10/14/2012

Ali Yudhi Dame Reiny Dewi Aryani Frisca Listya Sagita Simanjuntak

ROSEWOOD HOTELS & RESORTS (ROSEWOOD) is a private hotel management company .

operated a collection of individually branded unique hotels & resorts Has global reputation with iconic luxury hotels

T fxx y ctvx
the SIXERs/marketing.management/MMUI

exw Facts

1991 Lanesborough, London, England 1979 The Caroline Rose Hunt Trust Estate

1992 Caneel Bay, St. John, U.S.V.I. Little Dix Bay, Virgin Gorda, B.V.I

2002 Jumby Bay, Antigua.

Properties Growth

2001 1989 Selling the Hotel BelAir and Hotel Hana Maui for record prices Resort, Sunny Isles Beach, Florida 1995 Hotel Al Khozama Al Faisaliah Hotel 1985 Hotel Crescent Court, Dallas The Crescent Club & The Spa at The Crescent 2000 The Carlyle, New York King Pacific Lodge, British Columbia, Canada 1997 The Bristol in Panama City, Las Ventanas al Paraiso , Los Cabos, Mexico, The Dharmawangsa, Jakarta 1999 Badrutts Palace St. Moritz, Switzerland Al Faisaliah Hotel Hotel Seiyo Ginza

1980 1st hotel The Mansion on Turtle Creek, Dallas, Texas

1982 Hotel Bel-Air, Los Angeles, California

1984 Hotel Hana Maui, Hawaii

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BRAND AUDIT
CSR

Questioner

(Customer Reservation

Service)

Customer

Travel Agents

Employee

Only 5% had stayed in more than Rosewood Properties

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

The brand is not nearly as important as the property.

Dont see great opportunity, few business opportunity.

40 % of guest enjoyed return visit

Luxury Properties
Local Character Local Culture

Unique
One of a kind Flexible & Creative

Soft
complementary Not intrusive

They know Rosewood after the travel agents started telling them if a hotel was Rosewood.

Rosewood is a collection of brand. It is not a brand.

very low awareness, less than 5% those who know are past guest.

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Rosewood management Goals

Increasing Connection between Rosewood properties Increasing Cross Properties Ussage from 5% to 10% Create Rosewood Junkies Building Strong Brand Equity

Brand
Brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods/services of one seller /group of seller and to diferentiate them from those competitors.
Brand Equity is the added value endowed on products & services that reflected in:

the way customers think, feel and act with respect to the brand, Price, market share & profitability the brand commands for the firm.

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Theory

10/14/2012

Building Brand Equity

Aakers Brand Equity Model

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

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Theory

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Theory

Brand Analysis
Ability to enhance a propertys value Unique & Luxurious A Sense of Place philosophy Low Brand Recognition Low Brand-Wider usage The brand was Untapped Asset Strenght Weaknesses

Branding Strategy

Company Brand Name

Threats Intense Competition Some of their Hotels Brand are Stronger Internal Branding Opportunity

Individual
Brand Name

Increasing Cross Property Usage Rosewood Junkies

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Analysis

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Analysis

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Pros and Contras

Individual Branding Unique & represent local culture No need additional cost (cost efficiency) Flexible Internal Management Already has loyal customer Corporate Branding Better CLTV Collective Experience (duplicate standard) Consistent Service Encourage guest to use more than one properties Better Brand Recognition High customer loyalty (Rosewood Junkies)
Increase Marketing Cost for rebranding Resistant from owner, guest, manager Guest feel alienate Bad Reputation may impact others

Brand Awareness
Subjective :
Become a Top of Mind Brand
External drive way: Internal Drive way:

Pro

Promotion & Ads in Media (online & offline) Launch Event Promotion

Service Standarize High Quality Rosewood Careers

Contra Inconsistency in brand wide performance standard

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Analysis

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Analysis

Brand Loyalty
Subjective : Retain The loyal customer Drive way : Travel Package Tematic Events Develope Community to pursue Rosewood Junkies Membership (platinum & titanium) Annual Gathering Private & Exclusive Service

Brand Association
Subjective :
Uniqueness one of a kind Luxurious

Drive Way :
Premium Pricing High Quality Services Luxurious Architecture & Design

Brand Quality
A Sense of Place

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Analysis

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Analysis

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Revenue Growth

Revenue and Cost Analysis

Without Rosewood Branding With Rosewood Corporate (2003) Branding

Total number of unique guests (a) Average daily spend (b) Number of days average guest stays Average gross margin per room Average number of visits per year per guest Average marketing expense per guest (systemwide) d Average new guest acquisition expense (systemwide) Total number of repeat guests (e) Of which: Total number of multiproperty stay guests Number of Multiproperty Guest Average Guest Retention Rate (f) Average Gross Profit per Guest

115,000.00 $750.00 2 32% 1.2 $130.00 $150.00 19,169 5,750 5% 16.67% $576.00

115,000.00 $750.00 2 32% 1.2 $138.70 $150.00 24,919 11,500 10% 21.67% $624.00

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Analysis

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Analysis

Total NPV of CLTV without Corporate Brand

Years Gross profit per guest Acquisition expense per new guest Marketing expense per guest Net Profit per Guest Retention factor Discount factor Net Present Value (NPV) 1.00 1.00 0 1 2 3 4 5 6 575.00 609.50 646.07 684.83 725.92 769.48 815.65 115.00 130.00 132.60 135.25 137.96 140.72 143.53 146.40 476.90 510.82 546.88 585.21 625.95 669.25 1.00 0.93 441.58 562.37 0.22 0.86 94.90 0.05 0.79 20.38 0.01 0.74 4.38 0.00 0.68 0.94 0.00 0.63 0.20

Total NPV of CLTV with Corporate Brand

Years Gross profit per guest Acquisition expense per new guest Marketing expense per guest Net Profit per Guest Retention factor Discount factor Net Present Value (NPV) Total NPV 0 1 2 3 4 5 6 624.00 661.44 701.13 743.19 787.79 835.05 885.16 115 138.70 142.86 147.14 151.56 156.10 160.79 165.61 370.30 518.58 553.98 591.64 631.68 674.27 719.55 1.00 1.00 0.93 0.22 0.86 0.05 0.79 22.05 0.01 0.74 4.72 0.00 0.68 1.01 0.00 0.63 0.22

480.17 102.92 611.09

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Analysis

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Analysis

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Recommendation
1. Adopt Corporate Branding 2. Extended branding for some current strong brand

Th a n k Yo u

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Recommendation