Marketing Essentials: Roles, Mix, and Planning for Premier Inn

This report provides a detailed analysis of the marketing strategies employed by Premier Inn, a British hotel chain. It begins with an introduction to marketing essentials, emphasizing the role of marketing in promoting goods and services and building customer relationships. The report then delves into the roles and responsibilities of marketing functions, including promotion, product, place, and price, and how these functions relate to a larger organization. A significant portion of the report focuses on Premier Inn, examining its business overview, marketing objectives, and the application of the marketing mix (7Ps) to achieve business objectives. The report compares Premier Inn with other organizations, specifically Amazon, in terms of their marketing mix and planning processes. Finally, a basic marketing plan for Premier Inn is presented, providing insights into its strategic approach. The report concludes with a summary of the key findings and references supporting the analysis.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Role and responsibilities of marketing function.....................................................................1
P2 Responsibilities and roles of marketing relate to large organization......................................4
LO3..................................................................................................................................................1
P3. Compare the application of marketing mix to the marketing planning process for
achievement of business objectives of different organizations ...................................................1
LO 3.................................................................................................................................................5
P4 Basic marketing plan for Premier Inn.....................................................................................5
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing essentials is full service incoming marketing and sales agency focused on
marketing activities. Marketing is very essential in business as it helps to promote goods within
existing and new market place. With the support of advertisement and promotion companies are
able to sell their products and generate revenue than previous history (Grönroos and Gummerus,
2014). It is the most effective method for people to learn about the business or new goods is
through the strategic marketing program which is included advertising and decisions of
management about where and how to place advertisements. It is very beneficial for business as
well as consumers to build relationship with each other. Marketing manager play their role
within marketing department effectively through their work and lead overall functions and
activities related with product promotion. The present report is based Premier Inn hotel chain
that serves their many services to guests since for so long. This study explains the responsibilities
and roles of marketing functions and roles and responsibilities of marketing link to broad
organization. It clarifies the comparison of ways in which various companies apply marketing
mix tool to marketing planning procedure to achieve objectives of business. Furthermore, it
justifies basic marketing plan for the Premier Inn.
Overview of company-
Premier Inn is the British hotel chain and known as the UK wider hotel brand, with more
than 758 hotels and 72,000 rooms. They operate its hotel chain in different locations including
city centres, airports and suburbs competing with likes of Ibis hotels and Travelodge. The
organization is founded in 1987, by Whitbread to compete with another hotel such as
Travelodge. Premier Inn expand their business in Ireland, Qatar, U.A.E, Germany and India
successfully and build the largest hotels chain in the world. All its branches have the on site
restaurant in which skilled workers serves the tasty food or breakfast to their guests
(Gummesson, Kuusela and Närvänen, 2014). In UK Firm is the first leading budgets' hotel chain,
they invest in prime time TV advertising as for marketing its products or services in marketplace.
LO 1
P1 Role and responsibilities of marketing function
Marketing is defines as the best action within business to promote and sell services or
goods, including advertising and market research. Marketing function is tasked with branding of
entity, advertising, participation in publicity actions and consumer interaction through feedback
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gathering. It consists of marketing research, product development, sales support system,
distribution program, finance team, HR department etc. all these functions has various roles to
advertise growth in business firm.
Marketing is management and study of exchange relationships, it is business procedure of
satisfying and creating good relationship with consumers. With its centering on people,
marketing is one the prime elements of company management.
There are the four main functions of marketing; Price, Product, Promotion and Place.
Role of marketing function-
Promotion- Marketing role within business is to advertise and promote mission of the
company and its other facilities (Barrales‐Molina, Martínez‐López and Gázquez‐Abad, 2014).
Marketing department make the best promotional strategies or plans that help to grab the
attention of consumers. Marketing management team must make plan better than before in
context of marketing or promoting goods within new market as well as existing that support to
aware people and drive towards them.
Product- Identify customers need is the main feature of marketing in which marketing
manager must understand its clients needs and wants. They need to manufacture goods according
to target market needs. It helps to satisfy people, marketing department role is to make right
services or products accessible to correct people at appropriate time. They should manufacture
goods according to customers needs which meet with market demand and help to generate
revenue.
Place- It plays the main role as marketing function to flow and distribute of goods, place
assure that product is in the accurate place at right time. The main role of selling is to make
every single one feel better off from exchange and provide people the best reason to keep coming
back towards purchasing firm goods.
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Price- Setting the right price for service or products is the challenging activity, marketing
department must set the price of things according to people needs. Price of product play vital role
in efficient distribution and determining of resources in market system.
Role of marketing function is to meet with people needs and requirement, marketers
determine clients needs and adopt marketing strategies according to it (Kartikawangi, 2015). The
needs of people are satisfied with the help of exchange procedure.
