Marketing of Marriott Residence Inn

The situation analysis of would take into account the marketing environment of Residence Inn which is a subsidiary to M/s Marriott International. The market considered for the analysis would be global since Marriot International is a multinational hospitality company and operates in more than a hundred countries.

Running head: MARKETING OF MARRIOTT RESIDENCE INN
Marketing of Marriott Residence Inn
Name of the Student
Name of the University
Author note

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MARKETING OF MARRIOTT RESIDENCE INN
Table of Contents
I. Executive Summary:....................................................................................................................8
II. Situation analysis:...................................................................................................................8
A. Current:...................................................................................................................................8
1. Demographic:..........................................................................................................................8
a. Occupation:............................................................................................................................10
b. Marital status:....................................................................................................................12
c. Ethnic Background:...........................................................................................................12
d. Education:..........................................................................................................................13
e. Age:....................................................................................................................................14
f. Income:...............................................................................................................................14
g. Children:............................................................................................................................16
2. Psychographics/Lifestyle:......................................................................................................16
a. VAL category or Family life cycle segment:.....................................................................19
3. Current User Profile document:.............................................................................................19
a. Consumption facts:............................................................................................................19
Influences:..............................................................................................................................19
Where Consumed:.................................................................................................................19
How Consumed:....................................................................................................................19
Frequency of use:...................................................................................................................20

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MARKETING OF MARRIOTT RESIDENCE INN
Quantity used:........................................................................................................................20
b. Attitudes about:..................................................................................................................20
Quality:..................................................................................................................................20
Price:......................................................................................................................................21
Packaging:..............................................................................................................................21
Style:......................................................................................................................................21
Brand reputation:...................................................................................................................22
c. Consumer buying habits:...................................................................................................22
d. Consumer awareness of the brand (percentage):...............................................................22
e. Attitudes toward current advertising-perceptions, believability:.......................................22
f. What problems does the product solve for the consumers?...............................................22
Is the consumer aware of these benefits?..............................................................................23
g. Are consumers brand loyal or switchers?..........................................................................23
B. Geographic Emphasis:..........................................................................................................23
C. Seasonality:...........................................................................................................................23
D. Product Evaluation:...............................................................................................................24
1. Product history:......................................................................................................................24
2. Sales history:..........................................................................................................................24
3. Pricing:...................................................................................................................................24
4. Distribution:..........................................................................................................................24

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MARKETING OF MARRIOTT RESIDENCE INN
a. Current distribution channels:............................................................................................24
b. Distribution geography:.....................................................................................................24
c. Average retail shelf facings:..............................................................................................25
d. Where is the product located/positioned in stores?...........................................................25
e. Do distributors like the product? The company?...............................................................25
f. Do they gladly allow the space for displays?.....................................................................25
g. Is there an out-of-stock problem for retailers?..................................................................25
h. Does the brand use ‘push’ or ‘pull’ sales promotion?.......................................................26
5. Current product brand character............................................................................................26
a. Is current pricing acceptable to consumers?......................................................................26
b. Product ingredients? Quality? Construction?....................................................................26
c. Is packaging functional and convenient?...........................................................................26
d. How does product performance compare with competitors?............................................26
e. What consumer problems does the product solve?............................................................26
f. What is the overwhelming consumer benefit?...................................................................26
E. Creative Requirement (if any)...............................................................................................27
F. The Competition:...................................................................................................................27
1. Marketing Strengths and Weaknesses:..................................................................................27
a. Number and type of competitors:......................................................................................27
b. Major competitors’ market shares:....................................................................................27

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MARKETING OF MARRIOTT RESIDENCE INN
c. Minor competitors’ market shares:....................................................................................27
d. Distribution, geography:....................................................................................................28
e. Retail shelf facing:.............................................................................................................28
f. Location of products in stores:...........................................................................................28
g. Distribution attitudes towards competitor:........................................................................28
h. Do competitors use ‘push’ and ‘pull’ sales promotion?....................................................28
2. Competitive Product Brand Character:..................................................................................28
a. Pricing policies:.................................................................................................................28
b. Product ingredients? Quality? Construction?....................................................................29
c. Packaging comparisons:.....................................................................................................29
3. Competitive advertising:........................................................................................................29
a. History (media used, creative themes, slogans, including examples):..............................29
b. Past advertising budgets (5 years, if possible)...................................................................29
c. Brand awareness for competition. Do consumers recognize the competition’s advertising
more than their own?.............................................................................................................30
d. Any weakness in the competition’s advertising?...............................................................30
III. Research:..................................................................................................................................30
A. Objectives:............................................................................................................................30
B. Strategies:..............................................................................................................................30
C. Methodology:........................................................................................................................30

