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Chapter#01: Introduction


Rationale of the Study

The Report is assigned by our Honorable Course teacher Prof. Rashedul Hasan sir as a part
of our Marketing Management course. The topic of our report is

Marketing Plan of Bandarban

By conducting this study we can enhance our knowledge and skill to apply various research
methods in professional life or higher educational life. This report has given us a chance to raise
our quality in developing research instrument and its applications. By doing so, we can boost
our acceptability in job market and develop our real life knowledge.


Objectives of the report

The objective of the study can be broadly classified into two sections, which are as follows:
General objective:
To have a clear understanding about how marketing plan is created.
Specific objectives:


To know about the attractions of Bandarban as well as differentiation, market size,

positioning etc.


There were huge scopes to work in the arena of this report. Considering the dead line,
the scope and exposure of the paper has been wide-ranging. The study, Marketing Plan has
covered overall plan of marketing, differentiating and positioning of Bandarban.


Sources of Data


1. Primary Source
2. Secondary Source
ii) Web Sites


Methodology of the Report

We used some charts and pictures.




We have faced so many limitations when we make this report. Due to short time we did
not conduct a survey. If we conduct a survey then we could know the customers need directly
and their opinion about our product. We are making the marketing plan without any prior
experiences. We dont know how to overcome from problem. We just made it hypothetically.

Chapter 2




About Bandarban District

Bandarban (Bengali: ) is a district in South-Eastern Bangladesh, and a part of

the Chittagong Division and Chittagong Hill Tracts.
Bandarban is regarded as one of the most attractive travel destinations in Bangladesh.
Bandarban (meaning the dam of monkeys), or in Marma or Arakanese language as "RwadawMro" is also known as Arvumi or the Bohmong Circle (of the rest of the three hill
districts Rangamati is the Chakma Circle, Raja Devasish Roy and Khagrachari is the Mong
Circle, Raja SachingprueMarma).
Bandarban town is the home town of the Bohmong Chief (currently King, or Raja, U
Cho PrueMarma) who is the head of the Marma population. It also is the administrative
headquarters of Bandarban district, which has turned into one of the most exotic tourist
attractions in Bangladesh since the insurgency in Chittagong Hill Tracts has ceased more than
a decade back.



One of the three hill districts of Bangladesh and a part of the Chittagong Hill Tracts,
Bandarban (4,479 km) is not only the remotest district of the country, but also is the least
populated (population 292,900) one.
The three highest peak of Bangladesh
1. Tahjindong (1280 meters, also known as bijoy)
2. MowdokMual (1052 meters), and
3. Keokradong (1230 meters)
All these are located in Bandarban district, as well as Raikhiang Lake, the highest lake
in Bangladesh.


Chimbuk peak and Boga Lake are two more highly noted features of the district. The
newly reported highest peak of Bangladesh Saka Haphong (3488 ft) is also here in Thanchi


Map of Bandarban District


Bandarban Sadar, Thanchi, Lama, Naikhongchhari, Ali kadam, Rowangchhari, and Ruma are
the administrative sub-districts of Bandarban. Major road routes are:
Bandarban-Chimbuk-Thanchi-Alikadam-Baishari- Dhundhum
Meghla Parjatan
Shoila Propat
Prantik Lake
Chimbuk Boga Lake
Rijuk Fall
Keokra dong
Tahjing dong
Shangu River
Golden Temple
Mirinja Parjatan
Upabon Parjatan

The three highest peak of Bangladesh:

Tahjindong (1280 meters, also known as bijoy), MowdokMual (1052 meters), and
Keokradong (883 metres) - are located in Bandarban district, as well as Raikhiang Lake, the
highest lake in Bangladesh. Chimbuk peak and BogaLake are two more highly noted features of
the district.
Though most Bangladesh sources cite Keokradong as the highest peak in the country, but
Tazing Dong (sometimes spelled as Tahjingdong, and also known as Bijoy) lying further east is
recognized both by government and expert sources as a taller peak.
Measurements taken by English adventurer Ginge Fullen shows that an officially unnamed
peak near the Myanmar border (locally known as MowdokMual) is the highest point in


Recently a team from Nature Adventure Club took part in an expedition in the mowdok
range and agreed with the gingefullens statement. They got the height of this peak as 3488 feet
with gps accuracy of 3 meter. The unnamed summit is known as 'SakaHaphong' to the local
Tripura tribes.

