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Discover a hotel that defines a new dimension of luxury.
Your success is our highest calling.
– Marriott Hotels & Resorts
...
Marriott Hotels
● Founder - John Willard Marriott
● Founded - May 15, 1927
● Area served - Worldwide
● Key people Bill Mar...
Categories of segmentation
● Geographic - present in metropolitan cities
● Psychographic - the lifestyle that the
individu...
S.
No
.
Types of
hotel
services
Hotel brands under Targeted markets
1 Luxury The Ritz-Carlton, BVLGARI, JW
Marriott
Except...
5 Extended
stay
Residence Inn, Towneplace suites,
Marriott Executive apartments.
Mainly targeting business
people who want...
DIFFERENT LEVELS OF PRODUCT
• Basic Product: Basic functional attributes. All Hotels provide rest and sleep.
The aim is to...
• Augmented product: What additional non-tangible benefits can you offer?
This meets the customer’s desires beyond his exp...
Products of MARRIOTT
www.shopmarriott.com
Lifestyle
Bath
Bedding
Linens
Pillows
The Marriott
Bed
S.No. Product title Sub products offered
1 The Marriott bed Foam Mattresses & Box spring set, Innerspring Mattresses and b...
SERVICES:
• Hotel amenities: 5 star
• Business center
• Non-smoking floors/rooms
• Helicopter service
• Currency exchange
...
Marriott Rewards
• Marriott’s customer loyalty program is called
Marriott rewards. They are of two types viz,
Marriott rew...
Rewards Plus
• Rewards plus offers combo offers like you’ll receive 10% more
MileagePlus miles when you redeem for a Marri...
• More than 28 million members.
• This allows the company to determine customer value, precisely target
marketing efforts ...
Myers - Briggs Assessment
• To give the best customer satisfaction, some type of assessment is
necessary and Marriott foll...
References
● www.marriott.com
● https://prezi.com/xxm4mhfxyekj/mariotts-market-segmentation/
● http://www.humanmetrics.com...
Marriott hotels case study
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Marriott hotels case study

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Segmentation of marriott hotels, different levels of product, products and services of Marriott hotels, reward programs of Marriott and about how they retain their customers.

Publié dans : Marketing
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Marriott hotels case study

