banyan tree

BANYAN TREEDEVELOPING A POWERFUL SERVICE BRAND

Presented by-

Abhishek Bansal

Gaurav Jain

Ekta chaudhary

Karan Bali

Arushi Gupta

Sandeep Moria

ORIGIN

Founder: Ho Kwon Ping.

Banyan Tree: One of the leading player in the luxury resorts and spa market in Asia.

Get its first customer in 1994 in Phuket, Thailand

In mid. 2004 BTHL operated 15 resorts and hotels,35 spas and 38 retail shops in more than 40 locations in 20 countries.

STRATEGIES

Niche marketing strategy

Public Relations & Global Marketing Programs

Focused “human touch” instead of high tech energy consuming equipments

Introduced services like:

Spa

Individual villas

Intimate packages for couple

FACTORS BEHIND SUCCESS

Choice of target segment

Exotic designs in architecture.

Product/service design and delivery

Aggressive internal marketing

Winning the support of local communities

and public interest groups

Pioneer status: first mover advantage

Pro-environmental business practices

VILLA

SPA

UNDER WATER MARRIAGE

MARKETING & BRAND VALUES

BTHL marketing strategies were managed by international advertising agency

Promoted as “Banyan Tree Experience” Focused on extensive advertising Building public relationship Membership in small luxury hotels and

leading hotel of world Work with agent specialization in exclusive

luxury holidays.

LOCAL COMMUNITY INVOLVEMENT

Indigenous materials for construction of resort

Promote traditional art and handicraft

Purchase fresh produceSource of income for local people through art gallery

SOCIAL INTERACTIONS

Disparity in life styles and living standards between guests and the local community

Scholarships for the needy children, building schools, child care centre , hosting lunches and parties

Support local cultures and religious activities

NEW BRANDS INTRODUCTION

The “Angsana brand”

The “Colours of Angsana” Resort & spa, complete with an Angsana

Gallery Penetrate the soft adventure and cultural tourism market, creating to the more adventurous segment of market.

Q-- What are the main factors that contributed to Banyan Tree’s success?

CONTRIBUTES TO SUCCESS

Choice of target segment Pioneer status: first mover advantage Public relationships as a tool of promotion. Product/service design and delivery Aggressive internal marketing Support of local communities Pro-environmental business practices

QUESTION: Evaluate Banyan Tree’s brand positioning and communications strategies. Can Banyan Tree maintain its unique positioning in an increasingly overcrowded resorts market ?

Brand positioning .

Focused promotion efforts with minimal wastage

Unique positioning sustainable Unique service experience at Banyan

Tree(Appeal to “the senses,”) Retaining “Human touch” Individual treatment. Employee programs. The “Gallery”

Q--Discuss whether the brand portfolio of Banyan Tree, Angsana, and Colours of Angsana, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and museum shops fit as a family. What are your recommendations to Banyan Tree for managing these brands and products in future?

Banyan Tree targeted the higher end of the luxury resorts market

Angsana was more mainstream and contemporary, targeting the wider market

The Colours of Angsana range of boutique hotels catered specifically to the soft adventure tourism segment,

“THE ROMANCE OF TRAVEL AND THE BEAUTY OF DISCOVERING THE

WORLD”

Thank You