expanding the marriott brand - individual bm project
TRANSCRIPT
Expanding the Marriott brand
Presented by Archisman Sahoo (PGP31139)19/08/2016
Agenda:
Understanding transfer of brand knowledge
Branding brief on Marriott
Spreading the Marriott agenda
Building strong bands through associations
Conclusion
4,500 properties
87 countries
Revenue $14 billion
19 brands
100,000+rooms
Employee Engagement
Customer engagement:Customer Appreciation week Social Networking City center innovation lab Shopping Websites
Customer EngagementRecently, they introduced their Charlotte Marriott city center innovation lab, where they use instant-feedback apparatuses that allow you to weigh in on every aspect of your stay.Marriott rewards & www.shopmarriott.com
Brand extensions
Diversification of business• Signature brands
• Marriott hotels & resorts• Delta hotels
• Luxury• Ritz Carlton• JW Marriott hotels & resorts
• Lifestyle collections• Renaissance hotels• AC hotels
• Extended Stay• Residence Inn• Execustay
• Vacation clubs• Marriott vacation club• Grand residencies
WHAT IS THE NEED FOR DIVERSIFICATION?
Reasons for diversification
Exploit the growth of homogeneous segments in the hotel business
Reasons for diversification (contd.)
Exploit new avenues of growth as the traditional business is restricted by finite growth potential
Social networkCollaborating with bloggers
Snapchat
Marriott rewards
Welcome to Marriott
Link:- https://www.youtube.com/watch?v=XRFyyPkmqCwLink:- https://www.youtube.com/watch?v=gcz5EbiWLlc
Marriott: LoveTravels.Marriott.com - #Beyouwithus
Marriott have created a differential positioning by adopting a strategic idea based marketing across all promotion
Print ads
News Articles
Marriott Starwood merger issues
ConclusionIrrespective of how a product is branded, a product can grow and sustain its brand equity by diversifying based on the nature of the product itself as well as its supporting marketing programs.
Our study of Marriott, a global conglomerate, shows that how it has successfully used diversification across its brand portfolio to become the hospitality leader it is today.
Disclaimer
Created by :Archisman Sahoo , PGP31139
IIM Lucknow
This presentation has been prepared in partial fulfilment of the course requirements of the
BRAND MANAGEMENT course taught by Prof. Sameer Mathur at IIM Lucknow.