Marketing Department Roles and Responsibilities at Premier Inn

This report provides a comprehensive analysis of the marketing strategies employed by Premier Inn, a leading hospitality brand. It begins by outlining the roles and responsibilities of a marketing department, emphasizing strategic planning, social media monitoring, and promotional campaign dev...Read More

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Roles and responsibilities of marketing department/function................................................3
Interrelation of different organisational function with marketing function............................6
L0 2..................................................................................................................................................7
Comparison of marketing mix of two different organisation.................................................7
LO 3...............................................................................................................................................11
Basic marketing plan for achieving the organisational goals...............................................11
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing refers to the study of managing and exchanging the relationship among
customers and companies in order to ensure satisfaction of both. It is the major component for
the business organisations for gaining quick growth and success. Marketing function in an
organisation is focused on satisfying the needs of customers by attracting them through
advertisements and promotions. Taken firm for this assessment is the Premier Inn which is UK
based hospitality organisation. This organisation is the UK's largest hotel brand having more
than 72,000 rooms and 785 hotels. The company is also having operations in other countries
such as United Arab Emirates, Ireland, India, Germany etc. This report assessment will cover the
explanation of different roles and responsibilities handled by the marketing department of an
organisation along with the interconnection of other organisational functions with the marketing
department. This report will also cover the comparison among with the marketing mix of two
different organisations and develop a marketing plan for achieving the desired organisational
goals.
LO 1
Roles and responsibilities of marketing department/function
The marketing department in an organisation is responsible for performing several roles
and responsibilities through which the organisational goals can be attained properly. This
department is also responsible for managing and improving the brand image of the firm so that
the companies can sustain in the market for long run (Baker and Magnini, 2016) The Premier Inn
is also having an effective marketing department which perform their functions in effective
manner. Through this effective marketing department, company has successfully expanded the
business operations in various countries. The roles and responsibilities of marketing department
are discussed below:
Define strategic marketing plans: Strategic marketing plan is the document in which
objectives, strategies, actions etc. were discussed for the project which should be executed by the
marketing department. This marketing plan is beneficial for marketing department in conveying
the different aspects of project to employees and other departments as well as to develop a future
course of action for marketing the product. The marketing department of Premier Inn is also

developing the marketing plans in alignment with the organisational strategies and provide them
to the higher authorities for fulfilling the requirements.
Social media monitoring: This is also done by the marketing department in which they
track the behaviour and attitudes of their customers through different social media platforms
such as Facebook, Twitter, Instagram etc. by posting the images and videos for taking their
reactions. The marketing department of the Premier Inn is also performing this role in which they
determine the latest memes and trends going on social media platforms and develops their
campaign accordingly for attracting the customers (Bhalerao and Kamble, 2015).
Development of promotional strategies and campaigns: This is also the role of
marketing department in which they develop the promotional campaigns and strategies to carry
out the promotions for attracting the customers. This role is effectively done by the marketing
department of Premier Inn in which they determine the trends among customers through social
media for developing the strategies and campaigns accordingly. The company is also focused on
developing the social campaigns for creating awareness among the customers regarding the
brand.
Marketing mix- It is the tool which is used to plan and analyse the marketing conditions in the
systematic and appropriate manner. Marketing mix is generally used to promote the products and
services of the organisation. With the help of this tool Premier Inn will be able to make better
plans and strategies for sustaining in the market for longer period of time. Various factors of
marketing mix are discussed below-
Product- There are various kinds of services offered by the organisation to its potential
customers. Some of the major services of Premier Inn include Wifi, swimming pool,etc. Its
services are offered to high, middle and low class people. Plans and strategies for its services are
made according to need of customers.
Place- Hotel is currently operating its business in various parts of the world. The hotels
of Premier Inn are located near to mountains, sea and also at eco friendly locations. Due to this
hotel is able to attract more and more customers.
Price- The hotel is aiming at deciding the prices of its services according to the paying
capacity of its customers. This means Premier Inn is using premium pricing policy, this is the

