Executive Summary

Our project is Bandarban .Here we want to discuss the reasons for choosing this brand and some

experiences which we faced during doing this project. Basically we chose this project because

our target was tourism site in Bangladesh and we want to bring some thing new which is not so

much highlighted yet. Something new which is able to graph the market as well as attract the

person who loves to travel. When we do this work we face some difficulties as it’s not so much

popular as like Shundarban or Cox’s bazaar so the information about this are not available. But

during all the difficulties here we are able to present the project with the help and proper

guideline of our respective course instructor Mrs. Afreen Choudhury . We also give thanks to all

our group members and our friends who help us to collect the information. Here we try our level

best to present this topic in a new an innovative way with the help of course materials that we

learn from this course. We hope this project will help to full-fill the demand of those people who

love to travel and also help to increase their thrust for adventure.

Introduction

Bandarban is a district in South-Eastern Bangladesh, and a part of the Chittagong Division and Chittagong Hill Tracts. One of the three hill districts of Bangladesh and a part of the Chittagong Hill Tracts, Bandarban (4,479 km²) is not only the remotest district of the country, but also is the least populated (population 292,900). The three highest peak of Bangladesh - Tahjindong (1280 meters, also known as bijoy)[* The height of Tahjindong is 829.66m +/-3m as per a recent measurement with Garmin GPSMAP60CSX GPS], Mowdok Mual (1052 m), and Keokradong (1230 m) [* The height of Keokradong is 986m +/-3m as per a recent measurement with Garmin GPSMAP60CX GPS], - are located in Bandarban district, as well as Raikhiang Lake, the highest lake in Bangladesh. It is governed by a Hill Council under the Bangladesh government, headed by the King of Mong Circle. The current monarch, His Highness King Aung Shue Prue Chowdhury, is the 15th to sit on the throne. The front hall (Raj Durbar) of the Royal Palace is open to visitors, provided that appropriate behavior is maintained. Interestingly the 13th Royal Family claims the current Family to be usurpers to the throne. Buddhist, Muslim, Christian, Hindu, and Chramma are major religions along with many pagan faiths

Rational selection

Bandarban is a district in South-Eastern Bangladesh, and a part of the Chittagong Division and Chittagong Hill Tracts. One of the three hill districts of Bangladesh and a part of the Chittagong Hill Tracts, Bandarban (4,479 km²) is not only the remotest district of the country, but also is the least populated (population 292,900).

The reason for choosing this place is given below:

1.Natural beauty: Bandarban is place of natural beauty which is a main attraction for the tourist. e.g.Nafakhum is one of the most beautiful waterfalls in Bangladesh and an excellent place to travel. Every traveler should have a tour plan to visit this beautiful tourism spot of Bandarban at least once and then they will feel to visit that travel spot again and again.

Boga Lake is the most beautiful natural lake in Bangladesh. It is also known as Bagakain Lake or Baga Lake.

2.It’s hill tracks: The three highest peak of Bangladesh - Tahjindong (1280 meters, also known as bijoy)[* The height of Tahjindong is 829.66m +/-3m as per a recent measurement with Garmin GPSMAP60CSX GPS], Mowdok Mual (1052 m), and Keokradong (1230 m) [* The height of Keokradong is 986m +/-3m as per a recent measurement with Garmin GPSMAP60CX GPS], - are located in Bandarban district, as well as Raikhiang Lake, the highest lake in Banglades which is the one of the most attracting reason for youth who loves thrill and adventure.

3. Beautiful Buddhist temple: The largest Buddhist temple in Bangladesh, located in Balaghata, 4 km from the town, is one excellent place to visit locally known as 'Swarna Mandir'. This Theravada Buddhist temple. set atop a 60 meter hill, is made completely in the style of South-East Asia and houses a sacred relic and the second largest statue of Buddha in Bangladesh which attract

Environmental Analysis

Strength

Largest hill tracts area of Bangladesh

More than 15 tribal society

Three highest peak of bd Tajhindong, mowdok mual, keokradong are situated here

River sangu the one and only river born inside Bangladesh territory

May can develops the place as a brand

Oppourtunities

Great oppourtunity at a time anyone can see 7 wonderfull place of Bangladesh, they are

