1. Executive Summary
Our project is Bandarban .Here we want to discuss the reasons for choosing this brand and some
experiences which we faced during doing this project. Basically we chose this project because
our target was tourism site in Bangladesh and we want to bring some thing new which is not so
much highlighted yet. Something new which is able to graph the market as well as attract the
person who loves to travel. When we do this work we face some difficulties as it‟s not so much
popular as like Shundarban or Cox‟s bazaar so the information about this are not available. But
during all the difficulties here we are able to present the project with the help and proper
guideline of our respective course instructor Mrs. Afreen Choudhury . We also give thanks to all
our group members and our friends who help us to collect the information. Here we try our level
best to present this topic in a new an innovative way with the help of course materials that we
learn from this course. We hope this project will help to full-fill the demand of those people who
love to travel and also help to increase their thrust for adventure.
Introduction

2. Bandarban is a district in South-Eastern Bangladesh, and a part of the Chittagong Division and
Chittagong Hill Tracts. One of the three hill districts of Bangladesh and a part of the Chittagong
Hill Tracts, Bandarban (4,479 km²) is not only the remotest district of the country, but also is the
least populated (population 292,900). The three highest peak of Bangladesh - Tahjindong (1280
meters, also known as bijoy)[* The height of Tahjindong is 829.66m +/-3m as per a recent
measurement with Garmin GPSMAP60CSX GPS], Mowdok Mual (1052 m), and Keokradong
(1230 m) [* The height of Keokradong is 986m +/-3m as per a recent measurement with Garmin
GPSMAP60CX GPS], - are located in Bandarban district, as well as Raikhiang Lake, the highest
lake in Bangladesh. It is governed by a Hill Council under the Bangladesh government, headed
by the King of Mong Circle. The current monarch, His Highness King Aung Shue Prue
Chowdhury, is the 15th to sit on the throne. The front hall (Raj Durbar) of the Royal Palace is
open to visitors, provided that appropriate behavior is maintained. Interestingly the 13th Royal
Family claims the current Family to be usurpers to the throne. Buddhist, Muslim, Christian,
Hindu, and Chramma are major religions along with many pagan faiths
Rational selection
Bandarban is a district in South-Eastern Bangladesh, and a part of the Chittagong Division and
Chittagong Hill Tracts. One of the three hill districts of Bangladesh and a part of the Chittagong
Hill Tracts, Bandarban (4,479 km²) is not only the remotest district of the country, but also is the
least populated (population 292,900).
The reason for choosing this place is given below:
1.Natural beauty: Bandarban is place of natural beauty which is a main attraction for the
tourist. e.g.
Nafakhum is one of the most beautiful waterfalls in Bangladesh and an excellent place to
travel. Every traveler should have a tour plan to visit this beautiful tourism spot of
Bandarban at least once and then they will feel to visit that travel spot again and again.
Boga Lake is the most beautiful natural lake in Bangladesh. It is also known as Bagakain
Lake or Baga Lake.
2.It’s hill tracks: The three highest peak of Bangladesh - Tahjindong (1280 meters, also
known as bijoy)[* The height of Tahjindong is 829.66m +/-3m as per a recent
measurement with Garmin GPSMAP60CSX GPS], Mowdok Mual (1052 m), and
Keokradong (1230 m) [* The height of Keokradong is 986m +/-3m as per a recent
measurement with Garmin GPSMAP60CX GPS], - are located in Bandarban district, as
well as Raikhiang Lake, the highest lake in Banglades which is the one of the most
attracting reason for youth who loves thrill and adventure.

3. 3. Beautiful Buddhist temple: The largest Buddhist temple in Bangladesh, located in
Balaghata, 4 km from the town, is one excellent place to visit locally known as 'Swarna
Mandir'. This Theravada Buddhist temple. set atop a 60 meter hill, is made completely in
the style of South-East Asia and houses a sacred relic and the second largest statue of
Buddha in Bangladesh which attract
Environmental Analysis
Strength
 Largest hill tracts area of Bangladesh
 More than 15 tribal society
 Three highest peak of bd Tajhindong, mowdok mual, keokradong are situated here
 River sangu the one and only river born inside Bangladesh territory
 May can develops the place as a brand
Oppourtunities
Great oppourtunity at a time anyone can see 7 wonderfull place of Bangladesh, they are
 Chimbuk hill – one of the tallest hill of bangladesh
 Nilgiri – tallest hill resort of BD restricted by ARMY
 Shoilo propat – ultimate waterfall
 Sorno mondir – Buddhist golden temple
 Meghla - combine mini safari park, zoo ,hanging bridge
 Nilachol - parjatan motel three storeyed building on a high place
 Bogalake – beautifull lake surrounded by high hills
Weakness
 Only during the winter and rainy season bandarban shows its original beauty
 Insufficient hotel and motel

