Hilton Hotels

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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
Introduction4
Purpose of report4
Definition of marketing4
Definition of value5
What makes people buy a particular product?6
More for more6
More for the same7
The same for less7
Less for much less7
More for less7
Marketing StrategyProcess8
Situational Analysis8
S.W.O.T analysis9
Segmentation and targeting9
Differentiation and Positioning9
The 4 Ps.10
Product10
Price10
Place10
Promotion10
Hilton Worldwide10
Vision10
Mission10
Corporate Culture11
Hilton Worldwide S.W.O.T Analysis11
Market segmentation and positioning of Hilton Worlwide.12
Brands in the Hilton Worldwide group.12
12
The luxury Brands Waldorf Astoria and Conrad12
Extraordinary places. A singular experience.12
The luxury of being yourself®.13
The business class hotel Hilton Hotels and Resorts and DoubleTree14
The global leader of hospitality.14
Where the little things mean everything.14
All suites hotel15
More reasons to stay.15
We speak success.16
We love having you here®.16
Be at home.17
Extended Stay suites17
Be at home.17
Vacations18
This is the life.18
Growth of the Hilton Worldwide and market share.18
Value Proposition of Hilton Worldwide18
More for more.19
The same for less19
More for less19
The Marketing Mix – how Hilton Delivers value to their customers.20
Product20
Brands under the Hilton Flag20
Value delivered and image20
Price21
Rates offered21
Values delivered based on these rates22
Place22
The strategic locations where Hilton Hotels can be found.22
Value delivered due to locality.22
Promotion23
Promotional activities undertaken by Hilton.23
Value delivered to customers due to these activities.24
An analysis of the overall value delivered .24

Introduction
Purpose of report
The purpose of this report is to research and analyse the concept of value and the value proposition and how it relates to marketing.To demonstrate this concept, we have chosen Hilton International as a company on which we will conduct our research.We will evaluate what are the value propositions Hilton International presents to their customers and how these values are delivered. Definition of marketing

To begin with lets us consider the various meanings about the word Marketing. “A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others” (Kotler, 2003) “The performance of activities that seek to accomplish an organization ‘s objectives by anticipating customer or client needs and directing a flow of need satisfying goods and services from producer to customer or client.” (Perreault, 2008) “The activity, set of institutions, and processes for creating, communicating , delivering,and exchanging offerings that have value for customers, clients, partners and society at large” (2007, American Marketing Association) From the above definitions, it can be concluded that marketing is all about delivering value to meet customers need . Marketing has evolved a long way from the Production Concept where it was believed that consumers will favour products that offer the most in quality, performance and innovative features.This idea caused organizations to indulge in continuous product improvements. The Production Concept later evolved into the Selling Concept.Here the organizations aim to sell whatever they have produced.They focus on creating sales transactions and have no interest in what the customer actually needs.The customers are...
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