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

3. BACKGROUND
• The Ritz-Carlton Hotel Company, L.L.C. is the parent company to the
luxury hotel chain.
• The current company was founded in 1983, when the previous owners sold
the brand name to create The Ritz-Carlton Hotel Company, L.L.C., based in
Boston, Massachusetts, which expanded the brand to other locations.
•The hotel company is today a subsidiary of Marriott International.

4. THEIR CREDO:
WE ARE LADIES AND GENTLEMEN
SERVING LADIES AND GENTLEMEN

5. SERVICE, TRUST AND GROWTH
In less than 3decades, The Ritz- Carlton has grown from 4 locations to over 70 and
has earned two Malcolm Balridge Quality awards.

8. RITZ-CARLTON HAVE EFFECTIVELY ‘TANGEBILIZED THE INTANGIBLE’.
THEY HAVE EARNED PEOPLE’S TRUST THROUGH THEIR EXCELLENT SERVICE AND
STATE OF THE ART INFRASTRUCTURE.
THEIR LOGO SYMBOLISES STRENGTH, ROYALTY AND ENTHUSIASM.
Tangiblising the

9. Services are highly variable and depend a
Lot upon both the provider and the
Consumer. Resulting in higher perception of
Consumer taking risks.
To reassure customers, The Ritz- Carlton
Employs 3 steps that may reduce the
Perception of risk.

11. •3 steps of Service.
•12 Service values
•“WOW” stories
a)

13. b)STANDARDISATION OF SERVICE PERFORMANCE PROCESS
• All managers carry a laminated card which states the 12 service values.
•All the employees of The Ritz- Carlton are told the same ‘WOW’ story.

14. c)MONITORING CONSUMER SATISFACTION

15. Gallup phone interviews
Both the functional and Emotional questions asked.

17. MARKETING EXCELLENCE
• External Marketing
• Internal Marketing
• Interactive Marketing

18. EXTERNAL MARKETING
Describes the normal work of pricing, distribution
and promotion of services.
The picture in the background is a print at by The Ritz-Carlton

19. INTERNAL MARKETING
Involves training and motivating employees to serve customers well
e.g ‘WOW’ stories

20. INTERACTIVE MAKETING
Largely describes the employees skill in serving the
client and The Ritz- Carlton has been putting in tremendous
Efforts in satisfying their customers and monitoring
Consumer satisfaction

21. http://www.wonderbranding.com/2010/07/why-ritz-carlton-is-a-cult-brand-and-youre-not/
Further illustrates the mammoth Ritz has become in the luxury hotel industry

22. IMPORTANCE OF ‘WOW’ STORIES

23. •EMPLOYEE MOTIVATION
•CONSUMER SATISFACTION
•MANAGING SERVICE QUALITY
1. MANAGING CONSUMER EXPECTATIONS

24. A daily 15 minute ‘line-up’ to resolve issues
and for narration of ‘WOW’ stories.
EMPLOYEE SATISFACTION

25. CUSTOMER SATISFACTION
The Ritz-Carlton primarily aims at customer satisfaction,
Empowerment . The Ritz takes pride in its heritage and
deliverability . They have shown their commitment from
time to time. They believe they Are ladies and
gentlemen serving ladies and gentlemen and thus they
Guide their employees as well to deliver with the same
level of passion and enthusiasm; the Ritz has delivered
for decades. their ad-campaign also reflects their
commitment.

27. WOW Campaign
WOW Campaign

28. MANAGING CONSUMER EXPECTATIONS
MANAGING SERVICE QUALITY

29. MANAGING CONSUMER EXPECTATIONS
The Ritz- Carlton does well in managing consumer expectations. Since , word-of
mouth is important, the Ritz employs all its resources towards parting the gap
between the provider and the consumer.

31. RECAP
•Background
•Their credo
•How Does The Ritz-Carlton match up to its competitors?
•Tangibilising the intangibility
•Variability(eliminating)
•Employee training
•Standardizing of service performance process
•Monitoring customer satisfaction
•Marketing Excellence
•External Marketing
•Internal Marketing
•Interactive Marketing
•Importance of WOW stories
•Employee satisfaction
•Consumer satisfaction
•Managing service quality
•Managing consumer expectation.

32. DISCLAIMER
These slides were created by Shreyans Hinger , under the guidance of Prof.
Sameer Mathur , under a summer internship mentored by him.