IMC of bashundhara group

8/10/2019 IMC of bashundhara group

http://slidepdf.com/reader/full/imc-of-bashundhara-group 1/24

Assignment

On

“Integrated MarketingCommunication StrategyOf Bashundhara Group”

Bashundhara Group

Page 0 of 24



Topic: Integrated Marketing Communication Strategy of Bashundhara GroupCourse: Principes of Marketing

Section: 0!

Submitted To:

"ashfia #hmedSenior $ecturer %epartment of Business #dministration&ast 'est (ni)ersity

%haka !2!2

Submitted By:

Md*+asir #rafat I% , 200-.!.!/. 0/4Group coordinator1

Shams ahan 3arhat I% , 200-.!.!0.00

Md*Goam Mursain I% , 200-.!.!0./05 Md*#ti6ur 7ahman "han I% , 200-./.!0. 0!4

Shakh 7iad #dnan I% , 200-.2.!0.0-2

Submission Date: !!*05*20!0

Page ! of 24



LLETTER ETTER OFOF TTRANSMITTALRANSMITTAL

#ugus t !! 8 20!0"as hf i a #hmedSen i o r $ec t u r e r %epar t men t o f Bus i nes s #dmi n i s tr a t i on&as t 'es t (ni)er s i ty

Su9 ec t : Su9mi s s i on o f #s s i gnmen t *

%ear Madam:

'e a r e ) e ry p ea s ed t o s u 9 m it t h is a s si g nm e nt o n “ Ba shund har a

Group” a s you ha)e au t hor i ;ed us t o i n t h i s s emes t e r *

'e a r e h o no r ed t o p r ep a re t h is a s si g nm e nt u n d er y o ur g u id a n ce

s i nce i t ga)e us t he oppor t un i t y t o kno< t he cu r r en t mar ke t i ng s t a t us

o f = Bash undhar a Grou p” and ana y;e i t s mar ke t cond i t i on *

'e t ri ed o ur e) e 9 es t t o g at he r t he i nf or ma ti on f or yo u a s

c o m p r e h e n s i ) e a s p o s s i 9 e * ' e < i 9 e o 9 i g e d t o p r o ) i d e f u r t h e r

c a r i f i ca t i on on t h i s r epor t <hene)e r neces s a r y *

Sincere y +ours 8

>n 9eha f o f t he g r oup

Md* +as i r #rafa t *

? ????? ?????? ???

Page 2 of 24



Acknowledement

#t f i r s t <e <ou d i ke t o t hank our a mi gh t y =# ah@ <ho he ps us t o

comp e t e ou r a s s i gnmen t *

'e < ou d ik e t o e Ap re ss o u r g ra ti tu de a nd i nd e 9t ed n es s t o o ur

honor a9 e f acu t y 8 Ms * "as hf i a #hmed 8 Sen i o r $ec t u r e r 8 %epar t men t

o f Bus i nes s #dmi n i s t r a t i on 8 &as t ' es t (n i )e r s i t y &' (1 * ' i t h he r

i n eA h au s ti 9 e g u id a n ce 8 ) a u a 9 e a d )i c e8 c o nt in u o us i n sp i ra t io n 8

cons t r uc t i )e c r i t i c i s m and gene r os i t y s he he ped us t o ca r r y ou t t h i s

r epor t s ucces s f u y*

' e < o u d a s o i k e t o e A p r e ss o u r g r a t i t u de t o M r * S h a m s u # r e fi n

Se ni or & Ae cu ti )e o f B as hu nd ha ra g ro up 8 C or po ra te o ff i ce 8

Bas hundhar a c i t y 1 <ho p r o) i ded us many us e f u i n f o r ma t i on *

3 in a y8 < e < ou d ik e t o t ha nk a o f o u r g ro up m em 9e rs t ha t

d i r e c t y o r i n d i r e c t y h e p e d u s t o p r o ) i d e a n d a c c u m u a t e a t h e

neces s a r y i n f o r ma t i on f o r t he accomp i s hmen t o f t h i s a s s i gnmen t *