Chimbuk hill – one of the tallest hill of bangladesh

Nilgiri – tallest hill resort of BD restricted by ARMY

Shoilo propat – ultimate waterfall

Sorno mondir – Buddhist golden temple

Meghla - combine mini safari park, zoo ,hanging bridge

Nilachol - parjatan motel three storeyed building on a high place

Bogalake – beautifull lake surrounded by high hills

Weakness

Only during the winter and rainy season bandarban shows its original beauty

Insufficient hotel and motel

Always need to drink mineral water bcz the scarcity of pure water

Uncomfortable communication

Threat

Travel on summer season

Restricted hill tract area

Some tribal people

Border side of the country

Target Market Analysis

Market Segmentation: Perhaps the most important marketing decision a firm makes is the selection of one or more market segments on which to focus. A market segment is a portion of a larger market whose needs differ somewhat from the longer market. Market segmentation involves four steps:

1. Identify product related need sets2. Grouping customers with similar need sets3. Describing each group4. Selecting an attractive segment to serve

Target Market: The market segmentation concept is crucial to market assessment and market

strategy. Segmentation can make a huge difference in understanding the market. We do not seem

to target markets in the way other competitors do. We targets people. It focuses on those who

love adventure and want to enjoy the beauty of the nature.

We are marketing to people who have a few characteristics: 

a) Middle/Upper income folks who are willing to pay a bit more for a better enjoyment in

natural beauty.

b) The adventure lover person.

c) Young generation who wants to take adventure and want to enjoy the natural beauty.

d) The tourist of foreign countries.

BRAND ELEMENTS: Brand elements, sometimes called brand identities, are those trademark able devices that serve to identify and differentiate the brand. The main ones are

I. Brand names, II. URLs,

III. Logos, IV. Symbols, V. Characters,

VI. Spokesperson, VII. Slogans,

VIII. Jingles, IX. Packages and signage.

The test of the brand-building ability of brand elements is what consumers would think or feel about the product if they know only its brand name, associated logo, and other characteristics. A brand element that provides a positive contribution to brand equity conveys or implies certain valued associations or responses.

Criteria for Choosing Brand Elements: In general, there are six criteria for brand elements.

This are-

I. MemorabilityII. Meaningfulness

III. LikabilityIV. TransferabilityV. Adaptability

VI. Protectability

While working with that we try to use and apply all those criteria to establish our brand elements.

i. Memorability: A necessary condition for building brand equity is achieving a high level of brand awareness. Towards that goal, brand elements can be chosen that are inherently memorable and therefore facilitate recall and/ or recognition in purchase and/ or consumption setting. In other words, the intrinsic nature of certain names, symbols, logos and the like their semantic content, visual look, and so on-may make them more memorable and therefore contribute to brand equity. Memorability helps the brand-

Easily recognized Easily recalled

ii. Meaningfulness: Besides choosing brand elements to build awareness, brand elements can also be chosen whose inherent meaning enhances the formation of brand associations. Brand elements may take on all kinds of meaning, varying in descriptive, as well as persuasive, content. Meaningfulness means that the brand should be-

Descriptive Persuasive

It will help the brand to easily recall by the consumers.

iii. Likability: Likable means that the brand should be- Fun and Interesting Rich visual and verbal imagery Aesthetically pleasing

iv. Transferability: The fourth general criterion concerns the transferability of the brand element, both in a product category and geographic sense. This could concern on-

Within and across product boundaries Across geographic boundaries and culture

v. Adaptability: The fifth consideration concerns the adaptability of the brand element over time. Because of changes in consumer values and opinions, or just because of a need to remain up-to-date or contemporary, brand elements often must be updated over time. Adaptability should be-

Flexible Updateable

vi. Protectability: The sixth and final general consideration concerns the extent to which the brand element is protect able- both in a legal and competitive sense. This could concern on-

Legally- registered trade mark Competitively

It helps the brand to protect its name from other competitors.

Tactics for Brand Elements:

BRAND NAME: The brand name is a fundamentally important choice as it often captures the central theme or key associations of a product in a very compact and economical fashion. Brand names can be an extremely effective shorthand means of communication. Criteria for an effective brand name are-

Easy to say Easy to spell Easy to recall Communicates, product uses, benefits Legal protection and consider media usage Be distinctive, no negative connotation

The selected name of our brand is “ B IN BANDARBAN”

Bandarban is one of the beautiful tourist place in Bangladesh. For choosing the brand name of “Exciting Bandarban” is easy to say and spell. When people hear the name excitement or adventure they would easily recall it. Using legal protection it can easily protect the brand name and when consumer hears the name they feel the natural beauty of Bandarban.

