Dual branding presentation (1)
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Brittany Hammer, McKenzie Gacki, Joan Mansavage HT 344 Hospitality & Tourism Marketing April 22, 2013
Transcript of Dual branding presentation (1)
Brittany Hammer, McKenzie Gacki, Joan Mansavage
HT 344
Hospitality & Tourism Marketing
April 22, 2013
Overview
History
Scope and Reach
Outside Industry Impact
Industry Examples
Interview
Future Impact of Dual Branding
Course Content
Maintaining Competitive Advantage
History
History
Linking various independent brands
together
Reaching a broader customer base
Controlling a large portion of the industry
Example: P&G, Car Companies, etc.
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage
Scope and Reach
Scope and Reach
Variety of companies
Multitude of products and services
Reaching as many consumers as
possible
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage
Trend Impacts
Trend Impacts
Consumer’s mindset
Company’s power over an area in their
industry
Financial Impact
Cultural Impact
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage
Industry Examples
Marriott
3 Multi Branding Strategies
Ritz Carton
Renaissance
Fairfield Inn
“A brand really is the sum totals of what
people believe about a business, a
concept, an organization – and it is all
the tangibles and intangibles.”
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage
YUM! Brands
Founded in 1992
Owns KFC, Pizza Hut, Taco Bell, A & W,
and LJS
Advantages over competition
Training
Location
Management Teams
Course Content Advantage
Volkswagen
Audi, Bentley, Lamborghini
Different consumers=different wants
Wide variety
Luxury
Sport
Every-day vehicles
Proctor and Gamble
Multi-brand “tycoon”
Olay
Pampers
Pringles
Duracell
Brands people don’t want but NEED
Interview
Rick Trebilcock
Prior CMO of YUM! 2003 – 2005
Customers prefer multi branding
Wider selection for families and groups
Smaller businesses need to focus on
local sponsorship
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage
Future Impact
Future Impact
Changes the way consumers make
decisions
Changes the power that large
companies posses
Recreating hospitality marketing
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage
Course Content
Course Content
Branding
Target Marketing
Customer Value & Satisfaction
Pricing Products
Promoting Products
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage
Maintaining Competitive
Advantage
Competitive Advantage
Familiar brands have a greater
advantage
Large
Location
Management
Product
History Scope Outside Impact Examples Interview Future Impacts
Course Content Advantage
