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    Rosew Oo: A Sense of Place

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    Marketing and strategy presentation to decide the marketing case study related to Rosewood- harvard business review

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    Rosew Oo: A Sense of Place

    Uploaded by

    jc1711
    64 views14 pages
    Marketing and strategy presentation to decide the marketing case study related to Rosewood- harvard business review

    Original Title

    Rosewood Final Presentation- marketing

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    © © All Rights Reserved

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    Marketing and strategy presentation to decide the marketing case study related to Rosewood- harvard business review

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    64 views14 pages

    Rosew Oo: A Sense of Place

    Uploaded by

    jc1711
    Marketing and strategy presentation to decide the marketing case study related to Rosewood- harvard business review

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 14

    Rosew

    ood



    Hotels &
    Resorts
    A
    s
    e
    n
    s
    e
    o
    f

    P
    la
    c
    e

    Rosewood
    Properties
    The Carlyle (New York) The Manison on Trtle Creek (!allas)
    "ittle !i# $ay (%ir&in 'orda)
    A sense of
    metropolitan
    A sense of
    class
    A sense of
    nature
    A sense of
    adventure
    (in& Paci)c "od&e (Canada)
    Probability that a consumer is a:
    Non Repeat 'ests
    Mltistay &ests
    Mltiproperty &ests
    *+,
    -+,
    .+/++,
    Probability that a consumer is a :
    Non Repeat 'ests
    Mltistay &ests
    Mltiproperty &ests
    Row 0
    Facing the trade-of1
    How 2ch can corporate 3randin& 3e pshed withot
    ndercttin& the 4ale of indi4idal property 3rands5
    Pro3le2
    637ecti4es
    A sense of
    nature
    8ncreasin& 3rand awareness for
    Rosewood
    8ncreasin& 3rand awareness for
    Rosewood
    8ncrease cross9property sa&e to .+,
    8ncrease cross9property sa&e to .+,
    Create Rosewood :nkies
    Create Rosewood :nkies
    8ncrease &ests; loyalty towards
    Rosewood
    8ncrease &ests; loyalty towards
    Rosewood
    Corporate
    Branding
    Strategy
    Pro

