” Watertainment: Float while you shop and dine, For Real!

”
MKT 623

Introduction

A floating market is a market where various types of goods or services

are sold from boats. Originating in times and places where water transport

played an important role in daily life, most floating markets operating today

mainly serve as tourist attractions, and are primarily found in Thailand,

Indonesia and few other counties as well. The history says that the origination

of these floating market come from the areas adjacent to the rivers, where

most communities were built at the sides of rivers.

The waterways served as means of transportation and the center of

economic activity, as well. Boats were mainly used for local and regional

trade, bringing goods from those that produced to those that could barter and

trade. Such ways of life of the riverside communities increased the number of

floating markets. Nonetheless, soon after the region grew and began to

develop, road and rail networks were increasingly constructed in place of the

canals. This resulted in people choosing to travel by land instead of by water.

Therefore, some of the floating markets were forced to move onto land, some

were renovated, and some were closed down. Now these markets are greatly

known for tourist’s main attraction.

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Campaign Theme

We want to provide innovative entertainment spots in different waterbodies

of Dhaka City. People in Dhaka city really lacks outdoor entertainment spots.

They mostly visit restaurants to spare time in weekends or off times. We will

call the spot “Watertainment” where people can get entertained in a very

differentiated way like they haven’t experienced before. We want to establish

it as a shopping and dining hub where people can float, get entertained by the

soothing environment, music while they shop or dine.

To attract people, we will be focusing heavily in Digital Marketing or Social

Media Marketing as we have found from our research who will be our Target

Group and what are the best media to reach out to them. Our

slogan/communication line will be “Float while you shop or dine, For Real!”

We think that this slogan will attract people to experience something new and

get entertained like they have never experienced before in this city.

Primary Research

Survey:

In order to gather primary data for the project, we conducted a survey

with 40 respondents online. Most of these respondents were aged between 22-
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30 who were mostly private service jobholders or students. These respondents

were asked various questions on their pastime activities and on their

entertainment preferences.

It was found that most of the respondents preferred shopping, going

out for coffee with their friends or eat with their friends and family. Some
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respondents spent their times watching TV and the male group aged 21-30

also preferred playing outdoor sports on newly constructed grounds. The

respondents were also asked their preferences while selecting a place for

shopping or eating out. Most of them agreed that the ambiance, great service,

availability of options played a great role for making the choice. A section of

the respondents also preferred going to a place that is different from others.

The respondents were also asked to choose among some of the

commonly visited places in Dhaka in recent times such as Bengal Boi, Chef's

Table, Fun Factory Game zone etc. Subsequently, all of the respondents were

asked how they heard of the places to which most of them agreed that they

got to know about these places either through their friends and family or

through social media ads. The respondents were asked to rank their most

preferred source of ad visibility where most of them ranked social media. It

was found that newspapers and TV ads were mostly ranked below the likes

of magazine ads or outdoor advertisements.

We also asked the respondents how likely they are to try a new place to

which most of the respondents i.e. over 80% of them were very likely to do so.

We asked the respondents on if they ever heard of a floating market. It

was found that around 75% of them aware about a floating market. Although

most of them never visited a floating market, when asked whether a concept

of a modern floating entertainment zone as over 85% were more likely to give
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this a try. Most of the respondents preferred having restaurants,

supermarkets, game-zones and even movie theatres if a floating

entertainment zone was to be built. Finally, majority of the respondents

agreed that having such a zone in Dhaka would be a new entertainment

juncture for the residents.

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Personal interviews:

We also conducted personal interviews with 5 individuals- 3 students

and 2 professionals to know about their preferences as well as expectations

from the entertainment sources in Dhaka city.

One of them- Mohammad Tayyab from Independent University of

Bangladesh stated that the sources for entertainment in Dhaka are quite

limited which is why a lot of their peers now consider eating out at burger or

pizza joints an event.

Mashrur Ali, one of the respondents working at a leading bank stated

that pastime opportunities in a densely populated city like Dhaka is very low

which is why a large section of have resorted to just staying back home and

enjoy their life on their smart phones or watching TV.

One of them also stated that the crowd seen on parks, historic

buildings, lakesides on a Friday evening is a testimony that more and more

people are interested to have a good time with their families or friends.

Therefore, it was important to have places where people could make their

weekend experiences worthwhile.

All of the personal interviewees backed the idea of a floating

entertainment zone, appreciated its novelty and agreed that it would add a

totally new dimension in terms of entertainment of people. Some also

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appreciated the idea considering how it would emphasize the usage of lakes

in a very different manner. However, some even voiced their concerned on

various aspects such as environmental challenges, cleanliness of the premises,

safety while some even were concerned whether charging a relatively higher

price for such could work against the concept.

