Evaluation of Integrated Marketing Communication at Premier Inn

This report provides an in-depth analysis of Premier Inn's integrated marketing communication strategies. It begins with an introduction to marketing communication, outlining various channels such as advertising, social media, public relations, and digital marketing, and how Premier Inn utilizes them to reach its target audience. The report evaluates the effectiveness of these channels in achieving communication objectives, emphasizing the importance of an integrated approach to enhance value and maximize resources. It then moves on to design communication objectives for the hospitality organization, justifying the selection of integrated communication channels, and creating a marketing communication plan. The plan includes identifying the marketing communication methods, developing the marketing communication plan, understanding the customer decision-making process, and implementing the plan. The report also critically reviews the success of monitoring the impact of the integrated marketing communication plan, with a focus on digital and social media marketing, and the use of creative content. The conclusion summarizes the key findings and implications of Premier Inn's marketing communication efforts.

Integrated Hospitality
Marketing
Communications

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
TASK 1............................................................................................................................................1
P1. Evaluation of types of marketing channels and their way to serving of communication
objectives within organisation.....................................................................................................1
M1. Critical evaluation of marketing channel of communication is integrated within
hospitality organisation to add value and maximise resources....................................................3
TASK 4............................................................................................................................................4
P5. Critical evaluation of integrated marketing communication plan with their relation to
communication channel, strategy, channel choice and creative content.....................................4
M3. Critical and review of success of monitoring impact of integrated marketing
communication plan.....................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
Part B...............................................................................................................................................8
INTRODUCTION...........................................................................................................................8
MAIN BODY..................................................................................................................................8
TASK 2............................................................................................................................................8
P2. Design communication objectives for given hospitality organisation situation....................8
P3. Justification of selection of integration of communication channels....................................9
M2. Evaluation of application of communication mix and hospitality business objectives.......9
TASK 3..........................................................................................................................................10
P4. Creation of marketing communication plan which meet effectively with communication
objectives of business................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing communication include different types of marketing channels for purpose of
communicating message of organisation to their customers. This communication helps business
to provide information about their product and service to their customers. It also helps them to
attract customers their brand (Baker and Magnini, 2016). This marketing channel include various
types of tool including advertising, personal selling, public relation, social media marketing,
digital marketing, direct marketing and many more. Hospitality industry is one of those which
are providing services of hotel, tours and transportation, food and beverages, resorts. Hospitality
business are using different types of marketing channels to influence and attract their customers.
This type of business is providing various services whch enhance experience of customers. For
organisation to attract their customers, it is important to use marketing channels effectively. This
project report includes study of Premier Inn which is a UK based Organisation providing
hospitality services in different countries. This project report includes different types of
marketing channels and its their way of service to communication objectives of business. It also
includes critical evaluation of integrated marketing plan of business.
MAIN BODY
TASK 1
P1. Evaluation of types of marketing channels and their way to serving of communication
objectives within organisation
Advertising: Advertising refers to a tool of communication which is paid form by an identified
sponsor. This advertising is delivered through different media including radio, internet,
television, newspaper. This form of marketing channel providing information about product and
service to target customers. It creates impression in minds of consumers about company and its
offering (Bruhn and Schnebelen, 2017). It is one of oldest form of advertisement which in recent
time include use of new technologies. There is various reason for which Premier Inn is using
advertising tool as it providing information about brand, ideas, product and service of company
to their customers. It persuades their customers by convincing customers to buy. It reminds
customers about brand of company. Company service their communication objective by using
effective message, appeal. There are different types of appeal used by organisation including
emotional appeal, informative appeal. Different media are available to deliver message of
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organisation to their target customers. There are different advantage and disadvantage of these
media channel for organisation. Advertisement which is delivering with television has wide
reach and create emotional impact on target audience. But at same time, it is costly affair as well
as there is inflexibility of schedule in this method.
