Spring 12MKT 337Marketing PlanOnPromoting Dhaka Zoo

By:ObscureGroup members:1. Mashrur Rajib092 0126 0302. Aklima Jahan093 0334 0303. A.T.M Asif Mahmood093 0095 0304. Tashrif Khaled093 0284 0305. Chowdhury Thmid Hossain091 0474 030Authorizer:MD. Shahedur RahmanFaculty Member, Business SchoolNorth South UniversityDate of Submission:28th April, 2012L etter of Transmittal:

April 28, 2012MD. Shahedur RahmanFaculty Member, MKT 337School of BusinessNorth South University

Dear Sir,In this Marketing Plan of Promoting Dhaka Zoo, we have tried to implement our learning from this course. We would like to thank you for offering the opportunity to work on this Creative topic. Despite many limitations, we have tried our best to make this report accurate and reliable.

If you have any further enquiry concerning any additional information, we would be very pleased to clarify that. Thank you.Sincerely yours,

__________________ ____________________ ________________________ Mashrur Rajib Aklima Jahan A.T.M Asif Mahmood

________________________________________________ Tashrif Khaled Chowdhury Thmid HossainAcknowledgement:

One of the most pleasant parts of submitting a report is the opportunity to thank those who have contributed to it. Unfortunately, the list of expression of thanks- no matter how extensive is always incomplete and inadequate. These acknowledgements are no exception.

Our first thank goes to the almighty Allah for bestowing us the patience and courage to finish this task within its deadline.

Thanks must go to the team members, whose unflagging patience and astounding capacity for creative work, and long hours made the project both possible and successful under the pressure of knocking deadline.

At last, we sincerely acknowledge our debt to our honourable faculty MD. Shahedur Rahman, for his valuable counselling towards the improvement of the project. Without his encouragement, this would have been impossible.

Table of Contents:ContentsPage No.Introduction... 06IMC Planning:1. Market Segmentation... 072. Buyer Behaviour.. 093. Promotion Opportunity Analysis (POA)...... 114. Advertising..... 17Creating an Advertisement................ 175. Media Selection....... 216. Sales Promotion......... 24Consumer Promotion. 24Programs and Tours......... 25Special Attractions................. 27Internet Marketing............. 297. Public Relation.............. 298. Customer Relationship Management (CRM)... 329. Direct Marketing..... 3210. Personal Selling....... 3311. Budgeting................... 3412. Evaluation ............... 35Conclusion................. 36Bibliography.... 37Introduction:In todays first and modern world the opportunity for entertainment is decreasing day by day. People do not ample opportunities like they used to have before. After a long tiring work week people want to have some kind of entertainment. From the very ancient time zoo have a large impact on the entertainment sector. Azoo(short forzoological parkorzoological garden, and also called amenagerie) is a facility in which animals are confined within enclosures, displayed to the public, and in which they may also be bred. The predecessor of the zoological garden is themenagerie, which has a long history from the ancient world to modern times. Dhaka Zoo is aZoolocated in theMirpurarea ofDhaka, the capital city ofBangladesh. The Zoo contains many native and non-native animals and wild life, and hosts about three million visitors each year. Established in 1974, the 186-acre (75ha) Dhaka Zoo is the largest zoo in Bangladesh, and is operated by the Ministry of Fisheries and Livestock. The zoo attracts around 10,000 visitors every day with the number increasing during the weekends. The yearly budget of Dhaka Zoo is Tk 37.5 million, out of which Tk 25 million is spent on feeding the animals. The zoo exhibits 58 includingelephants,cheetahs,rhinos,zebras, waterbucks,otters,hyenas,deer,giraffes,impala, black bears,tapirs,hippos and lions, many species ofmonkeys,chimpanzees,baboons, andRoyal Bengal tigers. The aviaries at the zoo house more than 1500 birds representing 91 species, including peacocks, rhea, African gray parrots, cassowary, owls, ostrich, emus, teals, finches, babblers, owls, vultures, and eagles. The two lakes at the zoo also host migratory water birds each winter. Visitors can also see 13 species of reptiles including snakes and crocodiles, and 28 species of fish.

