Developing a Powerful Service Brand

Founder: Ho Kwon Ping. Banyan Tree: One of the quantitative player in the effeminacy resorts and spa dispense in Asia. Get its primeval customer in 1994 in Phuket, Thailand In mid. 2004 BTHL operated 15 resorts and taverns,35 spas and 38 vend shops in past than 40 locations in 20 countries. STRATEGIES ? Niche dispenseing strategy ? Public Relations & Global Marketing Programs ? ? Focused “human touch” instead of lofty tech soul consuming equipments Introduced uses like: Spa Individual villas Intimate packages for couple FACTORS BEHIND SUCCESS ? Choice of target member ? Exotic contrivances in erection. ? Product/use contrivance and delivery ? Aggressive interior dispenseing ? Winning the aid of topical communities and exoteric profit groups ? Pioneer status: primeval mover advantage ? Pro-environmental trade practices VILLA SPA UNDER WATER MARRIAGE MARKETING & BRAND VALUES BTHL dispenseing strategies were managed by interpolitical advertising agency ? Promoted as “Banyan Tree Experience” ? Focused on vast advertising ? Fabric exoteric relationship ? Membership in inferior effeminacy taverns and quantitative tavern of world ? Work delay delegate specialization in unpopular effeminacy holidays. LOCAL COMMUNITY INVOLVEMENT ? Indigenous materials for edifice of resort ? Promote oral art and handicraft ?Purchase young produce ?Source of proceeds for topical race through art gallery SOCIAL INTERACTIONS ? ? ? Disparity in history styles and influence standards betwixt guests and the topical order Scholarships for the poor offspring, fabric schools, offshoot trouble centre , hosting lunches and parties Aid topical cultures and devotional activities NEW BRANDS INTRODUCTION ? The “Angsana disgrace” ? The “Colours of Angsana” Resort & spa, finished delay an Angsana Gallery Penetrate the pressible circulate and cultural tourism dispense, creating to the past adventurous member of dispense. Q-- What are the deep factors that contributed to Banyan Tree’s achievement? CONTRIBUTES TO SUCCESS Choice of target member ? Pioneer status: primeval mover advantage ? Exoteric relationships as a dupe of advancement. ? Product/use contrivance and delivery ? Aggressive interior dispenseing ? Aid of topical communities ? Pro-environmental trade practices ? QUESTION: Evaluate Banyan Tree’s brand positioning and communications strategies. Can Banyan Tree deeptain its rare positioning in an increasingly overcrowded resorts dispense ? ? Brand positioning . ? Focused advancement efforts delay minimal wastage ? ? ? ? ? ? Unique positioning sustainable Unique use trial at Banyan Tree(Appeal to “the senses,”) Retaining “Human touch” Individual texture. Employee programs. The “Gallery” Q--Discuss whether the disgrace portfolio of Banyan Tree, Angsana, and Colours of Angsana, as well-mannered-mannered as the fruit portfolio of coast resorts and city taverns, spas, galleries, and museum shops fit as a extraction. What are your recommendations to Banyan Tree for managing these disgraces and fruits in forthcoming? Banyan Tree targeted the loftyer end of the effeminacy resorts dispense ? Angsana was past deepstream and synchronous, targeting the expatiate dispense ? The Colours of Angsana ramble of boutique taverns catered specifically to the pressible circulate tourism member, ? “THE ROMANCE OF TRAVEL AND THE BEAUTY OF DISCOVERING THE WORLD”