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Banyan Tr ee

Developing a Powerful Service Brand

Presented by-
Group No- 2
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
Ø Choice of target segment
Ø Positioning and branding strategy
Ø Product/service design and delivery
Ø Aggressive internal marketing
Ø Winning the support of local communities and
public interest groups
Ø Pioneer status: first mover advantage
Ø Pro-environmental business practices

Marketing & Brand Values
• BTHL marketing strategies were
managed by international
advertising agency
• Sanctuary for the senses
• Promoted as “smallish” hotel
• Promoted as “Banyan Tree
• Focused on extensive advertising
• Brand awareness created through PR
Local community
• Use of local traders
§ supply of indigenous
• 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
§ Scholarships for the needy
children, building schools,
child care centre , hosting
lunches and parties
New brands introduction
• Introduce the Angsana brand
§ Introducing spa services
in hotels
§ Opened In 1999 in Dusit
• 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

Q-- What are the main factors that

contributed to Banyan Tree’s

Banyan Tree’s success might be attributed to

an overall well designed and executed

external and internal marketing
program, and in particular:
q Choice of target segment
q Positioning and branding strategy
q Product/service design and delivery
q Aggressive internal marketing
q Winning the support of local communities
and public interest groups
q Pioneer status: first mover advantage
q 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 ?
qBrand positioning is timely and
appropriate in today’s hectic and
stressful lifestyles
qFocused promotion efforts with
minimal wastage
qUnique positioning sustainable?
ü Unique service experience at
Banyan Tree.
ü 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

• Banyan Tree targeted the higher end of
the luxury resorts market
• Angsana was more mainstream and
contemporary, targeting the wider
• The Colours of Angsana range of
boutique hotels catered specifically to
the soft adventure tourism segment,
• 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.