Part 1
The Industry and the Organization
Grey Global Group And Grey Advertising Bangladesh
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1.1Introduction 1.1Introduction of the organization GR! A"#RTI$I%G BA%G&A"$' &I(IT"
Grey Advertising Bangladesh Limited is one of the leading advertising agencies in Bangladesh. According to the AD age (An International advertising magazine) Grey is the third largest ad agency in Bangladesh in term of annual revenue. Grey Advertising is one of the newest ad agencies as well. tarted only in 1!!"# Grey has $een a$le to strengthen its mar%et &osition strongly ' than%s to its multinational e&erience and Glo$al* a&&roach to $usiness. A Grey Glo$al Grou& Inc# +A com&any# Grey has one of the most e,uisite e,uisite &ortfolios &ortfolios in the country country.. -he maor maor clients clients are British British American American -o$acc -o$acco o Banglade Bangladesh sh (BA(BA-)# /rocter /rocter 0 Gam$le Gam$le (/0G)# (/0G)# Glao Glao mithl mithline ine (G) (G) 2accinatio ccination# n# G 3onsumer 4ealth 3are# /hili&s Lighting# Lafarge 3ement# 3ity 3ell Digital# 5ovartis# Dha%a Ban%# Gallery A&e# International chool Dha%a# /acific motors# har% 6nergy Drin%# Igloo# 3oca73ola# iemens# Aarong Aarong etc. It is worth mentioning that BA-# BA-# /0G# and G are all glo$al &artners of G869 :;8LD:ID6. :;8LD:ID6. -he only multinational multinational com&any in the country# country# Grey has &roven its worth over &ast few years.
-he creativity of Grey in /rint 0 -2 media has $een undis&uted. -he astute# smart creative &rofessionals* &rofessionals* wor% for selling ,uality wor% with less &riority to ,uantity of wor% has $een a trend trend of Grey Grey across across the glo$e glo$e.. -he -he =edia =edia de&ar de&artm tment ent of Grey Grey is not far $ehind $ehind..
Grey Grey
Advertising Bangladesh is the second largest $uyer of &rint medium of Bangladesh and one of the leading ones in -2 medium. Besides these# there are few success stories of Grey Advertising Advertising Bangladesh li%e> Grey Bangladesh won the International =edia 6change Award* for its G 2accinatio ccination n ad. A very small small &arty &arty of &rofessio &rofessionals nals wor%ing wor%ing in the Account Account =anageme =anagement nt de&artment runs the o&erations and management of the com&any. Graduates from the re&uted $usiness schools of home 0 a$road# these young managers thrive to reach the very $est. -he wor% environment of Grey Advertising is another eam&le of its classy# multinational aura. -he
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1.1Introduction 1.1Introduction of the organization GR! A"#RTI$I%G BA%G&A"$' &I(IT"
Grey Advertising Bangladesh Limited is one of the leading advertising agencies in Bangladesh. According to the AD age (An International advertising magazine) Grey is the third largest ad agency in Bangladesh in term of annual revenue. Grey Advertising is one of the newest ad agencies as well. tarted only in 1!!"# Grey has $een a$le to strengthen its mar%et &osition strongly ' than%s to its multinational e&erience and Glo$al* a&&roach to $usiness. A Grey Glo$al Grou& Inc# +A com&any# Grey has one of the most e,uisite e,uisite &ortfolios &ortfolios in the country country.. -he maor maor clients clients are British British American American -o$acc -o$acco o Banglade Bangladesh sh (BA(BA-)# /rocter /rocter 0 Gam$le Gam$le (/0G)# (/0G)# Glao Glao mithl mithline ine (G) (G) 2accinatio ccination# n# G 3onsumer 4ealth 3are# /hili&s Lighting# Lafarge 3ement# 3ity 3ell Digital# 5ovartis# Dha%a Ban%# Gallery A&e# International chool Dha%a# /acific motors# har% 6nergy Drin%# Igloo# 3oca73ola# iemens# Aarong Aarong etc. It is worth mentioning that BA-# BA-# /0G# and G are all glo$al &artners of G869 :;8LD:ID6. :;8LD:ID6. -he only multinational multinational com&any in the country# country# Grey has &roven its worth over &ast few years.
-he creativity of Grey in /rint 0 -2 media has $een undis&uted. -he astute# smart creative &rofessionals* &rofessionals* wor% for selling ,uality wor% with less &riority to ,uantity of wor% has $een a trend trend of Grey Grey across across the glo$e glo$e.. -he -he =edia =edia de&ar de&artm tment ent of Grey Grey is not far $ehind $ehind..
Grey Grey
Advertising Bangladesh is the second largest $uyer of &rint medium of Bangladesh and one of the leading ones in -2 medium. Besides these# there are few success stories of Grey Advertising Advertising Bangladesh li%e> Grey Bangladesh won the International =edia 6change Award* for its G 2accinatio ccination n ad. A very small small &arty &arty of &rofessio &rofessionals nals wor%ing wor%ing in the Account Account =anageme =anagement nt de&artment runs the o&erations and management of the com&any. Graduates from the re&uted $usiness schools of home 0 a$road# these young managers thrive to reach the very $est. -he wor% environment of Grey Advertising is another eam&le of its classy# multinational aura. -he
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well7decorated# well7decorated# smart officer floor is e,ui&&ed with latest technology li%e LA5 and Internet. -he average age of the em&loyees is ?@7 ,uite unthin%a$le in most other wor%&laces of Bangladesh. -hus# the com&any is a true $eliever of youth and eu$erance. Inherited from the &arents in 5ew 9or%# +A# Grey Advertising always attem&ts to learn the newest way of doing $usiness. Grey advertising is the first ad agency in Bangladesh to $uy a s&ot in a local we$ &ortal for one of it*s* clients. -he commitment to technology continues as the com&any is loo%ing forward to set u& a se&arate wing ' Grey Interactive# the worldwide Grey concern concentrating on the Internet advertising and other forms of digital communication.
1.) Organization Overvie*+ G869 details Grey :orldwide Grey Grey Adver Advertis tising ing Bangla Banglades desh h Limit Limited ed is a Grey Grey Glo$al Glo$al Grou& Grou& Inc. Inc. com&any com&any.. A $rief overview of the &arent com&any thus re,uires a $rief introduction. A fortune CC com&any of the year ?CC# Grey Glo$al is the ?nd largest mar%eting 0 advertising com&any with the following concerns under its $elt
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G869 :;8LD :ID6 ' =ass Advertising.
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=edia3om ' =edia Buying 0 /lanning.
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Grey Direct ' Direct =ar%eting.
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G3I ' /u$lic relation.
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Grey 4ealth care Grou& ' 4ealth 3are =ar%eting
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G? ' Brand Identity 0 &romotion.
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Grey Interactive ' Interactive 3ommunication.
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E. BrownF L=3 Grou& ' 3o7=ar%eting FLocal =ar%eting
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Beyond Interactive ' Interactive 3ommunication
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G7:hiz 6ntertainment '9outh '9outh 0 6ntertainment mar%eting.
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Grey Alliance ' 6ntertainment /artnershi&.
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:ing :ing Latino Grou& ' 4is&anic =ar%eting.
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Grey Direct =ar%eting ' =ultimedia 3ommunications.
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6ricsson
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GR! ,OR&" ,I"
G869 :;8LD:ID6 is one of the ten largest advertising agencies in the world# with offices in !1 countries. Grey develo&s highly creative solutions to mar%eting &ro$lem on a worldwide $asis. Its service includes $rand &ositioning> &ositioning> $rand &lanning> creative develo&ment> develo&ment> and &roduction. &roduction. It is also &lanning &lanning to elevate elevate a new generation generation of management. management.
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("IA-O(
=6DIA3;= with offices in @Ccountries is one of the world*s largest and most res&ected media service com&anies. It $rings media solutions that $uild $usiness for a wide range of local# regional# and worldwide clients. :ith H1C $illion in glo$al $illings# a commitment to strategic insight# total communications &lanning# tactical media $rilliance and tough $ut creative media negotiating# =6DIA3;= &rovides unsur&assed value in today*s chaotic media mar%et&lace.
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GR! "IR-T
G869 DI863- is leading glo$al mar%eting ervices 3om&any for $usinesses that mar%et to individuals and other $usinesses. Grey Direct &rovides to its clients> direct mar%eting solutions (for the analog world)# 6lectronic direct mar%eting su&&ort (for the digital world)> data$ase o&timization 0 im&lementation> and aggressive sourcing and &rint &roduction management.
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G-I
G3I is one of the world*s largest glo$al &u$lic relations# recently named Agency of the 9ear $y a leading industry ournal. G3I has e&anded traditional services into an ever7widening grou& of &ractices# including including $rand mar%eting# mar%eting# cor&orate affairs# affairs# healthcare technology# technology# change management# management# and financial relations.
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GR! 'A&T'-AR GROP
G869 46AL-43A86 G8;+/ is one of the world*s largest health care mar%eting agencies. It &rovides education# education# consulting# consulting# advertising# advertising# &u$lic relations# on7line &atient relationshi&# relationshi&# and
&hysician loyalty &rograms for &harmaceutical and healthcare industries. :ith Grey# it also &rovides seamless &rofessional and consumer $randing and mar%eting communications for glo$al 0 local clients. •
G)
G? is a glo$al integrated mar%eting communications com&any s&ecializing in $rand design# and develo&ment across many disci&lines# including identity# design guidelines# &ac%aging# collateral# sales &romotion# &oint of sale and environmental design. -his new networ% offers creative solutions outside traditional advertising. G? has e&anded the $rands of such clients as /rocter 0 Gam$le# ru&s# 5ew 9or% Lottery# Individual.com# /anasonic# -o&&s# Intevo# 3annon# Eac%son 4ewitt# 8oyal =ail# auto$ytel.com# and British American -o$acco. It is growing in International ca&a$ilities and currently services 3lients in twenty7four countries outside the +nited tates.
