Banyan

Tree
Branding the
Intangible
 Aditi Samanta 21BM63025
Soumajit Chail 21BM63057

Team
Pratyush Raj 21BM63037
Sougata Das Chakrabarty 21BM63166
Akshunya Mishra 21BM63045
Soumyaneel Banik 21BM63165
Q What are the main factors that contributed to

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Banyan Tree’s Success?
 Key Success Factors
Innovation and Adaptability: Banyan Tree has demonstrated a
willingness to innovate and adapt to changing market conditions. For
example, the brand has expanded into new markets, such as China and
Mexico, and introduced new products and services, such as the Cassia
brand of serviced apartments. Additionally, Banyan Tree has embraced
technology to enhance the guest experience, including the use of virtual
reality tours and digital check-in.
Strong Corporate Social Responsibility: Banyan Tree has a strong
commitment to social responsibility, which is reflected in its initiatives to
protect the environment, support local communities, and promote
sustainable tourism. For example, the brand has implemented a
"Greening Communities" program, which involves planting trees and
providing environmental education to local communities. Banyan Tree's
commitment to social responsibility has helped to build a positive
reputation for the brand and attract socially conscious travelers.

Unique Offerings: Banyan Tree's properties are designed to Strong Branding Strategy: Banyan Tree has a clear and
reflect the local culture and environment, which creates a consistent brand identity, which has helped to differentiate it
sense of place and authenticity that is highly valued by from its competitors. The brand's emphasis on sustainable
guests. Additionally, the brand offers unique experiences luxury, holistic wellness, and exceptional service has resonated
that are not available at other luxury hotels, such as private with consumers, who are increasingly interested in
villas with their own pools, spas, and personal butlers. This environmentally and socially responsible travel. Banyan Tree's
focus on exclusivity and personalized service has helped to brand promise of "Sanctuary for the Senses" reflects its focus
build a loyal customer base. on providing a transformative experience for guests, which sets
it apart from other luxury hotel brands.

Strong Leadership: Banyan Tree's founder and executive chairman, Ho Kwon Ping, has been
a driving force behind the brand's success. His vision and leadership have helped to create a
strong culture within the organization, which is focused on providing exceptional service and
a unique guest experience. Additionally, Ho Kwon Ping has been a vocal advocate for
sustainable tourism and corporate social responsibility, which has helped to shape the
brand's values and reputation.
Q Evaluate Banyan Tree’s positioning and
communication strategies. Can Banyan Tree

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maintain its unique positioning in an increasingly
overcrowded resorts market?
 Strategy Evaluation
The luxury hotel and resort chain Banyan Tree places a strong emphasis on offering its visitors one-of-a-kind, immersive travel experiences. With
its emphasis on sustainability, environmental stewardship, and local culture immersion, the brand has developed a solid reputation.

Banyan Tree's communication strategies are built around its brand positioning and focus on
Brand Positioning creating a unique and immersive experience for guests.

Banyan Tree's brand positioning is

built around its unique selling
proposition of offering guests a
"sanctuary for the senses." The
brand positions itself as a provider of
luxury experiences that focus on
relaxation, rejuvenation, and
exploration. As compared to other
luxury hotel chains, Banyan Tree
stands out by emphasising its
dedication to sustainability,
environmental responsibility, and
respect for local customs and
Website: The website for Banyan Tree is made to highlight
its distinctive brand positioning and products. Beautiful
pictures of the places are featured on the website,
emphasising the brand's dedication to luxury and leisure.
Moreover, it provides details on the company's ecological
activities and its programmes for integrating local cultures.
Email Marketing: Banyan Tree uses email marketing to
communicate with its existing and potential customers. The
brand's email campaigns feature personalized messaging
and offers that are tailored to the recipient's interests and
preferences.
Social Media: To share visual material and interact with its
audience, Banyan Tree uses social media sites like
Instagram, Facebook, and Twitter. In addition to user-
generated material from visitors who have been at Banyan
Tree resorts, the brand's social media channels showcase
beautiful images of its facilities and destinations.
Advertising Campaigns: The advertising efforts for Banyan
Tree are centred on promoting the brand's USP and setting
it apart from other luxury hotel companies. The
advertisements frequently include beautiful pictures of
Banyan Tree sites and emphasise the company's dedication
to sustainability and environmental responsibility.

culture.
 Key Strategic Actions
Focus on sustainability: Banyan Tree's commitment to
sustainability is a key differentiator for the brand. By continuing
to prioritize sustainable practices, the brand can attract guests
who are interested in eco-friendly travel and demonstrate its
leadership in the industry.
Innovation: Banyan Tree can differentiate itself by offering
unique and innovative experiences to guests. The brand can
continue to invest in research and development to create new
offerings that cannot be found at other resorts.

