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Transcript of Marriot
- Market Segmentation and Variables
- Marriott Segmentation Strategy
- Portfolio of Brands (Pros & Cons)
- Positioning Strategy (JW Marriott)
- Perceptual Map (JW Marriott)
PORTFOLIO OF BRANDS
Additions, Success, Profits
JW MARRIOTT POSITIONING
(a position in target markets mind)
Frame of reference
Points of Parity (POP) and Points of Difference (POD)
business travelers and high class people
Frame of Reference
Toronto-based Fairmont Hotels & Resorts Inc
Hong Kong’s Shangri-La Hotels & Resorts.
uniquely benefits or attributes associated with the brand believed.
Points of Difference (POD)
Points of Parity (POP)
shared benefit or attributes with other brands and doesn’t necessarily have a unique aspect to it.
A summary of the brand positioning and essence.
JW MARRIOTT new mantra is
"Culinary, Culture and wellness"
Culinary (includes fine dining, cooking and wine and spirits)
Culture (relates to world travel, art and music);
Holistic Wellness (fitness, healthy eating and yoga or meditation).
Luxury - JW Marriott Hotels (JW)
Income : targeting customer with moderate to high income
Social class: moderate to high social class
Region/countries: design driven by unique interior architecture with local touches and a clear sense of place using home-grown materials that give a sign to the locale
Extend Stay -Marriott Executive Apartment (MEA)
Countries: Located in 16 countries
Regions: across Europe, Asia, Latin America and the Middle East.
Rate of use: attracts business travel with long stay
Afra Al Romaithi (1045890)
Eiman Al Hammadi (1046180)
Eman Al Suwaidi (1044571)
Maha Al Wahabi (1004575)
Mona Thabet (1045891)
Marriott International, established in 1993
Founded by John Willard Marriott (September, 1900 – August, 1985).
Marriott first motel in 1957
Owns 3,800 properties in 73 Countries
Segmentation and Variables (Luxury and extended Stay)
Marriott’s Portfolio of Brands (Pros & Cons)
One of the international hotel that is operating all over North America, Latin America, Europe, Asia, Middle East & Africa. It offers understated elegance that perfectly reflects the authentic art, architecture and cuisine of its locale.
It offers wide variety of products and services. It has expertise to know the kinds of ambience and atmosphere every travellers would need specially assisted by the well trained room and service staff.
ABOUT JW MARRIOTT:
Out of many international hotels all over the world, we can compare JW Marriott Luxury Hotels as having a low price but has a high quality service to guests.
As to compare in the price and service segment, Low prices hotels that maintains a high quality service, Millennium Hotels can also be mentioned under JW Marriott.