3. Presentation Outlines
1. An overview of the world’s largest Mangrove forest
2. Economic & Ecological importance of Sundarbans
3. Motivators and Deterrents for Tourist Consumers
4. Segmentation, Target marketing & positioning
5. Tourism Product Development for sundarban
6. Tourism Promotional mix
7. Positive sustainable Destination Branding
8. Required Policy for Sundarbans
9. Conclusion
4. An overview of the world’s largest Mangrove forest………………
•
•
The forest covers 10,000 km2. Of which
about 6,000 are in Bangladesh. It
became inscribed as a UNESCO world
heritage site in 1997. The Sundarbans
is estimated to be about 4,110 km², of
which about 1,700 km² is occupied by
water bodies in the forms of river,
canals and creeks of width varying
from a few meters to several
kilometers.
The Sundarbans – is a complex
ecosystem comprising one of the three
largest single tracts of mangrove
forests of the world. A total 245 genera
and 334 plant species are found here.
5. Economic & Ecological importance of Sundarbans……………………..
•
•
•
•
Bio-shields against the cyclones
(tropical storms) and high tidal surges
Protection against coastal erosion and
damage
A large carbon sink to mitigate global
warming and offset the greenhouse
gas emissions
Habitat of unique and diversified
flora and fauna
6. Economic & Ecological importance of Sundarbans (cont.d)…………
• About 3.5 million people depend
directly or indirectly for their
livelihood on Sundarban’s resources.
• It constitutes 51% of the total reserved
forest estate of Bangladesh, and
contributes about 41% of total forest
revenue
7. Motivators and Deterrents for Tourists…………………………….
The motivational factors :
•Attractions
•Activities
•Adventure
•Escape or relax
•Cost
•Transportation
Deterrents :
•Security
•Facilities
•Infrastructure
•Activities
•Accommodation
•Health facilities
8. Segmentation, Target marketing & positioning……………………
• We select four market segments for Sundarbans
1. Corporate people: This people main target customer because they spend more and
we collect more revenue from this segment. But we will encourage less number of
corporate people to visit Sundarbans because they need luxurious accommodation,
transportation, food & beverage which will pollute the environment of that
destination.
2. Middle income people: Their requirement is moderate than higher class people.
Their demands are not much higher. Their need is to get a comfortable journey by considering
their income level.
3. Young people: This group cover age ratio between 18-25. Their main objective is to
visit destination at a minimal cost and want to get higher satisfaction. They would to
take adventurous tourism and want to get new experiences. Sundarban is such a
place that can fulfill their requirement. So we should educate and train them to follow
the rules and regulation before visiting Sundarban.
4. International : Nature lover, Bird watcher, Reseracher etc.
9. After segmenting a market then we will target a specific profitable segment after that we
will go for a positioning. Before positioning we will follow a certain process:
Step 1: We will define the market in which the product or brand will compete. In this
case our defining markets are corporate people, middle income people , young adult
people and international tourists.
Step 2: We will identify the attributes of our product. We know that
Sundarbans is the combination of Flora& Fauna
Step 3: We will collect information from a sample of customers about
their perception of this product on the relevant attributes. In this case we see tourists are
more attracted to see Royal Bengal Tiger in its natural habitat.
Step 4: Determining each product is the share of mind. We
see that there are many alternatives of Sundarbans like Srilanka, Brazil, Nizeria, India etc.
Step 5: We will determine the each products
current location in the product space.
Step 6: In the last step we will
determine the target market’s proffered combination of attributes. From our research we
see that the major attributes of tourists are following:
Watching the wildlife, Enjoying the natural beauty ,Get a break from the boredom of
the urban life, Educational purposes, For getting new experiences etc.
10. Tourism Product Development for sundarbans…………………..
Tourism Product
Key
offerings/Features
Jungle trekking,
water sports.
Hot
spots/Destinations
Dublar char,
Hiron point,
Karomjal, Tiger
point.
Wild Beach Tourism
Quite walk
barefooted,
swimming along
with the web,
Cursing in the
ocean water.
Kotka sea beach
Bird watching
over 260 species
of birds
Chadpai range,
Saatkhira range,
Loudop khal,
Mrigamari Khal
Honey collecting adventure
tourism
Enjoying the age
old honey
collecting system,
interaction with
honey collector
Saatkhira range,
hiron point etc.
