Engagement plan for prochito holidays
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Engagement plan for prochito holidays Presentation Transcript

  • 1. ENGAGEMENT PLAN FOR PROCHITO HOLIDAYS !!
  • 2. CONFUSED !!?? PLEASE LET ME ALLOW TO EXPLAIN…
  • 3. 85 % ADS DO NOT GET LOOKED AT.. TG IGNORE THAT !!
  • 4. 1.5 % EVEN LESS THAN THAT ADS CAN CREATE SALES APPEAL AMONG TG !! SO..
  • 5. WE HAVE TRIED TO FIND OUT AN ENGAGEMENT PLAN RATHER THEN A MEDIA PLAN !!
  • 6. WHO ARE THE TG WHY THE MEDIA COVERAGE AT THIS TIME WHAT IS THE ROOT WHAT SORTS OF MEDIA WE ARE GOING TO USE WHAT IS THE BUDGET COMING TO YOU AFTER A FEW SLIDES…
  • 7. TARGET MARKET Age 20-50+ Social Class Middle class, Upper Middle class Education Educated Occupation Business man, Employee, Student Income Level 40000+ Influencer Businesspeople, Collogue, Housewife, Friend
  • 8. WHICH PLACES THEY ARE LOVING TO VISIT India Thailand Singapore Nepal Malaysia Maldip China Bhutan
  • 9. LOWER COST, DAZZLING NATURAL BEAUTY, TOURISM INFRUSTRUCTURE,SHOPPING FACILITY HAS MADE THAILAND AS THEIR FIRST CHOICE
  • 10. CONSIDERING THE FACT WE HAVE EMPHASIZED THILAND IN OUR COMMUNICATION AND FORTUNATELY IT MATCHES WITH OUR BUSINESS STRENGTH
  • 11. STRENGTH OR POD OF  Affiliation with TAT (Only one agency)  Office with sufficient and efficient manpower in Thailand  Sister concern of a well known and well establish company  A creative agency responsible for it’s communication  2000 travelers have taken service at last one year  Satisfied customers  Up to date website  Competitive package P.H. IS READY TO MOVE FORWARD
  • 12. BUT… THE PROBLEM IS THAT PROCHITO HOLIDAYS IS NOT THAT MUCH FAMILIAR INTO THE AWARENESS LEVEL OF TG SO WE NEED EXPOUSER
  • 13. AD EFFECTIVENESS RATIO IS HIGH IN THE MONTH JUNE TO JULY
  • 14. COZ  Eid UL Fitr will be held in the month of August  Different company from different industries are used to promote their promotional activities at this time  Customers become curious to know what is new to the market  Customers become conscious to know special offers from different brands  Our TG, specially reference group spends maximum time for observing ads
  • 15. COZ  Customers get a long vacation to celebrate Eid and they celebrate the vacation in different ways. Traveling is one of them.  Purchasing power and willingness to spend increases  Travelers and reference groups are searching information for their best package one month before the Eid vacation.  High level of awareness is possible  Perfect time for attaining competitor advantage  People are used to do shopping before Eid-UL-Fitr and ‘Amazing Thailand Grand Sale 2013’ will be held on 15June15-August
  • 16. WHAT CAN BE THE ROOT ?
  • 17. PEOPLE OF BANGLADESH LIVES THEIR LIFE IN ENOURMOUS PRESSURE/PROBLEM FP – Financial Problem PP – Political Problem WP – Work Pressure MP – Mental Pressure TP – Traffic Problem EP – Environment Problem SP FP EP TP PP WP MP
  • 18. PEOPLE TAKE DIFFERENT INITIATIVES FOR PRESSURE MANAGEMENT
  • 19. TRAVELING IS ONE OF THE FREQUENT CHOICES IN THIS REGARD TO TRAVEL IS TO LIVE ( WELL )
  • 20. BUT WHEN PEOPLE THINK ABOUT TO GO OUTSIDE FOR TRAVELING HE / SHE CLUTCHED BY DIFFERENT SORTS OF CONFUSION  Is the agency is OK or not ?  Package is OK or not ?  Package is reliable or not ?  Package rate is OK or not?  Is there any hidden cost into the package or not ?  Will he/she going to get the VISA in right time or not ?  Is the air plane comfortable or not ?  What about the service quality?  Transport facility is available or not ?
  • 21. ONLY TRUST CAN OMIT ALL OF THE CONFUSIONS FROM CUSTOMER MIND TRUST
  • 22. ROOT WILL BE THE BUILDING TRUST
  • 23. I KNOW YOU ARE THINKING ABOUT “ PRICE OF THE PACKAGE ” SHOULD BE GOT FIRST PRIORITY . BUT THE MATTER IS THAT PROCHITO HOLIDAYS WANTS A IRREPLACEABLE PLACE INTO THE CONSUMER MIND WHICH IS NOT POSSILBLE BY PRICE WAR.