We are planning to start an advertising campaign for the recently developed Dhaka zoo. After the renovation the zoo now has many more facilities like night safari, cable car ride, and furthermore a complete advanced infrastructure. We are planning to add some other facilities like 3D Theatre, animal circus and so on so forth. We would also like add some other new and unique animals to the zoo like koala bear, ant eater etc. We are also planning to increase the animal riding opportunity for the visitors and we will be starting a new and unique horse riding training for the first time in Bangladesh. After ensuring all the related things we will start our advertising campaign which will be relating all the possible IMC components.

IMC Planning:

1. Market Segmentation:Market segmentation is the process of indentifying specific purchasing needs, attitudes, and interests. A market segment is a set of businesses or group of individual consumers with distinct characteristics Here we use Method of segmenting consumers markets for Dhaka Zoo. Geographic Demographic Psychographic Generations

Geographic:Region: Bangladesh.City size: Major metropolitan areas, small cities, townsDensity of area: Urban, suburban, ruralClimate: Monsoon Demographic: Age: Under 18, 1824, 2534, 3544, 4554, 5564, 65+ Family life cycle: Young, single; young, married, no children; young, married, youngest child under 6; young, married, youngest child 6 or over; older, married, with children; older, married, no children under 18; older, single; other

Gender: Male, female

Income: Under $1000, $10,00$14,99, $15,00$19,99, $20,00$29,99, $30,00$49,99, S50,00$99,99, $100,00 and over

Occupation: Professional and technical; managers, officials, and proprietors; clerical; sales; craftspeople; professors; labors; farmers; students; homemakers; unemployed.Education: Grade school or less, some high school, high school graduate, some college, college graduate.Religion: Muslim, Hindu, Christian & others. Race: AsianSocial Class: Lower lowers, upper lowers, working class, middle class, upper middles, lower uppers, upper uppers Psychographic:Psychological explanation of this region of South Asia is they are very much cultural oriented and they have stronger bonds in family. They emphases mostly on their custom and traditions. They are also emotional in their lifestyle. They rather think emotionally not rationally. Generation:Generation Y, Generation X, Baby boomers, older boomers, Empty nesters, seniors.

2. Buyer Behaviour:As we have two types of target market, buying behavior will be separated into two parts. In consumer decision making process, there are five steps by which consumers make decision of buying. These are:

Problem recognition:Kids & teenagers: There is no developed zoo in Bangladesh. The kids will be curious towards our zoo because of exploring the jungle animals in a good environment.35+ aged people: The problem recognition is almost same as well as kids & teenagers because there is no developed zoo in Bangladesh as we mentioned before. This target market will get an opportunity to visit our zoo with their families. Information search:Kids & teenagers: They will mainly do external search before they visit our zoo, because the kids & teenagers are almost have zero knowledge about zoo. Because of having no developed zoo, they do not have any personal experience about the zoo. By searching information from family & relatives they will try to find out their desirable answers. More information they will collect from the newspapers, magazine, internet & by watching TVC.35+ aged people: They will do both internal & external search before they visit our zoo. Though there was no developed zoo before, but they went to zoo when they were kids. So, they will recall their memory about the experience of visiting a zoo. They will also get information from newspapers, magazine, internet & TVC. Evaluation of Alternatives:For both kids & teenagers and 35+ aged people, there is no option to evaluate because there is no developed zoo available in Bangladesh at present. There are couples of small private zoo in different locations in the country, but those are not at all falls under alternative. We are entering into the market against zero competitors. This is a big advantage for us. Purchase Decision:Kids & teenagers: After completing the information search & evaluating the alternatives they will decide whether they will buy or not. If they get curious about our product & like it they will buy. If the negative perception is created they will not like to buy our product.35+ aged people: If they also feel positive about our product, they will like to buy it. In the contrast, negative perception will be an obstacle to buy our product. Post-purchase Evaluation:Kids & teenagers and 35+ aged people: The evaluation of both target market is same. If they really purchase our product, after that they will try to evaluate about our products quality. If they like it they will make repeat purchase & will share good word of mouth. If they do not like, they will not visit again our zoo & will share bad word of mouth

