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    Coxs Bazar- The Laggest sea beach of the World

    A Detailed Marketing plan on Tourism coxs Bazaar

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    A Report on place marketingplan on CoxsBazar

    Submitted toA.N.A Ishtiaque

    Associate Professor

    Department of Marketing

    University of Dhaka

    Submitted byRana Das

    Roll No. 47 MBA 13th

    batch

    Department of marketing

    University of Dhaka

    4th

    March 3, 2012

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    COX'S BAZAR

    World's largest sea beach

    and combination of 21

    various islands, Cox's Bazar is

    the mostGlamarious and

    most beautiful tourist spot in

    Bangladesh. It is the last

    conner of south-east sideof

    Bangladesh according to its

    location. The Bay of Bengal

    surrounded hills in the east

    comer of the east of

    Myanmar and rest part of the river not separated Bangladesh from the rohinga muslimare

    Arkan. Cox's Bazar is surrounded by the sea,, river and hills. Some parts of the districts are

    plainland and others high low areas make Cox's Bazar most attractive. As a tourist spot the

    fameof Coxs Bazar is world known. But the history of Cox's Bazar is not so old. By the name of

    hiramcoxs, the soilder of British Bangla, the name Cox's Bazar had come. Before this nameonce

    its name was Pang wangh. The word meaning of Raklialli Pangwaugh is 'Yellow Flower'.In the

    middle of 7th

    century Cox's Bazar and its besides areas were known as Pangwangh. For internal

    Quarrel the then king mong wanghing attacked the independent Arakan in early 1784 and killed

    the elected king Thamadho and took possession of Arakan. Most of the people of Cox'Bazar left

    it for the torturement of mong wanghing and took shatter on British ruled

    Chittagong.ChittagongHill-tracts and Patuakliali. To rehabilitate those refugees east India

    company sent captain HiramCox as the chief adninistrat or of these area in 1799. Mr. Cox did a

    lot of public welfar work in this area. One of which is the set up a bazar. The local name of this

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    bazar is 'Cox's Shaheber Bazar'. Mr. Cox was died in 1799, attacked by Malaria. From that time,

    Pangwangh was known as Cox's Bazar.

    Tourist attractions of Coxs Bazar

    Total area of about 2260 square kin, total population of about 14 laks and with the combination

    of & thans Cox's Bazar distinct is one of the best tourist spots ofBangladesh. The main

    touristattractious that attracts the tourist and the and the foreigliers are the world's larhest

    sea-beach,sealaby Kutubdia, is hand upazilla Mohadidkhali, and the natural beautiy of at theheart of theBay of Bengal, the Saintmartin, the probal sand island.Otherwise, very recently

    Mohsishkhali and at the west of Sonadia 7 islands have been raising oneof its name is 'Harisdia'.

    The antural scenery of Himchari, 15 km far from Coxs Bazar willnaust wonder and astonish the

    visitors. The Innani and their uatural beauties make Cox s Bazar economically highly prospectus.

    Sea-Beach

    The Beach city Cox's Bazar is situated at the band of bay of Bengal which is the at the

    southeastside of Bangladesh. The best tourist attraction of Cox's Bazar as well as Bangladesh is

    the largest sea beach of Cox's Bazar. Miles of sandy beach, rare ouster, attractive Pagoddas,and the varityof lifestyles of tribals are the most attractive elements for the tourists of different

    countries. Thelength of Cox's Bazar sea beach is 155 km. Roaring of water around the beach,

    the river Naf,different hills and the plain lands make Cox's Bazar illusive to the tourists. It may

    get much pleasure by visiting Cox's Bazar Sea Beach. Peace and pleasure may found by visiting

    in beach at the morning and also in the evening. The country's biggest beach resort is

    disappointing if anybody expecting another Goa. The center of town is a grubby mess, the area

    is being carelessly overdeveloped, the sea is murky, there are erinial elements to watch out for

    andwent the vast and magnificent beach can become crowded. On the other hand, there's no

    better way to escape the crowds than taking a swim. There's a good range of hotels, alcohol is

    available both legal and smuggled but always expensive. Welcome to beach life, Bangladeshi

