The document discusses the marketing communications strategies of The Ritz-Carlton hotel chain. It outlines the roles of various communication channels like advertising, public relations, personal selling, and sales promotions. It also discusses challenges in communicating intangible services and the importance of integrating marketing communications across different media. Specific tactics used by Ritz-Carlton include social media campaigns on Facebook, Twitter, Pinterest and Instagram to engage customers and promote the luxury hotel experience.
Les Wunderman created the Columbia House record club and is considered the father of modern direct marketing. His genius was creating recurring customer interactions through monthly responses that built relationships between consumers and brands. Direct marketing uses advertising media like mail, telephone, and email to elicit a measurable response or transaction and is used by companies like L.L. Bean to build entire businesses by directly communicating with and fulfilling orders for customers.
1) Personal selling is most effective when selling complex, high-involvement products and services that require personal demonstrations. It is also useful when prices are negotiable and channels of distribution are short and direct.
2) The role of personal selling has evolved from simply order-taking to prospecting for new customers, solving customer problems, and determining customer needs.
3) Modern salespeople take on roles like surveying customers, mapping strategies, guiding customers through solutions, and driving customers to commit to solutions. Relationship building is also a key part of personal selling.
Personal selling involves oral communication between a salesperson and potential buyer with the goal of making a sale. It focuses on developing a relationship with the buyer and customizing the message before ultimately trying to close the sale. Personal selling provides benefits like customized messaging, feedback, and demonstration of the product, but it also has drawbacks such as expense and difficulty finding qualified salespeople. The personal selling process involves prospecting, communicating, selling, servicing, and gathering information from customers.
The document discusses sales promotion, which is defined as a direct inducement that offers extra value or incentive to create an immediate sale. It describes various sales promotion vehicles targeted at consumers or trade partners, and examines reasons for the increased use of sales promotion including growing retailer power and brand proliferation. Examples are provided of different sales promotion tools and how they can be used to meet objectives like obtaining trial, increasing consumption, or defending current customers.
This document discusses distribution channels and defines them as the structure of intra-company and extra-company agents through which a product or service is marketed. It describes different types of channels including direct channels where manufacturers sell directly to consumers, and indirect channels involving one, two, or three levels of intermediaries such as wholesalers or retailers between the producer and consumer. The document also discusses channel strategies like intensive distribution through many outlets or selective distribution through select outlets, and the advantages and disadvantages of each approach.
This document discusses channel management decisions in marketing. It covers selecting, motivating, and evaluating channel members. It describes different types of channel systems like vertical marketing systems, horizontal marketing systems, and multi-channel marketing systems. It also discusses causes of channel conflict and ways to manage conflict, such as establishing super-ordinate goals and exchanging staff between channel levels. The document provides examples and selection criteria for different channel member roles like carrying and forwarding agents and distributors. It also analyzes power sources for motivating channel members.
This document provides an overview of quantitative and qualitative consumer research methods. It discusses developing research objectives, types of secondary and primary data collection. Quantitative methods covered include surveys, experiments, and observational research. Qualitative methods discussed include depth interviews, focus groups, projective techniques, and metaphor analysis. The document also addresses research validity and reliability, questionnaire design, sampling, and reporting findings. The overall content provides a comprehensive introduction to the consumer research process.
Chapter 15 - The Internet: Digital and Social Media by Belch & Belchkpatric
This document discusses advertising and marketing techniques on the Internet. It describes the evolution from Web 1.0 to Web 2.0 and the rise of social media. Various digital advertising methods are outlined from banner ads to behavioral targeting. New media such as blogs, podcasts, and augmented reality are also discussed. Both advantages like targeted marketing and disadvantages like measurement problems of digital and social media are presented.
Les Wunderman created the Columbia House record club and is considered the father of modern direct marketing. His genius was creating recurring customer interactions through monthly responses that built relationships between consumers and brands. Direct marketing uses advertising media like mail, telephone, and email to elicit a measurable response or transaction and is used by companies like L.L. Bean to build entire businesses by directly communicating with and fulfilling orders for customers.
1) Personal selling is most effective when selling complex, high-involvement products and services that require personal demonstrations. It is also useful when prices are negotiable and channels of distribution are short and direct.
2) The role of personal selling has evolved from simply order-taking to prospecting for new customers, solving customer problems, and determining customer needs.
3) Modern salespeople take on roles like surveying customers, mapping strategies, guiding customers through solutions, and driving customers to commit to solutions. Relationship building is also a key part of personal selling.
Personal selling involves oral communication between a salesperson and potential buyer with the goal of making a sale. It focuses on developing a relationship with the buyer and customizing the message before ultimately trying to close the sale. Personal selling provides benefits like customized messaging, feedback, and demonstration of the product, but it also has drawbacks such as expense and difficulty finding qualified salespeople. The personal selling process involves prospecting, communicating, selling, servicing, and gathering information from customers.
The document discusses sales promotion, which is defined as a direct inducement that offers extra value or incentive to create an immediate sale. It describes various sales promotion vehicles targeted at consumers or trade partners, and examines reasons for the increased use of sales promotion including growing retailer power and brand proliferation. Examples are provided of different sales promotion tools and how they can be used to meet objectives like obtaining trial, increasing consumption, or defending current customers.
This document discusses distribution channels and defines them as the structure of intra-company and extra-company agents through which a product or service is marketed. It describes different types of channels including direct channels where manufacturers sell directly to consumers, and indirect channels involving one, two, or three levels of intermediaries such as wholesalers or retailers between the producer and consumer. The document also discusses channel strategies like intensive distribution through many outlets or selective distribution through select outlets, and the advantages and disadvantages of each approach.
