Banyan Tree brand
Current brand
The company offered a variety of products and services to its customer. In addition to this the company has developed itself as a strong brand name among the customers around the world. As the company believed that only the strong brand name provides the company with the sustainable competitive advantage over its rivals. The success of the Banyan Tree brand is the outcome of their continuous effort for the luxury resorts and premium based services that determine the lifestyle and the culture of the Banyan tree Lifestyle. By implementing this business strategy the company has attracted numerous customers who value the brand. The current brand of the company creates the customer loyalty and produces the higher credibility.
The company is a leading brand name in the resorts and spa in Asia. The positive image of company brand is generated by its corporate social responsibility activities. The Company offers high quality, good product and services to its customers in order to meet the satisfaction level of the customers. The company has designed its brand offering based on the needs and wants of the target market to meet the customers’ expectations.
Banyan Tree Hotels and Resorts introduces changes in their brand offering by continuous innovation with its products and services in order to meet the demands of each group in their market segments. Furthermore, the company has also introduced new brand and brand extensions continuously after their establishment which strong the brand name of the company. The created brand awareness among its customers by personal relations and global marketing programs instead of spending highly on advertisements. The company as compared to its competitors has much stronger CSR which enhance its brand value.
Desired Brand Image
The objective of the Banyan Tree Hotels and Resorts is to provide the customers, products and services that match their desired brand image. The product and services in the company are created by keeping in mind the desired customer experience. The company continuously innovates and introduce new brands to their different target group in the market around the world to meet the expectation of the customer desired brand image. However, Banyan Tree has created the brand by focusing on the customer’s desire for the brands then on the basis of this company design, develop and introduce brand offerings.
Furthermore the company continuously grows itself in the different locations in different countries by meeting the desired brand image.
IMC plan
The Banyan Tree by developing and implementing an integrated marketing communication plan can position its brand at competitive place in the market of the china as it has the world largest population. Secondly, it is surrounded by various remarkable deserts, mountains, forest and coastlines which will help the company to target more customers and expanding its business by meeting the desirable demands of the customers.
It is more important for the company to clearly understand its target market in order to compete in the Chinese market. The company can identify its target market by analyzing the customers who may buy more from them and also who provide more benefit to the company as compared to other companies in the industry. The company can reach its target market by developing highly efficient marketing and promotional strategies as well as by dividing the market into different segmentation such as demographics, behavioral Psychographics.
The company can enhance its growth and increase its profitability by introducing new and attractive brand's offerings that meet the desired expectation of each customer group in the Chinese market in order to get a competitive brand position in the Chinese market company need to focus on the combinations of the research, strategic and creative planning will help the company to develop and implement the successful marketing communication plan.
The company uses an integrated marketing communication in order to keep in touch with its target market. The creativity in the strategies and ideas are required in order to develop the promotional strategies for the resorts. In addition to this the company need to develop the strategies that should determine the company’s specific goals and objectives. The company also needs to measure the outcome. The promotional strategies that the company should use in order to have a competitive position in Chinese market includes:
Advertising
The first promotional tool that the company can use for the Chinese market is the advertising. This will help the company to easily inform its Chinese customers about the price and the quality of the company brand offering. This will create the awareness among the customers to easily purchase in the Chinese market as the prices and quality already advertise. It will provide the customer with the understanding of the designs of the products and services which impact their buying decision.............................
This is just a sample partial case solution. Please place the order on the website to order your own originally done case solution.
Related Case Solutions & Analyses:
United Cereal: Lora Brills Eurobrand Challeng
Business Plan The Stone Appeal Jewelers
Mediated: How the Media Shapes your World and the Way you live in it
Video-Cats: Wireframing and Prototyping
Brink’s Company: Activists Push For A Spin-Off
China’s Renminbi: “Our Currency, Your Problem”?
Levi Strauss & Co. (C)
Silkor Laser Medical Center
A-CAT Corp.
Ajax Petroleum
