Marketing Plan on Tourism in Bangladesh based on

Marketing Plan on Tourism in Bangladesh based on its Indigenous Music

1. 2. 3. 4. 5. 6. B M Javed Bin Gofran Jyoti Jiban Khisha Masud Rana Esnaina Quader Manzur-E-Mowla Shahariar Rahman GROUP MEMBERS 0910829030 0910849030 083456030 0910861030 0910625030 0930245 030

Summarized Contents of the Plan • • Defining the service and its goal Targeting the defined market segmentation Positioning Internal and external anaylisis Marketing 4 Ps Building brand equity Project evaluation

Business overview Musical Bangladesh is designed to promote the places of Bangladesh where different types of indigenous music were born. The service that we are going to provide to our target customers will consist of unique musical experience that people can have, being in the birthplaces of indigenous music of Bangladesh. Primarily starting with Sylhet, Rangpur, Kushtia and Chittagong as tourist spots. A project under Parjatan Corporation of Bangladesh

Mission & Vision Statement • Mission Statement To extend the idea of tourism from leisure to making contribution to the Bangladeshi culture by exposing the people of Bangladesh to various indigenous music and making them experience the core of our culture. • Vision Statement To be the most inspirational movement all over the world in the field of music.

Marketing Goal & Objectives q Short term goals: To establish a defined tourism plan that echoes our mission since the beginning of the service for the following places: Chittagang, Rangpur, Sylhet & Kushtia. q Objectives: 1. Setting up well-trained guides. 2. Setting up convenient routs for the TG. 3. Hiring local performers for musical shows. 4. Making affiliation with transportation services. 5. Gathering up musical resources.

Marketing Goal & Objectives(contd) q Short term goals: To make the target customer aware of our service and attract them to participate. q Objective: A one year advertising campaign will take place to meet the goal. In order to achieve it, we have to design a 360 degree IMC plan using both emotional and informational message.

Marketing Goal & Objectives(contd) Long term goal & objective: v Goal: Our long term goal is to extend our coverage to at least five more tour spots within the next five years. v Objective: To achieve such goal, we will be conducting surveys to collect information and find suitable locations for placing our service.

Market Segmentation q Geographic: Geographically, we are targeting all over Bangladesh but Dhaka would be our the most potential segment. q Demographic: o Age: 18 to 55. Separate focuses is on the age groups of 18 -25, 26 -35 and 35 -55. o Life Stage: Young adults, young married couple with/without children and mothers/fathers with child/children. o Occupation: Students, service holders, businessmen and selfemployed. o Social Class: Working class, middle class, upper-middles, loweruppers and upper-uppers. o Gender: Unisex.

Market Segmentation (contd) q. Psychographic: o. Thinkers o. Achievers o. Innovators o. Experiencers o. Believers

Market Segmentation (contd) q Behavioral o Occasion: Students often go to tours in their vacation. As one of our segments is students, semester breaks, public holidays or even week-ends are preferable occasions for them. In addition, families with children wait for the year-end vacations of school. Hence, people who are willing to go to tours outside town in such occasions are our target customers. o User Status: Frequent or regular users. o Usage rate: Some family persons or group of people always look for tour agencies in a certain time of the year. These people are our potential customers. o Attitude: People who are enthusiastic about experiencing new things and also who are positive.

Targeting Strategy We will be attempting to cover each and every segment we discovered with our service and communication tool. Therefore, our strategy would be using full market coverage. Through our communication tools we will be making people aware of our service and also we will pursue them to take it.

Positioning “To music lover, enthusiastic to taste new experience and admirer of Bangladeshi nature and history, Musical Bangladesh is a tourism service under Parjatan Corporation of Bangladesh which does not only give the customers a basic tourist package but also give an opportunity to know the core of indigenous music of Bangladesh by letting them experience the different types of local music of the country at their birthplaces. ”

Customer Insight Folk or local music was being undermined for a long until music directors like Habib Wahid started remixing these indigenous music and presenting it to the mass market. Over a long period of exposure customers of now do have a basic knowledge of our history of indigenous music. Moreover, these songs have become very popular even in the urban areas. Hence, we think customers would be interested know about this more with convenient tour packages of us.

