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Hotels targeting Millennials – Differentiation and Positioning

Moxy Hotels is Marriott International’s new millennial-focused boutique hotel concept.

Moxy – Meet Moxy Hotels

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Homepage: http://moxy-hotels.marriott.com/ (Links to an external site.)Links to an external site.

Hilton Worldwide recently announced a new brand targeting those who has a Millennial mindset.

Explore Tru by Hilton

Homepage: http://tru3.hilton.com/en/our-story/index.html

After watching the videos and exploring their sites, discuss how each brand differentiates itself and comment on which one is more appealing to you.

Starbucks and consumer lifestyle

Watch the video case of “Starbucks”. Feel free to watch additional videos available in YouTube.

How does Starbucks use consumer lifestyle to market its products? Give some examples.


Note: In the address bar, click on “Not secure” on the left to allow Flash in Chrome browser to watch the video.

A Meal to Die for

Watch the video “A Meal To Die For”, CBS News Video about Heart Attack Grill, at https://youtu.be/Em34idZwE0o

How would you relate it to segmentation, target marketing, and differentiation (positioning) concepts in the chapter?

McDonald’s and Millennials

Watch the vide case of “Does McDonald’s stand a chance with Millennials?”

http://video.nrn.com/video/Does-McDonald%E2%80%99s-Stand-a-Chance#c=CC79FY1TTWNW2VDM&t=Does McDonald’s stand a chance with Millennials? – Bloomberg (Links to an external site.)Links to an external site.


https://www.youtube.com/watch?v=g-_AWIBcY-ALinks to an external site.

What should the company do to influence their behavior and get them back?

Chegg Answers
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