Rosewood vs1.5 (2)R
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This document discusses Rosewood Hotels & Resorts, a luxury hotel management company. It was founded in 1979 and currently operates 25 hotels and resorts globally. The document analyzes Rosewood's branding strategy and compares the financial impacts of maintaining individual property brands versus adopting a unified Rosewood corporate brand. Adopting a corporate brand is estimated to increase customer lifetime value and profitability by strengthening the overall Rosewood brand equity and encouraging more multi-property visits. The document recommends Rosewood adopt a corporate branding strategy to strengthen its brand and increase customer loyalty and profits.
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Rosewood vs1.5 (2)R
- 1. Ali Yudhi Dame Reiny Dewi Aryani Dewi Sagita Frisca Listya Rosewood Hotels & Resorts : Branding to Increase Customer Profitability and Lifetime Value l the SIXers MM UI 2012
- 2. 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 Rosewood Facts
- 3. 1979 • The Caroline Rose Hunt Trust Estate 1984 • Hotel Hana Maui, Hawaii Rosewood Facts HISTORY
- 4. Properties Growth 25 25 20 13 15 12 10 10 6 6 8 5 5 0 0 1 2 4 1996 2003 Rosewood Facts
- 5. ROSEWOOD BRAND “A Sense of Place” Rosewood Facts
- 8. Rosewood Theory
- 9. Building Brand Equity Rosewood Theory
- 10. Aakers Brand Equity Model Rosewood Theory
- 11. Calculating Customer Lifetime Value Customer lifetime value (CLV) describes the net present value of the stream of future profits expected over the customer’s lifetime purchases Rosewood Theory
- 12. Branding Strategy Rosewood Analysis
- 13. Pro’s and Con’s Individual 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) • Inconsistency in brand wide • Increase Marketing Cost for re-branding performance standard • Resistant from owner, guest, manager • Guest feel alienate • Bad Reputation may impact others Rosewood Analysis
- 14. Revenue and Cost Analysis Without Rosewood Branding With Rosewood Corporate (2003) Branding Total number of unique guests (a) 115,000.00 115,000.00 Average daily spend (b) $750.00 $750.00 Number 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 $130.00 $138.70 (system-wide) d Average new guest acquisition expense $150.00 $150.00 (system-wide) Total number of repeat guests (e) 19,169 24,919 Of which: Total number of multi-property stay 5,750 11,500 guests Number of Multiproperty Guest 5% 10% Average Guest Retention Rate (f) 16.67% 21.67% Average Gross Profit per Guest $576.00 $624.00 Rosewood Analysis
- 15. Total NPV of CLTV without Corporate Brand Years 0 1 2 3 4 5 6 Gross profit per guest 609.50 646.07 684.83 725.92 769.48 815.65 Acquisition expense per new guest 115.00 Marketing expense per guest 132.60 135.25 137.96 140.72 143.53 146.40 Net Profit per Guest (115.00) 476.90 510.82 546.88 585.21 625.95 669.25 Retention factor 1.00 0.22 0.05 0.01 0.00 0.00 Discount factor 0.93 0.86 0.79 0.74 0.68 0.63 Net Present Value (NPV) (115.00) 441.58 94.90 20.38 4.38 0.94 0.20 448.62 Rosewood Analysis
- 16. Total NPV of CLTV with Corporate Brand Years 0 1 2 3 4 5 6 Gross profit per guest 661.44 701.13 743.19 787.79 835.05 885.16 Acquisition expense per new guest 115 Marketing expense per guest 142.86 147.14 151.56 156.10 160.79 165.61 Net Profit per Guest (115.00) 518.58 553.98 591.64 631.68 674.27 719.55 Retention factor 1.00 0.22 0.05 0.01 0.00 0.00 Discount factor 0.93 0.86 0.79 0.74 0.68 0.63 Net Present Value (NPV) (115.00) 480.17 102.92 22.05 4.72 1.01 0.22 Total NPV 496.09 Rosewood Analysis
- 17. • Adopt Corporate Branding • Strengthen Rosewood’s Brand Equity Rosewood Recommendation
- 18. Rosewood Analysis
- 19. Rosewood Analysis
- 20. Rosewood Analysis
- 21. Rosewood Video
- 22. Thank You
Hinweis der Redaktion
- Rosewood get its reputatation in enhance property’s values after they successfully converted The Mansion on Turtle creek, Little Dix Bay in The British Virgin Island, and new builds : The Lanesborough in London, UK & alsoThe Las Ventanas Al Paraiso in Mexico
- Properties growth among the Individual Branding Hotels, Rosewood Hotel increased from 6 hotels in 1996 to 12 hotels in 2003.
- From the research, the conclusion is that the Rosewood Brand reflected as: 1. Luxurious Hotel that gives the guest local character & local culture 2. One of kind uniqueness 3. Soft, complementary & intrusive, only mentioned on low amenities
- In 2003, The President & CEO of Rosewood, John Scott decided to do Brand Audit by giving questioner to their customers, travel agents & employee, and also doing research using CSR (Customer Service Reservation) through all their hotels system.
- The Rosewood Management (John Scott as CEO & Robert Boulogne as COO) decided what their goals in the future.
- Data dari exhibit 8 a.Given b.Given d. Cost of marketing communication with a Rosewood corporate brand: [(total number of guests * average cost of marketing per guest in 2003) + $1,000,000] / total number of guests. e. Total number of repeat guest is increasing 5% f. number of repeat guests/total number of guests
- Gross profit per guest increasing 6% p.a. Acquisition expense per new guest only in 2003, with asumption that the next year following there will be no new guest coming to thier hotels.
- Gross profit per guest increasing 6% p.a. Acquisition expense per new guest only in 2003, with asumption that the next year following there will be no new guest coming to thier hotels.
- Brand Loyalty provides : 1.Predictability & security of demand for the firm 2.Barriers to entry 3.Customer willingness to pay higher
- 3 criteria determine whether a brand association. Some consideration : 1. Desirable to consumer 2. Deliverable by the company 3. Differentiating from competitor Brand Quality : f or wealthy people Rosewood is the luxur y hotel that offer the sense of place