Image: Scenic View of Tahjigdong, MowdokMual, Taikhiang Lake, Boga Lake and Chimbuk peak

The following is a list of mountain ranges in the area and the tallest peaks of each range:



Muranja (also known as Meranja) range

Basitaung, 664m

Wayla range

Most of this range is in Myanmar

Chimbook range

Tindu, 898m

Batimain range

Batitaung, 526m

Politai range

Keokradang, 884m; RamiuTaung 921m

Saichal-Mowdok range

Bilaisari, 669m; MowdokMual 1,003m

Waibung 808m
Rang Tlang, 958m
MowdokTlang, 905m


Saichal range


Bandarban Town

Image 02: Hanging Bridge at Bandarban

A nearly 52 km hill-town housing about 32,000 people, of which the majority are Marma.
There is a Tribal Cultural Institute here, which features a library and a museum.
The town also features Bandarban Town Hospital (offering the best medical service in the
district), the District Public Library, Bandarban Government College, the District Stadium,
banashri, the solitary movie theatre, the royal cemetery, and, of course, the Royal Palace (two of
them since the 11th and 13th royal lines both claim the throne).
Apart from the numerous kyangs and mosques, there is a temple dedicated to Kali, the
most revered goddess of Hindus is Bangladesh, as well as a center maintained by ISKON.


Location of Bandarban

Bandarban lies, by bus, eight hours away from Dhaka, and two hours from Chittagong and
three hours from Cox's Bazaar. It is also possible to get there by a six-hour bus ride from
The Buddha DhatuJadi, the largest Buddhist temple in Bangladesh, located in Balaghata, 4
km from the town.This place attracts many tourists every year. This Theravada Buddhist temple
is made completely in the style of South-East Asia and houses the second largest statue of
Buddha in Bangladesh. The waterfall named ShoiloPropat at Milan chari is another place tourists
like to visit.


The numerous Buddhist temples, known as kyang in local tongue, and bhihars in the town
include the highly notable the Rajvihar (royal vihar) at Jadipara and the UjaniparaBhihar. Bawm
villages around Chimbuk, and Mru villages a little further off, are also lie within a day's journey
from the town. Prantik Lake, Jibannagar and Kyachlong Lake are some more places of interest.
Boat ride on the river Sangu is one of the main attractions here for tourists.



Heavily dependent on Jumm farming, which is a slash and burn agricultural technique,
Bandarban produces little that is of economic value outside self-consumption of the hill people,
also known as Jumia. Fruits (Banana, Pineapple, Jackfruit, and Papaya), masala (ginger, turmeric)
and tribal textile are the major exports of the district, with tourism growing fast as a source of
revenue. Much of the trade in fruit, like most other commerce in the district, has been taken over
by Bengali settlers.
Clothes are mostly made of cotton, wool imported from Myanmar and silk cotton which is
a rarity in most of Bangladesh. All cotton is spun and woven by hand. To promote local textile
there now is a Bangladesh Small and Cottage Industry Corporation (BSCIC) center in Bandarban
together with a wonderful sales center. BSCIC has also introduced mechanical spinning and
weaving here.
Bamboo and tobacco grows in significant quantity, but largely is not considered as
economically profitable products. Bamboo is used, along with canes, not just to make the
traditional stilt houses, but is the material for most tribal craft, including the bamboo smoking
pipe, a major health hazard. Some bamboo-craft and local-made cigarillos are now exported out
of the district.



Two church-based development organizations - Christian Commission for Development

in Bangladesh (CCDB) and Caritas are the major forces of development in the district. UNICEF
is driving the education effort, which is mostly directed at younger children.

Chapter 3




Attractions of Bandarban
Keokradong is a peak located in Bandarban, Bangladesh, with an elevation of
986 meters (3,235 ft).Some sources claim it as the highest point of Bangladesh. On the top
of Keokradong there is a small shelter and a signboard put up by the Bangladeshi military
proclaiming the elevation to be 3,172 feet.


Height measured by handheld GPS shows it is 986 meters (3,235 ft) with 3m
accuracy. There is a controversy about the highest point of Bangladesh, and some sources
indicate MowdokMual as the most elevated peak of the country.



Buddha DhatuJadi:
The Bandarban Hill District in south-eastern Bangladesh, which is part of the
Chittagong Division of Chittagong Hill Tracts. The temple is ensconced in the hill town of
Bandarban, which has two of the highest peaks with rolling hills, namely, the Tajingdong
(4,000 feet (Buddhist temple is known in local language as Kyang.
It is located in the remote 1,200 m)) and the Keokeradong (4,632 feet (1,412 m)),
covered with dense forests with lush vegetation. Sanguriver flows through the town. There
is also a waterfall nearby. The temple is built on top of a 60 meters (200 ft) high hill, which
is about 4 kilometers (2.5 mi) from the Balaghat town, and 10 kilometers (6.2 mi) from the
Bandarban city.



Chittagong, known as a "picturesque part of Bangladesh that is referred to as the

rooftop of the country", is about 92 kilometers (57 mi) away. Within the Bandarban town,
the notable structures are the Ethnic Cultural Institute and a Museum. There is also a lake
on the hill known as the DebotaPukur (meaning:"pond of the God").

Nilgiri and Thanchi:

Nilgiri or Nil Giri is one of the tallest peaks and beautiful tourist spot in
Bangladesh. It is about 3500 feet high and situated at Thanci Thana. It is about 46 km south
of Bandarban on the Bandarban-Chimbuk-Thanchi road. Beside this spot you can see Mro
villages. Their colorful culture and living style are surely an unexplored experience for the
In rainy season here creates a spectacular scenery, the whole spot is covered with
the blanket of clouds. You can enjoy a cloudy experience. Winter is waiting for you with
its foggy gesture on the height. It is a nice place for campfire in that season. Most
attractive time is the dawn.



It is better if you chose to stay during 7-18 dates of a lunar month to enjoy the
moonlit night. You can also enjoy the serpentine course of Sangu River. This is the most
spectacular tourist spot in Bandarban and managed by Army brigade of Bandarban.

Boga Lake:
The Lake is bounded on three sides by mountain peaks covered with thick bamboo
bushes. The area of the lake is 18.56 acres (75,100 meters).
It is a closed lake and there is a small spring named Bogachhara, which is 153
meters (502 ft) deep. There is no outlet for draining out water from the lake. The lake is
composed of the soft rocks of the Bhuban Formation.



The main source of water is the spring. The water is crystal clear and under the lake
the water there are rocks and boulders all over.

Shoilo Propat:
The waterfall named ShoiloPropat or ShoyloPropat at Milanchari, 4 km from the
town on the road to Thanchi, is also excellent site maintained by Bangladesh Parjatan
Corporation, the national tourism promotion corporation. The Parjatan Motel is not a small
thing at all. It has a huge three-storey building on a high place.
The room rent here a little high compared to other places The site maintained by the
District Administration is Meghla, 4 km from the town on the road to Keranihat, which
features a mini-safari-park, a zoo, and a hanging bridge.
Shoilo Propat is one of the most famous and visited natural fall in Bangladesh.
During the rainy season the flow of this fall becomes vigorous. The water of this fall is so
cool and transparent Near the ShoiloPropat there has grown up two or three village for the
availability of water. It is a good source for drinking water and household use for the local



There is a small market near the ShoiloPropat for trade local peoples handicrafts,
handloom products and food. Visitor can closely see the struggling lifestyle of this region

Jadipai Jharna:
Jadipai Waterfall or Jadipai Jhorna is one of the widest water falls in Bangladesh.
Jadipai Waterfall is really wonderful place to travel.



During the rainy season the flow of Jadipai fall becomes robust. The water of this
fall is so cool and transparent. Though the path of this area is not smooth but when a
traveler reaches there he will feel the full tranquility.

There is another beautiful place to see near Meghla is called Nilachal also
maintained by district administration. it is known as tiger hill. The view of Nilachal is so
spectacular for snapping.Nilachal is the nearest tourist spot from Bandarban.
It is situated at Tigerpara. It is near about 2000 feet above of sea level and 5
kilometer away from the Bandarban town. From here visitor can see the total glance of
Bandarban town and a vast landscape.



In the rainy season visitor can be thrilled walking through the clouds. Visitor can
watch a golden twilight in the evening and also enjoy an evergreen moonlight in the
moonlit night. During the winter season, it is awesome at the foggy morning. On the way to
Nilachal, visitor can see some tribe villages with their raw natural expression.

Nafakhum and Remakri:

Nafakhum is one of the most beautiful waterfalls in Bangladesh and an excellent
place to travel. Every traveler should have a tour plan to visit this beautiful tourism spot of
Bandarban at least once and then they will feel to visit that travel spot again and again.



Nafakhum is situated on the wild hilly Sangu River at a remote area called Remakri
of Thanchiupazilla under Bandarban Hill District in Bangladesh. Nafakhum is also known
as Remakri waterfall. It is among the largest waterfalls in Bangladesh by volume of water

Chapter 4




Market Analysis:
a. Who is our market?
Target Market

Young tourist












b. what market segment to attract

c. How the marketing myopia can affect our business?

The service providers in Bandarban dont have any training or knowledge about
current trends in hospitality industry. Moreover, they dont have any intention to develop
their services and diversify their facilities.
From Porjotoner Dosh Diganta by honorable Professor Dr. Rashedul Hasan we can
identify this problem. The accommodation facility there is not nearly developed. They
accommodate group tourists where they attract a huge range of market segments.


The bed set used to sieve tourists is dirty and smelly.

They dont wash them in a regular basis.
They dont even clean the room after a tourists have checked out.


d. Marketing Mix


Group Based Price

A. Accommodation


Comparatively cheap
Inflexibility in schedule
Cost plus benefit pricing
Comparatively high profit
generating segment
Specialized Price

B. Theme park
Cliff jumping
Boat riding
Cycle trekking
C. Cultural center


Needs to be pampered
Value based pricing
Flexible schedule
Comparatively less profit
generating segment
E. Special price for students and

D. Natural assets
E. Cultural assets


Murong Para
Bogamukh Para
Passing para
Tublong falls

A. Advertise in international
tourist based publications
B. Research programs for television
C. Destination based television
D. Web promotion
E. Spamming
F. University based promotion







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Local culture
Paradise for
adventure tourist
Rich tracking route

This image cannot currently be display ed.

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History (newera)
Still too much
Scope for huge
development in a
Changing taste

This image cannot

currently be display ed.

Small number
of adventure
budget of


Unique destination
Hill, lake, falls at a

Short tourism
Lack of diversified



Scopes of Bandarban-in a Marketing Point of View

Unique Selling Proposition

1. The 3 highest peak of Bangladesh:
Bandarban is one of the three hill districts of Bangladesh and a part of the
Chittagong Hill Tracts. The three highest peak of Bangladesh - Tahjindong, SakaHaphong,
and Keokradong are located in Bandarban district, as well as Raikhiang Lake, the highest
lake in Bangladesh.



Chimbuk peak and Boga Lake are two more highly noted features of the district. But
compare to other tourism place like Coxs Bazaar, St Martin, Shundorbon, Bandarban
hasnt been highlighted.

2. Rich cultures :
Rich cultures of various tribes create a sense of social harmony in the region
which is totally unknown to maximum citizen of Bangladesh.
3. More than 15 tribal societies:
More than 15 tribal societies are present in Bandarban, which can represent it
with an outstanding level by their tribal thoughts.
4. Religion
They have several types of religious views. Basically Buddhism is the main
religion of Bandarban. Where we can see Vikkhu (Pious of Buddhism). The
religions of Bandarban are_


5. Languages

Different tribal societies have different type of languages. Like:

Bangla (official)

6. Clothing and Dress patterns

Local handloom - cloth fabric, shawls, blankets and more - as well as
products of bamboo, cane and wood - buskets, flutes, hats and more. Although we
know they are famous for making Thami and several category tribal cloths. Male
are basically wear Lungi , short type Panjabi. Womens wear Thami and Angi


Dry fish (Shutki) is their favorite food, besides this they eat like:


Shark shutki


Several fruits etc.


7. Foods & Drinks

Their food items are really very delicious. Totally different types of food
they like. Normally bangalai are not used to with this kind of food items.

And if we are talking about drinks items, then I have to say that they are really very
hard to drink those things
a. Arra (local rice wine) and
b. Ching Rey (beer)
8. Festivals
a. Raj Punno
b. MaghiPurnima
c. Sangrai
They are celebrating these in their holy occasion, besides this Birth Day of their
Vante (Chief Pious) they celebrate it. Pohelabaishak is also a very favorite occasion for
them they. They usually do a PaniUtshab at that day.
9. 11th largest hill city:
Bandarban is the worlds 11 th largest hill city. But it is a matter of great regret that
most of us dont know that, and should be branded properly.
10. Promising place:
Bandarban is a place with a lot of possibility and future. There is still a lot of place
which are been undiscovered in Bandarban. So, for the sake of the country and for the
benefit for the society and individual this place is needed to be branded.
11. Scope for the entrepreneurs:
Local entrepreneurs, as well as investors should invest here to expand their business.
If the volume of both public and private investment increases, flow of money will ensure a
better standard of living for local inhabitants.
12. Creating new tourism spot and as well as adventures:



By branding Bandarban, it will not only create new tourism spot but also will create
some new kind of place to get become adventurous.


Target Market Analysis

o Demographic Segmentation:


The word demographic is derived from the word demography, meaning study of
population. This market segmentation strategy aims at understanding the prospective
market, and taking necessary steps to ensure that the consumer needs of a targeted group is


Demographic segmentation is basically market segmentation executed by taking

various demographic factors, such as age, gender, social class etc into consideration. It
provides us an opportunity to divide the market into several groups with each having a
common variable.

Here we have looked into the following points:

Education Level

Bandarban is a place that should be explored by every age group, at least once in a
life time. The renowned place in Bandarban are BogaLake, Jadupai Fall, Keokradong,
Tahjingdong, ShanguRiver,Goldentample, Nilgiri etc.

Bandarban is a place for everyone. It is not a place for discrimination based on
gender. All our branded places should be explored by both men and women, for boys and
girls. Though it wouldnt be possible for all the female to trek the hills, but Nilgiri, Golden
Temple can be visited by all the females.

Income level:
Compare to the cost of Coxs Bazaar and St Martin, the cost of travelling and
trekking in Bandarban will be less.

Education level & Occupation:

Education and occupation does not have much importance on place branding. In the
segmentation, this part will be totally avoided.



o Psychographic Segmentation:
Psychographic segmentation groups customers according to their lifestyle.
Activities, interests, and opinions (AIO) surveys are one tool for measuring lifestyle. Some
psychographic variables include:
Considering all the variables we can say that Bandarban is a place for trekking and

Our basic targeted groups arePeople who loves to explore of any age without regarding the gender:
People of the country of Bangladesh or any person around the globe who love to
People who loves to trek:
People from any part of the world who loves to trek, Bandarban is the perfect



People who loves hills and fall:

A person who loves hills and falls, Bandarban is really a perfect place. The
thousands of falls are available in Bandarban.

b. Competitor analysis


Coxs bazaar has the longest sea beach in the world. Coxs bazaar and Saint
Martins island are the competitor as well as a beauty for the tourist of the country and
others and attracts people to this beautiful country.


o Coxs Bazar and Saint Martin:

o Sundarban:



Sundarban is the largest single block of tidal halophytic mangrove forest in the
world. It is quite an adventure to visit Sundarban. It attracts many tourists from different
countries. When tourists come to our country, they dont only come to visit one place. We
can attract them to Bandarban through proper branding and promotions.

o Kuakata:



Kuakata is a panoramic sea beach on the southernmost tip of Bangladesh. Kuakata

has a wide sandy beach from where one can see both the sunrise and sunset. Its a great
beauty of nature and one more competitor of Bandarban.

o Rangamati and Khagrachari:

Rangamati and khagrachari are nice places to visit. But Bandarban provides more than that
a hill city. Rangamati, Bandarban and Khagrachari are three hill cities and heart of tourism.

o Others:
There are other competitors within and across the country. Like Sylhet tea states,
lalakhal, birisiri.And there are thousands of global competitors across the world providing
higher facilities but Bandarban alone cant fight with them.



