Marketing Plan

Of
 Course Code: MKT201
Course Title: Marketing Management
Section: 3

Term Paper on
Marketing Plan of Avis Museum

Submitted to:
Ms. Husna Ara
Senior Lecturer
Department of Business Administration

Submitted by:

Axiom
Kazi Sadman Ahmed 2014-1-10-233
Rownaque Ahmed 2014-1-10-149
Chandan Bormon 2014-1-10-242
Farhad Ahmed Sabuj 2013-3-10-078
Syeda Mahbubun Naher Mitu 2013-3-10-085

Submission Date:
13th July 2015 (Monday)
 Letter of Transmittal

13th July 2015

Ms. Husna Ara

Senior Lecturer
Department of Business Administration
East West University
Aftabnagar, Dhaka-1212

Dear Mam,
It gives us immense pleasure to present our marketing plan of “Avis Museum” for the
course Marketing Management (MKT-201). Doing this plan, we have learned a lot of
practical things, and we believe that this experience will really help us in the long run.

This marketing plan is truly our own idea and we have acknowledged all the sources
inside our plan. We would like to thank you for your valuable guidance in every
problem that we had. We will be available for any further clarification required.

Thank you.

Yours sincerely,
All the Members of
Axiom

Kazi Sadman Ahmed 2014-1-10-233

Rownaque Ahmed 2014-1-10-149
Chandan Bormon 2014-1-10-242
Farhad Ahmed Sabuj 2013-3-10-078
Syeda Mahbubun Naher Mitu 2013-3-10-085
 Acknowledgement

This term paper is the result of a project work embraced by the course “Marketing
Management” by Ms. Husna Ara, Senior Lecturer, Department of Business
Administration, East West University.

It is our great pleasure to develop a marketing plan of Avis Museum. At first we would
like to express our profound feelings of appreciation to almighty Allah for His limitless
blessings that permitted and helped us to finish this task effectively. We truly would
like to express our appreciation to our honorable course instructor Ms. Husna Ara for
issuing us the errand to set up this task. It was a knowledgeable event which will
tremendously help us in the future. It will improve our expertise to an extraordinary
expanse. We are exceptionally thankful for her important and minding directions and
propositions.

This research paper has been made possible through the help and support from
everyone, including friends, and in essence, all who helped. I would also like to
sincerely thank my group members and friends, who have provided the advice and
financial support. The product of this research paper would not be possible without all
of their help.
 List of Tables

Table 1-1: Competitors' Strengths and Weaknesses ................................................ 6

Table 5-1: Sales Forecast ........................................................................................... 29
Table 5-2: Yearly Fixed Cost .................................................................................... 30
Table 5-3: Yearly Variable Cost ............................................................................... 30
Table 5-4: Profit-Loss Statement .............................................................................. 30
Table 6-1: Action Program ....................................................................................... 33
Table 7-1: Directors ................................................................................................... 35
Table 7-2: Employees ................................................................................................. 35
Table 7-3: Start-up Funding ..................................................................................... 36

List of Figures

Figure 1-1: Barriers to Entry and Exit ...................................................................... 3

Figure 1-2: Market Share of Competitors ................................................................. 5
Figure 4-1: Product Life Cycle ................................................................................. 18
Figure 4-2: Brand Logo ............................................................................................. 21
Figure 4-3: Brand Mascot ......................................................................................... 22
Figure 4-4: Employee Uniform ................................................................................. 22
 Table of Contents
Executive Summary ................................................................................................................. 1
1. Situation Analysis............................................................................................................. 2
1.1. Current Situation – Market Analysis ..................................................................... 2
1.2. Current Situation – Macro Environment .............................................................. 6
1.3. Current Situation – Internal ................................................................................... 8
2. Opportunities & Threat Analysis – SWOT Analysis .................................................... 9
2.1. SWOT Analysis ........................................................................................................ 9
3. Objectives and Issues ..................................................................................................... 12
3.1. Mission Statement .................................................................................................. 12
3.2. Financial Objectives............................................................................................... 12
3.3. Marketing Objectives ............................................................................................ 12
3.4. Corporate Objectives ............................................................................................. 12
4. Marketing Strategy ........................................................................................................ 14
4.1. Market Segmentation ............................................................................................ 14
4.2. Target Marketing ................................................................................................... 15
4.3. Differentiation ........................................................................................................ 16
4.4. Positioning .............................................................................................................. 16
4.5. Product .................................................................................................................... 17
5. Financial Summary........................................................................................................ 28
5.1. Sales Forecast ......................................................................................................... 28
5.2. Expense Forecast .................................................................................................... 29
5.3. Profit-Loss Statement ............................................................................................ 30
6. Action Program .............................................................................................................. 31
7. Implementation and Control ........................................................................................ 34
7.1. Personnel Requirements, Assigned Responsibilities and Given Incentives ...... 34
7.2. Financial Requirement .......................................................................................... 36
7.3. Monitoring Results & Benchmarks ...................................................................... 36
7.4. Contingency Planning............................................................................................ 37
8. References ....................................................................................................................... 38
9. Appendix A ..................................................................................................................... 42
MARKETING PLAN OF AVIS MUSEUM Page |1

