Académique Documents
Professionnel Documents
Culture Documents
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
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
experience
• Promoted as “Banyan Tree
Experience”
• Focused on extensive advertising
• Brand awareness created through PR
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
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
Thank
You