Report on Marketing Communication Assignment Submitted to: Staffan Hard af Segerstad Department of Management & Engineering Linkoping University,

Sweden Submitted by: Germs Communication Ltd. Adela Macrinici Anouar Soldi Deng Xuhong Murad Hasan Shahid Muhammed Tawhid Table of Contents 1. Background of the company3 1.1 History of the company .3 1.2 Introduction of the product ...3 1.3 Competitors3 1.4 Customers..5 2. Communication Plan ...6 2.1 Augmented Service Offering (ASO) 6 2.2 Importance of brand on service logic context....7 2.3 Communication Plan for Djuice8 3. Campaign Plan...10 4. Campaign Advertisement. 10 4.1 Use of sensory marketing for communicating with the market ..10 4.2 Media mix ...11 4.3 Types of Ads and Ad Appeals used 12 1. Background of the company: 1.1 History of the company: Grameenphone Ltd., the largest telecommunications service provider in Bangladesh , received its operating license in November 1996 and started its service from M arch 26, 1997. After 12 years of successful operations, Grameenphone is the larg est mobile phone service provider in Bangladesh, with more than 23.48 million ac tive subscribers as of January 2010. Basically Grameenphone is a joint venture enterprise between Telenor (62%), the largest telecommunications service provider in Norway with mobile phone operatio ns in 12 other countries, and Grameen Telecom Corporation (38%), a non-profit si ster concern of the internationally acclaimed micro-credit pioneer Grameen Bank. Over the years, Grameenphone has always been a pioneer in introducing new produ cts and services in the local market. GP was the first company to introduce GSM technology in Bangladesh when it launched its services in March 1997. Grameenphone Ltd. posted a 10 percent growth in revenue reaching to BDT 16,280 m illion in the second quarter of 2009 compared to BDT 14,770 million in the same quarter of last year. The companys cumulative investment now stands at BDT 144 bi llion including BDT 4800 million in 2009. Grameenphone has adjusted its investme nt in network in line with the current growth in subscriptions and traffic volum es. After the satisfactory performance for the last 12 years, earlier on 2 July, 2009, the Securities and Exchange Commission (SEC) gave formal approval for Gra meenphones Initial Public Offering (IPO). 1.2 Introduction of the product: Djuice (short form of digital juice) is a youth based mobile phone plan from Gra

meenphone. This is a prepaid package. Djuice was launched in Bangladesh on the 1 4th of April, 2005. The main objective of this brand is to serve the youth segme nt of the market. The product has been specially designed to cater the needs of youths of Bangladesh. The three main features of this brand is Music, Messaging and friend. Ever since the launch Djuice has seen a big warm response from the c rowd. Within two years Djuice Bangladesh had enlisted around 2 million subscribe rs. On the 14th of April, 2007 Djuice Bangladesh shed its old logo and put on a new logo which was a part of the worldwide re-branding process of Djuice. In 200 8 they adopted a new brand message that is Break Free. All the mobile operators ta rgeted either either corporate people or general public. None of them except Gra meenphone thought of the young generation who may have different needs, wants an d demands. In this situation Grameenphone offered Djuice, which is specially cat ered for the young people to fulfill their needs and wants by providing differen t youth oriented features in both urban and rural areas. Djuice has various feat ures designed for youths, namely; special rate for Djuice community, Xtra Khatir , (discounts at different outlets).Djuice also arranges different special progra ms for youth, like, Drockstar (music competition), Know Bangladesh (awareness p rogram).The Djuice brand is positioned as the Youth Brand. 1.3 Competitors: There are no direct substitutes of Djuice in Bangladesh as it is the only youth oriented mobile service brand. But we can consider some indirect substitutes on the basis of call rates and offerings Banglalink Desh Rang package, Warid FnF pa ckage and Teletalk Shadheen Package. We have analyzed the telecommunication indu stry based on Porters five model. 1.3.1 Industry analysis with Porters five forces: Porters five forces Model is a key analytical tool for diagnosing the competitive environment. It has used five forces to reveal the state of competition. It has become an important tool for analyzing an organizations industry structure in s trategic processes. Through Porters model, we have tried to define the five key f actors for analyzing competitiveness and attractiveness of the overall mobile Te lecommunication industry. 1.3.1.1 The degree of rivalry within the industry: According to BRTC (Bangladesh Telecommunication Regulatory Commission), as of January 2010 there were 53.83 m illion mobile subscribers in the country and Grameenphone, with 23.48 million su bscribers, holds 43.62% of the market share. Market share of other competitors o f Grameenphone are: Banglalink (14.07 million, 26.14%) AKTel (10.31 million, 19. 15%), Citycell (1.94 million, 4.41%), Warid (3.01 million, 5.59%) and Teletalk ( 1.02 million, 1.89%). The Intense competition between these operators has led to a significant price decline over the years. 