ACKNOWLEDGEMENT

The way of marketing is the criteria to differentiate BANGLALINK from others. First of all, we are thankful to our respected teacher Kashfia Ahmed who gave us idea to make a report on Banglalink. While making the report we got to know many new terms related to our objectives.

We would like to thank to BANGLALINK as they have an exclusive website from where we took help for all important information. We would like to thank our University administration as they provide us with the facility to use computer lab for browsing net. We are also thankful to our seniors who help us by giving the information.

Above all, we try our best to present all the information.

Letter of transmittal

December 8, 2010

ToKashfia AhmedSenior LecturerDepartment of Business AdministrationEast West University

Sub: Letter of Transmittal

Dear Madam,

At first we want to convey our hearty thanks to you to give us an opportunity to make this report in MKT-101 course.

It is a matter of great pleasure that we have got the chance to make this repost by preparing this report and have gathered some practical experience on report as a lays such kind of experience will act as tonic in our future life. We have come to learn a lot of essential thing about this analysis there is another important thing is that we have utilized our knowledge which we learn from this MKT-101 course. So it is one kind of practice use of our knowledge.

We would like to give you special thanks for guiding us properly giving necessary important suggestion and for paying content attention.

All of our group members expect any sort of question that you west to know for your further information.

Thank you Yours sincerely,

__________________________Mahabuba Jahan(On behalf of all the group members)

INTRODUCTION

BANGLALINK understands people’s needs and will create and deliver appropriate communication services to improve people’s life and make it easier. BANGLALINK is today the 2nd largest mobile operator in the country and BANGLALINK have recently celebrated with 1 core customers. This has been achieved in just three and a half a years.

ORIGINE OF REPORTS

The following report is an information and long report which has been authorized by Kashfia Ahmed course instructor of Integrated Marketing Communication. This report is based on how a company send their message easily to the customer. It includes all the details of banglalink being used in our real.

OBJECTIVES

The general objective of the report is to describe and access how banglalink was born, how it envolved and how it helping the economy sector of Bangladesh. We have also some other objective these are have an idea of “Integrated Marketing Communications” activities the corporate advertising of Banglalink. To identify the problems regarding IMC of corporate advertising of Banglalink. The study was conducted based on both primary and secondary data

LIMITATION

To produce the report we faced lots of limitations and obstacles. At times we were thinking that we would failed to submit the report on time. But thanks to almighty Allah that was not happen. The limitations are

The report will be far more informative an acceptable if we would have the proper cooperation from the managers.

In spite of assuring them, they were not that much free flower of their information.

Lack of research is also one of the main obstacles to prepare the report properly.

Time limitation and the busyness of the labs are also part of our limitation.

But among these we believe lakes of information are the main limitation of our report.

Integrated marketing communication:The concept under which a company carefully integrated and coordinates its many communicators channels to deliver a clear consistent and compelling message about the organization and its product.

Banglalink focuses on five promotional tools. They are:

1. Advertising2. Sales promotion

3. Personal selling4. Public relations5. Direct marketing

*Advertising: Any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. The company wants to deliver a consistent and positive message to the customer through television and print media. As we can see in the new advertisement of Banglalink, Banlalink has tried to deliver several messages by describing about their new features like 7 fnfs, new call rate, special offers, free sms, free talk time, new connection price etc. and the desire of having new customers.

*Sales promotion: Short term incentives to encourage the purchase or sale of a product or service. This sales promotion plays unique roles on attracting, informing, and persuading customers. There are two types of sales promotion –consumer promotion and trade promotion. Banglalink uses both the types of sales promotion.

*Personal selling: Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. As print advertisement like television advertisements, newspapers, magazines, billboard advertisements, shopping mall advertisements etc. which carries the entire message, look and feel whatever the company can give a customer.

*Public relations: Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events. By building strong customer relationship the company and products can help the customer to solve the problem. The company maintains the relation with the public by different way like web site or social network, magazine, news paper which is attracting, informing and persuading consumers. Banglalink also uses these methods and procedures.