price of product and services are decided according to the need and paying capacity of
customers.
Promotion- There are various kinds of promotional tools by the management of hotel.
This includes – use of social-media sites, discount offers, etc. The major motive behind this is to
attract large number of customers within limited period of time. Organisation also aims at
seeking help of advertising agencies to increase its market share.
Marketing of Premier Inn in B2C- This type of marketing is related with making plans and
strategies for selling the products and services to customer or consumer. Hotel also aims at
providing its services directly to customers. Plans for the growth and survival is made according
to the need and demand of customers.
Marketing of Premier Inn in B2B- This type of marketing is concerned with making plans for
providing services to various other organisations. Hotel performs its task by organising official
meetings and conferences for the different organisations.
Marketing department plays various roles and responsibilities for ensuring the success of
the organisation as well as for ensuring customer satisfaction. The marketing department of
Premier Inn is also responsible for performing several roles in the highly competing marketing
environment so that they can provide assistance to the firm for staying ahead of the rival firms in
the market. Some of these roles and responsibilities in the marketing environment are discussed
below:
Defining and managing your brand: This role includes defining the aims, vision and
mission of the company to customers as well as where the company stands in the market and
what are the products provided by company to customers. This is essential in attracting the
customers so that they do not purchase the rival's products or services (Blythe and Martin, 2019)
. This is also beneficial for the marketing department of Premier Inn in enhancing the customers
experience through which the firm can retain them for a long period of time. For example- The
marketing department of Premier Inn also organises campaigns for improving the brand image
among the customers in order to achieve sustainability. This strategy also helps the organisation
in retaining its customers for longer period of time.
Conducting customer and market research: This role is also performed by the marketing
department in which they determines the requirements of the customers by conducting the

marketing research. This market research is useful in determining the demand and expectations
of the market from the company through which the offerings can be supplied accordingly.
Through customer research, Premier Inn determines the needs and requirement of customers so
that the services can be developed or modified accordingly. For example- The marketing
department of Premier Inn is conducting market and customer research for determining their
target market and customers in order to understand the way through which the opportunities can
be grasped (Blythe, 2012). By doing this hotel is successful in making best use of the available
opportunities in the market.
Ensuring customer satisfaction: This role is also played by the marketing department in
which they ensures whether the provided products and services are satisfying the needs and
demand of their customers or not. Through this, proper and appropriate modifications can be
done in the services and products of the organisations for ensuring the customer satisfaction. The
marketing department of Premier Inn is also ensuring the customer satisfaction by taking their
feedback and suggestions through the social media accounts of the company. For example –
Marketing department of Premier Inn aims at making plans and strategies according to the need
of its potential customers. Major changes in the marketing strategies is also done as per the
current demand and future trends.
Interrelation of different organisational function with marketing function
Premier Inn is a big firm having operations in different countries. So it is highly essential
for the marketing department to coordinate with other departments of the organisation. Through
this coordination, the marketing as well as other organisational department can perform their
work effectively for accomplishing the desired organisational goals. The interrelation of
marketing department with the different other department of the Premier Inn is as follows:
Marketing and Finance department: Finance department provides the adequate amount
of capital to the business functions for ensuring that they are performing their work without any
financial issues. Whereas marketing department conduct the market research for getting different
type of data for the business operations such as suitable sources for collecting the funds, bank
loan rates etc. The finance and marketing department of the Premier Inn are working closely with
each other so that financial issues of the company can be resolved by gathering the required
funds (Essayyad, 2015) Marketing department convey the suitable mode of gathering the funds

to finance department and finance department analyses the mode for suitability in order to gather
the funds.
Marketing and IT department: IT department in an organisation look for the maintaining
and managing the IT equipments and data. Whereas marketing department perform their work
with the help from the IT department as different equipments and software are required by the
marketing department. The marketing and IT department of the Premier Inn are also working
together for performing their work in an effective manner. The IT department of Premier Inn
installs the required machinery in the marketing department such as computers and other latest
equipments and access to the different type of software data to the marketing department so that
they can perform their work perfectly (Fırat, 2013).
Marketing and Human resource department: The human resource department of an
organisation is responsible for recruitment of the candidates for fulfilling the requirement of
organisation regarding the vacant position. Whereas marketing department promotes the
vacancies on different platforms for attracting the candidates. The HR department and marketing
department of Premier Inn are working interrelated with each other due to which skilled
candidates are recruited in the organisation as well as in marketing department who are
contributing their best efforts for attaining the organisational goals.
Marketing and Production department: It is a main department in the organisation
which will help an organisation in its growth and success. Production department need accurate
raw material, for this marketing department help by providing raw material. Both are also
interrelated with each other by providing finished goods to the customers.
Significance of interrelation
These above discussed department of the Premier Inn are working together due to which
these are providing their maximum contribution for achieving the organisational goals. This
effective coordination is the reason behind the success of the firm due to which company has
successfully expanded its business operations in other areas of the world. These departments are
contributing better efforts to the organisation due to the interrelation as these departments are
getting the required information from each other due to which they are working properly in their
assigned task.

