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An
Internship Report
On
Problems and Prospects of a Digital Marketing Agency on the perspective of
Present and Potential Clients of Bagher Bachcha Digital

Submitted To
Dr. Mohammad Sakhawat H Bhuiyan
Assistance Professor
ULAB School of Business
University of Liberal Arts Bangladesh

Submitted By
Arindam Saha
Id. 111011178
Concentration : Marketing
ULAB School of Business
University of Liberal Arts Bangladesh

Date of Submission: 22.12.2014

Problems and Prospects

Of
A Digital Marketing Agency on the perspective of present
and Potential Clients of Bagher Bachcha Digital

Internship Report Approval Form

Student Name Arindam Saha_______________________________ ID No. 111011178_________
Major: Marketing_______________________________________________ Year: 4th ______
Local Phone:+8801680300317_________________ Email: arindam.saha.bba.@ulab.edu.bd
arindam.win32@gmail.com
INTERNSHIP/PROJECT INFORMATION

Internship
Organization/Project: _______BAgher Bachcha Digital _________________________________
Internship /Project Report Topic:The Problems and Prospects of Digital Marketing Agency on the
Perpecstive of Present and Potiential Clients of Bagher Bachcha Digital_

_____________________________________________________________________________________
Semester (Tick one): spring 2014
summer 2014
fall 2014
---------------------------------------------------------------------------------------------------------------------------

SUPERVISOR APPROVAL
(Please place a Tick)
Approved

Not Approved

Partial Re-write

Full Re-write

Remarks (If Not Approved/Pretrial/Full Rewrite): _____________________________________________

_____________________________________________________________________________________________
______________________________________________________________________________
Signature: _________________________________________________

Date: _____________________

Name: _____________________________________________________

Title: _________________

E-mail: ____________________________________________________

Phone: _____________________

Plagiarism Declaration
1. I know that plagiarism means taking and using the ideas, writings, works or inventions of
another as if they were ones own. I know that plagiarism not only includes verbatim
copying, but also the extensive use of another persons ideas without proper
acknowledgement (which includes the proper use of quotation marks). I know that
plagiarism covers this sort of use of material found in textual sources and from the
Internet.
2. I acknowledge and understand that plagiarism is wrong.
3. I understand that my research must be accurately referenced.
4. This assignment is my own work, or my groups own unique group assignment. I
acknowledge that copying someone elses assignment, or part of it, is wrong, and that
submitting identical work to others constitutes a form of plagiarism.
5. I have not allowed, nor will I in the future allow, anyone to copy my work with the
intention of passing it off as their own work.

Name _______________ARINDAM SAHA________________________ (BLOCK LETTERS)

ULAB ID #111011178

Signature _______________________

Date 22.12.2014

Letter of Transmittal

December 22, 2014

Dr. Mohammad Sakhawat H Bhuiyan
Assistant Professor
ULAB School of Business
University of Liberal Arts Bangladesh

Subject: Submission of Internship Report

Dear Sir,
I am pleased to submit the internship report title problem and prospect of the Digital marketing
agencies in the perspective of the present and potential clients of Bagher Bachcha Digital. This
was assigned to me as a partial requirement for the competition of my BBA program. I have
given my full efforts to make my report successful.
This report has been prepared under your effective guidance and I respectfully acknowledge your
counsel and help that you so kindly accorded to me during the course of internship program.
Working for this report during my internship program has definitely enriched my knowledge and
experience.
I am really thankful to you for providing me such a splendid opportunity to give you the report. I
appreciate the report topic by my heart. And would you need any assistance in interpreting the
report, please call me; I am at your service.
Sincerely Yours,

____________________
Arindam Saha
ID No # 111011178
BBA in Marketing
ULAB School of Business

Acknowledgements
First, I would like to thanks almighty for helping me to complete this report successfully in
specified time, which it would be very impossible for me to complete this report in time.
I would like to thank my internship academic supervisor Dr. Mohammad Sakhawat H Bhuiyan
for his prudent guidance and instruction that enabled me to accomplish the internship report
successfully.
I would like to thanks to Syed Aftab Hoq General Manager (GM) of Bagher Bachcha Digital of
his valuable direction to prepare this report. And obviously, I would like to thanks all executives
of Bagher Bachcha Digital; they really helped me to understand about the practical of banking
activities and its practices.
I specially want to mention some people name those are, Moktadir Shanto, Mynul Islam ,
Shopno Sumodra, Amena Akter, and Sameer Chowdhury really helped me and give me their
valuable time to make me understood practical concept.

Table of Contents
Topic Name
Executive Summary

Page No.
i

Chapter-01

1.0 Introduction
2
1.1 Background of The Study

1.2 Origin of The Report

1.3 Internship Report Topic

1.4 Objective of The Report

1.5 Methodology

1.6 Scope of The Report

1.7 Limitation of The Report

Chapter-02
2.0 Overview of Bagher Bachcha Digital (ADCOM)

8
9

2.1 Bagher Bachcha Digital

11

2.2 BBD Mission

12

2.3 Digital Marketing in perspective of BBD

12

2.4 What BBD do?

13

2.5 Clients and Recent works of BBD

15

Chapter-03

16

3.0 Internship Activities

17

3.1 Training Session

17

3.2 Experience activities

20
Chapter-04

24

4.0 Methodology
4.1 Sampling

25

4.2. Sample Size

25

4.3 Data Collection

25

4.4 Data Analysis

26
Chapter-05

28

5.0 Analysis and finding

5.1 Analysis
5.1.1
5.1.2

27

28

Analysis of the problem of Digital Marketing agency

Analysis of the prospects of Digital Marketing agency

5.2 Findings of the Analysis

Chapter-06
6.0 Recommendations and Conclusion

28
36
41
43
44

6.1 Recommendations

44

6.2 Conclusion

46

Lists of Picture
No. of

Name of Picture

Page No.

Picture
1

Organizational Structure of ADCOMM and Bagher Bachchca

10

Digital Position in the mother organization

2

The strategy Step by Bagher Bachcha Digital

21

Lack of powerful Content

30

Verified Page Example

31

Payment Procedure of BBD for FaceBook

33

Consumer information (Age)

38

6.1.

