Hilton Hotels
INSTITUTE OF PROFESSIONAL DEVELOPMENT
EXECUTIVE MBA
PROGRAM : MASTER IN MANUFACTURING MANAGEMENT
MODULE : MARKETING MANAGEMENT
TOPIC : VALUE PROPOSITION OF A PRODUCT / SERVICE
LECTURER : Ms PUVANESWARY K. CHRISTINE
NAME OF STUDENT : MASURI MAT ROZEKHI
MATRIC NO : EMBA-MMFG-12151
I/C NO : 610620-01-6280
DATE ; 11TH AUGUST 2012
Contents Introduction 4 Purpose of report 4 Definition of marketing 4 Definition of value 5 What makes people buy a particular product? 6 More for more 6 More for the same 7 The same for less 7 Less for much less 7 More for less 7 Marketing StrategyProcess 8 Situational Analysis 8 S.W.O.T analysis 9 Segmentation and targeting 9 Differentiation and Positioning 9 The 4 Ps. 10 Product 10 Price 10 Place 10 Promotion 10 Hilton Worldwide 10 Vision 10 Mission 10 Corporate Culture 11 Hilton Worldwide S.W.O.T Analysis 11 Market segmentation and positioning of Hilton Worlwide. 12 Brands in the Hilton Worldwide group. 12 12 The luxury Brands Waldorf Astoria and Conrad 12 Extraordinary places. A singular experience. 12 The luxury of being yourself®. 13 The business class hotel Hilton Hotels and Resorts and DoubleTree 14 The global leader of hospitality. 14 Where the little things mean everything. 14 All suites hotel 15 More reasons to stay. 15 We speak success. 16 We love having you here®. 16 Be at home. 17 Extended Stay suites 17 Be at home. 17 Vacations 18 This is the life. 18 Growth of the Hilton Worldwide and market share. 18 Value Proposition of Hilton Worldwide 18 More for more. 19 The same for less 19 More for less 19 The Marketing Mix – how Hilton Delivers value to their customers. 20 Product 20 Brands under the Hilton Flag 20 Value delivered and image 20 Price 21 Rates offered 21 Values delivered based on these rates 22 Place 22 The strategic locations where Hilton Hotels can be found. 22
EXECUTIVE MBA
PROGRAM : MASTER IN MANUFACTURING MANAGEMENT
MODULE : MARKETING MANAGEMENT
TOPIC : VALUE PROPOSITION OF A PRODUCT / SERVICE
LECTURER : Ms PUVANESWARY K. CHRISTINE
NAME OF STUDENT : MASURI MAT ROZEKHI
MATRIC NO : EMBA-MMFG-12151
I/C NO : 610620-01-6280
DATE ; 11TH AUGUST 2012
Contents Introduction 4 Purpose of report 4 Definition of marketing 4 Definition of value 5 What makes people buy a particular product? 6 More for more 6 More for the same 7 The same for less 7 Less for much less 7 More for less 7 Marketing StrategyProcess 8 Situational Analysis 8 S.W.O.T analysis 9 Segmentation and targeting 9 Differentiation and Positioning 9 The 4 Ps. 10 Product 10 Price 10 Place 10 Promotion 10 Hilton Worldwide 10 Vision 10 Mission 10 Corporate Culture 11 Hilton Worldwide S.W.O.T Analysis 11 Market segmentation and positioning of Hilton Worlwide. 12 Brands in the Hilton Worldwide group. 12 12 The luxury Brands Waldorf Astoria and Conrad 12 Extraordinary places. A singular experience. 12 The luxury of being yourself®. 13 The business class hotel Hilton Hotels and Resorts and DoubleTree 14 The global leader of hospitality. 14 Where the little things mean everything. 14 All suites hotel 15 More reasons to stay. 15 We speak success. 16 We love having you here®. 16 Be at home. 17 Extended Stay suites 17 Be at home. 17 Vacations 18 This is the life. 18 Growth of the Hilton Worldwide and market share. 18 Value Proposition of Hilton Worldwide 18 More for more. 19 The same for less 19 More for less 19 The Marketing Mix – how Hilton Delivers value to their customers. 20 Product 20 Brands under the Hilton Flag 20 Value delivered and image 20 Price 21 Rates offered 21 Values delivered based on these rates 22 Place 22 The strategic locations where Hilton Hotels can be found. 22
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