Executive Summary

Bee Travelers is a travel agency and we provide best service within affordable price. We take
many initiatives for differentiate from others brand and take a market place in the tourism Sector.
We try to represent our country as well as increase the market share. We select the short and easy
brand name for customer‟s recognition and use some attractive colors and logo for customers
recognition and recall in their mind. We try to ensure effective brand sense and attractive jingle
for customer attachment. We are trying to focus on different positioning for differentiate from
other brands such as we focus on customize service, interact with individually or couple wise, we
provide the gift to our loyal customers. We believe in marginal profit that‟s why we provide the
service in lower level of price for customer attachment. We arrange additional support service
for customers. We are highly focus on distribution strategy that‟s why we directly communicate
with our prospective customers for making trustworthy to customers. We share our activities and
our service through every possible media or other communication tools. We create an
appropriate budget for IMC tools as well as advertisement tools. We also take budget for make
customer relationship through customer promotion tools like providing gist and reward, seasonal
discount, sweepstakes and contest or others way. We keep our customers data for future
communication and provide better service to loyal customers. We are evaluating our execution
planning on the regular basis for improving our service. Here, we also divide some segments and
target from them. After that we try to find out competitor activities and their strength and
weakness then we are trying to reach to their strength through covering their weakness. After that
we take different types of activities for making more strength than others.
 Introduction

1.1 Origin of the report

As an undergraduate program of BBA students we have to complete various courses including
major courses. As we are doing major in marketing, we should study different types of marketing
courses. Integrated Marketing Communication is one of them. This report has been prepared as
a part of partial requirement of the course. Our course instructor Md. Anamul Hoque, Assistant
Professor of Marketing has assigned us this report. He has authorized the task of writing this
report on a group basis.

1.2 Background of the study

We are doing MKT402 course and the report is a part of our course requirement for the learning
purpose or academic reason we are going to prepare a report. We have to do the assignment with
the purpose of learning how to do work practically from the knowledge gained so far as a
marketing student. It is a great experience for every student to get practical experiences of the
theoretical knowledge that we have gathered in our graduation life. For gaining practical
knowledge on a specific subject a practical and real life experience should be done. We have
done our assignment in the topic of “IMC Planning on Bee Travelers.”

1.3 Objective of the study

1.3.1 Broad Objective
 To find out consumer‟s thought about our brand and their preferable brands through
communication.

1.3.2 Specific Objective

 Find out the consumers belief, attitude and behavior about our brand
 Find out consumers brand choice criteria
 Find out opportunity analysis of our brand
 Factors influence Consumer choice criteria
 Find out appropriate pricing, channel and positioning strategy for building a strong brand
to attract the consumers.
1.4 Methodology
The information for this project has been collected from both primary and secondary sources.
We have collected primary information by face to face communication and internet.

1.6 Limitation of the Study

We have tried our best to collect the maximum information and application for brand
development and brand communication but we have faced following problems:
 Lack of sufficient information

 Shortage of time.

 Non-cooperation of the respondents.

 Lack of practical application.

 Lack of adequate knowledge about brand development and communication research

 Difference of theoretical & practical knowledge.

 Organizing, calculating and analyzing data, as there is vast amount of data available or
others
 2.0 Communication Market Analysis

2.1 Competitive Analysis

Market Competitor
When we analysis about the direct competitors of travel agency in the Bangladesh, we have
analysed few direct competitors below. Although there are many agencies that are currently
arrange many tours in domestic places as well as in foreign areas, only few are trustworthy and
well demand by the customers them. We will discuss about the market in detail further

Green
Mask
Travel and
Tours

Vacation
Nature
Competitor Tours and
Travels
Travel
Bangladesh

Green
Bangla
Tours

At the time of analysis about the direct competitors of tourism industry in the Bangladesh, we
have analyzed few direct competitors below. Although there are many companies that are
currently serving in tourism market, only few are creating event based on that what fit with
customers needs but there are lack of demand. We will discuss about the market in detail
further.
 Green Mask Travel and Tours

Green Mask Travel and Tours offers both in country tour packages and offers international tour
packages from Bangladesh. Mostly they prefer to visa processing and outside travels a reliable
travel agency in Bangladesh. They also serve the foreigners who are interested in visiting
Bangladesh. They also offer their clients to customize tour packages according to their choice.
They provide services like student visa processing, Tourist visa processing, cheap air tickets
Booking (both domestic air ticket and international air ticket), and international tour packages
from Bangladesh, domestic Tour Packages, worldwide hotel reservation, Transport Services or
others.

