Rosewood hotels & Resorts
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R O S E W O O DHOTELS & RESORTS
A S E N S E o f P L A C E
GHANSHYAM SINGH BAIS
• A private hotel management company, established in 1979,sought to build a global reputation with iconic luxury hotels.
• It has 12 hotels world wide with capacity of 1500 rooms.
• Room tariffs rate ranging from $120 to $9000
Ro s e w o o d B e i j i n g
COMPANY PROFILE & BACKGROUND
• Headquartered in Dallas.
• The first hotel Rosewood managed was “The Mansion” on Turtle Creek.
• Rosewood brand was muted, unmentioned in advertising & known mainly to hotel professionals.
• Rosewood’s competitors are Ritz-Carlton, Four Seasons, St. Regis, One & Only & Mandarin Oriental hotels.
HOTEL AL KHOZAMA, ROSEWOOD RIYADH
ROSEWOOD MANAGEMENT GOALS
• Boost customer multi property visits.
• Increasing cross property usage.
• Building strong brand equity.
“did not really know the name Rosewood even they had staying at the property”.
“They know Rosewood after
the travel agents started telling them if a hotel
“The brand is not nearly as
important as the property”.
“Rosewood is a collection of
brand. It is not a brand”.
“Don’t see great opportunity, few
“very low awareness, less than 5% those who know are ‘past’ guest”.
C S R (Customer
Only 5% had stayed in more than Rosewood
40 % of guest enjoyed return
• Memorable• Likeable• Transferable• Adaptable• ProtectableChoosing
• Integrated marketing
Mix Marketing Activities • Internal
Communities Secondary Association
The initial choices for the
brand elements or
identities making up the
The product and service
and all accompanying
marketing activities and
supporting marketing program
indirectly transferred to the brand by linking it to some other
BUILDING BRAND EQUITY
BRAND AWARENESS :• the ability of a potential
buyer to categorize the brand’s membership of a specific product class.
BRAND LOYALTY :• one of most important part in
the brand equity process & is often considered as the core of which further brand equity actions originates
BRAND ASSOCIATION :• anything linked in
memory to a brand.
BRAND QUALITY :• Wether the brand
performance match with the customer perception
BRAND EQUITY MODEL
Corporate brand name
Individual brand name
2007 2008 2009
Without brandingWith branding
Advantage of Corporate Branding
Without Rosewood Branding (2003)
With Rosewood Corporate Branding
Total number of unique guests (a)
Average daily spend (b) $750.00 $750.00Number of days average guest stays
Average gross margin per room
Average number of visits per year per guest
Average marketing expense per guest (system-wide) d
Average new guest acquisition expense (system-wide)
Total number of repeat guests (e)
Of which: Total number of multi-property stay guests
Number of Multi property Guest
Average Guest Retention Rate (f)
Average Gross Profit per Guest
Revenue & Cost Analysis
SUGGESTION BASED ON CORPORATE BRANDING
Apply Corporate branding
It helps in creating strong brand equity.
Introduction.Company profile & background.Management goals.Brand audit.Building brand equity.Brand equity model.Corporate & Individual branding.Advantage of Corporate branding.Revenue & cost Analysis.Suggestions.
Google, Rosewood Wikipedia.
“Created by Ghanshyam Singh Bais, VNIT Nagpur, during an internship with Prof. Sameer Mathur, IIM-Lucknow,[email protected]”