TM4013 Service and Experience Marketing: Premium Inn Analysis

This report provides an analysis of service and experience marketing strategies employed by Premium Inn, a British hospitality brand. It examines the service elements offered by Premium Inn, including accommodation, food and beverage services, spa and wellness facilities, parking, business rooms, and additional services like swimming pools and internet access. The report identifies Premium Inn's target market, focusing on high-income groups and younger adults, and evaluates the company's promotional strategies, particularly its use of direct marketing through online channels like Facebook and Instagram. It also discusses the suitability of these promotional tools for the target market and proposes a promotional idea centered on leveraging social media for increased brand awareness and sales. The analysis includes pre-testing, concurrent testing, and post-testing methods for evaluating promotional effectiveness, with metrics such as profit and sales volume. Ultimately, the report aims to provide recommendations for Premium Inn to enhance its service and experience marketing efforts and achieve sustained growth in the competitive hospitality industry. Desklib provides access to similar assignments and resources for students.

TM4013 Service and
Experience Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
The Premium Inn overviews.......................................................................................................3
MAIN BODY..................................................................................................................................4
Service elements..........................................................................................................................4
Target market...............................................................................................................................5
Evaluation of promotion..............................................................................................................5
Evaluation of promotional tools..................................................................................................6
Promotional idea..........................................................................................................................7
Outline of proposed promotional idea.........................................................................................7
Alignment with values of the organisation..................................................................................8
Alignment with marketing communication mix..........................................................................8
Alignment with target market......................................................................................................9
RECOMMENDATION...............................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Service and experience marketing refers to the plans of action which the organization used in
order to increase the awareness among the people. It gives assistance in attracting large numbers
of customers from domestic as well as international marketplace. The aim of this strategy is to
introduce the product and services to the customer in context to deliver the best experience to the
buyers. Along with that it helps in increasing the value of the brand in the marketplace. The
present report is based on the hospitality industry ( Varsanis, and et.al 2019). The aim of the
report is to determine the services the customer is experiencing in Premium Inn. The report will
examine the service elements and target market of the hotel. Along with that the report will
evaluate the promotional strategy which the organization is using for increasing the brand value
in the marketplace. Along with that the report will shade a light on the promotional tools and
suitability for the target market. Moreover, the study will indicate the promotional ides with the
different alignments for the welfare of the company. In the last the study will provide
recommendation that is essential element due to which the company should consider for the
growth.
The Premium Inn overviews
The premium inn is the British limited hospitality services brand. It is one of the famous and
premium organization which is leading the market of united kingdom in effective as well as
efficient manner. It is the private limited company which offers the hospitality services to the
consumer in order to satisfy their need and want. The objective of the organization is to enhance
the experience of the visitors so the company can generate higher profit in domestic as well as
international marketplace. The organization serve the hospitality services in the various areas
such as United Kingdom, United Arab Emirates, Republic Of Ireland, Germany, Jersey And
Qatar as it is having the largest hotel chain. The headquarter of the organization is in Dunstable,
England, UK. The organization offer the luxurious services to the customer. The premium inn
offers the extra services to the consumer in order to increase the brand value in the marketplace
which includes bed and breakfast, family amusing package and association facilities. In the
special services the organization offers spa, swimming pool, gym, restaurant, bar etc. the
organization is having more than 72000 rooms for and 800 hotels all over the world and
contently increasing in the marketplace. As per the feedbacks of the customer the organization is
delivering the premium quality products (Loureiro, 2022)(Rhou, and Singal,2020).

MAIN BODY
Service elements
Premium inn is the full-service hotel which provide multiple services in the multinational
organization. The organization is generating higher profit by offering wide range of services to
the customer. Due to that the hotel is able to attract variety of customers. The services that
company offer is mentioned as follows:
Accommodation: the hotel provides luxurious accommodation services to the customers in
order to satisfy the visitor and enhance their experiences in effective as well as efficient manner.
In the accommodation services the organization offer the secure and safe place to the visitor for
spending their quality time and make the journey more memorable. The company offers the
services as per the household income of the guest.
Food and beverage services: along with the accommodation the hotel offers the food and
beverages services to the customer as per the taste and preferences of the individual person. In
context to enjoys the food and beverages the hotel provides different services. For instance, the
company offers the indoor as well as outdoor seating to the ( Filimonau, and Magklaropoulou,
2020). Along with that the hotel provide 24-hour food and beverages services to the customers.
In order to acquire the room services, the company offers the room menu.
Spa and wellness: the company also provide the facilities of spa and wellness in order to
decrease the stress of the customers and visitors. The spa menu of the hotel contain massage,
manicures, pedicures, and facial with the stream room and saunas for the visitors so the people
can enjoy while having treatment. This service of the organization worked as the competitive
advantages in defeating the competitors. Due to that the hotel is contentiously generating the
revenue.
Parking: along with the services the company provide free parking facilities to the visitor.
Along with that the organization allow the car facilities to the visitors for travelling one place to
another. The guest or visitors allow to park their cars and vehicles within the parking area
organization. Moreover, the company charge extra amount for the cleanness of the vehicles.
Business room: the organization offers the conference room for the business meeting of the
consumer in order to deliver proper facility and satisfaction in appropriate manner. Due to this
service the organization provide the better business travelling experiences to the consumers. In
context to that the organization designed the room delivering the business atmosphere.

