Mkt 337 project

Executive summary: Due to its affordable costs and exiting rides, Shahbagh's Shishu Park was once a famous hang out place for Dhakaitees. Maintained by Dhaka City Corporation, this park was a buzzing place for teenagers and adults alike. But those golden days of Shishu Park are gone by with the passage of time. Now Dhaka has a good number of parks which are maintained by private enterprises and these parks are way better than the Shishu Park in terms of rides and all other facilities. Moreover, we have now water parks as well in our country like the developed countries. So I think people of Bangladesh are not deprived of getting their desired entertainment options since we have no dearth of entertainment parks. But the high cost of these privately run parks does not encourage lower class people and even the middle class people can hardly go to these parks. So generally Shishu Park is still the only source of entertainment for majority of lower and middle-income people. But the age-old rides and run down vehicles of Shishu Park hardly attract the visitors nowadays. It has been heard that by the end of this year, some new rides will be added to Shishu Park and the park will be renovated. But so far no indication in this regard has been revealed by the people concerned. So we have overtaken the responsibility to promote the Shishu park. Our company(Innovators) has taken the responsibility to bring back life in Shishu Park. We will bear the urge of promoting the Shishu park. We will advertise through proper channels & we will segment our customers in such a way so that we would get attention of majority of middle class family parents & kids.

Place overview

Shishu Park is the only public sector children's amusement park in Shahbag, Dhaka, Bangladesh. Established in 1979 on 15-acre (61,000 m2) of land, it is the first children's amusement park in Bangladesh. Established as a profit making venture by Bangladesh Parjatan Corporation, the government-owned tourism promotion agency in Bangladesh, it is maintained by Dhaka City Corporation as its only entertainment park since 1983. The 12 rides rides of the park include including a toy train, a merry-go-round and a number of wheel-based rides. Bangladesh Air Force donated a fighter jet in 1992.The cheapest of all entertainment parks in Dhaka, charging BDT 8.00 for entry and 6.00 for each ride, it draws about 6,000 visitors a day. During the Eid-ulFitr holidays the number of visitors reach up to 350 thousands. Visiting Hours: On Fridays: 02:30pm to 07:30pm Monday to Thursday and Saturday: 02:00pm to 07:00 pm. Mission: Provide satisfaction through engaging visitors in enjoyable and unique experiences, connecting their community with nature, and inspiring actions which support our social value. Vision: Making shishu park as a central hub for social assembly. Tagline: Want freedom! Come to Shishu Park.

Integrated marketing plan:

Objectives: 1. Creating positive awareness among people (parents & kids) about Shishu Park. 2. Creating traffic of people. 3. Making it a place of central entertainment. 4. Creating a place for reunion. 5. Making this place as an environment friendly for children.

KEY ISSUES

Shahbag Shishu Park is the only public Shishu Park in Bangladesh. Over time it has lost its appeal due to various reasons. Though it is the first place of entertainment in Bangladesh, it`s struggling to attract the customers base. After we have been hired to develop an IMC plan for giving new aspect to the Shishu Park, we have identified some key issues which we think are responsible for the current not so flashy situation of the Shishu Park. Once we know the core issues, itll be much easier for us to develop and implement a proper IMC plan. These key issues that we are facing right now for the Shishu Park arei) The Shishu Park has lost its previously glorious appeal. ii) Customers deliberately chooses other entertainment options rather than going to the Shishu Park. iii) Customers lack the interest to go to the Shishu Park with friends or family for educational purposes. iv) Formerly there were not enough promotions directed towards promoting the Shishu Park

Target Market: Parents Teenager Kids

GOALS AND BUDGET CONSTRAIN OF THE IMC PLAN IMC Goal: The principal goal of our IMC plan is to Bring the Life Back in the Shishu Park. Mainly, we will be trying to create, capture and sustain value for the Shahbag Shishu Park. For this we will first let the customers learn about the Shishu Park, then we will take measures so that our customers believe for the Shishu Park and lastly our goal will be pursuing to take actions to visit and return to the Shishu Park repeatedly.

