ACKNOWLEDGEMENT

The way of marketing is the criteria to differentiate BANGLALINK from others.

First of all, we are thankful to our respected teacher Kashfia Ahmed who gave us
idea to make a report on Banglalink. While making the report we got to know
many new terms related to our objectives.
We would like to thank to BANGLALINK as they have an exclusive website from
where we took help for all important information. We would like to thank our
University administration as they provide us with the facility to use computer lab
for browsing net. We are also thankful to our seniors who help us by giving the
information.
Above all, we try our best to present all the information.

Letter of transmittal
December 8, 2010
To
Kashfia Ahmed
Senior Lecturer
Department of Business Administration
East West University
Sub: Letter of Transmittal
Dear Madam,
At first we want to convey our hearty thanks to you to give us an opportunity to make this
report in MKT-101 course.
It is a matter of great pleasure that we have got the chance to make this repost by
preparing this report and have gathered some practical experience on report as a lays such
kind of experience will act as tonic in our future life. We have come to learn a lot of
essential thing about this analysis there is another important thing is that we have utilized
our knowledge which we learn from this MKT-101 course. So it is one kind of practice
use of our knowledge.
We would like to give you special thanks for guiding us properly giving necessary
important suggestion and for paying content attention.
All of our group members expect any sort of question that you west to know for your
further information.
Thank you
Yours sincerely,

__________________________
Mahabuba Jahan
(On behalf of all the group members)

INTRODUCTION
BANGLALINK understands peoples needs and will create and deliver appropriate
communication services to improve peoples life and make it easier. BANGLALINK is
today the 2nd largest mobile operator in the country and BANGLALINK have recently
celebrated with 1 core customers. This has been achieved in just three and a half a years.

ORIGINE OF REPORTS
The following report is an information and long report which has been authorized by
Kashfia Ahmed course instructor of Integrated Marketing Communication. This report is
based on how a company send their message easily to the customer. It includes all the
details of banglalink being used in our real.

OBJECTIVES
The general objective of the report is to describe and access how banglalink was born,
how it envolved and how it helping the economy sector of Bangladesh. We have also
some other objective these are have an idea of Integrated Marketing Communications
activities the corporate advertising of Banglalink. To identify the problems regarding
IMC of corporate advertising of Banglalink. The study was conducted based on both
primary and secondary data

LIMITATION
To produce the report we faced lots of limitations and obstacles. At times we were
thinking that we would failed to submit the report on time. But thanks to almighty
Allah that was not happen. The limitations are

The report will be far more informative an acceptable if we would have the
proper cooperation from the managers.

In spite of assuring them, they were not that much free flower of their
information.

Lack of research is also one of the main obstacles to prepare the report
properly.

Time limitation and the busyness of the labs are also part of our limitation.

But among these we believe lakes of information are the main

limitation of our report.
Integrated marketing communication:
The concept under which a company carefully integrated and coordinates its many
communicators channels to deliver a clear consistent and compelling message about the
organization and its product.
Banglalink focuses on five promotional tools. They are:
1. Advertising
2. Sales promotion
3. Personal selling

4. Public relations
5. Direct marketing
*Advertising: Any paid form of non personal presentation and promotion of ideas, goods
or services by an identified sponsor. The company wants to deliver a consistent and
positive message to the customer through television and print media. As we can see in the
new advertisement of Banglalink, Banlalink has tried to deliver several messages by
describing about their new features like 7 fnfs, new call rate, special offers, free sms, free
talk time, new connection price etc. and the desire of having new customers.
*Sales promotion: Short term incentives to encourage the purchase or sale of a product or
service. This sales promotion plays unique roles on attracting, informing, and persuading
customers. There are two types of sales promotion consumer promotion and trade
promotion. Banglalink uses both the types of sales promotion.
*Personal selling: Personal presentation by the firms sales force for the purpose of
making sales and building customer relationships. As print advertisement like television
advertisements, newspapers, magazines, billboard advertisements, shopping mall
advertisements etc. which carries the entire message, look and feel whatever the company
can give a customer.
*Public relations: Building good relations with the companys various publics by
obtaining favorable publicity, building up a good corporate image, and handling or
heading off unfavorable rumors, stories and events. By building strong customer
relationship the company and products can help the customer to solve the problem. The
company maintains the relation with the public by different way like web site or social
network, magazine, news paper which is attracting, informing and persuading consumers.
Banglalink also uses these methods and procedures.
*Direct marketing: Direct connections with carefully targeted individual consumers to
both obtain an immediate response and cultivate lasting customer relationships-the use of
direct mail, the telephone, direct response television, e-mail, the internet, and other tools
to communicate directly with specific consumers. For exaple, Banglalink customer care
provides services directly with their customers by solving their problems, giving the news
of new offers and promotions.

