Term Paper

MKT 416

Section: 02

Submitted To

Dr. Md. Abdul Momen

Assistant Professor
Department of Business Administration

Submitted By

Md. Ibnul Karim 2014-2-13-003

Nohor-E-Tasneem 2016-1-10-311
Israt Sara 2016-1-10-312
Israt Jahan 2016-2-10-010
Ruhana Sultana Chowdhury 2016-2-10-046
Sakib Nazmul 2016-2-10-073
Shafayet Ahmed 2016-2-10-017

Date of Submission

July 28, 2019

 Letter of Transmittal

July 28, 2019

Dr. Md. Abdul Momen

Assistant Professor,

Department of Business Administration,

East West University

Aftabnagar, Dhaka-1212.

Subject: Submission of Term Paper

Dear Sir,

Here is the term paper that we assigned on the topic as per your request. The assignment has
been completed by the knowledge that we have gathered from the course “Brand Management”.

We are thankful to all those persons who provided us important information and gave us
valuable advices. We would be happy if you read the report carefully and we will be trying to
answer all the questions that you have about the term paper.

We have tried our label best to complete this assignment meaningfully and correctly, as much as
possible. We do believe that our tiresome effort will help you to get ahead with this sort of
venture. In this case it will be meaningful to us. However, if you need any assistance in
interpreting this assignment please contact us without any kind of hesitation.

Sincerely,

On behalf of the group

Sakib Nazmul.
 Acknowledgement

This term paper would not be accomplished without the generous contributions of
any individuals and organizations. We are very much grateful to them for their
unlimited help and support. Above all, we express our gratitude to the almighty who
aided us with his strength, gave us wisdom and patience to complete this term
paper.

Additionally we thank our course instructor “Dr. Md. Abdul Momen” who believed
that we would terminate this term paper on time. His moral guide lines, endless
effort, and joyful encouragement made us successful in this paper.

Furthermore, we want to show our appreciation to the executives, to the librarians of

EWU library, and to the lab-assistants of the computer labs, for their unlimited patience during
the time of research writing. Moreover, we are also thankful to our classmates, group
members, and friends for their helps and supports. We would like to show our endless gratitude
for other peoples support in this term paper. At last, we thank to our parents and other family
members for their helps, supports and sacrifices during the study period.
 Table of Contents

Introduction....................................................................................................................................5
Possible Solution............................................................................................................................6
1. Streamline traffic-light administration................................................................................7
2. Use CCTV to screen street conditions..................................................................................7
3. Authorize existing street traffic regulations........................................................................7
4. Vehicle sharing and multi-modular arrangements.............................................................8
The Idea..........................................................................................................................................8
Brand Elements..............................................................................................................................8
1. Logo.........................................................................................................................................8
2. Tagline.....................................................................................................................................9
Mission & Vision............................................................................................................................9
Services:........................................................................................................................................10
Brand Equity................................................................................................................................12
Positioning of the Brand..............................................................................................................15
Marketing strategy......................................................................................................................17
Conclusion....................................................................................................................................18
References.....................................................................................................................................19
Introduction
Dhaka is a diverse city situated in focal Bangladesh along the Buriganga River. Not exclusively
is it the capital city, yet it is additionally the biggest in the nation. In 2019, the populace is
20,283,552million in the more noteworthy Dhaka territory. It is one of the most thickly
populated zones on the planet, with a thickness of 23,234 individuals for every square kilometer
inside an absolute territory of 300 square kilometers. So this thickly populated city has enough
street? The appropriate response is as yet obscure. As indicated by BRTA 500,000 rickshaws
working each day. Other than rickshaws, the legislature has a record of another 964,500 enrolled
engine vehicles. It is assessed that another 400,000 unregistered engine vehicles are additionally
working on the streets of Dhaka city. This colossal measure of vehicles makes a traffic issue in
Dhaka city. One of the central explanation behind car influx is disorderly vehicle leaving. Traffic
clog in Dhaka eats up around 5 million working hours consistently and the normal speed of
vehicles during surge hours has boiled down to 5kmph, as indicated by the Accident Research
Institute of Buet. July a year ago, a World Bank examination had said over the most recent 10
years, normal traffic speed in Dhaka dropped from 21kmph (kilometers every hour) to 7kmph,
which was marginally over the normal strolling speed. The speed may drop to 4kmph by 2035,
slower than the strolling speed.

