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  • krisha
  • krisha

Transcript

  • 1. INTRODUCTION* Cabo san viejo was founded in 1977 by Dave and FloranceBlumenthal at Palm Spring, California.* Mission- Helping people to live healthier lives by unlockingtheir hidden potential and making self-actualizedindividuals.* Nations first and leading health &wellness brands.* In 1982 Cabo was regarded “Premeir total vacation/ fitnessresort” by leading magazine.*In late 1990’s and early 2000 Cabo opened several smallerbranded Caboday spa sites .*Featured in publications such as Spa Finder,Departures,etc
  • 2. Properties With comprehensive , state of the art Health - Spa services & hard work Cabo san viejo has evolved as what they are today. Operated 5 properties One full –service, overnight destination resort(Palm Springs,CA) Four smaller,CaboDaySpas:-Miami Hilton Head,SC, Aspen,CO, Natucket Island in Massachusetts. Located on 150 acres in San Bernardino Mountain. Facilities expanded to 1,00,000 square foot spa complex, 4,200 square – foot golf performance and 13,000 square-foot Aquatic centre. Accomodate 288 guests.
  • 3. Health - Spa services
  • 4. Massage and Body Skin care and beauty work Medical Services Staff to guest ratio is 3.2:1 Lifestyle Efficient personal Efficient & trained Management trainers reservation staff
  • 5. Competitors Major destination spas such as:o Miraval (Palm Spring) offered broad array of spa and exercise opportunities and offered precise mix of targeted offerings.o Rancho La Puerta:Was billing itself worlds 1st eco resorto Golden Door (Escondido,CA):primarily was focusing female customers . Additional competition from Dayspa, beauty salons, high –end health clubs, cruise ships and vacation resorts. Competing against Hawaiian Vacation.
  • 6. Clientele•Most of the customers were largely affluent, middle aged andfemales.• Approximate 3500 customers each year.• The summer clientele was younger.•There were several levels of customer. Loyal Customer Satisfied customer Dissatisfied customer.
  • 7. Cabo San Viejo Customer Satisfaction,Palm Springs Location Comment Card Responses 1% 3% 1% OUTSTANDING(74%) 21 % VERY GOOD(21%) SATISFACTORY(3%) UNSATISFACTORY(1%) 74 % NOT APPLICABLE(1%)
  • 8. Marketing and Sales strategy Creating brand Customer awareness ads survey and through Efficient & sending guest TV, print media trained personal & radio reservation “Thank You” staffletters to their patronage Partnership marketingReduced rates effortsin off season/ Organizing receptions Maintaining a Cross- strong sales Marketing force
  • 9. S.W.O.T STRENGTHS WEAKNESS•First & leading brand •Inaccurate and incomplete customer•Wide offerings and facilities database •Little cross and direct•Excellent staff marketing •High Price OPPORTUNITIES THREATS•Diversification and •Stiff competition.expansion •Wrong Perception•Untapped market segments •Increasing consumer -•Demand will increase with customers expectationincrease in health awareness.•Increase customer loyalty
  • 10. Problem faced Top of the pyramid in terms of pricing. Outdated computer system and no data base. Limited accomodation. Failure to attract male customers. Suffered complaints about lack of loyalty programs and unable to match rising expectation.
  • 11. Loyalty ADDING FINANCIAL BENEFITS . ADDING SOCIAL BENEFITS. ADDING STRUCTURAL TIES :- CREATING LONG TERM CONTRACTS OR SUBSCRIPTION CHARGE A LOWER PRICE TO CONSUMER WHO AVAILS MORE SERVICES.
  • 12. Challenges• Operational challenges Outdated computer system and no customer database Huge Implementation cost Tangible versus intangible rewards Increased expectations of the customers• Philosophical challenges Unbiased approach to customers Not a 100% safe Idea. Element of surprise is eliminated
  • 13. SUMMARY Properties Offerings Competitors Marketing and Sales strategy Clientele Problems faced Loyalty Challenges
  • 14. Loyalty program benefits should be availed to all customers.It is not enough anymore to merely satisfy the customer-Customer must be delighted:- Membership cards Birthday and Anniversary cardsWhile satisfied customers tend to be loyal customers, loyalcustomers are not always satisfied customers.If you keep your customer happy, they will keep you inbusiness.