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Summary of Research Findings

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Secondary research

For secondary research, we went through various news articles,

published studies related to demographics and spending patterns,

promotional materials of similar entertainment zones to understand in detail

about assessing the need of such a zone.

Limitations
One of the key limitations of the research was the fewer number of

respondents. Since the survey was sent to respondents during holidays, a lot

of respondents could not be reached and some did not participate in the

survey. Furthermore, the survey could have been more effective had it

reached out to over 100 individuals as it could have yielded better data

accuracy.

Secondly, time was a major constraint during the primary research as the

number of days to reach out to the respondents and get a result from it was

limited.

At the same time, since the concept of a floating market was relatively new it

is likely that a number of responses were only based upon the understanding

of the respondent rather than our point of view of the project.

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Current Target market and demographics

From our primary data analysis, we concluded that the target market

for the floating entertainment zone was individuals aged between 21-40.

These individuals primarily include students and job holders of Dhaka

City, who are willing to spend their time with their friends and families on

weekends or any spare time. It would be fair to say that these individuals

would even prefer spending on such a place to have a comfortable time in

their weekends, giving them their much needed one-stop source of

entertainment.

Current advertising practices

Since the floating market concept

is totally new in the market, no existing

advertising practices exist for it.

However, considering the likes of Chef's

Table or Fun Factory Zone in

Bashundhara City- these places

launched their advertisements on social

media such as Facebook and YouTube.

At the same time, there were some in-

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premise billboards, newspaper ads as well as articles on both newspapers and

magazines.
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SWOT Analysis

Competitive Analysis both local and foreign

Considering the fact that there is no floating market currently

established in Bangladesh right now. However, that does not exempt us from

local or foreign competition.

We may have no direct competitors but there are inevitable

competitors ruling the entrainment world from different locations of world.

People love to spend their weekend enjoy watching movies, dining out with

friends and family, play video games. Few examples given below:
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Service and service provider Service and service provider name

name

Movies Blockbuster Gaming Fun Factory

movies Zone

Star Cineplex Pool Clubs

Food shop Chefs table Shopping Bashundharacity shopping Centre

Zone

Food court Jamuna Future Park

Coffee Gloria Jeans Café Theme Fantasy Kingdom

shop park

Crimson cup Nondon Park

Promotional Tools

We want to attract 22-40 Target Group who dines or shops regularly in

different places of Dhaka city. In our survey, we have seen that this age group

people spares time heavily in Social Media. Hence, Social Media/Digital

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Marketing will be a key part of our promotional tools. We also want to do

some PR focusing on events organized at our market itself that will generate

word of mouth and interest among people. To summarize, we will use 2

promotional tools –
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1. Social Media/Digital Marketing

2. Public Relation

1. Social Media/ Digital Marketing:

Our target group are now a days heavy users of social and digital

media. Hence, it will be the most effective tool to reach out to them with

our entertainment offerings. Our primary call to action will be to pay us a

visit and in the creatives we will be showcasing what a blissful experience

floating market can offer. To promote Watertainment, we will be using

Facebook, Instagram, YouTube and Digital Blogs. This media will be the

primary promotional tool of Watertainment.

 Facebook is the most accepted social platform at present

and almost every sector uses Facebook as to promotion their new

business product or services. For entertainment places, Facebook is the

most effective tool because you can boost your ad depending on how

many of people you want to reach which is easier and effective and can

get the direct feedback whether it is running successfully or not and

depending on that we can take future step. The best way to promote is

to make video contents showing different restaurants in the place,

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shopping options, people enjoying music and getting entertained in

different ways. Going live from our Watertainment will also be used

where we can reach many people without paying anything.

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 Instagram is the second most adaptive platform for

restaurants, shopping malls etc. Instagram is a platform where people

only post pictures of what they doing. There are many pages who post

about trying out or visiting new places. Here in all these pages they

post their pictures and provide reviews for others to make other people

aware of their experiences. Not only pages but also other individuals

those who like to explore a lot keep sharing the photos. By doing so

people get to know about the new places and provide a positive vibe.

Instagram ads also works more or less in the same way as Facebook

ads. But here people are not forced to watch. But ad pops up as

sponsored ad.

YouTube is also a very effective platform to use as promotional tool

and it is used by different sorts of business platforms. YouTube platform can

be used in various ways for promotion. We will be using pop-up ads leading

to our web page with detailed information. Also, we will be promoting the

video contents showing different restaurants in the place, shopping options,

people enjoying music and getting entertained in different ways.

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Digital Blogs is another very effective way to reach out to people.