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AP-O
A/3; :orldwide is the leading glo$al communications firm s&ecializing in &u$lic affairs and maor cor&orate issues# including issues management# litigation su&&ort# and communications regarding mergers# and ac,uisitions# government relations# cor&orate &ositioning# strategic /hilanthro&y# community relations# and general issue communications.
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GR! I%TRA-TI#
G869 I5-68A3-I26 is one of the world*s largest glo$al full services Internet and mar%eting networ%s. In over ?C countries# it serves clients with a single offering full7interactive mar%et services in su&&ort of $usiness and $rand $uilding. -hese include we$ site develo&ment# e7 commerce# Internet Advertising# research# consulting and relationshi& mar%eting. Its glo$al $usiness model is distinctive in the Internet arena today. •
B!O%" I%TRA-TI#
B69;5D I5-68A3-I26 is a full7 service interactive mar%eting agency s&ecializing in customer ac,uisition and customer retention. B69;5D I5-68A3-I26 focuses on increasing its client*s e&osure and maimizing the lifetime value of their customers through interactive mar%eting. It develo&s mar%eting strategies and eecutions to &romote eisting sites and
traditional $rands. Its goal is to increase the effectiveness and return on investment of its clients* interactive mar%eting efforts
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/.BRO,%0 &(- GROP
E.B8;:5 F L=3 G8;+/ are the leading co7mar%eting agency in the +.. It hel&s com&anies leverage mar%eting $udgets through retail &artnershi&s. -he result is stronger merchandising# consumer im&act and $rand e,uity communication. It also offers &roducts 0 technology demonstration and sam&ling &rograms# and through L=3# adds value to local radio &rogramming.
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G ,'I
G :4I is an integrated multi disci&lined mar%eting com&any. It is a full service7advertising agency with a rich heritage in $uilding $rands# managing entertainment &ro&erties and mar%eting leisure activities. &ecializing in understanding the youthful mindset of today*s consumer# it offers advertising and media services Internet 0 interactive content> &romotion> consulting 0 $rand &lanning for id 'oriented entertainment ' related &roducts and services.
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GR! A&&I%-
G869 ALLI6536 $uilds $ridges of &artnershi& that &rovide solutions and create o&&ortunities. It is a &artner com&any of G869 GL;BAL G8;+/# one of the largest full service communications agencies in the world with a $road client roster $oasting maor entertainment &ro&erties# talent and consumer $rands. Alliances have develo&ed a strong networ% within a vast array of industries that has allowed us to create strategic &artnershi& that $uilds $usiness.
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,I%G &ATI%O GROP
:I5G Latino grou& was formed in ?CCC $y the merger of Grey Glo$al Grou&s + 4is&anic mar%eting agencies. <;2A# and it*s /uerto 8ico7$ased agency# :est Indies and Grey. -he new com&any is one of the largest 4is&anic =ar%eting 3om&anies in the +.. and /uerto 8ico and
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&rovides full service ca&a$ilities in advertising# media# research# merchandising# &romotions# direct mar%eting# interactive 0 &u$lic relations for maor com&anies.
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GR! "IR-TOR! (AR2TI%G
GD= s&ecializes in yellow &ages and other s&ecialized directory media. ;ne of the to& ten com&anies in its industry %nown for its disci&lined mar%eting a&&roach and media innovations# GD= &ioneered the use of metered testing and other tools to measure their clients* return on investment from the medium.
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#I$A& -O((%I-ATIO%$
2I+AL 3;==+5I3A-I;5 G8;+/ (23G) s&ecializes in investor and mar%eting communications. -he investor communications grou& develo&s strategic and designs creative media for I/; road shows# investor conferences# annual re&orts# and investor relations :e$ sites. •
RI-$$O% 3I%A
It is a new com&rehensive creative resources dedicated to $uilding $eauty# fashion and image $rands# such as 3over girl# 4ugo Boss
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Global Resources+ A Rich Total -o44unications -o4pany
Advertising Branding and marketing Youth Marketing Entertainment Marketing
Advertising Medical Education E-marketing Brand Consulting DTP/DTC Communicati ons
Branding and Design Data Consulting Direct Marketing "nteractive Marketing Promotional# Trade and $hopper Marketing
Corporate Consumer Healthcare Technolog Media !elations
Meeting Management
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Global %et*or5
Our Global Network Global Reach • Local Touch 121 Offices, 116 Cities, 94 Countries
Americas Argentina Bra%il Canada Chile Colom&ia Costa !ica Dominican !epu&lic Ecuador El $alvador 'uatemala Honduras Me(ico )icaragua Panama Peru Puerto !ico Trinidad * To&ago +nited $tates +rugua ,ene%uela
Europe, Middle East & Africa Austria Belgium Baltics Belarus Botsana Bulgaria Cameroon Congo Croatia Cprus C%ech !epu&lic Denmark Estonia Egpt Estonia 2inland 2rance 'erman 'hana 'reece Hungar
"reland "srael "vor Coast .ordan "tal -a%akhstan -ena -uait 1atvia 1e&anon 1ithuania 1u(em&ourg Macedonia Mauritious Moldova Morocco )etherlands )igeria )ora Poland
Portugal 3atar !omania !ussia $er&ia/Montenegro $audi Ara&ia $lovenia $outh A4rica $pain $eden $it%erland Turke +kraine +nited Ara& Emirates +nited -ingdom 5incl "reland6 +%&ekistan 0im&a&e
Asia Pacific Australia Bangladesh China Hong -ong "ndia "ndonesia .apan Malasia )e 0ealand Pakistan Philippines $ingapore -orea $ri 1anka Taian Thailand ,ietnam
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Asia Pacific %et*or5
Our sia !acific Network
sia !acific Reach • Local Touch 2" Offices, 2" Cities, 1# Countries
Australia
Hong ong
!ndonesia
Pakistan
Sri Lanka
Can&erra Mel&ourne $dne
Hong -ong
.akarta
-arachi
Colom&o
!ndia
$apan
Philippines
Taiwan
Toko
Ce&u Manila
Taipei
"angladesh Dhaka
#hina Bei7ing 'uang%hou $hanghai
Ahmeda&ad Bangalore Chennai -olkatta )e/ Delhi Mum&ai
Mala%sia -uala 1umpur
Singapore
Thailand Bangkok
$ingapore
&ew 'ealand Auckland
South orea $eoul
Vietnam Hanoi Ho Chi Minh Cit
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1.6GR! dha5a Grey Advertising Bangladesh Limited is one of the leading advertising agencies in Bangladesh. According to the AD age (An International advertising magazine) Grey is the third largest ad agency in Bangladesh in term of annual revenue.
1.7The depart4ents *or5ing *ithin GR!
-here are $asically five de&artments in G869. ;ne of them wor% around the &roduction of advertisement and other ensures smooth functionality of the organization. In the following figure all the de&artments of G869.
-he mission of these de&artments is to &roduce ,uality advertisements for their clients. As a result# the advertisements should drive sales# create an increased in awareness# and the firmKs &rofits should go u&.
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-lient $ervices "epart4ent
-he $asic function of the client service de&artment is to maintain relationshi& with the clients and &ros&ects. -hey communicate the thought of $oth the &arties $etween two &arties. -hey are one of the most im&ortant &arts of G869 $ecause they are the &ersons who find out the things customer needs and finding the need is one of the most useful ways to %ee& the customers ha&&y. -his de&artment is the $lood circulation of the whole organization and it co7ordinates within the functions of the various de&artment in the agency.
-his de&artment of G869 is also im&ortant for research &ur&ose. -his gives some im&ortant information to the G869 authority# li%e a. 6ffectiveness of the cam&aign $. =ar%et &ower of the su$ect &roduct c. 3ustomer reaction a$out the &roduct or the ad cam&aign 11
d.
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(edia "epart4ent
5ow a day num$er of full service agency is getting lower and lower every day. G869 is one of the few full service agencies in Bangladesh. -hat*s why they have to select the media they are going to use to &u$lish or to show any certain advertisement. -he media de&artment of G869 finds out the most &rofita$le way from the com$ination of coverage# cost and &roduct ty&e to air the advertisement. -he media de&artment also finds out the &rograms that a client can s&onsor. =edia timing is also one of the im&ortant functions of the media de&artment.
-he media selection method is a little $it hard7hitting here in Bangladesh. In case of -2 $roadcasting media# the im&ortant factors considered $y the G869 are 1. ?. . .
3overage of the networ% (B-2 has the highest coverage) -y&e of &roduct (some &roducts can*t $e advertised in national -2 $efore 1C) 3ost -8/ rating (In case of s&onsorshi&# agencies follow a rating called television rating &oint# -8/.)
In case of /rint =edia selection# the im&ortant factors are 1. -y&e of the news &a&er or magazine ?. 3irculation . 3ost 1?
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-reative depart4ent
-his is the engine of the organization $ecause it is them whom ma%e G869 &o&ular and effective to the clients. -hey &erform certain acts. ome of them a re given $elow. a. Develo&ing theme for a -2 commercial $. Develo&ing headlines# su$7headlines and $ody messages for an advertisement to c. d. e. f.