But in order to reduce traffic jam we do not have any proper place to manage car parking. And
also unorganized car parking cost owner huge money. To increase car parking and also reduce
traffic jam City Corporation has many car parking area but the problem is many driver or owner
does not know about this. So in order to do this we need a system that people can easily
recognize the parking area easily and know about traffic conditions.

Scenario Analysis:

First rule to sustain and introduce a business is to have knowledge about the current situation.
Dhaka is the largest city and most densely populated city in Bangladesh. There are more than 1.4
million motor vehicles running in the road every day. Every day on an average 4271 cases filed
every day to violet traffic rules only in Dhaka city and most of them are because illegal parking.
When illegal parking happed? The answer of this question is many

 When visiting someone's house in Dhaka by personal vehicle.

  While Shopping
 In front of school/ college / university area
 In front of office
 Different ceremony and so on

Dhaka City Corporation has many spot for car parking but the real problem is many people don’t
know about this parking area. Most of the cars are parking in the road side and as a result the
roads become narrow and cause traffic jam.

Possible Solution

It’s often suggested that congestion may be solved with one big idea, such as:

 Widen roads
 Narrow roads
 Add bus lanes
 Remove bus lanes
 Build tunnels
 Build a new ring road
 Build a light rail network
 Switch off traffic lights
 Ban cycling
 Ban cars from city centers
 Close through-routes to private vehicles
 Close car parks
 Build more car parks
 Build more park-and-rides
 Make buses free
 Make park-and-ride free
 Introduce a congestion charge/road pricing
None of these can convey a total arrangement, and a large portion of them give just transitory
alleviation until instigated request tops off the street space yet again. Street estimating (which we
spread later) is the closest to a one-hit arrangement, yet despite everything it should be combined
with huge upgrades to open and dynamic vehicle alternatives.

Modern, sophisticated initiatives better than typical ‘big ideas’ include:

1. Streamline traffic-light administration

Urban Traffic Management Control (UTMC) frameworks, for example, SCOOT can be
extremely viable in augmenting street limit by differing the planning of traffic lights to match
request continuously. At the point when lights are all coordinated responsively to request,
frequencies of 'obstructing back' (vehicles stuck in intersections) prompting gridlock can be
limited. Traffic organizers can likewise get ready and model projects to adapt to explicit
situations, (for example, an occurrence on a blood vessel street), which would then be able to be
stacked into the UTMC quickly they're required.

2. Use CCTV to screen street conditions

Utilization of CCTV at intersections permits traffic administrators to see breakdowns, crashes

and different reasons for blockage. Joined with great correspondence frameworks with Highways
England, the police and real street clients, (for example, air terminals, train stations, retail stops),
this can guarantee traffic supervisors get guidance ahead of time of issues that will affect their
system. Any CCTV hardware introduced ought to conform to the base principles required to
help lawful authorization.

3. Authorize existing street traffic regulations

Illicit stopping, pausing, stacking/emptying discourages traffic stream, diminishes limit at

intersections, holds up transports, and expands risk to those strolling or cycling. Blocking
intersections, which are unlawful where there's a yellow box, can cause gridlock over a wide
zone of the street organize.
Driving at an improper speed, bouncing red lights, or driving through confined regions all add to
fatalities, wounds and a reluctance for individuals to walk or cycle, or to enable their kids to do
as such unaccompanied.

4. Vehicle sharing and multi-modular arrangements

Reports are not yet predictable on whether vehicle sharing and ride hailing applications really
ease clog (the latest says they're pulling from travel ridership). Be that as it may, in any case,
they give elective choices. City organizers and those in the open travel industry consider it to be
an issue of network — making it simple to get a vehicle through a privately owned business'
application to make a beeline for an open travel station.

The Idea
To solve the problem of traffic jam and solve the parking problem of Dhaka city we have come
up with very innovative and digital solution which is an app based car parking app. In this
platform people will be able to search about the parking position near them and through the app
they will be able to find the correct position for them.

Our app will be called “PARKING PeeR”. It will be a common platform for those people who
cannot find any kind of parking space to park their car. Through the current situation of the
traffic will be eliminated, the roads will be broaden and people will be able to move freely.

