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Background analysis LNL analysis Recommendation
Background analysis LNL analysis Recommendation
Competitive analysis
1,400
1,900
2006 2007 2008 2009 2010 2011
Nightclub market value (£million)
Players The Luminar Group Novus Leisure
G1 Group (Holdings)
plc
Company
overview
76 late-night venues
across the UK
52 multi-room bars,
dominated player in
the London
A Glasgow-based
leisure group, with 40
venues across
Scotland
Turnover
on June
2011
£137.3M
Decreased by 29.5%
since 2007
£106.7M
Increased by 12.4%
since 2007
£49,19M
Increased by 39.7%
since 2007
Strategy
To broaden its appeal
to a wider audience
by the introduction of
all kinds of
entertainments in its
sites
To position its late-night
sites as ideal venues for
a slightly more affluent
and more mature
consumer group
To invest both in
acquiring new sites
and in its existing
estate in Edinburgh
-24.0%
9-boxes SWOT analysis
Offensive strategies
O1,S2, Explore new
customers for the variety
of propositions.
O2, S3 Simulate all the
value propositions
online
Utilization strategies .
T1,T2, S3, S4- Use existing
competences (network
coverage and variety of
offerings) to edge out
competitors .
Conversion Strategies
O1, W3, Offering dancing
tuition during day
time(develop relationship)
O2,W1, Use the LNL portal
and the CRM system to get
more data to improve
customer experience.
Defensive strategies
T1,T2, W3,W2-Targeting
infrequent clubbers .
T1,T2,W3, Offer Low price
drinks
Key threats
T1-Declining nightclubbing
as leisure activities.
T2-Recession
T3-Online image(reviews,
ranking and blogs)
Key opportunities;
O1-Increase market share
O2-Opportunity to create
more online customer
experience
2013 Objectives
-Revenue growth of 10-
15%
-Stabilize walk in trade
-10% pre book growth
Key strengths
S1- Large capacity/Economies
of scale.
S2- Financially strong.
S3- Variety of offerings online
and off-line.
S4 – Network Coverage within
London
Key weaknesses
S1- Large capacity/Economies
of scale.
S2- Financially strong.
S3- Variety of offerings online
and off-line.
S4 – Network Coverage within
London
Background analysis LNL analysis Recommendation
Multichannel chain
Multichannel chain
Decreasing
web traffic
Low
conversion
rate
7 Cs Framework
7 C’s of
E-Retail
Mix
Convenience
Customer Value
and Benefits
Cost To Customer Computing And
Category
Management
Customer Care
And Service
Customer
Franchise
Communication
and customer
relationship
The Customer Perspective
Convenience
Communication &
customer
relationship
Limited search functionality
Vague layout
No obvious varieties on the main page
Multiple booking in one page
No online payment
Communicates through Facebook, twitter
and Foursquare
No communications even after creating login ID
Time limited customer service
No information in FAQ
Background analysis LNL analysis Recommendation
Recommendation of website
Advanced Search
Layout changes
Recommendation of website
Communications with customer:
Bounzd:
Provide call centre service till 3:00 AM
Reduce costs by using web widgets such as Bounzd web call
• Cost of usage £65 - £330
• 100 calls on weekdays
• 400 calls on weekends
•Easy implementation
Recommendation of website Booking system -
Customized service
Booking a booth → No queue at entrance
Booing an offering package → No queue at bar
Booking music slots → To increase engagement and
dialogue between consumers and operators
Booking a cab service → Particularly among female clubbers
Club cards → To collect consuming points
Friends share costs →
Channels before website
• Run more frequent campaigns/competitions/surveys
• Run a targeted Ad campaign
•Increase the tweet frequency: from every other day to
everyday
•Post more testimonials/experiences: experiences with website
links
•Post interesting blog posts to increase traffic to site
• Publish videos on a regular basis (events /testimonials)
• Generate more views to the videos
Link from partner website
• Offer of more varieties and more options in LNL
• Additional back links increase SEO score
Social media
Channels before website
• Referral Traffic using Banner/Text/Video Ads
• Package Deals with complementary businesses
• Barter Deals with unrelated Influential sources