Social media marketing: Social media marketing is one of another marketing channels used by
business in order to communicate brand message, marketing and public relation. Social media is
one of platform which provide opportunity to build network by interacting with other people
with interconnected networks (Chomvilailuk and Butcher, 2018). Objective of using social
media marketing include creating buzz facilitating communication in two ways and fostering
community. Organisation creating buzz by developing as well as publishing message within
different format including text, images and videos. Social media provide opportunity to business
to interact with their customers by encourage customer for participation, dialogue as well as
feedback. Social media marketing is also a paid form of promotion and for this promotion
company need to have a social media account on various websites including Facebook,
Instagram Twitter. Premier inn is using social media marketing to providing information about
their brand and to build relation with their customers by interacting through this mode. This
channel helps Premier inn to serve to serve their communication objective by providing
information about brand of organisation. It also helps business to interact with their customers
and helps to persuade them to avoid their hotels.
Public Relation: Public relation refers to a process which include maintaining good image of
organisation which provide them benefit to build relation between enterprise a well as public
communities. Public relation is not focused with getting attention of customers instead they are
providing good image to business. Public relation is used for various reason including building
positive image of organisation and its brand. It provides information related to positive aspect of
product and service as well as brand. It helps to build relation with their target customers and
generate good will for product and service of organisation (Holland, 2016). It creates positive
image of organisation build relation with their customers. It helps business to provide added
value of their brand to their customers which helps to make their product and service
differentiation. With this type of making channel, Premier Inn can build positive image of their
brands in mind of their target customers. This positive image helps them to attract more
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customers and build brand image. It also helps to increase their sales as well as market share of
company.
Digital marketing: Digital marketing refers to marketing channel in which digital tools are used
for promotion of product, service, brand of enterprise. This type of marketing is more effective
and reliant for business. There are two types of digital tools including mobile marketing as well
as mail marketing (Ieong and Lam, 2016). Others digital marketing tool used in this type of
marketing include websites marketing, search engine optimisation, content marketing. This
channel of digital marketing is more interactive as focus of this tool is on increasing interaction
between company and its target audience. This type of tool is using both portable as well as
mobile devices. It is one of highly measurable as well as data driven tool. This tool is sharable
and low cost which provide benefit for both consumers as well as marketers. Digital marketing
Digital marketing tool helps to increase loyalty level of customers and also provide free flow of
communication between enterprise as well as organisation. Premier Inn using digital marketing
which helps them to convey message of brand, service and products of company to their
customers. It also provides interaction between business entity and its customers base. This
interaction can be done through personalised emails send by companies to their customers and
also increase engagement of business with their customers on social media platforms. This
method also helps organisation of Premier Inn to engage their customers at purchasing stage of
their products.
M1. Critical evaluation of marketing channel of communication is integrated within hospitality
organisation to add value and maximise resources
Marketing communication are integrated with hospitality organisation as it helps business in
increasing value as well as resources of organisation. Marketing communication helps business
in understanding needs and requirement of their customers which helps business to increase
value of their product. Organisation with helps of marketing communication inform customers
about offering and service of company in market. Premier Inn can communicate message of
enterprise with their customers as hotel is more focuses on increasing value and experience of
their customers within affordable price of their service.
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TASK 4
P5. Critical evaluation of integrated marketing communication plan with their relation to
communication channel, strategy, channel choice and creative content
Identification marketing communication method: To develop integrated marketing
communication plan, firm need to identify various methods of communication (Inanc–Demir and
Kozak, 2019). For this step, business need to understand their target audience, their pattern of
receiving information, gathering facts as well as research information to identify solution of
problem. For this there are various channels available for business of Premier Inn which are as
follows:
 Content marketing helps business to provide their content on various online platforms in
form of blog content, premium content, video marketing, dynamic websites which helps
customers to connect with and learn various things about business before decision
making process.
 Email marketing is another method through which business can reengage their customers
with unique content of firm. For this it is important for business to consider their existing
customers and engagement them. Organisation should not only focus on new customer
but also focus on their existing customers and can engage them with providing right
content to their existing customers. This email marketing helps enterprise to create
impact on growth ad sales of business.
 Social media marketing is one of tool which helps business to build relation with their
customers and increase brand awareness by increasing traffic on their social media
accounts.
Developing Marketing communication plan: In developing integrated communication plan,
after analysation of communication channel business can develop a plan for marketing strategy
of company (Šerić, 2017). This plan to be prepared by focusing on audience, Content, Cadence.
Premier Inn can focus on prepare plan of marketing communication by considering following:
 Audience: It is important for business to identify their customers for marketing of
product and service of company. For instance, different channels are used for different
types of consumers as if target customer of business is millennials than managers can use
Instagram and if their target customers are baby boomers than they can use Facebook.