Consumer information (Job Title)

39

6.2

Consumer information (Relationship Status)

39

6.3

Consumer information (Educational Status)

39

Executive Summary
Digital Marketing is a new term in the advertising world of Bangladesh. At present its Buzz
word for the current market of the country. It is playing an important role in the current market.
Now people are using social media to communicate each other. So they are spending more time
in the social media. But as it is the term for the market people of the country cant analysis it
right now.
Mt Internship report topic is Analysis of the problems and prospects of Digital marketing
agency on the perspective of present and potential clients of Bagher Bachcha Digital
As I completed my internship in the Bagher Bachcha Digital A Digital Marketing agency so it
was easy to conduct the study for my internship report about Digital Marketing. I observed the
techniques and strategy of Digital Marketing very closely. And also get the information about
Digital Marketings problems and prospective facing by the present and potential clients of
Bagher Bachcha Digital.

To construct the whole study I took the data different client of Bagher Bachcha Digital and from
the Bagher Bachcha Digital employee of the organization. In the report I focused about the
Digital Marketing, its problems that clients of the organization are facing and also the
opportunity of it.
Here in the report I established my observation about the topic and also the interview of the
clients and officials of Bagher Bachcha Digital. The interviewee and the officials gave their
valuable perception about the topic.
The ending of the report I enclose with the recommendation to overcome the problem of Digital
Marketing to Bagher Bachcha Digital.

Chapter -1
Introduction

1. Introduction
1.1.Background of the study:
The era of marketing and advertising is changing. Few years back there is the time for the
conventional marketing but in the recent years the marketing polices including advertising has
been changed. Mark Cathy (1960) introduces the 4ps in the marketing mix to remember short
form. He thought that the influences of it will determine the demand for the product can be
placed within four groups. The 4ps of marketing mix stand for Product, Price, Place and
Promotion. Then it turns into a broader picture. But in the making mix the last P is most
important to stay in the market because of the increasing competition. And the last P is stand for
Promotion which is a most important tool in marketing. Marketing, advertising and publicity is
to built a brand or to increase the sells is the brooder picture know as promoting. So with the
changing time the form of the marketing is techniques and tactics has been changed in the whole
world. There are obviously some reasons for this change. Lets relate the marketing with the
advertising.
The advertising industry has already passed more than four decade in the country. The size of
advertising industry in this country is assumed to be tk.1200 core per year. Print media leads
43% market share of total market while TV stands second only 36% of the advertising market.
The growth rate of the industry is 10% per annum. The behind this growth is the heightened
competition of Bangladesh mobile operators company of the country. There were only a few
advertisement firms in Bangladesh before the independence because inadequate industrialization
and limited demand for ads. The pioneers were for the advertising firm in the Country was
Bitopi, Asiatic, and Interspan, ADCOM who served the multinational firms like the Lever
Brothers. Now at present he advertisement sector is so vast in terms of nature of the firms, spread
of operation, registration position and other reasons that it is too tough to bring them into a
database . According to the Bangladesh Television (BTV) Statistic a total number 150 agencies
in the country registered with BTV but the number exceeds more than 500 when both the formal
and informal sectors are considered. On the other hand, in the page there is registration of a total
number of 293 advertising and counseling agencies and firms now.

Top nine advertising firms in according to market share is

Adcomm,
Asiatic,
Bitopi,
Unitrend,
Grey,
Interspeed,
Popular,
Madona,
and Matra
This organization are holding more than 70% of the total market share while another 13%
market share of the total market is held by other firms.
We can classifies the advertisement media into two categories Above the Line
And Below the Line.
Above the Line category includes newspapers, magazines, radio, television, and satellite and
cable television while the Below the Line category includes event management, in-house
advertisement (company performing own advertisement) at point of purchase, outdoor
advertisement (billboards, hoarding, neon signs, and bell signs), innovative activities (jatra, street
drama) and advertisement on vehicle bodies or fliers.
The internet has change the eco system of the business and created a need for the marketers to
take their whole arena. And this is a main reason to creation of a highly innovative and digital
firm in the country. And the country was fast to respond to the social media revolution and
digital marketing. In the revolution of this social media marketing or digital marketing one of the
new name is Bagher Bachcha Digital a digital marketing agency works independently as the
wing of one of the biggest advertising agency ADCOM.
I have done my internship in Bagher Bachcha Digital as brand service intern of digital
marketing. Bagher Bachcha Digital is one of the raising digital marketing agencies in the market.
3

As some of the others agencies are here in the market to competitive but the organization gets the
acceptance with in the short time in the market. It is one of the newest digital marketing agencies
in the country.
My internship topic is Problem and prospects of the Digital marketing agencies in the
perspective of the present and potential clients of Bagher Bachcha Digital (BBD). So here I will
discuss about the prospects of the clients who involve into new platform of digital marketing
from the point of view of the Bagher BachCha Digital clients.

1.2.Origin of the report

This internship report serves as a prerequisite for completing my Bachelors of Business
Administration (BBA) in Marketing offered by University of Liberal Arts Bangladesh (ULAB).
After earning 129 credits out of total 135 credits for said degree program, I was lucky enough to
be placed as an intern at Bagher Bachcha Digitals (ADCOM) brand service department, which
is a core operating functional department that generates revenue for Bagher Bachcha Digital..
My internship period comprised of 4 months starting from 4th September 2014 to 31th
December 2014. My mentor for the internship at Bagher Bachcha Digital was Syed Aftab Hoq,
Generel Manager of Bagher Bachcha Digital (ADCOM). The internship report focuses to
problem and prospect of the Digital marketing agencies in the perspective of the present and
potential clients of Bagher Bachcha Digital.
1.3.Internship report Topic
Problems and prospects of a Digital Marketing Agency on the perspective of present and
potential clients of Bagher Bachcha Digital
1.4. Objective of the report
The objective of the report is to analyze the problem and prospect of the Digital marketing
agencies in the perspective of the present and potential clients of Bagher Bachcha Digital.
Objectives:

To analyze the problems of Digital Marketing on perspective of BBD clients

To analyze the prospects of Digital Marketing on perspective of BBD clients

To recommend BBD solution to solve the problems of the clients.

