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2. Evaluate Banyan Tree’s brand positioning and communications strategies. Can Banyan Treemaintain its unique positioning in an increasingly overcrowded resorts market? Brand positioning is timely and appropriate in today’s hectic and stressful lifestyles • Banyan Tree was positioned as a sanctuary that offered couples an exclusive romantic andintimate holiday experience. • Positioned on such timeless attributes as romance and intimacy between couples, thepositioning is timely and appropriate in today’s increasingly hectic and stressful lifestyle,where many couples are busy with their careers and have little time to spend together. • Banyan Tree’s offering of an avenue to get away from it all and spend quality time togetherwhile relaxing and de-stressing would appear to be valued benefits sought by today’s busycouples. • Being the first and only resort to be positioned as such, Banyan Tree occupied a unique positionin the luxury resorts market when it first started. Focused promotion efforts with minimal wastage • Banyan Tree’s communications program focused mainly on public relations and publicity, anddirect marketing through its web site and sales offices that targeted wealthy consumers, withlittle emphasis on advertising. • As advertisements were selectively placed in only high-end travel magazines that targeted thehigher income and more sophisticated segment of the market, wastage in advertising exposureis minimized. • Showcasing the awards and accolades won credibly enhanced the brand’s reputation. • Promotion through agents specializing in exclusive holidays adequately exposed Banyan Treeto its target segment of wealthy consumers. • Efforts at obtaining and increasing editorial coverage on Banyan Tree both increased brandawareness in the industry and helped to sell the “Banyan Tree experience” credibly, comingfrom a neutral third party. • Much positive publicity and public interest was generated as a result of the company’sinvestment in pro-environmental business practices, such as sponsoring various environmentalconservation programs and community outreach programs. • Besides being viewed as a caring and pro-environmental company, such publicity also drewattention to the natural beauty of the resorts and their environments, which helped the companyto advertise its villas. Unique positioning sustainable? • Whether Banyan Tree can maintain its unique positioning in the market would depend on howwell it can keep its identity distinct and prevent competitors from encroaching into its turf. • Generally, the positioning of providing romantic and intimate holiday experiences is notdifficult to imitate; so is the concept of individual villas and any tangible offering. • But, the overall service experience at Banyan Tree can still be unique, given its locationspecific service offerings and the uniqueness of the natural environment that Banyan Treeresorts are located.