AMERICAN INTERNATIONAL UNIVERSITY-BANGLADESH

FINAL-TERM ASSIGNMENT
Course Title: Principles of Marketing
Submitted to
YESMIN SULTANA
Senior Assistant Professor, Department of Marketing
Submitted by
“The Future” (Group-8)
Name: ID:
Redwan Rahman 20-43611-1
Md. Arif Bhuiyan 20-42767-1
Afrin Asgar 20-42466-1
Rashiqul Islam Rijve 19-41311-3
Md. Rafid Anjum 19-41504-3
Md. Sabbir Hossain 19-41281-3
Introduction
Our company name is “Escapade” which is basically a startup business and is going offer 3 types
of adventurous services Bungee jumping, Scuba diving and Paragliding. So, our target is to give
a unique adventurous experience to our customers by our service, which is not available in our
country, and no one is offering right now. For providing service this company will be working as
partnership format and will focus on giving the best quality service to 18-45 years old customers.
Basically, it is not just about a business it is also offering a taste of thrill and excitement to our
consumer.

Name and address of principle

Name- “Escapade”
Slogan- Fearless Adventure That Excites
Address- Sugandha beach Guest House, Kolatoli, Cox's Bazar.

Nature of business
“Escapade” is a start-up, which is mainly based on giving different types adventurous
experience. It is a glorified service, which will give the customers a different taste of
experience which most of them have never experienced. We are focusing more on
experience and want to provide those services, which is not available now. It will mainly
contain three types of adventurous experience Paragliding, Bungee jumping and Scuba
diving. The customers can avail our service from our website, or collecting ticket from
physical offices or from the offices or packages of our key-partners.
“Escapade” is a revolutionary service as it is first in Bangladesh. There is a huge demand
in the market and we will fulfill that gap in the market.

Financial Strategy:

For the whole process we would need some equipment’s along with some set up too. The
approximately amount will be 25lacs taka. This is not a huge investment for establishing
a start up. We 6 members will invest 15 lacs the rest will be taken from CITY BANK.

Initial Investment Amount

Partners
250000X6 BDT: 1500000/=

Individual Investor Amount

CITY BANK (5%) Interest BDT: 100000/=

Agreement of Equity:
Name Position Percentage of Profit
share Distribution
after retention
Redwan Rahman Chief Executive 20% (5% extra for 20%
Officer place)

Md. Arif Bhuiyan Chief Operating 20% (5% extra for 20%
Officer place)

Afrin Asgar Chief Financial 15% 15%

Officer
Rashiqul Islam Rijve Chief Marketing 15% 15%
Officer
Md. Sabbir Hossain Chief Management 15% 15%
& Customer Officer
Md. Rafid Anjum Chief Human 15% 15%
Resource
Investment Allocations and ROI:

All departments ( Operations, Finance, Marketing, Management, HRM) will be allocated

with Tk. 4 lacs each and the company will reserve an amount of Tk. 5 lacs to backup the
venture. Expected ROI is 15-17% by 1st year.

Product Development Strategy

1. Evaluate Weakness of the Business

In Bangladesh we are the first one who to offer this three services together. There
might be a huge chance that people could like this or could not. There is a proverb
that “If there is no risk, there is no gain”. There will be always risk associated with
business. So, we have to identify the risks of our business and find proper solutions of
the risk. Otherwise we the partners have to bear the risk.

Here are some risks which we would face during our operations of Escapade.

 There is a chance people will not like the concept of Escapade and the
adventurous sport.

 Escapade might not also meet the breakeven point in the expected time.

 Escapade might face financial crisis during our business operation period.

 Any of Escapade’s partner can die or have an accident which can affect
our decision making process.

 Maximum engagement is the main goal of any business. So if we could not

give proper engagement it may cause problems.

 Legal rules and regulation is another barrier for any business. If any of the
law change it might create problems for Escapade’s business in the future.

