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1.0. Introduction
Building good customer relationships calls for more than just developing a good product, pricing
it attractively and making it available to target customers. Companies must also communicate
their value proposition to customers, and what they communicate should not be left to chance.
All of their communications must be planned and blended into carefully integrated marketing
communications programs. Just as good communication is important in building and maintaining
any kind of relationship, it is a crucial element in a companys efforts to build profitable
customer relationships. Marketing communications has a mix. Elements of the mix are blended
in different quantities in a campaign. The marketing communications mix includes many
different elements, and the following list is by no means conclusive.
The promotion mix of Banglalink is also consists of the specific blend of advertising, public
relations, personal selling, sales promotion, and direct marketing tools to persuasively
communicate customer value and customer relationship.

2.0. Literature Review:

Promotion Mix: Promotion is one of the four elements of marketing mix. An organization or set
of organizations (go-betweens) involved in the process of making a product or service available
for use or consumption by a consumer or business user. Promotional mix specifies how much
attention to pay to each of the four subcategories, and how much money to budget for each. A
promotional plan can have a wide range of objectives, including: sales increases, new product
acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a
corporate image.
Advertising: Advertising is a form of communication intended to persuade an audience
(viewers, readers or listeners) to take some action. It includes the name of a product or service
and how that product or service could benefit the consumer, to persuade potential customers to
purchase or to consume that particular brand. Commercial advertisers media can be used to
deliver these messages, including traditional media such as newspapers, magazines, television,
radio, outdoor or direct mail; or new media such as websites and text messages. Non-commercial
advertisers that spend money to advertise items other than a consumer product or service include
political parties, interest groups, religious organizations and governmental agencies.
Sales promotion: Sales promotion is one of the five aspects of promotional mix. Sales
promotions can be directed at the customer, sales staff, or distribution channel members (such as
retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales
promotions targeted at retailers and wholesale are called trade sales promotions. Some sale
promotions, particularly ones with unusual methods, are considered gimmick by many.
Personal selling: Personal presentation by the firms sales force for the purpose of making sales
and building customer relationships. Personal selling is paid personal communication that
attempts to inform customers and persuade them to purchase products or services. Personal

selling process that allows marketers the greatest freedom to adjust a message to satisfy
customers' information needs. Personal selling allows the marketer or seller to communicate
directly with the prospect or customer and listen to his or her concerns, answer specific
questions, provide additional information, inform, persuade, and possibly even recommend other
products or services.

Direct marketing: Direct marketing is a form of advertising that reaches its audience without
using traditional formal channels of advertising, such as TV, newspapers or radio. Businesses
communicate straight to the consumer with advertising techniques such as fliers, catalogue
distribution, promotional letters, and street advertising.

Public relations: Building good relationships 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. Public Relations, or PR, is the overall term for
marketing activities that raise the public's consciousness about a product, service, individual or
issue. In short, PR is the management of a company's public image that helps the public
understand the company and its products.Public relation is most effective when it is viewed as a
strategic management function supporting the business goals of the organization.

Organizational Review
3.0 What It Is?
Banglalink is new brand name of Shebaworld (019), which has been providing Global Service of
Mobile (GSM) in the country since 1998. Orascom Telecom bought 100% share of Sheba
Telecom and gave its new name as Banglalink aiming to provide quality service in Bangladesh.
In Bangladesh, Banglalink aims to understand peoples' needs best and develop appropriate
communication services to improve peoples' life and make it simple. All their work is aimed
towards meeting their vision. All members of the Banglalink family are highly passionate
individuals, fully committed to achieving the vision that they have set themselves.

3.1 Mission
To deliver innovative, customer focused products and to be the benchmark for customer service
excellence

3.2 Vision
To ensure their vision is achieved, they have set themselves a few values, they want to be

Straight forward

Reliable

Innovative

Passionate

The best-quality Service Provider in the country.

4.0. Objectives of the Assignment

Preparing assignment is the practical aspect of our theoretical learning. It makes a bridge
between the gap of classroom learning & practical learning. The study of the report will help to
find out some thoughts, ideas, problems, suggestions & feelings. Objective can be divided by
two parts-

Broad objective
To know about the Marketing Communication system of Banglalink.

General objective

To know about the advertisement system used by Banglalink

To know about the sales promotion system used by Banglalink
To know about the Public Relation of Banglalink
To know about the Direct Marketing system of Banglalink
To know about the Personal Selling system of Banglalink

4.1. Methodology
For preparing this Assignment, we the group members visited the Banglalink and collected
data from there. For this reason, we had to collect data from the employees working there. They
helped us lot to give accurate information. We asked them some questions to fulfill our
assignment. It was not easy but effective. We also collected data from internet, newspaper,
existing literature, magazines etc. So, we have used both the primary and secondary data to
prepare this report. The nature of our study is descriptive.

Study Part
5.0. Promotional Mix of Banglalink
A companys total promotion mix also called its marketing communication mix. Promotion is
one of the marketing tools that a company uses to achieve its marketing objectives. Each
promotion tools has unique characteristics to improve their total sales. Banglalink are trying to
do more promotional activities for their service.
The Marketing Communications Mix is the specific mix of advertising, personal selling, sales
promotion, public relations, and direct marketing a company uses to pursue its advertising and
marketing objectives. The elements of the marketing communications mix used by Banglalink-

Advertisi
ng
Sales
Direct
Promomoti
Marketing Marketing
on
Communicati
on Mix
Public
Relations

Personal
Selling

Figure 1: Marketing Communication Mix

5.1. Advertising
Advertising directs a message at large numbers of people with a single communication. It is a
mass medium. After spending resources on naming a product, it is imperative to support it

through advertising and communication. For a product to succeed, the brand owner must
dedicate more resources to promoting it through advertising. Advertising is a key to sustaining
appeal of brands. It is also a key to developing that appeal in the first place. The first job of
advertising is to build brand awareness and corporate brand approval. Through advertising,
marketers expose the potential consumer to the brand and give them the opportunity to accept it.
Banglalink mainly gives their ads on Newspaper
Newspaper is the kind of media that a company can attract all kinds of customers. In newspaper
Banglalink gives sport advertisement, display advertisement, advertorial and so on. When they
introduce new package or when they want to give new offer to the customer they give
advertisement in the newspaper. In Bangladesh, Banglalink started to give one full page
advertisement in the newspaper. They tried to attract the customer and keep the message longer
time in the customer mind by giving full page advertisement.
Billboard
Banglalink billboard now can be found almost everywhere in Bangladesh. The brand name is
now so popular that only by seeing the tiger strips people understand it is Banglalink. A
billboard or hoarding is a large outdoor signboard, usually wooden, found in places with high
traffic such as cities, roads, motorways and highways. Billboards show large advertisements
aimed at passing pedestrians and drivers. The vast majority of billboards are rented to advertisers
rather than owned by them.
Electronic Media
Television Ad
Television is a very important means of communication in this electronic world. Now
people spent a good amount of his/her time watching TV. Many television commercials
feature catchy jingles (songs or melodies) or catch-phrases that generate sustained appeal,
which may remain in the minds of television viewers long after the span of the
advertising campaign, e.g. Habibs tune for Banglalink commercials.
Banglalink has series of TV ads for its different sorts of packages and VAS services.
shown in
Channel I,ATN Bangla, NTV,RTV, & Channel 1. and so on.

Radio Ad
Banglalink started to give ads in the radio from March, 2006 in order to target the
customers in the rural places. The concept of radio ad already been praised among the
different rural customer groups.
Web Based Communications: Advertisements of Banglalink in the renowned web sites
is

also

been

conducted.

Web

site

like

www.tigerscricket.com

and

www.bangladeshinfo.com are few examples of web based ad campaign of Banglalink.