Timeout: track feedback
Search engine
Third party & Referral Sites
• 88% of organic traffic
• Keyword optimization (Brandevous report)
• Add a blog
Promotions
Spotify advertising: Music-
focused
Audio Ads: High impact, unavoidable format
comprised of audio ad
Length: 30 seconds maximum
Street promotion: Get the crowded
interested
Email / SMS marketing: To send customized
sales promotion based on the customer’s data from CRM
Alliance with corporate: “IBM day”—Get drinks
free by showing business card for the day
Radio: Advertising messages during peak driving hours
Newspaper: building the premium image of
LNL
Financial benefits
Cost Benefits
•Layout changes and Advanced
search
•Inclusion of blogs
•Integrating with partners
•Development of partner
websites
SEO improvement
10000£
5000£
Webcall widegt
Booking system and integration
with CRM
4000£
10000£
Hiring more employees for to
cater to the increased online
activities (LNL)
80000£
Advertisements and promotions 20000£
129000£
Actuals Target (+15%)
Web traffic 396064 435000
Hits to enquiries 3.10% 3.50%
Enquiry to
booking 66.80% 70%
Sales in 1 month 1211 K 1392 K
Increment due to
recommendations £ 181 K/ month
In a year £ 2172 K
Profit margin of 10% £ 200 K
Customer experience
Search Get the result
Get to the
LNL website
Select the
options
Register
/ Log in
Use booking
service
Book a
booth
Book an offering
package
Book music
slots
Book a cab
service
Get confirmation
email
Digital Destination
SEO optimization
Ease of navigation
and search function
Customer
experience:
Recommend
-ations:
Using web call in
case of difficulties
CRM system / Club card / Customized service / Friends share costs
Meet with
friends
Get to tiger
tiger
No queue
at entrance
Be led to
the booth
Be provided with
booked offering
package
Drink + eat +
dance + chat
Listen to the
song booked
Drink + eat +
dance + chat
Get
drunk
Have a cab Get to home
Ultimate Destination
Online booking
Customer
experience:
Recommend
-ations:
No queue at
the bar
Online booking
Online booking Online booking
Online booking
{ Conclusion & Questions? }

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公司咨询项目PPT

  • 1. Background analysis LNL analysis Recommendation
  • 2. Background analysis LNL analysis Recommendation
  • 3. Competitive analysis 1,400 1,900 2006 2007 2008 2009 2010 2011 Nightclub market value (£million) Players The Luminar Group Novus Leisure G1 Group (Holdings) plc Company overview 76 late-night venues across the UK 52 multi-room bars, dominated player in the London A Glasgow-based leisure group, with 40 venues across Scotland Turnover on June 2011 £137.3M Decreased by 29.5% since 2007 £106.7M Increased by 12.4% since 2007 £49,19M Increased by 39.7% since 2007 Strategy To broaden its appeal to a wider audience by the introduction of all kinds of entertainments in its sites To position its late-night sites as ideal venues for a slightly more affluent and more mature consumer group To invest both in acquiring new sites and in its existing estate in Edinburgh -24.0%
  • 4. 9-boxes SWOT analysis Offensive strategies O1,S2, Explore new customers for the variety of propositions. O2, S3 Simulate all the value propositions online Utilization strategies . T1,T2, S3, S4- Use existing competences (network coverage and variety of offerings) to edge out competitors . Conversion Strategies O1, W3, Offering dancing tuition during day time(develop relationship) O2,W1, Use the LNL portal and the CRM system to get more data to improve customer experience. Defensive strategies T1,T2, W3,W2-Targeting infrequent clubbers . T1,T2,W3, Offer Low price drinks Key threats T1-Declining nightclubbing as leisure activities. T2-Recession T3-Online image(reviews, ranking and blogs) Key opportunities; O1-Increase market share O2-Opportunity to create more online customer experience 2013 Objectives -Revenue growth of 10- 15% -Stabilize walk in trade -10% pre book growth Key strengths S1- Large capacity/Economies of scale. S2- Financially strong. S3- Variety of offerings online and off-line. S4 – Network Coverage within London Key weaknesses S1- Large capacity/Economies of scale. S2- Financially strong. S3- Variety of offerings online and off-line. S4 – Network Coverage within London
