Branding Char Kukri Mukri-Brandwitz 2015

DEXTERSTEAM

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


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.

2

3

1

4

at a glance

Core Issues


LACK OF AWARENESS UNDERUTILIZED RESOURCES

LACK OF PROPER FACILITIES OVER SHADOWED BY

OTHER PLACES TO VISIT

Symptoms VS Problem


LACK OF KNOWLEDGE ABOUT IT’S

EXISTENCE

LACK OF BRANDING

bSurvey: What are people actually looking for?

WILD LIFE EXPERIENCE ADVENTURE

Market analysis


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


THE PLAN

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



Go wild with bikeAlign current trend: Go bike packing

and experience the majestic wild

beauty

Time: November-February

Difficulty level: Medium

Char Kukri Mukri



Bird WatchCHAR KUKRI MUKRI

Char Kukri Mukri

Birds watch

2

3

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4

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

2

3

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4

The Approach

Generating HYPE Maintaining HYPE Engaging people

Quarter 1

Sample Creatives

Infomercial

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)

Print Advertisements

Bill-board

Char KukriMukri

Bill-board

NEON billboard

Grabs Attention

Strategic

locations – Near

airports, hotels,

zoo etc

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)

Spokespersons

Musa Ibrahim Tyler Stableford

Wasfia Nazreen

Suresh Kumar

Concentration on Photographers

Photography Contest

Winner gets a DSLR and exposure

Exhibition at Bengal Art Lounge

Special discount for professional photographers

Online Promotions


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


#WildestSelfie



Online

Google Instagram

Quarter 2

#WildestSelfie


#WildestSelfie

Selfie Contest

Post wild

and crazy

Selfie

Use the

Hashtags and

share on

Facebook

Wildest Selfie

taker gets

Walton

Smartphone

and Selfie with

Ananta Jalil

#WildestSelfie

#CharKukriMukri


Quarter 4

Promotional Booth

Discount at on-spot purchase/booking

Foreign travelers can be approached


All sorts of packages/travel plans,

catalogues and information available

Advertisements and Documentary and

photo exhibition

Overall Bangladeshi tourism promoted

THE BUDGET

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


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


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




Q U A R T E R 4




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


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


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




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


3 #wildselfie Tk 1,50,000

4 Billboard Tk 13,50,000

Budget- Quarter 4

Serial Event Cost

1 Booth Tk 5,00,000




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

EVALUATION

Monitoring and Feedback


Number of calls/inquiries to travel

agencies

Online feedback: Facebook,

YouTube, Website and Web

searchNumber of Visits

CONTIGENCY PLANNING

Contingency Planning


EVALUATE THE PLAN, FIND LACKINGS

ADJUST ATL/BTL FREQUENCIES

ANALYZE THE OVERALL FEEDBACK

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Contingency Planning


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

CHALLENGES AND FEASIBILTY

Financial Challenges


Challenge: High expenses

Solution: Higher reach: therefore greater

return both locally and internationally in the

long run

#1

#2

Marketing Challenges


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


VISION 2017

Facility for Wildlife Researchers and Environmentalists

World’s Biodiversity Area by IUCN

International recognition attracts tourists

Will build awareness through out the world

Royal Bengal Tiger: On edge of Extinction

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.

ThankyouQuestions?

APPENDIX

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

Logo

Delivers brand message

• Funky and attractive

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4 Visualized

Char KukriMukri

Date post:	09-Jan-2017
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