$e &rinted on &a&ers. Designing the loo% of the artists in a commercial 2isualizing the idea /reå ingles
Ado&tion of foreign ad ideas according to the &rescri&tion $y the client in case of multinational ad. •
3inance depart4ent+
-he finance de&artment of G869 functions li%e finance de&artment from any other $usiness organization. -he etra thing it does is the $udgeting for any advertisement cam&aign or &roduct &romotional cam&aign.
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'R depart4ent+
-his de&artment hel&s to find out the $est &eo&le# who can suits with this organization. -his de&artment also motivates the em&loyees in various ways. a. 8ecruiting of new em&loyees are their concern. $.-raining and develo&ment of the interns are going in a good way is also their concerns. c.3om&ensation# em&loyee $enefit# leave and service rules &rogram and u&gration d./lacement and &erformance a&&raisal of em&loyees e./reå related re&orts f.8e&orting to the 6ecutive 3ommitteeF Board on related matters
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1.8 ,hen GR! ,or5s for a client9 -here are certain conditions that are &re re,uisite that G869 will $e wor%ing for the organization. ome of them are>
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If the &roduct line is not conflicting to the lines already handled $y G869. Good Muality of the &roduct Availa$ility of funds for researching =ar%et &osition of the &roduct has to $e &ossi$le to $e develo&ed. 3reative and wor%ing freedom -rust and &artnering
1.: Advertising process bet*een client and GR! -he communication &rocess $etween the client and the ad agency is ,uit delicate and the following section &resents this delicate &rocess of communication. -lients Proble4
At first the client communicates and fies a meeting with the G869 officials and they e&ress their &ro$lem and the ty&e of remedy (if they have an). In the long years of doing $usiness the common &ro$lems G869 hear from the clients are a. $. c. d.
ales is getting low Arrival of new com&etitor Launch of new $rand =ar%et rumor etc.
-he agency needs to understand the client*s $usiness and have a good %nowledge of the dynamics of the mar%et in which the client o&erates. 6,ually# the agency should also $e aware of the motivations and decision7ma%ing &rocesses of end consumers. A new &roduct or service# new situation or changing mar%et conditions may &rovide the starting &oint for a new role to $e &erformed $y advertising# direct mar%eting# &ersonal selling# sales &romotion# event s&onsorshi&# or internet mar%eting.
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Internal Briefing by Account e;ecutive
Account eecutive# the head for managing the activities related to a certain $rand# communicates with the client and gets hold of their &ro$lem. -hen he $rief to the de&artments related to the &lanning of the &romotional cam&aign. A grou& is assigned to the &ro$lem. -he grou& $riefed generally contains# a. $. c. d.
=edia &lanners 3reative directors
-onducting Research
3lient service de&artment conducts a research a$out the &roduct in the mar%et. -he main o$ective of conducting this research is to> a. $. c. d.
Gather information a$out the image of the com&any and &roduct# Gather information a$out current &romotion Gather customer com&laints Gather customer &rescri&tions.
Planning the ca4paign
It*s a uggernaut wor% to &lan for a &romotional cam&aign. Generally the mem$ers of the a$ove mentioned grou& ta%e &art in the &lanning &rocess. -he things they generally &lans are# a. $. c. d. e.
Goal of the cam&aign -y&e of &romotion# A-L or B-L -y&e of advertisement# &rinted or -23 Budget of the advertisement =edia &lanning
4ere A-L means a$ove the line &romotional cam&aigns li%e -23# /a&er advertisement etc. on the other hand B-L means sam&ling# &osters etc.
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Reaching presentation
Although it is named as the client*s &resentation $ut actually the &resentation is &resented $y the account eecutive. -hey &resent the outline of the &lan they have &re&ared. A sam&le &lan for
3inal Approval Presentation <-lient=s presentation>
After &erforming all the &lanning wor%s the agency has to ta%e the final a&&roval of the client. -he agency &resents the detail cam&aign &lan to the client and as%s for wor% order on that &lan. Achieving censorship certificate
In case of $roadcasting in the national -2 or 8adio# the scri&ts have to $e a&&roved $y the television and radio authority. -hen the wor% of &roduction can $e started. Producing the advert
After getting a&&roval from all the &arties the agency call the res&ective de&artment related to res&ective wor%s. -he creative de&artment design the layout of the advertisement# they will design the slogans# tets# images for the &a&er and the total outline including# dress# $ac%ground# scri&t# cinematogra&hy for a -2 3ommercial. -he &roduction de&artment then &roduce the $anners# &osters# $ill$oards etc. ;n the other hand client service de&artment of G869 contacts with the director and get into negotiation a$out the com&ensation of the director and they also e&lains the total visualization of the advertisement. -hen the director as%s for casts and crews and shoots the total advertisement. After that the shoots are edited
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and converted to three ty&e of advertisement (in case of huge advertisements). -hey create three different versions for the three different &hase of the cam&aign which are# a. Introduction $. =emorizing c. /romotional The ca4paign appears
-he time s&an $etween the $riefing of the account eecutive $y the client and the cam&aign a&&earing can $e as little as si or eight wee%s for a sim&le &hotogra&hic news&a&er eecution# to twenty wee%s &lus for an animated -2 commercial# &ersonal selling drive# sales &romotion cam&aign# event s&onsorshi&# &u$lic relation activities.
-ontrolling
Li%e all management &rocess advertising also has a controlling s&here. In this stage the &erformance of the cam&aign is udged after 1 month# month and " month of the launch of the cam&aign. -hen the result is com&ared with the &erceived result. If the result is &ositive then generally the cam&aign sto&s else the research de&artment again &erforms a research to find out the reason of the failure of the cam&aign.. After finding out the &ro$lem# the agency &rescri$e some action to the client and if &ermitted than wor%s accordingly.
1.?-o4pensation 4ethods used by GR! G869 generally uses three different ty&es of com&ensation system. -hey are as follows# a. 3ommission Based $. 8etainer fee c. Account Based
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-o44ission Based -o4pensation
In this system G869 charges atleast JN commission on the total &romotional $udgetO 1N vat on the commission charged. -hus it differs from client to client. Retainer fee
5ow some organizations li%e grameen &hone# A%iz and some other organizations are arranging for cor&orate tenders for a certain amount of &romotion. In this case G869 ,uotes a &rice and it wins the deal if it is the lowest. Account Based
-his sort of advertising accounts occurs generally incase of clients gained through affiliation. -hese clients &ay certain amount money against a certain amount of wor% which doesn*t changes with the amount of wor% done $y the clients.
1.@ $,OT Analysis+ GR! "ha5a
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%tren&ths Best is industry creative and strategic &lanning team A$ility to deliver good &roduction value on creative eecution Good clout with the media# in terms of negotiation &ower and relationshi& with media houses Learning from the region> o&tion of $ringing international e&erts
$eakness Doesn*t have in7house ca&a$ility of different &roduction and activation related activities Being &art of =53# at times it*s $ogged down with &rocesses and directives from the regional offices 4igher cost to client (due to higher &ersonnel cost)
O''ortunities =ore and more local com&anies are getting into the &romotional &hase
1. I4portant Points ,hy GR! $hould Get the Account
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Truly Global
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-he $usiness for which we have $een invited to $e evaluated as &artners is something that no Agency in Bangladesh has ever handled. Given this scenario G869 is $est suited to meet the challenge# $ecause $eing a true multinational it can &ull together its glo$al resources who have e&erience in handling such $usinesses in other &arts of the world
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G869 has the $est and most develo&ed retail and trade mar%eting and management e&ertise# $uilt over the years $y wor%ing with glo$al clients li%e BA-# /0G# G and 8ec%itt ' G869 is the first firm in the world to have develo&ed the latest trade and retail mar%eting modules
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G869 is also $est suited for consumer engagement &rograms ' grown through its e&erience mainly with BA-# where one is forced to thin% far $eyond the usual A-L and B-L models.
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G869 Dha%a right now has the $est trategic /lanning -eam. of the countries $est &lanners are wor%ing for this institution and $uilding $rands for $oth local and glo$al clients. G869 is also the first agency to have develo&ed the conce&t of insight and insight &a&ers which is still %nown as G869 =atter.
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G869 Dha%a today also has the $iggest and $est creative team ' the $est art directors and creative directors from nearly all old agencies are currently wor%ing in this single institution and have wor%ed across many diverse categories
1.10
$o4e Brilliant Print ads of Grey
?C
Brand: Nokia
Brand: Boost
?1
Brand: Grameenphone
Brand: ARKU
??
Part )
Introduction of the report
).1Bac5ground of the report+ ?
Grey Advertising Bangladesh Limited is one of the leading advertising agencies in Bangladesh. According to the AD age (An International advertising magazine) Grey is the third largest ad agency in Bangladesh in term of annual revenue. As an intern of Grey Advertising Bangladesh Limited I wor%ed in its Account ervicing de&artment where I was wor%ing under the su&ervision of one grou&. -he Idea of an Ad# mar%et research# &lanning# client dealing# etc are done $y this de&artment. -hey meets with the client to determine sales goals and creative strategy. o I also had to do this ty&es of wor%s.
).)Obective of the $tudy -he o$ective of the study is to e&lain the &rogram and activities of advertising agencies in and to de&ict the trends in the advertising scenario of Bangladesh. -o %now a$out this scenario I chose G869 Bangladesh Ltd. o that# I can have a wide loo% on advertising agency of Bangladesh.
(ain obective
-he o$ective of the study is to review the role of advertising agency in $rand management and how Grey Advertising engages customers more effectively with the $rands that agency manage and will mange in the future.
$econdary obectives
?