1.3.1.2 Threat to new and potential entrants: As Grameenphone is having the high est number of subscriber and there is a high demand for their service, customer pulling is also high. So, they are on the way to achieve economics of scale. Usi ng economics of scale and experiencing this advantage, they are trying to keep t he price lower. This strategy can discourage potential entrants from entering th e market. In the long run, they have strategy to attract the highest number of l ocal people by marketing and also lot of national or multinational by establishi ng high technology and achieve further economics of scale more efficiently. Gram eenphone became popular within short period of time through their effective prom otions. Company made lot of press releases, TV, radio Ad, which made the name Gra meenphone familiar to the customers. High switching cost for post paid subscripti on is a barrier for the potential entrants in this industry. As the technology, expertise, capital needed for this sector is not easily obtainable thats why swit ching cost is higher. 1.3.1.3 Threat of substitute products: BTTB (Bangladesh Telegraph and Telephone Board) has already reduced the NWD and ISD call charge. Furthermore, around 50 p rivate companies get the license to provide wireless phone and lane phone servic e. Rankstel, North Bengal Phone Company One Tel has already started their operat ion. Rankstel provides wireless phone service and it covers Dhaka, Gajipur. The growing number of substitute products indicates that the existing players have t o face threat from these products. But again, in other sense we can say that mob

ile phone service gives the freedom of mobility which its substitute cannot give . Hence, the threat of substitute is moderately is low. 1.3.1.4 Suppliers bargaining power: Grameenphone has been maintaining good relati on with its suppliers. The company has strategic coordination with its suppliers ; hence its suppliers bargaining power is moderately low. GSM technology give th e advantage to the company and its subscribers to change mobile set any time the y want. Again, the industry has lots of suppliers, as a result Grameenphone has possible alternative to change suitable supplier. 1.3.1.5 Buyers bargaining power: There are many players in the market, which give s the customers alternative and power to choose different brand according to the ir high preference. That is why buyer concentration is high. The competition in the market makes the customer more powerful and the companies more competitive a mong each others. 1.4 Customers 1.4.1 Characteristics: Djuice has been launched basically concentrating on the y oung generation of Bangladesh and the features of this brand are designed keepin g the wants and desires of this particular customer group in mind. Both male and female youth from urban areas is targeted, who are from any institutional stage , from school level to undergraduate/graduate level and follows the western cult ure. 1.4.2 Buying pattern: Mobile phone connection is based on single time buying pat tern. The availability and cheap cost of Djuice SIM card has made its customers to adopt multiple mobile identity holders whenever they want. In urban areas a r ecommendable number of Djuice subscribers have more than one Djuice SIM card. Th e buying decision is mainly a result of influence of friend circle and holding a n identity of Djuice Dania. There is a point to be noted that no other telecom com pany in Bangladesh offers such a brand which is concentrated only on the youngst ers. 1.4.3 Factors influencing purchase Friend Circle: Usually teenage group is highly influenced by friends. They try t o have the same thing as friends do. And in maximum friend groups, most of the y oung individuals have Djuice connection which enforces another friend to go for a Djuice connection. Image: The image of Djuice has been created in such a way that highly influences the young generation. Even the image is set up mentioning the generation Djuice Generation. Promotion: The specially catered promotional policies and the Djuice Language such as Jotil Prem, Djuice Dunia etc has created an appeal amongst the youngsters. Tariff and Offers: Reduced tariff for certain time of the day, low call rate to dear ones through FnF service, bonus talk time, free bundled SMS, voice SMS, mms are also responsible for Djuice craze amongst teenagers. Uniqueness: Djuice Extra Card was an influencing factor for early Djuice users. Th is card was given as a discount card or extra facility card at some shopping mal ls, super shops, restaurants, different service providers etc with high discount rates. Customer Service: Availability of Djuice (Grameenphone) customer service, rechar ge card and flexi load services are also another influencing factor. 1.4.4 Lifestyle Usually the lifestyle of young generation is uniquely different from the other a ge groups. They usually have lots of friends so frequency of communication throu gh mobile phone is very high. They want to lead a trendy lifestyle and want to t ry something new. Among the youth there is a considerable number who like to use mobile phone more at night, usually after midnight. They like to move around, e njoy life and chat with friends. Their lifestyles reflect the symbol of youth, w ho can enjoy life and have a tendency to break free from the traditional views a nd culture. 1.4.5. Market segments Djuice segments the market in three main categories. They are described as below :