4.  Always need to drink mineral water bcz the scarcity of pure water
 Uncomfortable communication
Threat
 Travel on summer season
 Restricted hill tract area
 Some tribal people
 Border side of the country
Target Market Analysis
Market Segmentation: Perhaps the most important marketing decision a firm makes is the
selection of one or more market segments on which to focus. A market segment is a portion of a
larger market whose needs differ somewhat from the longer market. Market segmentation
involves four steps:
1. Identify product related need sets
2. Grouping customers with similar need sets
3. Describing each group
4. Selecting an attractive segment to serve
Target Market: The market segmentation concept is crucial to market assessment and market
strategy. Segmentation can make a huge difference in understanding the market. We do not seem
to target markets in the way other competitors do. We targets people. It focuses on those who
love adventure and want to enjoy the beauty of the nature.
We are marketing to people who have a few characteristics:
a) Middle/Upper income folks who are willing to pay a bit more for a better enjoyment in
natural beauty.
b) The adventure lover person.
c) Young generation who wants to take adventure and want to enjoy the natural beauty.
d) The tourist of foreign countries.

5. BRAND ELEMENTS: Brand elements, sometimes called brand identities, are those trademark
able devices that serve to identify and differentiate the brand. The main ones are
I. Brand names,
II. URLs,
III. Logos,
IV. Symbols,
V. Characters,
VI. Spokesperson,
VII. Slogans,
VIII. Jingles,
IX. Packages and signage.
The test of the brand-building ability of brand elements is what consumers would think or feel
about the product if they know only its brand name, associated logo, and other characteristics. A
brand element that provides a positive contribution to brand equity conveys or implies certain
valued associations or responses.
Criteria for Choosing Brand Elements: In general, there are six criteria for brand elements.
This are-
I. Memorability
II. Meaningfulness
III. Likability
IV. Transferability
V. Adaptability
VI. Protectability
While working with that we try to use and apply all those criteria to establish our brand elements.
i. Memorability: A necessary condition for building brand equity is achieving a high level
of brand awareness. Towards that goal, brand elements can be chosen that are inherently
memorable and therefore facilitate recall and/ or recognition in purchase and/ or
consumption setting. In other words, the intrinsic nature of certain names, symbols, logos
and the like their semantic content, visual look, and so on-may make them more
memorable and therefore contribute to brand equity. Memorability helps the brand-
 Easily recognized
 Easily recalled

6. ii. Meaningfulness: Besides choosing brand elements to build awareness, brand elements
can also be chosen whose inherent meaning enhances the formation of brand
associations. Brand elements may take on all kinds of meaning, varying in descriptive, as
well as persuasive, content. Meaningfulness means that the brand should be-
 Descriptive
 Persuasive
It will help the brand to easily recall by the consumers.
iii. Likability: Likable means that the brand should be-
 Fun and Interesting
 Rich visual and verbal imagery
 Aesthetically pleasing
iv. Transferability: The fourth general criterion concerns the transferability of the brand
element, both in a product category and geographic sense. This could concern on-
 Within and across product boundaries
 Across geographic boundaries and culture
v. Adaptability: The fifth consideration concerns the adaptability of the brand element over
time. Because of changes in consumer values and opinions, or just because of a need to
remain up-to-date or contemporary, brand elements often must be updated over time.
Adaptability should be-
 Flexible
 Updateable
vi. Protectability: The sixth and final general consideration concerns the extent to which the
brand element is protect able- both in a legal and competitive sense. This could concern
on-
 Legally- registered trade mark
 Competitively
It helps the brand to protect its name from other competitors.
Tactics for Brand Elements:
BRAND NAME: The brand name is a fundamentally important choice as it often captures the
central theme or key associations of a product in a very compact and economical fashion. Brand
names can be an extremely effective shorthand means of communication. Criteria for an
effective brand name are-