•
-o learn activity of ad agency*s and how an agency uses integrated mar%eting communications tools that hel&s to touch every individual with messages that motivate them# delivers com&rehensive cor&orate solutions# including strategic $rand management &rocess# cor&orate social res&onsi$ility# direct mar%eting and other services to cor&orations.
•
4ow I=3 is effective for $uilding of $ond# trust# engaging audiences# and influencing the influencers.
).6$cope of the proect As Grey Advertising Bangladesh Limited has num$er of divisions they are related with the Account service de&artment in a scene. -hrough the re&ort it was &ossi$le to %now the overall &rocess of develo&ment of an ad. As Grey has several de&artments# I did wor% with each and every de&artment to %now the reality of an ad agency and to ma%e this re&ort a good one. Although Grey has various %inds of clients# I tal%ed with mar%eting officer of AI regarding
).7(ethodology of the $tudy
-o fulfill the o$ectives of the study# here# in this re&ort I have $roadly discussed two cases .;ne is a -elecom &roduct Q5o%iaR and another is a consumer &roduct Q
By analyzing these two cases# we can have a clear idea on &rogram 0 activities of Ad firm in Bangladesh .I also tried to find out how G869 Bangladesh do it*s wor% and maintains the ,uality of advertising . ?
).8Activity $chedule+ Proect start date+ October 8C )DD@+ October : to October +
3ollecting secondary information a$out the e&loratory study contents. October 1D to October 11+
/re&aration of &ro&osal for research. October 1) to October 18+
Gather informal information from the field October 1: to October )@+
/reå the structure for informal in7de&th interview for management authority. October ) to %ove4ber 6+
Data gathering and selection of information field to discuss. %ove4ber 7 to %ove4ber @+
;rganizing and evaluating collected information %ove4ber to %ove4ber 1?+
Analyzing Data and &re&are re&ort %ove4ber 1@ to %ove4ber )+
8eview and su$mit
?"
Part 6
It doesn*t matter what an organization &roduces it needs a hug e amount of mar%eting effort to sell them to the mar%et. It needs all the &arties related to mar%eting universe in a simultaneous manner to ensure the most &ossi$le &rofita$ility for the su$ect organization. ?J
-hat*s how the thought of integrated mar%eting communication emerges. -he $asic theme of this a&&roach is to use si $asic tools (advertising# sales &romotion# &u$licity# direct mar%eting# &ersonal selling# interactive mar%eting) altogether to get the maimum amount of $enefit $y reaching the maimum num$er of &ros&ects or customers. Integrated mar%eting communication &rocess have $ecome &o&ular among mar%eters at recent times as it &rovides mar%eters the o&tion of using different &romotional tools to attract consumers rather than using only advertising. -herefore in the &resent world advertising agencies have $ecome an im&ortant &layer of the communication &rocess as they are the one who can &rovide continuous su&&ort to the mar%eters to showcase their message to the consumers in the most effective and afforda$le ways. -his article &ortrays the &rogram and activities and different roles that advertising agencies &lay in the &resent world and signifies the im&ortance of client7agency relationshi& to effectively communicate and $uild u& relationshi& $etween mar%eters and consumers. It also de&icts the &resent advertising industry scenario and o&&ortunities in Bangladesh.
6.1 ,hat actually is an ad agency9 An advertising agency is an organization of creative &eo&le and $usiness&eo&le that s&ecialize in develo&ing and &reå &lans# advertisements# and other &romotional tools. -he agency also arranges or contracts for the &urchase of advertising s&ace and time in the various media. It does all these on $ehalf of different advertisers# or sellers ' its* clients ' in an effort to find customers for the client*s goods and services. -he agency em&loys s&ecialists in a&&lying the com&le art and science of advertising to $usiness &ro$lems. -hey include administrators and other $usiness &eo&le# writers# artists# mar%et and media analysts# researchers or other s&ecialists. -hey have da y7to7day contact with outside &rofessional su&&liers who illustrate advertisements# ta%e &hotogra&hs# set ty&e# retouch art# shoot commercials# and record sound ' all the ste&s re,uired to &roduce ,uality wor%. -hey %ee& a$reast of the latest advances in technology# the most recent changes in &rices# and the most current &roduction &ro$lems. Although advertising agencies have $ecome im&ortant su&&ort organizations for the mar%eters around the world $ut still there are a lot of mar%eters in Bangladesh who are unsure a$out the activities of the advertising agencies and the im&ortance of using ?@
advertising agencies for $uilding u& relationshi& with target consumers. As a result in this &a&er initiatives have $een ta%en to &ortray an overview of the advertising agencies# their im&ortance on &resent $usiness world and the advertising industry scenario of Bangladesh. -he showcase of the functions of the advertising agency# as&ects of the client7agency relationshi& &rovided in the article will $e a$le to generate more interest among mar%eters of Bangladesh to develo& a relationshi& with advertising agencies in order to communicate more effectively with the consumers.
6.),orld $cenario of Advertising Agencies It doesn*t matter what an organization &roduces it needs a hug e amount of mar%eting effort to sell them to the mar%et. It needs all the &arties related to mar%eting universe in a simultaneous manner to ensure the most &ossi$le &rofita$ility for the su$ect organization. -hat*s how the thought of integrated mar%eting communication emerges. -he $asic theme of this a&&roach is to use si $asic tools (advertising# sales &romotion# &u$licity# direct mar%eting# &ersonal selling# interactive mar%eting) altogether to get the maimum amount of $enefit $y reaching the maimum num$er of &ros&ects or customers. o the need of advertising is $ecoming more and more day $y day.
International agencies serve clients in their &articular cou ntry# unli%e worldwide agencies that manage clients glo$ally. -hese agencies are located in Germany# &ain# 3hina# Italy# weden# Brazil# 5orway# 8ussia and other countries outside of the +nited tates. ome of the name of a dvertising agency*s are given $ellow
•
Ally 0 Gargano (1!"71!!1)
•
Bernstein78ein
•
Bozell :orldwide (founded in 1!?1)
•
Birdsong gregory (founded in ?CC1)
•
3ordiant 3ommunications Grou& ?!
•
Della
•
De2itoF2erdi
•
DKArcy =asius Benton 0 Bowles (1!C"7?CC?)
•
< 7 3ommunicating Innovation
•
la comunidad
•
=A83 +A
•
•
•
5. :. Ayer 0 on (1@"!7?CC?) Lord 0 -homas (founded 1@J# $ecame
•
cali# =c3a$e and loves (founded 1!"J# ac,uired $y Lowe :orldwide in 1!!)
•
-are% 5our 3ommunications (founded in 1!J!) in Giza# 6gy&t
•
-aylorF:est (founded 1!@) in an Antonio# -eas
(;mnicom Grou& ) 1. BBD; ?. DDB :orldwide . -B:AS:orldwide . 6lement J! /artners . Good$y ilverstein 0 /artners ". Arnell Grou& J. GD0= @. 8o$erts 0 -arlow !. immerman Advertising 1C. =er%ley 0 /artners 11. =artinF:illiams ( :// Grou&) 1. Grey Glo$al Grou& ?. E:. ;gilvy 0 =ather C
. 9oung 0 8u$icam . :underman ". 8-3 8elationshi& =ar%eting J. Blast 8adius @. Burson7=arsteller
(Inter&u$lic Grou& of 3om&anies) 1. 3am&$ell =ithun ?. 3am&$ell76wald . Dailey 0 Associates . Deutsch Inc. . Draftfc$ ". 4ill 4olliday J. Lowe :orldwide @. =ullen Advertising !. -he =artin Agency 1C. =c3ann76ric%son 11. -= Advertising -here are many advertising agencies are availa$le in the world .-hese agencies are wor%ing hard to develo& a &roduct and ma%e it memora$le to the consumers.
6.6Advertising in Asia at a glance
1
-his is an incredi$le time# a dynamic &eriod in Asian mar%eting.
India is a success name in Advertising world. =ost maor international advertising firms have chosen local Indian &artners for their wor% in this mar%et. =um$ai (formerly Bom$ay) remains the centre of the advertising $usiness in India.
6nglish7language advertising in India is among the most creative in the world. -2 advertising (es&ecially in the 4indi language) has made maor headway in the &ast 1C years# es&ecially with the advent of satellite -2.
6.7 Advertising in Bangladesh at a glance -here was very little advertising &ractice in Bangladesh $efore inde&endence. Due to inade,uate industrialization# demand for s&ecialized advertising agencies was very limited. /ioneers in the field such as Bito&i# 6ast Asiatic (now Asiatic)# and Inters &an entered the mar%et almost simultaneously in the year 1!"J. -heir clientele com&rised multinational com&anies li%e Lever Brothers Ltd.# which had started to increase the range of their &roducts. ;ther advertising com&anies started o&erating after inde&endence.
?
