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
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
Segmentation and Target
Group selection
Segmentation
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
Tourists Businesses
Main Broad Segments
Segmentation
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
Geographic Segmentation
of local Tourists
Local
Urban
Semi-Urban
International
Segmentation
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
Disposable Income of local Tourists
High Disposable
Income
Low Disposable
Income
Medium Disposable
Income
Segmentation
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
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
• 15% of the total populace
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
• 17% of the total populace
Age: 26-45
• FAMILY GUYS• Job holders or
married with family
• Go to plenty of vacations with colleagues and family
• Wants novelty
• 35% of the total populace
46+
• THE CHILLAXERS
• Retired
• Wants relaxing places
• Doesn’t care much about novelty or adventure
• 10% of the total populace
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
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
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
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
Target Group for Businesses
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
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
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
Local Heritage &
Culture
Silk Cotton & Turmeric
Bandarban’sbeauty
Alley farming
Place
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
All Over BD (Urban and Semi
Urban Areas)Universities
Work PlacesVirtual
Electronic Network
Businesses for B2B
Price
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
Make more expensive than mass tourism
Medium to high Income group
Eco-tourism
Promotion
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
Social Media
Print Ads
Promoting BandarbanTourism
BrochuresDirect Selling
Radio Ads
TV Media
Billboards
Branding Strategy
Brand Logo:
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
Brand Tagline:
REDISC VERINGBANDARBAN
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
Phase 3:
Rediscovered Bandarban
Phase 2:
Bridging Phase
Phase 1:
Foundation Phase
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
FoundationPhase
Improve Infrastructure
and Security
Create Liason &
Connectionwith locals
Reach out to Primary and
Manufacturingbusiness
Implementation of Alley farming
Phase # 1
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
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
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
Bridging Phase
Reach out to Tourism &
Hospitality
Comprehensive Campaign promoting
Bandarban as
SAFE
Developing the infra-structurefor Handicrafts
Social Media Campaign
Phase # 2
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
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
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
Rediscovered Bandarban
Promote Adventure
Promote Ecotourism: Experience &
Ecopark
Travel show
Promote IndigenousCulture of Bandarban
Phase # 3
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
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
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
Evaluation
Campaign Timeline
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
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
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
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
Industry Analysis & Market Understanding
Buyer’s Behavior TG Identification Marketing Mix Branding Campaign FeasibilityMonitoring &
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
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