Slogan Where music embraces the heart

Marketing Need/Anticipated Demand • There already a huge number of tourism agencies that provide packages to travel all around Bangladesh focusing on specific and exotic locations. So, The number of agencies best describe that there is already a huge market for such business. • Also we have enthusiasts of bangla endogenous music who would love to know more about our local/own culture and cultural music.

INTERNAL & EXTERNAL ANALYSIS

Marketing Need/Anticipated Demand • Separately, there is market for both but togethere isn’t any. At least, not currently present in Bangladeshi market. So, if we consider the “demand state” theoretically, we will find it as a “Non-Existent” market for this particular service. • we can assume that customers need such service and they need to know more about Bangladesh, it’s culture, music, key places, tradition etc

Marketing Need/Anticipated Demand • So, for the purpose of our proposed venture we would like to consider it as there is a Latent demand for our services as we are inducing/influencing customers towards this particular demand by focusing on tourism as well as a chance to explore the root of our endogenous music at the same time. In other words, Our TG will get the taste of the “Best of both worlds” at the very same package.

Current Trend • People are very busy in minding their own business. So, essentially they don’t bother much to know about these sort of services. • If you ask them about the importance to know more about their country and its culture they’ll agree but they’ll also have some sort of excuses to avoid it. • Even if they do, there is internet, where they can easily access and know almost anything about everything and everything about anything.

Current Trend • Inefficient tourism agencies: There a number of tourism agencies which specialize on these activities but they are merely tourist guides only. They’ll just take you to the places and show around. They might tell you something about the past but they themselves do not have sufficient knowledge about it to tell others. On the other hand, we will not only show them around but also give them the environment that used to be at that time.

Current Trend • Small vacations: Job holders look for vacations that they can enjoy during the weekends. • Many of them would like to go on a short trip to a nearby location for 2 -3 days. • long-term vacations which is more frequent during summer and winter. These days the whole family will be able to spend more time on vacations and they want to go for a long trip and try to spend more quality time with the family. • Another category would be people who go on vacations more often regardless of these holidays.

Competitors of Parjatan § The Guide Tour Lid: ü The pioneer tour agent in Bangladesh. ü Highly specialized for Shundarban visit. ü They have their own ship. § Toursbd: ü Expert for Group and corporate tour, Eg. Tour from ffice. § Special Holiday: ü They provide Service in special time and occasions, like Eid, New year

Competitors of Parjatan § Asian Holiday Ltd: ü They focus on their highly experienced and professional guides and employees. § ü Sparkle tourism: This firm provides superior service only to specific locations. Sylhet, cox’s bazar, Khulna, etc. § Annex Travel and consulting Group: ü They also provide regular tourism services in different location in the country.

Competitors of Parjatan It is very difficult to specify the direct and close competitors of Parjatan but any other hotels and the local tour agents can also may be Parjatan’s competitors.

Porter’s Five Forces Model. • • • New Entrants : Moderate Substitute : High Bargaining Power of Buyers: Low Bargaining Power of Suppliers: Moderate Current Rivalry: Moderate

SWOT Analysis q Strength q Brand Recognition & Reliability q Network Reach of Parjatan q Infrastructure q Weakness q Limitation of Financial Resource q Lack of professionalism among the service representatives q Long and unnecessary chain of command

SWOT Analysis q Opportunity New generation are getting concerned about native culture and music Increase of the traveling tendency Exploring and making the unique cultural aspects available to the people – Branding Bangladesh in the international occasions – – – q Threat – – – The emergence of the new traveling agencies The unwillingness of the people to provide the service Causalities of the local people at Chittagong Hill Tracts

MARKETING 4 P (SERVICE)

Service For each of the tour spots we plan to provide customer an experience of knowing music. We are going to provide some tour packages that include accommodation, food, musical/cultural shows, tour guide, historical sight-seeing and transportation. As arranging such service require a huge plan and time, for maintaining quality we are going to offer our packages at certain times of the year. To make it convenient for everyone, regular tour times are set for the weekends starting Thursday to Saturday night. However, for special occasions such as Boisabai Utshab in Chittagong, there will be specialized tour packages.

