Assignment

On

Integrated Marketing Communication Strategy

Of

1

Assignment

On

Integrated Marketing Communication Strategy

Of

Warid Telecom International Ltd.

Principles of Marketing (MKT 101) Summer 2010

Submitted To

Kashfia AhmedSenior Lecturer

Department of Business AdministrationEast West University

Submitted by

Md.Mehedi Hasan 2009-3-10-076Md.Nazmul Hasan Bhuyan 2009-3-10-022Arman Khan 2009-3-10-034

Amit Saha 2009-3-10-024 Benzir Ahmed 2009-3-10-013

Section: 01

Date of Submission: August 11, 2010

2

LLETTERETTER OFOF T TRANSMITTALRANSMITTAL

August 11, 2010

Kashfia AhmedSenior LecturerDepartment of Business AdministrationEast West University

Subject: Submission of Assignment.

Dear Sir:

We are very pleased to submit this assignment on “Integrated Marketing Communications Strategy” of ”Warid Telecom International Ltd” as you have authorized us to in this semester.

We are honored to prepare this assignment under your guidance since it gave us the opportunity to know the current communications Objectives of “Warid Telecom International Ltd” and analyze its business performance and competitive advantage.

We tried our level best to accumulate the information for you as comprehensive as possible. We will be obliged to provide further clarification on this report whenever necessary.

Sincerely Yours,

Md. Mehedi Hasan [2009-3-10-076] ________________Md. Nazmul Hasan Bhuyan [2009-3-10-022] ________________Arman Khan [2009-3-10-034] ________________Amit Saha [2009-3-10-024] ________________Benzir Ahmed [2009-3-10-013] ________________

3

AACKNOWLEDGEMENTCKNOWLEDGEMENT

We would like to express our gratitude and indebtedness to our honorable faculty, Ms. Kashfia Ahmed, Senior Lecturer, Department of Business Administration, East West University (EWU). With her inexhaustible guidance, valuable advice, continuous inspiration, constructive criticism and generosity she helped us to carry out this report successfully.

We would also like to express our gratitude to the website and Msahrur Mim Hasan, Media planner, Warid Telecom International Ltd who provides us lots of important information, data and images that helped us to gather all the necessary information.

Finally, we would like to thank to all group members that directly or indirectly helped us to provide and accumulate all the necessary information for the accomplishment of this assignment.

4

Table of Content

Topic Name Page Number

Executive Summery VI1. Television Commercial of Warid Telecom International Ltd 1

1.1 Communications process of Warid telecom international Ltd 1.2 Steps that Followed by Warid Telecom International Ltd For Effective Marketing Communications:1.3 Warid Telecom Total Promotional Budget & Mix1.4 Warid Telecom Advertisement Objectives

2

344

2. Newspaper advertisement of Warid Telecom International Ltd. 5

2.1 Communication process of Warid Telecom International Ltd2.2 Steps That Followed by Warid Telecom International Ltd For Effective Marketing Communications:2.3 Setting the Total Promotion Budget and Mix2.4 Advertising Objectives of Warid Telecom International Ltd

6

788

3. Billboard Advertisement of Warid Telecom International Ltd 93.1 Communication Process of Warid Telecom International Ltd3.2 Steps That Followed by Warid Telecom International For Effective Marketing Communications3.3 Warid Telecom international ltd total promotion budget3.4 Advertising objectives of Warid Telecom International Ltd

10

111212

4. Magazine Advertisement of Warid Telecom International Ltd. 134.1 Communication process of Warid Telecom International Ltd 4.2. Steps That Followed by Warid Telecom International For Effective Marketing Communications4.3 Total promotional budget and mix4.4 Warid Telecom advertising objectives

14

151616

5. Magazine Advertisement of Warid Telecom International Ltd. 175.1 Communication process of Warid Telecom International Ltd 5.2. Steps That Followed by Warid Telecom International For Effective Marketing Communications5.3 Total promotional budget and mix5.4 Warid Telecom advertising objectives

