project plaza part4
TRANSCRIPT
© HutchisonSchmidt
Schmidt&Company
© HutchisonSchmidt
Schmidt&Company
© HutchisonSchmidt
Schmidt&Company
© HutchisonSchmidt
Schmidt&Company
© HutchisonSchmidt
Schmidt&Company
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Schmidt&Company
A case of real blue skies thinking
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Schmidt&Company
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Schmidt&Company Results
2003 REVPAR up 22% on 2002
2003 ADR up 49% on 2002
Palmilla, Mexico opened 2004
Reethi Rah, Maldives opened May 2005
Cape Town (2009)
Muyuni beach, Zanzibar (2009)
Cacique, Costa Rica (2010)
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Schmidt&Company
Case 2 - Dorchester Collection
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Schmidt&Company Project mission
“Dorchester Group Hotels, in conjunction with the BIA,
has the opportunity, over the next 10 years, to become one of the major hotel groups in the
world.
We believe that we are currently in a unique position amongst hotel operators to create an
outstanding hotel company.”
Presentation, Board of Directors Meeting, Dec 2004
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Schmidt&Company Objectives
To better exploit:- 5 Famous properties (tangible assets) Intellectual property: know-how that resides in how
they operated and marketed their hotels
Improve effectiveness of sales and marketing
Create a visible flag for management/marketing activities
By
Defining precisely the attributes and values of the ‘Group’
Creating a meaningful brand promise for clients & consumers
Packaging the product more coherently
Communicating more clearly and consistently
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Schmidt&Company Discovery stage
Reviewed existing strategy documents
5 in-depth interviews with board members
20 in-depth interviews with the senior operations and marketing managers at each property
London, Paris, Milan, Los Angeles
17 interviews with external opinion formers
Short stays at each of the hotels
Market review and competitor analysis
Brand and communications audit of 12 direct competitors
Review of 1-200 guest comment cards per hotel
Design and implementation of guest survey
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Schmidt&Company
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Schmidt&Company
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
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Schmidt&Company
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Schmidt&Company
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Schmidt&Company
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Schmidt&Company Positioning territories
Landmarks
QuintessentiallyEnglish
Spirit of the CityClassic witha modern twist
Stellar reputations
Service
Grand palacesCriteria
Motivating & True
Deliverable & Futureproof
Cross-group attributes & values
Collection ofmasterpieces
© HutchisonSchmidt
Schmidt&Company Positioning territories
Landmarks
QuintessentiallyEnglish
Spirit of the CityClassic witha modern twist
Stellar reputations
Service
Grand palacesCriteria
Motivating & True
Deliverable & Futureproof
Cross-group attributes & values
Collection ofmasterpieces
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Schmidt&Company
Cross-group attributes & values
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Schmidt&Company
ServiceWarm
FriendlyExtraordinary
The DorchesterPrestigiousTraditional
GrandLocationHomely
The Beverly Hills HotelPrestigiousGlamourous
GrandLuxuryHomely
Group attributes & values
Hôtel Plaza AthénéePrestigiousTraditional
ModernDynamicHomely
Hôtel MeuricePrestigiousTraditionalGraciousFrenchHomely
Principe di SavoiaPrestigiousTraditional
GrandStyle
Homely
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Schmidt&Company
The DorchesterPrestigiousTraditional
GrandLocationHomely
The Beverly Hills HotelPrestigiousGlamourous
GrandLuxuryHomely
Group attributes & values
Hôtel Plaza AthénéePrestigiousTraditional
ModernDynamicHomely
Hôtel MeuricePrestigiousTraditionalGraciousFrenchHomely
Principe di SavoiaPrestigiousTraditional
GrandStyle
Homely
ServiceWarm
FriendlyExtraordinary
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Schmidt&CompanyHomely
Brand essence: attributes & values
Prestigious
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Schmidt&CompanyBrand essence: attributes
Prestigious Attributes (Hardware)
Prime LocationsIndividual CharacterMagnificent Interiors
Outstanding FacilitiesSpirit of the Place
Contemporary Heritage
Unique & distinctive propertiesImpressive and sensitive design
Famous suitesDeluxe bathroomsDestination restaurants and barsBranded spas
Distinguished city addressesPremium resort settings
Blend of traditional and modern
Accents of local culture and colour
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Schmidt&CompanyBrand essence: values
Homely Values (Software)
Welcome HomeReal PeopleGenerous ServiceLuxurious ExperienceLocal FlavourIndividual Attention
Where our guests feel they belongGenuine management and staff
Indulgent, passionate and efficient
Sumptuous and lavish ambienceA true taste of where I am
Meeting each guest’s every need
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Schmidt&Company
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
Prestigious Attributes (Hardware)
Prime LocationsIndividual CharacterMagnificent Interiors
Outstanding FacilitiesSpirit of the Place
Contemporary Heritage
Homely Values (Software)
Welcome HomeReal PeopleGenerous ServiceLuxurious ExperienceLocal FlavourIndividual Attention
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Schmidt&CompanyDorchester Collection
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Schmidt&Company