Cabo san viejo

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Transcript of Cabo san viejo

Page 1: Cabo  san viejo
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INTRODUCTION* Cabo san viejo was founded in 1977 by Dave and

Florance Blumenthal at Palm Spring, California.

* Mission- Helping people to live healthier lives by unlocking their hidden potential and making self-actualized individuals.

* Nations first and leading health &wellness brands.

* In 1982 Cabo was regarded “Premeir total vacation/ fitness resort” by leading magazine.

*In late 1990’s and early 2000 Cabo opened several smaller branded Caboday spa sites .

*Featured in publications such as Spa Finder,Departures,etc

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Properties With comprehensive , state of the art Health - Spa services & hard

work Cabo san viejo has evolved as what they are today.

Operated 5 properties One full –service, overnight destination resort(Palm Springs,CA) Four smaller,CaboDaySpas:-Miami Hilton Head,SC, Aspen,CO, Natucket Island in Massachusetts.

Located on 150 acres in San Bernardino Mountain.

Facilities expanded to 1,00,000 square foot spa complex, 4,200 square –foot golf performance and 13,000 square-foot Aquatic centre.

Accomodate 288 guests.

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Health - Spa services

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Massage and Body work

Skin care and beauty Medical Services

Lifestyle Management

Staff to guest ratio is 3.2:1

Efficient personal trainers

Efficient & trained

reservation staff

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CompetitorsMajor destination spas such as:o Miraval (Palm Spring) offered broad array of spa and

exercise opportunities and offered precise mix of targeted offerings.

o Rancho La Puerta:Was billing itself worlds 1st eco resorto Golden Door (Escondido,CA):primarily was focusing female

customers .

Additional competition from Dayspa, beauty salons, high –end health clubs, cruise ships and vacation resorts.

Competing against Hawaiian Vacation.

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ClienteleClientele•Most of the customers were largely affluent, middle aged and females.

• Approximate 3500 customers each year.

• The summer clientele was younger.

•There were several levels of customer.

Loyal Customer Satisfied customer Dissatisfied customer.

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Cabo San Viejo Customer Satisfaction,Palm Springs Location Comment Card Responses

74 %

21 %

3 %1 %

1 %OUTSTANDING(74%)

VERY GOOD(21%)

SATISFACTORY(3%)

UNSATISFACTORY(1%)

NOT APPLICABLE(1%)

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Marketing and Sales strategy

Creating brand awareness ads

through TV, print media &

radio

Efficient & trained

reservation staff

Partnership marketing

efforts

Cross-Marketing

Maintaining a strong sales

force

Reduced rates in off season/

Organizing receptions

Customer survey and

sending guest personal

“Thank You” letters to their

patronage

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S.W.O.TSTRENGTHS

•First & leading brand

•Wide offerings and facilities

•Excellent staff

WEAKNESS

•Inaccurate and incomplete customer database •Little cross and direct marketing•High Price

OPPORTUNITIES

•Diversification and expansion•Untapped market segments•Demand will increase with increase in health awareness. •Increase customer loyalty

THREATS

•Stiff competition. •Wrong Perception•Increasing consumer -customers expectation

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Problem facedTop of the pyramid in terms of pricing.

Outdated computer system and no data base.

Limited accomodation.

Failure to attract male customers.

Suffered complaints about lack of loyalty programs and unable to match rising expectation.

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Loyalty ADDING FINANCIAL BENEFITS .

ADDING SOCIAL BENEFITS.

ADDING STRUCTURAL TIES :-

CREATING LONG TERM CONTRACTS OR SUBSCRIPTION

CHARGE A LOWER PRICE TO CONSUMER WHO AVAILS MORE SERVICES.

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Loyalty ProgramTo

build custom

er equity

Attracting

customers

good custom

er relation

shipcustomer satisfaction

word of mouth

publicity

To survive in the

competition

Cross Marketing

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Challenges• Operational challenges

Outdated computer system and no customer database

Huge Implementation costTangible versus intangible rewardsIncreased expectations of the

customers

• Philosophical challengesUnbiased approach to customersNot a 100% safe Idea.Element of surprise is eliminated

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Properties OfferingsCompetitorsMarketing and Sales strategyClienteleProblems facedLoyaltyChallenges

SUMMARY

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Loyalty program benefits should be availed to all customers.

It is not enough anymore to merely satisfy the customer- Customer must be delighted:- Membership cards Birthday and Anniversary cards While satisfied customers tend to be loyal customers, loyal customers are not always satisfied customers. If you keep your customer happy, they will keep you in business.

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Thank You !