CORPORATE BRANDING

L I LY PA D H O T E L S A N D R E S O RT S

COMPANY BACKGROUND
Manages 12 boutique hotels and
resorts;
Composed of 1,500 rooms and
115,000
unique
guest
visits
annually;
Andre Cleary as its CEO;
Its properties reflect local culture
and tastes;

PROBLEM

Will Lilypad rebrand? If so, how will

they simultaneously apply their
rebranding and increase the crossproperty
usage
of
existing
customers?

ANALYSIS
A. SWOT
Strengths
1. It has been in the hospitality
industry for 20 years already;
2. It manages iconic properties; and
3. Its properties are recognized as
few of the top hotels in the world
by Travel Magazine.

ANALYSIS
Weaknesses
1. It leaves huge opportunities
untapped by not capitalizing on
the pool of loyal customers to
individual brands;
2. Its cross-property stay is weak;
and
3. Its price is expensive for budget
savvy business and leisure
travellers.

ANALYSIS
Threats
1. Competitors have standardized
services;
2. Competitors have high crossproperty usage; and
3. Competitors have lower price
rates.

ANALYSIS
Opportunities
1. Expansion through acquisition
of small-scale hotels;
2. Leisure and business travellers
who go from one country to
another on a regular basis; and
3. Low-fare
airlines
makes
budget-savvy
travellers
to
travel more.

ANALYSIS
Porters Five Forces Analysis
Threat of New Entrants
- The threat of new entrant is
low for small-scale hotels
- Barrier of entry is relatively
low for established hotel
chains

ANALYSIS

Threat of Substitute Products

- its competitors are offering
lower accommodation rates

ANALYSIS
Bargaining Power of Consumers
- Buyers have high bargaining
power since buying decision will
depend on affordability, valueadded
amenities
and
convenience of hotel location

ANALYSIS
Bargaining Power of Suppliers
- Bargaining power of individual
brands of Lilypad is low since
each hotel depends on its own
efforts to various activities.

ANALYSIS

Intensity of Competitive Rivalry

- The brand equity of these
competitors
is
evident.
Competitors may eat up
Lilypads market share given
their high financial resources.

ALTERNATIVE COURSE OF ACTION

Lilypad
may
opt
retain
the
individuality of its hotels or start
promoting its rebranding

RECOMMENDATION
Target market
Positioning
Your Gateway to Authentic
Cultural Experience;
You will not just learn about the
local culture but instead you will
experience how to live it; and
Theres Unity in Diversity.

RECOMMENDATION
Product
Tangibles
Hotel Structure
Ambience Music, Painting,
Sculpture
Food
Toiletries
Intangibles
The Lilypad Experience

RECOMMENDATION

Pricing
Retain price
Discounted Rate

RECOMMENDATION
Place
Hotel Acquisition
Travel Agency
Online Booking System

RECOMMENDATION
Promotion

Video
Cultural Presentation
Advertising Materials
Flyers/ brochures
Souvenirs
Loyalty card
New Media

THANK YOU!