Green Mask Travel and Tours

Strengths Weakness
Existing brand High cost

Multi-task Lower focus on single service category

Leading organization Lower media coverage
Global Communication Lower focus on domestic areas
 Vacation Tours and Travel

Vacation Tours & Travel is offering exclusive visa assistance service to all of their clients who
don't want to go into a hassle. They have attractive tour packages for domestic tour as well as
foreign tours. They provide also customized package within Bangladesh and across the world to
suit customer‟s requirements. They are always focus on building long-term relationship with
their customers by continuous innovation and planning in tourism services so that every of their
tour writes up an exciting memory in the customers‟ timeline.

Vacation Tours and Travel

Strengths Weakness
Customize Package Highly cost
Existing Brand Lower media coverage
Privet Tour Lower focus on single service category
 Green Bangla Tours

Green Bangla Tours established tour operator, Travel and Tourism Company in Dhaka,
Bangladesh. The company started their journey science 2005. They mainly focused on
Bangladesh tour. They do not provide tour facilities in international tour. But their main earnings
came from those people who came from outside means other countries people who want to visit
the beauty of Bangladesh. They make the tour plans according to the demand of modern world.
They have 12 years of experience in this field so they believe they provide the best services in
this tourism sector rather than anyone. They sometimes organized international which is
neighbouring countries of ours like India, Nepal etc.
Green Bangla Tours
Strengths Weakness
Focus on domestic areas Lack of management activities
Cost effective Lack of customize package
Effective tourist guide Lack of providing additional service
Convenient Location Focus on few areas
 Nature Travel Bangladesh

Nature Travels Bangladesh is a privet travel agency which is arranging different inbound and
overseas tours all across the world and ensuring eco friendly friends and family type tours with a
blend of adventure and comfort mainly for the service holders and professionals. They are using
few imc tools for promotion. They are also trying to represent our country.

Nature Travel Bangladesh

Strengths Weakness
Existing brand Inconvenient location
Maintain Eco-friendly tours and travel Lower promotion activities
Highly-Professional Lack of customize product

2.2 Opportunity Analysis

Bangladesh is a land of scenic beauty. The country is blessed with natural beauty which attracts
the tourists. It has beautiful beaches as well as the longest beach in the world. It is proud of its
beautiful heritage and historical relics. Sundorban is the longest mangrove forest in the world.
Moreover Bandorban, Kuakata, Sylhet, Chittagong or others place are enrich the beauty of
Bangladesh. To make best use of the natural gift, the country has developed facilities of
modern hotels, motels, rest houses, youth inns and restaurants, well modern modes of
communication, are available at all tourist attractions. Now for the globalization facility the
scope of tourism industry is increasing. That is also a better way of generating sustainable GDP
for Bangladesh. The contribution of Travel & Tourism to Gross Domestic Product is expected
to stay the same at 5.6% in 2009-2012 and GDP growth for Travel Tourism economy is
expected to be 5.78% in current situation. Export earnings from international visitors and
tourism goods are expected to generate 5.78% of total exports in 2009-2012. Now-a-days
everyone wants to travel for refreshment in order to GDP growth is increasing day by day and
the scope of travel agency is also increasing that‟s why we can say it‟s a big opportunities for
raising the travel agency in Bangladesh.

