Premier Inn Promotional Techniques: Assessment Report and Analysis

This report provides a comprehensive analysis of Premier Inn's promotional techniques, focusing on their 'Premier Weekend' campaign. It begins with an introduction to promotional concepts and then delves into an assessment of Premier Inn's marketing strategies. The report examines the objectives of the 'Premier Weekend' campaign, detailing the promotional mix, including advertising, personal selling, sales promotion, public relations, and direct marketing. It identifies the campaign's target market and discusses the choice of media. Furthermore, the report integrates the promotional mix with the marketing mix, exploring the relationship between the 7 Ps of marketing and the elements of the promotional mix. The report also includes a promotional campaign planning section for a new Premier Inn location, outlining aims, target markets, promotional activities, and marketing activities, as well as an implementation plan and strategies to raise awareness. The report provides a detailed overview of Premier Inn's marketing efforts and offers insights into their approach to reaching their target audience and driving sales.

Applying Promotional Techniques

Table of Contents
INTRODUCTION...........................................................................................................................1
ASSESSMENT 1.............................................................................................................................1
Task 1...........................................................................................................................................1
ASSESSMENT 2.............................................................................................................................1
Task 1...........................................................................................................................................1
Task 2...........................................................................................................................................4
Promotional Campaigning Planning or Premier Inn....................................................................4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Promotional can be explained as a type of marketing communication that is used by
organization to persuade and inform target people regarding a product, service and product. The
main objective of the promotion is to improve the awareness, generate sales, create interest and
improve the brand loyalty of people (Xiang, Mello and Ackerman, 2019). This is how by process
of business promotion business organization can ensure their business growth and development
in specific market place. This report is about promotional techniques that are used by Premier
Inn Hotel chain. Brief details regarding promotional techniques will be provided in the report.
Detailed information regarding promotional campaign “Premier Weekend” will be provided in
form of report in this study. A promotional campaign will be planned for Premier Inn Hotel at
new Location.
ASSESSMENT 1
Task 1
Covered in PPT
ASSESSMENT 2
Task 1
Objective of the Campaign
The main Objective of the Premier Weekend is to encourage the customer to take short
holidays in premier Inn. This promotion is known as GBP12 Million m,marketing campaign
featuring brand new advertisement starring Lenny Henry. The main objective of this campaign
encourage the British people to take good value break at Premier Inn hotel. In this process Hotel
is offering better pricing to the customers to make stay in their hotel (He, Jin and Hu, 2019). The
other objective that is associated with this campaign is all about making the organization as
number one positioning organization in the target market.
Promotional Mix for “Premier Weekend”
The promotional mix is known as mixture of different promotional tools used by the
business to create, increase and maintain demand for services and goods of the company.
Promotion mix is the process that is used by the business organization by integrating advertising,
personal selling, sales promotion, public relation and direct marketing. There are different
considerations are made by the business organization to improve the promotion of the Primer
Inn.