7.  Easy to say
 Easy to spell
 Easy to recall
 Communicates, product uses, benefits
 Legal protection and consider media usage
 Be distinctive, no negative connotation
The selected name of our brand is “ B IN BANDARBAN”
Bandarban is one of the beautiful tourist place in Bangladesh. For choosing the brand name
of “Exciting Bandarban” is easy to say and spell. When people hear the name excitement or
adventure they would easily recall it. Using legal protection it can easily protect the brand
name and when consumer hears the name they feel the natural beauty of Bandarban.
LOGO: A logo is an iconic symbol, graphic mark or emblem designed to represent a
company, product or service. It also highlights the organization‟s personality. The logo of
“Exciting Bandarban” is-
The logo and symbol benefit the Brand name by-
 Logos and symbols are easily recognized
 This can be easily transferable
 It can be changed over time

8. The logo of BANDAARBAN represents the incredible beauty and nature of Hill track. The
adventurous people can easily recall it by seeing the logo.
SLOGAN: Te Slogan is “Go, Enjoy the Beauty of Bandarban”.
CHARACTERS: Character is a person or animal or thing that is supposed to bring luck to its
users. Here we use the character “MONKEY” which represents the nature where they live. And
it goes with the image of Bandarbans natural beauty.
URLs: „EXCITING BANDARBAN” has its own website www.bandarban.com where all
necessary information is provided with detail. Here also it has video option where visitors can
see the advertisements, price, pictures and pictures.
Value Innovation
7 Parameter
The way to evaluate the value
1. Performance:
 Largest hill tracts
Bandarban has 3 largest hill tracts in Bangladesh. Name of them
are Tajingdong, Keokaradong and Mowdok Mual. Three hill
districts of Bangladesh and a part of the Chittagong Hill Tracts,
Bandarban (4,479 km²) is not only the remotest district of the
country, but also is the least populated (population 292,900). The
three highest peak of Bangladesh - Tahjindong (1280 meters, also
known as bijoy)[* The height of Tahjindong is 829.66m +/-3m as
per a recent measurement with Garmin GPSMAP60CSX GPS],
Mowdok Mual (1052 m), and Keokradong (1230 m) [* The height
of Keokradong is 986m +/-3m as per a recent measurement with
Garmin GPSMAP60CX GPS], - are located in Bandarban district,
as well as Raikhiang Lake, the highest lake in Bangladesh.
 More than 15 tribal society
More than 15 traibal societies are present in Bandarban, which can
represent it with an outstanding level by their tribal thoughts.
 Religion

9. They have several types of religious views. Basically Buddhism is
the main religion of Bandarban. Where you can saw Vikkhu (Pious
of Buddhism). The religions of Bandarban are_
o Buddhist
o Christian
o Hindu
o Khrama
 Languages
Different tribal society have different type of languages. Like_
o Bangla (official)
o Marma
o Bawm
o Mru
 Clothing and Dress patterns
Local handloom - cloth fabric, shawls, blankets and more - as well
as products of bamboo, cane and wood - buskets, flutes, hats and
more.
Although we know they are famous for making Thami and several
category tribal cloths. Male are basically wear Lungi , short type
Panjabi. Womens wear Thami and Angi…
 Foods & Drinks
Their food items are really very delicious. Totally different types
of food they like. Normally bangalai are not used to with this kind
of food items.
Dry fish (Shutki) is their favorite food, besides this they eat like_
o Morich khola

10. o Shark shutki
o Nappi
o Several fruits etc.
And if we are talking about drinks items, then I have to say that
they are really very hard to drink those things_
o Arra (local rice wine) and
o Ching Rey (beer)
 Festivals
o Raj Punno
o Maghi Purnima
o Sangrai
They are celebrating these in their holy occasion, besides this Birth
Day of their Vante (Chief Pious) they celebrate it. Pohela baishak
is also a very favorite occasion for them they. They usually do a
Pani Utshab at that day.
2. Features
As a product Bandarban‟s features are it‟s own tourism places specially. When a
person need to go to Bandarban he must have to know these things. Those are_
 Boga Lake
A beautiful lake surrounded by high hills and a small village just
beside the lake. Boga Lake is the most beautiful natural lake in
Bangladesh. It is also known as Bagakain Lake or Baga Lake.