18

192020

5

Executive Summery

Overall Marketing Strategy or Plan is a very important issue for a firm to approach in a new market segment and survive in that market. If one wants to survive in a market long time the firm should take a proper marketing plan. Through a proper integrated marketing communication one can easily enter in a new market and gain profit. An overall IMC plan includes various promotion media as television, newspaper, billboards, magazine, dangling and etc .Here we take Warid telecom and through this we try to expose IMC activities of this company. We mainly focus on how to approach in a new market and gain long term profit. We hopefully say that through this assignment one can easily understand how to perform IMC in a new market and earn a long term profit.

6

01. Television Commercial of Warid Telecom International Ltd

Source: www.youtube.com

7

1.1. Communications process of Warid telecom international

Ltd

At present, advertising is considering as one of the major tools of promoting products. Companies are highly emphasizing on television ad like other mobile operators. Warid Telecom also select Television ad as their basic promotion tools. This very advertising is a testimony of how they want to differentiate them from others. The features of this particular television ad is given below-

To communicate effectively, marketers need to understand how to communicate. Communications involves in nine elements, two major parties are -The sender and the receiver, two major communications tools – The message and The Media and the company also use four communications functions – encoding, decoding, response and feedback.

Now I applied these elements to a Warid telecom international Ltd Yellow pages directory services television commercial.

Sender: Warid Telecom International Ltd.

Encoding: Warid Telecom International Ltd’s advertising agency use this particular advertisement for promoting their Yellow pages services by using dramatic format. They use bangle movie format to symbolize their basic message.

Message: This advertisement shows that if you call 2727 then you can get important and necessary number very easily.

Media: This advertisement Warid Telecom International Ltd use electronic media as Television.

Decoding: When we saw this advertisement, we got some pleasure and by seeing these we are hoping to get same sort of funny and valuable service from these Yellow pages services by calling 2727 such as police station number, ambulance number, fire service number etc.

Receiver: We are who watch Television.

Response: To see this advertisement, many customers using this service frequently than previous.

Feedback: They found heavy users of yellow pages and they can charge higher price of those services.

8

This process will help us to know that which communications process will follow Warid Telecom International Ltd use.

1.2. Steps that Followed by Warid Telecom International Ltd For Effective Marketing Communications:

1.2.1 Target Audience

Warid Telecom International Ltd decide to select overall consumers basically educated and conscious consumers as there target market and then penetrate to them by providing this yellow pages.

1.2.2 Communication Objectives

Warid Telecom International Ltd want to aware their existing consumers of this VAS and Company want that consumers using and enjoy this package frequently.

Awareness: Warid here create awareness of people about their Yellow pages servicesKnowledge: Providing clear and distinctive knowledge about these services.Liking: Create liking of customer through this very services.Preferences: By attracting these services they try to create preferences then others.Conviction: Through their services and offers they try to create strong conviction of customer.

Purchase: They fulfill their ultimate target by make consumer to using these services.

1.2.3 Designing message

Warid Telecom International Ltd. very much aware about awareness, interest, desire and action. In this advertisement company they provide a message to aware the VAS package and giving importance to using this package continuous

Message Content: In this television commercial Warid Telecom International Ltd. uses the mixture emotional and rational appeal to provide this message.Message Structure: Warid Telecom International Ltd exposes their conclusion in this television commercial at last. They promote their yellow pages included VAS package that if you call 2727 then you can know the important phone number which you have needed. This tells consumer about features of Warid so it is a one sided message.Message Format: In this television commercial use traditional bangle movie format and they use color, design and traditional bangle movie dress & dialogue.

9

1.2.4 Choosing Media

Warid Telecom International Ltd use non personal communication channel to promote their Yellow pages service as effectively to create aware to the customers. They use major electronic media to promote this service.

1.2.5 Selecting the message source:

The pre-requisition of success of television commercial greatly depends on the message source and message structure. Warid Telecom International Ltd uses the prominent celebrate Mosarraf Karim and Poppy in their Television commercial to promote this package.