This document discusses channel management decisions in marketing. It covers selecting, motivating, and evaluating channel members. It describes different types of channel systems like vertical marketing systems, horizontal marketing systems, and multi-channel marketing systems. It also discusses causes of channel conflict and ways to manage conflict, such as establishing super-ordinate goals and exchanging staff between channel levels. The document provides examples and selection criteria for different channel member roles like carrying and forwarding agents and distributors. It also analyzes power sources for motivating channel members.
This document provides an overview of quantitative and qualitative consumer research methods. It discusses developing research objectives, types of secondary and primary data collection. Quantitative methods covered include surveys, experiments, and observational research. Qualitative methods discussed include depth interviews, focus groups, projective techniques, and metaphor analysis. The document also addresses research validity and reliability, questionnaire design, sampling, and reporting findings. The overall content provides a comprehensive introduction to the consumer research process.
Chapter 15 - The Internet: Digital and Social Media by Belch & Belchkpatric
This document discusses advertising and marketing techniques on the Internet. It describes the evolution from Web 1.0 to Web 2.0 and the rise of social media. Various digital advertising methods are outlined from banner ads to behavioral targeting. New media such as blogs, podcasts, and augmented reality are also discussed. Both advantages like targeted marketing and disadvantages like measurement problems of digital and social media are presented.
When your product is high involvement, your marketing communications becomes high involvement and that is where direct marketing, relationship & personal selling comes into picture .
Communicating customer value & integrated communicating strategyMaliha Jahan
1. The document discusses integrated marketing communications and the promotion mix, which includes advertising, public relations, personal selling, and direct marketing tools that communicate customer value.
2. It outlines the steps in developing effective communication, including identifying the target audience, determining objectives, designing the message, choosing media, selecting the message source, and collecting feedback.
3. Setting the total promotion budget involves methods like the affordable budget, percentage-of-sales, competitive-parity, and objective-and-task approaches. The nature and role of each promotion tool is also examined.
Analyzing Consumer Markets
What Influences Consumer Behavior?
What is Culture?
Subcultures
Fast Facts About American Culture
Social Classes
Characteristics of Social Classes
Reference Groups
Roles and Status
Personal Factors
The Family Life Cycle
Lifestyle Influences
Model of Consumer Behavior
Motivation
Maslow’s Hierarchy of Needs
Consumer Buying Process
Problem Recognition
Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
Distribution channels marketing management pptGanesh Asokan
The document discusses key aspects of channels including their nature, design, management and conflicts. It describes how channels help distribute products efficiently by utilizing specialized intermediaries. The document outlines factors to consider in channel design like customer needs, objectives and alternative structures. It also discusses evaluating alternatives based on economic and control criteria. Finally, the summary highlights how channel members are selected, motivated and evaluated over time to ensure good performance.
The document discusses developing integrated marketing communication programs. It outlines the steps to developing an advertising program, which are to set objectives, decide on a budget, develop the campaign, decide on media, and make measurement plans. For sales promotions, companies should establish objectives, select appropriate tools, develop the program, pretest it, implement and control it, and evaluate results. When planning brand-building events and experiences, companies should choose appropriate events and design effective programs to measure engagement. Finally, public relations can be used through tools like publications, events, sponsorships, news, and speeches, with objectives, messages, vehicles, implementation, and evaluation guiding PR decisions.
The document defines marketing as the process of creating, communicating, delivering, and exchanging offerings that provide value for customers, partners, and society. It notes that marketing is not just advertising or selling. It then discusses how marketing creates value for consumers by focusing on solutions rather than products and maximizing the benefit-cost for consumers. Finally, it explains that everyone in a business, including accountants, finance managers, operations, IT, and R&D, plays a role in marketing by helping to create and deliver value to customers.
Functions of staff involved in Sales departmentgenevaflanders
The sales office is responsible for keeping accurate sales records, monitoring stock levels, liaising with other departments, and following up with customers. Key functions include maintaining customer records, price lists, sales receipts, stock levels, and communicating with accounts, purchasing, production, and HR. Regular customer follow up is also important to build loyalty and ensure customer needs are met.
Principle of marketing BY PHILIP KOTLER AND GARY ARMSTRONG WashdevChouhan
The document discusses key principles of marketing including defining marketing as creating value for customers and building relationships to capture value in return. It also outlines the marketing process of understanding customer needs, designing a strategy, implementing programs, and building relationships to create profits. Additionally, it defines important concepts such as customer value, satisfaction, equity and lifetime value which are crucial for building strong customer relationships.
The document discusses media planning and strategy, including defining key terminology like media planning, objectives, and strategy. It also covers different types of media like broadcast, print, and outdoor advertising. Several factors are important to consider when developing a media plan, such as the target audience, budget, and message complexity. Media selection should also consider the costs and characteristics of different vehicles like television, radio, magazines and their advantages and disadvantages.
This document discusses marketing channels and channel management. It defines marketing channels as the set of organizations involved in making a product available to consumers. It discusses channel design decisions including analyzing consumer needs, setting objectives, and identifying alternatives. It also covers channel management decisions such as selecting, training, and evaluating channel members. The goal of channel integration and systems is to create a unified marketing channel system rather than independent organizations.
