PRESENTATION

ON
BANYAN TREE: BRANDING THE INTANGIBLE

Prepared by:
Serina Rajkarnikar
BBA 4th year 2nd semester

INTRODUCTION

Banyan tree
Established
Founded

in 1994

by Ho Kwon Ping and his wife Claire Chiang

Spent

15 years managing family business low cost factory

closed down in Indonesia

Realized
Decided

low cost strategy difficult to follow leads nowhere

to build strong brand maintain competitive

advantage

Idea of luxury resort gap in hotel industry

Market segment private and intimate
accommodation
Amanpuri

US$650 to over US$7000

Shangri-La hotel & Hilton below US$350

Ho saw potential for offering an innovative niche

product could bridge the price gap in this market
Banyan tree phuket - success built 2 other resorts
Indonesia
Maldives

SERVICE OFFERING

a sense of place - reflect and enhance

culture and heritage of the destination
individual villas
private

Jacuzzi
spa

pool

treatment room

Example:

dinner on a traditional Thai long tail boat

wedding packages
Intimate Moments package

MARKETING

Tagline
Sanctuary for the Senses
Banyan Tree Experiences - marketed as intimate
private moments - unforgettable memories.
Initially, extensive advertising - carried out for a
short period of time - to gain recognition in the
industry.
Minimal advertising - high-end travel magazines in
key markets.

BRAND AWARENESS

public relation

relationships with travel editors and writers were cultivated to encourage

visits to the resorts.

global marketing programs

Global Distribution System - used by travel providers - to process airline,

hotel, car rental reservations across 640,000 terminals of travel agents and
other distribution partners around the world.

WHAT EFFECT DOES THE PRACTICE OF

CORPORATE SOCIAL RESPONSIBILITY HAVE ON
BRAND EQUITY?

Companys socially responsible business values and

practices caring for the social and natural
environments.

BUILDIND THE BRAND ON VALUES

revitalizing local communities

employees and customers - identify with and support
as part of their own life values.
CSR committee formed to focus on issues with both a
regional overview and local perspectives.
Company worked actively to preserve, protect, and
promote the natural and human environments in
which Banyan Tree resorts were located.

Preserving the environment

Resorts

were built using local materials

Villas

were built on stilts and platforms to

avoid cutting trees and possible soil erosion
Fresh

water supply was obtained by method

of desalination
Toiletries,

such as:

shampoo
hair conditioner
bath foam
body lotion
provided in the resorts were non-toxic and biodegradable, and filled in
reusable containers made from celadon or ceramic

Waste

water was treated and recycled in the irrigation of resort landscapes.

Employment opportunities - Banyan Tree Gallery a source of income preserve unique heritage

Use of eco-friendly and recycled materials

Example: photo frames made up of discarded telephone directories

Animal rights - the galleries did not carry products made from shell or
ivory

planted 28,321 trees and 20,000 fruit trees

Involving guests in environmental conservation

Environmental awareness - involved interested guaests in the

research and environmental preservation work.

Invited for coral transplantation program

offered free marine biology sessions allowing them to learn

more about the fascinating marine life and its conservation.

Guests contribution:
construction

of new schools for the local community,

restoration of coral reefs
longevity of local village crafts

Involving the local community

engaging local craftsmen to produce indigenous art and handicrafts for

sale at its galleries
local community was involved in various aspects of its business such as:
building the resorts
constructed with as much indigenous material as possible - supplied by
local traders
traditional arts and handicrafts that complemented the villas aesthetics purchased from local artisans
building profitable resorts that would benefit the surrounding
environment and contribute to local economies through the creation of
employment and community development projects.

The Banyan Tree Maldives Marine Laboratory

conservation efforts to protect and regenerate coral and marine life

for the future of the tourism industry as well as to promote
awareness and education of this field to the local community.

funding scholarships for needy children

a school and childcare centre built

lunches and parties for the elderly hosted

local cultural and religious activities supported

Seedlings

CONCLUSION
Leading player in the luxury resort
and spa market in Asia

The company is preparing to

aggressively grow its global footprint in:
The Americas
Caribbean
Europe
The Middle East;
while preserving its distinctive Asian identity and strong brand
image of Banyan Tree

Ultimate vision
to string a necklace of Banyan Tree Resorts around the world;
not quantity, but a number of jewels that form a chain around the
world.

RECOMMENDATION

Establishment of its resorts in developing countries

employment opportunities for local people
development of that particular area.