Banyan Tree Hotels & Resorts, an internationally successful hotel line sector company, is the subject

of the case. The BTHR has already established a strong presence in Thailand, Indonesia, the
Maldives, and the Seychelles. BTHR, unlike other hotels in the business, concentrates primarily on
boutique-style hotels. Boutique hotels are tiny, smart, and luxury establishments that emphasize the
feeling of being a personal guest in a private residence. Following its global success, BTHR is eyeing
Kerala as the next destination to develop a new Banyan Tree resort.

a) For their Kerala project, what consumer segment should BTHR aim for?

Banyan Tree Hotels & Resorts, or BTHR for short, is an internationally successful hotel corporation. It
is designed in the style of a boutique hotel and stands out from the crowd. These hotels are
recognized for offering premium experiences and attempting to provide personal space to their
guests. The number of rooms in such a hotel can range from ten to one hundred. BTHR focuses
providing a feeling of place in its hotel, which means it aims to create a tie or attachment between
the area and its guests and develop an alluring experience. In addition, the resorts are designed to
represent the culture of the place and provide guests with a memorable experience. Kerala is
commonly thought of as a place rich in many cultures, rivers, beaches, gorgeous sunrise vistas,
ayurvedic spas, and so on. In light of these considerations, Kerala is ideal for couples looking to
spend quality time together.

As a result, the client segment that BTHR can target is couples who want to spend quality time with
one other away from the city's noise and bustle. The following are some of the reasons for focusing
on this customer segment:

Privacy and personal space

Typical hotels give customers with rooms that are close in proximity to one another, preventing
them from having their own space. However, BTHR is modeled after a boutique hotel and provides
them with a distinct place (residence) where they can feel at home and have their own privacy. And
private areas are what married couples are looking for in order to spend quality time with one
another.

Beautiful place to visit

People nowadays like to visit destinations with heart-warming and soul-stirring sights. Kerala is
known for giving such locations. Couples who have recently married want to take a picture with their
loved ones in a beautiful location, while couples who have been married for a long time want to visit
and see magnificent vistas. As a result, BTHR can target this market by offering stunning views of
Kerala, as well as a personal touch to enhance the destination's experience.

Take part in the culture.

There are still couples in India who have devoted their entire lives to careers or working. As a result,
they have never had "Me-Time" or been exposed to culture outside of their immediate environment.
BTHR positions itself in the market as a hotel that constructs its resort in a way that reflects the
culture of the surrounding area. As a result, married couples who wish to appreciate and experience
the culture of a location can visit BTHR.

Couples' packages with discounts

Kerala, being India's top tourist destination, offers numerous discounts on couple packages such as
couple spas, couple massages, couple safaris, water boating, and so on. Because there are so many
couple packages, BTHR can expand its resources along this line and serve this already-existing client
segment.

Packages of romantic tourist accommodations

BTHR, as the name implies, offers romantic packages. As a result, BTHR will be an ideal location for
couples looking for a romantic getaway.

Pandemic scenario by Covid

In the current situation, the covid epidemic has caused a worry among those who want to travel or
enjoy themselves outside of India. As a result, newlywed couples are apprehensive of taking a
Honeymoon outside of India. As a result, BTHR can target these clients by offering a destination
where they can enjoy all of the luxury and scenic beauty that they would find elsewhere. Because
Kerala has such a beautiful perspective, BTHR can improve their stay accommodations.

a sense of belonging

Creating a relationship or attachment with a location is what sense of place refers to, and BTHR
encourages this. A newlywed couple, or any couple for that matter, would like to spend quality time
with their partners and form a special link with the location. Because they spent some special
moments with their partners at the area and want to remember them forever. As a result, BTHR can
target couples because they create a feeling of place that married couples need.

As a result, the above factors are a few reasons why BTHR should focus on couples.

b) Identify two distinct factors that BTHR should consider incorporating in their advertising
communication.

Advertisement is a method of introducing your company to the public and informing them about
your products or services. When advertising a product, one should always focus on the product's
strengths or USP because advertising has an impact on buyers' perceptions of the product.

The following are two differentiating qualities or USPs of BTHR that it should consider using in its
advertising communication:

a sense of belonging

The emotional links and bonds that people form or experience in a certain area and environment are
referred to as a sense of place. It's also used to indicate a location's or area's individuality or
originality. BTHR offers hotels in a variety of nations, each of which has been designed to reflect the
culture and lifestyle of the area. It means that it creates resorts that reflect the local culture and way
of life. It also believes in giving its visitors exquisite experiences and making them feel as if they are
in their own private house. BTHR is modeled after a boutique hotel, with distinct quarters for each
customer, allowing them to enjoy seclusion similar to that of their own home while also taking in the
scenery. As a result of all of these factors, unlike other hotels, BTHR aids in the creation of a bond or
attachment between the place and customers, which will be imprinted in customers' minds for the
rest of their lives, so this factor "Sense of Place" should be included in their advertisement
communication.

