A marketing plan on

“Birishiri”

The most photogenic natural place in

Bangladesh

Place marketing:

A marketing plan on

“Birishiri”

The most photogenic natural place in Bangladesh

Prepared for:

Dr. abu naser ahmed ishtiaque

Associate professor

Department of marketing

University of Dhaka

Prepared by:

Md. sorowar hossain

Roll: 095

Mba 13th batch

Department of marketing

University of Dhaka

March 04, 2012

University of Dhaka

EXECUTIVE SUMMARY:

Shusong Durgapur of Birishiri is one of the most natural & photogenic places in Bangladesh.

It can be one of the most popular tourist spot on the country. This place has immense

potential to be number one tourist spot in this country.

The main attraction of Birishiri is the ceramic hill of Durgapur and the picturesque landscape

along the Somessori River. Except the rainy season it’s hard to find any water in the river and

that’s why the river changes its landscape color with the seasons. There is also an ethnic

museum at Birishiri. It’s a must place to visit while you are in Birishiri.

Our prime objective is to position Birishiri in the target customers mind as top most priority

when they decide about a tour.

Situation analysis:

Bangladesh is one of the few countries in South Asia, which remains to be explored.

Bangladesh has a delicate and distinctive attraction of its own to offer and it is definitely not

a tourist haunt like Nepal or India. Bangladesh is like a painter's dream come true with a rich

tapestry of colors and texture. The traditional emphasis of the tourist trade has always been

on the material facilities offered by a country rather than on its actual charms. This may be a

reason why Bangladesh has seldom been highlighted in the World's tourist maps.

 

It's a land of enormous beauty, hundreds of serpentine rivers, crystal clear water lakes

surrounded by ever green hills, luxuriant tropical rain forests, beautiful cascades of green tea

gardens, world's largest mangrove forest preserved as World Heritage, home of the Royal

Bengal Tiger and the wild lives, warbling of birds in green trees, wind in the paddy fields,

abundance of sunshine, world's longest natural sea beach, rich cultural heritage, relics of

ancient Buddhist civilizations and colorful tribal lives, - Bangladesh creates an unforgettable

impression of a land of peace.

There are lots of places that are yet to discover in Bangladesh. Birishiri is one of the places

what people want and where people can enjoy the immense natural photogenic look, the

beauty of hills and the magnificent beauty of Somessori River.

Market summary:

We have a very broad market in the tourism sector. Our market consists of individual and

business group who prefer travelling in the holidays for relaxation and enjoyment. Specific

segments being targeted during the first year include professionals, corporations, students and

individual.

There are lots of things to enjoy and experience by the visitors. Visitors may enjoy the

ceramic hill of Durgapur and the picturesque landscape along the Somessori River. There is

also an ethnic museum at Birishiri.

The easy access of the transportation facilities and the low cost structure of the place can

have significant positive impact on the visitors. Its short distance from Dhaka is other things

that can create competitive advantage over other places in the visitors evoked set of

alternatives.

SWOT Analysis:

SWOT analysis is a major tool for determination of strengths, weakness, opportunities and

threats. SWOT analysis of Birishiri is given below:

Strength: strength is internal to the product itself. Here we are talking about a place the

strength of the place is given below:

1. Red Hill: it is one of the most beautiful hills in the country. Most of the people enjoy

the view of the red hill.

2. Somessori River: there is a river named somessori where the color of the water

changes with the change in the season. This magnificent beauty of the Somessori

River attracts many visitors.

3. Photogenic Natural look: it has the most photogenic natural look among all the

places in the country. Those who love the photogenic natural look will be highly

satisfied by the photogenic beauty of Birishiri.

Weakness: weakness is also internal for any product. In case of Birishiri it has some

weakness. The weaknesses are as follows:

1. Lack of accommodation: the accommodation facilities of the Birishiri are not

sufficient for a family tour. High end people will find themselves uncomfortable with

the accommodation facilities of Birishiri.

2. Lack of good communication: the communication facilities of Birishiri are not good.

The road are so narrow and its takes long time to reach Birishiri.