Personalization: Banyan Tree can differentiate Local cultural immersion: Banyan Tree can continue to
itself by offering personalized experiences to differentiate itself by offering guests the opportunity
guests. By tailoring its offerings to the preferences to immerse themselves in local cultures. By partnering
and needs of each guest, the brand can create a with local organizations and experts, the brand can
unique experience that cannot be replicated at create experiences that showcase the local culture and
other resorts. traditions of each location.

Strategic partnerships: Banyan Tree can partner with other luxury brands and
influencers in the travel industry to expand its reach and attract new audiences.
By collaborating with other brands and influencers, Banyan Tree can leverage
their audiences and create new and unique offerings that differentiate it from
other resorts.
Q Discuss whether the brand portfolio of Banyan
Tree, Angsana and Cassia, as well as the product
portfolio of beach resorts, services, residences,
city hotels, spas, galleries, and museum shops fit

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as family. What are your recommendations to
Banyan Tree for managing these brands and
products in the future?
 Analysing Brand Portfolio
Due to their complementing qualities,
Under the Banyan Tree umbrella,
the brand and product portfolios of
there are three unique brands:
Banyan Tree, Angsana, and Cassia
Banyan Tree, Angsana, and Cassia,
seem to work well together as a
each with its own brand identity and
family. Although each brand has a
product line. Banyan Tree is known
different target market, brand
for its opulent, exotic beach resorts,
identity, and product offers, they all
Angsana for its modern, vibrant
adhere to Banyan Tree Holdings
resorts, and Cassia for its casual,
Limited's core principles and design
design-led serviced apartments
philosophy
The Banyan Tree, Angsana, and Cassia
brands all have the same design
Cassia is a more casual and design-led
philosophy and basic beliefs, which
brand that offers serviced apartments
are reflected in the aesthetics of their
with a relaxed, homely feel. The
buildings and the caliber of their
apartments are designed to be
services despite their variances. The
functional, stylish, and affordable,
companies' product portfolios,
appealing to a wide range of
including beach resorts, serviced
travelers, from families to business
apartments, city hotels, spas,
travelers. The brand's core values
galleries, and museum stores,
include flexibility, creativity, and
complement one other and offer a
innovation
varied range of experiences to their
customers
The Banyan Tree brand is associated with On the other hand, Angsana caters to
luxurious, private, and exotic beach
a younger, more energized crowd
resorts that offer a sense of escape and
seeking a modern, exciting resort
relaxation to their guests. These resorts
experience. With a focus on wellness,
offer visitors a distinctive and authentic
food, and entertainment, Angsana
experience while blending in with the
surrounding natural environment.
resorts are made to be more sociable
Providing great service, preserving the and participatory. The brand's guiding
environment, and encouraging principles are spontaneity, creativity,
sustainable tourism are among the and fun
brand's core beliefs
For instance, guests who prefer a
more luxurious and private
In conclusion, the brand and product
experience can opt for a Banyan Tree
portfolios of Banyan Tree, Angsana,
beach resort, while those looking for
and Cassia fit nicely as a family due to
a more vibrant and social experience
their complementary nature and
can choose an Angsana resort.
similar fundamental values and
Business travelers and families can
design philosophy. The brands cater
opt for Cassia's serviced apartments,
to a wide spectrum of travelers with
which offer a homely and functional
various interests and tastes by
space for work and play. The brand's
providing a variety of experiences to
spa, gallery, and museum shop
their clients
offerings also cater to different
interests and preferences
 Recommendations vis-à-vis Stakeholders
Ho needs a flexible portfolio approach which is
sensitive to consumers and current brands
alike.
Recommendations Customers
Define the brands the way the
Start with customers do + Scrutinize
"need states"—the intersection
Customer between what customers want
and how they want it
Understand why they are Loyal
Build Loyalty + Build Wheel of Loyalty + Build
Satisfaction
Balance Economy Don’t try to cater to all
Customers + Focus on Viability
with Brand Reality and Brand Image
Ho will be better served by first clarifying the
needs that they could satisfy. Then assess both Only then should Ho move to increase the
the economic attractiveness of meeting them portfolio's value by making strategic decisions
and their fit with the positioning of existing on portfolio management.
brands.
Own Portfolio Competitors Service Personnel
Redefine the target audience + Understand who your true
“one brand per customer Train them to deliver value in
competitors are + study
segment" approach can be the moment of truth + high
mistaken + continue with changes in offerings from touch service makes them key
competitors
aligned offerings
Incorporate pertinent Build Loyalty + Reduce Churn +
Distinguish Offerings + Retain
Loyal Customers offerings of competitors + Improve Talent Cycle + Reduce
Modify don’t Imitate Failure Cycle
Not to Cannibalise + Be
Reimagine Opportunities Upskill them to deliver
Different but as per customer
expectations
pursued by Competitors efficiently
Q What effect does the practice of corporate social