-here is no formal way of trac%ing of advertising agencies in the country. According to formal media sources# a total of 1C agencies are registered with Bangladesh -elevision# while the num$er eceeds CC when $oth the formal and informal sectors are considered. 4owever# more than JCN of the formal mar%et share is held $y the to& nine advertising agencies of the country. -hese agencies# in descending order of mar%et share# are Adcomm# Asiatic# Bito&i# Grey#+nitrend# Inters&eed# /o&ular# =adona# and =atra. ;ther advertising agencies claim only a$out 1N of the mar%et share# while the rest is accrued to in7house advertisement of $usiness firms and enter&rises. Advertisement media in Bangladesh can $e classified into two categories $ased on the &lacement strategy 7 A$ove the Line (A-L) category and Below the Line (B-L) category# each claiming a$out CN of the total revenue. A-L includes news&a&ers# magazines# radio# television# and satellite and ca$le television. /lacement strategies under B-L includes event management# in7house advertisement (com&any &erforming own advertisement) at &oint of &urchase# outdoor advertisement ($ill$oards# hoarding# neon signs# and $ell signs)# innovative activities (atra# street drama) and advertisement on vehicle $odies or fliers. -he mar%et size of the formal advertising agencies accounted for a$out -% ? $illion in 1!!!# while# in7house and outdoor advertisements $y manufacturing or service &roviding com&anies and the informal agencies (non7registered agencies and individuals) accounted for a$out another -% 1 $illion. -he tariff structure of advertisement varies de&ending u&on the ty&e of media and the time or s&ace used. A C7seconds advertisement on Bangladesh -elevision is charged -% !#C at &ea% hours (J /= till the end of dayKs transmission) and the amount increases $y surcharge (CN for fied time# JCN for immediately $efore or after the news# @CN for mid7$rea%s in films and 1CCN for mid7$rea% in news). 8ates are almost half during transmission hours $efore J /=. -he commercial time allowed to a s&onsor in a "C7minute &rogram is u& to 1@C seconds and the rate charged &er e&isode or &rogram is -% @C#CCC early time# -% 1CC#CCC for &ea% time. Bangladesh -elevision offers a discount of ?N on advertisements of $oo%s and magazines not containing any advertisement and activities of registered cultural organizations and
voluntary organizations. Guide$oo%s for admission tests and com&etitive eaminations# test &a&ers and &u$lishing houses do not get this discount facility. Bangladesh television however# im&oses an additional surcharge of "CN on s&ot and s&onsored advertisement for all &roducts# which are &roduced or assem$led outside the country. 8ates charged $y the Bangladesh 8adio are much less -% "CC for each transmission of a 17seconds advertisement from 1st to 1st time. Bangladesh 8adio charges -% #CCC for s&onsorshi& of a cric%et match and -% C#CCC for that of a foot$all match. Advertisement tariff for news&a&ers varies $etween -% CC and -% @CC &er column inch in inside &ages> it is a$out three times higher in $ac% &ages. -he growth of the advertising industry since 1!"J demonstrated a direct relationshi& $etween the economic growth of the country and &urchasing &ower. Informal advertising agencies are continually s&ringing u& in com&etition with formal ones. -he clientele of advertising agencies &rimarily com&rise of &rivate national com&anies (/53)# multinational com&anies (=53) and non7government organizations (5G;). -he =53s com&rise more than "CN of the media share followed $y the /53s com&rising ?N. -he maor client of the &rint media is the government. -he advertising $usiness is governed $y the com&etition &revailing in the mar%et> &roducts having high com&etition advertise more. Also# consumer goods hold higher &ortion of the advertising $udget. Also evident the industries having a very high local demand de&end on advertising. 6&ort
oriented
com&anies have gradually started to use the e&ertise of the advertising industry es&ecially in the area of $rochure develo&ment. -he legal as&ect of advertising is controlled $y the government through a re,uirement of the media to sign contracts with advertising agencies or the advertiser for all ty&es of advertisements. -he general terms and conditions of the contract are to conform to laws and regulations relating to &rinting# &u$lication and mass communication. -he =inistry of Information is the &rimary controlling authority and may decide to change all or a &art of the terms and conditions of contracts with the advertising media. Advertisements related to drugs# cigarette# and the li%e> re,uire &rior &ermission of the =inistry of 4ealth. Also# the government has set an ethical code of conduct# although not ado&ted as a legal document# for
advertising agencies and for the media. -he code urges the agencies to refrain from advertising &roducts li%e alcohol# cigarette# $a$y food and cereal# undergarments for men and women# and contrace&tives (ece&t $irth control &ills). -he media in general is e&ected to a$ide $y social norms and moral value# refrain from direct attac%s on any religion# &erson or organization# as well as from o$scenity and vulgarism# and from using historical leaders and &olitical leaders in advertisement
Part 7
-ase analysis and "iscussion
"
7.1"evelop4ent of (ar5eting -a4paign+ The GR! ,ay
a. %O2IA %o5ia is the worldKs leading mo$ile &hone su&&lier and a leading su&&lier of mo$ile and
fied telecom networ%s including related customer services. :hen it launched it*s &roducts in Bangladesh they were trying to get mied with the &eo&le of Bangladesh as well as with their emotion.
34ALL65G6 Bangladesh has a &o&ulation of 1Cmln &eo&le with mo$ile su$scri&tion $ase of 1.1mln. Grey handsets dominated the mar%et with @CN share. -he challenge really was to fight against these grey handsets in Bangladeshi mar%et> 5o%ia was trying to esta$lish awareness of the $enefits and disadvantages of legal handsets versus grey handsets. 5o%ia esta$lished themselves as the alternative mo$ile solution for consumers who wanted to get mo$ile handsets at a chea& &rice. -he consumer offer was Bangla ena$led features $ut availa$le o nly on legal# entry level handsets# which was first in Bangladesh for any handset mar%eter.
ID6A :hen we started off there were many things come across our mind. -he most im&ortant insight we had a glorious &ast of our language. Bangladesh is the only nation that fought for its language in recognition of which ?1st
:e never wanted to lose the fact that 5o%ia wants to connect the &eo&le. o we &ic%ed u& this magic of connection and &ride of our language. :e $lended u& these two factors and
J
created the &erfect connection* $etween an international $rand and its consumers via a strong and relevant insight.
;L+-I;5 -he challenge was to go $eyond the left $rainTthe &roduct attri$utesTto really create an emotional connection with the consumers. :hat we did wonderfully was to create an idea for those who $elieve from the core of their heart that the sweetest language in the world is Bangla and the sweetest e&ressions are articulated only in this language. -he fact is# almost every Bangladeshi $elieves that Bangla language is one of his &rime e&ressions of KBengalinesK.
86+L- -he cam&aign &uts a great im&act in case of 5o%ia .;ne of the greatest achievement is reducing the grey mar%et circulation. It reduced from @CN of the total mar%et to ?CN. 5o%ia won over the mind share and share of voice of Bangladeshis using a humorous and local a&&roach. /reference scores went u& $y score &oints .It sales went u& times $ringing their overall mar%et share to "N.
-he tagline 7 Kei shudhu Banglatey shom$o$K (this is &ossi$le only in Bangla) $ecame &art of &o&ular culture. -he &hrase was even ado&ted $y <= station radio oc%eys as well as &resenters on -2 (source local <= stations). Another achievement is this same insight and strategy was also used for the riLan%an mar%et which ran the inhala Language 3am&aign. ales of 5o%ia &ost this cam&aign went u& times# there$y &roving the universality of the insight and strategy (source 5o%ia).
Last $ut not the least# -he Bangla 8ange cam&aign of 5o%ia handset $rings the 6ffie Award to G869 which can $e consider as the ;scar in the advertising world .
@
:inning an 6ffie has $ecome a glo$al sym$ol of achievement .Its not only the matter of &ride for the Grey advertising agency $ut also for Bangladesh.
-ase analysis +
%o5ia 2inle "uniya 3ree is a %ind of &romotion# which will &rovide the o&&ortunity to go
for a world tour# however# only for the 5o%ia handset &urchasers. In total 1C winners will $e selected $ased on the random selection &rocess# however# each winner can $ring any one of his dear one with himFher for the world tour.
Any %ind of &romotion should have two wings 77;ne is the consumer &romo and another one is the trade &romo. 3onsumer &romo is re,uired for motivating customers to &urchase more &roducts and -rade &romo is for traders to sell more.
(odalities+
-he modalities of the &romo are given $elow $tep 1+ 3ustomers will &urchase any mo$ile set of 5o%ia $tep )+ After &urchasing a set# customers will get an entry form that re,uired to $e filled
&ro&erly. $tep 6+
6ntry form need to insert in the envelo&e along with void stic%er and &hotoco&y of
cash memo and warranty card.
$tep 7+ All the a$ove materials with void stic%er in one envelo&e need to $e &ut in the dro&
$o.
-he most im&ortant things for the 5o%ia are void stic%er and the I=6I no. 2oid stic%er and I=6 no will ensure the original mo$ile set of 5o%ia.
!
Obectives+
i)
-o enhance the sales of 5o%ia hand set.
ii)
;$ective to dou$le sales of 6B+ &hones in the first and second &hase of this year .
iii)
econdary o$ective to wi&e out the transit &hones from the mar%et
iv)
Ac,uisition of new customers
v)
Increasing the re&eat &urchase of the eisting customers
$ales target+
-he monthly sales target of the &romotion is ?C#CCC to CC#CCC units of &roducts. 5o%ia &roducts of the grey mar%et will not $e included# however# that will &rovide im&act on it.
sti4ated budget+
-he estimated $udget of the &romotion is around 1# C# CC#CCC BD-. Again $udget can $e raised or can $e reduced $ased on the outcomes of the /romo.
Target -usto4ers+
-he &romotions a&&arently wor%a$le for mass &eo&le# however# the current mo$ile &urchasers are low end customers.
C
Purchasers of typical high 4oney value %o5ia products are+
•
-hose who do not care for etra features in &hones
•
•
Dual I= users
•
-hose who &urchase for &arents
•
Buyers of gifts
•
-hose who are Q$etween &hones
•
Bar$ers
•
Bearers
•
•
tudents
•
=6 owners
•
/hone sho&s
•
Drivers of &rivate and &u$lic F wheelers
•
3ollegeFuniversity students
•
/rimarily to&7u& card users
,here can *e get those custo4ers
=ost of the &eo&le of Bangladesh are in the range of 63 (ocial 6conomic 3lass) B to 63 3. o# it is not very difficult to get those &eo&le. -hese &eo&le are very close to us and availa$le around us.
