Overview of the premier inn marketing essay
Overview Of The Premier Inn Marketing Essay
Applying Promotion TechniquesPremier_Inn_bedding.jpgAnwar khan5/14/2012Contents
Task 1
1. Introduction
This report will evaluate an overview of the Premier Inn with the purpose of promotion for profits enhancement. In order to successfully develop a successful promotion Premier Inn will be discussed. so in the report I will explain what is promotion?, aims and objects, what and which media are more effective for promotion?, promotion mix and marketing mix will be discuses. Promotion campaign is this whole process to make people aware of the existence of their product or service and try to sell. Promotional campaign includes offers and low prices which can attract new customers. Forms promote their products and a service to increased market awareness is a primary objective of promotion.
2. Promotion definition
2.1 Above the line promotion
2.2 Below the line promotion
3. Overview of the Premier Inn
4. Promotional Mix
Promotion mix is not only considered to satisfy only the regular customer or only the potential buyer. Some basics of the promotion mix could be designed at the target client who is unaware of the product or services even as others may be designed for customers who are fully aware of the product or are likely to purchase it. Presume someone is interested to hire high stander room in low price for their holiday trip. So he will interest in the product and started paying attention to hotel advertisements in TV, newspapers and magazines. He may even read the media reports on personal hotel by experts. He might also contact to different hotels and find out the features and relative merits. All this information may then hire a specific brand hotel room.So promotional mix brought customer to the choice to buy the brand finally selected. We may say that the knowledge of the salespersons was a main influence but the fact is that all the element of promotion mix played their roles to bringing the sale. Therefore to gain better response from the target customers have to take on all the special components of the promotion mix. (tutor2u, 2012)
4.1 Components of Promotion Mix
There are some main elements in a promotional mix. They are:
4.1.1 Personal Selling
4.1.2 Advertising
4.1.3 Direct Marketing
4.1.4. Sales Promotion
4.1.5. Public Relations
Public relations activities enable an organization to influence a target audience. Most of the time, public relation campaigns try to create a favorable image for a company, its products, or its policies. Examples: Magazine and Newspaper, radio and television presentations, charitable contributions, articles/reports, speeches, issue seminars and advertising. Publicity can be favorable (positive) or unfavorable (Negative) (tutor2u, 2012).
6. Premier Inn Promotional Mix Weekend
For Premier Inn weekend promotion first time advertisement on TV by comedian Lenny Henry in May 2010 as part of the UK’s biggest budget hotel chain’s drive to promote Brits to build the most of their weekends. This Premier Weekends marketing campaign which £12 million are planned to support Brits to make the most of their weekends by taking a good value break with Premier Inn. This advertisement major objet to reinforce Premier Inn’s more budget hotel offering low cast room and will place Premier Inn as the top number one hotel of choice for holiday travelers. People can book rooms on from £29 per room per night for family of four people. (Breaking Travel News, 2010). Head of the marketing Steve Conway at Premier Inn said Premier Weekends’ campaign cements Premier Inn place as the top hotel brand in the UK (appendix 05).Lenny Henry, the face of Premier Inn enjoy it very much and said during the Filming the most recent advertisement has been a lot of fun working with the artistic team was inspire and I think they have created amazing very special. In this advertisement people find him making the most of the weekend in and around a Premier Inn. The campaign was produced by Premier Inn’s advertising agency Rainey Kelly Campbell Roalfe / Y&R, also produced the last two advertising campaign that has feature Lenny Henry and was directed by Paul Weiland. ‘Premier Weekends’ will be supported and promotion it by a totally included print media, like TV, Internet, public relations and digital campaign. (Premier Inn, 2010)Spokesperson Mark Murphy for Premier Inn said Premier Inn is recognizing brand loyalty among their guests. He said “We want to reward our customers for choosing Premier Inn by giving them a free weekend night stay to explore Britain”. Visitors can register at Weekendrewards.co.uk to start their rewards. The programmed allow guests staying at any Premier Inn from 28/07/2011 on three separate mid-week stays to enjoy a free weekend night at a Premier Inn of their choice until 29 January 2012. (Hrifty Holiday, 2011) (Appendix 5).D:DocumentsDesktopyourfile.jpghttp://www.caterersearch.com/Articles/05/02/2008/318790/Premier-Inn-to-launch-1639m-advertising-campaign.htm
7. Target market:
8. Choice of media or Select Right Media
8.1 Television:
8.2 Internet:
8.3 Newspapers:
It is still the number one media for local advertisement and newspapers reach a broad audience. Customers habitually looking for ads in newspapers so it’s mean their mood might already be more interested to company message.