3.0 Target Market understanding and Analysis

3.1 Demographic/socioeconomic profile

Gender 30% Female 70% Male
Age 5% 13 – 19 75% 20 – 29 20% 30+
Income 5% 0-3000 25% 3001-6000 30% 6001- 40% 8000+
8000
Occupation 55% Student 15% Businessman 10% Service 20% others
Holder

Demographic:
 Young generation under age of 20-29
 Under age of (30+)
 Older people (50+)

Geographic

 Primarily For the urban areas as our brand is new

 Especially in the capital and then the major cities as convenient location

3.2 Psychographic profile

Activities Interests Opinions
Work Family Themselves
Hobbies Home Social Issues
Community Food Product
 Sports Achievement Culture
Entertainment Education Economics
Shopping Media Future

Psychographic:
 middle class ,upper middle class and higher class
 The energetic and cheerful people.
 User also spends money for refreshment
 Fun loving and experimental

Socioeconomic Characteristics
 Gender – Male & Female
 Age – young (20-29) is the main focus
 Occupation – Students are the main focus
 Income- Medium to higher Income
 Education – graduate/ Undergraduate

Behavioural Factor
 Educated people
 Those who are more conscious about security
 Those who need guide
 The non-consumer and regular consumer of our agency
 Those who are aware of the bad effects of travel agencies

Now-a-days travel industry is one of the major income sources for organization and individuals
as well as for government. Today new travelling areas in Bangladesh are increasing and existing
areas are developing. At present, tours and travels are major sources for entertainment and
refreshment. It is help for reducing individual physical and mental pressure. A big amount of
peoples find the reliable and trustworthy travel agency for travelling at lower cost. We are
trying to satisfy them. We provide the best care service for customers and we are always ready
to make adventurous moment for customers and building one of the best moment in their life at
lower cost.
We select some verities group as our target market such students, businessman, service holder
and others but we mainly focus on students who are belongs to 20+. Most of the time, we
arrange short and adventurous tour in our county at lower cost which is mostly preferable for
students. Moreover, we will arrange short tour in our country as well as foreign neighbour
countries for students as well as others group such as businessman, service holder and others.
They can go to the trip with family. We arrange the tour program for middle and upper middle
class people but in shortly we will arrange the foreign trip for higher class people. They can also
join in the domestic trip.

4.0 Corporate Strategy

4.1 Corporate Image Strategy

Mission Statement

“Represent the country and providing the diversify moment with best care service.”

Vision

Bee Travelers Agency‟s has a vision to establish as one of the top travel agencies in the local
market throughout its business after that expand its business in international arena that customers
feel they get the best reliable service from Bee Travelers.

Policy

Short-Term Policy:

 Targeting Students
 Sales increase through repurchases.
 Follow the penetration pricing strategy for giving a better pricing to our customers
 Increasing our promotional activities

Long-Term Policy:

 To build a strong customer relationship total customer satisfaction.

 To deliver best quality and reliable service to our customers.
 To maximize our shareholder‟s wealth.
 To be a global travel agency
 Increase our branches throughout most of the major areas in the local market
4.2 Brand development

Brand Elements

Brand Name

We select the brand name as “Bee Travelers” as our travel agency. The brand name is filling up
the choosing brand elements criteria like memorability, meaningfulness and likability. Customers
can easily call and recall the brand name.

Brand Logo

The Logo that we are going to promote contains brand name of our travel agency which is
memorable and meaningful message to customers that they can easily understand about
functions. The logo is also likable because we use the visual and imagery elements in the logo. It
also fills up the others criteria like adaptability and transferability.

Brand Motto

“Make Adventure”

The slogan contains one simple and easy formation of message which can be easily understood
because we believe we need to catch the attention of the customers which is the great asset for
our organization. We can‟t access to the market without customer attention. Our slogan brings a
simple and a clear understanding message for the customer‟s attention
Color

Here we select multiple colors. Blue color is the symbol of secure, trusted and responsible. Deep
orange color is the symbol of cheerful and fun and the green color refers that we protect and
manage the environment friendly tour.

