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Submitted by: Group 3

CriteriaLevel 1: Poor Level 2: Good Level 3: Excellent

(1,2,3) (4,5,6,7) (8,9,1)

Identifcation o theMain Issues/

Problems (30%

Identifes andunderstands ewissues in the casestudy

Identifes andunderstands most othe main issues in thecase study

Identifes &understands all o themain issues in thecase study

!nalysis o theIssues (30%

Superfcial/incomplete analysis o ewo issues

Logical analysis o mosto the issues

Logical analysis o allthe issues

"#er e#ecti$esolutions/suestions and lin& them toconcepts ('0%

Superfcial and/orinappropriatesolutions/suggestions to ew issues

Well-reasoned andappropriatesolutions/suggestionslinked with the rightconcepts o most o theissues.

Well-reasoned andappropriatesolutions/suggestionslinked with the rightconcepts o all theissues

otal

Submitted to:

Prof. Sanjay Jain

Institute of Management,

Nirma University 

Date of Submission: Oct 1, !"1#

)ase !nalysis:*ose+ood ,otels

- *esortsSB !roup "ssignment # $

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Situation "nalysis

%rolem Statement

'(ecti)es *he main o(ecti)es o +osewood ,otels & +esorts are

•  *o increase the rand recognition o rosewood through increasing

connection etween rosewood and its properties.

• Increase cross properties usage rom to 0.

• Building strong rand e1uity.

Brand "udit o +osewood ,otels & +esorts

Brand In)entory

arketing acti)itiesService:  +osewood 2rescent o3ers a lu4urious getaway in or usiness

tra)ellers and )acationers alike5 ringing comort on a grand scale.

Price:  "6+ 7a)erage daily room rate8 is priced slightly higher o)er other

lu4ury hotels.

Marketing communication:  +osewood used indi)idual rand or

collection strategy i.e. each property o rosewood will e marketed

indi)idually eaturing architectural details5 interiors5 & culinary concepts

that re9ected local character and culture and defned +osewood:s ;Sense

o %lace< philosophy.

=nder the indi)idual rand5 the +osewood ,otel marketed itsel under its

own rand name in addition to participating in +osewood-related

ad)ertising. *he +osewood randing was sot and meant to e

complementary and not intrusi)e.

Identity+osewood identity lies in its commitment to uni1ue5 one-o-a-kind5 lu4ury

properties. *here properties are uilt on the concept o ;" Sense o %lace<

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which means that each property seeks to capture what is uni1ue aout

the gi)en location. *hey tailor each properties e4perience to what is

special aout a gi)en location5 architecture5 history & culture.

Brand ?4ploration@In $00A a report rom Strategic arketing Solutions commissioned y

+osewood showed that ma(ority o consumers did not know the rand.

ollowing are the 1uotes rom the report while answering some 1uestions

on +osewood:s randing.

What does Rosewood Hotels & Resorts ean to you 7oryour clients8C

Guest@ It means nothing to meD I went to Little 6i4. Later I went to

ansion on *urtle 2reek. I had no idea until much later that they

were connected through +osewood.

Guest@ I don:t know +osewood.

ra$el !ent@ Eot much. I ook the hotel5 not +osewood.

ra$el !ent@ It means 1uality5 lu4ury5 ser)ice5 and )alue to

consumers. But the rand is not nearly as important as the

properties.

ra$el !ent@ +osewood is a collection o randsD it is not a randF

ra$el !ent@ Initially5 it meant a 1uality rand o hotel. *he randis not nearly as strong as it was in the past.

ra$el !ent@ " little amorphous nowD it is less o a rand than it

used to eGknown (ust y the indi)idual properties.

ra$el !ent@ 2lients are not aware o it. *hey do not come to me

asking or +osewood properties.

What %ercentage o your clients/guests do you elie)eknow Rosewood nameC

ra$el !ent@ "t least 0 know the name +osewood5 ut only

ecause I educate them on the rand.

ra$el !ent@ %erhaps $ know the name +osewood. *hey know

the hotel name etter.

ra$el !ent@ *hey may know the name5 ut there are no positi)e

connotations like there are or our Seasons - maye H0 know the

actual name.

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Is the name Rosewood meaningul in encouraging you7or your clients8 to try di3erent propertiesC

Guest@ Eo5 I do not really know the name +osewood5 e)en ater

staying at the property.Guest@ Eo5 it has not een or me.

Guest@ es5 I once tried one or two hotels5 then my tra)el agent

started telling me i a hotel was +osewood or not.

ra$el !ent@ 'nce they understand what +osewood is5 it does

mean something. It means something only ater they ha)e stayed

there.

ra$el !ent@ In 6allas5 yes it defnitely helps.

+ecommendation@

'ptionsew options a)ailale are@

. *o continue with indi)idual rand strategy.$. *o practice new randing strategy y increasing marketing o

+osewood as corporate rand.A. Introduce corporate randing in a sutle way using re1uent user

cross promotion.

?)aluation o 'ptions"lthough it may seem that frst option is osolete and second option is a

clear go ut this can e the other way round as there:s resistance towards

corporate randing y some guests and hotel managers. So5 frst option

should always in ackup. But it does not ser)es our purpose.

 *hereore5 in such a scenario third options seems to e the est deal

where we introduce corporate randing in a sutle way5 where the

+osewood rand does not o)erpower the uni1ueness o each hotel anddestroy the JSense o %lace:5 ut acts as the uniying actor that ties

together the uni1ue elegance5 amiance and e4periences that the

customer is ound to en(oy and assured o at each o the +osewood

properties.

+ecommended 6ecisionWe will recommend rosewood to mo)e ahead with option A i.e. introducing

corporate randing slowly and switly.

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"ction %lan *he central reser)ation system should e the frst step in this direction

which helps to uild the customer profles and e)en helps to shortlist the

other hotels in the +osewood chain that can o3er e4periences along the

customer:s preerence. *he customers who are ound to tra)el to )ariousdestinations will eneft rom the knowledge that *he Bristol in %anama

2ity will o3er uni1ue e4periences5 1uintessential e4pression o its location

and a sense o place o its own5 while at the same time the customers can

e assured to e4perience the same unri)alled le)el o ser)ice and

attention to detail that they recei)ed at *he 2arlyle in Eew ork5 which is

the commitment that comes +ith the *ose+ood .rand  that ties

them together with the promises o =nity in 6i)ersity. So I would not

recommend changing the hotel names to include J+osewood: in them5 ut

would recommend that the names e ollowed with K J" +osewood !roup:5similar to what *"*" uses or tanish15 croma etc. in e)en smaller onts5 in

a sutle way which is not o)erpowering the hotel name. *his can e

re9ected in all the ma(or areas like corporate wesites and indi)idual hotel

we-sites and pamphlets so that they get tied ack to the rand.

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