1. MARKETING – CASE STUDY:
Online Marketing Plan: Four Seasons
Fernando Paredes, Madalena Rodríguez
2. INDEX
1. Homepage – Positioning
2. Homepage – Segmentation
3. Homepage – Differential Elements
4. Homepage – Keywords:
1. Alexa
2. Google
1. Social Networks and Apps
2. Competitors’ Homepages
3. Comparative charts:
1. Rank and Reputation
2. Upstream – Downstream
3. Advertising Metrics
4. Conclusion: how to improve visibility online?
3. Homepage- Positioning
Alexa Traffic Rank:
• Global Rank: 12.645
• US Rank: 6.285
• Reputation: 14.547
Website birth
2005
January 2012
$18M investment on the
webpage
4. Homepage - Segmentation
Target Online
Customer:
• Gender: Female
• Age: 25-44
• Education: College
and Graduate School
• Browsing Location: at
Work
• No Children
• Country:
• US 34%
• India 11%
• UK 4%
• Thailand 3%
5. Homepage - Differential Elements
• Very intuitive website:
• interactive maps for choosing destinations.
• Booking process
• Member login – special offers
• Selection of spectacular offers to most attractive places in the world – on view
• Once you select the hotel you can see videos, photos, location information, dinners and other offers
• Aimed at luxury customers: prices not shown until the end of the booking, giving more importance to
value and exclusivity instead of the price
6. Homepage – KeyWords (Alexa)
The percentage of site visits from search engines.
Four Seasons is managing to stay
strong with its brand words despite
strong competition.
four seasons 6.48%
bora bora 1.92%
four seasons
Most frequent queries in search engines hotel 0.93%
that redirect to the site four season 0.85%
four seasons
las vegas 0.84%
four seasons
bora bora 0.68%
7. Homepage – KeyWords (Google)
Monthly global searches (Google Geographic interest
AdWords)
2500000
2000000
1500000
1000000
Monthly global searches
500000
0
Four Hotel Hotels Four Four
Seasons Four Four Seasons Seasons
Seasons Seasons Bora SPA
Bora
The interest has
decreased over time
9. Competitor’s Homepages
Ritz Carlton Hyatt
• It`s the least intuitive of those compared.
• Highly developed page
• Package deals depending on what the custom
• 3 types of packages but not always special is looking for.
offers to all destinations
• American Express Offers customers
• Offers for Members
• Could be further exploited
10. Comparative Charts (Rank and
Reputation)
25,000
20,000
• Hyatt is the best positioned in
15,000
Fourseasons the overall ranking and in the
10,000
RitzCarlton U.S.
5,000 Hyatt
0 • Four Seasons is in third
Alexa Global
Rank in US position
Traffic Rank Reputation
Visitor by country
80%
70%
60%
50% FourSeason
40% RitzCarlton
30%
Hyatt
20%
• Top 3 countries where the web 10%
page is better positioned 0%
EEUU INDIA UK CANADA JAPAN
11. Comparative Charts (Upstream-
Downstream)
FOUR SEASONS RITZ CARLTON HYATT
30.00
35.00 30.00
25.00
30.00
20.00 25.00
25.00
20.00
15.00 Google.com 20.00
Google.com 15.00 Google.com
10.00 15.00
Facebook marriott.com 10.00 roomkey.com
10.00
5.00 5.00
5.00
0.00 0.00 0.00
Before % After % Before % After % Before % After %
Time on site :
• All visitors are always directed
The complexity of the Hyatt site is
from Google
the reason why people spend more
• In addition Google is the main web time on it.
page when people leave the hotel page
12. Comparative Charts (Advertising Metrics)
Last Month Clicks
300
250
200
PPC BUDGET
Max
Fourseason
150 Min
RitzCarlton
100
Hyatt
50
0
Fourseason RitzCarlton Hyatt
• Hyatt is the site which receives more
• Hyatt is the chain which spends more
clicks on average
budget on PPC
Hyatt
• They invest much more in
RitzCarlton Yahoo
Google PPC keywords than
Google
Fourseason
in Yahoo
0 2000 4000 6000 8000 10000 12000
13. Conclusion – how to improve visibility?
• By creating links to our website, preferably from sites with similar subject
matter
• By optimizing the website, not only for women, but also for men and other
sectors of interest.
• By gaining a higher recognition in social networks (Facebook, Twitter ...)
• By launchiong new online advertising campaigns (Four Seasons: seasonal
campaigns)
• By sending regular newsletter updates to customers onour database
• By constantly updating web page content
• By optimizing key words on Internet
• Since most of the clicks come from Google, Facebook, Yahoo and TripAdvisor
we should be present on these websites
