Brandwitz'15 Semi Finals-Team 360 degree

TEAM 360 DEGREE

2nd Runner Up

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Organized by: IBA Communications Club &

Access to Information (A2I)-Prime Minster’s Office

GIVEN BRIEF (Brandwitz’15 SEMI-Finals)

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Team 360 degree

Azizul Hasan

Asif Ahmed Tonmoy

Sabiha Sultana

Safwat Ahmed

Contents Inside• Situation Analysis

• Problem Identification

• Recommendations

• Analysis of Alternatives

• Optimum Solution: The Plan

• Marketing Campaign

• Monitoring and evaluation

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Situation Analysis

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Brain Drain(Out of 100)

Career Development Standard of living Secured Life Others

CORE ISSUES

Issues

Better education

Living standard

Job opportunity

Perceptual Value

Higher Pay

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Better Education

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Better Education

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Every year 5000 students from different stages go abroad.

80% of them never return.

Attracted to the better infrastructure of educational system abroad.

Job Opportunities

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4 /10 graduates are jobless in the current market scenario; whereas in the

neighboring countries it’s only 2/10.

Living Standard

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Perceived socio-economic security is lower.

Perceptual Value

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Need for patriotism: personal development not being connected to

national development.

Higher Pay

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Economic incentives are approximately 2.5 times higher in abroad.

PROBLEM STATEMENT

TALENTS OF BANGLADESH ARE LEAVING FOR BETTER LIFESTYLE ,

IGNORING THEIR RESPONSIBILITIES TOWARDS THE COUNTRY.

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RECOMMENDATIONS

1. To implement a plan to make the talents understand the importance of their

contribution to Bangladesh.

2. Make them understand not to leave Bangladesh.

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Alternatives

1. Opportunity cost

2. Hopes of a good future

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Feasible: NoWhy: We cannot restrict them to gain

knowledge and skills.

Make them understand not to leave Bangladesh

Our Solution

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To implement a plan to make the talents understand the importance

of their contribution to Bangladesh.

TURNING INTO REALITY

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প্রজেক্টেন্মভূমি

মিজের মিধা, মিজের মেশ, গজে তুমি বাাংিাজেশ !

THE ROADMAP

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2016 2021 2041Short

Term

Long

Term

TARGET MARKET

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TARGET MARKET

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TG1: Higher Secondary Students in Bangladesh

TARGET MARKET

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TG2: Parents

TARGET MARKET

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TG3: Current University Students in Bangladesh

TARGET MARKET

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TG4: Current Professionals in Bangladesh

TARGET MARKET

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TG5: Bangladeshi Students Studying Abroad

TARGET MARKET

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TG6: NRB Professionals Working Abroad

TARGET MARKET INSIGHT

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We surveyed 107 participants online.

We asked them questions such as:

• Do you have any plans of migrating

abroad. If yes, why?

• What do you think of the quality of

education in Bangladesh?

• Do you think that you have better

employment opportunities in

abroad?

• Why don’t you want to return

Bangladesh after graduation?

Asif

I want security !

Nafisa

I want better education !

Atif

I want good and high paying jobs !

ONLINE SURVEY

PESTEL ANALYSIS

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POLITICAL ECONOMICAL SOCIAL

TECHNOLOGICAL ENVIORNMENTAL LEGAL

STABLE GROWING LIBERAL

EMERGING MODERATE CONSTITUTIONAL

STAKEHOLDER ANALYSIS

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1. Loss of

knowledge

capital

2. Potential to

invest in

entrepreneurial

ventures

1. Ease of entry into the market

2. New company in a market of

established players

1. The ability to expand into new

markets via online sales

2. Able to extend the product line to

include new offers


2. Meeting high demand in a short

period of time

GOVEVRNMENT PROFESSIONALS

PRIVATE ORGANIZATIONS FOREIGN STAKEHOLDER


2. New company in a market of

established players


2. Meeting high demand in a short

period of time

STUDENTS

PARENTS

The Plan

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The Plan

EntrepreneurshipResearch & Technology

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Entrepreneurship

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For TG1: Higher Secondary Students in Bangladesh

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January 2016Why: To bring them back to BD

after graduation December 2021

• Motivate them about their role playing in the country.

