Chapter 1

Introduction

The digital communication need had only arisen. That is one of the reasons about the ignorance
about Digital marketing. In many cases firms have to teach the clients and make them understand
about the social media movement. Some clients realized the new social media skill and called for
the digital communications for their brands. After the primary pitch to the client, depending on
the thoughts and cost a contract take place between the two firms. Digital firms need to
understand each brand they work for and the target they are trying to achieve, they have to
maintain different strategies. The contract time varies time to time and once proved; the firms
starts getting long time agreements. The digital firms need to offer the clients applications. Some
companies have their own Application and some outsources these applications. Facebook video
also has a demand in the market and low budget video contents are reaching to people more day
by day.

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 1.1 Company profile

Asiatic started its journey in 15th March 1966 as East Asiatic. It stated servicing the generic
business in the absence of brands. They worked on a campaign to communicate the important
role of people live. After that they became Asiatic360 in the later years of its operation and
became one of the largest total marketing communication groups in Bangladesh and since
operation in 1967, Asiatic offered 360 degree marketing solution to its multinational and local
clients. In 1996, Asiatic built international partnership with J. Walter Thompson. Later in 2005,
the agency was re-lunched by dropping the J. Walter Thompson in exchange for JWT.

As being a part of the JWT family, oldest advertising agency in the world, it has pioneered many
of the advertising innovation in Bangladesh. JWT the fourth largest marketing communication
agency in the world, has nearly 10000 employees in more than 200 offices in over 90 countries,
serving over 1200 clients. Basically this attachment transformed the marketing communication
wing of Asiatic 3sixty and renamed it to Asiatic JWT.

The range of Asiatic service transcends the frontiers of advertising to cover Social
Communication, Events, Public Relations, Corporate Relations, Direct Marketing, Formative
Research, Media Planning and Management and Marketing and Product Planning. AsiaticJWT
role is to ensure that more people spend more time with its clients brands and purpose is to
create ideas that people want to spend some more time with. They belief that better the idea the
more time people will spend with it.

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 1.1.1 Vision

The vision of Asiatic Marketing Communication Limited is to become the agency of choice of as
an innovative, client-focused and socially committed service provider

Mission
Generate year on year sustainable growth whilst consistent customer satisfactions.

The mission of Asiatic Marketing Communication Limited is to help client-partner achieve their
business and development objectives by providing specific solutions to their digital
communication needs.

Objective

Providing comprehensive communication solution to a variety of clients and discovered an

unmatched affinity for creating innovative and efficient communication tools, tools that explore
every possible avenue.

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 1.1.2 Corporate division

Asiatic 360

The various concern of Asiatic 3sixty is:

Asiatic JWT This is the associate wing of the JWT worldwide in Bangladesh and shares
creativesupport and other marketing communication related support from JWT worldwide
since the multinational corporate clients base requires such associations with worldwide
marketing agency. Under Asiatic JWT there are two main sub-functions.

Asiatic Marketing Communication Ltd. (AMCL) - This is the wing that creates all the
marketing communication material for the clients; the materials can be anything ranging to a
banner print creative to a complete ATL advertisement. This wing mainly works with the ATL
communication of the clients and provides all the creative support to all the other wings the
coordination of which provides the client a 360-degree marketing solution. One of the major
support requirements came from ASIATIC DIGITAL itself as it needed all the creative materials
of the clients for the DIGITAL communication and Activation programs that it launched.

Group M - This sub-function consists of three different departments namely: Asiatic

Mindshare, Maxus and Media edge, all of which has only one basic function which extremely
diversified itself in nature and is very challenge: Media Buying. Media buying is the
procurement of the best possible placement and price of a piece of media real estate within any
given media. The main task of media buying lies within the negotiations of price and placement
to ensure the best possible value can be secured.

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 AMCL - This is the Below the Line Marketing solutions wing of Asiatic 3sixty and provides the
best activation and DIGITAL marketing solutions to its clients. I have completed my internship
with this department, therefore, further description is providing in the report.

MRC-Mode - This is the market research wing of Asiatic 3sixty and it designs research formats
ad research methods to provide the client with all the important, relevant and desired information
accurately and in a user friendly fashion which aids the clients decision making and program
launch process.

Forethought PR - This is sub unit that deals with public relation and media management. This
department ensures that the right message is conveyed by the media and also helps in
communications not through the traditional methods but through the publicity and management.
This department keeps liaison with individuals and figureheads who play an important role in
the society, whichever social strata they belong to and ensures that they communicate the right
message through appearances, performances, etc.

Nayantara Communication- This is audiovisual production unit and facility for the Asiatic
3sixty and creates all the audiovisual elements that the AMCL or ASIATIC DIGITAL or any
other department requires. They are the individuals who shoot, edit, and create audiovisual
presentation, which may be in the form of a drama, short film, etc. This department is also
associated of Sesame Street Inc. in Bangladesh and communications educational videos and
games in Bangladesh.

