This presentation is an in-depth marketing analysis of the Harvard Business Case "Rosewood Hotels and Resorts". It has been created by Pallabh Bhura of Jadavpur University during a marketing internship under Prof. Sameer Mathur, IIM Lucknow. It takes into account the various concepts of branding so as to increase Customer Profitability and Lifetime Value of Rosewood Hotels and Resorts.
The Rosewood Hotel Harvard Business CaseRACHIT TANDON
The presentation talks about:-
1) The Rosewood Hotels and Resorts
2) Its Branding model
3) Corporating branding analysis
4) How to establish Rosewood Hotels as a corporate brand.
Initially, Rosewood hotels followed and individualistic brand Model where all the 12 hotels under the Rosewood umbrella had a different identity. The customers were not aware of Rosewood as a Brand. Thus the management thought to adopt the corporate branding model and market Rosewood as a brand and increase the brand awareness. The goals behind management's decision were to increase the multi-property guest's usage. To create a brand equity and increase the brand awareness without compromising the company revenue and profits.
A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
ATLANTIC COMPUTER: A BUNDLE OF PRICING OPTIONS Akshay Jain
There are four main types of pricing strategies from which Atlantic Computers canchoose. First, Atlantic Computers could stay with the status quo and offer software tools for free. Second, it could choose competitive based pricing. Third it could choose from Cost-plus pricing. Finally, it could choose value-in use pricing.In addition to determining which pricing strategy to use, Atlantic
The Rosewood Hotel Harvard Business CaseRACHIT TANDON
The presentation talks about:-
1) The Rosewood Hotels and Resorts
2) Its Branding model
3) Corporating branding analysis
4) How to establish Rosewood Hotels as a corporate brand.
Initially, Rosewood hotels followed and individualistic brand Model where all the 12 hotels under the Rosewood umbrella had a different identity. The customers were not aware of Rosewood as a Brand. Thus the management thought to adopt the corporate branding model and market Rosewood as a brand and increase the brand awareness. The goals behind management's decision were to increase the multi-property guest's usage. To create a brand equity and increase the brand awareness without compromising the company revenue and profits.
A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
ATLANTIC COMPUTER: A BUNDLE OF PRICING OPTIONS Akshay Jain
There are four main types of pricing strategies from which Atlantic Computers canchoose. First, Atlantic Computers could stay with the status quo and offer software tools for free. Second, it could choose competitive based pricing. Third it could choose from Cost-plus pricing. Finally, it could choose value-in use pricing.In addition to determining which pricing strategy to use, Atlantic
An analysis of the Rosewood Hotel case study- branding strategies using NPV methods. Part of a submission for a marketing internship under Prof. Sameer Mathur, IIM Lucknow.
Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
An analysis of the Rosewood Hotel case study- branding strategies using NPV methods. Part of a submission for a marketing internship under Prof. Sameer Mathur, IIM Lucknow.
Harvard Business School Case Study on Mountain Man Brewing Company by Shashank Srivastava, IET Lucknow under the guidance of Prof. Sameer Mathur, IIM Lucknow.
The work was made by myself while I took the marketing course at Duke 2012 Fall. I collect them all to showcase my skills and innovative thinking ability.
This presentation deals with the challenges faced by the company to improve its brand equity and the analysis involved in doing so. It is based on the data given in the HBR case study .
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The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
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SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
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- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
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You’ll learn:
- How today’s users engage with content across various channels and devices.
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With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
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2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
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Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
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Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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3. • T h r o u g h t h e 1 9 9 0 s ,
Rosewood’s advertising was
property-specific.
• T h e R o s e w o o d l o g o
remained secondary to the
hotel logo.
• Rosewood’s management
believed that the individual
property brand was a
powerful tool to differentiate
Rosewood properties from
competitors.
4. “
“The Rosewood branding was soft
and meant to be complementary,
not intrusive”
Robert Boulogne,
vice president of sales and marketing
Rosewood Hotels and Resorts
5.
6. § I n d i v i d u a l b r a n d
positioning limits
target market.
§ Results in very low
cross property usage
rate.
§ Intense competition in
t h e l u x u r y h o t e l
segment.
6
7. “
“I want to emulate the AmanResorts model
and develop ‘Rosewood junkies’ who will
seek out Rosewood properties exclusively.”
John Scott,
President and CEO
Rosewood Hotels and Resorts
8. ▪ Increasing cross property usage from
5 to 10%.
▪ Creating “Rosewood Junkies.”
▪ Increasing Brand Awareness.
▪ Increasing Brand Equity.
▪ Increasing the customer lifetime value
so as to increase the profit per guest.
13. A 2003 report from Strategic Marketing Solutions
commissioned by Rosewood showed that a
majority of consumers did not know the brand—
and the few who did had learned the name
Rosewood from their travel agents.
14. “
“Very low awareness, less than 5%. It’s a secret club.”
