Expanding the brand extensions for Marriott International

1. Expanding the Marriott brand
Presented by Archisman Sahoo (PGP31139)
19/08/2016

2. Agenda:
 Understanding transfer of brand knowledge
 Branding brief on Marriott
 Spreading the Marriott agenda
 Building strong bands through associations
 Conclusion

3. 4,500
properties
87
countries
Revenue
$14 billion
19 brands
100,000+
rooms

4. Employee Engagement

5. Customer engagement:
Customer Appreciation week Social Networking City center innovation lab Shopping Websites

6. Customer Engagement
Recently, they introduced their Charlotte Marriott city center innovation lab, where
they use instant-feedback apparatuses that allow you to weigh in on every aspect
of your stay.
Marriott rewards & www.shopmarriott.com

7. Brand extensions

8. Diversification of business
• Signature brands
• Marriott hotels & resorts
• Delta hotels
• Luxury
• Ritz Carlton
• JW Marriott hotels & resorts
• Lifestyle collections
• Renaissance hotels
• AC hotels
• Extended Stay
• Residence Inn
• Execustay
• Vacation clubs
• Marriott vacation club
• Grand residencies

9. WHAT IS THE NEED FOR
DIVERSIFICATION?

10. Reasons for diversification
Exploit the growth of
homogeneous segments in the
hotel business

11. Reasons for diversification (contd.)
Exploit new avenues of growth
as the traditional business is
restricted by finite growth
potential

12. Social network
Collaborating
with bloggers
Facebook
Snapchat
Twitter

13. Marriott rewards

14. Welcome to Marriott
Link:- https://www.youtube.com/watch?v=XRFyyPkmqCwLink:- https://www.youtube.com/watch?v=gcz5EbiWLlc

15. Marriott: LoveTravels.Marriott.com - #Beyouwithus

16. Marriott have created a differential positioning by adopting a strategic idea based
marketing across all promotion

17. Print ads

18. News Articles

19. Marriott Starwood merger issues

20. Conclusion
Irrespective of how a product is
branded, a product can grow and
sustain its brand equity by
diversifying based on the nature
of the product itself as well as its
supporting marketing programs.
Our study of Marriott, a global
conglomerate, shows that how it
has successfully used
diversification across its brand
portfolio to become the
hospitality leader it is today.

21. Disclaimer
Created by :
Archisman Sahoo , PGP31139
IIM Lucknow
This presentation has been prepared in partial fulfilment of the course
requirements of the
BRAND MANAGEMENT course taught by
Prof. Sameer Mathur at IIM Lucknow.