Advertising
The advertising which is used by business organization is consists of famous comedian
who is promoting the products and services of Premier Inn Hotel. By this process they are
attracting the customers to try the services of Hotel at least on time.
Personal Selling
by interacting one on one organization is encouraging the people to take the services of
the Hotel for short time breaks (Gupta, Pal and Muttoo, 2020). This is all about making people
loyal to the Premier Inn hotel.
Sales Promotion
In this process different offers and coupons are provided to the customers in order to
improve sales in the festival season and other situations where the company is expected to earn
more than usual.
Public Relation
There are different people are connects to the business organization this is important or
the company to make all the people engaged with organization and keep them aware of the
company offers and processes to develop effective relations with stakeholders for better
performance.
Direct Marketing
Premier Inn is also providing direct marketing with technology like mobile application
and company website (Shimazaki, Maeba and Takenaka, 2017). This s how organization is
making direct interaction with customers.
This is how by using promotional mix organization can effectively promote their
products and services in target audience to become lead positioning organization among the
competitors.
Target Market of the Campaign
The target market of this campaign is British people who live nearby the location of the
hotel or in same city. The main objective of this campaign is to encourage the British people to
spent their weekend and short holidays in Premier Inn Hotel (Kafeza, Makris and Rompolas,
2017). By offering much cheaper price organization also trying to access the people who are
considered in upper medium class. This is how organization can become the number one
organization with in the competitive market place.
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Choice of Media Related to the Target Market
In the process of marketing different process and methods can be used by the
organization to gain maximum profitability in the market place. The main source of promotion
that is used by the Primer Inn Hotel is digital media. For this type of promotion process they
have hired an advertisement making organization that is featuring famous comedian Lenny
Henry to make the people aware of the concept “Premier Weekend” along with digital media
they are also utilising the print media and digital media to make people aware of the services that
are provided to the premier inn Hotel during this promotional campaign period (Razi, Tarn and
Mumuni, 2019). The main concentration of the organization is to utilise the digital media to
attract more people from the local location.
Integration of Promotional Mix with Marketing Mix
Promotion is considered as fourth element of the marketing mix. There is huge
relationship between the promotional mix and marketing mix of the organization. The seven P's
of marketing mix are- Product, Price, Place, Promotion, Process, Physical Evidence and people
and five elements of the promotional ix are- Personal selling, Direct Marketing, Public relations,
sales promotions and advertisement (Block, Hornuf and Moritz, 2018). For each P of the
marketing role of promotion mix is different.
Product
The product of the Premier Inn is the services that are provided to the customer by them.
In the promotion process Premier Inn services of the company are too good and satisfactory for
the customers. This is how promotion of the organization product can be performed as part of
marketing mix to get better result in the end can be utilised by the business organization to
improve their services.
Price
Pricing of the product and services of organization are most important for the company.
This can be related to the sales promotion of the services that are provided by the organization.
Through this process organization is providing better offers to its local customer to make them
loyal to organization to make long term relationship with customers.
Place
The place can be considered as how the organization is providing services to its local
customers. The supply chain of organization is focused in this section. With better supply chain
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organization can provide better services to their consumers. By this process they will be able to
provide better experience to customers. This is how these services can be promoted by Premier
Inn.
Promotion
This process is directly related to the promotional activities of the organization. There are
different elements are used in the promotion process (Gaur, Sahu and Singh, 2020). All the
elements of the promotional mix can be used to improve their performance in the target market.
Process
There are different process are used with in the organization to provide services to their
customers. By improving this marketing and promotions process organization can effectively
improve their sales within the market place. This also can improve the over all profit of
organization.
Physical Evidence
By providing better facilities during the stay of people organization can effectively make
their customer loyal to them. By this process organization can help the company to attract more
guest by promotion process.
People
In this part organization can focus on their customers and employees to keep the satisfied.
By this process they will be able to provide better experience to both employees and customers
with in organization this is how better services can be used to promote the services of Premier
Inn in target market.
Task 2
Promotional Campaigning Planning or Premier Inn
Aim
To Inform the customers regarding the promotional campaign of Premier Inn hotel to
increase the sales of organization in local target market.
Objective
1. To use the digital media and print media to make people aware of the campaign that is
run by organization.
2. To use different methods of person communication to develop effective relationship with
customers.
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Choice of Target Market
The target audience for the organization are local couples and families who are planning
for their weekend holiday in near by places. The age group that will be targeted in the process. In
the specific manner the main target of these campaign is people who are 25 to 60 year old and
have medium sized family. For this promotion process people from upper middle class will be
targeted for the campaign. The concentration of these process is on people who lives in local
place.
Promotional Activities
There are different activities are used by the business organization to make the
promotional plan effective for the local audience (Du, Zhang and Chen, 2017). There are various
processes and methods can be used by the organization to target these local people to attract
them towards the services and product of company. This process also include various activities
that can be used by the organization to effectively plan their marketing campaign. The activities
that will be performed in promotion plan. These activities are-
Telling Story of Organization
In this part organization can use different activities in order to make customers aware of
organization and its background to make them feel attached to the organization. This can be used
to build an emotional connection between the customer and Premier Inn to get better result in the
sales.
Provide Freebie with Purchase
There are different offers can be provided to the organization in order to attract people to
take services of organization. In this process different tokens and gift coupons can be provided
them during their stay in order to make them feel valuable and make them loyal to the
organization (Zhang, Huang and Gui, 2018). This also can be more improved by providing them
different gifts and memorabilia in order to recognize about their stay at the hotel. By this process
people will become loyal to organization.
Build strong Online Positioning
This is most important for the organization to make people aware of their products and
services which will be providing to them during the campaign. This awareness will attract them
to take the services of Premier Inn at least one time.
Marketing Activities
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By the advertisement and public relation and sponsorship process different banners and
promotional content is used to promote product and services and personal selling, direct
marketing and sales promotions are used by the organization for effective promotion. The
advertisement that are used for the promotional activities are in form of digital advertisement,
television commercial, online promotion and social media advertisement. Public relation and
sponsorship can be explained as process where organization sponsor some events that are related
to sport activities and other famous events. Personal selling can be considered to door to door
selling. promotion for predefined customer. Sales promotion can be explained as process in
which different short term practices are used by the organization to meet sales objectives.
Implementation Plan
For the implementation of the business plan specific process will be followed in order to
meet the objectives of the marketing plan. There will eight different steps will be used to
implement the promotional plan in the locality. This steps of marketing plan will be- The activity
of the promotion plan will be started with developing understanding about the goals of the
promotional plan. In the nest step specific team will be formed to implement different activities
that are mentioned in the promotional plan (Baena, Cano and Giraldo, 2018). All the team
members will be provided with the information related to the promotional planning to improve
the effectiveness of the campaign. The outline of the tasks will be developed in order to complete
the promotion campaign with effective results. For the monitoring of the promotional Campaign
specific tools and technique will be used to manage all the activity effectively.
Strategies to Make People aware of Promotional Campaign
Use of Digital Marketing
There are different social media sites are their which can be used for the promotion
activities of the organization. This social media sites will help the organization to make direct
interactions with customers to generate better results with campaigns. For example Facebook and
Instagram can be used by company for promotion activity.
Use of personalized Mobile Applications
The personalized mobile of the Premier Inn can be used in the promotion activity to make
people aware of the campaign that is launched by the Hotel. In the mobile application all the
information regarding promotion will be provide specifically to make people aware of the
activities and offers in the promotional campaign.
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CONCLUSION
This report is concluding the importance of the promotional campaign for the Premier Inn
Hotel. The role of promotional activities has been learned in the report. It has been learned that
how organization can use different process of promotion to meet eh goals and targets of
company. The Promotional campaign of Premier Inn has been analysed to evaluate its
effectiveness in the market place. A specific promotional campaign also has been designed in the
report that can be used by the organisation to start business at new location.
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REFERENCES
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Shimazaki, T., Maeba, K. and Takenaka, K., 2017. Assessment of citywide health promotion
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