Marketing Plan on Tourism in
Bangladesh based on its Indigenous
Music
1.
2.
3.
4.
5.
6.
B M Javed Bin Gofran
Jyoti Jiban Khisha
Masud Rana
Esnaina Quader
Manzur-E-Mowla
Shahariar Rahman
GROUP MEMBERS
0910829030
0910849030
083456030
0910861030
0910625030
0930245 030
Summarized Contents of the Plan
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Defining the service and its goal
Targeting the defined market segmentation
Positioning
Internal and external anaylisis
Marketing 4Ps
Building brand equity
Project evaluation
Business overview
Musical Bangladesh is designed to promote the places of
Bangladesh where different types of indigenous music were
born. The service that we are going to provide to our target
customers will consist of unique musical experience that
people can have, being in the birthplaces of indigenous music
of Bangladesh.
Primarily starting with Sylhet, Rangpur, Kushtia and
Chittagong as tourist spots.
A project under Parjatan Corporation of Bangladesh
Mission & Vision Statement
• Mission Statement
To extend the idea of tourism from leisure to making
contribution to the Bangladeshi culture by exposing the
people of Bangladesh to various indigenous music and making
them experience the core of our culture.
• Vision Statement
To be the most inspirational movement all over the world in
the field of music.
Marketing Goal & Objectives
 Short term goals:
To establish a defined tourism plan that echoes our mission
since the beginning of the service for the following places:
Chittagang, Rangpur, Sylhet & Kushtia.
 Objectives:
1. Setting up well-trained guides.
2. Setting up convenient routs for the TG.
3. Hiring local performers for musical shows.
4. Making affiliation with transportation services.
5. Gathering up musical resources.
Marketing Goal & Objectives(contd)
 Short term goals:
To make the target customer aware of our service and attract
them to participate.
 Objective:
A one year advertising campaign will take place to meet the
goal. In order to achieve it, we have to design a 360 degree
IMC plan using both emotional and informational message.
Marketing Goal & Objectives(contd)
Long term goal & objective:
 Goal: Our long term goal is to extend our coverage to at least
five more tour spots within the next five years.
 Objective: To achieve such goal, we will be conducting surveys
to collect information and find suitable locations for placing
our service.
Market Segmentation
 Geographic:
Geographically, we are targeting all over Bangladesh but Dhaka
would be our the most potential segment.
 Demographic:
o Age: 18 to 55. Separate focuses is on the age groups of 18-25, 26-35
and 35-55.
o Life Stage: Young adults, young married couple with/without
children and mothers/fathers with child/children.
o Occupation: Students, service holders, businessmen and selfemployed.
o Social Class: Working class, middle class, upper-middles, loweruppers and upper-uppers.
o Gender: Unisex.
Market Segmentation
(contd)
Psychographic:
oThinkers
oAchievers
oInnovators
oExperiencers
oBelievers
Market Segmentation (contd)
 Behavioral
o Occasion: Students often go to tours in their vacation. As one of our
segments is students, semester breaks, public holidays or even
week-ends are preferable occasions for them. In addition, families
with children wait for the year-end vacations of school. Hence,
people who are willing to go to tours outside town in such
occasions are our target customers.
o User Status: Frequent or regular users.
o Usage rate: Some family persons or group of people always look for
tour agencies in a certain time of the year. These people are our
potential customers.
o Attitude: People who are enthusiastic about experiencing new
things and also who are positive.
Targeting Strategy
We will be attempting to cover each and every segment we
discovered with our service and communication tool.
Therefore, our strategy would be using full market coverage.
Through our communication tools we will be making people
aware of our service and also we will pursue them to take it.
Positioning
“To music lover, enthusiastic to taste new experience and
admirer of Bangladeshi nature and history, Musical
Bangladesh is a tourism service under Parjatan Corporation of
Bangladesh which does not only give the customers a basic
tourist package but also give an opportunity to know the core
of indigenous music of Bangladesh by letting them experience
the different types of local music of the country at their
birthplaces.”
Customer Insight
Folk or local music was being undermined for a long until
music directors like Habib Wahid started remixing these
indigenous music and presenting it to the mass market. Over
a long period of exposure customers of now do have a basic
knowledge of our history of indigenous music. Moreover,
these songs have become very popular even in the urban
areas. Hence, we think customers would be interested know
about this more with convenient tour packages of us.
