PowerPoint Presentation
MARRIOTTBranding Brief- Expanding the Marriott brandSubmitted
by: Ms. Shalini Jain, IIM LucknowUnder guidance of Prof. SAMEER
MATHUR
WHAT IS BRAND PORTFOLIO??
Brand Portfolio includes all the brands offered by the firm in a
product category. A good brand portfolio maximizes brand equity
& any one brand doesnt harm the equity of other
WHY MULTIPLE BRANDS IN SAME PRODUCT CATEGORY??
Market coverageTo serve as cash cowsTo serve as flanker brandTo
increase retailers dependence & earn more shelf spaceEconomies
of scale in advertising, sales etc.To add prestige &
credibility by launching premium brandsTo attract new customers;
low-end-entry level product
ANALYSING: MARRIOTT INTERNATIONAL
Operates in Hospitality & lodging industryFounded in
1927Headquarters- Bethesda, MarylandNearly 4,500 properties in 87
countries and territories.Revenue- $14 billion in year 2015
Brand Portfolio of Marriott
Marriott has a diverse portfolio of 19 brands.The company views
the brands as individually distinct and collectively powerful.
Brand CategoryBrandsIconic LuxuryThe Ritz-Carlton, BVLGARI, The
Ritz-Carlton Destination ClubLuxuryJW MarriottLifestyle |
CollectionsEdition, Autograph Collection, Renaissance Hotels, AC
HotelsSignatureMarriott Hotels & ResortsModern
EssentialsCourtyard, Spring Hill Suites, Fairfield Inn
SuitesExtended StayResidence Inn, Vacation ClubsTownePlace Suites,
ExecuStay, Marriott Executive Apartments
SEGMENT-WISE ROOM BREAK-UP (Price based segments)
Luxury top 15% average room ratesUpper Upscale next 15% average
room ratesUpscale middle 30% average room ratesMidscale next 20%
average room ratesBudget lowest 20% average room rates
Established Courtyard, entered moderately priced segment- Modern
EssentialEntered Vacation Timesharing segment
Established JW Marriott (Washington D.C.).Entered Luxury
segment
Established Residence Inn, entered Extended Stay segment
Established The Ritz Carlton,entered Iconic Luxury segment
Established Edition, entered upper-moderate segment-Lifestyle
198319842007199719851987TIMELINE
Marriott offers a choice for customers in almost all price
points i.e. luxury, upscale, moderate & various need states
e.g. Stay for business executives, vacation etc.
Rationale Behind introducing numerous brands & sub-brands is
to attack all markets & capture all different consumer
segments
ADVERTISEMENTS
Print Media Advertisements
TV Advertisement
New Age AdvertisingMarriott has revolutionized its marketing
practices with increased focus on new generation traveler. It
launched a Creative & Content Studio, a Buzz Marketing
practice, consumer public relations group & M Live- its social
media command center for real time marketing
SOCIAL MEDIA PRESENCE
FACEBOOK PAGETWITTERBLOG: Marriott on the move
INSTAGRAMFACEBOOK PAGE: Marriott Rewards
SummaryBrand PortfolioRationale behind offering multiple brands
in a product categoryMarriott International- IntroductionMarriott
International- Brand portfolioTimeline RationaleAdvertisement-
Print & TV mediaSocial media presence
These slides are created by Shalini Jain, IIM Lucknow as a part
of Brand Management Course taught by Prof. Sameer Mathur.VISIT
www.MBASkills.in
Prof. SAMEER MATHURIIM LucknowDISCLAIMER
