Project report on

Bringing the Adventure and Sports first time in Bangladesh

in tourism sector
Course: MKT 202
Section: 02
Prepared for
Mohammad Sakif Amin (SKF)
Lecturer
School of Business & Economics
North South University
Prepared by
Name ID
Shaima Shehrin 1520409630
Fariha Tabassum Kamrul 1530108630
Symaiya Simran 1530138030
Farha Idid Bhuiyan 1511775630

Letter of Transmittal
Date

1|Page
To,

Mohammad Sakif Amin

Lecturer, Marketing Department

North South University, Dhaka.

Subject: Submission of the Marketing report on Pacific BD Travel Agency.

Dear Sir

Enclosed is the marketing report you have assigned for us to make our” Marketing 202” course,
during fall 2015. The report consist of the marketing plan for Pacific BD Travel Agency the
travel agency, introduce adventure, sports for the first time in Bangladesh, the report the
marketing strategies of the company like the STDP analysis, and helping our customers through
our website for more information.

We hope our report will be a good and interesting one to satisfy you.

Regards,

Shaima Shehrin 1520409630

Fariha Tabassum Kamrul 1530108630

Symaiya Simran 1530138030

Farha Idid Bhuiyan 1511775630

2|Page
 Acknowledgement

We, the members of the group Corporate Rangers would firstly like to thank almighty Allah for
the completion of this report. We would like to take the opportunity to express our special
appreciation to our respected teacher of Marketing 202, Mohammad Sakif Amin, for giving us
this excellent opportunity to do this wonderful report on “bringing the adventure, sports for the
first time in Bangladesh in tourism sector”. The report has enabled us to know how marketing
works and has helped us to know about the business scenario through research and technical
skill. We would also like to thank our families and friends who have also played a very
significant role in helping us to complete this report within the time frame.

3|Page
 Table of Contents
Content Page

1. Overview of the company 5-6

2. Segmentation and Identifying Target Market 7
3. Developing Positioning Strategy and Value Proposition 8-9
4. Marketing Mix
 Product 9-13
 Place 14
 Price 15-18
 Promotion 19
5. Conclusion 20
6. References 20

4|Page
 Company Overview

SQUARE today symbolizes a name – a state of mind. But its journey to the growth and
prosperity has been no bed of roses. From the inception in 1958, it
has today burgeoned into one of the top line conglomerates in
Bangladesh. Square Pharmaceuticals Ltd., the flagship company, is
holding the strong leadership position in the pharmaceutical industry
of Bangladesh since 1985 and is now on its way to becoming a high
performance global player.

SQUARE today is more than just an organization, it is an institute. In

a career spanning across four and half decades it has pioneered the development of the local
business in fields as diverse as Pharmaceuticals, Toiletries, Garments, Textile, Information
Technology, Health Products, Food Products, Hospital, etc. With an average Annual turnover of
over US$ 200 million and a workforce of about 3500 the SQUARE Group is a true icon of the
Bangladesh business sector.

Aim: to generate employment and earn dignity and self-respect for our compatriots through
profitable enterprises.

Who We Are

SQUARE today symbolizes a name – a state of mind. But its journey to the growth and
prosperity has been no bed of roses. From the inception in 1958, it has today burgeoned into one
of the top line conglomerates in Bangladesh. In 1958 Square started its journey as Debut of
Square Pharma as a Partnership Firm. In 1964 it was converted into a Private Limited
Company.In the year 1974 it came in to technical collaboration with Janssen Pharmaceutical,
Belgium, a subsidiary of Johnson and Johnson International, USA.Licensing Agreement was
signed with F. Hoffmann-La Roche Ltd., Switzerland in 1982.The year 1985 was a year of
achievement for Square group of companies. In this year it achieved first position in the
Pharmaceutical Market of Bangladesh among all national and multinational companies.In 1987
Square group of companies became pioneer in pharmaceutical export from Bangladesh. In 1988,

