marketing plan on tourism in bangladesh based on its indigenous music

Marketing Plan on Tourism in Bangladesh based on its Indigenous Music

GROUP MEMBERS

1. B M Javed Bin Gofran 09108290302. Jyoti Jiban Khisha 09108490303. Masud Rana 0834560304. Esnaina Quader 09108610305. Manzur-E-Mowla 09106250306. Shahariar Rahman 0930245 030

Summarized Contents of the Plan

• Defining the service and its goal• Targeting the defined market segmentation• Positioning• Internal and external anaylisis• Marketing 4Ps• 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 StatementTo 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

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.

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)

Short term goals:To make the target customer aware of our service and attract them to participate.

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:

Goal: Our long term goal is to extend our coverage to at least five more tour spots within the next five years.

Objective: To achieve such goal, we will be conducting surveys to collect information and find suitable locations for placing our service.

Market Segmentation

Geographic: Geographically, we are targeting all over Bangladesh but Dhaka would be our the most potential segment.

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 self-employed.o Social Class: Working class, middle class, upper-middles, lower-uppers

and upper-uppers.o Gender: Unisex.

Market Segmentation (contd) Psychographic:oThinkersoAchieversoInnovatorsoExperiencersoBelievers

Market Segmentation (contd)

Behavioralo 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 are 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


• Separately, there is market for both but together there 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


• 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 all 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 are 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: The pioneer tour agent in Bangladesh. Highly specialized for Shundarban visit. They have their own ship.

Toursbd: Expert for Group and corporate tour, Eg. Tour from ffice.

Special Holiday: They provide Service in special time and occasions, like Eid, New

year


Asian Holiday Ltd: They focus on their highly experienced and professional guides

and employees.

Sparkle tourism: This firm provides superior service only to specific locations.

Sylhet, cox’s bazar, Khulna, etc.

Annex Travel and consulting Group: They also provide regular tourism services in different location in

the country.


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

Strength Brand Recognition & Reliability Network Reach of Parjatan Infrastructure

Weakness Limitation of Financial Resource Lack of professionalism among the service representatives Long and unnecessary chain of command

SWOT Analysis

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

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 4P (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)Sylhet Rangpur Kushtia Chittagong

January - November

1st & 4th weekends of each month




December Every weekend of the month

Every weekend of the month



oFamily Package (4 persons)oGroup Package (10 persons)oCouple Package (2 persons)

Contents of Sylhet Tour

Accommodation: Parjatan Motel (with food) Transportation: AC and non AC bus service for highway; local transportation. Tour Guide: Local personnel who will guide the tourists from places to places

with a given schedule. Historical sight-seeing: Museum of Raja where tourists can know more about

Hason Raja. Cultural Show: It will be performed by local performers. The performance will be

based on the songs of Sylhet that are: Compositions of Shah Abdul Karim: Aftab Sangeet, Gano Sangeet, Kalnir Dheu, Dholmela,

Bhatir Chithi and Kalnir Kooley Hason Raja’s Sangeet Dhamail: Folk music and dance Bhatiali Sangeet Baul Sangeet Hason Raja (film): It will be shown in the projector. The movie is based on the life of Hason

Raja.

Contents of Rangpur Tour

Accommodation: Parjatan Motel (with food) Transportation: AC and non AC bus service for highway; local transportation. Tour Guide: Local personnel who will guide the tourists from places to places

with a given schedule. Historical sight-seeing: Tajhat Palace (a former jamindar’s palace), different

jamindar’s houses and Town Hall (Where different cultural programs are held).

Cultural Show: It will be performed by local performers. The performance will be based on the songs of Rangpur that are: Bhawaiya: Popular folk music of Ranpur. Gambhira: Performance with distinctive rhythm and dance, personifying a man and

his maternal grandfather, discussing a topic to raise social awareness. Baul Sangeet Uttorer Shur a film about Bhawaiya singer.

Contents of Kushtia Tour Accommodation: Parjatan Motel (with food) Transportation: AC and non AC bus service for highway; local

transportation. Tour Guide: Local personnel who will guide the tourists from places to

places with a given schedule. Historical sight-seeing: Shilaidaha Kuthibari, the famous residence of

Rabindranath Tagore and Laloner Akhra. Cultural Show: It will be performed by local performers. The performance

will be based on the songs of Kushtia that are: Lalon Sangeet Rabindra Sangeet Baul Sangeet

Contents of Chittagong

Accommodation: Parjatan Motel (with food) Transportation: AC and non AC bus service for highway; local

transportation. Tour Guide: Local personnel who will guide the tourists from places to

places with a given schedule. Historical sight-seeing: Chakma Rajbari, Buddist Temple, Kaptai Lake etc. Cultural Show: It will be performed by local performers. The performance

will be based on the songs of Chittagang that are: Song and Dances of Jum Cultivation Goriya Nritto Biju Gaan Many more

MARKETING 4P (PLACE)

Place

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

Place

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

corporate office.

MARKETING 4P (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 competitiononline; where the winner would get a “Two Person” Package in any of the sites.

