This document proposes an integrated marketing communications plan to promote tourism in Char Kukri Mukri, a protected mangrove forest area in Bangladesh. The plan includes television, radio, print, online and event-based advertising campaigns to generate awareness and interest among target audiences like experience seekers, adventure seekers, and nature lovers. A detailed budget is provided allocating funds across multiple quarters for different advertising elements. Monitoring and contingency strategies are also outlined to evaluate effectiveness and make adjustments if needed.

1. DEXTERS
TEAM

2. Tourism Market
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
COXS BAZAR BANDARBAN SUNDARBANS NILGIRI SYLHET
Longest Sea Beach in
the world
History, largest
peak, tradition and
natural beauty
Largest mangrove
forest in the world,
habitat of the wilds
Hills and scenic
beauty of nature
Tea garden,
waterfalls and
natural beauty

3. Presentation Outline
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Natural beauty of mangrove Forest, Wildlife and sea
Wild life sanctuary-Fishing Cat, Egrets, Heron, Small-
clawed Otter, Grey Pelican
Called Little Sundarbans and Global Biodiversity
On the chest of Bhola, 3 hours from Barisal AIRPORT.
2
3
1
4
at a glance

4. Core Issues
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
LACK OF AWARENESS UNDERUTILIZED RESOURCES
LACK OF PROPER FACILITIES OVER SHADOWED BY
OTHER PLACES TO VISIT

5. Symptoms VS Problem
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
LACK OF KNOWLEDGE ABOUT IT’S
EXISTENCE
LACK OF BRANDING

6. bSurvey: What are people actually looking for?
WILD LIFE EXPERIENCE ADVENTURE

7. Market analysis
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
b
“Make people experience the wild life get away.”

8. Target Audience
TARGET GROUP TARGET GROUP
EXPERIENCE SEEKERS
INTERNATIONAL AND
LOCAL TOURISTS
ADVENTURE SEEKERS
NATURE LOVERS PHOTOGRAPHERS
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

9. THE PLAN

10. Tent Facility for Tourists
Will save a lot of land and natural duty
Increase the interest of the tourists
Save government money
Spend a night with the stars

11. VISIT
Spend a night with the stars Call:+880171023232 for booking or visit the
website www.charkukrimukri.com
SAMPLE CREATIVE
Char Kukri
Mukri

12. Witness the wild
Go backpacking and experience the majestic
beauty of mangrove, fresh rivers, rocky
paths and meet the traditional people.
Don’t forget to spot the helicons, fish cats and
more than 100 types of birds.
Time: November-January
Difficulty level: Amateur
Char Kukri Mukri

13. Presentation Outline
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Go wild with bike
Align current trend: Go bike packing
and experience the majestic wild
beauty
Time: November-February
Difficulty level: Medium
Char Kukri Mukri

14. Presentation Outline
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Bird WatchCHAR KUKRI MUKRI
Char Kukri Mukri

15. Birds watch
2
3
1
4
Mass HYPE in the beginning
First time in Bangladesh
Attract foreign tourists and Photographers
Creating a TREND, view more than 100 types birds
Register during winter
Invite 5 friends
Take pictures for 2 days
Upload them on Facebook
PURPOSE
HOW IT WORKS

16. Live with the inhabitants
Analysis Plan IMC Budget /Scheduling Evaluation/Contingency
Particular inhabitants trained for it
Duration: October-November
Attract foreign and local tourists
Live with the inhabitants and indulge in their lifestyle
2
3
1
4

17. The Approach
Generating HYPE Maintaining HYPE Engaging people

18. Quarter 1

19. Sample Creatives
Infomercial

20. The TVC
Goes on adventures
and will ‘Experience’
the Wilderness of
the place!
Matches with the
personality of
Ananta Jalil
Will create
awareness and
interest among
target audience
Will generate HYPE
both online and
offline
The Ananta Jalil Advertisement will be circulated in –
•Channel i
•NTV
•Maasranga TV
•Channel 9
•GTV

21. Infomercials/Ads on Newspapers/Magazines –
(Prothom Alo, Daily Star, Ice Today)
Bill-boards in selected strategic areas
RJ endorsement in Radio – Foorti, Radio ABC
Push Sell via Agencies and Promotional Booths
(BTTF, Airports)

22. Print Advertisements

23. Bill-board
Char Kukri
Mukri

24. Bill-board
NEON billboard
Grabs Attention
Strategic
locations – Near
airports, hotels,
zoo etc

25. ICC U-19 World Cup
Capitalizing on the World Cup Hype!
Television Advertisements during match intervals
Score updates of Bangladesh matches via Facebook page
Video on giant screen of the stadium
during intervals
Cheer-cards in Semifinals
and Final

26. Travel Show Endorsements
Infomercial
RC Travel On!
Channel i
The Amazing
Race
Dur-Durante
(Channel 9)

27. Spokespersons
Musa Ibrahim Tyler Stableford
Wasfia Nazreen
Suresh Kumar

28. Concentration on Photographers
Photography Contest
Winner gets a DSLR and exposure
Exhibition at Bengal Art Lounge
Special discount for professional photographers