LOGO: A logo is an iconic symbol, graphic mark or emblem designed to represent a company, product or service. It also highlights the organization’s personality. The logo of “Exciting Bandarban” is-

The logo and symbol benefit the Brand name by-

Logos and symbols are easily recognized This can be easily transferable It can be changed over time

The logo of BANDAARBAN represents the incredible beauty and nature of Hill track. The adventurous people can easily recall it by seeing the logo.

SLOGAN: Te Slogan is “Go, Enjoy the Beauty of Bandarban”.

CHARACTERS: Character is a person or animal or thing that is supposed to bring luck to its users. Here we use the character “MONKEY” which represents the nature where they live. And it goes with the image of Bandarbans natural beauty.

URLs: ‘EXCITING BANDARBAN” has its own website www.bandarban.com where all

necessary information is provided with detail. Here also it has video option where visitors can

see the advertisements, price, pictures and pictures.

Value Innovation

7 Parameter

The way to evaluate the value

1. Performance:

Largest hill tractsBandarban has 3 largest hill tracts in Bangladesh. Name of them are Tajingdong, Keokaradong and Mowdok Mual. Three hill districts of Bangladesh and a part of the Chittagong Hill Tracts, Bandarban (4,479 km²) is not only the remotest district of the country, but also is the least populated (population 292,900). The three highest peak of Bangladesh - Tahjindong (1280 meters, also known as bijoy)[* The height of Tahjindong is 829.66m +/-3m as per a recent measurement with Garmin GPSMAP60CSX GPS], Mowdok Mual (1052 m), and Keokradong (1230 m) [* The height of Keokradong is 986m +/-3m as per a recent measurement with Garmin GPSMAP60CX GPS], - are located in Bandarban district, as well as Raikhiang Lake, the highest lake in Bangladesh.

More than 15 tribal society

More than 15 traibal societies are present in Bandarban, which can represent it with an outstanding level by their tribal thoughts.

Religion

They have several types of religious views. Basically Buddhism is the main religion of Bandarban. Where you can saw Vikkhu (Pious of Buddhism). The religions of Bandarban are_

o Buddhist

o Christian

o Hindu

o Khrama

Languages

Different tribal society have different type of languages. Like_

o Bangla (official)

o Marma

o Bawm

o Mru

Clothing and Dress patterns

Local handloom - cloth fabric, shawls, blankets and more - as well as products of bamboo, cane and wood - buskets, flutes, hats and more.

Although we know they are famous for making Thami and several category tribal cloths. Male are basically wear Lungi , short type Panjabi. Womens wear Thami and Angi…

Foods & Drinks

Their food items are really very delicious. Totally different types of food they like. Normally bangalai are not used to with this kind of food items.

Dry fish (Shutki) is their favorite food, besides this they eat like_

o Morich khola

o Shark shutki

o Nappi

o Several fruits etc.

And if we are talking about drinks items, then I have to say that they are really very hard to drink those things_

o Arra (local rice wine) and

o Ching Rey (beer)

Festivals

o Raj Punno

o Maghi Purnima

o Sangrai

They are celebrating these in their holy occasion, besides this Birth Day of their Vante (Chief Pious) they celebrate it. Pohela baishak is also a very favorite occasion for them they. They usually do a Pani Utshab at that day.

2. Features

As a product Bandarban’s features are it’s own tourism places specially. When a person need to go to Bandarban he must have to know these things. Those are_

Boga Lake A beautiful lake surrounded by high hills and a small village just beside the lake. Boga Lake is the most beautiful natural lake in Bangladesh. It is also known as Bagakain Lake or Baga Lake.

Boga lake is 18 kilometer away from Ruma Sadar Upozilla in Bandarban. The area of this lake is about 15 acres. It is about 3000 feet above sea level. The color of water of this lake is blue and very nice.

