R O S E W O O DHOTELS & RESORTS

A S E N S E o f P L A C E

GHANSHYAM SINGH BAIS

INTRODUCTION

• A private hotel management company, established in 1979,sought to build a global reputation with iconic luxury hotels.

• It has 12 hotels world wide with capacity of 1500 rooms.

• Room tariffs rate ranging from $120 to $9000

Ro s e w o o d B e i j i n g

COMPANY PROFILE & BACKGROUND

• Headquartered in Dallas.

• The first hotel Rosewood managed was “The Mansion” on Turtle Creek.

• Rosewood brand was muted, unmentioned in advertising & known mainly to hotel professionals.

• Rosewood’s competitors are Ritz-Carlton, Four Seasons, St. Regis, One & Only & Mandarin Oriental hotels.

HOTEL AL KHOZAMA, ROSEWOOD RIYADH

ROSEWOOD MANAGEMENT GOALS

• Boost customer multi property visits.

• Increasing cross property usage.

• Building strong brand equity.

BRAND AUDIT

Questioner

Customer

“did not really know the name Rosewood even they had staying at the property”.

“They know Rosewood after

the travel agents started telling them if a hotel

was Rosewood”.

Travel Agents

“The brand is not nearly as

important as the property”.

“Rosewood is a collection of

brand. It is not a brand”.

Employee

“Don’t see great opportunity, few

business opportunity”.

“very low awareness, less than 5% those who know are ‘past’ guest”.

C S R (Customer

Service Reservation)

Only 5% had stayed in more than Rosewood

Properties

40 % of guest enjoyed return

visit

• Memorable• Likeable• Transferable• Adaptable• ProtectableChoosing

Brand Elements

• Integrated marketing

Mix Marketing Activities • Internal

Branding• Brand

Communities Secondary Association

s

The initial choices for the

brand elements or

identities making up the

brand

The product and service

and all accompanying

marketing activities and

supporting marketing program

Other associations

indirectly transferred to the brand by linking it to some other

entity

BUILDING BRAND EQUITY

BRAND AWARENESS :• the ability of a potential

buyer to categorize the brand’s membership of a specific product class.

BRAND LOYALTY :• one of most important part in

the brand equity process & is often considered as the core of which further brand equity actions originates

from.

BRAND ASSOCIATION :• anything linked in

memory to a brand.

BRAND QUALITY :• Wether the brand

performance match with the customer perception

BRAND EQUITY

BRAND EQUITY MODEL

Corporate brand name

Individual brand name

2003

2004

2005 2006

2007 2008 2009

500

1000

1500

2000

2500

3000

317 364

640731

9661102

12961475

16281850

19632226

22992603

Without brandingWith branding

Advantage of Corporate Branding

Without Rosewood Branding (2003)

With Rosewood Corporate Branding

Total number of unique guests (a)

115,000.00 115,000.00

Average daily spend (b) $750.00 $750.00Number of days average guest stays

2 2

Average gross margin per room

32% 32%

Average number of visits per year per guest

1.2 1.2

Average marketing expense per guest (system-wide) d

$130.00 $138.70

Average new guest acquisition expense (system-wide)

$150.00 $150.00

Total number of repeat guests (e)

19,169 24,919

Of which: Total number of multi-property stay guests

5,750 11,500

Number of Multi property Guest

5% 10%

Average Guest Retention Rate (f)

16.67% 21.67%

Average Gross Profit per Guest

$576.00 $624.00

Revenue & Cost Analysis

SUGGESTION BASED ON CORPORATE BRANDING

Apply Corporate branding

It helps in creating strong brand equity.

RECAP

Introduction.Company profile & background.Management goals.Brand audit.Building brand equity.Brand equity model.Corporate & Individual branding.Advantage of Corporate branding.Revenue & cost Analysis.Suggestions.

References

Google, Rosewood Wikipedia.

http://s3.amazonaws.com/ppt-download/rosewoodvs1-52-121016205213-phpapp01.ppt?response-content-disposition=attachment&Signature=x2LTi7qNo64CrDl7uQEgrlM80uU%3D&Expires=1473704834&AWSAccessKeyId=AKIAJ6D6SEMXSASXHDAQ

“Created by Ghanshyam Singh Bais, VNIT Nagpur, during an internship with Prof. Sameer Mathur, IIM-Lucknow,iimlfaculty2@gmail.com”