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    Style. If avisitor comes to Bangladesh lie has to obviously come to the Cox's Bazar Sea Beach for

    its natural beauty. During the winter, from November through March, Cox's Bazar gets crowded

    especially on weekends and accommodation can be scarce. The surrounding area, adjacent to

    the Chittagong hill tracts, runs South Downs the coastline to the Myanmar border. This is still a

    relatively sparsely populated pant of country. The population of the region is about one million

    and is a mix of Muslims, Hindus and Buddhists. The culture hereis less overtly Muslim or even

    Hindu for that matter, having a more Burmese- Buddhistatmosphere.The main reason to come

    to Cox's Bazar is the 'beach. The route to the beach along sea. Beach road is quite filthy, buses

    dump litter here at night it serves as a public toilet.The nicest place is in front of the Shaibal

    Hotel, where there is a friendly uniformed guard and umbrellas and sun lounges for hire. There

    is a path leading from the Shaibal through the golf course' to the are. A hawker with a cartload

    of snacks, soft drinks and even deer works here too.

    Full of Beauty The Delightful Ramu

    One of the best tourist places at Cox's Bazar, at the bank of the Naf and very

    beautiful anddelightful place Is Ramu. Ramu is and undistinguished market town 14 km east

    of Coxs Bazar just offs the Chittagong road. Some of-' the hills in this area are topped with

    Pagodas. Attractiveartful oldest artistry based wood made Buddhist Bihar, archaeological

    monument on the top of the hills Jadi Ramcourt, and Aundher Manik of Ramu remembered

    about the past history of it.

    Marangloa Central Shima Bihar

    About three centuries old wood made the two stored this dhiar's constriction is very artful and

    excellent. The grand floor of the bihar have arrangement for sitting for the Buddhist mendicant

    friar and at the first floor there is well decorated corrupt of Buddu. The largest Buddhu

    corrup'Vhikku shima' is lying here at north south way. The main pandit of this bihar is

    Shattapriya Mohatero. He is the main organizer of Buddhists at South Chittagong region.

    Ramcourt Banashram Buddha Bihar

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    It is one of most holy place for the Buddhists. It was bult by Emperor Ashik about 308 B.c.There

    is a large Buddhu corrup, which is mostly worshipable. Otherwise there are somearchaeological

    and historical monuments are available. The lines of Jhowban ang flower gardenincreases the

    beauty of the Bhihar. The 'Jhagatijhiti child care' is situated at the beside of this bhiar.

    Srikul Moyttri Bihar

    Srikul Myttri Bihar is situated at the well decorated quite environment with a beautiful flower

    garden and also furnish shed with some big Buddhu corrcps made of bress. There is a gardens

    of various colorful flowers around the bihar which was built about I 00 years ago, which can

    beattracted the visitors very easily.

    Rakhain Bihar

    Srikul Myttri Bihar. There are some large brasses made Baddhu corrups at this wood made

    Buddha bihar.

    Pagoda

    The upward directed large pagoda is situated at the highest mountain of hills surrounded by

    thegreen trees at the north-east side of the Ramu. Many people called it as it is chatopa

    chyttaor Jadi. If anybody can able to climbedup rideup to the hill he will be astronished to see

    the beauties of the Pagoddo, for which sometimes offer the raining bell of the get down it is not

    possible the visitors to get down

    Lama Para Kang

    The name of the kang originated as the kang is situated at the Lamapara, for which its name is

    Lama para kang. It was built up by a landlord named Thoigga Chowdhury. The two biggest bras

    made Bell of this kang attracted the visitors and tourists. Once it was the main Center for

    practicing culture of Buddhists. But Lack of proper acre and development its traditions are

    going downward.

