Developing a Powerful Service Brand
BANYAN TREE
DEVELOPING A POWERFUL SERVICE
BRAND
Presented byAbhishek Bansal
Gaurav Jain
Ekta chaudhary
Karan Bali
Arushi Gupta
Sandeep Moria
ORIGIN
Founder: Ho Kwon Ping.
Banyan Tree: One of the leading player in the luxury resorts and spa market in Asia.
Get its first customer in 1994 in Phuket,
Thailand
In mid. 2004 BTHL operated 15 resorts and hotels,35 spas and 38 retail shops in more than
40 locations in 20 countries.
STRATEGIES
Niche marketing strategy
Public Relations & Global Marketing Programs
Focused “human touch” instead of high tech energy consuming equipments
Introduced services like:
Spa
Individual villas
Intimate packages for couple
FACTORS BEHIND SUCCESS
Choice of target segment
Exotic designs in architecture.
Product/service design and delivery
Aggressive internal marketing
Winning the support of local communities and public interest groups
Pioneer status: first mover advantage
Pro-environmental business practices
VILLA
SPA
UNDER WATER MARRIAGE
MARKETING & BRAND VALUES
BTHL marketing strategies were managed by international advertising agency
Promoted as “Banyan Tree Experience”
Focused on extensive advertising
Building public relationship
Membership in small luxury hotels and leading hotel of world
Work with agent specialization in exclusive luxury holidays.
LOCAL COMMUNITY INVOLVEMENT
Indigenous materials for construction of resort
Promote traditional art and handicraft Purchase fresh produce
Source of income for local people through art gallery
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
Support local cultures and religious activities NEW BRANDS INTRODUCTION
DEVELOPING A POWERFUL SERVICE
BRAND
Presented byAbhishek Bansal
Gaurav Jain
Ekta chaudhary
Karan Bali
Arushi Gupta
Sandeep Moria
ORIGIN
Founder: Ho Kwon Ping.
Banyan Tree: One of the leading player in the luxury resorts and spa market in Asia.
Get its first customer in 1994 in Phuket,
Thailand
In mid. 2004 BTHL operated 15 resorts and hotels,35 spas and 38 retail shops in more than
40 locations in 20 countries.
STRATEGIES
Niche marketing strategy
Public Relations & Global Marketing Programs
Focused “human touch” instead of high tech energy consuming equipments
Introduced services like:
Spa
Individual villas
Intimate packages for couple
FACTORS BEHIND SUCCESS
Choice of target segment
Exotic designs in architecture.
Product/service design and delivery
Aggressive internal marketing
Winning the support of local communities and public interest groups
Pioneer status: first mover advantage
Pro-environmental business practices
VILLA
SPA
UNDER WATER MARRIAGE
MARKETING & BRAND VALUES
BTHL marketing strategies were managed by international advertising agency
Promoted as “Banyan Tree Experience”
Focused on extensive advertising
Building public relationship
Membership in small luxury hotels and leading hotel of world
Work with agent specialization in exclusive luxury holidays.
LOCAL COMMUNITY INVOLVEMENT
Indigenous materials for construction of resort
Promote traditional art and handicraft Purchase fresh produce
Source of income for local people through art gallery
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
Support local cultures and religious activities NEW BRANDS INTRODUCTION