branding dhaka presentation 01

8/2/2019 Branding Dhaka Presentation 01

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Group Members:


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Worldwide tourismhas been increasingsteadily till 1990

Tourism increased

rapidly after 1990 In the year 2010,

worldwide tourismincreased by 4%most of which took

place in the Asia-Pacific region.


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The Asia-Pacific Region


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Asia-Pacific hasthe highestgrowth with12.08%.

Asia-Pacificregion accountsfor 22% of themarket share in

2010.


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Rank CountryInternationaltourist arrivals

1 China 55.67 million

2 Malaysia 24.58 million

3 Hong Kong 20.09 million

4 Thailand 15.84 million

5 Macau 11.93 million

6 Singapore 9.16 million

7 South Korea 8.80 million8 Japan 8.61 million

9 Indonesia 5.91 million

10 Australia 5.89 million
http://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Hong_Konghttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Macauhttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Indonesiahttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Singaporehttp://en.wikipedia.org/wiki/Macauhttp://en.wikipedia.org/wiki/Thailandhttp://en.wikipedia.org/wiki/Hong_Konghttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/China


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In the year ended June 2011, India with 2.74% marketshare, had a foreign exchange earning of US $ 14.19billion.

Currently, tourism is the most important sector and major

source of foreign exchange earnings in many countrieslike Malaysia, Singapore and Thailand.

In New Zealand, the tourism industry employed morethan 250,000 people in 2011, with projections of a 14%

annual growth. In Hong Kong, tourism employs 12% of the workforce

and contributes about 7% to the economy.


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Dhaka, formerly Dacca, is the capital and

largest city of Bangladesh. It is located in thegeographic center of the country in the greatdeltaic region of the Ganges and Brahmaputrarivers. Dhaka is served by the port ofNarayanganj, located 16 km to the southeast.

Dhaka was founded during the 10th century. Itserved as the Mogul capital of Bengal from1608 to 1704 and was a trading center forBritish, French, and Dutch interests beforecoming under British rule in 1765. In 1905 itwas again named the capital of Bengal, and in

1956 it became the capital of East Pakistan.The romanized spelling of the Bengali namewas changed from Dacca to Dhaka in 1982.


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The Internationaltourism expendituresfor passengertransport items in

Bangladesh was lastreported at US $5.74billion in 2 010,according to a WorldBank report.

One of the fastestgrowing megacity ofthe world.

World classdevelopments inhospitality industrymakes Dhaka anattractive destinationfor internationaltravellers.

A rich and evolvingculture bringsdiversified experience.

Many heritage sitesyet to be explored.


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How to Brand Dhaka?


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According to a research done on the tourist travelling Asia-Pacific ,the new traveler has the following characteristicsthat determines their travelling destination

Knowledgeable about environmental issues

Motivated by a desire for self-fulfilment and learning More independent-minded and quality conscious Carefully assesses tourism products in advance Sensitive to local cultures Searches for authentic and meaningful experiences


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CambodiaIncreased focus ontourism-relatedinfrastructure

improvementsPro-poor, community-based tourismdevelopmentSubregional co-operation forsustainable tourism

MalaysiaPositions itself as Truly

Asia

Promotes various natural

wonders and Man-madestructuresTourism is a co-ordinationamong the government &the private sectorDeveloped accommodationand Transport facilities.

SingaporeYourSingaporereflects the essence ofSingapore

as contemporary,vibrant, sophisticated& progressive. Developedaccommodation,transport andshopping facilities.

HongkongAsias world city as thebrand motto that bestreflects the citys traits,

while a stylised dragonwas considered to bestrepresent the Hong Kongsvisual identity.Developed tourismfacilities.Promotes heritage andmodern life.


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Geographic ProfileTop tourist generatingcountries :Thailand, Korea, India,

China, UK, France,Germany, Italy, USA,Canada

and Australia

Demographic ProfileWorking age populationMales and FemalesMiddle to high income classEducated

PsychographicProfile

Middle to highSocioeconomic classIndependent travellersExperiencers,Actualizers, Achievers

Behavioral Profile

Frequent travellersUses travelling as a self-fulfilling activityTravel to learn andexperience the old and thenew


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Position Dhaka as a composite of its starkcontrasts incorporating both its heritage &developments.