    Coconut Garden

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    The vast coconut garden of Ramu is situated at the 3-4 km south from chowmuhuny in a

    naturalenvironment. There are villages at the boto sides of garden and the road of middle of

    garden islike the high-low hills area. The garden was started planting 34 coconut plants. It

    present thetotal number of coconut tree is about 9 lake. According to many people, it is the

    largest gardenwith 200 acre area in south Asia in case of coconut garden.

    Rubber Garden

    The famous Rudder garden is situated at one km north of chowmuhuny of Ramu. The

    gardenwas started at 1961 planting 52800 plants on 330 acre of lands. At present the total

    quantity, of plants are about I

    Lack and 40 thousands, which is

    located about 2130 acre of

    sands. High4owsmall hills insides

    of the garden, lines of plants,

    green plants, the low sweet

    murmur of birds and beautiful

    rest house of Rubber Garden

    makes the garden attractive of

    the visitors.

    Maheskhali Island

    One of the most beautiful

    tourist spot of cox's Bazar is the

    Island Upazilla Maheshkhali.

    Some 6km northwest of Cox's

    Bazar, Maheskhali (Moshkhal-

    ee) Island makes a pleasant day

    trip. It's a large Island, mostly

    flat and barren but with a

    pleasant hilly area on its

    eastern side. The specialists

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    have given their opinion that it was once connected with the Cox's Bazar's main land.The

    maheskhali upazilla, with 8 union and I municipality is a land of 3 laks inhabitants. It attracts the

    jourist very much by its beauty and natural resources. On maheskhali betel trees will be seen

    everywhere. This island is one of the major sauces of nuts, which are sold at strut stands all

    over the country. Walking along the Jetty into town, you11 see a hill to north, about a 20

    minute rickshaw ride away. The holy spot is the principal tourist attraction, with a famous.

    Stupa on top. The dimb takes only five minutes. From the top one can get a good view of most

    of the island.

    ST. MARTIN

    St. Martins Island, which is the

    only coral island in the country, is

    unique in its habitat that is

    congenial for the growth of coral

    and benthic seaweeds and a

    variety of marine fauna and it was

    the most attractive zone of tourist

    in Bangladesh. The St. Martins

    Island lying between 20o34/ and

    20o39/v North latitude and

    90o18/-92o21/ East longitude is

    separated from the southernmost extremity of main land Bangladesh-Badarmokam by a

    channel about 8 km wide. East of the channel lies the Arakan coast of Myanmar with the

    Arakan ranges of hills in the background. The island is situated in the northeastern part of the

    Bay of Bengal about 100 miles both of Coxs Bazaar and is approximately 11 miles away from

    Badarmokam, the southernmost point of the main land and about 12 miles south of Teknaf.ST.

    Martins Island is one of the best places in Bangladesh, especially in winter, toget away from at

    all. Forty eight K.M from Teknaf St. Martin is the countrys only coral island and unspoiled

    paradise with people. The island, about 84 Km. in area, is inhabited by approximately. 6000

    inhabitants it was named after a British Provincial governor but the locals call it Narikel

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    Jinjera.At high the main is island Uttar Para is divided in to four smaller islands, connected by

    strips of land immense in ankle deep water. Most of the Island's 5500 inhabitants live on uttar

    para. The majority is Muslims and lives primarily of fishing, although some Plant rice and

    Vegetable It's Fascinating to see so many different types of fish drying in the sun on endless

    bamboo racks along the beach. This island is completely plain land and constituted mainly with

    sand, stone and coral. This area is covered with coconut trees, and there is a nice beach

    surrounding the island and dense Keya and Nishinda groves besides the beach etc really make

    the island as a fascinating and beautiful landscape for the visitors. There is a nice sight of blue

    seawater surrounding the island. The different varieties of shells and mother of pearl such as

    conch shells, Spanish drill and cowries are plenty here. Living corals can be seen about 20 feet

    deep in to the transparent water around a part of Saint Martins inland named Chera Dip, which

    becomes detached from the island during high tide (Banglapedia, 2003).