*Direct marketing: Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships-the use of direct mail, the telephone, direct response television, e-mail, the internet, and other tools to communicate directly with specific consumers. For exaple, Banglalink customer care provides services directly with their customers by solving their problems, giving the news of new offers and promotions.

The picture of newspaper:

A View of the Communication Process:

Communication involves the nine elements. Two of these elements are the major parties in a communication the sender and the receiver. Another two are the major communication tools-the message and the media. Four more are major communication functions-encoding, decoding, response and feedback. The last element is noise in the system. Following elements are described with the help of Banglalink advertisement.

Sender: Banglalink is the sender. Who send much information to us? The party sending the message to another party-Here-Banglalink (BL).

Encoding: Banglalink has an own symbol. The brand and color getpriority by this symbol. Also symbols are displayed brand together with corporate logo and tagline codes the overall product which is dedicated for those people who is potential person for this product.

Message:   The focus of the advertisement is to publicize thepromotional offer launched by Banglalink. The message of this advertisement is that, Banglalink help the poverty people by giving low rate to change their future.

Media: Banglalink use different types of newspaper to promote their product, which is consider as non-personal communication channels.

Decoding: The process by which the receiver assigns meaning to the symbols encoded by the sender. Banglalink use simple process to represent their product.

Receiver: Banglalink receiving the message sent by another party. Here the receiver is all groups of the general people.

Noise: Here they didn’t understand the meaning of this ad. So here they think that this ad is only for the poverty of our country.

Developing Effective Communication:

The steps in developing an effective integrated communication and promotion program. Banglalink must be doing the following:

Identify the Target Audience: A marketing communicator starts with a clear audience in mind. In Banglalink young generation and the poverty people is the main target market.

Determining the Communication Objectives: Banglalink company needs to know where the target audience maybe in any of six buyer-readiness stages, the stages consumers normally pass through on their way to making a purchase. These stages include awareness, knowledge, liking, preference, conviction.

1) Awareness: The main objectives of Banglalink to give many simple and new packages to all country people by newspaper.

2) Knowledge: By newspaper advertisement Banglalink introduce their new package to their potential reader.

3) Liking: Customer going to like those products which is best and more benefit than other company.Banglalink give those products which are acceptable to all kind of people.

4) Preferences: Banglalink should be launched in such a way that the people of the working class such as salesman and the employees of a company as well as the ordinary people will prefer to use it.

5) Conviction: Banglalink give guarantee to the customer that they are always in our side in any problem.

Choosing Media :

Banglalink now must select channels of communication.

Non Personal Communication Channels: Media that carry messages without personal contact or feedback. In this case Banglalink follow a simple process, they give email address, phone number, suitable place in the newspaper to promote their product.

Setting advertising Objectives:

Setting advertising objectives is very important steps in Banglalink-a specific communication task to be accomplished with a specific target audience during a specific period or time.Banglalink advertising objectives can be classified by primary purpose-whether the aim is to inform, persuade, or remind

Informative Advertising: Informative advertising is used heavily when introducing a new product category. Banglalink also suggested new users to buy their product. They also inform the market about the price changing about their product and they maintain unique characteristics.

Persuasive Advertising: Banglalink directly or indirectly compares its brand with one or more other brands. They are encouraging customers to switching to their brand, persuading customer to purchase now.

Message Execution:

Banglalink now has to turn the big idea into an actual ad execution that will capture the target market’s attention and interest. The creative people must find the best style, tone, words and format for executing the message. Any message can be presented in different execution styles such as the following:

Life style: Here Banglalink represent the life of rural people. By using Banglalink how rural people change their life style frequently.

Mood or Image: In this ad. Banglalink use real image of a village with many emotion.

The picture of billboard

A View of the Communication Process:

Communication involves the nine elements. Two of these elements are the major parties in a communication the sender and the receiver. Another two are the major communication tools-the message and the media. Four more are major communication functions-encoding, decoding, response and feedback. The last element is noise in the system. Following elements are described with the help of Banglalink advertisement.  

Sender: The party sending the message to anotherparty-Here-Banglalink (BL).