L0 2
Comparison of marketing mix of two different organisation
Marketing mix is the method through which companies attracts the customers by
conveying the different factors together such as product, price, promotions, place etc. This
marketing mix consist seven elements which are controlled by the organisation for influencing
the customers to purchase the products of the firm. Premier Inn is a hospitality firm having
operations in several countries (Griffin, Noble and Durmusoglu, 2014).. Also the company is
operating in hospitality sector where a large number of major firms are already present. For
analysing its effectiveness, Premier Inn is comparing their marketing mix with the Holiday Inn
which is also operating in hospitality sector. The comparison of marketing mix for Holiday Inn
and Premier Inn is as follows:
Particulars Premier Inn Holiday Inn
Product This is one of the largest
hospitality firm of UK
providing different facilities
and services to the customers.
The hotel is providing food,
Wifi, swimming pool and
hotels at eco friendly locations
to the customers which ensures
their satisfaction and trust
towards the hotel. The hotel is
also providing the services
according to the budget of the
customers such as normal,
premium and high class
services and facilities.
It is also a huge hospitality
firm of UK providing different
types of services to the
customers. The hotel is
providing free internet access,
AC rooms, entertainment park,
swimming pool etc. to the
customers. Also this hotel is
kid friendly as different type of
activities and events are
organised in premises for
ensuring comfortable stay of
families due to which hotel is
mostly preferred by the
families.
Price The hotel is following the
premium pricing policy for
This hotel is following the
economic pricing and premium

setting the prices of their hotel
rooms and services. Also the
hotel is providing low prices
rooms and facilities to the
customers based on their
budget (Jena, 2017).
pricing strategies for setting
the prices of their services and
facilities. The hotel has
segmented the facilities and
services in three levels which
are economic, mid range and
premium services.
Promotion Premium Inn is using different
types of promotions for
attracting their customers. The
company is mostly using the
social media platforms for
promoting and marketing the
service which are Facebook
and Instagram. The company
has also introduced
promotional discounts to the
customers who book the
services from hotel's website.
Also the company promotes
their hotels through external
advertising agencies as they
have high coverage.
Holiday Inn is also using the
social media platforms such as
Facebook and Twitter through
which they keeps engaged with
their customers. The company
is also using the traditional
marketing channels such as
Magazines, TV and bill boards
for attracting the customers.
The company also launches the
promotional campaigns for
attracting the customers as well
as for spreading awareness
regarding the social issues.
Place Premium Inn is operating their
operations in several countries
such as United Arab Emirates,
Ireland, India, Germany,
United Kingdom etc. Some of
the hotels of company are
Holiday Inn is providing their
services through hotels in more
than 100 countries. The hotel
of the company are located at
premium and most famous
cities such as London, Paris,

having sea facing, some are
located among the mountains,
some are located in famous
cities such as London, Paris
etc. which attracts the
customers a lot for taking the
services of hotel.
Mumbai etc. which are famous
for their natural attractions and
other heritage attractions. Also
the company has hotels in
peaceful and exotic locations
such as Maldives, Andaman
and Nicobar Islands etc.
Process The company has implemented
various process in their hotels
such as pick up of customers
from the nearest locations,
customer services for resolving
their queries and reception for
providing the necessary
information to the customers.
Holiday Inn is also using
different processes for
ensuring the customer
satisfaction and good
experience (Joshi, 2012) .
These processes includes the
receiving and dropping the
customers, room cleaning,
customer service executive for
interacting regarding the issues
and concerns etc.
People The employees at Premier Inn
are having good
communication skills and
technical skills through which
they convey the essential
information to the customers
in effective manner. Different
drills are also organised for
determining the effectiveness
of the employees.
Holiday Inn is also having
skilled and knowledgeable
candidates which are
performing their role
effectively while serving the
customers. Company also
provides training and
development sessions to the
employees for improving their
performance.
Physical evidence The hotel of Premier Inn are The hotel of the Holiday Inn