Pricing: Chittagong TripEstimated Cost (Ac bus facility): Types of costs Estimated Cost (Non-AC bus): Types of costs

Up down transportation-----2500tk/personfor AC bus (1250*2)

Up down transportation------1400tk/personfor Non-AC bus (700*2)

3 day local transport cost---520Tk /person 3 day local transport cost-----520tk/person

Food, 3days ( 420*3---------1300Tk /person Food, 3days 420*3 ------------1300tk/person

Room 2night------------------- 1800 Tk Room 2night -------------------1800tk

Total cost with AC bus ------------6120TK/person Total cost with non AC----------5020tk/person

Expected Price to be charged per person: 7899 Tk Expected Price to be charged per person : 6899Tk

Pricing: Sylhet Trip Estimated Cost (Ac bus facility): Estimated Cost (Non-AC bus):

Up down transportation ----------1900 Tk /person

for Non-AC bus (950*2)

Up down transportation------1100tk/personfor Non-AC bus (550*2)

3 day local transport cost-------- 520Tk /person 3 day local transport cost-----520tk/person

Food, 3days 420*3 ----------------1300Tk /person Food, 3days 420*3 ------------1300tk/person

Room 2night ------------------------1600 Tk Room 2night --------------------1600tk

Total cost with AC bus --------------------5320Tk Total cost with non AC --------------------4520tk

Expected Price to be charged per person : 6950 Tk Expected Price to be charged per person: 5899Tk

Pricing: Rangpur Trip Estimated Cost (Ac bus facility): Estimated Cost (Non-AC bus):

Up down transportation cost ----2000tk/personfor AC (1000*2)

Non AC bus (550*2) -------------1100tk/person

3 day local transport cost ---------500/person 3 day local transport cost ------500tk/person

Food, 3days 400*3 -----------------1200tk/person Food, 3days 400*3 -------------1200tk/person

Room 2night ------------------------1600tk Room 2night --------------------1600tk

Total cost with AC bus -------------------5300tk Total cost with AC bus --------------------4400tk

Expected Price to be charged per person: 6499tk Expected Price to be charged per person : 5499tk

Pricing: Kushtia Trip

Estimated Cost (Ac bus facility): Estimated Cost (Non-AC bus):

Up down transportation cost---1900k/personfor AC (950*2)

Non AC bus (500*2)-------------1000tk/person

3 day local transport cost--------500tk/person 3 day local transport cost -----500tk/person

Food, 3days 400*3 ---------------1200tk/person Food, 3days 400*3 -------------1200tk/person

Room 2night -----------------------1500tk Room 2night --------------------1500tk

Total cost with AC bus --------------------5100tk Total cost with AC bus -------------------4200tk

Expected Price to be charged per person: 6499tk Expected Price to be charged per person: 5499tk

MARKETING 4P (PROMOTION)

Objective & Strategy

• Marketing ObjectiveA 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 StrategyTo 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 PropositionWe 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 MediaFocusing on Kushtia

Print & Outdoor MediaMusical Bangladesh

Print & Outdoor MediaTarget Market

SegmentChannel/location Frequency/

duration/sizeCost

Print Media Each and every segments

Daily Prothom Alo & The Daily Star

January 2013 - December 2013:Every Friday and Saturday3rd Page 6 inches-column192 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 city50 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 ActivityTarget Market

SegmentChannel/location

Frequency/duration/size

Cost

PR Activity Specially young

generation

Cultural public fairs &

Universities

20 events in one year

BDT 600000

TVC

• Duration: 30 secondsTelevision 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

Channel/location Frequency/duration/size

Cost

TVC Each & every segment

BTV, Ntv and Channel iFrom 7pm to 10pm

January 2013 - December 2013Each Thursday, Friday and Saturday 3 times in each channel1296 times in one year

BDT 51840000

RDC

• Duration: 30 seconds• Information will provided.• Same background music as TVC



Cost

RDC Each & every segment

Bangladesh Betar & Radio Foorti

3pm-6pm & 10pm-12pm

January 2013 - December 2013Each Thursday, Friday and Saturday; 4 times in each channel1152 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.


Channel/location

Frequency/duration/size

Cost

Leaflets & Brochures

Especially for corporate

people and family persons

Hotels, bus stations, corporate offices

20 lac copies 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



Internet Media Especially for young generation

Facebook & Website

Every day

BRAND EQUITY & PROJECT EVALUATION

Brand Dynamics Pyramid

Presence

Relevance

Performance

Advantage

Bonding

Strong Relationship

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:

Name: Musical BangladeshTagline: “…where music embraces the heart…”Campaign Slogan: Experience the Musical Bangladesh

Project Evaluation

• Phase1: Pre Execution Evaluation • Phase 2: Post execution Evaluation

• Phase 1: Pre Execution Evaluation • Concept testing:

Examines the proposed content of an advertisement and the impact that content may have on potential customers.

Conducted before spending money to develop an advertisement or promotional piece. Test conducted: Reaction test

• Copy Testing:

The Copy test technique was used when the advertisement contents were finished and prior to production.

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.

THANK YOU

marketing plan on tourism in bangladesh based on its indigenous music

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