Companies must allocate their marketing communications budget across six major modes: advertising, sales promotion, public relations, events, sales force, and direct marketing. The allocation depends on factors like the product, buyer readiness stage, product life stage, and measuring communication results. Consumer markets tend to spend more on sales promotion and advertising, while business markets spend more on personal selling. Different communication tools are most effective at different stages of buyer readiness and the product life cycle. Senior managers want to know the outcomes and revenues from communication investments, so communication directors must measure the impact on audiences.
Distribution Channel/Marketing Channels by Amitabh MishraAmitabh Mishra
This presentation talks about Place decision of marketing strategy. It presents fundamentals of Distribution Channels or Marketing Channels, functions of intermediaries, types and levels of channels, and channel management.
Relationship marketing concept, process and importancegaurav jain
Relationship marketing involves developing long-term relationships with customers by focusing on their individual needs and providing ongoing support. It requires listening to customers, being available, offering additional resources, personalized communication, respect, honesty, and appreciation to build trust over time through multiple interactions. Technology enables tracking customer data and personalized engagement, while branding helps customers feel an emotional connection to strengthen loyalty.
Marketing communication is the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
The document discusses Dove's integrated marketing campaign for its "Campaign for Real Beauty". It outlines various elements of the campaign including interactive marketing through websites and social media, sales promotions through competitions and samples, public relations through generating media coverage, direct marketing targeting women, and event sponsorships. The goal of the campaign is to help build self-esteem in young people and influence societal views on beauty.
Product, Service, and Branding Strategies Mahmood Tareen
The document discusses product, service, and branding strategies. It covers the marketing mix (4Ps), which are the key aspects that must be considered: product, price, place, and promotion. It then discusses different levels of products from the core benefit to augmented products. Products are also classified based on durability, tangibility, and whether they are consumer or industrial goods. The document outlines strategies for product line decisions such as line stretching, filling, pruning, and more. Finally, it discusses brands, trademarks, and desirable qualities for brand names like suggesting benefits or being distinctive.
Designing and managing integrated marketing channelsPranjal Mathur
This document discusses designing and managing integrated marketing channels. It covers topics such as push and pull strategies, developing hybrid channel systems, understanding customer needs, managing value networks, and resolving conflicts within marketing channels. The key points are:
1. Firms must choose appropriate marketing channels based on their segmentation, targeting, and positioning strategy. This involves balancing push and pull approaches.
2. Developing hybrid channel systems allows reaching different customer segments through various touchpoints like sales teams, retailers, direct mail, and the internet.
3. Understanding customer preferences for channels is important, as customers have different shopping goals and preferences for price, product selection, convenience and more.
4. Managing conflicts within channels requires mechanisms
This document provides an introduction and overview of sales and distribution management. It discusses the evolution and importance of sales management, the role of sales managers, and types of sales positions. It also outlines the objectives, strategies, and tactics used in sales planning and highlights emerging trends in the field. Finally, it emphasizes the critical linkage between sales management and distribution management in achieving sales goals.
1) Measuring the effectiveness of promotional programs allows marketers to determine if objectives are achieved, evaluate alternative strategies, and avoid costly mistakes. However, there is disagreement on what to test and problems with research costs and time.
2) Most marketers agree that measuring business impact and value of marketing programs is a key priority, and that it is important to define, measure, and take concrete steps in advertising accountability. However, few can accurately forecast sales impact from marketing spending changes.
3) Effectiveness tests should be based on models of consumer response, consider multiple exposures, provide alternative executions with equal quality, and demonstrate reliability and validity. Tests occur at various stages from concept to post-market and use both
The document discusses accessibility to the UK for tourists. It notes that air travel is the most popular way for visitors to access the UK, with over 2 million visitors arriving by air in 2010 compared to 1.7 million by sea. Many regional and international airports around the UK provide domestic and international flights. Air travel has greatly expanded in recent years to meet demand, with airports adding over 130 new routes in 2012. The increased air transportation is likely due to more visitors coming to the UK for tourism and events.
The Ritz-Carlton brand originated with Cesar Ritz's luxury hotels in Europe in the early 1900s, and the brand expanded to the United States in 1927 with the opening of The Ritz-Carlton Hotel in Boston. The Ritz-Carlton brand is now owned by Marriott International and operates over 90 luxury hotels worldwide, maintaining the high standards of service and amenities established by Cesar Ritz at its founding locations in Europe. Key aspects of the Ritz-Carlton brand identity and guest experience include its distinctive logo and goblet design, emphasis on anticipatory and personalized service, and commitment to providing guests with an enriched
When your product is high involvement, your marketing communications becomes high involvement and that is where direct marketing, relationship & personal selling comes into picture .
Communicating customer value & integrated communicating strategyMaliha Jahan
1. The document discusses integrated marketing communications and the promotion mix, which includes advertising, public relations, personal selling, and direct marketing tools that communicate customer value.
2. It outlines the steps in developing effective communication, including identifying the target audience, determining objectives, designing the message, choosing media, selecting the message source, and collecting feedback.
3. Setting the total promotion budget involves methods like the affordable budget, percentage-of-sales, competitive-parity, and objective-and-task approaches. The nature and role of each promotion tool is also examined.
Analyzing Consumer Markets
What Influences Consumer Behavior?
What is Culture?
Subcultures
Fast Facts About American Culture
Social Classes
Characteristics of Social Classes
Reference Groups
Roles and Status
Personal Factors
The Family Life Cycle
Lifestyle Influences
Model of Consumer Behavior
Motivation
Maslow’s Hierarchy of Needs
Consumer Buying Process
Problem Recognition
Integrated marketing communication (IMC) is the coordination of all marketing communication tools and messages to maximize impact on consumers. IMC considers things like advertising, sales promotion, publicity, direct marketing, interactive marketing, and more. The goal of IMC is to build brands through a consistent message that increases long-term brand value and profit margins. In contrast to traditional marketing approaches, IMC emphasizes two-way communication with consumers and coordination across departments.