Executive Summary

Birds are a blessing of the nature. They are one of the most beautiful and charming
things of the world, but it is a matter of great sorrow that they are going extinct at an
aggregated rate. We, the members of Axiom, have got an idea and are going to establish
it. The reflection of our idea is the Avis Museum. It is a museum solely dedicated to the
naturalistic and abstract beauties of the birds. Our business’s core idea is unique to our
region. In this report, we have discussed about the different kinds of marketing tools
that we will use to build up a perfect structure of our business. We also emphasized on
how we will build a strong long-term relationship with our customers. It is considered
as a mass weapon of marketing. A perfect business depends mostly on what kind of
services they are serving with a perfect price and what kind of promotional activities
they are taking for their consumers. We have also elaborated the pricing strategies and
promotional strategies that we will use to make our business perfect. We have tried our
best to discuss our business plan from A-to-Z. We have discussed what will we offer,
how will we offer it, who are we offering for, how we are going to operate and finally
how will we make profit. We have also described that what will we do if our plan fails.
MARKETING PLAN OF AVIS MUSEUM Page |2

1. Situation Analysis

1.1. Current Situation – Market Analysis

a) Market Needs: In cutting edge times, birds have gone extinct at a
particularly high rate, assessed to be 1,000 to 10,000 times the normal
foundation rate. Most documented extinctions have been of species limited
to little islands, yet the rate of extinctions on continents is expanding. So,
there should be a place where the extinct birds are preserved with all their
beauties intact and people who are interested about birds can come here
enjoy. Hence, we have identified that our society deserves a place like that
and we are going to launch our business to fulfill the gap with our main
target customers being the Bangladeshi peoples.

b) Industry Structure:
 Threat of Intense Segment Rivalry: We do not have any direct
competitors as we are the first to launch a business like this but there
are other museums like the Bangladesh National Museum, the
Bangabandhu Museum etc. who might give us a hard time increasing
our market share.

 Threat of New Entrants: In spite of the fact that we do not have a

high measure of rivalries, there is still a slight risk of new
competitors’ entrance in the industry. This risk actually depends on
the entry and exit barriers. In the museum industry, the entry barriers
are low but the exit barriers are high. So, the profits are low and the
returns are risky. As a result, we might not see any new competitors
joining this industry anytime in the near future.
MARKETING PLAN OF AVIS MUSEUM Page |3

Exit Barrier

Low High

Low Low Profit, Stable Return Low Profit, Risky Return

Entry Barrier

(Avis Museum falls in this category)

High High Profit, Stable Return High Profit, Risky Return

Figure 1-1: Barriers to Entry and Exit

 Threat of New Substitutes: As the number of competitors is quite

low, the threat of new substitutes is also low. We have a strong
position in this industry because of our unique services and our
prediction says that we have three advantages that can reduce the
threats of substitutes like:

 As our services are unique than others, buyers will have less
amount of attraction to the substitutes.

 As we are utilizing modern technology, performance of our

services will be much better than the substitutes.

 As we are pricing our services according to the ability of the

potential consumers, cost of our service will be reasonable.
If anyone wants to get this kind of services they need to travel
a good distance that is why switching cost to other substitutes
will be high.

 Bargaining Power of Suppliers: Suppliers have a high influence in

a business. We have quite a few suppliers around the world from
who we will collect the necessary products which we will showcase
in our museum. Moreover, the products are highly differentiated but
MARKETING PLAN OF AVIS MUSEUM Page |4

the suppliers do not have enough financial capabilities to integrate

forwardly. So, it will be quite unlikely for them to create any threat.

 Bargaining Power of Customers: Customers are unarguably the

most important factor of any business. As we have a good amount
of potential customers, our service is differentiated, and customers
do not have enough power to integrate backwardly, so the customers
will not possess any threat.

c) Market Trends: In the museum industry, we are the first in Bangladesh to

open a museum solely dedicated to birds. As many people are curious and
interested about birds, we have a big enough potential customers.
Competitors play a vital role in an industry. In this point of view, we are in
lucky that we have a few competitors and our business idea is unique as well
as far differentiated form theirs. So, it is expected that a good competitive
advantage can be enjoyed in the beginning years with our emerging market
trend.

d) Market Growth: There are many peoples who like to enjoy the natural
beauty of which birds consist a major part but many of the bird species have
already become extinct, and we are starting our business with a motto to
evaporate that problem and fulfill the bird lovers’ desires. So, even though
the growth of museum industry is quite low in Bangladesh, the market
growth rate should see a bit of acceleration after we become operational.

e) Competition and Market Share: At present, we do not have any direct

competitors. The other Bangladeshi museums have only put a little to no
priority on the bird species. Hence, we will attract this segment of
customers. So, we do not need to be so much concerned about the other
existing competitors.
MARKETING PLAN OF AVIS MUSEUM Page |5

We have measured the current market share of our competitors and in below
a chart is showing the result of the research:

Market Share of Competitors

22% 25%

8%

10% 20%

15%

Bangladesh National Museum National Science & Technology Museum

Army Museum Osmany Museum
Fish Museum & Biodiversity Center Other Museums

Figure 1-2: Market Share of Competitors

f) Competitors’ Strengths and Weaknesses:

Competitor Strengths Weaknesses

 Popularity  Poor Management

 Location   Low Quality Service

Bangladesh
 Financial Base  Poor collection
National Museum
 Non-existent Promotional
 Government Operated
Activities

 Financial Base  Poor Management

National Science &
 Government Operated  Location
Technology
Museum
  Low Quality Decorations

