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TEAMBranding Biman BangladeshIntra Army IBA Branding Competition 2017Round:01

Background InformationFounded: 4 January 1972 Commenced operations: 4 February 1972Hubs: Shahjalal International AirportSecondary Hubs: Shah Amanat International Airport Osmani International Airport

IntroductionBiman Bangladesh Airlines has been the national carrier of the country since 1972. It has been giving flight services to the people of Bangladesh both in domestic and international travel.It has air service agreements with 42 countries and currently flies to 16 different countries

But for certain defaults, it has shown lacking in its managerial sector and fleet. This caused the following consequences:

Flight Delays

Low Grade Aircrafts

Poor hospitality

Low Ratings

Disasters of Biman Bangladesh:

On 5 August 1984, aBiman Bangladesh AirlinesFokker F27-600crashed into a marsh nearShahjalal International inDhaka,Bangladeshwhile landing in poor weather.[1] The crew tried anILS approach(instrument landing system)on runway 14 of the same airport, but a missed approach had to be executed again as both pilots had failed to spot the runway once again1. Fokker F27 Crash of 1984

ReferenceAccident description for S2-ABJat theAviation Safety Network^Jump up to:ab"Commercial flight safety: 1984 reviewed Fatal accidents: scheduled passenger flights"(PDF).Flight International: 35. 26 January 1985. Retrieved14 August2014.^Jump up to:ab"AROUND THE WORLD; 49 Die in Bangladesh As Plane Plunges".The New York Times. 6 August 1984. Retrieved14 August2014.Jump up^"Breaking the Glass Ceiling".thedailystar.net. Retrieved23 June2015.

2. Emergency landing of Biman Bangladesh flight in Dhaka with PM Sheikh Hasina(27.11.2016)According to what could be gathered, one of the nose wheels of the plane exploded shortly after takeoff. The other nose wheel also ruptured upon landingThe national flag carrier is already under criticism for the glitchSeven Biman officials have been suspended and arrested. (SOURCE: THE DAILY STAR)

Achievements of Biman BangladeshBiman has operated flights to 29 international destinations, as far away as New York City to the west and Tokyo to the east and makes a profit of BDT2.72billionBiman Bangladesh Airlines is certified as safe to fly in Europe by the European Aviation Safety Agency. In addition, the airline successfully passed the IATA Operational Safety Auditand SOURCE: BIMAN BANGLADESH AIRLINES(the official website)

Not just that, Biman Bangladesh Airlines transported around 51,000 Hajj pilgrims through 144 flights this year and will operate 134 flights during post-Hajj operation- Mahmud Hossain Opu (Source:DHAKA TRIBUNE)

Comparison of Biman Bangladesh with Emirates VS

Differentiation of Check-In Items

Differentiation in Fleet

Differentiation of Seats

Differentiation in Special Items

Differentiation in Meals

Differentiation in the Continents Served

Now lets see what the ratings say:

Reference:

WanderBat by Graphic

Reasons for the mentioned symptoms:

Financial problemLack of managerial expertiseLack of effective recruitmentLack of equity Alliances

CORE Problem:

An Unappealing Brand Image

Our Mission:Capture passenger satisfaction and inclination to fly with Biman Bangladesh

Limitations:Allotted with BDT 25 crore.Difficult to fulfill required financial tasksTime consuming initiative

BIG Idea:Enter into Code Share agreement

Code SharingIts an aviation business arrangement where two or more airlinessharethe same flightSharing, in this sense, means that each airline publishes and markets the flight under its own airline designator and flight number as part of its published timetable or scheduleSeats operated by only one of the cooperating airlines, commonly called theoperating carrier- (source WIKIPEDIA)

Why Code sharing?Helps passenger to book routes under a single code Increase frequency of service on the route as both flights fly through same routeWhen an airline sacrifices its capacity to other airlines as a code share partner, its operational cost will generally be reduced to zeroPerceived service to unserviced markets

Possibilities of Code Sharing by Biman BangladeshBlock space code shareFree flow Code shareCapped free flow

Final output of Code SharingFinancial assistanceProper flight selection by passengersImproved customer careHigher ratings which in turn result in higher ratingsOn time arrivals of flights

References for Code sharing"Piedmont's Roots Run Deep".Jump up^Financial Review, November 21, 1989Jump up^Sharkey, Joe (December 5, 2011)."Forget the Airline's Name; It's All About Alliances".The New York Times. RetrievedDecember 28,2011Wikipedia

Tag line: Lets make Biman Bangladesh fly High.

