Expanding the marriott brand - Individual BM project

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

Facebook

Snapchat

Twitter

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.