Professional Documents
Culture Documents
Ali Yudhi Dame Reiny Dewi Aryani Frisca Listya Sagita Simanjuntak
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
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
exw Facts
1
10/14/2012
BRAND AUDIT
CSR
Questioner
(Customer Reservation
Service)
Customer
Travel Agents
Employee
did not really know the name Rosewood even they had staying at the property.
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.
very low awareness, less than 5% those who know are past guest.
exw Facts
exw Facts
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.
exw Facts
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Theory
10/14/2012
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
Individual
Brand Name
exw
Analysis
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Analysis
10/14/2012
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
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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
10/14/2012
Revenue Growth
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
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Analysis
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Analysis
10/14/2012
Recommendation
1. Adopt Corporate Branding 2. Extended branding for some current strong brand
Th a n k Yo u
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Recommendation