Part 2: Task 1
Premier Weekend
Company: Premier Inn
3.1 Objectives
Launching a new 12 million pounds advert campaign
Encourage frequent visiting of customers to her hotels for short holidays
Increase its brand in the leisure travel sector
Promote the brand’s 29 British pounds per night entry-level price in the leisure sector
3.2 Promotional Mix for Premier Weekend
The marketing promotion used includes products, pricing, promotions and place. As for the product, Premier Inn has been the producer of the best hotel and catering services in America with the white bread as its leading product. The ability to produce and offer these products and services has promoted her dominance in the market. When it comes to pricing, she has been able to provide very cheap services, such as the introduction of the 29 pounds hotel services for a whole family of four per night; thus attracting many customers.
The discounted hotel prices is an ideal promotion strategy that she has been using even in her other services. The aim of promotions for the company is to ensure that it retains its customers and it has worked so far. The location of her branches in various major cities in American and other European states has been a force to reckon in promoting her brand.
3.3 Target Market
The target market for the “premier weekend” was families from all over the world that travel for leisure or holidays.
3.3.1 Media Choice in Relation to Target Market
In this case, the best company decided to opt for the television, social media and the internet as its choice of media. Most American family men and women watch television and thus this was a perfect media to air the advert in awareness creation. On the other hand, the company also used the internet as it capture a vast majority of the young people and the middle age. It was also an ideal platform for Premier Inn to capture the global customers through her website. The choice of social media came in handy and as the advert would go viral thus creating awareness globally.
Opening New Premier Hotel at Mumbai
4.1 Aims and Objectives of the Campaign
Whitbread is once again in the limelight for deciding to open a new Premier Inn at Mumbai, India. Her main aims and objectives are:
Ensure that the Indian target market is aware of the new expansions to familiarize with the company’s products and services
Increase profits
Sustain market position and foster trust with new customers
Ensure that customers get comfort in limited budget
Increase sales
The business is located in a serene environment in the outskirts of Mumbai. This is an ideal location as visitors will enjoy the cold breeze and noise free environment. The high population, of about 18nmillion people will also lead to more visitors.
4.2 Choice Target Market
The target market for the Mumbai Premier Inn Hotels is anyone who wants to have a good time including tourists and families from all over the world. The rooms are neat and spacious with provision of hot bath tabs and showers. Quality food will also be provided.
4.3 Suitable Promotional Activities
Some of the promotional activities in the prestigious Premier Hotels will include shopping activities in Mumbai, swimming competitions, hiking in Mumbai forests, provision of free Wi-Fi, boat riding, recreation activities and entertainments at night.
4.5 Implementation Plan
Ensuring that a new business definition in the new location is made
Draft fair agreements between the company and the visitors
Ensure that all legal aspects for the business are fulfilled
Ensure that a regular business review is created
Enable a loan application program for the staff at Mumbai and the customers too
A simple timetable will be set for various activities taking place at Mumbai in convenience of the visitors
The parenting body, Premier Inn, will fund the new business in Mumbai until it is stable to operate on its own
All the rooms will be provided with free Wi-Fi, TV screens, internet, and fully furnished rooms.
Bibliography
Brownsell, A. (2010). Premier Inn targets leisure sector with latest Lenny Henry ad. Retrieved from http://www.campaignlive.co.uk/article/premier-inn-targets-leisure-sector-latest-lenny-henry-ad/1005134
Breaking Travel News. (2010, May 28). Premier Inn launches Premier Weekends. Retrieved 04 29, 2012, from http://www.breakingtravelnews.com: http://www.breakingtravelnews.com
Premier Inn wins Catey award. (2011). Retrieved from http://www.premierinn.fr/en/news/news_category/catey-award-winner.html
premier Inn. (2012). premier Inn. Retrieved 06 11, 2012, from premier Inn: www.premierinn.co.uk