 Demographic segmentation: Demographically Virgin divided the market into three p arts. They are o AGE: Djuices target market is young generation people aged between 15 an d 25. o Gender: Djuice does not differentiate sex wise. They are always aiming a t both male and female. o Income: As Djuice aimed to young generation they assume that their targe t customers will have limited income and that income will not be high. Geographic segmentation: Now they are mainly targeting the urban areas. People w ho are trendy, young and unique are their target market. In Bangladesh, their ma jority sales come from the big metropolitan cities and urban areas. Psychographic segmentation: Djuice mainly segments the market based on psychogra phic lifestyle, which means they consider their consumers life style to determin e the segment. Djuice is for those, who want to experience something unique and trendy. This sort of nature is mainly found within the young generation who want s to be different among all around them. 2. Communication Plan: 2.1 Augmented Service Offering (ASO): In making the marketing communication plan, the company follows the process or m odel of augmented service offering (ASO). It comprises of three core parts: The service product, Service augmentation and Marketing support (Storey et. al. 1998 ) Service product: 1. Push-pull services: Started on January 2003, based on SMS. These are Dju ice menu, sports information, example- crick, Taxi services, Ambulance services, City traffic information, News headlines etc. 2. Data services: Fax and data services, WAP, EDGE, data backup. 3. Special services: F&F, my time, voice chatting, international roaming, S MS banking, Music radio, Extra khatir, Friend finder, Music downloading, group S MS, Welcome tones, Pay for me, Missed call alerts, Call blocking etc. Service augmentation: Augmented services are the offerings, which are not the pa rt of core product but surrounded the core of the product, without having these, product enabling and enhancement is not possible and regarding these elements, customers are aware of it and respond it positively. These are: Information Services: 24-hour Call centers, Balance and product use information, After sales services include- SIM replacement, product migration, address chang e, sign change, reconnection, GSM features, caller ID, call conference, call wai ting, call divert, call bearing etc. Marketing supports: These are the companys marketing related activities which ar e internal management actions and initiative, have a great impact on the quality of core products and its augmented services and very importantly influence the success of new services. These are some key elements of the company which contri bute to the reputation and customer loyalty of the firm. The major marketing supports of Djuice are: Training: All employees are brought through continuous training program, especia lly when the employees are recruited; first they are taken to two months extensi ve training and rotate them in different relevant positions to understand the li nkage and roles of different positions to have a complete service from the emplo yees. Moreover, when a new product or service to be offered, first all related e mployees are taken in to very intensive training to teach them about the launchi ng product, its quality, features, limitations, target market and potential cust omers, their expectations, companys capacity to meet the expectations, companys mo tto and roles and responsibilities of all concerned employees with the service m arket. Internal Marketing: Before campaigning and launching a new product, Djuice first campaign it with their existing employees, the communicate the product, its fea tures, firms expectations, consumers and their expectations, dealers involvement and roles and try to make employees understand, about the beliefs and philosop

hies that they want to be believed, valued and perceived by the consumers and so ciety. They first circulate the promotionanal materials and messeges internally before go to outside. For example, BUNTING CUT-OUT and DANGLAR are hang first in the office and working stations of employees before hanging in dealers outlets, cust omer centres and other public adverting places. Strategy: Djuice is the market leader brand in their industry. They develop thei r strategy as Stable growth strategy. Always they try to develop their marketing a nd business strategy to increase the market share and market growth rate. They h ave their own branding team, who continuously work on development of new strateg ies by doing competitive industry analysis. Degree of investment: Djuice is the most profit oriented brand of Grameenphone. The board is very keen to invest more on its development and increasing market share, as young people are the main user of the product and its became their own lifestyle. Board of Investment of Grameenphone allocates more of their resource s on reaserch and development of Djuice product. Market knowledge: The most talented, young people are engaged with the managemen t body of Djuice, as they belive, Djuice is a symbol of youth and trend , so the y need to understand the culture and consumer psychology of young people. They m ake a lot of survey and research initiative in colleges and universities for und erstanding the market and consumers expectation. 2.2 Importance of brand on service logic context The importance of the brand as the fundamental asset of any business is well rec ognized by managers, consultants and business writers. The value of the brand is the dominant component of an organization s financial assets, particularly for service businesses (http://mtq.sagepub.com/cgi/content/abstract/6/3/363). In ser vice logic context, marketing supports are the companys marketing related activit ies, which are internal management actions and initiative also, and these have a great impact on the quality of core products and its augmented services and ver y importantly influence the success of new services. These are some key elements of the company which contribute to the reputation and customer loyalty of the f irm. Branding, that aims to achieve competitive advantage, is an effective diffe rentiation strategy that enables a statement of identification for the product, the firm, and the consumer. In terms of branding, McEnally and de Chernatony (19 99) explain that beyond a simple identification device, brands can develop a dis tinct personality and even iconic status with a complex identity aligned with so cial and political issues. Djuice is the market leader brand in their industry. They develop their strategy as Stable growth strategy. Always they try to develop their marketing and business strategy to increase the market share and market gr owth rate. They have their own branding team, who continuously work on developme nt of new strategies by doing competitive industry analysis. As symbols within popular culture, brands can effectively position a product in terms of unique functional benefits (Aaker, 1991; Gardner and Levy, 1955). Raisi ng consumer awareness of the brand and communicating the brand image (Keller, 19 93) enables consumers to engage with the brand, providing an opportunity for the corporation to build brand equity. As Holt (2003) explains, iconic brands evolv e not by any distinctive feature, benefit, or product innovation but because of the deep cultural connection they develop and nurture. The most talented, young people are engaged with the management body of Djuice, as they believe, Djuice i s a symbol of youth and trend, so they need to understand the culture and consumer psychology of young people. They make a lot of survey and research initiative i n colleges and universities for understanding the market and consumers expectatio n. The brand is an active relationship partner for consumers, with the animation an d personification of brands legitimizing this partnership (Fournier, 1998). Bran d choice is not about choosing brands but rather the meaning that brands bring t o consumers lives. Through experiencing a particular brand, consumers come to k now what that brand means, even if that meaning is outside of what marketers mig ht originally intend (Firat and Venkatesh, 1995; Holt, 2002), or recognize as a potential. Djuice is the most profit oriented brand of Grameenphone. The board i s very keen to invest more on its development and increasing market share, as yo

ung people are the main user of the product and its became their own lifestyle. Board of Investment of Grameenphone allocates most of their resources on researc h and development of Djuice product. 2.3 Communication Plan for Djuice: Communication plan refers to what various aspects of Integrated Marketing Commun ication want to accomplish. It represents particular communication tasks require d to deliver an appropriate massage to the target audience. It includes -letting the consumers know about the product and promotional activities, creating a fav orable position in the prospective consumers mind and a positive brand image. Dju ices communication objectives are Reaching youths who are bold and like uniqueness, surprises, adventure: Djuices m ain target customer is the young generation. Keeping this in mind to reach the y oung generation Djuice has always planned their promotional activities according to their taste and choice throughout the year. With the new refreshed brand mes sage Break free, they are offering the youth an opportunity that will give them fr eedom. Djuice has already proved their point of being unique by bringing the bes t rates (0.75 tk/minute with 30sec pulse) to help young people stay in touch, th ey are planning to reduce Friends & Family (f&f) tariff and community call rate and give free SMS. They are also planning to give the youth more access to the c oolest downloads, the trendiest mobile services (Djuice dunia, Xtra khatir, web SMS etc.) with reduced charges and better service. As Djuice likes to give the y oung people a taste of something new, they are planning to renew their Associate partnership with Star Cineplex to bring blockbuster Hollywood movies like James Bond:Casino Royal, Rush hour 3, Indiana Jones etc. They are also planning to continue their exclusive benefits like Buy one get one free offer for these movies for Dju ice subscribers. Gaining 4.5 million subscribers within December 2010: With the already existing 2.8 million subscribers, Djuice is planning to gain 1.7 million more customers w ith its newly promoted fresh look. As the young generation always wants to be on e step ahead on every aspect, Djuice is planning to bring new features like , 3rd generation Mobile TV (3G) mobile services in the year 2010. This will not only i ncrease sales but will also help to increase the profitability and capture more young subscribers. Djuice is mainly targeted to the urban youth but as the urba n market is already saturated, Djuice is planning to move to the rural youth wit hin 2010 with new promotional offers, reduced tariff plans and bundled benefits specially tailored to the rural youth. This will help Djuice to gain a vast amou nt of rural youth as subscribers and as a result their total number of subscribe rs will also increase to the target level. To promote the brands awareness by 100% within December 2010: Energy, attitude an d aggressionall the things the youth loves to have, with this in mind, Djuice is planning to promote their talent hunt program DRockstar to every corner of Banglad esh to scoop out and nurture promising rock musicians from all over Bangladesh. This way Djuice is planning to reach the young generation all over the country a nd create awareness at a large scale. This will also help promote their image as a promising youth brand. They are also planning to spread the Know Bangladesh to ur to the farthest corners of the country. This will spread the brands image as a brand that cares for the country and its people and wants make it better with th e young generation. Reach 60% of the target customers within December 2010 at a 10% lower cost: To r each the highest number of target customers with a short span of time Djuice is emphasizing on mass advertising rather than distributed advertising because mass advertisements will help them to get a share of mind within a short time. Print ads are the best way to reach highest number of target customers in Bangladesh as television is not available in all part of the country but newspaper is and t his is the only media vehicle that will stay in the consumers reach. Djuice is m ainly targeted to the urban youth who lives in the major cities and towns for th at they used only major dailies like Prothom alo and Daily Star, but now they ar e planning to use other prominent dailies too. With the existing channels with h ighest TRP like Channel i, NTV, Djuice is planning to target all the channels like RT

V, Banglavision so that they can not only grab most of the air time but can also gr ab most of the consumers mind. Now a days FM radio channels like Radio foorti, Ra dio today, Radio aamar are getting very popular among the young generation. Djui ce is planning to air advertisements on radio before, during and after the youth oriented programs which will cover their exact target customers at a cheaper pr ice. Djuice and e-business: The advantage of using the information technology is that , it involves answers immediately and customers remain satisfied with the speed of service deliveries. Transaction activities refer to the process of completing the sale, including negotiating and agreeing contractually, making payments and taking delivery. Due to the information technology, companies can control the m anaging costs of their operations. The reason that companies want to use e-comme rce is that it lowers the cost of and speeds up the transaction process (G. T. L umpkin, et al 2004) Djuice has successfully started its operation through online services and gettin g a step ahead from its rivals. In their online services customers get some basi c services like different offers and facilities of their products. They can make online registration for subscriptions, can have customer care services, updated information and other complementarities like music, mobile games downloading, s ports, latest news regarding music and movies for young people, free web- sms, blog access, funny and lifestyle tips and stories are available dDuniya, oprostu t juddho and xtra khatir. They believe that state of the information technology has changed the way of producing services and its delivery, which is specially a nd popularly proved to their young customers. They have introduced WebSMS for th e customers to make their life easy and to create interaction with customers. 3. Campaign Plan: We came up with an idea on how we can launch a new campaign for Djuice. As the y outh generation does not get enough pocket money to cover their daily expenses, their recharge habit comparative to other operator is low. Sometime in their urg ency they cannot make the call because of the out of credit. In our lives someti mes this happens that we dont get enough time to recharge and make the call. To o vercome this problem Djuice will introduce Xtra Balance where subscriber can call in their urgent life. The features of this campaign is Instant five minute talk time No prior balance is needed These five minutes talk time will be adjusted in the next refill No procedure is needed to avail this service Target Audience: Youth people of the country, ages 15- 25, they are trendy in s tyle, they belong in SEC B. Campaign Objective: Primary objective of this campaign is to introduce the serv ice in the market and also to educate the market about the service. Secondary ob jective is to increase the sales of the company as well as the customer base. Competitor Analysis: No other mobile operator has launched this service. Djuice will take the first mover advantage. Communication Tools: Print ad, TVC, Outdoor, Radio. Deadline: This campaign will be launched at March 5, 2010. 