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MARKETING OF MARRIOTT RESIDENCE INN
D. Summary of Findings:..........................................................................................................31
IV. Problems and Opportunities:...................................................................................................31
V. Marketing Objectives:...............................................................................................................31
A. Current sales vs sales goals:..................................................................................................31
B. Current market share vs market share goal for next fiscal year:...........................................31
C. Current market penetration (percentage of all distributors carrying the products) vs
Penetration goal for the next fiscal year:...................................................................................32
VI. Marketing strategies:...............................................................................................................32
VII. Advertising creative:..............................................................................................................32
A. Creative strategy document (ROI):.......................................................................................32
B. Strategy- The Big Idea:.........................................................................................................32
C. Support for The Big Idea:.....................................................................................................33
D. Tone of Creative:..................................................................................................................33
E. Tactics-Samples/Mock-ups of Creative Executions:............................................................33
VIII. Advertising media:................................................................................................................33
A. Objectives:............................................................................................................................33
1. Target audience:.................................................................................................................33
2. Geography:........................................................................................................................33
3. Seasonality:........................................................................................................................33
4. Continuity. flighting etc.....................................................................................................33

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5. Creative consideration:......................................................................................................33
6. Reach vs Frequency:..........................................................................................................33
B. Strategies:..............................................................................................................................34
C. Tactics:..................................................................................................................................34
1. Media Mix or not:..............................................................................................................34
2. Media Types:.....................................................................................................................34
3. Media Formats, Classes, Channels, Sections, Sizes, Colours:..........................................34
4. Geographic Use of Media:.................................................................................................34
5. Seasonal Use:.....................................................................................................................34
6. Flighting vs Continuity:.....................................................................................................35
IX. Sales Promotion:......................................................................................................................35
A. Objectives:............................................................................................................................35
B. Strategies:..............................................................................................................................35
C. Tactics:..................................................................................................................................35
X. Direct marketing Recommendations:.......................................................................................35
A. Objectives:............................................................................................................................36
B. Strategies:..............................................................................................................................36
C. Tactics:..................................................................................................................................36
XI. Interactive & Social Media Recommendations:......................................................................36
A. Objectives:............................................................................................................................36

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MARKETING OF MARRIOTT RESIDENCE INN
B. Strategies:..............................................................................................................................36
XII. Flowcharts and schedules:......................................................................................................36
XIII. Budget:..................................................................................................................................36
XIV. Campaign evaluation:...........................................................................................................36
A. Objectives:............................................................................................................................37
B. Strategies:..............................................................................................................................37
C. Methodology:........................................................................................................................37
References:....................................................................................................................................38

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MARKETING OF MARRIOTT RESIDENCE INN
I. Executive Summary:
II. Situation analysis:
The situation analysis of would take into account the marketing environment of
Residence Inn which is a subsidiary to M/s Marriott International. The market considered for
the analysis would be global since Marriot International is a multinational hospitality company
and operates in more than a hundred countries (Residenceinn.marriott.com. 2018). The analysis
would then be narrowed down to Singapore, the target market and country under consideration.
A. Current:
1. Demographic:
A demographic customer segmentation of the markets of Residence Inn, the bungalow
style accommodation which Marriott International offers shows that major markets consist of
countries with high population. This is because higher population also means that the
multinational hotel chains are able to get access to larger number of consumers.

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MARKETING OF MARRIOTT RESIDENCE INN
Figure 1.Table showing population of Singapore
(Strategygroup.gov.sg. 2018)
Figure 2.Proportion of Singles among Resident Population by Selected Age Group,