Service (contd) January - November December Sylhet Rangpur Kushtia Chittagong 1 st & 4 th weekends of each month Every weekend of the month o. Family Package (4 persons) o. Group Package (10 persons) o. Couple Package (2 persons)

Contents of Sylhet Tour q Accommodation: Parjatan Motel (with food) q Transportation: AC and non AC bus service for highway; local transportation. q Tour Guide: Local personnel who will guide the tourists from places to places with a given schedule. q Historical sight-seeing: Museum of Raja where tourists can know more about Hason Raja. q Cultural Show: It will be performed by local performers. The performance will be based on the songs of Sylhet that are: q Compositions of Shah Abdul Karim: Aftab Sangeet, Gano Sangeet, Kalnir Dheu, Dholmela, Bhatir Chithi and Kalnir Kooley q Hason Raja’s Sangeet q Dhamail: Folk music and dance q Bhatiali Sangeet q Baul Sangeet q Hason Raja (film): It will be shown in the projector. The movie is based on the life of Hason Raja.

Contents of Rangpur Tour q Accommodation: Parjatan Motel (with food) q Transportation: AC and non AC bus service for highway; local transportation. q Tour Guide: Local personnel who will guide the tourists from places to places with a given schedule. q Historical sight-seeing: Tajhat Palace (a former jamindar’s palace), different jamindar’s houses and Town Hall (Where different cultural programs are held). q Cultural Show: It will be performed by local performers. The performance will be based on the songs of Rangpur that are: q Bhawaiya: Popular folk music of Ranpur. q Gambhira: Performance with distinctive rhythm and dance, personifying a man and his maternal grandfather, discussing a topic to raise social awareness. q Baul Sangeet q Uttorer Shur a film about Bhawaiya singer.

Contents of Kushtia Tour q Accommodation: Parjatan Motel (with food) q Transportation: AC and non AC bus service for highway; local transportation. q Tour Guide: Local personnel who will guide the tourists from places to places with a given schedule. q Historical sight-seeing: Shilaidaha Kuthibari, the famous residence of Rabindranath Tagore and Laloner Akhra. q Cultural Show: It will be performed by local performers. The performance will be based on the songs of Kushtia that are: q q q Lalon Sangeet Rabindra Sangeet Baul Sangeet

Contents of Chittagong q Accommodation: Parjatan Motel (with food) q Transportation: AC and non AC bus service for highway; local transportation. q Tour Guide: Local personnel who will guide the tourists from places to places with a given schedule. q Historical sight-seeing: Chakma Rajbari, Buddist Temple, Kaptai Lake etc. q Cultural Show: It will be performed by local performers. The performance will be based on the songs of Chittagang that are: q q Song and Dances of Jum Cultivation Goriya Nritto Biju Gaan Many more

MARKETING 4 P (PLACE)

Place q Supply Side: Ø Accommodation Ø Tour Guide Ø Food Ø Transportation Ø Health & Safety Ø Performers Ø Organizing Side

Place • • • Availability of Service Website Service through Teletalk Parjatan office Leaflets/brochures in different hotels, bus/rail stations and corporate office.

MARKETING 4 P (PRICE)

Pricing Strategy 1. Selection of pricing objective Rapid Skimming where high price along with high promotion will prevail. 2. Determination of Demand: The demand is inelastic. Consumers are less price sensitive 3. Estimation of cost: Activity Based Cost Accounting to estimate our cost.

Pricing Strategy 4. Analyzing competitors marketing mix: No direct competitors in the market. 5. Select pricing method: Perceived –Value Pricing of the consumers 6. Select final price: The final price was set basing on the impact of other marketing activities as we wanted to observe the activities of the other marketing activities.

Pricing Strategy • Price Adaptation: we have designed some discounts and quiz competition online; where the winner would get a “Two Person” Package in any of the sites.