MARKETING PLAN OF AVIS MUSEUM Page |6

 Financial Base  Poor Management

Army Museum  Government Operated  Location

 Low Quality Decorations

 Financial Base  Poor Management

Osmany Museum  Government Operated  Location

  Low Quality Decorations

 Financial Base  Poor Management

Fish Museum and

 Government Operated  Location
Biodiversity
Center
 Unique Idea  Low Quality Decorations

Table 1-1: Competitors' Strengths and Weaknesses

1.2. Current Situation – Macro Environment

a) Economy: Today’s economic condition of Bangladesh is not very well. The
inflation rate of our country is high. Every organization has to struggle
because of this odd economic condition. In today’s competitive market,
there are a lot of competitors and the industries has become so narrowed up
that it is very hard to make profit out of there but the industry that we are
working on, that is the museum industry, is very wide and has a huge number
of potential customers in the market because of insufficient services and
poor qualities of the existing museums in Bangladesh.

b) Legal: Legal procedures are very important before starting a new business.
Bangladesh’s legal environment is a touch intense. It is anything but
difficult to get a permit. Be that as it may, the further legitimate
methodologies oblige loads of paper work and intricacies. We have already
enrolled our organization’s name, tagline, logo and other different things.
So that nobody can duplicate this things.
MARKETING PLAN OF AVIS MUSEUM Page |7

c) Government: Each business organization must take after the rules and
regulations of the government. We have specified before that we already
enlisted ourselves as indicated by the standards of the administration. As a
partnership business organization we do not need to pay any tax yet the
proprietors of the association are willing to pay taxes if the government
wants.

d) Technology: Today museums are exploring advanced and portable

technologies to upgrade the overall visitor experience. Activities go past
innovation inside of displays and inaugurations, additionally incorporate
more pervasive employments of tech to make intuitive experiences for
visitors all through a museum, and additionally remote experiences for the
individuals who cannot arrive. We will be utilizing all the cutting-edge
technologies in our museum to give our visitors the perfect satisfaction such
as- online ticket buying system, online support through the available social
media, smart phone application to browse articles related to different bird
species, virtual assistant to help navigate the museum etc.

e) Ecology: Many business organization’s activities sometimes affect the

ecological environment where the business is located. As a socially
concerned business organization, we are very much aware about the
ecological environment where our business will be situated. We will dump
all the garbage at the right place and when dumping we will process and
rectify the preserving chemicals through some specific machines so that it
cannot bring any harm to the ecological environment.

f) Socio-cultural:
Our Bangladeshi society is prestigious for some extraordinary social values
and traditions. We are likewise worried about and are exceptionally
deferential towards them. Our administrations will be aware of the nation’s
social qualities and customs before taking each and every initiative.
MARKETING PLAN OF AVIS MUSEUM Page |8

1.3. Current Situation – Internal

a) Company Resources:
 Financial: Our business is a partnership business and each of the
five shareholders of our business are contributing BDT 1 million.
So, our capital is enormous. Despite the fact that our capital is large
we do not intend mishandle it. We generally attempt to do a
legitimate utilization of our capital.

 People: We realize that service varies from provider to provider. We

consider manpower as one of our imperative quality. So, we five
partners will take care of different divisions of the business and at
the same time we will also be hiring highly skilled workers and train
them proficiently.

 Time: We have our particular working days and working hours. We

work the entire week except for Friday, it is our weekly holiday.
Furthermore, our working hours start from 9 am in the morning and
end at 6 pm in the evening. We do not work after the working hours.

 Skills: Without any suspension, we can say that skill employees are
an asset of any organization. We have hired some employees for
different services according to the nature of those services. We will
also train our employees for providing services smoothly.
MARKETING PLAN OF AVIS MUSEUM Page |9

2. Opportunities & Threat Analysis – SWOT Analysis

2.1. SWOT Analysis

Every business has some strong points, weak points, opportunities and threats. “Avis
Museum” has several strengths, some weaknesses, some opportunities and also some
threats. Our strengths, weaknesses, opportunities and threats are given below:

Strengths:

 It has its own premises. The building of the museum is outstanding and
very attractive and the photo studio, library and cafeteria are excellent.
 Some of the exhibitions of our museum, for instance, The Mesozoic Era,
will most likely be recognized as tourist attractions.
 The location of our museum is in the center of the city which makes it very
easy to find and as well as making it quite accessible. It is also close to
public transportations.
 We have high quality photo studio.
 Our museum is well equipped with a highly sensitive security system and
it is always under monitoring by a lot of digitalized close circuit cameras.
 Strategic market segmentation and implementation strategies.
 Most of the preserved birds on display in the exhibitions are presented in a
manner that can be identified as accessible for visitors, though protected
against damages.
 Strong financial base.
 The social role of Avis museum is clear and in most fields quite well
preformed.
 The management and organization of the museum is quite transparent, the
staffs are skilled and the political support towards its operation and
mission is good.
 The stores and the cafeteria that are situated inside the museum are quite
good and charming.
 It has the right to establish tourist departments, visitors’ centers, souvenir
stores, etc.
MARKETING PLAN OF AVIS MUSEUM P a g e | 10

 Lots of practical information for users on the Internet, the museum’s web
site.

Weaknesses:

 The building is so big and can be confusing – lack of easy “flow” and a
“red thread” in the exhibitions.
 Some parts of the museum area lack information in other languages.
 The museum needs to collect more information on its audiences.
 International partnerships have not progressed as extensively as desired.