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MARKETING OF MARRIOTT RESIDENCE INN
(Source: Singstat.gov.sg. 2018)
The first figure above shows that the population of citizens in Singapore has grown to
3471900 as on June 2018 from 3439200 as on June 2017. The population of permanent residents
and resident population have also increased in 2018 compared to 2017. The second figure shows
that on average the number of people with higher educational qualification has also increased
among both male and female of 30 to 39 year band as well as 40 to 49 years band. Kim and
Sakamoto (2017) mention that higher qualification is directly related to opportunities of getting
employed at higher posts with better salaries. Thus, it can be inferred in the light of the third
figure that more highly educated people in Singapore means that more people would earn higher
salaries. Lindeman (2015) strengthens the opinion by mentioning that higher salaries means
more disposable income among consumers. This means that more number of consumers would
be able to afford the premium accommodation facilities of Residence Inn, which is a premium
flagship product by Marriott International. Thus, it can inferred from the discussion that the
current demographic segmentation of the market of Marriott International consist of countries
like Singapore which have increasing population along with increasing living standards. This
gives the multinational accommodation owned by Marriott generate immense revenue.
a. Occupation:
The occupation of the customer segments of Residence Inn consist of customers
employed with companies at high levels. This is evident from two aspects which are clearly
mentioned from the official website of the accommodation chain. The chain has as many as 97
and 52 branches in countries like the United Kingdom and France. This is because these
countries are experiencing not only high population but also an increase in the population of
customers with highly paid occupations. These highly paid occupation attribute the customers

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MARKETING OF MARRIOTT RESIDENCE INN
with higher disposable incomes which make it feasible for them to avail premium
accommodation facilities like Residence Inn. It can also pointed out that, on the contrary, the
multinational bungalow style chain has very few branches in the African markets with average
number of branches coming to 8 approximately whereas the premium accommodation chain has
5037 branches in the US alone. This low number of branches in Africa compared other markets
can be attributed to the smaller consumer population with highly paying income. Thus, it can be
inferred that the Residence Inn targets markets like the US having higher population of high
income consumers.
Country No of locations
Algeria 9
Djibouti 1
Egypt 19
Ethiopia 2
Ghana 2
Guinea 1
Kenya 3
Libya 3
Malawi 1
Morocco 5
Namibia 6
Nigeria 8
Rwanda 1
Seychelles 1
South Africa 63
Tunisia 1
Uganda 4
Zambia 8
Total 138
Average 7.67
Figure 3. Table showing average number of branches of Residence Inn in Africa
(Source: Residenceinn.marriott.com. 2018)

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MARKETING OF MARRIOTT RESIDENCE INN
b. Marital status:
The consumer segments of Residence Inn consist of married and unmarried couples. The
Marriott International segments its market on the basis of marital status. The multinational hotel
chain has packages and deals specially planned for married couples. The Residence Inn, being a
premium services provided by the multinational hotel chain also provides similar services. The
chain of premium accommodation provides venues for marriage celebration as well as romantic
trips for couples (Marriott.com. 2018).
c. Ethnic Background:
The ethnical background of the customer segments of the Residence Inn is the very
reflection of the global operations of the multinational accommodation chain which is aligned to
the operations of its parent organisation namely, the Marriott International. The ethnic
background of the customers also takes into account the population of profile of the host country
concerned. For example, as far as Singapore is concerned, the population consists of people from
different markets like China. India and Europe. Balderas-Cejudo, Rivera-Hernaez and Patterson
(2016) mention that multinational companies in order to serve their customer bases form global
strategies which their regional offices adapt according to the ethnicity of the customers of
specific host markets.

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MARKETING OF MARRIOTT RESIDENCE INN
.
Figure 4. Proportion of Singles Among Singapore Citizens by Age Group, Sex and Ethnic Group
(Source: Singstat.gov.sg. 2018)
For example, the above graph shows that the ethnic population of Singapore consists of a
large of Chinese, Malays and Indians. The country in addition to its Asian population also has a
considerable population from Europe and America as well. Thus, in this respect it can be pointed
out Residence Inn in order to operate in Singapore profitably, displays cultural aspects of these
customers from other nations as well (Verbeke and Asmussen 2016). This embracing of cultural
aspects of ethnic consumer base in Singapore is evident from the celebration of Chinese New
Year in Marriott International in Singapore (Singaporemarriott.com. 2018)
d. Education:
The customer segmentation on the grounds of education by the Residence Inn in
Singapore can be considered as the reflection of the economic segmentation of the market by
premium accommodation chain. Kim and Sakamoto (2017) can be reiterated in this case to point

