1. Describe briefly and review the stigmatization scheme that Westin launched in August 1999 that resulted in slumber. bath. and fitness experience. 2. Review the procedure that Westin used to develop their new lifestyle trade name. Explain whether you think the stigmatization scheme will be successful. 3. Page one of the instance says that the Westin Hotel proprietors and franchisees objected to passing more money on stigmatization. If you were the Westin corporate trade name director responsible for the new lifestyle stigmatization attempt what would you state to these proprietors to “sell” the new stigmatization thought to them?
The replies: 1. Describe briefly and review the stigmatization scheme that Westin launched in August 1999 that resulted in slumber. bath. and fitness experience. The stigmatization scheme that Westin launched in August 1999 was aimed at switching its focal point from “the bricks and howitzer of the hotels” . which the full industry including Westin. had been put to deathing. to the experience inside the hotel. The end of this scheme was to make the trade name distinction for Westin. which was believed to assist construct better trade name penchant and trueness for Westin in the short tally and do it the figure one trade name in the upper upscale market in the long tally.
Knowing that clients in the upscale section. chiefly dwelling of frequently-travelling executives. had non been happy with the current industry services as they considered hotels merely “accommodation” without emotional fond regard. Westin wanted to alter this perceptual experience by doing its hotel suites become a more “home off from home” expression and feel. Besides cognizing that client penetrations was the key to success. Westin conducted different studies ( i. e. . the first 1 with 600 executives or another one with 1. 000 travellers in 2001 ) to turn to the unmet demands.
This. together with the impressive media run well-known with the tagline “Who’s the Best in Bed” . unusually contributed to Westin’s competitory advantage as the first mover in the market. These runs. which good realized Westin’s branding scheme. non merely helped them pull more clients. addition trade name penchant and trueness ( i. e. . a hebdomad after establishing the “Heavenly Bed” . Westin received 32 petitions from invitees inquiring for information about purchasing the same sort of bed or guest satisfaction at hotel with the new beds increased from 8. 2 % to 9. % over the first 6 month period. or ranked figure one for upscale hotel trade name from J. D. Power and Associates ) but besides changed the full industry paradigm.
Rivals such as Hyatt. Marriot. and Hilton… started to follow this scheme by making and upgrading their ain ideal sleep environments. doing a tendency of immense investing in hotel comfortss ( $ 5 billion estimated in 2006 ) . This urged Westin to construct on its invention in order to distinguish itself from the remainder and keep its competitory advantage.
2. Review the procedure that Westin used to develop their new lifestyle trade name. Explain whether you think the stigmatization scheme will be successful. Westin started their trade name shifting procedure with a clear end in head. That was to increase greater trade name penchant and trueness through a lifestyle stigmatization that would make unforgettable experiences for their mark clients in the upper upscale market. This new scheme originated from Westin’s management’s consciousness that Westin’s current merchandise scheme. which had been unusually lending to their competitory advantages through first-class slumber. bath. and fitness experiences created for their invitees. would non profit them in the long tally.
This was because rivals such as Hyatt. Marriot. Hilton. and Radisson had been following Westin’s scheme. doing Westin’s competitive-advantage as the market-first-mover likely become diluted over clip. In add-on. clients would ever look for new services to carry through their higher demands. However. along the manner to accomplish its new end. Westin would non disregard its current merchandise scheme of get the hanging in “sleep experience. bath experience. and fitness experience” . Alternatively. they would till keep “physical” benefits while adding more “emotional” 1s to their mark clients by making new values known as “instinctive. personal. and renewal” .
To make this. one time once more. Westin based on client penetrations through a study commissioned with Mayo Clinic. This study gave them the critical cognition of “five human truths” reflecting the basic client demands of experiencing particular. belonging. being in control. making their potencies. and being understood. These penetrations were merely the perfect compass for Westin to develop the life style stigmatization scheme and executing to pull their mark clients of the upper upscale market.
Westin clearly perceived that the trade name positioning would hold to run into these “five homo truths” and they did it successfully. To put to death the new lifestyle stigmatization scheme. Westin came up with several plans such as the “Sensory Welcome Program” . the “Breath Program” . and particularly the “Service Culture Renewal Program” at an effort to make Westin’s a “third place” ( after guests’ places and work topographic points – merely like Starbucks has successfully done ) that satisfied the guests’ “five human truths” imposingly. Westin realized their scheme systematically through their operations. services and forces betterments.
The latter was particularly of import when Westin’s direction knew that for the hotel industry. the two cardinal writers of the trade name were the clients and the employees. Westin good translated this apprehension into first-class operations towards both clients and employees because they knew that happy employees would assist do happy clients. To make this. careful preparation were delivered to employees and associates so that they could understand the importance of first-class services and proactively delivered them to clients.
Narratives such as a invitee loyal to another trade name switched to Westin when he had been offered a towel and bottle of H2O after his forenoon tally or another one wrote how impressed she was when an associate. sympathizing with her about losing a particular episode of “American Idol” . recorded the episode. gift wrapped it in a beautiful box and gave it to her ulterior were merely some illustrations of how well-trained and cared employees/ associates could make their “magic” works to win the Black Marias of their clients.
And in this cordial reception industry. winning clients Black Marias should be a important factor to hold them prefer and loyal to one’s trade name. These narratives besides proved that all of Westin consistent attempts helped them to accomplish the end of making unforgettable experiences for their invitees. doing them experience good understood. welcomed. inspired and more satisfied. This. in bend. unusually contributed to greater trade name penchant and trueness.
3. Page one of the instance says that the Westin Hotel proprietors and franchisees objected to passing more money on stigmatization. If you were the Westin corporate trade name director responsible for the new lifestyle stigmatization attempt what would you state to these proprietors to “sell” the new stigmatization thought to them? To sell the thought. my statements would be based on the undermentioned principle: – In a extremely competitory market like the hotel industry. distinction must be the key to pull new clients and keep existing 1s. This has been proved to be right through positive consequences obtained from implementing the merchandise scheme since 1999 ( some calculations from Westin’s concern consequences should be presented if relevant ) .
Market state of affairs showed that other rivals have been following the merchandise scheme. doing the competition go harsher and harsher and put on the lining Westin’s sustainable profitableness. Therefore. distinguishing Westin from its rivals to remain competitory is a must. – The new lifestyle stigmatization scheme has been developed based on client penetrations. which show bing customers’ unmet demands. The trade name that moves foremost to carry through these demands will acquire the competitory advantage of holding higher trade name consciousness. penchant and trueness.
In add-on. study showed that client penetrations known as the “five human truths” are important factors among the mark clients. Therefore. a lifestyle stigmatization attack would be the best pick in this context to distinguish Westin with the remainder. – This new attack will go on to heighten Westin’s trade name nucleus value of making unforgettable experience for the clients. which is a important property to Westin’s distinction. – Branding outgo for the first mover should be lower than that for the followings ( figures should be showed if relevant ) .