People often search for new places, reads reviews from popular sites and

visits to different places. We will be placing these digital articles with full

review of the place that will attract people to Watertainment.

” Watertainment: Float while you shop and dine, For Real!”
MKT 623

2. Public Relation

For Watertainment, we will be using PR in a very innovative way. We

will held different events, invite different people there for generating a

buzz in the market but all these will happen in our premise itself. That will

enable us to show our place to the people while they know about the

place.

Entertainment events: we will be arranging musical

evenings, invite mid-ranged singers to entertain people and invited press

to cover these events, this will help us to let people know about not only

the event but also where it took place that will generate interest among

people to pay a visit.

Press Conference: Right before launching we are planning

to do a press conference to let everyone know who we are and what the
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services are. In the end there will be a question answer session where we

will be answering there queries to aware them about “Watertainment”.

Again we will also be arranging this in our premise, which will catch

people’s eyes.
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Campaign objective

In objective of establishing a floating market our campaign shall consider the

below facts

sales/ communication objective

The major characteristics of objective settings

Intended positioning and justification.

Sales/ communication objective: Our main objective is to convey the

message to our intended customer you can shop, dine in such a place

which has a touch of natural ambience. Unlike other compact

entertainment zone this place is not just restricting you under one

roof, hence this place will give you refreshment as like sitting in front

of a river.

The major characteristics of objective settings:

Our objectives and plans will be practical, useful, and reasonable. We will be

making sure our objectives are SMART.

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Specific: Our goal is to make peoples life enjoyable efficiently by providing a

natural platform where they can pass their leisure time by doing shopping,

dining and gaming.

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Measurable: To achieve the utmost satisfaction from our customer we will be

measuring our key performance through (KPI) and benchmarks that will

allow us to measure our objectives.

Achievable: the project we have chosen is only achievable if we do this as a

team; therefore the goals will be set as per the ability of our plan and team.

While we want to set a high bar, we also need to remember to set goals within

our means, so that we don’t set our team up for failure.

Relevant: Our goals are relevant to the campaign objectives and direction of

our business.

Time-Bound: we are focusing to grab 60% of the target customers who is

currently spending their time and money in entertainment within one year.

Intended positioning and justification:

Providing entertainment with the touch of natural ambience that is what

makes us stand out from the crowd. In this digital era giving a platform of

doing daily needs shopping in a floating environment justifies our branding

position in the current market.

Creative Brief
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Positioning:

Positioning refers to the place that a brand occupies in the minds of the

customers and how it is distinguished from the products of the competitors.

In order to position products or brands, companies may emphasize the

distinguishing features of their brand (what it is, what it does and how, etc.)
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or they may try to create a suitable image (inexpensive or premium, utilitarian

or luxurious, entry-level or high-end, etc.) through the marketing mix. Once a

brand has achieved a strong position, it can become difficult to reposition it.

As Dhaka is a city packed with interesting, affordable and luxury

shopping experiences in the myriad of malls and street markets that flourish

in the capital. Step inside some riverside or lakeside of the city confines as

well as positioned and you’ll encounter a whole new shopping experience on

a visit to one and only floating market in Bangladesh.

The major selling idea is that this floating market would be providing

such entertainment as a package that truly meets the global standards, it will

also offer the finest food that is possible, finest shops of variations and also

provide with activities that a floating market has globally. Today many of the

waterways have been filled in and the markets are often tourist focused, but

even so, a visit is still a great way of getting and enjoying new ways of

shopping and entertainment in a fresh and soothing environment which is

completely a new theme and new attraction for our country. Whether you

choose to visit one of the floating markets that are closer to the city, or venture

further afield, you can be eating traditional food that’s been prepared on the

market in no time, you can also find so many different kind of shops for

shopping’s also.
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We’ve designed a very first floating markets in Dhaka to give just a

taste of the full flavor of these must see shopping, eating and entertaining

venues.
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Appeal:

We would focus on informational appeal and emotional appeal of feeling

nostalgic and finding themselves pleasure & joy. The rationale for being

informational is due to the fact that it is a new brand and that the service is

also new in the market, hence this needs to be informed. Emotional appeal of

feeling nostalgic, joy and pleasure will also be used, because leisure time are

to be sold to the targeted market and the target market needs to be able to

relate themselves for utilizing their best times when they are part of

something around it. In this way, brand awareness will be created, and there

will also be a growing brand interest amongst the consumers, as the

consumers are getting to know about the service, and as we are providing a

mixed profile of service our upscale, downscale and moderate scales of

consumers would be able to enjoy themselves with the ambience and the

whole market environment hence grow satisfaction, calmness, usefulness and

attachment with it in the future as well.

