l

d na
an io
t
br a
rn

Group 5:
Alix de Kersabiec
te

Phạm Trung Hieu

In

Le Bao Ngọc
Nguyen Tran Minh Phuong
Mr. Ho Kwon Ping Nguyen Quynh Trang
Executive Chairman Phạm Hoang Anh Vu
Content

1 • Segmentation Marketing
2 • Positioning
3 • SWOT
4 • Micheal Porter’s 5 forces
5 • Marketing Mix
 1.
Segmentat
ion
Target market
Geographical
• Couples in 30s - 40s
reach
ages
• Rich Asia
• Luxury Europe
• Premium market
United
State
Psychographic New age style

Relax

Rejuvenate romantic & intimacy

 2.
Positionin
g
Positioned
towards
the
wealthy,
couples
looking for
relaxation,
Banyan
Tree
Palawan
will better
the
company’s
existing
How important is the brand
name to the target customers

Abid Butt said, “our target is the luxury, premium

market.
84 percent of our guest are couples looking for romance
and intimacy. Most of them are in there mid 30s and
40s.They are rich, but not necessarily famous.”

 Create a strong brand name

 Target to middle young age from 30s to 40s

How important is it for the brand to
be considered local versus global
Branding is very importance to success
Location also plays a strong strategic role

Banyan Tree hotel has met objectives that a good

brand will achieve include:

• Delivers the message clearly

• Confirms your credibility
• Connects your target prospects emotionally
• Motivates the buyer
• Concretes User Loyalty
 3.

SWOT
Opportunit
y Strengths Weaknesses

- Accommodation that emphasized

romance, intimacy, privacy, and
rejuvenation
- Expanding the business
- Right strategies, its capabilities grew.
- Keeping up the pace to support an
international business
- Advantageous for BTHR as the owner
to have all these capabilities and
resources in-house
- Open a resort built from scratch within
two years compared to the industry
norm of about five years
- Changes were implemented
immediately
Threatenin
g Strengths Weaknesses

• Huge gap about pricing • language barrier, particularly when

• Full-time government liaison staff English was not the guest’s first
language. Most of the spa staff stated
• Create disparities between locals
without any spa work
and foreigners
• Setting up its own spa training school in
• Indian ocean destination projects
Phuket
 4.

Micheal
Porter’s

FORCES
 Threat of new entrants Threat of subtitute
services

Strong investment capital

($200 million for first resorts,
Laguna Phuket)

Hard to enter and non-

performing firms and How far the brand could be
cannot exit easily extended into new channels
such as e-travel, and into
the aspects of travel,
The second midrange brand leisure, and lifestyle.
Angsana Resorts and Spa
Room rate from $200-
$500/night (lower 40% than
Banyan Tree spa)
 Bargaining power of
Buyers
Individual: 84% of guests are
couples
$2500 for an average stay of
four nights.
Corporate: 10%
To hold corporate meetings and
retreats and targeted
companies
There also offered customized
outdoor team-building training
programs.
• Families: 6%
• The wholesaler network:
only 3-5 wholesalers in each
country.
Bargaining power of
Suppliers
Suppliers for electric,
furniture, food and
beverage, advertising,…
Human resource:culture
and proficiency in English,
difficult to find local staff
that has expertise in spa
treatments
Resort general managers
reported directly to the
execution committee
Run their respective resorts
as long as they were
profitable
 Threat of existion competitors

Rivals is increasing Le Meridien

global Phuket Yacht
Club and resorts
$150 per night and
the same facilities
and services like
Aman

Four Seasons

Aman resorts were

luxurious resorts Threat of subtitute
include 40 private services Ritz Carlton
pavilions and 30 Thai
villa homes
 5.

Marketing
MIX

Servic
es Prices
Promotio
n
Places
Services
Core value: good place to stay, private areas
• Actual value: beautiful views, modern and luxury equipments, large areas,
suitable selections
• Augmented product: high quality of serving, customized serve, romantic
atmospheres, fresh air

Services
• Training: customized outdoor team-buildings
• Rooms for rent: Private pavilion, Villa home
• Organizing honey moon for couples
• Spa
• Travel tours
Brand strategies
• Line extension
• Banyantravel.com
• Build more resorts in other regions
• New brand
• Angsana Resort and Spa
Prices
• Banyan Tree Phuket Resort
• Rooms $250 - $500/ nigh
• Pavilions and villas $400 - $4000/night
• Customized treatment program in spa $33 - $289/person
• Honey moon (they spend on average) $2500/4 nights/person
• Angsana resorts and spa $200 - $500/room/night
Promotion

Message
“A resort is not a hotel, it’s an experience”

Marketing plan
Budget
• 7% of total revenue
• Marketing expenditure: 60% for trading & 40% for consumers
(directly)
 Tools
• Website
• Word of mouth
• Pr: prominent travel magazines
Marketing strategies
• All staff are local + Training for staffs, focusing on communication
• Customizing via supplying 1 personal waiter who served customers through their entire
stay.
 satisfy experience and customers’ feeling
• Target customers: Mid 30s and 40s, rich but not necessary to be famous
Place
Intermediaries – Selected
distributors
• Travel agencies
• Wedding centers

60% travel Modern channel

• E-booking via website
agencies
Coverage
40$ from
• Banyan Tree Resorts & Hotels
direct customers does business in 8 nations with
10% corporate 16 resorts
clients • Customer rate: 50% from
6% families
34% from Europe,
Asian,
12% from US and 4% from
the rest of the world
Thanks for
listening
Hoa Sen University & Upec

• Subject: Global Marketing

• Design: Minh Phuong

2010

This slide is used for educational purpose, non-commerce