3. Polluted river water in Rainy season: in the rainy season the water of the Somessori

River gets polluted and Birishiri experience is not well enough. The rural roads

become muddy and it’s become very tough to move from one place to another.

Opportunities: opportunities are external elements that may provide advantage to the

planning process. The major opportunities associated with Birishiri are given below:

1. Increasing demand: the demand for visiting Birishiri is increasing day by day. Most

of the cases people who love to travel instantly prefer Birishiri than any other place in

the country.

2. Communication improvement: the govt. of Bangladesh already undertakes

initiatives to construct the damaged roads and build some small bridge to connect

Birishiri with the every corner of Bangladesh.

3. Infrastructure development: govt. also takes initiative to develop the infrastructures

of Birishiri to make it comfortable to the visitors.

Threats: the threats are another external variable that influence the marketing decision and

the potential of business. There are some threats associated. They are:

1. Increased competition: every place is trying to attract visitors so they are investing

huge amount to develop the infrastructure and other facilities.

2. Lack of control: the lack of control of the proper authority can make its existence

vulnerable. And the immense beauty of the Birishiri can be destroyed if necessary

steps are not taken immediately.

Competition: the competition in the tourist industry is increasing at a rapid pace. The

emergence of new tourist place increases the competition almost every day. Birishiri also

have competitors. The key competitors are:

1. National Park Gazipur: the Gazipur national park is one of the key competitors of

Birishiri. Most of the case people who prefer one day huge out or picnic they mostly

prefer Gazipur national park.

2. Tangail Rajbari: it is another competitor of Birishiri. It is near to Dhaka and its

historical value and branding is more intense than Birishiri but the beauty of Birishiri

is beyond the description compared to the Tangail Rajbari.

3. Bonshi River Savar: it can be another potential threat for the Birishiri. Evening in the

Bonshi River can be a mind-blowing experience with the dearer ones.

4. Nuhas polli: it is an established spot for the visitors. Its brand recognition is very

high.

5. Sonargoan: the ancient capital of Bengla sonargoan is another competitor for the

Birishiri. The awareness of the common people is very much high about the

sonargoan.

MARKETING STRATEGY

Segmenting: we will segment the market based on the economic condition of the visitors.

We identify three groups of visitors’. They are

High income group

Medium income group

Low income group

We will design custom offerings for each of the above group. We will consider the needs and

ability of the above group and provide the best we can within their affordability.

Targeting: we will target all the three groups identified in the segmenting process. For each

target we will communicate and provide different offerings’.

Positioning: we will position Birishiri as the most photogenic natural environment in the

minds of the visitors.

MARKETING MIX

Product strategy: the hills, river and the natural beauty of the Birishiri all are the product in

our marketing mix. A visitor will be able to enjoy the beauty of the red hill, the magnificent

beauty of the Sommessori River and the most photogenic natural environment in the

Bangladesh.

Pricing strategy: the level of price will be affordable for all level of visitors. In most of the

cases visitors finds it too costly to visit any beautiful place. Sometimes they hesitate to visit a

place because they perceive that they need to pay more than the enjoyment and relaxation

they get from that place. But in Birishiri we will provide feelings of net positive gain for the

visitors. We will provide more than they can get with the same price.

Transportation strategy: we will manage the best transportation facilities for the visitors.

Those who have personal transportation can use their personal transportation. But who don’t

have any personal transportation we will manage transportation from their convenience

perspective. With better transportation facilities we will make it easy for the people to have

access in the Birishiri.

Promotion Mix: we will use a wide array of promotion mix for the promotion of Birishiri.

We will use the following:

1. Advertisement: it is one of the prime promotion strategies for our Place. We will

advertise heavily on different media like TV, Newspaper, and Magazines etc. as our

place is a new one in the marketplace we need to make people aware about feature of

the Birishiri. To make people aware heavily advertisement is necessary.

Advertisement on billboard and special tourism magazine will be another important

source of promotion.

2. Sales promotion: we will give different discounts on different occasions and seasons.

3. Public relations: it is another major source of promotion for our place. We will

arrange press conference and different seminar demonstrating the beauty of Birishiri.

