rosewood final presentation- marketing

8/11/2019 Rosewood Final Presentation- marketing

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Rosewood

Hotels &Resorts

A senseof

Place


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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-o1How 2ch can corporate 3randin 3e pshed withotndercttin the 4ale of indi4idal property 3rands5

Pro3le2


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637ecti4es

A sense of

8ncreasin 3rand awareness forRosewood

8ncrease cross9property sae to .+,

Create Rosewood :nkies

8ncrease ests; loyalty towardsRosewood


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randingtrategyPro $etter 3rand

reconition


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y e

Corporate$randCLTV Calculation With Changes to Brand Strategy Year 1Year 2004 2005 2006 2007 200 200! 2010Number of Nights per Stay 2 2 2 2 2 2 2Number of Stays per guest1.25 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/ #.##5/0peted %ash +o3 from %ustomer "!".#### 1#1.7#1 21.#!"5 !."!5 #.972 #.152 #.#"2

4isount ator 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 StrategyYear 2004 2005 2006 2007 200 200! 2010

Number of Nights per Stay 2 2 2 2 2 2 2

Number of Stays per guest1.2 1.2 1.2 1.2 1.2 1.2 1.2



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 '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/ #.!$"/ #.#77/ #.#1"/ #.##2/0peted %ash +o3 from %ustomer "2$.5$## !.72$ 15.111# 2.$97 #.!7$ #.#52 #.#151

4isount ator 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


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$siness to$sinessidelity prora2 forenterprise e4ents

!iscont forenterprises

orani=in e4entsin 2ore than one

of or hotels

Prot fro2csto2i=ation toenterprise needs

3ased onconsolidated data

Tra4elaencies

8ncenti4ise tra4elaencies to raise3rand awareness

A sense of


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$siness tocost2ers"oyalty prora2

for freIentests

Prot fro2 csto2i=ation ofroo2 choices and

acco2pani2ents 3ased ondata fro2 pre4ios stays

A4antardeprora2 for

Rosewood 7nkies

'ettin loyalty 3enets P"


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the CorporatetrateyAll at once stratey 4s/ tae 3y tae stratey

Year . Year - Year D Row 00++

0E+

E++

EE+

CL

Customer Lifetime alue

A sense of


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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 guest1.25 1.25 1." 1." 1." 1." 1."



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 '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$9/ ".77#/ #.17/ #.177/ #.#"/ #.##/0peted %ash +o3 from %ustomer "!7.#### 1#1.7"9 22."#9$ 5.1$1! 1.19" #.27$# #.#$"

4isount ator 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


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$asic internal trainin for e2ployees ?#pand 8T9yste2 & consolidate data on

corporate le4el

R "oo in low prole ite2s (e/ 3athro3es

and towels) loan 1 >ense of placeL

Year.

Cross Marketin Place R "oo on hih prole ite2s (e

Hotel $siness Cards Cataloes)

YearD

A sense of

Corporate e4ents to create corporatefeelin

8n4ite the 2anaers to en7oy 4ariosRosewood hotels

>$y Rosewood .J*JL after hotel na2e $-$ and $-C prora2

Year-


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Recap

.D

alue Propostion:?#clsi4e stays in niIe @Rosewood> locations

Actions

./ oft 3randin

stratey

-/

?nsrepersonell

co22it2ent

D/ "oyalty

prora2s

!oals

8ncreasin 3rand awareness forRosewood

8ncrease cross9property sae to.+,

Create Rosewood :nkies

8ncrease ests; loyalty towardsRosewood

A sense of


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rosewood final presentation- marketing

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