Encoding: Banglalink has an own symbol. The brand and color get priority by this symbol. Also symbols are displayed brand together with corporate logo and tagline codes the overall products which are dedicated for those people who is potential person for this product.

Message: The focus of the advertisement is to publicize the promotional offer is launched by Banglalink.Banglalink introduce DESH RANG, is launched as a brand extension to enrich the brand of desh. RANG is a Bengali word which means color. It is introduced witch the catch phrase – RANGIYA DIN APNAR JEEBON (means color your life). LADIES, FIRST!-the only telecom package the caters to communication needs of women of Bangladesh. Banglalink launched many new package like Banglalink enterprise, dash etc which is available all over the country.

Media: Banglalink uses different types of billboard for giving the  information to the mass people.

Decoding: The process by which the receiver assigns meaning to the symbols encoded by the sender. Banglalink use simple process to represent their product.

Receiver: Banglalink receiving the message sent by another party. Here the receiver is all groups of general people.

Noise: The unplanned static or distortion during the communication process which results in the receivers getting a different message than the one the sender sent. In that picture here the model is a women so people can think that this package only for women.

Developing Effective Communication:

The steps in developing an effective integrated communication and promotion program. Banglalink must be doing the following:

Identify the Target Audience: A marketing communicator starts with a clear audience in mind. In Banglalink young generation is the main target market.

Determining the Communication Objectives: Banglalink company needs to know where the target audience maybe in any of six buyer-readiness stages, the stages consumers normally pass through on their way to making a purchase. These stages include awareness, knowledge, liking, preference, conviction.

1) Awareness: The main motto of Banglalink to give many simple and new packages to all country people by billboard.

2) Knowledge: By billboard advertisement Banglalink introduce their new package to their potential customer.

3) Liking: Customer going to like those products which is best and more benefit than other company.Banglalink give those products which are acceptable to all kind of people.

4) Preferences: Banglalink should be launched in such a way that the people of the working class such as salesman and the employees of a company as well as the ordinary people will prefer to use it.

5) Conviction: Banglalink give guarantee to the customer that they are always in our side in any condiction.

Choosing Media :

Banglalink now must select channels of communication.

Non Personal Communication Channels: Media that carry messages without personal contact or feedback. In this case Banglalink follow a simple process, they give email address in the billboard to promote their product.

Setting advertising Objectives:

Setting advertising objectives is very important steps in Banglalink-a specific communication task to be accomplished with a specific target audience during a specific period or time.Banglalink advertising objectives can be classified by primary purpose-whether the aim is to inform, persuade, or remind

Informative Advertising: Informative advertising is used heavily when introducing a new product category. Banglalink also suggested new users to buy their product. They also inform the market about the price changing about their product and they maintain unique characteristics.

Persuasive Advertising: Banglalink directly or indirectly compares its brand with one or more other brands. They are encouraging customers to switching to their brand, persuading customer to purchase now.

Message Execution:

Banglalink now has to turn the big idea into an actual ad execution that will capture the target market’s attention and interest. The creative people must find the best style, tone, words and format for executing the message. Any message can be presented in different execution styles such as the following:

Life style: Banglalink shows how a product feeds in with a particular life style. In this advertisement Banglalink want to show that a young generation life style is so much colorful.

Musical: Banglalink shows one or more people characters singing about the product. Banglalink promoting their brand by their own song “desh desh desh banglalink desh”

TELEVISION ADVERTISEMENT

A brief discussion about the advertisement “Banglalink Desh 5.0”:

In this advertisement, Banglalink mainly focused on new customers. In the advertisement, at first we see that there’s ‘gaye holud’ program going on where everyone is in a festive mood as a girl is going to be married. So everyone (models like Sharika, Shokh) dances, sings and also gives some useful information about Banglalink in a metaphoric way. At the end of the wedding ceremony the girl is expected to left her own family and be a member of a new family. Banglalink used this term as they are welcoming and expecting new customers to their family (company). The last picture of the add symbolizes that by showing the quote “Amader poribar a apnake shagotom”. So we can easily understand that Banglalink is trying to attract new customers by their colorful advertisements.