After broadcasting this Television commercial in major television channel, this ad greatly effect on several class of people and try to see this ad more times and enjoying the ad. Customers are using these services more times then previous.

1.3 Warid Telecom Total Promotional Budget & Mix

The success of a company depends on the specific strategy budget of how much to spend on promotion. Since Warid telecom uses the objective and task method which is the promotional budget by defining specific objectives then determining the task and finally estimating the cost of performing these tasks. The sum of these cost is the proposed the promotion budget.

This Television commercial Warid telecom international Ltd at first set their objective to aware the people of these services then they make the advertisement to broadcast the media .After making these ads they estimate the cost of broadcast in media. This method will help the company to promote their packages based on objectives and task.

1.4 Warid Telecom Advertisement Objectives

Warid Telecom international ltd follows informative strategy in this television commercial. In this television commercial they inform the yellow pages services to several classes of people. This advertisement they knowing the consumers about the service, features and how to use this services and what actual benefit consumer get.

1.4.1 Execution Style of advertising

10

In this advertisement Warid Telecom international ltd use fantasy. This ad includes a drama to create fantasy around the product.

2. Newspaper advertisement of Warid Telecom International Ltd.

Source: “The Daily Kalerkantho”

11

2.1 Communication process of Warid Telecom International Ltd

There are many telecommunication companies in our country Warid is one of the best Companies among them. Warid use various promotion strategies Newspaper advertisement is one of the major tools among them. Newspaper is used for promoting the product for a large number of potential and existing customers. Warid telecom posts the particular advertisement at “Daily kalerkontho”. The features of this advertisement are given bellow:

Sender: Warid Telecom International ltd.

Encoding: Warid Telecom International ltd`s advertising agency use this particular advertisement for promoting their instant bonus package by using many kinds of symbolic form.

Massage: This advertisement shows that if you use scratch card then you can enjoy different kind of bonuses.

Media: Here Warid Telecom use newspaper media to promote their product.

Decoding: When we see this advertisement, we find that if we recharge any amount by scratch card or “ezee load” then we get instant bonus.

Receiver: The people who read newspaper.

Response: To see this package many people have responded rapidly. It brings positive emotion for us to use this service.

Feedback:-This package increases the amount of recharge from consumer.

12

2.2 Steps That Followed by Warid Telecom International Ltd For Effective Marketing Communications:

2.2.1Target audience

Warid Telecom International ltd. decides to select overall consumer as there target market and then influence them to increase their recharge.

2.2.2 Communication Objectives of Warid Telecom International Ltd

Warid Telecom international ltd. focuses their existing consumer to use this instant bonus package more times then before. They encourage potential customer to use warid telecom and as well as use this particular service.

Awareness: Warid telecom creates here awareness of people about their Instant cash bonus.Knowledge: Providing specific knowledge about this particular Service.Liking: Warid Telecom Create liking of customer through this particularPreferences: By attracting offers they try to create preferences then others.Conviction: Through their services and offers they try to create strong conviction of customer.Purchase: They fulfill their ultimate target by influence consumer to recharge amount more.

2.2.3 Designing Message

Warid telecom international ltd is very much aware about the consumer awareness, interest, desire and action. In this massage Warid Telecom provide a message to aware the instant bonus package and giving significant benefit to using this package continuously.

Message content: Warid telecom wants to increase recharge of buyer. For that they use rational strategy which helps them to gain their objectives.

Message Structure: in this particular message Warid Telecom draw a conclusion first, then they present their strongest argument first which is use

13

scratch card and “ezee load” to get instant bonuses. It is the one sided arguments of Warid telecom they show their positive activities.

Message Format: This is newspaper advertisement, Warid give importance to the headline, copy, illustration and color.

2.2.4 Choosing Media

Warid Telecom uses non personal communication channel to promote their product effectively create awareness of the customer.

