“Branding Sundarbans” A

Presentation by Explorer

THM 2ND BATCH

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

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.

• 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

Economic & Ecological importance of Sundarbans……………………..

• 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

Economic & Ecological importance of Sundarbans (cont.d)…………

The motivational factors :•Attractions•Activities•Adventure•Escape or relax•Cost•Transportation

Deterrents :•Security•Facilities•Infrastructure•Activities•Accommodation •Health facilities

Motivators and Deterrents for Tourists…………………………….

• 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.

Segmentation, Target marketing & positioning……………………

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.

Tourism Product Development for sundarbans…………………..

Tourism Product Key offerings/Features

Hot spots/Destinations

Segmentation Bases

Adventure tourism

Jungle trekking, water sports.

Dublar char, Hiron point, Karomjal, Tiger point.

Geographic(Region), Demographic ( Age, Gender, Income), Psychographic ( personality, Life style), Behavioral ( Attitude, user status)

Wild Beach Tourism

Quite walk barefooted, swimming along with the web, Cursing in the ocean water.

Kotka sea beach Geographic(Region), Demographic ( Age, Gender, Income, family size), Psychographic ( personality, socio economic), Behavioral ( Occasions, attitude, user status)

Bird watching

over 260 species of birds

Chadpai range, Saatkhira range, Loudop khal, Mrigamari Khal

Geographic(Region), Demographic ( Age, occupation, education), Psychographic(personality), Behavioral ( Attitude, Readiness)

Honey collecting adventure tourism

Enjoying the age old honey collecting system, interaction with honey collector

Saatkhira range, hiron point etc.

Geographic(Region), Demographic ( Age, Gender, Income), Psychographic ( personality, Life style), Behavioral ( Attitude, user status)

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 Geographic(Region), Demographic ( Age, occupation, education), Psychographic(personality), Behavioral ( Attitude, Readiness)

Cursing

Watching the natural beauty of the bank of the river, luxurious boat life

All around the sundarban

Demographic ( Age, occupation, education), Psychographic(personality), Behavioral ( Attitude, Readiness)

• In case of promotional mix we can divide this in two types. These are:1. Traditional Promotional mix2. Additional promotional mix

• The following promotional mix we will use for promoting Sundarbans :1. Associated with private sectors2. Special packages3. Domestic tourism Campaign4. Print media communication campaign5. Cyber competition6. Rebranding7. Discount package8. Website for only Sundarbans9. Partnership with international media10. Road show11. Celebrating a Sundarban Day12. Introducing Radio Tourism channel

Tourism Promotional mix………………………………….

13. Using celebrity in ads.14. Press conference15. Familiarization trip17. Arranging fair18. Emotional selling proposition19. Information booth in airport20. Making documentary21. Providing Brochure in foreign mission22. Providing itinerary23. Providing specialists in the foreign mission24. Brand ambassador

Tourism Promotional mix (cont.d)………………………………

Considerations for Branding Sundarbans

Positive sustainable Destination Branding………………….

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.

• Requirements for successful Branding:

1. Partnership and leadership

2. Vision and strategy3. Appraisal and creativity4. ‘On brand’ implementation

• When sundarban will be successful as a brand:

1. Value and purpose2. Truth3. Inclusive and for the common

good4. Creativity and innovation5. Complexity and simplicity6. Connectivity7. Validity

1. Introducing Responsible Tourism2. Watch tower policy3. Setting the upper limit4. Setting some specific rules and regulations: 5. Prohibiting mass tourism: 6. Save the Deer and Royal Bengal Tiger7. Giving permission to the selected tour operators8. Making drafts: 9. more points for day trips 10. Type of Tourist11. Watch dog policy12. Creating awareness program: 13. Inviting international journalists: 14. More space in textbook

Required Policy for Sundarbans………………….

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 !

Conclusion………………….