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Group-
Keshav Kumar PGP/17/324
Pusyakant Tiwari PGP/17/
Sneha Gupta PGP/17/
Venu Merh PGP/17/
Purba Tripathy PGP/17/
Case: The Ritz-Carlton Hotel Company
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In Services, whats in a Name?By Leonard L. Berry, Edwin E Lefkowith, & Terry Clark
A name cant make or break a product or company, what matters is how well a compa
or services meet its customers needs
However, a well chosen name can give a company a marketing edge over compet
Branding effect even more important for services as in services, the company
brand name
Selecting a brand name is critical to a total marketing strategy
Strong brand name- accelerates market awareness and acceptance of a high qua
eg. Federal Express
Weak brandingcan accelerate failure for a poorly conceived or delivered service
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Four useful tests
Distinctinctive
nessRelevance Memorability
Four tests useful for assessing the branding potential of an existing or prop
A strong brand should possess some, if not all, of these characteristics
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Distinctiveness Immediately identifies the service supplier
and distinguishes it from competitors
Avoid a generic sounding name toestablish a proprietary position
Eg. Allied, United, & National telllittle about the services
Use words uncommon to the service
category, eg. Meridianfinancial services Use proper names- stand out in a
competitive environment, eg. McDonalds,Marriott, J.P. Morgan
Use Fabricated words Eg, Premerica,Exxon
Relevanc Conveys the essence of the s
Helps identify and position thconsumers minds
Important factor for companintangibles
Avoid simple literal descriptioservicelong , less distinct
Names that resonate with indconnotations rather than lite
Eg. Humana better name thaTouch Health care
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Memorability
Easy to understand name, easy to pronou
PanAm, Aetna (short but not easy to pron
Brevity &Simplicity
Pathmark more memorable than Grand U
NYNEX more memorable than U.S. West.Distinctive
Needs to be done with restraint, but high
Citibank, Toys R Us
UnusualSpelling
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Flexibility Companies change and expand over time
Company needs to consider future changes in direction while evaluati
Name should be broad enough to grow with the business
Problem when companies diversify into different geographi
Western Hotels became Western International and finally W
DeltaNo need for a change
Geographical
References
Ventures evolve from single line of business to multiple line
Problem in communicating the larger scope of its offerings
Ex A transport company having Trucking or Rail in its na
Purely DescriptiveNames
Limiting Factors
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Case Facts-History
Venu
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The Gold Standards
Three Step Service:1. A warm and sincere greeting. Use the guest name, if and when p2. Anticipation and compliance with guest needs
3. Fond Farewell. Give them a warm god-bye and use their names,possible
The motto
We are Ladies and Gentlemen serving Ladies and Gen
This motto exemplifies the anticipatory service providestaff members
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The Credo
The Ritz-Carlton Hotel is aplace where the genuine careand comfort of our guests is
our highest mission.
We pledge to provide thefinest personal service andfacilities for our guests who
will always enjoy a warm,relaxed, yet refined ambience.
The Ritz-Cenlivens twell-being
the unexpneeds
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Standards
Each employee is expected to understand and adhere to thestandards, which describe processes for solving problems guincluding:
detailed grooming
housekeeping
safety
and efficiency standards
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Business Model & Quality
Venu
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Human Resources-Opening & & daycountdown
Venu
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Key Issues-Cultureat the Ritz-Carlton
1. The culture main focus is on luxury, comfort, style, hospitality and of course the
2. The main objective of the hotel management is to give its customers a service likqueens
3. Innovation & Risk taking - More Natural, Relaxed and authentic
4. Attention to detailprecise standards and specification
5. Outcome orientationcommendable customer services
6. People orientationTrainings
7. Team orientationTrainings of Groups
8. AggressivenessImmediate customer services
9. Stabilityluxurious, elegant and formal
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Impor tance of thisCulture
Important because it has influence onemployees and it is associated with highperformance
Believing customer service is a must for aluxury hotel especially when dealing withcustomers one of the reason a hotel can bename or rate as luxury is because of the servicethat people receive
DrawbacksCulture
The way they detail themselves(A particular system of entertarecitation (Oral delivery of prep
Since this kind of organizations
on the leader, so the selection
regarded as a critical variable aand effort should be spend on
Employees working in this kindculture are reluctant to changerespond to the changing enviroignoring the change
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Key Issues-Chal lenges
Maintaining and Stronger the Cultureof their System and implement the
culture to their employees with
detailed basic of the Culture systemthat Ritz-Carlton have
To Maintaining NeRitz-Carlton must d
PlanningRitz Carlton appropriate the new cuconstrains decision mak
management functions OrganizingManagem
of independence for em
Supplementary service
Process line extensions
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Key Issues-Learning for othersManage to make their staff happy.
Explorer employees potential.
Make environment more flexible.
Motivate staff for more effective and efficient performance.
Maintain standards while changing the approach.
Increased employee satisfaction.
In time decisions
Importance of customer services