2.2.5 Selecting the Message Source

A precondition of success advertisement greatly depends on the message source. Here Warid Telecom uses a female model we find that this girl is very happy using this product.

2.2.6 Collecting Feedback

After sending the message Warid Telecom research on target market, target market can remember the message, how many times they saw it, how they felt about this advertisement, and finally their past and present attitude toward this particular company

2.3 Setting the Total Promotion Budget and Mix

The success of the company depends on the specific promotional strategy taken by a company. Since Warid Telecom use Objective and Task Method here Warid telecom first set their specific objective which is increase the recharge and then they perform some activities to achieve them and finally before the promotion they estimate the costs to do this specific task.

2.4 Advertising Objectives of Warid Telecom International Ltd

Warid Telecom International ltd follows informative strategy in this newspaper advertisement. In this newspaper advertisement they inform the instant bonus service to all class of people. This advertisement they showing the consumer about their service, feature and what actual benefit consumer get.

2.4.1 Execution style of advertising

Warid Telecom published their newspaper advertisement in a way that fit the consumer lifestyle.

14

3. Billboard Advertisement of Warid Telecom International Ltd

15

Source: Dhaka –Chittagong Highway Road (Comilla)3.1 Communication Process of Warid Telecom International Ltd

Modern companies use various media for promoting their product and increase sells. Billboards are one of the major tools that used to promote their product. Billboards promote the products for mass people. It provides general knowledge to consumer. The major role of successful billboard depends on color, font size and most importantly the place. Warid telecom posts this particular bill board at Dhaka-chittagong highway. The features of billboard are given below:

Sender: Warid telecom sends the message about one of their basic package.

Encoding: They use teenage models to clarify that package stands for specially youth.

Message: Warid tells about their package of 6 fnf and also describe their call rate of this package. This is a informative advertisement that encourage the potential user to switch to their brand.

Media: Here they use display media like billboard to promote product.

Decoding: Consumer can easily interpret the message. It makes them aware about their package.

Receiver: The mass people those who see the billboard are the receiver of this advertisement.

Response: Warid found many of both potential and existing user interested in this very package.

Feedback: This offer increases the market share of Warid telecom.

16

3.2 Steps That Followed by Warid Telecom International For Effective Marketing Communications

3.2.1 Target audience

Warid Telecom international ltd decide to select youth consumer as their target market and then penetrate to them by providing this package.

3.2.2 Communication objective of Warid Telecom International Ltd

Warid Telecom international ltd want to gain purchase response from buyer. For that they use rational strategy which helps them to gain huge advantage. The steps of communication objective is given below

Awareness: Warid here create awareness of people about their package of 6 fnf.Knowledge: Providing knowledge about this particular product.Liking: Create liking of customer through this very package.Preferences: By attracting offers they try to create preferences then others.Conviction: Through their services and offers they try to create strong conviction of customer.Purchase: They fulfill their ultimate target by make consumer to sell.

3.2.3 Message Designing

In Designing message Warid int’l limited are very much aware about awareness, interest, and desire action. In these messages they emphasize on making people interest and make them final purchase.

Message Content: I n choosing content Warid Telecom international ltd. try to concentrate on rational appeal. Some times they also showed some advertisement which is a mixture of rational and emotional.

17

Message Structure: In this billboard Warid telecom expose their strong argument first. They display their basic offer of 6 fnf and special call rate with most importance.

Message Format: As a billboard message, here Warid Telecom strongly emphasizes on color, font size, models and place.

3.2.4 Choosing media

Warid telecom here presents non personal display media. Here atmosphere are designed to create reinforcement for buyer to purchase product. By this they try to affect the purchase decision of buyer.

3.2.5 Selecting message source

As Warid telecom wants to attract youth with this very package, they use a couple of young models to promote this package. This strategy clarifies that for which this very package stands for.

3.3 Warid Telecom international ltd total promotion budget

Since Warid is a new comer of mobile phone operator, they use objective and task method. First, they set specific objective like they would directly go for rational appeal, second they determining what tasks should be taken to go for that and finally they set a proper budget for reaching goals.

