Acknowledgement

At this point we would specially like to thank those who had made it possible for us to prepare our report. Without their cooperation the completion of this report would have been difficult. Here we want to express our gratitude to Mr. Haroon Rashid employee of Heritage Park, for guiding us through such an extra-ordinary park, and for providing us with necessary information. In addition we would like to thank the students of AIUB, who had given us the time to let us know about their perceptions on Heritage Park.

Executive Summary
As a requirement for our course, we have been assigned to design Print Advertisements to be published in print media, campaigning for the Heritage Park. This report will give an overall view of the Heritage Parks products and services. The report also discusses about the target market, target audience and the Unique Selling Proposition (USP), at the same time elaborating on the development of the print advertisements for the print media. We have collected our information from observations and secondary sources. The specific issues are discussed in the chapters: The background information on the Company and the Brand [Section 1.1 and 1.2] The method of collecting required information [Section 1.3] Finding the target market, target audience and the Unique Selling Proposition [Section 2.1, 2.2, and 2.3 ] Choosing the advertisement Message, Media and Execution, and the evaluation of the effectiveness [Section 2.4, 2.5, 2.6, 2.7 and 2.8 ]

Table of Contents
1.0 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 1.1 Company Profile: Concord Group . . . . . . . . . . . . . . . . . . 5 1.2 Brand Profile: Heritage Park . . . . . . . . . . . . . . . . . . . . . . 5 1.3 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 1.3.1 sources . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 1.3.2 Sources . . . . . . . . . . . . . . . . . . . . . . . . . . .7 2.0 Analysis and Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 2.1 Unique Selling Proposition . . . . . . . . . . . . . . . . . . . . . . . 8 2.2 Target Market . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 2.3 Target Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 2.4 Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 2.5 2.6 Appeal Advertisement Factors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Messages . . . . . . . . . . . . . . . . . . . . . . . . .10 2.7 Execution of Campaign . . . . . . . . . . . . . . . . . . . . . . . . . .11 Secondary Primary

2.8 3.0

Evaluation

of

Effectiveness . . . . . . . . . . . . . . . . . . . . . . 11 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 4.0 Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14

1.0 Introduction
As a requirement for our course, we have been assigned to work in groups and design Print Advertisements to be published in print media (newspapers, magazines). In this case we are campaigning for the Heritage Park, one of the projects of Concord.

1.1 Company Profile: Concord Group

Concord Engineers & Construction Ltd. was set up in 1972 as a small Engineering & Construction firm. In time Concord has grown to be one of the largest construction conglomerate in Bangladesh with over 250 well

known projects to their name, such as National Monument, the Zia International Airport, the Telecom Tower in Singapore. Concord has undertaken some of the most prestigious and technically challenging projects in the country, and is known for setting standards in their field. Concord has an experienced management team consisting of skilled engineers and architects. They also have a high degree of integration among the various levels of management and staff.

1.2 Brand Profile: Heritage Park

Heritage Park, Concord is located in Ashulia, a thirty minute drive from the heart of Dhaka city. Located right next to Fantasy Kingdom, Heritage Park covers an area of 13.6 acres (20 Bigha). Since the grand opening in 13 t h January 2005, Heritage Park stands out as an effort from the Concord Group trying to establish the culture and heritage of Bangladesh to the present and future generations. The park is home to Bangladesh's rich heritage but resurrected into miniature selves. The park is currently home to ten imitations: Ahsan Manjil, Shait Gambuj Mosque, Paharpur (Shampur Bihar), Puthia Palace, Chunakhola Mosque, National Monument, National Assembly Building, Sitakot Bihar and Kantajir Temple. The park has other facilities for entertainment; there are family roller coasters, paddle cycle boats, local igloo theme, waterfall, family train, mini-pirate ship, family swing, battery cars, tea cup swing and dry slides. The park will also have restaurants and food kiosks, shops, VIP lounge and photo gallery. The cost of building this park has been about Tk. 28 Crore, and more is to be spent with further construction of more of Bangladeshs legacies, such as Saint Nicholas Church in Gazipur and Buddhist Pagoda in Coxs Bazar and a model of Sundarban, while the construction for the Heritage Museum

and Gallery, is well under way. In order to enter the park one has to pay only an entrance fee, of Tk. 60 per person. The aim of Concord Group was to preserve the heritage of Bangladesh, while give an individual the pleasure of visiting different scenic sights of Bangladesh without actually having to go there.

1.3 Methodology
Both the primary as well as the secondary form of information has been used to prepare the report. These sources are given below.

1.3.1 Primary Sources

o Primary sources of information was obtained, through on-the-spot observation, as the group members went to location of the Heritage Park, to try and understand the location, surroundings, what the park offers to its customers and find out who are the mainstream customers.

o Discussions

with

different

social

class,

different

professions,

different aged people, students, officers, teachers, housewives, etc of Bangladesh, have been used as a platform to understand the notion of general people about the theme of Heritage Park.

