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Marriot

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by

Eiman Al Dhaheri

on 2 May 2014

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Transcript of Marriot

Outline
-Introduction (Background)
- Market Segmentation and Variables
- Marriott Segmentation Strategy
- Portfolio of Brands (Pros & Cons)
- Positioning Strategy (JW Marriott)
- Perceptual Map (JW Marriott)
- Summary

PORTFOLIO OF BRANDS
ADVANTAGE?
DISADVANTAGE?
STRONG
PRESENCE
SUPERIOR
GLOBAL
LEADERS
Competitive
Advantage
Continuous
Growth
Recent:
Additions, Success, Profits
PROS?
CONS?
JW MARRIOTT POSITIONING
BRAND POSITIONING
(a position in target markets mind)

Affordable Luxury
Frame of reference
Points of Parity (POP) and Points of Difference (POD)
Brand Mantra


Target Market
business travelers and high class people

Frame of Reference

Competition
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.


Brand Mantra

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).

SEGMENTATION
VARIABLES
Luxury - JW Marriott Hotels (JW)
Demographic
Income : targeting customer with moderate to high income

Psychographic
Social class: moderate to high social class
Personality: Achievers/Accomplishers

Geographical
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)
Geographic
Countries: Located in 16 countries
Regions: across Europe, Asia, Latin America and the Middle East.

Demographic
Occupation: businessmen

Psychographic
Personality: Achievers/Accomplishers

Behavioral
Rate of use: attracts business travel with long stay

Segmentation Variables

Prepared By
Afra Al Romaithi (1045890)
Eiman Al Hammadi (1046180)
Eman Al Suwaidi (1044571)
Maha Al Wahabi (1004575)
Mona Thabet (1045891)

INTRODUCTION
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)
Segmentation Strategy
Marriott’s Portfolio of Brands (Pros & Cons)
Positioning Strategy
Perceptual Map
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.
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