Report Title: Digital Marketing Scenario Analysis at Asiatic EXP Company Name: Asiatic EXP. I created this report based on my three-month internship in the Strategic Planning Department of Asiatic EXP.
Name & ID
I wrote the report in order to complete my degree at the University of Brač.
Program & Major
Internship Information
Period, Company Name, Department, and Address: I have started my internship from 1st September 2022 and completed on 1st December 2022, in their strategic planning Department as
Job Scope - Job Responsibilities
Internship Outcome
- Student’s contribution to the company
- Benefits to the student
- Challenges & Difficulties
- Recommendations
- Objectives
- Significance
The basic concept of Asiatic EXP as an organization, its objectives and its strategies to apply different tools to specific accounts will be covered in this part of the report. This report clarifies the lessons learned from the work experience I gained after being a member of Asiatic EXP.
Overview of the Company
Vision
Mission
Management Practices .1 Leadership
- Board Meeting
- Office Environment
- Recruitment and Selection Process
- Compensation System
- Appraisal System
Asiatic EXP strives to be the industry's most innovative, socially responsible and customer-focused experiential marketing services company. As Asiatic EXP considers meetings as the cornerstone of progress, the assigned teams participate in frequent and lengthy meetings. In addition to official work, there is an indoor sports setup in the office and the musical corner where employees can freely spend time and enjoy their moments.
There are also match/movie corners showing many major sports matches and sometimes movies. One of the downsides of Asiatic EXP is that they don't have a clear and decent compensation policy for their employees. There are not many non-financial benefits for employees, except for health insurance, which also has many gaps.
However, there are no such formal systems that could help employees work better and understand their shortcomings.
Marketing Practices .1 Marketing Strategy
Portfolio
Asiatic EXP does not shy away from showcasing their main clients for whom they have built a huge reputation as the most reliable and professional agency clients can imagine. Asiatic EXP has a long list of notable clients including Igloo, Pran, Marica, PepsiCo, Singer and Nestle to name a few. The following list is some of the most important clients that Asiatic EXP has worked with.
Marketing Channels
Asiatic EXP has one of the most functional and user-friendly websites to attract customers and promote their works. By doing so, they position their brand as one of the most elite agencies ever and create the best brand image for themselves. At the recent 11th edition of Commward 2022 held at the Dhaka Sheraton in the capital, Asiatic 3sixty bagged a total of 37 awards, the most of any organization.
2009: The only agency to win the world's highest award - Best Market Development Team, Nokia 2010: The only agency to win the Fame Gold Award for Most Innovative Marketing Campaign, HSBC 2014: The Most Awarded Group in the Commwards.
Services
Sector expertise: Asiatic has acquired a significant amount of sector and market knowledge through its status as the oldest marketing agency in Bangladesh and its relationship with one of the oldest agencies in the world, J. By leveraging their expertise and working with the government, healthcare, sports, retail and other sectors, Asiatic offers its customers a distinct advantage. Thanks to their years of expertise, they have the highest quality technological support in the sector.
Community engagement: Through CRM, Asiatic develops and nurtures customer relationships that advance its clients' businesses. Lux presents Lux Anandadhara Miss Photogenic Bangladesh, forerunner of Lux Channel I Superstar, with Moushumi as their first winner. Asian marquee ICC Knockout Tournament (Wills International Cup), the first one-day international cricket tournament other than World Cups involving all test-playing nations, held in Bangladesh.
Asiatic worked with the government to develop the National Arsenic Mitigation Strategy by developing a branding strategy that is now being applied globally: green and red marking of arsenic-contaminated tube wells.
Financial Performances and Accounting Practices
Operations Management and Information System Practices
Top clients of Asiatic EXP
Industry and Competitive Analysis .1 SWOT Analysis of Asiatic EXP
Porter’s Five Forces of Asiatic EXP
Threat of New Entrants: Currently, there are a large number of agencies in the advertising industry. Bargaining power for customers: Companies like Asiatic EXP have mainly B2B buyers and their needs can be met as an individual or as a business. Bargaining Power of Suppliers: There is differentiated bargaining power of suppliers as agencies like Asiatic EXP are service oriented.
Asiatic EXP collaborates with a variety of suppliers for different projects and they are highly dependent on the supplier, which gives an upper hand to the suppliers. Rivalry among Existing Competitors: Asiatic EXP being the market leader occupies the greatest share in the communication and marketing industry of Bangladesh. Almost all the corporate giants collaborate with Asiatic EXP for different projects as well as many government, NGOs affiliates with Asiatic for their projects.
