Internship (Grey)

Part 1
The Industry and the Organization
Grey Global Group

And
Grey Advertising Bangladesh
1.1Introduction of the organization

GREY ADVERTISING BANGLADESH LIMITED
Grey Advertising Bangladesh Limited is one of the leading advertising agencies in Bangladesh.
According to the AD age (An International advertising magazine) Grey is the third largest ad
agency in Bangladesh in term of annual revenue.
Grey Advertising is one of the newest ad agencies as well. Started only in 1996, Grey has been
able to strengthen its market position strongly thanks to its multinational experience and
Global approach to business. A Grey Global Group Inc, USA company, Grey has one of the
most exquisite portfolios in the country. The major clients are British American Tobacco
Bangladesh (BAT), Procter & Gamble (P&G), Glaxo SmithKline (GSK) Vaccination, GSK
Consumer Health Care, Philips Lighting, Lafarge Cement, City Cell Digital, Novartis, Dhaka
Bank, Gallery Apex, International School Dhaka, Pacific motors, Shark Energy Drink, Igloo,
Coca-Cola, Siemens, Aarong etc. It is worth mentioning that BAT, P&G, and GSK are all global
partners of GREY WORLDWIDE. The only multinational company in the country, Grey has
proven its worth over past few years. From establishing a new brand like Virgin drinks or
CityCell Digital to continuing the Global Corporate image of BAT, Grey is termed as the most
respected ad agency in Bangladesh. Managed by the professionals having proven track record,
Grey maintains one of the smallest workforces to run its multi-million taka operations.
The creativity of Grey in Print & TV media has been undisputed. The astute, smart creative
professionals work for selling quality work with less priority to quantity of work has been a
trend of Grey across the globe. The Media department of Grey is not far behind.
Grey
Advertising Bangladesh is the second largest buyer of print medium of Bangladesh and one of
the leading ones in TV medium. Besides these, there are few success stories of Grey Advertising
Bangladesh like; Grey Bangladesh won the International Media Exchange Award for its GSK
Vaccination ad. A very small party of professionals working in the Account Management
department runs the operations and management of the company. Graduates from the reputed
business schools of home & abroad, these young managers thrive to reach the very best. The
work environment of Grey Advertising is another example of its classy, multinational aura. The
well-decorated, smart officer floor is equipped with latest technology like LAN and Internet. The
average age of the employees is 28- quite unthinkable in most other workplaces of Bangladesh.
Thus, the company is a true believer of youth and exuberance. Inherited from the parents in New
York, USA, Grey Advertising always attempts to learn the newest way of doing business. Grey
advertising is the first ad agency in Bangladesh to buy a spot in a local web portal for one of its
clients. The commitment to technology continues as the company is looking forward to set up a
separate wing Grey Interactive, the worldwide Grey concern concentrating on the Internet
advertising and other forms of digital communication.
1.2 Organization Overview:

GREY details: Grey Worldwide
Grey Advertising Bangladesh Limited is a Grey Global Group Inc. company. A brief
overview of the parent company thus requires a brief introduction. A fortune 500 company of
the year 2004, Grey Global is the 2nd largest marketing & advertising company with the
following concerns under its belt:
GREY WORLD WIDE Mass Advertising.
MediaCom Media Buying & Planning.
Grey Direct Direct Marketing.
GCI Public relation.
Grey Health care Group Health Care Marketing
G2 Brand Identity & promotion.
Grey Interactive Interactive Communication.
J. Brown/ LMC Group Co-Marketing /Local Marketing
Beyond Interactive Interactive Communication
G-Whiz Entertainment Youth & Entertainment marketing.
Grey Alliance Entertainment Partnership.
Wing Latino Group Hispanic Marketing.
Grey Direct Marketing Multimedia Communications.
Ericsson Fina Beauty, Fashion and Image.
GREY WORLD WIDE
GREY WORLDWIDE is one of the ten largest advertising agencies in the world, with offices in
91 countries. Grey develops highly creative solutions to marketing problem on a worldwide
basis. Its service includes brand positioning; brand planning; creative development; and
production. It is also planning to elevate a new generation of management.
MEDIACOM
MEDIACOM with offices in 80countries is one of the worlds largest and most respected media
service companies. It brings media solutions that build business for a wide range of local,
regional, and worldwide clients. With $10 billion in global billings, a commitment to strategic
insight, total communications planning, tactical media brilliance and tough but creative media
negotiating, MEDIACOM provides unsurpassed value in todays chaotic media marketplace.
GREY DIRECT
GREY DIRECT is leading global marketing Services Company for businesses that market to
individuals and other businesses. Grey Direct provides to its clients; direct marketing solutions
(for the analog world), Electronic direct marketing support (for the digital world); database
optimization & implementation; and aggressive sourcing and print production management.
GCI
GCI is one of the worlds largest global public relations, recently named Agency of the Year by a
leading industry journal. GCI has expanded traditional services into an ever-widening group of
practices, including brand marketing, corporate affairs, healthcare technology, change
management, and financial relations.
GREY HEALTHCARE GROUP
GREY HEALTHCARE GROUP is one of the worlds largest health care marketing agencies. It
provides education, consulting, advertising, public relations, on-line patient relationship, and
physician loyalty programs for pharmaceutical and healthcare industries. With Grey, it also
provides seamless professional and consumer branding and marketing communications for global
& local clients.
G2
G2 is a global integrated marketing communications company specializing in brand design, and

development across many disciplines, including identity, design guidelines, packaging, collateral,
sales promotion, point of sale and environmental design. This new network offers creative
solutions outside traditional advertising.
G2 has expanded the brands of such clients as Procter & Gamble, Krups, New York Lottery,
Individual.com, Panasonic, Topps, Intevo, Cannon, Jackson Hewitt, Royal Mail, autobytel.com,
and British American Tobacco. It is growing in International capabilities and currently services
Clients in twenty-four countries outside the United States.
APCO
APCO Worldwide is the leading global communications firm specializing in public affairs and
major corporate issues, including issues management, litigation support, and communications
regarding mergers, and acquisitions, government relations, corporate positioning, strategic
Philanthropy, community relations, and general issue communications. For the past two years,
APCO has been recognized by the industry as Agency of the year in the field of Issue
Communications.
GREY INTERACTIVE
GREY INTERACTIVE is one of the worlds largest global full services Internet and marketing
networks. In over 20 countries, it serves clients with a single offering: full-interactive market
services in support of business and brand building. These include web site development, ecommerce, Internet Advertising, research, consulting and relationship marketing. Its global
business model is distinctive in the Internet arena today.
BEYOND INTERACTIVE
BEYOND INTERACTIVE is a full- service interactive marketing agency specializing in

customer acquisition and customer retention. BEYOND INTERACTIVE focuses on increasing
its clients exposure and maximizing the lifetime value of their customers through interactive
marketing. It develops marketing strategies and executions to promote existing sites and
traditional brands. Its goal is to increase the effectiveness and return on investment of its clients
interactive marketing efforts
J.BROWN/ LMC GROUP
J.BROWN / LMC GROUP are the leading co-marketing agency in the U.S. It helps companies
leverage marketing budgets through retail partnerships. The result is stronger merchandising,
consumer impact and brand equity communication. It also offers products & technology
demonstration and sampling programs, and through LMC, adds value to local radio
programming.
G WHIZ
G WHIZ is an integrated multi disciplined marketing company. It is a full service-advertising

agency with a rich heritage in building brands, managing entertainment properties and marketing
leisure activities. Specializing in understanding the youthful mindset of todays consumer, it
offers advertising and media services: Internet & interactive content; promotion; consulting &
brand planning for Kid oriented entertainment related products and services.
GERY ALLIENCE
GREY ALLIENCE builds bridges of partnership that provide solutions and create opportunities.
It is a partner company of GREY GLOBAL GROUP, one of the largest full service
communications agencies in the world with a broad client roster boasting major entertainment
properties, talent and consumer brands. Alliances have developed a strong network within a vast
array of industries that has allowed us to create strategic partnership that builds business. From
guerilla marketing to product placement, new media, and promotions to strategic partnerships
and production, Alliances build the bridge.
WING LATINO GROUP
WING Latino group was formed in 2000 by the merger of Grey Global Groups US Hispanic
marketing agencies. FOVA, and its Puerto Rico-based agency, West Indies and Grey. The new
company is one of the largest Hispanic Marketing Companies in the U.S. and Puerto Rico and
provides full service capabilities in advertising, media, research, merchandising, promotions,

direct marketing, interactive & public relations for major companies.
GERY DIRECTORY MARKETING
GDM specializes in yellow pages and other specialized directory media. One of the top ten
companies in its industry known for its disciplined marketing approach and media innovations,
GDM pioneered the use of metered testing and other tools to measure their clients return on
investment from the medium.
VISUAL COMMUNICATIONS
VISUAL COMMUNICATIONS GROUP (VCG) specializes in investor and marketing

communications. The investor communications group develops strategic and designs creative
media for IPO road shows, investor conferences, annual reports, and investor relations Web sites.
ERICSSON FINA
It is a new comprehensive creative resources dedicated to building beauty, fashion and image
brands, such as Cover girl, Hugo Boss Fragrances and Pantene.
Global Resources: A Rich Total Communications Company
Advertising
Branding and
marketing
Youth Marketing
Entertainment
Marketing
Advertising
Medical Education
E-marketing
Brand Consulting
DTP/DTC
Communicati
ons
Branding and
Design
Data Consulting
Direct Marketing
Interactive Marketing
Promotional, Trade
and Shopper
Marketing
Corporate
Consumer
Healthcare
Technology
Media
Relations
Meeting
Management
Global Network
Our Global Network