4. Campaign Advertisement: 4.1 Use of sensory marketing for communicating with the market: It is an appealing to the senses of the existing or the prospective customer in such a manner that he feels strongly attached to the brand and can recall the br and instantaneously. The usage of the sensory marketing should be whenever there is a need to create an emotional relationship with consumers, which will lead t o the creation of dialogue between the two parties. This fact will help to devel op and adapt new products that suit the exact needs and wants of the consumers a nd facilitate the task of company. Sensory Marketing measures and explains emoti onal consumer decision-making by variability of products, concepts, packaging, a nd marketing mix scenarios to ensure long-lasting success. In the case of Djuice, the company is giving a variety of products especially ta

rgeting young people. The wide range of products, which can fit with different n eeds and wants, is a major marketing tool in order to keep and attract customers . This initiative makes the lock in and loyalty of customers with the Djuice. Th e company comes up all the time with new concepts new technologies and so on. Re cently the company started providing its customers with new service called Mobile ESPN that is described in the companys website as Djuice is bringing a new SMS and IVR based update service called Mobile ESPN partnering with ESPN, the worldwide leader in sports. The company is the only one which is giving this service in th e country. 4.2 Media mix Djuice uses a wide variety of media to communicate their message with the custom ers. Different local newspaper, Magazine, TV channel, radio, billboards, etc. fa ll under the media mix of Djuice. We can categorize this media mix in ATL (Above the Line) and BTL (Below the Line). Different media mixes used by Djuice are 4.2.1. ATL: Television Television is also preferred as one of the important media vehicles. It plays an important role to provide information, and to promote the new ads and offerings . Djuice allocates roughly 30% of their promotional budget for TV ads. Selecting Channels: Djuice broadcasts their ads through all the local TV channel s available. All the private TV channels are used to broad cast the ads. The pri vate TV channels that show the ads of Djuice are mostly NTV, Channel i, RTV, Boi shkhi, Bangla vision, Channel 1. Determining Frequency: The frequency of broadcasting the ads is mainly based on type of promotion, age of the promotion and type of program. Djuice often places their ads according to programs that are most popular in TV channels and are yo uth oriented. Ads are shown in the beginning and or at the end of the show, usua lly of 15 sec. It shows 30 seconds ads when the ad or promotion is new and 15 se conds ads when the promotion gets a bit aged. Which TV channels are to be select ed to out advertisements is based on TRP (Target Rating Point). Radio Another broadcast or electronic media that Djuice uses is the radio. It is a new media vehicle for them but it is becoming effective as there are some new and p opular FM channels which are grabbing listeners attention. They allocate 5% of th eir budget to it. It transmits ads in the private radio channels like Radio Tod ay, Radio Foorti, Radio Amar, ABC etc. Method of determining frequency of the ad s on both TV and Radio is similar. Now a day, radio has become one of the entert aining tools for the youth. 4.2.2 BTL: Newspaper Djuice prefers newspaper as one of the most important media vehicle and allocate s around 50% of their promotional budget to it. It is a very common and effectiv e promotional tool for Djuice to communicate with their target market. Their ads are published in the leading national dailies. Before launching any campaign Dj uice go for teaser ads and later they launch the ad in different leading newspap er followed by some follow up adverts. Selection of Newspaper: The Daily Prothom Alo and the Daily Star are most prefer red by Djuice for press advertisements as they are the leading national dailies in terms of subscribers. Selection of Page: All the new advertisements are 1st given in the 1st page in q uarter page size. Then in half or quarter page size in the 3rd page or the last page of the newspaper. Then after a few days the ads are shrinked to less than q uarter page but the ads remain in the 3rd page, these are called spot ads. Then again after a few days, the ads are replaced to 5th or gradually to any other pa ge. Magazine Djuice also prefers to publish their ads in the leading magazines in Bangladesh which has more readerships among its target audience. Usually they advert in the back page of the magazine so that it can grab the attention. Also they go for c entre spread magazine ads so that the visibility of the ad becomes high.

