In this internship report I tried to know the "An Analysis of the Marketing Activities of Papyrus Communications Limited". This report also consists of the marketing promotion activities of Papyrus Communications Limited in which I found out what marketing mix they did. Papyrus Communications Limited is one of the very successful advertising agencies that is a local brand for our country.
Background of the Study
Objectives of the Study
Methodology of the Study
The primary source of data includes the following
The secondary sources of data includes as under
- Limitations of the Study
- Profile of Papyrus Communications Limited
- Clients of Papyrus Communications Limited
- Organizational Hierarchy
- Recent notable work
- About BTL (Below-the-line) advertising
- Business philosophy of Papyrus Communications Limited
Advertising is one of the key factors in branding and business communication, providing information that can help customers or consumers make a great purchasing decision. I was really privileged to be part of a great team during the three months I was an intern with this organization; I learned how to implement academic knowledge in the practical arena of marketing, especially advertising. Papyrus Communications has successfully ranked among the top advertising agencies in Bangladesh and is doing great.
Papyrus Communications as an advertising agency is a very famous agency worldwide for its creative works and now it is becoming impeccable as a digital and event management advertising agency as the time demands. The increasing demand for event management activities in Bangladesh has led Papyrus Communications to focus more on the event and activation media. In this report, the knowledge and resources of Papyrus Communications are used to understand the promotional activities beyond conventional marketing.
Papyrus Communications currently serves a list of global clients gsk, ACI, Meena Bazar, Santa Holding, RFL, Quazi Enterprise ltd, Kazi & Kazi Tea, Lovello, Boshundhra LPG etc. 34;BTL" or "Below-the-line", indicates that the advertisements will target a specific group of potential consumers. Below-the-line advertising is an advertising strategy in which a product is shown in mediums other than radio, television, billboards, print and film are promoted.
Types of below-the-line advertising commonly include direct mail campaigns, trade shows and catalogs, and targeted search engine marketing. Innovative BTL activities or methods ensure brand assessment while highlighting the item's components. Below the Line marketing activities are a direct inducement to purchase, communicate or interact via cash or kind and are short-lived.
Vision
Event Sponsorship: The main objective of this activity is to increase the brand awareness of the organization among the people of their target audience who attend the event. Hand out business cards: By giving the audience an organization's business card, they hope that they will also give their own business card. As a result, the more business cards they give to others, the more business cards you will get.
Local Sports Team Sponsorship: This option is BTL method, although it is a good way to reach a local market or community. Organization can promote their logo associated with a local sports team can do wonders to help their business target a particular demographic. Door to door sales: In this process brand promoters take the product to the buyer's door and buyer can easily know about the product.
This can be a great way to advertise products to both new and existing customers.
Mission
Goals
Objective of Papyrus Communications Limited
The company focuses on finding out the market situation and demand according to the country and also reaching out to all the customers across the country to make them aware of the service. Their goal is to increase sales with market offers and by using promotional tools so that they can maintain customer demand and wants. The company looks up to overcome competitors with marketing strategies and then they create innovative ideas for the customers to build a strong position in the market.
Product and services offering Department
Client service
Strategic planning & creative
Media
Event
Digital
Advertising
Activation
Organogram of Papyrus Communications Limited
Since this company is equipped with a small number of professionals, but everyone here in the company works as a family.
Managerial Level
Managing Director
Manager (Brand Service)
Manager (Event &
Manager (Media &
PR)Executive director
Market Segmentation
Products and services can be improved by dividing the market into smaller segments, the uniqueness and needs of customers can be sought to Papyrus Communications Limited. After marketing some theories, in this case of Papyrus Communications, it is more important to follow the market segmentation to get more opportunities in the market, to fulfill the needs of the customers and to develop more profitable profiles for each market segmentation.
Demographical Segmentation
Psychographic Segmentation
Behavioral Segmentation
Market Positioning
As an advertising agency, Papyrus Communications Limited has always tried to make themselves unique from the other competitor agency. The difference they have created by far with other competitors in the market is by providing better service to customers by reaching out to them from door to door. Which means they provide door to door services to customers as if a customer can't visit due to lack of time or any other issues that will limit Papyrus Communications to reach them for providing any kind of advertising related services.