3. Promotion Opportunity Analysis (POA):

i. Conduct a Communication Market Analysis:In the communication market analysis part, we have discovered our zoos strengths & weaknesses in the area of marketing communication & combining that information with an analysis of the opportunities & threats present in the firms external environment. The analysis is mainly based on the communication perspective. In the whole analysis we have examined five different areas. They are:

Competitors: As we are the first in Bangladesh with a concept of developed zoo, there is no competitor who will directly compete us. There are few small private zoos in Bangladesh, but they are not really our competitors. It is really very important for us to make some healthy statements, because anytime a new competitor can enter into the market. The statements can be found in: Advertisements Promotional materials Web sitesIf we do not make these statements from the beginning, we will have to expense more when a competitor will enter into the market. Opportunities: There are couple of opportunities can occur in our zoo project. They are: It is one of the greatest opportunities that we are first in the market. We will be able to get huge customers with our marketing strategies. If we can be able to serve the benefits of our services to the various customer segments from the first, it will be a great opportunity to make loyal customers. If we come with a little different approach to build relationships with customers, that will be another opportunity for us.

Target Markets: The zoo is such a place where everyone can go & visit. It is rally very tough to target from a definite segment. But we always search for our prospects. Though we are going through a mass marketing, we have separated our target market in two different sectors. They are: Kids & Teenagers The people above 35 years oldIn our whole project we have set our strategies for these two different target markets. Customers:The point is to understand how people in each group think, why they buy, when they buy, where they buy, and how they evaluate a product after purchase. Creating effective advertisements & marketing communications for our zoo we need to know that actually goes in the minds of customers. As we do not have any current customer & no competitions customer, we will only look forward to our potential new customers. Our objective is to find out what type of message works for each customer group.For kids & teenagers we can use Animation & musical appeals in the advertisement. They will be curious to know about our zoo & visit it with physical attendance.For the aged (35+) people, we can use emotional appeal by which they would recall their childhood & will be convinced to visit with their children.

Positioning:As we are starting our journey, no positioning has been created yet. The positioning of our zoo will be created based on our quality of services, price we will charge, communication tactics. But we have to very careful that when the positioning will be created; the view of the customers & the view of us should be same.ii. Establishing Marketing Communications Objectives:For Dhaka zoo promotions, one is necessary to identify and that is communications objectives. Because it will be helpful for account executives and it will help creating an effective advertising design. Objectives can help to get more than one goal. Advertising can give brand awareness to the audience. For promotional opportunity analysis, defining and establishing objectives are necessary because it is a crucial element for zoo promotions. So, the main point is: need to clear specified objectives. Without considering this the overall IMC program will be lost. The main objectives can be: Develop brand awareness Increase category demand Change customer beliefs or attitudes Enhance purchase actions Encourage repeat purchase Build customer traffic Enhance Firm image Increase market share Increase sales Reinforce purchaseIn this whole marketing campaign of zoo promotions, Benchmark measures can be use like changing the way of promotional campaign. We are currently promoting the new infrastructure and new facilities in the zoo. For attention grabbing and creating brand awareness, we are arranging quiz contest through media and internet. We are also offering different types of discount offers for school study tours, Family Pack discounts and for Autistic children.