8.4 Social Media
Social media website give huge help to people each day it can also be great tools for generate efficient promotion advertising for an organization. Most social media websites collect huge numbers of information on their users, it makes easy to target users. Like for example, if organization had a new services or product that wanted to promote or advertise to a certain group, organization could get advertisement space on a social media website that could specifically show it to group that organization are trying to target. it is much more efficient. Studies show that group of people visit social media websites multiple numbers in a day and keep on those websites longer. It is clear that the user will notice advertisement and click on it to visit site. Social media is frequently used these days by different orgnisation or businesses for marketing. It includes Face book, Twitter, You tube, Yahoo, Skype and many more. As we know that premier Inn customer use online booking so its mean that they are attractive to Premier Inn by social media.
8.5 Radio
9. Marketing Mix:
9.1 Products:
9.2 Price:
9.3 Promotions:
Promotion can be in terms or can be creation a new product well-liked with a particular group or it could be for re-introducing an old product or services. Sales promotion is a new type of marketing. Promotion is also done through discount on product, buy on get one free or half price, e-mails now. This helps in retaining customers.
9.4 Place:
It is the physical site where the product or services are sold. Some trade in sales or in market fair. The buying decision is influenced by the location significantly. Company should sale their product in the right place such as Premier Inn opening their more hotels in the UK is the right place for promotion the product rather than open in the Saudi Arabia.
10. Planking new hotel at Balham
10.1 Aims and objectives
10.2 Location
10.3 Target market
10.4 Suitable promotional activities
10.5 Implementation of plan
The business plan implementation puts theory into practice. If theory and practice do not come together, the plan will remain on the drawing board. The business plan must be implemented with due regard to deadlines set. The responsibility of each individual involved in the plan must be clearly delineated. The implementation plan must form an integral part of the business plan. The manager must have a clear idea of the practical impact of his business ideas.Implementation ObjectivesCreate regular business review and course correction.Define a new business.Support a loan application.Define agreements between partners.Set a value on a business for sale or legal purposes.Evaluate a service line, promotion, or expansion.
10.6 Meets the objectives of the campaign
10.6.1 Aim for Goal:
There is no reason why we cannot achieve all our work, and personal, goals. If we are able to visualize and create the goal we will be able to find ways of achieving it. The only thing standing in our way is time. Being able to command a strong time management programmer however, will help our work through all the prioritized tasks we need to complete in order to achieve our desired goal.
10.6.2 Plan of Action:
10.6.3 Time Table:
10.6.4 Budget
10.6.5. TIMING
10.6.6. Frequency
On air local T.V. and radio ad launched continually in early two weeks. Advertise the campaign on Local newspaper on daily base, Billboard placement, social media like face book, and Air balloon advertisement twice in a week.
10.6.7 Comforts:
Proper setting full equipped conference hall for business meetings with projection screen is available. Party hall is also another indicator of enjoyment. All the bedrooms are fully furnished and carpeted with internet, Wi-Fi, TV screen and disabled access.ConclusionPromotion is help to keep the customers update about new things and news, promotion campaign should clear and understandable for people, make it unique and attractable for people. Using the right media for campaign is very important with the right time and the right place as we know that advertisement cost a lot so it must take place. Social media is very imprecise to contact with people what they want, what they think about you and what the need. Monitor the competition is the key point for success.