Global Reach Local Touch
121 Offices, 116 Cities, 94 Countries
Americas
Europe, Middle East & Africa
Argentina
Brazil
Canada
Chile
Colombia
Costa Rica
Dominican Republic
Ecuador
El Salvador
Guatemala
Honduras
Me xico
Nicaragua
Panama
Peru
Puerto Rico
Trinidad & Tobago
United States
Uruguay
Venezuela
Asia Pacific
Austria
Belgium
Baltics
Belarus
Botswana
Bulgaria
Cameroon
Congo
Croatia
Cyprus
Czech Republic
Denmark
Estonia
Egypt
Estonia
Finland
France
Germany
Ghana
Greece
Hungary
Australia
Bangladesh
China
Hong Kong
India
Indonesia
Japan
Mala ysia
New Zealand
Pakistan
Philippines
Singapore
Korea
Sri Lanka
Taiwan
Thailand
Vietnam
Ireland
Israel
Ivory Coast
Jordan
Italy
Kazakhstan
Kenya
Kuwait
Latvia
Lebanon
Lithuania
Luxembourg
Macedonia
Mauritious
Moldova
Morocco
Netherlands
Nigeria
Norway
Poland
Portugal
Qatar
Romania
Russia
Serbia/Montenegro
Saudi Arabia
Slovenia
South Africa
Spain
Sweden
Switzerland
Turkey
Ukraine
United Arab Emirates
United Kingdom (incl Ireland)
Uzbekistan
Zimbabwe
Asia Pacific Network
Our Asia Pacific Network
Asia Pacific Reach Local Touch

28 Offices, 28 Cities, 17 Countries
Australia
Hong Kong
Indonesia
Pakistan
Sri Lanka
Canberra
Melbourne
Sydney
Hong Kong
Jakarta
Karachi
Colombo
India
Japan
Philippines
Taiwan
Ahmedabad
Bangalore
Chennai
Kolkatta
New Delhi
Mumbai
Tokyo
Cebu
Manila
Taipei
Bangladesh
Dhaka
China
Beijing
Guangzhou
Shanghai
Malaysia
Kuala Lumpur
Singapore
Thailand
Bangkok
Singapore
New Zealand
Auckland
South Korea
Seoul
Vietnam
Hanoi
Ho Chi Minh City
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1.3GREY dhaka
Grey Advertising Bangladesh Limited is one of the leading advertising agencies in
Bangladesh. According to the AD age (An International advertising magazine) Grey is
the third largest ad agency in Bangladesh in term of annual revenue.
1.4The departments working within GREY

There are basically five departments in GREY. One of them work around the production of
advertisement and other ensures smooth functionality of the organization. In the following
figure all the departments of GREY.
The mission of these departments is to produce quality advertisements for their clients. As a
result, the advertisements should drive sales, create an increased in awareness, and the firm's
profits should go up.
Client Services Department

The basic function of the client service department is to maintain relationship with the clients
and prospects. They communicate the thought of both the parties between two parties. They
are one of the most important parts of GREY because they are the persons who find out the
things customer needs and finding the need is one of the most useful ways to keep the
customers happy. This department is the blood circulation of the whole organization and it
co-ordinates within the functions of the various department in the agency.
This department of GREY is also important for research purpose. This gives some important
information to the GREY authority, like
a. Effectiveness of the campaign
b. Market power of the subject product
c. Customer reaction about the product or the ad campaign
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d. Finding out the reasons that makes a product fails to have more sales or gain more
sail.
e. Market background of the product
This information helps GREY authority to take decisions like
a. Whether GREY works for the client or not
b. What type of promotional campaign is needed to help develop the market
condition?
c. What was the success of the campaign?
d. What change is needed in the campaign?
e. What changes are expected by the buyers in the product? etc.
Media Department
Now a day number of full service agency is getting lower and lower every day. GREY is
one of the few full service agencies in Bangladesh. Thats why they have to select the
media they are going to use to publish or to show any certain advertisement. The media
department of GREY finds out the most profitable way from the combination of
coverage, cost and product type to air the advertisement. The media department also finds
out the programs that a client can sponsor. Media timing is also one of the important
functions of the media department.
The media selection method is a little bit hard-hitting here in Bangladesh. In case of TV
broadcasting media, the important factors considered by the GREY are:
1.
2.
3.
4.
Coverage of the network (BTV has the highest coverage)

Type of product (some products cant be advertised in national TV before 10)
Cost
TRP rating (In case of sponsorship, agencies follow a rating called television
rating point, TRP.)
In case of Print Media selection, the important factors are

1. Type of the news paper or magazine
2. Circulation
3. Cost
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Creative department
This is the engine of the organization because it is them whom make GREY popular and
effective to the clients. They perform certain acts. Some of them are given below.
a. Developing theme for a TV commercial
b. Developing headlines, sub-headlines and body messages for an advertisement to
c.
d.
e.
f.
be printed on papers.
Designing the look of the artists in a commercial
Visualizing the idea
Preparing jingles
Finalizing layout etc.
Adoption of foreign ad ideas according to the prescription by the client in case of

multinational ad.
Finance department:
The finance department of GREY functions like finance department from any other
business organization. The extra thing it does is the budgeting for any advertisement
campaign or product promotional campaign.
HR department:
This department helps to find out the best people, who can suits with this organization. This
department also motivates the employees in various ways.
a. Recruiting of new employees are their concern.
b.Training and development of the interns are going in a good way is also their
concerns.
c.Compensation, employee benefit, leave and service rules program and upgration
d.Placement and performance appraisal of employees
e.Preparing related reports
f.Reporting to the Executive Committee/ Board on related matters
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1.5 When GREY Works for a client?

There are certain conditions that are pre requisite that GREY will be working for the
organization. Some of them are;
1.
2.
3.
4.
5.
6.
If the product line is not conflicting to the lines already handled by GREY.
Good Quality of the product
Availability of funds for researching
Market position of the product has to be possible to be developed.
Creative and working freedom
Trust and partnering
1.6 Advertising process between client and GREY

The communication process between the client and the ad agency is quit delicate and the
following section presents this delicate process of communication.
Clients Problem
At first the client communicates and fixes a meeting with the GREY officials and they
express their problem and the type of remedy (if they have an). In the long years of doing
business the common problems GREY hear from the clients are
a.
b.
c.
d.
Sales is getting low

Arrival of new competitor
Launch of new brand
Market rumor etc.
The agency needs to understand the clients business and have a good knowledge of the
dynamics of the market in which the client operates. Equally, the agency should also be
aware of the motivations and decision-making processes of end consumers. A new product or
service, new situation or changing market conditions may provide the starting point for a new
role to be performed by advertising, direct marketing, personal selling, sales promotion,
event sponsorship, or internet marketing.
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Internal Briefing by Account executive

Account executive, the head for managing the activities related to a certain brand,
communicates with the client and gets hold of their problem. Then he brief to the
departments related to the planning of the promotional campaign. A group is assigned to the
problem. The group briefed generally contains,
a.
b.
c.
d.
Media planners
Creative directors
Finance Department
Client service department
Conducting Research
Client service department conducts a research about the product in the market. The
main objective of conducting this research is to;
a.
b.
c.
d.
Gather information about the image of the company and product,

Gather information about current promotion
Gather customer complaints
Gather customer prescriptions.
Planning the campaign

Its a juggernaut work to plan for a promotional campaign. Generally the members of
the above mentioned group take part in the planning process. The things they generally plans
are,
a.
b.
c.
d.
e.
Goal of the campaign

Type of promotion, ATL or BTL
Type of advertisement, printed or TVC
Budget of the advertisement
Media planning
Here ATL means above the line promotional campaigns like TVC, Paper
advertisement etc. on the other hand BTL means sampling, posters etc.
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Reaching presentation
Although it is named as the clients presentation but actually the presentation is
presented by the account executive. They present the outline of the plan they have prepared.
A sample plan for Frutika, by GREY was like this
a. The goal of the campaign is to communicate with all kinds of people with a new
product.
b. Both ATL & BTL promotion will be applied.
c. Several TV advertisements and RDC will be aired every day in almost 6 channels.
d. Press ad of Frutika was also a concern of Grey. Their target will the top reading
news papers and magazines of Bangladesh
Final Approval Presentation (Clients presentation)