Sender: Banglalink is the sender. Through this television advertisement, Banglalink tried to send their message in a very unique way, using the “Wedding” concept.

Encoding: The encoding part of this advertisement emphasizes on targeting new customers in a symbolic way. This advertisement also emphasizes on new offers and a colorful presentation of the offers.

Message: Through this advertisement, Banglalink wanted to give a massage as a newly wed bride is welcomed in a new family, Banglalink is also welcoming the new customers in the same way. Which also describes about their concern towards their customers .

Media: Television channels have worked as the media for this advertisement.

Decoding: The process by which the receiver assigns meaning to the symbols encoded by the sender. As we can see, in this advertisement Banglalink gave symbolic massage that says “Amader poribar a apnake shagotom” and also shares

a family picture. When a customer is going to watch this TV commercial, it can create many different thoughts or view about this advertisement in his/her mind. In my view, by this advertisement, Banglalink wanted to show their attraction and interest towards new customers. They are welcoming new customers in their family.

Receiver: Here the receiver is all groups of the general people who watch television in a regular basis.

Noise: So many people didn’t understand the meaning of this ad, so it created noise. As Banglalink used more colorful themes such as a wedding ceremony, lots of models who were singing and dancing in the ad, a girl’s arrival in a new family rather then clear and direct massage, it created confusion at customer’s mind. The advertisement should have been more direct and vivid rather then symbolic and metaphoric.

Steps in developing effective communication:

o Identify the target audience:

In marketing first we have to identify the target audience of Banglalink. The young generation and those who are not Banglalink users are the target audience of this advertisement.

Determining the Communication Objectives:

1. Awareness: The main objective of banglalink through this

advertisement is to give information about their new offers and attracting target customers.

2. Knowledge: By this television ad banglalink wanted to introduce

themselves as a family to the new potential customers as they are welcoming new customers.

3. Liking: Mainly the young generation and the mass people who are not that much educated are going to like this ad as there is a lot of colorful presentations, song, dance and which is acted by many people’s favorite models. This advertisement can drive them to buy a new Banglalink connection.

4. Preferences: banglalink should create their advertisements in such a way so that the people of every spheres of life become interested to buy and use their connections and understand their offers. Their advertisements should be more realistic and should contain direct massage.

5. Conviction: banglalink give guarantee to the customer that they are always in our side in any condition. For example, in this advertisement Banglalink wanted to promote themselves as a family to the target customers and expecting them to join in their family(company).

Choosing Media:Non personal communication system: Banglalink gives this advertisement in the television.

Setting advertising objectives:

Setting advertising objectives is a very important step for Banglalink, a specific communication task to be accomplished with a specific target audience during a specific period or time. Banglalink’s advertising objectives can be classified by primary purpose, whether the aim is to inform, persuade, or to remind.

Informative Advertising: Informative advertising is used heavily when introducing a new product category or company’s new strategy. Here Banglalink has tried to attract new customers to buy their product and to be a part of their family. They also inform the market about 7 fnfs, new call rates etc.

Persuasive Advertising: Banglalink directly or indirectly compares its brand with one or more other brands. They are encouraging customers to switching to their brand, persuading customer to purchase now.

Message Execution:

Banglalink now has to turn the big idea into an actual ad execution that will capture the target market’s attention and interest. The creative people must find the best style, tone, words and format for executing the message. Any message can be presented in different execution styles such as the following:

Life style: Here Banglalink represents the life of our young generation and represents our traditional wedding ceremony. Banglalink is also trying to capture new customers.

Mood or Image: In this ad. Banglalink used the theme of wedding ceremony with a festive approach and also tried to show a girls departure form her own family and her arrival in a new family through which Banglalink tried to show themselves as a family member to the new customers.

Picture of magazine

Source: daily motion magazine

“Magazine”

The brief discussion of the “Banglalink” advertisement in the “Magazine”:As we see in the picture, a newly wed bride is in the way to her husband’s house. But she is missing her family member’s, that’s why she uses banglalink to talk with her family members to share her emotions. The advertisement gives a message to the customers which say’s “Banglalink network Onuvutir network” that means a customer can communicate with his/her relatives, friends and family from anywhere which also talks about their strong networking capability and network coverage in the whole country. Finally the message is “share emotions with loved ones on banglalink network”.