  • 24. FOR TRUSTING ANY BRAND REFERENCE GROUP, INFLUENCER OR BRAND IMAGE OF A PARTICULER BRAND PLAYS A VITAL ROLE BI TRUST INFL RG
  • 25. IN TERMS OF BRAND IMAGE PROCHITO IS FEW STEPS BEHIND THE COMPETITORS . SO THAT WE WILL INTRODUCE SOME NEW IDEAS AND NEW MEDIA TOOLS BASED ON REFERENCE GROUP AND INFLUENCER FOR CREATING WOM
  • 26. AS THOUGH WE WANT TO ENGAGE CUSTOMER WITH US AND WANT TO CREATE WOM SO WE WILL CONSIDER OFFLINE AND ONLINE BOTH AS OUR MEDIA AND WE WILL ENSURE SALES BY OFFERING DIFERENT SORTS OF SALES PROMO OFFER
  • 27. CAMPAIGN SLOGANIf not now, then when??  YOU approach  Have the ability to create interest  Have the impression of sales promo  There is a feel that consumer is missing something  Have the impression of that, brand has brought something new to the customer
  • 28. BEFORE GOING TO THE IDEA GENERATION LET‟S SEE WHAT WE HAVE FOUND FOR PLANNING FROM THE PREVIOUS SLIDES Root Building trust SLOGAN If not now then when ? Media Offline and Online Target audience Reference group and influencer as well as ultimate consumer 1st phase of communication Creative execution for create hype -> WOM Communication Period May 28 to July 08
  • 29. WE BELIEVE - „ GO WHERE PEOPLE ARE, NOT WHERE MEDIA IS FOUND .‟
  • 30. OFFLINE MEDIA
  • 31. OFFLINE MEDIA VECHILE  Newspaper  Magazine  Event & Activation Mystery Seller
  • 32. OFFLINE MEDIA VECHILE NEWSPAPER
  • 33. OFFLINE MEDIA VECHILE From Prothom Alo Most popular, organized, colorful and attractive newspaper supplement . Most important thing is readers rely on it‟s info. Content  Fashion and Beauty  Cooking  Legal Consultancy  Tours and Travel Info  Restaurant Info  Interior Design  Culture
  • 34. OFFLINE MEDIA VECHILE From Prothom Alo Specialty  From the countries leading newspaper ( Prothom Alo )  Attractive information with lookrative visual  Information regarding current market trend  Effective travel information/feature that’s really makes people interested  Most of the national and international brand consider it as a important tools for promoting their brands  Most important thing is readers wait to grab it every Tuesday
  • 35. OFFLINE MEDIA VECHILE From Prothom Alo Readers  Male and female both specially female  13 to 40 years old  Middle class to upper middle class Popularity in quantity  5,60,000 circulation  More than 60,00,000 readers  Many of them store it  4,50,000 online readers
  • 36. OFFLINE MEDIA VECHILE  One of the best tools for media coverage ( 6000000 readers )  TG of Nakhsa are well matched with the campaign TG of Prochito Holidays  We can reach to the influencer also  Features on tours and traveling are popular and most trusted
  • 37. OFFLINE MEDIA VECHILE From Daily Star Most sophisticated, organized, colorful and attractive newspaper supplement in English. Most important thing is readers rely on it‟s info. Content  Fashion and Beauty Tours and Travel Info  Restaurant Info  Interior Design  Culture  City Life  Campus
  • 38. OFFLINE MEDIA VECHILE From Daily Star Specialty  From the countries leading English newspaper ( Daily Star )  Most sophisticated and well organized  Attractive information with lookrative visual  Effective travel information/feature that’s really makes people interested  Most of the national and international brand consider it as a important tools for promoting their brands  High officials are use to read it for different lifestyle news  Notification regarding upcoming cultural and corporate event has created extra attention
  • 39. OFFLINE MEDIA VECHILE From Daily Star Readers  Male and female both  13 to 40 years old  Upper middle class to Upper class  Corporate and business people  Students Popularity in quantity  50,000+ circulation  More than 3,00,000 readers  Many of them store it
  • 40. OFFLINE MEDIA VECHILE  One of the best tools for making awareness in corporate level  Life Style will make the opportunity to reach that portion of TG where we can not go through Naksha.  Through it we can reach to the reference group also  Features on tours and traveling are most trusted
  • 41. OFFLINE MEDIA VECHILE MAGAZINE E
  • 42. OFFLINE MEDIA VECHILE Canvas, one of a kind global standard lifestyle and fashion magazine, is also a sister concern of Persona. Canvas has already established itself as one of the popular magazine in Bangladesh as well as abroad. . Content  Fashion and beauty  Designer’s talk  Fashion info  Makeover  Horoscope  Event info  Cooking E
