hotello top finance part 2

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

TRENDSESSIES& SCENARIO ANALYSE

MORE INFO?

RONALDVANDENHOFF@CDEFHOLDING.NL