iii. Establishing a Communications budget:For zoo promotion, we have already been given a budget of 12 crore taka. For marketing we focus on customer market by television and newspaper. It is expensive than B2B market but we are targeting the mass people of the country. For promotions, we allocate the budget on the basis of Objective and Task method. At the time of budgeting, we are not concerning about the revenue and expenditure. On zoo promotions, several factors influence the relationship between the expenditure and sale. And these are: The goal of the promotion Threshold effects Carryover effects Wear-out effects Decay effects Random event We can use knowledge, liking, preferences and conviction as a prior to making a purchase a consumer through this stage. For campaigning these are very important to know the audience. In this part, we can give financial incentives to the customer as a result it start with campaign and finish at purchasing. We cant sure in this part that we will make profit.For zoo promotions, threshold effects can be useful, because it is easy to reach the customers. Threshold effects make the zoo promotion so attractive and the audience will go to zoo for enjoying positively. Established zoo when focus on new item, like coupon or 3D item then, customers give a positive response very soon.We can focus carryover effect like at the time of Eid holiday. At this time, family member may want to visit zoo together, so we need to concentrate on this time. As a result this will make memorable for long time.We have to think about the wear-out effects. Because one ad become old and boring after several times of telecasting, so need to change the ad or promotion pattern within a convenient period of time.But there is another problem, when we stop the showing the ad people will forget the zoo. So, we need continuous promotions improvement to keep the customers attracted to the zoo and we need sufficient budget to keep the promotions run and improve sales.

iv. Preparing Promotional Strategies:For zoo promotions, at first we need to prepare communication strategy for the zoo promotions, then message strategies and different appeals for multiple target market. Strategies provide long term direction for zoo promotion and these are sweeping guideline concerning the essence of the zoo promotions.For example, our main strategy is to focus on our two target markets of Kids & teenagers and the Adults. So, we are looking for some promotional activities to attract the children and some training to the adult or teenagers. All activities are designed to attract the Target audience and make them enthusiastic to stopover the zoo.v. Matching Tactics with Strategies: Tactics are activities that are performed to support the zoo promotions objectives. Tactics include zoo promotional campaigns designed around themes based on strategic objectives. Tactics do not replace strategies and they should connect audience from the message or theme the zoo is trying to focus. In promotional, methods used in tactical campaign include: Advertisement based on the major theme or a subtheme Personal selling Enticements (Bonuses and Prizes) Sales promotions ( Posters, Point-of Purchase) Special product packaging and labelling Price changes

4. Advertising: Creating an Advertisement:

Executional Framework:

Among the Eight components (slice of life, dramatization, informative, testimonial, authoritative, demonstration, animation, fantasy) of the executional framework we are planning to relate dramatization and informative ads in our total campaign.Informative: Our informative ads will be published into newspapers, magazines and other printed media and radio too. On those ads we will be informing the customers about the new developed aspects of the zoo as well as the new services we are offering. We will also inform them about various packages and incentives. New offers and many other related things will also be published thorough our informative ads. Dramatization:Dramatization is the kind of message which is being overexposed and being delivered through the media. Our dramatized ads will be broadcasted on television and other electronic Medias.

Message Strategy:There are three types of message in the promotional strategy. Among them we are going to use two types of message strategy. These are Affective and Conative.

Cognitive: A persons cognition which is his or her knowledge and perceptions depends on their attitude towards an object or from different sources. It is all about the belief of a certain object.Whenever an individual is willing to go to a place of entertainment he/she will obviously look for some very common things such as place, cost, facilities etc. Considering all these a student will definitely form a positive/negative belief or perception about that place. Affective: A decision behind taking admission in a zoo might have some emotional opinion from the family member or friends. Suppose, a person who is willing to go to a place like zoo he will go through some related and relevant information. Then he will come to know about the information related to the zoo. These things can easily affect that person positively and will create affection for going to the zoo.

Conative:Conative component is concerned with the likelihood or tendency of a consumers buying behavior towards a specific product. It is the actual behavior of a consumer. Like if a person is really interested in going to a zoo, he will be convinced through the information his and will make an effort to go there. Its the action phase of a campaign. Our discounts and package offers will be based on this type of message strategies.