Out-of-Home Media Djuice has very strong visibility in the city areas. For the integrated marketin g campaign they always choose different outdoor media like Billboard, cut-outs, store decoration, public place branding etc. Billboards Billboards of Djuice have become quite a common sight in most parts of Dhaka, ca pital of Bangladesh. It is a very important media vehicle for Djuice as they all ocate roughly 10% of their budget to it. In big cities Djuice gives large billbo ards at different points. Billboard placing is decided based on the strategic lo cation of the billboard; certain factors are taken into consideration, like: Loc ation, Target audience. Selection of Points: Inside big cities, Djuice puts large billboards at the turn ing point of the roads and beside the roads from where they can be seen easily b y a large number of viewers. Djuice also puts billboards in the major points of highways where travelers stop or slows down speed. Also in front of the youth ga thering points like school, college, university they have the presence. Outdoor branding When a campaign is launched Djuice does the branded in their every retail outlet s by hanging dangler, bunting. In those outlets leaflets and brochures are kept ready for the customers who search for service or campaign information. Also in the customer point (where customers go for different services) it is branded wit h different POSM (point of sales materials) so that the visibility of the brand is high and customers get enough information. Others Djuice always gives posters, flayers, paper caps, papers fans during festivals l ike; Pohela boishakh (New Year in Bangla Calendar), Valentines Day, Pohela falgun (first day of Spring season as per Bangla Calendar) etc. They also brand some b uses that roam around Dhaka city. Also Djuice should associate their campaign wi th different concerts which are sponsored by the mother brand or Djuice itself. There they will get the chance to promote their campaign. 4.3 Types of Ads and Ad Appeals used Djuice mainly uses emotional appeal for their Ads, which are transformational in nature. By using the punch line Break free with tag lines like Friends, chatting, music...all are here, Djuice tries to associate a unique set of characteristics to their product. As Djuice has the distinct competitive advantage over all othe r mobile service providers that it is the only youth centric brand, this appeal is the best one that suits their approach. Apart from that, according to our opi nion, Adventure ads, ads containing rock music and Personality symbol are the mo st appropriate ad types as all these matches Djuices product category and attribu tes. As Djuice target market is the young generation, adventurous ads and rock m usic based ads can have their best implication. Also, a central character or per sonality symbol can deliver Virgins motto of doing things differently properly to the target audience in the context of real life situation. References: Aaker DA. Managing brand equity: capitalizing on the value of a brand name. New York: Free Press; 1991. Afrin, S. S., 2009. Discussion on Djuice and marketing [group discussion] (perso nal communication, 2009) Djuice Bangladesh, available at: www.djuice.com.bd (accessed: February 25, 2010) Firat F, Venkatesh A. Liberatory postmodernism and the reenchantment of consumpt ion. J Consum Res 1995; 22(3): 23967. Fournier S. Consumers and their brands: developing relationship theory in consum er research. J Consum Res 1998; 24(4): 34373. Gardner BB, Levy SJ. The product and the brand. Harvard Bus Rev 1955; 33(2):339. Grameenphone Ltd, available at: www.grameenphone.com (accessed: March 01, 2010) Holt DB. Why do brands cause trouble? A dialectical theory of consumer culture a nd branding. J Consum Res 2002; 29(1): 7090. Holt DB. What Becomes an Icon Most? Harvard Bus Rev 2003; 81(3):439. Hussain, S. 2009. Discussion on Djuice brand [group discussion] (personal commun ication, 2009)

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