Marriott Hotel

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MARRIOTT HOTEL
Marketing Essay
Jelena Stankovic

09.03.2012
Anniesland College
The following essay will be about marketing used at Glasgow marriott hotel. Marketing mix, products of the hotel, channels of distribution, the pricing srategies, also, methods of promotion used by the hotel and explanation of product life cycle. Alxso I will suggest a new product and explain how it might be promoted, priced or distributed. Glasgow Marriott hotel is located in the business district of the city centre near central station and Scottish exhibition and conference centre SECC, short drive from Glasgow Airport approximately 20 minutes, just off the M8 motorway. The hotel is not far from the main shopping street and all types of transportation such as train central station is 0.8 km, subway station Anderston 0.2 km, bus station Buchanan 1.6 km. The hotel has on-site car parking and wireless internet. Marketing mix is the combination of elements that is used to market products. There are four elements: Product, Place, Price and Promotion. They are called the four Ps of the marketing mix. Putting the right product in the right place, at the right price, at the right time. To create the right marketing mix, businesses have to meet the following conditions: The product has to have the right features - for example, it must look good and work well. The price must be right. Consumer will need to buy in large numbers to produce a healthy profit. The goods must be in the right place at the right time. Making sure that the goods arrive when and where they are wanted is an important operation. The target group needs to be made aware of the existence and availability of the product through promotion. Successful promotion helps a firm to spread costs over a larger output. Also promotion has to suit the product or consumers will not believe in the image.

To understand branding, it is important to know what brands are. A brand is the idea or image of a specific product or service that consumers connect with, by identifying the name, logo, color, slogan, or design of the company who owns the idea or image. Branding is when that idea or image is marketed so that it is recognisable by more and more people, and identified with a certain service or product when there are many other companies offering the same service or product. Marriott’s mega brand is Marriott International. The Marriott brand ranges from 5 star luxury products to 3 star moderately priced lodgings. Samples of Marriott’s brands are: The Ritz-Carlton, JW Marriott, Autograph Collection, AC Hotels, Courtyard by Marriott, Springhill Suites by Marriott, TownePlace Suites by Marriott, Marriott Executive Apartments, Marriott Vacation Club, Grand Residences by Marriott, Bulgari Hotels & Resorts, Renaissance Hotels, Marriott Hotels & Resorts, Fairfield Inn & Suites by Marriott, Residence Inn by Marriott, Marriott ExecuStay, The Ritz-Carlton Destination Club and Marriott Conference Centres. Glasgow has Marriott located in city centre and brand is Marriott Hotels & Resorts.

Product range is when different types of product and services are available. Marriott in Glasgow types of products and services such as: 13 floors, 300 rooms, 2 suites, 12 meeting rooms, 2 concierge levels, high speed internet, on-site parking, fee is 1 GBP hourly, 8 GBP daily, car park at rear of hotel with 180 spaces, two restaurants, leisure club, fitness centre, spa with different services and treatments, indoor pools, sauna. Also one of the products is Marriott reward points which their customers collect points and with those points they have discounts for some products and services. Then different types of services such as: cash machine, coffee and tea in room, concierge lounge hours, foreign exchange, housekeeping service daily, laundry on-site, local restaurant dinner delivery, newspaper delivered to room, on request, newspaper in lobby, room service 24-hour, safe deposit boxes, front desk,...
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