Marriott International’s Products and Global Presence
Marriott International is an American multinational hotel chain that provides lodging and accommodation facilities to the visitors. The hotel chain was founded by J. William Marriott and headquartered in United States of America. The company initiate operational activities to provide premium class services to the visitors. The business operates in the premium segment customer market. Further, paper is going to explain marketing mix strategies of hotel chain along with innovative promotional tactics for the company. The business process of Marriott is explained using visual images as well.
Product
Marriott provides variety of hospitality services to the customers at best prices in the market. The core products of the company are distinctive luxury and classic premium rooms with fully equipped room facilities and 24*7 reception services as well. The augmented product of the company includes full time complimentary customer services to make the product more attractive. The supplementary products of Marriott include efficient billing and escorting service for the customers (Marriott 2019).
Location and Distribution
Marriott has a global presence in the market with nearly 6700 properties with 30 brands. The company is present in 127 countries worldwide and is headquartered in Bethesda, Maryland (Marriott 2019). First Marriott hotel was opened in Virginia and second in Rosslyn after which the company started opening its chain in different parts of the world apart from US. Further, the company opened its business in India, Pakistan, China, Thailand, Dubai, Peru, Sri Lanka, UK, Spain, Indonesia, Bangladesh etc. All hotels of the company are located at prime destination near highway, airports etc. (Rose 2018)
Pricing Models
Marriott hotel chain present in US targets upper class, families, corporates, travellers and honeymooners people who likes availing premium and leisure services in the market. The company make use of skimming pricing techniques so as to target premium range customers present in the market.
Customer Segments
Marriott hotel chain mainly targets people on the basis of demographic segmentation for the services provided by them in the market. The company make use of skimming pricing strategy so as to target only premium clients present in the market. Being a five star hotel, the organization offer value added services and products to the customer for which they charge premium rates accordingly (Lanz, Fischhof, and Lee 2010).
Branding and Positioning
Marriott hotel chain has positioned itself among premium range five star hotels present in the industry. The company has diversified its business functions in more than 127 countries worldwide and focuses on targeting premium range customers present in the industry (Marriott 2019). Further, positioning map of Marriott is discussed below:
Target Market and Pricing Strategy
(Source: HotelMule 2015)
The company arranges various campaigns and social media marketing programs to grow its service operations in the market. The company has partnered with Pica9 and the Excella consulting to create portal from where the customers can interact with the company. Brandworks is an application that helps the organization in increasing marketing activities.
(Source: Marriott 2019)
(Source: Rose 2018)
(Source: By Author)
(Source: By Author)
(Source: Marriott 2019)
(Source: Pawel Sokalski 2019)
(Source: Albee 2015)
Description
Although the company J. W. Marriott is already excelling in the international market, however the company should make use of social media marketing tools and techniques in an effective way to advertise and attract new and prospective people present in the market. The company should aim to diversify their market base by attracting people present in un-captured countries.
Further, they should also develop a new cost efficient line for the customer where they can enjoy the stay at economic prices as well. This will diversify the customer market base for the company.
Application
Initially, the company should alter the pricing techniques used by them so as to increase the revenue for the business. The company should provide medium range services to customers so that they can attract both high as well as medium income level customers present in the market. Further, the company should make use of all the social media marketing tools to promote the business. The company should organize various campaigns on social media websites like Instagram, Facebook, Twitter etc. as well as in the real world as well (Lasune 2012). They should also ask the customers and other people to fill surveys forms online and give ratings and reviews to the company on different sites like bookings.com, Trip advisor etc.
Future Integrated Marketing Plan
Target Market
The company should target people belong to age group between 20-40 years. Further, the company should target business class people going on business trips along with the honeymooners. Also, the organization should focus on family who likes going on exotic trips.
Promotional Mix
Personal Selling
The potential employees of J. W. Marriott organizes mouth to mouth selling practices for the business. These employees try to convince the prospective people using their personal experiences and promotion techniques. Personal selling is recognized as one of the most trustable and effective promotion tool used by companies.
Positioning Map and Promotional Tactics
Public Relations
The PR activities of the company are majorly linked with three aspects that are press, publicity of services and corporate communication as well. The efficient PR team of J.W. Marriott make sure that they target all the customers present in the market and maintain an efficient relationship with them as well. The PR team also initiates a solid relationship after sale as well. Below mentioned are the motives of PR team of Marriott:
- Build awareness for brand
- Initiate Sales
- Increase customer relationship
- Reduce promotion cost
Advertising
The company should advertise the business functions through online marketing techniques. The company should make use of traditional as well as digital media platforms to promote the services offered by the company. The business should outlay all the services they provide through marketing techniques (Chen, Hsu, and Wu 2012).
Sales Promotion
The company should aim to provide various offers and discounts to the customers in order to promote the sales in the market. They should provide gift vouchers, online discounts, membership etc. services to the customers so that they can attract them in the market.
Direct and Digital Marketing
Direct marketing is one of the best ways to promote the business functions of the company without the interference of any other source. The company make use of its own website to provide discounts and offers to the customers. Further, along with this, they should also make use of social media tools like Twitter, Facebook, Instagram, YouTube, LinkedIn, Google Ads etc. to become famous in front of prospective customer present in the industry (Albee 2015). The company should clearly advertise all the true and relevant information to the customers in an eye catchy and attractive manner.
References
Albee., A. (2015) Marriott’s Influencer Marketing Program Breaks the Mold: A Look at Their Strategy [online]. Available from < https://contentmarketinginstitute.com/2015/08/marriott-influencer-marketing/> [Accessed on 18 Feb 2019].
Chen, K.Y., Hsu, Y.L. and Wu, C.C., 2012. Mobile phone applications as innovative marketing tools for hotels. International Journal of Organizational Innovation (Online), 5(2), p.116.
HotelMule. (2015) Market Segmentation Strategies [online]. Available from < https://www.hotelmule.com/topics/market-segmentation-strategies> [Accessed on 18 Feb 2019].
Lanz, L.E.O.R.A., Fischhof, B. and Lee, R.E.B.E.C.C.A., 2010. How are hotels embracing social media in 2010. Examples of how to start engaging. New York: HVS Sales and Marketing Services.
Lasune, S., 2012. Marketing strategies and quality management of five star hotels in order to improve its revenue with special reference to selected five star hotels in Mumbai. National Monthly Refereed Journal of Reasearch in Commerce & Management, 1(4), pp.28-36.
Marriott., (2019) A Brand Leader [online]. Available from < https://www.marriott.com/marriott/aboutmarriott.mi> [Accessed on 18 Feb 2019].
Marriott., (2019) Explore Our Brands [online]. Available from https://www.marriott.com/marriott-brands.mi [Accessed on 18 Feb 2019].
Marriott., (2019) Glasgow Marriott Hotel [online]. Available from < https://www.marriott.com/hotels/travel/gladt-glasgow-marriott-hotel/> [Accessed on 18 Feb 2019].
Pawel Sokalski., (2019) Marriott Hotels & Resorts [online]. Available from < https://pawel-sokalski.com/marriott-hotels-resorts> [Accessed on 18 Feb 2019].
Rose., (2018) How Many Hotels Does Marriott Own? [online]. Available from https://www.cardbenefit.com/marriott-hotel-locations/ [Accessed on 18 Feb 2019].
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