Along with these departments and sub units, Asiatic 3sixty also has 20 Miles, which is another

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audiovisual production house of Asiatic 3sixty and their own in house printer called the Moitree
Printers.

Asiatic Digital - Asiatic Digital is digital marketing servicing provider. It is a part of the
Asiatic 3sixty but has its own individual operation and works independently within the group.
Asiatic Digital started its journey on 2014. This was the era when suddenly there was a need of a
Digital marketing, campaign and communication platform with the experience individuals who
can operate into this platform.

Therefore, born out of necessity due to the highly completive business environment scenario,
Asiatic Digital. Being a part of the largest marketing communication group of company, which is
the Asiatic 3sixty, it did not take Asiatic Digital very long to establish itself as the best digital
agency in Bangladesh.

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 Department of Asiatic Digital

Chief digital
strategist

Creative and Account servicing and Media buying

art. planning.

Media analysis
Senior manager
Creative concept
Creative
development
concept

Chief servicing Supervisor

Creative Sr. art director

director

Response
Sr. executive Executive
management
Video Asso. art
Copy production director
writer executive

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 1.1.3 service

ASIATIC DIGITAL is one of the leading DIGITAL agencies in Bangladesh. They provide a 360
degree solution for business as well as support to doing business from root level. The core
essence of marketing actually starts with its root customer base where ASIATIC DIGITAL
offers a versatile solution. They have the strongest B2B base where the leading companies are its
s stakeholders. Such as Nestle, Airtel, Igloo, Finlay, Kurkure, Pran etc.

In term of service, they provide two types of service to their clients. One is Client Service
where all the campaign and business plans are made and according to client demand they
provide a solution. The solution driven activity start with the planning department and then
goes to the client service department and then goes to the creative department. This solution
includes branding plan, creative, budgets, and time frame to achieve the goal.

Another service they provide is Digital Activation. This term is known as campaign or direct
marketing. Usually activation is useful for the product based marketing. A team of enthusiastic
people working with this activation activity. They are capable to go anywhere, any time and can
reach the remote customer base.

1.1.4 Operational details

Operations are concerned with how you buy build and prepare your product or service for sale.
That covers a lot of ground including sourcing raw materials, hiring employ, acquiring facilities
and equipment monthly cost. The basic rule for AMCL operations section is to cover just the
major product, facebook page, facilities, equipment and processes and provide the major details
things that are critical to operations or that give you competitive advantage.

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Retail and service firms have different operations requirements from manufacturers. Asiatic
Digital that maintain suggest sell consulting and Community engagement and also we are
working on provide service. For example, Basically Oxy sells their product inretailers shops,
online shop and some particular shops. But customers didnt how to get their product. Asiatic
digital are providing all about the product information which product customers need or wants
that they can easily put those product about information by the oxys online pages like facebook.

1.1.5 Philanthropic activate.

Asiatic Social Limited - Social Marketing Communication wing of the Asiatic JWT that
basically addresses social marketing and social issues and mainly works with various NGOs
(Non-Governmental organization), the government, and other social marketing companies to
provide marketing solutions for social issues.

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 Chapter 2

Internship experience / observation details.

2.1 Job responsibility

As an intern, I worked under client service department of Asiatic Events Marketing Limited.
Being a client service intern, my duties were very specific. Main responsibility was to
communicate with the clients and manage third party vendor to get the job done. And the first
project I got that was ALLTIME project by PRAN. PRAN is strict while it comes to any service
regarding project as they have renovate their package and want to make it as the common among
the local people.

Specific responsibilities of the jobs:

Normally Asiatic Events Marketing gets a case brieffrom its client and majority of times inoral
form then in written documents. Corporate Clients case brief is more presentationoriented and
developed with its own communication and marketing team. The jobresponsibility covers
following:

Getting brief from clients

Make a checklist for to do list
Make a proposal
Pitch the proposal to the clients
Collect feedback and make negotiation
Facebook post and answered to the comments

Besides these also worked on the airtel-buzz query page named as aegis-lisacontaining queries
listing them below,

Sim related query

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 Gprs related query
New sim registration related question
Bonus related
Network related

This websites maintain by airtel. Asiatic inform them about the queries and then they directing us
regarding those issues.my job was answering the clients.

My duties were much more supportive and not structured. I usually get instructionfrom my
supervisor regarding clients demand and protocols. These days the job duties are notthat much
structure and do not have any specific duties. These have both positive andnegative effects. I
believe specific job duties here reduced the proper utilization of resource in time but it has result
in helpful way to ensure the quality of the job. At Asiatic Events Marketing Limited sometime
the work pressure remained so high that they need to outsource people to manage the situation.