5|Page
debut of SQUARE Toiletries Ltd. as a separate division of SQUARE Parma. In 1994 Square
group of companies started initial public offering of SQUARE Pharmaceutical Shares. In the
same year SQUARE Toiletries Ltd. becomes a Private Limited Company. In 1995 chemical
division of SQUARE Pharmaceuticals Ltd. started production of pharmaceuticals bulk products
(API). In 1997 Square group won the National Export trophy for exporting pharmaceuticals and
debuted of SQUARE Textiles Ltd. Second Unit of SQUARE Textile Ltd. was established in
1998. In the same year Agro-chemicals & Veterinary Products Division on SQUARE Pharma
started its operation. In 2000 SQUARE Spinning’s Ltd. started its Journey. In 2001SQUARE
knit Fabrics Ltd. &SQUARE Informatics was established, SQUARE Fashions Ltd. &SQUARE
Consumer Products Ltd. Stared its operation. In this very year Square took up its greatest project
i.e. SQUARE Hospitals Ltd. Incorporated. And in 2003 the management agreement with
Bumrungrad Hospital International of Thailand for the management of SQUARE Hospitals Ltd
was done.

Concerns of Square Group:

6|Page
 Segmentation

There is a gap in the tourism industry of Bangladesh. That is why Square Consumer Products
Ltd. wants to fill up the gap in tourism sector in the name “Pacific BD Travel Agency”.

Segmenting consumer market: As we are following niche market strategy our consumer
market will be in major cities of Bangladesh. We are showing our consumer market under these
tables

Geographic
Country Our selected country is Bangladesh
Country region Major cities of Bangladesh
City Major cities of Bangladesh
Density Urban

Demographic
Age All
Gender Male and female
Family life cycle All
Religion All

Psychographic
Social class Middle class, Higher middle class & higher Class
Lifestyle Trendy & Convenient, Adventurous, Classy, Sporty

Behavioral
Occasions Regular occasion
Benefits Trend &Convenience ,Quality
User status Heavy user
Loyalty Status Strong
Readiness stage Aware

Target Market: From the segmentation we will carefully select the best segmentation which
will match with our services and product.

7|Page
 B Positioning

As we are a new company, we need to be positioned ourselves in the consumers mindset.

Whenever they want to go for a tour or especially adventurous tour, they will think about our
company “Pacific BD Travel Agency”. Our tourism industry is not that much advanced. It is an
opportunity for us to enter the market and grab the major market share and become a leader in
the tourism industry. We will be positioned our service by good packages, by our trained human
resources and finally we will use the adventure loving people. Created to be the ultimate tour
experience, Pacific BD Travel Agency will be positioned in luxury and middle class market
both.

Differentiation: We have differentiated our product from its competitors in terms of price;
create a customer value, service packages, well trained human resource, and equipment. We will
have launched our products in different types of attractive packages which can attract larger set
of customers. Our products are also available in different prices catering to different customer
needs. We will also show the difference by the equipment we are using. They will be able to do
Deep Sea Diving, Arial jump, Para Gliding and so many more. These are not available in
Bangladesh.

Competitive advantage: Pacific BD Travel Agency will get competitive by its equipments,
people, transport and all other things that are using by our competitors. We will give the best,
fastest and safest transport available in our country to our consumers. Our guides and other
human resource who will be involved with our customers directly or indirectly will be world
class. They will be well trained than the other tourism companies. Our catering and beverage
system will have a largest amount of items. These things will gives us competitive advantage
over our competitors.

Value Positioning: The strategy we will follow for our product will be ‘’More for the More” as
we are giving best transport, hygienic and delicious food items, best human resource and
attractive packages but at affordable price. We are trying to give the best service and product to
our customer which will increase the value for them.

8|Page
Positioning Statement: When Stressed and tired in a corporate office, in your house by doing
day to day regular boring jobs, bored by doing regular classes in the academic institutions, we
are here to as the prevention of your boringness, tiredness and stress. So our positioning
statement is “Enjoy the life with us”.

