2. ROAD MAP OF THE PRESENTATION
Journey to Success
Business Performance
Marketing Mix
Brand Architecture Concepts
Brand Port Folio
Corporate Branding
Recent News
3. JOURNEY OF SUCCESS
Started as a Root
Beer Stand
Plunged into
hotel business
Extended stay
business to
distinctive brands
Travel through
technology and
innovation
1927-1956 1957-1985 1986 to 2011 2012 onwards
4. BUSINESS PERFORMANCE
198
571
626
753
859
2011 2012 2013 2014 2015
Net Income
490
524
561
2013 2014 2015
Segment Profits
12317 11814
12784
13796
14486
2011 2012 2013 2014 2015
Revenue
All Figures in $ Mn
6. PRODUCT
4500 hotels
World’s Most Admired Companies – 29th rank
Rank 1 in :
- Innovation
- People Management
- Use of Corporate Assets
- Social Responsibility
- Quantity of Management
- Financial Soundness
- Long term Investment Value
- Quality of Product/Services
- Global Competitiveness
Great place to work for
Excellent customer care standard
7. PLACE
Head quartered in Washington DC
87 countries and Territories
19 Brands to cater different customer segments
worldwide
Booking via own website, other travelling sites
8. PRICE
Member benefits
- Free Wi-Fi
- Mobile check in
- 5th redemption night free
Silver Elite
- Priority late check out
- Weekend discount
- 20% bonus on points for stays
Gold Elite
- Lounge access and breakfast for 2
- Complimentary room upgrade
- 25% bonus on points for stays
Platinum Elite
- 48-Hour Guaranteed Availability
- Platinum Arrival Gift
- 50% bonus on points for stays
Differential tariffs based on the customer segments of the
properties
11. BRAND POTENTIAL - MARRIOTT
Vision: Be the no. 1 hospitality company in the
World
Focus on sustaining quality & reputation of brands
through superior customer service
Corporate Branding
International brand Name
Convenient Locations
Worldwide reservations
24 hour business centre with complete business
environment
12. BRAND EXTENSION OPPORTUNITIES - MARRIOTT
Be the no. 1 hospitality company in the
World
Successfully adopted line extension
strategies
Intended to acquire new customers from
different segments
“By Marriott” tag :
- Aided in maintaining differentiation
- Reducing operational risks
- Limiting new-product introduction costs
- Enhancing financial performance
In 1980s
- Expanded to mid-priced segment “Courtyard by
Marriott”
- Expanded to economy segment with “FairField
Inn”
- Expanded in wealthy segment with “Acquired Ritz
Carlton”
In 1990s
- Marriott grew by more than 10% against hotel
industry growth of 6%
- Bottom line profitability grew by 18.4%, 3 points
higher than average
13. BRANDING NEW PRODUCTS - MARRIOTT
Upper upscale Marriott co-branding
partners with restaurant chains viz.
Starbucks
License agreement with Pizza Hut’s kiosk
operation in Marriott lobbies
15. BRAND PORT FOLIO - MARRIOTT
BRAND
CATEGORY
BRANDS
Iconic Luxury Bvlgari, The Ritz Carlton, The Ritz Carlton Destination Club
Luxury JW Marriott
Lifestyle|Collections Edition, Autograph Collection, Renaissance Hotels, AC Hotels
Signature Marriott Hotels and Resorts
Modern Essentials Courtyard, SpringHill Suites, FairField Inn and Suites
Extended Stay Residence Inn, TownePlace Suites, ExecuStay, Marriott Executive
Apartments
Vacation Clubs Marriott Vacation Club, Grand Residences
16. ICONIC LUXURY
Positioned in the high priced and
luxury segment
High end Decors and Furnishings
with executive lounges
Only Service Company to earn
Malcom Baldrige National Quality
Award
17. LUXURY
Company’s “Signature” Brand
Caters to upper-upscale business
and leisure travellers
Accounts for around 25% to 30%
of total rooms
18. LIFESTYLE|COLLECTION
Distinct and unique style, design,
character
Includes
- Renaissance - full-service brand for
business travellers
- Autograph Collection - luxury
independent hotels
- Moxy - first brand under the economy
segment introduced in 2014, caters to
Millenials
19. MODERN ESSENTIALS
Caters
- Upper Midscale: Courtyard
- Moderate price tier: FairField Inn and
Suites
- Expansion in Middle East and Africa:
Protea
- Upper midscale: SringHill Suites
Accounts for almost 6% rooms
20. EXTENDED STAY
Caters individuals travelling
frequently, staying for long (5 days to
30 days)
Includes
- Residence Inn: upscale
- TownPlace suites: Moderately priced
- Marriott Executive Apartment: Luxury
serviced apartments with 5 star
amenities
21. VACATION CLUBS
Includes
- Gaylord: convention-oriented hotel,
leads the group and meetings business
- Marriott Vacation Club: part of the
timeshare segment that spun off into
Marriott Vacation Worldwide in 2011
22. CORPORATE BRANDING
Corporate Image
Dimensions
Common product attributes,
benefits or attitudes
People and Relationship
Values and Programs
Corporate Credibility
Managing the Corporate
Brand
Corporate Social Responsibility
Corporate Image Campaigns
Corporate Name Changes
23. CORPORATE BRANDING - MARRIOTT
Corporate Image
Dimensions
Quality, Innovativeness
Pursue excellence, Embrace change,
Act with Integrity, Serve the World
Customer Orientation
Put people first
Soc. Resp., Concern with Env.
Responsible Business Principle,
Human Rights
Expertise, Trustworthiness, Likability
Experience over Opulence, Flavour
over Flair, Comfort over Decoration
Managing the Corporate
Brand
CSR
Energy Intensity, Water Intensity
Corporate Image
Shelter & Food, Ready for Jobs,
Vitality for Children
Corporate Name Change
Retained name for Ritz Carlton,
rest following “Marriott” tag
24. RECENT NEWS
With the new mergers and acquisitions Marriott
- Expands into new segments (Proteas, Moxy, Gaylord)
- Challenges the market leader (Starwood)