11. Boga lake is 18 kilometer away from Ruma Sadar Upozilla in
Bandarban. The area of this lake is about 15 acres. It is about 3000
feet above sea level. The color of water of this lake is blue and
very nice.
 Buddha Dhatu Jadi
The largest Buddhist temple in Bangladesh, located in Balaghata, 4
km from the town, is one excellent place to visit locally known as
'Swarna Mandir'. This Theravada Buddhist temple. set atop a 60
meter hill, is made completely in the style of South-East Asia and
houses a sacred relic and the second largest statue of Buddha in
Bangladesh.
 Chimbuk Hill and Tribal Villages

12. Chimbuk is one of the tallest peaks in Bangladesh and lies
some 14 km from the town. Bawm villages around Chimbuk
and Mru villages a little further off are also lie within a day's
journey from the town
 Keokradong
Keokradong is the second highest mountain of Bangladesh.
Keokradong is about 4,035 ft (1,230 meters) high from the sea
level of Bangladesh. It is situated at 30 kilometer away from
the Ruma sadar upazilla of Bandarban, Bangladesh. This
remote area is full of natural beauty. Here the travelers and
nature lovers can see many small and big mountains and hills.
Keokradong is covered with dense forests, birds and animals
 Meghla

13. Meghla Parjatan Complex is the most amazing tourist or visited
spot for the tourists coming from all over the country. Meghla is in
the contiguous area of the Bandarban hill district council on the
gateway of Bandarban maintained by district administration. It is 4
km from the town on the road to Keranihat, which features a mini-
safari-park, a zoo, boat journey, a hanging bridge and at the bottom
of the hills artificial lake has been made. It is a popular place for
picnic party. A lot of tourist makes the way to Meghla for
celebrating their vacations
 Nafakhum and Remakri
Nafakhum is one of the most beautiful waterfalls in Bangladesh
and an excellent place to travel. Every traveler should have a tour
plan to visit this beautiful tourism spot of Bandarban at least once
and then they will feel to visit that travel spot again and again.
 Nilachal

14. There is another beautiful place to see near Meghla is called
Nilachal also maintained by district administration. it is known as
tiger hill. The view of Nilachal is so spectacular for snapping.
Nilachal is the nearest tourist spot from Bandarban. It is situated at
Tigerpara. It is near about 2000 feet above of sea level and 5
kilometer away from the Bandarban town. From here visitor can
see the total glance of Bandarban town and a vast landscape. In the
rainy season visitor can be thrilled walking through the clouds.
 Nilgiri and Thanchi
Nilgiri, the mountain of blues. This is around 47 kilometers from
Bandarban town. Day by day this place became one of the most
lucrative tourist spot at Bandarban. You can observe the
bewitching beauty of the mountains, where the clouds are playing
with the waves of the wind. Its unbelievable site which is not
expressible through texts. The mountains of nilgiri are around 2400
to 2700 ft high from the sea level. The meander route by the

15. vicinity of the mountain are really marvelous. you have to hire a
car, or "chander gari"(local cars for public transport) to reach the
nilgiri from Bandarban town.
 Prantik Lake
Prantik Lake is really a beautiful tourist spot in Bandarban district
of Bangladesh. Prantik lake of Bandarban is surrounded by many
kind of plants and trees. This amazing place – Prantik Lake will
certainly attract tourists minds. Prantik Lake is an ideal place for
travel. Prantik Lake located in a village named “Holudia” near the
Keranihat-Bandarban Road. Prantik Lake is 14 kilometer away
from Bandarban town. Volume of this Prantic Lake area is 29
acres.
 Rijuk Waterfall

16. Rijuk waterfall (Rijuk Jhorna) is located at Ruma upazilla of
Bandarban district, Bangladesh. The water of Rijuk waterfall
continuously falls into the river Sangu from about 300 feet high
hill with beautiful sound throughout the year and this water is
shiny like pearl particles in the space creating a unique beauty of
nature. Rijuk waterfall is surrounded by different kind of plants
and underwood
 Sangu River
Sangu River is the complete part of the natural beauty of
Bandarban, Bangladesh. Sangu river follows a northerly circuitous
course in the hill tracts up to Bandarban, Bangladesh. Sangu river
enters the Bandarban district from the east and flows west across
the Bandarban district and finally falls into the bay of Bengal at the
end of a course of 270 kilometer. Sangu river is flowing through
the hills for thousands of years
 Shoilo Propat