Pricing: Chittagong Trip Estimated Cost (Ac bus facility): Types of costs Estimated Cost (Non-AC bus): Types of costs Up down transportation-----2500 tk/person for AC bus (1250*2) Up down transportation------1400 tk/person for Non-AC bus (700*2) 3 day local transport cost---520 Tk /person 3 day local transport cost-----520 tk/person Food, 3 days ( 420*3 -----1300 Tk /person Food, 3 days 420*3 ------1300 tk/person Room 2 night---------- 1800 Tk Room 2 night ----------1800 tk Total cost with AC bus ------6120 TK/person Total cost with non AC-----5020 tk/person Expected Price to be charged person: 7899 Tk Expected Price to be charged person : 6899 Tk

Pricing: Sylhet Trip Estimated Cost (Ac bus facility): Estimated Cost (Non-AC bus): Up down transportation -----1900 Tk /person Up down transportation------1100 tk/person for Non-AC bus (550*2) for Non-AC bus (950*2) 3 day local transport cost---- 520 Tk /person 3 day local transport cost-----520 tk/person Food, 3 days 420*3 --------1300 Tk /person Food, 3 days 420*3 ------1300 tk/person Room 2 night ------------1600 Tk Room 2 night ----------1600 tk Total cost with AC bus ----------5320 Tk Total cost with non AC ----------4520 tk Expected Price to be charged person : 6950 Tk Expected Price to be charged person: 5899 Tk

Pricing: Rangpur Trip Estimated Cost (Ac bus facility): Estimated Cost (Non-AC bus): Up down transportation cost ----2000 tk/person Non AC bus (550*2) -------1100 tk/person for AC (1000*2) 3 day local transport cost -----500/person 3 day local transport cost ------500 tk/person Food, 3 days 400*3 ---------1200 tk/person Food, 3 days 400*3 -------1200 tk/person Room 2 night ------------1600 tk Room 2 night ----------1600 tk Total cost with AC bus ----------5300 tk Total cost with AC bus ----------4400 tk Expected Price to be charged person: 6499 tk Expected Price to be charged person : 5499 tk

Pricing: Kushtia Trip Estimated Cost (Ac bus facility): Estimated Cost (Non-AC bus): Up down transportation cost---1900 k/person for AC (950*2) Non AC bus (500*2)-------1000 tk/person 3 day local transport cost----500 tk/person 3 day local transport cost -----500 tk/person Food, 3 days 400*3 --------1200 tk/person Food, 3 days 400*3 -------1200 tk/person Room 2 night ------------1500 tk Room 2 night ----------1500 tk Total cost with AC bus ----------5100 tk Total cost with AC bus ----------4200 tk Expected Price to be charged person: 6499 tk Expected Price to be charged person: 5499 tk

MARKETING 4 P (PROMOTION)

Objective & Strategy • Marketing Objective A one year advertising campaign will take place to meet the goal of informing and attracting the target customers. In order to achieve it, we have to design a 360 degree IMC plan using both emotional and informational message. • Communications Objective To communicate with the customers in our desired way, we have to educate them about our service. Also we need to make an appealing approach that allures them to seek for more and thus lead to participation. The objective of this plan includes: – Getting maximum exposure by using different media. – Using both ATL and BTL tools.

Objective & Strategy (contd) • Communication Strategy To have an effective response, we must communicate in two ways. One way of communication will be focused on the young generation who would like vibrant and emotional presentation. On the other hand, the elder generation would like to be informed more vividly. So a part of the communication will be based on such factor.

Objective & Strategy(contd) • Value Proposition We offer you tours full of musical experiences that no other tourism agency of Bangladesh provides. • Major Message of Communication The major message of our communication will include depicting the uniqueness of our service that encompasses nature and history tourism and entertainment as well. • Campaign Slogan: Experience the Musical Bangladesh.

Print & Outdoor Media Five different ads will be set as billboard and print ad focusing on Sylhet, Rangpur, Kushtia, Chittagang and Musical Bangladesh as a whole.

