Marketing ppt final 03
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This document provides information about Marriott International's hotel brands, target markets, and global growth. It discusses Marriott's portfolio of luxury brands like Ritz-Carlton and JW Marriott, as well as select service brands like Courtyard, Fairfield Inn, and SpringHill Suites. The document also analyzes Marriott's market segmentation strategies and geographical distribution of properties worldwide. Charts are included showing Marriott's increasing global presence over time in terms of property count and financial performance metrics like revenue and earnings per share. Recommendations provided focus on developing new markets in emerging countries and the select service "express" brand to target mid-scale travelers.
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Marketing ppt final 03
- 1. Elton Kong Mandy Lau Michelle Li Rita Mui Anthony Tang Kitty Tsoi Vania Tsang Crystal Yuen 201301153 201303284 201300035 201304686 201308039 201303373 201310769 201308022 Marketing Lecturer: Mr. Robert Chan
- 2. History East’s first drive-in restaurant 1927 1928 The 365-room Twin Bridges Marriott Motor Hotel drive-in registration desk 1937 1957 The Hot Shoppe “In-flight” airline catering Hoover Airport First fast-food restaurant 1965 First national “moderate” segment for business travelers 1972 Sun Line cruise ship and two Great America theme parks 1983
- 3. Opens first Fairfield Inn and Marriott suites hotel, acquire Residence Inn Acquire The Ritz-Carlton 1987 1988 Open its 500th hotel in Warsaw, Poland, the first western managed hotel in Eastern Europe 1995 Launch Springhill Suites by Marriott 1997 1998 Acquire The Renaissance Hotel Group Launch TownePlace Suites, Fairfield Inn & Suites and Marriott Executive Residences brands Launch the Autograph Collection Acquire the ExecuStay corporate housing company 1999 2004 The first Bulgari Hotels & Resorts property opens in Milan, Italy Launch AC Hotels 2008 2009 2011 Officially announce the EDITION brand
- 4. Value
- 5. Price
- 8. Packaging
- 9. Packaging
- 12. Discount Pricing Strategy Early Bird Sales Holiday Getaway Motivation
- 13. Product
- 14. Service
- 15. Image
- 16. Personnel Communication Meet their needs Guarantee of fair treatment Treat your employees the way you would like to be treated
- 17. Comparison
- 18. Promotion
- 20. Communication
- 21. Image
- 22. Joint Promotion
- 23. American Express
- 24. Comparison
- 25. Place
- 26. MARSHA
- 27. Seamless Hotel Shopping Process MARSHA: Global Reservation System Global Distribution System System of E-Intermediaries
- 28. Who to Work with
- 29. Sabre •Direct Connect Shop oAccurate rates oAvailability oRate Assured
- 30. Amadeus
- 31. Market Segmentation Hotel Geographic Demographic Behavioral The Ritz-Carlton -84 luxury hotels and resorts -Businessmen -tourists The Ritz-Carlton Rewards Rewards Offers Rewards Credit Card -Businessmen -tourists / in 26 countries worldwide. Bulgari Hotels & Resorts -5 luxury hotels and resorts In 5 countries worldwide. JW Marriott -64 hotels and resorts in worldwide AC Hotels -63 hotels and resorts in 3 countries worldwide. Residence Inn -over 600 hotels and resorts in 3 countries worldwide. Towneplace -over 200 hotels in two countries worldwide. Autograph Collection Hotels -6 hotels in worldwide. -Businessmen -tourists -Businessmen -tourists -Businessmen -tourists -Businessmen -tourists -Businessmen -tourists Marriott Rewards Rewards Offers Rewards Credit Card
- 32. Market Segmentation Marriott Hotels & Resorts -over 500 hotels in 47 countries worldwide. The Ritz-Carlton Destination Club -over 70 hotels in worldwide. Courtyard -Businessmen -tourists -Businessmen -tourists -Businessmen -over 900 hotels in 37 Countries in worldwide. Fairfield Inn Moxy -570 hotels in the worldwide,. -Businessmen / -Businessmen Marriott Rewards Rewards Offers Rewards Credit Card Marriott Executive Apartments -over 25 hotels in 16 Countries worldwide. -Businessmen SpringHill Suites by Marriott -over 210 hotels in the worldwide. -Businessmen Marriott Vacation Club -over 50 hotels in the worldwide. -tourists EDITION -8 hotels in worldwide. -tourists Renaissance Hotels -80 hotels in 7 countries in worldwide.. -tourists / Marriott Rewards Rewards Offers Rewards Credit Card
- 33. Mind map of Target Marketing Target market Full service Leisure + Business Limited service Younger market Leisure Luxury or Finest Business Younger market
- 34. Target Marketing - Marriott Target market Limited service Full service Leisure + Younger market Leisure Business Younger market Business Luxury: Ritz Carlton Ritz Carlton destination on Club JW Marriott The Residences Autograph collection EDITION Grand Residences Renaissance Finest: Marriott Vacation Marriott Hotels Gaylord Hotels Finest: Courtyard Residence Inn Towne Place Luxury: Marriott Executive Apartment Finest: Fairfield Inn Spring Hill Finest: Moxy Ac Hotel
