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Marriott

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Marketing of Services

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Marriott

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  2. 2. By Aarzoo Jain Arnav Yadav Jabir Alam Joslin Mary Joseph Mitali Sinha Prerna Pandey Shreyash Joshi 2
  3. 3. Shall Cover.. • Introduction • History • Marketing mix of Marriott • CRM • The E-business strategy • Gap model • Consumer behavior • RATER 3
  4. 4. Introduction • Headquarter in Washington, US • Marriott became the first hospitality company to win ISO-100 award • It had more than 2600 operating units in US in 2003, and workforce of 145000 employees across 65 countries • In 1980, company launched Marriott Automated Reservation System for Hotel Accommodation • In 1998, company adopted an e-business strategy with Siebel System Contd.. 4
  5. 5. Contd.. Marriott’s portfolio- • Marriott Hotel & Resorts • JW Marriott Hotels & Resorts • Renaissance Hotels & Resorts • Courtyard by Marriott • Residence Inn by Marriot. • Fairfield Inn by Marriott • Towneplace Suites by Marriott • The Ritz Carlton Hotels & Resorts • Ramada International Hotels & Resorts • Marriott Conference Centers • Marriott Vacation Club • Horizons by Marriott Vacation Club • The Ritz-Carlton Club • Marriott Grand Residence Club • Marriott Executive Apartments • Marriott Execustay 5
  6. 6. History • In 1927, J. Willard Marriott set up a nine-seat root beer shop in Washington • In 1937, Hot Shoppe Inc. ventured into airline catering • Company ventured overseas, acquiring new airline catering kitchen • In 1967, its name changed to Marriott Corporation • In 1982, Marriott acquired Host International a leading service provider 6
  7. 7. Marketing Mix of Marriott Products The core product of Marriott is to provide lodging facility • Guest rooms • Food and beverages • Conference facilities • Executive lounge • Express Check-In services • Resorts • Parking facilities 7 Contd
  8. 8. Contd… Place • Hybrid VMS/multi channel Promotion • Personal selling • Non Personal (Brochures, TV, Billboard Etc.) Process • E-booking • Desk booking 8
  9. 9. Contd… People • Hotel management • Employees • Customers • Shareholders Physical Evidence • Uniform of the employees • Website of Marriott • Infrastructure 9 Contd
  10. 10. Contd… Price • Value is the Quality I get for the Price I Paid • Value pricing • High price and high service • Yield management- They offer discount on limited early purchases, higher price on late purchases and the lowest on unsold inventories. 10
  11. 11. CRM • 1980’s – MARSHA • 1996’s –www. marriott.com • 1998’s – E-business strategy, IT application: sales, accounting and HR. (CRM Application – Siebel system) Benefits of E-CRM • Elimination of the lag-time between clients original requests for housing and their receipt of a Marriott confirmation. • An increase in reservation accuracy • An increase in clients’ or association members satisfaction • A decrease in the time you spend managing reservation problems 11 Contd
  12. 12. Contd 12 Acquiring Satisfying Retaining Enhancing Marriott places special emphasis on finding, attracting and retaining high value customers through integrated sales and marketing efforts
  13. 13. The E-Business Strategy The e-business strategy emphasized on increasing revenues earned per customer. By employing e-business strategy, Marriott wanted to have greater control over the company’s worldwide operations. The four key objectives of the e- business strategy included- • Serving customer proactively • Personalizing service offerings • Enhancing brand loyalty • Cross selling 13
  14. 14. Gap Model 14
  15. 15. Consumer behavior in services 15 People Processing Possession Processing Mental Stimulus Processing Information Processing (directed at intangible assets) e.g., airlines, hospitals, haircutting, restaurants, hotels, fitness centers e.g., freight, repair, cleaning, landscaping, retailing, recycling e.g., broadcasting, consulting, education, psychotherapy e.g., accounting, banking, insurance, legal, research In Marriott, people are critical
  16. 16. RATER in Marriott 16 Reliability Assurance Tangibility Empathy Responsiveness Satisfaction with Marriott Brand loyalty Recommend others Likeliness to visit Contd
  17. 17. Contd… Reliability • Staff performing services right the first time • Performing the services at the time promised • Experienced staff • Accuracy in billing • Accuracy of food orders • Accurate information about hotel services • Advance and accurate information about prices • Timely housekeeping services • Availability of transport facilities • Reliable message service Assurance • Friendliness of staff • Courteous employees • Well-trained and staff Responsiveness • Keeping customers informed about when the service will be performed • Availability of staff to provide service • Quick check-in and check-out • Prompt breakfast service 17 Contd
  18. 18. Contd… Tangibility • Modern and comfortable furniture • Appealing interior and exterior hotel de´cor • Attractive lobby • Cleanliness and comfort of rooms • Spaciousness of rooms • Hygienic bathrooms and toilets • Convenient hotel location • Neat and professional appearance of staff • Availability of swimming pool, sauna and gym • Complimentary items • Visually appealing brochures, pamphlets, etc. • Availability of non-smoking areas in restaurants • Image of the hotel Empathy • Giving special attention to the customer • Calling the customer by name • Availability of room service • Understanding the customers’ requirements • Listening carefully to complaints • Problem-solving abilities of staff • Customer loyalty program 18
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