• Explaining Project Jonmobhumi to them

• Membership of Project Jonmobhumi community

Completion of Higher

Secondary

Graduation(Home/Abroad)

For TG2: Parents

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January 2016Why: Vital role in decision

making of students’ career December 2021

• Counselling with the experts of Project Jonmobhumi

• Explain them the importance of entrepreneurship

• Emphasize on the importance of their children returning to homeland for its development

ParentsMotivated Parents

TG3: Current University Students in Bangladesh

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January 2016Why: To encourage them to

return to BD after graduation December 2021

• Motivate them to be entrepreneurs

• Offer financial incentives through A2I

• Provide monitoring & guidance through A2I

• Promotion through Project Jonmobhumi

• National recognition & certification

• Regular networking through Project Jonmobhumi

• Membership of Project Jonmobhumi community

Graduation Entrepreneurs

TG5: Bangladeshi Students Studying Abroad

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January 2016Why: To encourage them to

return to BD after graduation December 2021

• Identify NRB students’ community in international universities.

• Communicate with them through Global Alliance of Project Jonmobhumi

• Select student ambassadors to promote and conduct programs of Project Jonmobhumi.

• Motivate them to return to BD and be entrepreneurs

• Offer financial incentives through A2I

• Provide monitoring & guidance through A2I

• Promotion through Project Jonmobhumi

• National recognition & certification

StudentsGlobal

AllianceReturn to BD Entrepreneurs

TG6: NRB Professionals Working Abroad (Business Sector)

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January 2016Why: To encourage them to work

for BD remotely December 2021

• Opportunity of FDI in ventures affiliated with A2I.

• Scope to extend their business or start new ventures.

• Offer contracts.

• Membership of Project Jonmobhumi

• Scope of tax waiver after discussion with policymakers.

NRB Professionals

FDINational Projects

Research & Technology

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Bangladesh Hi-Tech Park

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Bangladesh Hi-Tech Park

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Research Parks

• Will be accommodated with Hi-Tech Parks.

• Application based research site.

• A platform for agriculture, engineering, health science based researchers.

• Funded by foreign direct investments, government and private sectors.

• Open for Bangladeshi students from home and abroad.

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Research Park Locations

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Research Park

Locations

TG6: NRB Professionals Working Abroad (Research Sector)

Rese

arc

her

Teacher

Engineer

Scientist

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January 2016Why: To improve research

projects December 2021

• Scope to work as initiators/supervisors in research projects.

NRB Researchers

SupervisorsResearch & Hi-Tech Park

TG6: NRB Professionals Working Abroad (Business Sector)

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January 2016 Why: To lead the projects December 2021

• Invite them to work on contract basis in different new projects..

NRB Professionals

ContractTop Tier

Management

TG4: Current Professionals in Bangladesh (Research Sector)

Researc

her

Teacher

Engineer

Scientist

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January 2016Why: To give research

opportunities December 2021

• Scope to work as researcher in research projects.

BD Professionals

ResearchersResearch & Hi-Tech Park

THE LONG TERM VISION

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2021 2041Long

Term

THE LONG TERM VISION

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Self Sufficient in Research & Technology

Ample Job Opportunities for Newcomers

Improved Educational Infrastructure

Good Living Standard

Entrepreneurial Culture

The Marketing Mix

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Product Service

Price No Charge

Place Global

Promotion Conventional, Digital,

Guerrilla

Taking Project Jonmobhumi to People

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The Campaign

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Student Counselling: অগ্রেূত

Student Counselling: অগ্রেূত

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January 2016 TG: 1 & 3 Duration: 60 Months

• Will motivate the students to contribute to the country.

• Introduce them to Project Jonmobhumi.