Brand Elements
1. Logo

Parking
 PeeR

2. Tagline

“Park, No Matter What”

Mission & Vision

OUR VISION

As Park peer products are primarily software, periodic updates will be issued as the Park-peer
engine is improved through continual research and development. These updates will represent
the ever-improving research in visual tracking as well as necessary changes based on customer
feedback. Updates will be released on an approximately annual basis and will help maintain a
steady cash flow for Park-peer. These products will be our initial offering. Future products will
no doubt arise as we interact more with our customers. Our continual research and development
will be directed to fit market needs.

Our vision is to provide a reliable, economical and cost-efficient management service in any
convenience parking situation. We invest in new technologies and innovations to higher serve
our customers. With time and skill we will expand our business into our neighbor countries
within the region.

OUR MISSION

We committed to increasing gain for our strategic sales partners and parking zone homeowners.
By creating parking less complicated, additional profitable, and additional convenient, our
technology, permits our customers to supply hyperbolic security and supply convenient area
finding tools to patrons of their parking system.

We are committed to be the leading service supplier in managing and operative transport parking
for our purchasers and therefore the motorists generally. Through investment in Technology and
shut watching of our customers’ parking infrastructure, we tend to are ready to maximize the
capability and yield of every of the automotive parks below our supervising and guarantee a
healthy come of investment to our customers. we tend to connect parking and quality, providing
innovative, good solutions to our customers and their shoppers. We are the experts in parking
AND help people to get to their destination – being part of the smart city and mobility is thus a
logical capability for us.

Target Market
Our target market is basically public facilities and of course every individual who own cars
throughout the Bangladesh. In other words, our target market is the whole of the Bangladesh and
below is a list of the people and organizations that we have plans to do business with;

 Car owners
 Airports
 Stadiums
 Shopping malls
 Theaters
 Restaurants
 Parks
 Other highly visited public facilities

Services:
Parking car in a crowded city like Dhaka is huge problem. Parking Peer will be a big sigh of
relief for the metropolitan citizens as struggling to find a vacant spot to park your vehicle is a day
to day scenario. Parking Peer will diminish the hustles by providing multiple services and will
create “all in one place” situation which will also reduce the time. Moreover customer
satisfaction is the major focus for Parking Peer so the services will ensure the highest customer
satisfaction and will be the evidence of its being superior in quality. The service that will be
included are:

 Locate Vacant Spots: This is the first and foremost issue that need to be solved by the
parking apps. Parking Peer will spot the locations on GPS which will make it easier for
the car owners to locate the vacant spots. Once people find the vacant place, they can
reach to that place to park their vehicles.
 Specify Parking Space: In metropolitan cities, it is already hard to find parking space
but it becomes more frustrating if someone uses double space for parking. Parking Peer
will notify the users the specific space for parking and will also notify if they use extra
space or park out of the lined area. Thus the others will not need to suffer for anyone’s
mistake.
 Minimized Parking Cost: It is a common scenario in Bangladesh to pay for parking
each hour. As the time extends, the charge also extends. And sometimes people need to
pay extra tips for parking. In such case Parking Peer will differentiate the free parking
space and the other spaces which need to be paid. Thus people will get to know the
parking free as well as locate the places where parking is free.
 Spot Booking: Because of immense traffic, it is hard to reach to the destination within
time. So people can book the space in advance if they get late. This will allow them to
reduce the insecurity that they will find the space booked after reaching there. After they
book the space, the booking time will be saved and also the space will be marked booked.
So that the place will not show vacant to others and anyone else cannot park to that spot.
 Client Service Executive: Parking Peer’s another service will be its facility to directly
talk to the client service executives. People may find difficulties to get the desired service
as well as they may have confusion of how to use the app. In such case, there will be
 client service executives who will directly talk to the clients to solve their problems
because customer satisfaction comes first.

Brand Equity
Customer Based Brand Equity

Brand Salience:

Brand salience means identity of the brand with customers. It measures awareness of the brands
under various situations. Brand awareness where customers have ability to recall and recognize
the brand in different situation. Customers can recall and recognize the brand with logo, name,
symbol, design and so on in the memory. As we want to create awareness of the brand. We want
to tell our customer about the brand, how the app will works, how to use it and how can solve the
problem.

Brand Performance:
Product reliability, durability and serviceability:

Product reliability measures consistency performance. Here we are assuring our customers’ that
we will be consistent in terms of providing services. In terms of serviceability, we will give
speedy, prompt, accurate care to our customers’ if they need any help from us.

