Marketing and Communication Strategy for Marriott International

This presentation discusses the marketing and communication strategy of Marriott International, the biggest hotel chain in the world. It covers the current branding strategy, market research and trends, competitive environment, and recommended communication strategy. The presentation also includes information on the target market, positioning strategy, and promotional strategy.

Experiential Insights And
Research

TABLE OF CONTENT
 Summary of the current brand
 Market research and trends
 Competitive environment
 Rationale
 Mission statement
 Marketing objectives
 Target market
 Positioning strategy
 Recommended communication strategy
 Conclusion
 References

SUMMARY OF THE CURRENT BRAND
Overview of the brand
 An American international brand
 Biggest hotel chain in the world
 Having more than 80 years of experience
 Main mission is new innovation and signature experience

CONTINUED…
Current branding strategy of Marriott
In the current times, the company has switched from different modes such as
online and offline for marketing their products and brand. Digital methods are now
majorly used by the hotel rather than traditional methods. Further, the president of
the company has also said once that social media is not for drawing attention of
the company but it is to oversee the guests of the hotel in their own limelight.
Advertisement, brand sponsorship, campaigns, direct marketing and videos on
different social media sites are currently used by the hotel. The social media
strategy are being used by Marriott for unique branding as well as positioning of
the brand in new locations and destinations.

MARKET RESEARCH AND TRENDS
PESTLE analysis
Political
 Effective governance
 Strong democratic set-up
 Strong position in the politics across the world
 Tensions in ruling coalition
Economic
 Excellent environment for conducting
business
 Developed economy
 Overheated property market can be the future
risks
Social
 Education system is strong
 Challenges of an ageing population
 Good healthcare services
 Rising level of inequality is a severe threat
Technology
 Intellectual property right is quite effective
 Scope for new industries
 Lack of skilled personnel
Legal
 Enforcement of law and order is effective
 High business freedom
 Tax evasion is the current challenges being
faced by the nation
Environmental
 Global influence is quite strong
 High level of air pollution
 Good at executing policies

CONTINUED..
Hospitality industry research
 It is very dynamic
 Optimistic performance values recorded in 2018
 The main performers in the London city alone are bit higher in comparison with
the total performance throughout the nation
 The income per available room (RevPAR) of the country was established at GBP
67.5

CONTINUED..
Consumer and lifestyle trend
 Due to pandemic, people are now spending most of their time at home and thus,
there social media habits are also changing.
 Further, there has been rise in the opportunity for e-commerce as they now prefer
to shop via online means
 Coronavirus has turned the routine of each and every individual and now they are
caring more about social issues, environment and hygiene

CONTINUED..
Communication and retail trends
 There has been surge in the electronic commerce after the pandemic

 Seventy percent of the buying decision is being done online
 Personalized marketing is more effective these days
 Message media is more preferred with personalized information or content

COMPETITIVE ENVIRONMENT
Direct competitors (positioning map)

CONTINUED…
Target market
Marriott operates in the market which is multi-segmented. They do not
communicate same marketing message to all its customers
 Luxury [urban individuals]
 Over-the-road
 Business travellers

CONTINUED…
Product offering
Different services re being offered by Marriott such as:
 Resorts
 Lodging
 Spa
 Salon services
 Pricing
 Boutique service

CONTINUED…
Pricing
The hotel has targeted varied segments of the market on the basis of
location and this will going to impact the pricing. For example,s there are
certain hotels in the city centres which are majorly focussed on men and
women who are conducting business or doing job. This signifies that with
this segment, Marriott can charge high amount of prices. Other than this,
the hotel also focusses on couples as well as families who resides for long
time period however have limited amount of budget. This signifies that
the prices needs to be lower. Other than this, competitive pricing is also
considered because over or under price from the competitors can damage
the brand in the market.

CONTINUED..
Communication Strategies
To remain in the competition, different types of communication strategy are
being utilized by Marriott such as
 Advertising strategy
 Social media marketing
 Sponsorship
 Direct marketing

RATIONALE
From the analysis of the market research and its trends about the complete
hospitality and tourism market, it can be said that the industry is growing
tremendously irrespective of the political along with economic problems.
Marriott international have managed to become an extravagance breadwinner
through directing the new generation of travellers. Nevertheless, the comp[any is
making use of different marketing and communication tools for communicating
with the customers, it failed in appealing the target market. thus, it is suggested
to the company to make use of different and innovative communication and
brand strategy which delivers a consistent message throughout its media. The
firm is required to refine their current channels and strategies for retaining
current customers.

MISSION STATEMENT
The main mission of the hotel is enhancing the lives of the clients by
developing as well as allowing leisure experience as well as unmatched
retreat.

MARKETING OBJECTIVES
The main marketing objectives of Marriott are being defined underneath:
 To communicate key objectives to the customers effectively
 To attain the targets of the company with predefined time period and budget
 To offer optimistic experience to the guests of the hotel
 To enlarge the market and determining novel market for their products and
services
 To create awareness of the brand within the target market segment

TARGET MARKET
As discussed above the target market of the hotel are
 Business travellers
 Luxury urban individual
 Over the road travellers

POSITIONING STRATEGY
 Focusing in relation with the positioning strategy of Marriott, it has positioned
its communication strategy as a brand which offers differentiated luxury hotel
to the customers.
 In addition to this, it has also created an image that provides its clients
customised advantages.
 As evaluated from the positioning map and competitor analysis, it was
explored that one of the biggest competitors of Marriott is Ritz Carlton and
they have launched a new campaign known as supposing better then suppose
Ritz.
 This strategy of the hotel focussed on promising its clients enhanced services
with greater amount of advantages if they book them openly.

CONTINUED…
Nevertheless, Marriott hotel desired its novel communication program to
support the travellers in determining the brand portfolio of the hotel and to
determine the manner they are inter-related as per the Karin Timpone who is
marketing officer at the hotel.
Other than this, according to Trout and Rivkin (2016), re-positioning of
marketing and communication strategy is essential if these strategies does not
fit in the present market condition.
And this is quite evident in this communication strategy as the hotel is
repositioning itself through different programs and services in order to achieve
a competitive edge in the market by development of an image of loyalty, brand
identity as well as luxury.

RECOMMENDED COMMUNICATION
STRATEGY
 To rebrand different loyalty programs, services and products along with
celebration of travel by prizes re-imagined.
 Advertising throughout direct marketing, partnership of the brand as well
as digital marketing
 To create awareness for their loyalty programs and services which provides
along with develop an optimistic image of the brand connected with elite
benefits for the customers.

CONTINUED…
Online and offline communication strategy
Social media platform like YouTube, Facebook, Instagram and Twitter
Responding to trends of digital industry
Personalized messages and services according to the needs of the customers can be
sent out in the form of direct emails or chat bots.

PROMOTIONAL STRATEGY
 Marriott should make use of conversational marketing advertisement,
which is one of the latest trend in the digital marketing areas.
 Marriott should plan an online ads which involve social influencers
spreading awareness of regarding social issue or problem
 Sales promotion, discount and printed media can be utilized


CONCLUSION
On the basis of the above discussion and analysis, it can be said that the
current marketing as well as communication strategy of the hotel is
effective however they are in great need to involve digital marketing for
brand’s success. Marriott was successful enough in developing and
managing communication and branding strategy after involving new
loyalty programs and communication tools in their strategy. Considering
the present time, it is highly recommended to the hotel to incorporate both
offline along with online communication and promotional strategies so that
they can better cater with the needs of the customers

REFERENCES
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