It gives me immense pleasure to have the opportunity to prepare an internship report entitled “Integrated Marketing Communication TECHSPORT CO. This is to certify that Avijit Sarker Parag, Master of Business Administration ID has successfully completed his “Internship Program” titled “Integrated Marketing Communication of TECHSPORT CO. I am Avijit Sarker Parag, Master of Business Administration (MBA) student of Daffodil International University and I declare that this internship report on “Integrated Marketing Communication TECHSPORT CO.
The internship report does not contain any material previously published or written by anyone, except where properly referenced in the text of the thesis. So I would like to take this opportunity to thank all those people who helped me in the preparation of this report on “Integrated Marketing Communication of TECHSPORT CO. .
In order to stay and increase the pace of the business track, the effective integrated marketing communication is very important. The first part of the report deals with the report's introduction, purpose, background, scope, method and limitation.
Chapter One
Introduction Part
Introduction
The main objective of the program is to expose students to real world situations. This report is made as a partial requirement in the internship course for the MBA students. For the most part, IMC was considered, thought and written as a simple combination of marketing and promotional activities.
IMC can be seen as a new marketing model, package of core concepts common to many business environments. The major role it plays in the process of developing and maintaining brand identity and brand equity is one of the main reasons for IMC's growing importance. In our country, many organizations carry out a lot of activities to streamline their working conditions or make the organization profitable through marketing and take on so many challenges.
Moreover, they are very concerned about their IMC activities to increase brand image and sales. In this case, they need to establish effective IMC activities to increase their brand image and sales.
Background of the study
The organization currently has more than 40 employees, with a monthly assembly capacity of 30,000 pieces of switches and sockets.
Objective of the study
Broad objective
Specific objective
Methodology
Primary sources of data
Secondary sources of data
Scope of the study
An internship is an opportunity to use and develop knowledge and skills related to a business, which also helps to increase some skills that are fully applicable to everyone and how a student can use this type. As a marketing student, I always want to gain various knowledge in the field of marketing, so I joined TECHSPORT CO. I want to learn the right way to use my knowledge and skills during my internship.
Limitations of the study
Time limitation
Lack of information
Ignorance of the company top manager
Lack of interest
Chapter Two
Organization Overview
- Company background
- Mission
- Vision
- Core value
- TECHSPORT CO. LTD at a glance
- Corporate governance
- Top management
- Mrs. Nirenai Chairman
- Mr. Shao Jia Lei Managing director
- Mr. Mohiuddin Arif (Rafy)) Assistant manager
- Mr.Sajedul Korim
- Organizational organogram
Since its foundation in 2014, TCL has been committed to providing the most satisfactory products to the customer with high-quality electronic goods and better sales service. TCL has been engaged in the installation and sales service of electrical switch and socket, which can be done according to the customer's requirements. We introduce domestic exclusive Chins technology in 2014, successfully developed the Smart Electronic Home solution and become a qualified supplier for many customers.
We hope to build sincere business relationships with customers from home and abroad, jointly striving for a brilliant tomorrow. Provide value added products and services by creating a successful partnership between the people, technology and practices. Customer Requirements. To be the most caring by providing the quality product efficient service in every area of our business.
The current capacity of Assembly Production is over 2000 pieces of Switch & Socket per day.
Factory location
TECHSPORT product
- TECHSPORT price list
- Distribution network
- Current situation of TCL
- Various department of TCL
The marketing department reports to sales and works closely with the business area managers, product development team and national customer service team.
Production department
Finance department
HR department
Chapter Three
Theoretical frame work
The role of integrated marketing communication
Marketing communication allows businesses to connect their brand to other people, location, brand, event, niche, experience and thing. By defining the brand in memory and building a brand image, they will increase brand equity as well as drive sales and even impact shareholder value.
Marketing communications mix
Integrated marketing communication tools
Advertising
Some sales promotion tools are given below
Personal selling
Public relation
Direct marketing
Events and experiences
- IMC process consists of six stages 1. Contextual /Situational Analysis
- Target market
- Communication Objectives
- Budget
- Marketing mix
- Evaluating the program
This budget can depend on the goal and task, how much the company can afford, percentage of sales, percentage of profit and partially competitive. The marketing web is selected according to the communication goals and within the lesion with the selected budget. This can be achieved through certain social media metrics, understanding web traffic using Google Analytics, sales and social media tools that allow you to track activity with specific items.
