hotello top finance part 2
TRANSCRIPT
CO-BRANDING:
STORY ABOUT
PRODUCT PROPOSITION
BECOMES STRONGER…
GLOBAL BRAIN ?
USER GENERATED CONTENT
WISHDOM OF THE CROWDS
WIKINOMICS
VIRTUAL SOCIAL NETWORKS:WEBTRIBES…ANOMIE*
SOCIAL : HYVESBUSINESS: XINGGAME : WORLD OF WARCRAFT(MMORPG: Massively Multiplayer Online Role
Playing Game)
HYBRIDE : SECOND LIFE
*DURKHEIM 1893
BLUE OCEAN COMPANIES
MARKETSHARE EUROPE 2006: 15% 24%
ZARA COMPETITION
Operating Profit: 10% < 5%Shop visits by consumer: 17 4Unsold goods: < 10% >20%Rack rate sales: 85% 60%Cycle: demand design production shop 15 days ?monthssource: Harvard Business Review
LOW-COST CARRIERS… Ryan Air easyJet Passengers** 2004 : 30.000 24.000 2005: 33.000 30.000 2006: 35.000 33.000 2007: 42.500 37.200Profit margin 18% 10% + Number of aircraft 120 122
** X 1000Source: websites Ryan Air, Easy Jet, November 2007
NEW NEW HOSPITALITY HOSPITALITY CONCEPTS. CONCEPTS. MARKET MARKET COMMUNICATICOMMUNICATION THROUGH ON THROUGH VIRTUAL VIRTUAL SOCIAL SOCIAL NETWORKS. NETWORKS.
CONSUMER DRIVERS TO READ CORPORATE BLOGS *:
PERSONAL CONTACT 40%
HOW DO THEY OPERATE 100%
CO-CREATE (MEEPRATEN) 65%
INFO AS EMPLOYER 26%*UNIVERSITY OF TWENTE, 2007
VIRAL MARKETING:
FROM “TELL A FRIEND” TO MORE SOPHISTICATED VIDEOS.
FUNNY, SEXY, RUDE(GROF, GEIL, GRAPPIG)
PROXIMITY MARKETING:
R.F.I.D. TECHNOLOGYRADIO FREQUENCY IDENTIFICATION
CORPORATE STORY TELLING
AUTHENTIC
“BRANDS BECOME LOVEMARKS”
SAACHI & SAACHI
BRANDS:Low love
High respect
LOVEMARKS:HIGH love
High respect
PRODUCTS:Low love
Low respectFADS:
High loveLow respect