Accommodation that is romantic

Kerala is regarded as one of the top tourist destinations in the world. The majority of visitors come
to see the dawn, river boating, ayurvedic spa and massages, safaris, and other activities. The
majority of those that come are married couples. As stated in the complaint, BTHR offers romantic
accommodations to its guests, and Kerala is a popular tourist destination in India for newlywed
couples. As a result, BTHR's advertising strategy should focus on positioning itself as the ideal spot to
provide a good stay accompanied by a romantic environment for couples. They might become the
first option of any tourist or newlywed couple visiting Kerala if they leverage this feature in their
advertising.

c) Make recommendations for appropriate advertising mediums.

A product or service will not serve its function unless there are customers to experience it, therefore
in order to bring products to the customer, advertising is required. Every business needs
advertisements since they help get the goods to the buyers. Through advertising alone, people
either reject or get interested in a product.

Banyan Tree Hotels & Resorts can advertise through a variety of media, including:

Media in print

Advertisements in newspapers, periodicals, and journals are examples of print media. BTHR can
utilize this medium to print photos of their resort hotels, as well as a one-liner describing their
services. They can select from a variety of leading hotel and tourist periodicals, including hotel
business magazines, HOTELIER INDIA, and BWHOTELIER INDIA. Because they are well-known
worldwide, publicizing information about their newest locations may entice loyal clients to visit their
new locations, such as in Kerala.

Advertising on the street

The major goal of this type of advertising is to draw people's attention to a particular location, such
as a busy road or a crowded place. India, as we all know, is a densely populated country with
congested roads and markets most of the time. As a result, BTHR can take advantage of this factor
and use it to advertise their company. They can use billboards and vehicle displays to advertise
(advertising by pasting pictures in vehicles). This allows them to engage the most number of people
at the same time.

Advertising on the internet

In today's world, there isn't a single individual who isn't connected to the internet. They are either
directly or indirectly linked. As a result, BTHR can use internet media to promote its business, such as
social networking advertising, because most young people use this platform.

Advertising via direct mail

BTHR is a hotel management company with a global presence. The company has had a lot of success
because of its unique designs and resorts that reflect the culture of the area. As a result, they have a
large number of loyal customers that prefer to stay at their hotel. BTHR may now utilize these
customers' email addresses to provide them information about their new locations and persuade
them to go.

Thus, some of the mediums that BTHR can employ to advertise their business are given above.
The advertisement depicted above was created using a print media. The above poster appears to be
simple, with only three images: a dog, a person holding the dog's leash, and the product itself. These
three images attempt to meet the advertising goal of selling Campina's 0.1 percent fat yogurt drink.
The advertisement's layout does not entice customers. Looking at the poster, it's difficult to tell how
these three things are related or what they're attempting to portray. As far as I can tell, this
advertising claims that you can hide or cheat yourself out of going for a morning walk with your dog
in order to lose weight accumulated from regular drinking. Otherwise, you can drink our "Campina
optimum yogurt drink," which has only 0.1 percent fat and is good for you. As a result, you don't
need to take your dog for walks solely to lose weight. Also, the commercial may suggest that
drinking our 0.1 percent fat yogurt drink will keep you from getting fat and give you a flawless body
that you can conceal behind a pole. As a result, the commercial concentrates around the idea of not
growing fat if you drink Campina's ideal 0.1 percent fat yogurt drink.

2. Does the commercial achieve its goal? Justify.

Advertisement, in my opinion, accomplishes the goal. The fundamental goal of any advertisement is
to inform clients about the items and why they should buy them. Despite the fact that the
advertisement is ambiguous and does not precisely interpret its aim, it succeeds in piqueing the
customer's interest in the goods. There are no descriptions of anything on the ad, which merely
shows a dog, a yogurt drink, and a person holding a dog's leash. Due to its ambiguous character, a
customer's ego may be harmed if he is unable to comprehend the poster. As a result, people will
look for the product to satisfy themselves. As a result, the commercial achieves its goals by
successfully engaging customers in its goods. Furthermore, today's clients do not want to read a long
description of a product. They like brief, clear, and concise information, such as “Campina Optimal
0.1 percent fat yogurt drink,” which the commercial provides.

In a nutshell, the ambiguous marketing encourages people to research the product and have a better
understanding of it. Customers will understand why they should choose this drink after hearing the
one-liner "Campina Optimal 0.1 percent fat yogurt drink." As a result, the commercial achieves its
goal.