Page / of 24



E!ecuti"e Summa#y

Bashundhara Group is one of the most prestigious and eAperienced commercia and

industria congomerates in Bangadesh today* The Group took off from the incipient

period after esta9ishment of &ast 'est Property %e)eopment P)t*1 $td* a rea estate

concern8 popuary kno<n as Bashundhara <hich happened to 9e its first )enture in this

sector*

Bashundhara is no< operating <ith fourteen )ita enterprises of highy esteemed

commercia and technoogica superiority ha)ing profound degree of speciai;ation in the

fied of rea estate8 industria )entures and commercia enterprises* Current )aue of the

tota assets of the enterprises of Bashundhara Group <oud 9e a9out Tk* !000 miion

e6ui)aent to approAimatey (SD /00 miion* Tota turno)er of the 9usiness amounts to

around Tk* !000 miion e6ui)aent to (SD /2 miion*

In this report <e ha)e discussed a9out ho< Bashundhara group use their promotion toos

to communicate customer )aue and 9uid customer reationship*

Bashundhara group mainy use non.persona communication to communicate <ith their

huge customer *Their goa is to pro)ide goods and ser)ices to attract the customers* Eere

<e ha)e discussed a9out ho< Bashundhara group use their promotion miA8

communication process8 ho< they de)eop their effecti)e communication and possi9e

ad)ertising o9ecti)es*

Page 4 of 24



Table o$ %ontents

&Aecuti)e Summary

Tite Page

!* IMC Strategy Based on Bi Board !

2*IMC strategy 9ased on poster

Page of 24



IM% St#atey Based on Bill Boa#d &$oot o"e# b#ide ad'

Bas(und(a#a )et Tissue

Page of 24



%ommunication *#ocess:

Sende#: Bashundhara Group $td*

Encodin: The pictures of the mode and the product8 coors and teAt a9out the product

Messae: 7emo)e your tiredness 9y Bashundhara <et tissue and 9e fresh*

Media: The ad is eAposed at a foot o)er 9ridge8 <hich is a non.persona communication process*

Decodin: The picture of the mode descri9es the situation 9efore using the tissue and itFsafter <orks* The picture of the product sho<s <et tissue as another )ariation in ocatissue <ord*

Recei"e#: The peope <ho <i pass through the road <here the 9i 9oard is situated*

Res+onse: Consumer <i 9e introduced <ith this ne< product8 as <e as they <i cometo kno< that it is a 9etter <ay to remo)e s<eating and ha)ing a fresh ook*

Feed Back: It is hard to get immediate feed9ack8 9ecause it is non personacommunication* Consumer may response in different <ays* $ike8 consumer may 9einterested to search this ne< product and may 9e curious a9out the product* Beautyconscious peope <i 9e intended to 9uy it immediatey*

Noise: Eopefuy8 the message <i not 9ring so noise* Because the ad)ertisement is 6uietcear and conceptua to the audiences or consumers*

De"elo+in E$$ecti"e Ma#ketin %ommunication:

Ta#et audience: Potentia8 eAisting and eA.user of <et tissue* #s it is a ne< product8companyFs o9ecti)e <i 9e di)ert the consumer of <et tissue to Bashundhara <et tissue

%ommunication ob,ecti"es: Awa#eness: The message <i make the consumer a<are 9y pro)iding the picture of thisne< product and its origin <i 9e sho<ed 9y the company ogo*

-nowlede: The consumer <i 9e pro)ided 9y the kno<edge of ho< the product <orks8and <hat it is <ork for 9y the statement =&rase a of your tiredness Muche feun sho9kanti1@*

Linkin: By this message8 consumer <i fee fa)ora9e to 9uy this ne< )ariation of tissue**#e$e#ence: #s the Bashundhara <et tissue is first oca <et tissue of Bangadesh8 theconsumer may prefer the oca product 9ecause of its foreign 6uaity*

Page of 24



%on"iction: Con)icted peope may take this oca <et tissue as 9est than other foreign<et tissues after ha)ing the message

*u#c(ase: Some of the targeted peope may 9e con)icted and may try the <et tissue

9ecause itF not cost a ot to try*

Desinin a messae:

Messae content: The message contains rationa appea* The communicator made it that<ay that8 the consumer <i sho< sef.interest to consume the product

Messae st#uctu#e:

The ad foo<ed the first message structure issue* The communicator made a concusionfor his message as8 =&rase a of your tirednessMuche feun sho9 kanti1@*

Messae $o#mat: The communicator incuded coor8 9ody anguage8 facia eApressionand gesture 9ecause it is ike a 9i9oard ad)ertisement*

%(oosin media: The communicator chooses a non.persona communication <ay to pro)ide his message to the audience* EeHshe used dispay media as =foot o)er 9ridge@*

Messae sou#ce: Eere the communicator used a femae mode for his message pro)idingsource* Because <et tissue is mainy used 9y the femae8 as they are more consciousa9out their skin*

Settin ad"e#tisement ob,ecti"e:

In$o#mati"e: The communicator tod the market a9out the ne< product and a<are themarket a9out ho< it <orks 9y pro)iding the statement of the ad**

*e#suasi"e: The communicator made the strategy for targeting consumer 9y their 9rand preference* #nd encouraged target market to s<itch them in this oca product*

Reminde#: The ad of this <et tissue makes the reminder of summer* Because the <ettissue is mainy used to remo)e s<eating*

Messae E!ecution:

Slice o$ li$e: The message sho<s a itte 9it sice of ife* Because <e ha)e to 9e fresh inthe <hoe day*

Testimonial e"idence: The mode of the picture is di)ided into t<o parts* The fresh partof the face refers the after <orks of using Bashundhara <et tissue and the dirty partsho<s 9efore using the product*

Page 5 of 24



IM% st#atey based on +oste#

& Banlanews./0com'

Page - of 24



%ommunication *#ocess:


Page !0 of 24



Encodin: The picture8 coor8 roman cock8 go9e and map of Bangadesh8 <ords8sym9o8 <e9 address of the product8 statements*

Messae: +ou <i 9e pro)ided <ith 24 hours of update ne<s at any time*

Media: The ad is eAposed as poster in )arious <as of the city and other areas*

Decodin: The picture sho<s a go9ay co)ered area incuding Bangadesh* The romancock refers 24 hours of onine ser)ice and update use of 24 hours* 'hate)er <i happenthat <i 9e 9rought to you 9y Banga ne<s 24*

Recei"e#: Corporate8 9usiness peope and mainy <ho 9ro<se the internet*

Res+onse: 'e ha)e to 9e updated 9y ne<s and ha)e to 9e entertained for recreation* Thatis <hy hopefuy customer may response <ith high interest to 9ro<se the <e9site*

Feed Back: Consumer can check and can 9e updated 9y e)ery moment of the day* Sothey must gi)e feed9ack 9y 9ro<sing this usefu <e9 address*

Noise: In some rare situation8 some of the unskied internet 9ro<ser may misunderstandthe picture of the go9 and map of Bangadesh*

De"elo+in E$$ecti"e Ma#ketin %ommunication

Ta#et audience: Eighy educated8 corporate8 9usiness8 officia peope and mainy <ho 9ro<se the internet*

%ommunication ob,ecti"es: Awa#eness: The message <i make the consumer a<are 9y dei)ering the pictures and<e9 address of the site*

-nowlede: The consumer <i 9e pro)ided 9y the kno<edge of ho< to get 9anga ne<sand ho< to 9e updated <ith the ne<s of 24 hours 9y the statement =Breaking ne<s andtop stories@ and can get the kno<edge of recreation source 9y the statement=&ntertainment@ from the picture

Likin: By this poster ad consumer <i 9e peased to see a ne< <ay of getting update 9anga ne<s 9y 24 hours*

*#e$e#ence: 'e9 ne<s is more comforta9e to read than paper ne<s* So the educated andofficia peope may prefer this <e9 ne<s porta more than paper ne<s*

%on"iction: Con)icted target market may shift them from 9uying paper ne<s to this <e9ne<s porta*

Page !! of 24



*u#c(ase: The <e9 ne<s ser)ice is totay free of cost* So customer can enoy the ser)ice<ithout purchasing cost*

Desinin a messae:

Messae content: The message contains rationa and mora appea* The communicator pro)ided enough information and 9enefit of the <e9 ne<s ser)ice <hich makes the targetcustomer sef.interested to 9ro<se the <e9site*

Messae st#uctu#e:

The ad foo<ed the first message structure issue* The communicator made enough position to cear his message 9y the statements and some of the hidden message has eftto the audience*

Messae $o#mat: The communicator incuded coor8 go9a and oca picture of the map

and time format to descri9e his ne<s ser)ice as it is a poster ne<s*

%(oosin media: The communicator chooses a non.persona communication <ay to pro)ide his message to the audience* EeHshe used dispay media as =poster@*

Messae sou#ce: Eere the communicator used such picture of map and cock8 <hichmakes a meaningfu o9ect of ne<s ser)ice*


In$o#mati"e: The communicator tod the market a9out the ne< 9ange ne<s ser)ice and

a<are the market that =you <i 9e pro)ided <ith e)ery ne<s 24 hours of the day@

*e#suasi"e: The communicator made the strategy for targeting consumer 9y their 9rand preference and makes the consumer reia9e on the ne<s 9y their 9rand image* #ndencouraged the target market to 9ro<se it*

Reminde#: The ad of the poster on <e9 ne<s ser)ice does not remind any specific time*Because it is another daiy need*

Messae E!ecution:

Li$e style: The poster sho<s the onine ne<s ser)ice and ne<s is a part of our daiyifestye* Thus it is a part of ifestye for e)ery educated peope <ho 9ro<se the internet*

Page !2 of 24



Tec(nical e!+e#tise: The onine ne<s ser)ice sho<s a great technoogica effort of thecompany* They made the paper ne<s as onine ne<s <ith their technoogica effort*

IM% St#atey based on News+a+e#Bas(und(a#a *a+e#

Page !/ of 24



%ommunication *#ocess


Page !4 of 24



Encodin: The pictures8 coor8 ogo8 sym9o8 teAt a9out the statements*

Messae: Bashundhara paper is 9eside of your e)ery oy and success of ife

Media: The ad is eAposed in ne<spaper <ith a huge space*

Decodin: The first picture sho<s a 9oy has 9een graduated and his graduation paper ismade 9y Bashundhara8 the second picture sho<s a ne< 9orn 9a9y is coming that report is printed 9y Bashundhara paper8 the third picture sho<s the decoration of a marriage ha isdecorating 9y Bashundhara paper and the fourth picture sho<s a gir is doing her study 9y Bashundhara paper* The ogo refects Bashundhara and the midde picture sho<s the)ariations of Bashundhara paper*

Recei"e#: &)ery peope <ho read the ne<spaper <here the ad is gi)en*

Res+onse: The ad sho<s that Bashundhara paper is needed in e)ery spare of our ife* So

e)ery genera peope may response <ith the ad*

Feed Back: It is a non persona communication* So immediate feed9ack may not 9eachie)ed* Customer may moti)ate <ith this emotiona appeas of the ad and may gi)efeed9ack*

Noise: The ad is too much cear and conceptua8 and at the end of e)ery picture thecommunicator has eft a concusion* So hopefuy the ad <i not 9ring any noise*


Ta#et audience: &)ery types of peope8 speciay the peope <ho are the reguar user of paper*

%ommunication ob,ecti"es: Awa#eness: The message <i make the consumer a<are 9y dei)ering the picture of )ariations of Bashundhara paper*

-nowlede: The consumer <i come to kno< that Bashundhara is gi)ing )arious typesof paper <hich is needed in )arious sphere of our ife*

Likin: By this ne<spaper ad8 consumer may 9e emotiona 9ecause of the emotiona pictures and fa)or the product to purchase*

*#e$e#ence: #t the 9eo< of the ad the communicator incude the types of paper they pro)ide8 <hich may make preference among the target customers*

%on"iction: The target market may 9e con)icted to shift themse)es to Bashundharadou9e # paper from other companyFs paper*

Page ! of 24



*u#c(ase: Some of the con)icted target customer may take attempt to purchase the product*

Desinin a messae:

Messae content: The message contains emotiona appea* The communicator targetedenough emotiona issue to capture the target market*

Messae st#uctu#e: The ad foo<ed the first message structure issue* The communicator pro)ided indi)idua concusion ust after the e)ery pictures of the add*

Messae $o#mat: The communicator incuded coor8 9ody anguage8 facia eApression todescri9e the message*