Jingle

Bee Travelers ,
;

।”

Jingle is a musical message and it is the easy way to access in the customer mind that‟s why we
create e jingle for customer attention and it also help for recall in customer mind.
Application of Brand Sense Theory

We are trying to focus on Holistic Selling Proposition (HSP) as brand sense theory because
customers are more attract with the brand, when their brand sense fill up their expectations.
Sight: Sight is our ultimate target. We select the best amazing place for travels which can attract
the customers and fill up their expectations. Moreover customers can contact with us at our
office as well as they search in our web pages.
Touch: We provide ticket for the tour as well as we arrange comfortable transportations and
hospitality that‟s why they feel better when they touch it.
Sound: Sound is also important that‟s why we arrange musical program in the tour and we make
an amazing musical sound in our ad.
Smell: Smell can also attract to the customers that‟s why we try to clean our office and attach
smell through air freshener.
Taste: We provide the best quality and fresh food or others supplementary food which can fill up
customer‟s expectations
4.3 Brand Positioning Strategy

Before developing our brand, we will choose some area of differentiation for our “Bee
Traverers” agency. We use brand identity, brand utility, brand personality and brand experience
as a differentiation tools for our brand.

Brand identity

We use some visible elements for our brand identity such as colors, design, name, symbol or
logotype which together identify and distinguish our brand in consumers‟ mind.

We use it as our brand identity because we make it by combination of some visual elements. For
example, it is the combination of color, design, name or logo.

Brand Utility

We provide best service in lower level of cost which customers can easily afford and they feel
better comfort with us. When we analyse our cost and our competitor cost, we find out the result
that we claim the same price or less than them but we provide more service than them.

Brand Personality

Confident, adventure, energetic, unique will be our brand personality for our travel agency. We
will try to promote our brand to the customers that our brand is different from others. So it is
unique and also unique in our ultimate target. We also promote that Bee Travelers is secure
travel agency and its consumers will be more confident.
Brand Experience

Customers who will make travel with Bee Travelers, they will be more energetic, more confident
and also feel unique from others. These types of personality help to motivate them for searching
the beauty refresh their mind.

Brand name, Brand identity, Brand utility, Brand personality, Brand experience of Bee
travelers at a glance by showing a chart:

Brand Name Brand Identity Brand Utility Brand Brand

Personality Experience
Bee Travelers Affordable Energetic, Feel unique,
price and make Adventure, better comfort,
adventure confident, unique better sighting

Key Positioning Idea

Highly focus on customize Service

We are new brand in this high competitive market so we try to differentiate our self in the mind
our prospect with positioning. In market there are lots of travel agency and they provide many
and more additional service that‟s we should focus on differentiate through some tactics. We
always prefer on customers choice like customers preferable transportations, preferable hotel and
restaurants or other services.
Highly Interaction with Customers

We provide additional services and communicate with customers based on individually or couple
or group. As example we provided difference hospitality for couple and groups from individuals
in our previous tour package. We also provided some extra benefits to individually for customers
bonding.
Marginal Profit:

We focus on lower profit that customers can easily afford it and makes their moment with Bee
Travelers. If we can ensure that we claim the least amount for the tour package, more customers
will involve with Bee Travelers and make marginal profit.

Emotional Bonding and more attachment with customers

Bee travelers take initiative that we arrange a hangout party after every tour program without any
fee in order to we can make friendly relationship with customers and make emotional bonding
with them.

4.4 Distribution Strategy

Bee Travelers Customers

Distribution Strategy should be effective for met up the customer needs and want. We can‟t meet
up the customer‟s needs and wants without effective channel Strategy. We are the service
organization that‟s why we should directly communicate with customers in order to customer‟s
can proper query about our package and others additional service. We can communicate with
customers through face to face communication, mail, facebook, web site or others
communication tools.
4.5 Public Relation Strategy

Public relations involve varieties of program designed to maintain or enhance a brands image
and the products or service it offers. Successful implementation of a PR strategy is a very
significant component of a marketing plan. A PR strategy helps a lot in terms of promoting the
brands organizational strategy. A planned approach to leveraging public relations opportunities
may be just as valuable as advertising and different kinds of promotions. Public relations are one
of the most effective methods to communicate and relate to the market. It is the most cost
effective of all promotional activities. In some cases, it is free.

It doesn‟t matter who you are? Established or a new brand, everyone has a story to tell. Effective
PR is the media that tells our story to the people. Hundreds of PR strategies are out there. Bee
Travelers intends to use some of those according to our goal, target market and Customers
behavior. We want to use following techniques:

Poster and Banner:

We will use poster and banner to draw an attention by creating suspense among viewers.
Public events:
These types of events always make an opportunity where we can directly exhibit our whole story
to the publics. Different kinds of game shows, sponsored events are too executed by Bee
Travelers so that we can approach as much as people we can within a certain period of time.

Social media marketing:

Now-a-days, social media has become a name of an obsession for people. Facebook, Instagram,
twitter, YouTube has become an inseparable element of our life. To utilize this vast field of
building a communication channel.

Word of mouth:

what‟s better than a satisfied customer‟s recommendation to other customers? Buzz marketing
has always been a very significant tool to build relations with mass people. A survey shows that
more than 85% of people trusts recommendation of people whom they know.

Sponsorship:
We will sponsor on some kind of program for promoting our brand.
 6.0 Integrated marketing Communication Management

6.1 IMC Objective

At this stage, our main objective is built up brand equity. We also identify and claim some
specific objectives for this IMC planning. To main motive of identifying these objectives is to
provide a guideline for the tasks to be done. These objectives have been acting as the key
element in developing the communication process.

Create Brand Awareness: As our company is at Introduction level of its life cycle, our initial
work is to create brand awareness among our consumer. Here, our premium objective is to reach
60% of our targeted consumer..

Create Primary and Secondary Demand: As we have created brand awareness, we need to
ensure primary demand by focusing that traveling is a one kind of book and it is the refreshment
process. We will deliver the message that we provide the best service for fill up the customers‟
expectations for building the brand equity through every possible media.

Brand Recognition & Brand Recall: This is the time where we will differentiate our brand
from another competitor for brand recognition and recall purpose through brand elements and
brand positioning. Our target will reach through advertising or others promotional tools for brand
recognition and brand recall

Increase the Market Share and Profit: Our ultimate target is capture the market demand
for capturing the maximum market share in tourism sector and we believe in profit margin rather
than higher profit claim that‟s why customer will more attach with us. We try to find out the
competitors strength and weakness for overcoming our weakness and make our brand strength
and reach to a leading organization.
6.2 Agency Selection

Our IMC plan will be designed and implemented by Brand Development Department of the
company in association with one of the leading advertising agency of Bangladesh “Digital
Marketing Solution”. This advertising agency is well experienced and successful to introduce
and promote the brands by designing and implementing very interactive promotional tools.

This media agency has wide range professionals. This advertising agency ensures the greater
extent of professionalism and uniqueness by providing the creative message to the customers

Digital Marketing Solution will be providing us with:

 TVC
 Newspaper Advertisements
 Bill Boards
 Banners designs
 Posters designs
6.3 Internet Website

Initially, our brand is digitally communicated with the customers by using social media
Facebook. A fan page already created with all necessary information related to the brand,
services and benefits.

Along with that, a separate website will be launched for this brand, which will provide an entire
set of information about our current services with different offers and our activities and also
future activities and promotions. It also provides the information about benefits to the final
consumers, business customers and others separate stakeholders.

The main objective of developing web site is to provide sufficient information about our brand,
activities and pricing or others. It will be updated on regular basis for providing information to
the customers and all other stakeholders.
 7.0 Integrated Marketing Communication Objective

7.1 Budget

We are using different communication tools for promotion of our product to our customers, we
have break-down our budget into different methods of communication namely: Public Relation,
Advertising, Sales Promotion and Trade Promotion and direct marketing.

