iibc round 2_ bandarban branding

IIBC Round 2

Team Simplex

Primary Objective

MODEL DISTRICT

Branding &

Promoting Tourism

Branding &

Promoting Business

Industry Analysis &

Market Understanding

SWOT Analysis

Industry Analysis & Market Understanding

Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &

Evaluation

Str

en

gth

• Natural Beauty (is already associated with tourism)

• Pollution Free

• Away from hustle and bustle of the city

• Rich History and Heritage

• Agriculturally Viable Option- Silk Cotton, Turmeric and Alley Cropping

• Close to Chittagong

We

ak

ne

ss • Lack of Security and Safety

• Bad Transportation Network

• Not enough Food and Accommodation facilities, very few and highly priced hotels

• Locals are distrusting towards mainstream government activities

Op

po

rtu

nit

ies • Biggest ‘Plausible’

Tourist Hub, if awareness can be created

• Untapped natural Resources

• Differentiating Factor: Adventure Tourism, view into diverse local culture & Novelty

• Handicraft- local factors can be used

• Infrastructure is improving

• Sustainable Agro-structure can be and is being developed

• Lots of room for Job Creation

Th

rea

ts • Fear of safety in the minds of the tourists

• There was wide-spread unrest in the district

• Most people do ‘jhumm’ chaash or slash-and-burn farming which is reducing fertility of soil and may cause a loss in livelihood of people

Problem IdentificationLack of proper

communication

link/infrastructure

Diluted Brand Image of

Bandarban as ‘a tourist

spot’

Lack of proper

accommodation

Locals not welcome towards change

Security & Safety problem

Not enough activities

other than sight-seeing

No sustainable

agro production

Not enough Human

Resources

• Lack of proper communication, food, accommodation, safety and securityL

• Agricultural UnderutilizationA

• Collective distrust towards the governmentC

• Knowledge is UnclearKIndustry Analysis &

Market UnderstandingBuyer’s Behavior TG Identification Marketing Mix Branding Campaign Feasibility

Monitoring & Evaluation

Buyer’s Behavior

Buyer’s Behavior

Of Tourists:

Security Problems

Accommodation and Food Problems

Transportation links

Adventure seeking people go there

Tourists get a feel of serene tourism away from mass tourism

Of Businesses:

Mostly Untapped

Resources are not considered as plausible raw materials for production

Agriculture of this district is not branded

Jum chash is slowly dying out so they are looking for alternative sources of food



Evaluation

Segmentation and Target

Group selection

Segmentation



Evaluation

Tourists Businesses

Main Broad Segments

Segmentation



Evaluation

Geographic Segmentation

of local Tourists

Local

Urban

Semi-Urban

International

Segmentation



Evaluation

Disposable Income of local Tourists

High Disposable

Income

Low Disposable

Income

Medium Disposable

Income

Segmentation



Evaluation

Age: 8-15

• THE IRRELEVANT VOICES

• Middle School Goers

• They understand the concepts of vacations and actually voice their desires to go to a specific place but because of their age, their parents ignore them

• 23% of the total populace

Age: 16-20

• THE INFLUENCERS

• High School Goers

• On family vacations their preferred place to go is usually the place parents go to

• Early impact on this segment will be fruitful in the future


Age: 20-25

• JUST DO-ERS!• University goers

• Go to plenty of vacations with friends

• Independent

• Loves adventures, thrill seeking

• Wants novelty for new life experiences


Age: 26-45

• FAMILY GUYS• Job holders or

married with family

• Go to plenty of vacations with colleagues and family

• Wants novelty


46+

• THE CHILLAXERS

• Retired

• Wants relaxing places

• Doesn’t care much about novelty or adventure


Bangladeshi

Locals

Youth (16-25)32% of population

52.3 million

Rapid Market

Expansion

High or Medium

Disposable

Income

Seeks Novelty

Urban and Semi

Urban

Looks for

Adventure and

Thrills

Wants new Life

Experiences

Target Group 1



Evaluation

Target Group 1

Bangladeshi

Locals

By-Gone Youth

(25-45)35% of population

57.2 million

Rapid Market

Expansion

High or Medium

Disposable

Income

Seeks Novelty

Urban and Semi

Urban

Looks for

Relaxation

Wants new Life

Experiences



Evaluation

Target Group for Businesses



Evaluation

Transportation

Food (local delicacies)

Hotels & Tourist Guides

River Cruise & Adventure Sports

Handicraft

Service

Pillows and Mattress manufacturers

Pharmaceuticals(Diuretics), Soap, Fertilizers (All from Silk Cotton)