Slogan
Where music embraces the heart
Marketing Need/Anticipated Demand
• There are already a huge number of tourism agencies that
provide packages to travel all around Bangladesh focusing on
specific and exotic locations. So, The number of agencies best
describe that there is already a huge market for such
business.
• Also we have enthusiasts of bangla endogenous music who
would love to know more about our local/own culture and
cultural music.
INTERNAL & EXTERNAL ANALYSIS
Marketing Need/Anticipated Demand
• Separately, there is market for both but together there isn’t
any. At least, not currently present in Bangladeshi market. So,
if we consider the “demand state” theoretically, we will find it
as a “Non-Existent” market for this particular service.
• we can assume that customers need such service and they
need to know more about Bangladesh, it’s culture, music, key
places, tradition etc
Marketing Need/Anticipated Demand
• So, for the purpose of our proposed venture we would like to
consider it as there is a Latent demand for our services as we
are inducing/influencing customers towards this particular
demand by focusing on tourism as well as a chance to explore
the root of our endogenous music at the same time. In other
words, Our TG will get the taste of the “Best of both worlds”
at the very same package.
Current Trend
• People are very busy in minding their own business. So,
essentially they don’t bother much to know about these sort
of services.
• If you ask them about the importance to know more about
their country and its culture they’ll all agree but they’ll also
have some sort of excuses to avoid it.
• Even if they do, there is internet, where they can easily access
and know almost anything about everything and everything
about anything.
Current Trend
• Inefficient tourism agencies:
There are a number of tourism agencies which specialize on
these activities but they are merely tourist guides only.
They’ll just take you to the places and show around. They
might tell you something about the past but they
themselves do not have sufficient knowledge about it to
tell others. On the other hand, we will not only show them
around but also give them the environment that used to
be at that time.
Current Trend
• Small vacations: Job holders look for vacations that they can
enjoy during the weekends.
• Many of them would like to go on a short trip to a nearby
location for 2-3 days.
• long-term vacations which is more frequent during summer
and winter. These days the whole family will be able to spend
more time on vacations and they want to go for a long trip
and try to spend more quality time with the family.
• Another category would be people who go on vacations more
often regardless of these holidays.
Competitors of Parjatan
 The Guide Tour Lid:
 The pioneer tour agent in Bangladesh.
 Highly specialized for Shundarban visit.
 They have their own ship.
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Toursbd:
 Expert for Group and corporate tour, Eg. Tour from ffice.

Special Holiday:
 They provide Service in special time and occasions, like Eid, New
year
Competitors of Parjatan
 Asian Holiday Ltd:
 They focus on their highly experienced and professional guides and
employees.
 Sparkle tourism:
 This firm provides superior service only to specific locations. Sylhet,
cox’s bazar, Khulna, etc.
 Annex Travel and consulting Group:
 They also provide regular tourism services in different location in
the country.
Competitors of Parjatan
It is very difficult to specify the direct and close competitors of
Parjatan but any other hotels and the local tour agents can
also may be Parjatan’s competitors.
Porter’s Five Forces Model.
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New Entrants : Moderate
Substitute : High
Bargaining Power of Buyers: Low
Bargaining Power of Suppliers: Moderate
Current Rivalry: Moderate
SWOT Analysis
 Strength
 Brand Recognition & Reliability
 Network Reach of Parjatan
 Infrastructure
 Weakness
 Limitation of Financial Resource
 Lack of professionalism among the service representatives
 Long and unnecessary chain of command
SWOT Analysis
 Opportunity
– New generation are getting concerned about native culture and music
– Increase of the traveling tendency
– Exploring and making the unique cultural aspects available to the
people
– Branding Bangladesh in the international occasions
 Threat
– The emergence of the new traveling agencies
– The unwillingness of the people to provide the service
– Causalities of the local people at Chittagong Hill Tracts
MARKETING 4P (SERVICE)
Service
For each of the tour spots we plan to provide customer an
experience of knowing music. We are going to provide some tour
packages that include accommodation, food, musical/cultural
shows, tour guide, historical sight-seeing and transportation.
As arranging such service require a huge plan and time, for
maintaining quality we are going to offer our packages at certain
times of the year. To make it convenient for everyone, regular tour
times are set for the weekends starting Thursday to Saturday night.
However, for special occasions such as Boisabai Utshab in
Chittagong, there will be specialized tour packages.