Distribution channels marketing management pptGanesh Asokan
The document discusses key aspects of channels including their nature, design, management and conflicts. It describes how channels help distribute products efficiently by utilizing specialized intermediaries. The document outlines factors to consider in channel design like customer needs, objectives and alternative structures. It also discusses evaluating alternatives based on economic and control criteria. Finally, the summary highlights how channel members are selected, motivated and evaluated over time to ensure good performance.
The document discusses developing integrated marketing communication programs. It outlines the steps to developing an advertising program, which are to set objectives, decide on a budget, develop the campaign, decide on media, and make measurement plans. For sales promotions, companies should establish objectives, select appropriate tools, develop the program, pretest it, implement and control it, and evaluate results. When planning brand-building events and experiences, companies should choose appropriate events and design effective programs to measure engagement. Finally, public relations can be used through tools like publications, events, sponsorships, news, and speeches, with objectives, messages, vehicles, implementation, and evaluation guiding PR decisions.
The document defines marketing as the process of creating, communicating, delivering, and exchanging offerings that provide value for customers, partners, and society. It notes that marketing is not just advertising or selling. It then discusses how marketing creates value for consumers by focusing on solutions rather than products and maximizing the benefit-cost for consumers. Finally, it explains that everyone in a business, including accountants, finance managers, operations, IT, and R&D, plays a role in marketing by helping to create and deliver value to customers.
Functions of staff involved in Sales departmentgenevaflanders
The sales office is responsible for keeping accurate sales records, monitoring stock levels, liaising with other departments, and following up with customers. Key functions include maintaining customer records, price lists, sales receipts, stock levels, and communicating with accounts, purchasing, production, and HR. Regular customer follow up is also important to build loyalty and ensure customer needs are met.
Principle of marketing BY PHILIP KOTLER AND GARY ARMSTRONG WashdevChouhan
The document discusses key principles of marketing including defining marketing as creating value for customers and building relationships to capture value in return. It also outlines the marketing process of understanding customer needs, designing a strategy, implementing programs, and building relationships to create profits. Additionally, it defines important concepts such as customer value, satisfaction, equity and lifetime value which are crucial for building strong customer relationships.
The document discusses media planning and strategy, including defining key terminology like media planning, objectives, and strategy. It also covers different types of media like broadcast, print, and outdoor advertising. Several factors are important to consider when developing a media plan, such as the target audience, budget, and message complexity. Media selection should also consider the costs and characteristics of different vehicles like television, radio, magazines and their advantages and disadvantages.
This document discusses marketing channels and channel management. It defines marketing channels as the set of organizations involved in making a product available to consumers. It discusses channel design decisions including analyzing consumer needs, setting objectives, and identifying alternatives. It also covers channel management decisions such as selecting, training, and evaluating channel members. The goal of channel integration and systems is to create a unified marketing channel system rather than independent organizations.
Companies must allocate their marketing communications budget across six major modes: advertising, sales promotion, public relations, events, sales force, and direct marketing. The allocation depends on factors like the product, buyer readiness stage, product life stage, and measuring communication results. Consumer markets tend to spend more on sales promotion and advertising, while business markets spend more on personal selling. Different communication tools are most effective at different stages of buyer readiness and the product life cycle. Senior managers want to know the outcomes and revenues from communication investments, so communication directors must measure the impact on audiences.
Distribution Channel/Marketing Channels by Amitabh MishraAmitabh Mishra
This presentation talks about Place decision of marketing strategy. It presents fundamentals of Distribution Channels or Marketing Channels, functions of intermediaries, types and levels of channels, and channel management.
Relationship marketing concept, process and importancegaurav jain
Relationship marketing involves developing long-term relationships with customers by focusing on their individual needs and providing ongoing support. It requires listening to customers, being available, offering additional resources, personalized communication, respect, honesty, and appreciation to build trust over time through multiple interactions. Technology enables tracking customer data and personalized engagement, while branding helps customers feel an emotional connection to strengthen loyalty.
Marketing communication is the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
The document discusses Dove's integrated marketing campaign for its "Campaign for Real Beauty". It outlines various elements of the campaign including interactive marketing through websites and social media, sales promotions through competitions and samples, public relations through generating media coverage, direct marketing targeting women, and event sponsorships. The goal of the campaign is to help build self-esteem in young people and influence societal views on beauty.
Product, Service, and Branding Strategies Mahmood Tareen
The document discusses product, service, and branding strategies. It covers the marketing mix (4Ps), which are the key aspects that must be considered: product, price, place, and promotion. It then discusses different levels of products from the core benefit to augmented products. Products are also classified based on durability, tangibility, and whether they are consumer or industrial goods. The document outlines strategies for product line decisions such as line stretching, filling, pruning, and more. Finally, it discusses brands, trademarks, and desirable qualities for brand names like suggesting benefits or being distinctive.
Designing and managing integrated marketing channelsPranjal Mathur
This document discusses designing and managing integrated marketing channels. It covers topics such as push and pull strategies, developing hybrid channel systems, understanding customer needs, managing value networks, and resolving conflicts within marketing channels. The key points are:
1. Firms must choose appropriate marketing channels based on their segmentation, targeting, and positioning strategy. This involves balancing push and pull approaches.