Communication Method Budget (in taka)

Public Relation 25lacs

Advertisement 2crores

Sales Promotion 15lacs

Trade Promotion 10 lacs

Direct Marketing 4 lacs

80.00
70.00
60.00 PR
50.00 Ad
40.00
Sales Promotion
30.00
Trade Promotion
20.00
10.00 Direct Marketing
0.00
Budget
Public Relation: We generate 25lacs taka of our total budget in public relation that includes the

opening press conference and campaigns

Advertising: Our advertisements include various transit and media advertisements. Also,
internet website promotion will be another major source. There an amount of 2 cores is budget
for advertises.

Sales Promotion: We are using 15lacs taka of our total budget in sales promotion. The reason of
sales promotion refers that we can easily capture many customer in a short amount of time and
the reason of using little amount is that we are giving all our product in an affordable price that‟s
why we use a little amount in sales promotion sector.

Trade Promotion: Since we are going to make seasonal deal with different hotel and
restaurants, transportations in our selected tourism area and we will provide trade promotion to
them. An amount of 10lacs is budget for initial trade promotions

Direct Marketing: We are service organization that‟s why it is one of the important tools for
promotion through mail, facebook or others way. The budget is 4 lacs of total budget.

7.2 Integrated Marketing Communication Methodologies

7.2.1 Advertising

Advertising for „Bee Travelers‟ will we performed through media advertisement and Place
Advertisement. Media Advertisement will be in the form of Television Advertisement,
Newspaper Media, and for place advertisement we will use Billboards and Posters.

7.2.1.1. Advertising Goal and Budget

Advertisement is a form of communication about the brand and its service to the target
customers. Since we are at the initial stage we will focus on informing our customers about our
brand. Once we are able to capture our target market we then will be focusing on persuading our
prospect customers so that they will more attach with our brand.
Our primary objective of the advertisement will be to create primary demand among our
customers by making our target audience aware that we exist. Once we are able to make our
customers aware we would persuade them to customer attachment through different media and
place advertisements.

Advertisement Budget

Our Budget for the advertisement has been shown below within the table

Advertisement Budget

Medium Costing for 3 months

TVC 1,00,00000

Newspaper 40,00,000

Billboard 1,00,000

Posters 40,000

Consumer Promotion 10,00,000

Total 1,51,40,000

70.00
TVC
60.00
50.00 Newspaper
40.00
Billboard
30.00
20.00 Poster
10.00
Consumer
0.00
Promotion
Ad Budget
7.2.1.2. Creative Brief

„Bee Travelers‟ is a travel agency. We represent our country and make adventure tour within the
affordable price.

Brand Name Bee Travelers

Mission “Represent the country and providing the

diversify moment with best care
service.”

Vision Bee Travelers Agency‟s has a vision to

establish as one of the top travel agencies
in the local market throughout its
business after that expand its business in
international arena that customers feel
they get the best reliable service from
Bee Travelers.

Main Competitors Green Mask Travel and Tour, Vacation

Tours and Travel, Green Bangla Tours,
Nature Travels Bangladesh

Motto Make Adventure

Logo

Target Market Lower middle, Middle, upper middle,

Upper level.

Target Customer Both Male and Female but mainly focus

 on male

Tone of voice Confident, cheerful and forward thinking

Brand Character Caring and friendly

Color preference Blue, Green and Orange

Message Providing the best service with

affordable price

7.2.1.3. Advertising Design

To develop advertisement objectives there are five questions that need to be answered. They are
mentioned along with the answers that are related.

 Who? Our main target customers are students age of 20-29 and who are searching for
travel and adventure.

 What? We will be emphasizing on the rational and emotional perspective of our

customers. Rationally is we are focusing on the benefits of our brand and emotionally we
are focusing on the friendly bonding between tourmates.

 Where? Our primary location is in Dhaka city initially, gradually we will be shifting our
focus to Chittagong and others city‟s around the country based on market demand.