Service (contd)
Sylhet
Rangpur
Kushtia
Chittagong
January November
1st & 4th
weekends of
each month
1st & 4th
weekends of
each month
1st & 4th
weekends of
each month
1st & 4th
weekends of
each month
December
Every weekend
of the month
Every weekend
of the month
Every weekend
of the month
Every weekend
of the month
oFamily Package (4 persons)
oGroup Package (10 persons)
oCouple Package (2 persons)
Contents of Sylhet Tour
 Accommodation: Parjatan Motel (with food)
 Transportation: AC and non AC bus service for highway; local
transportation.
 Tour Guide: Local personnel who will guide the tourists from places to
places with a given schedule.
 Historical sight-seeing: Museum of Raja where tourists can know more
about Hason Raja.
 Cultural Show: It will be performed by local performers. The performance
will be based on the songs of Sylhet that are:
 Compositions of Shah Abdul Karim: Aftab Sangeet, Gano Sangeet, Kalnir Dheu,
Dholmela, Bhatir Chithi and Kalnir Kooley
 Hason Raja’s Sangeet
 Dhamail: Folk music and dance
 Bhatiali Sangeet
 Baul Sangeet
 Hason Raja (film): It will be shown in the projector. The movie is based on the life
of Hason Raja.
Contents of Rangpur Tour
 Accommodation: Parjatan Motel (with food)
 Transportation: AC and non AC bus service for highway; local
transportation.
 Tour Guide: Local personnel who will guide the tourists from places to
places with a given schedule.
 Historical sight-seeing: Tajhat Palace (a former jamindar’s palace),
different jamindar’s houses and Town Hall (Where different cultural
programs are held).
 Cultural Show: It will be performed by local performers. The performance
will be based on the songs of Rangpur that are:
 Bhawaiya: Popular folk music of Ranpur.
 Gambhira: Performance with distinctive rhythm and dance, personifying a man
and his maternal grandfather, discussing a topic to raise social awareness.
 Baul Sangeet
 Uttorer Shur a film about Bhawaiya singer.
Contents of Kushtia Tour
 Accommodation: Parjatan Motel (with food)
 Transportation: AC and non AC bus service for highway; local
transportation.
 Tour Guide: Local personnel who will guide the tourists from places to
places with a given schedule.
 Historical sight-seeing: Shilaidaha Kuthibari, the famous residence of
Rabindranath Tagore and Laloner Akhra.
 Cultural Show: It will be performed by local performers. The performance
will be based on the songs of Kushtia that are:
 Lalon Sangeet
 Rabindra Sangeet
 Baul Sangeet
Contents of Chittagong
 Accommodation: Parjatan Motel (with food)
 Transportation: AC and non AC bus service for highway; local
transportation.
 Tour Guide: Local personnel who will guide the tourists from places to
places with a given schedule.
 Historical sight-seeing: Chakma Rajbari, Buddist Temple, Kaptai Lake etc.
 Cultural Show: It will be performed by local performers. The performance
will be based on the songs of Chittagang that are:
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Song and Dances of Jum Cultivation
Goriya Nritto
Biju Gaan
Many more
MARKETING 4P (PLACE)
Place
Supply Side:
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Accommodation
Tour Guide
Food
Transportation
Health & Safety
Performers
Organizing Side
Place
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Availability of Service
Website
Service through Teletalk
Parjatan office
Leaflets/brochures in different hotels, bus/rail stations and
corporate office.
MARKETING 4P (PRICE)
Pricing Strategy
1. Selection of pricing objective
Rapid Skimming where high price along with high
promotion will prevail.
2. Determination of Demand:
The demand is inelastic.
Consumers are less price sensitive
3. Estimation of cost:
Activity Based Cost Accounting to estimate our
cost.
Pricing Strategy
4.
Analyzing competitors marketing mix:
No direct competitors in the market.
5. Select pricing method:
Perceived –Value Pricing of the consumers
6.
Select final price:
The final price was set basing on the impact of other
marketing activities as we wanted to observe the activities
of the other marketing activities.
Pricing Strategy
• Price Adaptation:
we have designed some discounts and quiz competition
online; where the winner would get a “Two Person” Package
in any of the sites.
