公司咨询项目PPT

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  • 1. Background analysis LNL analysis Recommendation
  • 2. Background analysis LNL analysis Recommendation
  • 3. Competitive analysis 1,400 1,900 2006 2007 2008 2009 2010 2011 Nightclub market value (£million) Players The Luminar Group Novus Leisure G1 Group (Holdings) plc Company overview 76 late-night venues across the UK 52 multi-room bars, dominated player in the London A Glasgow-based leisure group, with 40 venues across Scotland Turnover on June 2011 £137.3M Decreased by 29.5% since 2007 £106.7M Increased by 12.4% since 2007 £49,19M Increased by 39.7% since 2007 Strategy To broaden its appeal to a wider audience by the introduction of all kinds of entertainments in its sites To position its late-night sites as ideal venues for a slightly more affluent and more mature consumer group To invest both in acquiring new sites and in its existing estate in Edinburgh -24.0%
  • 4. 9-boxes SWOT analysis Offensive strategies O1,S2, Explore new customers for the variety of propositions. O2, S3 Simulate all the value propositions online Utilization strategies . T1,T2, S3, S4- Use existing competences (network coverage and variety of offerings) to edge out competitors . Conversion Strategies O1, W3, Offering dancing tuition during day time(develop relationship) O2,W1, Use the LNL portal and the CRM system to get more data to improve customer experience. Defensive strategies T1,T2, W3,W2-Targeting infrequent clubbers . T1,T2,W3, Offer Low price drinks Key threats T1-Declining nightclubbing as leisure activities. T2-Recession T3-Online image(reviews, ranking and blogs) Key opportunities; O1-Increase market share O2-Opportunity to create more online customer experience 2013 Objectives -Revenue growth of 10- 15% -Stabilize walk in trade -10% pre book growth Key strengths S1- Large capacity/Economies of scale. S2- Financially strong. S3- Variety of offerings online and off-line. S4 – Network Coverage within London Key weaknesses S1- Large capacity/Economies of scale. S2- Financially strong. S3- Variety of offerings online and off-line. S4 – Network Coverage within London
  • 5. Background analysis LNL analysis Recommendation
  • 6. Multichannel chain
  • 7. Multichannel chain Decreasing web traffic Low conversion rate
  • 8. 7 Cs Framework 7 C’s of E-Retail Mix Convenience Customer Value and Benefits Cost To Customer Computing And Category Management Customer Care And Service Customer Franchise Communication and customer relationship
  • 9. The Customer Perspective Convenience Communication & customer relationship Limited search functionality Vague layout No obvious varieties on the main page Multiple booking in one page No online payment Communicates through Facebook, twitter and Foursquare No communications even after creating login ID Time limited customer service No information in FAQ
  • 10. Background analysis LNL analysis Recommendation
  • 11. Recommendation of website Advanced Search Layout changes
  • 12. Recommendation of website Communications with customer: Bounzd: Provide call centre service till 3:00 AM Reduce costs by using web widgets such as Bounzd web call • Cost of usage £65 - £330 • 100 calls on weekdays • 400 calls on weekends •Easy implementation
  • 13. Recommendation of website Booking system - Customized service Booking a booth → No queue at entrance Booing an offering package → No queue at bar Booking music slots → To increase engagement and dialogue between consumers and operators Booking a cab service → Particularly among female clubbers Club cards → To collect consuming points Friends share costs →
  • 14. Channels before website • Run more frequent campaigns/competitions/surveys • Run a targeted Ad campaign •Increase the tweet frequency: from every other day to everyday •Post more testimonials/experiences: experiences with website links •Post interesting blog posts to increase traffic to site • Publish videos on a regular basis (events /testimonials) • Generate more views to the videos Link from partner website • Offer of more varieties and more options in LNL • Additional back links increase SEO score Social media
  • 15. Channels before website • Referral Traffic using Banner/Text/Video Ads • Package Deals with complementary businesses • Barter Deals with unrelated Influential sources Timeout: track feedback Search engine Third party & Referral Sites • 88% of organic traffic • Keyword optimization (Brandevous report) • Add a blog
  • 16. Promotions Spotify advertising: Music- focused Audio Ads: High impact, unavoidable format comprised of audio ad Length: 30 seconds maximum Street promotion: Get the crowded interested Email / SMS marketing: To send customized sales promotion based on the customer’s data from CRM Alliance with corporate: “IBM day”—Get drinks free by showing business card for the day Radio: Advertising messages during peak driving hours Newspaper: building the premium image of LNL
  • 17. Financial benefits Cost Benefits •Layout changes and Advanced search •Inclusion of blogs •Integrating with partners •Development of partner websites SEO improvement 10000£ 5000£ Webcall widegt Booking system and integration with CRM 4000£ 10000£ Hiring more employees for to cater to the increased online activities (LNL) 80000£ Advertisements and promotions 20000£ 129000£ Actuals Target (+15%) Web traffic 396064 435000 Hits to enquiries 3.10% 3.50% Enquiry to booking 66.80% 70% Sales in 1 month 1211 K 1392 K Increment due to recommendations £ 181 K/ month In a year £ 2172 K Profit margin of 10% £ 200 K
  • 18. Customer experience Search Get the result Get to the LNL website Select the options Register / Log in Use booking service Book a booth Book an offering package Book music slots Book a cab service Get confirmation email Digital Destination SEO optimization Ease of navigation and search function Customer experience: Recommend -ations: Using web call in case of difficulties CRM system / Club card / Customized service / Friends share costs
  • 19. Meet with friends Get to tiger tiger No queue at entrance Be led to the booth Be provided with booked offering package Drink + eat + dance + chat Listen to the song booked Drink + eat + dance + chat Get drunk Have a cab Get to home Ultimate Destination Online booking Customer experience: Recommend -ations: No queue at the bar Online booking Online booking Online booking Online booking
  • 20. { Conclusion & Questions? }