Introduction

Ho Kwon Ping established the Banyan entity in 1994. This is with the Banyan Tree as its
brand. A gap that existed in the hotel industry triggered its establishment. The target market
was clients who needed privacy and intimate accommodation at affordable costs (Wirtz &
Lovelock, 2009).

Today, it is ranked as one of the best luxury resort in Asia with 15 resorts and hotels, 35
spas, and 38 retail shops in more than 40 locations in 20 countries, a feat that even the big
hotels took years to establish (Wirtz & Lovelock, 2009).
The success of this resort firm is linked to its brand and the extension made to the brand,
the swift marketing strategy, communal participation and incorporation of the world
marketing programs. This addresses diverse concerns such as

The factors that contributed to accomplishment

Evaluation of Banyan Tree’s brand marketing procedures
Brand and product portfolio

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

The success of Banyan Tree arises from a good plan and presentation in its marketing
programs.

Market Target

Before its establishment, there existed a gap in the hotel industry between the giant chain
international hotels like Hilton and other luxury resorts like the Shangri-La. The big
difference in the accommodation costs created an invented market. Ho provided affordable
individual villas, well-designed romantic escapade for guests, tailor made customer
packages as well as a skilled personnel that would influence upon the visitors (Wirtz &
Lovelock, 2009).

Marketing Strategy
The choice of the brand name was well tailored by the international advertizing agency. The
logo plan of the Banyan Tree and the marketing phrase “Sanctuary for the Senses”
promoted the merchandise and procedures of the resort (Kapferer, 1997). Focus was not on
luxurious accommodation but on romantic experiences that was valued by its clients. This
anchored well with the need for international tourists seeking such services.

The design and delivery of the products and services

Some of the merchandise and procedures offered were unique for example the Banyan Tree
Spa that offered aromatic oil for face together with body massage. The services tailored by
employees were dynamic and according to the natives’ culture and traditions complying
with the brand that focused on relations and closeness.

Dinner could be offered in a Thai boat accompanied by Thai musicians, wedding packages
that Buddhists officiated and even wedding ceremonies conducted under water in the
corals. These are some of the unique services in a natural setting. The services aimed not
only at customer satisfaction but also the business reaped maximum profits from the
customers.

Aggressive internal marketing

The locals got employment from the resort from which they earned a living and retained the
special heritage. The employees were trained fundamentals to good service delivery with
some accorded the “Banyan Tree Experience” to build the brand in them (Kapferer, 1997).
Lucrative welfare policies motivated the employees to consistent good performance.

Incorporation of the local communities and the interest of the public

The villas were developed from indigenous material provided by the locals. The local
artisans were engaged in the manufacture of local art and handicrafts. This merchandise
encompasses garments, jewellery, clannish art compounded with spa frills like incense
candles. The merchandise was availed for sale at the “Banyan Tree Gallery” (Kapferer,
1997). By incorporating the local artisans in the drawing and assembly projects, the locals
identified with the brand as a means of earning an income (Kapferer, 1997).

Environmental practices
The villas were totally from indigenous material in the remote areas. The merchandise used
in the resorts, as toiletries were recyclable. The resort initiated “The Green Imperative
Fund” that supported community-based programs like building schools, promoting crafts of
the locals and restoring devastated coral reefs (Kapferer, 1997). The fund also set up a
marine conservation office to oversee current and potential areas susceptible to
degradation.

Can Banyan Tree maintain unique position in the overcrowded resort market?

Setting
Most of the resorts are initiated in isolated areas that expose the clients to quiet
environment. Its aim of preserving the environment grants it a uniqueness that lacks in most
resorts. The luxurious resorts are expensive and sport oriented while Banyan Tree is less
expensive and romantic (Kapferer, 1997).

Promotions
Activities that involve the community help in promoting merchandise and procedures of the
resort. Its activities and products are eco friendly. The wastes products are recyclable,
indigenous materials used to produce goods sold in the gallery.

Sustainability
The resorts contributed to the local economy by offering employment to the locals as well
as benefiting the environment. The guests who visited the resorts voluntarily contributed to
the “Green Imperative Fund” (Kapferer, 1997). A feedback on the success of their
contributions was often given that motivated them. The experiences that the clients had in
these resorts appealed to their senses. The services offered at Banyana Tree satisfied the
clients.

Discuss the brand and product portfolio of Banyan Tree, Angsana and the color of Angsana
of beach resort and city hotels, spas, galleries and museum shops fit as a family
The main idea of Banyan Tree is the delight in romance when travelling and the wonders
present in dissimilar sections in the world. Marketing programs and public relations were
the ways through which the firm used to create awareness about its brand. Globally,
“Banyan Tree became a member of Small Luxury Hotels” and the foremost hotels in the
world (Kapferer, 1997). The target consumers for Banyan Tree were well-off customers.

To achieve this, it decided to use agents who specialized in exclusive luxury holidays.
Angsana was introduced after the lavish resorts were stable. This brand was more
reasonably priced and fashionable than the Banyan Tree. It ran as a stand-alone spa
business in other hotels. The colors of Agsana, a merchandise line of Agsana, were to enter
the tourism trade.

A fine way of marketing is positioning. It refers to finding strategic ways of creating

awareness about your brand in ways that will place it different from the competitive
entities. A sturdy brand means a better image quality for a firm thereby keeping the
competitors at bay (Kapferer, 1997).

Conclusion

The Banyan Hotels and resort have established an unrivaled niche in Asia in the Hotel trade.
Presently, the prime Hotel chains in the globe such as the Hilton fail to rival it in Asia. The
founder of the Holding, Mr. Ho Kwon together with the Co-founder Ms. Claire Ching had a
lucid and defined vision that has seen them accomplish enormous strides in the trade (Wirtz
& Lovelock, 2009).

They typify how a clear vision undergoes successful marketing to reap the benefits of their
dream. With a skilled marketing team, Banyan Holdings transformed this grand idea into a
brand name, which experiences universal acclamation. This is because it has collected
tributes from the UN. A brand is a special feature that is associated with either a
merchandise or procedure. If the service is quality, the brand sells, if the product is quality,
the brand disposes itself.