After performing all the planning works the agency has to take the final approval of
the client. The agency presents the detail campaign plan to the client and asks for work order
on that plan.
Achieving censorship certificate
In case of broadcasting in the national TV or Radio, the scripts have to be approved
by the television and radio authority. Then the work of production can be started.
Producing the advert(s)
After getting approval from all the parties the agency call the respective department
related to respective works. The creative department design the layout of the advertisement,
they will design the slogans, texts, images for the paper and the total outline including, dress,
background, script, cinematography for a TV Commercial. The production department then
produce the banners, posters, billboards etc. On the other hand client service department of
GREY contacts with the director and get into negotiation about the compensation of the
director and they also explains the total visualization of the advertisement. Then the director
asks for casts and crews and shoots the total advertisement. After that the shoots are edited
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and converted to three type of advertisement (in case of huge advertisements). They create
three different versions for the three different phase of the campaign which are,
a. Introduction
b. Memorizing
c. Promotional
The campaign appears
The time span between the briefing of the account executive by the client and the
campaign appearing can be as little as six or eight weeks for a simple photographic
newspaper execution, to twenty weeks plus for an animated TV commercial, personal selling
drive, sales promotion campaign, event sponsorship, public relation activities.
Controlling
Like all management process advertising also has a controlling sphere. In this stage
the performance of the campaign is judged after 1 month, 3 month and 6 month of the launch
of the campaign. Then the result is compared with the perceived result. If the result is
positive then generally the campaign stops else the research department again performs a
research to find out the reason of the failure of the campaign..
After finding out the problem, the agency prescribe some action to the client and if
permitted than works accordingly.
1.7Compensation methods used by GREY

GREY generally uses three different types of compensation system. They are as
follows,
a. Commission Based
b. Retainer fee
c. Account Based
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Commission Based Compensation

In this system GREY charges atleast 7% commission on the total promotional
budget+ 15% vat on the commission charged. Thus it differs from client to client.
Retainer fee
Now some organizations like grameen phone, Akiz and some other organizations are
arranging for corporate tenders for a certain amount of promotion. In this case GREY quotes
a price and it wins the deal if it is the lowest.
Account Based
This sort of advertising accounts occurs generally incase of clients gained through
affiliation. These clients pay certain amount money against a certain amount of work which
doesnt changes with the amount of work done by the clients.
1.8 SWOT Analysis: GREY Dhaka
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Strengths
Best is industry creative and
strategic planning team
Ability to deliver good production
value on creative execution
Good clout with the media, in
terms of negotiation power
and relationship with media
houses
Learning from the region; option
of bringing international
experts
Weakness
Doesnt have in-house capability of
different production and
activation related activities
Being part of MNC, at times its
bogged down with processes
and directives from the
regional offices
Higher cost to client (due to higher
personnel cost)
Opportunities
More and more local companies are
getting into the promotional
phase
Further penetration of different
media makes it possible to tap
into markets and population
that were previously untapped
and therefore less expenditure
Increased competition in many
consumer goods category leads
to the growth of those
categories and more
promotional expenditure by
companies to grab the growth
market
Threats
Slowed down economy and high
inflation leading to that more
cautious
expenditure
by
consumers which is reflected in
promotional expenditure by the
clients
Many MNC clients have centralized
their communication activities
and thereby reducing the scope
for work of associating local
agencies
Advent of a large number of agencies
in the market is creating a price
pressure on larger agencies
1.9 Important Points Why GREY Should Get the Account
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Truly Global
The business for which we have been invited to be evaluated as partners is

something that no Agency in Bangladesh has ever handled. Given this
scenario GREY is best suited to meet the challenge, because being a true
multinational it can pull together its global resources who have experience in
handling such businesses in other parts of the world
GREY has the best and most developed retail and trade marketing and
management expertise, built over the years by working with global clients like
BAT, P&G, GSK and Reckitt GREY is the first firm in the world to have
developed the latest trade and retail marketing modules
GREY is also best suited for consumer engagement programs grown

through its experience mainly with BAT, where one is forced to think far
beyond the usual ATL and BTL models.
GREY Dhaka right now has the best Strategic Planning Team. 3 of the
countries best planners are working for this institution and building brands for
both local and global clients. GREY is also the first agency to have developed
the concept of insight and insight papers which is still known as GREY
Matter.
GREY Dhaka today also has the biggest and best creative team the best art
directors and creative directors from nearly all old agencies are currently
working in this single institution and have worked across many diverse
categories
1.10 Some Brilliant Print ads of Grey
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Brand: Nokia
Brand: Boost
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Brand: Grameenphone
Brand: ARKU
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Part 2
Introduction of the report
2.1Background of the report:

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Grey Advertising Bangladesh Limited is one of the leading advertising agencies in

Bangladesh. According to the AD age (An International advertising magazine) Grey is the
third largest ad agency in Bangladesh in term of annual revenue.
As an intern of Grey Advertising Bangladesh Limited I worked in its Account
Servicing department where I was working under the supervision of one group. The Idea of
an Ad, market research, planning, client dealing, etc are done by this department. They meets
with the client to determine sales goals and creative strategy. So I also had to do this types of
works. From first to last of making an ad, involvement of servicing department is mandatory.
As I am from the Marketing background, majoring on this thats why I was entitled to
involve these kind of works. Which were also relevant to my subject. To know better about
this industry I worked on two cases, one is a consumer product and another is telecom
product, so that I can have a practical experience on the work of ad agency.
2.2Objective of the Study

The objective of the study is to explain the program and activities of advertising agencies in
and to depict the trends in the advertising scenario of Bangladesh. To know about this
scenario I chose GREY Bangladesh Ltd. So that, I can have a wide look on advertising
agency of Bangladesh.
Main objective
The objective of the study is to review the role of advertising agency in brand management
and how Grey Advertising engages customers more effectively with the brands that agency
manage and will mange in the future.
Secondary objectives
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To learn activity of ad agencys and how an agency uses integrated marketing

communications tools that helps to touch every individual with messages that
motivate them, delivers comprehensive corporate solutions, including strategic brand
management process, corporate social responsibility, direct marketing and other
services to corporations.
How IMC is effective for building of bond, trust, engaging audiences, and influencing
the influencers.
2.3Scope of the project

As Grey Advertising Bangladesh Limited has number of divisions they are related with the
Account service department in a scene. Through the report it was possible to know the
overall process of development of an ad. As Grey has several departments, I did work with
each and every department to know the reality of an ad agency and to make this report a good
one. Although Grey has various kinds of clients, I talked with marketing officer of AKIZ
regarding Frutika .Also talked with that people who was involved with Nokia campaign.
Besides these this report will help to make understand how the advertisements are helping the
business of our country to gain popularity and creating a medium for the seller to market
and promote their products
2.4Methodology of the Study
To fulfill the objectives of the study, here, in this report I have broadly discussed two
cases .One is a Telecom product Nokia and another is a consumer product Frutika.
NOKIA CAMPAIGN: Nokia Kinle Dunia Free and Frutika: a little extra pure are very
successful IMC campaign executed by Grey Advertising. Here its clear - how IMC is
effective for building of bond, trust, engaging audiences, and influencing the customers.
By analyzing these two cases, we can have a clear idea on program & activities of Ad firm in
Bangladesh .I also tried to find out how GREY Bangladesh do its work and maintains the
quality of advertising .
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2.5Activity Schedule:
Project start date: October 5, 2008:
October 6 to October 9:
Collecting secondary information about the exploratory study contents.
Preparation of proposal for research.
Gather informal information from the field
Preparing the structure for informal in-depth interview for management authority.
October 29 to November 3:
Data gathering and selection of information field to discuss.
November 4 to November 8:
Organizing and evaluating collected information
Analyzing Data and prepare report
Review and submit Final research report.
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Part 3
It doesnt matter what an organization produces it needs a huge amount of marketing effort to
sell them to the market. It needs all the parties related to marketing universe in a
simultaneous manner to ensure the most possible profitability for the subject organization.
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Thats how the thought of integrated marketing communication emerges. The basic theme of
this approach is to use six basic tools (advertising, sales promotion, publicity, direct
marketing, personal selling, interactive marketing) altogether to get the maximum amount of
benefit by reaching the maximum number of prospects or customers.
Integrated marketing communication process have become popular among marketers
at recent times as it provides marketers the option of using different promotional tools to
attract consumers rather than using only advertising. Therefore in the present world
advertising agencies have become an important player of the communication process as they
are the one who can provide continuous support to the marketers to showcase their message
to the consumers in the most effective and affordable ways. This article portrays the program
and activities and different roles that advertising agencies play in the present world and
signifies the importance of client-agency relationship to effectively communicate and build
up relationship between marketers and consumers. It also depicts the present advertising
industry scenario and opportunities in Bangladesh.
3.1 What actually is an ad agency?