The typical profiles of these people are+
•
63 B73
•
Income of -%. #CCC ' 1#CCC &er month
•
Age grou& 1J 7 1
•
4ighly &rice sensitive
•
/ragmatic# sometimes insecure
•
6motional# s%e&tic a&&roach towards life
•
:or%ing class à hard earned money
•
ee% things which are very functional and add value to their lives
The lifestyle of the lo* end custo4ers are+
•
:indow sho&&ing in Bashundhara 3ity with friends 0 family on holidays
•
4angout in 8amna /ar%# near &arliament
•
ocial gatherings in front of QtongR sho&s
•
4olidays in :onderland and
•
Gulistan and
•
6ating in &referred> Q$haater restaurantR
•
As&ire to eat with friends and family in a star restaurant
•
swarms into
•
Ardent followers of local stars
•
As&iration for 23Ds
•
/olitically o&inionated
•
+nited in Bangladesh*s s&orting e&loits in the international scene
•
-ravel $y $uses
'o* do they loo5
?
-he a$ove &icture can &rovide a com&lete understanding a$out the target audience. -he &romo is for all $ut s&ecially s%ewed towards the low end customers in order to fulfill the target of ac,uisition.
,hat do they *ish fro4 a 4obile set
Low end customers thin% more $efore s&ending their hard earned money in &urchasing any %inds of &roduct.
•
olid functionality
•
Dura$ility and relia$ility
•
-hat they never had to to& u&
$olution for the lo* end custo4ers
As low end customers are searching for the etra hoo% for &urchasing the mo$ile set of 5o%ia. -he world tour is almost im&ossi$le for them and the attachment of the as&iration may force these customers to $uy only 5o%ia mo$ile sets. -he &romo should come u& with some hoo% for them and those are •
Giving them what they as&ire to have# $ut is not $eyond their as&irations
•
Giving them what they value
•
Giving them what they wish for
The touch points of the pro4otion
-he &romo is targeting to mass &eo&le and for this reason the communication mediums are
•
-2 is the most im&ortant media for mass reach o
3hannel I
o
B-2
o
A-5 Bangla#
•
8adio
•
/ress medium
•
•
o
Eana%andha
o
Daily star
o
/rothom Alo
o
5ew Age
o
Eugantor
/oint of ales (/;) materials o
/romo /osters
o
o
Danglers
o
Leaflets
o
Leaflet holders
o
6nvelo&e
o
3ut outs
o
Gate Branding
o
6ntry 3ou&on
;thers o
Balloon Branding
o
Bus Branding
Point of $ales 4aterials+
Gate Branding
Gate Branding
Gate $randing is the most attractive communication of the &romotion. It was &laced in front of the attractive mo$ile sho&&ing malls. -he visi$ility of the gate $randing is high com&are to any other communication materials. 4owever# gate $randing is very e&ensive as the &roduction cost of the gate is very high and the &lacement of the gate will consume large amount of money. -he cost of &lacing Gate is around #CCC BD- ecluding 2A- and it was &laced in five different mar%ets of $oth Dha%a and 3hittagong. The advantages of Gate Branding+
•
Gate $randing has more attraction &ower com&are to other communication materials.
•
-he im&act of the gate $randing will $e higher if it is &laced in front of mar%ets li%e 6astern /laza# =otale$ /laza# =etro ho&&ing mall# etc.
•
3ustomers will $e informed a$out the &romotion $efore &urchasing their mo$ile sets.
•
ometimes gate $randing seems that 5o%ia has &urchased the mar%et
Q3utouts are &laced at strategic LocationsR
-utouts+
An o$ect that can stand $y it and the height need to $e at lease . feet. -he a$ove &icture is the eam&le of cutout of the &romo. 3utouts are re,uired to &lace in strategic &oints of mar%ets to enhance its visi$ility. In the &romo# all the cutouts were &laced in font of all the Grameen /hone 3enter (G/3)# franchises of G/3# 5o%ia /riority Dealers tc sho&s and all in the strategic location of different sho&&ing malls of our country li%eT8a&a /laza# Basundhara 3ity# ;rchard /oint# 6astern /laza# =otale$ /laza# =etro ho&&ing malls and many more. -he cost of &lacing cutouts is ?#CCC BD- and we &laced !C cutouts in different locations.
Advantages+
"
•
3utout got the &ro&er attraction of the customers
•
4igher readershi& com&are to the &a&er materials
•
8etailers love to &ut it in front of their sho&s
•
6nhance the decoration of sho&s# sometimes the sho&&ing centers
Dangler
Dangler Bac% side
"angler+
In the advertising agency dangler are those &ieces of communication materials that can $e hanged from the ceiling. -his is one of the &oints of sales (/;). +sually# com&anies try to ma%e it more attractive and &rovide different sha&es so that dangler will get more visi$ility.
(erits+ •
Attractive to customers
•
Less e&ensive
•
3an easily $e hanged in the small sho&s
•
3ommunicate with target customer# who wants to s&end money instant J
Bunting+
Bunting
+sually $untings are in &ro&er or im&ro&er se,uence# however# connected with ro&e. Buntings are another attractive communication as it can $e used to decorate the &urchasing &oints. ellers usually hang $unting at the to& of their entrances. Advantages+ •
Attract customers more than &a&er communication materials
•
Less e&ensive com&are to cutouts
•
3reative &eo&le and also client has freedom on it
•
8etailer usually love to decorate sho& through $unting
&eaflet 'older+
Leaflet 4older -his is used for holding leaflets and the outside &art of it can $e used to communicate or for &roviding information of &romotion. -he mnemonic is called wo$$lers which move whenever gets air.
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Advantages+ •
Leaflet holder hold leaflets
•
It is also used for ta$le tal%er
•
It wor%s as a small dis&lay unit
•
8etailers use it for decorating their ta$le
ntry -oupon+
6ntry 3ou&on
In &romotion# 3ustomers will get the entry cou&on after &urchasing a 5o%ia mo$ile set. 6ntry cou&on $ears the name# nationality# I=6I no# set no# etc and all the information customers re,uired to $e filled. Also# at the $ac% of the entry form# details of the &romo along with rules and regulations of the &romo are given.
!
-he most im&ortant &art for the 5o%ia is the I=6I no and the void stic%er that customers have to attach with the entry cou&on. ;ther than these things# the answer of the ,uestion of the entry cou&on is the most im&ortant thing from customers* &oint of view.
Advantages+ •
Bears all the information of the customers
•
3ustomers &rofile can $e used for forecasting of the future
•
8ules and regulation of the $ac% of the entry form can save 5o%ia from the future threat
•
6ntry form ela$orately descri$e a$out the &romotion
•
4uge information along with the attractive can $e given through entry cou&on.
Leaflet
&eaflet+
Leaflet is the one communication# which can $e used to enhance the awareness of the &otential customers. =ost of the leaflets are very small# one &age# very s&ecific and used for ac,uisition. In our country# &eo&le do not want to read or sometimes to receive leaflets.
this reason# the a$ove leaflet is an ordinary one. -he $ac% &age of the leaflet &rovides an instruction and if anyone follow the instruction# then he can convert the whole leaflet into the sha&e of a &lane. -his &lane sha&e has close relation with the world tour offer. o# if one consider from this &oint of view# then he can realize the greater im&act of the leaflet. Advantage+
•
Leaflet is very im&ortant to enhance the awareness a$out the &romo
•
3an $e used for ac,uiring new customers
•
Less costly com&are to any other &a&er communication materials
•
3reativity can induce the longevity of the leaflet
Pro4otional Poster+
/romo /oster
/osters are one of the &oints of sales (/;) materials of the &romotion and very good communication materials. -he size of the &oster is77771J inches (width) and ?? inches (height). -he &rice of each unit of the &oster is 1C.CC BD- and a large num$er of &osters were made for the &romotion. 8etailers use the &oster for educating customers a$out the &romotion. 1
Advantages+
•
/osters are attractive and eye catchy
•
/osters are the strong communication material and descri$e more com&are to leaflet
•
In terms of attraction# &oster is less costly com&are to leaflet
•
Distri$uting &oster is com&aratively easier than leaflet
3unctional posters+
-he size of the functional &oster is the same li%e the &romotional &oster and also the &rice of it. 4owever# the unit &rice of the &oster will alter with the alteration of the ,uantity. -he more ?
one will &roduce> the leaser will $e the unit &rice. -he functional &oster is not for creating awareness of the &romotion. In fact# it is made to educate the customers a$out the &ro&er ste&s of the &artici&ation. Advantages+
•
•
/osters are attractive and eye catchy
•
/osters are the strong communication material and descri$e more com&are to leaflet
•
In terms of attraction# &oster is less costly com&are to leaflet
•
Distri$uting &oster is com&aratively easier than leaflet
$horter #ersion of 3unctional Poster+
After o$serving mar%ets# it was $elieved that the customers are not getting the ste&s of the &romotion and most of the customers are not getting the &romotion $enefits. -he &ro$lem was too many ste&s.
&romotion. -his time# customers do not need to incor&orate the &hotoco&y of warranty card and the cash memo. Advantages+ •
•
Less num$er of ste&s assists customers to understand the &romotion &ro&erly.
