Banyantree

Banyan Tree
Developing a Powerful Service Brand
Presented by-
Group No- 2
MANAS
MADHURJYA
ROHIT
SAURABH
SUKRIT
Origin & Service offering
• Banyan Tree: One of the leading player in the luxury resorts
and spa market in Asia.
• 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 than 40 locations in 20 countries.
• Founder: Ho Kywon Ping.

Factors behind success
 Choice of target segment
 Positioning and branding strategy
 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
Marketing & Brand Values
• BTHL marketing strategies were managed by
international advertising agency
• Sanctuary for the senses
• Promoted as “smallish” hotel experience
• Promoted as “Banyan Tree Experience”
• Focused on extensive advertising
• Brand awareness created through PR &global
marketing
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 community
 Scholarships for the needy children, building schools, child care
centre , hosting lunches and parties
 Support local cultures and religious activities
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 adventurous segment
of market.
• Two hotel were lunched under the Colours of
Angsana at China and Sri Lanka
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:
 Choice of target segment
 Positioning and branding strategy
 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
Q--Evaluate Banyan Tree’s brand positioning and
communications strategies. Can Banyan Tree
maintain its unique positioning in an
increasingly overcrowded resorts market ?
Brand positioning is timely and appropriate in
today’s hectic and stressful lifestyles
Focused promotion efforts with minimal
wastage
Unique positioning sustainable?
 Unique service experience at Banyan Tree.
 Appeal to “the senses,”
Perceptual mapping
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?
• 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 more mainstream and
contemporary, targeting the wider market
• The Colours of Angsana range of boutique hotels
catered specifically to the soft adventure tourism
segment,
Recommendations
• Achieving branding consistency through
management by brand
Management of the portfolio by brand would
achieve more consistency in branding and
positioning, and also make it easier to cross-
sell and bundle products, although such an
arrangement would require duplication in
resources for various functions.

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Banyan Tree

Developing a Powerful Service Brand

• It is the case of:

• BTHL operates with 15 resorts and hotels,35 spas and 38

• Founder: Ho Kywon Ping.

• Banyan Tree targeted the higher end of the luxury

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