Case analyis of Cabo San Viejo -A harvard business school case on the loyalty programme of csv. Complete analysis with customer delight and experiential selling concept.
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CABO SAN VIEJO RESORT HISTORY AND MARKETING CHALLENGES
1. CABO SAN VIEJO PREPARED BY: GAURAV BHATTAMISHRA GAURAV SALUJA GAURAV BASU GAURAB DAS MADHULIKA NAG G.VENKATESH
2. INTRODUCTION 1977 – founded by Dave and Florence Blumenthal on the site of a former peach orchard in Palm Springs, California Cabo San Viejo-nations first and leading Health and Wellness brands, operating high end destination Health Resorts & Branded Day spas 1982-regarded “Premier total vacation/fitness resort” by a leading magazine In Late 1990s & early 2000s-opened several smaller branded CaboDaySpa sites with a twin goal of management of capacity and employee dedication
10. AIM OF CRM TO PRODUCE HIGH CUSTOMER EQUITY. 3 DRIVERS OF CUSTOMER EQUITY VALUE EQUITY- ASSESSMENT OF UTILITY BRAN D EQUITY- INTANGIBLE ASSESSMENT OF BRAND RELATIONSHIP EQUITY- TENCENCY TO STICK WITH THE BRAND