Source, Message and channel factors:

Source, Message and Channel are controllable factors in communication

process. We used three factors to achieve our desired persuasion of the target

customer. There are three elements that help to communicate with customers:

1. Source 2. Message, and 3. Channel factor Source:

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Source factor:

When a brand uses a spokesperson it gets the good with the bad. Latching

your brand to a celebrity or spokesperson is a tempting proposition. In

theory it leaps a brand ahead in the authenticity game by having someone

with unique qualifications who can vouch for a product’s claims. It’s an
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especially tempting tactic for brands who are looking to grow into bigger

markets with larger footprints where their locality no longer carries clout.

But as a floating market business we believe our spokesperson will be our

consumer who will recommend our market as a great entertainment

package to others to visit us. However; competition was not a main factor

but the challenge is to how quickly we can gain people’s trust.

Source attributes: As we mentioned earlier that our source are our

customers, we will not use any celebrity or any other source. So our

source can be attractive to the rational decision makers. Receiver will find

similarity between himself/herself with the source. As our source will

personally experience our food, different types of shops, environment and

service, so he/she will be considered knowledgeable, so familiarity can be

achieved. As our source will include pictures of our stay, entertainment

and environment, so likeability can be achieved besides trust. As

customers tend to give genuine opinion, so our source will be credible and

trustworthy. In this way we believe it can be an influential factor.

Message content and creative elements:

In the poster below we have stated the main element name is

“Watertainment-Where Entertainment Rediscovered” and as sub

heading, we have quoted the slogan “Floating while you shop and dine,

for real!” by this people can clearly get the moto of our services which is
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to provide a unique type of entertainment which is not being provided in

our country. To make the entertainment for versatile we will be adding

different more unique entertainments such as scuba diving, floating

movie services, banana ride, floatable dining area etc.

 ” Watertainment: Float while you shop and dine, For Real!”
MKT 623

Channel Factor:

As our targeted customers are mostly the middle class and upper middle

class that is why we are preferring more public relation and social media

and little of personal selling and print media. This four promotional tools

we are using as our channel factor. This channel factors are more likely to be
more effective than any other promotional tools.

Media and Budget

Planning a media budget is one of the major steps in creating an effective

marketing campaign. It is a critical component to ensure that our media placements

align with business objectives and it ensures that marketing investments are

allocated in ways that create the most value for the brand. A promotional budget is

the specified amount of money set aside to promote the products or beliefs of a

business or organization. Promotional budgets are created to anticipate the

essential costs associated with growing a business or maintaining a brand name.

The budget is often set according to a percentage of sales or profits in order to

maintain an expected growth rate.

To reach out to our Target Group, we are using Social Media/Digital

Marketing heavily besides PR events.

We have kept more budget on the month of January, February,

November and December. During this time, people will visit outdoor location more.
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However, we will arrange events more during the off-season to attract people to the

location. To establish emotional connection with people, we want to do some CSR

activities that focuses on ‘Clean Waterbodies’. These activities will be done

throughout the year with small budget. Total budget requirement for the year 2020 is

BDT 11.45 ML. Details breakdown is as below -

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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Social 1 1 1 0.25 0.25 0.35 0.2 0.15 0.3 0.1 1 1

Media

Events 0.15 0.15 0.15 0.5 0.5 0.4 0.5 0.4 0.5 0.2 0.1 0.1

CSR 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1

Activities

Table: The Budget for all the promotional media for the year of 2020 (in Million BDT)

Figure: Budget in Million BDT

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References

Web Blogs:

11 Must Visiting Tourist Attractions in Dhaka

https://nijhoom.com/dhaka-tourist-attractions/

Articles:

Chef's Table: Revolutionizing Dhaka's Culinary Experience

https://www.dhakatribune.com/business/2019/01/19/chef-s-table-
revolutionizing-dhaka-s-culinary-experience

Lethal Lighting

https://www.dhakatribune.com/magazine/weekend-tribune/2018/11/29/lethal-
lighting

Escape Myst: Into a World Of Mystery and Adventure

Samina Hossain - https://www.thedailystar.net/lifestyle/review/escape-myst-

world-mystery-and-adventure-1445101

Dhaka and the Cities of the Future

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Abdullah Shibli - https://www.thedailystar.net/opinion/open-

dialogue/news/dhaka-and-the-cities-the-future-1762762
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Book:

Social formation in Dhaka: 1985-2005 ; a longitudinal study of society in a

third world megacity

Kamal Siddiqui - Ashgate – 2010

Advertising & promotion: an integrated marketing communications

perspective

Michael Guolla-George Belch-Michael Belch - Mcgraw-Hill Education - 2017

Survey link:

https://forms.gle/SEMRUY6gvJCugWKo8

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