IMC Approaches: Reaching our target market requires a blended approach. While advertising constitutes the main pillar of our campaign, it will be supplemented by sales promotions and public relations and sponsorships. Though personal selling is effective for B2B customer but direct marketing will not be that much effective. The primary role of advertising is to create awareness of the Shishu Park as well as increasing traffic. Sales promotions are geared primarily to encourage the target customers to visit the Shishu Park. Moreover, delicate services will help to create a bond between existing customers and the Shishu Park. The PR and sponsorship programs will help to create brand awareness and to force deep ties in the community. Among the eight IMC tools we are going to use most of them but not all of them. Trade promotions:

Among all of the trade promotion tools our company will use only trade allowance and specialty advertising. Trade allowance: The purpose of trade allowances is to offer financial incentives to trade partner in order to motivate them to make purchase. We will use off invoice allowance for our trade partner (School authority) especially the school we will offer bulk buying for our trade partners. Specialty advertisement: Specialty advertisement is constant reminder of the company, no other IMC tool remains with the customer for such a potentially long period of time. We will give Pen & Pencil embedded with our Shishu Park name for specialty advertising.

Consumer promotions: For consumer promotion we are using coupons and contests. Coupons: Coupons is a price reduction offer to a consumer. We will give coupons behind the text books including free entry pass with train ride for the children up-to class I to VI.

Contests: In a contest, participants need to perform some type of activity & the best performer would get a prize. We will arrange art contest, musical contest, drama contest & the best performer will get a prize bond & a day free entry pass along with their family. Through, this we can create a cultural image inside the Shishu Park.

Sponsorship and event marketing: Sponsorship: Sponsorships are designed to accomplish many different objectives for organizations. They can be used for: 1. Enhance a companys image 2. Increase a firms visibility 3. Differentiate a company from its competitors 4. Showcase specific goods and services 5. Help a firm develop closer relationships with current and prospective customers So we will sponsor SISIMPUR .They will let us use their characters as our spokesperson. Dramatization can be done inside the park to entertain children and later on they will interact with children. This will bring traffic inside the Shishu Park.

Event marketing: Event marketing takes place when a company supports a specific event. Most times, the goals of sponsoring an event are to: Help the firm maintain its market share Build a stronger brand presence in the marketplace Enhance the product or firms image. So by this we want to be a part of JSC , PSCs good result holder. Those students will get good result we will celebrate them, and also give them free ticket, and gift hamper.

Hierarchy of effect model: A customer usually goes through six steps before going through the actual action. The six steps are

Awareness

Knowledge

Liking

Preference

Conviction

Actual purchase

The theory states that these 6 steps are sequential. Awareness: our several promotions like sisimpur,Billbords,TvC & with other IMC tools we will be able to create positive awareness among our target customers. Knowledge: Our current promotions will create good amount of knowledge within our target audience. Sisimpur will play a great role to build the cognition. Liking: These all components of IMC will help our target customers to create a liking towards Shishu Park. Sisimpur character like HALUM & TOOKTOKI will help to like it. Eventually these all imc plan will lead our target group to reach the preference over our competitor which will lead them to the action which is visiting shishu park.

Impulse buying

 Coupons or discounts may trigger purchase where there was no conviction For commodities, might not even know the name of the brand bought It has similarities with theories about attitude and attitudinal changes

Means and theory: Ride Affordable Hangout with families

Advertising Appeals: Humor appeals: Humor helps to fix any company in consumers cognitive structure with links to positive feelings. Humor can be effective at both getting attention and keeping the attention. As we know Shishu Park is a place for entertainment, so besides seeking knowledge people also have fun there. So we will use humor appeals to attract people more effectively.

Music Appeals: We will also use music in our ads because music captures peoples attention very quickly and easily link to peoples memories.

Emotional Appeals: Shishu Park is an emotional issue for people who love hanging outside with families. This appeal can be used to make people feel about the place extensively.

The Creative Brief

Creative Type: Television, Billboard, Public relation, Internet marketing. Why are we advertising? Mainly to retain maximum number of people. Who are we trying to reach? Young mothers of Generation Y, ages 23-30. These 16 million young women are soon-to-be purchase decision makers of their households. Many already have knowledge of the brand from college dorm-room furnishing. These women usually enjoy luxury products and are achievement-driven, civic-minded individuals with a strong interest in the worldwide green movement. Many have already incurred debt and were very protected as children. What do they currently think? IKEA offers affordable trendy furniture for dorm rooms and apartments. What would we like them to think? They can purchase affordable, trusted green furniture for the entire family from IKEA. What are the most important ideas we can convey? 1) IKEA has furniture for adults as well as children (Childrens IKEA) 2) IKEA has been going green long before it was the popular thing to do. Sustainability is imbedded in IKEA values. Why should they believe it? Because IKEA has been offering quality, affordable, green products for adults and children for 60 years.