Pricing: Chittagong Trip
Estimated Cost (Ac bus facility): Types of costs
Estimated Cost (Non-AC bus): Types of costs
Up down transportation-----2500tk/person
for AC bus (1250*2)
Up down transportation------1400tk/person
for Non-AC bus (700*2)
3 day local transport cost---520Tk /person
3 day local transport cost-----520tk/person
Food, 3days ( 420*3---------1300Tk /person
Food, 3days 420*3 ------------1300tk/person
Room 2night------------------- 1800 Tk
Room 2night -------------------1800tk
Total cost with AC bus ------------6120TK/person Total cost with non AC----------5020tk/person
Expected Price to be charged per person: 7899 Tk
Expected Price to be charged per person : 6899Tk
Pricing: Sylhet Trip
Estimated Cost (Ac bus facility):
Up down transportation ----------1900 Tk /person
Estimated Cost (Non-AC bus):
Up down transportation------1100tk/person
for Non-AC bus (550*2)
for Non-AC bus (950*2)
3 day local transport cost-------- 520Tk /person
3 day local transport cost-----520tk/person
Food, 3days 420*3 ----------------1300Tk /person
Food, 3days 420*3 ------------1300tk/person
Room 2night ------------------------1600 Tk
Room 2night --------------------1600tk
Total cost with AC bus --------------------5320Tk
Total cost with non AC --------------------4520tk
Expected Price to be charged per person : 6950 Tk
Expected Price to be charged per person:
5899Tk
Pricing: Rangpur Trip
Estimated Cost (Ac bus facility):
Estimated Cost (Non-AC bus):
Up down transportation cost ----2000tk/person Non AC bus (550*2) -------------1100tk/person
for AC (1000*2)
3 day local transport cost ---------500/person
3 day local transport cost ------500tk/person
Food, 3days 400*3 -----------------1200tk/person Food, 3days 400*3 -------------1200tk/person
Room 2night ------------------------1600tk
Room 2night --------------------1600tk
Total cost with AC bus -------------------5300tk
Total cost with AC bus --------------------4400tk
Expected Price to be charged per person: 6499tk
Expected Price to be charged per person : 5499tk
Pricing: Kushtia Trip
Estimated Cost (Ac bus facility):
Estimated Cost (Non-AC bus):
Up down transportation cost---1900k/person
for AC (950*2)
Non AC bus (500*2)-------------1000tk/person
3 day local transport cost--------500tk/person
3 day local transport cost -----500tk/person
Food, 3days 400*3 ---------------1200tk/person
Food, 3days 400*3 -------------1200tk/person
Room 2night -----------------------1500tk
Room 2night --------------------1500tk
Total cost with AC bus --------------------5100tk
Total cost with AC bus -------------------4200tk
Expected Price to be charged per person: 6499tk
Expected Price to be charged per person:
5499tk
MARKETING 4P (PROMOTION)
Objective & Strategy
• Marketing Objective
A one year advertising campaign will take place to meet the goal of
informing and attracting the target customers. In order to achieve
it, we have to design a 360 degree IMC plan using both emotional
and informational message.
• Communications Objective
To communicate with the customers in our desired way, we have to
educate them about our service. Also we need to make an
appealing approach that allures them to seek for more and thus
lead to participation.
The objective of this plan includes:
– Getting maximum exposure by using different media.
– Using both ATL and BTL tools.
Objective & Strategy (contd)
• Communication Strategy
To have an effective response, we must communicate in two
ways. One way of communication will be focused on the
young generation who would like vibrant and emotional
presentation. On the other hand, the elder generation would
like to be informed more vividly. So a part of the
communication will be based on such factor.
Objective & Strategy(contd)
• Value Proposition
We offer you tours full of musical experiences that no other
tourism agency of Bangladesh provides.
• Major Message of Communication
The major message of our communication will include
depicting the uniqueness of our service that encompasses
nature and history tourism and entertainment as well.
• Campaign Slogan: Experience the Musical Bangladesh.
Print & Outdoor Media
Five different ads will be set as billboard and print ad focusing
on Sylhet, Rangpur, Kushtia, Chittagang and Musical
Bangladesh as a whole.
Print & Outdoor Media
Focusing on Kushtia
Print & Outdoor Media
Musical Bangladesh
Print & Outdoor Media
Target Market
Segment
Channel/location Frequency/durati
on/size
Cost
Print Media
Each and every
segments
Daily Prothom Alo January 2013 & The Daily Star December 2013:
Every Friday and
Saturday
3rd Page 6 inchescolumn
192 ads in one
year
BDT 7603200
Outdoor Media
Each and every
segments
Dhaka,
Chittagang,
Sylhet, Rangpur
and Kushtia: in
cities.