Service effectiveness, efficiency and empathy:

Service effectiveness measures how well the brand satisfies customers’ service requirements. We
will provide services to our customers’ when they face any problem related to using the app.
Service efficiency means the speed and responsiveness of service. Here as a service provider we
will be prompt to solve the problem so that customers’ need not to wait for a longer period of
time to solve their problem. Service empathy means as a service provider, we will treat our
customers’ as we like to be treated. We will try to understand the problem of the customers’.
According to that we will try to solve it.

Style and design:

Customers’ can get not only functional aspects but also aesthetic considerations of the product
such as size, shape and color.

Price:

Pricing is important for customers because when a customer is paying for a service, he will
expect that it provides good service to them. In terms of price customers’ can differentiate
different brands. When a customer is paying high for a particular service, he expects that it will
give better performance.

Brand Imagery:

Brand imagery depends on the extrinsic properties of the product and service. It meets
customers’ psychological and social needs. Customers’ can make an image of the brand from
their direct experience or indirectly (Word Of Mouth, E-WOM). Customers’ can use their brand
by directly using the app. Customers’ can also get information from our Facebook page,

Brand Judgments:

Brand judgments where customers’ make opinions and evaluate the brand. Customers’ make
judgments based on brand quality, credibility, consideration and superiority.

Brand Quality:

Customers’ evaluate the brand in terms of value and satisfaction. Because of the specific
attributes and benefits customers’ can be satisfied.

Brand Credibility:

Customers’ can make judgments of the brand in terms of three dimensions are: perceived
expertise (competent, innovative and market leader), trustworthiness (dependable and interesting
in the mind of the customers’) and likeability (fun, interesting and worth of spending time).

Brand Consideration:

In terms of brand consideration it is very important because at the time of purchasing customers
need to consider the brand. Brand consideration depends on strong and favorable brand
associations.

Brand Superiority:

Brand superiority where customers’ viewed the brand as a unique and better than other brands. It
is crucial to build and make an active relationship with the customers’.

Brand Feelings:

Brand feelings are customers’ emotional response towards the brand. It refers to what customers’
feels about the brand.
Warmth: Whenever our customers’ are using this app, they will feel good about it. The app is
easy to use so customers’ need not to go through any kind of problem in terms of using it.

Excitement: Customers can get many offers by using it. They can get discounts on how many
times they are using the app (Parking Peer).

Security: This app (Parking Peer) is very secure. We can give assurance to our customers’ that
their information will not be disclosed or we will not use the information for any personal use.

Social Approval: In terms of social context, everyone is using different apps for different
purposes. So customers’ can get approval from people by using it.

Brand Resonance:

Brand resonance means how the relationship is sync between customers’ and the brand.

Behavioral Loyalty: Behavioral loyalty means customers’ repeated using the brand.

Attitudinal Attachment: Behavioral loyalty is important but it requires strong attachment to the
brand.

Sense of Community: When the customers’ will use the app (Paring Peer), there will be a group
where there will be members who are using the app.

Active Engagement: It refers to how customers’ are engaged towards the brand, their
willingness to invest time, money, energy and other resources.

Positioning of the Brand

In terms of brand positioning it is a process of positioning the brand in the mind of the
customers. Brand positioning is also known as positioning strategy, brand strategy and brand
positioning statement. The goal is to create unique associations in the mind of the customers and
distinct from other brands.

Developing Positioning Statement:

When a brand want to make positioning of the brand (Parking Peer) they need to follow three
things
Segmentation: Brand needs to divide the broad customer market where there is existing and
potential customers.

Targeting: From the segmentation market, brand needs to give focus on the targeted market.

Positioning: Brand creates distinct position compare to competitors in the mind of the
customers.

Brand Positioning Strategy Process:

Brand needs to identify the current positioning: When the brand is new to the market than
they need to find out their unique brand positioning so that they can focus on that. Determining
how the brand is currently positioning in the mind of the customers. Brand needs to identify its
unique value which is different from competitors.

Identify the direct competition:

Brand needs to identify their competitors and analyze and understand the core value brand
strength, nature of the service and competitors unique selling proposition. Brand (Parking Peer)
needs to compare its positioning with competitors. Brand needs to develop its core brand value
so that customers can easily differentiate the brand from others.

