The Marriot, business in hotel industry, created a marketing strategy by using the different adventures their loyalty members experience while traveling. They noticed the largest consumers that are part of their loyalty program are someone looking for adventure; they call them “next-generation experience seeker”. There main objective to this new advertisement is to harness the emotional power of traveling because that is what customer value during their stay at a hotel. With this new way of advertisement for the Marriot INC., they want the new focus to become part of a massive multichannel and global campaign. The global campaign is called “You Are Here”. The meaning behind this quote mainly wants to highlight the emotions their loyalty program
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Their goal was to increase their loyalty members. In an opinion of my own, I would say this is a great tactic and great shift of target market for their business since they are already making a 26% increase of profit over a few years. Multiple corporations are starting to use their consumers into their advertisement. Because of this new tactic many consumers feel as if they are part of the business growth. This is why this is a great approach for the Marriott because they emphasize their loyalty member’s experiences when they are traveling and staying at the Marriott. From 2015, they were able to increase their loyalty program by 10%. The company is a cash cow because of the constant increase and profit. They spent approximately 102.1 million dollars on advertisement in television and digital mediums. This does sound very costly, but with the time of advertising from 2014-2015, their revenue increase from 13.8 billion to 14.5 …show more content…
The Marriot has an annual report that shows increase of revenue, but they did not report any increase of profit. In my researched I found that they did increase revenue, but the growth margin has not changes. It went from 14.7 to 14.7. There must be a cause for this and there was. Not only did the company spend 102.1 million dollars of the “You Are Here” campaign, they also spent 13 billion dollars in adding more hotels. Their profit rate compared to 2014-2015 only decrease. This is an internal weakness factor they brought upon
Their goal was to increase their loyalty members. In an opinion of my own, I would say this is a great tactic and great shift of target market for their business since they are already making a 26% increase of profit over a few years. Multiple corporations are starting to use their consumers into their advertisement. Because of this new tactic many consumers feel as if they are part of the business growth. This is why this is a great approach for the Marriott because they emphasize their loyalty member’s experiences when they are traveling and staying at the Marriott. From 2015, they were able to increase their loyalty program by 10%. The company is a cash cow because of the constant increase and profit. They spent approximately 102.1 million dollars on advertisement in television and digital mediums. This does sound very costly, but with the time of advertising from 2014-2015, their revenue increase from 13.8 billion to 14.5 …show more content…
The Marriot has an annual report that shows increase of revenue, but they did not report any increase of profit. In my researched I found that they did increase revenue, but the growth margin has not changes. It went from 14.7 to 14.7. There must be a cause for this and there was. Not only did the company spend 102.1 million dollars of the “You Are Here” campaign, they also spent 13 billion dollars in adding more hotels. Their profit rate compared to 2014-2015 only decrease. This is an internal weakness factor they brought upon