BANYAN TREEDEVELPOING A POWERFUL SERVICE BRAND

GROUP 9:

ANKIT SHARMA ARPITA PARNAMI DEVAANSH ATTREY PRACHI BHATNAGAR ROHINI ATMNARAM SURABHI RATTAN

THE JOURNEY BEGINS Founder, Ho Kwon Ping realized that low cost

strategies are ineffective to make a mark in the long run in any business. As a enthusiastic traveler, understood the need

for private and intimate accommodation.

Saw potential for offering niche product that could

bridge the gap between cheap motels and exclusive hotels.

SOME STATISTICS.. 1994, receives its first guest in Phuket, Thialand. By mid-2004: 15 resorts and hotels 35 spas 38 retail shops in 40 locations in over 20 countries

What are the main factors that contributed to Banyan Trees success? Target segments Positioning and branding strategy Product/ service design and delivery Marketing techniques Corporate social responsibility Value proposition offered to customers, employees

and the local community.

TARGET SEGMENTS Understood the price gap in the existing hotel

industry. US $7000/Night at Amanpuri of Amans resorts,

Thailand US $350/Night at Shangri-La Hotel, Phuket Arcadia Beach Resort of Hilton Hotels, Thialand. Offered individual villas from US $500 to US

$2500, Phuket Between US $1200 to US $4400, Seychelles

POSITIONING AND BRANDING STRATEGY Promotes as a romantic and intimate escapade for

guests. Spas offering the human touch Intimate moments packages; quality service Natural and environmentally friendly getaway The Green Imperative Fund; promoted social

responsibility and awareness

MARKETING TECHNIQUES Initially, extensive advertising-to create recognition Subsequently, promoted itself in high end travel

magazines. Finally, networking with prominent travel editors and

writers. Launched website, www.banyantree.com Membership in Small luxury Hotels and Leading

Hotels of the World

CORPORATE SOCIAL RESPONIBILITY Works hard to preserve, protect and promote the

natural and human environment in which the resorts are located. Uses only local material for construction of the

resorts The Green Imperative Fund Community Relations Department

KEY VALUE PROPOSITION FOR THE CUSTOMERS Offers individual villas Exotic architectural designs Romantic and intimate escapades Private pool Jaccuzi or spa treatment room

Wedding ceremonies packages Retail outlets The company organizes environmental activities

involving guests, The Green Imperative Fund Intimate moments packages

KEY VALUE PROPOSITION FOR THE EMPLOYEES Enough room for individual creativity and

sensitivity while performing duties. Heavy investment in employee welfare programs Air conditioned bus as transport from and to work Access to various amenities Well equipped staff dormitories

KEY VALUE PROPOSITION FOR THE COMMUNITY Built each resort and hotel from scratch using

only local materials Projected themselves as a environmentally

concerned company and helped preserve the local environment Established Community Relations Department to

develop and manage community outreach programs.

Evaluate Banyan Trees brand positioning and communication strategies. Can Banyan Tree maintain its unique positioning in an increasingly overcrowded resorts market? Promoted as a romantic and intimate getaway Natural ambience Unique product offering gave it an edge over

other existing resorts and hotels.

Membership in Small luxury hotels and leading

hotels of the world Work exclusively with agents specializing in

exclusive luxury holidays targeted at wealthy customers. Operate on high Public Relations and global

Marketing programs Recognized as a socially responsible company

Word of mouth promotion through high quality

services provided. High rate of employee and community

satisfaction. Quality product at acceptable price range.

PERCEPTUAL MAPPING FOR ITS MARKET POSITIONExpensive

Sporty

Romantic

Less Expensive

Discuss whether the brand portfolio of Banyan Tree, Angsana and colors 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 furture?

THE BTHL FAMILY BANYAN TREE Premium niche product High end customer base Unique and innovative

Romantic, private, intimate

ANGSANA Contemporary

Affordable Initiated in 1999 at Dusit Laguna Targeting larger customer base

COLORS OF ANGSANA Launched in 2003 Collection of individual hotels and resorts

The company has attempted to enter all levels of customer bases and has successively been able to maintain its brand positioning as a provider of quality experiences.

OUR RECOMMENDATIONS Be prepared for the changing needs and

demands of the customers. Remain focused on creating quality experiences

through romantic and intimate surroundings. Innovate product and services to maintain

differentiation in a rapidly expanding industry.

Let not the emphasis of hospitality lie in bed and board; but let truth and love and honor and courtesy flow in all thy deeds -Ralph Waldo Emerson