3.4 Advertising objectives of Warid Telecom International Ltd

Warid telecom int’l follows informative strategy in this very advertising. By this advertising they inform mass people about one of their basic package. In this advertising they tell buyers about the package, telling about the features and where the packages will actually providing benefit.

3.4.1 Execution style of advertising

In this advertising Warid use a slice of life method. In these ad they show living styles of two people. By this they create promotion for their product.

18

4. Magazine Advertisement of Warid Telecom International Ltd.

19

Source: Shaptahik 2000

20

4.1 Communication process of Warid Telecom International Ltd

There are many telecommunications in Bangladesh. Warid is one of them. Lots of people are user of Warid telecom. But the question is how people know about this company and its information? Promotion is the way to provide information to the people. Now-a-days the companies are emphasizing on their promotion to attract consumers. There are many promotional media in Bangladesh. Warid choose magazine for this offer. They try to provide information to mass people. Magazine provides general knowledge to people. The successful magazine depends on color, front, and most important the sign language. The feature of magazine is given below:

Sender: Warid Telecom International Ltd.

Encoding: They use sign language to clearly present their offer to consumer.

Message: They tell their consumer about their offer “press * to copy others caller tune.” This is the most attractive offer to attract the current customer.

Media: Here they use magazine as a print media to promote their offer.

Decoding: They made their message in a way that consumer can easily understand and interpret the message.

Receiver: Lots of people those who read the magazine.

Response: Warid found that a lots of existing and potential customer who are interested to their offer.

Feedback: This offer increase the rate of consumers and consumers are praising and criticizing about their offer.

21

4.2. Steps That Followed by Warid Telecom International For Effective Marketing Communications

4.2.1 Target audience

Warid select the youth consumers for this offer as their target market and then provide this offer.

4.2.2 Communication objectives

Warid telecom wants to gain purchase response from people. Warid provide this offer for their existing and potential consumer. Their objectives are to increase the use of their existing customer and to attract the new customer. The steps of communication objectives are given below:

Awareness: Warid creates awareness of people about their offer.Knowledge: Provide knowledge about this particular offer.Liking: Creates liking of customer through this offer.Preferences: They try to create preferences then others by providing this offer.Conviction: Through their services and offers try to create strong conviction from other products in customer mind.Purchase: They fulfill their ultimate target by increasing their sell.

4.2.3 Designing message

Warid designing the message in a way that consumer easily understands this message and also uses a beautiful sign language to attract the people.

Message content: In choosing message they concentrate on rational appeal. Because Warid are very aware about their existing and potential customer.

Message structure: In magazine Warid expose their strong argument first and display their offer if you like others caller tune you can copy this tune by pressing *.

Message format: As magazine message, Warid emphasizes on color, front, size and most important the sign language.

4.2.4 Choosing media

Warid Telecom International ltd uses the non-personal channel to communicate this offer. Warid use magazine to print this message which is a non-personal communication.

22

4.2.5 Selecting message source

To attract the customer Warid use a beautiful sign language and try to clearly present what they want to say. They design their sign language with the help of finger of hand.

4.2.5 Collecting feedback

The communicator must research and try to get the customer response after sending their message. This includes how many customers are interested, how many customers are brought their product Warid try to collect these types of information.

4.3 Total promotional budget and mix

Warid Telecom follows objective and task method for budget the advertisement. First, they set a specific objective like to attract the people. Second, they determined their task that would help to gain their objectives. And finally they set a budget which helped to make a successful promotion.

4.4 Warid Telecom advertising objectives

In this advertisement Warid telecom follows persuasive advertisement. By this advertising they attract the people who are not user of Warid telecom and raising the use of their existing customer.

4.4.1 Execution style of advertising

In this advertisement Warid telecom uses a mode or image method. In this ad they show a sign language. By this execution style they try to create a successful promotion of their product.

