Brand Portfolio of Marriott International

1. MARRIOTT
Branding Brief- Expanding the Marriott brand
Submitted by: Ms. Shalini Jain, IIM Lucknow
Under guidance of Prof. SAMEER MATHUR

2. WHAT IS BRAND PORTFOLIO??
Brand Portfolio includes all the brands offered by the
firm in a product category. A good brand portfolio
maximizes brand equity & any one brand doesn’t
harm the equity of other

3. WHY MULTIPLE BRANDS IN SAME PRODUCT CATEGORY??
• Market coverage
• To serve as cash cows
• To serve as flanker brand
• To increase retailer’s dependence & earn more shelf space
• Economies of scale in advertising, sales etc.
• To add prestige & credibility by launching premium brands
• To attract new customers; low-end-entry level product

4. ANALYSING:
MARRIOTT INTERNATIONAL

5. Operates in Hospitality &
lodging industry
Founded in 1927
Headquarters- Bethesda,
Maryland
Nearly 4,500 properties in 87
countries and territories.
Revenue- $14 billion in year 2015

6. Brand Portfolio of Marriott
Marriott has a diverse portfolio of 19 brands.
The company views the brands as “individually distinct and
collectively powerful.”

7. Brand Category Brands
Iconic Luxury The Ritz-Carlton, BVLGARI, The Ritz-Carlton Destination Club
Luxury JW Marriott
Lifestyle | Collections Edition, Autograph Collection, Renaissance Hotels, AC Hotels
Signature Marriott Hotels & Resorts
Modern Essentials Courtyard, Spring Hill Suites, Fairfield Inn Suites
Extended Stay Residence Inn,
Vacation Clubs TownePlace Suites, ExecuStay, Marriott Executive Apartments

8. 8
38
40
14
% Total Rooms
Luxury Upper-upscale Upscale Midscale
SEGMENT-WISE ROOM BREAK-UP (Price based segments)
Luxury – top 15% average room rates
Upper Upscale – next 15% average room rates
Upscale – middle 30% average room rates
Midscale – next 20% average room rates
Budget – lowest 20% average room rates

9. Established Courtyard,
entered moderately
priced segment-
Modern Essential
Entered Vacation
Timesharing segment
Established JW Marriott
(Washington D.C.).
Entered Luxury
segment
Established Residence
Inn, entered Extended
Stay segment
Established The Ritz
Carlton,
entered Iconic Luxury
segment
Established Edition,
entered upper-
moderate segment-
Lifestyle
1983
1984
20071997
1985
1987
TIMELINE

10. Marriott offers a choice for customers in almost all price points i.e.
luxury, upscale, moderate
&
various need states e.g. Stay for business executives, vacation etc.

11. Rationale
Behind introducing numerous
brands & sub-brands is to
attack all markets & capture
all different consumer
segments

12. ADVERTISEMENTS

13. Print Media
Advertisements

14. TV Advertisement

15. New Age Advertising
Marriott has revolutionized its
marketing practices with increased
focus on new generation traveler. It
launched a Creative & Content Studio,
a Buzz Marketing practice, consumer
public relations group & M Live- its
social media command center for real
time marketing

16. SOCIAL MEDIA
PRESENCE

17. FACEBOOK PAGE
TWITTER
BLOG: Marriott on the move

18. INSTAGRAM
FACEBOOK PAGE: Marriott Rewards

19. Summary…
Brand Portfolio
Rationale behind offering multiple brands in a product category
Marriott International- Introduction
Marriott International- Brand portfolio
Timeline
Rationale
Advertisement- Print & TV media
Social media presence

20. These slides are created by Shalini Jain, IIM Lucknow
as a part of Brand Management Course taught by
Prof. Sameer Mathur.
VISIT www.MBASkills.in
Prof. SAMEER MATHUR
IIM Lucknow
DISCLAIMER