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MARKETING OF MARRIOTT RESIDENCE INN
out that higher education is closely related to the social status since the former usually enables
people to get highly paying jobs. Thus, in this respect it can be pointed out that the target
customer segment of the Residence Inn consist of educated consumers.
e. Age:
The target age group of the consumer segments of the Residence Inn spans form small
children to aging people. Ghose and Todri (2015) points out a very important aspects pertaining
to the business of the hospitality sector. They point out that consumers of the hospitality
companies may not be customers. This is evident from the fact that while customers of the
multinational accommodation chain consists of organisations or individuals booking a part of the
amenities, the consumers are the individuals actually staying in them (Blut et al. 2014). Thus, it
can exemplified that in case of the Residence Inn that the people of all ages are consumers
whereas customers consist of individuals as well as organisations booking accommodations are
the customers. Thus, it can be inferred that whereas the consumer segments of Residence Inn in
Singapore belong to all ages including babies, the customer segments are between 20 and 60 in
case of individuals.
f. Income:
The target income segment of the Residence Inn consist of the middle and upper class
customers. Nwankwo, Hamelin and Khaled (2014) mention in this respect that increase in the
income of the middle class customers have transformed the customer segmentation of premium
accommodation to a great extent. The traditionally targeted income segment of premium
hospitality companies consist of the high income group.

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MARKETING OF MARRIOTT RESIDENCE INN
Figure 5. Graph showing median gross income
(Source: Channelnewsasia.com. 2018)
The above statistics released by the Ministry of Manpower, Government of Singapore
shows that the median gross income has risen in 2018 above SGD 4400. This increase in income
can be explained opinion of Posey‐Maddox, Kimelberg and Cucchiara (2014). They mention that
the increase in income among the middle class customers means that premium accommodation
providers can expand their customer segmentation income wise. Thus, in this respect it can be
pointed out that the present customer segments of the Residence Inn in terms of income consist
of both upper class income and middle class income group (Residenceinn.marriott.com. 2018).

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MARKETING OF MARRIOTT RESIDENCE INN
g. Children:
The demographic segmentation strategy of the Marriott International considers children
an important final consumer group. This is evident from the facilities which the resorts owned by
the hotel group including the Residence Inn provide (Marriott.com. 2018). The official website
of the hotel group reports that the properties under the brand name of the Marriott International
offer free meals for children. They even have specially designed food offerings for children. The
resorts have pool for children. The hotel chain also have entertainment packages for children
ranging from nature visits to traditional fair visits. Thus, it can be inferred that children form a
very important part of the customer segmentation of the multinational accommodation chain.
2. Psychographics/Lifestyle:
The psychographic or lifestyle wise segmentation of the market of the Residence Inn
consist of several segments depending on the type of visits.

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MARKETING OF MARRIOTT RESIDENCE INN
Figure 6. Graph and table showing GDP growth of Singapore
(Source: Stb.gov.sg. 2018)
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Inboun
d
Touris
m
Market
s
2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017 2017
TOTAL
1,480,4
79
1,361,
010
1,480,
161
1,470,
750
1,363,
897
1,387,
601
1,632,
135
1,559,
283
1,320,
050
1,402,
299
1,397,
330
1,569,
616
SOUTH
EAST
ASIA
47
8,812
437
,738
534
,535
555
,812
502
,134
567
,156
560
,387
477
,817
464
,113
501
,024
503
,852
641
,734
GREAT
ER
CHINA
38
9,744
342
,756
328
,080
338
,068
298
,939
283
,320
455
,964
458
,502
289
,803
313
,669
311
,846
305
,363
NORTH
ASIA
11
3,643
132
,843
126
,243
95
,081
106
,798
102
,427
121
,532
155
,871
117
,359
118
,060
127
,487
107
,072
SOUTH 10 95 107 134 195 156 123 118 128 144 109 146