1.5.Methodology
This internship report will be analysis basis report. Mainly analysis of the clients problems and
prospects regarding Digital Marketing on the point of view of the organization is my basic focus
and find the strategy which BBD are using to solve the problems. Data will be collected from
both primary sources and secondary sources.
Primary Data Source:
Observation
Direct and Indirect interview
Practical work experience

Secondary Data Source:

BBD website content
BBD FaceBook page
BBD Twitter Page
BBD publications
Website and blogs of Digital Marketing
BBD publications (unpublished)

1.6.Scope of the study

I had been focus only on the Digital marketing problems and prospects and the imitative taken by
the BBD to solve it. And then I will give the recommendation to solve the problem from my
point of view and some experts opinion related to the field of digital marketing.

1.7. Limitation of the study

Lack of experience of this area can be a limitation of the report.
Every organization has their own security for this reason some data may not be collected
from the organization.
The accuracy of the report will depend on the availability of the required data.
The study will not be a long period of time. This will be a shorter time period.
Unavailability of information from the clients of BBD and as well as BBD
Above mention problem can be limitation of the internship report.

Chapter -2
Overview
Of
Bagher Bachcha Digital
(ADCOMM)

Chapter 2
2. Overview of Bagher Bachcha Digital (ADCOM).
Adcomm is one of the leading advertising agencies of Bangladesh Established in 1974, have
been breaking new grounds in advertising and marketing communications for the last 40 years.
Part of the Lowe Worldwide network Inter-public Group Since 1996 integral part of Lowes
operation. Established by Geeteara Safiya Choudhury with a small team of 5 people and a
revenue stream as little as ten thousand taka, Adcomm has grown into an industry leader with
more than Tk. 60 million in annual turnover. Besides revenue growth, Adcomm have also been
able to create and nurture some of the most powerful brands Bangladesh has ever seen.

According to Bangladesh Brand Forum, 9 out of 20 top brands in the country today are handled
by the multi-disciplinary team. Adcomm is the only agency in Bangladesh that received the
Campaign Asia-Pacifics South Asia Agency of the Year (Bronze) award, along with many
other respected national and international awards over the years.
Its client list include leading multinational & local companies of the country like Unilever,
Johnson & Johnson, Social Marketing Company, British Petroleum, Tetley, Akij Group, City
Group, Kallol, Anwar Group, GIZ, MDG 3, Ispahani, Lafarge, Pran, New Zealand Dairy etc.
Bagher Bachcha Digital , Graphic People, Signage, Studio45, Screaming Girl Productions,
NorthBrook Consultants pvt ltd, Nazimgarh Resorts, AktiVision Advertising Ltd. , Art of Noise,
Aktigram, NRG, Northbrook

are some of Adcomms associate companies and they help

Adcomm to provide its client 360 degree service related to communication and production both
below and above the line.

Picture -1: Organizational Structure of ADCOMM and Bagher Bachchca Digital Posation in the mother organization

10

2.1.Bagher Bachcha Digital

Bagher Bachcha Digital gave its first paw-prints on March 2014 independently as a sister
concern of ADCOM and have been walking through adventures ever since. One paw at time, one
idea at a time Bagher Bachcha is growing and maturing. Bagher Bachcha Digital is the newest
and fiercest little forces of digital nature here to take brand building to new heights.
Bagher Bachcha Digital team is the newest kids on the block in the new digital revolution that is
sweeping the nation. Advertising is slowly changing it path from the real world to the virtual
world. Bagher Bachcha has started its steps towards a new era of digital advertising.
Roughly over 8 months old, Bagher Bachcha Digital is a digital agency that works with brands
that growing and spread beyond its normal territory, in other words its exploring the endless
possibilities of the internet. The power to spread across borders if need be with just a click,
gesture, like or share. Bagher Bachcha Digital makes awesome viral, interesting posts, engaging
contents and much more. The Bagher Bachcha Digital works with brands that wants to try new
things for it and find ways to reach people in ways that has never been tried before.
It is true, ever since the social networking sites and famous portals like FaceBook, Twitter,
Linkd-in and YouTube surfaced on the internet our lives have literally been taken by storm. The
amount of time spent online for reasons starting from socializing to work and beyond, is
increasing day by day. The number of internet users has grown tenfold as well. Advertising
opportunities are starting to shift slowly from the real world towards the digital world.
Advertising agencies have existed for around 150 years, and advertising or marketing have exis.

11

2.2.BBD Mission
Mission
BBD offers its clients the best methods and tools in planning and implementing successful digital
marketing. BBD cut through the mumbo jumbo of mass marketing, increase brand awareness
and visibility, and enhance customer satisfaction with the company. BBD digital marketing
grabs audiences immediately and drives home the right message to the right audience. BBD
exceeds its clients' expectations for campaign returns.
BBD provides 360 degree solutions to all digital marketing communication needs. BBD is a one
stop shop, and it has specific divisions that cater to the clients particular needs. While other
agencies diversified much earlier, they have taken time to specialize into the different divisions.
BBD believes in giving complete heart and soul into work and for that it has dedicated
divisions that can activate and implement a communication campaign of any size in any part of
the country. Even being in the business for not so long, for BBD strong professionalism, BBD
has managed builds very effective alliances with strategic partners in our related fields. This
strength allows BBD to work with production houses for audio-visual, print, seminars, events to
our advantage.

2.3. Digital Marketing in perspective of BBD

Digital marketing is the engine that drives todays business, big or small. Effective digital
marketing is the marketing that bridges electronic technology with psychology in the
marketplace. The defilation of Digital Marketing can be Digital marketing is using techniques
which allow a marketer to use the best of both worlds digital and marketing. To get
understand the digital marketing techniques are, its very easier to classify what doesnt add up
to digital marketing. Traditional marketing channels such as print, radio, TV and billboards
arent forms of digital marketing. These channels have been and popular of advertisement
successful over a long period of time but they are not effective in todays modern age.

12

The world is quickly becoming digital so now we are living in a Digital world. People are
consuming digital content on a daily basis. Companies are starting to recognize the importance
of getting digital and it is essential that marketing departments adapt quickly to the new
circumstances and actively hire professionals in the field of digital marketing.

2.4.What BBD do?