2. Developing hybrid channel systems allows reaching different customer segments through various touchpoints like sales teams, retailers, direct mail, and the internet.
3. Understanding customer preferences for channels is important, as customers have different shopping goals and preferences for price, product selection, convenience and more.
4. Managing conflicts within channels requires mechanisms
This document provides an introduction and overview of sales and distribution management. It discusses the evolution and importance of sales management, the role of sales managers, and types of sales positions. It also outlines the objectives, strategies, and tactics used in sales planning and highlights emerging trends in the field. Finally, it emphasizes the critical linkage between sales management and distribution management in achieving sales goals.
1) Measuring the effectiveness of promotional programs allows marketers to determine if objectives are achieved, evaluate alternative strategies, and avoid costly mistakes. However, there is disagreement on what to test and problems with research costs and time.
2) Most marketers agree that measuring business impact and value of marketing programs is a key priority, and that it is important to define, measure, and take concrete steps in advertising accountability. However, few can accurately forecast sales impact from marketing spending changes.
3) Effectiveness tests should be based on models of consumer response, consider multiple exposures, provide alternative executions with equal quality, and demonstrate reliability and validity. Tests occur at various stages from concept to post-market and use both
The document discusses accessibility to the UK for tourists. It notes that air travel is the most popular way for visitors to access the UK, with over 2 million visitors arriving by air in 2010 compared to 1.7 million by sea. Many regional and international airports around the UK provide domestic and international flights. Air travel has greatly expanded in recent years to meet demand, with airports adding over 130 new routes in 2012. The increased air transportation is likely due to more visitors coming to the UK for tourism and events.
The Ritz-Carlton brand originated with Cesar Ritz's luxury hotels in Europe in the early 1900s, and the brand expanded to the United States in 1927 with the opening of The Ritz-Carlton Hotel in Boston. The Ritz-Carlton brand is now owned by Marriott International and operates over 90 luxury hotels worldwide, maintaining the high standards of service and amenities established by Cesar Ritz at its founding locations in Europe. Key aspects of the Ritz-Carlton brand identity and guest experience include its distinctive logo and goblet design, emphasis on anticipatory and personalized service, and commitment to providing guests with an enriched
1.The Ritz-Carlton Understands the Value of Every Employee. If you’ve ever held a job where you didn’t feel appreciated, you understand how frustrating it can be. Heck, you probably didn’t care about the company, right? Well, the Ritz-Carlton avoids this pitfall by valuing every employee. By empowering the employee, the hotel creates a staff that is passionate about the hotel, its services, and its success. Furthermore, happier employees mean happier guests. In fact, the Ritz-Carlton has empowered employees so much that they have the ability to spend up to $2,000 to ensure guests have an enjoyable stay without seeking permission from management.
2.The Ritz-Carlton Defines its Brand. If you want to improve the public image of your brand, then what better way is there to do so than by defining it yourself? The Ritz-Carlton does this by telling stories about the hotel through its online content strategy. Their Stories that Stay with You page elaborates on ways in which their employees and the greater hotel have gone out of their way to ensure a great stay for guests. The Ritz-Carlton is excellent at not only framing their stories, but in behaving in such a way – providing great customer service at every level – that great stories happen.
3.The Ritz-Carlton Abides By its Standards. Forget unwritten rules or laws. The Ritz has 12 Service Values that are etched into every employee’s memory. By requiring that everyone on the payroll memorize the company’s golden standards, the Ritz showcases the fact that they are genuinely passionate about their standards and commitment to customer service. Likewise, be sure to establish internal and external standards for your brand and hold your entire team accountable to them to ensure an incredible customer experience!
For over a century, the Ritz-Carlton Hotel has defined itself as the standard for quality and luxury in the hotel industry. While the ritzy Ritz-Carlton is flush with grandiose chandeliers and staircases, it’s the customer service and brand differentiation that’s given the hotel its staying power. By implementing pizazz into your marketing strategy, you’ll give your business a more powerful presence in the real context of B2B relations.
This presentation gives you an insight into the world of The Ritz -Carlton and helps you understand via marketing fundamentals why designing and managing services are of utmost importance.
The Ritz-Carlton Hotel Company provides luxury hotel services and has a long history of focusing on quality and customer service excellence. The company began in 1983 and was acquired by Marriott International in 1995. It operates high-end hotels worldwide and had $1.5 billion in revenue in 1999. The company is known for its rigorous employee training programs and emphasis on delivering the finest customer service according to standards defined in "The Credo" and "The Gold Standards." Senior leadership is deeply involved in managing quality and instilling a passion for excellence throughout the organization.
We are ladies and gentlemen serving ladies - Ritz CarltonA I
Ritz-Carlton is a luxury hotel chain known for excellent customer service. Their motto is "We are Ladies and Gentlemen serving Ladies and Gentlemen". The presentation discusses Ritz-Carlton's 7P's of marketing, service triangle model, SWOT analysis, and gap analysis. It highlights Ritz-Carlton's focus on empowering and training employees to deliver exceptional personalized service that exceeds customer expectations at each touchpoint.
The Ritz-Carlton is known for providing outstanding luxury service and amenities at its 85 hotels worldwide. It aims to anticipate guests' needs and ensure they feel individually cared for. The marketing analysis examines the company's mission, marketing mix, SWOT analysis, target segments, differentiation strategies, and brand positioning. Key aspects include rigorous employee training, high prices targeting upper-class guests, and a focus on location, product quality, and service to differentiate the brand.
