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Developing a Powerful Service Brand

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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
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