2) What are the different ways in which Banyan Tree can communicate with its target

audiences? What should its promotional mix be like? What factors influence your
promotional mix decision?

Communication Strategy
Hire an International Advertising Agency for BT's marketing communications.
Agency:
• Logo design for BT
• Introduce marketing slogan
• Do initial publicity to gain recognition in the hotel industry
• Advertise in high-profile travel magazines
Awareness of the brand is spread through public relations and global marketing programs
Create its website
Wealthy customers are targeted through agency.
Promotional Mix
Promotion includes advertising, sales promotion, personal selling, public relations, and direct
marketing.

 Advertising should be used the most, with product being advertised mainly through the
internet, travel magazines, and billboards. A globally standardized advertising program
should be adopted. However, certain minimal changes based on cultural differences
should be considered to enter into different countries rapidly.

 Public relations will play another important role in promotion. Having a contact with PR
agents would help advance the product.

 Direct marketing would also help sell the resort. Individuals at the target market mainly
go through travel agents to book their vacation desires. This method would help reach
many high end travel agents globally, and requesting them to suggest the hotel to their
clients.
Although the company should focus on a pull strategy relying on mass media, it should also
integrate a push strategy.

Factors that influence the promotional mix decision are:

 The budget available to market a particular product greatly determines the kind of
promotional mix utilized.
 The product type and type of purchase decision is another factor that influences the
promotional mix decision.
 The characteristics of the target market and readiness of consumers to purchase determine
promotional mix. Companies need to know the types of media used by different targets,
frequency and time of their purchases, as well as demographic characteristics in order to
select the best methods to reach target markets.
 The preferences of the consumers for various media also determine the kind of
promotional mix utilized.
 Regulations and competition can affect the type of promotion used.