    $etter 3rand
    reco&nition

    <tili=e csto2er
    pro)les

    Mlti9property &est
    stays

    Hi&her C"%

    Rosewood :nkies

    Consistent ser4ice

    >Rosewood> ?#perience
    Con

    Cani3ali=e the
    distincti4e @Aense of
    place>

    Resistance 3y staB
    and &ests

    Hi&h 2arketin& costs

    Possi3le ne&ati4e
    i2pact on other
    properties
    A sense of
    metropolitan
    Chy the
    Corporate
    $rand
    CLTV Calculation With Changes to Brand Strategy Year 1
    Year 2004 2005 2006 2007 200 200! 2010
    Number of Nights per Stay 2 2 2 2 2 2 2
    Number of Stays per guest
    1.25 1.25 1.25 1.25 1.25 1.25 1.25
    (assuming they are retained)
    Revenue Per Night 795 !" 9" 9!7 1##! 1#$! 112
    Revenue per %ustomer 19 21#7 22"" 2"$7 25#9 2$$# 219
    "ross #ro$it %er Custo&er 6'6 674 715 757 0' 51 !02
    &ess %ost to '()uire %ustomer *15#
    &ess 'nnua+ ,ar-eting %ost per %ustomer 9.0D *1!7 *152 *15$ *1$1 *1$$ *171
    Cash (lo) $ro& Custo&er i$ *etained '4' 527 56' 601 642 65 7'1
    . - D 0 E F
    Probabi+ity of .eing Retained . 19.""5/ ".7"/ #.72"/ #.1!#/ #.#27/ #.##5/
    01pe(ted %ash 2+o3 from %ustomer "!".#### 1#1.7#1 21.#!"5 !."!5 #.972 #.152 #.#"2
    4is(ount 2a(tor 1 1.# 1.1$$! 1.259712 1."$#!9$ 1.!$9"2#77 1.5$7!"2"
    +#V o$ ,-%ected Cash (lo) $ro& Custo&er '4' !4.'2415'17 1.04142477 '.44!145! 0.65!4422 0.1260'765' 0.0240174
    Total +#V o$ CLTV 45!.6250001
    CLTV Calculation With +o Changes to Brand Strategy
    Year 2004 2005 2006 2007 200 200! 2010
    Number of Nights per Stay 2 2 2 2 2 2 2
    Number of Stays per guest
    1.2 1.2 1.2 1.2 1.2 1.2 1.2
    (assuming they are retained)
    Revenue Per Night 795 !" 9" 9!7 1##! 1#$! 112
    Revenue per %ustomer 19# 2#22 21!! 2272 2!#9 255" 27#7
    "ross #ro$it %er Custo&er 611 647 66 727 771 17 66
    &ess %ost to '()uire %ustomer *15#
    &ess 'nnua+ ,ar-eting %ost per %ustomer 9.D0 *1" *1!2 *1!$ *151 *155 *1$#
    Cash (lo) $ro& Custo&er i$ *etained '27 50! 544 51 620 662 706
    . - D 0 E F
    Probabi+ity of .eing Retained . 1$.$$9/ 2.77/ #.!$"/ #.#77/ #.#1"/ #.##2/
    01pe(ted %ash 2+o3 from %ustomer "2$.5$## !.72$ 15.111# 2.$97 #.!7$ #.#52 #.#151
    4is(ount 2a(tor 1 1.# 1.1$$! 1.259712 1."$#!9$ 1.!$9"2#77 1.5$7!"2"
    +#V o$ ,-%ected Cash (lo) $ro& Custo&er '26.56 7.557'6' 12.!5527176 2.1'5164114 0.'510577' 0.057!51727 0.00!54'!0'
    Total +#V o$ CLTV 420.655475!
    A sense of
    adventure
    $siness to
    $siness
    $siness to
    $siness
    Hidelity pro&ra2 for
    enterprise e4ents
    Hidelity pro&ra2 for
    enterprise e4ents
    !iscont for
    enterprises
    or&ani=in& e4ents
    in 2ore than one
    of or hotels
    !iscont for
    enterprises
    or&ani=in& e4ents
    in 2ore than one
    of or hotels
    Pro)t fro2
    csto2i=ation to
    enterprise needs
    3ased on
    consolidated data
    Pro)t fro2
    csto2i=ation to
    enterprise needs
    3ased on
    consolidated data
    Tra4el
    a&encies
    Tra4el
    a&encies
    8ncenti4ise tra4el
    a&encies to raise
    3rand awareness
    8ncenti4ise tra4el
    a&encies to raise
    3rand awareness
    A sense of
    class
    $siness to
    cost2ers
    $siness to
    cost2ers
    "oyalty pro&ra2
    for freIent
    &ests
    "oyalty pro&ra2
    for freIent
    &ests
    Pro)t fro2 csto2i=ation of
    roo2 choices and
    acco2pani2ents 3ased on
    data fro2 pre4ios stays
    Pro)t fro2 csto2i=ation of
    roo2 choices and
    acco2pani2ents 3ased on
    data fro2 pre4ios stays
    A4ant&arde
    pro&ra2 for
    Rosewood 7nkies
    A4ant&arde
    pro&ra2 for
    Rosewood 7nkies
    'ettin& loyalty 3ene)ts P"<A
    additional 3ene)ts (e/&/ Apa
    treat2ent)
    'ettin& loyalty 3ene)ts P"<A
    additional 3ene)ts (e/&/ Apa
    treat2ent)
    A sense of
    adventure
    82ple2entin&
    the Corporate
    Atrate&y
    All at once strate&y 4s/ Ata&e 3y Ata&e strate&y
    Year . Year - Year D Row 0
    0++
    0E+
    E++
    EE+
    CL
    Customer Lifetime alue
    A sense of
    nature
    CLTV Calculation With Stage /y Stage Strategy Year 1
    Year 2004 2005 2006 2007 200 200! 2010
    Number of Nights per Stay 2 2 2 2 2 2 2
    Number of Stays per guest
    1.25 1.25 1." 1." 1." 1." 1."
    (assuming they are retained)
    Revenue Per Night 795 !" 9" 9!7 1##! 1#$! 112
    Revenue per %ustomer 19 21#7 2"22 2!$2 2$1# 27$$ 29"2
    "ross #ro$it %er Custo&er 6'6 674 74' 7 '5 5 !'
    &ess %ost to '()uire %ustomer *15#
    &ess 'nnua+ ,ar-eting %ost per %ustomer
    9.DJ
    *1!" *151 *15$ *1$1 *1$$ *17#
    Cash (lo) $ro& Custo&er i$ *etained '47 5'1 5!2 6'2 674 720 76
    . - D 0 E F
    +/.J.FKFJE
    *
    +/.JFFKFJE
    *
    +/-.FFKFJE
    *
    +/-.FFKFJE
    *
    +/-.FFKFJE
    * +/-.FFKFJE*
    Probabi+ity of .eing Retained
    .
    19.1$9/ ".77#/ #.17/ #.177/ #.#"/ #.##/
    01pe(ted %ash 2+o3 from %ustomer "!7.#### 1#1.7"9 22."#9$ 5.1$1! 1.19" #.27$# #.#$"
    4is(ount 2a(tor 1 1.# 1.1$$! 1.259712 1."$#!9$ 1.!$9"2#77 1.5$7!"2"
    +#V o$ ,-%ected Cash (lo) $ro& Custo&er '47 !4.244'120 1!.126464 4.0!7256'! 0.77470762 0.177'!'1 0.040216022
    Total +#V o$ CLTV 465.57'!76

    A sense of
    adventure

    $asic internal trainin& for e2ployees

    ?#pand 8T9Ayste2 & consolidate data on


    corporate le4el

    RC "o&o in low pro)le ite2s (e/& 3athro3es


    and towels)

    Alo&an 1 >Aense of placeL


    Year
    .
    Year
    .

    Cross Marketin&

    Place RC "o&o on hi&h pro)le ite2s (e&


    Hotel $siness CardsM Catalo&es)
    Year
    D
    Year
    D
    A sense of
    metropolitan

    Corporate e4ents to create corporate


    feelin&

    8n4ite the 2ana&ers to en7oy 4arios


    Rosewood hotels

    >$y Rosewood .J*JL after hotel na2e

    $-$ and $-C pro&ra2


    Year
    -
    Year
    -
    Recap
    .D
    alue Propostion:
    ?#clsi4e stays in niIe @Rosewood> locations

    Actions
    ./

    Aoft 3randin&
    strate&y
    -/

    ?nsre
    personell
    co22it2ent
    D/

    "oyalty
    pro&ra2s
    !oals
    8ncreasin& 3rand awareness for
    Rosewood
    8ncreasin& 3rand awareness for
    Rosewood
    8ncrease cross9property sa&e to
    .+,
    8ncrease cross9property sa&e to
    .+,
    Create Rosewood :nkies
    Create Rosewood :nkies
    8ncrease &ests; loyalty towards
    Rosewood
    8ncrease &ests; loyalty towards
    Rosewood
    A sense of
    class

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