Evaluate Banyan Trees brand positioning and communications strategies Can

Evaluate banyan trees brand positioning and

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2. Evaluate Banyan Tree’s brand positioning and communications strategies. Can Banyan Tree maintain 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 and intimate holiday experience. Positioned on such timeless attributes as romance and intimacy between couples, the positioning 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 spendtogether. Being the first and only resort to be positioned as such, Banyan Tree occupied a unique position in 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, and direct marketing through its web site and sales offices that targeted wealthy consumers, with little emphasis on advertising. Promotion through agents specializing in exclusive holidays adequately exposed Banyan Tree to its target segment of wealthy consumers. Efforts at obtaining and increasing editorial coverage on Banyan Tree both increased brand awareness in the industry and helped to sell the “Banyan Tree experience” credibly, coming from aneutral third party. Much positive publicity and public interest was generated as a result of the company’s investment in pro-environmental business practices, such as sponsoring various environmental conservation programs and community outreach programs.3. Discuss whether the brand portfolio of Banyan Tree, Angsana, and Colours 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 future? From luxurious six-star Banyan Tree resorts to small, individual Colours of Angsana branded hotels in exciting locations, these properties were bound together by one central theme: the romance of travel and the beauty of discovering the world. Banyan Tree targeted the higher end of the luxury resortsmarket Angsana was more mainstream and contemporary, targeting the wider market The Colours of Angsana range of boutique hotels catered specifically to the soft adventure tourism segment, locating in remote and exotic places that cannot justify the premium prices charged by Banyan Tree villas. The various facilities, such as spas and retail outlets, found across Banyan Tree resorts, were also available at Banyan Tree Bangkok. Banyan Tree’s products and services could be classified into essentially four product lines: hotels and resorts, clubs, spas, and retail shops, under various brands and sub-brands.

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