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
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
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
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
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 .‟
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
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
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
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
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
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
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
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
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
