1. Brittany Hammer, McKenzie Gacki, Joan Mansavage
HT 344
Hospitality & Tourism Marketing
April 22, 2013

2. Overview
 History
 Scope and Reach
 Outside Industry Impact
 Industry Examples
 Interview
 Future Impact of Dual Branding
 Course Content
 Maintaining Competitive Advantage

3. History

4. History
 Linking various independent brands
together
 Reaching a broader customer base
 Controlling a large portion of the industry
 Example: P&G, Car Companies, etc.
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage

5. Scope and Reach

6. Scope and Reach
 Variety of companies
 Multitude of products and services
 Reaching as many consumers as
possible
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage

7. Trend Impacts

8. Trend Impacts
 Consumer’s mindset
 Company’s power over an area in their
industry
 Financial Impact
 Cultural Impact
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage

9. Industry Examples

10. Marriott
 3 Multi Branding Strategies
 Ritz Carton
 Renaissance
 Fairfield Inn
 “A brand really is the sum totals of what
people believe about a business, a
concept, an organization – and it is all
the tangibles and intangibles.”
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage

11. YUM! Brands
 Founded in 1992
 Owns KFC, Pizza Hut, Taco Bell, A & W,
and LJS
 Advantages over competition
 Training
 Location
 Management Teams
Course Content Advantage

12. Volkswagen
 Audi, Bentley, Lamborghini
 Different consumers=different wants
 Wide variety
 Luxury
 Sport
 Every-day vehicles

13. Proctor and Gamble
 Multi-brand “tycoon”
 Olay
 Pampers
 Pringles
 Duracell
 Brands people don’t want but NEED

14. Interview

15. Rick Trebilcock
 Prior CMO of YUM! 2003 – 2005
 Customers prefer multi branding
 Wider selection for families and groups
 Smaller businesses need to focus on
local sponsorship
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage

16. Future Impact

17. Future Impact
 Changes the way consumers make
decisions
 Changes the power that large
companies posses
 Recreating hospitality marketing
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage

18. Course Content

19. Course Content
 Branding
 Target Marketing
 Customer Value & Satisfaction
 Pricing Products
 Promoting Products
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage

20. Maintaining Competitive
Advantage

21. Competitive Advantage
 Familiar brands have a greater
advantage
 Large
 Location
 Management
 Product
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage