service marketing presentationx - Banyan Tree Branding the Intangible by Group 5 Pushpinder Nisha yuran and Toufiq Introduction Asia\u2019s leading

service marketing presentationx - Banyan Tree Branding...

This preview shows page 1 - 5 out of 13 pages.

Banyan Tree Branding the Intangible by: Group 5 Pushpinder, Nisha, yuran and Toufiq
Introduction Asia’s leading brand in luxury resorts and spas market and it extend its brand by introducing destination club membership, retail outlets and museums. It also introduced new brand ‘Angsana’ to extend its business globally. Established in 1994 in Phuket, by a former journalist named ‘Ho Kwon Ping’ and his wife ‘Claire Chiang’, a good advocate of corporate social responsibility It have ownership interest in 25 resorts and hotels, 68 spas, 65 retail galleries and two golf courses in 23 countries including Maldives and Indonesia Got its name from a fishing village ‘Banyan Tree Bay’ on Lama Island in Hong Kong It had won 400 international awards that include: Best Resort Hotel in Asia Pacific (Phuket) Best luxury hotel (Lijiang) Best hotels for room (Bangkok) PATA Gold Award (Bintan) Providing more than accommodation as it mainly focused on privacy and intimacy, as it provide individual villas with private pools, Jacuzzi, spa etc.
Main Factors Effective marketing: banyan tree logo and the marketing tagline, ’sanctuary for the senses’ Use of public relations and global marketing program to create brand awareness Target high end wealthy customers Corporate social responsibility practices Protect natural and human environment by using biodegradable and non-toxic material Corporate social responsibility committee to handle relevant issue Involving local communities and guests in environmental preserving activities Superior branding Unique concept that include the architecture, furnishing, landscape and vegetation that reflect the local culture and heritage It design that represent the natural landscape and use of natural foliage and boulders Unique service that include: Outdoor Banyan Tree spa with complete privacy Intimate moment package for couples, proposal, wedding, honeymoon and anniversary packages
Brand Positioning and Communication Strategies Brand Positioning- Banyan tree brand positioning is sanctuary for the senses

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture