To The Registrar University of Rajshahi Rajshahi Ref: The Chairman, Department of Marketing, University of Rajshahi.

Subject: Application for admission in M. Phil program at 2007-2008 session under the department of mar eting. Dear Sir, With reference of your a vertisement, ! am app"ying to get a mission in the M. #hi" program un er the Department of Marketing. ! have a"" the re$uirements to fu"fi"" as a research fe""o% for M. #hi" un er the Department of Marketing. ! %ou" "ike to comp"ete my research program un er the supervision of Dr. M . Sa"im Re&a. My necessary particu"ars are given 'e"o% for your kin consi eration. (ame :) Mohamma *ahe u" +"am. ,ather-s (ame : ) M . +' ur Ra&&ak #ermanent a ress :) vi"".post: ) (anupur, #.S: ) ,atickchari, Dist: ) Chittagong. #resent a ress : ) "ecturer, (orthern university /ang"a esh, Rajshahi campus. Re"igion :) !s"am Date of 'irth :) 0th March, 1234 +ca emic $ua"ification:) (ame 6ear (ame of the institution /oar . Major Resu"t Marks of the University o'taine e5am in percent S.S.C 1227 (anupur a'u su'ahan high Chittagong Science schoo" 8.S.C //+ M/+ 1223 9440 9447 Si es%ari egree co""ege University of Dhaka University of haka Dhaka University of haka University of haka Commerce Marketing Marketing

Su'ject of the research: ) Marketing !itle of the research:- An e"aluation of the promotional s#stem of cellphone companies in $angladesh. A case stud# on %rameenphone limited. (ame of the Supervisor: Dr. M . Sa"im Re&a, #rofessor, Department of Marketing, University of Rajshahi. May ! therefore pray an hope that, it %i"" 'e great p"easure for me if you a""o% me as an M. #hi" fe""o% in your University an o'"ige there'y. Sincere"y yours M . *ahe u" +"am

&esearch Proposal An e"aluation of the promotional s#stem of cell-phone companies in $angladesh' A case stud# on %rameenphone limited.

(ntroduction
/ang"a esh is a eve"oping country %ith a huge popu"ation. The precon ition of eve"opment of any nation is the eve"opment of 'usiness, %hi"e the precon ition of eve"opment of 'usiness enterprises nee s to kno% marketing mi5 inc"u es the promotiona" activities of the organi&ation. Tra itiona""y, promotiona" activities are a opte 'y the profita'"e organi&ation. /ut recent"y a"" types of organi&ation %hether profita'"e or non)profita'"e organi&ation a opt the promotiona" activities to convince their target market. +"though /ang"a esh is a eve"oping country, the gro%ths of ce""phone companies are at an incre i'"e rate. !t is e5pan ing ay 'y ay in a"" areas of /ang"a esh. There are many ce""phone companies in /ang"a esh such as are given to 'e"o%: /ang"a"ink of ;rascom te"ecom, <rameenphone "imite , Te"e ta"k, Cityce"" igita", Deshimo'i"e, /ay phone, Ranks Te" an ;nete" communication "imite . +"" of these companies use the promotiona" activities to convince the customers to 'uy their services. To ay, a ce""phone company epen s on promotiona" activities to e5pan their gro%th an e5pansion. (o% Ce"" phone companies compete %ith each other 'y the attractive promotiona" activities for the pro ucts an services. To ay customers are e5pose 'y the variety of promotiona" programs through the T=. #romotion programs, (e%spapers, /i""'oar , /anners, transports etc. To attract the attention of the customers, the ce""phone companies have to eve"op the creative a vertising other%ise they %i"" not attract the attention of the customers an vie%ers. To ay promotion costs of the companies are high, the companies have to set a "arge 'u gets for the promotion activities. So, 'efore eve"oping the promotiona" program, the company shou" eva"uate the promotion activities an etermine the effectiveness of the promotion system. ;n the other han , a"" the time, money, resources an 'u get %i"" 'e %aste if the promotion program is i"") eva"uate . #romotion has 'een efine as the coor ination of a"" se""er)initiate efforts to set up channe"s of information an persuasion in or er to se"" goo s an services or promote an i ea. /ecause to ay is the age of competition, a"" types of the organi&ation face the competition an cha""enges, they have to compete %ith one another. ;ther%ise they cannot 'ecome successfu" or cannot survive in the marketp"ace, tra itiona""y, the companies spen a sma"" amount of money on a vertisement, or on promotiona" activities, then marketing managers perform the promotiona" activities, 'ut no% there is a epartment %hich responsi'i"ity is to con uct promotiona" activities. They have to appoint the a vertising manager %ho supervises a"" these activities. To ay %e see that a"" ce"")phone companies spen "arge amount of money for a vertisement. They compete %ith one another an try to attract the ne% customers to 'uy their pro uct. /ut ho% much effective their a vertisements are> +"" a vertisement is not effective. Some a vertisements are creative an some a vertisements are not creative. Some promotiona"

activities 'ecome successfu", other promotiona" activities o not 'ecome successfu". To ay our country has 'een a%ar e internationa""y for a vertisement. The creativity of a vertising is increasing ay 'y ay. Recent"y the promotiona" activities of the ce""phone companies o not epen on the repute mo e", they con uct their promotiona" activities 'y the norma" peop"e. !f the promotiona" activities are not creative, the money spent on the a vertisement %i"" 'e %aste . #romotiona" activities are the most important for any organi&ation %hether profita'"e or non)profita'"e organi&ation, they have to take the concept of the promotiona" activities. /ecause this is the age of competition. ?very organi&ation has to provi e messages a'out their pro ucts through the promotiona" activities. So if the company makes the promotiona" strategy effective"y, the consumers %i"" 'e informe proper"y. They have to esign the marketing mi5 proper"y. Sometimes the company might pursue the %rong marketing mi5 strategy in their 'i for higher market share. Suppose companies that %in more market share 'y cutting price for gaining a "arger market share an their profits may 'e "o%er. The promotiona" activities p"ay a significant ro"e in e5pan ing the tota" market eman , efen ing the market share an e5pan ing the market share. The company has to set a 'u get for promotiona" activities. /efore setting the promotiona" 'u get, the company must consi er the o'jectives of the a vertising. /ecause a vertising 'u get epen s on the a vertising o'jectives.

Statement of the problem

To ay is the age of science an techno"ogy. !n the t%enty first century, it is very easy for a particu"ar company to pro uce anything, 'ut it is very ifficu"t to "aunch the pro ucts in the marketp"ace. (o% companies must o more than make goo pro ucts. They must inform consumers a'out pro uct 'enefits an carefu""y position pro ucts in consumersmin s. To o this, they must ski""fu""y use the promotion too"s of a vertising, sa"es promotion an pu'"ic re"ation. /ut it is very ifficu"t to se"ect the right promotiona" too"s for the right pro ucts. !f a particu"ar company cannot se"ect an effective promotion too" for the pro uct, it %i"" 'e the %astage of the money an resources. Tra itiona""y in our country, there are fe% a vertising agencies, 'ut recent"y this sector has 'een eve"ope . Some ne% a vertising agencies have 'een esta'"ishe . They 'ecome successfu" in that sector. The te"ecommunication sector has 'een eve"ope rapi "y after 1229. There are many ce""phone companies in /ang"a esh such as <rameenphone, /ang"a"ink, akte" an cityce"". They compete %ith each other very severe"y. Some companies have 'ecome successfu" in this market. Suppose She'a te"ecom cou" not 'ecome successfu", 'ut %hen this company converte into /ang"a"ink an takes aggressive promotion activities an provi e the creative a vertising, then these companies are 'ecoming successfu". So to measure the effectiveness of the promotiona" activities is essentia". /ecause the promotiona" activities shou" 'e eva"uate 'oth communications effects an the sa"es effects of a vertising regu"ar"y. Measuring the communication effects of a vertising te""s %hether the a is communicating %e"". The sa"es effects of a vertising are often har er to measure than the communication effects. Sa"es are affecte 'y many factors 'esi es a vertising) such as pro uct features, price an avai"a'i"ity.

)bjecti"es of the stud# The main o'jectives of this stu y is To ana"y&e the e5iting promotiona" activities of the <rameenphone "imite . To ana"y&e the opinions of the customer a'out the promotiona" activities of the grameenphone. To eva"uate the effectiveness of the promotiona" activities of the grameenphone. To provi e suggestions an recommen ation for the eve"opment of the promotiona" activities of <rameenphone.