An advertising agency is an organization of creative people and businesspeople that
specialize in developing and preparing plans, advertisements, and other promotional tools.
The agency also arranges or contracts for the purchase of advertising space and time in the
various media. It does all these on behalf of different advertisers, or sellers its clients in
an effort to find customers for the clients goods and services.
The agency employs specialists in applying the complex art and science of advertising to
business problems. They include administrators and other business people, writers, artists,
market and media analysts, researchers or other specialists. They have day-to-day contact
with outside professional suppliers who illustrate advertisements, take photographs, set type,
retouch art, shoot commercials, and record sound all the steps required to produce quality
work. They keep abreast of the latest advances in technology, the most recent changes in
prices, and the most current production problems.
Although advertising agencies have become important support organizations for the
marketers around the world but still there are a lot of marketers in Bangladesh who are
unsure about the activities of the advertising agencies and the importance of using
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advertising agencies for building up relationship with target consumers. As a result in this
paper initiatives have been taken to portray an overview of the advertising agencies, their
importance on present business world and the advertising industry scenario of Bangladesh.
The showcase of the functions of the advertising agency, aspects of the client-agency
relationship provided in the article will be able to generate more interest among marketers of
Bangladesh to develop a relationship with advertising agencies in order to communicate
more effectively with the consumers.
3.2World Scenario of Advertising Agencies

Thats how the thought of integrated marketing communication emerges. The basic theme of
this approach is to use six basic tools (advertising, sales promotion, publicity, direct
marketing, personal selling, interactive marketing) altogether to get the maximum amount of
benefit by reaching the maximum number of prospects or customers. So the need of
advertising is becoming more and more day by day.
International agencies serve clients in their particular country, unlike worldwide agencies that
manage clients globally. These agencies are located in Germany, Spain, China, Italy,
Sweden, Brazil, Norway, Russia and other countries outside of the United States. Some of the
name of a dvertising agencys are given bellow:
Ally & Gargano (1963-1991)
Bernstein-Rein
Bozell Worldwide (founded in 1921)
Birdsong gregory (founded in 2001)
Cordiant Communications Group

29
Della Femina, Travisano and Partners
DeVito/Verdi
D'Arcy Masius Benton & Bowles (1906-2002)
FK3 - Communicating Innovation
la comunidad
MARC USA
N. W. Ayer & Son (1869-2002)
Lord & Thomas (founded 1873, became Foote, Cone & Belding in 1942)
Neathawk Dubuque & Packett (founded in 1963)
Scali, McCabe and Sloves (founded 1967, acquired by Lowe Worldwide in 1993)
Tarek Nour Communications (founded in 1979) in Giza, Egypt
Taylor/West (founded 1985) in San Antonio, Texas
(Omnicom Group )
1. BBDO
2. DDB Worldwide
3. TBWA\Worldwide
4. Element 79 Partners
5. Goodby Silverstein & Partners
6. Arnell Group
7. GSD&M
8. Roberts & Tarlow
9. Zimmerman Advertising
10. Merkley & Partners
11. Martin/Williams
( WPP Group)
1. Grey Global Group
2. JWT
3. Ogilvy & Mather
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4. Young & Rubicam

5. Wunderman
6. RTC Relationship Marketing
7. Blast Radius
8. Burson-Marsteller
(Interpublic Group of Companies)

1. Campbell Mithun
2. Campbell-Ewald
3. Dailey & Associates
4. Deutsch Inc.
5. Draftfcb
6. Hill Holliday
7. Lowe Worldwide
8. Mullen Advertising
9. The Martin Agency
10. McCann-Erickson
11. TM Advertising
There are many advertising agencies are available in the world .These agencies are working
hard to develop a product and make it memorable to the consumers.
3.3Advertising in Asia at a glance
31
This is an incredible time, a dynamic period in Asian marketing. From automobile and
telecommunications companies, to banks, spirits and consumer goods companies, marketers
are beginning to tap into the Asian market with great success. Advertising also playing a
significant role for this success. There are many advertising companies, which are successful
in this area. Advertising agencies are expanding their networks in Asia to attract more
accounts and win clients who are also moving rapidly into the region. Many agencies are
even establishing wholly-owned offices. For instance, Foote, Cone and Belding have created
a stronger network by putting up its own wholly-owned offices where government
regulations allow it. The company works for Nestle SA in some Asian countries and is vying
for the Southeast Asian business of US steakhouse chain Sizzler Restaurants International
Inc.
India is a success name in Advertising world. Most major international advertising firms have
chosen local Indian partners for their work in this market. Mumbai (formerly Bombay)
remains the centre of the advertising business in India.
English-language advertising in India is among the most creative in the world. TV
advertising (especially in the Hindi language) has made major headway in the past 10 years,
especially with the advent of satellite TV.
3.4 Advertising in Bangladesh at a glance

There was very little advertising practice in Bangladesh before independence. Due to
inadequate industrialization, demand for specialized advertising agencies was very limited.
Pioneers in the field such as Bitopi, East Asiatic (now Asiatic), and Inters pan entered the
market almost simultaneously in the year 1967. Their clientele comprised multinational
companies like Lever Brothers Ltd., which had started to increase the range of their products.
Other advertising companies started operating after independence.
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There is no formal way of tracking of advertising agencies in the country. According to

formal media sources, a total of 150 agencies are registered with Bangladesh Television,
while the number exceeds 500 when both the formal and informal sectors are considered.
However, more than 70% of the formal market share is held by the top nine advertising
agencies of the country. These agencies, in descending order of market share, are Adcomm,
Asiatic, Bitopi, Grey,Unitrend, Interspeed, Popular, Madona, and Matra. Other advertising
agencies claim only about 13% of the market share, while the rest is accrued to in-house
advertisement of business firms and enterprises.
Advertisement media in Bangladesh can be classified into two categories based on the
placement strategy - Above the Line (ATL) category and Below the Line (BTL) category,
each claiming about 50% of the total revenue. ATL includes newspapers, magazines, radio,
television, and satellite and cable television. Placement strategies under BTL 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 market size
of the formal advertising agencies accounted for about Tk 2 billion in 1999, while, in-house
and outdoor advertisements by manufacturing or service providing companies and the
informal agencies (non-registered agencies and individuals) accounted for about another Tk 1
billion.
The tariff structure of advertisement varies depending upon the type of media and the time or
space used. A 30-seconds advertisement on Bangladesh Television is charged Tk 9,450 at
peak hours (7 PM till the end of day's transmission) and the amount increases by surcharge
(50% for fixed time, 70% for immediately before or after the news, 80% for mid-breaks in
films and 100% for mid-break in news). Rates are almost half during transmission hours
before 7 PM. The commercial time allowed to a sponsor in a 60-minute program is up to 180
seconds and the rate charged per episode or program is Tk 80,000 early time, Tk 100,000 for
peak time.
Bangladesh Television offers a discount of 25% on advertisements of books and magazines
not containing any advertisement and activities of registered cultural organizations and
33
voluntary organizations. Guidebooks for admission tests and competitive examinations, test
papers and publishing houses do not get this discount facility. Bangladesh television
however, imposes an additional surcharge of 60% on spot and sponsored advertisement for
all products, which are produced or assembled outside the country. Rates charged by the
Bangladesh Radio are much less: Tk 600 for each transmission of a 15-seconds
advertisement from 1st to 51st time. Bangladesh Radio charges Tk 45,000 for sponsorship of
a cricket match and Tk 30,000 for that of a football match. Advertisement tariff for
newspapers varies between Tk 400 and Tk 800 per column inch in inside pages; it is about
three times higher in back pages.
The growth of the advertising industry since 1967 demonstrated a direct relationship between
the economic growth of the country and purchasing power. Informal advertising agencies are
continually springing up in competition with formal ones.
The clientele of advertising agencies primarily comprise of private national companies
(PNC), multinational companies (MNC) and non-government organizations (NGO). The
MNCs comprise more than 60% of the media share followed by the PNCs comprising 25%.
The major client of the print media is the government. The advertising business is governed
by the competition prevailing in the market; products having high competition advertise
more. Also, consumer goods hold higher portion of the advertising budget. Also evident the
industries having a very high local demand depend on advertising. Export
oriented
companies have gradually started to use the expertise of the advertising industry especially in
the area of brochure development.
The legal aspect of advertising is controlled by the government through a requirement of the
media to sign contracts with advertising agencies or the advertiser for all types of
advertisements. The general terms and conditions of the contract are to conform to laws and
regulations relating to printing, publication and mass communication. The Ministry of
Information is the primary controlling authority and may decide to change all or a part of the
terms and conditions of contracts with the advertising media. Advertisements related to
drugs, cigarette, and the like; require prior permission of the Ministry of Health. Also, the
government has set an ethical code of conduct, although not adopted as a legal document, for
34
advertising agencies and for the media. The code urges the agencies to refrain from
advertising products like alcohol, cigarette, baby food and cereal, undergarments for men and
women, and contraceptives (except birth control pills). The media in general is expected to
abide by social norms and moral value, refrain from direct attacks on any religion, person or
organization, as well as from obscenity and vulgarism, and from using historical leaders and
political leaders in advertisement
35
Part 4
Case analysis and Discussion
36
4.1Development of Marketing Campaign: The GREY Way

