BACKGROUND
• The Ritz-Carlton Hotel Company, L.L.C. is the parent company to the
luxury hotel chain.
• The current company...
THEIR CREDO:
WE ARE LADIES AND GENTLEMEN
SERVING LADIES AND GENTLEMEN
SERVICE, TRUST AND GROWTH
In less than 3decades, The Ritz- Carlton has grown from 4 locations to over 70 and
has earned tw...
RITZ-CARLTON HAVE EFFECTIVELY ‘TANGEBILIZED THE INTANGIBLE’.
THEY HAVE EARNED PEOPLE’S TRUST THROUGH THEIR EXCELLENT SERVI...
Services are highly variable and depend a
Lot upon both the provider and the
Consumer. Resulting in higher perception of
C...
•3 steps of Service.
•12 Service values
•“WOW” stories
a)
b)STANDARDISATION OF SERVICE PERFORMANCE PROCESS
• All managers carry a laminated card which states the 12 service values....
c)MONITORING CONSUMER SATISFACTION
Gallup phone interviews
Both the functional and Emotional questions asked.
MARKETING EXCELLENCE
• External Marketing
• Internal Marketing
• Interactive Marketing
EXTERNAL MARKETING
Describes the normal work of pricing, distribution
and promotion of services.
The picture in the backgr...
INTERNAL MARKETING
Involves training and motivating employees to serve customers well
e.g ‘WOW’ stories
INTERACTIVE MAKETING
Largely describes the employees skill in serving the
client and The Ritz- Carlton has been putting in...
http://www.wonderbranding.com/2010/07/why-ritz-carlton-is-a-cult-brand-and-youre-not/
Further illustrates the mammoth Ritz...
IMPORTANCE OF ‘WOW’ STORIES
•EMPLOYEE MOTIVATION
•CONSUMER SATISFACTION
•MANAGING SERVICE QUALITY
1. MANAGING CONSUMER EXPECTATIONS
A daily 15 minute ‘line-up’ to resolve issues
and for narration of ‘WOW’ stories.
EMPLOYEE SATISFACTION
CUSTOMER SATISFACTION
The Ritz-Carlton primarily aims at customer satisfaction,
Empowerment . The Ritz takes pride in its ...
WOW Campaign
WOW Campaign
MANAGING CONSUMER EXPECTATIONS
MANAGING SERVICE QUALITY
MANAGING CONSUMER EXPECTATIONS
The Ritz- Carlton does well in managing consumer expectations. Since , word-of
mouth is imp...
RECAP
•Background
•Their credo
•How Does The Ritz-Carlton match up to its competitors?
•Tangibilising the intangibility
•V...
DISCLAIMER
These slides were created by Shreyans Hinger , under the guidance of Prof.
Sameer Mathur , under a summer inter...
The Ritz Carlton
The Ritz Carlton
The Ritz Carlton
The Ritz Carlton
The Ritz Carlton
The Ritz Carlton
The Ritz Carlton
The Ritz Carlton
The Ritz Carlton
The Ritz Carlton
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The Ritz Carlton

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This a pdf version of the original ppt. It gives you the insights of the world of The Ritz-Carlton and helps you understand why it became so successful via marketing concepts

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The Ritz Carlton

  1. 1. BACKGROUND • The Ritz-Carlton Hotel Company, L.L.C. is the parent company to the luxury hotel chain. • The current company was founded in 1983, when the previous owners sold the brand name to create The Ritz-Carlton Hotel Company, L.L.C., based in Boston, Massachusetts, which expanded the brand to other locations. •The hotel company is today a subsidiary of Marriott International.
  2. 2. THEIR CREDO: WE ARE LADIES AND GENTLEMEN SERVING LADIES AND GENTLEMEN
  3. 3. SERVICE, TRUST AND GROWTH In less than 3decades, The Ritz- Carlton has grown from 4 locations to over 70 and has earned two Malcolm Balridge Quality awards.
  4. 4. RITZ-CARLTON HAVE EFFECTIVELY ‘TANGEBILIZED THE INTANGIBLE’. THEY HAVE EARNED PEOPLE’S TRUST THROUGH THEIR EXCELLENT SERVICE AND STATE OF THE ART INFRASTRUCTURE. THEIR LOGO SYMBOLISES STRENGTH, ROYALTY AND ENTHUSIASM. Tangiblising the
  5. 5. Services are highly variable and depend a Lot upon both the provider and the Consumer. Resulting in higher perception of Consumer taking risks. To reassure customers, The Ritz- Carlton Employs 3 steps that may reduce the Perception of risk.
  6. 6. •3 steps of Service. •12 Service values •“WOW” stories a)
  7. 7. b)STANDARDISATION OF SERVICE PERFORMANCE PROCESS • All managers carry a laminated card which states the 12 service values. •All the employees of The Ritz- Carlton are told the same ‘WOW’ story.
  8. 8. c)MONITORING CONSUMER SATISFACTION
  9. 9. Gallup phone interviews Both the functional and Emotional questions asked.
  10. 10. MARKETING EXCELLENCE • External Marketing • Internal Marketing • Interactive Marketing
  11. 11. EXTERNAL MARKETING Describes the normal work of pricing, distribution and promotion of services. The picture in the background is a print at by The Ritz-Carlton
  12. 12. INTERNAL MARKETING Involves training and motivating employees to serve customers well e.g ‘WOW’ stories
  13. 13. INTERACTIVE MAKETING Largely describes the employees skill in serving the client and The Ritz- Carlton has been putting in tremendous Efforts in satisfying their customers and monitoring Consumer satisfaction
  14. 14. http://www.wonderbranding.com/2010/07/why-ritz-carlton-is-a-cult-brand-and-youre-not/ Further illustrates the mammoth Ritz has become in the luxury hotel industry
  15. 15. IMPORTANCE OF ‘WOW’ STORIES
  16. 16. •EMPLOYEE MOTIVATION •CONSUMER SATISFACTION •MANAGING SERVICE QUALITY 1. MANAGING CONSUMER EXPECTATIONS
  17. 17. A daily 15 minute ‘line-up’ to resolve issues and for narration of ‘WOW’ stories. EMPLOYEE SATISFACTION
  18. 18. CUSTOMER SATISFACTION The Ritz-Carlton primarily aims at customer satisfaction, Empowerment . The Ritz takes pride in its heritage and deliverability . They have shown their commitment from time to time. They believe they Are ladies and gentlemen serving ladies and gentlemen and thus they Guide their employees as well to deliver with the same level of passion and enthusiasm; the Ritz has delivered for decades. their ad-campaign also reflects their commitment.
  19. 19. WOW Campaign WOW Campaign
  20. 20. MANAGING CONSUMER EXPECTATIONS MANAGING SERVICE QUALITY
  21. 21. MANAGING CONSUMER EXPECTATIONS The Ritz- Carlton does well in managing consumer expectations. Since , word-of mouth is important, the Ritz employs all its resources towards parting the gap between the provider and the consumer.
  22. 22. RECAP •Background •Their credo •How Does The Ritz-Carlton match up to its competitors? •Tangibilising the intangibility •Variability(eliminating) •Employee training •Standardizing of service performance process •Monitoring customer satisfaction •Marketing Excellence •External Marketing •Internal Marketing •Interactive Marketing •Importance of WOW stories •Employee satisfaction •Consumer satisfaction •Managing service quality •Managing consumer expectation.
  23. 23. DISCLAIMER These slides were created by Shreyans Hinger , under the guidance of Prof. Sameer Mathur , under a summer internship mentored by him.

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