Opportunities:

 The Avis museum has great tourism potential, which can be used more. It
does not have to change much to become more “tourist-oriented”.
 Increasing demand for our services.
 The experienced and skilled museum staffs has a lot of excellent ideas,
though there is a need for more “brainstorming”.
 Interest in different kinds of birds could be increased.
 Increasing the capital.
 High number of potential customers.
 There are plans to restore more buildings around the museum, which will
give more opportunity for services, various exhibitions etc.
 The economic climate, together with our ability to undertake excellent
programming, will allow the Museum to continue to expand its visitor
numbers and demographics as it represents a good value day out for
tourists and local people.

Threats:

 A sudden and drastic change might challenge the social and political
concord regarding the museum.
 Not easy to change the course. It will be both time and money consuming
to bring any change.
MARKETING PLAN OF AVIS MUSEUM P a g e | 11

 Lack of understanding, and low knowledge level of the visitors about the
bird collections of the museum.
 High cost of maintenance.
 Competition might increase in the museum industry.
 It can be difficult to increase interest in birds among visitors.
 Political remiss might occur.
 Weak tourist infrastructure (hotels, roads, hygiene, etc.)
 High entry barriers, low exit barriers.
MARKETING PLAN OF AVIS MUSEUM P a g e | 12

3. Objectives and Issues

3.1. Mission Statement

The mission statement of Avis Museum is “To serve our visitors, employees, owners,
and society by offering knowledgeable entertainment services about birds.”

3.2. Financial Objectives

We have set some financial objectives for the initial year. These objectives are:
 Creating growth in revenues and earnings.
 Generating good will.
 Increasing the overall efficiency.
 Maintain liquidity.
 Building up a reserve to provide start-up funds for new projects and
avoiding the requirement for an overdraft facility.
 Building the funds invested in the Endowment Trust, thereby enabling us
to plan ahead for the museum’s development.
 Optimizing income in support of the museum’s mission.
 Building our fundraising capability to support both our capital projects and
the costs of developing our other core activities.

3.3. Marketing Objectives

Marketing is essential for any organization that wants to raise awareness about itself,
its products or its services. We have set some marketing objectives for the initial year,
which are:
 Increasing total sales volume.
 Improve product awareness.
 Establishing Avis Museum in the industry.
 Brand management.

3.4. Corporate Objectives

Our primary corporate objectives are:
 To run an attractive bird’s museum that inspires and delights its visitors.
MARKETING PLAN OF AVIS MUSEUM P a g e | 13

 To provide lifelong learning based on the Museum’s collections and other

resources.
 To ensure high standards of collections.
MARKETING PLAN OF AVIS MUSEUM P a g e | 14

4. Marketing Strategy

4.1. Market Segmentation

Our museum’s core idea is new and unique in this country. So, to grab a decent
market share we need to segment our market very carefully. Below are the factors that
we used to segment the market:

 Demographic:
 Gender:

Male Female

 Age:

12-17 18-24 25-34

35-54 55+

 Income:

Lower class Middle lower class Upper lower class

Lower middle class Middle class Upper middle class

Lower upper class Middle upper class Upper class

 Religion:

Islam Hinduism

Buddhism Christianity

 Occupation
MARKETING PLAN OF AVIS MUSEUM P a g e | 15

 Geographic:

 Country

 Psychographic:

 Social class:

Lower class Middle lower class Upper lower class

Lower middle class Middle class Upper middle class

Lower upper class Middle upper class Upper class

 Interests

4.2. Target Marketing

We have to target our consumers through the different segmentations that we have made
in the segmentation part. As we want to give service to different kinds of people and
also draw a good amount of profit at the same time, we have to target those segments
from whom we can do this very easily. Below are the segments that we have set as our
target market:

 Demographic:

 Gender: Both male and female

 Age: All
 Income: From lower to upper class
 Religion: All
 Occupation: All

 Geographic:

 Country: Bangladesh

 Psychographic:
MARKETING PLAN OF AVIS MUSEUM P a g e | 16

 Social class: From lower to upper class

 Interests: Birds

4.3. Differentiation
 Product differentiation:
We will have different types of preserved birds; pictures, statues and
artefacts of birds etc. for the enjoyment of our visitors.

 Service differentiation:
Alongside the museum, we have our own cafeteria, photo studio and library.
We have online ticket buying system. Also, we provide support over social
media.

 Channel differentiation:
We collect the chemicals and other items for our collection from different
suppliers from different corners of the world.

 Image differentiation:
Our logo creates a difference between us and our competitors. Our logo is
meaningful and it is related with our service. The green colour symbolizes
the nature and peace, and the yellow colour symbolizes the optimism and
clarity. Our museum building is vast and architecturally unique. The inside
of the museum also feels wonderful.

 People differentiation:
We hire only those employees who are motivated and interested to serve the
customers while having a smile on their face. After hiring we also give them
training so that the customers can be delighted by our service.

4.4. Positioning
We are starting a unique business for the individuals. So, we need to position our
business in their mind through distinctive exercises. We will position our business in
MARKETING PLAN OF AVIS MUSEUM P a g e | 17

customers’ mind through the 'more for same' strategy, which implies that we will give
them benefit as all the more as we can yet we will not charge them a ton.

4.5. Product
i. Product Strengths and Weaknesses, USP:
 Product Strengths:
 Everyone loves birds
 Technological utilities
 Vast and unique collection
 Cafeteria, photo studio, library
 Beautiful decorations
 Architecturally wonderful building

 Product Weaknesses:
 Chemicals need to be changed after a specific interval.
 Every item of the collection is highly differentiated; therefore, is
highly pricy.
 Bringing items from throughout the world can be troublesome.
 There is always a chance of legal problem.