2. New technology
 In Escapade we are going to use modern equipment to provide the service.
There is less use of technological instrument. But at time of promoting our
business, we will be doing campaigns in different college, university, shopping
malls and there we will provide with virtual reality game to experience our
service. It will make the people who have never tried it before but want to do in
that case they can experiences the adventure by playing this VR game.
3. Contingency plan

 Owners’ unavailability: For any decision making plan the four partners of
Escapade has equal rights. For making any major decision while any of the
partner is absent the majority decision will be counted.

 Talent management: As Escapade services are is like daring adventures, in

that case we need highly skilled instructor. The instructor will instruct and
train the customers for providing the service in a safe way. For that we will
hire that professional instructor and trainers.

 Price: We will set the price according to middle class affordability so that
everyone can enjoy the service.

4. Infrastructure Failure

 Escapade will be providing three services Paragliding, Scuba Diving and

Bungee Jumping. Any of the equipment may fail anytime. So, we will have
spare equipment for our operations so that we can pull off any sort of
equipment failure.

5. Natural Calamities

 Natural calamities can hit any time. In Cox’s Bazar region the climate is not
stable so in that case we will have skilled instructor who would have that
sense and knowledge about in which natural disaster.

STP- SEGMENTATION – TARGETING - POSITIONING

Segmentation

Our customer segment is based on three criteria.

 Gender - Male/ female

 Age- 18+
 Based on income ( middle class/upper middle class/ upper class).

With proper channel we will reach them.

Channels

Our channels are,

 B2C:
For grabbing the market we have to communicate with our target customer. We will
communicate with them though our social media. Now a days our target customers
are spend a lot of time in social media and they are so active in that platform.

The relation between our customer and us-

1. Automated: here we go for digital communication method. Like Facebook,
Instagram, YouTube or other social media.

2. Lead generation.

 B2B:
For running a business we have to maintain a relation to our key partners. Our main
key partners are some resorts and agencies.

Key partners:
 Stone Forest Resort
 Mermaid Beach Resort
 Keyari Tours & Travels
 Saint Martin Travels
 Neel Diganta Resort
 Exploit
Our key partners are some resorts and some travel agencies. We will open our
business though this resorts and our customer can purchase the whole package which
is include the resort package and our service. And the agencies have the authority to
sell the ticket behalf of us. It is easy reach our customer and also easy for the people.

Target Market

Our targeted customers are aged between 18 and 30 those who love adventures and
thrills. To design all the marketing campaigns the target people are one of the key
factors as it helps to create the value proposition. There should be proper
correspondence with the targeted customers for promotional campaigns and creating a
value proposition. Otherwise wrong messages will be delivered to the customers.So,
it’s not a mass market. We will not be only doing business in the B2C model but also
in the B2B model. We will make a partnership with hotels like Sayeman Beach
Resorts, Best Western Heritage & Ocean Paradise at Cox’s Bazar and Sunset Serenity
Resort at Saint Martin. They will include our services in their packages and perform
business in B2B platform
  Macro Sale: We will target the university going students in macro sale. We
will create a hype in the university campuses before the semester ends by
doing activations. We will set up booths where there will be VR sets so that
they will be able to experience the thrills of our experience. We will also
provide special student packages which are if someone brings 5 customers
that individual will get a free service.

 Micro Sale: We will be targeting the corporate people. They have different
programs in their calendars. So, we will be offering them with various
packages. We will give a flat 15% discount for five or more people. The
whole package costs BDT 13,000 for one but, for a group of five we will
provide it for BDT 52,000.

Positioning

The ability to influence consumer’s perceptions regarding a product or services

relative to competitors. As we have fewer competitors in this field offering all the
services together we can have competitive advantages. By putting an emphasis on
our mission and our slogan ‘Fearless Adventure That Excites” we want to position
our service in the mind of our target customers as a symbol of luxury in life.

The Marketing Mix 4P’s

“Escapade” implemented a number of marketing strategies to sell its products. One of
the most important considerations is its marketing mix, better known as the 4Ps.
1. Product/Service
In Escapade, we will provide with the following thrills

 Paragliding
paragliding is the activity of gliding through the air, only being attached to a
parachute that resembles a canopy. Paraglide descend from high altitudes, like
mountains and cliffs.

