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DEXTERS
TEAM
Tourism Market
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
COXS BAZAR BANDARBAN SUNDARBANS NILGIRI ...
Presentation Outline
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Natural beauty of mangrove Forest,...
Core Issues
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
LACK OF AWARENESS UNDERUTILIZED RESOURCES
L...
Symptoms VS Problem
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
LACK OF KNOWLEDGE ABOUT IT’S
EXISTE...
bSurvey: What are people actually looking for?
WILD LIFE EXPERIENCE ADVENTURE
Market analysis
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
b
“Make people experience the wild life...
Target Audience
TARGET GROUP TARGET GROUP
EXPERIENCE SEEKERS
INTERNATIONAL AND
LOCAL TOURISTS
ADVENTURE SEEKERS
NATURE LOV...
THE PLAN
Tent Facility for Tourists
Will save a lot of land and natural duty
Increase the interest of the tourists
Save government ...
VISIT
Spend a night with the stars Call:+880171023232 for booking or visit the
website www.charkukrimukri.com
SAMPLE CREAT...
Witness the wild
Go backpacking and experience the majestic
beauty of mangrove, fresh rivers, rocky
paths and meet the tra...
Presentation Outline
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Go wild with bike
Align current tr...
Presentation Outline
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Bird WatchCHAR KUKRI MUKRI
Char Ku...
Birds watch
2
3
1
4
Mass HYPE in the beginning
First time in Bangladesh
Attract foreign tourists and Photographers
Creatin...
Live with the inhabitants
Analysis Plan IMC Budget /Scheduling Evaluation/Contingency
Particular inhabitants trained for i...
The Approach
Generating HYPE Maintaining HYPE Engaging people
Quarter 1
Sample Creatives
Infomercial
The TVC
Goes on adventures
and will ‘Experience’
the Wilderness of
the place!
Matches with the
personality of
Ananta Jalil...
Infomercials/Ads on Newspapers/Magazines –
(Prothom Alo, Daily Star, Ice Today)
Bill-boards in selected strategic areas
RJ...
Print Advertisements
Bill-board
Char Kukri
Mukri
Bill-board
NEON billboard
Grabs Attention
Strategic
locations – Near
airports, hotels,
zoo etc
ICC U-19 World Cup
Capitalizing on the World Cup Hype!
Television Advertisements during match intervals
Score updates of B...
Travel Show Endorsements
Infomercial
RC Travel On!
Channel i
The Amazing
Race
Dur-Durante
(Channel 9)
Spokespersons
Musa Ibrahim Tyler Stableford
Wasfia Nazreen
Suresh Kumar
Concentration on Photographers
Photography Contest
Winner gets a DSLR and exposure
Exhibition at Bengal Art Lounge
Spe...
Online Promotions
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Regular Interactive
Contents
Youtub...
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
#WildestSelfie
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Online
Google Instagram
Quarter 2
#WildestSelfie
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
#WildestSelfie
Selfie Contest
Post wild
and crazy
Selfie
Use the
Hashtags and
share on
Facebook
Wildest Selfie
taker gets
Walton
Smartpho...
Quarter 4
Promotional Booth
Discount at on-spot purchase/booking
Foreign travelers can be approached
Analysis Proposition IMC Budget...
THE BUDGET
Timeline
NOV’15 DEC’15 JAN’16 FEB’16 MAR’16 APR’16 MAY’16 JUN’16 JUL’16 AUG’16 SEP’16 OCT’16
Booth
TVC
RJ
Spokesperson
#wi...
Scheduling- TVC
Q U A R T E R 1
Channel Name Duration Rate Play times in 90 days, Q1 Total
ATN Bangla 60 sec Tk 45,000 135...
Scheduling- RJ announcements
Q U A R T E R 1
Channel Name Duration Rate Play times in 90 days, Q1 Total
Radio Foorti 30 se...
Scheduling- Newspaper
Q U A R T E R 1
Channel Name Position Rate Print in 90 days, Q1 Total
Daily Prothom Alo Front Page T...