Plan of action:

Short Term Plan Long Term PlanBill BoardOffers and DiscountsTravel AgenciesSavingsInvestment of sharesEffective ManagerSponsorTVCNominal PartnerHygienic FoodEmployer Facilities Internal DcorHospitalityIn-flight WIFIEntertainmentTransportation

Description:

1. Assign Effective and Efficient ManagerCreate effective and efficient working conditionWise decision making AND interpersonal skills Increase performance of subordinates through motivation

2. Aff.

Promotion of Biman BangladeshBrand value can be well established through sponsoring BD cricket team, social events, national events, etc.

3. TVCRecognition through mediaAdvertisement in television

4. Nominal Partner

Increase face valueGoodwillGiving them the post of Ambassador

5. Billboard

Increase publicityPopularity among interested investors and travelers

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6. Offers and Discounts

Increase overall profit through market segmentationAttract customers in favorable seasons

7. Travel AgenciesIncrease foreign citizens interested in air travelAttraction for foreign tourists

8. Hygienic and Quality Food

Good food quality ensure proper health of customersDevine taste acts as a refreshment and gives customers a boost in there mood during air travel

9. Employee Facility: Treatment and PaymentWill cause the employees to create a hospitable environment for the customersWill work with enjoyment and care for the customersIncrease efficiency in workSelecting expert employees through proper recruitment procedureIt is important for proper organization of employees, i.e. putting the right man for the right job

10. Internal Decorations

Create a luxurious environment Give customers a relaxed mental state with a sense of safety and serenity

10. Over All HospitalityIncreases brand valueProper maintenance of employee customer relationship Ensuring customer satisfaction

11. Offering in-flight WIFIPassengers can stay connected to the internet on airUse of internet is manifold. Access of internet during flight is resourceful for passengers Such initiative is promised by TAAG Angola Airlines, and WestJet). SOURCE: List of airlines offering in-flight wifi Chelsea July 27th, 2015

12. In-flight Entertainment and Technology Movies Mp3 Music Virtual Reality DevicesRecreation during flight hoursFor passengers of all classes

13. TransportationDirect access of luggage movementDiscount on taxi fareEasy availability of transportation will satisfy passengers and save them from worry

14. Avail Hotel Services

Place for relaxation Fast room serviceEnjoyable staySatisfied guests

Ground Work

Create page to promote brand Online advertisement through Facebook sharesUploading videos will create promotion in the YouTube community and create recognition Create platform for income through advertisementCreate marketing involvements with rich contentWiden circles in the Google+ community

Budget(For 1 year)Name of ComponentsAmount(Approximate)In BDT.TVC25,000,0002. Sponsorship50,000,0003. Hotel Expenses15,000,0004. Nominal Partner20,000,0005. Billboard10,000,0006. Employers Salary(Manager, subordinates, air hostess, pilots, etc.)28,000,0007. Repair of /Renovating existing aircrafts80,000,0008. Internal Decorations and Food7,000,0009. Transportation1,000,00010. Flight Entertainment4,000,00011. In-flight WIFI10,000,000

Total Cost: BDT. 250,000,000

Contingency PlanningPossible FailureFinancial crisisUninterested nominal partnerLack of effective employeesUnable to make Code share agreement with an international Airlines CompanyPossible ReasonsNot meeting desired profitLack of assurance and consistencyErratic working conditions and ignoranceLack of proper management and outmoded technology

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Probable SolutionsCreating means of capital from personal investments by the top level manager Improving recruitment process by electing strong directorial bodiesIncrease accommodation for employers(promotion, job security, salary, etc.) Ensuring efficient working environment and update technology

End ResultBiman Bangladesh receives global recognition