Communication process of “Banglalink” in magazine:

o Sender : “Banglalink” is the sender of the message to the customers.

o Encoding: The encoding part of the communication process of this advertisement says that “Share emotions with loved ones on banglalink”.

o Message : A customer can communicate with his/her relatives, friends and family from anywhere which also talks about their strong networking capability and network coverage in the whole country.

o Media: The communication channel of “Banglalink” is “Magazine”. Which move the message from sender to receiver.

o Decoding: The decoding part of the communication process of this magazine says that “banglalink network onuvutir network”.

o Receiver : The customer receive the message from “Banglalink” through the Magazine.

o Response : Here the receiver is only who read the “Magazine” .

o Noise : In this advertisement maybe some non creative person can not find the real message what is “Banglalink” providing their service for the customers.

Steps in developing effective communication:

o Identify the target audience:

In this “Magazine” first we have to identify the target audience in “Banglalink” and the target audience is those people who live far from their relatives.

o Determining the Communication Objectives:

1)Awareness: By using “Banglalink” a person can communicate with his/her relatives in urban areas and cities. It aware the people that they are providing much more services to the customers than other company do and cultivated the thought of “Banglalink” in the customers mind.

2)Knowledge: “Banglalink” always try to give some new offer and services to the customers in which positions the customer wanted the services like in the good moment or bad moment. In this magazine the “newly wed bride” try make communicate to her relatives by using “Banglalink”.

3)Liking: Customer will like “Banglalink” because it is different from other network company and its providing services that attract the people from any where in the country and also banglalink use a brave logo “ making a difference” which is a positive move from the company.

4)Preferences: “ Banglalink” should be launched in such a way that the people of the working class such as salesman and the employees of a company as well as the urban area people how many distance they are from the developing area they can prefer to use it.

5)Conviction: “Banglalink” give guarantee to the customer that they are always in our side in any condition.

Choosing Media:

Non personal communication system: “Banglalink” give advertisement on the “Magazine” also they give advertisement in news paper,televisions.

Setting advertising objectives:

Setting advertising objectives is very important steps in Banglalink. In this magazine the main objective said by banglalink is sharing the feelings with the loving people. This magazine shows the persuasive advertiseament.

persuasive advertising: Banglalink directly or indirectly compares its brand with one or more other brands. They are encouraging customers to switching to their brand, persuading customer to purchase now. In this magazine banglalink gives adirect mnessage to the existing customers by saying that “share emotions with loved ones”and indirect message to the non-users by saying that “banglalink network onuvutir network”

Message Execution:

Banglalink now has to turn the big idea into an actual ad execution that will capture the target market’s attention and interest. The creative people have to think how a positive image can be showed to the people for persuding “Banglalink”.

Life style: Banglalink shows how a product feeds in with a particular life style. In this advertisement Banglalink want to give service to the customer from any where in our country.

o Mood or image: In this ad. Banglalink shows a character who wanted to share her emotions with her loving people from a distance. The picture of shopping mall

The brief discussion of the “Banglalink” advertisement in the “Shopping mall”:As we see in the picture, a newly wed bride is in the way to her husband’s house. But she is missing her family member’s, that’s why she uses banglalink to talk with her family members to share her emotions. The advertisement gives a message to the customers which say’s “Banglalink network Nonvoter network” that means a customer can communicate with his/her relatives, friends and family from anywhere which also talks about their strong networking capability and network coverage in the whole country. Finally the message is “share emotions with loved ones on banglalink network”.