%(oosin media: The communicator chooses a non.persona communication <ay to

pro)ide his message to the audience* EeHshe used print media as =ne<spaper@*

Messae sou#ce: Eere the communicator pro)ided a set of emotiona pictures done 9y)arious modes to descri9es his message*


In$o#mati"e: The communicator tod the market a9out the )ariation of paper8 produced 9y Bashundhara group*

*e#suasi"e: The communicators made the strategy for targeting consumer 9y their 9rand

preference and <ant to make the consumer interested to 9uy this standard product*

Reminde#: The ad of the ne<spaper makes )arious reminders of occasiona issues* $ike8the marriage ceremony8 ne<s of upcoming 9a9y8 graduation cee9ration

Messae E!ecution:

Slice o$ li$e: The pictures of the ad )isuai;ed strong sice of ife* The emotionamoments of the picture created an en)ironment <hich refects the sice of ife*

Li$e style: The third picture of the ad sho<s the ife stye of a gir <ith Bashundhara

paper* The gir uses Bashundhara paper in her daiy studies*

Mood o# imae: The stye of the pictures of the ad 9uids an emotiona mood around this

IM% St#atey Based on *#oduct Su++o#t *#o#am

Dainik -ale# -ant(o

Page ! of 24





Encodin: The coors8 ogo8 sym9o8 teAt a9out the statements*

Page ! of 24



Messae: The actua message is =#ngshik noy puropuri shotto@* 'hich descri9es that8you <i 9e pro)ided <ith true and pure ne<s 9y %ainik "aer "antho*

Media: The ad is eAposed at Bashundhara facia tissue 9oA as a product support program*

Decodin: The teAt descri9es the product name and its statement* The coor descri9es thetheme of the product*

Recei"e#: The purchasers of Bashundhara facia tissue 9oA and the )ie<ers of the tissue 9oA*

Res+onse: The ad sho<s %ainik "aer "antho is one of the reia9e ne<spapers ofBangadesh* #nd consumers <i 9e pro)ided <ith its true features*

Feed Back: By the statement8 the target peope may make themse)es interested a9out

the product and may sho< interest a9out to finding the truthiness of %ainik "aer "antho*

Noise: Some of the typica target consumer may take the ad as a design of the tissue 9oA*Instead of this8 hopefuy the ad has no noise at a*


Ta#et audience: Potentia reader of the %ainik "aer "antho and other daiyFs reader*

%ommunication ob,ecti"es: Awa#eness: The message <i make the consumer a<are a9out this ne< ne<spaper of Bangadesh*

-nowlede: The consumer <i come to kno< that %ainik "aer "antho pro)ides itsconsumer the true ne<s and it has come from a reputed 9rand =Bashundhara@8 so it isreia9e*

Likin: By this tissue 9oA ad target consumer may 9e peased <ith this ne< <ay of ad)ertising* #s <e as they may ike the statement of the product*

*#e$e#ence: #s the product came from a reputed 9rand* So target consumer <i find it asa reia9e source of ne<s and hopefuy they <i prefer the product*

%on"iction: The target market may ha)e 9ecome con)icted and shift themse)es to%ainik "aer "ontho from other companyFs ne<spaper*

*u#c(ase: Some of the con)icted target customer may take attempt to try this ne<ne<spaper*

Page !5 of 24



Desinin a messae:

Messae content: The message contains mora appea* The communicator has eft aconcusion <hich has a confidence that they ha)e the right things*

Messae st#uctu#e: The ad foo<ed the first message structure issue* The communicator easiy eft a concusion for the audience to sho< their confidence a9out the product**

Messae $o#mat: The communicator incuded coor8 statement <hich highighted themessage in a significant <ay*

%(oosin media: The communicator chooses a non.persona communication <ay to pro)ide his message to the audience* EeHshe used a different media as product supporting program tissue 9oA ad1*

Messae sou#ce: Eere the communicator pro)ided a meaningfu statement <hichstrongy hods the message source*


In$o#mati"e: The communicator tod the market a9out this ne< ne<spaper and itstruthiness 9y this ad*

*e#suasi"e: The communicator made the strategy for targeting consumer 9y their 9rand preference and <ant to make the consumer interested to s<itch themse)es into %ainik"aer "antho*

