CLTV - CUSTOMER LIFETIME VALUE CLTV is the sum of present value of company’s future cash flows generated from its customer From the Exhibit 8 ROSEWOOD’S BRAND - WIDE CUSTOMER LIFETIME VALUE SPREADSHIT Without With Rosewood Rosewood Corporate Branding (2003) Branding Total Number of Unique Guests Average Daily Spend 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) Average New Guest Acquisition
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of the corporate branding strategy. You will have to calculate the Customer Lifetime Value Analysis (CLTV) without corporate branding (using data assumptions of 2003) and compare these results with those of the CLTV with corporate branding. To conduct the CLTV‚ follow the spreadsheet provided in the excel file. First‚ complete the assumptions worksheet and then use the information to get the CLTV from 2004 to 2009 using the data assumptions of 2003 (year 0). 2. What would you recommend to Rosewood
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strategy to increase the brand? What should John Scott‚ the new President and CEO do? Calculate and forecast CLTV (Customer Lifetime Value) for next six years. Show this to the board so prove that branding strategy will improve the profit per guest. All the calculations in the xls are based on Exhibit 8. Recommendation: Rosewood should go ahead with the Corporate Branding strategy as the CLTV is higher than their non-branded strategy. Should have its brand name on everything from telephone greetings
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segment that charges a premium for systems and filters. Use the Brita Brand on the faucet-mounted filter to leverage the already established consumer perception for great tasting water. This will shift sales from pitcher systems to faucet systems but overall will increase profits. Although Brita should introduce the faucet system‚ they should still focus efforts on the pitcher efforts as their remaining budget allows. Support The Brita strategy has been to put a system in the customer hands‚ even
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VSDVKLSDNVKXCZNVNWENVSDA VSDAVSADOVJWEV SD SDV SDVSD VSDV SDVSD The quality of U.S. and Canadian tap water is generally quite good‚ but chlorine is often added as a disinfectant by certain municipalities‚ and lead can leach out of household plumbing. Brita® pitcher and faucet water filtration systems reduce the following common impurities‚ and can even remove 96.6% of pharmaceuticals including Acetaminophen‚ Carbamazepine‚ Estradiol‚ Naproxen and Progesterone¹: Pitchers and Dispensers: Reduce Chlorine
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invest more to explore on the opportunity of introducing innovative adjacent products to capture other segments of the market. As a recommendation‚ Clorox will need to clearly separate the brand and the market segment and narrow down its focus. For Brita‚ it should focus on the core competencies and develop innovative products to minimize the gap for new entry. Along the same line‚ Burt’s Bee should
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Recommendation on individual versus corporate branding strategies. Qualitative analysis considering pros and cons of each branding strategy Quantitative analysis estimating the impact of Rosewood’s corporate branding strategy on customer lifetime value (CLTV) Strategic issues and problems: The following report will describe and analyze the case of a private hotel management company called “Rosewood Hotels and Resorts”. Rosewood hotels have 12 distinctive hotels worldwide with a strong brand image that
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1.To what do you contribute Brita ’s success?The success of Brita in the USA market is due on the one hand to attributes of the core product and on the other hand to factors related to the market environment and successful marketing. •Attributes of the core productThe pitcher itself had the following benefits: it reduced chlorine and odors‚ it made water to taste better‚ it was extracting heavy metals from the water and the water was not depositing salts/sediment when boiled. •Market environmentInitially
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potential growth areas were health and wellness‚ sustainability‚ convenience and multicultural marketplace. The Clorox Company paid attention on two megatrends‚ health and wellness and environmental sustainability which led to the repositioning of Brita‚ the acquisition of Burt’s Bees and the launch of Green Works. In 2007‚ Clorox hired the Cambridge Group to help research the future trends of sustainability. This research proved that 15 to 30% of the population were interested in sustainability
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light that reveals the invisible world between the makers and the consumers of images. DeLillo presents the treatment of Beirut’s image in three ways‚ with various degrees of their ability to effect change among the masses. His fictional character Brita treats the image from an individualist perspective illustrating the difference between reality and how the image was represented. The treatment of Beirut by the capitalists‚ and by Abu Rashid‚ a terrorist leader‚ fragments their ability to affect
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