With the new digital age, a new change has come and with that change possibilities have sprung
up hence the digital marketing come into Bangladesh has seen a brilliant increase of workforce
and ideas in this sector. Most of the population in the country has access to internet, especially
through their cell phones thanks to the technological wonders we see every day. From
buying/selling items, connecting to whatever you want to do everything is right there in your
hand. Bagher Bachcha is the new young agency with visions to explore and tame this new
miracle we call digital advertising. BBD make viral, deliver 360 campaigns, and promote
brands online. BBD name it, BBD explore it. And while BBD are at it, BBD have fun.
Though a bit late but still, better late than never virals have been the hottest thing for a while
now. If youre active on social media, youre nearly bound to come across a piece of viral
content at some point thats been shared by your friends or followers. Heres a brief breakdown
of what it means to go viral and some of the ways it usually occurs. When something an
individual shares something online, its done because it moved him or her in some way,
emotionally. Whether its something sad, happy, angry, surprising, and disgusting or anything
else in nature it gets shared so that others can share, express or agree on similar or different
feelings. Without social networking sites, it would be a whole lot harder for things to go viral.
FaceBook, Twitter and YouTube, among many other sites, plays the biggest roles in spreading
viral. But to trigger it, is the main key. That is where the digital advertising agencies come in.
Plus, digital marketing methods are faster, more practical and versatile than the old traditional
ones. Technology has put the business in the digital age. Some of the common forms Digital
Marketing BBD are doing.
13

 Website (SEO content)

Blogs
Digital Branding
FaceBook Media Buying
Internet banner ads
Online video content
Pay-per-click advertising
Email marketing
Augmented Reality
Mobile Apps for the branding
Social media marketing (FaceBook, LinkedIn, Twitter, Pinterest, Tumblr, G+,etc)
Mobile marketing (SMS, MMS, etc)
Contest running

14

2.5.Clients and Recent works of BBD.

The significant about Bagher Bachcha Digital is that the team has fun while they work. BBD
works with different clients within this shot short time period. Recently BBD working with 4
clients.
a) Goldmark Biscuit (Rani Foods Ltd.)
b) Nazimghar Resort
c) ColoursFM101.6
d) Robi (Partial)
And already contract with more 4 brand to work with from end of this December. They are
a) LG- Butterfly
b) Mojo (Akiz Foods ltd.)
c) CBE Bulbs
d) Dodduls
The forte of the agency is in making viral that make a change. That puts the awe in
awesome. Their recent work -Dhakar Goru Very Very Smart with Colours FM 101.2 - has
taken internet by storm and has been one of biggest viral during Eid-ul-Adha. With over 8350
likes and 1400 shares, the newsfeed was beaming high talk ability for over a week. Bagher
Bachcha Digital might be the kids out of the bunch and their ideas might be young and unique,
but they are here to leave mark, or paw-marks to be exact.

15

Chapter -3
Internship Activities

16

Chapter 3
3. Internship Activities
I have completed my internship from Bagher Bachcha Digital as Brand Service My internship
program was divided into two parts. One part is training session on Branding and theoretical
classes related to Brand and Media and another one is internship activities in the office as
client services. I have done training session and theoretical class ADCOM office and different
seminars.

3.1.Training Session
I had to spend a month in the training season in the ADCOM office which was in the downstairs
in the main building. The training season started a before the office time (8am to10.30am) then
they took me for the practical works. There I had learnt about Brands, Brand building, Digital
branding, principles, objectives and distinguished features digital branding. The main reason the
training was to create the basic why should the brands are going into the digital branding.
The training session was full with theories. Here is some the important lesson I got to know from
the training sessions.
It has been often said that Bangladesh is one of the youngest countries in the world, perhaps the
youngest 50% of Bangladeshis are below the age of 25 and 65% of us are below 35. It means
that there are more potential social media users in Bangladesh than are anywhere else in the
world. And to understand where we stand, all we need to do is to see the data of four biggest
social media websites Facebook, LinkedIn, Twitter, and Google+.
There are a large number of Facebook users in Bangladesh. 2931980 Bangladeshis have
Facebook account, which is equal to 1.83% percent of total population and 56.54% of total
online population.50% of the users log on to Facebook every day. Every user has an average of
130 friends. An average user spends 700 minutes per month on Facebook.

17

In Bangladesh every 60 seconds there are:

1546 comments posted

888 status updated

412 photos uploaded

And 90 million pieces of content are shared each month in Bangladesh. So from the information
it measure that why should brand go for digital branding.
Types of advertisement:
Press (Newspaper, magazines etc) - One major advantage of press advertising is that you
can present the information and then it can examined selectively at the consumers
leisure.
Poster - Poster advertising is also a very efficient form of advertising media. The
location and the content of the poster are vital.
Cinema - This provides advertisers with the opportunity to benefit from the all-involving
escapist environment that this medium delivers.
Radio - This medium provides the opportunity to contact a large percentage of the target
audience within a specified geographical area at relatively low cost.
Digital Marketing- This provide the advertiser full and flexible way of advertising.
There are several types major advantage of digital marketing, its cost effective, at present
are always in the online, easy media, dont annoy people etc.
Today there are different types of advertisements used in Bangladesh to promote the products
and services, brands or companies to inform and persuade the customers about them. Advertising
through advertising industry of Bangladesh employs varieties of forms, such as Television
advertising, Infomercials, Radio advertising, covert advertising, press advertising, billboard
advertising, mobile billboard advertising, In-store advertising, Street advertising, celebrity
branding and Digital marketing (Search engine results pages,, banner ads, in text ads, online
classified advertising, e-mail marketing and social network advertising i.e., FaceBook
advertising etc).

18

Before they come into the Digital marketing techniques and training they gave me a marketing
training with advertising and how the consumer mind change. It forecast the reason and strategy
how to acquire the changing mind of the customer and how any policies change, where they put
all the marketing strategy and how it works. Here they put me into the theoretical to improve
myself. Here is the summary of it
Marketing is an exchange process between company and consumer (Alderson (1957) ,
Brassington and Pettitt, p.5) [1].This definition didnt gives any reference to the aspects
of marketing that occur before products or services are even produced or the post
exchanged behavior of both company and consumer or even an elementary aspect of
commercial life: competition, Jobber, (2000).
Successful marketing is far from simple. According to Brassington and Pettitt (2003,
p.3) [2] state marketing does, in fact, cover a very wide range of absolutely essential
business activities that bring you the products you do want, when you want them, but at
prices you can afford, and with all the information you need to make informed and
satisfying consumer choices.
In order to analyze the marketing activities of firms within an industry, it is necessary to first
define and explain some of the critical marketing concepts and their importance to the
organizations.