Banglalink also uses many other sources for their advertisements. Like Posters, Festoons, Shop marker, Shop sign, Neon sign
5.2. Sales Promotion
Sales promotion is any initiative undertaken by an organization to promote an increase in sales,
usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of
the marketing communications or promotions mix).
Sales promotion includes a wide way of tools that can attract consumers attraction, strong
incentive of purchase, free gifts, discount and several types of occasional program. Banglalink
sales promotion includes credit sales, commission etc. Banglalink arrange conference every year
among the dealers, wholesalers and retailers. They always try to influence and convince them for
creating a market demand and sale their product. Here is some examples of Banglalink
promotion that can be highlighted

POS Materials: POS materials mean Point of Sales Materials. All sorts of leaflet, Tariff card,
printing materials comes under these criteria. Pos materials mainly help the customer to
understand the product & services offered by the parent company. These leaflets provide detail
explanation of the services offered by the operator.
Road Show: Banglalink organized a two days long road show. Here subscribers got the
opportunity to buy SIM of different pre-paid package at 70TK, where regular offer is 150TK.

Handbag Distribution: At Bangla academy Ekusay Boi Mela Banglalink distributed handbag
in visitors who bought book from fair. There was slogan on handbag for raising awareness for
reading book.
Scarf Distribution: Banglalink distributed scarf to attract their existing and new customer at

Pahela Baisakh, That scarf create brand awareness of Banglalink.

Gift Items: Different types of gift items are given to the clients and employees of Banglalink.
Gift items like key ring, pen, CD, Show piece, calendar, Diary, watch, Mug, T-shirt, & Jacket
produced for the clients. All the gift items are marked with Banglalink logo. The gift item
helps the company in public relation and also helps in diffusing the brand name towards the
customers.
5.3. Personal Selling
Personal selling occurs where an individual salesperson sells a product, service or solution to a
client. Salespeople match the benefits of their offering to the specific needs of a client. Personal
presentation by the firms sales forces for the purpose of making sales and building customer
relationship. Banglalink uses personal selling in different stages of marketing and distribution.
Company distributes their product (SIM, Scratch, I-top, Cash card) among the wholesalers and
retailers by maintaining the excellent relationship. Banglalink communicates with corporate
clients by its sales force building and keeping relationship with potential and existing valued
customer.
5.4. Public Relations
Public Relations (PR) are any purposeful communications between an organization and its
publics that aim to generate goodwill. Publics, put simply, are its stakeholders. PR is proactive
and future orientated, and has the goal of building and maintaining a positive perception of an
organization in the mind of its publics.Public relation is used to promote products, people,
places, ideas, activities, organizations and even nations. Public relation can also influence a
product sales or brand awareness. Banglalink arrange meeting always with the wholesalers and
retailer for maintaining a good relationship with them. General people can also come to the

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Banglalink office for their queries and for expressing their concern about any telecom related
factors. Following address is the public relation office of Banglalink5.4.1 Press & Publications: Banglalink spent maximum amount in mobile phone operators in
Bangladesh and the amount is about 10.17 million BDT. To be more specific on in the
Independence Day the Banglalink color ad went to 22 daily newspapers which cost the
company 2.6 million for only one day. Ad also goes to different types of magazines also.
According to a internal research of Banglalink the maximum attention of the customer is
gained from the Press & publications.
5.4.2 Social Commitment: Banglalink continues to play an active role in the area of corporate
social responsibility. Banglalink has given Dhaka International Airport - the gateway of
Bangladesh a completely new look. Provision of high quality passenger trolleys, phone booths,
emergency charging station and beautification of the premises is an exemplary initiative which
no other multinational has taken. Banglalink also contributed to an important tiger conservation
project in the Sundarbans, and continues to support the Cox's bazaar beach cleaning program
Blood Donation program, Blanket distribution Program, Banglalink special services at
Hajj Camp, Promotion of Coxs Bazar, Voting of New 7 Wonders of Nature
5.5. Direct Marketing
Direct marketing is a channel free approach to distribution or

marketing communications. So a

company may have a strategy of dealing with its customers 'directly,' for example banks (such as
City Bank) or computer manufacturers (such as Dell). There are no channel intermediaries i.e.
distributors, retailers or wholesalers. Therefore - 'direct' in the sense that the deal is done directly
between the manufacturer and the customer. Banglalink uses direct marketing system to
communicate with their customer. For example- They are providing different kinds of services to
their customer through the customer care. Customer can solve their any kinds of problems by
asking question in the customer care. They can also buy the sim from the customer care. So,
Banglalink is using direct marketing system to communicate with their customer.