Position Dhaka as A diversified city with the

old and the new residing side-by-side inharmony.

Position through a common theme under afive-year promotional campaignDiversified Dhaka.


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Brand name- Diversified DhakaBrand logo

Brand tagline-Experience it all


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Information One-point Information Call Centres-can be accessed through phone,and interactive web-site. Provide

information as well as facilitate otherservices like arranging transport.

Install tourist local maps in everyarea.

Introduce guide maps in every touristspot.

Leaflets, booklets for free distribution

at hotels, airport lounges


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Accomodation

Create an alliance among the good qualityhotels to provide points on hotel-stays forrepeated accomodation.

Money-ExchangeOpen money-exchange points in every hotel,

shopping malls and other convenient

locations offering a standard rate.TransportIntroduce special taxi service for tourists.Develop a monorail connecting all the tourist-

spots.

SafetyIntroduce Tourist-Polices at every tourist spots

to ensure safety, convenience and help inother emergencies.

SouvenirLicensing the brand elements to create

souvenirs.


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Tourist Spot DevelopmentIdentify new heritage sites and restore and renovate the sites for

tourism.Improve Dhaka City CorporationProvide monetary and other incentives to the sweepers of Dhaka City

for cleaner roads and footpaths.Control QualitySet quality guidelines for hospitality industry and carry out routine

inspection.Build Monorail

A monorail service will be developed for tourists connecting as manytourist spots as possible.


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5 year IMC campaign with the theme Diversified Dhaka.Objectives To create a positive image of Dhaka city To inform target market about the diversity in Dhaka To persuade the target market to visit Dhaka

Promotional toolsFor Target Market Develop a Website for Dhaka Click ads in travel-related websites Print Ads in newsweek, readers digest, national geographic magazine, & travel magazines used in

flight TVC for Travel & Living Channel, Discovery, and national TV channels of the target countries. Leaflets, booklets for free distribution at hotels, airport lounges in Dhaka Various installations and replicas in hotel lobby, shopping malls Small monuments to commemorate our heritage

For Citizens of Dhaka city Billboard ads, newspaper ads and TVCs to instill pride among the citizens of the city

Use popular spokesperson ( Shakib Al Hassan, Dr Yunus, Momtaj)to encourage good civic senses


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Traditional Bengali Food

International Cuisine

Experience the Diversified Cuisines in DhakaDhaka city, in the heart of Bangladesh, boasts a variety of cuisines.Starting from mouth-watering hilsha fish-fry to Japanese sushi, no onecan escape the indulgence here. All these and more. To find outyourself, visit Dhaka.


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Experience the Diversified Fashion in DhakaDhaka city, in the heart of Bangladesh, boasts a variety infashion. Starting from traditional Dhakai Jamdani to Westerncouture, no one can escape the indulgence here.All these and more. To find out yourself, visit Dhaka.

Dhakai Jamdani

Western Couture


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Investment Taka (Crore)

Monorail Tk. 1,812.80

Tourist Spot Development Tk. 952.74

Improve Dhaka CityCorporation

Tk. 10.00

Quality Control Measuresper annum

Tk. 5.00

Ads and PromotionalCampaigns

Tk. 20.00

Others Tk. 5.00

Total Tk. 2,805.54

Financing through government funds, Public funds,Private investor funds and aids from Internationalbodies such Asian Development Bank (ADB) andInternational Bank for Reconstruction and Development

(IBRD).


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Continuously track Brand performance & generate monthly reportsthrough:

Online survey Questionnaire surveys in hotel lobbies, airport loungesSurveys will assess: Brand Knowledge-brand awareness, recall and retention Brand Performance quality of various services Brand Feelings Brand Judgement Brand Resonance


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Based on brand performance measuresPromotional campaigns will incorporate new

ideas and new medias. Further

development in infrastructure and theindustry will take place.


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Thank you

branding dhaka presentation 01

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