Case Study Subject: Services Marketing Term: VII (EMBA 2nd

Year); VGSoM

Name: Soumajit Roy

Roll# 18BM61K24

Q.1 What are the main factors that contributed to Banyan tree's success?

Ans: Banyan tree’s success might be attributed to and overall well designed and executed external and
internal marketing program and in particular
1. Choice of target market
2. Positioning and branding strategy
3. Product / service design and delivery
4. Aggressive internal marketing
5. Winning the support of local communities and public interest groups
6. Pioneer status: first mover advantage
7. Pro environmental business practices

Q.2 Evaluate Banyan tree’s brand positioning and communications strategies. Can Banyan Tree maintain its
unique positioning in an increasingly overcrowded resorts market?

Ans: Evaluation of brand positioning: Banyan tree target audience is people looking for exclusivity and utmost
privacy.
Banyan tree was positioned as a sanctuary for the senses offering a unique benefit in consumers mind which
is a romantic and intimate escapade.
Evaluation of communication strategies: in the 1st 2 years after banyan tree was launched the company's
marketing communication was managed by an international advertising agency banyan tree resorts were
promoted as providing romantic and intimate smallish hotel experiences rather than a luxurious
accommodation as advertised by most competitors then. extensive advertising to gain recognition in the
industry was the target when banyan tree was first launched, Subsequently the company scaled down on
advertising and kept it's minimal, mainly in high end travel magazines in key markets the management of
marketing activities was centralized at its headquarters in Singapore in order to maintain consistency in
brand building. Banyan tree chose to work only with agents specializing in exclusive luxury Holidays targeted
at wealthy customers. with the launch of its GDS code “BY”. Banyan tree was transitioning from a relatively
small regional player to a global brand in the eyes of the travel industry. we believe banyan tree can maintain
its unique positioning because banyan tree embraced certain values such as
1 actively caring for the natural and human environment
2 revitalizing local communities which in turn created pride and respect among staff. the company hoped to
build the brand on values that employees and customers could identify with and support as part of their own
life values.

Q.3 Discuss whether the brand portfolio of banyan tree, Angsana and Cassia, as well as the product portfolio
of beach resorts, service residencies, city hotels, spas, gallery's and museum shops fit as a family. What are
your recommendations to banyan tree for managing these brands and products in the future?

Ans: Following are the points on the same.

1. Central theme: the romance of travel and the beauty of discovering the world
2. Banyan tree targeted the higher end of the luxury resorts market
3. Angsana was more mainstream and contemporary targeting the wider market
4. The colors of Angsana range of boutique hotels catered specifically to the soft adventure tourism segment

Recommendations: Achieving brand 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.

Q.4 What effect does the practice of corporate social responsibility have on brand equity?
Ans: One needs to introduce how they involve in the community: social responsibilities projects. this creates a
stronger company culture an identification, as well as company loyalty within their employees and customers.
it makes guests feel more involved in the local community creating satisfaction upon their support. hence
thanking the brand for offering this opportunity which will level the company’s low expense in advertising
with the hopes that guests will carry on the PR.

Q.5 What potential problems do you foresee bringing banyan tree to the Americas, Europe, and the Middle
East? How could Banyan tree address those issues?

Ans: The potential problems of moving to the Americas, Europe and the Middle East are as following:
1. Differences in work ethics:
Problem: workers in Latin America may be reluctant to work far away from their homes and stay on the
work site.
Solution: Coupons for a family time out, celebrate local holidays for staff and their families, offer extended
vacation time, or higher wage for working on holidays.
2. Barriers to enter countries with naturally protected areas:
Problem: overcoming extensive environmental protection acts in countries which the government and
residents are determined to maintain.
Solution: compensatory eco-friendly practices related to construction around existing trees, Queen
obtains water through desalination instead of freshwater sources, use of non-toxic biodegradable
toiletries