Adventure tourism
Segmentation Bases
Geographic(Region),
Demographic ( Age,
Gender, Income),
Psychographic (
personality, Life style),
Behavioral ( Attitude, user
status)
Geographic(Region),
Demographic ( Age,
Gender, Income, family
size), Psychographic (
personality, socio
economic),
Behavioral ( Occasions,
attitude, user status)
Geographic(Region),
Demographic ( Age,
occupation, education),
Psychographic(personality),
Behavioral ( Attitude,
Readiness)
Geographic(Region),
Demographic ( Age,
Gender, Income),
Psychographic (
personality, Life style),
Behavioral ( Attitude, user
status)
11. Tourism Product Development for sundarbans (cont.d)………….
Heritage tourism
Sheker temple,
total 245 genera
and 334 plant
species
Dublar char,
soron khol,
tambulbunia
Demographic ( Age,
occupation, education),
Psychographic(personality),
Behavioral ( Attitude,
Readiness)
Wild life tourism
Royal Bengal
tiger, deer,
monkeys,
crocodiles.
All over the
sundarban
Demographic ( Age,
occupation, education),
Psychographic(personality),
Behavioral ( Attitude,
Readiness)
Fair tourism
Traditional local
product,
Interaction with
local people
Dublar char
Cursing
Watching the
natural beauty of
the bank of the
river, luxurious
boat life
All around the
sundarban
Geographic(Region),
Demographic ( Age,
occupation, education),
Psychographic(personality),
Behavioral ( Attitude,
Readiness)
Demographic ( Age,
occupation, education),
Psychographic(personality),
Behavioral ( Attitude,
Readiness)
12. Tourism Promotional mix………………………………….
• In case of promotional mix we can divide this in two types. These are:
1. Traditional Promotional mix
2. Additional promotional mix
• The following promotional mix we will use for promoting Sundarbans :
1. Associated with private sectors
2. Special packages
3. Domestic tourism Campaign
4. Print media communication campaign5. Cyber competition
6. Rebranding
7. Discount package
8. Website for only Sundarbans
9. Partnership with international media
10. Road show
11. Celebrating a Sundarban Day
12. Introducing Radio Tourism channel
13. Tourism Promotional mix (cont.d)………………………………
13. Using celebrity in ads.
14. Press conference
15. Familiarization trip
17. Arranging fair
18. Emotional selling proposition
19. Information booth in airport
20. Making documentary
21. Providing Brochure in foreign mission
22. Providing itinerary
23. Providing specialists in the foreign mission
24. Brand ambassador
15. 1. History of the Sundarban: Sundarban has the thousands of year’s history. We will
consider this for our branding sundarban as a tourist destination. Many years before
there lived ethnic community such as Bordi. 400 years old temple also represents the
long, rich history of Sundarban.
2. Uniqueness of the Sundarban: Sundarban is the largest Mangrove forest in the world.
The other unique feature of the Sundarban is the Royal Bengal Tiger. It is unique in
nature because only in the Sundarban e can see Royal Bengal Tiger.
In the world there is 54 species of mangrove trees are available. Among these in the
Sundarban we see 34 species of mangrove trees. So we can focus its distinctiveness to
the tourists.
3. Attractions of the Sundarban: Sundarban has lots of attractions which will help us to
positively branding Sundarban as a tourist Destination. Sundarban has rich and colorful
wildlife, natural beauty as well as other attractions. It is surrounded by rivers, sea
beaches, and plain land.
4. Nature of variety: In the world there are small amount of place where tourist can get
variety of taste. 34 species of Mangrove trees, Sundori, Geoa, Keora etc tree are available.
50000-80000 monkeys, 100000 deer’s are available; lots of reptiles. The colorful life of
fishermen, honey collectors are also enjoyable. So we can easily say that it can be a strong
issue for our positive branding of Sundarbans as a tourist destination.
5. Safety: We should also keep in mind about the safety of the forest. Sundarban protect
the southern part from the cyclone or any kind of tidal waves. We will focus tourism of
Sundarban but we also need to keep in mind the sustainability of the Sundarban.
16.
17. • Requirements for successful
Branding:
1. Partnership and leadership
2. Vision and strategy
3. Appraisal and creativity
4. ‘On brand’ implementation
• When sundarban will be
successful as a brand:
1. Value and purpose
2. Truth
3. Inclusive and for the common
good
4. Creativity and innovation
5. Complexity and simplicity
6. Connectivity
7. Validity
18. Required Policy for Sundarbans………………….
1. Introducing Responsible Tourism
2. Watch tower policy
3. Setting the upper limit
4. Setting some specific rules and regulations:
5. Prohibiting mass tourism:
6. Save the Deer and Royal Bengal Tiger
7. Giving permission to the selected tour operators
8. Making drafts:
9. more points for day trips
10. Type of Tourist
11. Watch dog policy
12. Creating awareness program:
13. Inviting international journalists:
14. More space in textbook
19. Conclusion………………….
In branding Sundarbans, the sustainability of Sundarbans must be given the
topmost priority because it is more than a tourist destination. It is our pride.
It is our economic muscle. Above all it is our savior.
Thanks to All !