But its a beautiful country and Bangladesh can compete with other natural beauties
of the world as we have the largest mangrove forest, longest sea beach, surmising and
sunset sighting spot and many other historical places. Overall its Beautiful Bangladesh and
Bandarban is the green heaven and most adventurous part of the country.

Chapter 5



Positioning & Differentiation

5.1. Positioning & Differentiation Strategy:

In marketing, positioning has come to mean the process by which marketers try to
create an image or identity in the minds of their target market for its product, brand, or
organization. Effective Brand Positioning is contingent upon identifying and
communicating a brand's uniqueness, differentiation and verifiable value.
Already we have seen that, now days all the nations and specific place has been
branding, thats why it will be in a hard way to brand a place. We will emphasis on certain
point. These are: hills, lakes and falls and the color of green.
Those who like to see hills, lakes and falls altogether and the color of green, Bandarban
is here for you.
Regarding the differentiation strategy, to the foreigner people, ice hill and rock hill
is very common to them but huge portion of them never had a chance to see green soil hill
like we are having in Bandarban.
Regarding the differentiation strategy, to the local or south Asian people, soil hill is
very common to them, to differentiate here, there are a lot of hill cities but Bandarban is
having a historical place also like Golden temple as well as unique tribal culture.

5.2. Brand Elements:

Brand logo is something that expresses specially a graphical aspect or iconic symbol
that represents a company, product or service. Logo conveys an image of a brand.

Transferable: As the texts in the logo are in English which is the international
language, it will be easily transferable in most cultures.



Simple: This logo is very simple with a text of name and slogan. People can get idea
easily form the logo regarding the place that its a natural place and can easily get to
know the name of the place by seeing the logo as name is mentioned on the logo.

Logo of Bandarban

Memorable: It is easy to recall because name of the place in mentioned on the

logo. So it will be easy to remember the logo with name.
Meaningfulness: The logo is made with the name of place or brand and the
attribution of each color tells about the brand so the logo it is meaningful in every
Adaptable: The logo is easily updatable with time if necessary using other color or
typography. So that we can easily change this overtime if needed



Protectable. The logo is unique in nature and the logo is registered which makes it
easily protectable.

Using color in logo:

In our brand logo we have used four basic colors that express our brand attributes.As
when we talk about Bandarban a sense of green nature comes in our mind. Keeping that
thing in mind we have a plan to use that greenish color in our logo.
Colors used in logo are meaningful, descriptive and likeable. These colors are also
transferable as these are adoptable and likeable to the people across the country boundary.
Another reason for choosing these four colors are the attributes of these colors
contains which suits our brand. Like:
Why green:
Green is most closely associated with nature, freshness. It also Represents optimism,
growth, relaxation, fertility, spring, nature, rebirth, luck, healing, youth and/or
environment. Bandarban is itself is no other thing, its a place of soothing nature with
hill, waterfalls ,river etc. No other color cant be more perfect than green for describing
the place.
Why black:
Black is closely associated with the earth and viewed as a masculine color. It evokes
feelings of stability and reliability. For youth Bandarban is place of adventure, trekking,
roaming, energetic being close to nature etc. So in terms of stability this color is perfect.
Why white:
White represents purity and cleanliness. Freshness is a blessed element of Bandarban.
Its far from crowdies, dirtiness of regular city life. Bandarban seems like its a part of
heaven. So the color white is perfect to represent its blessed purity to people.



Why blue:
It evokes feelings of calm and trust. Bright blues are considered to be dynamic and
exhilarating. It also represents reliability, truth, intelligence, confidence, loyalty,
integrity, wisdom, peace and/or trust. The characteristics of tourists, youth visitor,
country loving people etc who will come to Bandarban is symbolized by this color.

