1.0Origin of the report
This internship report was assigned as a partial requirement for the completion of the BBA Program of City University. I joined Pacific Bangladesh Telecom Ltd as an Executive- Marketing Communication and Branding. It has been a very interesting experience till date, one that has provided an in-depth perspective into the actual workings of an organization. I have been able to provide a novice’s view of their operations and also learn from those who work in Citycell about the every day problems faced and the greater business issues in general.
1.1Objective of the Study
The report concentrates on the “Campaigning of the ZOOM package offered by Citycell”. I divided the statement into several points so that the task can be completed separately but jointly and with specific analysis and result for the perfection of the project paper.
The specific objectives were as follows:
1. To demonstrate the different types of campaigns that Citycell undertook to launch the ZOOM package. 2. To find out the cost efficiency of different media advertisements such as electronic, print and air media as well as outdoor campaigning such as Billboards, festoons, banners, danglers, stickers, posters etc. 3. To ascertain customer growth and market situation of Citycell ZOOM.
1.2SIGNIFICANCE OF THE STUDY
➢ By doing the study I was able to find out the level of exposure of CityCell ZOOM among the customers. ➢ Lastly I recommended what Citycell ZOOM should do to make it more preferable to the Customers.
➢ Data Collection Method: Previous published statistics of Citycell, company brochures, website, survey by unstructured questionnaires, Outdoor monitoring of Citycell ZOOM Campaigning. ➢ Data Analysis Techniques: Graphical presentation, Percentage, Cross tabs. ➢ Data Presentation Techniques: Tabulation format.
➢ Format of the Report: Formal.
1.4LIMITATIONS OF THE STUDY
➢ Availability of proper data and resources.
➢ Due to confidentiality the data available may not be accurate.
➢ Last but not the least, this kind of research needs a lot of time than I am given to conduct. So, time was one of the concerns for not having the exact picture of the scenario.
2.0PORTRAIT OF THE ORGANIZATION
1. THE COMPANY
Pacific Bangladesh Telecom Limited (PBTL) is the first mobile phone service provider in the Indian Subcontinent, with its inception in 1993. The address of the Head office: “Pacific Centre”, 14, Mohakhali C/A Dhaka 1212. PBTL was founded by Pacific Group Limited and Hutchison Whampoa Limited. “Citycell” is the brand name under which PBTL provides wireless telecom or mobile phone service and products to its customers. PBTL is one of the companies of the Pacific Group. The Pacific Group is involved in various businesses including: • Pacific Group of Companies (since 1967)
• Pharmaceuticals etc
PBTL is also the only operator in Bangladesh supporting two mobile technologies – AMPS and CDMA, while providing, in addition, Cellular and fixed wireless services.
2.1.1 Pacific Group Limited
The Pacific Group is a group of companies under common ownership. The group has interests in automobile service (Pacific Motors Ltd.), consumer electronics (Pacific Industries Ltd.), fisheries (Bengal Fisheries Ltd.), tea (Noyapara Tea Company Ltd.) and telecommunications (Pacific Bangladesh Telecom Ltd.). This group of industries was founded by the renowned industrialist and current honorable foreign minister – Mr. M. Morshed Khan.
2.1.2 Hutchison Whampoa Limited
Hutchison Whampoa Limited (HWL) is a Hong Kong based diversified, multinational company with origins dating back to the...