[1]Alderson(1957), Brassington, F. and Pettitt, S. (2003), Principles Of Marketing,(page .5) 3rd Edition, Prentice Hall, London
[2]Brassington, F. and Pettitt, S. (2003), Principles Of Marketing, 3rd Edition, Prentice Hall, London

19

3.2.Experienced activities in internship:

From the first day of the office work they gave a job decryption paper what I have usually in the
internship period was written there. So basically I was the a client servicing person who meet
with the clients and took the brief and then get it back to the creatives to ensure that to make
clients requirement fulfill. Here are the basic activities of mine
Things I experienced in the internship period:
I had to connect the creative with the brand for the clients, from the first meeting with client to
last delivery of the project including the market research of the clients brand. I maintained the
good relationship with the client and supervised the agency team of all disciplines and develop
the strategy for the client and had to show how it works with clients brand digitally. Before all of
this I had to visit the clients with features of Digital marketing and related it with clients brand
then they gave me brief about what how they wanted play with consumers mind.
After a long market research in the websites, page and as well as the ground. Then I found the
idea of how we could take the brands, in the emotional way or in the rational way etc. Then
I passed the brief to the creative team head and they figure it out that what they could do with the
brand. Creative team gave me the key points with some idea and some suggestion. Then I had sat
with them and had to analyze how the idea can affect the brand and how much the brand would
affected with the idea strategy. Why people would take the brand in their mind? After finding
all the answer then I put all the idea provided by creative team in the presentation. Then I had to
figure out the budgeting for the brand how much the Brand should charge and how much profit
we could make from the client.
I also had to make the plan of which type of contract we will offer to the clients. So after I
figured out all the things I took it to our general manager. Then he revised it. And take all the
technical decision and measure probability of the plans and prepare another optional plan for the
clients. Then me, our general manager and the creative team who was decided to working for the
brand were go to the client office for the pitch with the budget and contract. Then we go through

20

the whole presentation in front of the client and made them understand that how it worked for
their brand and show them all the probability and also the optional plan.
If client was happy with the idea then I sat with them about the budget and came to the
negotiation part and I made them clear about our service and get the approval for the plan. After
that they choose a contract and gave us work order. Then we take the account of the client and
start working. Most of the clients choose the Social media service that we are offering as a
Digital Marketing agency. 99% if the clients go for the FaceBook and YouTube.
After the client choose BBD take over their social media account (FaceBook and YouTube if
they have existence account) with the BBD own business manager account.

Then our

community manager reviews the account and start doing technical stuffs. After that BBD started
to play with its strategy step by step.

Picture 2: The strategy Step by Bagher Bachcha Digital

21

In the first primary steep I had to work for the ideas implementation as example if client asked
for the viral videos I had collect the script and synopsis from the creative and review it. And
measure the brand communication with the target market. Then it took three approval process
first BBDs Art director approved with the feedback, second the approval comes from the GM
and last I had get the approval from the client.
Then I called vendors for the production with the budget. They pitched us in the same way as we
pitched the client. Among the vendor I choose the best one with affordable budget. Then I had to
call a PPM (Pre Production Meeting) where the selected vendor gave us clear idea what they
would do. And then again I have to measure the brand communication and give them approval
and set deadlines. Then in the shooting date I had to supervise them and observe them that and
had to report to our GM. After the shooting and editing done the CD (creative Director) approve
it and I sent it our client and get approval and then it goes to GM and to the community manager
for upload in the YouTube or FaceBook.
For all ideas that I pitched to the client and which got approval I have pass through the same
process. In the whole process basically I worked as a communication via. Except of this I had to
do some more stuffs like, maintain the communication with the press, media, journalist and other
potentials for organization. I also had take care about our internal marketing and billing.
Get new clients was the biggest challenge for me. To overcome the challenge I had to make the
relation with the others Brands and our competitor also. I always updated about the all the things
happing in the advertising world, news, events, occasions, and also the consumer test . What the
consumer liked to see and like to feel. How could I involve the them more with the brands and
their psychology.
Expect all that I describe I also had some through duties. They are given below

meeting and communication with clients to discuss and identify their requirements for
advertising

working with agency colleagues to develop an advertising campaign that meets the
client's brief and budget efficiently;

presenting, alongside agency colleagues (particularly the account manager), the campaign
ideas and budget to the client;
22

working with the account manager to brief media, creative and research staff, and assisting
with the formulation of marketing strategies;

liaising with, and acting as the link between, the client and advertising agency
by maintaining regular contact with both, ensuring that communication flows effectively;

negotiating with clients and agency staff about the details of campaigns;

presenting creative work to clients for approval or modification;

handling budgets, managing campaign costs and invoicing clients;

writing client reports, Making Job status report

monitoring the effectiveness of campaigns;

undertaking administration tasks;

arranging and attending meetings;

Making 'pitches', along with other agency staff, to try to win new business for the agency.

23

Chapter -4
Methodology

24

Chapter 4
4. Methodology
To address the mentioned objective of the report has deployed a mixed method approaches for
data collection and analysis. This report is fundamentally provided with a useful insight in order
to provide a clear idea for a concept of digital marketing problems and prospects for the clients
in this new digital era. I constructed the report based on the interview and observations
techniques.
4.1. Sampling:
To conduct the study I took the some random sample from the Bagher Bachcha Digitals client
and officials. As the organization is new in the market and works in the Business to Business
(B2B) area so it has some limited clients. My study and job description of the internship period
directly relate with the perception of the clients of the organization. So I had to take the present
and possible clients of Bagher Bachcha Digital as my sample.
4.2.Sample Size:
As Bagher Bachcha Digital (BBD) is a new digital marketing agency in Market. It has few
clients. So To conduct the study I use random sampling strategy and select 5 samples from the
clients and BBD officials. I conduct observation and interview method for the study.