Methodolog#
,or the purpose of the stu y, ata %i"" 'e co""ecte from 'oth the secon ary an primary sources. @ua"itative techni$ue %i"" 'e use to ana"y&e the co""ecte ata. ,or co""ecting the primary ata. + structure $uestionnaire %i"" 'e esigne to co""ect the information from the respon ent. /oth open an mu"tip"e)choice $uestions %i"" 'e use in $uestionnaire. #rimary ata %i"" 'e co""ecte through persona" intervie%, focus groups an epth intervie%. +"" the statistica" ata %i"" 'e sho%n in the ta'"e an graph. Data %i"" 'e co""ecte from the cre i'"e sources an re"ia'"e sources. ,ie" forces an staff %i"" 'e appointe to co""ect the primary ata. They %i"" 'e monitore proper"y. ,or the purpose of the stu y, the major city of the country %i"" 'e se"ecte for co""ecting the ata. Major cities such as Dhaka, Chittagong, Rajshahi an Ahu"na %i"" 'e se"ecte for the stu y. There %i"" 'e t%o set of $uestionnaire, one set is for the customers an the other is for the e5ecutives of the grameenphone "imite . ! sha"" take 944 customers as samp"es from each major cities. So the tota" samp"e si&e %i"" 'e 344. ! %i"" take the intervie% from 94 e5ecutives of the grameenphone "imite . The samp"e si&e %i"" 'e o'vious"y "arge si&es. The ata so co""ecte %i"" 'e ana"y&e using ifferent techni$ue of marketing. Some statistica" too"s %i"" a"so 'e use in con ucting the stu y. The techni$ues are in e5 num'ers, mean, stan ar eviation, co)coefficient of corre"ation, ana"ysis of variance, t)test, ,)test an &)test, /esi es these, graphs an necessary ta'"es may 'e use in presenting the ata for easy un erstan ing. The mo es of a ministrating the $uestionnaire %i"" 'e the persona" intervie%. Ran om samp"ing techni$ue %i"" 'e use for samp"ing. !n this stu y, ! %i"" a opt the escriptive research esign an the metho of ata co""ection %i"" 'e the fie" %ork an from the secon ary ata sources. ,or stu y, it re$uires genuine information a'out the promotiona" activities of these companies.

*ustification of the Stud#:

The a vertising program shou" eva"uate 'oth the communication effects an the sa"es effects of a vertising regu"ar"y. !f %e eva"uate the a vertising proper"y, the fin ings %i"" 'e he"pfu" for p"anning an imp"ementing the a vertising programs. ! think this stu y %i"" contri'ute something for aca emic purposes. /y this stu y, the company is a'"e to un erstan the communication effects an sa"es effects of a vertising an promotion. This stu y %i"" 'e he"pfu" for the a vertisers to make the po"icies an programs uring setting the 'u get for the promotion. Sa"es are affecte 'y many factors 'esi es a vertising)such as pro uct features, price an avai"a'i"ity etc. Me ia timing, me ia space se"ection are very important for the a vertisers. So ! think that this stu y %i"" 'e he"pfu" for the a vertisers to take the corrective actions, if there is any fau"t foun eva"uating the a vertising. This stu y %i"" provi e some suggestions an recommen ations to eve"op the e5isting a vertising an promotion activities. This stu y %i"" he"p the a vertisers to i entify the promotiona" too"s %hether it is appropriate to convince the potentia" su'scri'ers to 'ecome an actua" su'scri'er. !n this stu y, ! %i"" try to etermine the effectiveness of a vertising, %hich %i"" 'e very he"pfu" for making po"icies in eve"oping the messages content an e5ecution sty"es. This stu y %i"" 'e use for further research in a vertising sector. ! think that this stu y %i"" contri'ute something for the eve"opment of economic situation of the country. Since, it %i"" he"p the company to minimi&e the costs of a vertising an eve"oping the creative a vertising. uring

The a vertising program shou" 'e eva"uate 'oth on the communication effects an the sa"es effects of a vertising regu"ar"y. 8o%ever, the importance of this stu y can 'e iscusse from various points of vie%s. Such as are:

+rom ad"ertisers, point of "ie-: !f %e eva"uate the a vertising proper"y, the

fin ings %i"" 'e he"pfu" for p"anning an imp"ementing the a vertising programs. ,rom

this stu y, the a vertisers %i"" 'e a'"e to kno% the sa"es effects of a vertising an its communication effects. This stu y %i"" 'e he"pfu" for the a vertisers to make the po"icies an programs uring setting the 'u get for the promotion

+rom the researchers, point of "ie-: ! think this stu y %i"" contri'ute something
for aca emic purposes. Sa"es are affecte 'y many factors 'esi es a vertising)such as pro uct features, price cut an kno%"e ge. avai"a'i"ity etc. This stu y %i"" 'e use for further research in a vertising sector. !t %i"" 'e use for aca emic purpose an enrich the 'o y of

+rom the de"elopment point of "ie-: ! think that this stu y %i"" contri'ute
something for the eve"opment of the country. Since it %i"" he"p the company to eve"oping the creative a vertising. This stu y %i"" minimi&e the costs of a vertising an

i entify %hether the company se"ect the right me ia, right me ia time for the right customers. Which %i"" increase the stan ar of "iving.

+rom the consumer,s point of "ie- : ! think that this stu y %i"" 'e he"pfu" for the
consumer 'y provi ing the proper information through the right messages an the right me ia. Consumers %i"" 'e 'etter an %iser than the other consumers.

+rom the agencies, point of "ie-: ! think that this stu y %i"" he"p the a agencies
to eve"op their a s proper"y an effective"y.