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PowerPoint Presentation
Expanding the Marriott Brand
Submitted by:Navdeep Nainawat(PGP01010)
Agenda:Journey of MarriottBranding BriefBrand Potential and Brand Portfolio of MarriottBuilding of a strong BrandConclusion
99 years of history
Humble start in 1927Root Beer Stand
1927: A&W root beer franchise1928: Hot Shoppes were opened1937: Inflight airline catering1952: Hot Shoppes shares become public
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1969: Marriott goes international1972: Enters cruise business1983: First Courtyard Hotel1987: First Fairfield Inn & Marriott Suites hotel1987: Marriott acquires Residence Inn
1995: Historic brand brought to portfolio1997: Acquired Renaissance Hotel Group1997: Launces Town Place Suites2004: First Bvlgari property was opened
2012 & beyond: Mission to shape the future through technology and innovationsAcquired Gaylord Hotels2016: Acquired Starwood Hotels & Resorts
VisionTo be the number one hospitality company is the world
BoundariesHospitality
Brand Positioning: LuxuryStylishHigh Customer Satisfaction
BRAND PORTFOLIO: Includes all the brand offered by the firm in a product category. A good brand portfolio maximizes brand equity and one brand dose not harm equity of other.
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conclusionMarriott has used diversification across its brand portfolio to become the leader.Customer satisfaction is the priority for Marriott.Concept is flexible to be successful worldwide.Pricing for every target group.
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Created by Navdeep Nainawat, IIM Sirmaur, as a part of Brand Management course taught by Prof. Sameer Mathur.