 USP:
USP or Unique Selling Proposition is a characteristic that create a basic
difference of the product or service from others. Our USP would be, “We
have rare and vast collections along with great exhibitions which will be
organized from time to time.” In this way, clients would be persuaded for
visiting our museum at any rate once. Our essential subject is unique in
relation to others so it will make a decent distinction of our business.

ii. Product Life Cycle Management and New Product Development:

Every product’s life cycle is divided into 4 stages. They are:
a) Introduction
b) Growth
c) Maturity
MARKETING PLAN OF AVIS MUSEUM P a g e | 18

d) Decline

Figure 4-1: Product Life Cycle

a) Introduction:
As the business is at the beginning of its life cycle, we need heavy
cost of production to cover the cost. So, ultimately our expenses
will be high, and as we just entered the market, profit expectedly
will be nonexistent. For the other elements the factors will be:

 Per customer cost will be high.

 Low sales rate.
 Profits will be negative.
 High sales promotion will be used for our target market.

b) Growth:
We hope that in this stage we will face rapid acceptance from the
target markets. From the third or fourth month we will be able to
raise our sales. In this stage, the conditions of our business would
be as following:

 Rapidly rising sales through brand promotion.

 Average cost per customer.
 Rising profit.
 Price to penetrate market.
 Build interest in the mass market.
MARKETING PLAN OF AVIS MUSEUM P a g e | 19

c) Maturity:
In this stage, products usually gets higher response and obtains
more profit but the sales would be facing a slow pace rate as for its
decline in promotion. In this stage, the conditions of any business
are as manufacturer following:

 Peak sales.
 Low cost per customers.
 High profits.
 Diversified collections.

d) Decline:
In this stage, the sales rate declines continuously. Producers have
to make much modification and offer more incentives to the
customer to hold the sales. In this stage, the conditions of any
business are as following:

 Declining sales.
 Low cost per customer.
 Declining number of customers.
 Declining profit.

iii. Museum Policies:

The Museum will have two entrances. One entrance will be used for the
general public. The other entrance will be designated for scheduled reserved
groups for the Permanent Exhibition.

The following rules apply to the Museum building:

 Eating, drinking, and smoking are prohibited in the exhibition rooms.

 Foods and drinks bought from outside the museum are not permitted.
 On entry, all visitors must pass through metal detectors and have their
belongings scanned.
 All visitors are themselves responsible for their personal belongings.
MARKETING PLAN OF AVIS MUSEUM P a g e | 20

 Unauthorized use of Museum classrooms, theaters, and meeting spaces

by outside groups or organizations is strictly prohibited.
 The Museum cannot guarantee entry to groups that arrive more than 30
minutes after their scheduled group reservation time.

iv. Brand Name, Brand Image, Brand Equity:

 Brand Name:
Brand name is a strong tool to build up a strong position of any
organization, product or service in the consumers’ minds. Brand name
is basically associated with the theme or taste of any product or service.
We chose the brand name “Avis Museum” because it is a bird museum.
The word “Avis” is Latin and literally translates into “Birds”.

 Brand Image:
Brand image is the impression created on the consumers’ mind about a
brand’s total personality (real and imaginary qualities and
shortcomings). By seeing the logo one can easily recognize that the
building in it resembles the actual museum, and the origami bird in the
logo resembles the preserved birds in our museum’s collections.

 Brand Tagline:
The tagline of Avis Museum is- “Immense Limpid Beauty.”

 Brand Logo:
Brand logo is something that expresses specially a graphical aspect or
iconic symbol that represents a company, product or service. Logo
conveys an image of a brand. Our brand’s logo is below:
MARKETING PLAN OF AVIS MUSEUM P a g e | 21

Figure 4-2: Brand Logo

 Brand Mascot:
A mascot is any person, animal, or object thought to bring luck
or anything used to represent a group with a common public
identity, such as a brand name. Our brand mascot’s image is
below and its name is “Lintu”:
MARKETING PLAN OF AVIS MUSEUM P a g e | 22

Figure 4-3: Brand Mascot

 Employee Uniform:
We have a predefined uniform that all of our workers must wear.
It is shown below:

Figure 4-4: Employee Uniform

 Brand Equity:
When it comes down to brand equity, we need to deliver and create a
superior value for the business. Brand Equity is actually an invisible
MARKETING PLAN OF AVIS MUSEUM P a g e | 23

asset of an organization. It is the power that is derived from goodwill

and brand recognition which translates into higher sales volume and
higher profit margin against the competing brands. So, we would be
creating a buzz throughout the distribution channel and help people
recognize the value and meaning of our brand instantly. Brand equity is
also the added value endowed on products and services, which may be
reflected in the way consumers think, feel and act with respect to the
brand. Thus our services would also have to carry the same value as our
brand. As our museum business is only launched, brand equity is out of
question but in future we shall try to create strong brand equity by
satisfying our customers through executing our jobs effectively and
efficiently.

b) Price:
Every organization must set a price for the first time when it develops a new product
or service and when it introduces that new product or service into a new distribution
channel or geographical area. We must decide which pricing strategy to choose
when positioning our entrance fee.

i. Pricing Objectives:
Our pricing objectives are based on the following factors:

 Survival:
Our firm wants to survive in the market and as we are the beginner and
introducer of this type of portable museum, so we want place as market
leader in future and for this, we will make sure our prices cover our
variable cost and some fixed cost so that our firm stays in the market

 Maximize Current Profit:

As fast as we will try to maximize our current profit so that we can go
for further investments. Hence, we will also focus on maximizing our
current profit.
MARKETING PLAN OF AVIS MUSEUM P a g e | 24

 Product-Quality Leadership:
As we want to be the leader in the museum industry, our service will be
affordable in price and decent in quality both to get our maximum goal and
be the leader of the market.

ii. Pricing Method:

There are several methods to set up the price for our services. Between all
of that, we have chosen cost-plus pricing as our pricing method to cover our
fixed, variable and some markup costs. We will figure out our cost and we
will add our expected profit with that, and that will be our price.

iii. Pricing Strategy:

Pricing strategies usually change as the product passes through its lifecycle.
At the initial stage we will be using market-penetration strategy. It is a
strategy adopted for quickly achieving a high volume of sales and deep
market penetration of a new product. Under this approach, a product is
widely promoted and its introductory price is kept comparatively low. We
have set a moderate price for the tickets of the museum in order to attract or
grab a large share of our target market. This will ensure an increase in sales
which will result in falling costs and it may allow us to cut price or provide
discounts and incentives in future. So, we can grab more market share easily
and quickly.

iv. Discounts and Allowances:

We will also offer some discounts and allowances to our regular customers
as this would be a crucial part in the field of customer relationship. They are
as following:
MARKETING PLAN OF AVIS MUSEUM P a g e | 25

 We will offer 30% discount for our first customers throughout the first
month.
 We will give 1 ticket free if anyone buys 5 tickets at once.

c) Promotion:
Promotion is one of the necessities for getting our brand in front of the public and
attracting new customers. We use more promotional strategies than one method.
Regardless of our museum's service, we use a strong set of promotional strategies that
can help position our museum in a favorable light with not only current visitors but new
ones as well.

i. Promotional Mix:
For every business, promotional tools are very much required. We need to select
cost effective promotional tools to promote our museum efficiently and gain
profit through them. Those promotional tools are:

 Advertising.
 Sales promotion.
 Publicity and public relations.
 Direct marketing.
 Electronic Promotion

ii. Advertising Media:

Advertising is the first and most important tool of promotional mix. It helps our
museum to acquire a strong position in the customers’ mind and makes
everyone aware of our service. We will use newsletters, billboards to promote
our museum and this promotional strategy is cost effective and also it will easily
spread our brand image. We will also use other advertising media like
newspaper, magazines etc.

iii. Sales promotion:

MARKETING PLAN OF AVIS MUSEUM P a g e | 26

Sales promotion describes promotional methods using special short-term

techniques to persuade members of a target market to respond or undertake
certain activity. Avis Museum will provide different kinds of amusement
services to its visitors. Sometimes we will arrange knowledge test about birds
for our visitors and give prize to winners. This will help us to encourage our
visitors to visit our museum regularly.

iv. Public Relations:

Public relation means the activities that management undertakes to evaluate and
measure the attitudes, opinions, and sentiments of the public toward its
organization. We will maintain a good relation with our visitors by maintaining
a flexible relationship. We will provide well behaved services to our visitors
through our skilled employees. We will present news and advertisements on
different electronic and print media like the radio and the newspapers and
magazines. We will circulate the views, messages, the characteristics and the
benefits to our target market about different kinds of birds and others services
that we will provide them. We will try to influence them to be a regular or
permanent customer of our services.

v. Direct Marketing:
Direct marketing means connecting directly with carefully targeted individual
visitors to both obtain an immediate response and cultivate lasting customer
relationships. In direct marketing there is a part that is called catalog marketing.
We will use catalog marketing. We will do it through print, video or digital
catalogs that will be mailed to our target customers.

vi. Electronic Promotion:

We will also be using the electronic media to promote our business. We will
advertise our business in different websites and social media. Social networking
sites like Facebook is very helpful for getting new customers. We have already
created a Facebook fan page and we also have a dedicated website of our
museum. Furthermore, we will offer and maintain an e-mail newsletter service
to gather new customers.
MARKETING PLAN OF AVIS MUSEUM P a g e | 27

d) Distribution:
i. Geographical Coverage:
Our museum will be established in any one of the popular area of Dhaka
city which can be easily accessible by people all over the city.

ii. Distribution Channel:

The path through which goods and services travel from the vendor to the
consumer is called distribution channel. We will have a distribution channel
that will be as short as a direct transaction from the vendor to the consumer.
We do not intend to introduce any middleman to be involved in the
distribution.

iii. Physical Distribution and Logistics:

Physical distribution involves planning, implementing and controlling the
physical flow of goods, services and related information from points of
origin to points of consumption. We will distribute the tickets and other
information directly from the museum to the visitors.

iv. Electronic Distribution:

Electronic distribution means providing goods and services via online. We
have online ticket buying system on our own website to increase our sales.
People will be able to buy tickets from our website. We also have online
customer support on our website and on various social media to help the
customers with necessary information or any kind of enquiry regarding our
service.
MARKETING PLAN OF AVIS MUSEUM P a g e | 28

