1. Biman Bangladesh Airlines is the national carrier of Bangladesh but has faced issues with flight delays, aging aircraft, and poor hospitality. 2. The plan proposes entering into a codeshare agreement with another airline to increase routes and frequencies while reducing costs, as well as improving customer service through initiatives like in-flight WiFi and entertainment. 3. The budget for improving Biman Bangladesh Airlines over one year through activities like TV commercials, employee salaries, and aircraft repairs is 250 million BDT.

1. TEAM
Branding Biman Bangladesh
Intra Army IBA Branding Competition 2017
Round:01

3. Background Information
• Founded: 4 January 1972
• Commenced operations: 4 February 1972
• Hubs: Shahjalal International Airport
• Secondary Hubs: Shah Amanat International
Airport Osmani International Airport

4. Introduction
Biman Bangladesh Airlines has been the
national carrier of the country since 1972. It
has been giving flight services to the people
of Bangladesh both in domestic and
international travel.
It has air service agreements with 42
countries and currently flies to 16 different
countries

5. But for certain defaults, it has shown
lacking in its managerial sector and
fleet. This caused the following
consequences:

6. •Flight Delays

7. •Low Grade Aircrafts

8. •Poor hospitality

9. •Low Ratings

10. Disasters of Biman Bangladesh:
• On 5 August 1984, a Biman Bangladesh
Airlines Fokker F27-600 crashed into a marsh
near Shahjalal International
in Dhaka, Bangladesh while landing in poor
weather.[1]
• The crew tried an ILS approach(instrument landing
system) on runway 14 of the same airport, but a
missed approach had to be executed again as both
pilots had failed to spot the runway once again
1. Fokker F27 Crash of 1984

11. Reference
• Accident description for S2-ABJ at the Aviation
Safety Network
• ^ Jump up to:a b "Commercial flight safety: 1984
reviewed – Fatal accidents: scheduled passenger
flights" (PDF). Flight International: 35. 26 January
1985. Retrieved 14 August 2014.
• ^ Jump up to:a b "AROUND THE WORLD; 49 Die in
Bangladesh As Plane Plunges". The New York
Times. 6 August 1984. Retrieved 14 August 2014.
• Jump up^ "Breaking the Glass
Ceiling". thedailystar.net. Retrieved 23 June 2015.

12. 2. Emergency landing of Biman
Bangladesh flight in Dhaka with PM
Sheikh Hasina(27.11.2016)
•According to what could be gathered,
one of the nose wheels of the plane
exploded shortly after takeoff. The other
nose wheel also ruptured upon landing
•The national flag carrier is already under
criticism for the glitch
• Seven Biman officials have been
suspended and arrested. (SOURCE: THE
DAILY STAR)

13. Achievements of
Biman Bangladesh
• Biman has operated flights to 29 international
destinations, as far away as New York City to the
west and Tokyo to the east and makes a profit of
BDT2.72 billion
• Biman Bangladesh Airlines is certified as safe to
fly in Europe by the European Aviation Safety
Agency. In addition, the airline successfully
passed the IATA Operational Safety Auditand
 SOURCE: BIMAN BANGLADESH AIRLINES(the
official website)

14. • Not just that, Biman Bangladesh Airlines
transported around 51,000 Hajj pilgrims
through 144 flights this year and will operate
134 flights during post-Hajj operation-
Mahmud Hossain Opu
(Source:DHAKA TRIBUNE)

15. Comparison of Biman
Bangladesh with Emirates
VS

16. •Differentiation of Check-In Items

17. •Differentiation in Fleet

18. •Differentiation of Seats

19. •Differentiation in Special Items

20. •Differentiation in Meals

21. •Differentiation in the
Continents Served

22. Now lets see what the ratings
say:

23. Reference:
WanderBat by Graphic

24. Reasons for the mentioned
symptoms:

25. Financial problem
Lack of managerial expertise
Lack of effective recruitment
Lack of equity Alliances

26. CORE Problem:
An Unappealing Brand
Image

27. Our Mission:
Capture passenger satisfaction and
inclination to fly with Biman Bangladesh

28. Limitations:
Allotted with BDT 25 crore.
Difficult to fulfill required financial tasks
Time consuming initiative

29. BIG Idea:
Enter into Code Share
agreement

30. Code Sharing
• It’s an aviation business arrangement where
two or more airlines share the same flight
• Sharing, in this sense, means that each airline
publishes and markets the flight under its own
airline designator and flight number as part of
its published timetable or schedule
• Seats operated by only one of the
cooperating airlines, commonly called
the operating carrier- (source WIKIPEDIA)

31. Why Code sharing?
a) Helps passenger to book routes under a
single code
b) Increase frequency of service on the route as
both flights fly through same route
c) When an airline sacrifices its capacity to
other airlines as a code share partner, its
operational cost will generally be reduced to
zero
d) Perceived service to unserviced markets

