Banyan TreeDeveloping a Powerful Service

Brand

Presented by-Group No- 2

MANAS MADHURJYA

ROHITSAURABHSUKRIT

Origin & Service offering• Banyan Tree: One of the leading player in the luxury resorts and

spa market in Asia.

• It is the case of: Brand with it’s Brand Extension Niche marketing strategy Public Relations & Global Marketing Programs

• BTHL operates with 15 resorts and hotels,35 spas and 38 retail shops in more than 40 locations in 20 countries.

• Founder: Ho Kywon Ping.

Factors behind success

Choice of target segment

Positioning and branding strategy

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

Marketing & Brand Values

• BTHL marketing strategies were managed by international advertising agency

• Sanctuary for the senses• Promoted as “smallish” hotel experience• Promoted as “Banyan Tree Experience”• Focused on extensive advertising• Brand awareness created through PR &global

marketing

Local community involvement• Use of local traders

supply of indigenous materials

• Local artisans traditional art and handicraft

• Local farmers and traders Purchase fresh produce

• Support local tourism venture Benefit the wider local community and enhance the visitors

experience

• Other 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

• Introduce the Angsana brand Introducing spa services in hotels Opened In 1999 in Dusit Laguna

• BTHL launched 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.

• Two hotel were lunched under the Colours of Angsana at China and Sri Lanka

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

Banyan Tree’s success might be attributed to an overall well designed and executed external and internal marketing program, and in particular:

Choice of target segment Positioning and branding strategy 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

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

Brand positioning is timely and appropriate in today’s hectic and stressful lifestyles

Focused promotion efforts with minimal wastage

Unique positioning sustainable? Unique service experience at Banyan Tree. Appeal to “the senses,”

Perceptual mapping

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?

• central theme: “the romance of travel and the beauty of discovering the world”.

• 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,

Recommendations

• Achieving branding consistency through management by brand

Management of the portfolio by brand would achieve more consistency in branding and positioning, and also make it easier to cross-sell and bundle products, although such an arrangement would require duplication in resources for various functions.

Thank You