Budget- Quarter 1
Serial Event Cost
1 Booth Tk 5,00,000
2 TVC Tk 2,37,60,000
3 Spokesperson Tk 4,00,000
4 Online Tk 1,50,0...
Budget- Quarter 2
Serial Event Cost
1 Booth Tk 5,00,000
2 TVC Tk 1,58,40,000
3 Online Tk 1,00,000
4 RJ endorsement Tk 11,7...
Budget- Quarter 3
Serial Event Cost
1 Booth Tk 5,00,000
2 Online Tk 1,00,000
3 #wildselfie Tk 1,50,000
4 Billboard Tk 13,5...
Budget- Quarter 4
Serial Event Cost
1 Booth Tk 5,00,000
2 Online Tk 1,00,000
3 RJ endorsement Tk 11,70,000
4 Newspaper Tk ...
Master Budget
Serial Quarter Cost
1 Quarter 1 Tk 3,41,74,000
2 Quarter 2 Tk 2,03,88,000
3 Quarter 3 Tk 21,00,000
4 Quarter...
MONITORING
AND
EVALUATION
Monitoring and Feedback
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Number of calls/inquiries to tr...
CONTIGENCY PLANNING
Contingency Planning
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
EVALUATE THE PLAN, FIND LACKINGS
A...
Contingency Planning
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Design contingency plan based on t...
CHALLENGES AND FEASIBILTY
Financial Challenges
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Challenge: High expenses
Solution:...
Marketing Challenges
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Challenge: Diverse target
Solution...
Sustainability
• Developing Community Resilience
through Integrated water
management program
• Cyclone Shelter aka Mujib K...
VISION 2017
Facility for Wildlife Researchers and Environmentalists
World’s Biodiversity Area by IUCN
International recognition attrac...
Royal Bengal Tiger: On edge of Extinction
Rehabilitation of Royal Bengal Tiger
Environment same as Sundarbans
A great attraction
International Recognition
Save Roya...
Stakeholder Analysis
Stakeholders Benefits
Governments High potential money making tourist spot
Already a few Developmen...
Thankyou
Questions?
APPENDIX
Security
Management:
Range office - 01
Beat office – 01
High-tech Navy and Coast
guard Station –with South
Korea, 85% of w...
Accommodation Facility
Our plan is to
NOT build any
hotel in Char
Kukri Mukri
Hotels in
Barisal
Government
Initiative of
b...
Interest of the Government
First wild
getaway in
Bangladesh
Don’t have to
invest much
Can be
associated with
other
governm...
Stakeholder Analysis
POWER
Level of Interest
C (Keep Satisfied)
• Investors: WWF, WDF
• Creditors: World Bank, Bangladesh
...
Logo
Delivers brand message
• Funky and attractive
2
1
4 Visualized
Char Kukri
Mukri
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Branding Char Kukri Mukri-Brandwitz 2015

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This is the our (Team Dexters) slides for Brandwitz 2015. We had to brand a place which no one is aware of into a potential tourist spot. We chose the place " Char Kukri Mukri," a wild life sanctuary. Enjoy the slides.

Veröffentlicht in: Reisen
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Branding Char Kukri Mukri-Brandwitz 2015

  1. 1. DEXTERS TEAM
  2. 2. Tourism Market Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency COXS BAZAR BANDARBAN SUNDARBANS NILGIRI SYLHET Longest Sea Beach in the world History, largest peak, tradition and natural beauty Largest mangrove forest in the world, habitat of the wilds Hills and scenic beauty of nature Tea garden, waterfalls and natural beauty
  3. 3. Presentation Outline Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency Natural beauty of mangrove Forest, Wildlife and sea Wild life sanctuary-Fishing Cat, Egrets, Heron, Small- clawed Otter, Grey Pelican Called Little Sundarbans and Global Biodiversity On the chest of Bhola, 3 hours from Barisal AIRPORT. 2 3 1 4 at a glance
  4. 4. Core Issues Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency LACK OF AWARENESS UNDERUTILIZED RESOURCES LACK OF PROPER FACILITIES OVER SHADOWED BY OTHER PLACES TO VISIT
  5. 5. Symptoms VS Problem Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency LACK OF KNOWLEDGE ABOUT IT’S EXISTENCE LACK OF BRANDING
  6. 6. bSurvey: What are people actually looking for? WILD LIFE EXPERIENCE ADVENTURE
  7. 7. Market analysis Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency b “Make people experience the wild life get away.”
