Utilization of integrated marketing communication tools to accelerate the sales in Jamuna Natural Park and Picnic Spot

Abstract

In Dhaka, there is a scarcity of recreational facilities, and many existing options fail to deliver genuine entertainment amenities. To address this deficiency, Jamuna Natural Park launched its operations to entertain the people. Following this, the company developed an indoor park which has gained significant popularity among young children as well as adult people. This report encompasses a comprehensive overview of my activities and experiences during my internship with the organization. The primary objective of this report is to analyze the utilization of Integrated Marketing Communication (IMC) tools to enhance the sales. The Park employs marketing strategy to grow sales where advertising plays a crucial role in attracting general visitors. Additionally, the company utilizes direct marketing techniques to secure corporate sales. Ticket pricing is determined based on the perceived value of the parks, yet various challenges arise in executing marketing initiatives, such as attracting corporate clients, retaining general visitors, setting ticket prices, and tailoring offers. The report constitutes various parts. First of all, it describes the internship information regarding my responsibilities and contribution to the park, some problems that I faced during my internship period and also it is provided some recommendations to the company on future internship. Furthermore, it entails the overview of the organization regarding its objectives, function, organogram, various products and SWOT analysis. The main part of the report is describing various marketing communication tools that the organization follows to accelerate the sales. In this part it is described marketing mix, Marketing segmentation and used marketing communication tools. At the last part, it is pointed out some findings and based on it some recommendations are mentioned to increase sales in the park. In summary, the Jamuna Natural Park appears promising to serve the visitors. Finally, I have mentioned some findings that I have observed during my course of internship. Based on these findings I have tried to make some recommendations for the Jamuna Natural Park to attract visitors and to increase sale.