Furthermore, it also assists in completing the official work of the visitors customers (Davras and
Caber,2019).
Additional service : the organization also offers the additional services to the consumer in order
to increase the growth outcomes and brand value in the marketplace. The additional services
include swimming pool, gym, housekeeping, baby setting request, currency exchange, internet
facilities etc.
Target market
the aim of the organization is to grow the business in the international marketplace due to that
the company is targeting the new market to enter. The targeted market is India where the
company is willing to expend its business in effective as well as efficient manner.
STP Model
The premium inn is the leading more than 800 hotels all over the world. As this hotel is the
luxurious brand it targets the high-income group people that have high house hold income to
spend the luxurious services of the organization. The targeted customers of the organization can
easily afford he services of the organization. Moreover, the organization provide reservation
facility to the younger people who are above age of 18. The organization already targeted various
countries in order to grow such as United Kingdom, United Arab Emirates, republic of Ireland,
Germany, jersey, and Qatar and now planning to target the India for the new entrances. As the
hotel offers five-star room so the company targeted the middle- and high-income group.
Furthermore, the organization position itself as the luxurious brand which offers the premium
quality services to the consumers. The organization provide full hospitality services to the
consumers and better services in effective as well as efficient manner (Ariffin, and et.al 2018).
The organization is highly competitive in the international marketplace due to exclusive services
and various competitive advantages. It is the UK based budget hotel which claim that the
organization provide comfortable and quality service.
Evaluation of promotion
Promotion strategy is known as actionable plan that helps in increasing brand awareness
among the customer and in the market in order to increase the sales. Along with this, it acts as
influencing people about the company and generate leads as well as boost customer engagement.
It helps in visualizing how to perform marketing strategy and communication as well as targeting
audience. In addition to this, many marketers make use of this strategy in order to increase their

brand awareness. Although there are various tool and techniques that are available for company
to promote business (French and et.al., 2020). The Premier Inn hotel is making use of direct
marketing for selling their services. It mainly means targeting audience through various off line
and online channels like Facebook and Instagram as well as online website. This way for
marketing helps in getting feedback quickly and retaining customer relationships. In addition to
this, the example of some promotional marketing is E- mail and Advertisement for selling the
product and services. Some of the promotion strategy benefits in targeting the right audience for
the company that will help in increasing the sales in positive way. It also contributes in
publishing the promotion at right time and increase qualified customer traffic. Moreover, another
advantage of using promotional strategy is to grow sales and profit that contribute in staying
ahead in the competition on market share.
Evaluation of promotional tools
The company need to evaluate promotional strategies to ensure that it is applying accurate
promotional strategy. Along with this, the evaluation will help in comparing past strategies with
current in order to assess the effectiveness after and before the promotion depending on
promotional area to be tested (Sinha and Verma, 2020). The first is Pre testing stage allows
organization marketing department to analyse the effectiveness of promotional strategy. In this
stage organization need to test the techniques so that it can appeal consumer so that it can
purchase back things. In addition to this, the pre testing techniques will help the organization in
comparing the result with prior promotional techniques and eliminating the failed task. The
company can also make use of concurrent testing is applied while sales promotion is in the
progress and it allow the sales manager to modify techniques as required. However, in case of
post testing it is done after promotion period so to evaluate such as company has to meet the
desired measure of performance on the sales promotion and it helps in assessing consumer
awareness. In addition to this, for analysing the performance of promotional tool it can be
calculated through profit like how much increase has been there after using this strategy (Amin
and Priansah, 2019). Along with this, another way of measuring is sales volume if there is
increase in sales after making use of promotional activity then it will be successful. If customer
is satisfied with this strategy, then it will be beneficial for the company as well as if there is low
satisfaction then company must make changes in promotion activity.

Suitability for target market
During the time of pandemic Premier Inn hotel was closed for several months and due to that it
needs to make use of promotional activity so that it can increase overall growth of firm. Along
with this, there is high competition in the market so in order to increase the overall growth the
company will be making use direct marketing. Moreover, the Premier Inn is targeting customer
of young adult and high and middle level income people in order to run the company. In
addition to this, it will be making use of digital marketing in which services are promoted
through various online channels. The social sites like Facebook and Instagram have feature of
paid advertisement in which the company will be targeting the audience it wants in order to
attract customer (Sugiono, Nurwulandari and Khairina, 2021). Moreover, this feature allows in
increasing the brand awareness among the people that organization is interested in. The
promotional tool is meant to sell the product and services in large area of market. Although
online site will allow customer in knowing the details about the company and their new
innovative product that will contribute in increasing overall sales. In addition to this, the online
tools are suitable for the targeted audience as the company has large area of market and it is
specifically attracting young adults and higher income group of people.
Promotional idea
Outline of proposed promotional idea
The company will be making use of direct marketing in which it will be advertising their product
and services on various online channels (Putr and et.al.,2021). Along with this, the Premier Inn
will be making use of social sites like Instagram and Facebook in order to connect with the
customer and to increase their sales. Although the main purpose of organization is to target
particular class of customer and to increase their brand awareness in the external market in order
to reduce high competition (Aghara and et.al., 2018). Another main purpose of making use of
promotional activity is to enhance overall sales of the company as well as to connect with the
audience. Moreover, the company will be using digital marketing in which particular it will be
adopting Social media sites as it is most affordable method and it is easy to use. Although the
organization make use of this method as customer make more use of such sites as compare to
others and the return on investment is higher in this as compare to traditional method of
marketing.