a. NOKIA
Nokia is the world's leading mobile phone supplier and a leading supplier of mobile and
fixed telecom networks including related customer services. When it launched its products in
Bangladesh they were trying to get mixed with the people of Bangladesh as well as with their
emotion.
CHALLENGE:
Bangladesh has a population of 140mln people with mobile subscription base of 1.1mln.
Grey handsets dominated the market with 80% share. The challenge really was to fight
against these grey handsets in Bangladeshi market; Nokia was trying to establish awareness
of the benefits and disadvantages of legal handsets versus grey handsets. Nokia established
themselves as the alternative mobile solution for consumers who wanted to get mobile
handsets at a cheap price. The consumer offer was Bangla enabled features but available only
on legal, entry level handsets, which was first in Bangladesh for any handset marketer.
IDEA:
When we started off there were many things come across our mind. The most important
insight we had a glorious past of our language. Bangladesh is the only nation that fought for
its language in recognition of which 21st February has been recognized by the UN as the
World Language Day. So Bangla has a compelling hold over the hearts and minds of
Bangladeshis and thus Bangladeshis take great pride in their language Bangla.
We never wanted to lose the fact that Nokia wants to connect the people. So we picked up
this magic of connection and pride of our language. We blended up these two factors and
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created the perfect connection between an international brand and its consumers via a
strong and relevant insight.
SOLUTION:
The challenge was to go beyond the left brainthe product attributesto really create an
emotional connection with the consumers. What we did wonderfully was to create an idea for
those who believe from the core of their heart that the sweetest language in the world is
Bangla and the sweetest expressions are articulated only in this language. The fact is, almost
every Bangladeshi believes that Bangla language is one of his prime expressions of
'Bengalines'.
RESULTS:
The campaign puts a great impact in case of Nokia .One of the greatest achievement is
reducing the grey market circulation. It reduced from 80% of the total market to 20%. Nokia
won over the mind share and share of voice
of Bangladeshis using a humorous and local approach. Preference scores went up by 5 score
points .It sales went up 5 times bringing their overall market share to 65%.
The tagline - 'ei shudhu Banglatey shombob' (this is possible only in Bangla) became part of
popular culture. The phrase was even adopted by FM station radio jockeys as well as
presenters on TV (source local FM stations).
Another achievement is this same insight and strategy was also used for the SriLankan
market which ran the Sinhala Language Campaign. Sales of Nokia post this campaign went
up 3 times, thereby proving the universality of the insight and strategy (source Nokia).
Last but not the least, The Bangla Range campaign of Nokia handset brings the Effie Award
to GREY which can be consider as the Oscar in the advertising world .
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Winning an Effie has become a global symbol of achievement .Its not only the matter of
pride for the Grey advertising agency but also for Bangladesh.
Case analysis :
Nokia Kinle Duniya Free is a kind of promotion, which will provide the opportunity to go
for a world tour, however, only for the Nokia handset purchasers. In total 10 winners will be
selected based on the random selection process, however, each winner can bring any one of
his dear one with him/her for the world tour.
Any kind of promotion should have two wings --One is the consumer promo and another one
is the trade promo. Consumer promo is required for motivating customers to purchase more
products and Trade promo is for traders to sell more.
Modalities:
The modalities of the promo are given below:
Step 1: Customers will purchase any mobile set of Nokia
Step 2: After purchasing a set, customers will get an entry form that required to be filled
properly.
Step 3:
Entry form need to insert in the envelope along with void sticker and photocopy of
cash memo and warranty card.

Step 4: All the above materials with void sticker in one envelope need to be put in the drop
box.
The most important things for the Nokia are void sticker and the IMEI no. Void sticker and
IME no will ensure the original mobile set of Nokia.
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Objectives:
i)
To enhance the sales of Nokia hand set.
ii)
Objective to double sales of EBU phones in the first and second phase of this
year.
iii)
Secondary objective to wipe out the transit phones from the market
iv)
Acquisition of new customers
v)
Increasing the repeat purchase of the existing customers
Sales target:
The monthly sales target of the promotion is 250,000 to 300,000 units of products. Nokia
products of the grey market will not be included, however, that will provide impact on it.
Estimated budget:
The estimated budget of the promotion is around 1, 40, 00,000 BDT. Again budget can be
raised or can be reduced based on the outcomes of the Promo.
Target Customers:
The promotions apparently workable for mass people, however, the current mobile
purchasers are low end customers. For this reason, the promotion is targeting more to the low
end customers.
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Purchasers of typical high money value Nokia products are:
Those who do not care for extra features in phones
First phone buyers
Dual SIM users
Those who purchase for parents
Buyers of gifts
Those who are between phones
Barbers
Bearers
Factory labors
Students
SME owners
Phone shops
Drivers of private and public 3/4 wheelers
College/university students
Primarily top-up card users
Where can we get those customers

Most of the people of Bangladesh are in the range of SEC (Social Economic Class) B to SEC
C. So, it is not very difficult to get those people. These people are very close to us and
available around us.
The typical profiles of these people are:
SEC B-C
Income of Tk. 4,000 15,000 per month
Age group 17 - 45
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Highly price sensitive
Pragmatic, sometimes insecure
Emotional, skeptic approach towards life
Working class hard earned money
Seek things which are very functional and add value to their lives
The lifestyle of the low end customers are:
Window shopping in Bashundhara City with friends & family on holidays
Hangout in Ramna Park, near parliament
Social gatherings in front of tong shops
Holidays in Wonderland and Fantasy Kingdom aspiarational for them
Gulistan and Farmgate are shopping havens
Eating in preferred; bhaater restaurant
Aspire to eat with friends and family in a 5 star restaurant
Fans of Bangla/Hindi cinema; swarms into Friday matinees
Ardent followers of local stars
Aspiration for VCDs
Politically opinionated
United in Bangladeshs sporting exploits in the international scene
Travel by buses
How do they look
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The above picture can provide a complete understanding about the target audience. The
promo is for all but specially skewed towards the low end customers in order to fulfill the
target of acquisition.
What do they wish from a mobile set
Low end customers think more before spending their hard earned money in purchasing any
kinds of product. For this reason, these customers are looking for some functions that can at
provide them more value for their money. In mobile set, they usually search for few things
like:
Solid functionality
Durability and reliability
That they never had to top up
Solution for the low end customers

As low end customers are searching for the extra hook for purchasing the mobile set of
Nokia. The world tour is almost impossible for them and the attachment of the aspiration
may force these customers to buy only Nokia mobile sets. The promo should come up with
some hook for them and those are:
Giving them what they aspire to have, but is not beyond their aspirations
Giving them what they value
Giving them what they wish for
The touch points of the promotion

The promo is targeting to mass people and for this reason the communication mediums are:
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TV is the most important media for mass reach

o Channel I
o BTV
o ATN Bangla,
Radio
Press medium
o Janakandha
o Daily star
o Prothom Alo
o New Age
o Jugantor
Point of Sales (POS) materials

o Promo Posters
o Functional Posters
o Danglers
o Leaflets
o Leaflet holders
o Envelope
o Cut outs
o Gate Branding
o Entry Coupon
Others
o Balloon Branding
o Bus Branding
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Point of Sales (POS) materials:
Gate Branding
Gate Branding:
Gate branding is the most attractive communication of the promotion. It was placed in front
of the attractive mobile shopping malls. The visibility of the gate branding is high compare to
any other communication materials. However, gate branding is very expensive as the
production cost of the gate is very high and the placement of the gate will consume large
amount of money. The cost of placing Gate is around 55,000 BDT excluding VAT and it was
placed in five different markets of both Dhaka and Chittagong.
The advantages of Gate Branding:
45
Gate branding has more attraction power compare to other communication materials.
The impact of the gate branding will be higher if it is placed in front of markets like
Eastern Plaza, Motaleb Plaza, Metro Shopping mall, etc.
Customers will be informed about the promotion before purchasing their mobile sets.
Sometimes gate branding seems that Nokia has purchased the market
Cutouts are placed at strategic Locations
Cutouts:
An object that can stand by it and the height need to be at lease 4.5 feet. The above picture is
the example of cutout of the promo. Cutouts are required to place in strategic points of
markets to enhance its visibility. In the promo, all the cutouts were placed in font of all the
Grameen Phone Center (GPC), franchises of GPC, Nokia Priority Dealers tc shops and all in
the strategic location of different shopping malls of our country likeRapa Plaza,
Basundhara City, Orchard Point, Eastern Plaza, Motaleb Plaza, Metro Shopping malls and
many more. The cost of placing cutouts is 2,000 BDT and we placed 390 cutouts in different
locations.
Advantages:
46
Cutout got the proper attraction of the customers
Higher readership compare to the paper materials
Retailers love to put it in front of their shops
Enhance the decoration of shops, sometimes the shopping centers
Dangler Front side
Dangler Back side
Dangler:
In the advertising agency dangler are those pieces of communication materials that can be
hanged from the ceiling. This is one of the points of sales (POS). Usually, companies try to
make it more attractive and provide different shapes so that dangler will get more visibility.
Merits:
Attractive to customers
Less expensive
Can easily be hanged in the small shops
Communicate with target customer, who wants to spend money instant