  • 5. Background analysis LNL analysis Recommendation
  • 8. 7 Cs Framework 7 C’s of E-Retail Mix Convenience Customer Value and Benefits Cost To Customer Computing And Category Management Customer Care And Service Customer Franchise Communication and customer relationship
  • 9. The Customer Perspective Convenience Communication & customer relationship Limited search functionality Vague layout No obvious varieties on the main page Multiple booking in one page No online payment Communicates through Facebook, twitter and Foursquare No communications even after creating login ID Time limited customer service No information in FAQ
  • 10. Background analysis LNL analysis Recommendation
  • 11. Recommendation of website Advanced Search Layout changes
  • 12. Recommendation of website Communications with customer: Bounzd: Provide call centre service till 3:00 AM Reduce costs by using web widgets such as Bounzd web call • Cost of usage £65 - £330 • 100 calls on weekdays • 400 calls on weekends •Easy implementation
  • 13. Recommendation of website Booking system - Customized service Booking a booth → No queue at entrance Booing an offering package → No queue at bar Booking music slots → To increase engagement and dialogue between consumers and operators Booking a cab service → Particularly among female clubbers Club cards → To collect consuming points Friends share costs →
  • 14. Channels before website • Run more frequent campaigns/competitions/surveys • Run a targeted Ad campaign •Increase the tweet frequency: from every other day to everyday •Post more testimonials/experiences: experiences with website links •Post interesting blog posts to increase traffic to site • Publish videos on a regular basis (events /testimonials) • Generate more views to the videos Link from partner website • Offer of more varieties and more options in LNL • Additional back links increase SEO score Social media
  • 15. Channels before website • Referral Traffic using Banner/Text/Video Ads • Package Deals with complementary businesses • Barter Deals with unrelated Influential sources Timeout: track feedback Search engine Third party & Referral Sites • 88% of organic traffic • Keyword optimization (Brandevous report) • Add a blog
  • 16. Promotions Spotify advertising: Music- focused Audio Ads: High impact, unavoidable format comprised of audio ad Length: 30 seconds maximum Street promotion: Get the crowded interested Email / SMS marketing: To send customized sales promotion based on the customer’s data from CRM Alliance with corporate: “IBM day”—Get drinks free by showing business card for the day Radio: Advertising messages during peak driving hours Newspaper: building the premium image of LNL
  • 17. Financial benefits Cost Benefits •Layout changes and Advanced search •Inclusion of blogs •Integrating with partners •Development of partner websites SEO improvement 10000£ 5000£ Webcall widegt Booking system and integration with CRM 4000£ 10000£ Hiring more employees for to cater to the increased online activities (LNL) 80000£ Advertisements and promotions 20000£ 129000£ Actuals Target (+15%) Web traffic 396064 435000 Hits to enquiries 3.10% 3.50% Enquiry to booking 66.80% 70% Sales in 1 month 1211 K 1392 K Increment due to recommendations £ 181 K/ month In a year £ 2172 K Profit margin of 10% £ 200 K
  • 18. Customer experience Search Get the result Get to the LNL website Select the options Register / Log in Use booking service Book a booth Book an offering package Book music slots Book a cab service Get confirmation email Digital Destination SEO optimization Ease of navigation and search function Customer experience: Recommend -ations: Using web call in case of difficulties CRM system / Club card / Customized service / Friends share costs
  • 19. Meet with friends Get to tiger tiger No queue at entrance Be led to the booth Be provided with booked offering package Drink + eat + dance + chat Listen to the song booked Drink + eat + dance + chat Get drunk Have a cab Get to home Ultimate Destination Online booking Customer experience: Recommend -ations: No queue at the bar Online booking Online booking Online booking Online booking
  • 20. { Conclusion & Questions? }