having large and AC rooms.
Some of the hotel of the
Premier Inn are also sea facing
such as SINGAPORE BEACH
ROAD HOTEL, Premier Inn
Mumbai etc.
are having beautiful interior
and exterior which attracts the
customers most. The hotels are
also having spacious and
lighted rooms, soft music
inside the premises etc. for
ensuring good experience from
the stay in hotel (Soe,
Moritaka and Fukuda, 2015)..
Hotels such as Tango beach
resort are having sea facing
too.
LO 3
Basic marketing plan for achieving the organisational goals
Marketing plan is the document in which different aspects for the development of a new
product or project. These aspects includes overview of company, situational analysis, objectives,
strategies, action etc. which will be completed for the execution of project. The marketing plan
for the Premier Inn is very essential in carrying out the undertaken project so that better results
can be achieved by the firm. Marketing plan for Premier Inn is as follows:
Overview of the company
Premier Inn which is UK based hospitality organisation. This organisation is the UK's
largest hotel brand having more than 72,000 rooms and 785 hotels. The company is also having
operations in other countries such as United Arab Emirates, Ireland, India, Germany etc. The
company is performing its business operations at various locations such as city centres, suburbs
and airports etc. where the company is competing with competitors such as Travelodge and Ibis
hotels. Premier Inn was established in the year 1987 as Travel Inn for competing with the
Travelodge (Khan and Adil, 2013). The company acquired Premier Lodge in 2004 and formed
the Premier Travel Inn which was later named as Premier Inn. The company has decided to

develop a new gym in their hotel premises for improving the sales and profitability. This idea of
gym has been selected by considering the health consciousness among the customers due to
which they prefer gym during their morning and evening time.
Situational analysis:
PESTEL analysis
Political factor- There has been negative impact of political factor on the operations and
activities of Premier Inn. This is because after increase in VAT tax the business of Premier Inn is
decreasing at a rapid rate. Due to this factor hotel had to make some changes in its pricing
strategies because its sale and profitability is decreasing.
Economic factor- This factor is related with economic stability of a particular
organisation in the market. The economic conditions of UK was decreasing so it become
essential for the organisation to plan the future course of action to overcome negative impact of
economical factor.
Social factor- Keeping this factor in mind hotel aimed at increasing the living standard of
its customers. This is because after this its potential customers were able to spend more money
increasing their satisfaction level.
Technological factor- To attain better competitive advantage management of the hotel
focuses on using latest and innovative technology. This is because customers were demanding
better techniques which could satisfy their unlimited needs.
Environmental factor-Hotel is involved in various kinds of environmental activities. The
major reason behind this is to increase the brand image and profitability. Hotel is also involved
in various CSR activities, this resulted in increase in brand awareness among customers.
Legal factor- Hotel also aimed at making plans according to the laws and regulations
imposed by the government. With the help of this hotel was able to satisfy the need and demand
of employees working in the organisation.
SWOT analysis
SWOT analysis is a model which is used by the organisations for determining their
competencies and opportunities in the market. Through this model, companies can determine
their weakness and threat in order to reduce their impact on business operations. SWOT for
premier Inn is as follows:

