In the current time for every company it is relevant to include brand differentiation strategy, in order to become and remain leaders of the industry. It is important not only differentiate your offered product or service from competitors, but also the entire brand. Each customer values factors of the company and brand that are different from their competitors, because they want that brand would be integrated and the part of their life. So the main concern could be to differentiate brand in the most meaningful way and the solution could be to invoke customer relationship management. Building great relationships with customers and looking at them as the most important part of company’s success could be a great factor in the way of differentiating brand.
In this case we will analyze the Hilton Hotel case, how they achieved brand differentiation through customer relationship management, present the problem and suggest possible solutions for the company.
2. SUMMARY
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HILTON AT A GLANCE
SITUATION ANALYSIS & PROBLEM IDENTIFICATION
THEORETICAL SURVEY
CURRENT RESEARCH PROBLEM
EVALUATION OF ALTERNATIVES
SUGGESTED SOLUTIONS
CONCLUSION
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3. HILTON AT A
GLANCE
When Conrad N. Hilton
opened the first hotel to bear
the Hilton name in 1925, he
aimed to operate the best
hotel in Texas. As a result of his
commitment, leadership, and
innovation, today Hilton is one
of the most respected brands in
the world.
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8. December 10, 2014 HILTON HOTEL 8
LOYALTY
PROGRAM
WORLDWIDE
SALES
ONLINE &
MOBILE RESERVATIONS
REVENUE
MANAGEMENT
INFORMATION
TECHNOLOGY
SUPPLY
MANAGEMENT
42M members,
50% system
occupation
$88 in annual
revenue
380M site visits
per year
11M
reservations per
year
Pricing and
yield systems
Propriety
platform
$38 of
influenced
spend annually
21. December 10, 2014 HILTON HOTEL 21
Costly Risky
Demands
innovation
A new way for Hilton Hotels
OLD WAY
NEW WAY
ALERNATIVE 1
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CURRENT RESEARCH
PROBLEMSomething old and something new
ALERNATIVE 2
Elimination
of CRM
Demands
something
new
Risk of
breakdown
OLDWAY
NEW WAY
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CURRENT RESEARCH
PROBLEMRemain the Stat$s Quo
ALERNATIVE 3
Synchronized Identified
Needs
flawless and
consistent
execution
OLD WAY IS THE NEW WAY
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CURRENT RESEARCH
PROBLEM
SOLUTION: remain and improve
the Stat$s Quo with alternative 3
1.2.
• Identify what you can bring to the table.
• Offer more than price.
3.4.
• Deliver on your promises.
• Satisfy with service.
5.6.
• Clearly communicate your identity.
• If all else fails, reinvent yourself
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CONCLUSIONHILTON HOTELS
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brand differentiation through customer relationship management