The document discusses the history and philosophy of service at The Ritz-Carlton hotel chain. It describes how Cesar Ritz founded the first Ritz hotel in the late 19th century and how the brand expanded globally and was acquired by Marriott in the 20th century. The Ritz-Carlton is known for its high standards of service, guest profiling system, and focus on continuous improvement based on customer feedback to ensure a personalized experience.
This document discusses service gaps and quality as measured by SERVQUAL. It defines a service gap as the difference between what a customer expects and what is delivered. Service quality is defined as a set of quality requirements across attributes like tangibles, reliability, responsiveness, assurance, and empathy. There are five potential gaps: not knowing customer expectations; having the wrong service standards; a service performance gap; promises not matching delivery; and expectations not matching experience. Reasons for the gaps include lack of marketing, communication issues, inadequate standards or control, and overpromising. SERVQUAL measures service quality across five dimensions based on customer expectations and actual experience.
This a pdf version of the original ppt. It gives you the insights of the world of The Ritz-Carlton and helps you understand why it became so successful via marketing concepts
Both the Ritz Carlton and Renaissance Hotels have adapted their concierge services to incorporate new technologies that allow guests to access personalized recommendations and information from any location. The Ritz Carlton uses guest-preferred apps and social networks to provide customized, location-based suggestions, while Renaissance Hotels created an in-house search engine called the Navigator Program that draws on insights from all hotel employees to develop a unique database for each location. The goal of both brands is to enhance the guest experience through modernized concierge services that extend the hotels' personal touch when guests are on the go.
James McBride, general manager of the new Ritz-Carlton hotel in Washington D.C., faced the challenge of opening the hotel which was part of a large multi-use complex including condominiums, restaurants, and retail space. The hotel owner, Millennium Partners, had their own ideas about luxury service that differed from the Ritz-Carlton's processes. McBride had to balance delivering the high-quality Ritz-Carlton experience while meeting the owner's expectations to ensure future collaborations. The Ritz-Carlton prioritized meeting events to attract guests and maintain profitability, but owner relations were sometimes strained due to financial issues. The company focused on continuous quality improvement through programs
The Ritz Carlton was established in 1983 and has since expanded to over 70 luxury hotel locations worldwide, known for its exceptional customer service. The document outlines the history and core values of Ritz Carlton, including its emphasis on anticipating guest needs and delivering personalized service through strategies like its "3 Steps of Service" and emphasis on employee training including a $2000 allowance. It also discusses Ritz Carlton's numerous awards and recognition for quality and customer service as well as its focus on sustainability and social responsibility as it continues to expand its global footprint.
The document discusses the 7 tools of a marketing communication mix - advertising, sales promotion, public relations, events/experiences, direct marketing, word-of-mouth marketing, and personal selling. It also outlines 3 key factors to consider when setting a communication mix: the type of market, the buyer-readiness stage, and the product life cycle stage. The goal is to effectively promote a company or its products to targeted customers using the right combination of the 7 communication tools.
The document provides an overview of various elements of promotion mix including advertising, personal selling, sales promotion, and public relations. It discusses objectives and strategies for each element as well as how they can be used together effectively. Key points covered include the AIDA model of promotion, types of advertising approaches and executions, and factors to consider when determining the appropriate promotion mix.
The document provides information about rooms, amenities, dining options, spa services, and activities at The Ritz-Carlton in San Juan, Puerto Rico. It includes details about 416 rooms and suites with ocean, garden or city views. Dining options include BLT Steak, Il Mulino New York, Mares, and The Ocean Bar & Grill. The spa has 11 treatment rooms and offers therapies to rejuvenate the body. Children's programs, tennis courts, a fitness center, pools, and a casino are among the recreational activities available. Nearby attractions include El Morro Fortress, the Bacardi Rum Distillery, and El Yunque Rain Forest.
This document presents an integrated marketing communication strategy for Smart Yatri. It outlines six elements of the marketing communication mix: advertising using print, audio, visual and online media; sales promotions such as bonuses and discounts; public relations through newspaper articles and seminars; personal selling by visiting schools and offices; direct marketing via social media, email, and telephone; and event sponsorship of local games and noble causes.
Team One created a new brand platform for The Ritz Carlton. The "Let Us Stay With You" campaign declares the company's point of view by defining those things that characterize luxury. The Ritz Carlton is now using this platform as its operating platform for all of its hotels. Hear from the team behind the work about the challenges and results of this campaign.
Presenters: Allison Sitch, vp, global public relations, The Ritz-Carlton @ritzcarlton
Nick Teare, global group account director, Team One @TeamOneUSA
The document summarizes information about the Ritz-Carlton hotel chain, including that it was founded by Cesar Ritz and has received the Malcolm Baldrige National Quality Award twice. It describes the Ritz-Carlton's motto of "We are Ladies and Gentlemen Serving Ladies and Gentlemen", vision/mission, and gold standards for employee conduct. It provides details on the Ritz-Carlton's management trainee program, loyalty program, community service initiatives, and examples of above-and-beyond service recovery efforts for customers.
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3. THE ROLE OF
MARKETING
COMMUNICATIONS
The role of service marketing communication is to:
Position and differentiate the service.
Promote the contribution of service personnel.
Add value through communication content.
Facilitate customer involvement in production.
Stimulate or dampen demand to match capacity.
4. CHALLENGES OF
SERVICES
COMMUNICATIONS
The intangible of service presents challenges for
communications. Two ways to overcome the problem of
intangibility:
Emphasize tangible clues (its employees, facilities,
certificates & awards, customers).