Airtel buzz:

Airtel buzz is the authorized brand page of Airtel Bangladesh and is one of the top
telecommunication firms of Bangladesh. It has a very muscular presence on Facebook and
YouTube, two of the most well-liked social media websites in Bangladesh. According to
socialbakers.com which is a Czech-based company that provides social media network statistics
and analysis from Facebook, Twitter, Google+, LinkedIn and YouTube, Airtel buzz is the top
Facebook brand page in Bangladesh with over 6,427,714 fans liking its page and getting posts
and status of its product and services on their home feeds. Furthermore, it has one of the highest
numbers of people talking about this which is on average about 80,000 people at a specified time
in its page which show that the fans of this page are highly active and the page is engaging. In
their Facebook brand page insights we can see that most of their posts have an unpaid reach of
60,000 which is one of the maximum reach for a Bangladeshi page on Facebook. Not only that,
Airtels brand videos also one of the most viewed brand videos in YouTube with over 1,00,000

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views. Other observation shows that they keep attention of their consumers with attention of
their consumers with an average of 4 post a day with 2 lifestyles and fun related service and 2
product posts. Airtel buzz main target is to increase page likes and post likes on its page to
increase engagement with customers for which they do both paid and non-paid post page
promotion through Facebook boost option.

Ekhanei.com

Ekhanei.com is the authorized Facebook brand page of buying and selling website Ekhanei. One
of their major objectives is presence on social media websites such as Facebook is to attract
traffic to their main webpage Ekhanei.com. Their plan is dissimilar from other pages because of
other brand pages their main purpose is to be in touch with their brand message and generate
engagement among online consumers on Facebook page. Ekhanei redirect the consumers to their
own webpage and increase sales.

Its digital marketing is also wider than Airtel buzz and Microsoft. Airtel buzz use both the pages
enlarge and post likes through page advertising and post promotion but for Ekhanei.com it is
also Google ad word advertisement, search engine optimization and search engine marketing
which other Brand pages don't mentioned above. Currently Ekhanei.com has around 3,248,509
fans on its page with a people talking about it of 60,000 which show that people are sound
engaged with this page through likes, comments and shares of its posts. The other inspection is
that they frequently posts post product related posts with relatives to their website more
willingly than lifestyle post which Airtel buzz. Ekhanei.com also uses comic and entertaining
video on their Facebook pages which are product related to gain notice and engagement of
customers to switch them to their main web page to make more buying and selling throughout
their website.

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 2.2 Functional of the department

Client service

The digital communication need had only arisen. That is one of the reasons about the ignorance
about Digital marketing. In many cases firms have to teach the clients and make them
understand about the social media movement. Some clients realized the new social media skill
and called for the digital communications for their brands. After the primary pitch to the client,
depending on the thoughts and cost a contract take place between the two firms. Digital firms
need to understand each brand they work for and the target they are trying to achieve, they have
to maintain different strategies. The contract time varies time to time and once proved; the
firms starts getting long time agreements. The digital firms need to offer the clients
applications. Some companies have their own Application and some outsources these
applications. Facebook video also has a demand in the market and low budget video contents are
reaching to people more day by day.

Planning

Asiatic digital community engagement focused on facebook pages. So as far i saw

their planning department make some plan about how to maintain their pages. Client
service where all the campaign and business plans are made and according to client
demand they provide a solution. The solution driven activity start with the planning
department and then goes to the client service department and then goes to the
creative department. This solution includes branding plan, creative, budgets, and
time frame to achieve the goal.

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 Copy writer service
Copy writer service is basically giving the post of any kinds of items and writes a
caption under the post named as morality. They maintain it and if there are any
errors they do curette it.

Community engagement
As an intern, first I worked under community engagement. Community
engagement department is my duties were to communicate with the fans or I have
to solve their problem about the product. Example, my work was with Oxy
Bangladesh facebook pages. There of different kinds of problem I found there. I
had to make template on excel and live feed back to the customers and also try to
solve their problem.

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 Chapter 3

Internship outcome/ issue analyses

3.1 problems that indentified in the workplace

Asiatic is a digital media agency. I got an opportunity to do at Asiatic as an intern ltd. I am

fortunate enough that I got such a prominent agency though I face some difficulties as because
came into practical place rather than theoretical. Some problem listing below,

Because of their professionalism I felt very hesitation to ask them anything.

As I am very new in the practical place it taken time to assimilate myself with the work
environment.
I was very slow to deliver reply on the post because I was not prepared as I am very new
with this kind of activity.
Reporting time of the office was 9.00 am but I was late sometime.
As I am shy audience it was difficult to me to communicate with the boss.

Problem that I identified in the workplace:

There are some things which seems to me problem,

They have no sufficient sitting arrangement for the intern.