Food and Beverage (Alley Cropping and Turmeric)

Manufacturing

Farmers of Food (includes fruits and turmeric)

Silk Cotton and Flowers

Agriculture

The Marketing

Mix

Product

Promotion

Place

Price

Product



Evaluation

Local Heritage &

Culture

Silk Cotton & Turmeric

Bandarban’sbeauty

Alley farming

Place



Evaluation

All Over BD (Urban and Semi

Urban Areas)Universities

Work PlacesVirtual

Electronic Network

Businesses for B2B

Price



Evaluation

Make more expensive than mass tourism

Medium to high Income group

Eco-tourism

Promotion



Evaluation

Social Media

Print Ads

Promoting BandarbanTourism

BrochuresDirect Selling

Radio Ads

TV Media

Billboards

Branding Strategy

Brand Logo:



Evaluation



Evaluation

Brand Tagline:

REDISC VERINGBANDARBAN



Evaluation

Phase 3:

Rediscovered Bandarban

Phase 2:

Bridging Phase

Phase 1:

Foundation Phase



Evaluation

FoundationPhase

Improve Infrastructure

and Security

Create Liason &

Connectionwith locals

Reach out to Primary and

Manufacturingbusiness

Implementation of Alley farming

Phase # 1



Evaluation

Phase # 1 breakdown

• Community policing

• Improve the roads to the major locationsImprove Infrastructure

& Security

• Most Important

• Promote the idea that we are providing for them for following their own culture

Create Liason and Connection with Locals

• PRAN who already acquire turmeric

• Pharmaceuticals & Users of silk cottonReaching out to

Primary & Manufacturing Business

• Tropical fruits, Rubber and Silk Cotton Implementation of

Alley farming



Evaluation

Bridging Phase

Reach out to Tourism &

Hospitality

Comprehensive Campaign promoting

Bandarban as

SAFE

Developing the infra-structurefor Handicrafts

Social Media Campaign

Phase # 2



Evaluation

Phase #2 Breakdown

• Reaching out to the hotels with the entire plan while encouraging local investment

• Reaching out to chain food places

Reach out to Tourism & Hospitality

• Video promoting the idea of a SAFE Bandarban

• Similar ads given in Print Media

Campaign Promoting Bandarban as SAFE

• Develop a network with the local handicrafts makers

• Develop showrooms where they can be gathered and sold

Develop the infra-structure for Handicrafts

• Trip to the cloudsSocial Media Campaign



Evaluation

Rediscovered Bandarban

Promote Adventure

Promote Ecotourism: Experience &

Ecopark

Travel show

Promote IndigenousCulture of Bandarban

Phase # 3



Evaluation

Phase #3 Breakdown

• Highlight the trekking, river-rafting options

• Highlighting the highest peaks of the country

• Social Media Campaign: #RediscoveredBandarbanPromote Adventure

• Ecotourism ensures natural beauty is maintained, which would be ruined through mass tourism

• Eco Parks and the “VILLAGE OF THE ORIGINALS”

Promote Ecotourism: Experience and Eco-park

• 8 travel shows featuring the 8 major attractions of bandarbansshown in prime-time over two monthsTravel Show

• Promoting the indigenous culture as it is Unique in Bandarban

• Social Media Campaign: Selfie with the originals

Promote Indigenous culture of Bandarban



Evaluation

Campaign Timeline



Evaluation

Campaign Budget

Item Cost in BDT

Cost of Human Resources 1,925,000

Brochures 20,000

Video 6,000,000

News Paper 5,848,000

Billboards 5,400,000

Tribal Village 1,500,000

Trekking 500000

GRAND TOTAL 21,193,000

Feasibility



Evaluation

Sustainable

Practical

Feasibility

Wholesome

Feasibility

• Eco-tourism• Alley farming

• Maximizing on the strengths and the opportunities

• Diversification

• Addresses all economic Sectors• Takes into consideration all

Stakeholders• Tactful Towards Indigenous

people

Monitoring &

Evaluation



Evaluation

Monitoring & Evaluation

• Alley farming progress

• Number of new investors in the areaPhase 1

• A survey at the end of the campaign to understand the perception of Bandarban’s safety among the populace

• Number of Hotels, restaurants and transportation facilities

• Participants in the social media campaignPhase 2

• Number of Actual Tourists

• Number of people participating in the social media campaignPhase 3

Model District

Thank You!Questions