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responsibility have on brand equity?
 Steps taken by Banyan Tree’s CSR Wing
• Villas constructed with indigenous material supplied by local traders
• Retail Outlet showcasing indigenous crafts. Items sold were made by local artisans and included traditionally woven handmade fabrics,
garments, jewellery handicrafts tribal art and spa accessories.
• Collaborated with the cooperatives and not-for profit craft marketing agents to provide gainful employment to the artisans and bringing
business to the local community of traders
Local
• Supporting other regional tourism ventures that benefits the wider local community.
community
• Community outreach programs to understand the pain points of the local community , support children with education and support
local cultural and religious activities

• In Maldives, Guests were invited to participate in coral transplantation program

• Guests were offered free marine biology sessions allowing them to learn more about marine conservation
• Green Imperative fund (GIF) established in 2002. Guests were implored to donate 2$ in Banyan Tree and 1$ in Angsana properties.
Guests Company donated dollar for dollar
Involvement • Guests were generally happy to see that their patronage was being used for meaningful causes like new schools in the local community
restoration of coral reefs etc

• Using local materials for construction as much as possible

• Villas built on stilts and platforms to avoid cutting trees and possible soil erosion
• Fresh water supply obtained by more costly process of desalination so that ground water depletion can be reduced
• Non toxic and biodegradable toiletries. Refuse was recycled where possible and treated through an in-house incinerator system
Environment • Banyan Tree Gallery: Eco-friendly and recyclable materials in the development of merchandise. Eg: elephant dung stationaries. Lead
al free celadon and ceramic spa amenities
Preservation • Unique collections like black resin turtles stationary range and leaf inspired merchandise were created to promote environment.
• Greening communities were launched to plant 2000 trees per year.
 Effect of CSR on Brand Equity
• Social corporate committee headed
by Chiang and featuring general
managers and valued associates
from each resort was formed to
focus on environmental and
community issues.
• Prioritizing sustainability and social
responsibility, Banyan Tree has
established a reputation as a
responsible and ethical company
• Helped to differentiate the brand
from its competitors, particularly in
the luxury hospitality industry
where sustainability is not always a
top priority
Differentiating
Brand from
Competitors
• Brand built on values that
employees and customers could
identify with as part of their own
life values
• Continuous and enriched support
to local community lead to
increased loyalty and support from
them
• Actively caring for human and
natural environment and
revitalizing local communities
created pride and respect amongst
staff
Strong
Relationship with
Stakeholders
• Guests were happy to see that
their patronage being used for
meaningful causes like new schools
in the local community restoration
of coral reefs etc
• Company’s environmental
preservation activities appealed to
environmentally-conscious
consumers who are willing to pay
more for sustainable products and
services
Increased Brand
Loyalty
Q What potential problems do you foresee bringing
Banyan Tree to the Americas, Europe and the

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Middle East? How could Banyan Tree address
those issues?
 Potential Problem Areas
Cultural Differences: Banyan Tree's
branding is heavily influenced by Asian
culture and traditions. Expanding into
new markets with different cultural
norms and expectations could be
challenging
Political Instability: Some markets in the Competition: The luxury hotel and resort
Americas, Europe, and the Middle East industry in the Americas, Europe, and the
may be prone to political instability and Middle East is highly competitive, with many
social unrest, which could impact Banyan established players already operating in these
Tree's ability to operate and attract markets
customers

Infrastructural and Logistical Challenge: Regulatory and Legal Issues: Operating in new
Establishing a presence in new markets markets can bring regulatory and legal
requires significant investment in challenges, such as navigating different labor
infrastructure and logistics, such as laws, tax regulations, and environmental
building new properties and establishing regulations.
supply chains

Economic Factors: It may be

challenging for Banyan Tree to
establish a strong foothold in these
markets if economic conditions are
unfavorable
 Identified Solutions
Conduct Market Research: Banyan
Tree should conduct thorough market
research to understand the cultural,
economic, and regulatory differences
in each new market

Adapt the Marketing and Branding Develop Local Partnership: Building strong
Strategy: Banyan Tree could adapt its partnerships with local businesses and
branding and marketing strategies to community organizations can help Banyan Tree
better appeal to local customers, while establish a presence in new markets and build
still maintaining its core values and brand recognition
philosophy

Attract and Retain Top Talent: To ensure Tailor Amenities and Services: To meet the
that it can deliver the same level of preferences of local customers, Banyan Tree
personalized and attentive service in new should consider tailoring its amenities and
markets, Banyan Tree could invest in services to each new market. For example,
training programs, incentives, and career Banyan Tree could offer specialized spa
development opportunities to attract and treatments or local cuisine to appeal to local
retain top talent tastes

Evaluate and Manage Risk: Banyan

Tree should carefully assess the risks
and opportunities of operating in each
new market and develop contingency
plans to manage any potential
challenges
Thank You