Reminde#: The ad does not need any reminder at a* Because it is a daiy need of us notan occasiona good*

Messae E!ecution:

Li$e style: The product normay 9ased on our daiy ife stye* %aiy <e ha)e to gothrough ne<spaper

IM% St#atey Based on Online *aes

-in B#and %ement

Page !- of 24





Page 20 of 24



Encodin: The picture8 coor8 <ords8 sym9o*

Messae: Buid your house <ith strongest cement and 9uid your dream*

Media: The ad is eAposed in the <e9sites of )arious ne<spapers*

Decodin: The picture sho<s the mode product of "ing Brand Cement* #nd the teAtdescri9es the name of the product*

Recei"e#: &ngineers8corporate8 9usiness peope and mainy <ho 9ro<se the internet*

Res+onse: The target consumer may response it <ith a norma )ie< of ad* But if they gothrough detai of the ad they may 9e interested or curious a9out it*

Feed Back: It is another non persona communication mood* So it is hard to capture the

immidate feed9ack*

Noise: The ad is fuy conceptua and cear* 'ithout some rare reasons8 there is no chanceto make any noise*


Ta#et audience: Internet using onstruction reated peope8 engineers8 corporate8 9usiness peope*

%ommunication ob,ecti"es: Awa#eness: The message is mainy de)eoped for make peope a<are a9out the cement*

-nowlede: The onine ads do not contain so many informations to gain enoughkno<edge* #s <e as the ad ust ha)e iustrated their product ony*

Likin: In terms of this ad8 if peope kno< a9out the product or peope ha)e anyeAperience then they may ike the product* Beacause of short information target peopemay not 9e captured effecti)ey*

*#e$e#ence: Preference is totay upto the targeted consumers* Because ony if they areinterested to try the product then they may prefer this* >n the other hand the product hasa great 9rand image* That is <hy the target peope may aso prefer it*

%on"iction: The target market may <ants to 9e eAperienced <ith this high 9randedcement and <i 9ecome con)icted a9out the product*

Page 2! of 24



*u#c(ase: Con)icted target consumer may purchase the product <hen they <i come tokno< that it has come from a reputed 9rand ike Bashundhara*

Desinin a messae:

Messae content: The message contains mora appea* Consumer <i decide <hether they <i go through this product or not after ha)e a ook of this add*

Messae st#uctu#e:

The ad foo<ed the first message structure issue* The communicator ust has introducedthe product and eft the concusion for the audience*

Messae $o#mat: The communicator incuded coor8 teAt and picture of the product toattract the attention of the target consumer*

%(oosin media: The communicator chooses a non.persona communication <ay to

pro)ide his message to the audience* EeHshe used dispay media as =onine <e9site@*

Messae sou#ce: Eere the communicator used the picture of the product8 <hich makes aintroduction of the product to consumer mind*


In$o#mati"e: The communicator tod the target market a9out the product and a<are themarket that "ing Brand Cement is 9rought to you 9y Bashundhara group*

*e#suasi"e: The communicator made the strategy for targeting consumer 9y their 9rand

preference and makes the consumer reia9e on the product 9y their 9rand image andencouraged the target market to go through the product*

Reminde#: The ad of the cement on <e9 sites does not remind any specific time*Because it is not an occassiona product*

Messae E!ecution:

Tec(nical e!+e#tise: The product sho<s a great technoogica effort of the company 9y

pro)iding strong 9uiding product ike "ing Brand cement*

REFEREN%E

Page 22 of 24



• Principes of Marketing. "oter and #rmstrong

• http:HH<eikipidia*9ashundhara*com

• http:HH<<<89ashundhara8com

• http:HH<<<*kaerkantho*com

• http:HH9angane<s24*com

• Poster coected from the interna 9i9oard of Bashundhara city*

• 3oot o)er 9ridge ad)ertisement coected from ahangir gate foot o)er 9ridge*

http://weikipidia.bashundhara.com/

http://www.kalerkantho.com/

http://banglanews24.com/

http://weikipidia.bashundhara.com/

http://www.kalerkantho.com/

http://banglanews24.com/

IMC of bashundhara group

Documents

Transcript of IMC of bashundhara group