![Origin & Service offering Banyan Tree: One of the leading player in the luxury resorts and spa market in Asia. It is the case of: ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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brand building and service marketing at banyan tree hotels and resorts
- 1. Banyan TreeDeveloping a Powerful Service Brand Presented by- Group No- 2 MANAS MADHURJYA ROHIT SAURABH SUKRIT
- 4. Public Relations & Global Marketing ProgramsBTHL operates with 15 resorts and hotels,35 spas and 38 retail shops in more than 40 locations in 20 countries. Founder: Ho Kywon Ping.
- 6. Positioning and branding strategy
- 7. Product/service design and delivery
- 9. Winning the support of local communities and public interest groups
- 10. Pioneer status: first mover advantage
- 13. Scholarships for the needy children, building schools, child care centre , hosting lunches and parties
- 16. Q-- What are the main factors that contributed to Banyan Tree’s success?
- 18. Positioning and branding strategy
- 19. Product/service design and delivery
- 20. Aggressive internal marketing
- 21. Winning the support of local communities and public interest groups
- 22. Pioneer status: first mover advantage
- 25. Focused promotion efforts with minimal wastage
- 29. 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?
- 30. 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,
- 31. 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.
- 32. Thank You