  1. 1. Discover a hotel that defines a new dimension of luxury. Your success is our highest calling. – Marriott Hotels & Resorts Presented by 1.H.Devanand 2.Srivats 3.Suriya.M 4.Yamini.M 5.Lavanyaa.E
  2. 2. Marriott Hotels ● Founder - John Willard Marriott ● Founded - May 15, 1927 ● Area served - Worldwide ● Key people Bill Marriott - Executive chairman and Arne Sorenson - President and CEO ● No. of employees 199,929 as of 2013
  3. 3. Categories of segmentation ● Geographic - present in metropolitan cities ● Psychographic - the lifestyle that the individual is accustomed to. ● Behavioral - depends on each customer. For ex.: brand loyalty, frequency, usage, benefits. ● Demographics - Depending on the financial and customer status, there different tiers of hotels.
  4. 4. S. No . Types of hotel services Hotel brands under Targeted markets 1 Luxury The Ritz-Carlton, BVLGARI, JW Marriott Exceptionally rich people. Ex: Ritz carlton at LA 2 Lifestyle/ Collections Edition, Autograph Collection hotels, Renaissance hotels, AC hotels by Marriott, Moxy hotels. Targeting tourists with high/medium budget. Ex: JW Marriott Marquis Miami 3 Signature Marriott hotels, Delta hotels and resorts Targeting family vacation planners and business executives. Ex: Marriott hotel, Ontario 4 Modern essentials Courtyard, Springhill suites, Fairfield Inn and suites, Protea hotels. Targeting business executives and business travellers. Ex: Courtyard Marriott, Mumbai International Airport.
  5. 5. 5 Extended stay Residence Inn, Towneplace suites, Marriott Executive apartments. Mainly targeting business people who wants to work abroad. Ex: Lakeside Chalet, Mumbai - Marriott executive apartments 6 Destination entertainme nt Gaylord hotels, Marriott vacation club. Resort hotels targeting tourists. Ex.: Gaylord palms at Florida ● Budget shoppers to elite spenders,business travelers to family vacationers. ● They have uniquely created their brand names to satisfy the wants and needs of mostly every clientele.
  6. 6. DIFFERENT LEVELS OF PRODUCT • Basic Product: Basic functional attributes. All Hotels provide rest and sleep. The aim is to ensure that your potential customers purchase your one service. Thus the functional attributes like Room, Bed, Bath are important. • Expected product : Set of attributes that the buyer expects (Clean room, large towels, quietness)
  7. 7. • Augmented product: What additional non-tangible benefits can you offer? This meets the customer’s desires beyond his expectations – (Prompt room service, music, aroma etc) • Potential product : The possible evolutions that can be made to make the product a distinguished offer (all suite room)
  8. 8. Products of MARRIOTT www.shopmarriott.com Lifestyle Bath Bedding Linens Pillows The Marriott Bed
  9. 9. S.No. Product title Sub products offered 1 The Marriott bed Foam Mattresses & Box spring set, Innerspring Mattresses and box spring set, Sterling bed and bedding set, Frameworks bed and bedding set Block print bed and bedding set, Bird’s eye stripe bed and bedding set 2 Pillows Feather & down pillow, Pillow protector, Down alternative eco pillow, euro pillow, decorative pillows 3 Linens Signature sheets, Duvet covers, Hemstitch sheets, Linen sets, Pillow covers. 4 Bedding Bedding sets, Mattress toppers, bed skirts, blankets & comforters, bed scarves. 5 Bath Than hair & skin care, Shower curtain, Hotel slippers, Robes, Shower heads, Towels and Vanity mirrors 6 Lifestyle Glow lamp, red teardrop lamp, pure elevation coffee brew trays, Attune candle, projection alarm clock, one cup coffee brewer and brew tray set, The marriott bear.
  10. 10. SERVICES: • Hotel amenities: 5 star • Business center • Non-smoking floors/rooms • Helicopter service • Currency exchange • 24-hour Room Service • Safe deposit boxes • Boutiques • Barber shop
  11. 11. Marriott Rewards • Marriott’s customer loyalty program is called Marriott rewards. They are of two types viz, Marriott rewards and Rewards Plus. • Marriott rewards( http://www.marriott.com/rewards/rewards- program.mi ) • Depending upon the no. of points they’ll offer us special nights and gala offers. Points Dollar 2,500 $5 9,000 $20 20,000 $50 35,000 $100 59,000 $200 100,000 $500 190,000 $1000
  12. 12. Rewards Plus • Rewards plus offers combo offers like you’ll receive 10% more MileagePlus miles when you redeem for a Marriott Rewards Hotel + Air Package, up to 12,000 more miles. • 38 airlines participating in the rewards plus program. • Earn up to 50,000 points for two free nights at a Category 5 hotel in a lush resort destination like Hawaii or in the Mediterranean. • Start planning and see how far your rewards travel.
  13. 13. • More than 28 million members. • This allows the company to determine customer value, precisely target marketing efforts and messages, and capture and use critical customer knowledge to predict future travel behavior and business potential Retaining Customers
  14. 14. Myers - Briggs Assessment • To give the best customer satisfaction, some type of assessment is necessary and Marriott follows one such assessment i.e., Myers - Briggs assessment. • Example of Myers - Briggs assessment : http://www.humanmetrics.com/cgi-win/jtypes2.asp
  15. 15. References ● www.marriott.com ● https://prezi.com/xxm4mhfxyekj/mariotts-market-segmentation/ ● http://www.humanmetrics.com/cgi-win/jtypes2.asp ● https://www.cpp.com/pdfs/marriott.pdf ● www.marriott.com/.../PDF/Hotel.../PowerofMarriott_brochureEMEA.pdf ● https://en.wikipedia.org/wiki/Marriott_International ● https://en.wikipedia.org/wiki/Marriott_Corporation

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