  8. 8. Target Audience TARGET GROUP TARGET GROUP EXPERIENCE SEEKERS INTERNATIONAL AND LOCAL TOURISTS ADVENTURE SEEKERS NATURE LOVERS PHOTOGRAPHERS Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  9. 9. THE PLAN
  10. 10. Tent Facility for Tourists Will save a lot of land and natural duty Increase the interest of the tourists Save government money Spend a night with the stars
  11. 11. VISIT Spend a night with the stars Call:+880171023232 for booking or visit the website www.charkukrimukri.com SAMPLE CREATIVE Char Kukri Mukri
  12. 12. Witness the wild Go backpacking and experience the majestic beauty of mangrove, fresh rivers, rocky paths and meet the traditional people. Don’t forget to spot the helicons, fish cats and more than 100 types of birds. Time: November-January Difficulty level: Amateur Char Kukri Mukri
  13. 13. Presentation Outline Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency Go wild with bike Align current trend: Go bike packing and experience the majestic wild beauty Time: November-February Difficulty level: Medium Char Kukri Mukri
  14. 14. Presentation Outline Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency Bird WatchCHAR KUKRI MUKRI Char Kukri Mukri
  15. 15. Birds watch 2 3 1 4 Mass HYPE in the beginning First time in Bangladesh Attract foreign tourists and Photographers Creating a TREND, view more than 100 types birds Register during winter Invite 5 friends Take pictures for 2 days Upload them on Facebook PURPOSE HOW IT WORKS
  16. 16. Live with the inhabitants Analysis Plan IMC Budget /Scheduling Evaluation/Contingency Particular inhabitants trained for it Duration: October-November Attract foreign and local tourists Live with the inhabitants and indulge in their lifestyle 2 3 1 4
  17. 17. The Approach Generating HYPE Maintaining HYPE Engaging people
  18. 18. Quarter 1
  19. 19. Sample Creatives Infomercial
  20. 20. The TVC Goes on adventures and will ‘Experience’ the Wilderness of the place! Matches with the personality of Ananta Jalil Will create awareness and interest among target audience Will generate HYPE both online and offline The Ananta Jalil Advertisement will be circulated in – •Channel i •NTV •Maasranga TV •Channel 9 •GTV
  21. 21. Infomercials/Ads on Newspapers/Magazines – (Prothom Alo, Daily Star, Ice Today) Bill-boards in selected strategic areas RJ endorsement in Radio – Foorti, Radio ABC Push Sell via Agencies and Promotional Booths (BTTF, Airports)
  22. 22. Print Advertisements
  23. 23. Bill-board Char Kukri Mukri
  24. 24. Bill-board NEON billboard Grabs Attention Strategic locations – Near airports, hotels, zoo etc
  25. 25. ICC U-19 World Cup Capitalizing on the World Cup Hype! Television Advertisements during match intervals Score updates of Bangladesh matches via Facebook page Video on giant screen of the stadium during intervals Cheer-cards in Semifinals and Final
  26. 26. Travel Show Endorsements Infomercial RC Travel On! Channel i The Amazing Race Dur-Durante (Channel 9)
  27. 27. Spokespersons Musa Ibrahim Tyler Stableford Wasfia Nazreen Suresh Kumar
  28. 28. Concentration on Photographers Photography Contest Winner gets a DSLR and exposure Exhibition at Bengal Art Lounge Special discount for professional photographers
  29. 29. Online Promotions Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency Regular Interactive Contents Youtube video sharing Travel deals from Fan photo of the day Wildest Selfie Contest Foreign tourists wearing local costumes Official Youtube Channel Advertisements sharing Fan Video of the week Documentary Cute animal videos International standard and interactive Contain adequate information Search Engine Embedded Travel plans Videos and pictures Embedding Search Engine Bidding keywords such as ‘Beautiful places to visit in Bangladesh’ Regular updates Use of Hashtag ‘#CharKukriMukri Foreign tourist can be reached
  30. 30. Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  31. 31. #WildestSelfie Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  32. 32. Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency Online Google Instagram