The picture of newspaper:

A View of the Communication Process:

Communication involves the nine elements. Two of these elements are the major parties
in a communication the sender and the receiver. Another two are the major
communication tools-the message and the media. Four more are major communication
functions-encoding, decoding, response and feedback. The last element is noise in the
system. Following elements are described with the help of Banglalink advertisement.

Sender: Banglalink is the sender. Who send much information to us? The party
sending the message to another party-Here-Banglalink (BL).

Encoding:

Banglalink has an own symbol. The brand and color get

priority by this symbol. Also symbols are displayed brand together with corporate
logo and tagline codes the overall product which is dedicated for those people
who is potential person for this product.

Message:

The focus of the advertisement is to publicize the

promotional offer launched by Banglalink. The message of this advertisement is
that, Banglalink help the poverty people by giving low rate to change their future.

Media: Banglalink use different types of newspaper to promote their product,

which is consider as non-personal communication channels.

Decoding: The process by which the receiver assigns meaning to the symbols
encoded by the sender. Banglalink use simple process to represent their product.

Receiver:

Banglalink receiving the message sent by another party. Here the

receiver is all groups of the general people.

Noise:

Here they didnt understand the meaning of this ad. So here they think
that this ad is only for the poverty of our country.

Developing Effective Communication:

The steps in developing an effective integrated communication and promotion program.
Banglalink must be doing the following:

Identify the Target Audience: A marketing communicator starts with a

clear audience in mind. In Banglalink young generation and the poverty people is the
main target market.

Determining the Communication Objectives: Banglalink company

needs to know where the target audience maybe in any of six buyer-readiness
stages, the stages consumers normally pass through on their way to making a
purchase. These stages include awareness, knowledge, liking, preference, conviction.

1) Awareness: The main objectives of Banglalink to give many simple and new
packages to all country people by newspaper.

2) Knowledge: By newspaper advertisement Banglalink introduce their new package

to their potential reader.

3) Liking: Customer going to like those products which is best and more benefit than
other company.Banglalink give those products which are acceptable to all kind of people.

4) Preferences: Banglalink should be launched in such a way that the people of the
working class such as salesman and the employees of a company as well as the ordinary
people will prefer to use it.

5) Conviction: Banglalink give guarantee to the customer that they are always in our
side in any problem.

Choosing Media :
Banglalink now must select channels of communication.

Non Personal Communication Channels: Media that carry messages

without personal contact or feedback. In this case Banglalink follow a
simple process, they give email address, phone number, suitable place in
the newspaper to promote their product.

Setting advertising Objectives:

Setting advertising objectives is very important steps in Banglalink-a specific
communication task to be accomplished with a specific target audience during a specific
period or time.Banglalink advertising objectives can be classified by primary purposewhether the aim is to inform, persuade, or remind

Informative Advertising: Informative advertising is used heavily

when introducing a new product category. Banglalink also suggested new
users to buy their product. They also inform the market about the price
changing about their product and they maintain unique characteristics.

Persuasive Advertising: Banglalink directly or indirectly

compares its brand with one or more other brands. They are encouraging
customers to switching to their brand, persuading customer to purchase
now.

Message Execution:
Banglalink now has to turn the big idea into an actual ad execution that will capture
the target markets attention and interest. The creative people must find the best style,
tone, words and format for executing the message. Any message can be presented in
different execution styles such as the following:

Life style: Here Banglalink represent the life of rural people. By using
Banglalink how rural people change their life style frequently.

Mood or Image: In this ad. Banglalink use real image of a village

with many emotion.

