Banyan Tree Branding the Intangible Abstract Banyan Tree Hotels and Resorts had become a leading player in the luxury resorts and spa market in Asia. As part of its growth strategy‚ Banyan Tree had launched new brands and brand extensions that included resorts‚ spas‚ retail outlets‚ and even museum shops. Now‚ the company had to contemplate how to manage its brand portfolio and expand its business while preserving the distinctive identity and strong brand image of Banyan Tree
Premium Brand management Brand Branding
assignment 2. What is a data warehouse? What is the difference between an operational database and a marketing database? A data warehouse is something that holds all of the customer data. The difference between an operational database and a marketing database is that the operational database contains the individual’s transactions with the firm and follows accounting principles‚ the marketing database‚ contains information about current customers‚ former customers and prospects. 4. What
Premium Marketing Customer relationship management
Africa. The brand is also known as Dove in many parts of the world including the United States‚ People’s Republic of China‚ Germany‚ the Netherlands‚ Canada‚ Australia‚ France and Greece. However‚ the chocolate used in Dove products in the United States is different in taste from the chocolate used in Galaxy in the Kingdom. Galaxy and Dove chocolates were introduced in 1956. During that year‚ a Greek-American immigrant from the Chicago area named Leo Stefanos was credited for creating such appetizing
Premium Chocolate Hot chocolate
resources have been identified in helping Banyan Tree (BT) achieve strategic competitiveness and above-average returns. The analysis is summarized in the below table. Resources | Valuable? | Rare? | Inimitable? | Non-substitutable? | 1. Brand | Yes – BT has successfully tapped into its target market segment because of its strategic brand positioning and image. | Yes – The only resort targeting the luxury premium market then‚ its differentiating “Banyan Tree experience” leads consumers to choose BT
Premium Brand Target market Brand management
Project Report On Integrated Marketing Communications An In-Depth Study SUBMITTED BY SAGAR GALA TYBMS (SEM V)‚ 2008-2009 ROLL NO. 74 UNDER THE GUIDANCE OF DATE OF SUBMISSION: 31ST OCTOBER‚ 2008 Declaration I Mr. SAGAR GALA of NARSEE MONJEE COLLEGE OF COMMERENCE AND ECONOMICS of TYBMS (Semester V) hereby declare that
Premium Marketing
Introduction to Integrated Marketing Communication s Team #1 Marketing Process of planning and executing the conception‚ pricing‚ promotion‚ and distribution of ideas‚ goods‚ and services to create exchanges that satisfy individual and organizational objectives. Marketing Focuses on Exchange The Marketing Mix Integrated Marketing Communications (IMC) Direct Marketing/Interactive Media Direct marketing is about making direct contact with existing and potential customers to promote
Premium Marketing
Topic 1: Introduction to Integrated Marketing Communications 1) What is the definition of marketing‚ and where does marketing communication fit within the operation of a marketing program? 2) Explain how marketing communications relates to the marketing concept and to the marketing mix. 3) What are customer contact points (points-of-touch)? 4) Discuss the way various aspects of product planning and strategy relate to advertising and promotion. 5) What is advertising
Premium Marketing Advertising
Assignment on Integrated Marketing Communication (IMC) Course Tittle: Marketing Management Course Code: MBA-024 Submitted to‚ Monto Chandra Gope Lecturer Department of Business Administration Metropolitan University‚ Sylhet Submitted by JUWEL NONDEE ID No: 093-126-020 Batch: MBA 18th Batch. Metropolitan University‚ Sylhet Metropolitan University‚ Sylhet-3100 Introduction: Communication is always one of the most important and vital strategic areas of an organization’s success. You can have
Premium Marketing
industry. This report focuses on the Fiat 500 product that has brought a lot of success to the company‚ since its production in 1956. Fiat’s Mission is to produce and sell vehicles for the mass market (Fiat S.p.A. no date). Due to the of the different brands acquisitions in the past‚ as for example Alfa Romeo‚ Lancia‚ Maserati and Ferrari‚ it can offer a wide range of products for all different types of customers. Focusing only on the product in question‚ the city car Fiat 500 targets young‚ stylish customers
Premium Marketing
A brand synonymous with private villas‚ tropical garden spas‚ and retail galleries promoting traditional craft‚ Banyan Tree Hotels and Resorts received its first guest in 1994 in Phuket‚ Thailand. Since then‚ it had grown into a leading manager and developer of niche and premium resorts‚ hotels and spas in Asia Pacific. Despite having minimal advertising‚ Banyan Tree achieved global exposure and a high level of brand awareness through the company’s public relations and global marketing programs.
Premium Social responsibility Corporate social responsibility Hotel