Hospitality Marketing Strategy JW Marriott Marketing Strategy Malaysia - Kuala Lumpur

1. Marketing
Restructure
Proposal
Laith Eid, MBA
Marketing Manager – Ketab Technologies

2. 1999
85$ Million
Rooms419
Meeting
Rooms
20

3. Problem Statement
Tourists
25m
Hotels
125

4. Target Market
Businessmen
VisitingKualaLumpur
Families
StayLuxury
Honeymooners
LoveMemories

5. Marketing Strategies

6. Product
Luxury
Room
Location
Shopping
Mall
Private
Breakfast
Free
Internet
Express
Laundry
Valet
Parking24/7
Room
Service
Private
Taxi
Business
Center
Event Hall
Travel
Desk
Airport
Desk

7. Price
Walk-in
Group Rate
Travel Agency
Online
High Rate
Fit Rate
Contract Rate / Discount
Normal Rate / Sessional

8. Place
Direct:
Walk-in/Online
OnlineAgentTravelAgent
Airlines

9. Promotion
Solution

10. Rewards Card _ Campaign

11. Rewards Card
Collect
Points
(Free Card)
Free
Tours No
Hidden
Fees
Priority
Check In
(VIP)
Late
Check
Out
Free
Nights
Free
Upgrade
Free
Internet
Free
Meals
SPA
Discount
Voucher
Special
Gifts
Airport
Transfer
Offer
Price
Priority
Booking

12. Ads _ Story
PerfectcoupleP
preparingtotravel
PlaneLanding
JWMLogoinLuxuryCar
HappinessatResort
JWMRewordCard
Feel Priority / VIP
Didyoubring:Passports
&Tickets…..And

13. Ads _ Channel
RegionalTV
Airport(Dubai,KLIA….)
DirectPromotion
(Room/Online)
B2BProposal
(Bank–Offer)
OfflineAds
Feel Priority / VIP
AirlinesAds

14. Promotion
- Free Tickets
- Free Room
- Free Tours
- Free Transportation
Book & Win
Offer
Discover Kuala Lumpur

15. Promotion
B2B B2C
JW Marriott Meeting Exhibition
Sponsorship Travel Event Sponsorship
Sponsorship / Event

16. Promotion
Embassy, Corporate & Wedding Event
PR / CSR
PR
CSR
Hotel Agreement (Government & Partners)
Culture
Environment
New Services & Offers

17. People

18. Service Steps

19. Process

20. Physical Environment

21. Thank you