5. Financial Summary

5.1. Sales Forecast

Sales forecasting is the process of a company predicting what its future sales will be.
This forecast is done for a particular period of a time in the near future, usually the next
fiscal year. Avis Museum has predicted a sales volume around 25000 in its genesis year.
We have calculated average variable and fixed cost. That is why our expected sales
revenue month by month is a minor forecasting for us, but the overall first year sales
revenue has a major significant to us. Accurate sales forecasting enables a company to
make informed business decisions. The following table shows the sales forecast of Avis
Museum in its first year:

Month Service Average Working Average Monthly Monthly

Name Sales unit Days Sales Sales Revenue
(Daily Price
Basis)
April Tickets
Cafeteria 43 30 35 1300 45500
Studio
May Tickets
Cafeteria 46 31 35 1425 49875
Studio
June Tickets
Cafeteria 97 30 35 2900 101500
Studio
July Tickets
Cafeteria 79 31 35 2440 85400
Studio
August Tickets
Cafeteria 25 31 35 780 27300
Studio
September Tickets
Cafeteria 61 30 35 1820 63700
Studio
October Tickets
Cafeteria 80 31 35 2465 86275
Studio
November Tickets
Cafeteria 92 30 35 2755 96425
Studio
December Tickets
Cafeteria 62 31 35 1920 67200
Studio
January Tickets
Cafeteria 48 31 35 1495 52325
Studio
February Tickets
Cafeteria 96 28 35 2700 94500
MARKETING PLAN OF AVIS MUSEUM P a g e | 29

Studio
March Tickets
Cafeteria 97 31 35 3000 105000
Studio

= 25000 = 875000
Table 5-1: Sales Forecast

5.2. Expense Forecast

Being able to forecast expenses for our business will help our bottom line tremendously.
It will give us a range of possibilities to prepare for and an idea of how much cash flow
we can expect to receive, so we can develop a better financial plan for our company.
We have calculated our first year’s total expenses. So, we use our monthly expenses
data from average yearly expenses. The following chart and table show the yearly
expenses of Avis Museum:

 Yearly Fixed Cost:

Name of Expenses Amount Quantity Months Total

Employee Salary BDT 20,000.00 5 12 BDT 1,200,000.00

Worker Salary BDT 5,000.00 10 12 BDT 600,000.00

Advertisements BDT 15,000.00 5 12 BDT 75,000.00

Employee Training BDT 10,000.00 3 12 BDT 30,000.00

Research and
BDT 50,000.00 1 12 BDT 50,000.00
Development

Telephone BDT 3,000.00 1 12 BDT 36,000.00

Office Equipment
(Designing and BDT 100,000.00 20 12 BDT 10,000.00
Accessories)
Website (and Other
BDT 10,000.00 1 12 BDT 10,000.00
Technical Expenses)
MARKETING PLAN OF AVIS MUSEUM P a g e | 30

Total Fixed Cost BDT 2,011,000

Table 5-2: Yearly Fixed Cost

 Yearly Variable Cost:

Name of Expenses Year Total

Utilities BDT 30,000 BDT 30,000

Employees meal each day BDT 30,000 BDT 30,000

Security BDT 30,000 BDT 30,000

Museum services BDT 50,000 BDT 50,000

Total BDT 140,000

Table 5-3: Yearly Variable Cost

5.3. Profit-Loss Statement

Profit-Loss Statement
Of
Avis Museum

Revenue Amount
Selling of Tickets BDT 6,000,000
Documentary BDT 1,000,000
Cafeteria BDT 1,000,000

Total Revenue BDT 8,000,000

(-) Cost of Goods Sold BDT 5,249,000
Gross Profit BDT 2,751,000
(-) Expenses (From Expense Forecast) BDT 2,151,000
Net Profit BDT 600,000

Table 5-4: Profit-Loss Statement

MARKETING PLAN OF AVIS MUSEUM P a g e | 31

6. Action Program

We have planned an action program simulated throughout the initial year. Below is a
portrayal of what we intend to do but the course can change depending on the condition
and situation of the particular time:

Month Activity Timeframe Executioner Cost

Campaign
program, Branding &
From the
Recruitment of Promotion, and Approximately
January beginning of the
employees, Administration BDT 75,000
month January
advertisements Director
.
Continuation
of the
Branding &
campaign
From the mid of Promotion, and Approximately
February programs,
February Administration BDT 20,000
training of
Director
newly
recruited staffs
Sales &
Production,
By the beginning
Operations will and Approximately
March of the month
be started Monitoring & BDT 10,000
March
Control
Director
Sales &
Production,
We will From the
and Approximately
April operate in full beginning of
Monitoring & BDT 15,000
swing April
Control
Director
MARKETING PLAN OF AVIS MUSEUM P a g e | 32

Rolling out a
From the Branding &
new national Approximately
May beginning of Promotion
advertising BDT 100,000
May Director
campaign

We will add Finance &

new From the Accounting,
collections and Approximately
June brainstorm beginning of and
BDT 500,000
new ideas to June Administration
improve our
service Director
We will
establish Branding &
Approximately
July service through End of July Promotion
BDT 10,000
integrated Director
marketing
We will try to
From the
maximize Sales &
August beginning of Nil
profit as much Production
August.
as possible
We will try to
establish and
convince From the Branding &
Approximately
September customers beginning of Promotion
BDT 15,000
about the September Director
benefits of our
service.
We will recruit
Branding &
new staffs and From the middle Approximately
October Promotion
look for a of October BDT 10,000
Director
media partner
We will look
From the
for new Administration Approximately
November beginning of
investors and Director BDT 10,000
November
sponsors to
MARKETING PLAN OF AVIS MUSEUM P a g e | 33

increase the
capital and
earnings of the
business
Finance &
We will
Accounting,
estimate profit From the
and
December or loss and do beginning of Nil
Monitoring &
a checkup of December
Control
our collections.
Director
Table 6-1: Action Program
MARKETING PLAN OF AVIS MUSEUM P a g e | 34

7. Implementation and Control

To execute our performance properly, we have already planned some implementation

and control programs. At first we will measure our performance and will want to know
that if customers are satisfied with our performance or not. For measuring customer
satisfaction, we will use Periodic Survey Tool after every 6 months. If customers are
not satisfied enough, we will take proper corrections under benchmarks. We have an
individual Monitoring and Controlling department with a director for monitoring all
activities and taking corrective actions.