Appeals:Among the seven types of advertising appeals we will be using emotional and musical appeals while doing our campaign. Among these we are using two types of appeals. Those are described below:

Emotional Appeal:We will be using be using emotional advertisements for our second target market who are adults and aged 35+. We think emotional advertisements will not work on the children effectively as it can work on the adults. So we decided to use this type of appeal for the adults only. Musical Appeal:We will be using musical appeals for our first target market who are kids and young adults or teen agers. We will use catchy and soothing jingles for those ads. We think it can work more effectively than any other appeals on this particular target market. So we will be using musical appeals to attract them. Spokesperson: Spokesperson for our Dhaka zoo will be the Chairman of Bangladesh Tourism Board. Because, we think, he is the accurate personality with expertise in entertainment business. Leverage Point:We are completely dependent on our tagline as the leverage point which will motivate our target market radically in a positive way. And our tagline for the overall campaign is Feel the Wild. When people will come to know about the tagline it will create an interest on the about what else a company can offer more than animals in a zoo. We are providing many other facilities also in this zoo which will work as the leverage point for the customers in a positive way.

5. Media Selection:For media selection, we have used only two like television and radio. As we know that for many years, television held the reputation of being the most glamorous advertising media. On the other hand, radio is a well placed, clever ad is a one-on-one message.Now, lets see why we select television:Television advertising is still the best option. It is wise, however, to carefully consider whether or not a television advertisement is the optimal medium. We actually focus on BTV and Channel i because most of the people in Bangladesh see these channels for their entertainment and the shortage of cable operators. We use this media for some reason and these are: High intrusion value like motion, sound. Low cost per contact High reach High quality potential Quality creative opportunity Segmentation possibilities through cable outletsWe mainly focus on BTV. Its gross rating point is high in Bangladesh with its great rural area.

TVC weekly Schedule on 07.00 PM, 8.00 PM and 10.30 PM:SundayMondayTuesdayWednesdayThursdayFridaySaturday

BTV

Channel i

Radio is not as glamour as television. But we, general people still heavily rely on radio advertising and most radio ads are produced locally and with small budgets. We choose it as a second selection media in two channels like Radio Today and Radio Foorti. Because these will help in many ways: Able to modify ads to fit local conditions Radio can be carried anywhere with cell phones. Intimacy like listeners feel personally close to some DJs and radio personalities Recall promoted High segmentation potential Flexibilities in making new ads

Radio Coverage by Listeners

We are also using the print medium for our promotional campaign. We are targeting mass people as our customer and for this reason print media will be one of the most important medium of our campaign. We have many newspapers in our country. Among them the Daily Prothom Alo and the Daily Amader Somoy has the most customer reach and greater coverage. Greater coverage Reach general and all class of people Easy to describe the information Publish detailed information which cannot be delivered through radio and television.6. Sales Promotion: Consumer Promotion:Consumer promotions are incentives which are aimed at our zoos customers. As we are new in the market, we will focus on two different categories of promotions. They are: Consumer franchise-building promotions: It will help to increase awareness & loyalty towards our brand. Consumer sales-building promotions: It will help us to make immediate sales. For kids & teenagers 50% off once in a week only for kids & teenagers: We have planned to give 50% discount once in a week for kids & that is on Wednesday. We have chosen Wednesday because this is not a holiday. In the holiday, we expect that generally our consumers will visit. But in a busy day to increase our sales we will try to encourage our consumers to visit our zoo by this offer. They will be encouraged by this offer. Special discount for autistic children: For autistic children, the price will always be 30% off. It will actually work as two in one method for us. The autistic children will be encouraged & we will be highlighted to our each consumer by this concept. Our brand equity will be gained. The consumers will be emotionally attached. Special discount for school/ college students as a whole: If any institution (school/college) comes to visit our zoo as a whole, the price will be 25% off. It is one of the tactics to encourage school/college to make a visit in our zoo. For the people above 35 years old Family pack: This discount is for our second target market. If any customer purchases 4 tickets he/ she get another free ticket. We have named it family pack. We are actually giving this offer to encourage our customers to visit our zoo with full family. Programs and Tours:Whether you are seeking to enrich your little ones zoo visit with hands-on discovery, workshops about wildlife and wild places, or Wildlife Theater shows, youll find that the Dhaka Zoo is the wildest place in the city for family fun. We offer toddler programs for caregivers and little ones, preschool programs, after-school workshops and weekend classes for school-age children, and summer camps. All programs require advance reservation. Youth & Teen ProgramsDhaka Zoo programs are designed to connect kids to nature. Programs feature animal encounters, exhibit visits, art activities, and more, encouraging discovery and nurturing an enthusiasm for wildlife. They are also an excuse to have fun! Family ProgramsFrom Animal Adventures to our new seasonal family parties, the Dhaka Zoo offers families a chance to discover the wonders of wildlife together. Book a family Wildlife Adventure today! Toddler ProgramsToddler programs at the Dhaka Zoo are designed to introduce our youngest animal lovers and their caregivers to the natural world. Classes include touching zoo animals, movement activities, storytelling, and making a craft to commemorate the experience.

