Presentation on Banyan Tree: Branding the Intangible

Presentation on Banyan Tree: Branding the IntangiblePrepared by:Serina RajkarnikarBBA 4th year 2nd semester

introductionBanyan tree

Established in 1994

Founded by Ho Kwon Ping and his wife Claire Chiang

Spent 15 years managing family business low cost factory closed down in Indonesia

Realized low cost strategy difficult to follow leads nowhere

Decided to build strong brand maintain competitive advantage

Idea of luxury resort gap in hotel industry

Market segment private and intimate accommodation Amanpuri US$650 to over US$7000Shangri-La hotel & Hilton below US$350

Ho saw potential for offering an innovative niche product could bridge the price gap in this market

Banyan tree phuket - success built 2 other resorts IndonesiaMaldives

Service offeringa sense of place - reflect and enhance culture and heritage of the destination

individual villasprivate pool Jacuzzi spa treatment room

Example: dinner on a traditional Thai long tail boatwedding packages Intimate Moments package

Marketing Tagline Sanctuary for the Senses

Banyan Tree Experiences - marketed as intimate private moments - unforgettable memories.

Initially, extensive advertising - carried out for a short period of time - to gain recognition in the industry.

Minimal advertising - high-end travel magazines in key markets.

Brand awarenesspublic relationrelationships with travel editors and writers were cultivated to encourage visits to the resorts.

global marketing programsGlobal Distribution System - used by travel providers - to process airline, hotel, car rental reservations across 640,000 terminals of travel agents and other distribution partners around the world.

What effect does the practice of corporate social responsibility have on brand equity?Companys socially responsible business values and practices caring for the social and natural environments.BUILDIND THE BRAND ON VALUES

revitalizing local communities

employees and customers - identify with and support as part of their own life values.

CSR committee formed to focus on issues with both a regional overview and local perspectives.

Company worked actively to preserve, protect, and promote the natural and human environments in which Banyan Tree resorts were located.

Preserving the environment

Resorts were built using local materials

Villas were built on stilts and platforms to avoid cutting trees and possible soil erosion

Fresh water supply was obtained by methodof desalination

Toiletries, such as: shampoohair conditionerbath foambody lotion provided in the resorts were non-toxic and biodegradable, and filled inreusable containers made from celadon or ceramic

Waste water was treated and recycled in the irrigation of resort landscapes.

Employment opportunities - Banyan Tree Gallery a source of income - preserve unique heritage

Use of eco-friendly and recycled materials Example: photo frames made up of discarded telephone directories

Animal rights - the galleries did not carry products made from shell or ivory

planted 28,321 trees and 20,000 fruit trees

Involving guests in environmental conservation

Environmental awareness - involved interested guaests in the research and environmental preservation work.

Invited for coral transplantation program

offered free marine biology sessions allowing them to learn more about the fascinating marine life and its conservation.

Guests contribution:construction of new schools for the local community,restoration of coral reefslongevity of local village crafts

Involving the local community

engaging local craftsmen to produce indigenous art and handicrafts for sale at its galleries

local community was involved in various aspects of its business such as: building the resorts

constructed with as much indigenous material as possible - supplied by local traders

traditional arts and handicrafts that complemented the villas aesthetics - purchased from local artisans

building profitable resorts that would benefit the surrounding environment and contribute to local economies through the creation of employment and community development projects.The Banyan Tree Maldives Marine Laboratoryconservation efforts to protect and regenerate coral and marine life for the future of the tourism industry as well as to promote awareness and education of this field to the local community.

funding scholarships for needy children

a school and childcare centre built

lunches and parties for the elderly hosted

local cultural and religious activities supported

Seedlings

conclusion Leading player in the luxury resort and spa market in Asia

The company is preparing to aggressively grow its global footprint in:The AmericasCaribbeanEuropeThe Middle East; while preserving its distinctive Asian identity and strong brand image of Banyan Tree

Ultimate visionto string a necklace of Banyan Tree Resorts around the world; not quantity, but a number of jewels that form a chain around the world.

recommendationEstablishment of its resorts in developing countries employment opportunities for local people development of that particular area.