Hospitality Marketing Report: Premier Inn's Strategies and Analysis

This report provides a comprehensive analysis of Premier Inn's marketing strategies, focusing on its role and responsibilities within the hospitality industry. The report examines the concept of marketing, current and future trends, and different marketing processes. It delves into the roles and responsibilities of the marketing department, including defining strategic marketing plans and developing promotional strategies. The report further explores the interrelation of the marketing function with other departments, such as finance and human resources, highlighting the value and importance of marketing within the organization. A comparative analysis of the marketing mix (7Ps) of Premier Inn and Holiday Inn is presented, followed by a conclusion on the significance of effective interdepartmental relationships. The report also includes a discussion on the mission and goals of the organization and strategic marketing plans. Overall, the report offers valuable insights into the marketing practices of Premier Inn and its approach to achieving business objectives.

Hospitality
Marketing
Essential

INTRODUCTION
Marketing is activity which company undertake for promoting their goods and services to
customers. It involve selling, advertising as well as delivery of product to customer or business
(Baker and Magnini, 2016). This report is based on hospitality industry organisation named as
Premier Inn which is largest UK hotel brand. It was founded in 1987 by Whitbread and they are
serving in UK, Ireland, United Arab Emirates, India, Germany and Isle of Man. Assessment will
going to cover role and responsibilities of marketing department along with their interrelation
with other departmental functions. Moreover, it also cover comparison among two companies
marketing mix as well as develop marketing plan for accomplishing desired outcomes.
ACTIVITY 1: INDIVIDUAL REPORT
Concept of marketing, including current and future trends
Marketing is activity that an organisation conduct and also have specific department of
this. It help in attracting customers and increasing sale of business firm as well as marketing
process result in enhancing customer base. In involve advertising, selling and delivery of
products and services to customer or business. There are some present as well as upcoming trend
within marketing explanation are as follows :-
Current marketing trends – Current marketing trends are combination of previous
trends which get improve and become current trend like TV ads and print with some new
strategies focus on inbound practices (Bhalerao and Kamble, 2015). There are some common
present marketing trends such as social media, targeted Emails, text message advertising,
retargeting campaigns and internet video advertisement.
Future marketing trends – As technology is increasing day by day it will result in
several future market trends such as Virtual reality and augmented reality and Live videos will
become more popular. Along with this, some brands will leverage stories for content marketing
as well as artificial intelligence also become most popular source of marketing in future.
Different marketing processes
Marketing process is the procedure which help in analysing opportunities in market,
select target market, development of marketing mix as well as management of marketing activity
(Marketing Process and the Steps involved in Marketing Process, 2019). Explanation of these
are mention below :-

 Analysis of opportunities in market – In first process company analyse opportunities
available in market and these are related with customers needs as well as want (Blythe
and Martin, 2019). For this, Premier Inn have to use marketing information system
because it play essential role in gathering info related to market.
 Selection of target market – It is essential step because within this target buyer will
going to be chosen. For this purpose it is important to analyse current market in effective
manner for choosing final customers.
 Development of marketing mix – After settling marketing strategy next step is related
to initiate planning in relation of marketing mix which include product, price, place and
promotion.
 Management of marketing efforts – It is last step within that action should be taken
related to marketing program as well as within this appropriate marketing mix will set for
market which is targeted. There are mainly four functions involved within this like
market analysis, marketing planning, marketing implementation and control (Blythe,
2012).
Role and responsibilities of marketing function
There are several roles and responsibilities of marketing department by which
organisational goals and objectives will be achieve in effective manner. Respective department is
also responsible for improving as well as managing brand image which help in long term
sustainability of business firm. There are several roles and responsibilities which performed by
marketing department of Premier Inn explanation of these are as follows :-
Define strategic marketing plan – It is simply document in which strategies, objectives,
actions etc.. are discussed that will be executed by marketing division. For an organisation,
marketing plan is beneficial as it help in conveying important aspects of project to staff and other
division. Marketing department of Premier Inn designing marketing plan which is aligned with
organisational strategies and result in accomplishing goals as well as objectives.
Development of promotional strategies and campaigns – It is also marketing
department function within this promotional campaigns and strategies will carried out for
attracting customers (Essayyad, 2015). Within Premier Inn role of promotional strategies and
campaign conduct by marketing division by identifying current trend among customers. As they

