Promotion and Marketing

As PPP is comparatively a new concept in Bangladesh, effective promotion and marketing campaign is vital to develop broad consensus and support across relevant stakeholders including the agencies, private sector and financial institutions. The PPP Authority provides significant emphasis on effective promotion and marketing of the PPP concept and practices to various stakeholders in order to generate market interest and attract the best bids for the projects.

The PPP Authority has developed a structured approach to project marketing, which includes a programme based marketing initiative and a project based approach. Under the program based approach the PPP Authority has organized a number of PPP promotional activities and marketing campaigns for awareness creation and sensitization of target groups. This includes jointly promoting the program nationally and internationally with other investment promotion agencies of Bangladesh through conferences, workshops and seminars. The PPP Authority also regularly updates details of PPP activities and events in the PPP Authority website for information dissemination and large scale awareness creation, promotion and marketing.

Individual project based marketing follows a number of interventions designed to increase awareness of public knowledge of the project. This includes website listing of the projects which have in-principle approval from CCEA, detailing of project profile on appointment of advisors, a market sounding as part of the feasibility study process and investor promotion activity prior to procurement being launched. On the commencement of the formal procurement process there is a requirement to publish the tender notices widely, followed by making documents available in on-line data rooms as well as invitation to attend pre-bid meetings for registered bidders.

Fig 3: An illustration of the marketing activities carried out to promote PPP projects