17. The waterfall named Shoilo Propat or Shoylo Propat at Milanchari,
Bandarban, 4 km from the town on the road to Thanchi from
Bandarban town. Shoilo propat is also an excellent site, maintained
by Bangladesh Parjatan, the national tourism promotion
corporation of Bangladesh.
 Tajingdong
Tajingdong, also known as “Bijoy” is the highest mountain of
Bangladesh. Tajingdong is about 4300 feet (1310 meters) high
from the sea level of Bangladesh. Tajingdong is situated in remakri
pangsha union under Ruma upazilla of Bandarban in Bangladesh.
According to local tribal language “Tajing” means “Great” &
“Dong” means “Hill” so that means “Great hill”.
3. Serviceability
• There is good serviceability in Bandarban.
• Luxurious hotel and cost effective cottage ,
• Comfortable communication vehicle
• Availability of proper Bengali food item
• Travelling cost is moderate according to the service.
• And also maximum places are Army protected.
Differentiate or Die
Differentiating means differentiate me in the prospects mind. On the other hand using an idea
to defend, attack, flank and gorilla. The kingdom of cloud Bandarban is very nice place for
tourists and adventurous like persons. Here they can touch the clouds, they can make an

18. adventure trip with the wild nature, and also they can build greatest pleasure moment with
the calm and peace nature. There are some strategies to differentiate_
Strategy to Differentiate
1. Identity: Bandarban is a district of Bangladesh, where largest sea beach Cox‟s
Bazar and largest mangrove forest Sundarban are situated.
2. Personify: Nilgiri, Tajingdong, Keokaradong, Mowdhok Moul etc. largest hills
are situated.
3. New Generic: we are actually bothered about those people, who are “young in
their mind”. That means those people whore not bothered about their age.
4. Reposition Category: Almost we are discussing about some popular places, but
behind those places there is also lot of resources. People are actually not familiar
with those, because those places are very difficult to stay. So you can try if you
want. If you think you are string minded.
Ways of Differentiated:
1. Being First: Bandarban is only one place where cable cars are activated in
Bangladesh. There is another point of view like, A person want to go in
hiking, then you must ask him, that “are you go to BAndarban?”. So what
is happening here?
2. Attribute: Bandarban is only one place, where you can reach to the top of
Bangladesh.
3. Heritages: Features of Bandarban, which means what is in Bandarban for
you? What are we going to provide something new? Tahjingdong,
Keokaradong, Nilgiri, Boga Lake, Nafakum, Remakri etc.
4. Market specialties: “B IN BANDARBAN” thrills, adventures, wildness
and the beauty for survivors.
5. Hotness: Is there anyone who can compete with it? Cox‟s Bazar and
Sundarban both have its own personality. But who has same personality
like Bandarban? The answer should be “None”. None have the same
specialty, what Bandarban have.

19. Brand Sense: Brand Sense:
There some selling propositions, which are gradually changing day by day. Those are_
1. USP (Unique Selling Proposition): Bandarban has its own attributes, like_ Cable
car, Longest Hills, and the Top Position of Bangladesh.
2. ESP (Emotional Selling Proposition): Emotionally Bandarban always attached
with those people, who visit this place at least one time.
3. OSP (Organization Selling Proposition): We are talking about Bandarban, it‟s
really good. We are not saying this time. It says those people who almost make
travel with Bandarban.
4. BSP (Brand Selling Proposition): Sometimes people like to attach a natural poster
in bed room or in car glass. This is about BSP
5. HSP ( Holistic Selling Proposition): Social point of view, Religious point of
view, Academic point of view, all sectors are really like to visit and to know new
thing every time. So in that case Bandarban is a great place, and the norms or
binding are not worked in here.
People have 5 senses:
Smell (80%)
Taste (40%) Touch (70%)

20. Sound (30%) Sight (100%)
Leveraging secondary Brand:
In this sector we are interested about Bibi Russel, who is a fashion designer and also a
tribal succesfull woman. And she can easily represent Bandarban with more value.
10 guidelines for building Bandarban as strong brand
 Place is Brand
 Brand personality
 Brand promise
 Brand is more than a product
 Brand equity
 Brand elements

21.  Brand positioning
 Secondary leverage
 Differentiation
 Blue ocean strategy
22 Immutable Laws of Branding
1. The law of Expansion
2. The law of Contraction
3. The law of Publicity
4. The law of Advertising
5. The law of the word
6. The law of Credential
7. The law of Quality
8. The law of Category
9. The law of Name
10. The law of Extensions
11. The law of Fellowship
12. The law of Generic
13. The law of Company
14. The law of Sub brands
15. The law of Siblings
16. The law of Shape
17. The law of Color
18. The law of Borders
19. The law of Consistency
20. The law of Change

22. 21. The law of Mortality
22. The law of Singularity