Banyan tree case study


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Banyan tree case study

  1. 1. Kamran Arshad (F-09-204) Jawad Hashmi (F-09-202)
  2. 2. Inception <ul><li>Founded by Ho Kwon Ping (Travel enthusiast and former journalist) </li></ul><ul><li>Ho spent 15 years managing the family business (Food products, consumer electronics and property development) </li></ul><ul><li>Lost due to low-cost </li></ul><ul><li>Decided to build a strong brand to have a competitive advantage </li></ul><ul><li>Enter in the business of luxury resorts. </li></ul><ul><li>Inspired by the gap in the hotel industry which was not being filled by the giant chains (Hilton and Shangrila) </li></ul>
  3. 3. Market Segmentation. <ul><li>There exist a market segment that wanted private and intimate accommodation without the expectation of glitzy chain hotels. </li></ul><ul><li>Filled the price gap between the luxurious Aman Resorts (US$650-US$7000)and Shangrila Hotel (below US$350). </li></ul><ul><li>The resort should provide more than accommodation. </li></ul><ul><li>Build a resort comprising individual villas , exotic in architecture design and positioned as a romantic and intimate escaped for gusts. </li></ul><ul><li>Price should be between US$500 and US$2500. </li></ul>
  4. 4. For the First Guest? <ul><li>First resort in Phuket (Thailand). </li></ul><ul><li>Spent US$250 millions. </li></ul><ul><li>First guest arrived in 1994 at Phuket. </li></ul><ul><li>Started developing two other </li></ul><ul><ul><li>Bintan Island (Indonesia) </li></ul></ul><ul><ul><li>Vabbinfaru Island (Maldives) </li></ul></ul>
  5. 5. What's make it different? <ul><li>Individual villas with </li></ul><ul><ul><li>Private pool </li></ul></ul><ul><ul><li>Jacuzzi </li></ul></ul><ul><ul><li>Spa treatment room </li></ul></ul><ul><li>Culture and heritage of the destination </li></ul><ul><ul><li>Reflects in the architecture </li></ul></ul><ul><ul><li>Furnishing </li></ul></ul><ul><ul><li>Landscape </li></ul></ul><ul><ul><li>Vegetation </li></ul></ul><ul><ul><li>Services offered </li></ul></ul><ul><ul><li>Privacy of the guests </li></ul></ul>
  6. 6. What's make it different? (cont) <ul><li>The resorts were designed to blend into the natural landscape </li></ul><ul><li>Used natural foliage and boulders as a privacy screen </li></ul><ul><li>The furnishing were deliberately native to convey the exoticism of the destination with its rich local flavor and luxurious feel </li></ul><ul><li>Service delivery process varied according to local culture and practices. </li></ul><ul><ul><li>Dinner on a traditional Thai long boat </li></ul></ul><ul><ul><li>Accompanied by private Thai musicians </li></ul></ul><ul><ul><li>Coupled were blessed by Buddhist monks </li></ul></ul><ul><ul><li>In Maldives, wedding ceremonies are conducted under water </li></ul></ul>
  7. 7. What's make it different? (cont) <ul><li>Banyan Tree Spa </li></ul><ul><ul><li>First tropical garden spa in the industry </li></ul></ul><ul><ul><li>Offered variety of aromatic oil massages </li></ul></ul><ul><ul><li>Face and body beauty treatments using tradditional Asian therapies </li></ul></ul><ul><ul><li>Choice of indoor or outdoor treatment </li></ul></ul><ul><ul><li>Spa products were natural, indigenous and made from local herbs and spices </li></ul></ul><ul><ul><li>Relied mainly on the ‘human touch’ instead of energy-consuming high-tech equipment </li></ul></ul>
  8. 8. What's make it different? (cont) <ul><li>Banyan Tree Gallery </li></ul><ul><ul><li>Items sold were made by local artisans </li></ul></ul><ul><ul><li>Included traditionally woven handmade </li></ul></ul><ul><ul><ul><li>fabrics, </li></ul></ul></ul><ul><ul><ul><li>Garments </li></ul></ul></ul><ul><ul><ul><li>Handicrafts </li></ul></ul></ul><ul><ul><ul><li>Tribal art </li></ul></ul></ul><ul><ul><ul><li>Spa accessories </li></ul></ul></ul>
  9. 9. How communicated? <ul><li>International advertising agency was hired for the company's marketing communications </li></ul><ul><ul><li>Designed the Banyan Tree Logo </li></ul></ul><ul><ul><li>Came up with the marketing tagline “Sanctuary for the Senses.” </li></ul></ul><ul><ul><li>Initially extensive advertising was carried out for the short period of time to gain recognition in the industry </li></ul></ul><ul><ul><li>Then advertised in high end travel magazines in key market </li></ul></ul><ul><ul><li>The advertisement were visual in nature with succinct copy or showcase the awards and accolades won </li></ul></ul><ul><li>Brand awareness through public relations and global marketing programs </li></ul><ul><ul><li>Relation ship with travel editors and writers </li></ul></ul><ul><ul><li>Web site </li></ul></ul><ul><ul><li>Targeted wealthy customers through agents </li></ul></ul>
  10. 10. Corporate Social Responsibility? <ul><li>Active caring for the natural and human environment </li></ul><ul><li>Revitalizing local communities </li></ul><ul><li>Creating pride and respect among staff </li></ul><ul><li>Worked actively to preserve, protect and promote the natural and human environments in which Banyan Tree resorts were located </li></ul><ul><li>Resorts were build from scratch using the local material </li></ul><ul><li>Minimized the impact on the environment </li></ul><ul><li>Toiletries such as shampoo , hair conditioners were nontoxic and biodegradable and filled in reusable containers </li></ul><ul><li>Waste water was also treated </li></ul>
  11. 11. Present. <ul><li>By mid 2004 in more than 40 locations in 20 countries </li></ul><ul><ul><li>15 resorts </li></ul></ul><ul><ul><li>35 spas </li></ul></ul><ul><ul><li>38 retail shops </li></ul></ul>Bahrain China Indonesia Korea Maldives Mexico Seychelles Thailand UAE
  12. 12. Upcoming destinations. <ul><li>2011 </li></ul><ul><ul><li>Kerala – india </li></ul></ul><ul><ul><li>Beijing – China </li></ul></ul><ul><ul><li>Macau – China </li></ul></ul><ul><ul><li>Riverside – China </li></ul></ul><ul><li>2012 </li></ul><ul><ul><li>Hue – Vietnam </li></ul></ul><ul><ul><li>Dinaran – Philippines </li></ul></ul><ul><ul><li>Alqueva – Portugal </li></ul></ul><ul><ul><li>Sifah – Oman </li></ul></ul><ul><ul><li>6 location in China </li></ul></ul><ul><li>2013 </li></ul><ul><ul><li>Costa Navarina – Greece </li></ul></ul><ul><ul><li>Tamouda Bay - Morocco </li></ul></ul>
  13. 13. References. <ul><li> </li></ul><ul><li> </li></ul>
  14. 14. <ul><li>What do you say? </li></ul>