Use metaphors to communicate the value proposition.
5. MARKETING
COMMUNICATIONS
PLANNING
Plan & design an effective communications strategy using 5
Ws model:
Who is our target audience? Are they prospects, users,
and/or employees?
What do we need to communicate and achieve? Do the
objectives relate to consumer behavior in the
prepurchase, service encounter, or postpurchase stage?
How should we communicate this? Which media mix
should we use?
Where should we communicate this?
When do the communications need to take place?
6. THE MARKETING
COMMUNICATIONS MIX
Variety communications channels:
Traditional marketing channels (advertising & PR).
Internet (firm’s website & online advertising) and New
Media (youtube & social networks).
Service delivery channels (service outlets & frontline
employees).
Messages originating from outside the organization (word
of mouth & media coverage).
7. SWOT ANALYSIS
Strengths
• Strong, well-known brand name
• High Quality
• Top of the line customer service
• Able to charge higher fee for
quality service and name
• Do not have to sacrifice
standards to reach customer
Weakness
• Expensive in a poor economy
• Only attainable to the wealthy
Opportunity
• Attracting large groups of people weddings, events, trade events
• Advertising to upper class in
retirement with money to spend
• Marketing to wealthy women
whose children have grown,
& are looking to create memories
Threats
• Economic conditions
• Other luxury hotels with
competitive offers
8. THE RITZ-CARLTON
Motto
At The Ritz-Carlton Hotel Company, L.L.C., "We are Ladies and
Gentlemen serving Ladies and Gentlemen." This motto exemplifies the
anticipatory service provided by all staff members.
The Credo
Genuine care and comfort highest mission.
Pledge to provide finest personal service and facilities
Warm, relaxed, refined ambience
Experience enlivens the senses, instills well-being, and fulfills even the
unexpressed wishes
Source: Ritz-Carlton
9. TARGET MARKET DEMOGRAPHICS:
SOCIAL GROUP
Elite Suburbanites: upscale incomes- can afford to
spend heavily on technology, powerboats, books,
magazines, luxury cars and exercise equipment
Urban Uptowns: enjoy the arts, shop at exclusive
retailers, drive luxury imports, travel abroad, and
spend heavily on computer and wireless technology
Affluentials: lower median income- still enjoy
comfortable, suburban lifestyles; big fans of health
foods, computer equipment, consumer electronics
Source: Prism
10. COMPANY WEBSITE
Marketers use their own websites for a variety of communications task, including
promoting consumer awareness and interest, providing information and
consultation, facilitating two way communications with customers throung email
and chat rooms, stimulating product trial, enabling customers to place orders, and
measuring the effectiveness of specific advertising or promotional campaigns.
A sticky site is:
High in quality content
Easy to use
Quick to download
Update frequently
http://www.ritzcarlton.com/en/Properties/Jakarta/Default.htm
15. ONLINE ADVERTISING
Search engine advertising
•
•
•
•
•
Google AdWords:
Ritz-Carlton Instagram
Ritz-Carlton contest
Luxury hotels
Hotel photo promotion
Click here
for details
16. THE MARKETING
COMMUNICATIONS MIX
Traditional marketing channels:
Advertising
Public relations
Direct marketing
Sales promotions
Personal selling
Tradeshows
These communication elements typically used to help
company create a distinctive position in market and reach
prospective customers.
18. Advertising often is the first point of contact between service
marketers and their customers, serving to build awareness, inform,
persuade, and remind.
Marketers are trying to be more creative with their advertising to
allow their messages to be more effective. Some advertisers stand
out by employing striking designs or a distinctively different
format.
The Ritz Carlton Mega Kuningan Hotel has routinely use social
media in order to promote their product .
The social media was chosen by the management because of these
day the customer whenever they went to the hotel in the end they
will spread or sharing the experience they got to the most terrific
social media
19. RITZ-CARLTON ON FACEBOOK
Highlight photos and videos uploaded by customers and employees
Exquisite views and luxurious offerings from every location
Key information updated by Ritz-Carlton Hotel Company, LLC.
Display messages and status’ from current and future guests
Contact information for reservations, brand news, company
initiatives
Ritz-Carlton on Facebook
20.
21. LET US STAY WITH YOU
RITZ-CARLTON ON TWITTER
Tweeting for the luxury traveler from 77 hotels and resorts
around the globe
Pursuing the images and unique characteristics of each hotel
location
Tweeted pictures, videos, and updates from our loyal customers
Sharing the distinct qualities of our core value with customers:
luxury at its finest
Ritz-Carlton on Twitter
22.
23. A PICTURE IS WORTH A THOUSAND WORDS
USING PINTEREST TO ENGAGE CONSUMERS IN AN EXCITING SHOWCASE
OF OUR LOCATIONS
Employ a single brand presence to curate experiences and
memories
Incorporate high-quality, rich media that amplifies valuable
content to the customer
Exhibit the wishes and dreams of potential guests on our boards
Ritz-Carlton on Pinterest
24.