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MARKETING OF MARRIOTT RESIDENCE INN
ASIA 0,555 ,038 ,296 ,505 ,198 ,862 ,743 ,131 ,319 ,299 ,309 ,232
WEST
ASIA
1
2,581
11
,749
22
,042
12
,708
10
,189
12
,753
20
,463
21
,152
13
,738
11
,036
11
,524
14
,639
AMERI
CAS
7
2,376
68
,575
72
,468
55
,815
54
,290
64
,461
66
,833
53
,415
48
,314
54
,388
74
,042
73
,679
EUROP
E
17
7,003
188
,096
188
,875
163
,080
107
,641
97
,928
154
,187
179
,175
138
,093
149
,610
159
,358
150
,748
OCEAN
IA
12
8,719
79
,801
95
,041
108
,477
83
,916
98
,259
122
,061
88
,231
114
,852
104
,578
93
,191
118
,557
AFRICA 7,046
4
,414
5
,581
7
,204
4
,792
4
,433
6
,964
6
,987
5
,458
5
,635
6
,717
11
,589
OTHER
S 0 0 0 0 0 2 1 2 1 0 4 3
Figure 7. Table showing number of inbound tourists in Singapore
(Source: Stb.gov.sg. 2018)
The sixth figure shows that the GDP of Singapore grew by 3.6 percent in 2017. The
Singapore Tourism has released a data showing the number of inbound visitors to Singapore. An
analysis of the two figures show that the growing GDP of Singapore is attracting more number of
corporate tourists to the country. Henderson (2016) in this respect points out that hospitality
industry in Singapore receives tourists who come both for professional as well as leisure
purpose. The Residence Inn segments its tourists based on this basis into corporate and domestic
tourists. Lifestyle wise the customer segments of the Residence Inn can be divided into
customers who frequently travel to foreign destinations like Singapore and who occasionally
travel to foreign destinations.

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MARKETING OF MARRIOTT RESIDENCE INN
a. VAL category or Family life cycle segment:
The family cycle segments which the Residence Inn serves consists of small and large
families. This is evident from the types of suites the accommodation chain provides. The official
website of the Residence Inn shows that there are Studio Suites for less than 4 four people and 2
Bedroom suites for families having within six members. Families with larger disposable income
can also book an entire Penthouse suite (Residenceinn.marriott.com. 2018).
3. Current User Profile document:
a. Consumption facts:
Influences:
There are several influences which encourage the upper class and the middle class
consumers from booking luxurious accommodation of the Residence Inn owned by the Marriott
International Group. The following section would outline these factors more succinctly:
Where Consumed:
The customers normally prefer to book suites at the Residence Inn when they go to
foreign destinations like Singapore. The upper and middle class people with high disposable
income can book suites at the multinational accommodation even while touring places with
Singapore.
How Consumed:
The customers book the luxury accommodation facilities both for leisure purposes as well
as professional visits to the country to attend business meets. Medhekar (2017) points out that
upper class tourists also visit foreign countries to take advantage of the medical and wellness
facilities within countries. This claim of the author is substantiated by article published on the

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MARKETING OF MARRIOTT RESIDENCE INN
Strait Times, one of the leading English editorials of the country. The newspaper reports that
Singapore is one the leading medical tourism destinations (straitstimes.com 2018). Thus, it can
be inferred that the customer segments visiting the Residence Inn consist of corporate customers,
leisure customers and tourists visiting the country for medical treatments.
Frequency of use:
The frequency of customers visiting the Residence Inn Singapore depend on several
factors. For example, the tourists who visit Singapore yearly and enjoy the luxurious amenities of
the Residence Inn visit the accommodation annually. The corporate tourists visit Singapore on
their business meet book suites in the accommodation as per their business requirements. The
upper class medical tourists visit the country as per their health requirements and medical check-
up schedules.
Quantity used:
The quantity or the accommodation sizes booked at the Residence Inn depend on factors
like size of the groups visiting Singapore. For example, small groups can book Studio suites
while large groups can book a 2 Bedroom suite.
b. Attitudes about:
Quality:
The tourists preferring to stay at the Residence Inn prefer high quality and luxurious
accommodations. Batat and Frochot (2014) mentions that the upper class tourists perceive
customer service as a quality parameter. Thus, it is evident that the tourists preferring to reside at
the Residence Inn are not only affluent but extremely conscious about quality.

