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Developing a Powerful Service Brand Essay

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 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
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”

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