The picture of billboard

A View of the Communication Process:

Communication involves the nine elements. Two of these

elements are
the major parties in a communication the sender and the receiver. Another two are
the major communication tools-the message and the media. Four more are major
communication functions-encoding, decoding, response and feedback. The last
element is noise in the system. Following elements are described with the help of
Banglalink advertisement.

Sender:

The
party
party-Here-Banglalink (BL).

sending

the

message

to

another

Encoding: Banglalink has an own symbol. The brand and color get priority
by this symbol. Also symbols are displayed brand together with corporate logo
and tagline codes the overall products which are dedicated for those people who
is potential person for this product.

Message: The focus of the advertisement is to publicize the

promotional
offer
is
launched
by
Banglalink.
Banglalink introduce DESH RANG, is launched as a brand extension to enrich
the brand of desh. RANG is a Bengali word which means color. It is introduced
witch the catch phrase RANGIYA DIN APNAR JEEBON (means color your
life). LADIES, FIRST!-the only telecom package the caters to communication
needs of women of Bangladesh. Banglalink launched many new package like
Banglalink enterprise, dash etc which is available all over the country.

Media: Banglalink uses different types of billboard for giving the

information to the mass people.

Decoding: The process by which the receiver assigns meaning to the symbols
encoded by the sender. Banglalink use simple process to represent their product.

 Receiver: Banglalink receiving the message sent by another party. Here the
receiver is all groups of general people.

Noise: The unplanned static or distortion during the communication process

which results in the receivers getting a different message than the one the sender
sent. In that picture here the model is a women so people can think that this
package only for women.

Developing Effective Communication:

The steps in developing an effective integrated communication and promotion program.
Banglalink must be doing the following:

Identify the Target Audience: A marketing communicator starts with a

clear audience in mind. In Banglalink young generation is the main target
market.

Determining the Communication Objectives: Banglalink

company needs to know where the target audience maybe in any of six buyerreadiness stages, the stages consumers normally pass through on their way to
making a purchase. These stages include awareness, knowledge, liking,
preference, conviction.

1) Awareness: The main motto of Banglalink to give many simple and new packages
to all country people by billboard.

2) Knowledge: By billboard advertisement Banglalink introduce their new package to

their potential customer.

3) Liking: Customer going to like those products which is best and more benefit than
other company.Banglalink give those products which are acceptable to all kind of people.

4) Preferences: Banglalink should be launched in such a way that the people of the
working class such as salesman and the employees of a company as well as the ordinary
people will prefer to use it.

5) Conviction: Banglalink give guarantee to the customer that they are always in our
side in any condiction.

Choosing Media :
Banglalink now must select channels of communication.

Non Personal Communication Channels: Media that carry messages

without personal contact or feedback. In this case Banglalink follow a
simple process, they give email address in the billboard to promote their
product.

Setting advertising Objectives:

Setting advertising objectives is very important steps in Banglalink-a specific
communication task to be accomplished with a specific target audience during a specific
period or time.Banglalink advertising objectives can be classified by primary purposewhether the aim is to inform, persuade, or remind

Informative Advertising: Informative advertising is used heavily

when introducing a new product category. Banglalink also suggested new
users to buy their product. They also inform the market about the price
changing about their product and they maintain unique characteristics.

 Persuasive Advertising: Banglalink directly or indirectly

compares its brand with one or more other brands. They are encouraging
customers to switching to their brand, persuading customer to purchase
now.

Message Execution:
Banglalink now has to turn the big idea into an actual ad execution that will capture
the target markets attention and interest. The creative people must find the best style,
tone, words and format for executing the message. Any message can be presented in
different execution styles such as the following:

Life style: Banglalink shows how a product feeds in with a particular

life style. In this advertisement Banglalink want to show that a young
generation life style is so much colorful.

Musical: Banglalink shows one or more people characters singing

about the product. Banglalink promoting their brand by their own song
desh desh desh banglalink desh

TELEVISION ADVERTISEMENT

A brief discussion about the advertisement Banglalink Desh

5.0:
In this advertisement, Banglalink mainly focused on new customers. In the
advertisement, at first we see that theres gaye holud program going on where everyone
is in a festive mood as a girl is going to be married. So everyone (models like Sharika,
Shokh) dances, sings and also gives some useful information about Banglalink in a
metaphoric way. At the end of the wedding ceremony the girl is expected to left her own
family and be a member of a new family. Banglalink used this term as they are
welcoming and expecting new customers to their family (company). The last picture of
the add symbolizes that by showing the quote Amader poribar a apnake shagotom. So
we can easily understand that Banglalink is trying to attract new customers by their
colorful advertisements.

