expanding the marriott brand - individual bm project
TRANSCRIPT
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Expanding the Marriott brand
Presented by Archisman Sahoo (PGP31139)19/08/2016
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Agenda:
Understanding transfer of brand knowledge
Branding brief on Marriott
Spreading the Marriott agenda
Building strong bands through associations
Conclusion
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4,500 properties
87 countries
Revenue $14 billion
19 brands
100,000+rooms
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Employee Engagement
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Customer engagement:Customer Appreciation week Social Networking City center innovation lab Shopping Websites
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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
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Brand extensions
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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
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WHAT IS THE NEED FOR DIVERSIFICATION?
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Reasons for diversification
Exploit the growth of homogeneous segments in the hotel business
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Reasons for diversification (contd.)
Exploit new avenues of growth as the traditional business is restricted by finite growth potential
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Social networkCollaborating with bloggers
Snapchat
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Marriott rewards
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Welcome to Marriott
Link:- https://www.youtube.com/watch?v=XRFyyPkmqCwLink:- https://www.youtube.com/watch?v=gcz5EbiWLlc
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Marriott: LoveTravels.Marriott.com - #Beyouwithus
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Marriott have created a differential positioning by adopting a strategic idea based marketing across all promotion
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Print ads
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News Articles
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Marriott Starwood merger issues
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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.
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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.