Strengths
 Premier Inn is one of the largest hotel chain of UK due to which it had a large customer
base.
 The quality of services provided by the hotel is of high quality which ensures customer
satisfaction and company can easily retain them for a long period of time.
 The hotel is also providing various facilities such as swimming pool, wifi, food, spa to
the customers at affordable prices (Lipsman, Mudd, Rich and Bruich, 2012).
Weakness
 One of the weakness of the company is the use of fire retardant cladding in the hotels
which is not following and complying with the government regulations.
 Other weakness is that the firm was heavily criticised for £29 promotion in which they
are paying the rooms at such little amount.
Opportunities
 The company is having more opportunities to grow in the developing countries such as
India and China as these countries has high population. Company is also having opportunities to grow in other hospitality sections such as
restaurant, travelling etc. for acquiring more customers.
Threats
 The company is facing stiff competition from the firms such as Travelodge, Hilton and
Ibis hotels which can pose threat for the company. Also the changing rules and regulations of the governments regarding the employment
laws, hospitality industry regulations etc. which can impact the business operations of the
company.
Objectives Specific: Premier Inn is expecting increase in sales and profit of the firm along with the
increase in customer base by launching the gym in the hotel premises. Measurable: 25% increase in sales and profit is expected by the firm whereas 20%
increment in the customer base. Achievable: The company is expecting to improve the sales and profit by hiring new
employees and provide them necessary training for handling the customer in gym.

 Realistic: The company is estimating the increase in sales and profit by evaluating the
past data and present data. Also increased revenue will indicate the increase for the
company.
 Timely bound: In order to achieve the increase in sales, profit and customer base,
company has estimated time period of six months.
Strategies
Segmentation: The company is segmenting the customer based on their demographics
such as gender and age groups. These segments are chosen because both males and females are
focused on their health and body due to which they prefer to visit the gym for maintaining the
shape of their body (Ragas and Culp, 2014).
Targeting: The company is targeting the age group 18 – 40 as these people are more
aware of their health and body due to which these prefer to work out for eliminating the
excessive fats and carbohydrates from their body. Company will target the both males and
females as these both genders are suffering from weight and cholesterol problems.
Positioning: Premier Inn is one of the largest hospitality firm of UK due to which
company has good brand image in the market. Also the quality of services provided by the
Premier Inn are of high quality due to which there are high chances that this idea of gym will
become successful in market and accomplish the organisational goals of enhanced sales, profit
and customer base.
Action plan
Budget allocation: Premier Inn has estimated a budget of €500, 000 for implementing
this idea. This amount of money will be used for different purposes such as purchasing the
machinery, hiring the trainer, developing the infrastructure etc. for ensuring successful
implementation.
Product: The new gym will be developed keeping in mind of experience of customer
while doing the workout. The gym equipments are of updated technology, with proper safety
measures in order to ensure the smooth flow of exercise done by the customers.
Promotion: The company will use the social media promotions and magazines
promotions as the social media channels are mostly used by the customers. Also the targeted

customers of the firm are high class people which prefer to read high class magazines in which
the promotions of the company will be done.
Price: The company is keeping the prices of Gym low as the customers are already
paying for the services and asking for high prices will increase their dissatisfaction and bad
experience from the customers. However the company will increase the prices with the time if
conditions were seems favourable (Ragas and Culp, 2017).
Place: The gym will be located within the hotel premises of Premier Inn. The gym will
includes healthy and natural environment as it is a open gym, soft music and well spacious.
Forecast
Cost: The cost for the implementation of this new idea is as follows:
Particulars Amount (€)
Marketing 50000
Trainer and supporter 100000
Equipments 300000
Safety measures 50000
Out of these €500, 000, 50000€ will be used for the marketing activities, 100000€ will be
used for hiring the trainer and supporter, 300000€ will be used for purchasing the gym
equipments and remaining 50000€ will be used for implementing the safety measures in order to
ensure the safety of the customers.
Sales: The company is forecasting the increase of minimum 20% in the sales from this
new idea as well as minimum 15% increase in customer base.
Profit: Premier Inn has estimated an increase of minimum 20% in the profit which will
be evaluated based on past and future performance.
Control
In order to control the execution of this project, Premier Inn will use the Key
performance indicators and benchmarks. The company will also use the project management

tools for monitoring and controlling the activities of the project and employees throughout the
project.
CONCLUSION
It has been summarised from the above report that the marketing department of an
organisation perform several functions and roles which are essential for the growth of the firm.
This department determines the needs of customers for providing them products accordingly for
enhancing their satisfaction. The marketing department also work closely with other
organisational functions in order to ensure improved performance as they are getting the inputs
from each other in order to get desired output. The marketing mix allows the firm to determine
their different aspects of the business and comparing it with competitors will enable the firm to
determine their effectiveness.

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