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 Content: it is important for business to define their content as per their audience. For this
firm can use database of customers which helps them to creating effective content for
organisation.
 Cadence: Business need to understand way in which customers receives information.
There is various platform which provide this data to business.
Understanding process of customer decision making: Integrated marketing communication
plan include understanding on basis of which costumers can take decision related to purchasing
of product and service (Taecharungroj, 2017). This will help business of Premier Inn as it helps
them in increasing satisfaction of their customers. There are different customers which take
decision on different basis as some customers are using extended decision whereas some
customers are using low involvement in decision making process. To make decision, customers
are using different steps which include identification of problem. To solve problem, they
searching information and identify product as well service for solving problem. They select one
of among available option and also assess its process by after sales service.
Implementing marketing communication plan: In last stage business implement marketing
communication plan (Thaichon and Quach, 2016). There are different steps to analyse
implantation process including calendars in which they analyse they content has reach to their
target customers on time or not. Automation software helps business helps them to implement
process successfully and helps to reach message of company to their customers. In next step,
company need to work according to customers trend whch helps them to serve customers
effectively.
By following above mention process, Premier Inn can prepare integrated marketing plan of
organisation. For this plan, business of Premier Inn can choose social media marketing which
helps them to reach to their customers effectively (Turner, 2017). Business can also use creative
content for business which helps them to gain attention of their customers. They can also use
different communication strategy which helps business to increase profit of their enterprise.
M3. Critical and review of success of monitoring impact of integrated marketing communication
plan
Marketing communication plan helps business to provide information about firm which helps
them in increasing awareness of product of Premier inn. For this they can use digital marketing
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and social media marketing. This helps manager of Premier Inn to attract attention of client in
order to plan their event in hotels of company.
CONCLUSION
From above mentioned project report, it can be concluded that hospitality industry is one which
include hotel services, resort services, food and beverages services and tours and travels
business. There are different types of marketing channels are present which is used by business
in order to increase sales of their business. These channels help enterprise to increase their brand
awareness, providing information about message of business, persuade their customers to buy,
reminding them about product and service of company. These marketing channels include
advertisement, personal selling, sales promotion, digital marketing, direct marketing, social
media marketing. Advertise is one of costly method of marketing but it has wide ranges and is
creative method. This method includes various media for delivering for their messages and these
include newspaper, television, mobile and many more. Social media marketing is one of method
which include use of social media platform for advertising product and service of company. It
provides opportunity to enterprise to build relation with their customers by interacting with them.
Digital marketing is another method of marketing which also provide platform to interact with
customers. It is one of best method of marketing as it include use of digital tool in marketing
product and service of enterprise.
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REFERENCES
Books and journals
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental
to a customer-centric perspective. European journal of marketing.
Chomvilailuk, R. and Butcher, K., 2018. The impact of strategic CSR marketing
communications on customer engagement. Marketing Intelligence & Planning.
Holland, J., 2016. Social impact “buycotts”: A tool for innovation, impact, and engagement to
teach integrated marketing communications. Marketing Education Review, 26(1), pp.33-
38.
Ieong, C.Y. and Lam, D., 2016. Role of internal marketing on employees’ perceived job
performance in an Asian integrated resort. Journal of Hospitality Marketing &
Management, 25(5), pp.589-612.
Inanc–Demir, M. and Kozak, M., 2019. Big data and its supporting elements: Implications for
tourism and hospitality marketing. In Big Data and Innovation in Tourism, Travel, and
Hospitality (pp. 213-223). Springer, Singapore.
Šerić, M., 2017. Relationships between social Web, IMC and overall brand equity. European
Journal of Marketing.
Taecharungroj, V., 2017. Starbucks’ marketing communications strategy on Twitter. Journal of
Marketing Communications, 23(6), pp.552-571.
Thaichon, P. and Quach, T.N., 2016. Integrated marketing communications and their effects on
customer switching intention. Journal of relationship marketing, 15(1-2), pp.1-16.
Turner, P., 2017. Implementing integrated marketing communications (IMC) through major
event ambassadors. European Journal of Marketing.