Sender: Banglalink is the sender. Through this television advertisement,

Banglalink tried to send their message in a very unique way, using the Wedding
concept.

Encoding: The encoding part of this advertisement emphasizes on targeting

new customers in a symbolic way. This advertisement also emphasizes on new
offers and a colorful presentation of the offers.

Message: Through this advertisement, Banglalink wanted to give a massage as

a newly wed bride is welcomed in a new family, Banglalink is also welcoming the
new customers in the same way. Which also describes about their concern
towards their customers .

Media: Television channels have worked as the media for this advertisement.
Decoding: The process by which the receiver assigns meaning to the symbols
encoded by the sender. As we can see, in this advertisement Banglalink gave

symbolic massage that says Amader poribar a apnake shagotom and also shares
a family picture. When a customer is going to watch this TV commercial, it can
create many different thoughts or view about this advertisement in his/her mind.
In my view, by this advertisement, Banglalink wanted to show their attraction and
interest towards new customers. They are welcoming new customers in their
family.

Receiver: Here the receiver is all groups of the general people who watch
television in a regular basis.

Noise:

So many people didnt understand the meaning of this ad, so it created

noise. As Banglalink used more colorful themes such as a wedding ceremony, lots
of models who were singing and dancing in the ad, a girls arrival in a new family
rather then clear and direct massage, it created confusion at customers mind. The
advertisement should have been more direct and vivid rather then symbolic and
metaphoric.

Steps in developing effective communication:

o Identify the target audience:
In marketing first we have to identify the target audience of Banglalink. The young
generation and those who are not Banglalink users are the target audience of this
advertisement.

Determining the Communication Objectives:

1. Awareness: The main objective of banglalink through this

advertisement is to give information about their new offers and attracting
target customers.

2. Knowledge: By this television ad banglalink wanted to introduce

themselves as a family to the new potential customers as they are
welcoming new customers.

3. Liking: Mainly the young generation and the mass people who are not
that much educated are going to like this ad as there is a lot of colorful
presentations, song, dance and which is acted by many peoples favorite
models. This advertisement can drive them to buy a new Banglalink
connection.
4. Preferences: banglalink should create their advertisements in such a
way so that the people of every spheres of life become interested to buy
and use their connections and understand their offers. Their
advertisements should be more realistic and should contain direct
massage.
5. Conviction: banglalink give guarantee to the customer that they are
always in our side in any condition. For example, in this advertisement
Banglalink wanted to promote themselves as a family to the target
customers and expecting them to join in their family(company).

Choosing Media:
Non personal communication system: Banglalink gives this
advertisement in the television.

Setting advertising objectives:

Setting advertising objectives is a very important step for Banglalink, a specific
communication task to be accomplished with a specific target audience during a specific
period or time. Banglalinks advertising objectives can be classified by primary purpose,
whether the aim is to inform, persuade, or to remind.

Informative Advertising: Informative advertising is used

heavily when introducing a new product category or
companys new strategy. Here Banglalink has tried to attract
new customers to buy their product and to be a part of their
family. They also inform the market about 7 fnfs, new call
rates etc.

 Persuasive Advertising: Banglalink directly or indirectly

compares its brand with one or more other brands. They are
encouraging customers to switching to their brand, persuading
customer to purchase now.

Message Execution:
Banglalink now has to turn the big idea into an actual ad execution that
will capture the target markets attention and interest. The creative people
must find the best style, tone, words and format for executing the
message. Any message can be presented in different execution styles such
as the following:
Life style: Here Banglalink represents the life of our young
generation and represents our traditional wedding ceremony.
Banglalink is also trying to capture new customers.
Mood or Image: In this ad. Banglalink used the theme of
wedding ceremony with a festive approach and also tried to
show a girls departure form her own family and her arrival in a
new family through which Banglalink tried to show themselves
as a family member to the new customers.