25. PROMOTIONAL CONTEST WITH
INSTAGRAM
Partner with photo sharing application, Instagram, to
promote customer experiences and lifestyles
Enter contest by sending in your opaque-tinted photo of your
adventure at a Ritz-Carlton resort
Winners will be announced every month for the calendar year
of 2013
Prize: Free weekend stay at your choice of Ritz-Carlton hotel
or resort, airfare included
Upload to Ritz-Carlton Facebook page or Twitter under: RitzCarlton Instagram Guest Experience
Use promotion to gain more customer exposure, and
continue to display our promise of an outstanding
experience with every stay
26. MEASURING SUCCESS
Act as strategic partners, and
help build our brand
appropriate assets
Real-time information from
the public
Tracking consumer
sentiment on our brand, and
the competition’s
High-level metrics: mention
volume, topical affinity, and
where to spend advertising
dollars
Proper development of
campaign content by
enriching social media
presence
•Google AdWords:
1. Ritz-Carlton Instagram
2. Ritz-Carlton contest
3. Luxury hotels
4. Hotel photo promotion
28. INTERPERSONAL ENCOUNTERS IN WHICH
EFFORTS ARE MADE TO EDUCATE CUSTOMERS
AND PROMOTE PREFERENCE FOR A PARTICULAR
BRAND OR PRODUCT ARE REFERRED TO AS
PERSONAL SELLING.
29. PERSONAL SELLING
The Ritz Carlton Jakarta Mega kuningan do sales call everyday to the
customer.
The data based they took from many sources such as :
The business card of the guest which ever stayed with,
The data of Mystique Membership’s guest
Data of clients who ever make an events
30. PERSONAL SELLING
The following step after get the data based from the respective department
concerned :
Sales person call the candidate guest from the data collected, They did
regulary with minimum 5 coorporate target everyday.( do sales call 3
times or 4 times a week) ( Target :Business and individu )
After the customer interested,Sales person create the appointment to
meet and give some short brief introduction about the hotel itself.
Then closing the sales ended with giving the merchandise such as
pen,bag,dining voucher or If the booker feel interested usually we gave
them trial stayed to enjoy the hotel as a part of business promotion.
Last ,Following up,update Hotel Newsletter and another promotion
through our distribution channel either electronic or printed media
,telephone, sms, email.or fax.
32. Public relations involves efforts to stimulate
positive interest in an organization and its products
by sending out news releases, holding press
conferences, staging special events, and
sponsoring newsworthy activities put on by third
parties. A basic element in public relations strategy
is the preparation and distribution.
33. SLOGAN
Let us stay with you
Why we chose to stay with current slogan:
Recently changed, revamped entire marketing efforts
Sales have gone up in the past year
Has brought success for the organization
We believe in this slogan
Want it become well-known with the brand
Goes along with our IMC: Experience is worth more
36. TOOLS
Mailings, email, and text messaging. These channels offer
the potential to send personalized messages to highly
targeted microsegments.
Newspaper Column
National Implementation
New York Times
Wall Street Journal
Boston Globe
38. Sales promotion usually are specific to a
time period, price, or customer group;
sometimes all three. The objective is to
accelerate the purchasing decision or
motivate customers to use a specific
service sooner, in greater volume with
each purchase, or more frequently.
39. SALES PROMOTION
Giving the special rate for the guest who has BCA, permata credit card .
That means hotel do some affiliation with some bank in Jakarta. This
promotion usually only valid in week end and can not be used on
weekdays
40. SALES PROMOTION
Invite guest to join Ritz Carlton mystique membership with only pay IDR 2.800.000. They
can have complimentary at grand room or Mayfair suite and they will get another
promotion at food and beverage.Then give 25 % disc from rack rate for the guest,
41. SALES PROMOTION
Give 20% discount for Fitness membership at RItz carlton
Give 15% discount from benchmark rate for week end
43. In the business to business marketplace, trade shows are a
popular form of publicity that also includes important personal
selling opportunities. Trade shows stimulate extensive media
coverage and offer business customers an opportunity to find out
about the latest offerings from a wide array of suppliers in the
field. Trade shows can be very productive promotional tools,
because they are among the few opportunities in which large
numbers of prospective buyers come to the marketer rather than
the other way around.
44. THE MARKETING
COMMUNICATIONS MIX
Internet communication channels include firm’s website &
online advertising;
Development in Internet technology are driving
innovations such as permission marketing and exciting
possibilities of highly targeted online advertising
New media communications blue line between impersonal
and personal communication (youtube, social networks, &
communities).
45. THE MARKETING
COMMUNICATIONS MIX
Service firms usually control service delivery channels and
point of sale environment that offers them cost effective
ways of reaching their current customers.
46. THE MARKETING
COMMUNICATIONS MIX
When designing their communication strategy, firms need to
bear in mind ethical and privacy issues in terms of promises
made, instrusion into private lives, and protecting the privacy
and personal data of customers and prospects.
47. THE MARKETING
COMMUNICATIONS MIX
Most powerful messages about a company and its services
originate from outside the organization and are not
controlled by the marketer (word of mouth, blogs, twitter,
social media, & coverage in traditional media).
Recommendations from other customers generally are
viewed as more credible than firminiated communications
and are sought by prospects, especially for high risk
purchases.
Firms can stimulate word of mouth from its customers
through a number of means including creating exciting
promotions, refferal incentive programs, and referencing
customers that are increasingly shifted to the online
environment.
48. THE ROLE OF
CORPORATE DESIGN
Corporate design is key to achieving a unified image in
customer’s minds.
Good corporate design uses a unified and distinctive visual
appearance for tangible elements including all market
communications mix elements, stationary, retail signage,
uniforms, vehicles, equipment, and building interiors.
49. INTEGRATING
MARKETING
COMMUNICATIONS
With so many channels delivering messages to customers
and prospects, it becomes crucial for firms to adopt the
concept of integrated marketing communications (IMC).