BANYAN TREE DEVELOPING A POWERFUL SERVICE BRANDPresented by-Abhishek BansalGaurav JainEkta chaudharyKaran BaliArushi GuptaSandeep 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
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 produce Source 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 positioningand communications strategies. Can Banyan Treemaintain its unique positioning in an increasinglyovercrowded 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 BanyanTree, Angsana, and Colours of Angsana, as well asthe product portfolio of beach resorts and cityhotels, spas, galleries, and museum shops fit as afamily. What are your recommendations to BanyanTree for managing these brands and products infuture?
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”