Adult ProgramsExplore issues of wildlife conservation with Dhaka Zoo staff, experience the zoo in a unique way, and see our exhibits and animals through an experts eye. At these programs, youll also have an opportunity to meet and mingle with other wildlife devotees. Summer ProgramsJoin us for Summer Camp at the Dhaka Zoo! We offer camp programs for ages 2 to 17. From Toddler Camp to Teen Internship, we provide campers with special, fun and unique experiences that will be the highlights of their summer.Summer Camp 2012 registration opens on May 1st! School ProgramsLearning is an adventure when you select one of the Dhaka Zoos education programs. Bring your class to us, or well come to you. We offer a wide range of programs to enhance science curricula and educate and inspire diverse communities so they come to appreciate the wonders of wildlife and wild places. Wildlife TheatreThe Dhaka Zoos Wildlife Theater Players perform interactive shows using drama, puppetry, games, and songs. Performances inspire audiences to learn more about their natural world and become part of its protection. The troupe works with schools, community centers, hospitals, camps, and at private events. ToursExplore the Dhaka Zoo with our knowledgeable and trained guides. The Dhaka Zoo Guides have provided guided tours to groups of schoolchildren, scouts, summer campers, families, and adults who are interested in learning more about our animals and exhibits. EducatorsLearning is an adventure when select one of Dhaka Zoos education programs. Bring your class to us, or well come to you. We offer a wide range of programs to enhance science curricula, educate and inspire diverse communities so they come to appreciate the wonders of wildlife and wild places. Special Attractions: New animals: We have recently come up with some new animals to attract our customers. These animals were not available in Bangladesh before. We have 28 new types of New Animals now and 205 kinds of animals and lot more species are going to be added in few months. It will help us a lot to attract kids & teenagers. Some of the new animals are: Sun Bear, Saki Monkey, Collared Peccary, Pronghorn Antelope, Sloth etc.

Cable car: We have arranged couple of cable cars to visit the whole zoo. Visitors of the zoo will be able to visit the zoo almost 40 feet above from the surface. It will be exciting feelings for our customers.

3D theatre: We have a 3D theatre to entertain our visitors with a real feeling. They will able to feel the zoos actual wild feeling in their mind. Night safari: Night safari is another attraction. In the night, visitors will be able to visit the whole zoo riding on small cars. It will make them to feel the environment of a jungle. Animal circus: We have set a place to show circus. Lions, elephants, monkeys, tigers will do circus with the help of expertise. Animal riding: Visitors will be able to ride on the horse & the elephant. It will be open for all because the expertises will help visitors to ride. Training of horse riding: There is an area reserved to train horse riding professionally. It will encourage people who like horse riding & adventure.