4.3.Data Collection
The observations and findings presented in this report are mainly gained from work experience
as an intern in Bagher Bachcha Digital. Both primary and secondary data have been put into use
while preparing this report. The details are as follows:
Primary data: The primary data constitutes of information gathered from first hand
sources at Bagher Bachcha Digital. These sources include various employees of Bagher
Bachcha Digital and makes use of Bagher Bachcha Digitals records. Primary data was
collected from Bagher Bachcha Digitals personnel through formal and informal
25

discussions. And also took the primary data from the present and potential clients by the
interview. Access to Bagher Bachcha Digitals records was gained after seeking
permission from appropriate Bagher Bachcha Digital (adcom) authority. Besides this, I
have used my own observation skills and short survey of the present and potential clients
during my internship to gather possible primary data for preparing this report.
Secondary data: On a larger scale this report makes use of secondary data as well. This
secondary data was collected from Bagher Bachcha Digitals quarterly reports, various
digital publications of Bagher Bachcha Digital, records of financial statements and
researching the Bagher Bachcha Digital website content to look for any necessary
information that could be included in this report to further substantiate my internship
report.

4.4.Data Analysis:
My internship report topic is to analysis the problems and prospects of Digit Marketing agency
from the perspective of the present and potential clients of BBD. To fulfill the objective of the
given I in-depth interviewed the clients of the company and analyze it in the descriptive way.

26

Chapter -5
Findings and Analysis

27

Chapter 5
5. Analysis and finding :
5.1.Analysis

As my report is fully based on the analysis of the problems and prospects of digital marketing
agency from the view point of BBD. So I took in-depth interview of BBDs present and potential
clients and the employees of BBD about the digital marketing and its service provider agencys
problem and prospects. And turn their answer in the analysis in the descriptive way. They
mention lots of the problem as this is the time for new starting of the platform. But on other hand
they discuss about the prospects also.
5.1.1. Analysis of the problem of Digital Marketing agency
So here I am going to mention most important Analysis of Digital marketing as well as digital
marketing agencys problem.
i.

Digital Marketing new term in the country

As Bagher Bachacha Digital (BBD) is new and digital Marketing is now a platform for the
marketing and advertising in the country so here most of the people dont understand the term
Digital Marketing and most of the local companies are not showing interest to engage in
Digital Marketing according to the most of the interviewee

ii.

Lack of the technology

As to interviewee-2 Bangladesh is far behind the modern world. We dont have the access to the
technology. Most of the people living in the village and they are very potential market for the
brands. But the villagers dont have the access to the modern technology like internet. So Digital
Marketing cant reach them. So the brands are very worried about it.

28

iii.

Lack of powerful content

The content of digital marketing is not enough powerful. Clients are not satisfied about the
content as interviewee-2 describe. According to him the content is not engaging the consumer for
the brands like the others countries. Clients demanded more powerful content to engage the
consumer and make them clear about the brand. By doing this consumer will be more conscious
about the brand and the brand visibility will be increase. In the below there is Digital Marketing
content of two different countries first one is Bangladeshi content and second one is USA
content and both of them are a biscuit brand Bangladeshi one is GOLDMARK and USA one is
OREO. In the image it can be seen that in the USA content there is more Brand visibility. In the
image the picture talk about the post which is more interesting and connect the brand with the
people. But in the Bangladeshi its clearly seen that brand visibility is not clear. So the people are
not connecting with the content.

29

Bangladeshi Facebook Page Content

USA Facebook Page Content(OREO)

(GOLDMARK)

Picture -3: Lack of powerful Content

iv.

Tough to reach in the Target Group (TG)

According to the marketing plan every Brands specify a target market. And they try to promote
their goods and service among the target market and to be more specifically target group. In our
country its really tough to find out the specific target group in the social media because in our
country we dont have much information online. In this case its too tough to find the specific
target group online as interviewee-1 and 3 told me.

30

v.

Tough to pass the Social Media verification process (FaceBook verification process)

Interviewee- and 4 thought that the FaceBook is one of the big platforms of advertising. It also
use as the search engine of the Brands. People are getting information from FaceBook. So
FaceBook has given an opportunity to verify the brand pages for the authentication. The
verification sign is a sign of originality and uniqueness but from the country we cant get the
information from FaceBook and still now FaceBook is treat the country as community. So in
terms of local brand of Bangladesh it takes a long procedure to verify the pages which is time
consuming also. So only the establish brand and the multinational company have the opportunity
to verify their page at present.

Picture -4 Verified Page Examples

31

vi.

Buying Behavior

All of the interviewee clients were concern about the buying behavior. The buying behavior of
the consumer is too much difficult to understand. And the digital marketing agencies cant relate
it with the advertisement. So the brands are not good output from the digital marketing. Though
its a misconception from the client side but the output of digital marketing cant be understand
by short term it only can measure in the long term.

vii.

Long process to draw attention

As the Digital Marketing is a new platform in the country so to bring the consumer in the
platform and engage them is a long process. So in this case clients are not happy with it. Initially
they are getting less output told by interviewee-1, 3 and 4 in the interview.

32

viii.

Expenses

As the interviewee 2 and 4 , though Digital Marketing is low cost compare to other but few of
the clients are not satisfied with it. As to them the cost can be lower as they are getting the output
from the organization. For the layered communication the cost of Digital Marketing increasing in
our country and the agencies are charging more. Interviewee-5 mentions an example of how
expenses are increasing in Digital Marketing if BBD wanted to buy media of $500 for Colours
FM. They contact with AR Communication and for booking the media. And AR Communication
orders the media from FaceBook authority. And then confirm BBD and for the payment where
the FaceBook is charging 87BDT per $1, AR Communication Charge 96BDT per $1. And also
take 20% as the service charge. So the cost is increasing. So in this case the BBD had to charge
more to the clients for the profit.
Another reason mentioned by Interviewee-5 of increasing cost in media buying is competition
among the brands. For booking the FaceBook media BBD have to bid for the particular time. But
if some time other agencies bid in the same time with big budget then BBD have to increase the
budget too. For example if BBD want to book the media for $1 for 1st January 2015, 9.00Am
because of the good reach and viewer. And any other agencies bid for same time with the $1.5 in
this case to get slot BBD have to bid with $1.75. Its how media cost is increasing.

AR Communication
Request Media of
$500

BBD
Order Media $500
for COLOURSFM
Informed and
Charge by AR
Communication
As dollar rate
$1= 96BDT +
Service charge

FaceBook
Accept the request and
book media for $500 as
regular dollar rate
$1 = 87BDT and inform
AR communication
Picture -5: Payment Procedure of BBD for FaceBook

33

ix.