6.0. Findings

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Banglalink is one of the popular telecom industries in Bangladesh. If we think about their growth
rate of starting period with current growth rate, we can see that their growth rate has improved
day by day. They are also improving their service facility. At present they are trying to improve
their network service which was not very good comparatively with others.

The marketing communication system of Banglalink is very well.

They use the Direct Marketing system very effectively to communicate with the
customer.

Banglalink spends much money in their promotion mix comparatively with other
companies.

They give attractive television ads to attract the all kinds of customer.

Their corporate jingle tune reflected the truth cultural identity of Bangladesh and
its natural beauty.

Banglalink started to give advertisement in the radio to attract the rural people in
Bangladesh for the first time.

Banglalink also started to give full page advertisement in the newspaper to attract
the customer clearly.

They do not give too much emphasis on web based advertisement.

Banglalink plays an active role in the area of corporate social responsibility.

Banglalink uses different effective strategy for their sales promotion.

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7.0. Recommendation
Press ad should be communicated with proper message.
The understandability of the reader should be concentrated. If the target market does not
understand the product ad is for them then there is no use of it.
Outdoor ads should communicate the message along with visibility that can be
understandable even to those people who do not understand the message.
They should give more emphasis on web based advertisement.
They should give clear terms and condition in the advertisement as the customer can
easily understand the message.
They should give more emphasis on Public Relation as they can take place in the
customer mind.
They should give international roaming facilities for the customer as a means of sales
promotion.
They should give more advertisement in the radio in order to attract the rural people of
Bangladesh.
8.0. Conclusion
The mobile industry in Bangladesh is still facing an oligopoly competition. In order to be
competitive in this industry in future, the only option is to build up a strong brand image is by
creating unique product offerings and make a competitive market. Banglalink has successfully
managed to introduce perfect competitions among the mobile operators. The competitions are so
vast that that the connection price as well as the airtime rate is falling down day by day. Without
building profitable customer relationship it is impossible to survive in the market with other
companies. Banglalink is trying to handle their customer very effectively and efficiently. They
communicate with the customer in different ways of Promotion Mix. Because, Banglalink knows
very well if they want to make profitable customer relationship, they have to well communicate
with their customer.

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Questionnaire
Dear Respondents,
This questionnaire has been designed to extract necessary facts about Banglalink in
Bangladesh for conducting the academic research on Customers Satisfaction of
Banglalink. Please feel free to answer the questions & help to extract the truth. Your
answers will not be published elsewhere & will be kept secret.
Thank you.
Name:
Gender:

1. Male

2. Female

Age:

1)15-20 years 2) 21-35 Years

Occupation: 1) Student
Others

3)36-50 Years

2) Business man

5)Above 50

3) Service holder

4)

1. Do you use Banglalink?

I) Yes

II) No.

2. From how long you are use Banglalink?

I) 1-5 year II) 5-10 year III) 10-15 year IV) above 15 year.

Promotion
1. Bl provides clear information
from their advertisement.
2. Bl is symbol of smartness.
3. Bl advertisement is easily
understood.
4. Bl personal selling is more

Strongl
y
Disagre
e

Disagr
ee

Neutr
al

Agre
e

Strongl
y Agree

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helpfully.
5. Bl music tune is more popular
6. Bl caller tune is more popular.
7. Bl organizes social welfare
activities.
8. Bl billboard advertisement is
available.

Reference
1. http://joeg.oxfordjournals.org/cgi/content/full/8/3/421. Retrieved 201005-03
2. http://en.wikipedia.org/wiki/Press_conference
3. http://www.banglalinkgsm.com/
4. www.orascomtelecom.com

Bibliography
1. Principles of Marketing by Philip Kotler & Gary Armstrong
2. Principles of Marketing by Geoffrey Randall
3. Principles of Marketing byThomas C. Kinnear, Kenneth L. Bernhardt
4. Principles of Marketing by Frances Brassington, Stephen Pettitt
5. Integrated marketing Communication by Don E. Schultz, Stanley I.
Tannenbaum, Robert.
6. Marketing Communication by Allan J. Kimmel

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7. Advertising and promotion by George E. Belch, Michael A. Belch

The Complete Guide to Direct Marketing: Creating Breakthrough Programs
That Really Work by Chet Meisner