January 2013 December 2013:
10 billboards in
each city
50 billboards for
one year
BDT 36000000
Feature Writing
A feature will be written in Naksha (Daily Prothom Alo) and
Lifestyle describing our service vividly.
Four times in each paper in one year.
Specially targeting women.
PR Activity
In fairs like Pahela Baisakh, Pahela Falgun and other cultural
occasions we will arrange Baul Sangeet for entertainment and
booths containing our leaflets. Also we will make
collaboration with different cultural clubs of universities to
arrange cultural shows to promote Musical Bangladesh.
PR Activity
Target Market Channel/locati Frequency/du
Segment
on
ration/size
PR Activity
Specially
young
generation
Cultural public 20 events in
fairs &
one year
Universities
Cost
BDT 600000
TVC
• Duration: 30 seconds
Television commercial will picture the four regions’ music
places with background music of a mix of four songs (Lalon,
Hason Raja, Bhawaiya and Chakma).
TVC
Target Market
Segment
Channel/location Frequency/durati
on/size
Each & every
segment
BTV, Ntv and
Channel i
From 7pm to
10pm
January 2013 December 2013
Each Thursday,
Friday and
Saturday 3 times
in each channel
1296 times in one
year
Cost
BDT 51840000
RDC
• Duration: 30 seconds
• Information will provided.
• Same background music as TVC
RDC
Target Market
Segment
Channel/location Frequency/durati
on/size
Each & every
segment
Bangladesh Betar
& Radio Foorti
3pm-6pm &
10pm-12pm
January 2013 December 2013
Each Thursday,
Friday and
Saturday; 4 times
in each channel
1152 times in one
year
Cost
BDT 230400
Leaflets & Brochures
• Brochure will be provided in corporate offices and hotel;
leaflets will be provided in hotels, rail stations, bus stations,
school-college-universities temporary booths.
Leaflets &
Brochures
Target Market
Segment
Channel/locati Frequency/dur
on
ation/size
Especially for
corporate
people and
family persons
Hotels, bus
stations,
corporate
offices
20 lac copies
Cost
BDT 40000000
Internet Media
• Facebook page will be frequently updated with information of
indigenous music and tour spots to allure people. Website will
also be a good place to avail information. In addition,
facebook will be used to run the viral marketing.
• Viral Marketing 1: There will be online quiz contest based on
the knowledge of indigenous music of Bangladesh. The
winner will get a two person tour package for any of the
locations.
• Viral Marketing 2: People who will take our tour packages will
be requested to post the best photo of their visit and one with
the highest like will get souvenir gifts.
Internet Media
Target Market
Segment
Internet Media
Channel/location
Especially for
Facebook &
young generation Website
Frequency/duratio
n/size
Every day
BRAND EQUITY & PROJECT
EVALUATION
Brand Dynamics Pyramid
Strong Relationship
Bonding
Advantage
Performance
Relevance
Presence
Weak Relationship
Brand Equity drivers
• Brand Elements: Brand names, Logos, Slogans Etc.
• Marketing Activities: Print and outdoor Media; Tvc’s, RDC,
Leaflets, PR , Internet media etc.
• Brand Element Choice Criteria:
 Name: Musical Bangladesh
 Tagline: “…where music embraces the heart…”
 Campaign Slogan: Experience the Musical Bangladesh
Project Evaluation
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Phase1: Pre Execution Evaluation
Phase 2: Post execution Evaluation
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Phase 1: Pre Execution Evaluation
Concept testing:
 Examines the proposed content of an advertisement and the impact that content may
have on potential customers.
 Conducted before spending money to develop an advertisement or promotional piece.
Test conducted: Reaction test
•
Copy Testing:
 The Copy test technique was used when the advertisement contents were finished and
prior to production.
 We did the Portfolio test; displayed several sets of print ads to the office employees of
Parjatan Corporation one of which is the ad being evaluated
Project Evaluation
•
Phase 2: Post execution Evaluation
•
Recall Test:
– Individuals will asked to recall what ads he or she viewed or heard in NTV, The
Daily Star, Radio Foorti etc.
– Test will be done : Aided recall test
•
Physical arousal test:
– Pupillometric test: Pupils dilate more when a person reacts positively to the
ad or marketing communication we would observe the reactions.
•
Behavior Evaluation Test.
THANK YOU