 Scuba Diving
Scuba diving is mainly done for the attraction of the unattainable undersea
world.

 Bungee Jumping
Bungee jumping is an activity that involves jumping from a tall structure while
connected to a large elastic cord.
2. Price
Price is always an important factor for the adventure lovers. It is seen that
adventure lovers spend a lot of money and travel to different places to experience
the following thrills we are offering. So, our main target is to provide the following
services at a very cheap rate compared to others. So the adventure lovers can get
the same experience at a cheaper rate.

 Paragliding:
1. BDT 4,000 for 3 Miles
2. BDT 3,000 for 2 Mile
3. BDT 1,500 for 1 Miles

 Bungee Jumping:
1. BDT 3,500

 Scuba Diving

1. BDT 4,000

3. Place
We will be providing our service in Cox’s Bazar region. We will have our head
office at Banani, Dhaka and a regional office at Kolatoli Road, Cox’s Bazar.
Customers can book and pre-book their services from both the offices. We will be
providing our paragliding service at Himchori Road, Cox’s Bazar and Inani Beach.
For Bungee Jumping we will have two points at Khagrachori and Himchori
respectively. And the Scuba Diving point will be at Saint Martin. We have chosen
the most suitable places for all these services to take all the advantages by being a
first-mover proving all three services from one agency at a cheap rate.

4. Promotion
For the growth of new business effective promotion plays a very big role. It is
important to do effective promotion campaigns.

Sales Promotion: For Promotional act we will give flat 15% discount for five or
more people. The whole package costs BDT 13,000 for one but, for a group of five
we will provide it for BDT 52,000.
 One of our key partners will be Exploit. Exploit usually promote their
services throughout the university campuses in Dhaka. While they
promote their business they will mention our business in the B2B
platform. As our main targeted customers are aged between 18 and 30. So,
it will be easy for us to grab our targeted customers.

 We will make a partnership with City Bank, Standard Chartered Bank &
Dutch Bangla Bank. There will be a 15% discount on purchase with the
cards with VISA and MASTERCARD network of the respective banks.

 We will make a partnership with hotels like Sayeman Beach Resorts, Best
WesternHeritage & Ocean Paradise at Cox’s Bazar and Sunset Serenity
Resort at Saint Martin.They will include our services in their packages and
perform business in the B2B platform.

 As our targeted customers are aged between 18 and 30 for Offline Activation
and Guerilla Marketing, we will do various campaigns at different
universities and shopping malls. We will make a VR setup where we can
give our customers the slightest taste of our adventure. As most of our
customers are youth hopefully the campaign will be effective in these places.
 Online Promotion:
 Website: From our website, the customers can get all our information.
They can book and pre-book online. They can see all the available offers
and discounts. We will also give all the updates of our operations and post
all the pictures.

 Facebook: On our Facebook page we will be updating our experience and

pictures of our services, Feedbacks of our valued customers and upload short
video clips. We will also promote our services through Facebook Ad.

 Facebook and YouTube Mid Role Ads: We will give pop-up advertises
on different traveling websites like exploits and trip-advisor.

 Hashtag Campaigns: We will also run hashtag campaigns and will run a
contest for our customers. The 10 highest likes on the post with the following
hashtag will get all our services free of charges.
#FearlessAdventureThatExcites #TheHeartBeatsForExperience
#Escapade We will run this campaign through Facebook and Instagram
profiles.

HR Strategy

Name Address Position Teams Members/Employees

Redwan Rahman N/A Chief Executive 2 Teams 5+5=10 Members
Officer

Md. Arif N/A Chief Operating 1 Team 5 Members

Bhuiyan Officer
Afrin Asgar N/A Chief Financial 1 Team 5 Members
Officer

Rashiqul Islam N/A Chief Marketing 3 Teams 5+5+5=15 Members

Rijve Officer
Md. Sabbir N/A Chief Management & 2 Teams 5+5=10 Members
Hossain Customer Officer
Md. Rafid Anjum N/A Chief Human 2 Teams 5+5=10 Members
Resource

Expected expansion In 6 months 20 more teams 280 people

Management Team Background
Redwan Rahman
Redwan has a Travel Agency based business of his own with an Experience of more
than ten years. Moreover, he loves to travel so he actually can read the mind of our
target customers. His leadership skill will always put him ahead of us.
Md. Arif Bhuiyan
Arif is a startup facilator having 8+ years of professional experience in management
and business operations in various multinationals. He is good at Business Transition
and Stabilization, Business process automation and Operational Excellence.
Afrin Asgar
Afrin is successful entrepreneur. She has multi businesses. She is experienced in
various fields of business. She is a resourceful person on various aspects of
management and business financing.