  • 43. OFFLINE MEDIA VECHILE Specialty  Leading fashion and beauty magazine  Sister concern of country’s best beauty parlor brand named ‘ Persona’  Most sophisticated and well organized  Attractive information with lookrative visual  Most of the national and international brand consider it as a important tools for promoting their brands  Notification regarding upcoming cultural and corporate event has created extra attention E
  • 44. OFFLINE MEDIA VECHILE Readers  Male and female both specially female  16 to 40 years old  Upper middle class to Upper class  Students Popularity in quantity  20,000+ circulation  More than 60,000 readers  Many of them store it E
  • 45. OFFLINE MEDIA VECHILE EVENT
  • 46. OFFLINE MEDIA VECHILE Event & Activation  Easy to draw the buyer attention and for a short term campaign it’s badly needed  Will help to do Brand awareness where we are few steps behind the competitors  Can be a better way for brand positioning  Can be a better source of collection of authentic Information  Providing concrete Information about Service to TG will help to dissolve confusion and build trust as well  Can create an opportunity to Convince the TG directly  Collection of Immediate Reaction can help to take next step EVENT
  • 47. OFFLINE MEDIA VECHILE MYSTERY SELLER A person who influence his or her friend or familiar to make aware or purchase the service. But he or she will not disclose the fact that he or she is working for Prochito Holidays
  • 48. OFFLINE MEDIA VECHILE Mystery Seller       Awareness Trust building Work as like as reference group Can create an opportunity to Convince the TG directly Collection of Immediate Reaction can help to take next step Positive impact on sales
  • 49. OFFLINE MEDIA ACTIVITIES
  • 50. OFFLINE MEDIA ACTIVITIES A Both Side Printed Cover Band Around The P. Alo Noksha For Awareness and sales promo offer Content  Special feature  Total packages  Discount coupon  Information of raffle draw  Creative punch line for sales appeal
  • 51. OFFLINE MEDIA ACTIVITIES A creative + informative advertisement (1st AD) into the P. Alo Noksha
  • 52. OFFLINE MEDIA ACTIVITIES A creative advertisement (1st AD) into the lifestyle with premium packages
  • 53. OFFLINE MEDIA ACTIVITIES An informative advertisement (2nd AD) into the P. Alo Naksha An informative advertisement (2nd AD) into the Daily star Life Style An informative advertisement on BD Monitor
  • 54. OFFLINE MEDIA ACTIVITIES Feature into the leading newspaper‟s supplements based on tourism but Prochito Holidays will be highlighted PR on two issues in favor of Prochito Holidays Issue 1 : PR for the AGM of Prochito Holidays Issue 2: PR for affiliation with TAT
  • 55. OFFLINE MEDIA ACTIVITIES An informative advertisement (3rd AD) into the P. Alo Naksha An event for the people who have taken service from Prochito Holidays ( As like AGM) A big size transparent gas balloon with light equipment at the roof of new office
  • 56. OFFLINE MEDIA ACTIVITIES An informative full page advertisement with unusual shape into the Canvas
  • 57. OFFLINE MEDIA ACTIVITIES An activation for Interactive communication with target customer and convince them towards ultimate goal – To Increase Customer Count  Location : Pink City Super Market  No of days : 6 days  Date : 13, 14, 15, 20, 21 and 22 of June  Slogan can be : If not now, then when ??  Activation Module Hype Create Aware Convince C. Count EVENT
  • 58. OFFLINE MEDIA ACTIVITIES An activation for Interactive communication with target customer and convince them towards ultimate goal – To Increase Customer Count  Tools needed for accomplish the activation successfully • • • • • • • • • Notification on press AD and Leaflet for creating awareness Costume for Ushers One Prochito Holidays Branded Lucrative Booth Three Female Brand Promoter & One Supervisor LCD Television & DVD Player with Stand One Touch Monitor/ i-pad Bioscope for children Data collection form, Discount card, Leaflet A customize globe with airplane for arranging game EVENT
  • 59. OFFLINE MEDIA ACTIVITIES Communicate with the previous customer and offer them to give air ticket ( except Thailand ) as gift if he /she can ensure at least 20 customers. Arrange a small event for one year celebration into the new office and invite previous and potential customers Give a birthday gift ( Stationary or offer or discount coupon) to the previous customers within the 1st June to 20 July.