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MARKETING OF MARRIOTT RESIDENCE INN
Price:
The pricing strategy of the Residence is kept high for two reasons. Yang, Mueller and
Croes (2016) point out the first factor which is that upper class tourists regard price as a
reflection of quality. Thus, the pricing of the Residence Inn is kept high in order to attract and
retain upper class customers. Pereira-Moliner det et al. (2015) mention that maintaining
luxurious accommodations attract immense costs. The Residence Inn management in has to bear
immense expenditure to maintain the amenities like the penthouse as well as crews of dedicated
staff. Thus, here again the high price of accommodation of Residence Inn which Marriott
International charges is justified.
Packaging:
The Residence Inn management use superior packaging to despatch goods to the suites of
the customers on demand. For example, the customers at the accommodation can order groceries
to their suites. Khalil et al. (2016) mention in this respect that customer segment of the
accommodation are educated. These customers are not only concerned about services but also
about sustainability. The management of the Residence Inn have to ensure sustainable and high
quality packaging which once again justifies its high pricing (Yang, Mueller and Croes 2016).
Style:
The customers who visit the Residence Inn accommodations require specific style villas.
The upper class consumers are very specific about style and ambience of the accommodations.
For example, the corporate customers prefer more formal ambience while leisure customers
prefer more relaxing environment (Ramanathan, Di and Ramanathan 2016). This means that the
management of the Residence Inn has to ensure accommodation layout and arrangements as per
the style perception of the customers.

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MARKETING OF MARRIOTT RESIDENCE INN
Brand reputation:
The Marriott International holds high brand reputation in the international hospitality
industry. The Residence Inn, being a brand under the ownership of Marriott International holds a
high market reputation by providing high quality services to the upper and middle class
customers the hotel chain serves.
c. Consumer buying habits:
The customers of the Residence Inn are mostly upper class customer who prefer premium
accommodations. The customers of the premium accommodation book the suites as per their
buying habits.
d. Consumer awareness of the brand (percentage):
The Forbes Magazine reports that the Marriott International holds the highest position in
the global hospitality industry with a market share of over 26 percentage (Forbes.com. 2018).
This means that among 100, about more than 26 customers are aware about the high quality
accommodation which the hotel group can offer.
e. Attitudes toward current advertising-perceptions, believability:
The customers have a strong positive attitude towards advertising-perceptions of the
Marriott International. Their belief towards its premium hospitality services is evident from its
large number of loyal upper class customers which the hotel group boasts (Han and Hyun 2015).
f. What problems does the product solve for the consumers?
The accommodation services of the Marriott International branded accommodations
including the Residence Inn solve the problems of premium services which upper class
customers expect. This high quality customer service of the international accommodations is

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MARKETING OF MARRIOTT RESIDENCE INN
responsible for the high customer retention rate which has earned the Marriott International its
top position (Yoo, Bai and Singh 2018)
Is the consumer aware of these benefits?
The consumers of the international accommodation chain namely, the Residence
International are aware about the high quality services of the hotel chain which benefit them.
This customer awareness has led to the high market position of the hotel group (Kandampully,
Zhang and Bilgihan 2015)
g. Are consumers brand loyal or switchers?
The large proportion of consumers of the international hotel chain are loyal and keep on
using the services of the Residential Inn. This is evident from the high global position and the
largest market share the accommodation chain boasts (Forbes.com. 2018)
B. Geographic Emphasis:
The Residence Inn places emphasis on the geographical location of the branches after its
parent company, Marriott International. This is evident from the fact that the accommodation
chain has more branches in the affluent markets like North America and Europe. The Resident
Inn is expanding its presence in emerging markets of Asia like Singapore. However, the number
locations in the underdeveloped markets like Africa are less.
C. Seasonality:
The customer footfall at the Residence Inn is seasonal to some extent. The
accommodation chain receives higher number of passengers during festive seasons and during
times of important international conventions of companies.

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MARKETING OF MARRIOTT RESIDENCE INN
D. Product Evaluation:
1. Product history:
The Residence Inn provides high quality accommodation services. The service and
facilities available at the accommodation chain are at par with the service standards of its parent
company, Marriott International.
2. Sales history:
The Residence Inn being a select accommodation range owned by Marriott International
does not have its own sales history. However, revenue generated can be regarded as the sales
history. It can be pointed out that the international hotel chain has a strong sales history which is
evident from $ 1102 million revenue earned in December 2017 compared to $ 806 million and $
698 million as on December 2016 and December 2015 (Marriott.gcs-web.com. 2018).
3. Pricing:
Already discussed above
4. Distribution:
The Marriott International and its select accommodation are distributed all over the
world. Their distribution is aligned with the main markets with more branches in the developed
and emerging markets compared to the underdeveloped markets.
a. Current distribution channels:
Discussed above
b. Distribution geography:
Discussed above

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MARKETING OF MARRIOTT RESIDENCE INN
c. Average retail shelf facings:
Not applicable for the Residence Inn since it is a premium accommodation chain owned by
Marriott International.
d. Where is the product located/positioned in stores?
Not applicable for the Residence Inn since it is a premium accommodation chain owned by
Marriott International.
e. Do distributors like the product? The company?
Not applicable for the Residence Inn since it is a premium accommodation chain owned by
Marriott International.
f. Do they gladly allow the space for displays?
Not applicable for the Residence Inn since it is a premium accommodation chain owned by
Marriott International.
g. Is there an out-of-stock problem for retailers?
Not applicable for the Residence Inn since it is a premium accommodation chain owned by
Marriott International.

