branding char kukri mukri-brandwitz 2015
TRANSCRIPT
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 natureTea garden,
waterfalls and
natural beauty
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.
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at a glance
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
Symptoms VS Problem
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
LACK OF KNOWLEDGE ABOUT IT’S
EXISTENCE
LACK OF BRANDING
Market analysis
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
b“Make people experience the wild life get away.”
Target Audience
TARGET GROUP TARGET GROUP
EXPERIENCE SEEKERS
INTERNATIONAL AND
LOCAL TOURISTS
ADVENTURE SEEKERS
NATURE LOVERS PHOTOGRAPHERS
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
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
VISIT
Spend a night with the stars Call:+880171023232 for booking or visit the
website www.charkukrimukri.com
SAMPLE CREATIVE
Char KukriMukri
Witness the wildGo 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
Presentation Outline
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Go wild with bikeAlign current trend: Go bike packing
and experience the majestic wild
beauty
Time: November-February
Difficulty level: Medium
Char Kukri Mukri
Presentation Outline
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Bird WatchCHAR KUKRI MUKRI
Char Kukri Mukri
Birds watch
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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
PURPOSEHOW IT WORKS
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
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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
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)
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
Travel Show Endorsements
Infomercial
RC Travel On!
Channel i
The Amazing
Race
Dur-Durante
(Channel 9)
Concentration on Photographers
Photography Contest
Winner gets a DSLR and exposure
Exhibition at Bengal Art Lounge
Special discount for professional photographers
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
Selfie Contest
Post wild
and crazy
Selfie
Use the
Hashtags and
share on
Wildest Selfie
taker gets
Walton
Smartphone
and Selfie with
Ananta Jalil
#WildestSelfie
#CharKukriMukri
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
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
TimelineNOV’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
Scheduling- TVCQ 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
Scheduling- RJ announcementsQ 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
Scheduling- NewspaperQ 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
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
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
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
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
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
Monitoring and Feedback
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Number of calls/inquiries to travel
agencies
Online feedback: Facebook,
YouTube, Website and Web
searchNumber of Visits
Contingency Planning
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
EVALUATE THE PLAN, FIND LACKINGS
ADJUST ATL/BTL FREQUENCIES
ANALYZE THE OVERALL FEEDBACK
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Contingency Planning
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Design contingency plan based on the EVALUATION. Only retain the most effective methods.
1 2TARGETED 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
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
Marketing Challenges
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Challenge: Diverse target
Solutions: Well planned channels and medias
#1
#2
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
Facility for Wildlife Researchers and Environmentalists
World’s Biodiversity Area by IUCN
International recognition attracts tourists
Will build awareness through out the world
Rehabilitation of Royal Bengal Tiger
Environment same as Sundarbans
A great attraction
International Recognition
Save Royal Bengal Tiger from Extinction
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.
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
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
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1
3 Focus on Camping
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
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