47
Bunting:
Bunting
Usually buntings are in proper or improper sequence, however, connected with rope.
Buntings are another attractive communication as it can be used to decorate the purchasing
points. Sellers usually hang bunting at the top of their entrances.
Advantages:
Attract customers more than paper communication materials
Less expensive compare to cutouts
Creative people and also client has freedom on it
Retailer usually love to decorate shop through bunting
Leaflet Holder:
Leaflet Holder
This is used for holding leaflets and the outside part of it can be used to communicate or for
providing information of promotion. The mnemonic is called wobblers which move
whenever gets air.
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Advantages:
Leaflet holder hold leaflets
It is also used for table talker
It works as a small display unit
Retailers use it for decorating their table
Entry Coupon:
Entry Coupon
In promotion, Customers will get the entry coupon after purchasing a Nokia mobile set. Entry
coupon bears the name, nationality, IMEI no, set no, etc and all the information customers
required to be filled. Also, at the back of the entry form, details of the promo along with rules
and regulations of the promo are given.
49
The most important part for the Nokia is the IMEI no and the void sticker that customers
have to attach with the entry coupon. Other than these things, the answer of the question of
the entry coupon is the most important thing from customers point of view.
Advantages:
Bears all the information of the customers
Customers profile can be used for forecasting of the future
Rules and regulation of the back of the entry form can save Nokia from the future
threat
Entry form elaborately describe about the promotion
Huge information along with the attractive can be given through entry coupon.
Leaflet
Leaflet:
Leaflet is the one communication, which can be used to enhance the awareness of the
potential customers. Most of the leaflets are very small, one page, very specific and used for
acquisition. In our country, people do not want to read or sometimes to receive leaflets. For
50
this reason, the above leaflet is an ordinary one. The back page of the leaflet provides an
instruction and if anyone follow the instruction, then he can convert the whole leaflet into the
shape of a plane. This plane shape has close relation with the world tour offer. So, if one
consider from this point of view, then he can realize the greater impact of the leaflet.
Advantage:
Leaflet is very important to enhance the awareness about the promo
Can be used for acquiring new customers
Less costly compare to any other paper communication materials
Creativity can induce the longevity of the leaflet
Promotional Poster:
Promo Poster
Posters are one of the points of sales (POS) materials of the promotion and very good
communication materials. The size of the poster is----17 inches (width) and 22 inches
(height). The price of each unit of the poster is 10.00 BDT and a large number of posters
were made for the promotion. Retailers use the poster for educating customers about the
promotion.
51
Advantages:
Posters are attractive and eye catchy
Posters are the strong communication material and describe more compare to leaflet
In terms of attraction, poster is less costly compare to leaflet
Distributing poster is comparatively easier than leaflet
Functional Poster
Functional posters:
The size of the functional poster is the same like the promotional poster and also the price of
it. However, the unit price of the poster will alter with the alteration of the quantity. The more
52
one will produce; the leaser will be the unit price. The functional poster is not for creating
awareness of the promotion. In fact, it is made to educate the customers about the proper
steps of the participation.
Advantages:
Functional poster will assist the customers about the steps of the promotion
In terms of attraction, poster is less costly compare to leaflet
Functional Poster
shorter one
Shorter Version of Functional Poster:

After observing markets, it was believed that the customers are not getting the steps of the
promotion and most of the customers are not getting the promotion benefits. The problem
was too many steps. For this reason, the shorter version of the poster reduces few steps of the
53
promotion. This time, customers do not need to incorporate the photocopy of warranty card
and the cash memo.
Advantages:
Functional poster will assist the customers about the steps of the promotion
Less number of steps assists customers to understand the promotion properly.
Press ad emphasizing on Sydney
Press ad of Sydney:
Press is a mass communication medium and to attract the target customers press can never be
ignored. However, in the press medium, one can not provide all the information of the
promotion as it will become clutter. Thus, the press ad describes only one place of the
promotion, which is Sydney. Mr. Sumon is the promoter of the promotion and the press ad is
saying that he is enjoying in Sydney and when are you going?
54
Advantage:
Mass market can be reach through press ad
This ad was placed in the 3rd page and the readership of third page is very high
Press ad provides more authenticity compare to any other communication materials
Press ad is strong communication materials for acquiring new customers
Press ad emphasizing on New York &

London
Press ad of New York:

Above press ad was occurred after the press ad Sydney. The main body copy is like the
previous oneMr. Sumon is now in New York and when are you going? The background
visual of the press ad will create a visual of the New York and customers will be directly
motivated towards the promotion.
55
Advantages:
The impact of the previous ad will enhance with this ad
The press ad will create a visual in the mind of more than one country
Mass customers will get information through this ad
Black and white functional press ad
Black and white Press Ad:

The press ad is mainly for increasing the awareness of the steps of the promotion. The color
of the ad was altered intentionally as the ad will come at the inner pages of press. As the price
of the space of the press ad is very high, the steps of the promotion appeared in the inner
page.
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Advantages:
The price of the inner page is low, hence the ad becomes cheap.
People, who are interested with the promotion, will see and properly send their
envelope.
Mass market can be covered with the ad.
Black and white functional press ad

(shorter one)
Shorter Version of Black and White Press ad:

This press ad is also for inner page and showing only three steps for customers. Two steps
that were excluding are
i)
Photocopy of warranty card
ii)
Photocopy of cash memo
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People want to fill up the entry but incorporating the photocopy of warranty card and cash
memo discourage them for using the opportunity of the promotion. Again, too many steps
can not communicate properly with the customers.
The advantages and the disadvantages of the black and white shorter version press ad is
almost same like the previous one. However, few more advantages like the small space is
required in the press which reduces the cost of the ad. Also, the ad seemed to the point and
people understand few steps properly and the response is more.
Product range Bengali ad of Nokia with

mnemonic
Nokia Product Range ad:

The ad includes all the sets of Nokia to attract mass customer. However, the insertion of the
ad went in the middle of the promotion and for this reason the mnemonic was included here.
The mnemonic will create a recall for the customers and also customers can select his/her
58
best set from the bundle of products. The ad was full page of news paper and includes all the
addresses of Nokia authorized dealers.
The advantages of this press ad are
In Bangladesh the native language is Bengali and Bengali language will have more
impact compare to any other language
Customers can select his/her favorite mobile hand set
Customers can get a reminder about the promotion of Nokia
Customers will get a comprehensive package----large number of sets, information of

Nokia authorized dealers.
Product range English ad of Nokia
Product range ad of Nokia in English:

The English communication medium is secondary in our country as our native language is
Bengali. However, the higher social economic class can be attracted more through English
language than Bengali. The price range of the product is comparatively higher and most of
59
the sets are relatively expensive. Thus, English language will be the preferred one to
communicate higher social class people.
The advantages of this press ad will be:
Higher Social Economic Class people (SEC), who are the target people, will be
attracted.
People will get a reminder about the Nokia ongoing promotion.
Large range of products will help them to select ones preferred one.
Press ad
Press ad:
The press ad is comprehensive in nature as it did not emphasize only on a particular location.
This ad described all the locations of the world tour and customers got a comprehensive
picture about the promotion. The press ad is also said that one winner can bring one more
people for the world tour. The main body copy of the press ad says thatMr Sumon is now
enjoying the world tour and when are you going?
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Advantages:
The comprehensive information about the locations of world tour will reduce the
confusion of target customers.
The press ad will create a visual in the mind of more than one country
Mass customers will get information through this ad
Front left side of the Bus
Left side of the Bus
Bus Branding:
Bus branding is one of the major areas, where company can promote any sorts of campaign.
However, the selection of the bus is the most critical issue. The target customers of the
promotion are low end customers and usually travel through buses. For the promotion, Mega
City (route is from Md. Pur to Baddavia Gulshan 1) and One Line (route is Md. Pur to Badda
via Gulshan 1). The planning of the promotion was for 10 buses but in the end, it was
happened only for two buses. The prize of the each unit of bus branding is 60,000 BDT for
one month.
Advantages of Bus Branding:
61
Bus branding is eye catchy
These types of communications are exactly to the point
Traffic jam of our country enhance the appearance of bus
Billboard placed at Faramget
Billboard:
Billboards are one of the attractive communication tools and companies frequently use this
communication tool. However, the response of billboard depends on the location. The
strategic location of billboards will be the traffic hub areas. People stay more in the traffic
jam places and get time for reading the billboards. Here, the promotional billboards are
placed at Faramget that is one of the largest traffic hub areas of our country. A big number of
people go through the Faramget in their offices.
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The advantage Cutouts:
The response of the billboard will be higher as it is placed at Faramget.
Maximum number of target customers can be reached through this billboard.
Low end customers usually pass through the Faramget.
Authenticity enhances, if any promotion promote through billboard.
1 Live Draw in Channel I:

In channel I, the winners were selected through a live program and the program was executed
by the one of the most famous MC, Brownia. Along with Brownia, the most popular and
heart breaking model Mr. Nobel was present. However, the two top level managers of Nokia
were there to collect the entry coupon of winners. Mr. Nowfel Anower picked the first two
names of the winners and instantly, they were called. After him, Mr. Kent picked another two
names of the winners and they were also called from the live show.
Usually, company and channels do not like live program as it is risky. The reaction and the
availability of the winners are uncertain but enhance the authenticity of the draw. The live
program did not get good words according to Nokia due to its some errors happened during
the conversation with Brownia and the Nokia top managers. However, the reaction from the
customers was really encouraging, when the feedback had come from the winners. On an
average, around 2,000 phone calls were received by the winners and that was the most
appreciated word of the live program and the impact of the promo can be understood.
Trade Promotion:
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Trade Letter:
Trade Letter
Trade letter is for promoting traders and to motivate them for selling more mobile sets of
Nokia. The offer for the traders is different from the customers. The offeres says the tour of
China with 3 lacks BDT. If traders can fulfill the requirements, then they will get ticket for
the tour of China. The Size of the trade letter is 6.25 inches (width) and 8.5 inches (height).
The prize of each unit of trade letter is 2.5 BDT; however, price will alter with the alteration
of the total quantity produced.
Advantages:
Trade letter will educate customers about the ongoing consumer promotion.
Traders will be informed about their out incentive attached with the better
performance
Traders will be motivated towards the better performance
Traders will also feel of getting priority from Nokia
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Second Trade Letter

The next trade letter was used for announcing the name of first four winners. The concept
behind this trade letter is to enhance the performance of traders. The advantages and
disadvantages of this trade letter will remain same like the previous one.
Press ad with announcement of winners

The press had showed the pictures of the first four winners to attract more people to utilize
the promotion properly. People usually do not believe this types of promotion and they think
the company will not pay the prize. This ad will break this problem and forced people to
purchase more Nokia mobile sets.
Compare to the previous press ads, the extra advantage of this press ad are:
People will believe that the company is keeping its word.
Target customers will feel that the promotion will bring something for them as well.
The pictures of the first four winners will be the evidence and prove the authenticity
of the promotion.
Promotional campaign will be stronger and the sales figure of Nokia will go up.
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3rd Trade letter

Previously the time of the trade promotion was from the 15 th February to the 15th of March.
In this trade letter the time has been extended and the opportunity of going to China had
enhanced as well. From this trade letter, the time was extended up to 31 st of March. The
modalities of the trade promotion will remain same.
The advantages of this trade will be more compare to the previous one. Traders will get more
opportunity to for getting the benefit of the promotion. Also, Nokia can sale more products
for the extension of the whole promotional time.
The disadvantage of this trade letter will also like the previous one. Traders may think of
further time extension and they may react in the negative way. Again, those traders, who
meet the target, will be discouraged as the competition for the draw will be higher this time.
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b.FRUTIKA :
Frutika is a juce brand which is launched by Akij Food and Beverage Ltd (AFBL), in
Bangladesh recently.There are various types of drinks produced by Akij. Frutika is one of
them. Its basically a fruit drink. Frutika is an aseptically filled juice in PET bottle
introduced for the first time in the local market. This fruit drink basically has three varieties
-- mango, red grape and red orange. Various kinds of Juice brands are available in
Bangladesh, but there is no other brand which introduced this kind of flavor. They will also
launch other varieties of juice. When Akij started this project they were focused on fresh
juice which can be minimized the local need as well as the international need.
The major thing Akij considers the Bangladeshi juice market as a big market. They never
think about the investment. However, the AFBL plant comprising five units were established
on 50 acres of land at Dhamrai, about 45 kilometres away from capital Dhaka, at a cost of
about Tk 3.12 billion. Operation of all units of the plant, established by Germany's electrical
and engineering company KRONES, are computerized to manufacture the juice; this is the
third biggest plant (cold feeling) in whole Asia. They import mango pulp from India and pulp
of other fruits from Germany to manufacture the juices. The AFBL director said the company
is carrying forward the policy of 'quality first policy'.
Challenges:
As we know that, there are various kinds of juices in the market. All of them consider
themselves pure juice provider. But that is not true. So the main focus of AFBL was to give
something special and healthy drink for the consumers. The biggest challenge for AFBL is to
establish them as a PURE one. AFBL wanted to launch this product to the distinguish
customers.
As an ad agencyGREYs challenge was to give the consumer the idea which will make it in a
likeable way so that nobody can question the idea or the concept of purity and make
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Frutika a symbol of purified juice. Not only children but also the broad section people also
have fun after drinking this product. We tried to give the pure juice message to every one.
Frutikas conceptual target was Ever doubtful ones .For whom the purity concept is very
lucid. They also dont have faith in case of quality. There is a reason for this, as the previous
juices have failed to establish them in case of quality. General people do not have faith on the
quality related things.
IDEA:
When GREY started , They found a lot of brands already exist in the market of Bangladesh;
there are almost ten different juice brands available in local market. The main thing is that
these are not pure at all but people drink juice to experience the pure.
The magic really happened because we had an incredible, strategic nugget. After visiting
the plant, we have come to know that they have high classed plant from Germany. If
something enters into the production plant from outside than the plant is closed
automatically. The perception of fruit juice as equal in health benefit to consumption of fresh
fruit has been questioned due mainly to the lack of fiber and the processing they endure. In
this case Frutika plant is up to the right standard. Our strategic idea was to us PURE means
hundred percent pure, there is no consideration in case of pureness. Frutika makes you pure
as because it has a world class manufacturing plant along with the purity resides inside it!
Frutika juices have zero preservatives and no artificial coloring, which helps maintain the
pure taste of fruit in these products. They import mango pulp from India and pulp of other
fruits from Germany to manufacture the juices. We wanted to tell the mass people that It
will make you pure.
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SOLUTION:
In our society there are various kinds of stereotypes or impurities are available corruption,
lying, crime etc. We wanted to focus on those. People of the society realizes that these are not
the good practices but they dont raise their voice against it, as they are very much used to
with these kinds of stereotypes .They think impure persons or moments are natural thing in a
society .Our key point was Frutika would transform them - impure person to pure person
.That means after having a sip of Frutika one cannot remain impure! It reflects that Frutika
is a hundred percent pure juice; there is no compromise in case of purity.
RESULTS:
Frutika: a little extra pure is one of the greatest campaign of Grey Dhaka. There are two
big numbers this campaign pulled. It increased the sales .When the trade launch happened the
sale was 5000 cases or the sales volume was 30000 liter. After the TVC or other campaign it
goes to 1.8million liter per month. . Another thing is in the previous day, juices are for the
children but now all of the people try to taste the juice .Immediately after the introduction of
the brand it became very popular among its consumer because of the high quality and
intensive distribution in every nook and corner of the country.
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Case analysis :
We know that any kind of promotion should have two wings --One is the consumer promo
and another one is the trade promo. Consumer promo is required for motivating customers to
purchase more products and Trade promo is for traders to sell more.
In case of Frutika both these two techniques are followed by GREY.
The touch points of the promotion

The promo is targeting to every kind of customers and for this reason the communication
mediums are:
TV is the most important media for mass reach

o Channel I
o BTV
o ATN Bangla,
o Other channels
Radio
Press medium
o Janakandha
o Daily star
o Prothom Alo
o New Age
o Jugantor
Billboard
Point of Sales (POS) materials

70
o Promo Posters
o Danglers
o Leaflets
o Bunting
o Cut outs
o Gate Branding
Others
o Bus Branding
TVC (Television commercials)

We know that one hit TV commercial can increase the popularity of the product and also the
ratio of sell.
By keeping this in mind GREY had made some TVCs which were a great hit. They tried to
cover up almost every channel to telecast these TVCS.
One story board of frutika is given bellow:
Client: Frutika
Title: Speech
Politician: There are those who are involved in a conspiracy against an honest, benevolent,
patriotic person as me .Who are they? It is alleged that the relief
Assignment: Sir, rice
71
Politician: That I have stolen relief rice. Absolutely not!

