PowerPoint Presentation

Expanding the Marriott Brand

Submitted by:Navdeep Nainawat(PGP01010)

Agenda:Journey of MarriottBranding BriefBrand Potential and Brand Portfolio of MarriottBuilding of a strong BrandConclusion

99 years of history

Humble start in 1927Root Beer Stand

1927: A&W root beer franchise1928: Hot Shoppes were opened1937: Inflight airline catering1952: Hot Shoppes shares become public

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1969: Marriott goes international1972: Enters cruise business1983: First Courtyard Hotel1987: First Fairfield Inn & Marriott Suites hotel1987: Marriott acquires Residence Inn

1995: Historic brand brought to portfolio1997: Acquired Renaissance Hotel Group1997: Launces Town Place Suites2004: First Bvlgari property was opened

2012 & beyond: Mission to shape the future through technology and innovationsAcquired Gaylord Hotels2016: Acquired Starwood Hotels & Resorts

VisionTo be the number one hospitality company is the world

BoundariesHospitality

Brand Positioning: LuxuryStylishHigh Customer Satisfaction

BRAND PORTFOLIO: Includes all the brand offered by the firm in a product category. A good brand portfolio maximizes brand equity and one brand dose not harm equity of other.

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conclusionMarriott has used diversification across its brand portfolio to become the leader.Customer satisfaction is the priority for Marriott.Concept is flexible to be successful worldwide.Pricing for every target group.

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Created by Navdeep Nainawat, IIM Sirmaur, as a part of Brand Management course taught by Prof. Sameer Mathur.