A Rosewood Employee
“Perhaps 25% of clients know the name Rosewood. They know
the hotel name better”
A Travel Agent
“No, I really do not know the name Rosewood, even after
staying at the property. ”
A Guest
15. Such brand audits again emphasize the need for
corporate branding to develop consistent brand-wide
performance standards while preserving the
uniqueness and individuality of Rosewood properties.
17. HOW
CLV (Customer Lifetime Value) is a prediction of all the value a business will
derive from their entire relationship with a customer.
18. A Few Assumptions
• Average number of visits per year per guest will
inflate from 1.2 to 1.3.
• A marketing and operations investment of $1 million
per year would be necessary to implement the
corporate branding strategy.
• Double occupancy is treated as one guest.
19. Total number of unique guests 115,000 115,000
Average Daily Spend 15 10
Number of Days Average Guest Stays 2 2
Average gross margin per room
32% 32%
Average number of visits per year per guest 1.2 1.3
Average marketing expense per guest $130
($130x115000+$1 million)/115000 =
$138.70
Average new guest acquisition expense $150 $150
Total number of multi-property stay guests 19169 (19169-5750)+10% of 115000=24919
Total number of multi-property stay guests
5750 10% of 115000=11500
20. TO FIND
1. Average Guest Retention Rate
2. Average Gross Profit per Guest
3. Net Present Value
Guest retention rate: the probability that a guest comes back to a Rosewood hotel the following year (number of repeat
guests/total number of guests).
Average Gross Profit per Guest = (Gross Profit Margin)x(No. of days avg guest stays)x(Avg no. of visits per year per guest )
Few other assumptions
Discount Rate-8%
Marketing Cost increases at 3% every year
Sales Revenue increases at 6% every year
23. Year 2003 2004 2005 2006 2007 2008 2009
Revenue per Customer
(increases by 6% every year)
$1800 $1908 $2022.48 $2143.83 $2272.46 $2408.81 $2553.33
Gross Profit per Guest $576 $610.56 $647.19 $686.03 $727.19 $770.82 $817.07
Acquisition Expense per
guest
$150 - - - - - -
Marketing Expense per
Guest
(increases by 6% every year)
($130) ($133.90) ($137.92) ($142.05) ($146.32) ($150.71) ($155.23)
Net profit per guest $296 $476.66 $509.28 $543.97 $580.87 $620.11 $661.84
Retention Factor
(rate=16.67%)
1 0.167 0.028 0.0047 0.0007 0.0001 0.00002
Discount Factor(rate=8%) 1 1.08 1.166 1.260 1.360 1.469 1.587
Net Present Value(NPV) $296 $73.70 $12.23 $2.02 $0.298 $0.042 $0.008
NPV of Customer
Lifetime Value
$384.298
Without
Corporate
Branding
24. Year 2003 2004 2005 2006 2007 2008 2009
Revenue per Customer
(increases by 6% every year)
$1950 $2067 $2191.02 $2322.48 $2461.83 $2609.54 $2766.11
Gross Profit per Guest $624 $661.44 $701.13 $743.19 $787.79 $835.05 $885.16
Acquisition Expense per
guest
$150 - - - - - -
Marketing Expense per Guest
(increases by 6% every year)
($130)
($142.86
+$8.96)
($147.14
+$9.23)
($151.56
+$9.50)
($156.10
+$9.79)
($160.79
+$10.08)
($165.61
+$10.38)
Net profit per guest $335.30 $509.63 $544.76 $582.14 $621.90 $664.19 $709.16
Retention Factor
(rate=21.67%)
1 0.227 0.051 0.012 0.0027 0.0006 0.00001
Discount Factor(rate=8%) 1 1.08 1.166 1.260 1.360 1.469 1.587
Net Present Value(NPV) $335.30 $107.11 $23.82 $5.54 $1.23 $0.27 $0.0061
NPV of Customer Lifetime
Value
$473.282
With
Corporate
Branding
25. $88.98
Increase in CLTV per customer from the new brand strategy
$31,978,625 annually
$10,233,160 annually
Multiplied by # of Customers to obtain increase in PROFIT of Rosewood
Divided by 32% gross margin to obtain increase in REVENUE
28. • Prominently imposing the Rosewood brand might alienate guests at
well-established properties.
• Many hotel managers feel threatened in their autonomy.
• Ensuring product/service quality will be more important than ever to
keep up to the new brand promise.
30. However, the PROS clearly outweigh
the CONS.
Corporate Branding is therefore
the way forward!
31. ▪ Standardise product/service quality across all properties.
▪ Set reward programmes for frequent customers.
▪ Undertaking social corporate initiatives.
▪ Establish a strong digital presence.
32. Disclaimer
This presentation is created by Pallabh Bhura of Jadavpur
University during a marketing internship under Prof. Sameer
Mathur, IIM Lucknow.
Prof. Sameer Mathur Pallabh Bhura
Thank You!