Journal of Critical Reviews ISSN- 2394-5125 Vol 7, Issue 6, 2020 Review Article MARKETING ROSEWOOD AS AN ULTRA-LUXURY HOTEL BRAND: USING STRATEGIC MARKETING AND SWOT ANALYSIS 1K. Vidhya, 2Dr. V. Selvam 1Ph. D Full Time Research Scholar, Department of Commerce, SSL, VIT, Vellore 632014, Tamil Nadu.
[email protected] 2Professor, Department of Commerce, SSL, VIT, Vellore 632014, Tamil Nadu.
[email protected] Received: 16.02.2020 Revised: 14.03.2020 Accepted: 15.04.2020 Abstract Rosewood is an inestimable sui generis brand, which was fabricated over the decades. It has inspirational onsets and the apical ideal of excellence both in terms of product and service. Ultra-luxury inhabitating style and trend of the corporation creates lambency in 15 countries with 27 hotels. At present, it is held by Rosewood Hotel Group, belongs to Hong Kong based hotel firm, heretofore known as New World Hospitality. Hotel defines Rosewood’s as “A Sense of Place” axiom. The serious issue was that Rosewood Hotels and Resorts had a low campaign, brand mindfulness and acknowledgement among its clients came about a low multi- property strategically pitching rates contrast with its rivals. By what method should the Rosewood Hotel should deals with? The Situation analysis, strategic marketing, long term, short term, quantitative and qualitative analysis and advertisement Campaign were applied to fulfil the above issues in the rosewood hotel industry. Rosewood’s Advertisement Campaign action are implemented to set up the incessant stay program that should adopt the corporate brand methodology and correspondence promoting procedure, brand logos, promoting effective video for the youth and not for the family gatherings, so this constraint ought to be topped off to pull in more visitors and clients.