WEL
COME
PRES
ENTA
TION O
N
IMC P
ROGRAM ON Z
OO
P R E P A R E D F O RS H A H E D R A H M A N
C O U R S E I N S T R U C T O RM K T 3 3 7 . 4
WE ARE
Khandakar Fazle Rubby
Jyoti Jiban Khisha
Navila Nowshin
Tazneen Affnaan
Safayet Bin Taiyab
INFORMATION SEARCH STEPS:
Entertainment behavior of
the target market
Ability to spend money
Willingness to spend
Form of entertainmen
t
MARKET SEGMENTATION
Secondary School Students
Primary School
Students
Base - Educatio
n
High School
Students
University
Yet to enroll /
not enrolled
IMC PROGRAM
Advertising
Sales Promotion
Personal Selling
Direct Marketing
Public Relation
Advertising
Objective: Making people aware of the complete new look of “Zoorassic Park”
Tools used in advertising:
Television Internet Newspaper Outdoor advertisement
Television:
Two types of appeal Humar & Rational
Design : Animation and Dramatization
Channels to be broadcasted: Ntv Channel I BTV etc.
Add type: Sponsorship program, pop up add etc.
Add will be shown more during the festivals as Eid,Winter vacation etc. (pulseting)
Newspaper Add
Advertise only in the famous daily's.Shall contain details of the place, price etc.
Preferred National newspaperProthom-alo
The daily starThe daily Jugantor etc.
Billboard
Shall be placed at various cities Dhaka, Chittagong Sylhet etc. Intersection of the main roads.
Public gathering places.Where the traffic count is high.
Total no of billboards - 28
The Strategic Alliance with
Banglalink BRTC Bangladesh Rail Radio Foorti
Internet
Website at WWW.zoorassicpark.com
Hyperlink of zoo at different websites
Feedback and interaction option
Sales Promotion:
Coupons Premiums Contest and sweepstakes sampling
Coupons:
Bounce back-Coupons will be placed inside packages – they encourage repeat purchases.
Instant redemption-Instant discount while making the purchase. For example – price of single entry is 10 tk, but when a customer buys 5 tickets at a time he will get 5 taka discount.
Premium:
Free- in- the- mail: As the new generation is closely related to internet so we decided to give gifts to that visitor who visit the zoo for 3 times and after the 3rd time they will provide with a card that they have to mail to us and we mailed back a gift for him.
In- or on-package premiums: These are usually small gifts inside the product. As we are providing gifts for visiting our place for several times so we are not using this premium package.
Self-liquidating premiums: We will arrange some gift and prizes for the children inside the zoo and to get that, their parents have to pay a very little amount of money. The gifts are- mask and outfit of animals, some zoo based toys etc.
Contests and sweepstakes:Sampling:
Media sampling : We are thinking to attach one entry ticket with Prothom-alo ( the most popular newspaper) at any Friday. So that it encourage the whole family to come and visit the zoo.
Cross-ruff sampling : We will tie up with some famous toy shops of Dhaka city and by selling the toy of our logo, they provide the customers with a free entry ticket.
Direct sampling : Our agent will go to the parents of school going children and give them a free trip to the zoo by showing the a video clip of the overall zoo.
Personal Selling:
Telemarketing:
Out bound telemarketing – Make the marketing through phone calls like the teachers of the schools or colleges.
In bound telemarketing – Own websites and we will do the advertisements through the billboards, leaflets, posters, banners etc.those source people will call us to know information’s regarding the zoo and the facilities. They can also give their feedback after visiting the zoo which will make us to overcome the lacking for the betterment of the organization
B2B:
Field sales- Occurs when a salesperson visits the customer’s place of business. For example we can say that our sales person will visit different schools and colleges of Dhaka city to promote our zoo and the general features. They will be there with a full presentation about the project and they will present it in front of the school authority.
Technology based sales- its almost related with telemarketing. As we are concentrating on both in bound and out bound telemarketing so we have already cover technology based sales. As well as we are going to use mail, internet to encourage our visitors to come and enjoy the facilities of our zoorassicpark.
Personal selling:
Samples
Telemarketing
B2B- personal
selling
Public Relations
The public relations Department is a unit in the firm that manages publicity and other communications with every group that is in contact with the company.
Internal Stakeholders These employees working in different departments work all
together with the IMC program, so that each and every employee receives a constant stream of information. Our
employees’ remains consistent with the message and image they are trying to convey to our targeted customers.
Green Marketing
In Dhaka Zoo, at each and every corner we have placed a Recycle Bin which is green in color and resembles that each one of us is aware green marketing and making a better world.
Direct marketing
Direct marketing is vending products to customers without the use of other channel members. We have created Dhaka Zoo website, where new customers can check the daily schedules and timings of the zoo. Customers those who wish to be member of the website can simply log on and check or receive the monthly offers and contests which are going to be held within the coming days.
Corporate Social Responsibility
We have made guidelines that all the employees/workers/managers are abide to follow. During recruitment each one has been provided with the code of ethics as a guideline to create a strong base in their ethics.
Cause – Related Marketing
Dhaka Zoo has initiated a cause related marketing, to collect funds for the development of the World Largest Mangrove Forest – the Sundarbans. This will help us to build a positive image towards the customers.
Evaluation:
Internet visit
Redemption rate
Recall and recognition
Concept and copy testing
Test market
TOTAL BUDGET
TV: 55350000
Newspaper: 19761000
Internet 5000000
Sales Promotion: 10500000
Personal Selling 4000000
Public Relation: 10000000
Contract with BRTC and BR 15000000
Total 119611000
Thank You!