 When? We will keep reminding our customers through TV channels. We will play our
TVC within sports break and news break or others pick hours as well as we run our TVC
based on seasonal wise.
  How? We will keep reminding our customers through various media such as electronic
media, print media, transit media-billboards, banners, posters and online promotions will
be carried out before and after launching the product. TV channels, newspaper, online
promotion is the major communication tools. We mainly focus on online promotion
through web sites and facebook page.

7.2.2. Consumer Promotion

7.2.2.1 Budget Allocation
Consumer promotion is one of the key of attracting our customers. We would use various other
tools other than advertising to attract our customers. Our initiatives are shown in the following
table.

Consumer Promotion Tools Budget (Taka)

Gift and reward 2 lac

Seasonal Discount 3 lac

Sweepstakes and contest 1 lac

60.00

50.00

40.00
Gift and Reward
30.00
Seasonal Discount

20.00 Sweepstake and contest

10.00

0.00
Consumer Promotion
7.2.2.2. Consumer Promotion Selection

As we are new in the market, we should take many initiatives for promotion and make customer
attachment. Almost customers are educated that‟s why we should provide extra benefits to
convey them. We have very strong advertising background to informing customers about our
brand in this initial stage. We have also some contemporary plan for future. We need to create
some brand-loyal customer, have people‟s trust so that they will travel with us.

Consumer Sample Consumer Promotion

Promotion

Gift and
Reward

Seasonal
Discount

Sweepstake
and contest
Gift and Reward: We will provide many gifts to our loyal customers in occasion basis like
birthday cake, anniversary cake or other gift.
Seasonal Discount: We will provide seasonal discount for encourages to customer for traveling
in off-season.
Sweepstakes and Contest: We always arrange some contest and sweepstakes program in
regular basis for customer attachment.

7.2.2.3 Sponsorship
We will provide sponsorship in many sports program where our country will also participate
that‟s why our country people and as well as multinational people also know about our
organization and when travel in our country they will travel with us. Moreover we will sponsor
in some program in tourist spots.

7.2.2.4 Database Program:

We will keep customers details for security purpose as well as communicate with them about our
future tour programs and others activities.
7.3 Media Plan

TVC Per Day Costing

Program Ordinary Office 1st Mid 2ndMid Total

Hour Break Break
News News

Bangla Vision 3000TK 14000TK 17000TK

Ekushey ETV 12000TK 12000TK

NTV 51000TK 51000TK

Channel I 50400TK 50400TK

Shomoy 7000TK 7000TK

ATN News 10000TK 10000TK 20000TK

Total 1,57,400TK

News Paper Per Day costing

Program Front Back Binodon Binodon Total

Page Page (Colour) (B/W)
(Colour) (Colour)

Dainik Ittefaq 12000TK 12000TK

Dainik ProthomAlo 18500TK 16000TK 7200 27300TK

Daily Star 4500TK 4500TK

Dainik Amader Shomoy 14000TK 3500TK 17500TK

Total 61300TK
7.4 Evaluation
Once we are able to successfully launch our brand to our target audience, we would conduct a
survey to find out our effectiveness of our brand to our customer. Are survey would help us to
identify how we are going to progress in future with our product.

The questions are:

1. Have u heard the name ‘Bee Travelers’?

a. Yes b. No

2. What does the ‘Bee Travelers’ offer?

a. Travel Agency b. Transportations c. Others

3. Have you travel with “Bee Travelers”?

a. Yes b. No

4. Are you interested to go with ‘Bee Travelers’?

a. Yes b. No c. Maybe

5. How do you know abou “Bee Travelers”?

a. Ad b. Word of Mouth c. Others

Moreover, we select more question for collecting the appropriate and specific information from
survey.
 8.0 Design Sample

8.1 Advertising

8.2 Story Board

Visual Sample Audio

At first Just music

introduce our start.
brand
Have some Cartoon say
question about question
travel. which is
visually show

Provide solution Say the visual

sentence

Provide Say visual

information sentence
about benefits
Request to Say visual
contact with us Sentence

Bee Travelers No audio

logo

8.3 Print Ads

8.4 Banner Ad
8.5 Master Idea of TVC
We have been able to make a sample of our master TV Commercial for our TV promotion.
Though it will be much more modified or may be changed before publish, we present it here for
a glance.

