IAP: Marketing Strategies & Brand Awareness for Marriot, Sydney

This presentation assesses the effectiveness of marketing strategies in increasing brand awareness for the Marriot, Sydney, within the competitive hospitality industry. It highlights the importance of brand awareness for market share growth and explores the challenges of achieving it in a crowded market. The research employs a qualitative approach, utilizing primary data gathered through an interview with Marriot's Marketing Analyst and secondary data from journals and organizational websites. The findings emphasize the necessity of digital marketing strategies, particularly leveraging social media platforms like YouTube and Facebook, to reach a wider audience and enhance brand visibility. The interview reveals insights into the potential of social media for business promotion and the importance of choosing the right platform to target the most active audience. It also acknowledges potential barriers associated with digital media marketing and proposes strategies to overcome them. The presentation concludes by underscoring the critical role of adapting marketing strategies to technological advancements to maintain a competitive edge.

Efficiency of marketing strategies in
increasing brand awareness of Marriot,
Sydney

Marketing in hotel services
 Hospitality industry has become dynamic and competitive in nature and, Marriot
is lagging behind due to the absence of appropriate brand awareness strategies
which would help the brand to remain ahead of the pace (Hutter et al. 2013)
 If the potential customers are not aware of the service, they cannot purchase and
this is the reason brand awareness appears
 It is essential for organizations to make sure that information is easy find and
they are up to date (Erdoğmuş and Cicek 2012)
 This can be done by buying advertisement space on travel sites, creating an
engaging website as well as leveraging the social media platforms.

Brand awareness
 It has been identified that brand awareness is the first step
in growing market share in any market and when
consumers are aware of the brand, they could be more
likely to give it a try as well as possibility become a
regular user (Ashley & Tuten, 2015).
 Nonetheless, obtaining such brand awareness could be
challenging because the market seems to be crowded in
nature
 In order to increase brand awareness, organization should
develop and align its marketing strategy with technology
advances such as social media platforms where access to
large audiences is easier (Aral, Dellarocas & Godes, 2013)

Primary Research Design and Methodology
 Research method: Qualitative research method has been applied to learn about how
marketing strategy helps the brand Marriot to enhance its brand awareness. In contrast,
quantitative will not be taken because it only emphasises the quantifiable data instead of
getting into the fact.
 Data collection method: Primary data has been collected by performing an interview with
organizational member of Marriot, Sydney.
 As the interview method has been applied, only qualitative data has been collected for
performing the analysis
 Secondary data: Secondary data has been collected from suitable journal articles, books, and
organizational website
 Sampling method: Non-probability sampling method

Selection of the interview
 Name of the interviewee: Garry Martin
 Position: Marketing Analyst of Marriot
 Structured Interview method: The interview method applied to the study
consists of set of pre-determined questions in the same order. The method
follows a face to face interview process, in which respondent responds to
the questions asked.
 Such method of collecting information provides a direct control over the
flow of technique and even the respondent has the scope to clarify
particular things during the process when required

Findings/Analysis
 Interview performed with the organizational member of Marriot helps to understand the
fact that in field of technology advances, where more consumers use internet to shop and
purchase the brand and search brand information than ever, application of digital
marketing strategy is a “must do” approach if the brand wishes to hold its stake in the
market.
 The marketing head of Marriot has stated the fact that social media could be an idea
strategy to promote the business as well as enhance brand awareness. The key to
increasing the brand awareness of hotel Marriot is to choose the right platform of social
media where the audience is most active. For example, the brand could target YouTube
and Facebook, where the number of global audiences are relatively high compared to
other platforms

References
 Aral, S., Dellarocas, C., & Godes, D. (2013). Introduction to the special issue—social media
and business transformation: a framework for research. Information Systems Research, 24(1),
3-13.
 Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
15-27.
 Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty.
Procedia-Social and Behavioral Sciences, 58, 1353-1360.
 Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in
social media on brand awareness and purchase intention: the case of MINI on Facebook.
Journal of Product & Brand Management, 22(5/6), 342-351.

Appendix
 For how long have you been working in Marriot, Sydney?
 Can you please state the importance of brand awareness of the organization in hospitality
sector?
 Why do you think current marketing strategy is not effective enough to enhance brand
awareness?
 According to you, which marketing strategy could help to enhance the brand awareness?
 Why do you think digital marketing strategy will help to enhance brand awareness?

 Is your organization financially stable to implement digital marketing strategy to enhance brand awareness?
 What impact the application of digital marketing strategy will create on consumers?
 According to you, which digital media platform is effective enough to target the audience and why?
 Is there any barrier in chosen digital media marketing strategy?
 How will you overcome the barriers associated with digital media marketing strategy in hospitality sector?