Rashiqul Islam Rijve

Rashiqul is an experienced Marketing Professional with a demonstrated history of
working in various manufacturing industries. Skilled in Marketing
Communications, Planning, and Team Building.
Md. Sabbir Hossain
Sabbir is an experienced Managing People with a demonstrated history of working in
various management and customer-centric companies for the total relationship with an
organization’s customers. Skilled in Managing the office & Communications with
employees, Planning, and Team Building.
Md. Rafid Anjum
Rafid Supports the development and implementation of HR initiatives and systems.
He’s providing counseling on policies and procedures. He’s very active & involved in
recruitment by preparing job descriptions, posting ads and managing the hiring
process.

Roles and Responsibilities of the Management Team

1. Chief Executive Officer

 Forming the Mission and Vision of the Escapade by
discussing with other partners.
 Formulating both short and long term goals for Escapade
 Making different strategies for Escapade which will be both
beneficial and profitable at the same time.
 Tracing all the records of the departments and the overall
performance of Escapade
  Maintaining proper communication with all the partners of
Escapade and discussing different ideas about the business for
further improvisation.

2. Chief Operating Officer

 Planning a proper way of recruiting employees.

 Tactfully and wisely placing the right employees in right place.
 Plan, organize and evaluate human resource training program.
 Create proper business plans for Escapade.
 Manage good relationship with all the Escapade Customers.
 Supervising all the employees, observing their performance and informing it to
other partners.
 Designing the overall layout of the Escapade Services.
 Ensure efficiency of the Escapade Services.

3. Chief Financial Officer:

 Analyzing all types of transactions of Escapade

 Make different type of financial reports such as Budgets, account
receivable, account payable, expense, and return on investment of
Escapade.
 Forecasting and interpreting all the financial data of Escapade along
with projected demand, sales, revenue
 Managing VAT and Tax accounts of Escapade
 Forming contingency strategies to mitigate future financial loses of Escapade
A
4. Chief Marketing Officer:

 Managing marketing sales along with segmenting the target market

 Developing innovative marketing strategies for the Escapade’s target
customers.
 Having contingency ideas and plan for off peak period or if
the previous strategies fail.
 Spotting more opportunities for the new customers.

5. Chief Management & Customer Officer:

 Responsible for ensuring that business transformation policies and programs

are designed and managed
 Responsible for customer relationship management.
 Influences cross-company agreement on how to deliver greatest value to the
customers.
 Responsible for influencing corporate activities of customer relations
6. Chief Human Resource Officer
 Participate in Planning and Development
 Provide Employees With Career Assistance
 Find and Recruit Employees That Advance Company Objectives
 Serve as Leaders of Change
 Advocate for Employees
 Provide Support for Domestic Violence Victims
 Ensure No Cyber bullying At Work

Conclusion :

“Escapade” this is a new business and a service that is very unique in Bangladesh.
This is for the 1st time that is not just a service it’s an experience that is for life time.
We are the first mover in the market so there are some risk factor to develop our
business. But we hope as we have conducted our researches much as we can do
properly, done all the hard work, took smart move in partnership along with good
promotional plans it is expected our business will run smoothly. Moreover, as we
have proper contingency plan if our plan fail it will help us in critical and hard time.
Our contingency promotional plan will also add value help us to tackle the off peak
period. So, after all these we can surely expect the success of “Escapade”. We also
hope that it will make strong brand value so that when customer thinks about
excitement the first name that will come into his/her.

Mind is “Escapade”