  33. 33. Quarter 2
  34. 34. #WildestSelfie Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency #WildestSelfie
  35. 35. Selfie Contest Post wild and crazy Selfie Use the Hashtags and share on Facebook Wildest Selfie taker gets Walton Smartphone and Selfie with Ananta Jalil #WildestSelfie #CharKukriMukri Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  36. 36. Quarter 4
  37. 37. Promotional Booth Discount at on-spot purchase/booking Foreign travelers can be approached Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency All sorts of packages/travel plans, catalogues and information available Advertisements and Documentary and photo exhibition Overall Bangladeshi tourism promoted
  38. 38. THE BUDGET
  39. 39. Timeline NOV’15 DEC’15 JAN’16 FEB’16 MAR’16 APR’16 MAY’16 JUN’16 JUL’16 AUG’16 SEP’16 OCT’16 Booth TVC RJ Spokesperson #wildselfie Newspaper Online Photography contest U-19 Campaign AJ endorsement Billboard
  40. 40. Scheduling- TVC Q U A R T E R 1 Channel Name Duration Rate Play times in 90 days, Q1 Total ATN Bangla 60 sec Tk 45,000 135 Tk 60,75,000 Ntv 60 sec Tk 48,000 135 Tk 64,80,000 Channel I 60 sec Tk 45,000 135 Tk 60,75,000 Gazi Tv 60 sec Tk 38,000 135 Tk 51,30,000 Q U A R T E R 2 Channel Name Duration Rate Play times in 90 days, Q2 Total ATN Bangla 60 sec Tk 45,000 90 Tk 40,50,000 Ntv 60 sec Tk 48,000 90 Tk 43,20,000 Channel I 60 sec Tk 45,000 90 Tk 40,50,000 Gazi Tv 60 sec Tk 38,000 90 Tk 34,20,000
  41. 41. Scheduling- RJ announcements Q U A R T E R 1 Channel Name Duration Rate Play times in 90 days, Q1 Total Radio Foorti 30 sec Tk 2,000 720 Tk 14,40,000 Radio Today 30 sec Tk 1250 720 Tk 9,00,000 Q U A R T E R 2 Channel Name Duration Rate Play times in 90 days, Q2 Total Radio Foorti 30 sec Tk 2,000 360 Tk 7,20,000 Radio Today 30 sec Tk 1250 360 Tk 4,50,000 Q U A R T E R 4 Channel Name Duration Rate Play times in 90 days, Q2 Total Radio Foorti 30 sec Tk 2,000 360 Tk 7,20,000 Radio Today 30 sec Tk 1250 360 Tk 4,50,000
  42. 42. Scheduling- Newspaper Q U A R T E R 1 Channel Name Position Rate Print in 90 days, Q1 Total Daily Prothom Alo Front Page Tk 18500 4 times/ week Tk 8,88,000 Daily Star Front Page Tk 16500 4 times/ week Tk 7,92,000 Daily Kalerkontho Front Page Tk 14000 4 times/ week Tk 6,72,000 Daily Samakal Front Page Tk 14000 4 times/ week Tk 6,72,000 Q U A R T E R 2 Channel Name Position Rate Print in 90 days, Q1 Total Daily Prothom Alo Last Page Tk 14500 2 times/ week Tk 3,48,000 Daily Star Last Page Tk 12500 2 times/ week Tk 3,00,000 Daily Kalerkontho Last Page Tk 10000 2 times/ week Tk 2,40,000 Daily Samakal Last Page Tk 10000 2 times/ week Tk 2,40,000 Q U A R T E R 4 Channel Name Position Rate Print in 90 days, Q1 Total Daily Prothom Alo Last Page Tk 14500 2 times/ week Tk 3,48,000 Daily Star Last Page Tk 12500 2 times/ week Tk 3,00,000 Daily Kalerkontho Last Page Tk 10000 2 times/ week Tk 2,40,000 Daily Samakal Last Page Tk 10000 2 times/ week Tk 2,40,000
  43. 43. Budget- Quarter 1 Serial Event Cost 1 Booth Tk 5,00,000 2 TVC Tk 2,37,60,000 3 Spokesperson Tk 4,00,000 4 Online Tk 1,50,000 5 RJ endorsement Tk 23,40,000 6 Newspaper Tk 30,24,000 7 U 19 Campaign Tk 5,00,000 8 Photography Contest Tk 1,50,000 9 Aj Production and endorsement Tk 20,00,000 10 Billboard Tk 13,50,000
  44. 44. Budget- Quarter 2 Serial Event Cost 1 Booth Tk 5,00,000 2 TVC Tk 1,58,40,000 3 Online Tk 1,00,000 4 RJ endorsement Tk 11,70,000 5 Newspaper Tk 11,28,000 6 U 19 Campaign Tk 15,00,000 7 #wildselfie Tk 1,50,000
  45. 45. Budget- Quarter 3 Serial Event Cost 1 Booth Tk 5,00,000 2 Online Tk 1,00,000 3 #wildselfie Tk 1,50,000 4 Billboard Tk 13,50,000
  46. 46. Budget- Quarter 4 Serial Event Cost 1 Booth Tk 5,00,000 2 Online Tk 1,00,000 3 RJ endorsement Tk 11,70,000 4 Newspaper Tk 11,28,000 5 Photography Tk 1,50,000
  47. 47. Master Budget Serial Quarter Cost 1 Quarter 1 Tk 3,41,74,000 2 Quarter 2 Tk 2,03,88,000 3 Quarter 3 Tk 21,00,000 4 Quarter 4 Tk 30,48,000 Total Tk 5,97,10,000