And we will try to communicate that it is an asset of the country and this asset need to

be taken care of by individuals, society and govt. the mass public relation will create

awareness among the common people. And interest will grow for exploring the

beauty of Birishiri.

4. Direct marketing: this approach can also be applied. This approach can be effective

for different groups like corporate groups.

MARKETING RESEARCH:

Using research, the demand and want of the visitors will be identified. The expectation of the

visitors is very important in this sector. According to their expectation we will try to deliver

the best services. Brand awareness research will help to identify the effectiveness of the

messages. Finally, customer satisfaction studies will be conducted to identify their

satisfaction level and loyalty behavior.

The Management Team

Our management team consists of very skilled and experienced personal. They have both the

competency and inclination to do what is best for the organization. The management team

has the ability to understand the psychology of the markets and they have the ability to

integrate different strategy to better satisfy the client. This highly experienced and skilled

management team will be well compensated.

After creating the brand awareness more higher and experienced people will be recruited for

the post of General Manager. The sales forces will also be very active to accomplish the

objective of the organization.

Projected Financial Analysis:

Year 1:

Description Taka Taka

Cost:

Primary Cost (Site Development) 5,000,000

Inauguration program 150,000

Advertising Cost 400,000

Office Rent (12 x 50,000 tk.) 600,000

Water treatment plant 10,000,000

Salary (12 x 40,000 tk. x 30) 14,400,000

Wages (12 x 4,000 tk. x 100) 4,800,000

Total Cost 35,350,000

Revenue:

Corporate Client 6,000,000

Family Picnic 2,125,000

Total Revenue 8,125,000

Profit (1st Year) (27,225,000)

Year 2:

Description Taka Taka

Advertising Cost 600,000

Office Rent (12 x 50,000 tk.) 600,000

Site Maintenance 100,000

Salary (12 x 40,000 tk. x 30) 14,400,000

Wages (12 x 4,000 tk. x 100) 4,800,000

Total Cost 20,500,000

Revenue:

Corporate Client 15,000,000

Family Picnic 8,500,000

Total Revenue: 23,500,000

Profit 3,000,000

Total Profit (1st + 2nd) (24,225,000)

Year 3:

Description Taka Taka

Advertising Cost 200,000

Office Rent (12 x 50,000 tk.) 600,000

Site Maintenance 50,000

Salary (12 x 40,000 tk. x 40) 19,200,000

Wages (12 x 4,000 tk. x 150) 7,200,000

Total Cost 27,250,000

Revenue:

Corporate Client 30,000,000

Family Picnic 21,250,000

Total Revenue: 51,250,000

Profit 24,000,000

Total Profit (1st + 2nd + 3rd) (225,000)

Year 4:

Description Taka Taka

Advertising Cost 200,000

Office Rent (12 x 50,000 tk.) 600,000

Site Maintenance 50,000

Salary (12 x 40,000 tk. x 40) 19,200,000

Wages (12 x 4,000 tk. x 150) 7,200,000

Total Cost 27,250,000

Revenue:

Corporate Client 30,000,000

Family Picnic 21,250,000

Total Revenue: 51,250,000

Profit 24,000,000

Total Profit (1st + 2nd + 3rd +4th) 23,775,000

Controls:

After passing every year, the evolution will be undertaken. This could provide more clear

idea about the passing year. Moreover, the performances of the employees will be evaluated

in every month. The best employee of the month will get the bonus from the revenue and the

best employee of the year will be rewarded with crown with certificate and some cash

incentives. This will motivate them and provide extra energy to work sincerely. If any of

them fail to meet the standard they will be warned. But, the continuous poor performances

will lead the employees towards punishment. On the same way, the visitor’s satisfaction will

also be evaluated monthly. If we find dissatisfaction among the visitors we will try to find out

the reason behind the dissatisfaction. And if we find our visitors are continuously satisfied

with our place and service then we will try to make our visitors delighted with different add-

ons.

Conclusion:

Most of the people in Bangladesh are not aware about our place. We will bring this place in

the lime light and provide our visitors with an experience that they will remember for their

lifetime. We will do everything to make our place a symbol of enjoyment and relaxation for

the visitors. We hope someday this place will be turned as one of the hot attractions for the

common people and tourist.