Politician: I have stolen wheat .I still use those to make bread at my home. Not only that, my
wife has 300 grams of gold that I bought her with money stolen from the relief fund.
VO: Naturally pure juice has this amazing quality that you wont even realize when it
purifies your mind
Reporter: Sir, sir, whats the story?
Politician: Why I am still here? Take me away!
VO: Frutika, a little extra pure.
Radio :
Radio has a huge craze in Bangladesh .Nowadays all kinds of people listen radio, and it has
the capability to catch a huge size of customer.
The Frutka RDC was a great success. Every radio channels of Bangladesh broadcast
these RDCs.
Press ad :
Press ads are very powerful in case of promotion. The press ad of frutika creates a visual in
the mind of customers and mass customers got information through this ad.
The news paper ,Janakandha, Daily star, Prothom Alo ,Jugantor etc were covered .
Billboard :
Billboard advertising grabs the attention of potential customers like no other form of
advertising can. One of the most cost-effective mediums of advertising is this . Another thing
is it can gain Brand awareness and strong name recognition .
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Colorful, creative and eye-catching ads have more impact so thats why frutika choose to go
for billboard advertising.Thats why these ads reached out to thousands of people on a daily
basis .Targets a specific audience according to location was also their concern. Billboard Ads
are not lost in the mix of competitors and editorials so that messages were delivered
continuously and frequently
Frutika Banner ad covered a huge success. Almost every part of the country banner ads can
be seen . These ads were interesting and eye-catching.
Some brilliant Billboard ad of Frutika:
Brand: Frutika
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Some of Point of Sales (POS) materials :

Promotional Poster:
Posters are one of the points of sales (POS) materials of the promotion and very good
communication materials were made for the promotion. Retailers use the poster for educating
customers about the promotion.
As we know that posters are attractive and eye catchy and they have the power to stand up as
a strong communication material and describe more compare to leaflet, thats why in case of
Frutika promotional poster has been chosen.
Dangler
In the advertising agency dangler are those pieces of communication materials that can be
hanged from the ceiling. It is attractive to customers, less expensive so that frutika project
has been coosen these .It can easily be hanged in the small shops and
can communicate with target customer, who wants to spend money instantly
Gate Branding:
Gate branding is the most attractive communication of the promotion. It was placed in front
of the attractive shopping malls. The visibility of the gate branding is high compare to any
other communication materials. As gate branding has more attraction power compare to other
communication materials thats why this technique is followed in case of Frutika.
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Bus Branding:
Bus branding is one of the major areas, where company can promote any sorts of campaign.
However, the selection of the bus is the most critical issue Advantages of Bus Branding are
,It is eye catchy and These types of communications are exactly to the point.Traffic jam of
our country enhance the appearance. Frutika also go for bus branding.
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Part 5
Problems, Recommendations
& Conclusion
76
5.1Problems
The creativity of Grey in Print & TV media has been undisputed. The astute, smart creative
professionals work for selling quality work with less priority to quantity of work has been a
trend of Grey across the globe. Though they have lots of quality and experience, I have found
some problems. These are mention bellow:
Severe Management Problems at Grey
Hierarchical problem
Lack of well-defined organizational structure that is why messy
Uncooperative management mainly authoritarian demeanor of senior executives
Motivation of employees
Lack of skilled HR professionals and PR professionals
Department to department internal conflict
And other problems are
Doesnt have in-house capability of different production and activation related

activities
Being part of MNC, at times its bogged down with processes and directives from
the regional offices
Higher cost to client (due to higher personnel cost)
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5.2Recommendations
Integrated marketing communication process have become popular among marketers at
recent times as it provides marketers the option of using different promotion tools to attract
consumers rather than using only advertising. Therefore in the present world advertising
agencies have become an important player of the communication process as they are the one
who can provide continuous support to the marketers to showcase their message to the
consumers in the most effective and affordable ways As Bangladesh is an emerging market
for advertisement industry, GREY have to take some step to cope up with the huge
competition. Some recommendations are suggested bello:
Constructing of a comprehensive long-term plan

o Follow the initial planning
o Track the progress against plan
Proactive plan for competitors move, fighting agencies
Need adequate or correct marketing research
Need to redefine and understand the client relationship
Need to adopt service marketing philosophy
Enhance the resource competence

o Staff, equipment, and processes handle the new venture
o Development of new employee and management skills
Enhance the coordination

o Reporting and control relationships
Senior management commitment
Obtain employee commitment
New strategy should be well-explained to employees

o Invest a hefty amount for internal restructuring
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5.3Conclusion
Its been just 37 years of liberation and 31 years of advertising. In the last decade we have
learned to think differently. Our human resource is developing very fast. They are now more
learned and skilled. It is for sure that if these people get some academic lessons on
advertising then they will surely perform very well in the near future. This report can be
concluded with the following decisions,
A. Bangladesh needs some very creative people and thats why it needs a place to
teach advertising.
B. Government and some rich organizations should help the agencies to acquire
technologies. That will develop the local skills and also save foreign currencies.
C. Regular competitions should be held to encourage new comers.
D. A honest TRP rating should be arranged.
This study has helped me to know the in-depth of agency activities, opportunities to improve
further in engaging customers with brands, future business opportunities in the market.
Basically, an advertising agency is involved with the activity of advertising, brand
development, branding and designing, retail solutions, database management, PR, specialized
event management and solutions. So, we have learned a lot from all these activities and we
hope our recommendations will help GREY to enhance its internal activities, interdepartmental close relationship. Finally, we believe GREY will take proper initiatives to
motivate the employees to own his/her responsibilities and own GREY.
Appendix:
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We did formal survey on FRUTIKA and NOKIA , and followed case study method .
For knowing the best on these cases we talked with every departments of GREY, who were
related with this campaign.
We prepared a open ended questionnaire for the marketing officer of Akij, to know about
Frutika project. Some questions are:
1. Why Akij Food and Beverage Ltd, choose Frutika for launching, though there are
several juices available in the market?
2. What kind of initiativeyou havetaken before the launch of Frutika?
3. What kind of market research did you do after launching a new product?
4. What kind of challenges did you have to faces to launch this product?
5. What kind of challenges did you face to launch this product?
6. Could you please tell me something about the plant of frutika?
7. Why did you choose Grey?
8. Are you satisfied with Greys performance?
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Bibliography:
www.aboutadvertising.com
www.afaqs.com
www.grey.com
www.nokia.com
www.wikipedia.org
www.101rublicrelations.com
AAAB annual report 2003
Batra, B., J.G. Myers and D. A., Aeker (2001): Advertising Management, Prentice
hall of India Pvt. Ltd., New delhi, India
Belch & Belch; Advertising and Promotion Tata Mc-Graw Hill, New Delhi
Grey official documents, brochures and credentials.
Kotler, P. and Amstrong, G. (2002): Principles of Marketing, Prentice Hall,

Eaglewood Cliffs, New Jersey
K.L.Keller; Strategic Brand Management; Pearsons, New Delhi
Other secondary sources like marketing journals, business magazines,

Newspapers etc.
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Part 1

The Industry and the Organization

Grey Global Group

1.1Introduction of the organization

1.2 Organization Overview:

GREY WORLD WIDE Mass Advertising.

MediaCom Media Buying & Planning.

Grey Direct Direct Marketing.

GCI Public relation.

Grey Health care Group Health Care Marketing

G2 Brand Identity & promotion.

Grey Interactive Interactive Communication.

J. Brown/ LMC Group Co-Marketing /Local Marketing

Beyond Interactive Interactive Communication

G-Whiz Entertainment Youth & Entertainment marketing.

Grey Alliance Entertainment Partnership.

Wing Latino Group Hispanic Marketing.

Grey Direct Marketing Multimedia Communications.

Ericsson Fina Beauty, Fashion and Image.

GREY WORLD WIDE

GREY HEALTHCARE GROUP

G2 is a global integrated marketing communications company specializing in brand design, and

BEYOND INTERACTIVE is a full- service interactive marketing agency specializing in

J.BROWN/ LMC GROUP

G WHIZ is an integrated multi disciplined marketing company. It is a full service-advertising

WING LATINO GROUP

provides full service capabilities in advertising, media, research, merchandising, promotions,

GERY DIRECTORY MARKETING

VISUAL COMMUNICATIONS GROUP (VCG) specializes in investor and marketing

Global Resources: A Rich Total Communications Company

Our Global Network

Europe, Middle East & Africa

Asia Pacific Network

Our Asia Pacific Network

Asia Pacific Reach Local Touch

1.4The departments working within GREY

Client Services Department

Coverage of the network (BTV has the highest coverage)

In case of Print Media selection, the important factors are

Adoption of foreign ad ideas according to the prescription by the client in case of

1.5 When GREY Works for a client?

1.6 Advertising process between client and GREY

Sales is getting low

Internal Briefing by Account executive

Gather information about the image of the company and product,

Planning the campaign

Goal of the campaign

Final Approval Presentation (Clients presentation)

1.7Compensation methods used by GREY

Commission Based Compensation

1.8 SWOT Analysis: GREY Dhaka

1.9 Important Points Why GREY Should Get the Account

The business for which we have been invited to be evaluated as partners is

GREY is also best suited for consumer engagement programs grown

1.10 Some Brilliant Print ads of Grey

2.1Background of the report:

Grey Advertising Bangladesh Limited is one of the leading advertising agencies in

2.2Objective of the Study

To learn activity of ad agencys and how an agency uses integrated marketing

2.3Scope of the project

2.4Methodology of the Study

3.1 What actually is an ad agency?

3.2World Scenario of Advertising Agencies