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Documente Cultură
COMPANY:
ORASCOM TELECOM BANGLADESH
LIMITED (BANGLALINKTM)
MKT#525
Integrated Marketing
Communication
Term Paper on
IMC PROGRAM FOLLOWED IN
MY COMPANY
Submitted to
Professor Dr. Md. Anwarul Islam
Submitted by
XXXXXXXX
#407xxxx
EMBA 13th Batch
Department of Marketing
To,
Dr. Md. Anwarul Islam
Professor
Department of Marketing
University of Dhaka
Subject: Submission of the Term Paper
Sir,
With due respect, I want to submit my term paper as a partial fulfillment of the
requirement of completing degree of MBA. The report is generated on the topic ‘IMC
program followed in My Company’.
.
I therefore, hope that you will take this paper for your kind consideration.
Yours truly,
XXXXXXXXX
# 407xxxxxx
Evening MBA Program (13th Batch)
Department of Marketing
University of Dhaka
Acknowledgement
(All praises belongs to almighty ALLAH, the most beneficent, most merciful)
This paper could not have been written without my course teacher Professor Dr.
Md. Anwarul Islam who not only served as my teacher but also encouraged and
challenged me throughout the course. I would like to thank him at first.
Where would I be without my family? My parents deserve special mention for their
inseparable support and prayers. My Father, XXXXXXXXXXX, in the first place is
the person who put the fundament my learning character, showing me the joy of
intellectual pursuit ever since I was a child. My Mother, XXXXXXXXX, is the one
who sincerely raised me with her caring and gently love. I am grateful to them.
Index
Title Page………………………………………………………... i
2nd Title………………………………………………………….. ii
Letter of Submission ……………………………………………. iii
Acknowledgement………………………………………………. iv
Index……………………………………………………………… v
What is Marketing……………………………………………….. 1
Marketing Tools/Mix…………………………………………….. 3
Integrated Marketing Communications………………………….. 5
Importance of IMC………………………………………………. 7
Role of IMC for development of marketing & society………….. 2
Company Background……………………………………………. 10
IMC Program followed in my company………………………….. 13
Some Sample of ads of Banglalink………………………………. 17
Conclusion……………………………………………………….. 29
-Philip Kotler.
What is Marketing
Marketing is a business term referring to the promotion of products, advertising,
pricing, distribution channels, and branding. The term developed from the original
meaning which referred literally to going to market, as in shopping, or going to a
market to sell goods or services.
There are many different definitions of marketing. Let us consider some of the
following alternative definitions:
“The all-embracing function that links the business with customer needs
and wants in order to get the right product to the right place at the right
time”
Which definition is right? In short, they all are. They all try to embody the essence
of marketing:
Marketing activities are numerous and varied because they basically include
everything needed to get a product off the drawing board and into the hands of
the customer. The broad field of marketing includes activities such as:
o Designing the product so it will be desirable to customers by using tools
such as marketing research and pricing.
o Promoting the product so people will know about it by using tools such as
public relations, advertising, and marketing communications.
o Setting a price and letting potential customers know about your product
and making it available to them.
In professional usage the term has a wider meaning of the practice and science of
trading. The American Marketing Association (AMA) states, "Marketing is an
organizational function and a set of processes for creating, communicating and
delivering value to customers and for managing customer relationships in ways
that benefit the organization and its stakeholders."
The scientific study of marketing is a wide and heavily interconnected subject with
extensive academic publications. Marketing methods are also informed by many
of the social sciences, particularly psychology, sociology, and economics.
Anthropology is also a small, but growing influence. Market research underpins
these activities. Through advertising, it is also related to many of the creative arts.
The marketing literature is also infamous for re-inventing itself and its vocabulary
according to the times and the culture.
Marketing Tools/Mix
In the early 1960s, Professor Neil Borden at Harvard Business School identified a
number of company performance actions that can influence the consumer
decision to purchase goods or services. Borden suggested that all those actions
of the company represented a “Marketing Mix”. Professor E. Jerome McCarthy,
also at the Harvard Business School in the early 1960s, suggested that the
Marketing Mix contained 4 elements: product, price, place and promotion.
These four elements are often referred to as the marketing mix,[1] which a
marketer can use to craft a marketing plan.
The four Ps model is most useful when marketing low value consumer products.
Industrial products, services, high value consumer products require adjustments
to this model. Services marketing must account for the unique nature of services.
Industrial marketing must account for the long term contractual agreements that
are typical in supply chain transactions. Relationship marketing attempts to do
this by looking at marketing from a long term relationship perspective rather than
individual transactions.