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MARKETING OF MARRIOTT RESIDENCE INN
h. Does the brand use ‘push’ or ‘pull’ sales promotion?
Not applicable for the Residence Inn since it is a premium accommodation chain owned by
Marriott International.
5. Current product brand character
a. Is current pricing acceptable to consumers?
Discussed above
b. Product ingredients? Quality? Construction?
Not applicable for the Residence Inn since it is a premium accommodation chain owned by
Marriott International.
c. Is packaging functional and convenient?
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
d. How does product performance compare with competitors?
Marriott International holds the highest position in the global hospitality market. The
company is experienced increasing revenue generation.
e. What consumer problems does the product solve?
Discussed above
f. What is the overwhelming consumer benefit?
Discussed above

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MARKETING OF MARRIOTT RESIDENCE INN
E. Creative Requirement (if any)
F. The Competition:
Discussed above
1. Marketing Strengths and Weaknesses:
Marriott International holds the highest position in the global hospitality market. The company is
experienced increasing revenue generation.
a. Number and type of competitors:
The number of competitor of the Resident Inn is large. The types of competitors are both
international and regional in nature.
b. Major competitors’ market shares:
The main competitors of Marriott International as well as its select brand the Resident Inn
are the international hotel chains namely the Hilton Group and the ICG.
c. Minor competitors’ market shares:
The main competitors of Resident Inn namely, the Hilton Group holds a very large
market share.

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MARKETING OF MARRIOTT RESIDENCE INN
d. Distribution, geography:
Discussed above
e. Retail shelf facing:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
f. Location of products in stores:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
g. Distribution attitudes towards competitor:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
h. Do competitors use ‘push’ and ‘pull’ sales promotion?
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
2. Competitive Product Brand Character:
a. Pricing policies:
Discussed above

29
MARKETING OF MARRIOTT RESIDENCE INN
b. Product ingredients? Quality? Construction?
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
c. Packaging comparisons:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
3. Competitive advertising:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
a. History (media used, creative themes, slogans, including examples):
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
b. Past advertising budgets (5 years, if possible)
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.

30
MARKETING OF MARRIOTT RESIDENCE INN
c. Brand awareness for competition. Do consumers recognize the competition’s advertising
more than their own?
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
d. Any weakness in the competition’s advertising?
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
III. Research:
A. Objectives:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
B. Strategies:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
C. Methodology:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.

31
MARKETING OF MARRIOTT RESIDENCE INN
D. Summary of Findings:
It can be summarised from the discussion that several findings have come into light. First,
the Residence Inn is one of leading accommodation chain befitting its owner Marriott
International. The second finding is that the market segmentation of the accommodation too
follows its parent company. However, the third finding clearly point out that the medium size
accommodation are in no position to challenge Marriott but can challenge the Residence Inn in
term of customer acquisition and revenue. This means that the management of the
accommodation needs to form a powerful marketing strategy to maintain the position of the
Residence Inn.
IV. Problems and Opportunities:
V. Marketing Objectives:
A. Current sales vs sales goals:
The current sales of the Residence Inn is high in developed and emerging markets.
However, compared to the sales goals which the management has set for the Residence of
earning higher revenue, it can be pointed out that the accommodation chain needs to strengthen
its marketing activities. This would result achievement of higher revenue.
B. Current market share vs market share goal for next fiscal year:
The current market share of Residence Inn is very high but the Marriott International
should make advance strategy to retain its leading position. This is because the competitors like
the Hilton Group are already strengthening their hold in the more profitable markets like Asia.

