Premier Hotels: Applying Marketing Principles and Practices Report

This report provides an in-depth analysis of Premier Hotels' marketing principles and practices. It begins with a current situation analysis using SWOT, highlighting the company's strengths, weaknesses, opportunities, and threats. The report then examines Premier Hotels' promotional strategies, including sales promotion, personal selling, direct marketing, and public relations. The product aspect focuses on room features and services offered to customers, emphasizing the importance of quality in the hospitality industry. The pricing strategy explores value pricing and dynamic pricing models, crucial for revenue maximization. The report concludes by emphasizing the significance of marketing principles in the hospitality sector and the importance of understanding theoretical models for effective marketing activities.

Marketing Principles
and Practice

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Current Situation Analysis.....................................................................................................1
Promotion...............................................................................................................................2
Product....................................................................................................................................3
Pricing.....................................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing principles also known as the principles of marketing are basically the marketing
ideas which are used by the organisation for the purpose to develop effective marketing
strategy. The marketing principles are developed for the objective to build product
promotion strategies. The marketing practices involves the process of marketing and
comprises of the service or product’s attributes, promotion, pricing and distribution. It
comprises of all the activities and their working together in order to assure successful
marketing. The organisation chosen for this report is “Premier Hotels”. The organisation is a
British limited service hotel chain and has more than 72,000 rooms and operates in variety
of locations. The report involves the description and evaluation of the marketing practices of
the organization and also comprises of the related theoretical models and concepts of the key
marketing principles.
MAIN BODY
Current Situation Analysis
The current situation analysis is basically a concise and clear look of the present state of
the business within the market. There are various ways of doing situation analysis but the major
and the most popular is Swot analysis. The Swot analysis is basically a tool or framework that
comprises of the strategic management technique and strategic planning and helps a organisation
or individual to identify the strengths, weakness, opportunities and threats in relation to the
project planning and business competition (Bodell, 2021).
Swot analysis of the Premier Inn analysis the organisation by its strengths, weakness,
opportunities and threats. In context to Premier Hotels, the SWOT analysis is a proven
management framework.
Strengths: In context to Premier Hotels, the organisation is the hotel chain of the year at the
British Travel awards and is one of the largest hotel brand. The organisation offers various
rewards (MARKETING, 2018).
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Weakness: In context to Premier Hotels, the organisation has intense competition for the small
margins and its global presence has not elaborated as the international hotel chains( Sadiku-
Dushi and Ramadani, 2020).
Opportunities: In context to Premier Hotels, the organisation has various opportunities such as
investing in the digital marketing, more strategic tie ups and also building a brand value through
customer experience.
Threats: In context to Premier Hotels, the organisation has various threats related to the
backpackers hotels and private rooms (Huggins and Cunningham, 2019).
Promotion
The promotion plays a very important role in any business enterprise and involves
everything which is related to promoting a organization and making its products reach to the end
consumers. Promotion is basically a type of communication that is used in different ways in
order to reach the target audience for the aim to achieve goals of the company. Every
organisation either its small or large are involved in the process of promotion (Tuzovic and
Finsterwalder, 2020). The main objective of promotion is to attract the consumer towards your
business and its products or services. In context to Premier Hotels, the organisation promoted for
the first time on TV in 2010 and also focused on carrying out various marketing campaigns. In
context to Premier Inn, the main objective of the organisation is to increase engagement with the
brand, to make services available to everyone and anyone with the use of a smart phone and to
streamline the journey of customer for the purpose to make booking and managing the bookings
in a easy and quick manner. When it comes to promotion there are various methods which could
be used by the organisation:
Sales Promotion: It basically includes all the activities related to public relations, personal
selling and advertising. The main objective is to stimulate the purchasing for the objective to
inform potential customers, creating a positive corporate image and informing potential
consumers about the new products. It comprises of point of purchase displays, product samples
and coupons( Bandaru and Venkateshwarlu, 2020).
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Personal Selling: The personal selling is considered to be a one-to-one communication among
the prospective purchaser and seller and basically initiates a direct contact between the customers
and prospects. Personal selling is considered to be one of the most expensive promotion form
and includes correspondence, personal meetings, emails and telemarketing (Fares, 2019).
Direct Marketing: The main objective of direct marketing is to generate sales and allowing a
organisation to engage in one way communication with the consumers regarding the order
confirmations, product announcements, customer inquiries and special promotions. It includes
examples such as emails, direct mails and sending new promotion mails to old customers.
Public Relations: It enables a company to influence a target audience. The main aim of public
relation campaigns is to create a favourable image of the organisation, its policies and its
products. It includes charitable contributions, magazine and newspaper, seminars and
advertising, radio and television presentations and articles and reports (Shafaei, Nejati and
Maadad, 2019).
Product
A product is a system or object which is made for the consumers or anything which is
offered to a market in order to satisfy the need and desire of the consumer. In context to Premier
Inn, the organisations provides various room features an en-suite bathroom, coffee making