5.3. Slogan:

Drink the nature

The beauty of nature can only be drunk. And Bandarban holds the raw beauty of
nature with green everywhere, falls, hills and lakes. Its a green heaven

5.4. Value Innovation:

Package tour:
Like other places Bandarban now has the offerings of package of tour/travels or
honeymoon packages. These packages consist of transport and accommodation facilities as
well as guides.

Hotel & resort:

Bandarban doesnt yet have world class hotels or resorts except one or two.
Government or Bangladesh Parjatan has to take initiative on this point or should give
permission for private investment.
There is lacking of good transport facility and due to that many tourists think twice
about visiting Bandarban. New AC bus is introduced in that route for the travelers.
Food is another important factor while visiting Bandarban. There isnt enough
restaurants and food court. But recently there are some initiatives taken for better food
Souvenir shop:
There are some souvenir shops with local handmade products but established
without proper planning. So tourists mostly cant find their desired product in one place.
These souvenir shops can serve very well the purpose of collecting hand made products.


We experience our world through our five senses: Sight, sound, smell, taste and
touch. BRAND sense is a revolution in brand building that demonstrates exactly how that
can be accomplished. It is a landmark work that explains what the world's most successful
companies do differently, integrating all five of the senses --touch, taste, smell, sight, and
sound. It is a holistic way where a brand includes these five senses positively.


5.5. Brand sense:

Brand must fit in consumer mind. If any of the sensory system is negative to the
customer it would be difficult for the brand to fit in the customer mind. Now-a-days brands
are trying to capture the consumers five sensory system. So, sensory system is very much
important when people make decision about purchasing anything.
Bandarban is well known for its natural beauty. Along with natural wealth,this place
is blessed with different cultures, various lifestyle and food habits and an eclectic
population..In Bandarban there is verity of lifestyle as more than fifteen ethnic minorities
living in the district besides the Bengalis. Visitor can get to know the cultural diversity, can
experience different food varities,can enjoy different festivals like Raj Punnyah, Sangrai etc.
Moreover there are historical places. Burmese Markets etc. For promoting the brand we can
use our sensory nerves at a maximum level.
When branding Bandarban, the first exposure is sight, then sound, then taste, next
touch and last but not the least is smell.
We are creatures naturally drawn to attractive things, be it an autumn sunset, a
fluttering butterfly. Sight represents the simplest sense to understand for good reason.



Sounds are powerful. They tap into something primal within us. Audible brands
push us in directions that we unconsciously follow. The association of a sound with your
brand represents one of the best ways to capture the attention of your target audience or
viewers/visitors. Real Sound of nature like sweet chirping sound of birds, lovely sound of
water fall, wave of Littlie River etc. will make the visitor feel different and a feeling of
being in beautiful peaceful world.

Among five brand sense taste works when we eat something. This taste is also
beneficial for a brand. Bandarban represent the heritage of tribal people in front of modern
society. Visitor can not only feel the beautiful nature of Bandarban also can taste of that
traditional food which are very famous for tribes. The taste of those foods will seem
uncommon and new experience to them.


Touching a brand is about more than being able to hold or touch rather it is about
emotional connection. A recent study found that when individuals came into physical
contact with certain objects that varied by quality, texture, and material, they were left with
feelings of deep emotional resonance. If ones brand lacks a similar interactive element
something that the consumer can touch or feel then you already stand to lose a great deal
of business
As we are promoting a place as a brand, touch is of less importance. But still it is an
essential sense for our brand. When visitor will place them self on a transport available in
the town, there is a sudden change in emotion, they will be filled with joy. Available
transportation includes rickshaw, the ride of rickshaw may create some emotion in mind
rickshaw. There is also the regular public transit system of ancient four-wheel-drive
vehicles, known locally as Chander Gari (meaning the Moon Car), It is also possible to
travel by native boats too. So all this will create a enjoyment and experience. Moreover,
visitor can touch the creature of blesses nature, feel the coolness of water, touch the
accessories or tribal shop etc. All these will make a real sense.