Alignment with values of the organisation
The Premier Inn hotel follow business ethics so that it can provide quality services to
their customer as well as to maintained healthy relation with them. Along with this, the
organization treat their employee with respect in order to make healthy relation with them as
well as to develop positive culture within company. Moreover, during the promotional strategy
the company will treat their customer with respect by addressing any issues related to product
and services (Ibrahim and et.al., 2018). In addition to this, the organization will be maintaining
privacy of their employees so that it can protect the personnel information that will collected
during survey. During the promotional strategy the company will be maintaining transparency
between employees and other department so that aim of the event can be accomplished in limited
time frame. In addition to this, if there will be proper flow among the employees then there will
be less chances of chaos. Although the company will be during the campaign will make sure that
integrity is maintained during the advertisement so that no false message is promoted and no
person sentiments get harm through ad.
Alignment with marketing communication mix
Communication mix involves various tools which helps in communicating with targeted
audience and potential customers (Peng and et.al., 2019). The message can be transmitted
through various social sites, direct marketing, website and events. The main purpose is to
increase brand awareness in the market and to interact with the customer so that it can purchase
their product.
Advertising: it impacts directly on customer behaviour and it can be in various form but the
most common is ATL that is consist of TV, radio and print. On other hand, BTL is consist of
home advertising (Yahya and et.al., 2019). The premier inn will be making use of both form for
increasing their brand awareness in the market area. The most useful and impactful message of
the customer is to connect between the brand. Although Premier Inn going to make use of digital
channels more as compare to traditional approaches.
Personnel selling: It is the second most method of communicating that contributes in giving the
product in the hand of the customer that lead in increasing the sales. Although many company
appoint their own brand as it helps in getting better attention about the brand. The premier inn is
not selling nay product so it will not be adopting for this aspect.

Sales promotion: In order to increase the sales of the organization Premier Inn will be making
use of high trade discount and free service discount in big festival in order to attract more and
more customer (French and et.al., 2020). It is one of the best ways to increase the sales
promotion and expense in the sale promotion is lower as compare to other. Moreover, it is
gaining a lot of popularity in E- commerce and online sales.
Alignment with target market
The company promotional strategy is aligning with the customer as it will be focusing on
attracting them by providing various discount and offer. The company will be making use of
feature like paid advertisement that will help in attracting various customer.
RECOMMENDATION
In order to increase the value of the company it will be recommended some points. For instance,
In order to increase the value of the company the organisation should analysis the market in
effective as well as efficient manner. Furthermore, the company has the opportunity to expend its
network all over the world. The company should decrease the prices of the services so the the
common people is able to obtain the services. In order to increase the awareness among the
people the hotel should focus on the promotion activity. In context to that the company should
adopt the social media platform for increasing the value of the brand. In the modern era the
social media platforms such as Facebook, Instagram, chrome, google, Pinterest is the centre of
attraction and people prefer to pay attention on the online platforms (Amer and Alqhtani, 2019).
Furthermore, the content delivered on the social media is considered by the customer in the
process of decision making. Moreover, the company had the opportunity to improve the services
of the company by receiving the positive and negative feedback from the customer regarding the
values of the organisation the customer is facing. With the assistance of the feedbacks from the
customers the hotel can improve the quality and the ethical values of the company that also bring
the changes in the policy and procedure of the hotel, along with the company can deliver the
competitive AAdvantage’s due to the recommendation plans of action.
CONCLUSION
From the above report it will be concluded that the premium inn is leading the hospitality
industry in effective as well as efficient manner. the organisation is generating higher profit from
the domestic as well as international marketplace. The presented report mentioned the wide
range of services such as accommodation, parking, food and beverages, spa, swimming pool,

gym, housekeeping etc. in order to satisfy the customer. The report highlighted that company
offer the premium services to the consumer in order to deliver the better experiences to the
visitor and make their journey memorable. Furthermore, the report shades a light on the values
and promotional ideas that increase the awareness of the brand in the market and attracting the
customers toward the exclusive services of the brand. For the promotion and the advertisement,
the company utilized the personal sealing and sales promotion as the effective plans of action.

REFERENCES
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