Buddha Dhatu Jadi

The largest Buddhist temple in Bangladesh, located in Balaghata, 4 km from the town, is one excellent place to visit locally

known as 'Swarna Mandir'. This Theravada Buddhist temple. set atop a 60 meter hill, is made completely in the style of South-East Asia and houses a sacred relic and the second largest statue of Buddha in Bangladesh.

Chimbuk Hill and Tribal Villages

Chimbuk is one of the tallest peaks in Bangladesh and lies some 14 km from the town. Bawm villages around Chimbuk and Mru villages a little further off are also lie within a day's journey from the town

Keokradong

Keokradong is the second highest mountain of Bangladesh. Keokradong is about 4,035 ft (1,230 meters) high from the sea level of Bangladesh. It is situated at 30 kilometer away from the Ruma sadar upazilla of Bandarban, Bangladesh. This remote area is full of natural beauty. Here the travelers and nature lovers can see many small and big mountains and hills. Keokradong is covered with dense forests, birds and animals

Meghla

Meghla Parjatan Complex is the most amazing tourist or visited spot for the tourists coming from all over the country. Meghla is in the contiguous area of the Bandarban hill district council on the gateway of Bandarban maintained by district administration. It is 4 km from the town on the road to Keranihat, which features a mini-safari-park, a zoo, boat journey, a hanging bridge and at the bottom of the hills artificial lake has been made. It is a popular place for picnic party. A lot of tourist makes the way to Meghla for celebrating their vacations

Nafakhum and Remakri

Nafakhum is one of the most beautiful waterfalls in Bangladesh and an excellent place to travel. Every traveler should have a tour plan to visit this beautiful tourism spot of Bandarban at least once and then they will feel to visit that travel spot again and again.

Nilachal

There is another beautiful place to see near Meghla is called Nilachal also maintained by district administration. it is known as tiger hill. The view of Nilachal is so spectacular for snapping.Nilachal is the nearest tourist spot from Bandarban. It is situated at Tigerpara. It is near about 2000 feet above of sea level and 5 kilometer away from the Bandarban town. From here visitor can see the total glance of Bandarban town and a vast landscape. In the rainy season visitor can be thrilled walking through the clouds.

Nilgiri and Thanchi

Nilgiri, the mountain of blues. This is around 47 kilometers from Bandarban town. Day by day this place became one of the most lucrative tourist spot at Bandarban. You can observe the bewitching beauty of the mountains, where the clouds are playing with the waves of the wind. Its unbelievable site which is not expressible through texts. The mountains of nilgiri are around 2400 to 2700 ft high from the sea level. The meander route by the

vicinity of the mountain are really marvelous. you have to hire a car, or "chander gari"(local cars for public transport) to reach the nilgiri from Bandarban town.

Prantik Lake

Prantik Lake is really a beautiful tourist spot in Bandarban district of Bangladesh. Prantik lake of Bandarban is surrounded by many kind of plants and trees. This amazing place – Prantik Lake will certainly attract tourists minds. Prantik Lake is an ideal place for travel. Prantik Lake located in a village named “Holudia” near the Keranihat-Bandarban Road. Prantik Lake is 14 kilometer away from Bandarban town. Volume of this Prantic Lake area is 29 acres.

Rijuk Waterfall

Rijuk waterfall (Rijuk Jhorna) is located at Ruma upazilla of Bandarban district, Bangladesh. The water of Rijuk waterfall continuously falls into the river Sangu from about 300 feet high hill with beautiful sound throughout the year and this water is shiny like pearl particles in the space creating a unique beauty of nature. Rijuk waterfall is surrounded by different kind of plants and underwood

Sangu River

Sangu River is the complete part of the natural beauty of Bandarban, Bangladesh. Sangu river follows a northerly circuitous course in the hill tracts up to Bandarban, Bangladesh. Sangu river enters the Bandarban district from the east and flows west across the Bandarban district and finally falls into the bay of Bengal at the end of a course of 270 kilometer. Sangu river is flowing through the hills for thousands of years

Shoilo Propat

The waterfall named Shoilo Propat or Shoylo Propat at Milanchari, Bandarban, 4 km from the town on the road to Thanchi from Bandarban town. Shoilo propat is also an excellent site, maintained by Bangladesh Parjatan, the national tourism promotion corporation of Bangladesh.