23

5. Dangling Advertisement of Warid Telecom International Ltd.

Source: Hazrat Shah Jalal International Airport ,Immigration Room

24

5.1 The Communications process

To communicate effectively, marketers need to understand how communication works. Communications involves  nine elements, two major parties are - the sender and the receiver, two are major communications tools – The message and the media and the company also use four communications functions – encoding, decoding, response and feedback.

Now I applied these elements from the perspective of Warid telecom international Ltd to describe the package of dangling advertisement.

Sender: Warid Telecom International Ltd.

Encoding: Warid Telecom International Ltd’s advertising agency use this particular advertisement for promoting their roaming packages by using display format. They used pictures, colors and different fonts to symbolize their basic message.

Message:  the advertisement agencies use different color, picture, font and logo to know that this is ads from the Warid telecom international ltd.

Media: For this advertisement Warid Telecom International Ltd used display media.

Decoding: When we see this advertisement, we generally try to understand that what it will give us and what feature.

Receiver: We are who watch the dangling advertisement.

Response: To see this advertisement many of us using this package. We also go through web site for more information and we may also have some negative response about this package.

Feedback: They found heavy users of yellow pages and can charge higher price of those services.   

This process will help us to know that which communications process will follow Warid Telecom International Ltd use.

 

25

 

 

5.2 Steps That Followed by Warid Telecom International for Effective Marketing Communications

5.2.1 Target Audience:

Warid Telecom International Ltd decide to select overall foreign consumers basically who are going abroad for earn money or other factors as their target market and then penetrate to them by providing this yellow pages.

5.2.2 Communication Objectives:

Marketers are using advertisement for two types of responses such as aware response and purchase response. That is why Warid Telecom International Ltd using this advertisement to aware consumers, consequently the customer will be beyond the purchase response.

5.2.3 Designing message:

Warid Telecom International Ltd. More attentive about awareness, interest, desire and action. When they putting through the message together they must decided what to say (message content) and how to say it (message structure and format)

Message content: In this content marketer has to figure out an appeal or theme that will produce the desired response. From this three types of appeal such as rational, emotional and moral.  Warid telecom selects rational appeal for this advertisement.

Message structure: Marketers must also decide how to handle message structure issue. The first is to draw a conclusion or leave it to the audience. The second is whether to present the strongest argument first or last and the third is whether to present a one side argument or two side argument. For this advertisement Warid telecom use strongest argument first and that is one side argument.

Message format: The marketing communicator also needs a strong format for the message. For illustration of different types message format such as radio, television, newspaper, magazine, dangling etc. the communicator are using different types of color, shape, format, tone, jingle, model, paper and print. Therefore to design the message Warid telecom use the display format and for illustrating this message Warid telecom use color, picture, font shape and logo.

26

5.2.4 Choosing media

To broadcast this advertisement Warid use non personal communication channels from personal and non personal channels of communication. To broadcast this message Warid telecom uses airport which is a non personal communication channel.

5.2.5 Selecting the message source

Warid telecom uses one model as a source. We can see here that one executive lady use Warid telecom for mobile conversation.

5.2.6 Collecting feedback

After sending the message the communicator must research its effect on the target audience. This include how many times the audience see the advertisement, what point the recall, how they felt about the message and how many people bought a product and Warid telecom collecting this types of information

5.3 Warid Telecom Total promotion budget

Form this four types Warid telecom use objective and task method for budgeting the advertisement.

5.4 Advertisement Objectives of Warid Telecom

From this types Warid select informative system. Because we can see in the advertisement that “Roam with out” it is a information and other information are also available here.

5.4.1 Execution style of Advertising

The approach style tone words and format used to for executing an advertisement. There are nine types of execution styles such as Slice of life, Life style, Fantasy, Mood or image, Musical, Personality symbol, Technical expertise, scientific evidence and Testimonial evidence or endorsement. From such types of style Warid telecom use “Slice of life” because we see in the advertisement’s  picture that a lady use the Warid network in her business life. Basically it is the part of one’s own life.

27

28