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Banyan Tr ee

Developing a Powerful Service Brand

Presented byGroup No- 2
Origin & Service offering
• Banyan Tree: One of the leading player in the luxury resorts and spa market in A

• § § § It is the case of: Brand with it’s Brand Extension Niche marketing strategy Public
Relations & Global Marketing Programs

• BTHL operates with 15 resorts and hotels,35 spas and 38 retail shops in more tha
n 40 locations in 20 countries.

• Founder: Ho Kywon Ping.
Factors behind success
Ø Choice of target segment Ø Positioning and branding strategy Ø Product/service desig
n and delivery Ø Aggressive internal marketing Ø Winning the support of local commun
ities and public interest groups Ø Pioneer status: first mover advantage Ø Pro-envir
onmental business practices
Marketing & Brand Values
• BTHL marketing strategies were managed by international advertising agency • Sanct
uary for the senses • Promoted as “smallish” hotel experience • Promoted as “Banyan Tree E
xperience” • Focused on extensive advertising • Brand awareness created through PR
Local community involvement
• Use of local traders
§ supply of indigenous materials
• Local artisans
§ traditional art and handicraft
• Local farmers and traders
§ Purchase fresh produce
• Support local tourism venture
§ Benefit the wider local community and enhance the visitors experience
• Other social interactions
§ Disparity in life styles and living standards between guests and the local commu
nity § Scholarships for the needy children, building schools, child care centre ,
hosting lunches and parties
New brands introduction
• Introduce the Angsana brand
§ Introducing spa services in hotels § Opened In 1999 in Dusit Laguna
• BTHL launched Colours of Angsana Resort & spa, complete with an Angsana Gallery
§ Penetrate the soft adventure and cultural tourism market, creating to the more a
dventurous segment of market.
• Two hotel were lunched under the Colours
Q-- What are the main factors that contributed to Banyan Tree’s success?
Banyan Tree’s success might be attributed to an overall well designed and executed
external and internal marketing program, and in particular: q Choice of target
segment q Positioning and branding strategy q Product/service design and deliver
y q Aggressive internal marketing q Winning the support of local communities and
public interest groups q Pioneer status: first mover advantage q Pro-environmen
tal business practices

Q--Evaluate Banyan Tree’s brand positioning and communications strategies. Can Ban
yan Tree maintain its unique positioning in an increasingly overcrowded resorts
market ?
qBrand positioning is timely and appropriate in today’s hectic and stressful lifes
tyles qFocused promotion efforts with minimal wastage qUnique positioning sustai
nable? ü Unique service experience at Banyan Tree. ü Appeal to “the senses,”
Perceptual mapping

Q--Discuss whether the brand portfolio of Banyan Tree, Angsana, and Colours of A
ngsana, 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 B
anyan Tree for managing these brands and products in future?
• 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 mor
e mainstream and contemporary, targeting the wider market • The Colours of Angsana
range of boutique hotels catered specifically to the soft adventure tourism seg
• Achieving branding consistency through management by brand Management of the por
tfolio by brand would achieve more consistency in branding and positioning, and
also make it easier to cross-sell and bundle products, although such an arrangem
ent would require duplication in resources for various functions.
Thank You