Picture of magazine
Source: daily motion magazine

Magazine
The brief discussion of the Banglalink
advertisement in the Magazine:
As we see in the picture, a newly wed bride is in the way to her husbands house. But she
is missing her family members, thats why she uses banglalink to talk with her family
members to share her emotions. The advertisement gives a message to the customers
which says Banglalink network Onuvutir network that means a customer can
communicate with his/her relatives, friends and family from anywhere which also talks
about their strong networking capability and network coverage in the whole country.
Finally the message is share emotions with loved ones on banglalink network.

Communication process of Banglalink in

magazine:
o Sender : Banglalink is the sender of the message to the customers.
o Encoding: The encoding part of the communication process of this
advertisement says that Share emotions with loved ones on banglalink.
o Message : A customer can communicate with his/her relatives, friends and
family from anywhere which also talks about their strong networking capability
and network coverage in the whole country.
o Media: The communication channel of Banglalink is Magazine. Which
move the message from sender to receiver.
o Decoding: The decoding part of the communication process of this magazine
says that banglalink network onuvutir network.
o Receiver : The customer receive the message from Banglalink through the
Magazine.
o Response : Here the receiver is only who read the Magazine .
o Noise : In this advertisement maybe some non creative person can not find the
real message what is Banglalink providing their service for the customers.

Steps in developing effective communication:

o Identify the target audience:

In this Magazine first we have to identify the target audience in Banglalink and the target
audience is those people who live far from their relatives.

o Determining the Communication Objectives:

1)Awareness: By using Banglalink a person can communicate with
his/her relatives in urban areas and cities. It aware the people that they are
providing much more services to the customers than other company do and
cultivated the thought of Banglalink in the customers mind.

2)Knowledge: Banglalink always try to give some new offer and

services to the customers in which positions the customer wanted the services
like in the good moment or bad moment. In this magazine the newly wed
bride try make communicate to her relatives by using Banglalink.

3)Liking: Customer will like Banglalink because it is different from

other network company and its providing services that attract the people from
any where in the country and also banglalink use a brave logo
making a difference which is a positive move from the company.

4)Preferences: Banglalink should be launched in such a way that the

people of the working class such as salesman and the employees of a company
as well as the urban area people how many distance they are from the
developing area they can prefer to use it.

5)Conviction: Banglalink give guarantee to the customer that they are

always in our side in any condition.

Choosing Media:
Non personal communication system: Banglalink give
advertisement on the Magazine also they give advertisement in news
paper,televisions.

Setting advertising objectives:

Setting advertising objectives is very important steps in Banglalink. In this magazine the
main objective said by banglalink is sharing the feelings with the loving people. This
magazine shows the persuasive advertiseament.

persuasive advertising: Banglalink directly or indirectly compares

its brand with one or more other brands. They are encouraging customers to
switching to their brand, persuading customer to purchase now. In this
magazine banglalink gives adirect mnessage to the existing customers by
saying that share emotions with loved onesand indirect message to the
non-users by saying that banglalink network onuvutir network

Message Execution:
Banglalink now has to turn the big idea into an actual ad execution that will capture
the target markets attention and interest. The creative people have to think how a
positive image can be showed to the people for persuding Banglalink.

Life style: Banglalink shows how a product feeds in with a particular life
style. In this advertisement Banglalink want to give service to the customer
from any where in our country.

Mood or image: In this ad. Banglalink shows a character who wanted to

share her emotions with her loving people from a distance.
shopping mall

The picture of

The brief discussion of the Banglalink

advertisement in the Shopping mall:
As we see in the picture, a newly wed bride is in the way to her husbands house. But she
is missing her family members, thats why she uses banglalink to talk with her family
members to share her emotions. The advertisement gives a message to the customers
which says Banglalink network Nonvoter network that means a customer can
communicate with his/her relatives, friends and family from anywhere which also talks
about their strong networking capability and network coverage in the whole country.
Finally the message is share emotions with loved ones on banglalink network.

