2014.

1. 1
Presents

2. WHAT WE WANT TO ACHIEVE
Very precisely-
 We need to build a BRAND.
 We need to nurture the BRAND.
 We need establish this BRAND
to win over all others.
 For Sea Pearl, our task is to
establish it as a premium
BRAND for vacation lifestyle and
to ensure the sales of the
products/services
prior to the launching
among all existing
and upcoming
competitors.
A BRAND is
being born
Yet incomplete
Shiftingthebrand
Frombudtobloom
Giving the
BRAND a
complete
entity
2

3. UNDERSTANDING TG AND/OR TA
CHEERFUL/FUN
AND
TOURISM/VACATION
LOVERS
3

4. TG AND/OR TA
Primary
SECTION A+ & A
4

5. TG AND/OR TA
Primary
“Professionals : Doctors, Engineers, Musicians, Sports Men, Lawyers,
Media Performers, IT, Teaching, Scientists, Fashions, etc.
including NRBs”
5

6. TG AND/OR TA
Primary
“High Officials/Service Holders : Top Management of all Big & Semi-
Big Corporate, Defense; Govt. Officers/Bureaucrats, Pilots, etc.”
6

7. TG AND/OR TA
Primary
“Business Icon and/or Industrialists : Any Kinds including NRBs”
7

8. TG AND/OR TA
Secondary
“Parents, Spouse and Family Members of the Primary TG”
8

9. COMPETITORS
NO COMPETITORS at INANI
Many
AT LABONI, KOLATOLI, SAINT MARTIN & OTHER BEACHES
OF COX’S BAZAR
CORAL REEF
MOVE N PICK
BEST WESTERN
9

10. 01. KEY/UNIQUE SELLING PROPOSITION (USP)
We must take the advantage/benefit of the name of the
“INANI” Beach, if we take it, later no one can take this
advantage in future.
Since we are first, so we must own the name; own the
beach and own the location/place.
We shall sell the “INANI” and its natural beauty
and aesthetic uniqueness, since it is the most scenic
beach among all the sea beaches lying along the
Cox’s Bazar Coast.
We shall positioning “Sea Pearl” as the synonym of
“INANI”.
10

11. The Word “Pearl” itself.
“Pearl” is one of the expensive, finest and rare natural beautiful
matters in the world which is mostly
used as Ornament and the genuine pearl mostly
can be afford by the Elite and Rich people, interestingly they
are our TG too.
We present “Pearl” mostly to our very closest ones and/or for
ourselves in some special occasions.
So … We want our clients (ownership) and guests to feel as
invaluable as the genuine “Pearl” itself.
And, finally, we want to present “Pearl”, i.e., “Sea Pearl” to our
clients (ownership) and guests for their closest ones and/or
themselves as owners and as guests respectively.
11
02. KEY/UNIQUE SELLING PROPOSITION (USP)

12. SO…
12

13. Proposed Position Strategy Explanation
“INANI” is the “PEARL” of Bay of Bengal
Our Customer is our “PEARL”
People present “PEARL”
to their closest ones and/or themselves
“Sea Pearl” means “INANI” and vice versa
Our Clients/Guests present “INANI”
to their closest ones and/or themselves too
Our Clients/Guests present “Sea Pearl”
to their closest ones and/or for themselves too
13

14. Let see
the PEARL
of Bay…
14

15. Inani - The Pearl of Bay of Bengal
15

16. THE IMC CAMPAIGN
16

17. 1st PHASE
Pre Launch – Simultaneously
06 Months (Before Launching to After Launching)
17
BRAND
IMAGE
BUILDING
CAMPAIGN
(Advertising &
Branding)
SALES
BOOST UP
ACTIVITIES
CAMPAIGN
(Advertising, Events &
Activations, DM & PR)

18. OBJECTIVES
 To ensure sales of the
products/services:
01. Ready Apartments at the resort
02. Membership of the Interval
International chain
 To aware the target audience (guests)
about Sea Pearl prior to the launch
18

