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Brand Management- Marriott
- 1. MARRIOTT Branding Brief- Expandingthe Marriott brand Submitted by: Ms. Shalini Jain, IIM Lucknow Under guidance of Prof. SAMEER MATHUR
- 2. WHAT IS BRANDPORTFOLIO?? 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 BRANDSIN 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
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- 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 ofMarriott Marriott has a diverse portfolio of 19 brands. The company views the brands as “individually distinct and collectively powerful.”
- 7. Brand Category Brands IconicLuxury 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 LuxuryUpper-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 pricedsegment- 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 achoice 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
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- 15. New Age Advertising Marriotthas 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
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- 17. FACEBOOK PAGE TWITTER BLOG: Marriotton the move
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- 19. Summary… Brand Portfolio Rationale behindoffering 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 arecreated 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