Chapter Four
IMC of TCL
Integrated marketing communication of TECHSPORT CO. Ltd
TCL conducts few promotions for customers and few promotions for trade. TCL operations are as follows. It is the most effective form of communication in which it reaches a mass audience at once within a short period of time. They advertise their offer in billboards, radio, posters, website, print media and broadcast on newspapers and also the product will promote itself with the attractive packaging. They currently have no TV commercial.
FM radio TCL organizes radio program every traditional occasion like independence day, victory day, pohela boishakh and so on. At this time TCL manages contract with the radio agency and provides their product to them. They use traditional billboard also use digital billboard. TCL has chosen big crow place for billboard advertising.
They find a potential customer for a TCL product and then send product details to the prospect's profile via social media. If any customer visits the TCL website, they can easily get all the information about the TCL product.
Sales promotion
Discount and offer
Personal visit to the customer
Free sample board
Public relation and publicity
IMC strategy of TCL
Identifying the target customers
Designing the communication
Communication channels
Setting total communication budget
TCL IMC program managing and evaluating Here I try to evaluate TCL IMC on the basis of those factors
Contribution
Budget for promotion
Complimentary
Versatility
Cost
SWOT analysis
SWOT
Strength
Weakness
Opportunity
Threat
SWOT analysis of TCL
Strength
Weakness
Opportunity
Threat
Chapter Five
Findings, Recommendation &
Conclusion
- Findings 1. Poor brand image
- Ineffective promotional activities
- Invisibility in social media platform
- Lack of publicity and public relation
- Promotion budget is not maintain properly
- Not enough variation of the product
- Unable to reach the customers
- Less number of experienced employees
- TCL does not do their business on credit
- Sometimes employee selection process is not appropriate
- Recommendations
- Hence, they are new company they need to establish their brand image in market or in customer mind by using different IMC tools. Brand awareness should be the prime concern
- TCL should promote their products through TV advertisement in between TV programs because most of the people in our country they are watching television on their leisure time so
- They should also promote their products through social media because there are millions of people who are using these social media platforms. In this social marketing revelation period it’s
- TCL needs to increase more publicity and public relation through contribute different events, programs, social affairs, organize special event, lunching product event charity and so on
- The governing body of TCL should discuses with the promoting department of the company so that they maintain the promoting budget effectively based on their proper plan
- TCL should increase their employees by providing attractive salary and other beneficial things to their employees. This will eventually contribute to building brand
- TCL should to increase variation of the products and services. If they increase their product line then their business can expand and it also creates large market and more customers for their
- Most of the competitors do their business on credit.TCL also should give products on credits to the dealers, doing this customers will be attracted and sales and market share will also
- They should not recruit anyone for personal relation if they are not qualified for the job
- Conclusion
TCL does not promote them through TV ads and they do not connect with customers through this medium. TCL does not promote its products and services on social media like they don't have YouTube videos, Facebook pop-up ads and other social media where social media is one of the most cost-effective ways of digital marketing and helps increase company visibility and brand awareness. To expand their business, they need more versions of their products, such as different types of switches with different colors, different types of lights, led lights or bulbs, fans, etc.
TCL does not do their business on credit because there is a risk that a large number of profits are stuck in the market, and TCL is organized by foreign businessmen, so they also have problems of lack of trust. Therefore they are a new company they need to establish their brand image in the market or in the mind of the customer by using various IMC tools. TCL should promote their products through television commercials between television programs, because most people in our country watch television in their spare time, so because most people in our country watch television in their spare time, so there is a huge customer base.
Television commercials can create great impact on viewers because of the creative potential for combining sound, visuals and motion through picture audio, video quality, motion, color, text, music, effects and its effective dialogues, therefore giving access to wide audience and awareness very quickly. They should also promote their products through social media because there are millions of people using these social media platforms. In this period of discovery of social marketing, it is the people who use these social media platforms.
The management body of TCL should discuss with the promotion department of the company so that they can keep the promotion budget effectively based on their proper plan. If they increase their product line then their business can expand and also create big market and more customers for their line then their business can expand and also create big market and more customers for the business Theirs. Most of the competitors do their business on credit. TCL should also give products on credit to dealers, by doing this, customers will be attracted and sales and market share will also be traded, by doing this customers will be attracted and sales and market share will also increase.
Selling on credit like other businesses will help them to get customers from different parts of the city and also from the country, as a result the profit will also increase. They should not recruit someone for personal relationships if they are not qualified for the job. 11.They should import few extra products so that in case they find a defective product, they can exchange the defective products from the extra imported amount so that the dealers don't have to wait for the next shipment.