1.3.2 Secondary Sources

To collect background information on Concord group and the heritage Park, secondary sources such as newspapers, magazines and Internet were referred to.

2.0 Analysis and Findings

In this section, we will be discussing about the Unique Selling Proposition (USP) of the brand, who are the target market and the target audience of the offering. Here we will also discuss about the factors that will create an appeal for the advertisement campaigns, that strategies for choosing the advertisement messages, media and the method of execution and elaborate how the effectiveness for the campaign is to be evaluated.

2.1 Unique Selling Proposition

The Unique Selling Proposition gives an organization and its brand a sustainable competitive advantage that its competitors cannot easily copy. It usually shows how the product or service can benefit the buyer, which the competing brands do not offer. A Unique Selling

Proposition usually has the ability to pull the mass of customers to its brand. In case of Heritage Park, the Unique Selling Proposition is its offer of heritage and cultural education and enrichment, through its display of resurrected miniature forms of Bangladeshs architectural legacies. It offers a Unique Selling Proposition of a family spot with education, entertainment and fun.

2.2 Target Market

Here the target market is the focus of the marketing efforts, according to which goals and objectives are set, to accomplish this market. First of all, the market with unfulfilled needs are identified for Heritage Park the market finds that there is opportunity for its product and service in the population where there is family, foreigners, workaholics, and people of all ages, from all generations. Heritage Park is targeted towards the people who have little leisure time from their work who want to visit a relaxing and tranquil environment with all the members of the family. It is also targeted towards those who want to visit different scenic sights of Bangladesh without actually having to go there. The target market is made up of people of all ages and generations, gender, different lifestyles, from all backgrounds, etc, all in the interest of upholding the heritage and culture of Bangladesh. It is mainly targeted towards those who have the desire to know the architectural legacies and the history upholding our enriched culture.

2.3 Target Audience

For effective communication with the customers, it is vital for the marketers to understand who is the target audience, so that the company can communicate to them the benefits of their products and

services and influence their decision. In this case the target audience is made up of the mass market audience and the general public. The company can attempt to attract the attention of large numbers of the present and potential customers (mass markets) through mass communication, such as advertising in the print media. In this case the target audience is all the readers of newspapers and magazines, usually executives, service holders, housewives, elderly people, students, teenagers, etc.

2.4 Media
In this case the preferential is for the print media, through the newspapers and magazines. The advantage of newspaper is that it has high coverage for the mass market, is of low cost, has high flexibility, etc. While the magazines have the advantage of reaching specialized audiences, has long life span, has better visual quality, and has more scope for creativity. Here the preferred newspapers are the daily newspapers, published each weekday, of national circulation, found in the major cities of Bangladesh. And consumer magazines are preferred, in any case weekly, since they are bought for information and entertainment, by the general public.

2.5 Appeal Factors

To create an interest and an attraction for the customers, we try to appeal to the emotional factor of the customers. The campaign should emphasize on the audiences feelings for upholding their culture and heritage. Giving importance how significant it is for the present and future generations to know the heritage and history of Bangladesh. Another appealing factor is the miniature models of the architectural monuments, which the mass market is familiar to by sight and has knowledge of.

2.6 Advertisement Messages

First Message: The message of the first print advertisement highlights the fact that Finally, the legacies of Bangladesh are in one place . . . using the News headline, as in informing the reader of an incredible achievement, using the powerful word - FINALLY. The headline also works with the visual, stopping and intriguing the reader and creating a synergy. Second Message: The message of the second print advertisement is in English and highlights, through constant Repetition and use of Similes with comparison to the visuals. The message creates symbolization Symbols of Struggle . . . Symbols of Democracy . . . Symbols of Magnificence . . . Symbols of Culture . . . Heritage Symbol of your Inheritance . . . Third Message: The message for the third print advertisement is in Bangla and highlights the Benefit of visiting the Heritage Park History + Knowledge + Entertainment + Fun + Affordable = Heritage Park This approach defines the Direct Benefit of visiting the park, giving the readers to use the product and service.

2.7 Execution of Campaign

As mentioned earlier the campaign is completely based on the Print Media using the newspapers and magazines as tools for the display advertisements. The three advertisements will be printed in the following format Double-fold page, Single page and Half page of any newspaper and or magazine. The advertisements will be printed

during the weekends or the day before, once or twice a week, during Government holidays, Eid occasions, Cultural festivals and events (Pahela Boishak, Pahela Falgun), etc. Generally, targeting towards the customers, bringing about a feeling of Patriotism, and create an emotional appeal towards ones culture and heritage.

2.8 Evaluation of Effectiveness

To find out whether the advertisements are effective, it can be tested on a small sample of respondents, so as to find out their reaction. Another way to measure the effectiveness is through measuring the sales volume. Other methods could be the use of surveys, observations, focus groups, interviews, etc.