Communication process of “Banglalink” in shopping mall:

Sender: “Banglalink” is the sender of the message to the customers. Encoding: the encoding part of the communication process of this advertisement says that “desh utshabe jete shobay”

Message: Banglalink desh connection is now only 149 tk with free talk time of 350 taka. And 500 free sms. And all new customers (other than employee numbers, corporate and e-voucher packages) activating their newly purchased banglalink sim within the campaign period are eligible for this special promotional campaign. All eligible registered customers can win special gifts/offerings based on random logic. The gifts are as follows-

Handset, Internet modem, Bag-pack, T-Shirt, Cap, Key-ringsms, talk-time, free amar tunes subscription, 10mb gprs, free missed call alert subscription to win gifts, the customers need to type ’reg’ and send sms to short code

6565 for registration (at free of cost) after activating the connection.After registration, the winning customers will be informed about the gift items via sms the physical gift winners (e.g. handset, modem, bag-pack etc) will be requested to contact their nearby banglalink customer care centers or banglalink points to collect gifts. In case of non-physical gifts (e.g. talk-time, sms, amar tunes etc), the winners will receive their gifts automatically.

Media: The banglalink use the shopping mall for this product and including massage for the new customer and existing also.

Decoding:The banglalink, uses different types of gifts and invite the new customer by less price of the banlalink connection and free talk time and sms.

Receiver: The customer who was came for shopping in that shopping mall, they watch the advertisement.

Noise: Here they did clear everything for the viewers understand. So, I think it

should not be noise, But it will be noise, if their customer of the shopping mall don’t dear the advertisement, then maybe it make noise.

Steps in developing effective communication:

Identify the target customer:

In this advertisement the target customers are the existing customer and new customer. Especially who went in the shopping mall.

Determining the Communication Objectives:

1) Awareness: the main objective of banglalink is to aware the customers about desh utshob like pohelelaboyshakh festival. And with many type of gift.

2) Knowledge: by advertisement, banglalink introduce their new package to their potential customer. and they are wish the festival of pohelaboyshakh

3) Liking: Customer like the advertisement for the gift and free talk time and free sms. This is like gift in a big festival

4) Preferences: Banglalink will take the new customer like a New Year. Customer’ll take the new sim with many gift, free talk time and free sms

5) Conviction: Banglalink receive their customer in the first day of the year and walk with the rest of life with together.

Choosing Media:

Non personal communication system: Banglalink give advertisement on the shopping mall.

The picture of shopping mall

The picture of shopping mall

The brief discussion of the “Banglalink” advertisement in the “Shopping mall”:As we see in the picture, a newly wed bride is in the way to her husband’s house. But she is missing her family member’s, that’s why she uses banglalink to talk with her family members to share her emotions. The advertisement gives a message to the customers which say’s “Banglalink network Nonvoter network” that means a customer can communicate with his/her relatives, friends and family from anywhere which also talks about their strong networking capability and network coverage in the whole country. Finally the message is “share emotions with loved ones on banglalink network”.

Communication process of “Banglalink” in shopping mall:

Sender: “Banglalink” is the sender of the message to the customers. Encoding: the encoding part of the communication process of this advertisement says that “desh utshabe jete shobay”

Message: Banglalink desh connection is now only 149 tk with free talk time of 350 taka. And 500 free sms. And all new customers (other than employee numbers, corporate and e-voucher packages) activating their newly purchased banglalink sim within the campaign period are eligible for this special promotional campaign. All eligible registered customers can win special gifts/offerings based on random logic. The gifts are as follows-

Handset, Internet modem, Bag-pack, T-Shirt, Cap, Key-ringsms, talk-time, free amar tunes subscription, 10mb gprs, free missed call alert subscription to win gifts, the customers need to type ’reg’ and send sms to short code

Setting advertising Objectives:

Setting advertising objectives is very important steps in Banglalink-a specific communication task to be accomplished with a specific target audience during a specific period or time.

Informative Advertising: Informative advertising is used heavily when introducing a new product category. Banglalink also suggested new users to buy their product. They also inform the market about the price changing about their product and they maintain unique characteristics.

Persuasive Advertising: Banglalink directly or indirectly compares its brand with one or more other brands. They are encouraging customers to switching to their brand, persuading customer to purchase now.

Message Execution:

Banglalink now has to turn the big idea into an actual ad execution that will capture the target market’s attention and interest. The creative people must find the best style, tone, words and format for executing the message.