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GROUP 9:
ANKIT SHARMA ARPITA PARNAMI DEVAANSH ATTREY PRACHI BHATNAGAR ROHINI ATMNARAM SURABHI RATTAN
strategies are ineffective to make a mark in the long run in any business.
As a enthusiastic traveler, understood the need
SOME STATISTICS..
1994, receives its first guest in Phuket, Thialand.
By mid-2004:
15 resorts and hotels
35 spas 38 retail shops in 40 locations in over 20 countries
What are the main factors that contributed to Banyan Trees success?
Target segments Positioning and branding strategy Product/ service design and delivery Marketing techniques Corporate social responsibility Value proposition offered to customers, employees
TARGET SEGMENTS
Understood the price gap in the existing hotel
industry.
US $7000/Night at Amanpuri of Amans resorts,
Thailand US $350/Night at Shangri-La Hotel, Phuket Arcadia Beach Resort of Hilton Hotels, Thialand.
Offered individual villas from US $500 to US
guests.
Spas offering the human touch Intimate moments packages; quality service Natural and environmentally friendly getaway The Green Imperative Fund; promoted social
MARKETING TECHNIQUES
Initially, extensive advertising-to create recognition Subsequently, promoted itself in high end travel
magazines.
Finally, networking with prominent travel editors and
writers.
Launched website, www.banyantree.com Membership in Small luxury Hotels and Leading
resorts
The Green Imperative Fund
Community Relations Department
Evaluate Banyan Trees brand positioning and communication strategies. Can Banyan Tree maintain its unique positioning in an increasingly overcrowded resorts market?
Promoted as a romantic and intimate getaway
Natural ambience Unique product offering gave it an edge over
Marketing programs
Recognized as a socially responsible company
services provided.
High rate of employee and community
satisfaction.
Quality product at acceptable price range.
Sporty
Romantic
Less Expensive
Discuss whether the brand portfolio of Banyan Tree, Angsana and colors of Angsana, as well as the product portfolio of beach resorts and city hotels, spas, galleries, and museum shops fit as a family. What are your recommendations to Banyan Tree for managing these brands and products in furture?
ANGSANA
Contemporary
Affordable
Initiated in 1999 at Dusit Laguna Targeting larger customer base
COLORS OF ANGSANA
Launched in 2003 Collection of individual hotels and resorts
The company has attempted to enter all levels of customer bases and has successively been able to maintain its brand positioning as a provider of quality experiences.
OUR RECOMMENDATIONS
Be prepared for the changing needs and
Let not the emphasis of hospitality lie in bed and board; but let truth and love and honor and courtesy flow in all thy deeds -Ralph Waldo Emerson