- 37. Brands Distribution in different regions Starwood Marriott Intercontine ntal America 647 3,339 3,555 Europe 164 223 628 Middle East and Africa Asia 80 41 243 132 232
- 39. Brands in America between Intercontinental and Marriott Intercontinental Marriott America (luxury) 236 528 America (midscale) 3233 2602
- 40. The brands of hotels in America (Intercontinental VS Marriott) 7.3% 16.9% 83.1% 92.7%
- 41. Comparison in Marketing Targeting Starwood Target market (Starwood) Full service Limited service Leisure + Younger market Leisure Business Younger market Finest: Four Points Finest: Element Finest: Aloft Business Luxury: St. Regis The Luxury Collection W hotels Westin Le Meridien Sheraton
- 42. Comparison in Market Targeting Intercontinental Target market (Intercontinental) Full service Limited service Leisure + Younger market Leisure Business Younger market Finest: Holiday Inn Express Finest: Crowne Plaza Holiday Inn Hotel Stay Bridge Suite Finest: Indigo hotel Business Luxury: InterContinental Finest: Candlewood Suite
- 43. Cooperation Partners in Diversity • National Black MBA Association • National Association of Black Hotel Owners, Operators and • • • • Developers National Gay & Lesbian Chamber of Commerce Gay & Lesbian Alliance Against Defamation Asian American Hotel Owners Association WEConnect International
- 44. Global growth The number of Marriott's properties in worldwide 3900 3800 3700 3600 3500 3400 3300 3200 3100 3000 2900 2800 2008 2009 2010 2011 2012 The number of Marriott's properties located in different countries 76 74 72 70 68 66 64 62 2008 2009 2010 2011 2012
- 45. Performance Diluted earnings per share from continuing operation 2 1.8 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 14000 The revenue Marriott International have earned from 2003 to 2012 12000 10000 8000 in million 6000 4000 2000 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
- 48. Recommendation - Youth Provide Interaction between users Game with more fun Run a virtual hotel Virtual economy Incentive Prevent Too informative Boring
- 49. Recommendation Develop the new markets the developing countries with potential market mainly develop the market target the business traveler (high yield market->profitable)
- 50. The Direction of Marriott’s Development 150 franchised MOXY HOTELS Three stared Europe Develop the “express” to target the mid-scale traveler Mid-scale business travelers Provide the basic need : Short period Bed, food and high speed internet service Locate in international crowd city (e.g. Macau, HK and Singapore)
- 51. Reference http://files.shareholder.com/downloads/MAR/2795113264x0x639271/D9E7DF84-7B564600-B1F6-AB68479A77B8/Final_2012_Form_10-K.PDF http://www.marriott.com/Multimedia/PDF/Hotel_Development/PowerofMarriott_broc hureEMEA.pdf http://www.rewards-insiders.marriott.com/people/vaboywnder/blog/2013/06/03/usingrewards-for-marriott-gift-cards http://www.odysseymediagroup.com/nan/Editorial-GDS-CRS.asp?ReportID=38627 http://www.nytimes.com/2013/06/17/business/media/a-campaign-from-marriott-aimsyounger.html?_r=0 http://travel-brilliantly.marriott.com/our-innovations/check-in-app http://www.cwhonors.org/case_studies/MarriotInternational.pdf http://www.sabrehospitality.com/global-distribution-system.php http://www.travelagentcentral.com/hotels/marriott-signs-amadeus-best-rate-10597 http://www.travelmole.com/news_feature.php?news_id=83389&c=setreg®ion=2 http://www.fiu.edu/~ereserve/010019227-1.pdf
Notas del editor
- MelbourneWarm-up this winter with our Holiday Getaway Event! Book at a participating property by December 15, 2013 and stay between November 15, 2013 - January 31, 2014. Guests who book the package will enjoy a resort guest room and a $50 resort credit each night! Just stay four nights to receive $200 in resort credit. You can apply your credit to your favorite things like dining, spa, golf and more (activities vary by resort). Book today!
- Millennial Media,ESPN, Comedy Central and the Travel Channel, Jimmy Kimmel LiveWired and Fast Company
- Cross sales room revenue: perated or franchised more than 3,000 properties across 19 brands in the United States and 66 other countries and territories
- Adv:-agility in responding to changing market conditions and future needs,-Improved decision-making to drive revenues and profitability,-enhanced relationship-building opportunities across all touch points,-Reduced complexity in Marriott’s computing environment,-consistency of information across systems,-enhanced security for data and transactions, and-shared best practices and measurement tools across the enterpriselow costs per transaction, high contribution to occupancy, and high revenues generated per call.24/7 availability and reliability
- To avoid delays and errors hotels and their technology providers opted to integrate the GDS information with their own reservations and property management solutions. This was called seamless integration. 2 way seamless refers to the systems that can manage GDS rates from the hotel CRS or PMS. One way integration simply means the hotel system can view the GDS sales but not manage the data.