Competitive rivalry is not high due to Asiatic EXP's long list of renowned clients.
Summary and Conclusions
There is an increasing number of new agencies looking for newer and better ways of reaching consumers especially through digital marketing. Hence there is a large number of clients of various industries looking for better marketing and communication solutions in Bangladesh. Since Asiatic EXP is always changing with demand and always innovating they can easily overcome any difficulties easily.
Recommendations
Introduction
Background
In Bangladesh, there are hundreds of brands actively operating and they are always looking for experiential marketing strategies and concepts to help them activate their brands, services and products on land and online. This is where Asiatic EXP steps in, enabling businesses to target specific customers that are relevant to them and boost their return on investment. BTL marketing strategies allow a company to directly target their relevant consumers and turn them into conversion rates.
The complete concept is developed by the creative team in accordance with the client and planning team requirements. The planners incorporate all of the client's requests and provide a solid foundation on which the client can trust and move forward to achieve their goals. In addition, Asiatic EXP offers its many clients media services, industry knowledge and services, including analytics and data.
There are some downsides to BTL marketing, namely that you must be prepared to pay some money upfront for advertisements, even if they may not be successful.
Objective Broad Objective
A brand today must adapt to the changing views of consumers in order to remain relevant to them, given the rapidly changing nature of consumer behavior. BTL marketing helps increase conversion rates, build brand recognition and bring customers closer to businesses. Apart from these, customer service, creative design, social media activation and community participation are some more important services.
Therefore, when considering whether or not to use sponsored traffic campaigns, you must consider the associated costs and time. Understanding the local market trends and how Asiatic differentiates its marketing strategies to deal with the emerging trends.
Significance of the Study
Methodology
Primary Data Collection
Secondary Data Collection
My manager gave me access to their cloud storage, where I could view client history, project history, and project blueprints, which were used to collect secondary data for this report.
Additional Data Collection
Findings and Analysis
- The Global Market Scenario: Digitalization has made businesses and consumers change their strategies and perspectives respectively. Organizations profit financially and strategically
- The Local Market Scenario
- Literature Review
- Analysis
Once a customer gets their service from Asiatic EXP, it is difficult for them to switch to other competitors because of the wide range of services and innovations that can be done by AEML. Most of the agencies fail due to lack of innovation and awareness of the global paradigm shift in terms of implementing digital marketing in BTL agencies. Promoting businesses, influencing consumer preferences and increasing sales are the main objectives of digital marketing, which is sometimes referred to as "online marketing, internet marketing" and "web marketing." The term "digital marketing" refers to a group of data-driven marketing activities that cover all the available digital channels to advertise a product or service and create a digital brand.
Asiatic EXP, which is one of the leading marketing companies with multiple activation projects integrating various technologies, must consider big data analysis before implementing projects and marketing strategies. Companies must look for the best practices in digital and social media marketing to maintain and increase market share due to the demise of conventional communication channels and society's dependence on physical businesses (Naylor et al., 2012; Schultz & . Peltier, 2013) . There are several projects where it is important to create a strategy that will capture the attention of consumers; initiatives such as the launch of a new Lux product or the 5G launch of Grameenphone require planners to be aware of their target audience's preferences.
By analyzing the integrated marketing strategies of Asiatic EXP, I can understand an important aspect: even though they have integrated most of the new technologies and strategies in their marketing, they still lag behind in creating value and making decisions based on it. data about their clients and projects.
Limitations
The preferences can be obtained through data analysis, and these insights are needed to create smarter marketing plans that will increase campaign participation. As the client commissioned, Asiatic EXP decided to incorporate more first-hand research work into the current status of clients' businesses, not only to help clients better, but to upgrade with the current needs and wants expressed by these pandemic was created. Asiatic EXP brings the most innovative and technologically rich brands to events like Digital Bangladesh.
Many virtual events have been organized which also give the customers the option to search when there is a budget problem or a pandemic problem. By continuously innovating and adapting their marketing strategies, Asiatic EXP has received positive reviews from their customers. Even the agencies are aware of these limitations but fail to improve these limitations.
All these limitations can be found in Asiatic EXP and I was able to witness most of it while working as an intern.
Summary and Conclusion
Implications
Recommendations
The perceived value of social media marketing: An empirical investigation of online word-of-mouth marketing in the Saudi Arabian context. Beyond the 'like' button: the impact of mere virtual presence on brand evaluations and purchase intentions in social media environments.
