STRATEGIC MARKETING

PRESENTED BY: GROUP 5

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Our Agenda for Today

Meet your presenters

Meet your presenters for today’s discussion

Introduction
A Case Study on Banyan Tree

Journey of Banyan Tree

A short story on Banyan Tree marketing theory

Case Questions
To discuss and answer the case questions
related to the Banyan Tree
Closing Remarks
Conclusion from the case study : Banyan Tree

End of Presentation
We open to the floor for Q&A sessions
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Meet Your Presenters

A Case Study on Banyan Tree – Developing a Powerful Service Brand

MUHAMMAD RAFIUDDIN TIONG WENN KAE KALEIVANI A/P NOR NAJWA BINTI
BIN MOHD RAZIF VADIVELU ABU HASHIM
ZP04566 ZP04474 ZP04580 ZP04424
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PRESENTER 1
 Introduction
LETS LOOK AT A VIDEO OF BANYAN TREE HOLDINGS
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JOURNEY OF BANYAN TREE
Case Study
BANYAN TREE HOLDINGS LIMITED
A Case Study on Banyan Tree – Developing a Powerful Service
HO KWON PING
Brand • Executive Chairman
• Founder of the Banyan Tree
Group

I. Bachelor of Arts (Economics)

II. Doctorate of Business Admin
in Hospital Management
III. Doctorate of Business Admin

• A Travel Enthusiast
• A Former Journalist
LOW COST STRATEGIES
ARE INEFECTIVE

HIGH – END CUSTOMER

ROMANTIC AND
INTIMATE

BRIDGE TO HILTON AND

SHANGRI - LA
 A GLANCE THRU THE COMPANY MILESTONES
A Case Study on Banyan Tree – Developing a Powerful Service Brand

1 2 3 4 5
1994 1995 1998 1999 2000
BANYAN TREE (PHUKET) BANYAN TREE WORLD BEST SPA ANGSANA SPA IN DUSIT ANGSANA RESORT & SPA
FLAGSHIP BRAND VABBINFARU, MALDIVES (PHUKET) LAGUNA, PHUKET INCLUDED WITH ANGSANA
BANYAN TREE BINTAN, By Conde Nast Traveler GALLERY
INDONESIA

6 7 8 9 10
2001 2002 2003 2004 2019
GREEN IMPERATIVE FUND BANYAN TREE SEYCHELLES COLOUR OF ANGSANA GYALTHANG DZONG BANYAN TREE CELEBRATES
( G.I.F ) BANYAN TREE BANGKOK BANYAN TREE HOTEL, CHINA ITS 25th ANNIVERSARY
(City Area) “SEYCHELLES” WON BEST THE DEER PARK, SRI LANKA
RESORT AND SPA
Awarded as “BEST RESORT
HOTEL” (Phuket) in Asia
Pacific
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POSITIONING AND BRANDING STRATEGY

A Case Study on Banyan Tree – Developing a Powerful Service Brand

ROMANTIC AND INTIMATE SPA “HUMAN TOUCH”

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POSITIONING AND BRANDING STRATEGY

A Case Study on Banyan Tree – Developing a Powerful Service Brand

ENVIRONMENTAL FRIENDLY
THE GREEN IMPERATIVE FUND GATEWAY
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Case Questions 1
BEST PRACTICES OF SERVICE COMPANY
A Case Study on Banyan Tree – Developing a Powerful Service Brand

HIRE THE RIGHT COLLECT DATA EXCELLENCE IN

PEOPLE CONSTANTLY REWARDING

EMPOWERMENT MAINTAINING THE REWARDING

FOR QUALITY OBJECTIVE EXCELLENCE
SERVICE
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PRESENTER 2
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BANYAN TREE – MARKETING MIX

A Case Study on Banyan Tree – Developing a Powerful Service Brand

4P’s

PRODUCTS PLACE
 HOTELS  ASIAN PACIFIC
 SPAS  LATIN AMERICA
 VILLAS  MIDDLE EAST

PROMOTION
PRICE
 ADVERTISING
 US$500 – US$2,500  PUBLIC RELATION
 GLOBAL MARKETING PROGRAM
 US$1,200 – US$4,400  INTERACTIVE MARKETING
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MARKETING COMMUNICATIONS
A Case Study on Banyan Tree – Developing a Powerful Service Brand

