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Zoo Bangladesh

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Submitted By Trisa03
Words 6710
Pages 27
Bring the life back in the Zoo!
GROUP-RED OCEAN
Course:
Advertising &
Promotions Management(MKT 337.4)

Course Coordinator:-
Md Shahedur Rahman - Lecturer (NSU)

Letter of Transmittal

February 22, 2012

Md. Shahedur Rahman
Lecturer, Business School
North South University

Dear Sir,
In this Project of “Bringing the Life Back In The 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 topic. Despite many limitations, we have tried my best to make this analysis 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,

Executive summary:
This report analyzes on how to create an effective IMC plan for the Dhaka Zoo. Dhaka zoo is largest zoo in Bangladesh situated in Mirpur, Dhaka. Because of some shortcomings such as mismanagement and frequent deaths of rare animals Dhaka zoo has started to loss its appeal. As a result Dhaka zoo is losing its visitors and its revenue is decreasing frequently. By creating an IMC plan, this paper aims at identifying and analyzing the factors that will motivate visitors for visiting Dhaka Zoo.

First of all, we have created a mission and vision statement and also a catchy tagline for the Dhaka zoo. Then we have set our strategic goals and objectives in which the main objective was to regain the lost glory of the Dhaka zoo. We did a market analysis and tried to do the positioning of the Dhaka zoo in a effective way. Our target market is mainly the children between the ages of 5 and 15 as well as their families (by association). Then we have set our communication and marketing objectives which include creating a strong brand image in the current market, developing an integrated advertising campaign, developing the

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