Marriott has expanded its brand portfolio over the decades from a root beer stand in 1927 to becoming the largest hotel company in the world through acquisitions. It operates several hotel brands targeting different customer segments from luxury to economy. Marriott's vision is to be the number one hospitality company worldwide through providing high customer satisfaction across its portfolio of brands while maintaining flexibility to succeed in global markets.

1. Expanding the Marriott Brand
Submitted by:
Navdeep Nainawat
(PGP01010)

2. Agenda:
• Journey of Marriott
• Branding Brief
• Brand Potential and Brand
Portfolio of Marriott
• Building of a strong Brand
• Conclusion

4. Humble start in 1927
Root Beer Stand

5. 1927: A&W root beer franchise 1928: Hot Shoppes were opened
1937: Inflight airline catering 1952: Hot Shoppes shares become public

7. 1969: Marriott goes
international
1972: Enters cruise business 1983: First Courtyard Hotel
1987: First Fairfield Inn & Marriott Suites
hotel
1987: Marriott acquires Residence Inn

8. 1995: Historic brand brought to portfolio 1997: Acquired Renaissance Hotel Group
1997: Launces Town Place Suites 2004: First Bvlgari property was opened

9. 2012 & beyond: Mission to shape the future through technology and innovations
Acquired Gaylord Hotels 2016: Acquired Starwood Hotels & Resorts

10. Vision
To be the number one hospitality
company is the world

11. Boundaries
Hospitality

12. Brand Positioning:
Luxury
Stylish
High Customer Satisfaction

13. BRAND PORTFOLIO: Includes all the brand offered by the firm
in a product category. A good brand portfolio maximizes brand
equity and one brand dose not harm equity of other.

20. CONCLUSION
• Marriott has used diversification across its brand portfolio to become
the leader.
• Customer satisfaction is the priority for Marriott.
• Concept is flexible to be successful worldwide.
• Pricing for every target group.

21. DISCLAIMER
Created by Navdeep Nainawat,
IIM Sirmaur, as a part of Brand
Management course taught by
Prof. Sameer Mathur.