This document outlines an engagement plan for Prochito Holidays to build trust and awareness among their target audience. It identifies their target market as middle to upper middle class Bangladeshis aged 20-50 who are influenced by businesspeople, colleagues, and friends. The plan aims to establish Thailand as a top travel destination through advertising in June-July when ad effectiveness is high due to Eid celebrations. Both offline and online media will be used, including newspapers, magazines, events, and social media like Facebook. The goal is to create hype and word-of-mouth through reference groups and influencers in order to increase customer count for Prochito Holidays.

1. ENGAGEMENT PLAN
FOR PROCHITO HOLIDAYS !!

2. CONFUSED !!??
PLEASE LET ME
ALLOW TO
EXPLAIN…

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. THE PROBLEM IS THAT PROCHITO HOLIDAYS
IS NOT THAT MUCH FAMILIAR
INTO THE AWARENESS LEVEL OF TG
SO WE NEED EXPOUSER
BUT…

13. AD EFFECTIVENESS RATIO IS HIGH IN THE MONTH
JUNE TO JULY

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.  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
COZ

16. ROOT ?
WHAT CAN
BE THE

17. PEOPLE OF BANGLADESH LIVES THEIR LIFE IN ENOURMOUS
PRESSURE/PROBLEM
FP
PP
WP MP
TP
EP
SP
FP – Financial Problem
PP – Political Problem
WP – Work Pressure
MP – Mental Pressure
TP – Traffic Problem
EP – Environment Problem

18. PEOPLE TAKE DIFFERENT INITIATIVES FOR
PRESSURE MANAGEMENT

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

22. TRUST
ROOT WILL BE
THE BUILDING

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
TRUST
INFL RG
BI

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 SLOGAN-
If 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 .‟

30. OFFLINE MEDIA

31. OFFLINE MEDIA VECHILE
 Newspaper
 Magazine
 Event & Activation
Mystery Seller

32. OFFLINE MEDIA VECHILE
NEWSPAPER

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. 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
OFFLINE MEDIA VECHILE
From Prothom Alo

35. Popularity in quantity
 5,60,000 circulation
 More than 60,00,000 readers
 Many of them store it
 4,50,000 online readers
OFFLINE MEDIA VECHILE
From Prothom Alo
Readers
 Male and female both specially female
 13 to 40 years old
 Middle class to upper middle class

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. 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
OFFLINE MEDIA VECHILE
From Daily Star

39. Popularity in quantity
 50,000+ circulation
 More than 3,00,000 readers
 Many of them store it
OFFLINE MEDIA VECHILE
Readers
 Male and female both
 13 to 40 years old
 Upper middle class to Upper class
 Corporate and business people
 Students
From Daily Star

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

41. OFFLINE MEDIA VECHILE
MAGAZINE
E

42. 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.
OFFLINE MEDIA VECHILE
.
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. Popularity in quantity
 20,000+ circulation
 More than 60,000 readers
 Many of them store it
Readers
 Male and female both specially female
 16 to 40 years old
 Upper middle class to Upper class
 Students
OFFLINE MEDIA VECHILE
E

45. EVENT
OFFLINE MEDIA VECHILE

46. OFFLINE MEDIA VECHILE
EVENT
 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 & Activation

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
 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
Mystery Seller

49. ACTIVITIES
OFFLINE
MEDIA

50. 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
ACTIVITIES
OFFLINE
MEDIA

51. A creative + informative advertisement (1st AD) into
the P. Alo Noksha
ACTIVITIES
OFFLINE
MEDIA

52. A creative advertisement (1st AD) into the
lifestyle with premium packages
ACTIVITIES
OFFLINE
MEDIA

53. An informative advertisement (2nd AD) into the
Daily star Life Style
An informative advertisement (2nd AD) into the P.
Alo Naksha
An informative advertisement on
BD Monitor
ACTIVITIES
OFFLINE
MEDIA

54. 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
ACTIVITIES
OFFLINE
MEDIA

55. ACTIVITIES
OFFLINE
MEDIA
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

56. ACTIVITIES
OFFLINE
MEDIA
An informative full page advertisement with unusual
shape into the Canvas

57. An activation for Interactive communication
with target customer and convince them
towards ultimate goal – To Increase Customer Count
ACTIVITIES
OFFLINE
MEDIA
Hype
Create
Aware Convince C. Count
 Activation Module
 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 ??
EVENT

58.  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
ACTIVITIES
OFFLINE
MEDIA
EVENT
An activation for Interactive communication
with target customer and convince them
towards ultimate goal – To Increase Customer Count

59. ACTIVITIES
OFFLINE
MEDIA
Arrange a small event for one year celebration into the
new office and invite previous and potential customers
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.
Give a birthday gift ( Stationary or offer or discount coupon)
to the previous customers within the 1st June to 20 July.

60. ACTIVITIES
OFFLINE
MEDIA
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. ACTIVITIES
OFFLINE
MEDIA
Tie-Up Fashion
House
Super
shop
Bank
 5 % discount for loyalty card holder
 Brand name - Meena Bazar
2% discount for highest 50 purchasers
 Brand Name - Smartex, Infinity, Richman
 5% discount (Gold Card member/ Equivalent)
 Brand Name - FSIBL, EXIM, MTB
Beauty
Parlor
 5% discount loyalty card holder
 Brand Name – Persona, Laser Treat

62. ONLINE MEDIA

63. TOTAL INTERNET USERS IN BANGLADESH
30.48 MILLION !!

64. 41.1 % INTERNET USERS SPEND
AT LEAST 1 HOUR FOR SURFING

65. FACEBOOK ADDS 1 NEW USER IN BANGLADESH
EVERY 20 SECONDS

66. Bangladesh
3.39m
Female
715290
Male
2667930

67. PURPOSE OF USING INTERNET

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

70. ACTIVITIES
ONLINE
MEDIA

71. ACTIVITIES
ONLINE
MEDIA
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
Mail newsletter to the TG
People can get a gift by sharing (maximum) the newsletter to
their familiar (He/she has to give CC to the Prochito Holidays

72. ACTIVITIES
ONLINE
MEDIA
Ad will be animated and it will be divided into three
slides
Panel ads on bdnews24.com and prothom-alo.com
for 1 month. Position – as top as possible
?If not now..
then when
Now quality service
charges less
!!
Click to fly

73. Facebook activity
ACTIVITIES
ONLINE
MEDIA
 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. Digital Influencer
ACTIVITIES
ONLINE
MEDIA
 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

75. BUDGET AND
OTHERS

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 - 6500000
 No. of Life Style readers - 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. Feature
PR
Cover Band
On Naksha
Ad with
unusual shape
at canvas
Activation
Digital
influencer
Mystery
Seller
Purchase
IMPACT ZONE

80. WHO LIVES SEES,
BUT TRAVELS SEES MORE..

81. THANK YOU