MARKETING – CASE STUDY: Online Marketing Plan: Four Seasons

Fernando Paredes, Madalena Rodríguez

INDEX

1. Homepage – Positioning

2. Homepage – Segmentation

3. Homepage – Differential Elements

4. Homepage – Keywords:1. Alexa2. Google

5. Social Networks and Apps

6. Competitors’ Homepages

7. Comparative charts:1. Rank and Reputation2. Upstream – Downstream3. Advertising Metrics

8. Conclusion: how to improve visibility online?

Homepage- Positioning

Alexa Traffic Rank: • Global Rank: 12.645 • US Rank: 6.285

• Reputation: 14.547

Website birth

2005

January 2012

$18M investment on the webpage

Homepage - Segmentation

Target Online Customer: • Gender: Female • Age: 25-44

• Education: College and Graduate School

• Browsing Location: at Work

• No Children

• Country:• US 34%• India 11%• UK 4%• Thailand 3%

Homepage - Differential Elements

• Very intuitive website:• interactive maps for choosing destinations.• Booking process

• Member login – special offers

• Selection of spectacular offers to most attractive places in the world – on view

• Once you select the hotel you can see videos, photos, location information, dinners and other offers

• Aimed at luxury customers: prices not shown until the end of the booking, giving more importance to value and exclusivity instead of the price

Homepage – KeyWords (Alexa)

Four Seasons is managing to stay strong with its brand words despite strong competition.

Most frequent queries in search engines        that redirect to the site

The percentage of site visits from search engines.

four seasons 6.48%bora bora 1.92%four seasons hotel 0.93%four season 0.85%four seasons las vegas 0.84%four seasons bora bora 0.68%

Homepage – KeyWords (Google)

Four Seasons

Hotel Four

Seasons

Hotels Four

Seasons

Four Seasons

Bora Bora

Four Seasons

SPA

0

500000

1000000

1500000

2000000

2500000

Monthly global searches (Google AdWords)

Monthly global searches

Geographic interest

The interest has decreased over time

Social Networks and Apps

Competitor’s Homepages

• Highly developed page

• 3 types of packages but not always special offers to all destinations

• Offers for Members

• It`s the least intuitive of those compared.

• Package deals depending on what the customer is looking for.

• American Express Offers customers

• Could be further exploited

Ritz Carlton Hyatt

Comparative Charts (Rank and Reputation)

Alexa Global Traffic Rank Rank in US

Reputation

0

5,000

10,000

15,000

20,000

25,000

Fourseasons

RitzCarlton

Hyatt

• Hyatt is the best positioned in the overall ranking and in the U.S.

• Four Seasons is in third position

• Top 3 countries where the web page is better positioned EEUU INDIA UK CANADA JAPAN

0%

10%

20%

30%

40%

50%

60%

70%

80%

FourSeasons

RitzCarlton

Hyatt

Visitor by country

Comparative Charts (Upstream-Downstream)

FOUR SEASONS

Before % After %0.00

5.00

10.00

15.00

20.00

25.00

30.00

Google.com

Facebook

Before % After %0.005.00

10.0015.0020.0025.0030.0035.00

Google.com

marriott.com

Before % After %0.00

5.00

10.00

15.00

20.00

25.00

30.00

Google.com

roomkey.com

RITZ CARLTON HYATT

• All visitors are always directed from Google

• In addition Google is the main web page when people leave the hotel page

Time on site :

The complexity of the Hyatt site is the reason why people spend more time on it.

Comparative Charts (Advertising Metrics)

Fourseason RitzCarlton Hyatt0

50

100

150

200

250

300

MaxMin

• Hyatt is the chain which spends more budget on PPC

PPC BUDGET

Last Month Clicks

FourseasonRitzCarltonHyatt

• Hyatt is the site which receives more clicks on average

Fourseason

RitzCarlton

Hyatt

0 2000 4000 6000 8000 10000 12000

YahooGoogle

• They invest much more in Google PPC keywords than in Yahoo

Conclusion – how to improve visibility?

• By creating links to our website, preferably from sites with similar subject matter

• By optimizing the website, not only for women, but also for men and other sectors of interest.

• By gaining a higher recognition in social networks (Facebook, Twitter ...)

• By launchiong new online advertising campaigns (Four Seasons: seasonal campaigns)

• By sending regular newsletter updates to customers onour database

• By constantly updating web page content

• By optimizing key words on Internet

• Since most of the clicks come from Google, Facebook, Yahoo and TripAdvisor we should be present on these websites