Responsibilities of marketing function-
Price- marketing logistics should recognize price drivers, marketing manager must set
the best prices in order to attract people towards them. The main responsibility of this function is
to make consumer happy and satisfy with exchange process. Product- production management
is accountable to make quality products that drive people more towards their business, and
increase profitability. Promotion- It is the key component in putting across benefits of facilities
to clients. Well created promotional and marketing strategies assure long term business progress
and bring in more people for companies. Marketing department create the best marketing plan or
promotional strategy that can be able to grab the attention of people as well as help to retain the
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Illustration 1: Marketing function
(Source: Marketing functions, 2016)

existing customers. Place- place is the centre attraction point, the main responsibility of
marketing manager is to promote the things by choosing the right place for promotion.
The main responsibility of marketing function is to create effective marketing plans and
strategies based on market needs and requirements which is essential for business. Marketing
department team members conduct market research that is one of the best idea to know more
about people preferences and current trends within marketplace, it is the main role of them.
Before making any goods' promotion plan team members should identify its effectiveness and
consider all the necessary things related with advertising products.
P2 Responsibilities and roles of marketing relate to large organization
Marketing is the managerial procedure and the best way in which Premier Inn identify
their top grad opportunities in marketplace give its resources and objectives. Role of marketing
within organization is to build strong connection and relationship between firm offering to
market and consumers that help to enhance productivity and generate more revenue (Mosavi,
2014). Marketing department take right decision and consider the needs of people which help to
make effective promotion plan.
Developing goods or services and promote within new market as well as existing
marketplace effectively is the vital role of marketing that enhance the performance of firm than
before.
Marketing responsibility is to progress revenue, contribute to firm profitability and
growth of business. Marketing manager is accountable to conduct market research and deeply
understand Premier target market needs. Senior manager of marketing management is
responsible for setting overall marketing strategy in line with organization objectives and plans.
Market investigation is key responsibility for company marketing department, as it helps to
determine the best market opportunities and also support to gain the better understanding of
competitors and clients demands. Marketing management or team of company must create
materials that promote and describe business core services or other things. Marketing contribute
to maintain and manage social media pages of company that is beneficial for determining
customer experiences and satisfaction level. Marketing manager must identify the over all
activities of marketing which help to accomplish organizational goals and business objectives.
Selling department of Premier Inn works with external or internal product development
team to improve existing goods or to develop the new ones (Berisha Qehaja and Kutllovci,
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2015). They analyse sales of current goods and determine gaps in services or product range
where there are possibilities for organization.
Marketing role is to identifying target markets, segments with the Premier Inn target
consumers, most accurate strategies and understand the weakness and strengths of firm.
In other words marketing defined as the accumulation of several activities undertaken by
Premier Inn to relate productivity or profitability to their market. Generate revenue as better than
its competitors within marketplace is the main role of marketing that help to raise firm reputation
and position all over the world.
Marketing department work in firm interrelate with other functional units for example,
marketing with finance, Human resource management with marketing, operational
interrelationship with Marketing department.
Marketing department closely work with finance sector within Premier Inn because it
helps to complete task in fixed budget and achieve goals. Finance department of Premier Inn a
lot fix budget to marketing team in which they are able to make effective promotional and
advertising plan to attract target audience and other ones. Like finance department, marketing
section is also interrelate within Premier Inn HR management.
Human resource manager take help of marketing department in context of promoting
job vacancies and promote the best job offer to local and residential people (Camelo and et.al.,
2016). Marketing management and its team members make plan and include all the employment
policies of company that attract talented applicants towards them.
On the other hand operational management also stay connected with marketing team
because marketing department is the only source of promoting products or advertising services
of organization. With the help to advertisement people get aware about the existing goods and
also get more information about the new ones which is beneficial for enhancing company growth
and financial performance.
All the above things explain that marketing play many roles within business and have
number of responsibilities that can increase profitability and productivity.
Marketing role is to promote Premier Inn products or any innovation within market
place that help to generate awareness and attract people. On the other hand marketing department
responsibility is to make better promotional strategies that help to increase profitability and
productivity.
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LO3
P3. Compare the application of marketing mix to the marketing planning process for
achievement of business objectives of different organizations
MARKETING MIX AND ITS ELEMENTS
Marketing mix is considered to be the wall for the organization. Marketing mix refers to
the term which is related to the tools through which company is able to sell its products and
services to the customers. It is used by the many organizations in order to achieve their long and
short term objectives by in targeted markets. It has 7 elements which are known as 7P's
(Marketing Theories – The Marketing Mix – From 4 Ps To 7 Ps, 2018). These elements are as
follows -
1P – Product – Product is an item through which customers' needs and wants are fulfilled
by the business.
Illustration 2: Elements of Marketing Mix
Source: Marketing Theories – The Marketing Mix –
From 4 Ps To 7 Ps, 2018.

2P – Price – Price is an element which is determined by the company that on which value
products are being sold.
3P – Place – Place refers to the location where products are being sold.
4P – Promotion – Promotion refers to all those activities which are carried by company
for the purpose to increase the awareness about the products.
5P – People – It involves all the right people who helps in running the business and
selling the products to their customers.
6P – Processes – It refers to the procedure through which company is delivering its
products to the end users.
7P – Physical Evidence – It refers to the business environment where clients feel the
essence of the organization (Armstrong and et.al., 2018).
