3.Discuss whether the brand portfolio of Banyan Tree, Angsana, andColours of Angsana, as well as the product portfolio of beach resortsand city hotels, spas, galleries, and museum shops, fit as a family. Whatare your recommendations to Banyan Tree for managing these brandsand products in the future?From luxurious six-star Banyan Tree resorts to small, individualColours of Angsana branded hotels in exciting locations, these propertieswere bound together by one central theme: the romance of travel and thebeauty of discovering the world. ●Banyan Tree targeted the higher end of the luxury resorts market.●Angsana was more mainstream and contemporary, targeting the widermarket .●The Colours of Angsana range of boutique hotels catered specifically tothe soft adventure tourism segment, locating in remote and exotic places
that cannot justify the premium prices charged by Banyan Tree villas.The various brands thus served to cater to different segments of the hotels andresorts industry, made distinct by price and benefits offered. Banyan Tree Bangkok, with its urban location and standard hotel rooms,did not fit well with the Banyan Tree family of beachfront resorts and theindividual-villa concept. BUT THIS might explain the differences that: ●The city hotel was also positioned similarly on romance and intimacyalthough it additionally catered to business travelers. ●There is a heavy emphasis on spa, designed to provide an escape fromthe hustle and bustle of the city. ●It also offered various getaway/wedding packages for couples to indulge inromance and intimacy. ●The various facilities, such as spas and retail outlets, found acrossBanyan Tree resorts, were also available at Banyan Tree Bangkok. Inparticular, the hotel had an open-air rooftop lounge, Vertigo, at the top ofthe building, where guests could get a good view of the city; the loungecould also be used to host wedding receptions and other parties. Four broad product lines: accommodation, clubs, spas, and retail outlets ●Banyan Tree’s products and services could be classified into essentiallyfour product lines: hotels and resorts, clubs, spas, and retail shops, undervarious brands and sub-brands. ●Banyan Tree’s properties and spas could be classified under the businessof travel and leisure. ●The retail shops augmented and helped to extend the overall serviceexperience through the sale of products that consumers might use athome to replicate and remind them of the Banyan Tree experience. Also,the arts and crafts sold at the shops not only served to reinforce BanyanTree's brand personality but also fitted in the travel industry, with the salesof indigenous products that tourists can buy as souvenirs.Achieving branding consistency through management by brand Management of the portfolio by brand would achieve more consistency inbranding and positioning, and also make it easier to cross-sell and bundle
products, although such an arrangement would require duplication in resourcesfor various functions.