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Saturday, April 10, 2010

 Q-- What are the main
factors that contributed to
Banyan Tree’s success?

Saturday, April 10, 2010

 Key Factors Behind
“SUCCESS”

• Founder
• Branding
• Marketing

Saturday, April 10, 2010

 FOUNDER
Mr. HO Kwon Ping
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Level of Product

Saturday, April 10, 2010

 BRANDING Product Design

Saturday, April 10, 2010

 BRANDING CSR
Resorts in developing areas have the potential to be agents of social and economic development.

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1. Sustaining Village Development 2. Conserving Natural & Cultural Resources

Saturday, April 10, 2010

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3. Showcasing Ethnic Crafts & Culture 4. Educating & Motivating Stakeholders
@AAB >ACB
Saturday, April 10, 2010
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 BRANDING The Staff
Aggressive Internal Marketing bring an excellence result by sense of ownership strategy.

Saturday, April 10, 2010

 MARKETING niche strategy
managed by international advertising agency

Promoted as “Banyan Tree Experience - Romance and intimate”

Focused on hi - end channel Media

Brand awareness created through Influence Third Party PR

Global Marketing Programs: GDS SYSTEM “BY”

Brand Extension Strategy : 2000 - Angsana / 2003 - Colors of Angsana

Saturday, April 10, 2010

 POSITIONING
Expensive

Sporty Romantic

COLORS of

Less expensive

Saturday, April 10, 2010

 Q--Evaluate Banyan Tree’s brand
positioning and communications
strategies. Can Banyan Tree
maintain its unique positioning in
an increasingly overcrowded
resorts market ?

Saturday, April 10, 2010

 S-W-O-T Strength

• Lot of Product line

• Founder
• Branding / Brand Image
• Global Distribution System
• Good Ads Agency

Saturday, April 10, 2010

 S-W-O-T Weakness

• Slow Management
• Costing Control
• Easy to imitate
• Variability of standard

Saturday, April 10, 2010

 S-W-O-T Opportunity

• Market Growth
• Trend of Eco & Healthcare
• Economic Crisis

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Saturday, April 10, 2010
 S-W-O-T Threat

• Several of Culture
• High Cost in Europe & US
• Natural Disaster
• Political Situation

Saturday, April 10, 2010

 Q--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?

Saturday, April 10, 2010

 Banyan Tree - targeted the higher end of the luxury resorts market

Angsana - more mainstream and contemporary, targeting the wider market

Colours of Angsana - boutique hotels focus on oft adventure tourism segment

Expensive

Sporty Romantic

COLORS of

Less expensive

Saturday, April 10, 2010

 Q--What effect does the practice of
corporate social responsibility on
brand equity?

Saturday, April 10, 2010

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