As well as the standard four P's (Product, Pricing, Promotion and Placement),
services marketing calls upon an extra three, totaling seven and known together
as the extended marketing mix. These are:
o People: Any person coming into contact with customers can have an
impact on overall satisfaction. Whether as part of a supporting service to a
product or involved in a total service, people are particularly important
because, in the customer's eyes, they are generally inseparable from the
total service . As a result of this, they must be appropriately trained, well
motivated and the right type of person. Fellow customers are also
sometimes referred to under 'people', as they too can affect the customer's
service experience, (e.g., at a sporting event).
o Process: This is the process(es) involved in providing a service and the
behavior of people, which can be crucial to customer satisfaction.
o Physical evidence: Unlike a product, a service cannot be experienced
before it is delivered, which makes it intangible. This, therefore, means that
potential customers could perceive greater risk when deciding whether to
use a service. To reduce the feeling of risk, thus improving the chance for
success, it is often vital to offer potential customers the chance to see what
a service would be like. This is done by providing physical evidence, such
as case studies, testimonials or demonstrations.
Marketing communications has a mix. Elements of the mix are blended in different
quantities in a campaign. The marketing communications mix includes many
different elements, and the following list is by no means conclusive. It is
recognized that there is some cross over between individual elements (e.g. Is
donating computers to schools, by asking shoppers to collect vouchers, public
relations or sales promotion?) Here are the key of the marketing communications
mix. First four elements are known as basic activities of IMC.
o Personal Selling: Personal selling occurs where an individual salesperson
sells a product, service or solution to a client. Salespeople match the
benefits of their offering to the specific needs of a client.
o Advertising (above and below the line): advertising directs a message at
large numbers of people with a single communication. It is a mass
medium.
o Sales Promotion: Sales promotion is any initiative undertaken by an
organization to promote an increase in sales, usage or trial of a product or
service (i.e. initiatives that are not covered by the other elements of the
marketing communications or promotions mix).
o Public Relations (and publicity): Public Relations (PR) are any
purposeful communications between an organization and its publics that
aim to generate goodwill. Publics, put simply, are its stakeholders. PR is
proactive and future orientated, and has the goal of building and
maintaining a positive perception of an organization in the mind of its
publics.
We can also enlist some other communication mix as follows..
o Direct Marketing: Direct marketing is a channel free approach to
distribution and/or marketing communications. So a company may have a
strategy of dealing with its customers 'directly,' for example banks (such as
CityBank) or computer manufacturers (such as Dell). There are no channel
intermediaries i.e. distributors, retailers or wholesalers. Therefore - 'direct'
in the sense that the deal is done directly between the manufacturer and
the customer.
o Trade Fairs and Exhibitions:
o Sponsorship.
o Packaging.
o Merchandising
o E-Marketing
o Branding: Branding is a strategy that is used by marketers to differentiate
products and companies, and to build economic value for both the
consumer and the brand owner.
Importance of IMC
The principal benefit derived from the integration of marketing communication
is the synergy. Synergy has been described as the 2+2=5 phenomenon. By
bringing together the various facets of marketing communications in a
mutually supportive and enhancing way then the resulting 'whole' is more then
the simple sum of its parts. This can be seen when looking at a television
advertisement and the images and messages carried through it. Each element
enhances and supports the other.
There have been many shifts in the advertising and media industry that have
caused IMC to develop into a primary strategy for most advertisers
o From media advertising to multiple forms of communication (including
promotions, product placements, mailers...)
o From mass media to more specialized media, which are centered
around specific target audiences.
o From a manufacturer-dominated market to a retailer-dominated market.
The market control has transferred into the consumer's hands.
o From general-focus advertising and marketing to data-based marketing.
o From low agency accountability to greater agency accountability.
Agencies now play a larger role in advertising than ever before.
o From traditional compensation to performance-based compensation.
This encourages people to do better because they are rewarded for the
increase sales or benefits they cause to the company.
o From limited Internet access to widespread Internet availability. This
means that people can not only have 24/7 access to what they want,
but that advertisers can also target potential buyers just as much.
Many organizations today are now embracing this concept of IMC. Instead of
dividing marketing communications into separate groups that rarely
communicate; organizations are now integrating all marketing disciplines
under one umbrella; thus, making every communication consistent with one
message, sharing the same strategy. This also allows marketers to execute
marketing campaigns more efficiently without having to jump through hoops to
get approvals for creative, content, messaging, etc.
IMC includes the various tools such as advertising, public relations, personal
selling, sales promotion, direct & database marketing, sponsorship, event
marketing, social media marketing, and online marketing (search, banner
advertising, affiliate, etc.). Since the purpose of marketing is to generate
revenue, increase market share, drive preference to purchase, and/or build
brand awareness, marketers need to find ways to do this effectively; and
embracing an integrated marketing strategy is the first step.
