Marketing Planning

Digital Hospital

ity

Prepared for Dusai Resorts & Spa

Background…

DuSai Resort & Spa is the first luxurious 5 star standard boutique Villa

Resort & Spa nestled within a small tropical forest on hillocks dotted with

thousands of trees and flanked by a 1000 feet long serpentine lake on the

south and two large fish ponds on the north side, just beside the largest

concentration of tea gardens in Moulvibazar about 200 km north-east of

Dhaka.

This Resort will be the Icon for Tourism in Bangladesh and as such, a

comprehensive communication plan has to be in place in order to showcase

this icon to the world.

Target Consumer Analysis• Primary Target

• Overseas Tourists & Vacationers• Demographic Analysis:

• Young Married Couples• Business People/ Professionals

• Psychographics• SEC A / A+• Succeeders: Known for Work Ethic, Status Quo, Prestige. Attracted to

caring and protective brands for ‘Stress Relief’

• Secondary Target• Local Tourists

• Demographic• Honeymooners• Romantics• Corporates

• Individuals• Businesses

• Psychographics• SEC A / A+• Aspirers & Succeeders

Research Findings

400% Growth in

Monthly Site Visit in Last

1 Year

The Average Bangladeshi

User…

Has 3 Web Sessions Each Day

Visits 4 Different Websites

each Session

Internet Usage growth rate has been

around

50% over the past

9 months Source: G&R Ad Network

Research Findings (Contd.)

3.7

Million Bangladeshis arecurrently on Facebook as you are reading this

9 Million are on the Desktop or Mobile

Some excerpts from Internet Users within the Target Group

It is extremely difficult for me to have a Social Life amongst my busy

office schedule,

Internet keeps me Social

Internet provides me with

Convenience of getting the needed

information

I wish the Bangladesh Web Scenario was more

developed, I need the

convenience in doing everything online, such as

buying products…this will take a huge load off me!

Google is currently my

go-to source for all kinds of

Information I need

A few Trivia on Internet Behavior…

33% more people are online During

Hartals

40% less people are on the Web during Pohela

Boishakh

However, average page view goes up by 15% on April 14

20% less unique visitors during

Durga Puja

73% less on Eid-ul-Adha, but it goes back to normal

after 2 days

Summing it up…

• Internet penetration is at an all time high and it is growing exponentially• Convenience is the “Buzzword”• People are more likely to search for information online rather than through

physical means• Two in every 5 people seeing an advertisement on the internet that catches

their eyes, is likely to click on it• Facebook is as powerful a medium of communication as ever• People tend to remember 50% of the information presented through eye-

catching advertisements online• Brand Awareness is close to 80% for eye catching online advertisements

Touchpoint Based ToolsReaching out…

Touchpoint Analysis

• The Internet• Cellphones• Mobile Apps• Email• Airports• Shopping Malls• FM Radio• Community Centers

The Internet• Internet is the “go-to” source for the Top Segment of the Population

• Saves Time• Fast Research• Convenient

• Various tools will be used to pull and engage internet audience towards the brand:• Web Banners

• Targeted towards Global Tourism based & Corporate favorite sites (Tourism-Agoda, Hotels.com, Lonely Planet, etc.)• Social Bar: Branded Social News Feed on targeted sites• Travel Site Ads promoting various occasions

• IO Analytics: Know specifically who is visiting your site and from where for further targeted communication

• SEO & Blogging• Through blogs, people will get to know about the Resort and eventually get to know the amenities they are providing• SEO will optimize search results for any customer search on related queries

• Facebook and Social Media Integration• Will be done through a single CMS• Single Sign on for Website to collect personal Information• Liking and Reviewing Option

• Further Penetration and Visibility

Cellphones

• Cellphones are one of the most personal mediums of communication

• Text Messages have a higher shelf life compared to other mediums

• A higher awareness will eventually lead towards higher sales for the future

• Corporates and Professionals will be the core target for Text Messaging

• A copy that will entice the audience to visit the website mentioned within

• Incentives provided• Launching Details

• Can be extended for various promotional offers during certain occasions: Eid, Christmas, Best Tea Leave Plucking season, etc.