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Part B
INTRODUCTION
Integrated marketing communication refers to tool of communication which is used by business
organisation to create awareness of their product in market (Ahn and Back, 2018). It
communicates message of business in market and also increase sales of company. This project
report includes study of premier Inn hotel which is UK based hospitality organisation providing
service related to hotels to their customers. This project report includes design of communication
objects of hospitality organisation and justification of selecting on of marketing channel for
business. It also includes creation of marketing plan as per objects of communication of business.
MAIN BODY
TASK 2
P2. Design communication objectives for given hospitality organisation situation
There is various objective for which an organisation communicates their message to hospitality
business. Organisation use communication for understanding their customers and also providing
message of business to their customers. Some of objectives for which Premier Inn communicate
with their customers are as follows:
Business awareness: Hospitality business can use different communication strategy for purpose
of increasing awareness in customers (Butkouskaya, Llonch-Andreu and Alarcón-Del-Amo,
2021). It helps new business to increase awareness of brand for their products and informing
existing customers to remind them about organisation. Premier inn using communication to
increase brand awareness of their product for both new as well as existing customers.
Providing information: It helps customers in their purchases process as it provides benefit and
attribute about product to them which speed up their purchasing decision. This information helps
enterprise in making choice between options available for customers. Providing information
about benefit of product and service of company helps them in differentiating in term of their
competitors.
Stimulating information: Communication strategy adopted by business help them in creating
demand for product and service of company in marketplace. Object of this communication helps
to generate actual purchase of customers for business.
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P3. Justification of selection of integration of communication channels
For business of Premier inn hotel, selected communication channel is social media marketing as
it helps business to generate more sales for them (Gabrielli, and Baghi, 2016). There is various
benefit of this type of communication channel for organisation of Premier inn which are as
follow:
Increasing brand recognition: Social media marketing helps business for increasing traffic of
customers for them which increase their profit share. As using social media marketing helps
business to serve needs and wants of customers effectively that helps them in increasing
customer traffic for them. They also interact with their customers by using this platform. This
tool helps enterprise in brad building which is beneficial for increasing brand recognition in
minds of customers.
Connect customers with brand: Social media platform helps business to interact with
customers and create conversation with company. But it is difficult for organisation to interact
with each organisation and for this social media marketing provide platform for business to
interact with their customers and build strong relation with them. With this type of marketing
channel business are uploading various blogs about business. These posts include option of
comment which helps customers to share their review about company.
Gather data about customers: These social media marketing also helps business of Premier Inn
to gather information related to their customers as it helps them to understand their target
customers and their requirement. It also helps business to understand expectation of their
customers with business and make efforts in that direction in order fulfil their expectation.
M2. Evaluation of application of communication mix and hospitality business objectives
Communication mix helps business in fulfilling business objects of business. These
communication mix include various tool and method which helps in increasing recognition of
their brand in market place (Pearson and Perera, 2018). It also helps customers to be more
connect with their brand. These tools are also used to gather market data about company.
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TASK 3
P4. Creation of marketing communication plan which meet effectively with communication
objectives of business
Establishing mission statement: To prepare marketing communication plan of Premier inn,
managers of business need to develop mission statement of business (Šerić, 2018). Mission
statement include ultimate goals of business and fulfil wants of their customers. Mission
statement of premier Inn include providing completely different experience to their customers
within affordable prices.
Identification of objectives of business: In this step, Premier Inn need to identify objectives of
their business. These objects include goals of business for which they are preparing this plan. To
attain these objectives business, need to attain goals of different teams working in their
organisation.
Identification of buyer: In this, Premier Inn identifies potential buys of their product and
service. As its business to understand their target audience and prepare paln of marketing
communication accordingly.
Identification of USP: in this step, managers of Premier inn can identify unique selling
proposition of their organisation whch helps them to differentiate their product and service from
other competitors present in market place.
Creating effective message and positioning: In this step, managers of premier inn can develop
message of organisation on basis of their target audience. This message should be clear enough
to create impact on minds of their customers.
Execute marketing channels: In this step, managers of Premier Inn can execute marketing
channels which helps them to meet objects of business.
CONCLUSION
Form above mentioned project report, it can be concluded that integrated marketing
communication tools are those which helps business in creating awareness of their product and
also communicate message of business to their customers. Object of this communication to
provide information to customers, persuade them to buy product and remind them to existing
customers of business. There are various types of tool which helps business to communicate their
message to their customers. These include advertising, personal selling, sales promotion, direct
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