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