ADVERTISING SHOWCASE ONLINE LUXURY HOLIDAY PUBLIC RELATION

AGENCY AWARDS WON MARKETING AGENTS
Travel Magazine Accolades Won Company Website Travel Magazine Global Marketing
Program
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Case Questions 2
SERVQUAL
A Case Study on Banyan Tree – Developing a Powerful Service Brand

01 RELIABILITY 02 ASSURANCE 03 TANGIBLES

Employees’ knowledge & courtesy Physical facilities, equipment,
Perform service dependably & personnel, communication
accurately Ability to convey trust & confidence
materials

04 EMPATHY 05 RESPONSIVENESS

Provision of caring, individualized Willingness to help & provide

attention to customers prompt service to customers
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PRESENTER 3
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KEY SUCCESS FACTORS

A Case Study on Banyan Tree – Developing a Powerful Service Brand

01 SUSTAINABILITY 02 INNOVATION 03 LOCALIZATION

04 CONSISTENCY 05 C.S.R ACTIVITIES

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PRICING DECISIONS
A Case Study on Banyan Tree – Developing a Powerful Service Brand

01 PRICE OBJECTIVE 02 PRICE APPROACH 03 PRICE METHOD

 Product Quality Leadership  Value-Based Approach  Perceived Valued Pricing
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FLAGSHIP BRAND – PRODUCT POSITIONING

A Case Study on Banyan Tree – Developing a Powerful Service Brand

IDENTIFY ANALYZING IDENTIFY SELECTING

COMPETITORS COMPETITORS P.O.P & P.O.D SPECIFIC
P.O.P & P.O.D
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POSITIONING OF BANYAN TREE

A Case Study on Banyan Tree – Developing a Powerful Service Brand
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Case Questions 3
SOCIAL RESPONSIBILITY MARKETING
A Case Study on Banyan Tree – Developing a Powerful Service Brand

Success of Banyan Tree Success of Banyan Tree

4. Provides Employment for the

1. Involvement of the Local local community & supports
Community local tourism ventures

5. Constructed the Food Center

2. Environmental Conservation
in Phuket for local hawkers

3. Traditional Arts and 6. Managed community

Handcraft by Local Craftsmen outreached programs
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CAUSE – RELATED MARKETING

A Case Study on Banyan Tree – Developing a Powerful Service Brand

3. Restoration of Devastated
1. The Green Imperative Fund Coral Reefs

4. Survival of Local Village

2. Building of schools for Crafts
the local community
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PRESENTER 4
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INTERBRAND’s – 100 BEST GLOBAL BRANDS

MC’DONALDS (MC’D) vs KENTUCKY FRIED CHICKEN (K.F.C)
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INTERBRAND’s – 100 BEST GLOBAL BRANDS

MC’DONALDS (MC’D) vs KENTUCKY FRIED CHICKEN (K.F.C)

STEVE EASTERBROOK ROGER EATON

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INTERBRAND’s – 100 BEST GLOBAL BRANDS

MC’DONALDS (MC’D) vs KENTUCKY FRIED CHICKEN (K.F.C)
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Growth history
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INTERBRAND’s – 100 BEST GLOBAL BRANDS

CITYBANK VS HSBC
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INTERBRAND’s – 100 BEST GLOBAL BRANDS

CITIBANK VS HSBC

MICHAEL L. CORBAT JOHN FLINT

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INTERBRAND’s – 100 BEST GLOBAL BRANDS

CITIBANK VS HSBC
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Growth history
 Closing Remark
A Case Study on Banyan Tree
There are no
secrets to
success. It is
the result of
preparation,
hard work,
and learning
from failure.
Colin Powell
 CONCLUSION / RECOMMENDATION
A Case Study on Banyan Tree – Developing a Powerful Service Brand

- Be prepared for the changing needs and demands of the customers.

- Remain focused on creating quality experiences through romantic and intimate

surroundings.

- Innovate product and services to maintain differentiation in a rapidly expanding industry.

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 THE END
Let’s proceed to the Q&A session