develop social media marketing strategy for attracting large number of customers and increase
customer base.
Marketing influences and interrelates with other functional departments of organization
Premier Inn is large scale organization which is offering in different nation. Thus, it is
important for marketing division of respective organization to coordinate with other departments.
Interrelation of marketing division with other department of Premier Inn are as follows :-
 Marketing and finance department – These two department are interrelated with each
other as finance department provide appropriate amount of capital for business function
(Fırat, 2013). For making sure that day to day activity will be perform in effective
manner without facing any financial problems. Whereas, marketing division do research
for gathering information related to several factors such as funds, bank loan rate and so
on. Thus, marketing and finance department of respective hotel working closely with
each other and marketing department convey suitable source of gathering funds to
finance division.
 Marketing and human resource – HR department of Premier Inn is responsible for
candidates recruitment and filing vacant position. Whereas, marketing division do
advertisement of vacant position for attracting candidates (Griffin, Noble and
Durmusoglu, 2014). Thus, HR and marketing department working together which help
them in hiring skilled candidates who contribute in accomplishing organizational goals.
Thus, marketing department of Premier Inn are other all division have interrelation with
each other as they help in accomplishing predetermined goals and objectives in effective manner.
Value and importance of marketing role
In Premier Inn there are several role performed by marketing department which have
their own value and importance within organisation. As they help coming in promoting their
product and services within market area which result in attracting large number of customers and
increasing sales (Jena, 2017). Along with this, it also play important role in filling vacant
position within company by placing advertisement as it will help in attracting candidates.
Marketing mix 7P's
Marketing mix is the term which refer to tactics or set of action which an organization
utilize for promoting its brand as well as product within market area. Here, 7Ps make up typical

marketing mix such as product, price, place, promotion, people, process and physical evidence.
Comparison of marketing mix for Holiday Inn and Premier Inn are mention below :-
Particulars Premier Inn Holiday Inn
Product Premier Inn is large scale
organisation of hospitality
sector (Joshi, 2012). Product
offering by them are food,
Wifi, swimming pool and hotel
which are located in eco
friendly environment which
ensure customer satisfaction.
Holiday Inn is also wide
hospitality sector firm of UK
as they are offering several
services such as AC rooms,
entertainment park, internet
access, swimming pool etc..
along with this, hotel is kid
friendly as they organise
several events within hotel
premises.
Price Premier Inn following
premium pricing strategy as it
is one of the largest hospital
sector company in UK. As
their price shows brand image
and value.
Respective hotel is offering
both economic and premium
pricing for every type of
customers.
Promotion There are several promotional
techniques using by respective
company such as social media
which include Facebook and
Instagram.
This hotel is also using social
media platform for attracting
their customers and increasing
sales (Soe, Moritaka and
Fukuda, 2015). But company
is also using some traditional
promotional techniques such as
Magazines, TV and bill boards.
Place Premier Inn is operating in
several countries such as
Holiday Inn is serving in more
then 100 countries and it

United Arab Emirates, Ireland,
India, Germany, United
Kingdom etc.. Some of them
are located at sea face, others
in mountains and in famous
locations like Paris, London
etc..
located at premium as well as
popular places such as London,
Paris and so on. Along with
this, it also located in peaceful
location like Maldives,
Andaman and Nicobar Islands
etc.
Process Company has implemented
several process such as
customer pick up, customer
services for resolving queries
as well as reception for
providing important
information.
There are different process
using by Holiday Inn for
making their customer satisfied
(Khan and Adil, 2013).
Process are receiving and
dropping the customers, room
cleaning, customer service and
so on.
People Staff member of Premier Inn
have good communication and
technical skills that will help
them in convey important
information to customers.
This hotel also have skilled as
well as knowledgeable
candidates which perform their
job roles in effective manner
and make customer satisfied
with their services.
Physical evidence Respective hotel have good
physical evidence with large
room and some of hotel are sea
facing. Like SINGAPORE
BEACH ROAD HOTEL,
Premier Inn Mumbai etc.
Physical evidence of Holiday
Inn is good because it have
beautiful interior which can
easily attract customers. It also
have spacious and lighted
room with soft music in
premises which ensure
customer satisfaction.

Conclusion based on critical analysis of significance effective interrelation within different
functional departments
As discussed earlier that marketing department of organization is interrelated with other
division such as Finance and human resource (Lipsman, Mudd, Rich and Bruich, 2012). It have
positive impact impact on working of Premier Inn because finance and marketing department
work together which result in analyzing better source of funds for company. Apart from this, for
human resource department marketing play important role as it help in filling vacant position in
effective manner by promoting. Thus, interrelation within marketing and other division play
important role for working of company.
ACTIVITY 2: IDIVIDUAL PRESENTATION
Role and responsibilities of marketing related to the wider organisational context
Covered in PPT
Mission and goals of organisation
Covered in PPT
Strategic marketing plan
Covered in PPT
CONCLUSION
From above discussion it has been summarised that there are several activities which has
been performed by marketing department of organisation. This will help in growth as well as
development of company. Along with this, marketing department is interrelated with other
division which help in smooth running of business and gaining better position within business
environment.

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Online
Marketing Process and the Steps involved in Marketing Process, 2019.[Online].Available
through<https://www.businessstudynotes.com/marketing/principle-of-marketing/
explain-the-marketing-process-in-detail/>