TVC Idea of Group Individuals

Name: Md. Imran Hossain bhuiyan

Brand Name: ‘Bee Travelers’
TVC Duration: 40 sec.

Sequence On Screen V/O

One boy is crying. His Voice over: kire dosto kantasos

friend was coming after kan?? R a bondhu exam e korlam
see him. Then he fail, abr prem khailam seka. Mon
wanted to why he is e boro dukkho ki korom ami??
crying.

He said the solution Tor bondhu ekta tour daoa uchit.

He wants to know that Bondhu vabsilam dimu tour

how can he manage it kintu eto taka poishar mamla.
Kivabe dibo r caring and friendly
manush koi pabo??

Then his friend said Haha..ei bepar? Bee Travelers asa

about ultimate solution na? shob cheye kom khoroch e
way shob cheye best tour er bebostha
to tarai disse
Name: Md. Asaduzzaman Asad
Brand Name: ‘Bee Travelers’
TVC Duration: 32 Sec

Visual On Screen Audio

Two travel agency are Tour e jaite chaile choila

(Bee Travelers and Tour ashen…Tour bazz disse oshadaron
Bazz) sell their tour package
package. Bee traverers people say: Bee
travellers make your moment and
we provide the customize service

Tour Bazz serial is big Just sound

and Bee travellers serial
is small

Bee Travelers Show the bee travelers previous

continuously said about tour and said about how we
the benefits and relate manger it
with the customers
emoiton

Tour bazz people also Oi Bee Travelers to shei package

attend in the Bee sarse…chol amra o jai…chol kintu
travelers serial by kivabe jabo?? Borka poira chol
wearing hood. jeno amder tour bazz na chinte
pare.

But at last everyone Serial e tour bazz. Batash e

recognize the tour bazz mukhosh khule gese…..ei dekhi
people and everyone tour bazz……tour bazz er ora
said Bee Travelers hashi and shobai bole Bee
rocks Travelers rocks.
Name: Al-Hossan
Brand Name: ‘Bee Travelers’
TVC Duration: 3 Sec

Visual On Screen Audio

One boy wants to go Baba ami tour e jabo. Baba: haria

travel but his parents jaba. Bahirer jogot kicu chino
don‟t provide tmi? Jaoa jabe na…jao ekhan
permission to go theke

The boy was crying and Just sound

depressed.

The boy was going to Just sound

mentally sick day by
day and he was anger
about his family

Doctor said to his Celer ektu environment change

parents that the boy dorker nahoy to puropuri
need to refresh through manoshik vabe osostho hoye
environment change. porbe.

Parents wants to know Kintu kothay jabo? Kivabe ekta

from doctor how can shundor mohorto dite parbo amr
they manage it and celeke? Doctor: Bee Travelers
doctor say about Bee thakte tension?? Taraito disse
Travelers jibon er shob cheye sundor
shomoy tao sholopo khoroche.
Emon ki poriber er moto nijeder
apon kore
Company logo No Audio

Name: Tanzida Akter

Brand Name: ‘Bee travelers’
TVC Duration: 17 Sec

Visual On Screen Audio

Background music

Background music

Background music

Background music
Background Music

Background music

Background music

Background music

Background music

Background music
 Background music

Background music

9.0 Conclusion
We are the travel agency and we are the new in the existing market. From the beginning, we try
to work with a different positioning than others competitor for building the brand equity in the
tourism market. As a travel agency „Bee Travelers’ will capture the marketplace through the
differentiate in IMC planning. We will officially launch our brand soon with publicity & brand
opening ceremony. Soon we will spread our brand at all the divisional area. We provide the best
service with best value to our beloved customer.
Appendix
IMC Invitation card
IMC Campaign Photo
Game winner and Contest winner