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IIBC round 2_ Bandarban Branding
- 1. IIBC Round 2 Team Simplex
- 2. Primary Objective MODEL DISTRICT Branding & Promoting Tourism Branding & Promoting Business
- 3. Industry Analysis & Market Understanding
- 4. SWOT Analysis Industry Analysis & Market Understanding Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Strength ⢠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 Weakness ⢠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 Opportunities ⢠Biggest âPlausibleâ 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 Threats ⢠Fear of safety in the minds of the tourists ⢠There was wide-spread unrest in the district ⢠Most people do âjhummâ chaash or slash-and-burn farming which is reducing fertility of soil and may cause a loss in livelihood of people
- 5. Lack of Problem Identification proper communica tion link/infrastr ucture Diluted Brand Image of Bandarban as âa tourist spotâ Lack of proper accommo dation 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 security L A â˘Agricultural Underutilization C government K ⢠Knowledge is Unclear ⢠Collective distrust towards the Industry Analysis & Market Understanding Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation
- 7. Buyerâs 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 Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation
- 8. Segmentation and Target Group selection
- 9. Segmentation Industry Analysis & Market Understanding Main Broad Segments Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Tourists Businesses
- 10. Segmentation Industry Analysis & Market Understanding Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Geographic Segmentation of local Tourists Local Urban Semi-Urban International
- 11. Segmentation Industry Analysis & Market Understanding Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Disposable Income of local Tourists High Disposable Income Low Disposable Income Medium Disposable Income
- 12. Segmentation Industry Analysis & Market Understanding Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & 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 ⢠Doesnât care much about novelty or adventure ⢠10% of the total populace
- 13. Bangladeshi Locals Youth (16-25) 32% of population 52.3 million Rapid Market Expansion High or Medium Disposable Income Seeks Novelty Target Group 1 Urban and Semi Urban Looks for Adventure and Thrills Wants new Life Experiences Industry Analysis & Market Understanding Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation
- 14. 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 Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation
- 15. Target Group for Businesses Industry Analysis & Market Understanding Service Manufacturing Agriculture Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Transportation Food (local delicacies) Hotels & Tourist Guides River Cruise & Adventure Sports Handicraft Pillows and Mattress manufacturers Pharmaceuticals (Diuretics), Soap, Fertilizers (All from Silk Cotton) Food and Beverage (Alley Cropping and Turmeric) Farmers of Food (includes fruits and turmeric) Silk Cotton and Flowers
- 16. The Marketing Mix Product Promotion Place Price
- 17. Product Industry Analysis & Market Understanding Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Local Heritage & Culture Silk Cotton & Turmeric Bandarbanâs beauty Alley farming
- 18. Place Industry Analysis & Market Understanding Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation All Over BD (Urban and Semi Urban Areas) Universities Work Places Virtual Electronic Network Businesses for B2B
- 19. Price Industry Analysis & Market Understanding Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Make more expensive than mass tourism Medium to high Income group Eco-tourism
- 20. Promotion Industry Analysis & Market Understanding Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Social Media Print Ads Promoting Bandarban Tourism Brochures Direct Selling Radio Ads TV Media Billboards
- 22. Brand Logo: Industry Analysis & Market Understanding Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation
- 23. Industry Analysis & Market Understanding Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Brand Tagline: REDISC VERING BANDARBAN
- 24. Industry Analysis & Market Understanding Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Phase 3: Rediscovered Bandarban Phase 2: Bridging Phase Phase 1: Foundation Phase
- 25. Industry Analysis & Market Understanding Create Liason & Connection Phase # 1 Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Foundation Phase Improve Infrastructure and Security with locals Reach out to Primary and Manufacturing business Implementation of Alley farming
- 26. Industry Analysis & Market Understanding Phase # 1 breakdown Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation ⢠Community policing ⢠Improve the roads to the major locations Improve 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 cotton Reaching out to Primary & Manufacturing Business ⢠Tropical fruits, Rubber and Silk Cotton Implementation of Alley farming
- 27. Industry Analysis & Market Understanding Phase # 2 Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Bridging Phase Reach out to Tourism & Hospitality Comprehensive Campaign promoting Bandarban as SAFE Developing the infra-structure for Handicrafts Social Media Campaign
- 28. Industry Analysis & Market Understanding Phase #2 Breakdown Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation ⢠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 Social Media Campaign ⢠Trip to the clouds
- 29. Industry Analysis & Market Understanding Phase # 3 Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Rediscovered Bandarban Promote Adventure Promote Ecotourism: Experience & Ecopark Travel show Promote Indigenous Culture of Bandarban
- 30. Industry Analysis & Market Understanding Phase #3 Breakdown Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation ⢠Highlight the trekking, river-rafting options ⢠Highlighting the highest peaks of the country ⢠Social Media Campaign: #RediscoveredBandarban Promote Adventure ⢠Ecotourism ensures natural beauty is maintained, which would be ruined through mass tourism ⢠Eco Parks and the âVILLAGE OF THE ORIGINALSâ Promote Ecotourism: Experience and Eco-park ⢠8 travel shows featuring the 8 major attractions of bandarbans shown in prime-time over two months Travel Show ⢠Promoting the indigenous culture as it is Unique in Bandarban ⢠Social Media Campaign: Selfie with the originals Promote Indigenous culture of Bandarban
- 31. Industry Analysis & Market Understanding Campaign Timeline Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation
- 32. Industry Analysis & Market Understanding Campaign Budget Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation 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
- 33. Feasibility
- 34. Industry Analysis & Market Understanding Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & 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
- 36. Industry Analysis & Market Understanding Monitoring & Evaluation Buyerâs Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation ⢠Alley farming progress ⢠Number of new investors in the area Phase 1 ⢠A survey at the end of the campaign to understand the perception of Bandarbanâs safety among the populace ⢠Number of Hotels, restaurants and transportation facilities ⢠Participants in the social media campaign Phase 2 ⢠Number of Actual Tourists ⢠Number of people participating in the social media campaign Phase 3
- 37. Model District