    Pricing strategy

    Taste of Bangladesh

    7 Day Trip

    This amazing 7 days is filled with truly diving into folk music, art, the delicious food and thecolorful fabrics of Bangladesh through meticulously designed activities that get you in touch

    with the heartbeat of the people of Bangladesh. You will immerse yourself into visiting local

    markets, textile weaving, cottage factories, art galleries, live music and more!

    What's Included

    Accommodations: 3 nights in Dhaka, 2 nights in Gazipur, 1 night in Cox's Bazar.

    Meals: 2 Breakfasts, 6 Lunches, 3 Dinners

    Transport: All local land transport and included sightseeing

    A dedicated crew with an experienced logistics manager and English speaking guides

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    Local taxes & service charges

    1 hr surfing lessons

    One hour ofyoga

    One hour ofvegetable dye and vegetable printing

    Gallery tour with a local artist

    Evening oflive music

    Promotional ActivitiesAt the initial level it is vey much hard to maintain large promotional cost. For that reason our

    main objective is to focus on concentrate promotional tools that cost low. To attract people to

    enjoy the natural beauty of bandarban and feel the thrill of the jungle different promotional

    activities will be done. Among various promotional tools the main focus will be given to tools

    that can easily communicate with large number of people.

    1. Facebook banner ads: Today, facebook is the largest and most popular socialnetworking. From various surveys it has been proved that facebook banner ads are most

    effective among IMC tools. Besides most of the facebook users are young so banner ads

    can get attention easily than any other communication tools. Attractive banners ads

    about tour In bandarban are placed in facebook.

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    2. Advertisement on Magazine and Newspaper: To attract potential market segment advertisement will

    placed on daily newspaper and magazine. Especially advertisement will provide on the page where

    young and teenagers have keen interest like fashion, sports etc.

    2. Free monthly training and workshop on tracking: Although most of the people has boundlessinterest toward the hiking and tracking but they have very poor knowledge about it. TO enrich

    knowledge and make tracking popular among the Bangladeshi citizen we will arrange monthly

    training and workshop about tracing and hiking. For customer attraction we will provide such

    opportunity free of cost.

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    3. Formulation of surfing club: we encourage people to form a surfing club in their locality. Themember of the surfing club will get special discount in our every package, 25% discount. Not

    only that we also provide special training for tracking.

    4. Assign Musa Ibrahim as a Brand ambassador: Musa Ibrahim is first Bangladeshi who everreached in the highest peak of the world- Everest. Musa Ibrahim will work as our brand

    ambassador to prompt the adventure in coxs Bazar.

    Segmentation targeting and positioning (STP)

    Segmentation: For segmenting the market we use demographic segmentation strategy base on the age

    of the people.

    Agedpeople

    youngpeople

    ChildrenTeenage

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    Targeting: Among the four segments, we want to serve the two groups including teenage and young

    People.

    Positioning strategy: Positioning is the act of designing company offering in way so that it can occupy

    distinctive image in the consumers mind. Our position strategy will be-

    Coxs bazaar the world largest sea beach

    Our People

    We are blessed to work with an enthusiastic crew who travel to different parts of Bangladesh at

    every chance they get, we can bring our clients a combination of experiences that is right "just"

    for them.

    As entrepreneurs, our team believes that "bespoke" holistic experiences for our clients who come

    to explore business, shoot documentaries, engage in communities for development projects, also

    crave custom tailored trips built around their interests and passion and vice versa. This approach

    to creating experiences ensures satisfaction and perfection every single time.

    Conclusion:

    Infrastructure and transportation and security system are well established in coxs bazaar. As a result it

    becomes a popular tourist destination. Proper awareness and promotional activities can increase the

    number of tourist gathering. Besides Sea beach there are many other tourist spots which are totally

    unknown to the tourist. So these spots should be promoted.

    TeenageAged

    people

    youngepeople

    Children