  • 60. OFFLINE MEDIA ACTIVITIES MYSTERY SELLER Who can be General Student of a private University (NSU, AIUB, IUB, BRAC, East west), Member of a tourism organization of a private University can be better choice. Reward system • AS a paid employee • Target basis remuneration • Profit sharing • Gift within a budget • Air ticket
  • 61. OFFLINE MEDIA ACTIVITIES Tie-Up Fashion House 2% discount for highest 50 purchasers  Brand Name - Smartex, Infinity, Richman Super shop  5 % discount for loyalty card holder  Brand name - Meena Bazar Beauty  5% discount loyalty card holder Parlor  Brand Name – Persona, Laser Treat Bank  5% discount (Gold Card member/ Equivalent)  Brand Name - FSIBL, EXIM, MTB
  • 62. ONLINE MEDIA
  • 63. TOTAL INTERNET USERS IN BANGLADESH 30.48 MILLION !!
  • 64. 41.1 % INTERNET USERS SPEND AT LEAST 1 HOUR FOR SURFING
  • 65. FACEBOOK ADDS 1 NEW USER IN BANGLADESH EVERY 20 SECONDS
  • 66. Bangladesh 3.39m Female 715290 Male 2667930
  • 67. PURPOSE OF USING INTERNET
  • 68. % OF PEOPLE WHO SEARCH BEFORE THEY PURCHASE PRODUCT/ SERVICE FROM DIFFERENT INDUSTRIES
  • 69. BY CONSIDERING THE INFO, OUR TG AND REFFERANCE GROUP AND PRESENT POLITICAL SITUATION OUR ONLINE MEDIA VEHICLE SHOULD BE: NEWS PORTAL, E-MAIL MARKETING AND FACEBOOK
  • 70. ONLINE MEDIA ACTIVITIES
  • 71. ONLINE MEDIA ACTIVITIES Mail newsletter to the TG At the newsletter it would be mentioned that who will give feedback will get a code and have a opportunity to get a gift into a raffle draw People can get a gift by sharing (maximum) the newsletter to their familiar (He/she has to give CC to the Prochito Holidays
  • 72. ONLINE MEDIA ACTIVITIES Panel ads on bdnews24.com and prothom-alo.com for 1 month. Position – as top as possible Ad will be animated and it will be divided into three slides ? If not now.. then when !! Now quality service charges less Click to fly
  • 73. ONLINE MEDIA ACTIVITIES Facebook activity  Announced a competition to share image or story about different tours and collect maximum like/comment to win a gift (Air ticket / camera)  Announced to share any sorts of interesting info and collect maximum comments to get a gift per week  Upload the promo offer on the fan page and announced a gift for maximum sharing and collecting maximum comment  Upload anything in every 1 hour for make sure that Prochito Holidays is always into the home page of it’s member  Announced a job on a facebook fan page for a post name – Digital influencer. Selection will be based on performance.
  • 74. ONLINE MEDIA ACTIVITIES Digital Influencer  Upload interesting issue along with the sales offer of Prochito IMC Ltd. and start conversation with the an page members Engage others in conversation  Inspiration others to continue the conversation  Participates consistently to maintain a timely conversation  Is seen as credible by his or her audience to speak about the issue at hand  Make interested to members or interrelated members to purchase the service but technically
  • 75. BUDGET AND OTHERS
  • 76. ESTIMATED BUDGET FOR BOTH OFFLINE AND ONLIE MEDIA  Press and Online Media Budget - 1192450  Budget for Activation & Balloon - 300000  Budget for Gift (Raffle Draw, Email & FB Campaign) - 50000  Budget for Mystery Seller & Digital Influencer - 10000 BDT 1552450
  • 77. TOTAL REACH IN ONE MONTH  No of P. Alo Naksha & eprothomalo readers  No. of Life Style readers - 6500000 300000  No of Canvas Readers - 60000  No of BD monitors readers – 10000  No of online newspaper (bdnews24 and prothom-alo) readers – 1500000  Through activation we can reach (20000X6) – 120000  Through feature & PR we can reach - 9000000 17490000 N.B. - We can also cover a mentionable number through Facebook
  • 78. PER CAPITA COST FOR 1 MONTH BDT 1552450 / 17490000PERSON = BDT 0.105
  • 79. IMPACT ZONE Ad with unusual shape at canvas Activation Feature Mystery Seller PR Digital influencer Cover Band On Naksha Purchase
  • 80. WHO LIVES SEES, BUT TRAVELS SEES MORE..
  • 81. THANK YOU