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Parents Counselling: অগ্রে

Parents Counselling: অগ্রে

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January 2016 TG: 2 Duration: 60 Months

• Will motivate the parents to contribute to the country.

• Introduce them to Project Jonmobhumi.

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Innovators’ Platform: সৃমি

Innovators’ Platform: সৃমি

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January 2017 TG: 4,5,6 Duration: 47 Months

• Creates database of researchers from home and abroad.

• Platform to exchange ideas.

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Online Community: Global Alliance

Global Alliance

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January 2017 TG: 4,5,6 Duration: 47 Months

• Platform for students studying home and abroad.

• Affiliation with different Bangladeshi students association in foreign

countries.

• Promoting the idea of entrepreneurship.

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Guerrilla Marketing

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Guerrilla Marketing

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March 2016 TG: For All Duration: 12 Months

• To create buzz impact among expatriates.

• Painted glass walls in airports.

• Install new screens to show AV.

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TVC

January 2017 TG: For All Duration: 24 Months

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Newspaper

Newspaper

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In Flight Magazine

In Flight Magazine

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July 2016 TG: For All Duration: 53 Months

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Billboard

Billboard

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Website

Website

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Project Jonmobhumi

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Search Engine Marketing


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10 Reasons/ways…

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Atif Mahmood shared Project Jonmobhumi’s video

10 education opportunitiesYou haven’t considered yet

Social Media Marketing

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Let us watch the AV

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E-Mail Marketing

E-Mail Marketing

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Researcher Needed

Jonobhumi

January 2016 TG: TG 6 Duration: 60 Months

Dear Partners & Friends,

We are excited to share with you the October edition of our monthly report on crowdfunding in

the developing world. This month, we focus on crowdfunding in the Middle East and North

Africa. We also examine how crowdfunding has been used to help the Syrian refugees, and

spotlight Ketto, a leading Indian crowdfunding platform that has introduced highly localized

features like cash pick-up donation options. We hope you find the report useful and informative.

If you’d like to get in touch with one of our team members to learn more about the analytics and

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Ambassadors & Counsellors

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Ambassadors & Counsellors

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Campaign Timeline

Campaign Timeline

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The Budget

Budget: Master

Activity Amount(BDT)

Digital Marketing 20,00,000

Billboard 5,00,000

Student & Parents Counselling

Program

20,00,000

TVC 72,00,000

Newspaper 25,00,000

Total 1,42,00,000

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OutreachCollege Student Counselling 25,000

Global Alliance 2,00,000

Innovators’ Platform 2,000

Digital Marketing 75,00,000

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Year 1 25%

Year 2 35%

Year 3 55%

Year 4 60%

Year 5 72%

Average SROI: 1.95

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Monitoring & Evaluation

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Monitoring & Evaluation

Database monitoring for in flow and out flow of knowledge capital.

Growth rate of participation in student and parents counselling programs.

Total click in website and social media.

Survey evaluation on psychographic change of target segment.

Feedback through innovators’ platform.

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Contingency Planning

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Contingency Planning

Evaluation of campaign at the end of each year.

Monitoring and modification on requirement.

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Challenges

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Financial Challenges

Attracting FDI

Attracting private sector funding

Solution• Scope to work for own country.

• Better facility than the existing one.

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Marketing Challenges

Diverse Target Group

Solution• Planned segmentation

• Well directed campaign

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Administrative & Management Challenges

Difficulty of collaboration among different sectors.

Solution• Implementation of Public Private Partnership

(PPP)

Source• Bangladesh Bureau of Statistics, www.bbs.gov.bd/home.aspx

• Ministry of Foreign Affairs, www.mofa.gov.bd

• World Bank, www.worldbank.org/en/country/bangladesh

• Scholar Articles, www.i-scholar.in

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http://www.bbs.gov.bd/home.aspx

http://www.mofa.gov.bd/

http://www.worldbank.org/en/country/bangladesh

http://www.i-scholar.in/

Takeaways

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Thank You

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