Because the mass media now have considerably less importance than they
have had in the past, dialogue is becoming increasingly critical in this
marketplace. That means that companies can no longer rely only on one-way
communication targeted to large groups of customers. To be successful now,
organizations must not only be able to target messages to individual
customers, but also to listen and respond to all their stakeholders. That means
they must know who these people are, and the key to that is database-driven
communication.
Company Background
It was with these statements that Orascom launched its first package in
Bangladesh that they had hoped would rock the telecom industry. However,
neither their competitors nor the public had needed these words to convince them
that Banglalink™ would be bringing them a great offering. Ever since Orascom
bought off Sheba (Pvt.) Telecom, people have been expecting something big,
given their record of accomplishment in other countries. INTRODUCTION
Banglalink™ (BL) is the 2nd largest mobile company in Bangladesh. Out of five
mobile companies (Grameen Phone, Aktel, Banglalink™, Citycell, and Teletalk)
Banglalink™ managed to secure this position only in a year. Banglalink™ has
completed its 3rd year successfully in Bangladesh. The growth rate of the company
is tremendous (currently 10.5 million subscribers). During its birth year BL has
concentrated on heavy advertisement. Now BL is a known brand to every
Bangladeshi.
About Orascom:
(Orascom telecom Holding is the mother organization of Banglalink. So it is important to
get an idea about orascom prior to know about Banglalink.)
Orascom Telecom Holding S.A.E. (“Orascom Telecom”) is a leading mobile
telecommunications company operating in nine emerging markets in the Middle
East, Africa and South Asia. Established in 1998, the company has acquired nine
operating licenses in this region. With nearly 520 million people and an average
mobile telephony penetration of only 5% falling under these licenses, Orascom
Telecom has positioned itself as a leading telecommunications conglomerate in
the emerging markets of this region. The organization has managed to build an
amazing subscriber base of around 15 million in just a short span of six years by
the end of 2004. The majority stakeholder (56.9%) of the OTH group is the
Sawiris family of Egypt, of whom Naguib Sawiris is the present Chairman and
CEO. The rest of the shares are traded in the Cairo, Alexandria & London Stock
Exchanges. OTH's IPO raised US$320 million during the year 2000, and was the
largest offering on the Egyptian Stock Market at the time. The capital of Orascom
Telecom is estimated at 1.1 billion Egyptian Pound represented in 110 million
shares. The mission statement of the OTH is “to be the primary telecom operator
in the Middle East, Africa, and South Asia, providing the best quality services to
our customers, value to our shareholders, and a dynamic working environment for
our employees.2” With this mission in mind, OTH had recently divested its
investment in various locations, including Jordan, Yemen & the Ivory Coast, to
concentrate on its core function of providing the primary GSM network in the
regions it operates. Most of its remaining subsidiaries concentrate on adding
value added services to its operation than in introducing new packages from time
to time, in an effort to provide its customers with a complete mobile solution and in
turn add value to its shareholders.
About Banglalink:
Banglalink™ is the latest addition to the GSM family of OTH. Naguib Sawiris,
Chairman and CEO of OTH, announced the acquisition of Sheba Telecom (Pvt.)
Limited with a cost of US$60m in September of 2004. The company aims to make
a difference in the lives of the people. Its vision is to “understand people's needs
best and will create and deliver appropriate communication services to improve
people's life and make it easier”. Their mission is, therefore, to reduce the total
cost of ownership of buying and using a mobile phone. Moreover, to achieve this
vision, the company has established some values that it tries to instill in its
employees. They want their employees, and the company as a result, to be
straight forward, reliable, innovative and, above all, passionate. As Sheba
Telecom, the worst performing network operator in the industry, the company had
only 30,000 subscribers. To dispel this image, OTH had re-branded Sheba as
Banglalink™ in an attempt to give it a completely new image. With that kind of a
reputation at its disposition, the Banglalink™ management has placed one of the
highest priorities on improving its network. In this respect, they have installed
state-of-the-art equipment from Siemens and Huawei and brought in over 1,000
people, including experts, from 15 countries around the world to set up the
required infrastructure. The system took a record of four months (less than half
the normal time) to build.
When banglalink entered the Bangladesh telecom industry in February 2005, the
scenario changed overnight with mobile telephony becoming an extremely useful
and affordable communication tool for people across all segments.
Within one year of operation, banglalink became the fastest growing mobile
operator of the country with a growth rate of 257%. This milestone was achieved
with innovative and attractive products and services targeting the different market
segments; aggressive improvement of network quality and dedicated customer
care; and effective communication that emotionally connected customers with
banglalink.