32
MARKETING OF MARRIOTT RESIDENCE INN
C. Current market penetration (percentage of all distributors carrying the products) vs
Penetration goal for the next fiscal year:
The current market penetration of Residence Inn is very high but the Marriott
International should make advance strategy to retain its leading position. This is because the
competitors like the Hilton Group are already strengthening their hold in the more profitable
markets like Asia. The market penetration of the Residence Inn does come under competition
from low budget accommodations providing good facilities.
VI. Marketing strategies:
The international hotel should use omnichannel strategy. The strategy should combine
trade fairs and digital marketing.
VII. Advertising creative:
A. Creative strategy document (ROI):
The creative strategy document of the Residence Inn should consist of new business
objectives of the accommodation chain. An analysis of the website of the accommodation gives
complete detail about the facilities including layout. All these prove that the multinational hotel
chain can is extremely creative in promoting its select range accommodation.
B. Strategy- The Big Idea:
The Marriott International should consider the strategy of acquiring lower prices property
as well. However, the acquisition should take place under a different brand name. It would be
preferable that the low cost residences instead of being a subsidiary to the Marriott International,
should be subsidiary to the Residence Inn.

33
MARKETING OF MARRIOTT RESIDENCE INN
C. Support for The Big Idea:
The Residence Inn is already supported by the market position and financial strength of
Marriott International.
D. Tone of Creative:
The Residence very creative in providing high class accommodation.
E. Tactics-Samples/Mock-ups of Creative Executions:
VIII. Advertising media:
Discussed above
A. Objectives:
1. Target audience:
Discussed above
2. Geography:
Discussed above
3. Seasonality:
Discussed above
4. Continuity. flighting etc.
Discussed above
5. Creative consideration:
Discussed above
6. Reach vs Frequency:
Very high

34
MARKETING OF MARRIOTT RESIDENCE INN
B. Strategies:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
C. Tactics:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
1. Media Mix or not:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
2. Media Types:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
3. Media Formats, Classes, Channels, Sections, Sizes, Colours:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
4. Geographic Use of Media:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
5. Seasonal Use:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.

35
MARKETING OF MARRIOTT RESIDENCE INN
6. Flighting vs Continuity:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
IX. Sales Promotion:
A. Objectives:
The main objectives of sales promotion of Residence Inn is to earn higher revenue. The
second objective of the multinational accommodation is to retain its global position
B. Strategies:
The main promotion strategy of Marriott International with respect to the Residence Inn
is promoting its services through its official website. The strategies should aim to attract more
upper class customers from international hotel chains as well as middle class customers from
medium budget accommodations. Thus, the strategy would be a combination of factors catering
to both the customer groups to boost revenue generation.
C. Tactics:
The main tactics of the Marriott International towards promoting the Residence Inn
should revolve around attracting more customers. It must be noted that the hospitality market of
Singapore is already extremely competitive with medium budget accommodations already
catering to the middle class customers. With the population of middle class customers growing in
Singapore, the international accommodation chain should try to attract this customer’s base. The
Residence Inn should on one hand provide high priced accommodations to maintain the upper
class customers. The accommodation chain on the other hand to attract middle class customers

36
MARKETING OF MARRIOTT RESIDENCE INN
should provide middle budget facilities. This would enable the accommodation chain dominate
both the consumer markets to maintain its market position.
X. Direct marketing Recommendations:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
A. Objectives:
B. Strategies:
C. Tactics:
XI. Interactive & Social Media Recommendations:
A. Objectives:
The main objective of the Marriott International is to attract large number of upper class
customers.
B. Strategies:
The main strategies to promote the Residence Inn consist of website promotion and social
media promotion.
XII. Flowcharts and schedules:
Attached.
XIII. Budget:
Attached.

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MARKETING OF MARRIOTT RESIDENCE INN
XIV. Campaign evaluation:
Not applicable for the Residence Inn since it is a premium accommodation chain owned
by Marriott International.
A. Objectives:
B. Strategies:
C. Methodology:
The method used to gain information consist of secondary data analysis method of both
quantitative as well as qualitative. The relevant government websites and the official websites of
the Marriott International were also used to conduct the research. The research required vast
body of information not only about the hotel industry but also about the country Singapore. This
necessitated study of several books, articles, government websites as well as newspapers which
have been used in appropriate places. The limitations faced pertained to time since a large
number of articles had to be analysed to collect data. Moreover, the reliability of the internet
sources had to be ascertained in order to ensure authenticity of the data.

38
MARKETING OF MARRIOTT RESIDENCE INN
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