Remuneration system is poor as there is tons of work pressure.
Have no specific office hour. More than often they held us till night.

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 3.2 Analyze the issue

Public relation is the management functions that establishes and maintains mutually beneficial
relationship between an organization and the publics on which its success or failure depends. In
this modern era social network play a vital role for public relation. In my work place I generate
goodwill for respective organization through facebook.

Public Opinion, the term describing what a group of people thinks, expresses beliefs. Basically I
try to understand customer problem and opinion. Against customer problem or opinion I gave
them solution according to the organization policy. All this activity happens through facebook.

Asiatic 360 is an advertising agency they this agency do all kind of digital marketing. So thats
why I come up with a comparison between Traditional Marketing and Digital Marketing.
Traditional marketing is the most recognizable form of marketing. Traditional marketing is non-
digital way used to promote the product or services of business entity. On the other hand, digital
marketing is the marketing of products or services using digital channels to reach consumers.
Some comparisons are presented below:

Traditional Marketing Digital Marketing

Traditional marketing includes print, broadcast, Digital marketing includes online advertising,
direct mail, and telephone email marketing, social media, text messaging,
affiliate marketing, search engine optimization,
pay per click
No interaction with the audience Interaction with the audience
Results are easy to measure Results are to a great extent easy to measure
Advertising campaigns are planned over a long Advertising campaigns are planned over short
period of time period of time

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Expensive and time-consuming process Reasonably cheap and rapid way to promote
the products or services
Success of traditional marketing strategies can Success of digital marketing strategies can be
be celebrated if the firm can reach large local celebrated if the firm can reach some specific
audience number of local audience
One campaign prevails for a long time Campaigns can be easily changed with ease
and innovations can be introduced within any
campaign
Limited reach to the customer due to limited Wider reach to the customer because of the use
number of customer technology of various customers technology

24/7 year-round exposure is not possible 24/7 year-round exposure is possible

No ability to go viral Ability to go viral
One way conversation Two ways conversation
Responses can only occur during work hours Response or feedback can occur anytime

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 3.3 Recommendation

While doing my internship at Asiatic client service Marketing Limited, I observed the whole
working process of the unit and found some positive as well as negative aspects over the period
of time and came up with some recommendations which I would like to include. These are
following:

1. The amount of training programs are insufficient here, it has to be structured as well so
that the employees get more knowledge.
2. The scope of promotions of the employees here at AEML is much less, so I think the
scope of getting promotions should be increased in order to motivate employees.
3. AEML has very less number of CSR activities, so I think they should increase their CSR
activities. It would not only be beneficial to the people of the country but also for the
company itself.
4. AEML should offer transportation facilities to its employees as many employees come
from far away.
5. The working hour is from 10:30 am to 6:30 pm but it often exceeds because of work
pressure.
6. While working here I also observed that the employees got their bonus late which can
make the employees unhappy. So the employees should get their bonus in time.
7. The whole environment of the office is so casual. They should bring more
professionalism in both off and on the work.

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 4.1 Conclusion and implication:

As a part of academic requirement of BBA program, I have been assigned to complete my

internship report on Asiatic Marketing Communication Limited and under the supervision of Mr.
Abul khair jyote (Senior Lecturer, Management). It was a great pleasure to work Community
Engagement, digital wing of Asiatic Marketing Communication Limited. Asiatic Marketing
Communication Limited is the leading marketing communication firm of Bangladesh.

While doing my internship at Asiatic Digital, I observed the whole working process of the unit
and came up with some suggestion which I would like to include and they are-

There should be facility of more training programs so that the employees get more
knowledge.
There is less scope of promotions of the employees, so I think the scope of getting
promotions should be increased in order to motivate employees.
AMCL has very less number of CSR activities, so I think they should increase their CSR
activities. It would not only be beneficial to the people of the country but also for the
company itself.
AMCL should offer transportation facilities to its employees as many employees come
from far away.
The working hour is from 10:30 am to 6:30 pm but it often exceeds because of work
pressure.
While working here I also observed that the employees got their bonus late which can
make the employees unhappy. So the employees should get their bonus in time.

To conclude this report I would like to thanks the dedicated executives and staffs to whom i
learned so many things which are going to be assets of mine for my future career. I tried my best
to make the report successful. In this report I also mentioned enrollment and work duties of an
account executive. The report mainly features on maintaining brand communication through the
digital social media. Through the work experience at Asiatic Marketing Communication Limited,
it helped me a lot to increase my knowledge about digital marketing.

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Bibliography
(n.d.). Retrieved 2016, from http://www.asiatic360.com/amcl/

Afrina, Y., Sadia, T., & Kaniz, F. (2015). Effectiveness of Digital Marketing in the Challenging Age:An
Empirical Study , 1 (5).

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Appendix A

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Appendix B

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