pgp01007 bm marriott
Post on 17-Jan-2017
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PowerPoint Presentation
Expanding the Marriott BrandPresented by: Krishna Bhawsar PGP01007 IIM Sirmaur1
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AgendaBackground of Marriott internationalBrand managements conceptsMarriott international brand portfolioSocial mediaTV CommercialPrint AdvertisementsSummary
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About Marriott International Inc. Global lodging companyFounded by J. Willard and Alice Marriott6000 properties in 120 countries$14 billion in 2015
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Background of 4
5Background of (cont.)
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Brand categoryBrandClassic Luxury
The Ritz-CarltonSt. RegisJW MarriottDistinctive LuxuryRitz-Carlton ReserveThe Luxury CollectionBVLGARIW HotelsEDITIONClassic PremiumMarriott HotelsSheratonMarriott Vacation ClubDelta HotelsDistinctive PremiumLe MERIDIENWestinAutograph CollectionDesign HotelsRenaissance HotelsTribute PortfolioGaylord Hotels
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Brand categoryBrandClassic SelectCourtyard HotelsFour PointsSpringHill SuitesProtea HotelsFairfield Inn & Suites
Distinctive SelectAC HotelsAloft HotelsMoxy Hotels
Classic Longer StaysMarriott Executive ApartmentsResidence InnTownePlace Suites
Distinctive Longer StaysElement
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Multiple brands in the same product category
Consumers seeking variety
Internal competition within firm
Yield economies of scale 11
Particular market segment
Exploit the growth of homogeneous segment
Flanker and protect flagship brand
Cash cowsMultiple brands in the same product category(cont.)
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https://www.youtube.com/watch?v=gcz5EbiWLlc
https://www.youtube.com/watch?v=8wGq5b_iJUw17Advertisements
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SummaryIntroduction of Marriott internationalBrand and Line extension of MarriottBrand managements conceptsMarriott international brand portfolioSocial media presence Advertisements20
This presentation is created by Krishna Bhawsar, a PGP student at IIM Sirmaur, during the Brand management course taught by Prof. Sameer Mathur, IIM Lucknow
Prof. Sameer Mathur, IIM Lucknow
Krishna Bhawsar IIM Sirmaur21
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