7.1. Personnel Requirements, Assigned Responsibilities and Given Incentives

To direct our project properly, we have 5 directors who are also investing four lakhs
taka each into the firm. To execute our services we have 10 well skilled employees. All
the directors and employees are responsible to their duties and want to reach their
ultimate goal.

Directors

SL Names Departments Education Incentives

Marketing MBA in
Syeda Mahbubun Naher
1 (Sales & Marketing,
Mitu
Production) EWU Each will have
20% share, but
Marketing MBA in they will have
2 Kazi Sadman Ahmed (Branding & Marketing, 15% of the
Promotion) EWU annual net profit.
Avis Museum
preserves its
MBA in 25% profit for
Finance &
3 Farhad Ahmed Sabuj Finance, future expansion,
Accounting
EWU and controlling
future
MBA in uncertainty.
4 Rownaque Ahmed Administration HRM,
EWU
MARKETING PLAN OF AVIS MUSEUM P a g e | 35

MBA in
Monitoring &
5 Chandan Bormon HRM,
Control
EWU

Table 7-1: Directors

The directors have set some requirements and procedures for the employees. They
are:

Employees

No. of Educational
Department name Given incentives
employees qualification

Monitoring and
3
Controlling Department

BBA in Finance
BDT 40,000 per
Photo Studio Department 2 and experienced in
month for each.
required service.

Library Department 2

Cafeteria Department 3

Table 7-2: Employees

All directors also individually evaluate and control the museum’s performance. They
set up all the plans, policies, rules and regulations for our museum. To execute all
functions properly, to attack customers, they train employees in the most innovative
ways.
MARKETING PLAN OF AVIS MUSEUM P a g e | 36

7.2. Financial Requirement

Our estimated start-up funding chart is below:

Start-up Funding
Start-up Expenses to Fund 639000
Start-up Assets to Fund 46,16,000
Total Funding Required 5,255,000
Assets
Non-cash Assets from Start-up 000
Start-Up Long Term Assets 5,255,000
Additional Cash Raised 000
Cash Balance on Starting Date 5,255,000
Total Assets 5,255,000
Liabilities and Capital
Liabilities
Long-term Liabilities 2,364,750
Current Liabilities 000
Total Liabilities (40%) 2,364,750
Capital
Planned Investment
Syeda Mahbubun Naher Mitu 578050
Farhad Ahmed Sabuj 578050
Kazi Sadman Ahmed 578050
Chandan Bormon 578050
Rownaque Ahmed 578050
Total Planned Investment 2,890,250
Total Capital (60%) 2,890,250
Total Capital and Liabilities 5,255,000
Total Funding 5,255,000

Table 7-3: Start-up Funding

7.3. Monitoring Results & Benchmarks

Monitoring our results and that of our clients helps us assess our effectiveness and
improve our operations. It also helps us report on our performance in ways that
reinforce public trust and expand our “license to operate". We will monitor the results
each month and determine if the plan of the company is meeting its goal. If it is
necessary we will modify our plan. The company will monitor the monthly sales
performance, average sale, customer count compared to the budget of last month.

Benchmarking is the process of comparing one's business processes and performance

metrics to industry bests or best practices from other companies. Dimensions typically
MARKETING PLAN OF AVIS MUSEUM P a g e | 37

measured are - quality, time and cost. It is an invaluable tool to highlight strengths and
weaknesses in relation to industry averages.

7.4. Contingency Planning

During times of crisis, contingency plans are often developed to explore and prepare
for any eventuality. There could a number of factors that can cause crisis in the
company, like – problematic item, accident at work, sickness of employees and other
issues. So, we will plan an escape route before any kind of crisis like these can occur.
The company will have an insurance policy to avoid crisis if any accident happens.
The company will have sufficient cash reserved available for next one year as if there
will be any crisis, the company will able to overcome that situation.

We have also set down some contingency planning. These plans are:

 Target Market:
If we are not able to catch our target market using our strategies, we will
implement new strategy in next year. If we observe a dissatisfactory result
after the 2nd quarter, we will increase our promotional activities. Features
of our services’ will also be increased.

 Price:
If we are not able to maintain a good amount of sales, we will reduce our
price after the 3rd quarter.

 Competitors:
From the industry point of view, all museums are our competitors and from
the market point of view, the whole entertainment industry is our
competitor. If our competitors are increasing, then we will use different
strategies at that time to overcome this situation.

 Unit Sales:
If the visitors are not satisfied with our museum and our ticket sales are low,
we will increase our features and try to redesign our strategy.
MARKETING PLAN OF AVIS MUSEUM P a g e | 38

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MARKETING PLAN OF AVIS MUSEUM P a g e | 42

9. Appendix A
Inside Avis Museum