29. Online Promotions
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Regular Interactive
Contents
Youtube video sharing
Travel deals from
Fan photo of the day
Wildest Selfie Contest
Foreign tourists
wearing local costumes
Official Youtube
Channel
Advertisements
sharing
Fan Video of the
week
Documentary
Cute animal videos
International
standard and
interactive
Contain adequate
information
Search Engine
Embedded
Travel plans
Videos and pictures
Embedding
Search Engine
Bidding
keywords such
as ‘Beautiful
places to visit
in Bangladesh’
Regular updates
Use of Hashtag
‘#CharKukriMukri
Foreign tourist
can be reached

30. Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

31. #WildestSelfie
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

32. Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Online
Google Instagram

33. Quarter 2

34. #WildestSelfie
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
#WildestSelfie

35. Selfie Contest
Post wild
and crazy
Selfie
Use the
Hashtags and
share on
Facebook
Wildest Selfie
taker gets
Walton
Smartphone
and Selfie with
Ananta Jalil
#WildestSelfie
#CharKukriMukri
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

36. Quarter 4

37. Promotional Booth
Discount at on-spot purchase/booking
Foreign travelers can be approached
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
All sorts of packages/travel plans,
catalogues and information available
Advertisements and Documentary and
photo exhibition
Overall Bangladeshi tourism promoted

38. THE BUDGET

39. Timeline
NOV’15 DEC’15 JAN’16 FEB’16 MAR’16 APR’16 MAY’16 JUN’16 JUL’16 AUG’16 SEP’16 OCT’16
Booth
TVC
RJ
Spokesperson
#wildselfie
Newspaper
Online
Photography
contest
U-19 Campaign
AJ endorsement
Billboard

40. Scheduling- TVC
Q U A R T E R 1
Channel Name Duration Rate Play times in 90 days, Q1 Total
ATN Bangla 60 sec Tk 45,000 135 Tk 60,75,000
Ntv 60 sec Tk 48,000 135 Tk 64,80,000
Channel I 60 sec Tk 45,000 135 Tk 60,75,000
Gazi Tv 60 sec Tk 38,000 135 Tk 51,30,000
Q U A R T E R 2
Channel Name Duration Rate Play times in 90 days, Q2 Total
ATN Bangla 60 sec Tk 45,000 90 Tk 40,50,000
Ntv 60 sec Tk 48,000 90 Tk 43,20,000
Channel I 60 sec Tk 45,000 90 Tk 40,50,000
Gazi Tv 60 sec Tk 38,000 90 Tk 34,20,000

41. Scheduling- RJ announcements
Q U A R T E R 1
Channel Name Duration Rate Play times in 90 days, Q1 Total
Radio Foorti 30 sec Tk 2,000 720 Tk 14,40,000
Radio Today 30 sec Tk 1250 720 Tk 9,00,000
Q U A R T E R 2
Channel Name Duration Rate Play times in 90 days, Q2 Total
Radio Foorti 30 sec Tk 2,000 360 Tk 7,20,000
Radio Today 30 sec Tk 1250 360 Tk 4,50,000
Q U A R T E R 4
Channel Name Duration Rate Play times in 90 days, Q2 Total
Radio Foorti 30 sec Tk 2,000 360 Tk 7,20,000
Radio Today 30 sec Tk 1250 360 Tk 4,50,000

42. Scheduling- Newspaper
Q U A R T E R 1
Channel Name Position Rate Print in 90 days, Q1 Total
Daily Prothom Alo Front Page Tk 18500 4 times/ week Tk 8,88,000
Daily Star Front Page Tk 16500 4 times/ week Tk 7,92,000
Daily Kalerkontho Front Page Tk 14000 4 times/ week Tk 6,72,000
Daily Samakal Front Page Tk 14000 4 times/ week Tk 6,72,000
Q U A R T E R 2
Channel Name Position Rate Print in 90 days, Q1 Total
Daily Prothom Alo Last Page Tk 14500 2 times/ week Tk 3,48,000
Daily Star Last Page Tk 12500 2 times/ week Tk 3,00,000
Daily Kalerkontho Last Page Tk 10000 2 times/ week Tk 2,40,000
Daily Samakal Last Page Tk 10000 2 times/ week Tk 2,40,000
Q U A R T E R 4
Channel Name Position Rate Print in 90 days, Q1 Total
Daily Prothom Alo Last Page Tk 14500 2 times/ week Tk 3,48,000
Daily Star Last Page Tk 12500 2 times/ week Tk 3,00,000
Daily Kalerkontho Last Page Tk 10000 2 times/ week Tk 2,40,000
Daily Samakal Last Page Tk 10000 2 times/ week Tk 2,40,000

43. Budget- Quarter 1
Serial Event Cost
1 Booth Tk 5,00,000
2 TVC Tk 2,37,60,000
3 Spokesperson Tk 4,00,000
4 Online Tk 1,50,000
5 RJ endorsement Tk 23,40,000
6 Newspaper Tk 30,24,000
7 U 19 Campaign Tk 5,00,000
8 Photography Contest Tk 1,50,000
9 Aj Production and endorsement Tk 20,00,000
10 Billboard Tk 13,50,000

