Developing a Strong Service Company Essay

BANYAN TREE

DEVELOPING A POWERFUL SUPPORT

BRAND

Shown byAbhishek Bansal

Gaurav Jain

Ekta chaudhary

Karan Bali

Arushi Gupta

Sandeep Strage

ORIGIN

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Founder: Ho Kwon Ping.

Banyan Tree: One of the leading player inside the

luxury places and hot tub market in Asia.

Obtain its initial customer in 1994 in Phuket,

Thailand

In middle. 2004 BTHL operated 12-15 resorts and

hotels, thirty five spas and 38 price tag shops in more than

forty five locations in 20 countries.

STRATEGIES

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Niche marketing technique

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Pr & Global Marketing Courses

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Focused " human touch” instead of modern energy

eating equipments

Launched services just like:

Spa

Specific villas

Personal packages for couple

FACTORS BEHIND SUCCESS

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Choice of concentrate on segment

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Exotic models in structures.

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Product/service design and delivery

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Aggressive inner marketing

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Winning the support of local neighborhoods and

public interest groups

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Leader status: 1st mover benefit

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Pro-environmental business practices

VILLA

SPA

UNDER NORMAL WATER MARRIAGE

ADVERTISING & BRAND VALUES

BTHL marketing strategies had been managed by simply

international marketing agency

 Promoted because " Banyan Tree Experience”

п‚ў Dedicated to extensive advertising and marketing

п‚ў Building public relationship

п‚ў Account in little luxury hotels and leading

hotel of globe

п‚ў Work together with agent specialty area in special

luxury vacations.

LOCAL COMMUNITY INVOLVEMENT

 Local materials for

construction of resort

 Promote traditional art and

handicraft

Purchase fresh produce

Source of income to get local

persons through art gallery

SOCIAL CONNECTIONS

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Variation in life models and living

standards between guests plus the local

community

Scholarships to get the clingy children,

building schools, child care centre,

hosting lunches and parties

Support local civilizations and faith based

activities

NEW BRANDS INTRO

п‚ў The

" Angsana brand”

п‚ў The

" Colours of Angsana”

Resort & spa, complete with an Angsana Photo gallery

Penetrate the soft excursion and social

tourism marketplace, creating to the more

adventurous segment of market.

Q-- What are the key factors that contributed to

Banyan Tree's success?

CONTRIBUTES TO SUCCESS

Choice of goal segment

пЃ± Pioneer status: first valerse advantage

пЃ± Public human relationships as a device of promo.

пЃ± Product/service design and delivery

пЃ± Aggressive interior marketing

пЃ± Support of local residential areas

пЃ± Pro-environmental business procedures

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ISSUE:

Evaluate

Banyan

Tree's

brand

positioning and communications approaches. Can

Banyan Tree maintain steadily its unique setting in an

increasingly overcrowded areas market?

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Brand placement.

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Focused promotion efforts with little wastage

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Unique positioning environmentally friendly

Unique service experience by Banyan

Tree(Appeal to " the feelings, ”)

Retaining " Man touch”

Person treatment.

Staff programs.

The " Gallery”

Q--Discuss perhaps the brand portfolio of

Banyan Tree, Angsana, and Colors of Angsana,

as well as the item portfolio of beach places

and metropolis hotels, health spas, galleries, and museum

shops fit as being a family. Are these the best

recommendations to Banyan Woods for taking care of

these brands and items in future?

Banyan Tree targeted the higher end of the

luxurious resorts marketplace

п‚ў Angsana was even more mainstream and

contemporary, aimed towards the larger market

п‚ў The Shades of Angsana range of specialist hotels

crafted specifically to the soft excitement tourism

section,

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" THE ROMANCE OF TRAVEL AND LEISURE AND THE

BEAUTY OF LEARNING ABOUT THE WORLD”

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