Kerin_Case_D_17.doc - case D-17 Banyan Tree Holdings Creating a Brand with IMC From the humble beginnings of its first Phuket resort which was developed

Kerin_Case_D_17.doc - case D-17 Banyan Tree Holdings...

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case D-17 Banyan Tree Holdings: Creating a Brand with IMC From the humble beginnings of its first Phuket resort, which was developed on an abandoned tin mining site and launched in 1994, Banyan Tree Holdings Limited has expanded into over 40 locations across some 20 coun-tries, with a strong presence in Asia and the Middle East. What started as a small, privately owned business has rapidly expanded into a publicly listed, multimillion-dollar company with numerous international accolades. The success story of the Banyan Tree brand is the result of a carefully cultivated reputation for the luxurious re-sorts and premium service which characterize the Banyan Tree lifestyle. Through this strategy, Banyan Tree has appealed to various groups of customers who value the brand for its exclusive and distinctive touch. Banyan Tree Holdings Limited makes use of strategic marketing to cater to a range of diverse consumer groups that have particular needs and preferences. As a leading manager and developer of premium resorts, hotels, and spas in the Asian region, it operates Banyan Tree Hotels and Resorts, Angsana Hotels and Resorts, as well as the integrated resort Laguna Phuket. The company also manages the spas of the Indian-owned Oberoi Hotels and Resorts. Banyan Tree Holdings Limited’s two award-winning brands take the statuesque banyan and angsana trees as icons, which convey the company’s natural and Asian- based identity. Also known as the holy “Bengal tree of the Buddha,” the banyan tree exemplifies serenity, wisdom, longevity, and, crucially for a leisure-oriented company, rebirth. The Banyan Tree brand appeals to highly affluent travelers with the themes of romance, intimacy, and rejuve- nation associated with its luxury retreats. In contrast, the Angsana brand was created as a sister brand that targets younger and more adventurous travelers through its exuber- ant, sophisticated, and environmentally conscious themes. and Resorts. Each property is unique in its design and concept, yet all share Banyan Tree’s attention to exclu- sivity in location, luxurious facilities, and a strong em- phasis on design that incorporates the traditional culture of each setting and complements the natural beauty of the surrounding environment. Banyan Tree Hotels and Resorts cater to those who place a premium on exclu- sive and unique locales, with a penchant for the indul- gent, luxurious, and exotic. These high-end customers desire personalized service, ambience, and design, and a self-contained, personal retreat with private and tasteful amenities. Launched in 2007, the Banyan Tree Private Collec- tion is a destination club that offers its members a week’s stay at signature villas in the most picturesque locales worldwide, at the cost of a one-time membership fee and annual dues, thereby ensuring well-heeled, Banyan Tree regulars immediate access to the Banyan Tree experience around the world. The membership also comes with exclusive discounts at all Banyan Tree prop- erties, on-site concierge services, and vacation planning services. As membership is transferable and holiday
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  • Spring '19
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