32. Possibilities of Code Sharing by
Biman Bangladesh
• Block space code share
• Free flow Code share
• Capped free flow

33. Final output of Code Sharing
• Financial assistance
• Proper flight selection by passengers
• Improved customer care
• Higher ratings which in turn result in higher
ratings
• On time arrivals of
flights

34. References for Code sharing
• "Piedmont's Roots Run Deep".
• Jump up^ Financial Review, November 21,
1989
• Jump up^ Sharkey, Joe (December 5,
2011). "Forget the Airline's Name; It's All
About Alliances". The New York Times.
Retrieved December 28, 2011
• Wikipedia

35. Tag line:
• ‘’Lets make Biman Bangladesh fly High.’’

36. Plan of action:

37. Short Term
Plan
Long Term
Plan
•Bill Board
•Offers and
Discounts
•Travel Agencies
•Savings
•Investment of
shares
•Effective Manager
•Sponsor
•TVC
•Nominal Partner
•Hygienic Food
•Employer Facilities
•Internal Décor
•Hospitality
•In-flight WIFI
•Entertainment
•Transportation

38. Description:

39. 1. Assign Effective and Efficient
Manager
•Create effective and efficient working condition
•Wise decision making AND interpersonal skills
•Increase performance of subordinates through motivation

40. 2. Aff………………………….
•Promotion of Biman Bangladesh
•Brand value can be well established
through sponsoring BD cricket team,
social events, national events, etc.

41. 3. TVC
•Recognition through media
•Advertisement in television

42. 4. Nominal Partner
•Increase face value
•Goodwill
•Giving them the post of Ambassador

43. 5. Billboard
•Increase publicity
•Popularity among interested
investors and travelers

44. 6. Offers and Discounts
•Increase overall profit through market
segmentation
•Attract customers in favorable seasons

45. 7. Travel Agencies
• Increase foreign citizens
interested in air travel
• Attraction for foreign
tourists

46. 8. Hygienic and Quality Food
•Good food quality ensure proper health of customers
•Devine taste acts as a refreshment and gives customers
a boost in there mood during air travel

47. 9. Employee Facility: Treatment and
Payment
• Will cause the employees to create a hospitable
environment for the customers
• Will work with enjoyment and care for the
customers
• Increase efficiency in work
• Selecting expert employees through proper
recruitment procedure
It is important for proper organization of
employees, i.e. putting the right man for the
right job

48. 10. Internal Decorations
•Create a luxurious
environment
•Give customers a
relaxed mental
state with a sense
of safety and
serenity

49. 10. Over All Hospitality
•Increases brand value
•Proper maintenance of employee
customer relationship
•Ensuring customer satisfaction

50. 11. Offering in-flight WIFI
•Passengers can stay connected to the internet on air
•Use of internet is manifold. Access of internet during
flight is resourceful for passengers
•Such initiative is promised by TAAG Angola Airlines,
and WestJet)
. SOURCE: List of airlines offering in-flight wifi
Chelsea July 27th, 2015

51. 12. In-flight Entertainment and
Technology
•Movies
•Mp3 Music
•Virtual Reality Devices
•Recreation during flight hours
•For passengers of all classes

52. 13. Transportation
•Direct access of luggage movement
•Discount on taxi fare
•Easy availability of transportation will satisfy
passengers and save them from worry

53. 14. Avail Hotel Services
•Place for relaxation
•Fast room service
•Enjoyable stay
•Satisfied guests

54. Ground Work
Create page to promote
brand
Online advertisement
through Facebook shares
Uploading videos will
create promotion in the
YouTube community and
create recognition
Create platform for
income through
advertisement
Create marketing
involvements with
rich content
Widen circles in
the Google+
community

55. Budget(For 1 year)
1. TVC 25,000,000
2. Sponsorship 50,000,000
3. Hotel Expenses 15,000,000
4. Nominal Partner 20,000,000
5. Billboard 10,000,000
6. Employers’ Salary(Manager,
subordinates, air hostess, pilots, etc.)
28,000,000
7. Repair of /Renovating existing aircrafts 80,000,000
8. Internal Decorations and Food 7,000,000
9. Transportation 1,000,000
10. Flight Entertainment 4,000,000
11. In-flight WIFI 10,000,000
Total Cost:
BDT.
250,000,000

56. Contingency Planning
Possible Failure
a) Financial crisis
b) Uninterested nominal partner
c) Lack of effective employees
d) Unable to make Code share
agreement
with an international Airlines
Company
Possible Reasons
a) Not meeting desired
profit
b)Lack of assurance and
consistency
c) Erratic working
conditions and
ignorance
d)Lack of proper
management and
outmoded technology

57. Probable Solutions
1) Creating means of capital from personal
investments by the top level manager
2) Improving recruitment process by electing
strong directorial bodies
3) Increase accommodation for
employers(promotion, job security, salary,
etc.)
4) Ensuring efficient working environment
and update technology

58. End Result
Biman Bangladesh receives global
recognition