facilities, remote control TV, super-comfy double or king size bed with duvet and desk area and
also offers free travel cot hire, irons and hairdryers at the request of customers. In addition to that
the organisation offers various types of rooms for different consumers. The hotel offers a luxury
king size Hypnos beds. The organisation also offers Wi-fi 24/7, a hairdryer, coffee making
facilities makes the guests and free view TV. The hotel also offers a restaurant on site and has a
bar as per the convenience of the customers (Manvelidze, Zoidze and Lazba, 2018).
The hotels of the premier hotels are bike friendly and have a meticulous daily cleaning
regime for the purpose to ensure the wellbeing and safety of the guests. In context to hospitality
industry, the product and services plays a very important role and involves key major
components that make the entire process of establishing a connection with the consumers and
also focusing on generating possible sales. With the support of promotion, price and place, the
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product provides the ultimate value to the customer and serves as the reason for putting up the
marketing efforts. In context to hospitality industry, the product and its quality plays a very
important role for the modern tourists. Such tourists focuses a lot on the quality of the life and
increasingly chooses the services and products. The services of the hotel industry plays a very
important role and it need to work on encouraging the positive customer reviews. In context to
Premier Hotels, if the organisation offers lacklustre or poor services it could lead to negative
reviews and which might create a impact on the ability of the hospitality business to sell their
services or products( Zhu, 2021).
Pricing
A pricing is basically a process where a organisation sets a price for a particular product
which involves the selling of services and products and which is a part of the marketing plan of a
business. In context to hospitality, the pricing strategy plays a very important role in the
management of the hotel revenue. It is considered to be the essential and involves the cost of a
hotel room. In context to hospitality sector, there are various pricing strategies followed.
Combination of various pricing methods plays an important role in achieving success in the
hospitality industry (Zhou, 2020). In context to Premier Inn, the hotel uses the value pricing
strategy that basically aims to provide the consumers with a great value for their money and also
follows a price discrimination strategy as per the rooms and their availability on Friday, Saturday
and Sunday nights.
The organisation uses a dynamic pricing model. In reference to hospitality industry, it is
very important to have a appropriate pricings strategy which plays a key ingredient and is
considered to be quite important for the hotel revenue maximization. A goods price basically
indicates towards a healthy profit margins which indicates a confirm growth. One of the major
factors which need to be taken into consideration while setting up prices involves the demand
supply balance. While implementing the pricing strategies there are various important factors
that need to be considered which also involves the market scenario. It is also very important to
keep the pricing line as per the image of the hotel and also setting up prices keeping in mind the
overall objectives of the business. In addition to that the emergence of multiple channels of the
online booking has lead to more transparency and thus helps in decision making. In context to
tourism or hospitality sector, the pricing is very critical to the success of the hotels and with the
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help of a well designed pricing strategy it helps in providing stronger push to the hotel revenues.
It is very important to derive the appropriate pricing and related pricing strategies and also
determining the rates manually and also assessing all the necessary data in a careful manner and
validating the pricing decisions (Gulden, 2019).
CONCLUSION
From the above report it can be concluded that marketing principles and practices plays a
very important role in the organization related to the hospitality and tourism sector.
Furthermore, the report helps in evaluation of the organization’s marketing principles and
also helps in having a better understanding of the theoretical models and concepts of the key
marketing principles. In addition to that, the report includes four major areas of the
organisation which comprises of current situation analysis, promotion, pricing and
marketing evaluation for the purpose to develop a deeper understanding and learning and
helps in broader understanding of the marketing activity.
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REFERENCES
Books and Journals
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the Indian tourism market. Indian Journal of Marketing, 50(4), pp.43-54.
Bodell, R., 2021. The Method Efficacy and Outcomes of a Marketing Service-Learning Project
on the Integration of Faith-Related Perspectives into the Lives of Undergraduate
Students. Christian Higher Education, 21(1-2), pp.31-57.
Fares, A., 2019, September. Adapting Procter & Gamble’s Trade Marketing Best Practices in
Kuwait Market: Institutional & Commercial Constraints. In Proceedings of the Ninth
International Conference on Engaged Management Scholarship (2019).
Gulden, B., 2019. ANALYSIS OF THE CURRENT SITUATION IN INNOVATION PROCESS
IN KAZAKHSTAN. In Современные тренды развития стран и регионов-2018 (pp. 10-12).
Huggins, K.A. and Cunningham, J.E., 2019. The Social Media Magnet: A New Paradigm in
Inbound Marketing Instruction.
Manvelidze, I., Zoidze, I. and Lazba, N., 2018. Political education in Georgia: Analysis and
Challenges of the Current Situation. Politics/პოლიტიკა.
MARKETING, S., 2018. CHAPTER TWELVE SOCIAL MARKETING: CHANGING
CONSUMER BEHAVIOR FOR THE BETTER JENNIFER R. PHARR AND NANCY L.
LOUGH. Marketing and Humanity: Discourses in the Real World, p.229.
Sadiku-Dushi, N. and Ramadani, V., 2020. Entrepreneurial marketing mindset: what
entrepreneurs should know?. In Organizational Mindset of Entrepreneurship (pp. 181-210).
Springer, Cham.
Shafaei, A., Nejati, M. and Maadad, N., 2019. Brand equity of academics: demystifying the
process. Journal of Marketing for Higher Education.
Tuzovic, S. and Finsterwalder, J., 2020. Guest editorial: services marketing for impact. Journal
of Service Theory and Practice.
Zhou, L., 2020. Analysis of the current situation and countermeasures of China's soil
contamination. International Journal of Environmental Science and Development, 11, pp.292-
297.
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Zhu, X., 2021, August. Analysis on the Current Situation of Financial Management Accounting
Personnel Training Program and Curriculum in Colleges and Universities in the Era of Big Data.
In The Sixth International Conference on Information Management and Technology (pp. 1-4).
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