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Dual branding presentation (1)
- 1. Brittany Hammer, McKenzieGacki, Joan Mansavage HT 344 Hospitality & Tourism Marketing April 22, 2013
- 2. Overview History Scopeand Reach Outside Industry Impact Industry Examples Interview Future Impact of Dual Branding Course Content Maintaining Competitive Advantage
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- 4. History Linking variousindependent brands together Reaching a broader customer base Controlling a large portion of the industry Example: P&G, Car Companies, etc. History Scope Outside Impact Examples Interview Future Impacts Course Content Advantage
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- 6. Scope and Reach Variety of companies Multitude of products and services Reaching as many consumers as possible History Scope Outside Impact Examples Interview Future Impacts Course Content Advantage
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- 8. Trend Impacts Consumer’smindset Company’s power over an area in their industry Financial Impact Cultural Impact History Scope Outside Impact Examples Interview Future Impacts Course Content Advantage
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- 10. Marriott 3 MultiBranding Strategies Ritz Carton Renaissance Fairfield Inn “A brand really is the sum totals of what people believe about a business, a concept, an organization – and it is all the tangibles and intangibles.” History Scope Outside Impact Examples Interview Future Impacts Course Content Advantage
- 11. YUM! Brands Foundedin 1992 Owns KFC, Pizza Hut, Taco Bell, A & W, and LJS Advantages over competition Training Location Management Teams Course Content Advantage
- 12. Volkswagen Audi, Bentley,Lamborghini Different consumers=different wants Wide variety Luxury Sport Every-day vehicles
- 13. Proctor and Gamble Multi-brand “tycoon” Olay Pampers Pringles Duracell Brands people don’t want but NEED
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- 15. Rick Trebilcock PriorCMO of YUM! 2003 – 2005 Customers prefer multi branding Wider selection for families and groups Smaller businesses need to focus on local sponsorship History Scope Outside Impact Examples Interview Future Impacts Course Content Advantage
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- 17. Future Impact Changesthe way consumers make decisions Changes the power that large companies posses Recreating hospitality marketing History Scope Outside Impact Examples Interview Future Impacts Course Content Advantage
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- 19. Course Content Branding Target Marketing Customer Value & Satisfaction Pricing Products Promoting Products History Scope Outside Impact Examples Interview Future Impacts Course Content Advantage
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- 21. Competitive Advantage Familiarbrands have a greater advantage Large Location Management Product History Scope Outside Impact Examples Interview Future Impacts Course Content Advantage