Internet Marketing:We already had a web site for the zoo. We have certain information, options and incentive program through the internet. Anyone can visit in this website. It has so many links to know more information about the zoo and wildlife. Under the internet marketing, we will sale tickets through internet in our webpage. We also take booking of any tour or B2B options by internet. In our website, documentation and operating information are provided. Visitors who have queries can use the e-mail function to obtain information or scroll through the FAQs. Actually we use the website to create a positive public relations image. The main thing is that this marketing function is a valuable component of zoo promotions under the IMC program.7. Public Relation:We have planned some of the PR campaign over the year and we will create bonding through the PR program. Our PR program is more focused on a variety of internal and external stakeholders, including: employees, stockholders, public interest groups, government, and society as a whole. Our PR program includes: Identify internal and external stakeholders Assess the corporate reputation Audit corporate social responsibility Create positive image-building activities Prevent or reduce image damagei. Identify internal and external stakeholders:These are all our Stakeholders. Throughout our PR program we will be entertaining these two groups of stakeholders.

ii. Assess the corporate reputation:

Our company image is the most valuable asset for the company. Consumer preferences about which brands to purchase are influenced by a companys reputation. So Dhaka zoo is trying the best to create good impression on customers and upgrade its reputation and attract customers to the zoo. As we know, people make decisions about where to invest based on the companys reputations, so we are always concerned about the reputation of the company. On the other hand, Potential employees decide where to apply based on reputation. So, as per increase the sales and company reputation towards the potential customers, we always try to maintain this level of reputation and convenience.ii. Audit corporate social responsibility:Social responsibility is the obligation an organization has to be ethical, accountable and reactive to the needs of the society. We are doing some CSR activity from our company. Primarily, we are doing minimal level of autistic children. The CSR activities we are planning for are, firstly the discount offers of once in a week for children. Secondly, we are giving special discounts to Autistic childrens for visiting the zoo and enjoy the wildlife. And thirdly, we are planning to give some donations in Sundorban Saving Fund to save the wildlife of Bangladesh. As, socially responsible firms are more likely to thrive and survive in the long term, so we are planning to emphasize more on the CSR activity and by sharing profit we believe we can make a change in this beautiful country, Bangladesh.

iii. Create positive image-building activities:Cause-Related Marketing means a program in which a firm ties a marketing program in with some type of charity in order to generate goodwill. This is a positive image building material for an organization to survive in the market and most importantly making bonding and emotional attachment with the customers. An organization could use certain programs for positive image-building activities as below: Improve public schools Dropout prevention Scholarships Cleanup of environment Community health education Green Marketing and Pro-Environmental Activitiesiv. Prevent or reduce image damage:Damage Control is reacting to negative events caused by a company error, consumer grievances, or when unjustified or exaggerated negative press appears. It means the organizations image is related to this matter and as an organization, we want to build image not damaging the earned image. So, we can follow two types of damage control strategies:a. Proactive Strategiesb. Reactive StrategiesAmong these two strategies, we are going to use the Proactive strategies. It means that we will be doing our marketing promotion and Zoo enhancement program in a continuous basis. So, the damage control program could be successfully managed.

8. Customer Relationship Management (CRM):Customer relationship management is the most important task for marketing department. Its the art of creating bonding with the target market and the existing customers of the service/product. These programs are designed to build long-term loyalty and bonds with customers through the use of a personal touch facilitated by technology. As we are targeting the mass people and its a campaign for all, so it will create impact when we will do betterment for the society. Do enhancement program for the society or serve any social cause. We will differentiate customers in terms of their needs and their value to the selling company for creating Lifetime value of the customer and Share of customer to the organization. It is created to make the customer feel belongingness to the organization. We will also interact with customers in ways that improve the cost efficiency and the effectiveness of this context. We have also planned to customize some aspects of the goods and services being offered to the customers.We will do different marketing and small teasers to the mass media to create awareness about some problem of the society and help people to realize the problem to have a solution of that problem.Primarily we have decided to crate and donate in a fund of Save Sundarban. We will also do fund raising program for this social cause. We are also donating 2% of our total sales to that fund. So, it will create huge impact on the society and people will be morally and emotionally attached with our organization. We will be implementing this CRM9. Direct Marketing:Direct marketing is another good strategy of attracting customers towards our zoo. But initially we are not planning for Direct Marketing. But as we get more response from our B2B customers and large corporate clients, we will go for the direct marketing for them. We will do some form of direct marketing strategies: Mail Mail Catalogue of new Promotions Mass Media TV, Radio, Magazines and Newspapers. Alternative MediaAmong these alternatives we prefer the Mail & Catalogue of new promotions sending to the customers and clients. This approach will mostly be applied for B2B customers.