Absence of social media Representative (FaceBook Representative)

As interviewee- 1and 2 discussed our country there are no direct representatives from social
media. If clients get into any trouble in any social media maintenance then they usally inform the
agency and the agency contact the person /vendor assigned for FaceBook which one is the third
party of FaceBook. Then the vendor informs the FaceBook authority .And after this long process
FaceBook get to know the problem and solve with this long process. So the communication is
much layered and takes long time to solve the problem. And with the same procedure the
transaction for the media buying is running and for this reason cost is increasing. The interviwee4 also mention an example how problem are arising for the absence of social medias
Representative, he told if BBD want to buy media of $500 for Z brand. They contact with AR
Communication and for booking the media. And AR Communication orders the media from
FaceBook authority. And then confirm BBD and for the payment where the FaceBook is
charging 87BDT per $1, AR Communication Charge 96BDT per $1. So the cost is increasing.

x.

High risk of duplication

All of the interviewees are worried about the issue of the duplications. They discussed that the
Social Media is one of the biggest channels from the now on. So the information is vast in the
channel. There are lots of content available online which copied from different brand idea and in
our country copyright law is not strong so its much easy to copy the thing from the online and
use it. So brands are not feeling secure about the issue. And the Agencies are well aware of but
dont take it seriously. Most of them dont use the sign properly so there is a high risk of
duplication of the content.

34

xi.

Absence of efficient personnel for the Digital Marketing in the agencies

Brands want to use the best promotional tools to be visible in the market. Digital marketing one
of those great promotional tools ever but here in the country brands not sure about that because
they dont think that in the digital marketing there any efficient personnel is here. So put the
brand over in the non-efficient personnel is not a good decision for the brands according to the
interview with interviwee-1, 3 and 4.
xii.

Misconception of Branding with selling

Interviewee- 5 was describe that how brands perception in terms of selling and Branding he told
that Brand want to use of the best marketing strategy, best promotional tools , and branding etc
The ultimate goal in the long run is to sell the product in the market and having profit. So here
brands basically local brands are mix the branding with selling. Digital Marketings ultimate goal
is to establish the brand. Increase the brand visibility and awareness in the mind of the consumer
which incorporate the sales in the long run. But initially Digital Marketing is not for increase
sales.
xiii.

Hunger for likes in the page

Interviewee-1 and 3 described that maximum brands specially local brands are hunger for like in
their social media page with in the short time and they spend the money for it and agencies who
are promising like make the fake like in the page which effect the negative impression on the
page. With very short time is goes down and consumer cant see the page in the first search.
People lose the interest about the page content and engagement rate goes down.

xiv.

Absence of payment gateway for buying FaceBook media

As to the interviewee-2 and interviewee-4, in our country there are no payment gateways for the
media payment of FaceBook. To buy the media payment agencies have to call the third party so
cost are increasing and there is risk cheating. And sometimes third parties are not able to book
the media.

35

5.1.2. Analysis of the prospects of Digital Marketing agency

As the clients mention the problem in the same way they discuss the prospect of Digital
Marketing agency in Bangladesh. They praise it as the blessing of the internet which makes the
people life easy. The findings of Digital Marketing prospects are written below.

i.

Biggest channel (FaceBook, YouTube, Google+, Twitter)

All of the interviewee of the interview describes the social media and digital marketing as the
biggest channel. They discussed that, now at this era people are much busy. They are facilitated
with technology around. So they cant spend the time with the traditional Marketing or
advertising as example People are attracted by billboards or TVC ads. After they see these ads
they only notice it and later on they forget about it. They dont have much time to notice it and
check that out in the store or shop rather they would go to the internet to know about the product
or services and where the Digital marketing comes in to makes people life easy.
The Interviewee-5 mention satieties of Bangladesh FaceBook user and describe about this. As to
the interviewee, at present social media channel is vast. It is a biggest channel in the world. In a
statistics in 2012 it shows the numbers of FaceBook users are increasing in Bangladesh. In 2012
there are 2931980 Bangladeshis having FaceBook account. In Bangladesh in every 60 seconds
there are:
1546 comments posted
888 status updated
412 photos uploaded
And 90 million pieces of content are shared each month in Bangladesh. So from the information
it measure that why should brand go for digital branding. It is now increased more and more.

36

ii.

Increase of internet user (3G)

With the recent operation of 3G energizing mobile internet and the market for smart phones,
which is increasingly growing with more than 300,000 being imported yearly, the growth of
internet goods and facilities is expected and its not bad for business. So with the increasing
number of internet user the demand of Digital Marketing is increasing mentioned by Interviewee
1 and interviwee-4.
iii.

Both side engagement

In the traditional marketing system people used to one way communication and also
engagements is less. Because in traditional marketing people are only getting what the Brands
are trying to say to the people but cant give any feedback to the Brand. But now Digital
marketing create a platforms which give the people two way communications for the Brands so
the result is more engagement of the consumer towards the brand said by the interviwee-4
iv.

Savvy Consumer

Interviwee-2 mention about savvy consumer and told that now the consumers are smarter. They
want more information about the products or service but traditional marketing or advertising
doesnt give them enough information so at this point the Digital Marketing keeping a great role
by providing huge information about the products or services by the social media like FaceBook,
YouTube twitter etc.

v.

Increase number of technology user (Smart Phone , Tab , Laptop, Desktop)

As to interviwee-4 the number of technology (Smart Phone, Tab, Laptop, and Desktop) user in
the country in Bangladesh is increasing. According to the latest report mobile user in the country
is more than 106 Million. And in between 40%-45% are smart phone users. And they are using
smart phone to get facility of quick communication and other application. And through the
internet they are connecting with the Digital Marketing. They get the pop-up ads in the
FaceBook and YouTube video and so on.

37

vi.

Cost Minimization

The cost of advertising cost in the media like TV, Newspaper, billboard and etc is much higher.
But the cost of digital marketing In the low cast and also effective. So by the digital marketing
brands can minimize their expenses as describe by Interviewee- 1
vii.

Easy communication of brands

Digital marketing is a great weapon to communicate with brands. Here people engage more and
aware about the brand which creates talk ability of the brand mentioned by interviwee-3.
viii.

Consumer Information:

As to the interviwee-4 consumer information is most important thing for any brand to spread.
Through the digital marketing brands can get the information of the consumer of their target
market. Their likings activity , perception and so on . And through this information they can
measure connectivity of the brand with consumer which helps the brand to grow.