Print & Outdoor Media Focusing on Kushtia

Print & Outdoor Media Musical Bangladesh

Print & Outdoor Media Target Market Segment Channel/location Frequency/durati on/size Cost Print Media Each and every segments Daily Prothom Alo January 2013 - & The Daily Star December 2013: Every Friday and Saturday 3 rd Page 6 inchescolumn 192 ads in one year BDT 7603200 Outdoor Media Each and every segments Dhaka, Chittagang, Sylhet, Rangpur and Kushtia: in cities. January 2013 - December 2013: 10 billboards in each city 50 billboards for one year BDT 36000000

Feature Writing A feature will be written in Naksha (Daily Prothom Alo) and Lifestyle describing our service vividly. Four times in each paper in one year. Specially targeting women.

PR Activity In fairs like Pahela Baisakh, Pahela Falgun and other cultural occasions we will arrange Baul Sangeet for entertainment and booths containing our leaflets. Also we will make collaboration with different cultural clubs of universities to arrange cultural shows to promote Musical Bangladesh.

PR Activity Target Market Channel/locati Frequency/du Segment on ration/size PR Activity Specially young generation Cultural public 20 events in fairs & one year Universities Cost BDT 600000

TVC • Duration: 30 seconds Television commercial will picture the four regions’ music places with background music of a mix of four songs (Lalon, Hason Raja, Bhawaiya and Chakma). Target Market Segment TVC Each & every segment Channel/location Frequency/durati on/size BTV, Ntv and Channel i From 7 pm to 10 pm January 2013 - December 2013 Each Thursday, Friday and Saturday 3 times in each channel 1296 times in one year Cost BDT 51840000

RDC • Duration: 30 seconds • Information will provided. • Same background music as TVC RDC Target Market Segment Channel/location Frequency/durati on/size Cost Each & every segment Bangladesh Betar January 2013 - & Radio Foorti December 2013 Each Thursday, 3 pm-6 pm & 10 pm Friday and -12 pm Saturday; 4 times in each channel 1152 times in one year BDT 230400

Leaflets & Brochures • Brochure will be provided in corporate offices and hotel; leaflets will be provided in hotels, rail stations, bus stations, school-college-universities temporary booths. Target Market Channel/locati Frequency/dur Segment on ation/size Leaflets & Brochures Especially for corporate people and family persons Hotels, bus stations, corporate offices 20 lac copies Cost BDT 40000000

Internet Media • Facebook page will be frequently updated with information of indigenous music and tour spots to allure people. Website will also be a good place to avail information. In addition, facebook will be used to run the viral marketing. • Viral Marketing 1: There will be online quiz contest based on the knowledge of indigenous music of Bangladesh. The winner will get a two person tour package for any of the locations. • Viral Marketing 2: People who will take our tour packages will be requested to post the best photo of their visit and one with the highest like will get souvenir gifts.

Internet Media Target Market Segment Internet Media Channel/location Especially for Facebook & young generation Website Frequency/duratio n/size Every day

BRAND EQUITY & PROJECT EVALUATION

Brand Dynamics Pyramid Strong Relationship Bonding Advantage Performance Relevance Presence Weak Relationship

Brand Equity drivers • Brand Elements: Brand names, Logos, Slogans Etc. • Marketing Activities: Print and outdoor Media; Tvc’s, RDC, Leaflets, PR , Internet media etc. • Brand Element Choice Criteria: Ø Name: Musical Bangladesh Ø Tagline: “…where music embraces the heart…” Ø Campaign Slogan: Experience the Musical Bangladesh

Project Evaluation • • Phase 1: Pre Execution Evaluation Phase 2: Post execution Evaluation • • Phase 1: Pre Execution Evaluation Concept testing: Ø Examines the proposed content of an advertisement and the impact that content may have on potential customers. Ø Conducted before spending money to develop an advertisement or promotional piece. Test conducted: Reaction test • Copy Testing: Ø The Copy test technique was used when the advertisement contents were finished and prior to production. Ø We did the Portfolio test; displayed several sets of print ads to the office employees of Parjatan Corporation one of which is the ad being evaluated

Project Evaluation • Phase 2: Post execution Evaluation • Recall Test: – Individuals will asked to recall what ads he or she viewed or heard in NTV, The Daily Star, Radio Foorti etc. – Test will be done : Aided recall test • Physical arousal test: – Pupillometric test: Pupils dilate more when a person reacts positively to the ad or marketing communication we would observe the reactions. • Behavior Evaluation Test.

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