RoseWood Hotels & Resorts RoseWood Hotels & Resorts: Branding to increase customer profitability and lifetime value. Rosewood Hotels& Resorts(Rosewood) ‚ a private hotel management company started in 1979‚ that built a global reputation with iconic luxury hotels such as The Mansion and The Carlyle‚ became well known for its ability to enhance a property’s value by creating unique‚ one-of-a-kind properties with a small ultra-luxury residential style. But amidst this‚ the brand ROSEWOOD
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SITUATION ANALYSIS 2 a) Economic Environment & Industry Trends 2 b) Organizational & Political Environment 3 c) SWOT analysis for Rosewood 5 III. PROBLEMS FOUND IN SITUATION ANALYSIS 6 IV. STRATEGIC ALTERNATIVES 9 a) Corporate Branding 9 b) Individual Branding 11 c) Selective Corporate Branding 12 PROPOSED BRANDING STRATEGY - SELECTIVE CORPORATE BRANDING STRATEGY 13 SUMMARY 15 APPENDICES 16 I. EXECUTIVE SUMMARY Rosewood Hotels & Resorts (Rosewood)‚ known
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CUSTOMER LIFETIME VALUE: MARKETING MODELS AND APPLICATIONS Paul D. Berger Nada I. Nasr ABSTRACT Customer lifetime value has been a mainstay concept in direct response marketing for many years‚ and has been increasingly considered in the field of general marketing. However‚ the vast majority of literature on the topic (a) has been dedicated to extolling its use as a decisionmaking criterion; (b) has presented isolated numerical examples of its calculation/determination; and (c) has considered
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Customer Lifetime Value (SMALL BOOK 167-177) * Customer lifetime value (CLV)‚ is the net present value of the cash flows attributed to the relationship with a customer. * The use of customer lifetime value as a marketing metric tends to place greater emphasis on customer service and long-term customer satisfaction‚ rather than on maximizing short-term sales. * Two approaches to CLV: * Disaggregate (“spreadsheet”)– Complex and cumbersome‚ but allows you to build in any assumptions
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Why is Rosewood considering a new brand strategy? What is the key issue that prompted them to rethink their brand strategy? Rosewood is considering a new brand strategy‚ because the individual branding strategy is not responding their objectives any more. Rosewood’s new president and CEO‚ John Scott is considering a new strategy to boost the company’s growth. The management team thinks that it is the right time to establish Rosewood as a corporate brand. A known corporate brand name will encourage
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HotelJonathan Eisler Case Analysis Rosewood Hotels and Resorts Rosewood Hotels and Resorts (Rosewood) is an organization that owns and manages a number of boutique and high end properties. However‚ each location is not tied to the Rosewood name in any way and is currently perceived and marketed as not being part of a “chain” but closely tied with its locale. Now‚ senior management is considering a new branding strategy that would link all current and future properties to the Rosewood name for brand
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Case Study – Rosewood Hotels Abstract This paper will discuss the pros and cons of the Rosewood Hotels moving from individual brands to a corporate brand. It will look at the history of Rosewood hotels‚ how they got to where they are‚ their customer base‚ and where they want to go. It will look at the concept of customer lifetime value as it relates to the Rosewood Hotel customer‚ then make a recommendation for or against tying its corporate Rosewood brand to all of its present and future hotels
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Executive Summary “Rosewood Hotels and Resorts” is considering a branding strategy to drive growth. The President & CEO‚ John Scott as well as the VP of marketing and sales‚ Robert Boulogne are considering 2 options; namely * Carry out corporate branding effort to create an umbrella brand‚ linking all of their individual properties and increasing cross sales and retention rate * Introduce a reward system to encourage customers of one location to visit other Rosewood properties. The
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Recommendation for Rosewood to improve CLV The fundamental Idea behind Customer Lifetime Value is to maximize profits per customer. While Rosewood does have loyal customers‚ these customers are limited to the one unique destination Rosewood hotel as they do not identify with Rosewood brand. Whereas the Rosewood strategy for individualistic properties based on the local area‚ local history and local staff has been successful in bringing in customers‚ it has failed in retaining customers. This can be related
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“Rosewood Hotels and Resorts: Branding to increase Customer Profitability and lifetime value: * Concise executive summary: * Company overview: -Rosewood Hotels and Resorts part of the Hospitality consortium: Leading Hotels of the world → recognition among hotelier + brand promise -Rosewood H&R owns and manages 12 properties worldwide (1513 rooms) -Target market: guests looking for a unique and distinctive luxurious experience -Positioning: unique luxury hotels with a strong sense
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