  48. 48. MONITORING AND EVALUATION
  49. 49. Monitoring and Feedback Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency Number of calls/inquiries to travel agencies Online feedback: Facebook, YouTube, Website and Web search Number of Visits
  50. 50. CONTIGENCY PLANNING
  51. 51. Contingency Planning Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency EVALUATE THE PLAN, FIND LACKINGS ADJUST ATL/BTL FREQUENCIES ANALYZE THE OVERALL FEEDBACK 2 3 1
  52. 52. Contingency Planning Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency Design contingency plan based on the EVALUATION. Only retain the most effective methods. 1 2 TARGETED TOWARDS LOCAL TOURISTS New activities aligned with trend, different marketing approach and engagement TARGETED TOWARDS FOREIGN TOURISTS Crazy wild tourism-Tame a cattle Innovative marketing approach
  53. 53. CHALLENGES AND FEASIBILTY
  54. 54. Financial Challenges Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency Challenge: High expenses Solution: Higher reach: therefore greater return both locally and internationally in the long run #1 #2
  55. 55. Marketing Challenges Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency Challenge: Diverse target Solutions: Well planned channels and medias #1 #2
  56. 56. Sustainability • Developing Community Resilience through Integrated water management program • Cyclone Shelter aka Mujib Kella • Climate Change Impact • Increased Disaster Risks • Lack of water Management • Increased protection from tidal Surges • Increased community resilience to external shocks • More sweet water sources Key Factors End Goal Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
  57. 57. VISION 2017
  58. 58. Facility for Wildlife Researchers and Environmentalists World’s Biodiversity Area by IUCN International recognition attracts tourists Will build awareness through out the world
  59. 59. Royal Bengal Tiger: On edge of Extinction
  60. 60. Rehabilitation of Royal Bengal Tiger Environment same as Sundarbans A great attraction International Recognition Save Royal Bengal Tiger from Extinction
  61. 61. Stakeholder Analysis Stakeholders Benefits Governments High potential money making tourist spot Already a few Development projects going on. (EKN, MASP, UNDP, ILO) Can be associated with other government projects. (SRCWP) Not much investment required Local People A scope for job Will get focus from government and International organizations Wildlife Will get safety & Security Tourists Will get a new experience Investors and Creditors Possibility of getting higher return on a considerably low investment.
  62. 62. Thankyou Questions?
  63. 63. APPENDIX
  64. 64. Security Management: Range office - 01 Beat office – 01 High-tech Navy and Coast guard Station –with South Korea, 85% of which is funded by South Korea Stuff Quarter: Forrest Guard Quarter – 01 RO Quarter – 01 BO Quarter -01
  65. 65. Accommodation Facility Our plan is to NOT build any hotel in Char Kukri Mukri Hotels in Barisal Government Initiative of building a 30 room motel Circuit House in Bhola • Saves a huge portion of investment • Real feel of wild getaway 2 1 3 Focus on Camping
  66. 66. Interest of the Government First wild getaway in Bangladesh Don’t have to invest much Can be associated with other government projects Already a few development projects going on High Potential money making tourist spot and global recognition
  67. 67. Stakeholder Analysis POWER Level of Interest C (Keep Satisfied) • Investors: WWF, WDF • Creditors: World Bank, Bangladesh Bank • Partners: UNDP, IUCN, ENK, MASP, SRCWP D (Key Players) • Bangladesh Government • Ministry of Civil Aviation & Tourism • Local Government A (Minimal Effort) • Navy • Coast Guard • Local People B (Keep Informed) • Media • Campaigners • NGO’s • Forest Guards • Tourists LOW HIGH HIGH
  68. 68. Logo Delivers brand message • Funky and attractive 2 1 4 Visualized Char Kukri Mukri

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