Internet Distribution

• Popular Smartphone Travel apps and Internet Distribution channels such as Agoda, Hotels.com, Expedia, Lonely Planet, etc. will be used to target and booking information given along with the Resort information• People who are visiting Bangladesh or planning to visit, can directly get

information regarding the Hotel from these apps and make an informed decision• Business people and Professionals will get all the necessary information from

these apps starting from the Resort, the ongoing festivities and attractions of the locality and other relevant information relevant to get there• These will excite them to visit the resort once they are in Bangladesh• Travel information such as commute from Airport to the Resort may also be

pushed through these sites along with booking and reservation systems

Email

• Targeted Emails will be shot to the corporate level people twice a month

• This will help keep the brand at the Top-of-Mind• A total of 25000 Top Corporates (CEO, CFO, etc.)

and further 30000 Professionals can be shot relevant information on the Resort with the alluring visuals

• They may be further incentivized to visit the website and gather more information

• Direct Link to online reservation will provide them with a special discount within a stipulated time frame

Community/ Party Centers & Event Planners

• These places can be contacted in order to secure awareness and interest of soon-to-be couples

• Selected centers can be targeted and a digital kiosk placed which will have all the information regarding the Resort, where they may visit for post-marriage honeymoon

• They can have a full virtual tour of the place and can get to know about local attractions and book a package from the kiosk instantly

• Similarly, event planners who plan wedding and other corporate events can be targeted and motivated to host their events and weddings focusing on the resort

Airports

• Airports will be branded by the Resort to excite tourists towards visiting them• A Digital Display (Television, Boards) will be branded and placed in the Check in Lounge• The inbound tourists will be able to know about the Resort through an amusing audio-

visual on the screen• This audio visual will basically focus on the highlights of the resort, local attractions, tea gardens,

upcoming promotional offers, etc.• This will hook the audience into wanting to know more about the resort

• In addition, a digital information kiosk will be placed at the Sylhet Airport• The tourists may reserve their rooms through this kiosk• They may also ask for the Resort transport made available at the Airport to arrange for their

travel to the resort • This kiosk will also be branded and relevant attraction points of Sylhet mentioned therein for

engaging the audience

Shopping Malls

• The big shopping malls, specially Bashundhara and Jamuna Future park is to be decked with branded information kiosks

• These kiosks will also have a brand promoter along with it to deal with queries

• The basic activity of the kiosk will be to provide a detailed map of the Shopping Mall along with basic information on the shops

• In addition to that, the touch based kiosk will also have the audio visual of the Resort playing side-by-side to aware the audience

• Multiple kiosks need to be set at various points to handle inbound traffic

FM Radio

• RJ Endorsements are nowadays a very popular method of promoting products• Products are promoted by the RJ themselves in a conversational

manner to break the clutter of advertisement explosions• This tends to instill the effect of the conversation and as such,

the Brand itself, in the mind of the audience• This can also be targeted to reach the corporates and

housewives, who can influence their husbands to visit a recreational resort such as Dusai• Cost effective medium of communication with higher functional

effectiveness

Local Market Channels

Professionals Newspapers Targeted Email Targeted SMS IO Digital Web Banners Airport

BrandingTravel Site/ Internet Distribution

FM Radio

Newly Weds Targeted SMS Web Banners Community Centers IO Digital Web Banners Event

Planners IO Social

Romantics Web Banner Social Bar Targeted SMS IO Social Facebook Ads FM Radio

Corporate Houses

Targeted Email

Travel Site/ Internet Distribution

Web Banners

Targeting the Locals

Targeting the Overseas Tourists

Overseas Tourists & Professionals Channels

Married Couples Targeted Web Banners

Travel Site/ Internet Distribution Airport Branding Online Dating Sites

Ebay, Amazon, Targeted Facebook Ads

Business People Targeted Web Banners

Travel Site/ Internet Distribution

Professionals Targeted Web Banners

Travel Site/ Internet Distribution

Tourists Targeted Web Banners

Travel Site/ Internet Distribution Airport Branding Explorer/ Tourist

SitesEbay, Amazon, Targeted Facebook Ads

Price Plans

• We shall come up with the costing with you once we may lock down on the plan for the communication channels, for reaching out to the target audience

…Let us know when we may sit again…

Looking forward to working with you!

Call 01717039709 for more information