Unless one is in the food industry, smells are probably the last concern on list. Brand
can still use aromas to its benefit. Tribal people made their food in a bit different way than
us which will have special smell.

Fig: Pentagon of brand sense

5.6. Leveraging through Secondary Brand Strategy:

Brands can also be associated or linked to other entities that have their own
association which is known as Secondary Brand Associations. A brand is successful if it
gets higher brand equity with the response of customers towards that brand from knowing it
as awareness to become loyal. For pulling up the existing equity or creating new, brand uses
secondary brand associations as a leveraging tool.



For a place like Bandarban, the secondary brand associations can be thought with
some entities that will leverage its equity from awareness to a higher level by being more
highlighted to its target market and go to the next level of branding.

If the associated entities for any brand are considered then the appropriate associations can
be signified:
When it comes to place branding the most appropriate way to leverage it is through
events. In Bandarban there are many historical and exceptional places such as Buddha
Dhatu Jadi('Swarna Mandir') which is the largest Buddhist temple in Bangladesh, Raj Vihar
and Ujanipara Vihar, Shoilo Propat, Meghla and Nilachal etc any event such as TV
magazine program, or could be a good source of brand leverage. Besides, the tribal people
arrange in various cultural occasions like Raj Punnyah Sangra etc can be live telecasted or
fair can be arranged .moreover as bandarban is great place of natural beauty any program
regarding photography can be arranged there. Any exhibition on bandarban photography
may also create leverage. on We can use these events as leveraging tool.
Spokesperson or celebrity endorsement:
To promote our brand in the as spokesperson we have may chose Musa Ibrahim,
Bangladeshi mountaineer and a journalist by profession. Our aim is to use his confident and
encouraging and youthful image to promote our brand, especially to the young society.



Fig: Pukurpara,yet an undiscover place to Parjatan



Chapter 6



Recommendation is a must for any sort of planning tool. It is an organizational strategy

to identify necessary steps towards a goal. It considers details, may help limit setting for an
organization, and is efficient in that it is saving resources over trial and error. A written
recommendation also serves as a token for an organization's accountability.



1) We have to build infrastructure at first. Before developing Bandarban to the full form
we cannot go for marketing. That may result in a negative way. Tourists negative
word-of-mouth creates a big problem for a new destination. The whole development
may go unsuccessful.
2) The funding should be adequate. Without proper funding the whole development
process may go down. An unfinished work may seem very unprofessional to a tourist.
3) Necessary facilities should be developed quickly so that the destination can start
attracting a small segment of market and run test how they are responding to the
4) Environmental protection should be our first priority. By destroying the environment we
cannot achieve the long term goal of the plan.
5) Training program should be flawless. An unprofessional tourist guide or service
provider can lower the expectation of a tourist. So to train them to meet all the needs of
tourists we need to make them feel like they are the main resource of the destination.
6) Before finishing all the activities we have to continue research works to know if there is
any new trend in the tourist market. If there is, then we must try to meet the new needs
or if not, we need to use new technologies and strategies to make the plan more efficient
and successful.



If we truly want to make the plan work and be successful we need to be optimistic and
think to the long run development. Some activities might seem unachievable and unreliable but
is there anything that man cannot accomplish?
To make the plan actually successful we need to involve both the tourists and locals.
Without the help of tourists we cannot know what exactly they are seeking and without locals we
cannot know what they are thinking about the development. To build a healthy relation among
all the stake holders we need to build a strong coordinating relationship.
When working to achieve the goals and objectives of the plan there should be many
obstacles to do otherwise but we have to keep strong and must overcome anything that comes to
the path. Otherwise, the broader goal cannot be achieved.
We need to remember that, when developing a destination, our first focus should be the
local community. Without their help and support we cannot do any development activities there.
So at first we need to gain their faith and support. Community partnership is very much crucial in
tourism development.



At last, we all need to be focused to the broader and long term goals of the development.
If we want to receive cash when the destination is not developed yet, then it will be a fools
dream. With the help of all stakeholders it is very much possible to achieve all the goals and
objectives listed in this