Understanding the positioning of the competitors brands:

Brand needs to understand the positioning of the competitors brands, mission, vision, core value
and the entire brand architecture.

Identify uniqueness of the brand:

Brand needs to identify the core values, long term vision, features, attributes, strengths, value
proposition which makes the brand unique from other competitors.
Develop the unique selling proposition:

In terms of developing the unique selling proposition, it depends on the features, attributes,
value, unique and distinct value in the mind of the customers.

Formulate the messaging statements:

Messaging statements are such as mission statements, vision statements, tagline, slogan and logo
of the brand. These statements should be clearly understood by the customers.

Marketing strategy
Owning a parking lot or structure can be profitable, but a steady number of customers are needed
to meet revenue and income projections. In some areas, competition from other garages can take
potential customers before they reach your lot. Just as with any business, your marketing plan is
important to the financial health of your company. Various sources of advertising in the parking
industry can lead drivers to your structure instead of others.

Signs and Banners

Some parking areas and structures are not unmistakably noticeable to people in general and can
be covered by encompassing structures. Planning for a lasting and obvious sign might merit the
expense if the outcome is an expansion in income. On the off chance that your stopping rates are
aggressive, publicize them in enormous textual style. When you change costs for a considerable
length of time or occasions, have vinyl pennants close by to show and evacuate as required. A
straightforward and appealing logo that mirrors your stopping organizations ought to be on the
majority of your signs and pennants, so the realistic alone tells drivers that your parcel is
accessible.

Coupons

Purchase advertisement space in lodging and sightseeing publications and offer a coupon for one
free day of stopping. In the event that your client administration and transport transports dazzle
drivers, you can expect rehash business and verbal publicizing. To guarantee that your coupon
will turn a benefit for you, require a five-day stopping duty, for example, from airplane terminal
voyagers, to get one day for nothing. Post coupons on your site and use internet searcher paid
publicizing to restore your parking garage at the highest priority on the rundown when a request
is made with the name of your metro region.

Co-Brand

Co-marking includes collaborating with other noncompeting organizations to advance one

another and increase bigger perceivability with your intended interest group. Your stopping
structure can co-brand with trip specialists, inns, carriers, assembly halls and vacationer goals in
your general vicinity. Consequently, you promote and advertise their administrations to expand
volume for the two organizations. For instance, offer versatile vehicle washes from a business
that has practical experience in chipping away at vehicles in parking garages, while they promote
their administrations on your property. We request that nearby organizations place your fliers
and coupons on their counters in return for distributing their data to drivers utilizing your
structure who are inexperienced with the territory.

Occasions

Check a long time ahead for the booking of nearby occasions and guarantee that your stopping
structure is open and signs lead to it. On the off chance that your parcel is too far to even think
about walking to the occasion, charge not exactly closer stopping and offer transport
administration to and from the setting. Promote ahead of time on your site, with your pennants
and in print advertisements to guarantee a full parcel on occasion days. Additionally, consider
your parking structure as a scene for occasions. In the event that you have the room and you keep
your property perfect, offer to lease it for one of a kind and themed events. For instance, set up a
spooky house in a bit of the structure during the Halloween season and charge a section expense.
Promote to organizations in the territory who might want to support an occasion on highest
floors, so participants can stop underneath.
Conclusion
Parking app developers saw a need, or more, a frustration and have already taken notable strides
in making city parking more efficient. Users are empowered with on-demand information and
mobile payments, while cities are seeing greater compliance and decreased operational costs. As
the bugs are worked out, the learning curve surmounted, and adoption becomes more
widespread, we’ll see smart parking technology span beyond the confines of private apps and
integrate into the broader vision of connected cities and transit.

References
Carrol S. October, 2016. Do Parking Apps Really Alleviate Parking Problems?
https://www.move-forward.com/do-parking-apps-really-alleviate-parking-problems/

Barter P. November, 2018. Parking: What’s wrong and how to fix it.
https://www.reinventingtransport.org/2018/11/parking-fix.html

Magyer V. December, 2017. Barcelona Startup News.

https://barcelonastartupnews.com/parking-app-by-barcelona-startup-is-solving-mobility-
problems/

Comarch. October, 2016. Here is how intelligent parking system are solving Warsaw’s parking
system. https://www.citymetric.com/transport/here-s-how-intelligent-parking-systems-
are-solving-warsaw-s-traffic-problems-2493