DraftFCB Case Competition: Strategic Initiative for Marriott
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Transcript of DraftFCB Case Competition: Strategic Initiative for Marriott
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STRATEGIC INITIATIVE PROPOSAL
September 12h, 2013
Chicago, IL
Team Dorsey
Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski
for
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AGENDA
The Problem
The Opportunity
Cultural Insights
Target Market
The Proposal
Q & A
3-4
5
6-7
8
9-12
13
Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski
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THE PROBLEM
Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski
Marriott is seen as a hotel that caters only to business needs.
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THE PROBLEM
Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski
BusinessTravel
Vacation
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THE OPPORTUNITY
Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski
BusinessTravel
Vacation?
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THE TARGET MARKET
Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski
Millennials
Young professionals have come to expect more from corporate travel.
• Work and play are not mutually exclusive
• 84% of millennial travelers are willing to extend their business trip for leisure.
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WHY MILLENNIALS?
Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski
They will soon be the dominant group of both business and leisure travelers.
Brand loyal45.6% would choose their favorite hotel brand over one with a more convenient location.
… compared to 36.6% of older generation
WORK | PLAY | STAY
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CULTURAL INSIGHTS
Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski
• ISOLATED TOGETHERNESS
• DESIRE TO UNPLUG IN A TECHNOLOGICAL WORLD
• FOMO
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ISOLATED TOGETHERNESS
Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski
Young Millennials work differently.
• 36% of Millennials say that they prefer to work in the lobby, compared to 17% of older generations
Tactic:Make Marriott’s lobbies the “third space” (coffee shop)• Open• Trendy• Technology equipped• Bar/Coffee
WORK
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DESIRE TO UNPLUG
Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski
Stepping away from the work…
80% admit that sometimes they “just want to unplug and enjoy the simple things”
69% rely on hotels to connect to new people during their stay65% credit “exploring new cities” as the most exciting aspect of business travel
Tactic:“Unplug and Connect” In-House Events
• Encourage social interaction among guests• Experience new city/ local culture
PLAY
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FOMO
Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski
What is FOMO?
• Paralyzed by Choice• Heightened by Social Media• “Did I make the right choice?”
Fear of Not Sharing
Tactic:“A Story to Share” (#StorytoShare)
• Brand Awareness• Reassurance & Validation
“If I didn’t check-in on FourSquare and there aren’t
photos of the night on Facebook, did it really happen?”
STAY
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12Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski
PROBLEM: Marriott is seen as a hotel that caters only to business needs.
• Lost Demographic• Redefining Traditional Corporate Travel• Balancing Work and Play
SOLUTION: Change the way Millennials view Marriott
• Make it THEIR hotel of choice for not only business but all travel.
WORK | PLAY | STAY
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13Lisa Bernath | Catherine Morrison | Christine Spitler | Amanda Vankoski
Questions?