Communication Tools

Communication Tools

Introduction

One of the important parts of the marketing mix strategy is to promote the product or service to the target customers. In this regard, a number of communicating tools are used by the organizations. These tools are selected by the firm after analyzing the product or service market for which they are operating and the readiness of the customers to be involved in the sales process. An effective communication tool helps the target audience recognize and thus recall the firms' offerings and helps in shaping their attitudes and future preferences for the firm's offering. This assignment focuses on an objective to highlight the way marketing tools are used by the Marriot hotels, a Service sector in order to coordinate with their target audience and provide them with an effective and efficient branding message.

Discussion

According to an estimate, more than 3,500 hotel properties are associated with the Marriott International covering a number of brads. Some of the brands include Marriott hotels and resorts, Autograph Collection, Marriott Court Yard and others. Previously they have opted for “one size fits all” tools of communication in order to deliver the prospective message to the target audience. The single advertising, marketing and branding approach was used by them in order to promote all the services in most of the locations with the help of their franchisers. However, because of location differences, a single communication strategy could not fit for all. The evolution of the customers' preferences, a need was felt by them to bring change in their marketing practices. Thus, this was the time when they have made a rebranding effort to tailor unique marketing and branding efforts for each of the brand covered by them in their portfolio.

Communication Tools

In the light of this assessment, below is a brief detail of the communication tools used by Marriot Hotel Brand

In order to leverage the marketing efforts, a user friendly online portal has been created by the Brand that helps in supporting the brand standard of the company brand (Brier, 2012).

Marriott International has also introduced a loyalty program with the name of Marriott Rewards. With the help of this communication tool, a benefit is provided to the members (target group) I the form of reward points or airline miles if they stay at the participating Marriot brand hotels. Other benefits that are received by the members under this communication tool is the priority hotel check in. the ...