Hotel Sea Pearl Creative & Strategy Pitch

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Presents

WHAT WE WANT TO ACHIEVE

Very precisely-

We need to build a BRAND.

We need to nurture the BRAND.

We need establish this BRAND

to win over all others.

For Sea Pearl, our task is to

establish it as a premium

BRAND for vacation lifestyle and

to ensure the sales of the

products/services

prior to the launching

among all existing

and upcoming

competitors.

A BRAND is being born

Yet incomplete

Sh

ifting

the

bra

nd

Fro

m b

ud

to b

loo

m

Giving the BRAND a complete

entity

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UNDERSTANDING TG AND/OR TA

CHEERFUL/FUN

AND TOURISM/VACATION

LOVERS

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TG AND/OR TA

PrimarySECTION A+ & A

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TG AND/OR TA

Primary“Professionals : Doctors, Engineers, Musicians, Sports Men, Lawyers,

Media Performers, IT, Teaching, Scientists, Fashions, etc.

including NRBs”

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TG AND/OR TA

Primary“High Officials/Service Holders : Top Management of all Big & Semi-

Big Corporate, Defense; Govt. Officers/Bureaucrats, Pilots, etc.”

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TG AND/OR TA

Primary“Business Icon and/or Industrialists : Any Kinds including NRBs”

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TG AND/OR TA

Secondary“Parents, Spouse and Family Members of the Primary TG”

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COMPETITORS

NO COMPETITORS at INANI

ManyAT LABONI, KOLATOLI, SAINT MARTIN & OTHER BEACHES

OF COX’S BAZAR

CORAL REEF

MOVE N PICK

BEST WESTERN

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01. KEY/UNIQUE SELLING PROPOSITION (USP)

We must take the advantage/benefit of the name of the “INANI” Beach, if we take it, later no one can take this

advantage in future.

Since we are first, so we must own the name; own the beach and own the location/place.

We shall sell the “INANI” and its natural beauty and aesthetic uniqueness, since it is the most scenic

beach among all the sea beaches lying along the Cox’s Bazar Coast.

We shall positioning “Sea Pearl” as the synonym of “INANI”.

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The Word “Pearl” itself.

“Pearl” is one of the expensive, finest and rare natural beautiful matters in the world which is mostly

used as Ornament and the genuine pearl mostly can be afford by the Elite and Rich people, interestingly they

are our TG too.

We present “Pearl” mostly to our very closest ones and/or for ourselves in some special occasions.

So … We want our clients (ownership) and guests to feel as invaluable as the genuine “Pearl” itself.

And, finally, we want to present “Pearl”, i.e., “Sea Pearl” to our clients (ownership) and guests for their closest ones and/or

themselves as owners and as guests respectively.

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02. KEY/UNIQUE SELLING PROPOSITION (USP)

SO…12

Proposed Position Strategy Explanation

“INANI” is the “PEARL” of Bay of Bengal

Our Customer is our “PEARL”

People present “PEARL”to their closest ones and/or themselves

“Sea Pearl” means “INANI” and vice versa

Our Clients/Guests present “INANI”to their closest ones and/or themselves too

Our Clients/Guests present “Sea Pearl”to their closest ones and/or for themselves too

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Let seethe PEARLof Bay…

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Inani - The Pearl of Bay of Bengal

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THE IMC CAMPAIGN

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1st PHASEPre Launch – Simultaneously06 Months (Before Launching to After Launching)

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BRAND IMAGE

BUILDING CAMPAIGN

(Advertising & Branding)

SALES BOOST UP

ACTIVITIES CAMPAIGN

(Advertising, Events & Activations, DM & PR)

OBJECTIVES

To ensure sales of the products/services:

01. Ready Apartments at the resort

02. Membership of the Interval International chain

To aware the target audience (guests) about Sea Pearl prior to the launch

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DETAILS

This will be mainly a B2B campaign based on “Push Selling Strategy”.

We will do it through personal selling.

Our Sales People’s tone of communication and/or language of the communication will be synced or must be similar with Advertisement.

We will produce some informative AV that completely explains our products and we will show them to our clients through Tabs which we will give to our sales representatives.

We will also produce AV containing the 3D tour of the apartments/rooms for the same purpose, what we already have.

We need few more AV to describe the membership service that Interval International provides worldwide.

We would make those AVs with our real customers who have already availed our products/services (reference to be presented)

We would take some tactical partners from Airlines & Road Transportation of Cox’s Bazar as well as Bank for ATM Booths & POD.

We shall have Booth in Cox’s Bazar Town and Branded Bus, Jeep, Pick Up, etc. towards INANI.

The AV will be in HD format with the Better Local Expertise in minimum Cost.

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DETAILSMid October, 2013 – Mid April

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PRESS AD (Various Types) NEWSPAPERS – Colors & Various Sizes at only Prothom Alo, Daily Star & Financial

Express and MAGAZINES – Life Style & Fashion base

OUTDOOR (Various Types) BILLBOARD – Various Sizes at Dhaka, Chittaong & Cox’s Bazar and ROAD

BRANDING – Passenger Shade, Streetlamp Banner, Signage, etc. at Cox’s Bazar

PRINT (Various Types)PRESS PRINT – Brochure (Very Exclusive & Handy sized with very Nice Box),

Leaflet, Bunting, etc. DIGITAL PRINT – Point of Display, Banner, etc.

EVENTS & ACTIVATIONS (Various Types)SOLELY – Children Art Competition at Clubs including SPONSOR, Marathon for Peace

towards Inani, 31st Night Celebration, Cultural Shows, etc.

AUDIO VISUALS (Various Types)PROJECT AVs – Various Types, TELEFILMs – 3 Sequels and SIGNATURE TUNE

(English and/or Bengali Jingle based) (used in all audio mediums), etc.

THE BIGIDEA

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SEA PEARL@

INANI BEACH22

“I AM PEARL JUST LIKE

INANI”23

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CREATIVE : DM – MUG(Only for Clients)(Whole the Year)

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CREATIVE : DM – CAP(For Clients, Salesmen, Field Men, Brand Promoters, etc.)

(Whole the Year)

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CREATIVE : DM – T-SHIRT (POLO & ROUND)(For Clients, Salesmen, Field Men, Brand Promoters, etc.)

(Whole the Year)

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CREATIVE : DM – FILE FOLDER(For Clients, Salesmen, Field Men, etc.)

(Whole the Year)

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CREATIVE : AV(Not for Television, for All Digital Mediums, like YouTube,

Facebook, Mobile Content, etc.)

The Scripts will be submitted after finalization of the Root.

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CREATIVE : AV – TELEFILM (SEQUEL)

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LOVE IN INANIAT

VALENTINES DAY

Main Attraction Mehzabin & Sojol

On Air : Channel Nine & NTV

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ADVENTURE IN INANIAT

PAHELA BOISHAKH

Main Attraction Arefin Shuvo, Joya, Tisha, Iresh and others

On Air : Channel Nine & NTV

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LIVE IN INANIATEID

Main Attraction Afzal Hossain, Jahid Hasan & Mou

On Air : Channel Nine & NTV

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2nd PHASELaunch – Simultaneously

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BRAND ENHANCE BUILDING CAMPAIGN

(Advertising, Events & Activations, DM & PR)

LAUNCH EVENT WITH 360 DEGREE CAMPAIGN(All Conventional & Non Conventional

including TVC)

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