•
/osters are attractive and eye catchy
•
/osters are the strong communication material and descri$e more com&are to leaflet
•
Distri$uting &oster is com&aratively easier than leaflet
/ress ad em&hasizing on ydney
Press ad of $ydney+
/ress is a mass communication medium and to attract the target customers &ress can never $e ignored. 4owever# in the &ress medium# one can not &rovide all the information of the &romotion as it will $ecome clutter. -hus# the &ress ad descri$es only one &lace of the &romotion# which is ydney. =r. umon is the &romoter of the &romotion and the &ress ad is saying that he is enoying in ydney and when are you going
Advantage+ •
=ass mar%et can $e reach through &ress ad
•
-his ad was &laced in the rd &age and the readershi& of third &age is very high
•
/ress ad &rovides more authenticity com&are to any other communication materials
•
/ress ad is strong communication materials for ac,uiring new customers
/ress ad em&hasizing on 5ew 9or% 0 London
Press ad of %e* !or5+
A$ove &ress ad was occurred after the &ress ad ydney. -he main $ody co&y is li%e the &revious oneT=r. umon is now in 5ew 9or% and when are you going -he $ac%ground visual of the &ress ad will create a visual of the 5ew 9or% and customers will $e directly motivated towards the &romotion.
Advantages+
•
-he im&act of the &revious ad will enhance with this ad
•
-he &ress ad will create a visual in the mind of more than one country
•
=ass customers will get information through this ad
Blac% and white functional &ress ad
Blac5 and *hite Press Ad+
-he &ress ad is mainly for increasing the awareness of the ste&s of the &romotion. -he color of the ad was altered intentionally as the ad will come at the inner &ages of &ress. As the &rice of the s&ace of the &ress ad is very high# the ste&s of the &romotion a&&eared in the inner &age.
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Advantages+
•
-he &rice of the inner &age is low# hence the ad $ecomes chea&.
•
/eo&le# who are interested with the &romotion# will see and &ro&erly send their envelo&e.
•
=ass mar%et can $e covered with the ad.
Blac% and white functional &ress ad (shorter one)
$horter #ersion of Blac5 and ,hite Press ad+
-his &ress ad is also for inner &age and showing only three ste&s for customers. -wo ste&s that were ecluding areT
i)
/hotoco&y of warranty card
ii)
/hotoco&y of cash memo
J
/eo&le want to fill u& the entry $ut incor&orating the &hotoco&y of warranty card and cash memo discourage them for using the o&&ortunity of the &romotion. Again# too many ste&s can not communicate &ro&erly with the customers.
-he advantages and the disadvantages of the $lac% and white shorter version &ress ad is almost same li%e the &revious one. 4owever# few more advantages li%e the small s&ace is re,uired in the &ress which reduces the cost of the ad. Also# the ad seemed to the &oint and &eo&le understand few ste&s &ro&erly and the res&onse is more.
/roduct range Bengali ad of 5o%ia with mnemonic
%o5ia Product Range ad+
-he ad includes all the sets of 5o%ia to attract mass customer. 4owever# the insertion of the ad went in the middle of the &romotion and for this reason the mnemonic was included here. -he mnemonic will create a recall for the customers and also customers can select hisFher @
$est set from the $undle of &roducts. -he ad was full &age of news &a&er and includes all the addresses of 5o%ia authorized dealers.
-he advantages of this &ress ad areT
•
In Bangladesh the native language is Bengali and Bengali language will have more im&act com&are to any other language
•
3ustomers can select hisFher favorite mo$ile hand set
•
3ustomers can get a reminder a$out the &romotion of 5o%ia
•
3ustomers will get a com&rehensive &ac%age7777large num$er of sets# information of 5o%ia authorized dealers.
/roduct range 6nglish ad of 5o%ia
Product range ad of %o5ia in nglish+
-he 6nglish communication medium is secondary in our country as our native language is Bengali. 4owever# the higher social economic class can $e attracted more through 6nglish language than Bengali. -he &rice range of the &roduct is com&aratively higher and most of !
the sets are relatively e&ensive. -hus# 6nglish language will $e the &referred one to communicate higher social class &eo&le.
The advantages of this press ad *ill be+ •
4igher ocial 6conomic 3lass &eo&le (63)# who are the target &eo&le# will $e attracted.
•
/eo&le will get a reminder a$out the 5o%ia ongoing &romotion.
•
Large range of &roducts will hel& them to select one*s &referred one.
/ress ad
Press ad+
-he &ress ad is com&rehensive in nature as it did not em&hasize only on a &articular location. -his ad descri$ed all the locations of the world tour and customers got a com&rehensive &icture a$out the &romotion. -he &ress ad is also said that one winner can $ring one more &eo&le for the world tour. -he main $ody co&y of the &ress ad says thatT=r umon is now enoying the world tour and when are you going
"C
Advantages+ •
-he com&rehensive information a$out the locations of world tour will reduce the confusion of target customers.
•
-he &ress ad will create a visual in the mind of more than one country
•
=ass customers will get information through this ad
Left side of the Bus
Bus Branding+
Bus $randing is one of the maor areas# where com&any can &romote any sorts of cam&aign. 4owever# the selection of the $us is the most critical issue. -he target customers of the &romotion are low end customers and usually travel through $uses.
Advantages of Bus Branding+
"1
•
Bus $randing is eye catchy
•
-hese ty&es of communications are eactly to the &oint
•
-raffic am of our country enhance the a&&earance of $us
Bill$oard &laced at
Billboard+
Bill$oards are one of the attractive communication tools and com&anies fre,uently use this communication tool. 4owever# the res&onse of $ill$oard de&ends on the location. -he strategic location of $ill$oards will $e the traffic hu$ areas. /eo&le stay more in the traffic am &laces and get time for reading the $ill$oards. 4ere# the &romotional $ill$oards are &laced at
"?
The advantage -utouts+ •
-he res&onse of the $ill$oard will $e higher as it is &laced at
•
=aimum num$er of target customers can $e reached through this $ill$oard.
•
Low end customers usually &ass through the
•
Authenticity enhances# if any &romotion &romote through $ill$oard.
1 &ive "ra* in -hannel I+
In channel I# the winners were selected through a live &rogram and the &rogram was eecuted $y the one of the most famous =3# Brownia. Along with Brownia# the most &o&ular and heart $rea%ing model =r. 5o$el was &resent. 4owever# the two to& level managers of 5o%ia were there to collect the entry cou&on of winners. =r. 5owfel Anower &ic%ed the first two names of the winners and instantly# they were called. After him# =r. ent &ic%ed another two names of the winners and they were also called from the live show.
+sually# com&any and channels do not li%e live &rogram as it is ris%y. -he reaction and the availa$ility of the winners are uncertain $ut enhance the authenticity of the draw. -he live &rogram did not get good words according to 5o%ia due to its some errors ha&&ened during the conversation with Brownia and the 5o%ia to& managers. 4owever# the reaction from the customers was really encouraging# when the feed$ac% had come from the winners. ;n an average# around ?#CCC &hone calls were received $y the winners and that was the most a&&reciated word of the live &rogram and the im&act of the &romo can $e understood. Trade Pro4otion+
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Trade &etter+
-rade Letter
-rade letter is for &romoting traders and to motivate them for selling more mo$ile sets of 5o%ia. -he offer for the traders is different from the customers. -he offeres says the tour of 3hina with lac%s BD-. If traders can fulfill the re,uirements# then they will get tic%et for the tour of 3hina. -he ize of the trade letter is ".? inches (width) and @. inches (height). -he &rize of each unit of trade letter is ?. BD-> however# &rice will alter with the alteration of the total ,uantity &roduced. Advantages+ •
-rade letter will educate customers a$out the ongoing consumer &romotion.
•
-raders will $e informed a$out their out incentive attached with the $etter &erformance
•
-raders will $e motivated towards the $etter &erformance
•
-raders will also feel of getting &riority from 5o%ia
"
$econd Trade &etter
-he net trade letter was used for announcing the name of first four winners. -he conce&t $ehind this trade letter is to enhance the &erformance of traders. -he advantages and disadvantages of this trade letter will remain same li%e the & revious one.
Press ad *ith announce4ent of *inners
-he &ress had showed the &ictures of the first four winners to attract more &eo&le to utilize the &romotion &ro&erly. /eo&le usually do not $elieve this ty&es of &romotion and they thin% the com&any will not &ay the &rize. -his ad will $rea% this &ro$lem and forced &eo&le to &urchase more 5o%ia mo$ile sets.
3om&are to the &revious &ress ads# the etra advantage of this &ress ad are
•
/eo&le will $elieve that the com&any is %ee&ing its word.
•
-arget customers will feel that the &romotion will $ring something for them as well.
•
-he &ictures of the first four winners will $e the evidence and &rove the authenticity of the &romotion.
•
/romotional cam&aign will $e stronger and the sales figure of 5o%ia will go u&. "
6rd Trade letter
/reviously the time of the trade &romotion was from the 1th
-he advantages of this trade will $e more com&are to the &revious one. -raders will get more o&&ortunity to for getting the $enefit of the &romotion. Also# 5o%ia can sale more &roducts for the etension of the whole &romotional time.
-he disadvantage of this trade letter will also li%e the &revious one. -raders may thin% of further time etension and they may react in the negative way. Again# those traders# who meet the target# will $e discouraged as the com&etition for the draw will $e higher this time.
