Shuvo Kumar Kundu

ID: 021102027

Thanks To
University Of Development Alternative
&
Grey Advertising Bangladesh Ltd.

Internship Report ON

BACKGROUND OF THE STUDY

Grey Advertising Bangladesh Limited is one of the leading

advertising agencies in Bangladesh. I am assigned for doing my

internship in Grey Advertising BD Ltd. for the period of 3
months starting from January 01 to March 31, 2014 . As an
intern of Grey Advertising Bangladesh Limited I worked with
Marketing Services department.
In my report I worked on two cases analysis, one is a consumer

product and another is telecom product, I also involve one

activation process. So that I can have a practical experience on
the work of ad agency.

OBJECTIVE OF THE STUDY

Main objective: The objective of the study is to know
the marketing style of an advertising agency and
review the role of advertising agency in brand
management and how Grey Advertising engages
customer and client will manage in the future.

Secondary objectives
To know the performance of the campaign referring
to organization through marketing analysis.
To analyze what the problems and obstacles were
at the launching period.
To find out how grey communicates with people

METHODOLOGY OF THE STUDY

The study will use both primary data and secondary
data. The report will be divided into two parts. One is
the Organization Part and the other is the Campaign
Part. The parts are virtually separate from one another.

LIMITATION OF THE STUDY

Time frame is limited. Only three month is not enough to
cover such a wide area as well as preparing a report.

Moreover, it is the first time we are doing a research

project on the campaign and activations process of an
agency, so very few information is available on this
particular topic. As a result, it will not possible to go
through every matter in details.

ADVERTISING AGENCY: An advertising agency

creates plans and manages all aspects of a client's

advertising. they can be a full-service agency that
creates advertising materials like brochures, catalogs,
print ads, radio and TV commercials, etc.

 ADVERTISING IN BANGLADESH AT A GLANCE:

There was very little advertising practice in Bangladesh

before independence. But Now some agencies are very
much active, LIKE: Adcomm, Asiatic, Bitopi, Grey,
Unitrend, Interspeed, Popular, Madona, and Matra.

Grey GLOBAL CREDENTIALS

432 OFFICES

154 CITIES
96 COUNTRIES

10,000 EMPLOYEES

LOCAL CREDENTIALS
Grey started in 1996 as the 1st multinational agency
of the country with only 4 people.
Today, with an almost 120 member team, GREY is not
only the best creative hub but also 2nd in terms of
revenue with a BDT 1500 million billing and is
leading the industry in all the service areas in the
business.

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. Good Quality of the product
2. Availability of funds for researching
3. Market position of the product has to be possible to be

developed.
4. Creative and working freedom
5. Trust and partnering

SERVICES OFFERED BY GREY

Grey Advertising Bangladesh Ltd. offers a huge range

of services regarding branding and promotion

basically including 360 degree campaign and event &
activation management.
Concept development
Print ad
Press ad
Outdoor ad(billboard, bus branding, store branding, van

branding)
Broadcasting ads (tvc, rdc)
Publication design (brochure, annual report)
Event management
Media planning and execution

ORGANIZATIONAL STRUCTURE
Client
Servicing

Events &
Activation

PR
Admin
[HR, IT,
Finance,
Support Staff]

Media

Creative

Digital &
Social
Media

Grey Marketing Services (GMS) Department

Grey Marketing Services handles direct communications and
executions of any marketing plans. Some activities of GMS.

a. Creation of any plan for direct marketing or customer reach

b. Making of budget for any marketing activities to be done for

client
c. Collect and coordinate HR support to accomplish the planned

activity
d. Maintain a good flow of information from field to client.

Structure
Managing Director (Grey Dhaka)

General Manager, Marketing

Services
Director, Servicing &
Planning

Associate Director, Crossfunctional Operations

Finance Manager

Activation
Manager

Finance Executive

Manager Servicing

Executive Marketing
Services
Executive Marketing
Services

Director, Operations

Sr. Executive
Planning

Executive
Resource
Managemen
t
Executive
Operations
Executive
Operations

Trade
Marketing
Executive

Manager Exhibit and

Corporate Events

Executive Exhibit

Executive
Corporate
Events

GREY CLIENTS

SWOT ANALYSIS: GREY

Strength:

Weakness:

Best is industry creative

Doesnt have in-house

and strategic planning

team
Ability to deliver good
production value on
creative execution

capability of different
production and
activation related
activities
Higher cost to client

Opportunity:

Threat

More and more local

Slowed down economy

companies are getting

into the promotional
phase

and high inflation

leading to that more
cautious expenditure by
consumers which is
reflected in promotional
expenditure by the clients

GREYs SOME FAMOUS CAMPAIGNS

Popular campaigns
of Speed, BBC
Janala,

Popular campaigns
of Symphony,
Spelling Bee,

Campaign of ACI
Swapno, Fun
Chanachur,
Diploma, Red Cow

FIRST COUNTRY BRANDING CAMPAIGN

FOR BANGLADESH

POPULAR CAMPAIGNS FOR FRUTIKA

FRUTIKA Positioned a brand

synonymous to
purity.

Popular campaigns
Launch campaign,
no preservative

ONLY EFFIE WINNING CAMPAIGN OF THE COUNTRY

AWARDS
Agency of the year
2011, 2009, 2007, 2006, 2005, 2004, 2003

FRUTIKA
Background: 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

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.
As an ad agency GREYs challenge was to give the consumer the idea.

 Idea: When GREY started , They found a lot of

brands already exist in the market of Bangladesh.
Frutika juices have zero preservatives and no
artificial coloring, which helps maintain the pure

taste of fruit in these products. Idea was Frutika: a

little extra pure

PROMOTIONAL CAMPAIGN DISCUSSION

The touch points of the promotion
TVC (Television commercials) 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.

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 .

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 1.8 million liter per month.

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 2 mln. Nokia was trying to

establish awareness of the benefits and disadvantages of their
handsets versus local handsets.
Idea: When Grey started off there were many things come

across their mind

Point of Sales (POS) materials

Gate Branding: Gate branding is the most attractive

communication of the promotion.

Dangler: In the advertising agency dangler are those

pieces of communication materials that can be hanged

from the ceiling.

 Entry Coupon:
Leaflet:
Promotional Poster:

Bus Branding:
Billboard:

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.

EXECUTION PROCESS
Brand Promoter will monitor bag distribution and

report every day end

Supervisor will Audit, check and monitor the BP team
from market to market
Advance team will take permission, fix the number of
shops and come up with a route plan
Coordinator will be responsible for planning,
execution, monitoring and controlling of the entire
program

PROBLEMS
Though they have lots of quality and experience, I have found some problems.
These are mention bellow:
Doesnt have in-house capability of different production and

activation related activities

Some time they are overconfident
The project activation are not well monitored
Grey charge higher cost to client then other agency
Lack of marketing research
They work with current situation, dont think the future or long term
plan.
Lack of well-defined organizational structure that is why messy

RECOMMENDATIONS
GREY have to take some step to cope up with the huge competition. Some
recommendations are suggested bellow:
Enhance the resource competence

of new employee and management skills

Need adequate or correct marketing research
Constructing of a comprehensive long-term plan
Constructing of a comprehensive long-term plan
Need to redefine and understand the client relationship

CONCLUSION
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, inter-departmental close relationship. Finally, we believe GREY
will take proper initiatives to motivate the employees to own his/her
responsibilities and own GREY