Bangladesh Parjatan CorporationBrandin

gPresented to:

Zarjina Tarana Khalil

We are….Nurul Alam AnseryM Tamzid Ahmed

Bidita Binte Lutfor

M Tareq SiddiqueA K M Aminul Islam

Muntasir Saqib Khan

Bangladesh Parjatan Corporation (BPC) is a statutory board under the Ministry of Civil Aviation & Tourism of Bangladesh, tasked to promote the tourism industry of the country. It is established in the year 1973.

National Hotel & Tourism Training Institute (NHTTI) was established in 1974.

Total shares are owned by the Government of the Peoples Republic of Bangladesh.

Now it is working under National Tourism Organization (NTO)

To introduce Bangladesh globally as a top tourist destination and develop its tourism prospects and facilities.To establish tourism infrastructures in Bangladesh.To develop, expand and promote tourism businessTo create tourism awareness among the people.To establish institutes for instruction and training of potential tourism personnel.To publish tourism publications.

ServicesNTO operates 24 Commercial Units at the main tourist spots of the country. Its tourist services include:

Hospitality

Hotels/Motels/Restaurants (Hotels/Motels=15, Restaurants=19)Duty Free Shops (6)Picnic Spots (4)

NTO conducts both readymade and tailor-made package and sightseeing tours, besides organizing river cruises:

>Dhaka city sightseeing tours.>Mainamati tours.>Nature and wildlife tours to Sundarbans.>Beach tours to Cox's Bazar.>Archaeological tours to Mahasthangarh, Paharpur Buddhist Monastery and Rajshahi Varendra Reasearch Museum.>Mango offer >River cruise to Chandpur and Jamdani village, Rupshi.

TourSpecial event offerWebsiteMagazinesPaperPromotional fair

Positioning: There is no clear positioning of BPC.Target market: Main target is foreign tourists.Image: Inferior & no rich brand value

We have both other country’s private & public tourism organizations as competitors.At the same time we do have local private competitors to serve the same segment.

Positioning• The media explosion: Using all interactive media like

• Web links.• Blogs.• Radio.• Live TV Shows.

• The service explosion :By increasing customer service.

• The advertising explosion : Massive promotional activities.•

Positioning

• Global mass market : Placing in consumes mind with an effective approach as well as in informative manner.

• Promotion via event (WCC):Promoting at the up coming world cup cricket in Bangladesh to grab the opportunity of the situation.

Branding

• Name : “Bangladesh Parjatan Corporation”• Logo :

• Symbol:

Branding

• Slogan/ motto : “Feel Bangladesh”

• Character: Paby

Branding• Associations : Superior CRM.

• Preference : Local and Global.

• Loyalty :– Increasing CR : providing added value service.– Build up new infrastructure.

• Awareness :– Huge promotion.– Event hosting.– Promoting a side slogan “Save Forest Save Bangladesh”

Branding• Image and personality :

– Down to earth– Cheerful.

• Availability :– Web.– General Media– Airport.– Train Station.– Post Office.– Cell Phone.– Creating effective info center.

Depiction of Image• Airport : Feel Bangladesh lounge.

• Railway station : Bill board with exclusive pictures as well as the information.

• Bus stop :decorating the out look with feel Bangladesh slogan and pictures.

• T shirts & Caps.

• Souvenir.

• Yellow cabs.

Use of Brand Elements• Mascot : creating cartoon during major show at national and

international level.

• Use of Slogan: Feel Bangladesh in every aspect of advertising.

• Use of name and logo : Selective lounge, Mall, T shirt & Caps

CO - Branding

• Co branding with >

• As GP is the biggest mobile network in Bangladesh it reaches the mass people with all sort of information.

Mixture of mediaBillboard:

we will use some billboards in most traffic congestion area as it will be seen by our target audience & in this situation they can feel the need of a vacation, which will create more acceptability on them. We will also put our billboard in residential and commercial areas.

Mixture of mediaTransit Advertisement:

For mobile billboard, we will use some counter bus to campaign about our service. Some sticker of our logo will be distributed to use in Private Car, CNG, Taxi Cab, Rickshaw and motor cycle to create awareness and reminder.

Mixture of mediaPrint advertisement:

We will use print add in daily newspaper & magazine which has more reader because we have to transmit our message to more people. For this we can use our print add in PROTHOMALO, JUGANTOR, MANOBJOMIN, KALER KONTHO, & in the magazine like ONNO-ALO, BICHITRA etc.

25

• Use of radio programs to promote “Feel Bangladesh”

• Depending on TRP we will put our advertise on the specific channel.

26

TV as Mass Media

Viral Marketing•Transport is an important factor for tourism.

•So, transport related site like trasportbangla.com will help us.

27

Sales Promotions:• In off-peak seasons different kind of discount will be offered.• Throughout the year there will be different kind of deals.

Internet:Two websites will be used side by side >

www.bdparjatan.com www.bdtravels.com

Campaign schedule

CAMPAIGN Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

TV ads X X X X X X

Billboards X X X X X X X

Radio X X X X X X X X X X X X

Leaflets X X X X X X X X X X X X

Magazines X X X X X X X X X X

Public Relation X X X X

Newspaper X X X X X X X X

29

“Feel Bangladesh”

Q & A Session

30

31

Thank you allfrom“Feel

Bangladesh”Team

32