implementing marketing communication plan
This is the last phase where an organisation will implement marketing communication
plan through which they can deliver their message to their customers and enhance customer
engagement for implementing a marketing communication plan, a business use calendars which
will help the identify if their content has reached to the number of customers on time or not.
Automation software’s are used by organisation which helps them in implementing the process
effectively and will give the organisation better customer insight and more customer engagement
(Vernuccio and Ceccotti, 2015). The next step which must be performed by the business involves
identification of customer and market trends through which the company can meet the demands
of their customers and deliver quality costumers services which can lead to utmost customer
satisfaction.
By following the process, Premier Inn will prepare an integrated communication
marketing plan which will help the organisation in meeting customer demands through which
they can enhance their brand image and gain better customers engagement which will be
beneficial for brand image and position in the industry. For an effective integrated
communication marketing plan, the organisation will use social media marketing channels and
platforms which will help them in reaching to more customers and it will result into increase in
customer engagement. The organisation will also post creative content on their social media
platforms through which they can attract mote customers and this will be a profitable move for
the business. Premier Inn can also use different communication strategies which will help them
in making business more profitable and successful.
CONCLUSION
From the above mentioned information, it can be concluded that hospitality industry has
rapidly grown and covered a wide market share. There are various marketing channels which
helps a business to increase their sales and generate higher revenues that can enhance the

profitability of the business. By using such marketing channels, an enterprise can improve their
brand awareness, share information about message of business, connect with customers and
deliver their message on various media platforms. Due to rapid change in technology and
technological advancements has been one of the source for increasing the use of marketing
through media platforms. Such marketing tools and techniques helps an organisation in
communicating effectively with the target market and sharing their message and business ideas
that can help in achieving the organisational objective. Integrated marketing communication
approach enables a business in improving brand awareness regarding the products services which
are offered by the company and delivering message accurately to the customers. There are
different tools of communication which supports a manager to share their message to customers.
There is different type of marketing techniques which are used by business, such as digital
marketing, social media marketing, these approaches support business in sharing and promoting
products and services of the company. The marketing channels involves sales, promotion, direct
marketing, digital marketing, personal selling and advertising.

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