Products

“Pacific BD Travel Agency” will be launched with unique some unique promotional activity
which will help to attract the customer. We mainly focus on packages which we are giving to our
customers. We will have enough resources which will give our customer a great value by the
service and the price. We design our services and products in this way so that our customers can
easily take it. We will bring some new features which will also be first time in Bangladesh. We
will be using best transportation system, Para gliding, Arial jump, Deep sea diving. We will use
SQUARE’s brand value which is known for its dedication to providing customers with the
highest level of purity, quality, design and exclusivity. This “Pacific BD Travel Agency” will be
synonymous with elegance, prestige and sophistication.

Product Package

9|Page
 (Luxury)
1. 5 days 4 nights Per person
2. 4days 3 nights per person
Bandar ban Tour
3. 3days 2 nights

Cox’s Bazaar 1. 5 days 4 nights Per person

2. 4days 3 nights per person
(with saint martin) 3. 3days 2 nights

Chittagong, Rangamati, 1. 5 days 4 nights Per person

2. 4days 3 nights per person
Khagrachari
3. 3days 2 nights

North Bengal 1. 5 days 4 nights Per person

2. 4days 3 nights per person
3. 3days 2 nights

Sylhet Division 1. 5 days 4 nights Per person

2. 4days 3 nights per person
3. 3days 2 nights

Luxury packages:

General Packages:

Product Package

10 | P a g e
 General
1. 5 days 4 nights Per person
2. 4days 3 nights per person
Bandarban Tour
3. 3days 2 nights

Cox’s Bazar 1. 5 days 4 nights Per person

2. 4days 3 nights per person
(with saint martin) 3. 3days 2 nights

Chittaging, Rangamati, 1. 5 days 4 nights Per person

2. 4days 3 nights per person
Khagrachari
3. 3days 2 nights

North Bengal 1. 5 days 4 nights Per person

2. 4days 3 nights per person
3. 3days 2 nights

Sylhet Division 1. 5 days 4 nights Per person

2. 4days 3 nights per person
3. 3days 2 nights

Features

- Attractive packages
- Affordable price
- New equipment

11 | P a g e
- Best transportation
- Best people
- Para gliding, Arial jumping, Surfing, Deep sea diving.

Style and Design

Great appearance in the transport, hotel rooms, food item and other new equipments for para
gliding, deep sea diving, Arial jump etc.

Branding

Now a day’s branding has become so strong that today hardly anything goes unbranded. Salt is
packaged in branded containers; common nuts and bolts are package with a distributor’s label.
Consumers view a brand as an important part of a product and branding can add value to
product. As we are a new brand, we need to do our promotional activity and give service to the
customers in such way so the customers will remember and recall our brand whenever they will
think about a tour. By this, we will establish a strong brand.

Packaging

Packaging involves designing and producing the container or wrapper for a product. In recent
times, however, numerous factors have made packaging an important marketing tool as well. We
will use our transportation system, hotel rooms, and food items for attractive packaging. We will

12 | P a g e
package them in a attractive and unique way. So, it will attract the attention of our customers.
This will help us to get:

- Attracting attention
- Immediate consumer recognition of a brand
- Describing the product and service
- Making the sale

Labeling

Labels range from simple tags attached to products to complex graphics that are part of the
packaging. The several functions of labeling are:

- Identifies the product or service or the brand

- Describe several things about the product
- Promote the brand

13 | P a g e
 PLACE

Analyzing the consumers perceived value of our ‘Premium Water”, we have decided to distribute
in major cities of the country only by Exclusive Distribution. To be available in the major cities
we will use “Direct Channel” for exclusive distribution.

As we are a service company, service is the main product of our company. So, we need to use
our own channel distribution for our service to add value to our customers. We also have a
advantage of using SQUARE GROUPs existing distribution channel.

14 | P a g e
 Price

There are various types of pricing strategies. From those we will use two types of pricing
strategies ‘’Market Skimming Pricing ’’ and ‘’ Psychological Pricing’’.