10. Personal Selling:In personal selling operation, we will go for the B2B personal selling but we will not go for the Business-to- business personal selling:We will be using all three types of B2B personal selling

Field Sales: On the field sales technique we will send our company representatives to different corporate offices to let them know about our services and offers. They will also be informed about different packages available for them like picnic and so on so forth. In-house sales:On the in-house sales technique our company representative will handle all the queries of other businesses or offices. Some offices might be interested to know about our services and packages and the company representative will answer all their questions. Technology Based Programs:On the technology based programs we will be using only telemarketing where our representatives will both call other businesses to let them know about our services and will answer the phone calls from other businesses who are interested to know about our services and offers. 11. Budgeting:As we all know this is a marketing campaign for the whole year and we have designed our promotional campaign for Dhaka zoo for the whole year. We had already allocated our budget for the year. We have given with a budget of BDT. 12,00,00,000. From this total promotional amount we have certainly allocated the budget for the year. To simplify the budget allocation we are using the Average Cost Method, which is a method of taking the average of the number of transactions or installments. We are taking this method because it simplifies our calculations and we can easily get the picture of actual budget expenditure. We are showing the budget allocation for the year below:

12. Evaluation:We have spent 12 crore taka on marketing communication programs. So, its very important for us to attempt to evaluate these efforts. To spend a major amount on a marketing campaign without trying to find out if it had positive impact does not make sense. The various methods are available for evaluating components of IMC program. At the most general level, two broad categories of evaluation tools can be used to evaluate IMC system: message evaluation and respondent behavior evaluation.Message evaluation techniquesAfter Dhaka Zoo advertisement has been lunched. We are trying to find out that our advertisement is effective or not. We use few message evaluation techniques for IMC evaluation of Dhaka Zoo. Recall testWe asked an individual to recall what ads he or she viewed in a given setting or time period. Then we asked to identify information about the ads. Here we use some of the parts of advertisement that can be tested for recall.Firm name: Does the individual know about the Dhaka Zoo?Company location: Does the individual know, wheres the Dhaka Zoo located? Theme music: Does the individual remember the theme music of Dhaka Zoo ads? Spokesperson: Does the individual remember the spokesperson of this advertisement?Tagline: Does the individual remember the tagline of Dhaka Zoo.Incentive being offered: Does the individual know about incentive being offered?

Recognition test Individual are given copies of Dhaka Zoo ad and asked if they recognize it or have seen it before. Those who say they have seen the ad are asked to provide additional details about when and where the ad was encountered (e.g., specific television program the name of the magazine, the location of the billboard, etc.). This information is collected to validate that it was indeed seen. Next individual is asked a series of the ad itself. This helps to know about consumer attitudes about the ad itself.

Conclusion:This is the total MARCOM strategy for promoting the Dhaka zoo. We are trying to promote the new facilities which are launched with the new opportunities and thrill of the newly added service in the zoo. Dhaka zoo is lot more advanced and newly ornamented with exciting animals and attractive offers. We are trying to promote these new facilities of this zoo to the mass people. Our strategies are prompt and it is clearly attach with emotions. We are using all kinds of analysis before launching our ad in the public and we found out there will be a positive impact on the current situation and people will response in our marketing campaign. Our sales figure will talk on behalf of us and our success on this promotional campaign.We believe as we have selected our best medium and best strategies which will clearly attract more customers on the zoo and make the customer attracted towards the zoo. The Discount offers and many other packages will surely be attract them and make this new zoo promotion to a success.

Bibliography:1. Integrated Advertising, Promotion, and Marketing Communication By, Kenneth E. Clow and Donald Baack2. www.google.com3. www.wikipedia.org4. www.singapurzoo.com5. www.youtube.com6. www.animalplanet.com7. www.motherearth.com8. www.naturcreature.com

37