Rosewood Hotels Case Essay

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Jagdeesh Narayanan ROSEWOOD HOTELS Case Study Submitted On: - June 16th 2013 Memorandum To: Robert Boulonge, Vice-President Sales and Marketing, Rosewood H&R From: Jagdeesh Narayanan, Market Research Analyst, XYZ Inc. Re: - Market Research and Impact Analysis-Corporate Branding Date: - February 15th 1998 This memo contains the analysis, recommendations and justifications to help Biopure Corporation make and defend the decision regarding its impending re-branding. Recommendation:- After thorough analysis of all available facts and figures, I recommend that Rosewood Hotels, should go ahead with a corporate brand building plan. The need for a new branding strategy Rosewood currently employs a ‘Sense of Place’ branding strategy, which lays increased emphasis on the branding around the each individual property. This resulted in customers being loyal to that one property and not to Rosewood as a brand. But if Rosewood moved towards corporate branding, the customer retention ratios across different properties would increase, thereby providing inclusive publicity to all other properties, by leveraging on the brand of one property. Individual Brand vs. Corporate Brand Individual Branding | Corporate Branding | Pro’s * In line with the ‘Sense of Plan’ Policy * Better area specific marketing * No additional publicity costs | Pro’s * Higher CLTV, resulting in higher revenue * Consistency in services across properties * High customer loyalty * Better retention rates across properties | Con’s * Inconsistent services across portfolios * Lower rate of overall customer retention | Con’s * Added marketing costs * Loss of the ‘Unique’ quotient * Resistance from some managers and customers | Impact of Adopting a Corporate Branding Strategy * The Net Present Value of the CLTV increases from $296 with individual branding to

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