Tajingdong

Tajingdong, also known as “Bijoy” is the highest mountain of Bangladesh. Tajingdong is about 4300 feet (1310 meters) high from the sea level of Bangladesh. Tajingdong is situated in remakri pangsha union under Ruma upazilla of Bandarban in Bangladesh. According to local tribal language “Tajing” means “Great” & “Dong” means “Hill” so that means “Great hill”.

3. Serviceability

• There is good serviceability in Bandarban.

• Luxurious hotel and cost effective cottage ,

• Comfortable communication vehicle

• Availability of proper Bengali food item

• Travelling cost is moderate according to the service.

• And also maximum places are Army protected.

Differentiate or Die

Differentiating means differentiate me in the prospects mind. On the other hand using an idea to defend, attack, flank and gorilla. The kingdom of cloud Bandarban is very nice place for tourists and adventurous like persons. Here they can touch the clouds, they can make an

adventure trip with the wild nature, and also they can build greatest pleasure moment with the calm and peace nature. There are some strategies to differentiate_

Strategy to Differentiate

1. Identity: Bandarban is a district of Bangladesh, where largest sea beach Cox’s Bazar and largest mangrove forest Sundarban are situated.

2. Personify: Nilgiri, Tajingdong, Keokaradong, Mowdhok Moul etc. largest hills are situated.

3. New Generic: we are actually bothered about those people, who are “young in their mind”. That means those people whore not bothered about their age.

4. Reposition Category: Almost we are discussing about some popular places, but behind those places there is also lot of resources. People are actually not familiar with those, because those places are very difficult to stay. So you can try if you want. If you think you are string minded.

Ways of Differentiated:

1. Being First: Bandarban is only one place where cable cars are activated in Bangladesh. There is another point of view like, A person want to go in hiking, then you must ask him, that “are you go to BAndarban?”. So what is happening here?

2. Attribute: Bandarban is only one place, where you can reach to the top of Bangladesh.

3. Heritages: Features of Bandarban, which means what is in Bandarban for you? What are we going to provide something new? Tahjingdong, Keokaradong, Nilgiri, Boga Lake, Nafakum, Remakri etc.

4. Market specialties: “B IN BANDARBAN” thrills, adventures, wildness and the beauty for survivors.

5. Hotness: Is there anyone who can compete with it? Cox’s Bazar and Sundarban both have its own personality. But who has same personality like Bandarban? The answer should be “None”. None have the same specialty, what Bandarban have.

Brand Sense: Brand Sense:

There some selling propositions, which are gradually changing day by day. Those are_

1. USP (Unique Selling Proposition): Bandarban has its own attributes, like_ Cable car, Longest Hills, and the Top Position of Bangladesh.

2. ESP (Emotional Selling Proposition): Emotionally Bandarban always attached with those people, who visit this place at least one time.

3. OSP (Organization Selling Proposition): We are talking about Bandarban, it’s really good. We are not saying this time. It says those people who almost make travel with Bandarban.

4. BSP (Brand Selling Proposition): Sometimes people like to attach a natural poster in bed room or in car glass. This is about BSP

5. HSP ( Holistic Selling Proposition): Social point of view, Religious point of view, Academic point of view, all sectors are really like to visit and to know new thing every time. So in that case Bandarban is a great place, and the norms or binding are not worked in here.

People have 5 senses:

Smell (80%)

Taste (40%) Touch (70%)

Sound (30%) Sight (100%)

Leveraging secondary Brand:

In this sector we are interested about Bibi Russel, who is a fashion designer and also a tribal succesfull woman. And she can easily represent Bandarban with more value.

10 guidelines for building Bandarban as strong brand

Place is Brand

Brand personality

Brand promise

Brand is more than a product

Brand equity

Brand elements

Brand positioning

Secondary leverage

Differentiation

Blue ocean strategy

22 Immutable Laws of Branding

1. The law of Expansion

2. The law of Contraction

3. The law of Publicity

4. The law of Advertising

5. The law of the word

6. The law of Credential

7. The law of Quality

8. The law of Category

9. The law of Name

10. The law of Extensions

11. The law of Fellowship

12. The law of Generic

13. The law of Company

14. The law of Sub brands

15. The law of Siblings

16. The law of Shape

17. The law of Color

18. The law of Borders

19. The law of Consistency

20. The law of Change

21. The law of Mortality

22. The law of Singularity