1. BANYAN TREE
DEVELOPING A POWERFUL SERVICE
BRAND
Presented by-
Abhishek Bansal
Gaurav Jain
Ekta chaudhary
Karan Bali
Arushi Gupta
Sandeep Moria
2. 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.
3. 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
4. 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
9. 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.
10. LOCAL COMMUNITY INVOLVEMENT
Indigenous materials for
construction of resort
Promote traditional art and
handicraft
Purchase fresh produce
Source of income for local
people through art gallery
11. 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
12. 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.
13. Q-- What are the main factors that contributed to
Banyan Tree’s success?
14. 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
15. QUESTION: Evaluate Banyan Tree’s brand positioning
and communications strategies. Can Banyan Tree
maintain its unique positioning in an increasingly
overcrowded resorts market ?
16. 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”
17. 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?
18. 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,
19. “THE ROMANCE OF TRAVEL AND THE BEAUTY
OF DISCOVERING THE WORLD”