44. Budget- Quarter 2
Serial Event Cost
1 Booth Tk 5,00,000
2 TVC Tk 1,58,40,000
3 Online Tk 1,00,000
4 RJ endorsement Tk 11,70,000
5 Newspaper Tk 11,28,000
6 U 19 Campaign Tk 15,00,000
7 #wildselfie Tk 1,50,000

45. Budget- Quarter 3
Serial Event Cost
1 Booth Tk 5,00,000
2 Online Tk 1,00,000
3 #wildselfie Tk 1,50,000
4 Billboard Tk 13,50,000

46. Budget- Quarter 4
Serial Event Cost
1 Booth Tk 5,00,000
2 Online Tk 1,00,000
3 RJ endorsement Tk 11,70,000
4 Newspaper Tk 11,28,000
5 Photography Tk 1,50,000

47. Master Budget
Serial Quarter Cost
1 Quarter 1 Tk 3,41,74,000
2 Quarter 2 Tk 2,03,88,000
3 Quarter 3 Tk 21,00,000
4 Quarter 4 Tk 30,48,000
Total Tk 5,97,10,000

48. MONITORING
AND
EVALUATION

49. Monitoring and Feedback
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Number of calls/inquiries to travel
agencies
Online feedback: Facebook,
YouTube, Website and Web
search
Number of Visits

50. CONTIGENCY PLANNING

51. Contingency Planning
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
EVALUATE THE PLAN, FIND LACKINGS
ADJUST ATL/BTL FREQUENCIES
ANALYZE THE OVERALL FEEDBACK
2
3
1

52. Contingency Planning
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Design contingency plan based on the EVALUATION. Only retain the most effective methods.
1 2
TARGETED TOWARDS LOCAL TOURISTS
New activities aligned with trend,
different marketing approach
and engagement
TARGETED TOWARDS FOREIGN TOURISTS
Crazy wild tourism-Tame a cattle
Innovative marketing approach

53. CHALLENGES AND FEASIBILTY

54. Financial Challenges
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Challenge: High expenses
Solution: Higher reach: therefore greater
return both locally and internationally in the
long run
#1
#2

55. Marketing Challenges
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency
Challenge: Diverse target
Solutions: Well planned channels and medias
#1
#2

56. Sustainability
• Developing Community Resilience
through Integrated water
management program
• Cyclone Shelter aka Mujib Kella
• Climate Change Impact
• Increased Disaster Risks
• Lack of water Management
• Increased protection from tidal
Surges
• Increased community resilience
to external shocks
• More sweet water sources
Key Factors End Goal
Analysis Proposition IMC Budget /Scheduling Evaluation/Contingency

57. VISION 2017

58. Facility for Wildlife Researchers and Environmentalists
World’s Biodiversity Area by IUCN
International recognition attracts tourists
Will build awareness through out the world

59. Royal Bengal Tiger: On edge of Extinction

60. Rehabilitation of Royal Bengal Tiger
Environment same as Sundarbans
A great attraction
International Recognition
Save Royal Bengal Tiger from Extinction

61. Stakeholder Analysis
Stakeholders Benefits
Governments High potential money making tourist spot
Already a few Development projects going on. (EKN, MASP,
UNDP, ILO)
Can be associated with other government projects. (SRCWP)
Not much investment required
Local People A scope for job
Will get focus from government and International
organizations
Wildlife Will get safety & Security
Tourists Will get a new experience
Investors and Creditors Possibility of getting higher return on a considerably low
investment.

62. Thankyou
Questions?

63. APPENDIX

64. Security
Management:
Range office - 01
Beat office – 01
High-tech Navy and Coast
guard Station –with South
Korea, 85% of which is
funded by South Korea
Stuff Quarter:
Forrest Guard Quarter – 01
RO Quarter – 01
BO Quarter -01

65. Accommodation Facility
Our plan is to
NOT build any
hotel in Char
Kukri Mukri
Hotels in
Barisal
Government
Initiative of
building a 30
room motel
Circuit House
in Bhola
• Saves a huge portion of investment
• Real feel of wild getaway
2
1
3 Focus on Camping

66. Interest of the Government
First wild
getaway in
Bangladesh
Don’t have to
invest much
Can be
associated with
other
government
projects
Already a few
development
projects going on
High Potential
money making
tourist spot and
global
recognition

67. Stakeholder Analysis
POWER
Level of Interest
C (Keep Satisfied)
• Investors: WWF, WDF
• Creditors: World Bank, Bangladesh
Bank
• Partners: UNDP, IUCN, ENK, MASP,
SRCWP
D (Key Players)
• Bangladesh Government
• Ministry of Civil Aviation &
Tourism
• Local Government
A (Minimal Effort)
• Navy
• Coast Guard
• Local People
B (Keep Informed)
• Media
• Campaigners
• NGO’s
• Forest Guards
• Tourists
LOW HIGH
HIGH

68. Logo
Delivers brand message
• Funky and attractive
2
1
4 Visualized
Char Kukri
Mukri