19. DETAILS
 This will be mainly a B2B campaign based on “Push Selling Strategy”.
 We will do it through personal selling.
 Our Sales People’s tone of communication and/or language of the
communication will be synced or must be similar with Advertisement.
 We will produce some informative AV that completely explains our
products and we will show them to our clients through Tabs which we
will give to our sales representatives.
 We will also produce AV containing the 3D tour of the
apartments/rooms for the same purpose, what we already have.
 We need few more AV to describe the membership service that
Interval International provides worldwide.
 We would make those AVs with our real customers who have already
availed our products/services (reference to be presented)
 We would take some tactical partners from Airlines & Road
Transportation of Cox’s Bazar as well as Bank for ATM Booths & POD.
 We shall have Booth in Cox’s Bazar Town and Branded Bus, Jeep, Pick
Up, etc. towards INANI.
 The AV will be in HD format with the Better Local Expertise in
minimum Cost.
19

20. DETAILS
Mid October, 2013 – Mid April
20
PRESS AD (Various Types)
NEWSPAPERS – Colors & Various Sizes at only Prothom Alo, Daily Star & Financial
Express and MAGAZINES – Life Style & Fashion base
OUTDOOR (Various Types)
BILLBOARD – Various Sizes at Dhaka, Chittaong & Cox’s Bazar and ROAD
BRANDING – Passenger Shade, Streetlamp Banner, Signage, etc. at Cox’s Bazar
PRINT (Various Types)
PRESS PRINT – Brochure (Very Exclusive & Handy sized with very Nice Box),
Leaflet, Bunting, etc. DIGITAL PRINT – Point of Display, Banner, etc.
EVENTS & ACTIVATIONS (Various Types)
SOLELY – Children Art Competition at Clubs including SPONSOR, Marathon for Peace
towards Inani, 31st Night Celebration, Cultural Shows, etc.
AUDIO VISUALS (Various Types)
PROJECT AVs – Various Types, TELEFILMs – 3 Sequels and SIGNATURE TUNE
(English and/or Bengali Jingle based) (used in all audio mediums), etc.

21. THE BIG
IDEA
21

22. SEA PEARL
@
INANI BEACH
22

23. “I AM PEARL
JUST LIKE
INANI”
23

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33. CREATIVE : DM – MUG
(Only for Clients)
(Whole the Year)
33

34. CREATIVE : DM – CAP
(For Clients, Salesmen, Field Men, Brand Promoters, etc.)
(Whole the Year)
34

35. CREATIVE : DM – T-SHIRT (POLO & ROUND)
(For Clients, Salesmen, Field Men, Brand Promoters, etc.)
(Whole the Year)
35

36. CREATIVE : DM – FILE FOLDER
(For Clients, Salesmen, Field Men, etc.)
(Whole the Year)
36

37. CREATIVE : AV
(Not for Television, for All Digital Mediums, like YouTube,
Facebook, Mobile Content, etc.)
The Scripts will be submitted after
finalization of the Root.
37

38. CREATIVE : AV – TELEFILM (SEQUEL)
38

39. LOVE IN INANI
AT
VALENTINES DAY
Main Attraction Mehzabin & Sojol
On Air : Channel Nine & NTV
39

40. ADVENTURE IN INANI
AT
PAHELA BOISHAKH
Main Attraction Arefin Shuvo, Joya,
Tisha, Iresh and others
On Air : Channel Nine & NTV
40

41. LIVE IN INANI
AT
EID
Main Attraction Afzal Hossain, Jahid
Hasan & Mou
On Air : Channel Nine & NTV
41

42. 2nd PHASE
Launch – Simultaneously
42
BRAND
ENHANCE
BUILDING
CAMPAIGN
(Advertising, Events &
Activations, DM & PR)
LAUNCH
EVENT WITH
360 DEGREE
CAMPAIGN
(All Conventional &
Non Conventional
including TVC)

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