Communication process of Banglalink in shopping

mall:
Sender: Banglalink is the sender of the message to the customers.
Encoding: the encoding part of the communication process of this advertisement says
that desh utshabe jete shobay

Message: Banglalink desh connection is now only 149 tk with free talk time of 350
taka. And 500 free sms. And all new customers (other than employee numbers, corporate
and e-voucher packages) activating their newly purchased banglalink sim within the
campaign period are eligible for this special promotional campaign. All eligible registered
customers can win special gifts/offerings based on random logic. The gifts are as followsHandset, Internet modem, Bag-pack, T-Shirt, Cap, Key-ring
sms, talk-time, free amar tunes subscription, 10mb gprs, free missed call alert
subscription to win gifts, the customers need to type reg and send sms to short code

6565 for registration (at free of cost) after activating the connection.After registration, the
winning customers will be informed about the gift items via sms the physical gift winners
(e.g. handset, modem, bag-pack etc) will be requested to contact their nearby banglalink
customer care centers or banglalink points to collect gifts. In case of non-physical gifts
(e.g. talk-time, sms, amar tunes etc), the winners will receive their gifts automatically.

Media: The banglalink use the shopping mall for this product and including
massage for the new customer and existing also.

Decoding:The banglalink, uses different types of gifts and invite the new
customer by less price of the banlalink connection and free talk time and sms.

Receiver: The customer who was came for shopping in that shopping mall,
they watch the advertisement.

Noise: Here they did clear everything for the viewers understand. So, I think it
should not be noise, But it will be noise, if their customer of the shopping mall
dont dear the advertisement, then maybe it make noise.

Steps in developing effective communication:

Identify the target customer:
In this advertisement the target customers are the existing customer and new customer.
Especially who went in the shopping mall.

Determining the Communication Objectives:

1) Awareness: the main objective of banglalink is to aware the customers
about desh utshob like pohelelaboyshakh festival. And with many type of gift.

2) Knowledge: by advertisement, banglalink introduce their new package

to their potential customer. and they are wish the festival of pohelaboyshakh

3) Liking: Customer like the advertisement for the gift and free talk time
and free sms. This is like gift in a big festival

4) Preferences: Banglalink will take the new customer like a New Year.
Customerll take the new sim with many gift, free talk time and free sms

5) Conviction: Banglalink receive their customer in the first day of the

year and walk with the rest of life with together.

Choosing Media:
Non personal communication system: Banglalink give
advertisement on the shopping mall.

The picture of shopping mall

The picture of shopping mall

The brief discussion of the Banglalink

advertisement in the Shopping mall:
As we see in the picture, a newly wed bride is in the way to her husbands house. But she
is missing her family members, thats why she uses banglalink to talk with her family
members to share her emotions. The advertisement gives a message to the customers
which says Banglalink network Nonvoter network that means a customer can
communicate with his/her relatives, friends and family from anywhere which also talks
about their strong networking capability and network coverage in the whole country.
Finally the message is share emotions with loved ones on banglalink network.

Communication process of Banglalink in shopping

mall:
Sender: Banglalink is the sender of the message to the customers.
Encoding: the encoding part of the communication process of this advertisement says
that desh utshabe jete shobay

Message: Banglalink desh connection is now only 149 tk with free talk time of 350
taka. And 500 free sms. And all new customers (other than employee numbers, corporate
and e-voucher packages) activating their newly purchased banglalink sim within the
campaign period are eligible for this special promotional campaign. All eligible registered
customers can win special gifts/offerings based on random logic. The gifts are as followsHandset, Internet modem, Bag-pack, T-Shirt, Cap, Key-ring
sms, talk-time, free amar tunes subscription, 10mb gprs, free missed call alert
subscription to win gifts, the customers need to type reg and send sms to short code

Setting advertising Objectives:

Setting advertising objectives is very important steps in Banglalink-a specific
communication task to be accomplished with a specific target audience during a specific
period or time.

Informative Advertising: Informative advertising is used heavily

when introducing a new product category. Banglalink also suggested new
users to buy their product. They also inform the market about the price
changing about their product and they maintain unique characteristics.

Persuasive Advertising: Banglalink directly or indirectly

compares its brand with one or more other brands. They are encouraging
customers to switching to their brand, persuading customer to purchase
now.

Message Execution:
Banglalink now has to turn the big idea into an actual ad execution that will capture
the target markets attention and interest. The creative people must find the best style,
tone, words and format for executing the message.