Banyan tree
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Transcript of Banyan tree
BANYAN TREEDEVELOPING A POWERFUL SERVICE BRAND
Presented by-
Abhishek Bansal
Gaurav Jain
Ekta chaudhary
Karan Bali
Arushi Gupta
Sandeep 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
VILLA
SPA
UNDER WATER MARRIAGE
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 produceSource 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 positioning and communications strategies. Can Banyan Tree maintain its unique positioning in an increasingly overcrowded 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 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?
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”
Thank You