Suppose if a client wants their product or brand image to be known across the country, Papyrus Communications can take a step to promote their brand image through TVC advertisement, billboard advertisement, roadside site with brand printing, distribution of branded t-shirts for sports day, door to door distribution of leaflets etc. Thus, Papyrus Communications has good feedback from customers who have already purchased services from them through this process. They also offer door-to-door services much more efficiently than other competing advertising agencies.
Market Targeting
Papyrus Communications offers to customers from known age of the organization which are actually target customers to provide ATL or BTL service packages. The likes of GSK recently held a 'Towards a New Beginning' event for their shareholders and Papyrus Communications where Media & PR were offered to publicize their event on social media. Papyrus Communications, on the other hand, is offering a flyer and news pack to activate the Quazi Mosquito Coil to promote their social clean-up campaign with its proceeds.
Like Bangladesh Premier League BPL will be held in January 2019 where any company wants to be a sponsorship partner for any team Papyrus Communications can provide this service. How they can customize their advertising plan, execution plan and working root map implementation Papyrus Communications helps them implement their own terms. ICP (International Consumer Product) launch program Papyrus Communications helps them launch their product using event management theories and promotional mix activities.
Marketing Mix (7Ps)
Considered to conduct s SWOT analysis, to process competitive analysis and set of objectives The 7Ps model is used by companies such as Papyrus Communications Limited.
Product or Services
Today, digital marketing is the central goal of promoting brands through various forms and using digital channels to easily reach consumers. Online Marketing: It includes communication options such as websites, search ads, display or banner ads, email ads, etc. Social Media Marketing: It advertises products or services through forums, blogs and social networking sites such as Facebook, Twitter, YouTube, etc.
When it comes to event management services, Papyrus Communications has a clear vision to provide expert assistance, deliver superior events and offer unparalleled service to its clients. Papyrus Communications also helps to organize a successful program, and well-planned professional business events or conferences can help achieve a number of goals: such as raising the client's company profile, changing public opinion, launching a new product or service. Simply put, the main purpose of this kind of promotion is to get consumers to take action.
So that, on the other hand, they can advertise and market their customers' products in the right way.
Price
Place/Access
Promotion
Recently, Papyrus Communications organized Khulna Titans presents the program "Ball akta six koyta" on the road, so this is the direct marketing activation of Papyrus Communications limited. Personal Selling: Papyrus Communications organized a Bashundra LPG gas dealer conference program which is face to face communication between buyer and seller.
Physical Evidence
People
Digital Marketing Professionals: For digital marketing, there are especially few people who constantly visit their personal Facebook page and encourage immediate responses, as well as promote new works and look for new posts from other companies. Strategic Planning Specialists: Papyrus Communications gets a change for every young top performer. That's why Papyrus Communications has a strategic planning expert to come up with a new idea and execute the plan.
Processes
Typical work flow in Papyrus Communications limited
Chapter- 4
SWOT ANALYSIS
SWOT Analysis
Strength
Weakness
Opportunities
Threats
Recommendations
Problems Identified
Sometimes Papyrus Communications researches clients but never researches the entire market they are dealing with. I think they should be quite more active in doing market research alongside doing customer research. As Papyrus Communications lacks expertise to control this department and they do not keep their daily base work up to date on their personal website page.
For that reason, an organization may not know what to do lately and people find it difficult to find out what they have to offer. Papyrus Communications Limited needs to be more specific about what they are offering to the customers so that they don't create a barricade in the minds of their customers. They need to focus on what customers actually expect from their offers and services and for that they need to reveal everything they are specifically through services.
Papyrus Communications limited surely has such young and brilliant minds in their workplace, but when they are searching for a good knowledge about sales promotion activities, they might need more from it. In order to have a good relationship with suppliers, they need to continue doing business with suppliers, keeping track of them is another way to solve this matter, and even if some suppliers stop communicating with them, they must ensure that their suppliers do not fall behind their suppliers. business. Papyrus Communications limited must be much more active in doing market research side by side with customer research.
Do more and more research on the current market conditions often to know what other competitors are offering that they are not to the customers and to do that they need to hire some employees only research on the market situation.
Conclusion
