Rosewood Hotels Essay
“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 of cultural belonging
-Core value: “sense of place”® philosophy
-Competition: corporate brands and collection of individually branded unique hotels.
* Problem statement:
Despite the brand recognition among Hoteliers (Rosewood Hotels recognized …show more content…
Corporate Branding | * Educating customers about the portfolio of brands and increasing awareness and recognition * Increasing cross property usage (5-10% increase) * Increase in customer retention * Increasing sales revenue | -Jeopardizing the individual hotels uniqueness by standardizing-Change in the company’s culture-Resistance to the change in company’s culture (guests and managers- managers could work for your competitors)-High marketing cost (1 000 000$)-Loose the “uniqueness” associated to “individual branded Hotels” as well as the brand promise “sence of a place” philosophy-High level of competition in the corporate brands market-No more added value compared to competition-High prices compared to competition-Rebranding will lead to a change in the target market and to a repositioning …show more content…
In fact, the increase of sales due to customer retention and cross property usage covers the high marketing cost (1 000 000 $).
But would this increase in profit cover the non-predictable cost of the risk due to this
* Concise executive summary:
* Company overview:
-Rosewood Hotels and Resorts part of the Hospitality consortium: Leading Hotels of the world → recognition among hotelier + brand promise
-Rosewood H&R owns and manages 12 properties worldwide (1513 rooms)
-Target market: guests looking for a unique and distinctive luxurious experience
-Positioning: unique luxury hotels with a strong sense of cultural belonging
-Core value: “sense of place”® philosophy
-Competition: corporate brands and collection of individually branded unique hotels.
* Problem statement:
Despite the brand recognition among Hoteliers (Rosewood Hotels recognized …show more content…
Corporate Branding | * Educating customers about the portfolio of brands and increasing awareness and recognition * Increasing cross property usage (5-10% increase) * Increase in customer retention * Increasing sales revenue | -Jeopardizing the individual hotels uniqueness by standardizing-Change in the company’s culture-Resistance to the change in company’s culture (guests and managers- managers could work for your competitors)-High marketing cost (1 000 000$)-Loose the “uniqueness” associated to “individual branded Hotels” as well as the brand promise “sence of a place” philosophy-High level of competition in the corporate brands market-No more added value compared to competition-High prices compared to competition-Rebranding will lead to a change in the target market and to a repositioning …show more content…
In fact, the increase of sales due to customer retention and cross property usage covers the high marketing cost (1 000 000 $).
But would this increase in profit cover the non-predictable cost of the risk due to this