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b.3RTI2A +
-he maor thing A%i considers the Bangladeshi uice mar%et as a $ig mar%et. -hey never thin% a$out the investment. 4owever# the A this is the third $iggest &lant (cold feeling) in whole Asia. -hey im&ort mango &ul& from India and &ul& of other fruits from Germany to manufacture the uices. -he A
3hallenges
As we %now that# there are various %inds of uices in the mar%et. All of them consider themselves &ure uice &rovider. But that is not true. o the main focus o f A
As an ad agencyG869*s challenge was to give the consumer the idea which will ma%e it in a li%ea$le way so that no$ody can ,uestion the idea or the conce&t of &urity and ma%e "J
ID6A
:hen G869 started # -hey found a lot of $rands already eist in the mar%et of Bangladesh> there are almost ten different uice $rands availa$le in local mar%et. -he main thing is that these are not &ure at all $ut &eo&le drin% uice to e&erience the &ure.
-he magic really ha&&ened $ecause we had an incredi$le# strategic nugget. After visiting the &lant# we have come to %now that they have high classed &lant from Germany. If something enters into the &roduction &lant from outside than the &lant is closed automatically. -he &erce&tion of fruit uice as e,ual in health $enefit to consum&tion of fresh fruit has $een ,uestioned due mainly to the lac% of fi$er and the &rocessing they endure. In this case
"@
;L+-I;5
In our society there are various %inds of stereoty&es or im&urities are availa$le ' corru&tion# lying# crime etc. :e wanted to focus on those. /eo&le of the society realizes that these are not the good &ractices $ut they don*t raise their voice against it# as they are very much used to with these %inds of stereoty&es .-hey thin% im&ure &ersons or moments are natural thing in a society .;ur %ey &oint was there is no com&romise in case of &urity.
86+L- Q
"!
-ase analysis + :e %now that any %ind of &romotion should have two wings 77;ne is the consumer &romo and another one is the trade &romo. 3onsumer &romo is re,uired for motivating customers to &urchase more &roducts and -rade &romo is for traders to sell more. In case of
The touch points of the pro4otion
-he &romo is targeting to every %ind of customers and for this reason the communication mediums are
•
-2 is the most im&ortant media for mass reach o
3hannel I
o
B-2
o
A-5 Bangla#
o
;ther channels
•
8adio
•
/ress medium o
Eana%andha
o
Daily star
o
/rothom Alo
o
5ew Age
o
Eugantor
•
Bill$oard
•
/oint of ales (/;) materials JC
•
o
/romo /osters
o
Danglers
o
Leaflets
o
Bunting
o
3ut outs
o
Gate Branding
;thers o
Bus Branding
T#-
It doesn*t matter what an organization &roduces it needs a huge amount of mar%eting effort to sell them to the mar%et. It needs all the &arties related to mar%eting universe in a simultaneous manner to ensure the most &ossi$le &rofita$ility for the su$ect organization. :e %now that one hit -2 commercial can increase the &o&ularity of the &roduct and also the ratio of sell.
By %ee&ing this in mind G869 had made some -23s which were a great hit. -hey tried to cover u& almost every channel to telecast these -23. ;ne story $oard of fruti%a is given $ellow
-lient+ 3ruti5a
-itle &eech
/olitician -here are those who are involved in a cons&iracy against an honest# $enevolent# &atriotic &erson as me .:ho are they It is alleged that the reliefV
Assignment ir# riceR J1
/olitician -hat I have stolen relief rice. A$solutely notU
/olitician I have stolen wheat .I still use use those to ma%e $read at my home. 5ot only that# my wife has CC grams of gold that I $ought her with money stolen from the relief fund.
2; 5aturally &ure uice has this amazing ,uality that you won*t even realize when it &urifies your mind
8e&orter ir# sir# what*s the story
/olitician :hy I am still here -a%e -a%e me awayU #O+ 3ruti5aC a little e;tra pure.
Radio +
8adio has a huge craze in Bangladesh .5owadays all %inds of &eo&le listen radio# and it has the ca&a$ility to catch a huge size of customer. -he
Press ad +
/ress ads are very &owerful in case of &romotion. -he &ress ad of fruti%a creates a visual in the mind of customers and mass customers got information through this ad. -he news &a&er #Eana%andha# #Eana%andh a# Daily star# /rothom Alo Alo #Eugantor etc were covered .
Billboard +
Bill$oard advertising gra$s the attention of &otential customers li%e no o ther form of advertising can. ;ne of the most cost7effective mediums of advertising is this . Another Another thing is it can gain Brand awareness and strong strong name recognition recognition .
J?
3olorful# creative and eye7catching ads have more im&act so that*s why fruti%a choose to go for $ill$oard advertising.-hats why these ads reached out o ut to thousands of &eo&le on a daily $asis .-argets .-argets a s&ecific audience according to location was also their concern. Bill$oard Ads are not lost in the mi of com&etitors and editorials so that messages were delivered continuously and fre,uently
$o4e brilliant Billboard ad of 3ruti5a+
Brand: Frutika
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$o4e of Point of $ales 4aterials + Pro4otional Poster+
/osters are one of the &oints of sales (/;) materials of the &romotion and very good communication materials were made for the &romotion. 8etailers use the &oster for educating customers a$out the &romotion. As we %now that &osters are attractive and eye catchy and they have the &ower to stand u& as a strong communication material and descri$e more com&are to leaflet# that*s why in case of
"angler
In the advertising agency dangler are those &ieces of communication materials that can $e hanged from the ceiling. It is attractive to customers# less e&ensive so that fruti%a &roect has $een coosen these .It can easily $e hanged in the small sho&s and can communicate with target customer# who wants to s&end money instantly
Gate Branding+
Gate $randing is the most attractive communication of the &romotion. It was &laced in front of the attractive sho&&ing malls. -he visi$ility of the gate $randing is high com&are to any other communication materials. As gate $randing has more attraction &ower com&are to other communication materials that*s why this techni,ue is followed in case of
J
Bus Branding+
Bus $randing is one of the maor areas# where com&any can &romote any sorts of cam&aign. 4owever# the selection of the $us is the most critical issue Advantages of Bus Branding are #It is eye catchy and -hese ty&es of communicati communications ons are eactly to the &oint.-raffi &oint.-rafficc am of our country enhance the a&&earance.
J
Part 8
Proble4sC Reco44endations E -onclusion
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8.1Proble4s
-he creativity of Grey in /rint 0 -2 media has $een undis&uted. -he astute# smart creative &rofessionals* wor% for selling ,uality wor% with less &riority to ,uantity of wor% has $een a trend of Grey across the glo$e. -hough they have lots of ,uality and e&erience# I have found some &ro$lems. -hese are mention $ellow $evere (anage4ent Proble4s at Grey
•
4ierarchical &ro$lem
•
Lac% of well7defined organizational structure that is why messy
•
+ncoo&erative management mainly authoritarian demeanor of senior eecutives
•
=otivation of em&loyees
•
Lac% of s%illed 48 &rofessionals and /8 &rofessionals
•
De&artment to de&artment internal conflict
And other proble4s are F
•
Doesn*t have in7house ca&a$ility of different &roduction and activation related activities
•
Being &art of =53# at times it*s $ogged down with &rocesses and directives from the regional offices
•
4igher cost to client (due to higher &ersonnel cost)
JJ
8.)Reco44endations Integrated mar%eting communication &rocess have $ecome &o&ular among mar%eters at recent times as it &rovides mar%eters the o&tion of using different &romotion tools to attract consumers rather than using only advertising. -herefore in the &resent world advertising agencies have $ecome an im&ortant &layer of the communication &rocess as they are the one who can &rovide continuous su&&ort to the mar%eters to showcase their message to the consumers in the most effective and afforda$le ways As Bangladesh is an emerging mar%et for advertisement industry# G869 have to ta%e some ste& to co&e u& with the huge com&etition. ome recommendations are suggested $ello
•
•
3onstructing of a com&rehensive long7term &lan o
o
-rac% the &rogress against &lan
/roactive &lan for com&etitors move# fighting agencies
•
5eed ade,uate or correct mar%eting research
•
5eed to redefine and understand the client relationshi&
•
5eed to ado&t service mar%eting &hiloso&hy
•
•
6nhance the resource com&etence o
taff# e,ui&ment# and &rocesses handle the new venture
o
Develo&ment of new em&loyee and management s%ills
6nhance the coordination o
8e&orting and control relationshi&s
•
enior management commitment
•
;$tain em&loyee commitment
•
5ew strategy should $e well7e&lained to em&loyees o
Invest a hefty amount for internal restructuring
J@
5.3Conclusion
It*s $een ust J years of li$eration and 1 years of advertising. In the last decade we have learned to thin% differently. ;ur human resource is develo&ing very fast. -hey are now more learned and s%illed. It is for sure that if these &eo&le get some academic lessons on advertising then they will surely &erform very well in the near future. -his re&ort can $e concluded with the following decisions# A. Bangladesh needs some very creative &eo&le and that*s why it needs a &lace to teach advertising. B. Government and some rich organizations should hel& the agencies to ac,uire technologies. -hat will develo& the local s%ills and also save foreign currencies. 3. 8egular com&etitions should $e held to encourage new comers. D. A honest -8/ rating should $e arranged. -his study has hel&ed me to %now the in7de&th of agency activities# o&&ortunities to im&rove further in engaging customers with $rands# future $usiness o&&ortunities in the mar%et. Basically# an advertising agency is involved with the activity of advertising# $rand develo&ment# $randing and designing# retail solutions# data$ase management# /8# s&ecialized event management and solutions. o# we have learned a lot from all these activities and we ho&e our recommendations will hel& G869 to enhance its internal activities# inter7 de&artmental close relationshi&.
Appendi;+ J!
:e did formal survey on <8+-IA and 5;IA # and followed case study method .
:e &re&ared a o&en ended ,uestionnaire for the mar%eting officer of A%i# to %now a$out
1. :hy A%i
@C
