Banyan Tree has achieved success through well-designed external and internal marketing programs focused on luxury resort experiences. It has carefully chosen target segments and developed strong positioning and branding strategies centered around delivering high quality products and services. Banyan Tree also supports local communities and engages in environmentally friendly practices. While Banyan Tree's unique positioning has been sustainable so far, maintaining differentiation in an increasingly crowded market will require continued focus on the customer experience and sensory branding. Banyan Tree's brand portfolio, including Angsana and Colours of Angsana, fit together under a common theme of travel romance and world discovery across price points, but future management by individual brand could improve consistency and cross-selling.

1. Banyan TreeDeveloping a Powerful Service Brand Presented by- Group No- 2 MANAS MADHURJYA ROHIT SAURABH SUKRIT

3. Niche marketing strategy

4. Public Relations & Global Marketing ProgramsBTHL operates with 15 resorts and hotels,35 spas and 38 retail shops in more than 40 locations in 20 countries. Founder: Ho Kywon Ping.

6. Positioning and branding strategy

7. Product/service design and delivery

8. Aggressive internal marketing

9. Winning the support of local communities and public interest groups

10. Pioneer status: first mover advantage

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

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

18. Positioning and branding strategy

19. Product/service design and delivery

20. Aggressive internal marketing

21. Winning the support of local communities and public interest groups

22. Pioneer status: first mover advantage

25. Focused promotion efforts with minimal wastage

26. Unique positioning sustainable?

27. Unique service experience at Banyan Tree.

29. 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?

30. 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,

31. 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.

32. Thank You