COMPARISON OF 7P's OF PREMIER INN HOTEL CHAIN COMPANY AND AMAZON
ORGANIZATION
Company Premier Inn Travelodge UK
Organizational Objective Enhance the business' societal
impact by providing good
quality services.
Increase the current market
share by selling the high
quality products and services
to their customers.
Products and Services Products of the Premier Inn are
hotel rooms, bars &
restaurants, online reservation
facility, concierge services and
membership discounts etc.
Services provide by the
company food service,
reception guests services, 24*7
room services and security
services etc.
Products and services of the
Travelodge are provide venues
for events such as marriage,
meetings, conferences etc.
Company also provide basic
accommodation and hospitality
services along with online
services too. It also provides
their customers another various
products such as bars and
restaurant, reservation facilities
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and customer services etc.
Place The headquarters of the
company is in Dunstable,
United Kingdom. It has served
its products and services to
United Kingdom (UK), United
Arab Emirates (UAE), India,
Ireland, Qatar and Germany. It
has very limited place.
The headquarters of
Travelodge Hotel is in Thame,
England, United Kingdom
(UK). But company serves its
products and services at United
Kingdom, Ireland and Spain.
(Pogorelova and et.al., 2016).
Price Company is charging prices
from their customers
depending upon the services
used. It is a luxury hotel which
offer extra services and charge
more. On the basis of this,
company's pricing strategy is
considered to be premium
pricing strategy.
Company is using flexible
pricing strategy in which they
provide their products and
services at the flexible rates.
Promotion For the promotion, company is
using so much discounting
offers and promo codes which
attracts more and more
customers. For example – they
give free services to the
children who are below 16
years old and they provide free
meal or free breakfast if a
family who have 2 children
orders breakfast or meals etc.
For the promotion, company is
using so much promotional
strategies which help company
to reach out of so much of its
clients. Their promotional
strategies includes Advertising,
Public relations, Social media
marketing, email marketing
and mobile marketing etc.
People Its key people is Alison Its key people are Keith Hamill
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Brittain who is CEO of the
company. Along with CEO, its
key people are board of
directors, hotel managers,
employees, staffs, guests and
suppliers (Bowie and et.al.,
2016).
who is chairman of the
company and Peter Gowers
who is chief executive officer
of the hotel.
Processes The process of delivery of
services of the company are
followed by employees and
staffs in two ways -
 Back Stage
 Front Stage
The process of delivery of the
products and services to the
end user are followed by three
ways -
 Back Stage
 Front Stage
 Online platforms
Physical Evidence Physical evidence of the
company is represented by the
lobby of the hotel, uniform of
the employees and staffs, its
logo and the experiences feel
by the guests who use the
services provided by the hotel.
Physical evidence of the
Travelodge hotel is their
environment and lavish styling
of providing services. This
attract their users the most.
Marketing mix of the Premier Inn Hotel is accurate for the company. It helps
organization to achieve its objectives by fulfilling the needs of their guests. Without marketing
mix, company won't be able to provide good quality hospitality services at reasonable price. For
the creation of brand image and brand value, company needs promotional strategies which is a
part of marketing mix. In order to achieve organizational goals and provide good service
experience to the customers, company has to hire people which is an essential element of
marketing mix. Hotel should be located at ideal place so that customers can easily access to the
company and enjoy their good quality services. Physical evidence helps organization to build a
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different brand image from its competitors which is important for the achievement of objectives.
Selection of right path for the delivery of services, company can help customers happy and
satisfied. This will help Premier Inn Hotel to achieve their organizational goals and objectives
(Wu and Li, 2018).
LO 3
P4 Basic marketing plan for Premier Inn
Marketing plan is part of all over business plan, it is comprehensive document that
outlines marketing and advertising attempts for future (Brammer, He and Mellahi, 2015). It
describes as the most essential business actions include in completing specific marketing
objective of Premier Inn within the set time frame.
Target market, pricing strategy, positioning statement, goals, SWOT analysis and budgets
and planning are the most essential parts of marketing plan that is used for company. The main
purpose of marketing plan is to set firm on particular course in marketing. Company required to
the perfect marketing plan because it helps to develop services or product in business that meet
with needs of target audience.
SWOT analysis-
SWOT analysis is strategic tool that help to identify company strength, weakness,
opportunity and threat (Kumar, 2015). With the help of this technique Premier Inn can be able to
overcome the weakness and make stronger than its business competitors within market.
Strength-
Premier Inn is the most leading and profitable hotels within UK, with operating profit
risen by 7.4% to 468 million and occupancy rate of more than 80%. Organization have 60,990
rooms by the end of 2015 which help to made it the biggest hotel chain. Company is able to beat
its competitors within marketplace that build its high position and reputation. Through providing
better and quality products or facilities firm has establishes the good brand image. Bike friendly
and kid friendly image linked with free Wi-Fi it is the great selling point for hotel.
Weaknesses-
Due to wrong hiring Premier Inn image is getting lower, in 2018 housekeeping staff of
company founded. As using same guest towels to clean whole toilet that make its negative image
in market place which is not appropriate for overall firm reputation and impact on its financial
performance. The main weakness of organization is limited global presence as compare to other
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