Market skimming Pricing: Market skimming pricing is setting higher initial prices on new
product to ‘skim’ revenues. We are going to follow this type of pricing for various factors. First
we think that our product’s quality and image support its higher price and there are enough
buyers who want our product at that price. Second, the cost of producing a smaller volume is not
high so that we can take the advantage of charging more. Finally, competitors will not be able to
enter the market easily and undercut the higher price.

Psychological pricing: We will not using round number price such as 800tk or 900 tk. We are
using some psychological pricing strategies which may attract our people. We are charging
totally different types of pricing which normally does not use by other companies. Cause price
says something about the product. If a bottle of water cost Tk.100 but only Tk. 10 worth of
water, but some people are willing to pay the Tk.100 because this price indicates something
special.

The table given below showing our products price:

Product Packet Price

Luxury

15 | P a g e
 5 days 4 nights Per person 16000tk.

Bandarban Tour 4days 3 nights per person 14000tk.

3days 2 nights 10000tk.

Cox’s Bazar 5 days 4 nights Per person 16000tk.

4days 3 nights per person 14000tk.

(with saint martin)
3days 2 nights 10000tk.

Chittaging, 5 days 4 nights Per person 16000tk.

Rangamati, 4days 3 nights per person 14000tk.

Khagrachari 3days 2 nights 10000tk.

North Bengal 5 days 4 nights Per person 11500tk.

4days 3 nights per person 9500tk.

3days 2 nights 7500tk.

Sylhet Division 5 days 4 nights Per person 16000tk.

4days 3 nights per person 14000tk.

3days 2 nights 9000tk.

16 | P a g e
For General Services

Product Packet Price

(General)
5 days 4 nights Per person 13000tk.

Bandarban Tour 4days 3 nights per person

3days 2 nights
11000tk.
7000tk.

Cox’s Bazar 5 days 4 nights Per person 13000tk.

4days 3 nights per person 11000tk.

(with saint martin)
3days 2 nights 7000tk.

Chittaging, 5 days 4 nights Per person 13000tk.

Rangamati, 4days 3 nights per person 11000tk.

Khagrachari 3days 2 nights 7000tk.

North Bengal 5 days 4 nights Per person 1000tk.

4days 3 nights per person 8000tk.

3days 2 nights 6000tk.

Sylhet Division 5 days 4 nights Per person 13000tk.

17 | P a g e
 4days 3 nights per person 11000tk.

3days 2 nights 8000tk.

Promotion

Although we have competitors in the market but we are targeting a new segment and old
segments for this product we will use mass promotional media to make people aware and attract
them. As we are mainly focusing on High class, higher middle class and middle class people so

18 | P a g e
we are mainly targeting those Medias which have max exposure and liked by our target
customers. Our promotional Medias are:

Print Media: In case of print media we are using leading newspapers of the country.

Electronic Media: We will use TV advertisements.

Support Media: Billboards

Web Media: We will use social networking sites like Facebook, Tweeter etc. to increase our
exposure.

Public Relations and Publicity

In order to make it a popular convenient drink of Bangladesh we have to pay more attention on
public relation and publicity. We will organize health checkups and fitness show among the
target markets of ours. It will help to increase our brand recognition. We will also sponsor reality
shows which are liked by our target customers.

Conclusion: Square Consumer Products Ltd. has a long history to serve its
customers with healthy and nutritious food products. It is always focused on
customers’ needs and desires. But now we are try to introduce something to
our target customers which they never seen before from SQUARE. Through

19 | P a g e
market survey and research we tried to launch and market a common service in a new shape. We
have designed all our strategies and decisions according to current market situation. However
through customer oriented marketing Pacific BD Travel Agency will add values to its customers
and reputation and profit for the companies.

Reference

1. Square Informatix Limited. About Square Group. Available from: http://www.e-

home2u.com/about_square.php.

20 | P a g e