Banyan Tree Holdings
Questions
1 How does Banyan Tree segment its market? What groups represent Banyan Tree’s target audiences in
its marketing communications strategy?
2 What are the different ways in which Banyan Tree can communicate with its target audiences? What
should its promotional mix be like? What factors influence the promotional mix decision?
3 What marketing communication and promotion objectives should Banyan Tree set?
4 How should Banyan Tree set its promotion budget?
5 Evaluate the advertising messages of Banyan Tree. How would you improve its advertising strategy?
What sales promotion tools can the company use to supplement its advertising efforts?
6 hat direct marketing tools can Banyan Tree use to reach out to its customers?
1
How Banyan Tree segments its market.
Banyan Tree segments its market by income level and lifestyle.
Lifestyle is a person’s pattern of living as expressed in his or her psychographics—activities, interests, and
opinions.