Picture -6: Consumer information (Age)

38

Picture -6.1: Consumer information (Job Title)

Picture -6.2: Consumer information (Relationship Status)

Picture -6.3: Consumer information (Educational Level)

39

ix.

Always Update

As to the interviwee-5 and interviwee-4 by Digital marketing the brands can be always updated
on the view of the consumer. As it Digital Marketing giving us real-time data if needed so brand
can give the all update instantly. For example; FaceBook games and application for any
dedicated brand instantly update score. Any sorts of live program broadcast in YouTube .

40

5.2.Findings of the Analysis

As Digital Marketing is new and the Bagher Bachcha Digital (BBD) is a new agency is
brands are not understand it properly and showing the less interest.
Bangladesh is developing country and we not facilitated with the technology so here the
problem comes in because Digital marketing is related with technology.
The Agency and also the Digital Marketing is in the developing stage so the people are
getting what content should be here and how should it get connected with the brands.
Consumer engagement is the most important things but in terms of digital marketing
consumer engagement is not just getting like on the post but also how they react on it.
As BBD is working out to popularize the Digital Marketing in the vein of the country but
it will take time because of it strategy and the result would be shown in the long run.
In terms of FaceBook authority give us the opportunity it should grow more because
within this shortest time and brand engage in Digital Marketing will not fulfill the
requirements.

BBD working for the brand to establish it as a most powerful brand of the country which
initially cant make sales or cant work out as the sales benefits in this short period.
In the traditional marketing system people used to one way communication and also
engagements is less. Because in traditional marketing people are only getting what the
Brands are trying to say to the people but cant give any feedback to the Brand. But now
Digital marketing creating platforms which give the people two way communications for
the Brands so the result is more engagement of the consumer towards the brand.

41

 Consumers are smart. They want to know about the brand before they choose it for them
so they need information and Digital marketing give the information to the consumers.
Bagher Bachcah Digital (BBD) dont ensure figure for like because they working for the
organic like which increase the brand talk-ability and visibility not just fake like for small
time being which down the impression of the brand.
Bangladesh is not ready for the viral on YouTube except the big brand.
Brands are not satisfied with the expenses that they spend fro promotion in digital
marketing.
Establish Brands are feeling insecure to be in the digital marketing for the copyright
issue.
Clients brands especially local brands are focus on the sales more than Branding. And
Digital Marketing agencies focus on the branding more than sales. So here is a clash
between them
.
In future we can get all types of data through digital marketing of a human for example
from early Morning when he / she wake up to when he/she sleeping. And the data will be
effective potential tools for marketing of any brands.
People of the country who live it the city and urban are more or less depending on the
FaceBook and other social media which will working bless fully for digital marketing.

42

Chapter -6
Recommendation and Conclusion

43

Chapter 6
6. Conclusion and Recommendation
As a new Digital Marketing Agency in the market BBD is growing. But to be establishing in the
market it have to overcome its problem and spread the Digital Marketing everywhere. So here
are some recommendations for Digital Marketing and also for Digital Marketing Agency to grow
more in the future.
6.1.Recommendation
Bagher Bachcha Digital has been passed only 8 month in Bangladeshi advertisement sector.
They are doing well year by. As my observation, I have noticed some activities. I think if they
add some activities and remove some activities, they will able to achieve something.

BBD need to ensure better client service for the future so that they can gain more clients
account. If they have more clients, they will have more opportunity to grow in the sector
of advertisement and popularize the Digital Marketing in the market.

Digital Marketing can be introduced more efficiently to provide clients better and unique
services, Ideas and contents. So that clients can satisfied to see their brand is become
more popular.

The future markets leader are the present student so agency like Bagher Bachcha Digital
and others should literate them about Digital Marketing by the seminar and workshop.

As the clients and agencies are getting problem for the absence of social media
representative. So they take the necessary step to get at list one social media
representative from the social media

To minimize the cost of digital marketing BBD should try to get the payment gateway
and also Govt. should help about this.

BBD should understand the local market more and need get be more research oriented
about brands.

They need to higher more efficient people and train them well about digital marketing to
overcome the problems.

Need more Public Relation for the company and also for Digital marketing.
44

BBD should fixed the copyright sing for avoid the risk of duplication to feel the clients
secure

To grow the interest of the clients for digital marketing BBD should make the shorter
strategy and use it for the potential clients.

45

6.2.Conclusion
The Simple interview of the clients and employee of BBD is not big enough to have the
complete view of Digital Marketings and its agencys problem and prospects. Also a similar
study can be conducts in the future more extensively to know about the problem prospects of
digital marketing and its agencies.
In the Bangladesh most of the agencies are work with broadcast, print and electronic media. But
its the high time for time for the agencies to work with digital marketing in full force. Now this
a time for adopts the modernity. People in the country are using the social media specially the
young generation and they are potential buyer for the brands. So in order to inform them about
the products and services brands come into the digital marketing. Beside that there are many
other factors which affect the perception analysis and decision making to the consumer to buy
the products and service, presently these are control by the social media. It s works as word of
mouth advertisement. And also have some negative aspects like rumor about the brands also
created negative impact. So with the best service with the best products if the Brands are wanted
to grab the market should be in the Digital Marketing.

46

References
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4. Hart, N. (1990), The Practice of Advertising, 3rd Ed, Oxford, Elsevier ButterworthHeinemann.
5. Bangladesh Brand Forum (2008). March, Volume 01. Issue 01.
6. Lwin, May. & Jim Atkinson (2002). Clueless In Advertising, Published by Prentice Hall,
Pearson Education Asia Pte Ltd. Singapore.
7. Pavlou A. Paul, Stewart W. David (2000). Measuring the effects and Effectiveness of
Interactive Advertising: A Research Agenda. Journal of Interactive Advertising, 1 (1).
8. Brassington, F. and Pettitt, S. (2003), Principles Of Marketing, 3rd Edition, Prentice Hall,
London.
9. Bangladesh Yellow Pages, (2010), March, Volume 03.
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Relations and Advertising on Marketing Promotion Activities: A Comparative Analysis
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On Bangladesh, Developing Country studies , Volume-2 , No.3
12. Huq 2014, Startup Picks 6 Upcoming Digital Marketing firms In Bangladesh Startup
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1. Essay.uk.com(2014), Free Marketing Dissertation Literature Review| Essay [Online]
Available at
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